As a brand marketer, how do you cut through the social noise in order to create better awareness, participation and conversation? Use global events, like the Super Bowl, the Olympics, and the World Cup, to boost your social marketing strategy.
2. What is Social Rich Media?
Social Rich Media is a Branded ad
format powered by Facebook
Advertising, promoted Tweets, or
other native ad types.
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3. Social Rich Media is an Extension of Native Social Ads
Facebook’s page post link ad (desktop)
Facebook’s page post link ad (mobile)
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4. Brands Control the User Experience by Leveraging Native Social Ads
Twitter’s promoted tweet
LinkedIn’s sponsored post
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5. Social Rich Media allows you to take advantage of
- the advanced targeting capabilities of social
advertising
- to reach the right people where they spend time
(mobile)
- provide deeper engagement
and interaction and
measure the results
5
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7. The Social World
73% of online
adults use social
networking sites
114 Billion mins
a month are spent
on Facebook
in the U.S.
Americans spend
an average of
37 minutes daily
on Social
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8. The Social World
60% of social media
time is spent on mobile
devices
874 Million
people use Facebook
on mobile
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9. Click here to edit edit titledrive KPIs across the entire Consumer Journey
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Brands usetitle of this slide. this slide.
AWARENESS
TIMER
CONSIDERATION
RATINGS & REVIEWS
INTENT
CONFIGURATOR
LEAD GENERATION
DATA CAPTURE
DECISION
ENDORSEMENT
BUSINESS LOCATOR
INTERACTIVE VOTING
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11. The Multi-Layered Media Buying Strategy
• Tag flights with a campaign-specific hashtag
• Promoted Tweets
• For country-specific events also incl. geo-strategic buys
and language appropriate targeting
• Plan to use several ads as a comprehensive campaign
o Create early interest
o Main promotion before event
o Launch of event
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13. Exclusive Content
• Give fans a glimpse into the event they can’t get
elsewhere
• Major interaction drivers:
• Behind the scenes
• User generated content
• Live streams
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16. Sweepstakes
• Prior to an event, get the audience excited and primed
with prize competitions and sweepstakes with prizes
o Prizes can be focused on the event, tickets, money
towards travel to the event, branded giveaways, etc.
• Use creative RMU’s, like Countdowns to accentuate the
time-sensitive nature of the event and your promotion
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19. A/B Testing
• Testing creative and CTA ahead of time on limited
audiences will give your campaign the best creative on
the event day
• It’s critical to rotate to find the best performing creative
• Dealing with Global events, time is of the essence
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22. The Social Wave
• Leverage audience excitement through voting, polling and user
generated content
• Thanks to the event, your audience is already excited – so
leverage that wave with a 1-2 punch of a user generated content
campaign
o Include a prize and use Facebook Advertising so participants’
friends can see submissions
• Facebook advertising is key to viral campaigns
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25. Just the Facts
• For fact-filled events, like the Olympics, give fans guides and tools
they can use to get to find what they are interested in, such as:
o Learning more about the athletes
o Discovering statistics and facts
o Hearing cool stories about participants & their countries
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28. How to Tie Online Social/Mobile Actions to Leads or Sales
• Be sure that all Social buys are tied to a Facebook conversion
pixel set to a specific action – Like, page Like, lead registration,
offsite conversion, etc.
o Manage your buy via oCPM and manually set bids for every
action type with the highest/only bid on the desired action
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30. Advanced Ad Targeting Custom Audiences
• Build the custom audience for you buy based on interests that
match the event
o Ride along on the buzz that event sponsors will generate by
also building audiences that are followers of the sponsoring
brands and friends of those followers
• Show segments of people and overlay the ones you want to target
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31. Advanced Ad Targeting Custom Audiences
• Custom Audiences – A Facebook advertising tool that lets you
target the segmented audience of your choice
• Create an audience based off users
you already have a relationship with
– meaning you have either:
o Email address
o Phone number
o User ID
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33. Thought Starters
• Debut commercials on Social
• Vote for your favorite commercial
• Live product reveal during event via Live stream
• Sweepstakes to take people to the event
• In-event messaging – use SMS to send URL for RMU
• Hashtag support/awareness – show hashtag in creative and ask
audience to spread word using it in a pre-populated Share message
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34. 1-2-3 Punch
COUNTDOWN TO SWEEPSTAKES
SWEEPSTAKES ENTRY PERIOD
LAUNCH OF THE EVENT
Media Spend
Flight
Week 1
Week 2-3
Week 4
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Notas do Editor
Marcus: As we get started, we want to level-set everyone and explain what we mean when we talk about social rich media.Define from Moontoast’s perspective…
Marcus:Social Rich Media is powered by Facebook’s page post link ad.
