Social media advertising focuses on advertising through social networking sites by targeting ads based on user demographic information. It is about having conversations and co-creating with brand followers rather than broadcasting. Case studies showed how social media played an important role in measuring effectiveness for a new product launch and raising funds for typhoon relief. Operationalizing social media gives brands competitive influence.
7. Social network advertising is a term used to
describe a form of Online advertising the focuses
on social networking sites. One of the major
benefits of advertising on a social networking
site (facebook, myspace, friendster, bebo,
orkut…and many others) is that advertisers can
take advantage of the users demographic
information and target their ads appropriately.
8. So in the next 20 or so minutes…
• Social media advertising and the temptation to
broadcast
• Case 1: Modeling effectiveness founded on the
specific role of social media in the marketing mix
• Case 2: Immediacy and urgency in social media: its
critical role in delivering effectiveness
• Case 3: Operationalising social media in your
business is a competitive advantage
9. So in the next 20 or so minutes…
• Social media advertising and the temptation to
broadcast
• Case 1: Modeling effectiveness founded on the
specific role of social media in the marketing mix
• Case 2: Immediacy and urgency in social media: its
critical role in delivering effectiveness
• Case 3: Operationalising social media in your
business is a competitive advantage
10.
11. And when we say advertising we’re tempted to
broadcast… just like in the past.
print radio broadcast digital
16. SOCIAL MEDIA ADVERTISING IS ABOUT
CONVERSATIONS AND CONSTANT
CO-CREATION WITH A BRAND’S PUBLICS.
17. So in the next 20 or so minutes…
• Social media advertising and the temptation to
broadcast
• Case 1: Modeling effectiveness founded on the
specific role of social media in the marketing mix
• Case 2: Immediacy and urgency in social media: its
critical role in delivering effectiveness
• Case 3: Operationalising social media in your
business is a competitive advantage
18.
19. 4438
THE CHALLENGE
PRE-LAUNCH
• Spark curiosity around 4438 by engaging Facebook
users in conversations around the novelty of “4 4 3
8” to spawn other conversations in personal web
spaces (≥75 blogs, ≥100 microblogs) by April 4.
21. Positive (28)
4438 on Blogs
Positive posts are about:
There are a total of 101 PRE-LAUNCH
blog posts on 4438: • Blogger’s excitement
• Positive: 97 • Wild guesses on what it could be
• Negative: 4 • Press Releases from the Social Media Team
(4438 Reasons Why You Will Be Happy on April
4)
• The 4438 Sightings Promo Raffle on Facebook
Negative (4)
Negative posts are about:
• Them having not received the text from 4438
• No information on the website
22. 4438 on Microblogs
There are 183 microblogs on
4438. (as of April 6,
2010)
Positive: 153 posts
Negative: 30 posts
23. 4438 on Facebook
4438 on Globe Telecom Fanpage
• There are 35 4438-related
content posted generating more
than 500 likes & more than
1200 comments.
• Number of posts by users is over
150, mostly speculations prior to
launch and inquiries after the
launch.
• Fan count increase from 25,763
to 28,393 . Up by almost 3,000
in 1.5 weeks of 4438 promotion.
• 4438 Facebook-only promo
received 149 entries in less than
a week.
24. 4438 on Facebook
4438 Event Page
(Something BIG will
happen on April 4)
• More than 2,500
messages posted by
users on the wall.
25. HAVING A CLEAR ROLE OF SOCIAL MEDIA
IN THE MARKETING MIX ALLOWS YOU TO
MEASURE EFFECTIVENESS OF THE SPACE.
26. So in the next 20 or so minutes…
• Social media advertising and the temptation to
broadcast
• Case 1: Modeling effectiveness founded on the
specific role of social media in the marketing mix
• Case 2: Immediacy and urgency in social media: its
critical role in delivering effectiveness
• Case 3: Operationalising social media in your
business is a competitive advantage
28. September 26, 2009
Typhoon Ondoy dumped 1 month’s
worth of rain within 6 hours,
submerging 80% of Metro Manila.
29. The following week, Typhoon Pepeng
wreaks havoc in Northern Luzon,
making a record three landfalls in four
days.
30. Digital was at the heart of Filipinos’
response to Ondoy and Pepeng.
While Globe Telecom was busy
helping communities on the
ground, we knew we had to
do something digital where the
support for the calamity
victims has found a
groundswell.
31. So we launched the
#BangonPinoy Twitter
campaign, in partnership
with the Philippine Blog
Awards.
