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Presentation about my Media Performance portfolio with all my study cases and resources. Feel free to drop me a line: [email protected]
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MEDIA PERFORMANCE PORTFOLIO
Felipe Spina
2014
+10 years of Digital
Marketing experience
Author of 2 books:
“Facebook Marketing”
“Technical Marketing”
Expert Media Performance
and Teacher/Speaker
FELIPE SPINA
Touch PointsDesign a strategy to strengthen the 360º in various social
channels.
SOCIAL ADS
Why Social Ads?
Account Setup
• Planning account
• Custom Layout
• Facebook Page
• Blog
• YouTube
• Page tab app
• Integrated allsocial networks
• Fancy and clean (UX)
ContentMarketing
• Intern x Extern(Client)
• (RT) + Likes + Shares
• Trend Tropics
• Copywriter
• SEO content
• Guess post (3th parties)
• U.G.C.
• Photos, Videosand Slides
• Infographics
• Top 10, Reviews
• Links of week #FF
User-generatedcontent
• Integrated allsocial networks
• News aggregator:
• DIGG
• Other Lists
• Seeding
• IdentifyingOpinion Leaders
• Brand Lovers
• Google integrated
• Partners (links exchange)
• Advertising ($)
• Paid blog post($)
NewFollowers/Fans
• Relevant content
• Offline Media ($)
• Podcasts / Hangouts
• E-mail signature
• Advertising ($$$)
• Partners
• Follow Back
• Press Releases
• Public relations ($)
• Events ($)
• Promotions ($)
• Contests & Giveaways ($)
• Cross Media
Monitoring(reports)
• Analytics (Social Media Refferals)
• Nºs Likes, RT, TT, #, Mentions, Comments
• Nº Followers andFans
• Engagement(PTAT)
• brand health andreputation
• ROI
• Traffic from eachsocial channel
• Who are yourfollowers/fans?
SOCIAL MEDIA PLAN – Basically workflow
Why Social Ads?
Account Setup
• Planning account
• Custom Layout
• Facebook Page
• Blog
• YouTube
• Page tab app
• Integrated allsocial networks
• Fancy and clean (UX)
ContentMarketing
• Intern x Extern(Client)
• (RT) + Likes + Shares
• Trend Tropics
• Copywriter
• SEO content
• Guess post (3th parties)
• U.G.C.
• Photos, Videosand Slides
• Infographics
• Top 10, Reviews
• Links of week #FF
User-generatedcontent
• Integrated allsocial networks
• News aggregator:
• DIGG
• Other Lists
• Seeding
• IdentifyingOpinion Leaders
• Brand Lovers
• Google integrated
• Partners (links exchange)
• Advertising ($)
• Paid blog post($)
NewFollowers/Fans
• Relevant content
• Offline Media ($)
• Podcasts / Hangouts
• E-mail signature
• Advertising ($$$)
• Partners
• Follow Back
• Press Releases
• Public relations ($)
• Events ($)
• Promotions ($)
• Contests & Giveaways ($)
• Cross Media
Monitoring(reports)
• Analytics (Social Media Refferals)
• Nºs Likes, RT, TT, #, Mentions, Comments
• Nº Followers andFans
• Engagement(PTAT)
• brand health andreputation
• ROI
• Traffic from eachsocial channel
• Who are yourfollowers/fans?
SOCIAL MEDIA PLAN – Basically workflow
ADVERTI$ING
CASES SOCIAL ADS
GLOBAL BRANDS SOCIAL ADS
OVERVIEW: FACEBOOK CAMPAIGN
GOALS: NEW FANS + ENGAGEMENT
0
1000000
2000000
3000000
4000000
5000000
6000000
7000000
8000000
Start the FacebookPage Facebook Ads
Campaign Cannes film festivalpromotion Xmas campaing
Always-on Campaing
Fans Engaged
6 million fans on Facebook Page
Category Brand
STELLA ARTOIS BRAZIL
Content marketing strategy: All Facebook posts involve category & brand
STELLA ARTOIS BRAZIL
Content marketing strategy: All Facebook posts involve category & brand
Category• Cinema(Cannes Sponsorship)
• Premium Sports (Polo
and Tennis)
• Exclusive [VIP] parties
Luxury Travel
• Objects of Desire
Brand Content• Made in Belgium
• Brewed at Xmas
Premium Beer in Brazil
• Chalice ritual
• Luxurious &
sophisticated
Fans acquisition
Content Marketing to
inspire the user consumer
Buy the chalice or sign up
on promo campaings
Likes Ads
Post Ads
CAMPAIGN GOALS RELY ON THREE PILLARS
Link Ads
AROUND THE WORLDWITH STELLA ARTOIS
EngagementThe post ad campaign should
target late night who are out at
1am in the morning on weekends.
