Savvy Media: Cost Per Social Advertising

....... COST PER SOCIAL ADVERTISING

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FACEBOOK LIKE CAMPAIGNS"PAY PER LIKE"

Facebook Like Campaigns

• What is the product?o This is a non-incentivized user who clicks on the like button on a social ad or

clicks through on the ad to the fan page then clicks the like button.• Who is this for?

o This is for clients who are looking to quickly increase their fan base. Large and small brands who are looking to quickly scale an audience that they own plus position themselves as larger than their competition.

• Where this ad runs?o This ad is run on the right hand side of the screen in Facebook. It is also run

through Sponsored Stories on the right hand side of the screen.• Why are we different?

o Our API integration with Facebook allows us to quickly and efficiently load multiple images and copy into Facebook for maximum creative options plus it allows us to more effectively optimize campaigns around performance.

• Who would buy this?o Restaurants (Carl’s Jr.), Health/Beauty (Loreal), CPG (SC Johnson),

Consumer Software (Microsoft)• Pricing?

o Standard pricing is $1.00. Additional targeting features cost more.

Like Campaigns, Social Ad On Facebook Page

Visa

Click like to support Team Visa athletes in the 2012 Olympics

This is an example of a Facebook Social Ad. The ad is run on the right hand side of the screen in Facebook.

Because it is a liking campaign, the title of the ad will be the Fan Page that you are linking to. Please see the asset requirement list for details on this ad.

Like Campaigns, Sponsored Story On Facebook Page

This is an example of a Sponsored Story running on the right hand side of a Facebook Page.

This ad is similar to the Social Ad before but is shown to you because people you know took specific actions. This is a premium placement within Facebook and links friends of fans.

John Appleseed, Richard Dawson, and Michael Wuinn like Visa

Visa

Visa

Social Ads Lead to Reveal Tab

When someone clicks on either the Sponsored Story or the Social Ad, they are brought to the fan page.

We recommend an overlay “Reveal Screen” that has another call to action. This describes in greater detail what people are liking. The reveal could be exclusive content, coupons, special video, etc.

Click like to support Team Visa athletes in the 2012 Olympics

User Likes the Page and Unlocks the Tab

Once someone has liked the page, the main content is available to be viewed.

One note is that the client can make any tab the default tab through the admin panel.

Visa Go World

FACEBOOK CLICK CAMPAIGNS

"PAY PER CLICK FROM FACEBOOK TO YOUR WEBSITE"

Facebook Click Campaigns

• What is the product?o This is a non-incentivized user who clicks on the social ad or on a sponsored

story.• Who is this for?

o This is for clients who are looking to drive traffic outside of Facebook. This can be a landing page or a corporate site. This can be a third party click tag.

• Where this ad runs?o This ad is run on the right hand side of the screen in Facebook. It is also run

through Sponsored Stories on the right hand side of the screen.• Why are we different?

o Our API integration with Facebook allows us to quickly and efficiently load multiple images and copy into Facebook for maximum creative options plus it allows us to more effectively optimize campaigns around performance.

• Pricing?o Standard pricing is $1.20 CPC. Additional targeting features cost more. You

can view the suggested pricing at www.facebook.com/ads/create and inserting the specific targeting requirements.

Social Ads to Brand’s Landing Page

Lunesta

Are you tired of having trouble falling asleep? Sleep well and save on the wings of Lunesta!

Above is an example of a Facebook Social Ad. The ad is run on the right hand side of the screen in Facebook.

Notice the difference in title of the ad because it is a CPC campaign and there is no liking “in ad”.

This example click takes the user to the page where they can get a free sample plus has all the legal info required by the FTC.

Social Ads to Brand’s Landing Page

Children with Eczema?

Therapeutics Clinical Research is conducting a new study for children with Eczema. Find out more today.

therapeuticsresearch.com

This example click takes the user to the clinical trial page where they can apply to the program. Again, this page has all the legal info required by the FTC.

Above is another example of a Facebook Social Ad. The ad is run on the right hand side of the screen in Facebook.

Notice the difference in title of the ad because it is a CPC campaign and there is no liking “in ad”.

VIDEO CAMPAIGNS

"PAY PER VIDEO VIEW"

Video Campaigns

• What is the product?o A hosted Youtube player with surrounding branded experience. Liking, sharing

and click through executions are included.• Who is this for?

o This is a great branded experience that we can add to any campaign. Anyone who had video can take advantage of this execution to increase awareness and brand recognition while getting the performance that they are looking for. This is good for both branded and direct response advertisers because multifunction nature of this product.

