Presentation from the March 21st webinar hosted by Kenshoo Social and Shoutlet exploring the convergence of paid, owned, and earned social media and how to take advantage of this new landscape on Facebook.

1. Welcome to Today’s Webinar
How the New Facebook Post Lifecycle
is Delivering ROI for Brands
Presented by:
Blake Samic Todd Herrold
Director of Product Management Senior Director, Product Marketing
Shoutlet Kenshoo Social
Tweet with us during this presentation #fblifecycle 1

2. Your Hosts
Blake Samic
Director of Product Management
Shoutlet
@BlakeSamic
Todd Herrold
Senior Director,
Product Marketing
Kenshoo Social
@ToddHerrold
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3. What We Do: Shoutlet
Shoutlet is the industry’s most comprehensive Enterprise Social Marketing Platform
to publish, engage, and measure custom social marketing campaigns
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4. What We Do: Kenshoo
The mission of Kenshoo Social is to activate and illuminate the value of social media with
breakthrough technology that drives results. Through Kenshoo Social, marketers can develop
integrated social media campaigns to achieve brand building and performance marketing goals.
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5. Connect With Us
For today’s webinar, tweet with
#fblifecycle
@KenshooSocial @Shoutlet
facebook.com/KenshooSocial facebook.com/shoutlet
youtube.com/KenshooSocial youtube.com/shoutlet
gplus.to/KenshooSocial gplus.to/shoutlet
linkedin.com/company/Kenshoo linkedin.com/company/shoutlet
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6. What You’ll Learn Today
Today we’ll cover:
• The difference between paid, earned and owned media
and how they work together
• How to take advantage of the new content lifecycle, including
optimization tips and best practices for boosting ROI
• A sneak peek at the Shoutlet-Kenshoo ROI Tracking Solution
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7. Introducing the New Landscape
From silos… …to symbiosis
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8. What’s the Definition of Owned Media?
Owned Media: Assets and objects created and managed within
Facebook by your organization. Facebook provides free of charge
Pages & posts
Applications
Place Pages
Events
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9. What’s the Definition of Paid Media?
Paid Media: Ads that can be purchased on Facebook, including ads and
sponsored stories that display on the homepage, news feed and right sidebar
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10. Real-World Examples: Paid Media
Facebook Page Post Ad Right Hand Side Domain Ad
Mobile Newsfeed Ad Facebook Sponsored Story
Source: Facebook Ads & Sponsored Stories product guides
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11. Real-World Results: Paid Media
High Click-Through Rate Correlates to
Low Cost-per-Click on Facebook Ads
Page Post Ad Sponsored Domain Ad Object Ad
Story
Source: Social Media Insights Part 1 – Metrics That Matter | © 2012, Kenshoo, Inc. and Resolution Media
More bang for your buck: Page Post Ads and Sponsored Stories yield higher CTR and lower CPC
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12. What’s the Definition of Earned Media?
Earned Media: Incremental exposure that a brand “earns” through viral engagement
and interactions users have with the brand’s owned and paid content
Likes
Comments
Shares
Check-ins
Leading brands extend their monthly reach by 50-200%
through earned media exposure of fans to friends of fans
Source: ComScore and Facebook’s 2012 Power of the Like Report
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13. Bringing It All Together
• It’s a fluid environment: Content can go from owned to earned to paid
• Brands can combine their approaches to reach more people with relevant content
• It all adds up to a new pathway to ROI
Balance owned, earned and paid
assets to amplify your brand and
generate activity on and off Facebook
Source: Social Media Insights Metrics That Matter | © 2012, Kenshoo, Inc. and Resolution Media
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14. How to take advantage of the new
Facebook Post Lifecycle
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15. Step One: Optimize Your Owned Media
CALL TO
ACTION
CONTENT
FORMAT
TIMING
TARGETIN
G
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16. Format Matters
Will your post be a photo, a link, a video?
Which format will get the most engagement?
(Right now, that’s photos)
How will your post display as a Page Post Ad?
Photos on Facebook Generate 53%
More Likes Than the Average Post
Source: http://shout.lt/gMdj
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17. Choose Your Timing Wisely
When should the post be published to be
seen by the most of my community?
How often should I post?
Best timing is different for every audience
• Experiment with different times & days
• Enlist a social media measurement tool
to help you analyze best posting times
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18. Share a Call to Action
What do you want people to do?
Don’t be afraid to ask for action
But, be creative! (Asking people to like
each post can come across insincere)
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19. Keep Your Eye on the Target
Use targeting options
to get right message
to the right audience
But use it wisely, not every
post should be targeted.
Monitor engagement
by segment.
Consider targeted
sponsored stories, too
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20. Keep Your Eye on the Target
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21. Step Two: Monitor, Measure, Amplify
Post: Create great content
Monitor: Facebook Insights is a great first step
Amplify: Use the data to make informed decisions
about what to put money behind
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22. Step Two: Monitor, Measure, Amplify
Five ways to amplify engagement through sponsored stories
Sponsor a story when someone likes your page
When someone claims an offer or checks in at your location,
create a sponsored story to share with their friends
Did someone like or share something on your website? Sponsor it
Have an app? Sponsor a story to show usage
Did someone share a link to your product? Sponsor it
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23. Step Three: Track performance
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Don’t be this: Advanced tracking tools can show you the results of your Facebook posts
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24. A sneak peek at the
Shoutlet-Kenshoo Social
Attribution Solution
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25. Shoutlet and Kenshoo Social’s Solution
The Shoutlet and Kenshoo Social solution uses automatic link tagging to allow
brands to measure the sales and revenue generated by each social post
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26. Shoutlet and Kenshoo Social’s Solution
Kenshoo Social tracks owned media customer interactions alongside other clicks and
impressions from paid media channels, including Google, Bing, Facebook Ads, etc
When a sale is made, Kenshoo algorithms attribute revenue across all known
interactions in the customer journey enabling holistic, cross channel optimization
11/12 FB Ad Impression
11/15 Bing Click
11/17 Page Post Click
11/19 FB Ad Click
11/23 Page Post Click
11/26 Google Click
11/26 FBX Click
11/26 Conversion
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27. Shoutlet and Kenshoo Social’s Solution
Case Study
Major Online Retailers Integrate Owned and Paid to Boost Holiday Sales
Using Shoutlet and Kenshoo Social’s social attribution solution, several
major retailers were able for the first time to measure sales and revenue
attributable to their owned media page post activity.
The results?
• Tens of millions of high quality, organic website visits
• Up to 40% of page posts generated revenue
• Average conversion rate (CVR) of 1.75%
• Average order values (AOV) on par with paid media campaigns
• Up to 5 times revenue lift and 30 times ROI with paid ad amplification
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28. Let’s Recap
The landscape is changing: Paid, earned and owned can work together
Optimize your content, format, timing, call to action and targeting
Monitor and measure to determine where to put money
Analyze results with a sophisticated tracking solution
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29. Win a Free T-shirt!
What’s your biggest takeaway
from today’s webinar?
Tweet your answer with #Shoutlet or #KenshooSocial.
We’ll select a few random tweets to win free Shoutlet
and Kenshoo Social t-shirts!
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30. Q&A
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31. Connect With Shoutlet and Kenshoo Social
To request a demonstration of To request a demonstration of
Shoutlet, email sales@shoutlet.com Kenshoo Social, email info@kenshoo.com
or go to Shoutlet.com. or go to KenshooSocial.com.
Follow us on Facebook for industry updates and product news
Facebook.com/shoutlet Facebook.com/kenshoosocial
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32. #DriveResults
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