What marketers can learn from digital agencies.

1. 1.
SOCIAL MEDIA TACTICS FROM THE DARK SIDE
What marketers can learn from digital agenciesWhat marketers can learn from digital agencies.
Mumbrella360: Wednesday 5th June 2013
Emily Knox
@Deepend
Social Media Strategist

2. 2.DOCUMENT OUTLINE
DOCUMENTDOCUMENT
OUTLINEOUTLINE.
1. About Deepend
2. Agencies, Clients & Social Media
3. Audience Insights
i. Hunch – audience insights
ii. FollowerWonk – audience insightso o e o aud e ce s g ts
4. Using the Force – Ferrero Case Study

3. 3.SOCIAL MEDIA.ABOUT DEEPEND
0101.
ABOUTABOUT
DEEPEND

4. 4.ABOUT DEEPEND
About Deepend
Deepend – a full service digital agency:
• Design & development
• StrategyStrategy
• Mobile
• Moving image
• Social media
Our clients:
• Our social media team represents a wide range of clients from
within:
• FMCG
• Tourism
• Entertainment
• Beauty

5. 5.SOCIAL MEDIA.ARTS, AGENCIES, & SOCIAL MEDIA
0202.
AGENCIESAGENCIES,
& SOCIAL

6. 6.AGENCIES, CLIENTS & SOCIAL MEDIA
Agencies, Clients & Social Media
Although Deepend partners with many clients in planning
and managing their social media presences, there are some
clients who prefer to manage their profiles in-house.
These clients tend to:
• Have in-house resources to manage social channels;
B b tt l d t th i i l di fil th th• Be better placed to run their own social media profiles rather than
hand to an agency;
• Not always have access to costly social monitoring software;
• Be time poor – not have full-time staff dedicated only to social
media marketing.g
This presentation provides methods I use to improve my
clients’ social media presences which are:
F d ’t i tl i l it i l ti• Free – don’t require costly social monitoring or analytics
subscriptions.
• Simple – don’t require the use of complex tools.
• Quick – and can be done on an ad hoc basis.

7. 7.SOCIAL MEDIA.AUDIENCE INSIGHTS
0303.
AUDIENCEAUDIENCE
INSIGHTS

8. 8.AUDIENCE INSIGHTS
Hunch Twitter Followers – Qualitative Follower Information
What:
• Hunch’s mission is to build a ‘Taste Graph’ of the entire web,
using algorithmic machine learning to connect people with their
ffi i i f hi b k & d d idaffinities eg. fashion, books & gadgets and provide smart, taste-
driven recommendations.
• One of the ‘Goodies’ available on Hunch.com is the Twitter
Follower Stats tool which provides info from the taste graph of the
Followers of any Twitter profile with over 1k Followers.
• Use Twitter Follower Stats to gain insights into your own fans and
those of your competitors and peers.
How:
• Go to Hunch.com/Twitter-Followers/ and type in a @UserName and
hit ‘Analyze’
hunch.com/twitter-followers/

9. 9.AUDIENCE INSIGHTS
Hunch Twitter Followers – Qualitative Follower Information
Insights – @Deepend example:
• Tech-savvy, heavy social media users
• Concerned with appearance spend money on fashionConcerned with appearance, spend money on fashion
• Middle class:
• Health conscious
• Managers
I t ti l• International
• Australian/English
• Live in metro areas
Pros:
• Gain insights into Followers’ tastes, lifestyles and values that go
beyond what they declare in their bio, and beyond their
conversations about the brand.
Cons:
• Relies on integrity of Hunch data
• Only assesses fans of a brand who use Twitter
• Data only available for accounts with 1K+ Followersy

10. 10.AUDIENCE INSIGHTS
FollowerWonk – Analyse Your Twitter Followers
What:
• Followerwonk is a (mostly) free tool that helps you explore and
grow your social graph.
• Examine your Twitter followers:
• Who are they?
• Where are they?
• When are they most active?y
• Which ones are influential?
How:
f
followerwonk.com
• Visit followerwonk.com and select the ‘Analyse Followers’ tab
• Enter the @UserName of the account you’d like to analyse, and
select ‘analyze their followers’
• Insights include psychographic segments: including gender,
location, Twitter activity, and more.location, Twitter activity, and more.

