Saul Leal CAPTURING COMMUNITIES OF INTEREST

Capturing Communities of Interest

@saulignacio

Saul Leal – GM Social & Family Products

FamilyShare Network

The Trusted Digital Voice 3 3

80M+ global followers I Love My Family: 37M US monthly reach

Ability to geo-target, target based on interest

FamilyShare social posts reach Facebook news feeds more than 7 Billion times per month

Among highest engagement of any global brand page

100+ Facebook channels built for families


Facebook demographic: “busy moms”

70%+ accessing via mobile


High Facebook engagement drives reach

Engagement <1% Engagement 30-60%


100+ Facebook channels built for families


Launched Q1 2013

6.3M monthly unique visitors

14M monthly page views

4 languages (English, Spanish, Portuguese, Indonesian)

70 contributors in 7 countries

“Native Ads” with text, images, video

FamilyShare Network Websites


FamilyShare native ad relationships began April 2014, with clients including:


Native Advertising Value Chain

Brand Strategy Content Strategy

Content Creation

Publication & Merch

Promote Externally

Analytics & Reporting

Understand brand message and target audience

Establish goals and metrics

Key brand messages

Linkage to publisher content

Execution:

Headlines

Text

Images

Video

Scheduling

Multiple access points

Relationship to other content

Social media

Email

Content distribution partnerships

CTR to story

Content views (Page views, video views, etc)

Social shares

Test brand lift and awareness

agency publisher

promoter

integrated native publisher Client identifies goals and brand needs to DDM

DDM develops strategies and content to achieve TexasHillCountry.com’s goals & needs


80k page views in one weekend

Average time on page: 3:54

(>2x average of all content)

Example: Namco reintroduces Tamagotchi toys to US market


17k video views overnight http://familyshare.com/tips-tricks-and-great-advice-all-new-parents-should-know

Example: Procter & Gamble promotes Pampers with sponsored video


Trusted voices of light and knowledge, reaching hundreds of millions people.





Social Channels

•  86 Million Global Social Followers,

•  187 Million Social Engagement (like, comment, share)

•  2.3 Billion Reach

•  6 Billion Impression

•  Able to reach all FB audience within 2 generations

•  7 post per day per page. Avg400 total per day.

As of January 1-31, 2014

Social KPI’s - January 2014 Family Sites

•  English, Spanish and Portuguese, since 2013

•  14 Million Social Referrals

•  249 K E-mail Subscribers

•  70% mobile traffic


Principle - “liking” is not enough

Solidify the Brand � Cultivate Audiences � Drive Traffic to Sites

ENGAGEMENT

REACH

FOLLOWERS

TRAFFIC

Followers Engagement Reach Traffic Monetization Opportunities

“I love my family” reach Feb 2014


Application – Recipe for Reach


Facebook Reach (agregated)

-

0.50

1.00

1.50

2.00

2.50

Bill

ion


Recipe for Reach


Types of Posts


Link Posts


Engaging Posts


Solidify the Brand � Cultivate Audiences � Drive Traffic to Sites


1. Follow the followers who you want to follow you. 2. Engage to be engaged. 3. Influence the influencers. 4. Reach out to reach more. 5. Mention to be mentioned, and mention the mentioner.

Twitter- Get to 5K followers


ü Determine common Passion and build upon them

ü Engagement leads to Reach, which in turns leads to Traffic

ü Diversify your posts

ü Preserve the value and intention of your channel

ü  “Linking” is never enough, continue to nurture

#tips2takehome


Questions?

Education

Saul Leal CAPTURING COMMUNITIES OF INTEREST