Leveraging Global Events to Reach Your Social Audience

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Leveraging Global Events To Reach Your Social Audience Brought to you by: #SocialEvents2014

description

As a brand marketer, how do you cut through the social noise in order to create better awareness, participation and conversation? Use global events, like the Super Bowl, the Olympics, and the World Cup, to boost your social marketing strategy.

Transcript of Leveraging Global Events to Reach Your Social Audience

Page 1: Leveraging Global Events to Reach Your Social Audience

Leveraging Global Events

To Reach Your Social Audience

Brought to you by:

#SocialEvents2014

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What is Social Rich Media?

#SocialEvents2014

Social Rich Media is a Branded ad

format powered by Facebook

Advertising, promoted Tweets, or

other native ad types.

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Facebook’s page post link ad (desktop)

Social Rich Media is an Extension of Native Social Ads

Facebook’s page post link ad (mobile)

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Brands Control the User Experience by Leveraging Native Social Ads

Twitter’s promoted tweet LinkedIn’s sponsored post

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Social Rich Media allows you to take advantage of - the advanced targeting capabilities of social

advertising

- to reach the right people where they spend time

(mobile)

- provide deeper engagement

and interaction and

measure the results

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Social Rich Media Ads Give Brands More Control

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The Social World

114 Billion mins

a month are spent

on Facebook

in the U.S.

Americans spend

an average of

37 minutes daily

on Social

73% of online

adults use social

networking sites

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The Social World

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874 Million

people use Facebook

on mobile

60% of social media

time is spent on mobile

devices

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AWARENESS CONSIDERATION INTENT LEAD GENERATION DECISION ENDORSEMENT

TIMER DATA CAPTURE CONFIGURATOR RATINGS & REVIEWS INTERACTIVE VOTING BUSINESS LOCATOR

Brands use ads to drive KPIs across the entire Consumer Journey

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The Multi-Layered Media Buying Strategy

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The Multi-Layered Media Buying Strategy

•  Tag flights with a campaign-specific hashtag

•  Promoted Tweets

•  For country-specific events also incl. geo-strategic buys

and language appropriate targeting

•  Plan to use several ads as a comprehensive campaign

o  Create early interest

o  Main promotion before event

o  Launch of event

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Exclusive Content

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Exclusive Content

•  Give fans a glimpse into the event they can’t get

elsewhere

•  Major interaction drivers:

•  Behind the scenes

•  User generated content

•  Live streams

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Toyota Dream Build Challenge

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Sweepstakes

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Sweepstakes

•  Prior to an event, get the audience excited and primed

with prize competitions and sweepstakes with prizes

o  Prizes can be focused on the event, tickets, money

towards travel to the event, branded giveaways, etc.

•  Use creative RMU’s, like Countdowns to accentuate the

time-sensitive nature of the event and your promotion

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Toyota NASCAR

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A/B Testing

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A/B Testing

•  Testing creative and CTA ahead of time on limited

audiences will give your campaign the best creative on

the event day

•  It’s critical to rotate to find the best performing creative

•  Dealing with Global events, time is of the essence

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Nissan Heisman House A/B Test

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The Social Wave

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The Social Wave

•  Leverage audience excitement through voting, polling and user

generated content

•  Thanks to the event, your audience is already excited – so

leverage that wave with a 1-2 punch of a user generated content

campaign

o  Include a prize and use Facebook Advertising so participants’

friends can see submissions

•  Facebook advertising is key to viral campaigns

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Example: Cougar Town Uses Voting to Support New Season

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Just the Facts

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Just the Facts

•  For fact-filled events, like the Olympics, give fans guides and tools

they can use to get to find what they are interested in, such as:

o  Learning more about the athletes

o  Discovering statistics and facts

o  Hearing cool stories about participants & their countries

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Example: P&G Thank You Mom Video Voting Gallery

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Tie Online Social/Mobile

Actions to Sales

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How to Tie Online Social/Mobile Actions to Leads or Sales

•  Be sure that all Social buys are tied to a Facebook conversion

pixel set to a specific action – Like, page Like, lead registration,

offsite conversion, etc.

o  Manage your buy via oCPM and manually set bids for every

action type with the highest/only bid on the desired action

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Advanced Ad Targeting Custom Audiences

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Advanced Ad Targeting Custom Audiences

•  Build the custom audience for you buy based on interests that

match the event

o  Ride along on the buzz that event sponsors will generate by

also building audiences that are followers of the sponsoring

brands and friends of those followers

•  Show segments of people and overlay the ones you want to target

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Advanced Ad Targeting Custom Audiences

•  Custom Audiences – A Facebook advertising tool that lets you

target the segmented audience of your choice

•  Create an audience based off users

you already have a relationship with

– meaning you have either:

o  Email address

o  Phone number

o  User ID

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Thought Starters

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Thought Starters

•  Debut commercials on Social

•  Vote for your favorite commercial

•  Live product reveal during event via Live stream

•  Sweepstakes to take people to the event

•  In-event messaging – use SMS to send URL for RMU

•  Hashtag support/awareness – show hashtag in creative and ask

audience to spread word using it in a pre-populated Share message

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1-2-3 Punch

COUNTDOWN TO SWEEPSTAKES SWEEPSTAKES ENTRY PERIOD LAUNCH OF THE EVENT

Week 1 Week 2-3 Week 4

Media Spend  

Flight  

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