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Social Silobuster: Digital Marketers
- 2. People are social, marketers are social > 800 million Source: http://www.facebook.com, http://www.twitter.com > 100 million
- 3. Social is active
- 4. Time spent turns into opportunity Source: http://blog.nielsen.com/nielsenwire/social/ Billions of minutes (May 2011) Activities / Minute X
- 5. Activity will become the new currency
- 6. They are wealthy, educated, families
- 8. They are a distribution channel (and mobile)
- 9. Brands have a new way to connect Be social Fan page + Blog + Twitter Be around activity on platform Facebook ads + Twitter + Media Be in the activity ?
- 10. Positives and negatives of your existing tools FAN PAGE: + – • Post in the newsfeed • Collects remarketing list • Customer feedback loop • Need to drive fans (real fans) ADS: + – • Highly targeted (age, sex, location, interests) • Ads don ’t perform • CTR = 0.05? • Not engaging
- 11. You probably have the page and twitter
- 12. A new page is coming to support activity TIMELINE: Photos Stories Apps ACTIVITY Source: http://mashable.com/
- 13. Some other examples Source: http://mashable.com/
- 14. Promotion is a huge component CRM Ads +
- 15. Ad opportunities are changing based on focus Attention!
- 16. Unlock this audience through normalized activities TARGET ACTIVITIES Audience
- 17. New, rich ad formats delivered on actions Option to brand activities for deeper engagement Performing activities launches Activity Ads Ads are styled & positioned on the page to enhance user experience
- 18. These new ad formats perform better Source: appssavvy Social Activity Index, March 2011 appssavvy Social Activity Index: Equivalent Display Impressions (EDI) Paid Search Social Activity Rich Media Display Medium Industry Benchmark appssavvy Activity Ads 5.5% Engagement Rate Display 0.1% Click Through Rate Rich Media 2.9% Interaction Rate
- 19. Ads are similar to microsites (clear calls-to-action)
- 20. Activity ads yield earned media through connections
- 24. A Case Study: Activity for FInancial Services Clickthrough Rate 63x benchmarks Conversion Rate 4x benchmarks Source: adtivity platform Q3 2011, MediaMind via eMarketer Total Access
- 25. Ultimately, activity is the future of social Active presence Active ad delivery Active users + +