kenshoo social webinar: putting social advertising in context

PUTTING SOCIAL ADVERTISING IN CONTEXT

July 28, 2011

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Agenda

Search and Social: Better TogetherShar VanBoskirk, VP and Principal Analyst, Forrester

Social Advertising DemystifiedJohn Yi, Strategic Program Manager, Facebook

Getting More Out of Social AdvertisingAaron Goldman, CMO, Kenshoo

SEARCH AND SOCIAL: BETTER TOGETHER

4Entire contents © 2010 Forrester Research, Inc. All rights reserved.

Theme:

Integrating social with search is essential to building a

“get found” strategy


•Why integrate social and search?

•What are some best practices for integration?

•How do you measure the value of integrating social with search?

Agenda





Agenda


July 11, 2000


July 21, 2011


Users' ways of finding information have changed


Why integrate social and search?

•Social media has always made a difference in search results

– Inbound links, user generated content boosts natural search results

•But now people rely on social media to find what they’re looking for

•Search engines are incorporating social content into search results

• Integrating your search and social strategies can improve the efficiency and results of both


Kenshoo Case Study – Search & Social• Top 100 Internet Retailer running DR search and social campaigns, both with positive ROI

• 20% of all conversion paths showed ad clicks from more than one channel (search and social)

– Over 1/3 had brand queries in the path to conversion

– Consumers discover brand on FB and then search for it by name

Logarithmic Distribution of Keywords in Multi-Channel Conversion Paths





Agenda


1) Improve SEO visibility: Drive inbound links…

Social media profiles further distribution , encourage users to forward , generates more inbound links improves your natural rankings.


2) Mine social content for help with keyword selection

Conversations about animal lovers and pet products could inform the paid search campaign to promote a new pet-care line


3) Mine keyword searches for content to create or highlight


4) Enable ratings and reviews

Ratings help your listing stand out from others in search engine results.


Reviews help your brand get found, even if your site does not

Ikea’s site doesn’t show up in the search results – but reviews of their products do.


And they improve position in local listings

Reviews, user-generated pictures, other social content boost local results.


5) Use paid search to extend the distribution of social content

Sponsored results on social sites promote

created social content


6) Use social to support ongoing crisis management

BP posts live video feeds to keep their message current and prominent in search results.

This pushes negative social content down in the results





Agenda


Measure lift in results1. Volume, value and source of immediate transactions

– Increased number of orders/activities

– Increased purchase price or number of items per order

– More transactions from a target customer group

2. Competitive advantage– Increased overall reach

– Increased mindshare

– Improved representation of brand

3. Customer value– Brand engagement

– Referral value of customer

4. Efficiency– Less keyword expenses

– Less touches required for conversion

– Fewer resources required


To summarize

•The future of search marketing is about “getting found,” not just buying search ads

•Social media can boost search results and provide new ways to be found

•Apply some simple best practices to plan your social and search strategies together

•Measure how integrated efforts generate lift over independent ones

•A single platform that helps you manage search and social together can make integration easier


Shar VanBoskirk

+1 617.613.5845

[email protected]

www.forrester.com

Thank you

mailto:[email protected]

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GETTING MORE OUT OF SOCIAL ADVERTISING

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Digital Marketing Software10 global offices, 200+ employeesCampaigns running in over 100 countriesDirecting $15 billion+ in annual online sales revenueMore than 33 billion Facebook ad impressions delivered through Kenshoo Social Ad Manager

About Kenshoo

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Our Product Suite

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Brands Powered by Kenshoo Social

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Why Kenshoo Social?

Scalable Ad Creation

Robust Campaign Management

Custom Facebook Algorithm

Flexible Reporting

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Getting More Out of Social Advertising: Keys to Success

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Putting the in KPI

PurchasesRevenue

CTRCPC

Conv Rate

Cost

Clicks

Impressions

Revenue/Click Leads

ROI

CPL

CPA

CPM

Downloads

Social Impressions

Likes

Fans

Shares

Share of Voice

Connections

TweetsRetweets

Churn

Follows

AOVMentions

RSVPs

Uniques

CPFVideo Views

Reach

Social Reach

Engagements

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Facebook has Plenty of Impressions

Source: Comscore May 2011

Facebook Yahoo! Microsoft -

50,000,000,000

100,000,000,000

150,000,000,000

200,000,000,000

250,000,000,000

300,000,000,000

350,000,000,000

400,000,000,000

Q1 2011 Impressions

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What Do You Want Those Impressions To Do?

TrafficCPC

CPAROI

Internal (FB) Traffic DrivingBrand Engagement

External Traffic DrivingDemand Generation

ConnectionsLikes

FansRSVPs

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What Do You Want Those Impressions To Do?

TrafficCPC

CPAROI

Internal (FB) Traffic DrivingBrand Engagement

External Traffic DrivingDemand Generation

ConnectionsLikes

FansRSVPs

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The Click Conundrum

Source: Webtrends Feb 2011, Kenshoo Social July 2011

People on Facebook Are Busy Connecting, Not Clicking

Average Display CTR0.10 %

Average Facebook CTR0.05 %

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The Click is Critical

Source: Kenshoo Social May 2011

High Correlation Between CTR and CPCHigh Correlation Between CTR and CPC for Retail Advertiser

CTR %

CPC %

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The Impression Issue

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Shining New Light on Social

I liked it. Hmm.