32. For every #BangonPinoy
Tweet, we committed
P30 donation to help
affected communities
recover.
Our target was to reach
P400,000.00 in 3 weeks
in time for the Bangon
Pinoy farm re-building in
a GK community.
36. As of November, Globe has provided
relief packages to 17,000 families in
Marikina, Rizal, Muntinlupa, Laguna, and
Pangasinan. It has donated Php3 million
to various foundations for the victims of
the floods.
The fund collected by the #BangonPinoy
campaign is now being managed by the
Philippine Blog Awards in partnership with
RockEd in helping affected communities
in Marikina recover.
38. So in the next 20 or so minutes…
• Social media advertising and the temptation to
broadcast
• Case 1: Modeling effectiveness founded on the
specific role of social media in the marketing mix
• Case 2: Immediacy and urgency in social media: its
critical role in delivering effectiveness
• Case 3: Operationalising social media in your
business is a competitive advantage
42. Population Comparison
UNDERSTANDING “FOLLOWERS”
Brand Cares has 8 users more than
Talk2Globe. HOWEVER:
6995 6987
followers followers • Brand Cares was launched
several months before
4276 1735
following following Talk2GLOBE
• Brand Cares is growing by an
average rough estimate of 100
added followers per week
• Talk2GLOBE is growing almost
THRICE faster at 250 added
followers per week (average).
43. KLOUT Score
Klout is a Twitter tool (The Klout Score is a numerical
that measures representation of the size and
influence on topics strength of a person's sphere of
across the social web influence on Twitter. The scores
to find the people the range from 1-100 with higher
world listens to. scores representing a wider and
stronger sphere of influence.
Amplification ability True reach
Network score
45. Klout’s Neighborhood
Comparison Graph
(The more
engaged you
are, the more
you move to
the upper right
corner of the
graph.
(Brand Cares is
a CONNECTOR.
(Talk2GLOBE is
a PERSONA.
47. Today we talked about…
• Social media advertising and the temptation to
broadcast
• Modeling effectiveness founded on the specific role
of social media in the marketing mix
• Immediacy and urgency in social media: its critical
role in delivering effectiveness
• Operationalising social media in your business is a
competitive advantage
Hinweis der Redaktion
Topic given to me was Social Media Advertising: Measuring Effectiveness. However, I decided to disrupt the the topic by reintroducing a slightly similar one to what I think would be more useful as food for thought amongst those who are here today. How Social Is Your Advertising? – I will talk about a different kind of advertising. One that is not in the realm of our trusty, old school friends – banner ads. I will talk about an advertising that engages people in a conversation, in an advocacy, in a proposition. I will also talk about how we have attempted to make social media advertising – advertising and marketing in a social web – work for us at Globe where effectiveness is best measured against the objectives and role of social media in the ever changing marketing mix.
But let me start with an introduction. I am Pao Pena and this is my presence in the social web. It’s by far the most active social media property I have in my web portfolio. I have my own dotCom, which I wiped out to zero and yes, it’s still largely not updated. But My Facebook allows me to talk to my friends – intimately: one is to one, maybe one to a few good people and also massively: myself to many (2000+ friends). One controversial status update or relationship change quickly engages hundreds if not thousands of friends. I changed status from Single to In a Relationship and in a span of 3 or 4 hours, 73 friends have “liked” it and there have been 52 comments already posted on the thread by the time I wOke up. That’s the kind of conversation that Pao Pena, as a person, has in a social web. The future of advertising in a social web lies in its ability of brands to become like us, to become like humans.
I will not talk about advertising on Facebook, YouTube, or other social media channels per se because I think that should just be incidental to what and how your social media strategy should be. Making advertising social is more than just splashing the space with banners – which can now be “liked” or even removed from your page. So let’s park that for now.
This form of advertising is dated because it undermines the power of social media to spark and host conversations. It’s like putting your TV commercial or worse your poster on social networks to simply “advertise”
When we say advertising, we tend to think of communications in a broadcast model. It’s us, the brand, talking to an audience. It’s a classic formula, it worked before so why shouldn’t it work now? The model of communicating to and conversing with an audience has changed much as the way people communicate with each other has changed. Interpersonal communications have changed from single mode of to a multimodal way of communicating with each other. We are now empowered to broadcast to a base of 2,000 friends and spark conversation. And just the same way, we are deluged to receive 2,000 conversations a day coming from our own friends base. It’s very different from how brands advertised above the line. In its purest form, above the line advertising broadcasts a selling proposition, an advertising message which does not directly engage the audience into a two-way conversation. It only talks, not listens. It tells you about the brand, but it does not co-create with you. However, statistics show though that TV is still good especially here in the Philippines where it is still a major source of information and influence over consumer choice. The pressure is on us marketeers to identify the specific role of social media in a mix that perfectly coexists with TV, radio, print, outdoor and other forms of mainstream communications.
