The document summarizes the key findings from a Forrester Research study on social advertising, including that most social advertisers focus on basic targeting criteria and tactics like ad rotation, and that promoted content is best for creating brand awareness while paid social ads are best for direct objectives like driving purchases. The presentation then discusses how Kenshoo's social media platform can help clients by integrating paid and organic social campaigns, providing advanced targeting and attribution analytics, and taking a holistic cross-channel approach to optimization and results.
Handwritten Text Recognition for manuscripts and early printed texts
Keys to Successful Social Advertising
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The Key to Successful
Social Advertising
May 29, 2013
#SocialKeys @KenshooSocial
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Webinar Information
Audio: listen via computer speakers or dial into conference call using
numbers in email from gotowebinar@citrixonline.com
Can’t hear or having other issues? Let us know via chat box.
Ask questions, share insights, and converse with other attendees using
the hashtag #SocialKeys and/or @KenshooSocial
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Agenda
Introductions
Forrester Key Findings & Takeaways
How Kenshoo Social Can Help
Q&A
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Our Speakers
Kim Celestre
Senior Analyst,
Social Marketing
Forrester Research
Brian Quinn
Senior Director
Kenshoo Social
Josh Dreller
Director of Marketing
Research
Kenshoo
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Our Speakers
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Our Speakers
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Key Findings & Takeaways
#SocialKeys @KenshooSocial
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How Kenshoo Social Can Help
#SocialKeys @KenshooSocial
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Contents
Solutions for All Campaign Objectives
Paid and Organic Social Media Integration
Advanced Targeting and Optimization
Holistic Cross-Channel Attribution
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Activate and Illuminate the Value of Social Media #DriveResults
16+ GLOBAL LOCATIONS
CAMPAIGNS RUNNING
IN 190+ COUNTRIES
MARKETING PLATFORM
SAAS MULTI-LINGUAL UX
PORTUGUESE
JAPANESE
GERMAN
MANAGED or SELF-
SERVICE OFFERING
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Kenshoo Social Product Suite
Exchange Access
Fully managed campaigns on Facebook
Exchange (FBX) for superior performance
marketing and ROI
Attribution Solutions
Go beyond paid clicks for a holistic view of paid,
owned and earned social media
• Post Impression Attribution • Owned Media Attribution
Ad Manager
Intuitive workflows to quickly and easily
create, manage and optimize at scale
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Powering the World's Top Brands
of the Top 5
U.S. Travel
Websites
4
of the Top 10
Global Hotel
Groups
6
of the Top 10
Global Telcoms6
of the Top 10
Global Retailers7
of the Top 10
Global Agency
Networks
10
of the
Fortune 50
Companies
23
Consumer Electronics
Agencies Retailers Travel & Hospitality
Pure Plays
Entertainment
Financial Services
Food & Beverage
Telecom
Automotive
Apparel
Publishers
Education & Careers
Home & Garden
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Click Thru Rate
INCREASED BY
186%
Cost Per Click
DECREASED BY
77%
Conversions
INCREASED BY
331%
Driving Measurable Social Media Results
After 12 months powered by Kenshoo Social:
This data set includes Kenshoo Social clients that launched or maintained social advertising campaigns between January 1 and
December 31, 2012 and remained active continuously on Kenshoo during the 12 month period.
Data in this set covers over 55 billion total impressions and clicks.
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Paid & Organic Media Integration
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Owned and Earned Media – Symbiotic Investment
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Like • Comment • Share
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Social Relationship Technology Integration
• Kenshoo redirects on
individual owned media
posts to track performance
• Actionable insight into each
customer engagement
• Understand interplay
between owned, earned and
paid media
• Attribute conversions and
revenue to owned media
posts
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Owned Media Page Posts Show Up Throughout the
Customer Engagement Path and Generate Significant ROI
Source: Actual Path to Conversion for Kenshoo Social Retail Campaign
Day 1 FB Ad Impression
Day 3 Bing Click
Day 5 Owned Media Click
Day 7 FB Ad Click
Day 11 Owned Media Click
Day 14 Google Click
Day 14 FBX Click
Day 14 Conversion
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Advanced Targeting & Optimization
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1
2
3
Intuitive Ad Creation Flow
Quickly create and replicate
ads and campaigns at scale
Flexible Campaign Structures
Choose one ad per campaign
to control ad delivery, spend
and easily A/B test creative
Automatically Divide Targets
Quickly create custom
demographics target ranges
Kenshoo Social 2.0:
Quickly and easily create and launch campaigns at scale
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1
2
3
Flexible Data Views
Customize columns for action
types, performance
metrics, targeting and ad settings
Bulk Edit Ads & Campaigns
Quickly edit inline and mass edit
selected elements
Ad & Campaign Duplication
Easily duplicate ads into same
or new campaign; Edit select
elements while cloning
Kenshoo Social 2.0:
Power and performance at your fingertips
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1
2
3
High Level Change Categories
Quickly sort changes by type:
Sync, Sync Error, Edits, Ad
Creation, Imports
Enhanced ToolTip Messages
Explanation of error reason and
suggested actions
Easily Undo Changes
Undo changes in any
order, quickly revert evergreen
or seasonal campaigns
Kenshoo Social 2.0:
Easily identify, sort and undo changes
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Holistic Cross-Channel Attribution
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Multi-touch Attribution (Path to Conversion)
Paid & Owned Impressions/Clicks
Natalie Jones
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hottest shoes.
