social 101 - engage and convert

SOCIAL 101 ENGAGE & CONVERT

FROM: TO:

MEASURING SOCIAL SUCCESS

AIMING FOR SUCCESS ON SOCIAL PLATFORMS THEMSELVES

LINKING SOCIAL BACK TO MARKETING OBJECTIVES

ENGAGEMENT AS A KEY RESULT ENGAGMENT AS A

MEANS TO AN END

SELLING TO FOLLOWERS BUILDING GENUINE ADVOCACY

ENGAGEMENT HAS CHANGED

2007

Facebook Fan Pages Launch

2008 Launches Chat

2009 Focuses on Privacy

& Sharing

2010 Zynga & Facebook

partnership

2011 Timeline Launches

2012 FACEBOOK

IPO

2013 Custom Audiences

& simpler ‘ads’

2014 Instagram Ads

2015 Facebook App

Family

Likes & Engagement People based Marketing

http://newsroom.fb.com/news/

BECAUSE BUSINESSES CHANGE

YET WE FOCUS ON

Likes # Fans / Followers

Comments

AS OPPOSED TO

% of Conversions from Social

Driving Brand Awareness

Reaching the Right Audiences

IN ORDER TO DELIVER

Sales Advocacy Relevance

HOW

USING THE TOOLS AVAILABLE

Analytics Trends & Research

Listening & Engaging

FACEBOOK AUDIENCE INSIGHTS

Facilitate understanding how your audience uses Facebook

https://www.facebook.com/ads/audience_insights?_rdr

TWITTER ANALYTICS

Achieve relevance by understanding what

resonates with the audience and what's being discussed

https://analytics.twitter.com/

TRENDS

Understanding what people are talking

about & when

http://www.google.com/trends/

GOOGLE SEARCH

And how they’re thinking about it

LISTENING & ENGAGING

The ways they’re talking about it

http://www.topsy.com

SOCIAL ADVERTISING

Giving visibility to your brand and it’s content

SOCIAL RETARGETING

Reaching a validated audience

HELPING DELIVER

Sales Advocacy Relevance

Paid Media Listening & Engaging

Insights & Trends

EXAMPLES & IDEAS

PERISCOPE

CINEMAGRAPHS

CENTRE OF DISCOVERY

VIDEO

CARAT AUSTRALIA @CARATAUNZ

THANKS