engage nyc 2015: sabeen h. ahmad, publicis

How Agencies areFighting The Battle of Noise In Social

Sabeen H. AhmadPublicis North Americat: @sabean21

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The Marketing & Advertising Landscape is BUSY

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So How Can YOUR Brand Stand Out?

The Elephant In The Room

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PAID SOCIAL is key.

You CAN Set Your Brand Apart from the Rest

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…Good advertising is writtenfrom one person to another.When it is aimed at millions,

it rarely moves anyone.-- Fairfax M. Cone, member, Advertising Hall of Fame

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Everything is a Business Problem

Awareness

What is My Brand Trying To Achieve?

Conversion Loyalty

Consideration

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What’s your Brand’s Problem? (or Goal in Social)

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“Personalization Drives Engagement, Conversions”

Enriched content and creative is good for the bottom line.”

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Personalization Has Yet to Find Its Place

The 3 - STEP Plan

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STEP 1: Identify Your Audience

Who do you WANT to talk to?

Where are they in social/other spaces/places?

What are they doing?

What do they find interesting/relevant?

How can you EFFECTIVELY and EFFICIENTLY reach them?

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Do Research to Develop Your Consumer Profiles

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Step Into Your Consumer’s Life …

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…To Map their Consumer Journey with Your Brand’s Goals

A Profile Emerges

AGE:

22 – 30

THEIR SOCIAL BEHAVIOR:

INCOME:

THEIR SOCIAL PARTICIPATION:

THEIR MOBILE BEHAVIOR:

$45 - 70K+

THEIR INTERESTS:

78% Own a Smartphone Top activities include SMS, web surfing, emailing, playing games, listening to music, watching videos/TV, social networking, online shopping, and using search

Technology • Social Media • Music • Sports • Entertainment • Shopping

Renters or in multi-family homes • Few are married or have children • Small savings • Financial management basics but want to learn more

A LITTLE ABOUT THEM:

9% 6% 14%28%

AGE: 25-34

80%

71%

46%33%27%

9%

AGE

25-34 SPECTATOR80%

JOINER71%

CRITIC46%

CREATOR33%

COLLECTOR27%

INACTIVE9%

Source: Forrester Technographics

Who are you talking to?

Where are they in Social?

Where are they in other spaces/places?

What are they doing?

What do they find Interesting/Relevant?

Develop Your Content Strategy & Define your Brand Voice

STEP 2: Ask These 5 Questions When Developing Content

1. Does this content help the brand achieve its goals?

2. Is the content relevant to your audience?

3. Is the voice unique to the brand?

4. Is the content valuable or entertaining?

5. Would you personally share this content?

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Don’t Recreate The Wheel but Keep Design in Mind

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Strategically Harness the Power of Each Platform

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ENGAGE! and find out more about your community

Data Nerd-ing

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STEP 3: Dive Deeper and Optimize

Identify emerging content themes and topics through engagements

Find Important People: Fans, Advocates and Influencers

Identify Competitive Insights

Discover product / brand issues product development feedback

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Personalize via Data: Facebook Audience Insights

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Personalize via Data: Pinterest Analytics

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Personalize via Data: Socialbakers

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Personalize via: Manual Data Collection

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Case Study: Abbott Nutrition: Similac

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Case Study: Similac’s Mother’Hood and #EndMommyWars

Facebook.com/similacYoutube.com/similac

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The Formula for Fighting The Battle of Noise In Social

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STEP 1: Identify Your AudienceSTEP 2: Ask The 5 Questions When Developing Content

STEP 3: Dive Deeper and Optimize

The 3 STEP Plan

THANK YOUSabeen H. AhmadPublicis North Americat: @sabean21