Marcus:And here is the mobile experience on Twitter and LinkedIn.
Marcus: With social rich media we take advantage of the advanced targeting capabilities of social advertising to reach the right people where they spend time online, provide deeper engagement and interaction, and measure the results.
Marcus: Not only does social rich media provide deeper engagement with your social fans, but it also gives your brand the control you want, from on-brand messaging to the type of engagement or even data collection.With that as an overview, let’s take a look at how we leverage global events to reach your social audience.
Marcus: Social has changed our behavior. Look at these amazing stats.
Marcus: Social has changed our behavior. Look at these amazing stats.
Carol:One of the really great things about social rich media is that it can address every phase of the consumer journey. This is important when you start to plan a media spend around an event, weather it’s a live sporting event like the Superbowl, or the premier of a television show, product launch or any number of other initiatives.
Carol:Before we go on to some examples, let’s talk about a multi-layered media buying strategy to maximize the effectiveness of campaigns.
Carol: *Speak to each point
Carol:Let’s take a look at some ways we can engage with the social audience before, during, or after an event. First up, exclusive content…
Carol:*Speak to each point
CarolOne of the ways Toyota brought exclusive content to their social audience was through the Toyota Dream Build Challenge. Toyota used a social rich media unit to display a video gallery of each car and gave fans the ability to vote for their favorite. When the voting period ended, Toyota took fans behind the scenes to SEMA to watch the winner revealed in a live stream.
CarolAnother great way to engage an audience around a live event is through Sweepstakes.
Carol*Speak to each point
CarolToyota was already running the Contenders Sweepstakes in multiple channels with their partners. When they wanted to extend it to social they used social rich media to give fans the chance to enter from within the rich media unit, providing a seamless experience that met fans anywhere they were browsing their social sites. Toyota saw results 16% above their goal with 30% conversion. Even more impressive, the social rich media unit captured 10% of the total entrants to the sweepstakes across all channels.
CarolBefore you go and spend all of your media dollars on an ad, test out various creative or calls to action to understand which one is driving your primary KPIs.
Carol*Speak to each point
CarolFor example, Nissan tested two calls to action with their target audience to understand which would get more click-throughs. Those are just some of the examples we have worked with our clients to achieve their campaign goals. I’ll turn it back over to Marcus to take us through the Social Wave.
Marcus:One of the great benefits about these really big global events is that people are already talking about them. So how can social rich media ride the wave of social conversation?
Marcus:*Speak to each point
MarcusFor example, the TBS show Cougar Town wanted to swell audience participation and conversation leading up to the season premiere. They put together social rich media unit which asked fans to vote for the name of the giant wine glass on the show, keeping the series top of mind and spreading social conversation when it mattered most. Results will be revealed during an upcoming Cougar Town episode.A live reveal of the results of the Social Rich Media unit is an extremely effective way to increase your viewership.
MarcusAnother way to engage the social audience around live events is by presenting facts about the participants.
Marcus*Speak to each point
Marcus:Perhaps the best recent example is P&G’s Thank You Mom campaign which presents documentary videos about the Olympians' moms. This year, P&G used social rich media to give fans a convenient viewing experience in a video gallery. Each documentary showed the struggles of making it to the Olympics and the role the athlete’s mom played in getting them there. Fans could easily watch all of the videos from one source.To add an additional layer of engagement, P&G asked fans to vote for their favorite video, right within the social rich media unit. Once fans voted, they were presented with a leaderboard and calls to action to watch more videos and to share to their social networks.
CarolThe Holy Grail for Social advertisers is being able to tie social/mobile activity to real conversions or sales. Social rich media gives us an opportunity to engage with our audience through immersive, interactive experiences, and then track them to conversion.
Carol*Speak to each point
Marcus
Marcus*Speak to each point
Marcus*Speak to each point
Carol
Carol*Speak to each point
MarcusCountdown unit creates awareness and allows people to RSVP to a Facebook event or sign up for more infoThen follow up with a Sweepstakes unit which allows people to enter right from the unit.Finally, consider using user-generated-content during the event to create conversation, sharing, and extended awareness.