MEDIA PERFORMANCE PORTFOLIO

Felipe Spina

2014

+10 years of Digital

Marketing experience

Author of 2 books:

“Facebook Marketing”

“Technical Marketing”

Expert Media Performance

and Teacher/Speaker

FELIPE SPINA

Touch PointsDesign a strategy to strengthen the 360º in various social

channels.

SOCIAL ADS

Why Social Ads?

Account Setup

• Planning account

• Custom Layout

• Facebook Page

• Twitter

• Blog

• YouTube

• Page tab app

• Integrated allsocial networks

• Fancy and clean (UX)

ContentMarketing

• Intern x Extern(Client)

• (RT) + Likes + Shares

• Trend Tropics

• Copywriter

• SEO content

• Guess post (3th parties)

• U.G.C.

• Photos, Videosand Slides

• Infographics

• Top 10, Reviews

• Links of week #FF

User-generatedcontent

• Integrated allsocial networks

• News aggregator:

• DIGG

• Other Lists

• Seeding

• IdentifyingOpinion Leaders

• Brand Lovers

• Google integrated

• Partners (links exchange)

• Advertising ($)

• Paid blog post($)

NewFollowers/Fans

• Relevant content

• Offline Media ($)

• Podcasts / Hangouts

• E-mail signature

• Advertising ($$$)

• Partners

• Follow Back

• Press Releases

• Public relations ($)

• Events ($)

• Promotions ($)

• Contests & Giveaways ($)

• Cross Media

Monitoring(reports)

• Analytics (Social Media Refferals)

• Nºs Likes, RT, TT, #, Mentions, Comments

• Nº Followers andFans

• Engagement(PTAT)

• brand health andreputation

• ROI

• Traffic from eachsocial channel

• Who are yourfollowers/fans?

SOCIAL MEDIA PLAN – Basically workflow

Why Social Ads?

Account Setup

• Planning account

• Custom Layout

• Facebook Page

• Twitter

• Blog

• YouTube

• Page tab app

• Integrated allsocial networks

• Fancy and clean (UX)

ContentMarketing

• Intern x Extern(Client)

• (RT) + Likes + Shares

• Trend Tropics

• Copywriter

• SEO content

• Guess post (3th parties)

• U.G.C.

• Photos, Videosand Slides

• Infographics

• Top 10, Reviews

• Links of week #FF

User-generatedcontent

• Integrated allsocial networks

• News aggregator:

• DIGG

• Other Lists

• Seeding

• IdentifyingOpinion Leaders

• Brand Lovers

• Google integrated

• Partners (links exchange)

• Advertising ($)

• Paid blog post($)

NewFollowers/Fans

• Relevant content

• Offline Media ($)

• Podcasts / Hangouts

• E-mail signature

• Advertising ($$$)

• Partners

• Follow Back

• Press Releases

• Public relations ($)

• Events ($)

• Promotions ($)

• Contests & Giveaways ($)

• Cross Media

Monitoring(reports)

• Analytics (Social Media Refferals)

• Nºs Likes, RT, TT, #, Mentions, Comments

• Nº Followers andFans

• Engagement(PTAT)

• brand health andreputation

• ROI

• Traffic from eachsocial channel

• Who are yourfollowers/fans?

SOCIAL MEDIA PLAN – Basically workflow

ADVERTI$ING

CASES SOCIAL ADS

GLOBAL BRANDS SOCIAL ADS

OVERVIEW: FACEBOOK CAMPAIGN

GOALS: NEW FANS + ENGAGEMENT

0

1000000

2000000

3000000

4000000

5000000

6000000

7000000

8000000

Start the FacebookPage Facebook Ads

Campaign Cannes film festivalpromotion Xmas campaing

Always-on Campaing

Fans Engaged

6 million fans on Facebook Page

Category Brand

STELLA ARTOIS BRAZIL

Content marketing strategy: All Facebook posts involve category & brand

STELLA ARTOIS BRAZIL

Content marketing strategy: All Facebook posts involve category & brand

Category• Cinema(Cannes Sponsorship)

• Premium Sports (Polo

and Tennis)

• Exclusive [VIP] parties

Luxury Travel

• Objects of Desire

Brand Content• Made in Belgium

• Brewed at Xmas

Premium Beer in Brazil

• Chalice ritual

• Luxurious &

sophisticated

Fans acquisition

Content Marketing to

inspire the user consumer

Buy the chalice or sign up

on promo campaings

Likes Ads

Post Ads

CAMPAIGN GOALS RELY ON THREE PILLARS

Link Ads

AROUND THE WORLDWITH STELLA ARTOIS

EngagementThe post ad campaign should

target late night who are out at

1am in the morning on weekends.