• Where this ad runs?o The ads are run as an overlay when the banner is clicked on “in game” and “in

app” as well as in the offer wall section. The video unit can also be run on the fan page.

• Why are we different?o We offer a full featured branded experience that also incorporates Facebook

Credits. As one of a very few ad solutions to be able to offer this, it create enormous advantages and demand. We guarantee view through and can even incorporate post video questionnaires to insure proper viewing.

• Pricing?o Base line pricing is $0.25 CPV. Additional targeting features cost more. Survey

costs start at $0.50 per completed entry.

Social Video – Fan Page

Here is an example of the video integrated on a page within Facebook.

Integrated Facebook Credits, Liking, Click Through, and Facebook Connect.

WATCH THIS VIDEO AND EARN 1 FACEBOOK CREDIT

See the SeriesSee all of our Best Western Indie Films on YouTube!

Best Western Earn

Social Video – In-Game

Here is an example of the video integrated in a game within Facebook.

The banner or a small icon in the game opens up the overlay video player.


EARN 1 FACEBOOK CREDITWatch our short film and earn 1 Facebook Credit! Watch Now



EARN 1 FACEBOOK CREDITWatch our short film and earn 1 Facebook Credit! Watch Now



Social Video – Leads to brand’s landing page

This example shows the click through of the ad to the client’s video page. We can have the click through lead the user anywhere.

See the Series

Social Video

Here is an example of the video with the adjoining survey.

Client has full control of the question and answers.


In-game Social Video, Option 2

Here is an example of the video as a small icon within a game.

INSTALL CAMPAIGNS

"PAY PER APP INSTALL"

Install Campaigns

• What is the product?o This is an application installed by a user to their Facebook profile. This is

visible on the users home page list on the left hand side.• Who is this for?

o This is great for clients who have an application that they are looking to get initial or additional distribution for. This can include clients who are looking for additional sweepstakes entries on an application that is tied to their fan page.

• Where this ad runs?o These ads run in a combination of in game incentivized placements

(banners and text links) and on the right hand side of the screen in Facebook. It is also run through Sponsored Stories on the right hand side of the screen.

• Why are we different?o Our API integration with Facebook allows us to quickly and efficiently load

multiple images and copy into Facebook for maximum creative options plus it allows us to more effectively optimize campaigns around performance.

• Pricing?o Standard pricing is $1.00. Additional targeting features cost more.

Install Campaigns

LOVE FACEBOOK GAMES?GET MORE CREDITS WHEN YOU INSTALL THE BING TOOLBAR!

Install Now

Here is an example of the install being run as an custom banner above a Facebook game.

Clear call to action and branding.

Install Campaigns

Install Now

RSVP/ EMAIL SUBMIT CAMPAIGNS

"Facebook Connect button to give brands access to certain user information"

RSVP / Email Submit Campaigns

• What is the product?o This product leverages our custom Facebook Connect button to give brands

access to certain user information. The brand can select the level of information requested from the user. The user double opts in to allow access. This can be basic user info or more detailed like e-mail address and access to their calendar.

• Who is this for?o This is for clients who are looking to own their audience through acquisition of

e-mail and potentially integration to their CRM solution. This is also great for clients who have a single event or a recurring event that they want continued awareness of.

• Where this ad runs?o This is a button that we can attach to almost any location. This can be run in

conjunction with our video product or driven to as a separate tab on the fan page or within an actual banner ad.

• Why are we different?o Our customization of the button allows for unique and specialized messaging

around the execution. Our product offerings provide unique distribution solutions and ties this in with a branded experience

• Pricing?o Standard pricing is $2.00 per submit. Additional targeting features cost more.

Mailing List App

Best Western

Stay updated on Best Western deals and rewards by signing up for our mailing list

Here is an example of the Social Ad driving to a Facebook page with the connect button (labeled here with Signup Today).

Clicking on the Signup Today button would bring up the permissions screen.

Best Western Mailing List

Stay updated on Deals and Rewards.

Signup for our Mailing List

Signup Today

Best Western Mailing List

Stay updated on Deals and Rewards.

Signup for our Mailing List

Signup Today

Facebook Permissions

Best Western is requesting permission to do the following

Access my basic informationIncludes name, profile picture, gender, networks, user ID, list of friends, and any other information I’ve shared with everyone

Send me emailCompany name may email me directly at [email protected]

Access my data at any timeCompany name may access my data when I’m not using the application

Manage my eventsCompany name may RSVP to events on my behalf

Access my profile informationLikes, music, TV, Movies, Books, Quotes, About Me, Activities, Interests, Groups, Events, Notes, Birthday, Hometown, Current City, Website, Religious and Political Views, Education History, Work History and Facebook Status

Here is an example of the permissions screen. This shows some of the permissions allowable.

