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Breaking through the clutter: Using content, analytics and paid to achieve ROIsquared
@christu!@22squared#socialfresh
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TECHNOLOGY ADOPTION CURVES
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PRE-ROLL VIDEO TV
FOLLOWING
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MOBILE BANNERS ONLINE BANNERS
FOLLOWING
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FACEBOOK EMAIL MARKETING
FOLLOWING
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CONTENT MARKETING IS THE SH*#!
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BRAND CONSUMER“CONTENT BRANDS CARE ABOUT”
CONTENT “MONEYBAGS”
THE REALITY:
“CONTENT PEOPLE CARE ABOUT”
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A QUICK STORY...
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A QUICK STORY...
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A QUICK STORY...
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#REALLIFE
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#REALLIFE
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STRIKING A CHORD
KAREN PAUL GRAMPS
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ART & SCIENCEVOICE
CONTENT
EARNED
ENGAGEMENT
IDEAS
INFLUENCE
VIRALITY
DISTRIBUTION
PAID
AMPLIFICATION
SCALE
PURCHASE
SOCIAL SUCCESS IS A MIX OF:
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RIGHT CONTENT
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RIGHT PEOPLE+RIGHT
CONTENT
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RIGHT PEOPLE+RIGHT
CONTENTRIGHT TIME+
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RIGHT CONTENT
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RIGHT CONTENT
1. SEGMENTED CONTENT STRATEGY
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RIGHT CONTENT
1. SEGMENTED CONTENT STRATEGY 2. SOCIAL LISTENING/REPORTING
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RIGHT CONTENT
1. SEGMENTED CONTENT STRATEGY 2. SOCIAL LISTENING/REPORTING
3. UNPUBLISHED PAGE POSTS (DARK POSTS)
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RIGHT PEOPLE
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RIGHT PEOPLE
1. UNPUBLISHED PAGE POSTS PAID
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RIGHT PEOPLE
1. UNPUBLISHED PAGE POSTS PAID 2. HYPER-TARGETING SUB-TRIBES
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RIGHT PEOPLE
1. UNPUBLISHED PAGE POSTS PAID 2. HYPER-TARGETING SUB-TRIBES
3. CUSTOM AUDIENCES
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RIGHT PEOPLE
1. UNPUBLISHED PAGE POSTS PAID 2. HYPER-TARGETING SUB-TRIBES
3. CUSTOM AUDIENCES4. DATALOGIX/POLK RETARGETING
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RIGHT PEOPLE
1. UNPUBLISHED PAGE POSTS PAID 2. HYPER-TARGETING SUB-TRIBES
3. CUSTOM AUDIENCES4. DATALOGIX/POLK RETARGETING
5. FACEBOOK EXCHANGE
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RIGHT TIME
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RIGHT TIME
1. ESTABLISHING “IF THIS THEN THAT” (IFTTT)
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RIGHT TIME
1. ESTABLISHING “IF THIS THEN THAT” (IFTTT)2. USING DATA TO DETERMINE SWEET TIMES
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RIGHT TIME
1. ESTABLISHING “IF THIS THEN THAT” (IFTTT)2. USING DATA TO DETERMINE SWEET TIMES
3. SLOTTING MEDIA TO FOLLOW DEVICE USE
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ITERATE
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THE VALUE OF AN IMPRESSION VARIES DRAMATICALLY
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THE VALUE OF AN IMPRESSION VARIES DRAMATICALLY
15MINUTES
1ST SHARE 2ND SHARE
ENTERPAID 100K IMPRESSIONS (IMP)
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THE VALUE OF AN IMPRESSION VARIES DRAMATICALLY
15MINUTES
1ST SHARE 2ND SHARE
ENTERPAID 100K IMPRESSIONS (IMP)
1 HOUR
1ST SHARE 2ND SHARE
ENTERPAID 2M IMP
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THE VALUE OF AN IMPRESSION VARIES DRAMATICALLY
15MINUTES
1ST SHARE 2ND SHARE
ENTERPAID 100K IMPRESSIONS (IMP)
1 HOUR
1ST SHARE 2ND SHARE
ENTERPAID 2M IMP
1ST SHARE 2ND SHARE
ENTERPAID 50K IMP2 DAYS
22
squared ©2013
THE VALUE OF AN IMPRESSION VARIES DRAMATICALLY
15MINUTES
1ST SHARE 2ND SHARE
ENTERPAID 100K IMPRESSIONS (IMP)
1 HOUR
1ST SHARE 2ND SHARE
ENTERPAID 2M IMP
1ST SHARE 2ND SHARE
ENTERPAID 50K IMP2 DAYS
1ST SHARE 2ND SHARE
ENTERPAID 10K IMP9 DAYS
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ENGAGEMENT ROI
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ROI MPRESSIONS
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• Tracking since March 2009• Very strong agreement with Rasmussen (r = 0.91) and Gallup (r = 0.90)• Higher agreement with both than between Gallup and Rasmussen (r = 0.84) Facebook margin of error +/- 2% or smaller | Gallup margin of error +/- 3% | Rasmussen margin of error +/- 4%
Do you approve or disapprove of the job that Barack Obama is doing as president?
THEY ARE ALSO ACCURATE
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ROI NVESTMENTS
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1. ABILITY TO DEFINE EXACT ROI
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1. ABILITY TO DEFINE EXACT ROI2. RETARGETING
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1. ABILITY TO DEFINE EXACT ROI2. RETARGETING
3. VALUE OF A FAN
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API
LOCAL STORE CIRCULAR
LOCAL DEALS AT SCALE
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2011
2012
2013
2013
MOONTOAST/POINTROLL
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SPONSORED STORIES
CONTENT MARKETING
LIKE TAB
SOCIAL IMPRESSIONS FACEBOOK EXCHANGE
DATALOGIX RETARGETING
CUSTOM AUDIENCES
FACEBOOK OFFERS
AWARENESS
CONVERSION/ROI
ADVOCACY/LOYALTY
ENGAGEMENT2011
2012
2013
2013
MOONTOAST/POINTROLL
Thanks!@christu!
@22squared#socialfresh