final caitlin angeloff cnx16 breakout presentation_adam
TRANSCRIPT
#CNX16
Bacon-Flavored Connected MediaCombining Owned & Paid Social for Tastier ROI
Caitlin AngeloffGlobal Head of Social Strategy & Operations at DocuSign
Twitter: @caitlinangeloffLinkedIn: https://www.linkedin.com/in/caitlinangeloffEmail: [email protected]
Table of contents
• DocuSign social bacon bits
• Definition of bacon-flavored connected media
• How to bring home the bacon
• Recipes for tastier ROI
• Bacon wrapped Q&A
(a.k.a. some seriously meaty stuff)
40 minutes from now, you will…
Understand the concept of connected media & how to bring home the bacon with
the c-suite
Know which type of paid social you are cooking up &
how best to manage expected outcomes
Realize the importance of monitoring and optimizing
your paid social campaigns in real-time
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#CNX16
85 millionDocuSign users worldwide
225,000Paying Customers
84%Transactions completed within 1 day
1,700+Employees and growing
DocuSign’s global presence
Sydney
London
Seattle
San Francisco
Paris
Sao Paulo
New York
Singapore
Tokyo
Seattle Data
Center
IrvingData
Center
Chicago Data
Center
FrankfurtData
CenterFY16
Amsterdam
Data CenterFY16
Melbourne
Dublin
Chicago
Tel Aviv
Social marketers manage #allthethings Trend Watchers & Listeners
Strategists
Writers & Editors
CSS Representatives
Photographers / Videographers / Graphic Designers
Producers
Media Planners / Buyers
Analysts
Teachers & Trainers
Brand Police & Content Auditors
Never Ending Students
Aren’t we the real unicorns in this town? #justsayin
DOCUSIGN CONFIDENTIAL
DOCUSIGN CONFIDENTIAL
(Paid) Promote Content &
Conversations
• Social Media Advertising• Paid Sponsorship of
Influencer(s), Bloggers & Brand Ambassadors
Social Media Listening & Brand Monitoring + Social CSS Triage & Routing
(Earned) Amplify News & Micro-
Moments
• Leverage Public & Media Relations Efforts
• Trendjack Opportunistic / Talkable Moments
• Layer in Social for Live Events
• Coordinate & Curate Branded Content Cross-Functionally
• Produce Custom (Visual) Content that is Social By Design
DocuSign FY17 global social media marketing overview(Shared) Connect & Engage with Target
Audiences
• Social Media Listening & Analysis
• Social Media Publishing• Social Media
Engagement, CSS & Community Management
• Social Media Measurement & Reporting
(Owned) Identify & Customize Branded
Content
#CNX16
" We are moving from a web based economy to an app based economy.
• Research happens on mobile
• Content is consumed in bursts
• Measurement is getting easier
• B2B decision makers are getting younger
FACT: If your brand isn’t in the social feeds, you aren’t easily discoverable during key stages of the customer decision making journey.
The future of business is in mobile moments Source: #ENGAGE #TWITTERFORB2B
#CNX16
Connected Media DefinedOpportunistic vs. Performance
DOCUSIGN CONFIDENTIAL
Your moment of #VEN Effectively combining social strategy, content &
audience management is key to winning in social media.
SocialStrategy
SocialContent
SocialAudience Management
Two kinds of paid social bacon
Performance
Larger social media ad buys (typically in the form of dark publishing so as not to annoy existing fans / followers) with more thoughtful campaign architecture, greater ad vaults of creative, longer durations to allow for ad optimization, and more testing.
Opportunistic
Smaller social media ad buys, typically in the form of boosting content that’s performing well (both in terms of reach and engagement) executed in the admin view of your social media publishing tool or native platform.
Budget should dictate which type you’re cooking
How much time & money do you spend making content?
With the unprecedented targeting opportunities between 1st & 3rd party data, the most missed opportunity of B2B social media is not paying to reach the audiences your content is prioritized for in a timely manner.
Consider investing equally, if not more, to promote it
Convincing the c-suite to invest in paid social now
Small bets
$100/day up to $5,000/week
Big bets
$5,000/day to $35,000/week
Is your brand ready to capitalize on micro-moments?
#CNX16
Bringing Home the BaconLet the data do the talking for you
It’s all about the base(line)
By social media channel, have a firm grasp on:
- Average reach
- Average engagement
- Frequency saturation
- Time of day
What does your normal look like?
Can you smell the bacon cooking?
Develop your own formula for when to double down with your finite social media advertising dollars.
>5% ER = boost!
>3x Reach = boost!
Seize the micro-moment
How long should you let the bacon sizzle?
Quick Flights
1 – 5 days
Long Flights
8 - 13 weeks
Pacing is a bit of a gamble – keep an eye on it
#CNX16
Recipes for Tastier ROIIngredients for social media advertising success
Paid social blueprint Campaign structure is key
There are 3 levels for organizing your campaign structure:
1) Campaign
2) Ad set
3) Ad
Pro tip:
One objective = One campaign
Paid social targeting
• Target contacts you already have in your CRM for coordinated marketing efforts
• Create multiple custom audiences based on your CRM segmentation
• Find new people who are similar to your website visitors
• Bring back website visitors to complete a purchase
• Get more value from your new customer acquisition campaigns by excluding existing customers
• Track your ad return with a conversion pixel
• Optimize your ads for website conversions
Target people, not cookies
Paid social creative
The key is to create ads that are visually compelling and relevant to the specific audience you’re targeting.
A winning ad should have:
1. Strong image
2. An immediate brand connection
3. Creative
4. Offers either an informational or emotional reward
5. Include a strong call to action (CTA)
Anatomy of an ad
Recap Slide
Now you can articulate the difference between
opportunistic & performance based paid social media advertising
And you’ll be going back to HQ to seek funding in
advance to smartly “boost” the opportunistic micro-
moments
You’ll be taking a measured approach &
thinking about the part art & part science so you can become a better holistic
social marketer
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Take the after-session survey!
Take the Survey in the Connections 2016
Mobile App
Join the conversation!
#CNX16
DOCUSIGN CONFIDENTIAL
Not all social media values are created equal
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2
3
• Share of voice • Top of mind
awareness• # of website
referrals• Click-thru rates• Downloads / Sign-
ups
Social KPIs Business ImpactSocial ActivitySocial Media Strategy• Posts• Promotions (paid
social, boosts)
• Posts• Responses
• Posts• Promotions
• Responses (i.e. social customer care)
• Posts• Influencer outreach• Reshares
Earned impressions, earned reach, social UGC
• Referrals• Influencer activity• Positive WOM• NPS
• Sentiment• Satisfaction
• Conversions (lead submissions, trials, app downloads, purchases, etc.)
4
5
• Expose target audience to brand content
• Generate engagement of target audience with brand content
• Generate engagement of target audience with brand content
Create Awareness
Generate Demand
Drive Conversion
Delight Customers
Inspire Evangelism
• Drive engagement with brand product / services
• Activate influencers, customers & employees
• Impressions, reach (CPM and/or CPVV)
• # of engagements, types of engagements (CPE)
• Link clicks (CPC)
• Positive earned mentions, customer care metrics (response times & qty.)
Social Objective
Join Us For Dreamforce 2016October 4-7, 2016 | San Francisco, CA