11. 11.AUDIENCE INSIGHTS
FollowerWonk – Analyse Your Twitter Followers
Insights – @monamuseum:
• Followers most active 9pm-11pm
 Don’t stop tweeting when Don t stop tweeting when
you leave the office!
 Use a tool such as Buffer or
Hootsuite to schedule tweets
at the most active times
M t f ll i T & AU E t• Most followers in Tas & AU Eastern
seaboard, but they are also peppered
around the world
 Remember to tweet in tune
with UK & US timezones as
well as AUwell as AU
• Most followers are arts professionals
 Is there a wider audience you
can target who are interested
in art?Pros:
 Try using Twiangulate.com’s
Keyword tool to find more
followers by Bio keywords
• Great overall demographic & psychographic snapshot of Twitter followers – both your
own & competitors
• Option to also analyse those you follow
Cons:Cons:
• Doesn’t tell you who is most engaged with your Twitter profile

12. 12.SOCIAL MEDIA.CASE STUDIES
0404.
USING THEUSING THE
FORCE

13. 13.CASE STUDIES
Ferrero – Engaging the Right Chocolate Lovers
Challenge:
• Everyone loves chocolate, but how do we use Facebook to engage
those most likely to purchase at the online store?
Objectives:
• GROW the Facebook Page
Economically (CPA < 1/3 Facebook Av )• Economically (CPA < 1/3 Facebook Av.)
• With users most likely to buy
• ENGAGE with fans
• At a category leading level (Engagement Rate > 2 x
Facebook Av )Facebook Av.)
• DRIVE TRAFFIC to the ecommerce site
• Target: 10% referrals from Facebook

14. 14.CASE STUDIES
Ferrero – Engaging the Right Chocolate Lovers
What we knew:
• The top conversion rates from Xmas campaign banner ads came
from 4 sites: 2threads, Nuffnang, MyInvites, Woman’s Day.
What we found:
• Used the Hunch Twitter Follower tool and FollowerWonk to analyse
Twitter followers of the 4 media brands. 2 psychographic groups
Young, Rich
& Flashy
emerged:
1. Young, Rich & Flashy: 2threads & Nuffnung – F18-34,
urban, educated, large disposable income, fashion interest,
OTT, tech savvy, blog readers
2 Caring Homemakers: Woman’s Day & MyInvites Followers2. Caring Homemakers: Woman s Day & MyInvites Followers
– F35-55, lower middle class, Mums, homemakers, not
tech savvy, religious/spiritual, moral, scrapbooking
Caring
Homemakers

15. 15.CASE STUDIES
Ferrero – Engaging the Right Chocolate Lovers
What we did:
• Content:
• Created content themes aimed at 2 psychographic groups
Young, Rich & Flashy Caring Homemakers
Created content themes aimed at 2 psychographic groups,
which alienated neither.
• YR&F – images with Tumblr sensibility appeal to fashion
set, entertaining/lifestyle content with wow factor
• CH – maternal nurturing, ‘cute’ imagery, demonstration of
l i ift & i l ilove via gifts & special occasions
• Facebook Ads:
• Different creative tailored to 2 psychographic profiles.
• Psychographic sub-targets created & tested:
• YR&F (F18-34) Fashion, Tech/Social Media, Beauty,
Nightclubs & Parties, Entertaining & Decorating
• CH targets (F35-55) Emotional,
Spiritual/Superstitious Positive Thinkers PrimarySpiritual/Superstitious, Positive Thinkers, Primary
Grocery Buyers, Creative Gifters, Home Cooks

16. 16.CASE STUDIES
Ferrero – Engaging the Right Chocolate Lovers
Results:
• GROW the Facebook Page
• Economically (CPA < 1/3 Facebook Av )Economically (CPA < 1/3 Facebook Av.)
• With users most likely to buy
 Average CPA ~$0.25 (1/8 industry average ~$2.00)
 Grew fan-base by 114k in 12 months
ENGAGE ith f• ENGAGE with fans
• At a category leading level (Engagement Rate > 2 x
Facebook Av.)
 Engagement Rate ~3-4 times industry average
Consistently placed in top 20 AU Pages by Engagement Consistently placed in top 20 AU Pages by Engagement
Rate (outside of high-engagement campaign periods)
• DRIVE TRAFFIC to the ecommerce site
• Target: 10% referrals from Facebook
 Facebook is responsible for ~20% referral traffic to Facebook is responsible for ~20% referral traffic to
FerreroBoutique.com.au

17. 17.THANK YOU
THANKTHANK
YOUYOU. For further information, please contact
us at the following details:
Emily Knox
Social Media Strategist
emily@deepend.com.au
61 2 8917 7900+61 2 8917 7900
@Deepend