paddy power and adobe talk social media!

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Johnny Devitt | Social and Display Manager Paddy Power and Adobe talk Social Media!


Changing the world through digital experiences

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Marketing Week Being social by design for Paddy Power Online Marketing. Ultimate Page Post Sponsored Stories

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#Future of Digital #Future of Digital

#Future of Digital


Marketing Week Agenda & Takeaways

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Agenda • The Paddy Power Approach To Paid Social

• Goals we set • Where Social first in our mix

• Approach that helped us evolve • What we have learned from Facebook

Takeaways Goals that we found worthwhile pursuing

How to cut through fluff and get performance Do listen to Facebook

#Future of Digital


Marketing Week

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There is lots of “Fluff ” in social media Cut through the fluff to find performance

#Future of Digital


Marketing Week At Paddy Power we have learned a lot in a short period of time. How have we done that?

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≠

#Future of Digital


Marketing Week At Paddy Power we have learned a lot in a short period of time. How have we done that? Facebook is not Search!

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#Future of Digital


Marketing Week We have a clear approach to our Facebook marketing, it’s a social doctrine rather than a social strategy

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We have clear goals

We are not afraid to fail

We have support from experts & that we have

to make it work

We know the right person at the right time

will convert We accept that being

social is about engaging

We stay on top of the product and expect

change

We see Facebook as a partner, we leverage

their strategy

#Future of Digital


Marketing Week Goals worth perusing…. Because we set these goals we have answers for all

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Get paid media working “At Scale”

“Sustainably” & “Economically”

How to get the best

out of owned media

What is a like worth for the

business

What Social Context

means for the business

#Future of Digital


Marketing Week We think we understood where social fits in our marketing mix. We built out our strategy around that

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Register

Search for Conversion

Affiliates for Intent & Interest

Social for engagement & listening

Display for awareness & suggestion

#Future of Digital


Marketing Week Facebook say “be social by design” what does that mean for Paddy Power?

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Listen to what our

Audience is saying

Take insight from the

conversation

Get into the conversation

our Audience is in

#Future of Digital


Marketing Week To be able to get the best out Facebook you know it well…. What have been the key drivers that have assisted us to evolve our activity

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• Read the weekly Update

• Expect and plan for change

Facebook Updates

• Have a tool for your page management

• Track activity

Page Management

• Keep an eye on FB trends

• Know the seasonal variations

• Track changes

What Changes CPCs

• Premium Impressions

• ASU clicks • Owned Media • If it moves track it

Track It • Adapt

responsibilities • Cooperation is key

Org Change

#Future of Digital


Marketing Week Facebook can help if you listen

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Connect

Engage

Influence

Integrate

#Future of Digital


Marketing Week Understanding Social Media, its about friends but also… If you don’t understand or accept this don’t get into Facebook

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#Future of Digital


Marketing Week One more sponsored story

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#Future of Digital


Marketing Week

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paddy power and adobe talk social media!

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