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BE A LEADER IN
SOCIAL MEDIAJoin the conversation #SMWLeadSocial
JOSH MCBAIN
JOEL DAVIS
Be A Leader in Social Media
1. Be a thought leader in social media – the biggest trends
2. Unleash the power of social to achieve game-changing results
3. How to influence your board and prove the ROI
4. Q&A
Unleash the power of social media to achieve game-changing results for your brand
@agency2
#SMWLeadSocial
clients
Audience interest &
demographic
social data
Purchasing intent
survey data
Trending content
Real time signals
& search data
clients
DIGITAL AD SPENDING
SHARE OF TOTAL MEDIA
SOURCE: eMarketer Q4 2015
Trends @agency2
#SMWLeadSocial
TOP PRIORITIES FOR DIGITAL PROFESSIONALS
@agency2
#SMWLeadSocialTrends
1 Connect with Consumer’s Emotional Side
InspireDrive
engagement
Encourage
considerationConvert Support
THE CHALLENGE: Promote toys to mums
with girls aged 4-8
TARGET AUDIENCE: Actualising a child’s dream of
becoming a superhero by harnessing the power of social
on National Super Hero Day
RESULTS: Actualising a child’s dream of becoming a
superhero by harnessing the power of social on National
Super Hero Day
INSIGHT:The Social Insight
Engine uncovered a
desire for mums to
boost their daughter’s
self-esteem
2 Hyper Targeting Through Matrix Segmentation
InspireDrive
engagement
Encourage
considerationConvert Support
WEBSITES
SOCIAL PAGES
Retailer 1 Retailer 3Retailer 2
Product line 1
Product line 3
Product line 2
Each segment has
a unique set of targeting
criteria to optimise ROI
2 Hyper Targeting Through Matrix Segmentation
3 Understand Audience Motivation & Drivers to Purchase
InspireDrive
engagement
Encourage
considerationConvert Support
InspireDrive
engagement
Encourage
considerationConvert Support
Emotive
Rational
4 Engage with the Audience’s Wider Interests to
Spark Connection
InspireDrive
engagement
Encourage
considerationConvert Support
THE CHALLENGE: A hotel chain wants to run a social
campaign to drive bookings
TARGET AUDIENCE: Young professionals who enjoy
short-haul travel
RESULTS: Compared to content focused on product and
discounts, our insight driven posts significantly increased
booking rates by over 5x, with a CPA of 2.5x lower
INSIGHT:The Social Insight
Engine reveals that
this target audience
is predisposed
to Michael
Palin and “trying
interesting foods”
@agency2
#SMWLeadSocial
5 KPIs That the Board Believe In
@agency2
#SMWLeadSocialKPIs: The Traditional View
@agency2
#SMWLeadSocialThree KPIs That the Board Believe In
Market Share Gained
Cost/Sale
Sales
@agency2
#SMWLeadSocialAttribution Model
LAST CLICK
INC
REM
ENTA
L SA
LES
GROWING MARKET SHAREHIGHEST CONVERSION RATE
LOW
CONSIDER PURCHASE
ALREADY CONSIDERED PURCHASE
HIG
H
@agency2
#SMWLeadSocial
FIRST CLICK
LAST CLICK
INC
REM
ENTA
L SA
LES
GROWING MARKET SHAREHIGHEST CONVERSION RATE
LOW
CONSIDER PURCHASE
ALREADY CONSIDERED PURCHASE
HIG
H
Attribution Model
CONSIDER PURCHASE
ALREADY CONSIDERED PURCHASE
LAST CLICKNON-DIRECT
@agency2
#SMWLeadSocial
SALES
COST/SALE
MARKET
SHARE GAINED
1. Agree attribution model
2. Educate the board
3. Stick to the model & communicate
@agency2
#SMWLeadSocialKey Takeaways for You
@agency2
#SMWLeadSocialKey Takeaways for You
1. Connect with consumers’ emotional side
2. Hyper targeting though matrix segmentation
3. Understand audience motivation and drivers to purchase
4. Engage with the audience’s wider interests to spark a connection
5. Report KPIs that matter most to the board
Q&AJOEL@ AGENCY2.CO.UK
0203 567 1381@JOELDAVIS_
@agency2
#SMWLeadSocial
