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Semelhante a Social Fresh EAST 2013: Chris Tuff (20)
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Social Fresh EAST 2013: Chris Tuff
- 1. Breaking through the clutter:
Using content, analytics and
paid to achieve ROIsquared
@christuff
@22squared
#socialfresh
- 8. squared ©2013 8
BRAND CONSUMER
“CONTENT BRANDS CARE ABOUT”
CONTENT “MONEYBAGS”
THE REALITY:
“CONTENT PEOPLE CARE ABOUT”
- 20. squared ©2013 16
ART & SCIENCE
VOICE
CONTENT
EARNED
ENGAGEMENT
IDEAS
INFLUENCE
VIRALITY
DISTRIBUTION
PAID
AMPLIFICATION
SCALE
PURCHASE
SOCIAL SUCCESS IS A MIX OF:
- 27. squared ©2013 18
RIGHT CONTENT
1. SEGMENTED CONTENT STRATEGY
2. SOCIAL LISTENING/REPORTING
3. UNPUBLISHED PAGE POSTS (DARK POSTS)
- 31. squared ©2013 19
RIGHT PEOPLE
1. UNPUBLISHED PAGE POSTS PAID
2. HYPER-TARGETING SUB-TRIBES
3. CUSTOM AUDIENCES
- 32. squared ©2013 19
RIGHT PEOPLE
1. UNPUBLISHED PAGE POSTS PAID
2. HYPER-TARGETING SUB-TRIBES
3. CUSTOM AUDIENCES
4. DATALOGIX/POLK RETARGETING
- 33. squared ©2013 19
RIGHT PEOPLE
1. UNPUBLISHED PAGE POSTS PAID
2. HYPER-TARGETING SUB-TRIBES
3. CUSTOM AUDIENCES
4. DATALOGIX/POLK RETARGETING
5. FACEBOOK EXCHANGE
- 36. squared ©2013 20
RIGHT TIME
1. ESTABLISHING “IF THIS THEN THAT” (IFTTT)
2. USING DATA TO DETERMINE SWEET TIMES
- 37. squared ©2013 20
RIGHT TIME
1. ESTABLISHING “IF THIS THEN THAT” (IFTTT)
2. USING DATA TO DETERMINE SWEET TIMES
3. SLOTTING MEDIA TO FOLLOW DEVICE USE
- 42. squared ©2013
THE VALUE OF AN IMPRESSION VARIES DRAMATICALLY
15
MINUTES
1ST SHARE 2ND SHARE
ENTER
PAID 100K IMPRESSIONS (IMP)
22
- 43. squared ©2013
THE VALUE OF AN IMPRESSION VARIES DRAMATICALLY
15
MINUTES
1ST SHARE 2ND SHARE
ENTER
PAID 100K IMPRESSIONS (IMP)
1 HOUR
1ST SHARE 2ND SHARE
ENTER
PAID 2M IMP
22
- 44. squared ©2013
THE VALUE OF AN IMPRESSION VARIES DRAMATICALLY
15
MINUTES
1ST SHARE 2ND SHARE
ENTER
PAID 100K IMPRESSIONS (IMP)
1 HOUR
1ST SHARE 2ND SHARE
ENTER
PAID 2M IMP
1ST SHARE 2ND SHARE
ENTER
PAID 50K IMP2 DAYS
22
- 45. squared ©2013
THE VALUE OF AN IMPRESSION VARIES DRAMATICALLY
15
MINUTES
1ST SHARE 2ND SHARE
ENTER
PAID 100K IMPRESSIONS (IMP)
1 HOUR
1ST SHARE 2ND SHARE
ENTER
PAID 2M IMP
1ST SHARE 2ND SHARE
ENTER
PAID 50K IMP2 DAYS
1ST SHARE 2ND SHARE
ENTER
PAID 10K IMP9 DAYS
22
- 50. squared ©2012 26
• 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
- 59. squared ©2013 30
SPONSORED STORIES
CONTENT MARKETING
LIKE TAB
SOCIAL IMPRESSIONS FACEBOOK EXCHANGE
DATALOGIX RETARGETING
CUSTOM AUDIENCES
FACEBOOK OFFERS
AWARENESS
CONVERSION/
ROI
ADVOCACY/LOYALTY
ENGAGEMENT
2011
2012
2013
2013
MOONTOAST/POINTROLL
