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CCPGlobal.com Facebook.com/TheCMTO 10740 Nall Ave, Suite 310, Overland Park, KS 66211 913.948.7400
How to Operationalize Social
Advertising and Measure its
Contribution to Success
Presented by Chris Pulley
VP of Digital - CCP Global, Inc.
Who is Chris Pulley?
Chris Pulley serves as the Vice President of Digital at CCP Global, Inc. Chris
leads his teams in helping clients and partners to attract relevant prospects and
communicate with their customers through best-in-class web analytics, SaaS
marketing technologies, smart social strategies, and common sense solutions.
• VP of Digital – CCP Global• Facebook Ad Fanatic• Husband• Father • Coach• 35+ Year KC Royals Fan
@ChrisPulley
@ChrisPulley
@ChrisPulley
CCPGlobal.com Facebook.com/TheCMTO 10740 Nall Ave, Suite 310, Overland Park, KS 66211 913.948.7400
Social Advertising
Timely Engagement
Efficient Production
Micro-Targeting
Personalization
@ChrisPulley
@ChrisPulley
@ChrisPulley
Dennis YuKudos to Delta for smart remarketing on twitter. My flight leaves this afternoon and this is what they showed in my feed.
@ChrisPulley
@ChrisPulley
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
- John Wanamaker, father of modern advertising and a pioneer in marketing.
@ChrisPulley
Timely Engagement
Efficient Production
Micro-Targeting
Personalization
Measurement
@ChrisPulley
@ChrisPulley
But how do you accomplish this?
Understand the game
Engage the players
Operationalize the pieces
Track the scores
Refine, Reiterate and
Remarket
@ChrisPulley
Audience, Engagement, Conversion
Audience:During this stage the focus is on growing your audience across allplatforms. Start with your key influencers and expand to find yourmost profitable segments.
Engagement: Get to know one another and amplify your content to your fansand people like them. They get to know your brand, see that youcare and you are able to share your message and vision.
Conversion: Target your strongest fans here: the people who have laughedwith your videos, visited your website, and have interacted withyou. Having them fill out a quote, enter an email, or engage withan offer is a suggestion from someone they trust.
@ChrisPulley
12
34
The Viral
Cycle
Goals:To be successful across any social campaign you needto set specific, measureable, attainable, realistic andtimely goals that show your vision and path.
Amplify:You’ve identified your biggest fan clubmembers and found the content theylove. Now it’s time to throw gasolineon the fire. Promote your content tothe right people wherever they exist inthe social space.
Targeting:Once you know your voice and content you can findthe people that matter. Once you have identifiedyour top segments you can deliver content just tothose audiences.
Content:Your success stories, interesting news,relevant information, and valuesbecome the core of your content. Thiswill grow your brand and strengthen thebond with your customers. You shouldbe posting at least once daily to get themost out of social.
@ChrisPulley
Have you mapped out your funnelinto audience, engagement, andconversion segments to see where theopportunities are?
Have you identified your mostengaging and profitable segments?
Can you identify who your top fansare as opposed to who your noisiestfans are?
TARGETING
@ChrisPulley
Do you have retargeting and conversion pixels setacross all properties that you own or have a presenceon?
Are you using marketing automation to set specificsequences of content and offer delivery based on yourcustomer funnel segmentation?
Are you uniting your marketing channels so that youcan reach customers and soon to be customerswherever they are whatever the latest channels maybe?
AMPLIFICATION
@ChrisPulley
CPMCost per thousandimpressions
CPCCost per click
CPLCost per lead
-Email Marketing
- Email Sent
- Updates
- Offers
- Checkins
- Customer Loyalty
- Counts
- Lifestage
- Fans
- Friends of fans
- Purchases
- Enrollments
- Leads
CPECost perengagement
Measuring Social ROI
Social ROI should be measuredthroughout the funnel,connecting all activities by thecustomer together, and trackingeach action to the endconversion.
By assembling these social anddigital touch points, you canfind optimizations for increasingsocial throughout the "viralcycle".
@ChrisPulley
Third-Party Databases
Combine Facebook data and interest
targeting
@ChrisPulley
Workplace Targeting
@ChrisPulley
Affinity Correlation:People who had LASIK are more likely to be frequent travelers
@ChrisPulley
Women aged 50+ who liked “American Doll” proved to an ideal correlation for a children’s specialty furniture manufacturer.
@ChrisPulley
Affinity Correlation:
The heart of amazing Facebook performanceis speaking to your fans and your customaudiences—web and email retargeting.
“Targeting and Re-Marketing.”
The real ROI of yoursocial advertising efforts,paid or organic, spills overinto word of mouth andbrand power that is notdirectly measurable atthe user level in theimmediate timeframe.
Real ROI
@ChrisPulley
Social advertising is really just an extension of word ofmouth marketing—amplifying what fans say about you.This carries more cred than whatever you can say in an ad.
@ChrisPulley
• Nobody is just an email marketer anymore. • Nobody is just a search marketer anymore.• Nobody is just a social media marketer anymore.
• We're all experience and conversion experts.
@ChrisPulley
@ChrisPulley
• We connect the plumbing to deliver content to our audiences.
• We leverage our vertical-specific expertise to drive content and relationships.
Omnichannel Journey
@ChrisPulley
Learn the connections between channels or be a single-channel dinosaur.
@ChrisPulley
Social media marketing, SEO, content
marketing, PR, word of mouth marketing,
and inbound marketing are really different
words for the same set of techniques—
getting amazing content
distributed in the most trustworthy
of places via whatever channels.
@ChrisPulley
Want to learn more? Grab our guides:
http://ccpglobal.com/dmss
@ChrisPulley
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