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Putting the in KPI

Social Impressions

Likes

Fans

PurchasesRevenue

Shares

CTRCPC

Conv Rate

Cost

Clicks

Share of Voice

Connections

TweetsRetweets

Churn

Follows

AOV

Impressions

Revenue/Click Leads

Mentions

RSVPs

UniquesROI

CPL

CPF

CPA

CPM

Video ViewsDownloads

Reach

Social Reach

Engagements

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Putting the KPIs in Kenshoo

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Yes, You Can Generate Direct ROI From Facebook

Agency: iProspectAdvertiser: leading apparel manufacturerCampaign targeting college studentsDirect ROI increased by 71% to $1.73

Advertiser: Internet RetailerCampaign: holiday season promotionPromoting free shipping Direct ROI $1.90

Set an Attribution Model to Reflect the True Value of Each Engagement

Keyword 1

Green T-ShirtGreat PricesT-shirt.com

Blue T-ShirtGreat PricesT-shirt.com

Keyword 2

Red T-ShirtXL Size Available

T-shirt.com

Keyword 3

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Most advertising tracking systems report and act on only the last click prior to purchase


Keyword 1



Keyword 2


T-shirt.com

Keyword 3

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60%25%10%5%

Attribution Models

Linear Ratio

U Shaped

Distribute Evenly

Single Click Only (First or Last)


Keyword 1



Keyword 2


T-shirt.com

Keyword 3

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40%10%10%40%

Attribution Models

Linear Ratio

U Shaped

Distribute Evenly



Keyword 1



Keyword 2


T-shirt.com

Keyword 3

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25%25%25%25%

Attribution Models

Linear Ratio

U Shaped

Distribute Evenly



Keyword 1



Keyword 2


T-shirt.com

Keyword 3

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100%0%0%0% (Last Click)

Attribution Models

Linear Ratio

U Shaped

Distribute Evenly


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Choose One Platform as Your True North

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Choose One Platform as Your True North

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Increase in Facebook ROI for Retail Advertiser Based on Revenue Attribution

Last Click Attribution Undervalues FB Performance

• First Only

• Prefer First

• Distribute Evenly

• U-Shaped

• Prefer Last

• Last Touch

20% 40% 60% 80% 100%

First Only Prefer First Distribute Evenly U-Shaped Prefer Last Last Touch

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• First Only

• Prefer First


• U-Shaped

• Prefer Last

• Last Touch

20% 40% 60% 80% 100%


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• First Only

• Prefer First


• U-Shaped

• Prefer Last

• Last Touch

20% 40% 60% 80% 100%


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• First Only

• Prefer First


• U-Shaped

• Prefer Last

• Last Touch

20% 40% 60% 80% 100%


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• First Only

• Prefer First


• U-Shaped

• Prefer Last

• Last Touch

20% 40% 60% 80% 100%


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• First Only

• Prefer First


• U-Shaped

• Prefer Last

• Last Touch

20% 40% 60% 80% 100%


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Targeting is Tantamount

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Targeting: The Kenshoo Social Way

Creative

x

x =

=

Target

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Slick Segmentation

Full Geographic Targeting and Language Settings

Dynamic Estimated

Reach

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Slick Segmentation

Target by age, gender,

relationship status

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Slick Segmentation

Relate to your audience through likes & interests, education & workplaces

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Slick Segmentation

Reach Friends of Friends

Save Custom Target Settings

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69


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age 20 23 26 29 32 35 38 41 44 47 50 53 56 59 62

Source: Facebook API June 2011

Avg. CPC

Population Size

High Variable Cost Between Targets

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Testing Tactics

Segments

Images

Messaging

Scheduling

Bidding

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Refine SegmentsSegments

Image is Everything

• Background colors• Shocking Images• Animals• People vs. Objects

• Use Buttons• Image frames• Celebrities• Think outside the box!

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Images

Messaging Messaging Matters

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Messaging Messaging Matters

Use a Call to ActionRefresh Copy OftenUse Promotional CodesDon’t use Standard Search CopyPersonalize AdsShort and Concise is Best

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Scheduling is a Snap

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Scheduling

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Better BiddingBidding

Social

Search

Smaller Social CTR Variance Demands Tighter Bid Algorithms

# of Cam

paigns

CTR

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Better BiddingBidding

Social

Search

Smaller Social CTR Variance Demands Tighter Bid Algorithms

# of Cam

paigns

CTR

Leverage bespoke Facebook bid algorithms to manage campaigns based on your goals• CPC• CPA

• ROI• Follow FB Suggested Bid

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Get More with Kenshoo Social

THANK YOU!Kenshoo.com/Social

Facebook.com/[email protected]

kenshoo social webinar: putting social advertising in context

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