CCPGlobal.com Facebook.com/TheCMTO 10740 Nall Ave, Suite 310, Overland Park, KS 66211 913.948.7400

How to Operationalize Social

Advertising and Measure its

Contribution to Success

Presented by Chris Pulley

VP of Digital - CCP Global, Inc.

Who is Chris Pulley?

Chris Pulley serves as the Vice President of Digital at CCP Global, Inc. Chris

leads his teams in helping clients and partners to attract relevant prospects and

communicate with their customers through best-in-class web analytics, SaaS

marketing technologies, smart social strategies, and common sense solutions.

• VP of Digital – CCP Global• Facebook Ad Fanatic• Husband• Father • Coach• 35+ Year KC Royals Fan

@ChrisPulley

@ChrisPulley

@ChrisPulley

CCPGlobal.com Facebook.com/TheCMTO 10740 Nall Ave, Suite 310, Overland Park, KS 66211 913.948.7400

Social Advertising

Timely Engagement

Efficient Production

Micro-Targeting

Personalization

@ChrisPulley

@ChrisPulley

@ChrisPulley

Dennis YuKudos to Delta for smart remarketing on twitter. My flight leaves this afternoon and this is what they showed in my feed.

@ChrisPulley

@ChrisPulley

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”

- John Wanamaker, father of modern advertising and a pioneer in marketing.

@ChrisPulley

Timely Engagement

Efficient Production

Micro-Targeting

Personalization

Measurement

@ChrisPulley

@ChrisPulley

But how do you accomplish this?

Understand the game

Engage the players

Operationalize the pieces

Track the scores

Refine, Reiterate and

Remarket

@ChrisPulley

Audience, Engagement, Conversion

Audience:During this stage the focus is on growing your audience across allplatforms. Start with your key influencers and expand to find yourmost profitable segments.

Engagement: Get to know one another and amplify your content to your fansand people like them. They get to know your brand, see that youcare and you are able to share your message and vision.

Conversion: Target your strongest fans here: the people who have laughedwith your videos, visited your website, and have interacted withyou. Having them fill out a quote, enter an email, or engage withan offer is a suggestion from someone they trust.

@ChrisPulley

12

34

The Viral

Cycle

Goals:To be successful across any social campaign you needto set specific, measureable, attainable, realistic andtimely goals that show your vision and path.

Amplify:You’ve identified your biggest fan clubmembers and found the content theylove. Now it’s time to throw gasolineon the fire. Promote your content tothe right people wherever they exist inthe social space.

Targeting:Once you know your voice and content you can findthe people that matter. Once you have identifiedyour top segments you can deliver content just tothose audiences.

Content:Your success stories, interesting news,relevant information, and valuesbecome the core of your content. Thiswill grow your brand and strengthen thebond with your customers. You shouldbe posting at least once daily to get themost out of social.

@ChrisPulley

Have you mapped out your funnelinto audience, engagement, andconversion segments to see where theopportunities are?

Have you identified your mostengaging and profitable segments?

Can you identify who your top fansare as opposed to who your noisiestfans are?

TARGETING

@ChrisPulley

Do you have retargeting and conversion pixels setacross all properties that you own or have a presenceon?

Are you using marketing automation to set specificsequences of content and offer delivery based on yourcustomer funnel segmentation?

Are you uniting your marketing channels so that youcan reach customers and soon to be customerswherever they are whatever the latest channels maybe?

AMPLIFICATION

@ChrisPulley

CPMCost per thousandimpressions

CPCCost per click

CPLCost per lead

-Email Marketing

- Email Sent

- Updates

- Offers

- Checkins

- Customer Loyalty

- Counts

- Lifestage

- Email

- Fans

- Friends of fans

- Purchases

- Enrollments

- Leads

CPECost perengagement

Measuring Social ROI

Social ROI should be measuredthroughout the funnel,connecting all activities by thecustomer together, and trackingeach action to the endconversion.

By assembling these social anddigital touch points, you canfind optimizations for increasingsocial throughout the "viralcycle".

@ChrisPulley

Third-Party Databases

Combine Facebook data and interest

targeting

@ChrisPulley

Workplace Targeting

@ChrisPulley

Affinity Correlation:People who had LASIK are more likely to be frequent travelers

@ChrisPulley

Women aged 50+ who liked “American Doll” proved to an ideal correlation for a children’s specialty furniture manufacturer.

@ChrisPulley

Affinity Correlation:

The heart of amazing Facebook performanceis speaking to your fans and your customaudiences—web and email retargeting.

“Targeting and Re-Marketing.”

The real ROI of yoursocial advertising efforts,paid or organic, spills overinto word of mouth andbrand power that is notdirectly measurable atthe user level in theimmediate timeframe.

Real ROI

@ChrisPulley

Social advertising is really just an extension of word ofmouth marketing—amplifying what fans say about you.This carries more cred than whatever you can say in an ad.

@ChrisPulley

• Nobody is just an email marketer anymore. • Nobody is just a search marketer anymore.• Nobody is just a social media marketer anymore.

• We're all experience and conversion experts.

@ChrisPulley

@ChrisPulley

• We connect the plumbing to deliver content to our audiences.

• We leverage our vertical-specific expertise to drive content and relationships.

Omnichannel Journey

@ChrisPulley

Learn the connections between channels or be a single-channel dinosaur.

@ChrisPulley

Social media marketing, SEO, content

marketing, PR, word of mouth marketing,

and inbound marketing are really different

words for the same set of techniques—

getting amazing content

distributed in the most trustworthy

of places via whatever channels.

@ChrisPulley

Want to learn more? Grab our guides:

http://ccpglobal.com/dmss

@ChrisPulley