FIVE QUESTIONSTO ASK BEFORE LAUNCHING YOUR NEXT SOCIAL CAMPAIGN

THE STATE OFDIGITAL TODAY

YOU ARE HERE. F R O M D E S K T O P M O B I L E F I R S T

SHARE OF GROWTH ITOTAL DIGITAL TIME SPENT

7%

12%2%

15%

65%

TABLET DESKTOP

SMARTPHONE

SHARE OF GROWTH IN

DIGITAL TIME(JUNE 2015 vs.

JUNE 2013)

Source: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S., Total Audience

WHICH MEANS THIS

AND LOOKS LIKE THIS

POWER HAS SHIFTEDTO A NEW GUARD

F R O M P U B L I S H E R S P L AT F O R M S

DRIVINGBIG LIFT IN DIGITAL CONTENT INVESTMENT F R O M S I LO E D S C A L E

WHERE AN ALGORITHM POWERS EXPERIENCEF R O M C H R O N O L O G I C A L C U S T O M I Z E D & C U R AT E D

FORCING BRANDS TO BECOME ADVERTISERS (AGAIN)

Fr o m C o m m u n i t y Aw a r e n e s s

OR BORROW EQUITY TO DRIVE REACH & RELEVANCEF R O M P L AT F O R M S I N F LU E N C E R S

LAUNCHING ANEW CLASS OFANALYTICS

ALMOST HALF OFTHE CMOS SURVEYED ( 4 9 p e r c e n t ) h a v e n o t b e e n a b l et o s h o w t h a t t h e i r c o m p a n y ’ ss o c i a l m e d i a a c t i v i t i e s h a v e m a d e a d i ff e r e n c e .

“

“F R O M E M E R G I N G R O I D R I V E N

AND UPPING THE STAKES ON GUARANTEES & TRANSPARENCYF R O M U N R E G U L AT E D U N D E R S C R U T I N Y

AD BLOCKINGVIEWABILITY FRAUD TRANSPARENCY

THE NEW REALITY:OPERATING IN PERPETUAL BETA

POTENTIAL GAP BETWEEN BRAND

ACTIONS AND NEW FUNDAMENTALS

CHANGES IN USER

BEHAVIOR

NEW BUSINESS MODELS

NEW FORMATS

Social networks acting like advertising

networksPublishers acting

like social networks

Brands acting like publishers

Influencers

Fringe editorial startups Walled garden inside of apps is crumbling

The algorithm is king

Ad & media formats are changing

Incumbents supporting self disruption via acquisition

FUNDAMENTALQUESTIONS

ASK YOURSELF THESE FIVE

G O A L S ? AU D I E N C E?

M E SS A G E ? D I S T R I B UT E ?

M E A S U R E ?What are your program Do you know your What is your How will you What will you

GOALS?QUESTION #1:

WHAT ARE YOUR PROGRAM

BUILD THE FOUNDATIOND E F I N E P R O G R A M R AT I O N A L E & P U R P O S E

SALES

CUSTOMER RETENTIONEMPLOYEE ENGAGEMENT

LEAD GENERATION

BRAND AWARENESS

GOAL

AUDIENCE?QUESTION #2:

Do you know your

D I G I TA L B E H AV I O R S I N F O R M C R E AT I V E AUDIENCE

INSIGHT

GOALDO YOU KNOW YOUR AUDIENCE?

GEOGRPAHICS

CONSUMPTION HABITSPLATFORM USAGE

DEMOGRAPHICS

Forget the funnel – today’s user journey looks more like spaghetti.

BECAUSE PEOPLE AREMULTI-CHANNELPROGRAMS MUST BE MULTI-CHANNEL

Awareness

Engagement

Purchase

Advocacy

Prioritized channels, each with a specific purpose and customized content executions

F A C E B O O KT W I T T E R I N S T A G R A M P I N T E R E S T Y O U T U B EMass reach efficiencies of

the channel for upper funnel awareness driving.

