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A WORLD BEYOND AD BLOCKERS:
Using Relevance to Take Control of Social Marketing
MARKETERS
FACE MORE
CHALLENGES
THAN EVER
fragmented channels
distracted & fatigued audiences
ad blockers
let’s look at some numbers
WHAT DO OUR AUDIENCES WANT?
WW
50%
of ad blocker users would stop
blocking ads if they felt ad content
was more relevant t...
60%
say they want information
that’s more relevant to
their interests
eMarketer survey
#BeRelevant
say social media ads
are very relevant
digital display ads
are very relevant
17% 9%
#BeRelevant
and marketers are failing
here’s the real problem:
Relevance is no longer optional
Audiences dismiss content that’s not useful
And marketers aren’t ...
WORLD-CLASS CUSTOMERS
WHAT DO WE DO?
we redefine relevance
THE 3 DIMENSIONS OF RELEVANCE
Marketers must deliver the right message, to the right audience, at the
right time…at scale!...
and we measure relevance
RELEVANCE BY THE NUMBERS
View these social metrics as indicators of relevance:
Indicate positive
sentiment and soft
releva...
WORLD-CLASS CUSTOMERS
HOW TO DELIVER
RELEVANCE
W
THERE ARE 3
TYPES OF SOCIAL
RELEVANCE:
• Serendipitous
• Inferred
• Engineered
Delivering relevance is
easier if you kno...
TYPE 1:
SERENDIPITOUS
RELEVANCE
Chances are, you’ve already
achieved it!
Serendipitous Relevance is your best-performing
organic content. It’s unplanned, and un-promoted
People discover it on the...
How do you leverage Serendipitous
Relevance? Promote your best organic
content and turn it into ads.
TYPE 2:
INFERRED
RELEVANCE
First & third-party
user data in action
Inferred relevance takes place when
you leverage data about people and
their interests to create and promote
content that ...
Create Campaigns for:
• Audiences in key locations
• Audiences with known interests or
behaviors. Or…
• Target highly spec...
TYPE 3:
ENGINEERED
RELEVANCE
Real-time, real-world
event data, applied at scale
Engineered relevance takes place when
relevance is created through real-time reaction
to real-world moments
And then ampli...
HERE’S WHAT IT LOOKS LIKE
WHY IT WORKED
Oreo knocked engineered relevance
out of the park when the power went
out during the 2013 Super Bowl.
They p...
Create campaigns based on the real moments,
large and small, that impact the people in your
audiences
And find the right t...
TECHNOLOGY TO HELP YOU ENGINEER RELEVANCE
You can use Brand Networks’ Open Signals tool to create simple rules
based on re...
WORLD-CLASS CUSTOMERS
ENGINEERED
RELEVANCE
EXAMPLES
√
ENGINEERED RELEVANCE: REAL-TIME AT SCALE
IMAGE
Change with the weather
(temperature, flu, pollen)
If odds of warm or col...
ENGINEERED RELEVANCE: REAL-TIME AT SCALE
IMAGE
Sync your TV campaigns on
Twitter and Facebook
If a commercial runs on TV, ...
ENGINEERED RELEVANCE: REAL-TIME AT SCALE
Drive foot traffic based on local
store sales
If local store sales falls below a ...
relevance is all around us
relevance is all around us
but it’s up to you to find it
And put it in
front of the
right audience
at the right time
and with the
right message
WORLD-CLASS CUSTOMERS
WANT TO
LEARN MORE?
READ
THE BOOK
For a deeper dive into the
power of social relevance
(and how you can harness it)
download our free ebook:
T...
THANK YOU
Vist us at bn.co
38
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A World Beyond Ad Blockers: Using Relevance to Take Control of Social Marketing

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Learn how to harness the power of relevance in your content marketing and native social advertising campaigns.

Publié dans : Marketing, Médias sociaux
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A World Beyond Ad Blockers: Using Relevance to Take Control of Social Marketing

