Connecting Social Brands to Social Business

#SocialBrands

Connecting Social Brands to Social Business
@Jeremy Waite | Head of Social Strategy, Adobe EMEA | 7th Feb 2013

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

5 Social Business Challenges

1. What is the ROI of Social?
2. Content Isn’t King Anymore
3. Who Owns Social Media?
4. What Should You Measure?
5. Commercial v Engagement

“Social media is one area of business where you don’t need
to outspend your competitors in order to beat them”.


The Digital Landscape Is Complicated
WEB | SOCIAL | MOBILE

PRINT | VIDEO | RETAIL

BROADCAST


#SocialBrands


1. The ROI of Social Media
Return on Influence, Impressions, Interactions…


Establishing Credibility

Business recognise the scale,
value and importance of social
media… they just can’t prove it.


#SocialBrands

What is ROI?


#SocialBrands
ROI in Social Media is the
same as ROI in any other area
of business


#SocialBrands
of business

(Revenue Gained – Investment)
* 100
Investment


#SocialBrands
of business

(£100,000 Sales – Investment)
* 100
Investment


#SocialBrands
of business

(£100,000 Sales – £10,000 Investment)
* 100
Investment


#SocialBrands
of business

£90,000
= 9 x 100
£10,000 Facebook Investment


#SocialBrands

Let’s See How It Works in Social…


#SocialBrands


Integrated Social Campaign
CUSTOMER
1% Players EMAIL Sign
2.5% BLOGGER
Blogs &
£700k £1.2m DATA OUTREACH
Complete FOLLOW-
Up on Affiliates
Facebook Ads Game
PAID

ASU / Premium CAPTURE PROMOTE
Data Capture UP
Website but
WITH CTA Drive Sales
REVIEWS ON
£100k Build Form don’t fill in OWNED MEDIA &
& Downloads
Promoted Tweets (20k) form INFLUENCER
Twitter Media
& Trends 2m Plays (50k) BLOGS
(Paid +
20m Owned)
Fans
Comm. Strategy
50% Pay 1m x 69p 20,000 Users Net Profit GAME
ANGRYBIRDS.COM - BUY MERCH OR PLAY50k Buy a
518k
Conversation 69p for £690,000 Data @ £5
DIGITAL MARKETING TOOLS AND TRACKING = ROI (£) Bird
from £10
“SOCIAL BY
Followers
Strategy DESIGN”
game (1m) Affiliate on .com
OWNED

FACEBOOK Traffic (50k x £10)
779m APPLICATION Ad Model£1m /
£1m £500k
Content &
50% Play £100k
Views
Conversation month£12m
the Free
3.4m
Circles & Android
Circles
Hangouts
Version • Customer Engagement • Data Capture
489 (1m) • Brand Awareness • Drive Sales
Content & Traffic
Pins
Driver • Agency Integration • Value of a Fan (£)

ACQUIRE ENGAGE CONVERT

COMMUNITY MANAGEMENT 18 CUSTOMER SERVICE
&

CUSTOMER
1% Players EMAIL Up
5% Sign BLOGGER
Blogs &
Complete FOLLOW-
on Website Affiliates
Facebook Ads Game
PAID

Data Capture UP don’t fill
but
REVIEWS ON
Build
£100k
Promoted Tweets
Twitter Media
Investment
Form
(20k)
in form OWNED MEDIA &
& Downloads
INFLUENCER
& Trends 10% of 20m (100k) BLOGS
Play= 2m
20m
Fans
Comm. Strategy £700,000 Facebook Ads
50% Pay 1m x 69p 200,000 Net Profit 2.5% of
ANGRYBIRDS.COM - BUY MERCH OR PLAY GAME
518k
Conversation 69p for
“SOCIAL BY
£100,000 Users DataAND TRACKING = ROI (£)Buy a
£690,000 Promoted Tweets
DIGITAL MARKETING TOOLS from 2m
Followers
Strategy @ £5 Affiliate £10 Bird
DESIGN”
game (1m)
£1,200,000 Game Build on .com
OWNED

FACEBOOK Traffic
779m
Content &
APPLICATION Ad Model£1m / (50k x £10)
Views
Conversation 50% Play month£12m £500k
£1m £1m
the Free
3.4m
Circles & Android £2,000,000
Circles
Hangouts
Content & Traffic
Pins