Event Engagement App

Paramount

Click like to RSVP to the new Transformers: Dark of the Moon premiere!

Here is an example of the Social Ad driving to a video landing page with the connect button (labeled here with RSVP now).

Clicking on the RSVP would bring up the permissions screen.

Paramount RSVP

Paramount RSVP

Facebook Permissions

Paramount is requesting permission to do the following

Access my basic informationIncludes name, profile picture, gender, networks, user ID, list of friends, and any other information I’ve shared with everyone

Send me emailWe may email me directly at [email protected]

Access my data at any timeWe may access my data when I’m not using the application

Manage my eventsWe may RSVP to events on my behalf

Access my profile informationLikes, music, TV, Movies, Books, Quotes, About Me, Activities, Interests, Groups, Events, Notes, Birthday, Hometown, Current City, Website, Religious and Political Views, Education History, Work History and Facebook Status

Here is an example of the permissions screen. This shows some of the permissions allowable.

Event appears on the users Events List

Here is an example of the RSVP event posting within Facebook.

Midnight in ParisTomorrow 6:00pm

Event appears on the users Wall

Here is an example of a News feed posting from the event confirmation

Transformers 3D World Premiere

MOBILE APP INSTALL CAMPAIGNS

"PAY PER MOBILE APP INSTALL"

Mobile App Install Campaigns

• What is the product?o This drive installs of both free and paid apps in the mobile space.

• Who is this for?o The trick in mobile is to get into the top 10. This creates a significant viral lift

for any company. We help get game and app designers into that spot. Angry Bird’s designers just raised $42M because of the success of their game. This is for anyone in this space who is looking to get on top and stay on top.

• Where this ad runs?o This leverages in game advertisements to drive installs.

• Why are we different?o We allow a unified solution for any platform including iPad, Android,

Blackberry and more.• Who would buy this?

o Gaming applications (Texas Poker), Entertainment (Paranormal Activity)• Pricing?

o Free apps/games are $0.60 per install. Paid apps are 65% of the paid cost.

Mobile App Installs In-Game

Texas Holdem Poker

Free

Install one of these applications to earn credits

ACTION CAMPAIGNS

Action Campaigns

• What is the product?o With this product, we are actually getting the user to commit to a specific

action. It may be as simple as downloading a toolbar or filling out a survey or actually buying a product.

• Who is this for?o This is for clients who are very DR or ROI driven. Clients who’s entire model

is based around selling product. These clients are not interested or value branding or awareness. They just want to sell product.

• Where this ad runs?o This leverages in game advertisements and placements in our rewards wall

to drive the specific action.• Why are we different?

o Our reach gives the clients a unique channel within social media to sell their products or services.

• Pricing?o Pricing is based on their top payout for a conversion.

Action Campaigns, Ultrawall

We leverage the Ultrawall technology within Facebook apps and in the open web as well.

The Ultrawall incentivises users to complete actions such as downloading coupons, installing software, registering in excahnge for Facebook credits.

Book a room at Best Western and earn Credits!Book a room at any Best Western today and earn 10 credits immediately.

TWITTER CAMPAIGNS

Twitter Campaigns

• What is the product?o With this product, we are actually getting the user to follow a brand on

Twitter or to syndicate out an offer by Retweeting it out into their followers feeds.

• Who is this for?o This is for clients who are very brand and audience driven. Clients who’s

entire model is based around big numbers and big spread of their messages and content. These clients are only interested or branding or awareness.

• Where this ad runs?o This leverages in game advertisements and placements in our rewards wall

to drive the specific action.• Why are we different?

o Our reach gives the clients a unique channel within social media to sell their products or services. No one else in the marketplace is offering Twitter Followers or Syndication of offers/messaging into the Twitter Feed.

• Pricing?o .50 - $2.50 depending on targeting of the follower or the complexity of the

message

LOVE FACEBOOK GAMES?Follow Black’s on Twitter and get More Credits

Follow

Twitter Campaigns, Followers

Ad creatives run on a Facebook game, and incentivise users to Follow a brand on Twitter in exchange for credits.

Following a brand on Twitter will unlock credits.

Twitter Campaigns, ReTweets

LOVE FACEBOOK GAMES?ReTweet what your favorite brands are saying on Twitterand get More Credits

ReTweet

Ad creatives run on a Facebook game, and incentivise users to Retweet what brands have tweeted on Twitter.

