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Welcome to Today’s Webinar

Presented by:

Blake Samic Todd HerroldDirector of Product Management Senior Director, Product MarketingShoutlet Kenshoo Social

Tweet with us during this presentation #fblifecycle

How the New Facebook Post Lifecycle is Delivering ROI for Brands

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Your Hosts

Blake Samic Director of Product ManagementShoutlet@BlakeSamic

Todd HerroldSenior Director, Product MarketingKenshoo Social@ToddHerrold

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What We Do: Shoutlet

Shoutlet is the industry’s most comprehensive Enterprise Social Marketing Platformto publish, engage, and measure custom social marketing campaigns

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What We Do: Kenshoo

The mission of Kenshoo Social is to activate and illuminate the value of social media with breakthrough technology that drives results. Through Kenshoo Social, marketers can develop

integrated social media campaigns to achieve brand building and performance marketing goals.

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Connect With Us

@KenshooSocial

facebook.com/KenshooSocial

youtube.com/KenshooSocial

gplus.to/KenshooSocial

linkedin.com/company/Kenshoo

For today’s webinar, tweet with

#fblifecycle

@Shoutlet

facebook.com/shoutlet

youtube.com/shoutlet

gplus.to/shoutlet

linkedin.com/company/shoutlet

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What You’ll Learn Today

• The difference between paid, earned and owned media and how they work together

• How to take advantage of the new content lifecycle, including optimization tips and best practices for boosting ROI

• A sneak peek at the Shoutlet-Kenshoo ROI Tracking Solution

Today we’ll cover:

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Introducing the New Landscape

From silos… …to symbiosis

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What’s the Definition of Owned Media?

Owned Media: Assets and objects created and managed within Facebook by your organization. Facebook provides free of charge

Pages & posts

Applications

Place Pages

Events

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What’s the Definition of Paid Media?

Paid Media: Ads that can be purchased on Facebook, including ads and sponsored stories that display on the homepage, news feed and right sidebar

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Real-World Examples: Paid Media

Right Hand Side Domain Ad

Facebook Sponsored Story

Facebook Page Post Ad

Source: Facebook Ads & Sponsored Stories product guides

Mobile Newsfeed Ad

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Real-World Results: Paid Media

More bang for your buck: Page Post Ads and Sponsored Stories yield higher CTR and lower CPC

Page Post Ad Sponsored Story

Domain Ad Object Ad

High Click-Through Rate Correlates to Low Cost-per-Click on Facebook Ads

Source: Social Media Insights Part 1 – Metrics That Matter | © 2012, Kenshoo, Inc. and Resolution Media

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What’s the Definition of Earned Media?

Earned Media: Incremental exposure that a brand “earns” through viral engagementand interactions users have with the brand’s owned and paid content

Likes

Comments

Shares

Check-ins

Leading brands extend their monthly reach by 50-200% through earned media exposure of fans to friends of fansSource: ComScore and Facebook’s 2012 Power of the Like Report

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Bringing It All Together

• It’s a fluid environment: Content can go from owned to earned to paid• Brands can combine their approaches to reach more people with relevant content• It all adds up to a new pathway to ROI

Balance owned, earned and paid assets to amplify your brand and generate activity on and off Facebook

Source: Social Media Insights Metrics That Matter | © 2012, Kenshoo, Inc. and Resolution Media

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How to take advantage of the new Facebook Post Lifecycle

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Step One: Optimize Your Owned Media

CONTENT

CALL TO ACTION

FORMAT

TARGETING

TIMING

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Format Matters

Will your post be a photo, a link, a video?

Which format will get the most engagement? (Right now, that’s photos)

How will your post display as a Page Post Ad?

Photos on Facebook Generate 53% More Likes Than the Average Post Source: http://shout.lt/gMdj

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Choose Your Timing Wisely

When should the post be published to be seen by the most of my community?

How often should I post?

Best timing is different for every audience • Experiment with different times & days • Enlist a social media measurement tool to help you analyze best posting times

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Share a Call to Action

What do you want people to do?

Don’t be afraid to ask for action

But, be creative! (Asking people to like each post can come across insincere)

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Keep Your Eye on the Target

Use targeting options to get right message to the right audience

But use it wisely, not everypost should be targeted.

Monitor engagementby segment.

Consider targeted sponsored stories, too

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Keep Your Eye on the Target

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Step Two: Monitor, Measure, Amplify

Post: Create great content

Monitor: Facebook Insights is a great first step

Amplify: Use the data to make informed decisionsabout what to put money behind

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Step Two: Monitor, Measure, Amplify

Five ways to amplify engagement through sponsored stories

Sponsor a story when someone likes your page

When someone claims an offer or checks in at your location, create a sponsored story to share with their friends

Did someone like or share something on your website? Sponsor it

Have an app? Sponsor a story to show usage

Did someone share a link to your product? Sponsor it

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Step Three: Track performance

Don’t be this: Advanced tracking tools can show you the results of your Facebook posts

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A sneak peek at the Shoutlet-Kenshoo Social

Attribution Solution

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Shoutlet and Kenshoo Social’s Solution

The Shoutlet and Kenshoo Social solution uses automatic link tagging to allow brands to measure the sales and revenue generated by each social post

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Shoutlet and Kenshoo Social’s Solution

Kenshoo Social tracks owned media customer interactions alongside other clicks and impressions from paid media channels, including Google, Bing, Facebook Ads, etc

When a sale is made, Kenshoo algorithms attribute revenue across all known interactions in the customer journey enabling holistic, cross channel optimization

11/12 FB Ad Impression11/15 Bing Click11/17 Page Post Click11/19 FB Ad Click11/23 Page Post Click11/26 Google Click11/26 FBX Click11/26 Conversion

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Case StudyMajor Online Retailers Integrate Owned and Paid to Boost Holiday Sales

Using Shoutlet and Kenshoo Social’s social attribution solution, several major retailers were able for the first time to measure sales and revenue attributable to their owned media page post activity.

The results?• Tens of millions of high quality, organic website visits• Up to 40% of page posts generated revenue• Average conversion rate (CVR) of 1.75%• Average order values (AOV) on par with paid media campaigns• Up to 5 times revenue lift and 30 times ROI with paid ad amplification

Shoutlet and Kenshoo Social’s Solution

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Let’s Recap

The landscape is changing: Paid, earned and owned can work together

Optimize your content, format, timing, call to action and targeting

Monitor and measure to determine where to put money

Analyze results with a sophisticated tracking solution

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Win a Free T-shirt!

What’s your biggest takeaway

from today’s webinar?

Tweet your answer with #Shoutlet or #KenshooSocial. We’ll select a few random tweets to win free Shoutlet and Kenshoo Social t-shirts!

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Q & A

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Connect With Shoutlet and Kenshoo Social

Facebook.com/shoutlet Facebook.com/kenshoosocial

To request a demonstration of Shoutlet, email sales@shoutlet.com or go to Shoutlet.com.

To request a demonstration of Kenshoo Social, email info@kenshoo.com or go to KenshooSocial.com.

Follow us on Facebook for industry updates and product news

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#DriveResults