Reset your social strategy from State of Search 2014. Dallas, Texas

1. Digital Space Consulting
RESET
YOUR
SOCIAL
STRATEGY
State
of
Search
|
Dallas,
Texas
November
2014
@JLoomstein

2. Who We Are
• Digital agency with over 10 years experience in content, creative, communications, and
analytics
• Passionate about the tools, platforms, and technology used to connect and engage
consumers
• Focused on empowering brands and customers by enabling them to research, relate and
engage with each other
• Entrenched in execution and creating a blueprint from here to there
• Extensive experience in local search, PPC, SEO, conversion optimization, targeting/
segmentation, and marketing strategy
2

3. What We Do
DIGITAL
SOCIAL
MEDIA
ECOMMERCE
MESSAGING
3
Digital Communication Initiatives
Technology Components
WEB
CONTENT
MANAGEMENT
ECOMMERCE
EMAIL
/
Analytics & Reporting
MARKETING
SOCIAL
COMMUNITIES
SOCIAL
PROFILING
WEBSITE
WIDGETS
VIDEO
SEO/SEM
WEB
ANALYTICS
BUSINESS
INTELLIGENCE
STRATEGY
+
PLANNING
INTERNET
MARKETING

4. Presentation 101
The first rule of presenting is never to start a
presentation with statistics…..
The second rule - shameless self promotion
§ Plug the Twitter (@Jloomstein)
§ Use State of Search hashtag
4

5. Here are a bunch of statistics
• 56% of Americans have a profile on a social networking site
• 55% of Americans 45-54 have a profile on a social networking site
• 22% of Americans use social networking sites several times per day
• 23% of Facebook’s users check their account five or more times EVERY DAY.
• 76% of Twitter users now post status updates
• 64% of marketers plan to increase Linkedin participation in the near future
• 92% of marketers say social media has generated exposure for their business
• 80% of marketers say social media has increased website traffic for their business
• 72% of marketers say social media helps them develop loyal fans
5

6. What you need to think about
6
From
a
marke5ng
point
of
view
• How
do
measure
the
effecXveness
of
our
markeXng
dollar
• How
do
we
deliver
a
posiXve
customer
experience
throughout
the
research,
discovery,
and
purchase
journey
• How
do
we
create
client
or
customer-­‐centric
content
• How
do
we
create
the
right
message
to
the
right
audience
at
the
right
Xme
• How
do
we
maximize
marke5ng
budget
with
limited
talent
and
training
resources
• How
do
we
create
our
brand
so
people
know,
like,
trust,
and
buy
from
us
?
From
a
social
point
of
view
+
How
do
I
grow
and
scale
+
What
is
the
hard
part
+
1,000
true
believers
+
What
is
my
story

7. Identifying the best social platforms for your business
Where to start
• Identify the needs of your users by platform
• Understand what action you want your users to take by channel
• Develop a mobile first strategy
• Create consistency across each platforms (background images/style/content/etc.)
• Develop persona for each platform (audience, needs, expectations, etc.)
• Become a student of new social platforms, but….understand because “we” have a new
social platform – doesn’t mean “you” need to be there
• And realize we are all drowning in information
Right
Time.
Right
Message.
Right
Audience.
7

8. Platform Identification
8
PlaJorm
Who
Should
Use
Quick
Stat
Twicer
• PublicaXons
•
85%
of
B2B
marketers
use
Twicer
•
48%
of
businesses
have
generated
a
customer
through
Twicer
Facebook
• Companies
with
visually
driven
products
• 77%
of
B2C
companies
have
acquired
a
customer
through
Facebook
• 400M
users
monthly
only
use
Facebook
on
mobile
app
• 35%
of
Facebook
fans
liked
Facebook
pages
specifically
to
compete
in
a
contest
• 42%
of
Facebook
fans
only
like
pages
for
discounts/offers
LinkedIn
• B2B
service
providers
• Recruiters
• 65%
of
B2B
companies
have
acquired
a
customer
through
LinkedIn
YouTube
• Brands
that
are
visually
driven
• Ecommerce
• 52%
of
consumers
say
that
watching
product
videos
makes
them
more
confident
in
online
purchase
decisions
• 64%
of
visitors
that
view
video
+2
minutes
are
64%
more
likely
to
purchase
product
(over
average
site
visitor)
92%
of
Pinterest
pins
are
women
Pinterest
• Fashion
• Ecommerce
• Moms
• Food
/
Home
/
Furnishing
• 69%
of
Pinterest
users
are
female
• 70%
of
Pinterest
users
are
there
for
shopping
inspiraXon
• Pinterest
shoppers
spend
on
average
$140-­‐$180/order
(highest
among
any
social
channel)
• Pinterest
accounts
for
25%
of
retail
referral
traffic
LinkedIn
Pinterest
Instagram
Facebook
Adult
%
Usage
by
Channel
0%
10%
20%
30%
40%
50%
60%
70%
80%
Adult
%
Usage

