adtech SF 2012 Startup spotlight social compass labs
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Transcript of adtech SF 2012 Startup spotlight social compass labs
Who is Compass Labs?
We mine public social data
Extract targeting intelligence by applying predictive algorithms and NLP
Reaching the precise audience you need
The Science Behind Intelligent Social Advertising
We Make Social Easier!
http://youtu.be/1FTfhYneSGw
Client Objectives: $500k social ad campaign» Reach women 18 to 45, HH income >$65k, who are active, interested in
healthy eating, exercise frequently, and are diet conscious» Double fan base and close competitive gap» Increase favorable brand sentiment by 20%» Hit Audience Engagement index of 100» Deliver 125,000 free sample coupon offers
Goal: Associate LowYo Yogurt with healthy eating. Increase fan/follower base, brand engagement and improve LowYo brand sentiment.
Social Position:
Fans 80,000 ~350,000Followers 8,000 ~12,000
Positive Brand Sentiment 35% 43%
Audience Engagement Index 80 110
LowYoLowYo Yogurt Average
LowYoLowYo – Situation Analysis
How do we reach them?Behavioral Audience Clusters
CLIQ: Media Planning Approach
How should we target?
What creative should we employ?
Proposal: $500K Plan & Deliverables
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Brand Building: $200k•Like Ads•Page Like Featured Stories •Page Posts to Non Fans & Fans
• Recipe Video• Brand Stories• Event stories
Brand Building: $200k•Like Ads•Page Like Featured Stories •Page Posts to Non Fans & Fans
• Recipe Video• Brand Stories• Event stories
Faceboo
k
$400K
Twitte
r
$100K
Coupon Offers: $200k•Page Posts to Fans
• Free Sample Coupon•Standard FB Ads to Coupon Landing Page
Coupon Offers: $200k•Page Posts to Fans
• Free Sample Coupon•Standard FB Ads to Coupon Landing Page
Twitter Followers / Coupons $100k •Promoted Accounts and Tweets - $50k•Sample Coupon Offer - $50k
Twitter Followers / Coupons $100k •Promoted Accounts and Tweets - $50k•Sample Coupon Offer - $50k
Compass Labs Deliverable:
200,000 Facebook Fans (+250%, $1 CPF)
20,000 Twitter followers (+150%, $2.50/follower)
40% Lift in Engagement (index at 112)
26% Increase in Brand Affinity
230,000 Sample Offer Coupons Delivered (+84%)
Provide rich, actionable audience insights
Note: Targeting and creative recommendations provided separately.
40% Cost Savings!40% Cost Savings!
Success Story
Leading Allergy MedicationLeading Allergy Medication
Delivering Superior Results with Engaged Audience Clusters
