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Social Fresh EAST 2013: Chris Tuff
1.
Breaking through the
clutter: Using content, analytics and paid to achieve ROIsquared @christuff @22squared #socialfresh
2.
squared ©2013 2 TECHNOLOGY
ADOPTION CURVES
3.
squared ©2013 3 PRE-ROLL
VIDEO TV FOLLOWING
4.
squared ©2013 4 MOBILE
BANNERS ONLINE BANNERS FOLLOWING
5.
squared ©2013 5 FACEBOOK
EMAIL MARKETING FOLLOWING
6.
squared ©2013 6
7.
squared ©2013 7 CONTENT
MARKETING IS THE SH*#!
8.
squared ©2013 8 BRAND
CONSUMER “CONTENT BRANDS CARE ABOUT” CONTENT “MONEYBAGS” THE REALITY: “CONTENT PEOPLE CARE ABOUT”
9.
squared ©2013 A QUICK
STORY... 9
10.
squared ©2013 A QUICK
STORY... 9
11.
squared ©2013 A QUICK
STORY... 9
12.
squared ©2013 10
13.
squared ©2013 10
14.
squared ©2013 11 #REALLIFE
15.
squared ©2013 12 #REALLIFE
16.
squared ©2013 13 STRIKING
A CHORD KAREN PAUL GRAMPS
17.
squared ©2013 14
18.
squared ©2013 15
19.
squared ©2013 15
20.
squared ©2013 16 ART
& SCIENCE VOICE CONTENT EARNED ENGAGEMENT IDEAS INFLUENCE VIRALITY DISTRIBUTION PAID AMPLIFICATION SCALE PURCHASE SOCIAL SUCCESS IS A MIX OF:
21.
squared ©2013 17 RIGHT CONTENT
22.
squared ©2013 17 RIGHT PEOPLE+RIGHT CONTENT
23.
squared ©2013 17 RIGHT PEOPLE+RIGHT CONTENT RIGHT TIME+
24.
squared ©2013 18 RIGHT
CONTENT
25.
squared ©2013 18 RIGHT
CONTENT 1. SEGMENTED CONTENT STRATEGY
26.
squared ©2013 18 RIGHT
CONTENT 1. SEGMENTED CONTENT STRATEGY 2. SOCIAL LISTENING/REPORTING
27.
squared ©2013 18 RIGHT
CONTENT 1. SEGMENTED CONTENT STRATEGY 2. SOCIAL LISTENING/REPORTING 3. UNPUBLISHED PAGE POSTS (DARK POSTS)
28.
squared ©2013 19 RIGHT
PEOPLE
29.
squared ©2013 19 RIGHT
PEOPLE 1. UNPUBLISHED PAGE POSTS PAID
30.
squared ©2013 19 RIGHT
PEOPLE 1. UNPUBLISHED PAGE POSTS PAID 2. HYPER-TARGETING SUB-TRIBES
31.
squared ©2013 19 RIGHT
PEOPLE 1. UNPUBLISHED PAGE POSTS PAID 2. HYPER-TARGETING SUB-TRIBES 3. CUSTOM AUDIENCES
32.
squared ©2013 19 RIGHT
PEOPLE 1. UNPUBLISHED PAGE POSTS PAID 2. HYPER-TARGETING SUB-TRIBES 3. CUSTOM AUDIENCES 4. DATALOGIX/POLK RETARGETING
33.
squared ©2013 19 RIGHT
PEOPLE 1. UNPUBLISHED PAGE POSTS PAID 2. HYPER-TARGETING SUB-TRIBES 3. CUSTOM AUDIENCES 4. DATALOGIX/POLK RETARGETING 5. FACEBOOK EXCHANGE
34.
squared ©2013 20 RIGHT
TIME
35.
squared ©2013 20 RIGHT
TIME 1. ESTABLISHING “IF THIS THEN THAT” (IFTTT)
36.