9. How to build and scale your social media strategy
Step 1 Start by creating social media objectives and SMART goals (Specific, Measurable,
Attainable, Relevant, Time-Bound) – followed by a social media audit
9
Social
Network
URL
Target
Audience
Posi5oning
Statement
Iden5fied
Goal
Branding
Check
Current
Stats
Step 2 Curate social media inspiration (industry leaders, competitors, clients, customers)
Step 3 Identify social media goals/channel (awareness, engagement, purchase)
Step 4 Create a content editorial calendar (type, frequency, CTA, author, amplification)
Step 5 Develop a story (brand narrative that plays across your social channels)
Step 6 Partner with influencers
Step 7 Build your team (people + tools)

10. How to amplify your content via social
How to start
• Create visual assets to support content
• Push your content out via paid media (StumpleUpon Paid Discovery / FB dark posts)
• Identify which content is working via Social Crawlytics + BuzzSumo
• Build relationships with influencers (before you need them)
• Piktochart / Visual.ly – Infographics tools
• Canva – create new images/background without design skills
• Social Image Resizer Tool – quickly resize images for your social media profiles
• ReciteThis.com – Turn a quote in a visual piece of art
• FollowerWonk – Identify influencers / analyze your followers
• ManageFlitter – Identify Twitter users / account clean up
10
Example Tools
• Facebook ads / dark posts
• Twitter promoted tweets
• Twitter cards
Paid
Amplification
• Outbrain
• LinkedIn
• StumbleUpon Paid Discovery

11. How to make your social strategy more flexible and agile
Leverage aggregation sites in your space
• Social-media.alltop.com - Aggregator
• Techmeme.com - Aggregator
• Consumer Barometer - Free consumer insights (various sectors)
11
Amplify
through
connec5ons
and
plaJorms
• Social
CrawlyXcs
-­‐
Gather
social
stats
/
informaXon
around
influenXal
authors
•
Muck
Rack
–
Database
of
journalists
that
you
can
pitch
through
• PitchEngine
-­‐
Content
creaXon
tool
for
publishing
Discovery
Monitor
Connect
Find
opportuni5es
• Knowem
-­‐
Use
of
your
brand
name
/
compeXtors
500+
social
networks/
communiXes
• Cyfe
-­‐
Track
Twicer
menXons,
Facebook
posts
&
social
searches
• Rankur
–
Online
reputaXon
management,
social
media
listening,
and
news
clippings
• Rival
IQ
–
Analyze
social
media
strategy
of
your
brand
vs.
compeXtors
• MenXon
–
Listen
to
what
is
being
said
on
the
social
web
ROAD MAP
SOCIAL
AMPLIFICATION

12. How digital marketing and social
media fit into your strategy

13. So how do you make the most of your
social media marketing efforts?
B2B
Example
|
ADD
VALUE
Share
content
that
your
audience
will
find
helpful,
informaXve,
or
entertaining
13

14. How to get the MOST out of your social strategy
14
Standardize
monthly
tasks
list,
weekly
check-­‐ins,
scheduled
reports
Your
objecXve
with
your
social
strategy
is
scalability
and
amplificaXon
Stay
smart
for
your
sake
and
that
of
your
brand
Work
with
partners/agencies
that
like
to
work
with
others
Invest
in
tools
that
either
save
you
Xme,
make
you
money,
or
make
you
look
smart
Stop
obsessing
over
what
image
to
use
in
your
monthly
email
newslecer
<
Focus
on
RCS
Leverage
paid
media
(Facebook
,
StumbleUpon,
Twicer,
LinkedIn,
Google
Display)
Track
metrics
that
macer
Complete
digital
audits
Educate
&
evangelize
Stop
chasing
shiny
objects
from
the
ground
up
!

