BUILDING BRANDS ON SOCIAL NETWORKSA Half-Day Summit by Sprout

http://sproutinc.com

IMPROVING THE WAY BRANDS CONNECT WITH CONSUMERS ONLINE BY DELIVERING PERSONALLY RELEVANT CONTENT THAT DRIVES ENGAGEMENT

Display Ads

Engagement Apps

Fan Pages

WHO WE WORK WITH

HOW SPROUT FITS IN

WHY ARE WE HERE TODAY

Social networks are evolving rapidly, so we’re here to:

1. Make sense of the complex landscape of social media.

2. Share best practices, case studies and market trends.

3. Inspire you to imagine what’s possible for your brand.

4. Get a dialogue started about how to better leverage social networks.

WHAT’S HAPPENING RIGHT NOW?

A shift from: growth to engagement

WE READ THE WRITING ON THE WALL

Senior marketers prioritize apps, but may be missing the value of integration.

GETTING THE MOST VALUE FROM APPS

Display Ads Engagement Apps

Fan Pages

?

Integrated Approach = Greater ROI

THE INTEGRATED ENGAGEMENT ENGINE

FAN PAGES

IDENTIFY: FAN PAGES

Coupons / deals

Twitter feed

Contests

Video feeds

Relationship ManagementCommunity moderationDelivering value

Plus, promoteyour engagement applications!}

THE IMPORTANCE OF IN STREAM MESSAGING

Key TakeawayGreater fan page interaction leads to greater in-stream presence

Cost SavingsIn stream messages can be as, if not more, effective than many online display ads.

Fan pages and publishing work together

HOW MANY FAN PAGES DO I NEED?

Consider your fan page strategy because you may have to live with it

34,480 fans

387,152 fans

21,432 fans

3,168,610 fans

FROM FAN PAGES TO ENGAGEMENT APP

THE ENGAGEMENT APPLICATION

THE ENGAGEMENT APPLICATION

DO’s

Start with the valueDefine goalsInclude content strategy up frontInclude UX up frontViral ReadyAim for the activity stream

DON’Ts

Contests with network actionsModeration... in moderationMake it too complexAvoid in arduous pre-rollsAvoid barriers to entry

METRICS & REPORTING

Google AnalyticsFan PagesIn Steam MessagesApplicationsDisplay Ads

DARTDisplay Ads

Unique Visitors: The number of visitors your campaign receives.

Visits: The number of visits your campaign receives.

Page Views: Page Views is the total number of page impressions rendered.

Time in Campaign: Total time, video plays, on particular pages, etc.

Actions: The number of times users completed an action (click, watch, etc)

Posts To Wall: The number of users who posted and shared to a wall.

Shares from Stream: Number of times a message is shared from a fan’s stream

Total # of referrals: The number of links out of the experience to a landing page.

SOME OF WHAT YOU’LL WANT TO TRACK

Disney Websitexxx,xxx Clicks

Grab an Alienxxx,xxx Clicks

Get Ticketsxxx,xxx Clicks

VISUALIZE YOU DATA

xxx,xxx

xxx,xxx

xxx,xxx

xxx,xxx

xxx,xxx

Entries

Get Started

Pick Alien

Publish

Complete

xx %

Grab an Alienxx%

Gift (self & friend)xx%

Post to Wallxx%

Grab Again (xx,xxx Events)

xx%

CREATE ENGAGEMENT FUNNELS

3 PREDICATIONS FOR 2010

Branded Content: Greater integration of user-generated content in the Activity Stream

Value: New rules will reward value

Social Graph Data: Innovation in behavioral targetingInnovation integrating social graph data into contentIncreased connectivity

THANKS!

Created with the Afro Samurai Engagement App

Roland SmartMarketing Samurai - Sproutroland@sproutinc.com