Kiosks in Glorietta
The social web is today’s media revolution. The ability of one to connect to a few, one to many, and intimate one to one, and the usually confusing but equally interesting few and many to one. This is the same power that is afforded to brands. Now the brand can engage users, one to one, one to a few and one to many and vice versa back to the brand, one to brand, many to brand, and few to brand, in a multimodal conversation. Different topics, different media spaces, different contexts, different content.
In the most traditional sense, brands were used to advertising in a broadcasting context. We were trained in school to use media vehicles that sell our proposition. In a broadcasting context, we engage users with creativity that sells. And that works. And it still does. But the communication is one way.
Today, thanks to social media, brands are now empowered to facilitate conversations around the propositions it sells leveraging on influencers and his network of friends so that selling is done in the proper context the brand fits in. Thus advertising – or communicating – today in a social web takes in a different role in the marketing mix. We not only sell, but we share meanings of our proposition with our audiences. Social Media today plays an important role in the marketing mix.
We need to take advantage of the many different technology-mediated roles of the consumer in making our advertising social. To take advantage of the way consumers interact today, we must go beyond advertising in a broadcasting context. The social web allows us to engineer our brand communications to become facilitators. Try to avoid using social media as a way of broadcasting messages. The social web, much as we are as its users, enable brands to engage users in a conversation, in a dialogue. Brands and its consumers exchange meanings and co-create the advertising that was once impossible in a broadcasting sense. Allow users to form the brand with you. Badly executed social media campaigns use transliterate ATL advertising to social media thus the splattering of CPM banners even on Facebook even like those you see today from presidential candidates. Take a step back and you will see that their advertising on social networks like Facebook acts as if they were leaflets handed out in markets. You will also see that rarely or never do their advertisements on Facebook cause conversations, not even after the click.
“” “” Publishing – Video teasers were uploaded on Multiply and Youtube. Articles were also published on different “agnostic” blogs and Globe Tattoo blog. Broadcast – Twitter, Plurk, and Friendster were heavily utilized to broadcast teasers (pre-lauch) and program info (post-launch) Engagement – Facebook was the busiest of all channels with 4438 becoming the theme of the entire pre-launch week --- posting teaser questions, featuring video teasers uploaded on Youtube and Multiply, and highlighting blog posts about 4438. A promo contest was also launched to make it more viral (Participants were asked to tag their friends on their entries.) Post-launch, Facebook also became a center for 4438-related inquiries with admins responding to concerns in real-time.
In an activation and digital marketing-led campaign where ATL efforts on radio and some TV followed, it was imperative to be very sharp with what social media must contribute. Activation was used to spark on-the-ground interest around 4438 while social media was used to build conversations, share meanings around what was at first obscure to the public.
Having a clear role of social media in the marketing mix allows you to measure effectiveness of the space, of the channel based on its projected specific contribution to the initiative. It allows you to contextualise the investment of time and budget against other channels used in any given campaign. 4438 Campaign is a hallmark case in Globe that shows the power of crowdsourcing shared meanings of a certain proposition and at the same time bringing it to a level of snowballing virulence that other channels in the mix definitely can’t do.
Talk about the people who got habituated to using #BangonPinoy even in nonrelated tweets only to hit the 400K pesos target I will eat now. #bangonpinoy Going to school now. #bangonpinoy guys!
With thanks to our partners Philippine Blog Awards Inc and RockEd.
Talk about the population
The Klout Score measures the following 1. Amplification Ability - the likelihood that your message will generate retweets or spark a conversation. The ability to create content that compels others to respond. Are you broadcasting or participating in conversation? Do a lot of people retweet you or is it always the same few followers? Are you tweeting too little or too much for your audience? Are your tweets effective in generating new followers, retweets and replies? 2. True Reach - the size of your engaged audience. Are your tweets interesting and informative enough to build an audience? How far has your content been spread across Twitter? Are your follows often reciprocated? 3. Network Score - a measurement of how influential the people who retweet, @ mention, list and follow you. Network Score looks at the Klout score of each person who interacts with you to determine: How influential are the people who @ message you? How influential are the people who retweet you? How influential are the people who follow you? How influential are the people who list you? How influential are the people who follow the lists you are on?