Results in the consumption

FACEBOOK ADSTARGETING ON BIRTHDAYS

14,647Conversions on Fb page tab

273,000Reached with post ad

3,000chalices

purchases

3,800,000 Fans

SALES CAMPAIGN USING POST AD WITH LINK TO FB PAGE TAB WHERE

THE USER BUYS THE CHALICE

14,647Conversions on Fb page tab

273,000Reached with post ad

3,000chalices

purchases

3,800,000 Fans

SALES CAMPAING USING POST AD WITH LINK TO FB PAGE TAB WHERE

THE USER BUYS THE CHALICE

AUDI BRASIL FACEBOOK FANSACQUISITION & ENGAGEMENT

PROMOTION TO INVITE A FAN TO WATCH THE AUDI CUP IN MUNICH

Veja - major magazine in brazil

Reach total

readers:

8.891.594

Cost per Reach: $ 0,022

Facebook Post Ad

Reach Total: 9.306.585

Cost per Reach: $ 0,0008

Cost per Interaction: $ 0,0044

Users through the form 4.902

http://en.wikipedia.org/wiki/Veja_(magazine)

SALES CAMPAIGN : AUDI A4 FOR R$118 .000 ,00 (US$ 59 .000 ,00 ) > RESULTS BETTER ON FACEBOOK:

40 F ILLED OUT THE FORM FOR TEST-DRIVE

Veja - major magazine in brazil

Reach total

readers:

8.891.594

Cost per Reach: $ 0,022

Facebook Post Ad

Reach Total: 9.306.585

Cost per Reach: $ 0,0008

Cost per Interaction: $ 0,0044

Form Leads 4.902

http://en.wikipedia.org/wiki/Veja_(magazine)

SALES CAMPAING : AUDI A4 FOR R$118 .000 ,00 (US$ 59 .000 ,00 ) > RESULTS BETTER ON FACEBOOK:

40 F ILLED OUT THE FORM FOR TEST-DRIVE

Source: MOZ.com

FACEBOOK FANS ACQUISITION

Sales campaingDriving the fan on

ecommerce using the

post ad.

LOCAL BUSINESS SOCIAL ADS

Marvel Consumers

Products/Licensing for Restaurant

called “America”

(16 stores only in São Paulo)

&

CAMPAIGN USING THE NEW MOVIE OFCAPITAIN AMERICA WITH MARVEL LICENSING.

Restaurante America

All media channels are directed towards getting people to buy the special promotion offer

of the "Special Burger' on line or to use the on line delivery service.

Restaurante America

All media channels are directed towards getting people to buy the special promotion offer

of the "Special Burger' on line or to use the on line delivery service.

- Search

keywords related to the movie.

- Display

Ads on niche websites and remarketing

campaign.

– Engagement Ads

Interactive Rich banners ads with Youtube

and Google+ embedded;

– Youtube

“TrueView” Ads segmented who are looking

for the Captain America trailer.

Google Adwords: All ads drive traffic to the Hotsite

http://bit.ly/1or0euX

http://bit.ly/1kMuEFq

Results: for the first two months

YoutubeMore than 44,000 views on video burger campaign.

Google Adwords (Search and Display Ads)7million impressions, 55,000 clicks and 500 conversions!

Facebook Ads10million impressions, 2million unique users and +50,000 people

engaged.

Waze Ads

+700,000 exposures, 5,000 pin clicks and 3,778 navigations

Foursquare Ads25,000 impressions, 732 actions and 121 check-ins! CPA US$0.51.

DISPLAY (Omelete and Disney website)

2million impressions and 12,000 clicks.

Results: for the first two months

YoutubeMore than 44,000 views on video burger campaign.

Google Adwords (Search and Display Ads)7million impressions, 55,000 clicks and 500 conversions!!!

Facebook Ads10million impressions, 2million unique users and +50,000 people

engaged.

Waze Ads

+700,000 exposures, 5,000 pin clicks and 3,778 navigations

Foursquare Ads25,000 impressions, 732 actions and 121 check-ins! CPA US$0.51.

DISPLAY (Omelete and Disney website)

2million impressions and 12,000 clicks.

RESERVATIONS CAMPAIGN DRIVING USERS TO BOOK A RESERVATION AT BARBACOA

CHURRASCARIA ( BRAZIL IAN BBQ STEAKHOUSE )

FACEBOOK POST AD TO THEIR NEAREST LOCAL STORE.

DIRECT THE USERS TO KNOW THE NEW PRODUCT

APPENDIX EXTRA DATA

Marketing Goals

Sales

Mailing list sign up or contact form

Drive traffic to website

Fans Acquisition

Engagement

Brand Awareness.http://www.facebookmonthlydownload.com/february/uk/d/newsletter/downloads/facebook-media-kit.pdf

WAZE ADS - USER DEMOGRAPHIC

Waze users on Brazil:

Total users: 4,000,000Active users: 1,950,000

WAZE ADS – USER BEHAVIOR

WAZE ADSFORMATS

TakeOver

SearchPin

LINKEDIN ADSFORMATS Standard

Vídeo

LINKEDIN ADSSPONSORED UPDATES FROM YOUR BUSINESS PAGE

How It WorksPay for actions. You only pay if someone acts on your

ad – either by tapping to see your business details or by

checking in at your business.

Reach people ready to buy. Make sure they visit you, not

your competition — 78% of people who search locally

on their phone make a purchase*.

Attract customers that should be yours. We show ads

to people nearby who are searching for something

related or have been to similar places but not yours.

*comScore local search usage study, 2013

https://www.youtube.com/watch?v=J8JqUlQj43M

FOURSQUARE ADS

MY BOOKS

www.techmarketing.me

(only in Portuguese)

www.ebookfacebookmarketing.com

Available at Amazon

and Google Play Store

Thanks a lot

Felipe Spina (@fspina)felipe@fspina.com.br

www.fspina.com

www.facebook.com/blog.fspina

www.linkedin.com/in/fspina

My Books:

www.techmarketing.me

www.ebookfacebookmarketing.com

Felipe Spina