Paid Social – The Modern Marketer’s New Frontier
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Transcript of Paid Social – The Modern Marketer’s New Frontier
Paid Social: The Modern Marketer’s New Frontier
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Meet the Panelists
Brian Marks Sr. Manager of Digital & Social Strategy, Aramark
Jennifer P. Brown VP, Social Strategy Edelman
Deirdre Walsh Director of Social and Community Marketing, Jive
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Paid in the Service of Earned
Jennifer P. Brown, Edelman @jenniferpbrown
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INTEGRATED media & paid amplification
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PAID
OWNED EARNED
PAID
OWNED EARNED
ü 3.2x community growth
ü 2.6x lift in earned impressions
ü 2.7x lift in engagement
ü 3.5x lift in direct response rates
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CASE STUDY – PAID SOCIAL for Direct Response in EMEA
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TURNED £10K INTO 19,162 REDEMPTIONS OF OFFERS AVERAGE COST PER REDEMPTION OF £0.48 WITH A PHENOMENAL CTR OF 1.21%
• 25 million people reached in the target demographic (women 25-54)
• 9-point increase in tune-in among adults 35-44 exposed to the campaign
• 25-point increase in awareness of the show among all those exposed to the ads
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Get paid. Brian Marks, Aramark @bmarks
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Who we are. What we do. • Provide food, facilities, and uniforms where
people work, learn, recover, and play
• Commonly known as vendors at schools, stadiums, hospitals, etc.
• Large global workforce – over 270,000 employees
• Digital marketing at the corporate brand level as well as the location level inside our client spaces
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Plotting a paid path. • There’s only one really reliable game in town –
• Custom audiences and retargeting create more complete campaigns
• Great opportunities between broad demographics and local focus ads
• The question isn’t to go all-in on paid or owned, it’s about where can you reach the right people with the most effective content.
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The Four R’s Deirdre Walsh, Director of Social & Community Marketing, Jive Software
@deirdrewalsh
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Jive is the leading provider of modern communication and collaboration solutions for business.
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Social Impacts Entire Journey
Paid Social adver,sing
Owned
Blog, Community, Social accounts, Integrated w/Website and Microsites
Earned Men,ons, Reviews
Shared
Shares, Amplifica,on, Virality, RTs, Likes
SUCCESS
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• 98% posi,ve brand sen,ment
• Posi,on CMO as thought leader with ave. LI CTR of 2.6% vs. .25 of standard B2B posts
Reputa,on
• 97% of all Facebook and 83% of LinkedIn impressions come from paid
• Paid contributes to 38% of our follower increase on LinkedIn (beUer through updates than follower campaigns)
Reach
About 50% of all engagement on Facebook and LinkedIn comes
from paid updates
Rela,onships
Social leads have a 38% win rate (average across all channels including our
Website is 19%)
Revenue
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