15. What brands need to think about in 2015
mobile
a
priority
(mobile
first
strategy)
professional
editorial
pracXces
a
media
company
(Red
Bull,
Coca
Cola,
River
Bend
Pools)
it’s
not
about
creaXng
content
–
it’s
about
creaXng
passionate
subscribers
15
Final thoughts
• Making
• Hiring
professional
journalist/writers
• Repurposing
content
• Developing
rent
to
own
content
strategies
• Developing
• Becoming
• Understand
for
your
brand
And do these things…
• Build
your
team
• Invest
in
tools
that
either
save
you
Xme,
make
you
money,
or
make
you
look
smart
• PerfecXon
is
the
enemy
of
good
• Replicate,
scale,
iterate,
repeat
• If
you
want
to
go
fast
–
go
alone.
If
you
want
to
go
far
–
go
together.

16. Target specific
people. Not
keywords.
Become a student of
social platforms
Establish a social
home
Engage and start
answering questions
Stop chasing shiny objects
Write profiles about who
you are, what you do, and
how you can help
Understand social media
isn’t inexpensive – it’s just a
different kind of expensive
(effort + money)
Have a game plan
16
Invest in tools that either
save you time, make you
money, or make you look
smart
Right Message. Right Audience. Right Channel.
• Story tell on Facebook
• Create art on Instagram
• Listen well on Twitter
• Get animated on Tumblr
• Glam it up on Pinterest
Mobile first strategy +
thumb friendly

17. Starter Matrix – What You Need
Tools
that
help
you
pay
aUen5on
Check
Brand
Iden5ty
/
Availability
Cura5on
Publishing
Crea5ve
Trackur
Namechk
Storify
Swayy
PiktoChart
Meltwater
Claim.io
Topicurious
PotLuck
Pic
Monkey
Tagboard
Knowem
Listly
RebelMouse
Canva
Social
MenXon
Namevine
TagBoard
Postris
Social
Image
Resizer
Tool
TweetSeeker
ClaimID
TweetChats
Overblog
ReciteThis
TweetAlarm
Gravatar
Shucerstock
MenXon
PitchEngine
Topsy
Postling
17

18. Starter Matrix – What You Need
Manage
Your
Audience
Analy5cs
Social
Media
Management
Other
Tools
Enterprise
SocialBro
Rival
IQ
Sprout
Social
Shared
Count
Ready
Pulse
ManageFlicer
Fanpage
Karma
Cyfe
ChannelMeter
Curalate
TwicerCounter
Crowdbabble
Hootsuite
Buzzstream
ExactTarget
FollowerWonk
Wildfire
InteracXve
How
Socialable
Moment
Feed
Sendible
TwicerFeed
Talk
Walker
Mutual
Mind
ViralHeat
Argyle
Social
SpreadFast
18

19. How to Contact Us
DigitalSpaceConsulting.com
James@digitalspaceconsulting.com
Linkedin.com/in/Jloomstein
Twitter.com/jloomstein
Slideshare.net/jloomstein/presentations
19