  1. A WORLD BEYOND AD BLOCKERS: Using Relevance to Take Control of Social Marketing
  2. MARKETERS FACE MORE CHALLENGES THAN EVER fragmented channels distracted & fatigued audiences ad blockers
  3. let’s look at some numbers
  4. WHAT DO OUR AUDIENCES WANT? WW 50% of ad blocker users would stop blocking ads if they felt ad content was more relevant to them Adblock Plus survey #BeRelevant
  5. 60% say they want information that’s more relevant to their interests eMarketer survey #BeRelevant
  6. say social media ads are very relevant digital display ads are very relevant 17% 9% #BeRelevant and marketers are failing
  7. here’s the real problem: Relevance is no longer optional Audiences dismiss content that’s not useful And marketers aren’t listening #BeRelevant
  8. WORLD-CLASS CUSTOMERS WHAT DO WE DO?
  9. we redefine relevance
  10. THE 3 DIMENSIONS OF RELEVANCE Marketers must deliver the right message, to the right audience, at the right time…at scale! TIMING “When” & “How” • Ads featuring gymnasts during the summer Olympics • Holiday content delivered in-season MESSAGING “What” & “Why” • Clothing promotions displaying items similar to those purchased in the past • Customer testimonials about benefits and quality TARGETING “Who” & “Where” • Content featuring baby products served to new parents • Ads targeted at specific markets and locations
  11. and we measure relevance
  12. RELEVANCE BY THE NUMBERS View these social metrics as indicators of relevance: Indicate positive sentiment and soft relevance Indicate how far our relevance has spread Indicate hard relevance and permission to continue the conversation POST LIKES, PAGE LIKES, & FOLLOWS IMPRESSIONS & REACH CLICKS, APP INSTALLS, FORM COMPLETES & DIRECT SALES
  13. WORLD-CLASS CUSTOMERS HOW TO DELIVER RELEVANCE
  14. W THERE ARE 3 TYPES OF SOCIAL RELEVANCE: • Serendipitous • Inferred • Engineered Delivering relevance is easier if you know where and how to look for opportunities to create it.
  15. TYPE 1: SERENDIPITOUS RELEVANCE Chances are, you’ve already achieved it!
  16. Serendipitous Relevance is your best-performing organic content. It’s unplanned, and un-promoted People discover it on their own (and share it) because it resonates with them at that particular time and place WHAT IS IT?
  17. How do you leverage Serendipitous Relevance? Promote your best organic content and turn it into ads.
  18. TYPE 2: INFERRED RELEVANCE First & third-party user data in action
  19. Inferred relevance takes place when you leverage data about people and their interests to create and promote content that will resonate with them Example: Creating an ad for your product that references a popular television show, and targeting people with a known interest in that show. WHAT IS IT?
  20. Create Campaigns for: • Audiences in key locations • Audiences with known interests or behaviors. Or… • Target highly specific audiences using CRM data HOW TO APPLY INFERRED RELEVANCE
  21. TYPE 3: ENGINEERED RELEVANCE Real-time, real-world event data, applied at scale
  22. Engineered relevance takes place when relevance is created through real-time reaction to real-world moments And then amplified at scale through automation technology WHAT IS IT?
  23. HERE’S WHAT IT LOOKS LIKE
  24. WHY IT WORKED Oreo knocked engineered relevance out of the park when the power went out during the 2013 Super Bowl. They pulled all 3 relevance levers: • Targeting: Hungry Super Bowl fans • Timing: During the Super Bowl (millions and millions of eyeballs) • Messaging: The post was incredibly topical, clever, and attention-grabbing
  25. Create campaigns based on the real moments, large and small, that impact the people in your audiences And find the right technology to help you broadcast it to your target audience HOW TO ADVANCE TO ENGINEERED RELEVANCE
  26. TECHNOLOGY TO HELP YOU ENGINEER RELEVANCE You can use Brand Networks’ Open Signals tool to create simple rules based on real-world events, triggering social advertising to coincide with key moments in real time.
  27. WORLD-CLASS CUSTOMERS ENGINEERED RELEVANCE EXAMPLES
  28. √ ENGINEERED RELEVANCE: REAL-TIME AT SCALE IMAGE Change with the weather (temperature, flu, pollen) If odds of warm or cold weather are high or if the temperature passes a predefined threshold in any of 40,000 targeted metro areas, then trigger local, product-relevant ads. Data Feed: HAM Weather API IMAGE The Trigger: IF the local temperature in any of these [A cities] dips below [B degrees]… THEN launch [X product ads] on Facebook, targeting [Y audiences].
  29. ENGINEERED RELEVANCE: REAL-TIME AT SCALE IMAGE Sync your TV campaigns on Twitter and Facebook If a commercial runs on TV, then instantly deploy social ads on Facebook and Twitter in the same region featuring corresponding creative content. Data Feed: Civolution / Kantar Media The Trigger: IF my brand’s TV ads are detected in any of these [A markets] during any of these [B shows]… THEN launch [X Promoted Tweets] targeting these [Y television show audiences] on Twitter.
  30. ENGINEERED RELEVANCE: REAL-TIME AT SCALE Drive foot traffic based on local store sales If local store sales falls below a certain threshold, then deploy hyper-local targeted social ads driving customers in-store. Data Feed: Company’s Sales Data Feed IMAGE The Trigger: IF the local inventory for these [A garments] rises above below [B units]… THEN launch [X product ads] on Facebook, targeting [Y audiences].
  31. relevance is all around us
  32. relevance is all around us but it’s up to you to find it
  33. And put it in front of the right audience
  34. at the right time
  35. and with the right message
  36. WORLD-CLASS CUSTOMERS WANT TO LEARN MORE?
  37. READ THE BOOK For a deeper dive into the power of social relevance (and how you can harness it) download our free ebook: The Relevance Imperative DOWNLOAD THE EBOOK
  38. THANK YOU Vist us at bn.co 38

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