The document discusses trends in digital advertising and social media marketing. It notes that advertising is moving towards being more social, mobile, and focused on understanding customers' journeys. Effective advertising now involves targeting customers across different devices and platforms at various stages of their journey, and measuring the impact on business goals. The presentation provides an example of how an advertiser engaged with a potential customer across social media to successfully drive a sale.
#CNX14 - Use Chatter and Communities to Drive Stronger Customer Engagement
#CNX14 - Make Audiences the Center of Your Advertising for Greater Performance
1. Track: Social Marketing
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Making Audiences the Center of your
Advertising for Greater Performance
George Manas, Resolution Media
Ron Belanger, Social.com
2. Track: Social Marketing
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“ there may be customers
without brands, but no brands
without customers ”
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Goals – Presentation Overview
1 2 3
Advertising Trends Why the Customer is
Important for
Advertising?
Customer Stories
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Advertising Trends
1.3 billion Facebook users with 1 billion on mobile
Overall Social Media expected ad spend growth in 2014 is 27%
Twitter revenue per visit up 131% & Facebook up 74% in 2013
86% of Mobile Time Spent is on Mobile Apps
Social Media app engagement rates is up 203% YoY
Sources:: IAB, Facebook, eMarketer, Flurry
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More than 60% of US adults
who are online use at least 2
devices everyday
Source: Rebecca Lieb, Why Mobile Is Essential For Brand Marketing, August 2014,
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Mobile Achieved First Screen
Source: Rebecca Lieb, Why Mobile Is Essential For Brand Marketing, August 2014,
On Television
On Mobile
Status
Americans are spending
5 hours and 46 minutes
a day on mobile digital
and media versus 4
hours and 28 minutes a
day on TV
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Facebook
Sources: US Mobile Monthly Minutes,
Comscore July 2013 (Facebook)
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LinkedIn
15m
mobile profile views daily
Sources: LinkedIn
2.5x
more active users
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79% of people have their
phones on or near them for all
but up to 2 hours of their waking
day
Source: IDC, How Smartphones Keep Us Engaged, Danielle Levitas, 2013
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How do you advertise to customers
who are?
- more mobile
- more savvy
- at different stages of journey
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Era of Social & Mobile
Advertising Evolution
Web Only
3rd Party Cookies
Banner Display Ads
Mobile & Desktop Disconnect
New Dominant Digital Platforms
Social Identity Across Devices
Digitals Ads Across Funnel
Native Advertising
Mobile Apps
Era of Desktop & Cookies
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Evolution of Digital Advertising
• 1990s: Digital ads were largely banner ads and targeting similar to
broad based traditional channels like TV or Print
• 2000s: Dominated by Search Engine Marketing (SEM) and cookie
based Display banner ads with more relevant ads (limited by
browser, device and session)
• 2010s: Emergence of Social Identity & Mobile means most effective
digital ads are cross device, platform, channel and web/app
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Elite
Advertising
Teams Using
Latest Ad
Technologies
5B
Smartphones
by 2017
Mobile
Fortune
500
Brands
Modern Agency
Social
Brand 4.5B
Aggregated
Users
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Do you know
who your
customers are?
Do you know
where they are in
their journey?
Are you driving an
engagement strategy
to move them along
that journey?
Are you able to
measure the
impact on your
business goals?
Customer Focused Advertising
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Meet Susan
35 – 45 yo, mother of three
Outdoor enthusiast
Planning Colorado hiking trip
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Perfor#mCNaX1n4 ce
B2B Advertising
C-Lvl
& VP, Director Targeting
50%
lower CPL
Reach an
audience across
devices for
enterprise level
products
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Ad Performance
Lead Form Conv. Rate
15%
18x
Better CTR with
Sponsored Updates
Identify highly
targeted
audiences to
drive leads
and revenue.
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Advertising is moving
further towards a
social identity and
mobile focused era
High performing
advertising involves
communicating
effectively throughout
a customer journey
Elite advertisers
experience superior
results with
sophisticated teams,
technologies and
strategies
Summary
1 2 3
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Take the after-session survey!