20. Digital Space Consulting
Create. Connect. Engage.
Thank
You.

21. Appendix

22. Digital
Space
Consul5ng
|
Media
Matrix
Plasorm
Overview
When
to
Use
Expected
Metrics
Content
Marke5ng
Content
markeXng
involves
the
distribuXon
of
relevant,
consistent
content
to
a
clearly
defined
audience.
It
gives
brands
the
opportunity
to
share
stories
and
solve
customer
problems.
Content
markeXng
can
take
on
many
forms
including:
interacXve
tools,
web
applicaXons,
long
form
arXcles,
blog
posts,
infographics,
research,
reviews
or
videos.
TargeXng
involves
a
deep
understanding
of
the
customer
combined
with
keyword
research.
Content
markeXng
is
ouen
the
vehicle
brands
use
to
influence
organic
search
results,
capture
website
traffic
and
become
an
authority.
First,
gather
demographic,
psychographic
and
behavioral
data
on
the
customer
and
understand
where
and
how
they
interact
with
your
product
or
service
online.
Next,
idenXfy
a
problem
that
is
unsolved
or
solved
poorly
via
current
content.
OpXmize
the
soluXon
for
the
customer
and
get
it
visible
adopXng
social
media
markeXng
and
other
paid
and
organic
channels
to
drive
awareness.
Content
markeXng
should
be
used
to
build
a
community,
increase
brand
awareness
and
long
term
conversion.
It
is
ouen
integrated
with
other
plasorms
for
maximum
reach
and
market
penetraXon
including
press
releases,
email
markeXng
and
social
media
adverXsing.
Content
markeXng
is
more
difficult
to
hold
to
an
ROI
standard,
yet
web
analyXcs
can
track
conversions,
traffic
and
shares.
Display
Adver5sing
Display
adverXsing
is
a
graphical
adverXsement
that
can
appear
in
a
variety
of
sizes
and
animaXons,
placed
next
to
content
on
a
vast
network
of
websites
opted
in
to
display
banner
ads.
Display
or
banner
adverXsing
allows
for
broad
and
narrow
targeXng
opXons
including:
website
domains,
customer
demographics,
contextual
or
content
based
keyword
targeXng
and
topic
targeXng.
Ad
images
and
copy
can
be
modified
to
target
customers
at
any
stage
of
the
buying
cycle.
A
majority
of
display
ads
are
used
to
drive
brand
awareness
using
“click
bait”
imagery
paired
with
calls
to
acXon
that
provoke
a
landing
page
conversion.
Display
adverXsing
is
most
effecXve
when
targeXng
abandon
carts
through
remarkeXng
(specific
ads
shown
to
site
visitors
who
completed
or
didn’t
complete
an
acXon
on
the
site,
such
as
a
conversion).
Display
adverXsing
is
one
of
the
oldest
forms
of
online
adverXsing
and
is
therefore
frequently
ignored.
Expect
lower
conversion
rates
from
standalone
banner
ads.
Conversions
are
much
higher
when
display
ads
are
paired
with
remarkeXng
campaigns.
Cost
per
thousand
impression
(CPM)
is
the
most
common
bidding
model
for
display.
Email
Marke5ng
Email
markeXng
occurs
when
a
business
sends
a
promoXonal
message
to
a
list
of
subscribers.
Email
markeXng
helps
businesses
stay
connected
with
customers
while
further
promoXng
products
and
the
business.
TargeXng
opXons
are
possible
through
segmentaXon
of
lists
that
can
include
demographic
filters,
psychographic
filters,
observed
and
predicted
behavioral
acXons.
Email
markeXng
should
be
adopted
by
all
brands
in
the
conversion
and
engagement
shopping
cycles.
IntegraXon
of
email
markeXng
into
larger
web
markeXng
and
content
markeXng
strategies
is
criXcal.
SegmentaXon
of
subscribers
helps
deliver
targeted
messaging
that
increases
click
through
rates.
Campaigns
should
focus
on
the
shopping/buyer
cycle
from
brand
awareness
to
conversion
to
engagement
to
advocacy.
Email
markeXng
is
most
effecXve
when
subscribers
have
opted-­‐in
to
lists.
Otherwise
spam
can
be
triggered,
prevenXng
future
campaigns
from
ever
being
delivered.
Email
campaigns
can
be
used
to
generate
new
leads,
build
customer
loyalty
or
contribute
to
brand
recogniXon
and
site
click-­‐through-­‐rates

