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Breaking through the clutter: Using content, analytics and paid to achieve ROIsquared

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Breaking through the clutter: Using content, analytics and paid to achieve ROIsquared

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The competition for consumer attention between brands is at an all-time high, and social media platforms get more complicated everyday, making it a daunting task for brands and small businesses to understand what it takes to drive awareness, engagement and sales. To achieve true ROI via platforms like Facebook, Twitter, Instagram and Pinterest, you need art and science. 22squared's Chris Tuff will simplify the newest platform technologies and offerings, discuss the nuances of the new marketing analytics, and provide 10 strategies for brands to create compelling content that spans multiple platforms and leverages paid to reach the right audiences, move product and drive true ROI.

- Chris Tuff, SVP, Director of Earned & Emerging Media, 22squared
- @christuff
- @22squared
- #socialfresh
- http://socialfreshconference.com

The competition for consumer attention between brands is at an all-time high, and social media platforms get more complicated everyday, making it a daunting task for brands and small businesses to understand what it takes to drive awareness, engagement and sales. To achieve true ROI via platforms like Facebook, Twitter, Instagram and Pinterest, you need art and science. 22squared's Chris Tuff will simplify the newest platform technologies and offerings, discuss the nuances of the new marketing analytics, and provide 10 strategies for brands to create compelling content that spans multiple platforms and leverages paid to reach the right audiences, move product and drive true ROI.

- Chris Tuff, SVP, Director of Earned & Emerging Media, 22squared
- @christuff
- @22squared
- #socialfresh
- http://socialfreshconference.com

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Breaking through the clutter: Using content, analytics and paid to achieve ROIsquared

  1. 1. Breaking through the clutter: Using content, analytics and paid to achieve ROIsquared @christuff @22squared #socialfresh
  2. 2. squared ©2013 2 TECHNOLOGY ADOPTION CURVES
  3. 3. squared ©2013 3 PRE-ROLL VIDEO TV FOLLOWING
  4. 4. squared ©2013 4 MOBILE BANNERS ONLINE BANNERS FOLLOWING
  5. 5. squared ©2013 5 FACEBOOK EMAIL MARKETING FOLLOWING
  6. 6. squared ©2013 6
  7. 7. squared ©2013 7
  8. 8. squared ©2013 8
  9. 9. squared ©2013 9 CONTENT MARKETING IS THE SH*#!
  10. 10. squared ©2013 10 BRAND CONSUMER “CONTENT BRANDS CARE ABOUT” CONTENT “MONEYBAGS” THE REALITY: “CONTENT PEOPLE CARE ABOUT”
  11. 11. squared ©2013 A QUICK STORY... 11
  12. 12. squared ©2013 12
  13. 13. squared ©2013 13 #REALLIFE
  14. 14. squared ©2013 14 #REALLIFE
  15. 15. squared ©2013 15 STRIKING A CHORD KAREN PAUL GRAMPS
  16. 16. squared ©2013 16
  17. 17. squared ©2013 17 ART & SCIENCE VOICE CONTENT EARNED ENGAGEMENT IDEAS INFLUENCE VIRALITY DISTRIBUTION PAID AMPLIFICATION SCALE PURCHASE SOCIAL SUCCESS IS A MIX OF:
  18. 18. squared ©2013 18 RIGHT PEOPLE+RIGHT CONTENT RIGHT TIME+
  19. 19. squared ©2013 19 RIGHT CONTENT 1. SEGMENTED CONTENT STRATEGY 2. SOCIAL LISTENING/REPORTING 3. UNPUBLISHED PAGE POSTS (DARK POSTS)
  20. 20. squared ©2013 20 RIGHT PEOPLE 1. UNPUBLISHED PAGE POSTS PAID 2. HYPER-TARGETING SUB-TRIBES 3. CUSTOM AUDIENCES 4. DATALOGIX/POLK RETARGETING 5. FACEBOOK EXCHANGE
  21. 21. squared ©2013 21 RIGHT TIME 1. ESTABLISHING “IF THIS THEN THAT” (IFTTT) 2. USING DATA TO DETERMINE SWEET TIMES 3. SLOTTING MEDIA TO FOLLOW DEVICE USE
  22. 22. squared ©2013 22 ITERATE
  23. 23. squared ©2013 THE VALUE OF AN IMPRESSION VARIES DRAMATICALLY 15 MINUTES 1ST SHARE 2ND SHARE ENTER PAID 100K IMPRESSIONS (IMP) 1 HOUR 1ST SHARE 2ND SHARE ENTER PAID 2M IMP 1ST SHARE 2ND SHARE ENTER PAID 50K IMP2 DAYS 1ST SHARE 2ND SHARE ENTER PAID 10K IMP9 DAYS 23
  24. 24. squared ©2013 24 ENGAGEMENT ROI
  25. 25. squared ©2013 25 ROIMPRESSIONS
  26. 26. squared ©2012 26
  27. 27. squared ©2012 27 • Tracking since March 2009 • Very strong agreement with Rasmussen (r = 0.91) and Gallup (r = 0.90) • Higher agreement with both than between Gallup and Rasmussen (r = 0.84) Facebook margin of error +/- 2% or smaller | Gallup margin of error +/- 3% | Rasmussen margin of error +/- 4% Do  you  approve  or  disapprove  of  the  job  that  Barack  Obama  is  doing  as  president? THEY ARE ALSO ACCURATE
  28. 28. squared ©2013 28 ROINVESTMENTS
  29. 29. squared ©2013 29 1. ABILITY TO DEFINE EXACT ROI 2. RETARGETING 3. VALUE OF A FAN
  30. 30. squared ©2013 30 API LOCAL STORE CIRCULAR LOCAL DEALS AT SCALE
  31. 31. squared ©2013 31 SPONSORED STORIES CONTENT MARKETING LIKE TAB SOCIAL IMPRESSIONS FACEBOOK EXCHANGE DATALOGIX RETARGETING CUSTOM AUDIENCES FACEBOOK OFFERS AWARENESS CONVERSION/ ROI ADVOCACY/LOYALTY ENGAGEMENT 2011 2012 2013 2013 MOONTOAST/POINTROLL
  32. 32. Thanks! @christuff @22squared #socialfresh

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