See Lauren DiPaola's presentation from Spark 2016, TrackMaven's annual digital marketing summit focused on the intersection of marketing art and science. Learn more at spark.trackmaven.com Before the digital age, communication between a brand and customer was characterized by pushing messages out to influence behavior. Today, it’s a conversation. Car companies are no longer “just” car companies. Your credit card doesn’t just help you purchase products. An online platform to rent someone else’s house doesn’t just find you a place to sleep. Leading social brands are now innovation companies, experience gen​erators and proprietors of social connection who have shifted their strategies to balance messaging priorities with audience interest. So how do they do it? Ask yourself these 5 key questions before launching your next campaign.​

1. TO A SK B EFOR E LA U N C H IN G
YOUR NEXT SOCIAL CAMPAIGN

2. THE STATE OF

3. F R O M D E S K T O P  M O B I L E F I R S T
SHARE OF GROWTH I
TOTAL DIGITAL TIME SPENT
7%
12%
2%
15%
65%
TABLET DESKTOP
SMARTPHONE
SHARE OF
GROWTH IN
DIGITAL TIME
(JUNE 2015 vs.
JUNE 2013)
Source: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S., Total Audience

5. F R O M P U B L I S H E R S  P L AT F O R M S

6. F R O M S I L O E D 
S C A L E

7. F R O M C H R O N O L O G I C A L 
C U S T O M I Z E D & C U R AT E D

8. F r o m C o m m u n i t y  A w a r e n e s s

9. F R O M P L AT F O R M S 
I N F L U E N C E R S

10. ( 4 9 p e r c e n t ) h a v e n o t b e e n a b l e
t o s h o w t h a t t h e i r c o m p a n y ’s
s o c i a l m e d i a a c t i v i t i e s h a v e
m a d e a d i f f e r e n c e .

11. F R O M U N R E G U L AT E D 
U N D E R S C R U T I N Y
AD BLOCKINGVIEWABILITY FRAUD TRANSPARENCY

12. O P E R AT I N G I N P E R P E T U AL B E TA
POTENTIAL GAP
BETWEEN BRAND
ACTIONS AND NEW
FUNDAMENTALS
CHANGES IN
USER
BEHAVIOR
NEW BUSINESS
MODELS
NEW FORMATS
Social networks acting
like advertising networks
Publishers acting
like social networks
Brands acting
like publishers
Influencers
Fringe editorial startups
Walled garden inside of
apps is crumbling
The algorithm is king
Ad & media formats
are changing
Incumbents supporting self
disruption via acquisition

13. ASK YOURSELF THESE FIVE
G O A L S ? A U D I E N C E
?
M E S S A G E ? D I S T R I B U T
E ?
M E A S U R E ?
What are your program Do you know your What is your How will you What will you

14. QUESTION #1:
WHAT ARE YOUR PROGRAM

15. D E F I N E P R O G R A M R AT I O N A L E &
P U R P O S E
SALES
CUSTOMER RETENTION
EMPLOYEE ENGAGEMENT
LEAD GENERATION
BRAND AWARENESS
GOAL

16. QUESTION #2:
Do you know your

17. D I G I TA L B E H AV I O R S I N F O R M C R E AT I V E
AUDIENCE
INSIGHT
GOAL
GEOGRPAHICS
CONSUMPTION HABITS
PLATFORM USAGE
DEMOGRAPHICS

18. Forget the funnel – today’s user journey looks more like spaghetti.
PROGRAMS MUST BE MULTI-CHANNEL
Awareness
Engagement
Purchase
Advocacy

19. Prioritized channels, each with a specific purpose and customized content executions
F A C E B O O KT W I T T E R I N S T A G R A M P I N T E R E S T Y O U T U B E
Mass reach efficiencies of the
channel for upper funnel
awareness driving.
Real-time, highly targeted
consumer engagement platform.
Open nature of the network
enables wide ranging
participants to connect on
discussion topics.
Highly visual, reach and
engagement-driving channel.
Still has 100% brand reach …
but likely not for long
Future planning oriented,
drives traffic to .com and now
enables one click purchase
Global video hosting
platform, highly discoverable
via search
S N A P C H A T P E R I S C O P E L I N K E D I N
Rapidly emerging as the most
important channel for younger
audiences
Live streaming comes to mobile
phones – Twitter drives reach
Professional development and
networking with an emphasis on
thought leadership
EACH CHANNEL HAS A
I N F L U E N C E R S
Both a channel and a content
resource – emphasis on the new
‘visual influence’
O W N E D ( . C O M )
Builds owned equity,
conversion outcomes. Crucial
to maximize search behaviors

20. QUESTION #3:
WHAT IS YOUR

21. MESSAGE
GOAL
AUDIENCE
INSIGHT
E V E N I N PA I D E N V I R O N M E N T S

23. QUESTION #4:
How will you

24. Message
seo/sem
owned
channels
drive pr
coverage
partner with
key
influencers
promote
across
social
channels
paid media
partnerships
GOAL
AUDIENCE
INSIGHT
Content
Content
Content
Content
Content

25. DISPLAY EMAIL SEO/SEM LINK
SYNDICATION
INFLUENCERPAID SOCIAL NATIVE/MEDI
A
PARTNERSHI
PS
PROGRAM-
MATIC
FACEBOOK boasts
94% targeting
accuracy
TWITTER sees 49% higher
engagement rates for
promoted vs. organic tweets
BOTH attribute brand sales lift
to leveraging paid to reach
incremental users (NOT fans)

26. QUESTION #5:
WHAT WILL YOU

27. CONTENT
seo/sem
owned
channels
drive pr
coverage
partner with
key
influencers
promote
across
social
channels
paid media
partnerships
GOAL
AUDIENCE
INSIGHT
E S TA B L I S H K P I M E T R I C S
Content
Content
Content
Content
Content

28. K P I M E T R I C S T I E T O G O A L S
LIKES
IMPRESSIONS
FOLLOWERS
COMMENTS
FOLLOWERS
SHARES
RETWEETS
ENGAGEMENT
RATE
@MENTIONS
SHARES
LIKES
REACH

29. M a p p r o g r a m K P I s t o b u s i n e s s g o a l s
Example Business Goal Example Business Objective
Example Social
Marketing Goal
Example Social
Marketing KPI Metric
Greater market share among
Millennial customers
Increase inbound Millennial
leads by 15%
Introduce utility-focused
campaigns aimed at education
and creating awareness targeting
Millennial audience
• Social engagements (Likes,
comments, shares, etc)
• Inbound website traffic
• Leads
• Cost Per Lead

30. ANALYTICS EMBEDDED
TO OPERATIONALIZE
INSIGHTS &
PERFORMANCE
[ MEASUREMENT]
VALIDATION
AT THE END
[ INSIGHT & FORESIGHT]
INSPIRATIO
N
THROUGHOUT

31. L AU R E N T. D I PAO L A
W E B E R S H A N D W I C K
L D I P A O L A @ W E B E R S H A N D W I C K . C O M
@ L E T A N N E R