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ABOUT THE
PLATFORMS
WHAT TO DO IN A “POST-REACH” WORLD…
It started with a dream…Get as many people onto the same owned channel as possible.
It started with a dream…Get as many people onto the same owned channel as possible.
Then you get to market to your own captive brand ‘community’ for free.
It started with a dream…Get as many people onto the same owned channel as possible.
Then you get to market to your own captive brand ‘community’ for free.
All these people need is a little ‘management’ from time to time to keep them in line.
It started with a dream…Get as many people onto the same owned channel as possible.
Then you get to market to your own captive brand ‘community’ for free.
All these people need is a little ‘management’ from time to time to keep them in line.
So get someone somewhere to keep an eye on it, post stuff and reply to things.
It’s time to wake up
It’s time to wake upAlmost all online adults have a presence on social media – with 93% having an account and 79% being active users.
It’s time to wake upAlmost all online adults have a presence on social media – with 93% having an account and 79% being active users.
The average consumer has six Social accounts and is active on over three.
It’s time to wake upAlmost all online adults have a presence on social media – with 93% having an account and 79% being active users.
The average consumer has six Social accounts and is active on over three.
Nearly a quarter use Social to discover brands and products to buy.
It’s time to wake upAlmost all online adults have a presence on social media – with 93% having an account and 79% being active users.
The average consumer has six Social accounts and is active on over three.
Nearly a quarter use Social to discover brands and products to buy
Good experiences, bad experiences and mistakes spread faster and faster every day…
Where we are today
Micro-targetingDigitalInfluence Community
ABOUT THE
PLATFOR?MS
WHAT ABOUT COMMUNITY MANAGEMENT
Why does it matter?
Facebook Zero - The Decline of Organic Reach and the Rise of Paid
An evolving role
2010“Hottest Job in Marketing Might Just be the Community Manager.”
2013“Community managers are the most powerful group online”
2011“The concept of community management has become a hot topic in the last year, driven by more mainstream interest.”
2012“Community management…has become increasingly important in the rise of social media.”
2009“Looking for a Second Career? Consider Being a Community Manager.”
2014“There are more and more platforms where the community can respond to an organization now.” #cmgrchat
2015“…fewer pieces of higher quality content for millions see, rather than encouraging a community manager to push out hourly updates for a handful of fans. ”
What is a Community?
• Your community isn’t a fixed group of people that you own and manage, it’s flickering moments of opportunity based on shared passion.
34 Million FB followers 60K attending each matchThousands discussing every day…
What does it mean?Social media is your storefront – the every day public face of your brand
Your owned channels are just one audience of many, not communities you own
Community Management is now one of the biggest, fastest builders and destroyers of brands
Content strategy must move from ‘Always On’ to ‘Relevant right now’ in the moment
ABOUT THE
PLATFOR?MS
WHAT ABOUT PAID?
From Building Communities To Maximizing Reach and Generating Advocacy
Why?…It Gives Access to an Incredibly Large and Hyper-Targeted Pool of User Data
How? Insight, Message & Content, Media
INSIGHTS
AUDIENCE
PERSONALIZATION
CHANNEL MIX
OPTIMISATION
MEASUREMENT & EVALUATION
Capturing “Of The Moment” InsightsHarnessing the best data
Intent-driven insights for planning and activation: leverage social data to
understand youraudience.
Historical performance analysis
BENCHMARKS TRENDS POST TRACKING DASHBOARD
POST GURU AMBASSADORS COCKPIT RANKINGS
CompetitorsAnalysis
Social Behaviour Signals to Analyse the Audience
Identify the profile of influencers and prospects
Audience analysis to allow prioritisation and segmenting
Hyper-targeting through Social DataLeverage social data for advanced segmentation of the audience
DEMOGRAPHIC LOCATION INTERESTS BEHAVIOUR CONNECTION
Reach based on• Age group• Gender
• Relationship Status
• Education• Life event
• Job
Reach based on• Country
• Region/State• City
• Zip Code• Address
Reach based on• What people like• What people share• Who people follow• What people
connect with
Reach based on• Income
• Ways to travel• Digital Activities• Mobile device
uses
Reach based on• People who like/follow
you or your competitors• People in your DB
• People who interact with your content/website• Apps they use
There are over 1,000 targeting criteria available across social platforms
Adapt Content and Copy for each AudienceLocation, behaviour, weather etc. Adapt and cluster content based on audience segments identified.
Location - in real time TV Amplification
Plan Channels against Your ObjectivesChoose the right platforms and formats to achieve KPIs
Brand equityWebsite visitsLeads/Sales
CRM
Brand equityWebsite visits
Leads/SalesCRM
Brand equity Brand equityWebsite visits
Brand equity Brand equity Brand equityWebsite visitsLeads/Sales
ReachEngagement
Action
ReachEngagement
Action
ReachEngagement
Reach Engagement
Action
Reach SEO
Engagement
Engagement Engagement Action
Test and Optimise to Deliver against ObjectivesDaily optimisation – audiences and content Test different content assets, formats and CTAs against objectives
Segmentation - optimise against best performing
Test and Optimise to Deliver against ObjectivesDaily optimisation – audiences and content
From Hyper-targeting to Re-targeting
2
1 3
4Re-targeting:
Personalized messages based on initial interactions.
Custom Audiences Clusters Based on interaction
with ads.
User clicks on ad. Pixel tracking.
Segmenting based on
targeting criteria– on platforms
Track interactions and re-engage for higher conversion results.
Social CRM through paid Accuracy and volume
IBM at Mobile World Congress : Achieved 50% better CPI than planned
CHALLENGEExploring new ways to communicate with the audience (C-Suite, IT decision makers) before
and during the event, to drive awareness, engagement, with the ultimate goal of
generating traffic to their booth.
SOLUTIONNeo used a mix of paid social channels and formats that allowed
advanced targeting based on job titles, interest and location.The targeting strategy included Lookalike audiences built from
existing database of website visitors and targeting criteria generally available.
RESULTSThe campaign achieved an average CPI 50% better than planned, and a CTR twice as good as the planned one.
CHALLENGEIncrease the brand’s social footprint in local markets as well as globally.
SOLUTIONUsed market-specific and global Promoted Accounts to
gain followers and Promoted Tweets to communicate the positive difference that mining makes to the communities
where Anglo American operates..
RESULTS•18,000%+ follower growth in Brazil•110K+ new followers worldwide•10%+ peak engagement rate for Promoted Tweets.
Anglo American: from campaign based to an ‘always on’ paid social approach
ABOUT THE
PLATFORMS
COMMUNITY MANAGEMENT NOW
Add a ‘Shop’ to Your Page
And Shop Now or Buy Now button to your
targeted ad.
Twitter: Only Fully Native Functionality
THREE THINGS TO REMEMBER
1
IT’S SERVICE
2
IT’S SALES
3
IT’S TARGETED
ANY QUESTIONS?