squared ©2013 20 RIGHT
TIME 1. ESTABLISHING “IF THIS THEN THAT” (IFTTT) 2. USING DATA TO DETERMINE SWEET TIMES
37.
squared ©2013 20 RIGHT
TIME 1. ESTABLISHING “IF THIS THEN THAT” (IFTTT) 2. USING DATA TO DETERMINE SWEET TIMES 3. SLOTTING MEDIA TO FOLLOW DEVICE USE
38.
squared ©2013 21
39.
squared ©2013 21 ITERATE
40.
squared ©2013 22
41.
squared ©2013 THE VALUE
OF AN IMPRESSION VARIES DRAMATICALLY 22
42.
squared ©2013 THE VALUE
OF AN IMPRESSION VARIES DRAMATICALLY 15 MINUTES 1ST SHARE 2ND SHARE ENTER PAID 100K IMPRESSIONS (IMP) 22
43.
squared ©2013 THE VALUE
OF AN IMPRESSION VARIES DRAMATICALLY 15 MINUTES 1ST SHARE 2ND SHARE ENTER PAID 100K IMPRESSIONS (IMP) 1 HOUR 1ST SHARE 2ND SHARE ENTER PAID 2M IMP 22
44.
squared ©2013 THE VALUE
OF AN IMPRESSION VARIES DRAMATICALLY 15 MINUTES 1ST SHARE 2ND SHARE ENTER PAID 100K IMPRESSIONS (IMP) 1 HOUR 1ST SHARE 2ND SHARE ENTER PAID 2M IMP 1ST SHARE 2ND SHARE ENTER PAID 50K IMP2 DAYS 22
45.
squared ©2013 THE VALUE
OF AN IMPRESSION VARIES DRAMATICALLY 15 MINUTES 1ST SHARE 2ND SHARE ENTER PAID 100K IMPRESSIONS (IMP) 1 HOUR 1ST SHARE 2ND SHARE ENTER PAID 2M IMP 1ST SHARE 2ND SHARE ENTER PAID 50K IMP2 DAYS 1ST SHARE 2ND SHARE ENTER PAID 10K IMP9 DAYS 22
46.
squared ©2013 23
47.
squared ©2013 23 ENGAGEMENT
ROI
48.
squared ©2013 24 ROI
MPRESSIONS
49.
squared ©2012 25
50.
squared ©2012 26 •
Tracking since March 2009 • Very strong agreement with Rasmussen (r = 0.91) and Gallup (r = 0.90) • Higher agreement with both than between Gallup and Rasmussen (r = 0.84) Facebook margin of error +/- 2% or smaller | Gallup margin of error +/- 3% | Rasmussen margin of error +/- 4% Do you approve or disapprove of the job that Barack Obama is doing as president? THEY ARE ALSO ACCURATE
51.
squared ©2013 27 ROINVESTMENTS
52.
squared ©2013 28
53.
squared ©2013 28
54.
squared ©2013 28 1.
ABILITY TO DEFINE EXACT ROI
55.
squared ©2013 28 1.
ABILITY TO DEFINE EXACT ROI 2. RETARGETING
56.
squared ©2013 28 1.
ABILITY TO DEFINE EXACT ROI 2. RETARGETING 3. VALUE OF A FAN
57.
squared ©2013 29 API LOCAL
STORE CIRCULAR LOCAL DEALS AT SCALE
58.
squared ©2013 30 2011 2012 2013 2013 MOONTOAST/POINTROLL
59.
squared ©2013 30 SPONSORED
STORIES CONTENT MARKETING LIKE TAB SOCIAL IMPRESSIONS FACEBOOK EXCHANGE DATALOGIX RETARGETING CUSTOM AUDIENCES FACEBOOK OFFERS AWARENESS CONVERSION/ ROI ADVOCACY/LOYALTY ENGAGEMENT 2011 2012 2013 2013 MOONTOAST/POINTROLL
60.
Thanks! @christuff @22squared #socialfresh
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