&

CUSTOMER
1% Players EMAIL Up
5% Sign BLOGGER
Blogs &
Complete FOLLOW-
Facebook Ads Game
PAID

but
REVIEWS ON
Build
)
Revenue (Salesof 20m
£100k Promoted Tweets
Twitter Media
10%
& Trends
Form
(20k)
& Downloads
INFLUENCER
BLOGS
(100k)
Play= 2m
20m
£690,000 Downloads
Fans
Comm. Strategy
50% Pay 1m x 69p 200,000
20,000 Users Net Profit
ANGRYBIRDS.COM - BUY MERCH OR PLAY GAME 2.5% of
£12m518k Model
Ad
Conversation 69p for
“SOCIAL BY
£690,000 Users@ £5
Data Data
DIGITAL MARKETING TOOLS AND TRACKING = ROI (£)Buy a
@ £5
from 2m
Followers
Strategy DESIGN”
game (1m) Affiliate £10 Bird
OWNED

£100k Data Capture FACEBOOK Traffic on .com
779m APPLICATION Ad Model£1m /
£1m (50k x £10)
Content & £100k
£1mConversation Profit 50% Play
Affiliate
Views month£12m
£1m £1m £500k
the Free
£500k Merchandise Android
3.4m
Circles &
Circles
Hangouts
Content & Traffic
£14,290,000
Pins


&

(Revenue - Investment)
* 100
Investment


(£14,290,000 - £2,000,000)
6.145 x100
£2,000,000


CUSTOMER
1% Players EMAIL Up
5% Sign BLOGGER
Blogs &
Complete FOLLOW-
Facebook Ads Game
PAID

but
REVIEWS ON
Build
Social Successof 20m ROI)
£100k
(Not
Promoted Tweets
Twitter Media
10%
& Trends
Form
(20k)
& Downloads
INFLUENCER
BLOGS
(100k)
 Impressions – 6.2 billion
20m
Play= 2m

 Mentions – 400 million
Fans
Comm. Strategy
50% Pay 1m x 69p 20,000 Users Net Profit
ANGRYBIRDS.COM - BUY MERCH OR PLAY GAME 2.5% of
 New Fans – 700,000 for
518k
Conversation 69p
“SOCIAL BY
£690,000 Data @ £5
DIGITAL MARKETING TOOLS AND TRACKING = ROI (£)Buy a
from 2m
Followers
Strategy DESIGN”
game (1m) Affiliate £10 Bird
New Followers – APPLICATION
OWNED

 70,000
FACEBOOK Traffic on .com
779m Ad Model£1m / (50k x £10)
Content & £100k
 Video Views – 3.5 million
Views
Conversation 50% Play month£12m £1m £500k
the Free
 Positive Sentiment +65%
3.4m
Circles & Android
Circles
Hangouts
 Share of Voice +320%
Content & Traffic
 Game Dwell Time 9:30
Pins

 Ad Recall, BrandENGAGE
ACQUIRE Preference, Social CONVERT
NPS….
&

With an ROI of 615% the
Angry Birds Facebook page (23.5m
fans) could be worth…


2. Content Isn’t King Anymore
Content WITH CONTEXT is King…


What Are Your Goals?

Driving Innovation “You can’t
Innovate rapidly and often, and be manage
recognized for it what you
don’t
Creating Compelling Content measure”.
Curate content to deliver meaningful
experiences across channels, by role,
throughout the customer lifecycle

Understanding Big Data
Identify actionable insights and
segments across channels to drive
engagement and leads

Measuring ROI
Demonstrate value and contribute
consistently to the bottom line


#SocialBrands


The Metrics Paint an
Inaccurate Picture…


#SocialBrands


#SocialBrands

SPECIAL WEAPONS &
TWITTER TACTICS


3. Who Owns Social Media?
Too important to be restricted to the marketing department…


Social Opportunities
SALES
£

MARKETING CUSTOMER
& PR SERVICE
Brand Awareness Complaints : Resolutions
SOCIAL
MEDIA

COMMERCIAL DIGITAL
Data Capture / Insight Traffic to .com / Conversions


4. What Should You Measure?
Just because you can measure everything doesn’t mean that you should


#SocialBrands

The 5 W’s

1.What
2.Who
3.Why
4.Where
5.When

#SocialBrands

What Does Your
CMO Care About?

1. Brand Awareness
2. Brand Preference
3. Advocacy
4. Ad Recall

#SocialBrands

137 Ad’s

$3.8m :30 $506.9m

#SocialBrands


Big Data


5. Commercial v Engagement
The Battle Between “Click-to-Buy” and “Click-to-Share”


#SocialBrands

Bedtime Reading…

@JeremyWaite | Questions?

Connecting Social Brands to Social Business

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