Engage EMEA 2010 - Ads, Apps & Analytics

Ads, apps & analyticsJustin Kistner, Sr. Mgr. of Social

Presenter: @justinkistner Hashtag: #wtengage

The same old sales funnel

3 tribes of social media marketing

Our focus

Facebook campaigns 101

Classic online marketing spend•Where is the money spent today?•Search/ads, email, & website command 83% of

budget

Acquisition

Subscription

Conversion

Social media marketing spend

Acquisition

Subscription

Conversion

•Social media marketing is an evolution of classic online marketing. Based on the same equation.

Social media marketing spend

Acquisition

Subscription

Conversion

•Social media marketing is an evolution of classic online marketing. Based on the same equation. Measuring the return on your

marketing spend still uses these metrics

But, campaigns work a little differently

Facebook is a destination site

http://blog.nielsen.com/nielsenwire/online_mobile/facebook-users-average-7-hrs-a-month-in-january-as-digital-universe-expands/

Start by building a fan base

How•Contact your existing customers•Advertise

Start by building a fan base

How•Contact your existing customers•Advertise

Ads Secret•Targeting likes is better than interests•Pictures are the secret to good ads

Use ads to retarget your fans

How•Use like targeting to reach only your fans

App Secret•Calls to action for engagement work better than conversion•Drive traffic inside Facebook

Use ads to retarget your fans

How•Offer fans the ability to invite, like, or share

Fans share their engagement

How•Offer fans the ability to invite, like, or share

Earned Media Secret•Users share to make statements about their identity

Fans share their engagement

Earned media repeats the cycleHow•Activity is shared in the news feed•Average user has 130 friends

Campaign Secret•More than 3 wall posts a week is consider too much•Content ages every 10-14 days

Successful social media marketing

Be good at these

Ads•Targeting and optimization at scale

Apps•Fresh content and testing

Earned media•Identity

Measure & Improve

Example campaigns

Contests

Special offers

Exclusive content

Engagement

Earn media

Ecommerce

Takeaways•Method: Keep it in Facebook•Tools: Ads, apps, and analytics•Goals: Engagement & Earned Media

Questions?

Engage EMEA 2010 - Ads, Apps & Analytics

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Samsung / EMEA

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