social-media-kampagnen ads, apps und analytics - conrad bennett

Social Media Campaigns with Ads, Apps and Analytics

Conrad BennettSenior Director, Technical Services – EMEAconrad.bennett@webtrends.com@toomanygurus

Agenda

• Why Social?

• What’s so great about Facebook?

• The Social Challenge

• Ads, Apps & Analytics

• Questions

• Most popular online activity - 48% growth over last year1

• Time spent = 3x email1

• 71.2% of U.S. Internet users are on Facebook2

1- Neilson, 20092- E-marketer, 2011

Social Is The #1 Online Activity

Facebook: 25% of Internet Users

Facebook Dominates Time Online

Mobile is Growing Exponentially

Facebook: #1 Referrer for News

vs

01/200

9

01/201

0

07/200

9

Upstream visits to news and media from Google News and Facebook from Hitwise

GoogleTrends: “Social Media”Worldwide

Germany

15.7

MILLION- - - - - -

- - -DAILY GROWTH RATE:

85k

9.9

MILLION- - - - - -

- - -DAILY GROWTH RATE:

70k

4.3

MILLION- - - - - -

- - -DAILY GROWTH RATE:

19k

2.6

MILLION- - - - - -

- - -DAILY GROWTH RATE:

31k

1.9

MILLION- - - - - -

- - -DAILY GROWTH RATE:

15k

1.2

MILLION- - - - - -

- - -DAILY GROWTH RATE:

10k

0.6

MILLION- - - - - -

- - -DAILY GROWTH RATE:

800

0.4

MILLION- - - - - -

- - -DAILY GROWTH RATE:

700

0.2

MILLION- - - - - -

- - -DAILY GROWTH RATE:

800

October 2010

15.7

MILLION- - - - - -

- - -DAILY GROWTH RATE:

85k

9.9

MILLION- - - - - -

- - -DAILY GROWTH RATE:

70k

4.3

MILLION- - - - - -

- - -DAILY GROWTH RATE:

19k

2.6

MILLION- - - - - -

- - -DAILY GROWTH RATE:

31k

1.9

MILLION- - - - - -

- - -DAILY GROWTH RATE:

15k

1.2

MILLION- - - - - -

- - -DAILY GROWTH RATE:

10k

20.2

MILLION- - - - - -

- -

+29%

16.2

MILLION- - - - - -

- -

+64%

8.7

MILLION- - - - - -

- -

+89%

4.8

MILLION- - - - - -

- -

+85%

4.6

MILLION- - - - - -

- -

+142%

3.2

MILLION- - - - - -

- -

+167%

In the 5 months since Engage London

March 2011

Fans are the best users

More than one-third of people who ‘Like’ brand pages say they would buy the products more often Facebook & Adweek

“Customers show their loyalty in different ways. Buying a product says one thing, customers tattooing their bodies with our Bar and Shield says quite another. What greater evidence is there of the strength of our brand than a customer who wears our name like a badge of honor? Now that’s a passionate commitment.”

Harley Davidson 1997 Annual Report

Social Is Demand Generation

The Social Approach

Facebook Advertising Spend Expected to Double• Social network

advertising to account for 10.8% of online market

• Ad spend on Facebook will exceed $4 billion worldwide - more than double last years figure

• Custom apps cost $30-100K+• Constantly shifting platforms and rules• Delivery on an engineering timeline rather

than a marketing timeline• Incomplete and inconsistent analytics• Difficult to measure ROI

Delivery is Erratic & Costly

New tools and expertise are needed

Create, execute, and optimise your Social Marketing strategy

Marketers want “social media”, but most are not confident about how to proceed, or how to prove the success of their current efforts

The “Social Challenge”

• Webtrends bridges this gap with strategic consulting to provide clients with a cohesive strategy of ads, apps & analytics

The Solution

Knowledge

Delivery of Plan

ads, apps, analytics

Webtrends AppsDeliver fully branded campaigns on Facebook, websites and mobile

• Engage your audience on Social and Mobile

• Tiny campaign investment, huge win

• Maintain consistent branding and voice

How do I make my content social?How can I drive engagement and earned media?How do I enable conversions in social?

Track behaviour

and demographic

s

AcrossSocial & Mobile

Discover who engages,

shares, buys and Who is

Alike

+ =

Deep Analytics Across Channels

Webtrends Social Media Accelerators

Full service offering with Strategic consulting,Ad management and Application configurationAnalytics and optimisation included, allowing for rapid execution and testing of concepts

Drive Traffic

Increase Engageme

nt

Measure Success

The Combined Solution

End-to-end performance marketing optimisation

• Broad, integrated reach across global search networks, Google display and Facebook

• Sophisticated algorithms, integrated analytics, and expert optimization services

• Multiple language, currency, and multi-byte support enables global marketing from a single platform

Webtrends Ads

How do I maximize return on ad spend?

How do I easily reach a global market?

How do I improve and optimise against conversion metrics?

Drive Traffic

One tool for social and mobile App creation

• Completely customisable for fully-branded campaign Apps

• Easily refresh creative in a CMS-style interface

• Deploy as native Facebook, iPhone, iPad, iPod Touch, Android, and Nokia Apps

• Add Apps to your main site or as a microsite

Webtrends Apps

How do I engage customers through social and mobile?How can I launch cost effective social campaigns?How do I maintain consistent branding and voice across channels?

Increase Engagement

Understand Facebook ROI

• Measure everything that happens inside Facebook

• Track apps, custom tabs, Flash and ad conversions

• Results in context with other digital channels

Webtrends Facebook Analytics

How can I find out if Facebook pays off?How do I overcome the challenges of Facebook measurement?What really is the value of a “Like” on Facebook?

Measure Success

Webtrends Social Media Accelerators

Full service offering with Strategic consulting,Ad management and Application configurationAnalytics and optimisation included, allowing for rapid execution and testing of concepts

Drive Traffic

Increase Engageme

nt

Measure Success

The Combined Solution

Graph View

Facebook Ads Conversion Funnels

Facebook Ads Conversion Funnels

TableView

Select Ads, Select Apps, Pick Actions

Facebook Ads Conversion Funnels

Customer Success Story: Marmite/Unilever

34

CHALLENGE

Needed an easy-to-use solution to provide data on a key campaign.

SOLUTION

Already a Webtrends Analytics customer, Marmite/Unilever utilized the Facebook re-director method to capture key metrics to prove the success of the “love it or hate it” poll campaign.

RESULTS

Likers grew by 40% and Marmite was able to report on who won the poll election (Love It won).

Customer Success Story: Cineworld

35

CHALLENGE

New Facebook App, which duplicated the website, was about to go live, but no analytics were in place for the new App.

SOLUTION

At the time, Facebook did not allow JavaScript, so using the Facebook redirector, we were able to provide normal analytics as if it was a normal site for this new App.

RESULTS

The App was quasi-transactional, which allowed Cineworld to be able to attribute conversions to engagement as well as understanding what content was of interest to visitors.

Facebook Analytics Customers