how social media is crucial for an integrated campaign
TRANSCRIPT
Why social is key to integrated?
5 core objectives of any integrated campaign…
Reach (amplified)
Targeted
Engagement
Cost-effective
Measurable
5 most viewed videos & highest grossing movies of all time…
Ganganam Style – Psy – 225+ million views
Baby – Justin Bieber – 114 million views
Dark Horse – Kate Perry – 84 million views
Party Rock Anthem – LMFAO – 82.4 million views
Love the way you lie – Eminem (Rihanna) – 81.6 million views
Avtar - 500 million views
Titanic – 400 million views
The Avengers – 276 million views
Harry Potter and the Dealthly Hollows Part 2 – 244 mn views
Frozen – 232 million views
Social allows you to…
Talk one to one
Talk and respond real-time
Be fresh, trendy
In some cases even deliver or do closure real-time
Tell me one more medium or channel that can do all of these and if these are not going to drive engagement, what else will?
Targeted…
Google: Adwords, Retargeting, Cookies, Goal Conversions
Facebook: Responder demographics, Age wise ad display, conversion pixels, video actions
Linkedin: Seniority, functions,
Social and digital by nature allow for the most accurate targeting possible across channels with less spillover
Cost –effective (Ah!- this one is a no-brainer)
How much does it cost to do a viral video?
How much does it cost to do an infographic?
How much does it cost to a designer post or update?
Ofcourse, with most platforms turning content publishers, social is not free and is increasingly expensive. But even with all of that it still is the most cost-effective option around by miles.
Budget (INR) Age
Age set working well Gender Location Interests
Estimated Reach Reach
Photo clicks
Post Likes
Total Actions
From Mobile
Cost/ Like
CTR (indusry standard 2-3%)
CPM (is 420)
200 24-5525-34 (male) All
Bangalore
Social/
digital1500-3900 808 14 59 72 63
3.29 6.01% 197300 24-5525-34 (male) All
Bangalore DO
2200-5700 1782 31 65 79 77
Measurement…
Measure clikcs, clickthroughs and even post CTR action
Know geography, time, which was of interest, how long you stayed, where did you go thereafter etc.?
Mine for even deeper metrics like which sex, what age group
Do far more pattern building real-time
Another no-brainer – social/digital is among the most measurablechannels and platforms.
Why integrated? – the big bang question…
We believe and everyone we know and follow is shouting from the rooftop and their blogs that “Integrated” is the way to communicate, reach and engage today
Integrated allows for amplification, reach, message consistency and higher RoI