Take the Survey in
the Connections
2014 Mobile App
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Conversation!
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Starbucks
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CUSTOMER JOURNEY
SHOWCASE
MARKETING
THOUGHT LEADERS
EMAIL MARKETING PRODUCT STRATEGY
& ROADMAP
PERSONAL
TRANSFORMATION
& GROWTH
SOCIAL MARKETING MOBILE & WEB
MARKETING
DEVELOPERS HANDS-ON
TRAINING
INDUSTRY
TRENDSETTERS
CREATIVITY &
INNOVATION
SALESFORCE FOR
MARKETERS
ROUNDTABLES
Presentation
We want presentations to outline a complete story arc including
Initial goals
Iterations/pain points
Lessons learned
Success
Future plans
Talking Points
People spend more time with Facebook on mobile than the next 10 biggest mobile properties combined in the US
This equates to 1 in every 5 minutes spent with Facebook and Instagram
According to Flurry mobile app engagement rates are up 115% YoY and Social app engagement rights are double this overall average YoY which is the largest of any app sub group
Key Takeaway
- With consumer behavior converging evermore towards mobile and the app, Facebook is the clear leader when it comes to reaching your audience at scale where they are spending most of the their time
Talking Points
Twitter with its origins with SMS and 140 characters made a very rapid and natural transition to mobile being the primary method of access of their product and feed and over three quarters of all access is on mobile
With trends like almost as many people seeing live tweets in the US about the Oscars as watching the actual event, Twitter presents one of the most unique real-time and live event value propositions to advertisers ever seen
According to Flurry mobile app engagement rates are up 115% YoY and Social app engagement rights are double this overall average YoY which is the largest of any app sub group
Key Takeaway
As Adobe reported Twitter revenue is up 131% YoY so not only is Twitter a way to magnify a message or a brand it also is a great DR channel for advertisers
Talking Points
LinkedIn’s mobile audience was only 8% in 2011 but is expected to pass 50% this year
About 1.5m job postings are viewed daily on mobile (many via sponsored updates) and 44,000 job applications sent daily from mobile alone
LinkedIn’s mobile users are 2.5x more active than their desktop counterparts
LinkedIn is a great content platform with 6x more views on content pages than profile pages with well respected thought leaders putting out high quality content
According to Flurry mobile app engagement rates are up 115% YoY and Social app engagement rights are double this overall average YoY which is the largest of any app sub group
Key Takeaway
LinkedIn allows for a unique professional based targeting options which allows both B2B and high consideration and premium B2C brands to reach an audience in a unique setting where they are high engaged to receive your message
Key Takeaway:
In order to take advantage of the Internet of Customers opportunity our customers need to take advantage of four technology revolutions
Social – 4.5 billion social connections on Facebook, Twitter, etc.
Mobile – 5 billion smart phones
Connected (products) – 50 billion tractors to toothbrushes
Cloud – All of this is made possible by the innovation of the cloud.
Talk Track:
The Internet of Customers is possible today because changes in technology is enabling us to engage in new ways with customers through social, mobile and connected cloud technologies. With 4.5 billion social users on Facebook, Twiler, YouTube and a host of other
networks, companies can reach out to customers and have conversations at massive scale. They can not only solve their problems, but engage with them to market and sell add-on products and replacement products. And the rapid growth of social is fueled by the rise of mobile. With 5 billion smart phones expected to be in the hands of customers by the end of 2017, mobile simply cannot be ignored. And what’s truly astonishing is the number of connected products we’ll see in the near future. Over 50 billion connected devices—from your home and car to everyday items like your toothbrush, connected products are considered the third and most important wave in computing.
Key Take Away:
Marketers need to understand their customers to build and optimize personalized customer journeys.
ACTION: Conduct discussion around where customer/prospect is in building customer journeys
Talk Track
I would encourage you to think about four key things.
First, how much do you know about your customers? Are you aggregating browsing, subscriber, social and mobile data to get 360 view of your customer? This is the critical first step in optimizing every step of the customer journey.
Second, are you able to identify where your customers are in the buying process? Are they simply evaluating or are they are loyal repeat customer?
