Take a peek behind the scenes to view data from 20 brand experiments to measure the offline impact of social and how their marketing mix not just correlates with, but works in tandem with each other.
20. Sponsored stories create social proof
“We recently started using the new Sponsored
Updates on LinkedIn and have found great results.”
Carra Manahan, Marketing Programs Coordinator
Marketo
@dennisyu
21. How I Optimize Facebook Ad
Campaigns In 15 Minutes Per Day
DIRECT AND INDIRECT LIFE
Split test to measure the life from social ads.
@dennisyu
21
22. Split test on Arbitron ratings.
80% to test and 20% to the control.
22
23. Jack Daniel’s ran a test among different geos
St. Louis, IN
Philadelphia, PA
@dennisyu
23
24. There was a clear correlation in Facebook
activity and the media plan by market.
@dennisyu
24
25. Facebook sits high in the funnel, and therefore drives greater
awareness and more brand search terms, organic and paid.
25
27. An increase in website traffic means fans are engaged, while an
increase in session time means excellent content and relevancy.
27
28. Marketo, by driving engagement from Facebook, has
increased brand awareness and searches for their name.
They structured their content to specific audiences,
then amplified to drive leads.
The result: They got their blog into the
AdAge Top 30 rankings.
@dennisyu
28
29. The link between Google search and box office
Quantifying
Movie Magic
with Google
Search
29
31. 70% of the variation in box office performance can be explained
with movie-related search volume seven days prior to release date.
Quantifying
Movie Magic
with Google
Search
31
33. Facebook is tackling both word of mouth
and search discovery with Graph Search.
@dennisyu
33
34. Search volumes are increasing, since graph search is one of the three pillars of Facebook.
@dennisyu
34
35. Dennis Yu on Ads Impact on Organic,
Facebook Retargeting, and Local Business
FACEBOOK EXCHANGE (FBX)
Remarketing bridges the gap from visitor to customer.
@dennisyu
35
36. Recapture users who visited your site,
but didn’t enter their zipcode.
@dennisyu
40. OBSERVATION #1
Use in-line likes.
OBSERVATION #2:
Write short wall posts.
OBSERVATION #3:
Ask questions.
Don’t just make statements.
@dennisyu
40
41. OBSERVATION #4:
Run your acquisition,
retention, and organic
campaigns at the same time.
Observation #5:
Branding is great,
but revenue is better.
@dennisyu
41
42. Social media is at the top of the funnel, so you are aligning your
messaging with the levels of engagement along the way.
Awareness: Amplify what
actually works to engage
fans.
Engagement: Once users are
engaged, collect emails to
increase conversions.
Conversion: Increasing
social visits to your
website increases sales.
@dennisyu
ROI
42
49. Blitz Tips:
• Offsite pixel for CPA bidding.
• Conversion specs used with Optimized CPM to optimize ad delivery for
specific actions.
• Place ads in mobile for maximum engagement.
• Onion Targeting is smart interest multiplication.
• Prune ads with broad category targeting.
• Partner Targeting to run ads based on user’s shopping behavior.
• PTAT to detect competitive ad spend.
• Facebook's Power Editor's special features.
• Target users by the companies they work for and by job title.
49
50. Split test on Arbitron ratings
80% to test and 20% to the control
@dennisyu
50
51. Split test on Arbitron ratings
80% to test and 20% to the control
@dennisyu
51
Facebook users don't convert on their first impression or visit, no matter how attractive your landing page or content. The social assist drives up conversions in email, search, and other channels. Join Facebook marketing expert Dennis Yu as he logs into live Facebook campaigns to show you how the pros are driving leads, sales, and engagement on Facebook. Learn how you can:- Run Facebook retargeting to amplify your existing retargeting (FBX)- Apply ad combos to make your email list do double-duty (custom audiences)- Run Facebook retargeting to amplify your existing retargeting (FBX)- Target by offline purchase behavior in tandem with connection targeting (partner categories)- Measure the lift from social ads by calculating direct and indirect lift (don't have to be a math major)- Nab the training documents that Facebook provides agencies to use for clients (we're happy to share)We'll share the checklists and processes we use ourselves to optimize campaigns and estimate traffic. Bring your thorniest questions and issues to get answered in this live session featuring Dennis Yu and hosted by Tim Ash.Free Webinar Thursday, August 15th 10am-11am PST / 1pm-2pm EST
We recently started using the new Sponsored Updates on LinkedIn and have found great results. We haven’t seen much ROI from the normal LinkedIn text ads though.
Find the Google analytics of a client who sees an increase in their branded search terms. Social drives brand awareness and searches for their name.Marketo, by driving engagement from Facebook, got their blog into the AdAge Top 30 rankings. Bryan and Jeff Eisenberg helped structure the content, which Marketo then amplified to drive leads.
choose any 2-3 of the stats, then include the link
choose any 2-3 of the stats, then include the link
choose any 2-3 of the stats, then include the link
This means that we are now able to not only find the most interesting content from your pool of friends and brands, but one step beyond.
checklists and processes we use ourselves to optimize campaigns and estimate traffic. Bring your thorniest questions and issues to get answered in this live session featuring Dennis Yu and hosted by Tim Ash.