23. Digital
Space
Consul5ng
|
Media
Matrix
Plasorm
Overview
When
to
Use
Expected
Metrics
Facebook
Facebook
is
the
most
popular
social
networking
site
used
by
approximately
1
billion
people.
AdverXsements
are
available
in
a
variety
of
formats
and
sizes
and
appear
on
the
side
of
a
user’s
page
and
directly
within
news
feeds.
With
Facebook
ads,
businesses
can
target
audiences
more
deeply
then
other
ad
plasorms
including:
gender,
locaXon,
age,
likes
and
interests,
workplace,
educaXon,
even
relaXonship
status.
Facebook
ads
are
primarily
used
to
increase
awareness
for
B2C
brands,
although
all
stages
of
the
shopping
cycle
are
possible
to
target.
Integrate
Facebook
into
larger
campaigns
and
content
markeXng
strategies
that
accomplish
one
of
the
following
objecXves:
Brand
pages
can
be
promoted
on
Facebook
in
news
feeds
to
increase
likes,
brand
awareness
and
engagement.
Adroll
remarkeXng
can
be
used
to
effecXvely
target
abandoned
cart
or
missed
conversions
through
news
feed
and
sidebar
ads
on
Facebook.
Ad
formats
that
allow
for
product
purchases
without
ever
leaving
the
site
are
also
possible
on
Facebook.
Facebook
is
considered
one
of
the
most
expensive
social
adverXsing
plasorm,
which
is
acributed
to
its
ability
to
deliver
hyper
targeted
ads
combined
with
advanced
social
metrics.
Facebook
allows
for
cost-­‐per-­‐thousand
impressions
(CPM),
cost-­‐per-­‐click
(CPC),
cost-­‐per-­‐acXon
(CPA)
and
cost-­‐per-­‐like
(CPL)
bidding
applied
to
a
growing
number
of
ad
formats.
Cost-­‐per-­‐like
is
unique
to
Facebook
which
can
occur
on
ads,
promoted
posts
and
pages.
Typical
outcomes
of
Facebook
adverXsing
include
increased
likes
and
a
variety
of
offsite
acXons
at
every
stage
of
the
shopping
cycle.
Instagram
Instagram
is
a
photo
and
video
sharing
social
network.
From
a
paid
media
stand
point
-­‐
Instagram
only
offers
sponsored
posts
to
select
brands
and
is
in
a
slow
rollout
phase
to
the
general
market.
Instagram
is
ideal
for
B2C
brands
targeXng
teens
and
young
adults
as
the
plasorm
skews
young.
It
is
also
an
effecXve
plasorm
to
share
brand
stories
and
personality.
Instagram
offers
CPM
(cost-­‐per-­‐thousand)
bidding
models
to
select
brands
to
drive
awareness
and
profile
engagement.
LinkedIn
LinkedIn
is
a
plasorm
for
professionals
from
all
around
the
world
to
connect,
network
and
share
content
with
others
in
their
industry.
Individuals
and
businesses
can
target
audiences
based
on
job
Xtle,
funcXon,
school,
industry,
company
size,
seniority,
age
range,
gender,
LinkedIn
Groups
and
more.
LinkedIn
is
effecXve
at
generaXng
leads
for
B2B
brands
and
for
recruiXng.
Ad
formats
include
text
based
ads,
image
ads,
video
ads,
sponsored
InMail
and
sponsored
updates.
Sponsored
updates
are
one
of
the
more
effecXve
paid
adverXsing
opportuniXes
on
LinkedIn.
Updates
on
company
brand
pages
are
promoted
to
a
targeted
audience,
driving
visits,
downloads,
followers
and
social
metrics.
LinkedIn
ads
offer
cost
per
click
(CPC)
and
cost
per
thousand
impression
(CPM)
adverXsing
models.
Image,
text
and
video
ads
ouen
receive
low
CTR
and
are
ignored
by
a
majority
of
site
users.
Sponsored
updates
receive
more
engagement
and
appear
directly
on
the
LinkedIn
home
screen.
Increase
brand
awareness,
whitepaper
downloads
and
long-­‐term
engagement
through
this
form
of
LinkedIn
adverXsing.

