BUILDING A SUCCESSFUL PAID SOCIAL STRATEGY(Updated 4/6/18)

Our approach to paid social:TMK is a full-service media agency, with a strong digital core. That core

also includes a deep paid social capability. Several years ago we had social specialists but as the channel has become more dominant those skills have been distributed to every client

team. Now all our teams are well versed in developing social strategies and executing social campaigns.

As all of our teams have become fluent in social buying, we no

Platforms:

longer enlist the help of a managed services partner. Now we pull all the levers and manage the investments directly. We’ve found this approach reduces fees and speeds ups response times. It’s also improved campaign performance.

Our approach to integrating social skills into every client team along with our commitment to transparency and our thirst for the ‘never been done beore’ resulted in being named Media Post’s 2017 Social Media Agency of the year.

Social Media Agency of the year

Objectives:• Brand Awareness / Launch

Moments • Content Syndication • Drive Store/Web Traffic• Conversion Driving/Sales

Driving• Offer Redemption • Lead Generation/Customer

Aquisition• Event Attendance • App Install • Product Seeding via Influencers • Tune-In (Live or Future)

Platforms & Objectives Experience: Our paid social experience extends across all social platforms and against a variety of objectives.

Our Work | TMK Firsts:Beta progams measuring in-store performanceFor one of our retail brands, paid social has evolved from solely awareness-driven campaigns to now include sales-focused efforts. Through a custom Facebook Offline Sales beta, we worked with Facebook to correlate in-store purchases with online campaigns.

We worked with the same brand to create a big brand moment for a new product line with their first Snapchat lens. TMK negotiated a Snap-to-Store measurement study that allowed visibility into the impact of the lens in driving incremental visits to the retailer’s stores.

BUILDING A SUCCESSFUL PAID SOCIAL STRATEGY(Continued)

Noosa: Leveraging video adsAs a result of our relationship with Instagram, Noosa, was one of a handful of advertisers to run video ads within the Instagram Stories placement. This was a part of the Instagram beta test in Q1 2017, prior to the global rollout of the now highly utilized ad placement.

How We Manage Campaigns:There are several approaches we use

to manage paid social campaigns ourselves. Sometimes we use Unified’s self-service platform (optimal for Facebook, Instagram, Snapchat and Twitter) and we also work platform-direct (Pinterest, YouTube & LinkedIn). We have executed campaigns

using every available open market Facebook, Instagram and Twitter units, beta opportunities across various platforms, and a range of Snap Ads, Snap products (chain filters, lenses, geo-filters) and Pinterest paid pins. We also maintain ongoing communication

How We Work with PR Agencies: Partnering together, TMK would develop the optimal paid social strategy– identifying the best platforms, units, audiences, spend – to meet campaign objectives. Given our experience, we have the ability to build strategies and execute on a variety of KPIs. Across a large portion of our campaigns, we’re constantly planning and executing on short burst social campaigns that are structured to drive an immediate action. This can range from as simple as purchasing a limited-available item, driving event attendance or even prompting social conversations around a relevant topic. Knowing PR agencies have a variety of client types, with a range of goals, usually requiring burst strategies, our vast experience allows us to deliver big thinking and high-touch service.Measuring success is also paramount so we’ll work with you to understand your client’s goals and success metrics and recommend the appropriate measurement approach. This could mean recommending a third-party measurement study or vetting the client’s tech stack to ensure they have the appropriate adtech to adequately measure KPIs. At times, our clients do not come to us with social specific goals, so we can also work with you to determine and establish brand appropriate quantifiable goals that ensure the social campaign is structured for a positive outcome.

with our social contacts, to stay up-to-date on the newest placements, understand their applications, and when possible, negotiate our inclusion in beta programs. We want to make sure that our clients’ social presence is evolving as quickly as the platforms themselves. Most important to the success of our campaigns, once the campaigns are live, we constantly monitor performance to ensure the campaigns pace correctly and perform as efficiently as possible. We work with our clients to configure a reporting cadence based on their business needs and report out on a regular basis to garner learnings and insights for optimizations and future campaigns.

We want to make sure that our clients’ social presence is evolving as quickly as the platforms themselves.

BUILDING A SUCCESSFUL PAID SOCIAL STRATEGY(Continued)