Leveraging Identity Graph Intelligence to Find and Reach ...
Leveraging Global Events to Reach Your Social Audience
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Transcript of Leveraging Global Events to Reach Your Social Audience
Leveraging Global Events
To Reach Your Social Audience
Brought to you by:
#SocialEvents2014
What is Social Rich Media?
#SocialEvents2014
Social Rich Media is a Branded ad
format powered by Facebook
Advertising, promoted Tweets, or
other native ad types.
Facebook’s page post link ad (desktop)
Social Rich Media is an Extension of Native Social Ads
Facebook’s page post link ad (mobile)
#SocialEvents2014
Brands Control the User Experience by Leveraging Native Social Ads
Twitter’s promoted tweet LinkedIn’s sponsored post
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5
Social Rich Media allows you to take advantage of - the advanced targeting capabilities of social
advertising
- to reach the right people where they spend time
(mobile)
- provide deeper engagement
and interaction and
measure the results
#SocialEvents2014
Social Rich Media Ads Give Brands More Control
#SocialEvents2014
The Social World
114 Billion mins
a month are spent
on Facebook
in the U.S.
Americans spend
an average of
37 minutes daily
on Social
73% of online
adults use social
networking sites
#SocialEvents2014
The Social World
#SocialEvents2014
874 Million
people use Facebook
on mobile
60% of social media
time is spent on mobile
devices
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AWARENESS CONSIDERATION INTENT LEAD GENERATION DECISION ENDORSEMENT
TIMER DATA CAPTURE CONFIGURATOR RATINGS & REVIEWS INTERACTIVE VOTING BUSINESS LOCATOR
Brands use ads to drive KPIs across the entire Consumer Journey
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The Multi-Layered Media Buying Strategy
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The Multi-Layered Media Buying Strategy
• Tag flights with a campaign-specific hashtag
• Promoted Tweets
• For country-specific events also incl. geo-strategic buys
and language appropriate targeting
• Plan to use several ads as a comprehensive campaign
o Create early interest
o Main promotion before event
o Launch of event
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Exclusive Content
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Exclusive Content
• Give fans a glimpse into the event they can’t get
elsewhere
• Major interaction drivers:
• Behind the scenes
• User generated content
• Live streams
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Toyota Dream Build Challenge
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Sweepstakes
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Sweepstakes
• Prior to an event, get the audience excited and primed
with prize competitions and sweepstakes with prizes
o Prizes can be focused on the event, tickets, money
towards travel to the event, branded giveaways, etc.
• Use creative RMU’s, like Countdowns to accentuate the
time-sensitive nature of the event and your promotion
#SocialEvents2014
Toyota NASCAR
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A/B Testing
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A/B Testing
• Testing creative and CTA ahead of time on limited
audiences will give your campaign the best creative on
the event day
• It’s critical to rotate to find the best performing creative
• Dealing with Global events, time is of the essence
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Nissan Heisman House A/B Test
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The Social Wave
#SocialEvents2014
The Social Wave
• Leverage audience excitement through voting, polling and user
generated content
• Thanks to the event, your audience is already excited – so
leverage that wave with a 1-2 punch of a user generated content
campaign
o Include a prize and use Facebook Advertising so participants’
friends can see submissions
• Facebook advertising is key to viral campaigns
#SocialEvents2014
Example: Cougar Town Uses Voting to Support New Season
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Just the Facts
#SocialEvents2014
Just the Facts
• For fact-filled events, like the Olympics, give fans guides and tools
they can use to get to find what they are interested in, such as:
o Learning more about the athletes
o Discovering statistics and facts
o Hearing cool stories about participants & their countries
#SocialEvents2014
Example: P&G Thank You Mom Video Voting Gallery
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Tie Online Social/Mobile
Actions to Sales
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How to Tie Online Social/Mobile Actions to Leads or Sales
• Be sure that all Social buys are tied to a Facebook conversion
pixel set to a specific action – Like, page Like, lead registration,
offsite conversion, etc.
o Manage your buy via oCPM and manually set bids for every
action type with the highest/only bid on the desired action
#SocialEvents2014
Advanced Ad Targeting Custom Audiences
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Advanced Ad Targeting Custom Audiences
• Build the custom audience for you buy based on interests that
match the event
o Ride along on the buzz that event sponsors will generate by
also building audiences that are followers of the sponsoring
brands and friends of those followers
• Show segments of people and overlay the ones you want to target
#SocialEvents2014
Advanced Ad Targeting Custom Audiences
• Custom Audiences – A Facebook advertising tool that lets you
target the segmented audience of your choice
• Create an audience based off users
you already have a relationship with
– meaning you have either:
o Email address
o Phone number
o User ID
#SocialEvents2014
Thought Starters
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Thought Starters
• Debut commercials on Social
• Vote for your favorite commercial
• Live product reveal during event via Live stream
• Sweepstakes to take people to the event
• In-event messaging – use SMS to send URL for RMU
• Hashtag support/awareness – show hashtag in creative and ask
audience to spread word using it in a pre-populated Share message
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1-2-3 Punch
COUNTDOWN TO SWEEPSTAKES SWEEPSTAKES ENTRY PERIOD LAUNCH OF THE EVENT
Week 1 Week 2-3 Week 4
Media Spend
Flight
#SocialEvents2014