Real-time, highly targeted consumer engagement

platform. Open nature of the network enables wide

ranging participants to connect on discussion topics.

Highly visual, reach and engagement-driving

channel. Still has 100% brand reach … but likely

not for long

Future planning oriented, drives traffic to .com and

now enables one click purchase

Global video hostingplatform, highly

discoverable via search

S N A P C H A T P E R I S C O P E L I N K E D I NRapidly emerging as the

most important channel for younger audiences

Live streaming comes to mobile phones – Twitter

drives reach

Professional development and networking with an emphasis on thought

leadership

UNIQUE USER EXPERIENCEEACH CHANNEL HAS A

I N F L U E N C E R SBoth a channel and a

content resource – emphasis on the new ‘visual influence’

O W N E D ( . C O M )Builds owned equity, conversion outcomes. Crucial to maximize

search behaviors

MESSAGE?QUESTION #3:WHAT IS YOUR

MESSAGE

MESSAGES NEED TO BE WORTHY OF GAINING YOUR AUDIENCE ATTENTION

GOAL

AUDIENCE INSIGHT

E V E N I N PA I D E N V I R O N M E N T S

UTILITYACCESS NEWS VALUERELATIONS

PROBLEM SOLVING

ENTERTAINMENTSOCIAL GOOD

DISTRIBUTE?QUESTION #4:How will you

Message

seo/sem owned

channels

drive prcoverage

partner with key

influencers

promote across social

channels

paid media partnership

s

DRIVING REACH & RELEVANCE REQUIRES SOCIALIZING THE STORY

GOAL

AUDIENCE INSIGHT

Content

Content

Content

Content

Content

DISPLAY EMAIL SEO/SEM LINK SYNDICATION

INFLUENCER

PAID SOCIAL NATIVE/MEDIA PARTNERSHIPS

PROGRAM-MATIC

FACEBOOK boasts 94% targeting accuracy

TWITTER sees 49% higher engagement rates for promoted vs. organic tweets

BOTH attribute brand sales lift to leveraging paid to reach incremental users (NOT fans)

PAID PROMOTION ENSURES CONTENT IS SEEN BY THE RIGHT AUDIENCES,AT SCALE

MEASURE?QUESTION #5:

WHAT WILL YOU

CONTENT

seo/sem owned

channels

drive prcoverage

partner with key

influencers

promote across social

channels

paid media partnership

s

DATA SHOULD DRIVE DECISIONS

OUR POV

GOAL

AUDIENCE INSIGHT

E S TA B L I S H K P I M E T R I CSContent

Content

Content

Content

Content

MEASURE WHAT MATTERSK P I M E T R I CS T I E T O G O A L S

LIKES

IMPRESSIONS

FOLLOWERS

COMMENTS

FOLLOWERS

SHARES

RETWEETS

ENGAGEMENTRATE

@MENTIONS

SHARES

LIKES

REACH

DEFINESUCCESSM a p p r o g r a m K P I s t o b u s i n e s s g o a l s

Example Business Goal Example Business Objective

Example Social Marketing Goal

Example Social Marketing KPI Metric

Greater market share among Millennial customers

Increase inbound Millennial leads by 15%

Introduce utility-focused campaigns aimed at education and creating awareness targeting Millennial audience

• Social engagements (Likes, comments, shares, etc)

• Inbound website traffic• Leads • Cost Per Lead

ANALYTICS EMBEDDED TO OPERATIONALIZE INSIGHTS & PERFORMANCEIMPACTMATTERS

[ MEASUREMENT]VALIDATIO

NAT THE END

[ INSIGHT & FORESIGHT]INSPIRATI

ONTHROUGHOUT

THANK YOULAUREN T. D IPAOLAW E B E R S H A N D W I C KL D I P A O L A @ W E B E R S H A N D W I C K . C O M @ L E T A N N E R