Results in the consumption
FACEBOOK ADSTARGETING ON BIRTHDAYS
14,647Conversions on Fb page tab
273,000Reached with post ad
3,000chalices
purchases
3,800,000 Fans
SALES CAMPAIGN USING POST AD WITH LINK TO FB PAGE TAB WHERE
THE USER BUYS THE CHALICE
14,647Conversions on Fb page tab
273,000Reached with post ad
3,000chalices
purchases
3,800,000 Fans
SALES CAMPAING USING POST AD WITH LINK TO FB PAGE TAB WHERE
THE USER BUYS THE CHALICE
AUDI BRASIL FACEBOOK FANSACQUISITION & ENGAGEMENT
PROMOTION TO INVITE A FAN TO WATCH THE AUDI CUP IN MUNICH
Veja - major magazine in brazil
Reach total
readers:
8.891.594
Cost per Reach: $ 0,022
Facebook Post Ad
Reach Total: 9.306.585
Cost per Reach: $ 0,0008
Cost per Interaction: $ 0,0044
Users through the form 4.902
http://en.wikipedia.org/wiki/Veja_(magazine)
SALES CAMPAIGN : AUDI A4 FOR R$118 .000 ,00 (US$ 59 .000 ,00 ) > RESULTS BETTER ON FACEBOOK:
40 F ILLED OUT THE FORM FOR TEST-DRIVE
Veja - major magazine in brazil
Reach total
readers:
8.891.594
Cost per Reach: $ 0,022
Facebook Post Ad
Reach Total: 9.306.585
Cost per Reach: $ 0,0008
Cost per Interaction: $ 0,0044
Form Leads 4.902
http://en.wikipedia.org/wiki/Veja_(magazine)
SALES CAMPAING : AUDI A4 FOR R$118 .000 ,00 (US$ 59 .000 ,00 ) > RESULTS BETTER ON FACEBOOK:
40 F ILLED OUT THE FORM FOR TEST-DRIVE
Source: MOZ.com
FACEBOOK FANS ACQUISITION
Sales campaingDriving the fan on
ecommerce using the
post ad.
LOCAL BUSINESS SOCIAL ADS
Marvel Consumers
Products/Licensing for Restaurant
called “America”
(16 stores only in São Paulo)
&
CAMPAIGN USING THE NEW MOVIE OFCAPITAIN AMERICA WITH MARVEL LICENSING.
Restaurante America
All media channels are directed towards getting people to buy the special promotion offer
of the "Special Burger' on line or to use the on line delivery service.
Restaurante America
All media channels are directed towards getting people to buy the special promotion offer
of the "Special Burger' on line or to use the on line delivery service.
- Search
keywords related to the movie.
- Display
Ads on niche websites and remarketing
campaign.
– Engagement Ads
Interactive Rich banners ads with Youtube
and Google+ embedded;
– Youtube
“TrueView” Ads segmented who are looking
for the Captain America trailer.
Google Adwords: All ads drive traffic to the Hotsite
http://bit.ly/1or0euX
http://bit.ly/1kMuEFq
Results: for the first two months
YoutubeMore than 44,000 views on video burger campaign.
Google Adwords (Search and Display Ads)7million impressions, 55,000 clicks and 500 conversions!
Facebook Ads10million impressions, 2million unique users and +50,000 people
engaged.
Waze Ads
+700,000 exposures, 5,000 pin clicks and 3,778 navigations
Foursquare Ads25,000 impressions, 732 actions and 121 check-ins! CPA US$0.51.
DISPLAY (Omelete and Disney website)
2million impressions and 12,000 clicks.
Results: for the first two months
YoutubeMore than 44,000 views on video burger campaign.
Google Adwords (Search and Display Ads)7million impressions, 55,000 clicks and 500 conversions!!!
Facebook Ads10million impressions, 2million unique users and +50,000 people
engaged.
Waze Ads
+700,000 exposures, 5,000 pin clicks and 3,778 navigations
Foursquare Ads25,000 impressions, 732 actions and 121 check-ins! CPA US$0.51.
DISPLAY (Omelete and Disney website)
2million impressions and 12,000 clicks.
RESERVATIONS CAMPAIGN DRIVING USERS TO BOOK A RESERVATION AT BARBACOA
CHURRASCARIA ( BRAZIL IAN BBQ STEAKHOUSE )
FACEBOOK POST AD TO THEIR NEAREST LOCAL STORE.
DIRECT THE USERS TO KNOW THE NEW PRODUCT
APPENDIX EXTRA DATA
Marketing Goals
Sales
Mailing list sign up or contact form
Drive traffic to website
Fans Acquisition
Engagement
Brand Awareness.http://www.facebookmonthlydownload.com/february/uk/d/newsletter/downloads/facebook-media-kit.pdf
WAZE ADS - USER DEMOGRAPHIC
Waze users on Brazil:
Total users: 4,000,000Active users: 1,950,000
WAZE ADS – USER BEHAVIOR
WAZE ADSFORMATS
TakeOver
SearchPin
LINKEDIN ADSFORMATS Standard
Vídeo
LINKEDIN ADSSPONSORED UPDATES FROM YOUR BUSINESS PAGE
How It WorksPay for actions. You only pay if someone acts on your
ad – either by tapping to see your business details or by
checking in at your business.
Reach people ready to buy. Make sure they visit you, not
your competition — 78% of people who search locally
on their phone make a purchase*.
Attract customers that should be yours. We show ads
to people nearby who are searching for something
related or have been to similar places but not yours.
*comScore local search usage study, 2013
https://www.youtube.com/watch?v=J8JqUlQj43M
FOURSQUARE ADS
MY BOOKS
www.techmarketing.me
(only in Portuguese)
www.ebookfacebookmarketing.com
Available at Amazon
and Google Play Store
Thanks a lot
Felipe Spina (@fspina)[email protected]
www.fspina.com
www.facebook.com/blog.fspina
www.linkedin.com/in/fspina
My Books:
www.techmarketing.me
www.ebookfacebookmarketing.com
Felipe Spina