Retweeting a brands tweet will unlock credits.

LOVE FACEBOOK GAMES?Follow Best Western on Twitter and get Credits

Twitter Campaigns, Followers

Ad creatives run on a Facebook game, and incentivise users to Follow a brand on Twitter in exchange for credits.

Following a brand on Twitter will unlock credits.

Follow

Follow Best Western on Twitter and earn 1 Facebook Credit

Twitter Campaigns, ReTweets

Ad creatives run on a Facebook game, and incentivise users to Retweet what brands have tweeted on Twitter.

Retweeting a brands tweet will unlock credits.

LOVE FACEBOOK GAMES?Retweet what Best Western is saying on Twitter and get Credits

Retweet

Retweet what Best Western is sayingand earn 1 Facebook Credit

We have a 20% off deal happening today ONLY on all Best Western reservations. Book today! Please RT :)

LINKEDIN CAMPAIGNS

LinkedIn Campaigns

• What is the product?o This product allows us to run social ads on LinkedIn targeting any of the

profile data of users.• Who is this for?

o This is for clients who are very Business to Business driven. When a user wants to attract business executives or buyers at specific verticals of companies, we would use LinkedIn ads.

• Where this ad runs?o This leverages our optimizer and relationship with LinkedIn in order to run

socially targeted ads on the side of LinkedIn.• Why are we different?

o Due to our massive amounts of data from other social platforms, we know what targeting parameters work best in order to hit the right audience on LinkedIn. We are one of a handful of vendors who have direct access to this platform.

• Pricing?o Pricing is based on a CPM/CPC starting at $3 per click going up to $5 per

click depending on the strictness of the targeting

LinkedIn Campaigns, CPC Creatives

Ad creatives run on a LinkedIn pages and include a Headline, image, and copy.

These creatives link to a specified brand landing page.

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Book A Great Room

Social Activation Model

The goal in social is to continuously grow your audience and stay engaged with your existing audience through a variety of tools so that your message does not get stale.

Our plan covers the entire life cycle in social and allows you to stay engaged with the client throughout the entire process.

Stages:1. Build your audience• Activate your audience• Monetize your audience• Re-engage with your audience

Social Activation Model - Details

Social Activation Model:

1. Build your audience• Quickly build an initial fan base to help establish a brand or jumpstart

a brand that has been stagnant in the market place.• Set a plan for steady and continuous guaranteed fan growth

throughout the year to supplement the viral growth.• Activate your audience

• Activate and engage your audience through CPC, CPM or CPV campaigns to custom landing pages or tabs where we have new content and/or videos to keep your message fresh.

• Leverage Facebook Connect custom buttons to create RSVP events around your content to drive tune in around monthly or regional activities.

• Monetize your audience• Leverage our rewards based CPA model to drive conversions of your

existing audience. This could be through a lead generation page, a sample give away, or an actual purchase.

• Re-engage with your audience• Brand re-marketing through CPM buys targeting existing user base.• Back to the top by creating a strategic bump in fan volume…

.

Social Activation Model - Example

Social Activation Model Basic Example:

1. Build your audience• $20,000 for initial fan buy• $5,000/month for continuous fan aquisition

• Activate your audience• $10,000/month CPV buy around new video content• $10,000/month Facebook Connect buy to create tune in around new content and build e-

mail lists• Monetize your audience

• $50,000 for CPA purchases• Re-engage with your audience

• $25,000 for CPM buy• $20,000 for renewed fan buy

Example spend. Month 1 Spend - $20,000 fans Month 2 Spend - $5,000 fans + $10,000 video + $10,000 Facebook Connect Month 3 Spend - $5,000 fans + $10,000 video + $10,000 Facebook Connect + $20,000

CPA Month 4 Spend - $5,000 fans + $10,000 video + $10,000 Facebook Connect + $30,000

CPA + $10,000 CPM re-engagement Month 5 Spend - $5,000 fans + $10,000 video + $10,000 Facebook Connect + $40,000

CPA + $15,000 CPM re-engagement + $20,000 fans

Example Spend Plan

• $50K: $2.50 CPV OR 20,000 APP INSTALLS• $100K: $2.00 CPV OR 50,000 APP INSTALLS• $250K: $1.50 CPV OR 166,666 APP INSTALLS

• Default Reveal Tabs production and Custom Tab production are value add• Fan Page communication management services available as a quarterly retainer.

CONTACT: [email protected]

WWW.SAVVYMEDIA.COM

Savvy Media: Cost Per Social Advertising

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Transcript of Savvy Media: Cost Per Social Advertising