This document discusses how marketers can use relevance to connect with audiences in a fragmented media landscape where ad blocking is common. It defines three types of relevance - serendipitous, inferred, and engineered - and provides examples of each. Serendipitous relevance leverages organic content, inferred relevance uses first and third party data to target audiences, and engineered relevance creates timely content in response to real-world events using automation technology. The document encourages marketers to find opportunities for relevance around them and deliver the right message to the right audience at the right time.

1. A WORLD BEYOND AD BLOCKERS:
Using Relevance to Take Control of Social Marketing

2. MARKETERS
FACE MORE
CHALLENGES
THAN EVER
fragmented channels
distracted & fatigued audiences
ad blockers

3. let’s look at some numbers

4. WHAT DO OUR AUDIENCES WANT?
WW
50%
of ad blocker users would stop
blocking ads if they felt ad content
was more relevant to them
Adblock Plus survey
#BeRelevant

5. 60%
say they want information
that’s more relevant to
their interests
eMarketer survey
#BeRelevant

6. say social media ads
are very relevant
digital display ads
are very relevant
17% 9%
#BeRelevant
and marketers are failing

7. here’s the real problem:
Relevance is no longer optional
Audiences dismiss content that’s not useful
And marketers aren’t listening
#BeRelevant

8. WORLD-CLASS CUSTOMERS
WHAT DO WE DO?

9. we redefine relevance

10. THE 3 DIMENSIONS OF RELEVANCE
Marketers must deliver the right message, to the right audience, at the
right time…at scale!
TIMING
“When” & “How”
• Ads featuring gymnasts
during the summer
Olympics
• Holiday content delivered
in-season
MESSAGING
“What” & “Why”
• Clothing promotions
displaying items similar to
those purchased in the past
• Customer testimonials about
benefits and quality
TARGETING
“Who” & “Where”
• Content featuring baby
products served to new
parents
• Ads targeted at specific
markets and locations

11. and we measure relevance

12. RELEVANCE BY THE NUMBERS
View these social metrics as indicators of relevance:
Indicate positive
sentiment and soft
relevance
Indicate how far
our relevance has
spread
Indicate hard relevance
and permission to
continue the conversation
POST LIKES, PAGE
LIKES, & FOLLOWS
IMPRESSIONS
& REACH
CLICKS, APP INSTALLS,
FORM COMPLETES &
DIRECT SALES

13. WORLD-CLASS CUSTOMERS
HOW TO DELIVER
RELEVANCE

14. W
THERE ARE 3
TYPES OF SOCIAL
RELEVANCE:
• Serendipitous
• Inferred
• Engineered
Delivering relevance is
easier if you know
where and how to look
for opportunities to
create it.

15. TYPE 1:
SERENDIPITOUS
RELEVANCE
Chances are, you’ve already
achieved it!

16. Serendipitous Relevance is your best-performing
organic content. It’s unplanned, and un-promoted
People discover it on their own (and share it) because it
resonates with them at that particular time and place
WHAT IS IT?

17. How do you leverage Serendipitous
Relevance? Promote your best organic
content and turn it into ads.

18. TYPE 2:
INFERRED
RELEVANCE
First & third-party
user data in action

19. Inferred relevance takes place when
you leverage data about people and
their interests to create and promote
content that will resonate with them
Example: Creating an ad for your product
that references a popular television show,
and targeting people with a known interest
in that show.
WHAT IS IT?

20. Create Campaigns for:
• Audiences in key locations
• Audiences with known interests or
behaviors. Or…
• Target highly specific audiences
using CRM data
HOW TO APPLY
INFERRED
RELEVANCE

21. TYPE 3:
ENGINEERED
RELEVANCE
Real-time, real-world
event data, applied at scale

22. Engineered relevance takes place when
relevance is created through real-time reaction
to real-world moments
And then amplified at scale through
automation technology
WHAT IS IT?

23. HERE’S WHAT IT LOOKS LIKE

24. WHY IT WORKED
Oreo knocked engineered relevance
out of the park when the power went
out during the 2013 Super Bowl.
They pulled all 3 relevance levers:
• Targeting: Hungry Super Bowl fans
• Timing: During the Super Bowl (millions
and millions of eyeballs)
• Messaging: The post was incredibly
topical, clever, and attention-grabbing

25. Create campaigns based on the real moments,
large and small, that impact the people in your
audiences
And find the right technology to help you
broadcast it to your target audience
HOW TO ADVANCE TO ENGINEERED
RELEVANCE

26. TECHNOLOGY TO HELP YOU ENGINEER RELEVANCE
You can use Brand Networks’ Open Signals tool to create simple rules
based on real-world events, triggering social advertising to coincide with
key moments in real time.

27. WORLD-CLASS CUSTOMERS
ENGINEERED
RELEVANCE
EXAMPLES

28. √
ENGINEERED RELEVANCE: REAL-TIME AT SCALE
IMAGE
Change with the weather
(temperature, flu, pollen)
If odds of warm or cold weather are high or if the temperature
passes a predefined threshold in any of 40,000 targeted metro
areas, then trigger local, product-relevant ads.
Data Feed: HAM Weather API
IMAGE
The Trigger:
IF the local temperature in any of these [A cities] dips below [B
degrees]…
THEN launch [X product ads] on Facebook, targeting [Y audiences].

29. ENGINEERED RELEVANCE: REAL-TIME AT SCALE
IMAGE
Sync your TV campaigns on
Twitter and Facebook
If a commercial runs on TV, then instantly deploy social ads on Facebook
and Twitter in the same region featuring corresponding creative content.
Data Feed: Civolution / Kantar Media
The Trigger:
IF my brand’s TV ads are detected in any of these [A markets] during any of
these [B shows]…
THEN launch [X Promoted Tweets] targeting these [Y television show
audiences] on Twitter.

30. ENGINEERED RELEVANCE: REAL-TIME AT SCALE
Drive foot traffic based on local
store sales
If local store sales falls below a certain threshold, then deploy hyper-local
targeted social ads driving customers in-store.
Data Feed: Company’s Sales Data Feed
IMAGE
The Trigger:
IF the local inventory for these [A garments] rises above below [B units]…
THEN launch [X product ads] on Facebook, targeting [Y audiences].

31. relevance is all around us

32. relevance is all around us
but it’s up to you to find it

33. And put it in
front of the
right audience

34. at the right time

35. and with the
right message

36. WORLD-CLASS CUSTOMERS
WANT TO
LEARN MORE?

37. READ
THE BOOK
For a deeper dive into the
power of social relevance
(and how you can harness it)
download our free ebook:
The Relevance Imperative
DOWNLOAD THE EBOOK

38. THANK YOU
Vist us at bn.co
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