engage emea 2010 - ads, apps & analytics
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Ads, apps & analyticsJustin Kistner, Sr. Mgr. of Social
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Presenter: @justinkistner Hashtag: #wtengage
The same old sales funnel
Media
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Presenter: @justinkistner Hashtag: #wtengage
3 tribes of social media marketing
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Presenter: @justinkistner Hashtag: #wtengage
3 tribes of social media marketing
Our focus
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Presenter: @justinkistner Hashtag: #wtengage
Facebook campaigns 101
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Presenter: @justinkistner Hashtag: #wtengage
Classic online marketing spend•Where is the money spent today?•Search/ads, email, & website command 83% of
budget
Acquisition
Subscription
Conversion
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Presenter: @justinkistner Hashtag: #wtengage
Social media marketing spend
Acquisition
Subscription
Conversion
•Social media marketing is an evolution of classic online marketing. Based on the same equation.
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Presenter: @justinkistner Hashtag: #wtengage
Social media marketing spend
Acquisition
Subscription
Conversion
•Social media marketing is an evolution of classic online marketing. Based on the same equation. Measuring the return on your
marketing spend still uses these metrics
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Presenter: @justinkistner Hashtag: #wtengage
But, campaigns work a little differently
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Presenter: @justinkistner Hashtag: #wtengage
Facebook is a destination site
http://blog.nielsen.com/nielsenwire/online_mobile/facebook-users-average-7-hrs-a-month-in-january-as-digital-universe-expands/
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Presenter: @justinkistner Hashtag: #wtengage
Start by building a fan base
How•Contact your existing customers•Advertise
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Presenter: @justinkistner Hashtag: #wtengage
Start by building a fan base
How•Contact your existing customers•Advertise
Ads Secret•Targeting likes is better than interests•Pictures are the secret to good ads
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Presenter: @justinkistner Hashtag: #wtengage
Use ads to retarget your fans
How•Use like targeting to reach only your fans
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Presenter: @justinkistner Hashtag: #wtengage
How•Use like targeting to reach only your fans
App Secret•Calls to action for engagement work better than conversion•Drive traffic inside Facebook
Use ads to retarget your fans
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Presenter: @justinkistner Hashtag: #wtengage
How•Offer fans the ability to invite, like, or share
Fans share their engagement
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Presenter: @justinkistner Hashtag: #wtengage
How•Offer fans the ability to invite, like, or share
Earned Media Secret•Users share to make statements about their identity
Fans share their engagement
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Presenter: @justinkistner Hashtag: #wtengage
Earned media repeats the cycleHow•Activity is shared in the news feed•Average user has 130 friends
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Presenter: @justinkistner Hashtag: #wtengage
Earned media repeats the cycleHow•Activity is shared in the news feed•Average user has 130 friends
Campaign Secret•More than 3 wall posts a week is consider too much•Content ages every 10-14 days
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Presenter: @justinkistner Hashtag: #wtengage
Successful social media marketing
Be good at these
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Presenter: @justinkistner Hashtag: #wtengage
Successful social media marketing
Ads•Targeting and optimization at scale
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Presenter: @justinkistner Hashtag: #wtengage
Successful social media marketing
Ads•Targeting and optimization at scale
Apps•Fresh content and testing
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Presenter: @justinkistner Hashtag: #wtengage
Successful social media marketing
Ads•Targeting and optimization at scale
Apps•Fresh content and testing
Earned media•Identity
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Presenter: @justinkistner Hashtag: #wtengage
Successful social media marketing
Ads•Targeting and optimization at scale
Apps•Fresh content and testing
Earned media•Identity
Measure & Improve
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Presenter: @justinkistner Hashtag: #wtengage
Example campaigns
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Presenter: @justinkistner Hashtag: #wtengage
Contests
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Presenter: @justinkistner Hashtag: #wtengage
Special offers
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Presenter: @justinkistner Hashtag: #wtengage
Exclusive content
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Presenter: @justinkistner Hashtag: #wtengage
Engagement
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Presenter: @justinkistner Hashtag: #wtengage
Earn media
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Presenter: @justinkistner Hashtag: #wtengage
Ecommerce
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Presenter: @justinkistner Hashtag: #wtengage
B2B
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Presenter: @justinkistner Hashtag: #wtengage
Takeaways•Method: Keep it in Facebook•Tools: Ads, apps, and analytics•Goals: Engagement & Earned Media
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Presenter: @justinkistner Hashtag: #wtengage
Questions?