5. Customer Intelligence
» Identify your best
customers
» Measure brand
affinity
» Learn what’s top-of-
mind with customers
» Pinpoint audiences
ripe for engagement
or conversion
5
6. Checklist for Success
Be Relevant &
Specific
Be Authentic
Focus on
Connecting Not
Clicks
Amplify
6
8. Manhattan Marketing Ensemble
Privately held full service
advertising, marketing &
branding agency. For 22
years MME has helped
clients exceed their goals
via integrated
marketing, traditional and
online campaigns.
8
9. Febreze Carpet Care Cleans
Up on Facebook
Objective: Launch a Facebook campaign to increase awareness, trial and
purchase of all Febreze Carpet Care products
Strategy: Leverage Compass Labs IQ (CLIQ) platform to target audiences
based on actions and behaviors
1 Maximize Dance Video Contest
Registrations
2
Maximize Dance Video
Submissions
3 Fan Acquisition
9
10. Superior Results Delivered
» Average Like Rate far
exceeded the industry average
at 105%
• 374% increase in “likes”
and post comments on
the Febreze fan page
» Strong Average CTR at .18%
vs. industry average of .07%
» 298% overall increase in the
number of Febreze Carpet
Care fans
10
11. Actionable Insights
CLIQ’s Unique Solution: Social
intelligence insights algorithm
» Majority of social chatter from
Females who also talk about
babies
» Interests of potential fans –
Organic Food, Fitness, Daily
Deals
» Favorite TV shows – Passion
for food related reality TV
shows (Iron Chef, Anthony
Bourdain, The Next Food
Network Star)
» Favorite Websites –
Yelp, Groupon, Fox
News, Huffington Post
11
13. THANK YOU
Sumant Yerramilly Crystal Zheng
GM, CLIQ Platform Digital Media Supervisor
Compass Labs MME
sumant@compasslabs.com czheng@mme.net
@compasslabs
Editor's Notes
Facebook alone has 845 Million users, very significant reach and comparable to TV, but it is coupled with interactivity. You can now have a dialogue with customers and build a story around your brand with social. Almost 4 billion pieces of content shared each week
With social you can target at a much more granular level, and reach people based on their actions,behaviors and social conversations.
Social is the world’s largest, free focus group. As a marketer, you now have access to real-time data about your audience and their affinities.
1. Be Relevant – tune in to what kind of content engages your audience and make sure you are aligned with what they watch, visit and chat about. Be specific and make sure you include a call to action in your creative!2. Be Authentic and own your voice – make sure your fan page and ads are in alignment.3. Don’t focus on CTR. With social as your real-time focus group, you can now gain deeper insights into consumer behavior, sentiment and engagement to get more mileage out of your ad campaigns, going way beyond analyzing just who clicks.4. Earned media for social is just as important as paid, so understand how to leverage your audience and friends of fans to amplify your marketing message is key. Social takes word of mouth marketing to the next level!