Do you have a strategy for optimizing every point of interaction along this journey? Once you know where they are in the process, map out a strategy to optimize every step of the customer journey
And finally, are you able to measure the impact of your communications and messaging?
Lets talk about how we can maximize every step of the journey so you can reach your business goals and objectives.
Talk track
Meet Susan. She is a 42 year old, mother of three who loves running, hiking, gardening and camping. An outdoor enthusiast, Susan is planning a hiking trip to Colorado but she doesn’t have any good hiking boots.
Talk track:
Like many people, she turns to friends and family for advice and posts a message on Twitter or Facebook.
Talk Track:
Susan is intrigued by the hiking mobile app and thinks it will be a great way to prepare for her summer trip. She goes to ntoutfitters.com and starts to search Colorado for hiking locations.
She finds some cool hiking spots with the rating, distance, elevation, route type and reviews. She decides she would like to download the mobile app and provides her name, email and mobile number. Even better, she is impressed with the experience she has had so she signs up for the Northern Trails newsletter. This is a VERY important step because an anonymous user is now a known contact within the ExactTarget Marketing Cloud, and we can now continue to engage with her on her journey to find, try and eventually buy hiking boots.
Talk Track:
That evening, she is checking Facebook and relaxing. She notices an ad in her Facebook profile for the very hiking boots she tried on and loves! Because we have her email address, we are able to market to her on Facebook and continue the journey across multiple channels.
Talking Points
Facebook is strong for B2B advertising as well particularly with Custom Audiences, Premium Demographic Targeting, Events & Mobile
Success for Dreamforce 2012 evolved into broader lead generation campaign
10% of leads converted to opportunities
24,000+ new fans even though was not intention of any campaign
Key Takeaway
Identity, rich demographic data, cross device and intelligent technology allows for great scale with B2B
Test Details
Salesforce.com began testing Facebook to drive demand for events, including Dreamforce, the world’s largest vendor technology conference. Salesforce.com partnered with Facebook and used its own preferred marketing developer (PMD), Social.com, to test several registration-driving tactics. The Facebook campaign proved to be incredibly successful, driving thousands of registrations for Dreamforce 2012. Following that success, salesforce.com began exploring how Facebook could help drive leads for sales. The company knew its customers were on Facebook, and the next step was discovering whether its prospects were also on Facebook and willing to use the platform for professional purposes.
Test
Salesforce.com began testing smaller budgets to prove efficiency before scaling the campaign. The test Offer featured a free salesforce.com demo, and was targeted to people interested in CRM, Cloud Computing, Small Business, Business Software and Data Management. The Facebook campaign exceeded expectations, driving over 200 leads, with 10% of those leads converting to opportunities.
Learn
To ensure these results could be replicated, salesforce.com ran a comparable test at similar spend levels and found that Facebook continued to exceed the set goals. In partnership with Facebook, salesforce.com created custom targeting clusters to align with core target audiences, which included Sales, Small Business Owners, C-Level, Enterprise Software, IT Decision Makers, etc. Following the initial success, salesforce.com continued seeking new ways to convert prospects on Facebook while continuing to optimize for scale.
Scale
After establishing Facebook as a successful lead-generation channel, salesforce.com significantly increased its investment to generate qualified leads at scale.
Its strategy consisted of:
Running Page post photo ads with links in News Feed that drove to a landing page on salesforce.com
Aligning copy, creative, and offers with each target audience, monitoring performance, and optimizing in real time
Talking Points (LinkedIn & B2B)
LinkedIn + Salesforce shows the power of LinkedIn as a high powered B2B platform driving significant leads and ROI to a premium solutions provider
Sponsored update ad formats on LinkedIn are also more effective than the right hand side display ad formats (as with Facebook) because of its native feed experience and being available in the growing mobile experience which is almost 50% now of LinkedIn’s traffic.
Key Takeaway
Whether consistently driving leads or sales or doing ad-hoc initiatives for recruitment or events, LinkedIn provides a unique value proposition for B2B or high consideration B2C advertisers to achieve great performance
Takeaways that track to the 3 items on the Goals slide