social fresh east 2013: chris tuff

Breaking through the clutter: Using content, analytics and paid to achieve ROIsquared

@christu!@22squared#socialfresh

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TECHNOLOGY ADOPTION CURVES

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PRE-ROLL VIDEO TV

FOLLOWING

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MOBILE BANNERS ONLINE BANNERS

FOLLOWING

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FACEBOOK EMAIL MARKETING

FOLLOWING

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CONTENT MARKETING IS THE SH*#!

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BRAND CONSUMER“CONTENT BRANDS CARE ABOUT”

CONTENT “MONEYBAGS”

THE REALITY:

“CONTENT PEOPLE CARE ABOUT”

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A QUICK STORY...

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A QUICK STORY...

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A QUICK STORY...

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#REALLIFE

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#REALLIFE

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STRIKING A CHORD

KAREN PAUL GRAMPS

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ART & SCIENCEVOICE

CONTENT

EARNED

ENGAGEMENT

IDEAS

INFLUENCE

VIRALITY

DISTRIBUTION

PAID

AMPLIFICATION

SCALE

PURCHASE

SOCIAL SUCCESS IS A MIX OF:

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RIGHT CONTENT

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RIGHT PEOPLE+RIGHT

CONTENT

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RIGHT PEOPLE+RIGHT

CONTENTRIGHT TIME+

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RIGHT CONTENT

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RIGHT CONTENT

1. SEGMENTED CONTENT STRATEGY

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RIGHT CONTENT

1. SEGMENTED CONTENT STRATEGY 2. SOCIAL LISTENING/REPORTING

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RIGHT CONTENT

1. SEGMENTED CONTENT STRATEGY 2. SOCIAL LISTENING/REPORTING

3. UNPUBLISHED PAGE POSTS (DARK POSTS)

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RIGHT PEOPLE

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RIGHT PEOPLE

1. UNPUBLISHED PAGE POSTS PAID

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RIGHT PEOPLE

1. UNPUBLISHED PAGE POSTS PAID 2. HYPER-TARGETING SUB-TRIBES

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RIGHT PEOPLE

1. UNPUBLISHED PAGE POSTS PAID 2. HYPER-TARGETING SUB-TRIBES

3. CUSTOM AUDIENCES

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RIGHT PEOPLE

1. UNPUBLISHED PAGE POSTS PAID 2. HYPER-TARGETING SUB-TRIBES

3. CUSTOM AUDIENCES4. DATALOGIX/POLK RETARGETING

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RIGHT PEOPLE

1. UNPUBLISHED PAGE POSTS PAID 2. HYPER-TARGETING SUB-TRIBES

3. CUSTOM AUDIENCES4. DATALOGIX/POLK RETARGETING

5. FACEBOOK EXCHANGE

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RIGHT TIME

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RIGHT TIME

1. ESTABLISHING “IF THIS THEN THAT” (IFTTT)

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RIGHT TIME

1. ESTABLISHING “IF THIS THEN THAT” (IFTTT)2. USING DATA TO DETERMINE SWEET TIMES

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RIGHT TIME

1. ESTABLISHING “IF THIS THEN THAT” (IFTTT)2. USING DATA TO DETERMINE SWEET TIMES

3. SLOTTING MEDIA TO FOLLOW DEVICE USE

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ITERATE

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THE VALUE OF AN IMPRESSION VARIES DRAMATICALLY

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THE VALUE OF AN IMPRESSION VARIES DRAMATICALLY

15MINUTES

1ST SHARE 2ND SHARE

ENTERPAID 100K IMPRESSIONS (IMP)

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THE VALUE OF AN IMPRESSION VARIES DRAMATICALLY

15MINUTES

1ST SHARE 2ND SHARE

ENTERPAID 100K IMPRESSIONS (IMP)

1 HOUR

1ST SHARE 2ND SHARE

ENTERPAID 2M IMP

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THE VALUE OF AN IMPRESSION VARIES DRAMATICALLY

15MINUTES

1ST SHARE 2ND SHARE

ENTERPAID 100K IMPRESSIONS (IMP)

1 HOUR

1ST SHARE 2ND SHARE

ENTERPAID 2M IMP

1ST SHARE 2ND SHARE

ENTERPAID 50K IMP2 DAYS

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THE VALUE OF AN IMPRESSION VARIES DRAMATICALLY

15MINUTES

1ST SHARE 2ND SHARE

ENTERPAID 100K IMPRESSIONS (IMP)

1 HOUR

1ST SHARE 2ND SHARE

ENTERPAID 2M IMP

1ST SHARE 2ND SHARE

ENTERPAID 50K IMP2 DAYS

1ST SHARE 2ND SHARE

ENTERPAID 10K IMP9 DAYS

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ENGAGEMENT ROI

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ROI MPRESSIONS

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• 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

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ROI NVESTMENTS

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1. ABILITY TO DEFINE EXACT ROI

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1. ABILITY TO DEFINE EXACT ROI2. RETARGETING

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1. ABILITY TO DEFINE EXACT ROI2. RETARGETING

3. VALUE OF A FAN

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API

LOCAL STORE CIRCULAR

LOCAL DEALS AT SCALE

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2011

2012

2013

2013

MOONTOAST/POINTROLL

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SPONSORED STORIES

CONTENT MARKETING

LIKE TAB

SOCIAL IMPRESSIONS FACEBOOK EXCHANGE

DATALOGIX RETARGETING

CUSTOM AUDIENCES

FACEBOOK OFFERS

AWARENESS

CONVERSION/ROI

ADVOCACY/LOYALTY

ENGAGEMENT2011

2012

2013

2013

MOONTOAST/POINTROLL

Thanks!@christu!

@22squared#socialfresh