24. Digital
Space
Consul5ng
|
Media
Matrix
Plasorm
Overview
When
to
Use
Expected
Metrics
Paid
Search
If
a
targeted
keyword
is
searched
an
ad
can
appear
next
to
or
above
search
engine
results.
Keywords
allow
paid
search
to
be
targeted
with
extreme
precision
to
any
type
of
demographic
or
customer.
Some
targeXng
opXons
include:
keywords,
locaXons,
specific
days
of
the
week,
hours
in
a
day,
or
different
placements
or
devices.
Google
and
Bing
receive
87%
of
all
search
traffic
in
the
U.S.
(with
Google
Adwords
being
the
most
popular
paid
search
plasorm).
Paid
Search
is
effecXve
at
all
stages
of
the
customer
buying
cycle,
but
especially
research
and
conversion.
Long
tail
keywords
save
budget
and
target
the
research
phase.
Product
LisXng
Ads
(PLA’s)
are
image
and
product
descripXon
ads
that
appear
for
keywords
aligned
with
the
buying
cycle.
Deploy
separate
ad
campaigns
for
each
phase
of
the
buying
cycle
with
opXmized
keywords,
copy
and
landing
pages.
Google
Adwords
allows
for
several
bidding
models:
Cost
per
acquisiXon
(CPA),
cost
per
click
(CPC)
and
cost
per
thousand
impressions
(CPM).
Depending
on
the
bidding
model
and
buying
cycle
targeted,
AdWords
can
drive
targeted
website
traffic,
convert
new
customers
and
increase
brand
awareness
cost
effecXvely.
Pandora
Pandora
Internet
Radio
is
a
streaming
music
service
that
lets
users
pick
a
song
or
arXst,
with
the
service
building
a
playlist
with
similar
music.
Types
of
adverXsements
range
from
video,
audio,
banners,
to
an
animated
overlay.
Audiences
are
targeted
and
segmented
by
age,
gender,
locaXon,
music
preferences,
interests
and
psychographics.
Best
suited
for
B2C
brands
targeXng
customers
in
the
research
and
engagement
stage.
Users
are
on
the
plasorm
for
entertainment.
Brands
that
can
align
products/services
to
the
listening
experience
fare
best.
TargeXng
on
Pandora
is
advanced
with
bidding
models
based
on
impressions
and
clicks.
Expect
higher
in-­‐store
traffic,
a
liu
in
site
visits
for
a
campaign
and
increased
engagement.
Pinterest
Pinterest
allows
users
to
have
a
visual
bookmark
of
stuff
they
find
on
the
web.
Only
recently
introduced,
Pinterest
allows
for
adverXsers
to
promote
pins.
With
promoted
pins,
brands
can
set
a
target
audience,
easily
track
analyXcs
and
pay
only
when
users
click
through
to
a
site.
Ideal
adverXsing
plasorm
for
retail
and
online
retailers.
The
plasorm
is
heavily
skewed
towards
women
allowing
for
certain
brands
to
reach
niche,
targeted
audiences.
Image
driven,
effecXve
Pinterest
pins
can
include
recipes,
high
quality
product
images
and
infographics.
Promoted
pins
work
best
for
established
Pinterest
businesses
with
complete
profiles,
boards
and
acXve
engagement.
TesXng
images
and
messaging
organically
is
cost
effecXve
before
rolling
out
to
promoted
pins.
Pinterest
promoted
pins
target
users
on
the
plasorm,
but
through
a
cost-­‐
per-­‐click
model,
adverXsers
pay
only
when
users
click
through
to
the
website.
AdverXsing
on
Pinterest
can
lead
to
increased
brand
awareness,
higher
in-­‐store
traffic,
increased
followers,
website
traffic
and
even
conversion.

