Social Silobuster: Digital Marketers
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Transcript of Social Silobuster: Digital Marketers
> 800 million
Source: http://www.facebook.com, http://www.twitter.com
> 100 million
People are social, marketers are social
Social is active
Source: http://blog.nielsen.com/nielsenwire/social/
Time spent turns into opportunity
Billions of minutes (May 2011)
Activities / MinuteX
Activity will become the new currency
They are wealthy, educated, families
They are hard-to-reach
They are a distribution channel (and mobile)
Brands have a new way to connect
Be social Fan page + Blog + Twitter
Be around activity on platform Facebook ads + Twitter + Media
Be in the activity ?
Positives and negatives of your existing tools
FAN PAGE:
+ –• Post in the newsfeed• Collects remarketing list• Customer feedback loop
• Need to drive fans (real fans)
ADS:
+ –• Highly targeted (age, sex, location, interests)
• Ads don’t perform• CTR = 0.05?• Not engaging
You probably have the page and twitter
A new page is coming to support activity
TIMELINE:
Photos
Stories
Apps
ACTIVITYSource: http://mashable.com/
Some other examples
Source: http://mashable.com/
Promotion is a huge component
CRM
Ads
+
Ad opportunities are changing based on focus
Attention!
Audience
TARGET ACTIVITIESUnlock this audience through normalized activities
New, rich ad formats delivered on actions
Option to brand activities for deeper engagement
Performing activities launches Activity Ads
Ads are styled & positioned on the page to enhance user experience
These new ad formats perform better
Source: appssavvy Social Activity Index, March 2011
Medium Industry Benchmark
appssavvy Activity Ads 5.5% Engagement Rate
Display 0.1% Click Through Rate
Rich Media 2.9% Interaction Rate
appssavvy Social Activity Index:Equivalent Display Impressions (EDI)
Paid Search
Social Activity
Rich Media
Display
Ads are similar to microsites (clear calls-to-action)
Activity ads yield earned media through connections
AMEX using activity
AMEX using activity
AMEX using activity
Clickthrough Rate
63x benchmarks
Conversion Rate
4x benchmarks
Source: adtivity platform Q3 2011, MediaMind via eMarketer Total Access
A Case Study: Activity for FInancial Services
Ultimately, activity is the future of social
Active presence
Active ad delivery
Active users
+
+