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Multi-touch Attribution (Path to Conversion)
Web Visit
Shoes.com
Natalie Jones
So cute! Definitely buying these.
I can’t wait to wear them.
Shop at
Shoes.com and
get the best
deals on the
hottest shoes.
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Multi-touch Attribution (Path to Conversion)
Keyword Search
black pumps
Shoes.com
Natalie Jones
So cute! Definitely buying these.
I can’t wait to wear them.
Shop at
Shoes.com and
get the best
deals on the
hottest shoes.
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Multi-touch Attribution (Path to Conversion)
Retargeting
black pumps
Shoes.com
Looking for black pumps?
Find them on
Shoes.com
Natalie Jones
So cute! Definitely buying these.
I can’t wait to wear them.
Shop at
Shoes.com and
get the best
deals on the
hottest shoes.
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Multi-touch Attribution (Path to Conversion)
Conversion
black pumps
Shoes.com
Looking for black pumps?
Find them on
Shoes.com
Natalie Jones
So cute! Definitely buying these.
I can’t wait to wear them.
Shop at
Shoes.com and
get the best
deals on the
hottest shoes.
$ $ $
Shoes.com
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Multi-touch Attribution (Path to Conversion)
black pumps
Shoes.com
Looking for black pumps?
Find them on
Shoes.com
Natalie Jones
So cute! Definitely buying these.
I can’t wait to wear them.
Shop at
Shoes.com and
get the best
deals on the
hottest shoes.
$ $ $
Shoes.com
0%
0%
100%
Last Click
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Multi-touch Attribution (Path to Conversion)
black pumps
Shoes.com
Looking for black pumps?
Find them on
Shoes.com
Natalie Jones
So cute! Definitely buying these.
I can’t wait to wear them.
Shop at
Shoes.com and
get the best
deals on the
hottest shoes.
$ $ $
Shoes.com
100%
0%
0%
First Click
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Multi-touch Attribution (Path to Conversion)
black pumps
Shoes.com
Looking for black pumps?
Find them on
Shoes.com
Natalie Jones
So cute! Definitely buying these.
I can’t wait to wear them.
Shop at
Shoes.com and
get the best
deals on the
hottest shoes.
$ $ $
Shoes.com
Even Distribution
33%
33%
33%
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Multi-touch Attribution (Path to Conversion)
black pumps
Shoes.com
Looking for black pumps?
Find them on
Shoes.com
Natalie Jones
So cute! Definitely buying these.
I can’t wait to wear them.
Shop at
Shoes.com and
get the best
deals on the
hottest shoes.
$ $ $
Shoes.com
40%
20%
40%
U-Shaped
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Multi-touch Attribution (Path to Conversion)
black pumps
Shoes.com
Looking for black pumps?
Find them on
Shoes.com
Natalie Jones
So cute! Definitely buying these.
I can’t wait to wear them.
Shop at
Shoes.com and
get the best
deals on the
hottest shoes.
$ $ $
Shoes.com
24%
29%
47%
Dynamic (Kenshoo SmartPathTM)
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Q & A
#SocialKeys @KenshooSocial
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Thank you!
www.KenshooSocial.com/ForresterStudy
Info@Kenshoo.com
Facebook.com/KenshooSocial
Satisfied Segment: Respondent chose "Extremely Satisfied" or "Somewhat Satisfied" on Q21 (How satisfied are you with PAID social media advertising OVERALL?)
Satisfied Segment: Respondent chose "Extremely Satisfied" or "Somewhat Satisfied" on Q21 (How satisfied are you with PAID social media advertising OVERALL?)
Satisfied Segment: Respondent chose "Extremely Satisfied" or "Somewhat Satisfied" on Q21 (How satisfied are you with PAID social media advertising OVERALL?)
- First I’d like to tell you a little bit about Kenshoo SocialWe provide a SaaS digital marketing platform focused on the needs of the social marketerWe are a global company, with 16 offices around the worldRunning campaigns in over 190 countriesAdvertisers and agencies manage over 1 Billion Facebook ads through our platform each dayWe’re a Facebook Strategic PMD and are 1 of 2 sPMDs with access to FBX
Closed-loop Targeting… to connect with your customers.Search, Social, LocalUniversal Integration…to automate workflow and scale campaigns.Universal Platform (channel and systems integration)Dynamic Attribution… to determine where to spend your next dollar.SmartPathInfinite Optimization… to continually improve performance.$8+ ROI, $25b+ annual client sales revenue
This is a sample conversion path from the owned media attribution caseAs we can see, this customer engagement path includes multiple channels, paid and owned media, as well as impressions and clicksAfter attribution, owned media posts generated $2.14 Revenue Per Click and a whopping $687 Revenue Per PostThese are just a couple of the new metrics that are coming out of new capabilities in owned media performance measurementIt’s important to note that in this case, we are tracking revenue and conversions down to the individual post levelWith this information, paid and owned media managers can collaborate in ways that were previously impossibleOwned media managers can easily identify the types of posts that drive bottom line performance and tailor their content toward high performing activityLikewise, Paid media managers can understand which owned media posts are most valuable and then amplify these through page post ads and sponsored stories to drive additional salesRPC = Revenue Per ClickRPP = Revenue Per Post