25. Digital
Space
Consul5ng
|
Media
Matrix
Plasorm
Overview
When
to
Use
Expected
Metrics
Press
Release
A
press
release
is
an
official
statement
or
arXcle
that
can
be
uXlized
as
a
tool
to
reach
both
news
outlets
and
consumers.
TargeXng
is
more
broad
then
other
forms
of
online
adverXsing
and
primarily
depends
on
the
channel
or
news
outlet.
Audiences
can
be
targeted
by
demographics
and
psychographics,
based
on
the
readership
of
the
outlet.
Implement
press
announcements
into
a
content
markeXng
strategy.
Bring
acenXon
to
announcements
that
are
newsworthy
and
Xmely
such
as
industry
awards,
expansion,
new
products
and
services,
acquisiXon,
and
more.
Press
releases
can
be
measured
through
the
a
submission
plasorm
(e.g.
PR
Web)
which
offers
impressions,
reads
and
clicks
to
any
links.
Press
releases
primarily
drive
brand
awareness.
PR
can
be
further
measured
by
online
pickup,
journalist
inquiries
and
more.
Snapchat
Snapchat
is
a
photo
messaging
service
that
allows
users
to
send
pictures,
video,
text
and
drawings
to
other
users.
Auer
the
“snap”
is
viewed,
the
picture
is
then
deleted
from
the
viewer’s
phone.
Snapchat
is
in
an
early
phase
of
adverXsing.
Businesses
and
brands
do
not
have
many
targeXng
opXons,
unless
they
connect
with
regular
Snapchat
users.
Select
brands
are
tesXng
Snapchat
stories,
image
slideshows
and
videos
available
for
24
hours
to
a
brand’s
followers.
SnapChat
is
a
new
and
unique
adverXsing
plasorm
which
can
increase
brand
awareness
and
engagement
through
organic
followers.
Example
cases
to
use
Snapchat
include
during
contests,
sneak
peeks,
coupon
offers,
and
behind
the
scenes
exclusives.
Snapchat
has
fewer
metrics
then
many
other
paid
media
plasorms.
Brands
that
share
Snapchat
stories
can
measure
views
and
offline
engagement.
TwiUer
Twicer
is
a
microblogging
plasorm
that
allows
anyone
to
begin
and
lead
conversaXons,
as
well
as
directly
interact
with
other
users,
companies
and
brands.
Audiences
can
be
targeted
on
Twicer
based
on
interests,
geography,
gender,
device,
or
users
similar
to
exisXng
followers.
Companies
can
adverXse
on
Twicer
in
only
two
ways,
through
promoted
accounts
and
tweets.
Twicer
can
be
used
by
brands
to
increase
awareness
and
is
ideal
for
content
marketers.
Twicer
is
a
long
term
conversion,
and
can
be
effecXve
when
integrated
with
content
markeXng,
broadcast
media
and
print
campaigns.
Implement
Twicer
adverXsing
only
if
acXve
on
the
plasorm
with
a
significant
number
of
followers
and
tweets.
Twicer
allows
for
brands
to
get
messages
and
accounts
in
front
of
users
that
aren’t
followers,
building
a
community
and
word
of
mouth.
AdverXsing
formats
primarily
drive
traffic
and
engagement
within
the
Twicer
ecosystem,
making
offline
conversions
difficult
to
generate.
Payment
is
delivered
only
when
users
follow
an
account
or
retweet,
favorite,
reply,
or
click
on
a
promoted
tweet.

26. Digital
Space
Consul5ng
|
Media
Matrix
Plasorm
Overview
When
to
Use
Expected
Metrics
YouTube
YouTube
is
the
most
popular
video
sharing
plasorm.
AdverXsing
on
YouTube
is
accomplished
through
Google
Adwords
and
ouen
includes
video
adverXsements
before
videos,
during
videos
and
auer
videos.
In
search
video
ads
and
banner
ads
also
target
users.
TargeXng
opXons
are
similar
to
paid
search
and
include
by
topic,
demographics
and
keywords.
YouTube
is
the
second
largest
search
engine
on
the
Internet.
Video
ads
are
most
effecXve
for
B2C
brands
targeXng
customers
in
the
research
stage.
Users
can
be
broadly
or
directly
targeted
through
specific
placements
on
other
videos
or
channels
and
through
keywords.
Percentage
of
video
watched
is
an
important
metric
in
YouTube
video
adverXsing.
Cost
per
View
(CPV)
occurs
auer
30
seconds
or
if
the
end
of
an
ad
is
reached.
Studies
have
confirmed,
adverXsers
gain
brand
awareness
even
before
a
CPV
payment
is
ouen
triggered.