Social Silobuster: Digital Marketers
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Transcript of Social Silobuster: Digital Marketers
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> 800 million
Source: http://www.facebook.com, http://www.twitter.com
> 100 million
People are social, marketers are social
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Social is active
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Source: http://blog.nielsen.com/nielsenwire/social/
Time spent turns into opportunity
Billions of minutes (May 2011)
Activities / MinuteX
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Activity will become the new currency
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They are wealthy, educated, families
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They are hard-to-reach
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They are a distribution channel (and mobile)
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Brands have a new way to connect
Be social Fan page + Blog + Twitter
Be around activity on platform Facebook ads + Twitter + Media
Be in the activity ?
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Positives and negatives of your existing tools
FAN PAGE:
+ –• Post in the newsfeed• Collects remarketing list• Customer feedback loop
• Need to drive fans (real fans)
ADS:
+ –• Highly targeted (age, sex, location, interests)
• Ads don’t perform• CTR = 0.05?• Not engaging
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You probably have the page and twitter
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A new page is coming to support activity
TIMELINE:
Photos
Stories
Apps
ACTIVITYSource: http://mashable.com/
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Some other examples
Source: http://mashable.com/
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Promotion is a huge component
CRM
Ads
+
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Ad opportunities are changing based on focus
Attention!
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Audience
TARGET ACTIVITIESUnlock this audience through normalized activities
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New, rich ad formats delivered on actions
Option to brand activities for deeper engagement
Performing activities launches Activity Ads
Ads are styled & positioned on the page to enhance user experience
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These new ad formats perform better
Source: appssavvy Social Activity Index, March 2011
Medium Industry Benchmark
appssavvy Activity Ads 5.5% Engagement Rate
Display 0.1% Click Through Rate
Rich Media 2.9% Interaction Rate
appssavvy Social Activity Index:Equivalent Display Impressions (EDI)
Paid Search
Social Activity
Rich Media
Display
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Ads are similar to microsites (clear calls-to-action)
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Activity ads yield earned media through connections
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AMEX using activity
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AMEX using activity
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AMEX using activity
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Clickthrough Rate
63x benchmarks
Conversion Rate
4x benchmarks
Source: adtivity platform Q3 2011, MediaMind via eMarketer Total Access
A Case Study: Activity for FInancial Services
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Ultimately, activity is the future of social
Active presence
Active ad delivery
Active users
+
+