using social analytics effectively to prove social roi
TRANSCRIPT
MOONTOAST, INC. Webinar
Using Social Analytics Effectively to Prove Social ROI
August 14, 2013
PresenterShaun White, Director [email protected]@swhite517
Who is Moontoast? ……Innovative Social Rich Media Ad Platform
2013 Facebook PMD Innovation Award Winner for Social Rich Media
Strategic partner exclusively focused on Social Interactive Advertising and recognized by AdWeek, TechCrunch, Mashable, AllFacebook, and others
Dedicated Managed Services for the creation, execution, and analysis of every unit
Responsive Ad Technology to provide the best user experience
Ecosystem of Partners for email, data, targeting, technology, commerce, & ad buying
Social Rich Media Expertise with big brands
Demonstrated record of first-to-market innovations in social
What Moontoast Believes – Social Rich Media Ads Drive ROI
We believe that social ads need to be branded, interactive experiences that deliver rich engagement for the top brands and agencies to drive social ROI.“ ”
Social Rich Media Aligns With Macro Economics
Explosive growth Social, Mobile, Video
Value cost is advantageous in digital advertising versus TV at scale
Interactive advertising supports the entire path-to-purchase to maximize ROI
Innovation with interactive advertising is creating unique opportunities in social to leverage the news feed (e.g. location-based services, OpenGraph stories)
Social Rich Media Ads Target Audiences Along Consumer Journey
Awareness Lead Generation Preference Shopping Experience Endorsement
Interactive and transactional rich media experiences which engage social consumers throughout the entire path-to-purchase journey within the social
context.
Moontoast’s Social Rich Media Platform
Activation HubAd builder to create, manage
and analyze your ads and campaigns.
Interactive Rich Media AdsMoontoast’s interactive ads can be distributed at scale on major social
channels like Facebook and Twitter, across multiple device types responsively.
Social AnalyticsMeasure and optimize
campaign and ad performance versus
benchmarks.
MOONTOAST, INC.Social Analytics
Social analytics addresses key market problem
“I run social campaigns but I can’t measure ROI effectively.”
“I am/want advertising in social media platforms but need data to help determine what I should be doing where and when?!”
“I have a budget for social advertising but need help optimizing my spend.”
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Social Advertisers are concerned with the preparation and placement of ads. This includes research, media selection and
purchase
• Similar to any Marketing strategy you must:
– Have executive buy-in to utilize social analytics.– Identify the business questions you want answered through
social.– Focus your social analytics strategy on answering these
business questions.– Develop goals, KPIs and success criteria for your campaigns.
Before you begin
• Understand what your consumers are doing with your brand:
– Learning more information about your brand.– Endorsing your product to their friends and family.– Providing feedback on your product through likes and
comments.– Transacting either through purchase or providing more
information about themselves in exchange for an offer.
How do you define your KPIs
• Then formulate your strategy.
– What tools are you going to use to track?– What are you going to track?– How long will you track?
How do you define your KPIs
• Here at Moontoast we have seen the following KPIs work, we refer to them as DITE:
– Discovery– Interaction– Transaction– Endorsement
Moontoast KPIs
DITE Explained
DISCOVERY
INTERACTION
TRANSACTION
ENDORSEMENT
User clicks on the post from the newsfeed.
If the user decides to participate in the contest, they fill-out the form.
Once the form is complete, the user would press the “ENTER NOW” button to submit.
After the submission, the user is asked to shared this app with friends and family.
DITE Explained
DISCOVERY
INTERACTION
TRANSACTION
ENDORSEMENT
Which takes them to a branded experience, with a video and form to receive updates.
If the user decides to participate in the contest, they fill-out the form.
Once the form is complete, the user would press the “ENTER NOW” button to submit.
After the submission, the user is asked to shared this app with friends and family.
DITE Explained
DISCOVERY
INTERACTION
TRANSACTION
ENDORSEMENT
User clicks on the post from a newsfeed.
If the user decides to participate in the contest, they fill-out the form.
Once the form is complete, the user would press the “ENTER NOW” button to submit.
After the submission, the user is asked to shared this app with friends and family.
DITE Explained
DISCOVERY
INTERACTION
TRANSACTION
ENDORSEMENT
User clicks on the post from a newsfeed.
If the user decides to participate in the contest, they fill-out the form.
Once the form is complete, the user would press the “ENTER NOW” button to submit.
After the submission, the user is asked to shared this app with friends and family.
DITE Explained
DISCOVERY
INTERACTION
TRANSACTION
ENDORSEMENT
User clicks on the post from a newsfeed.
If the user decides to participate in the contest, they fill-out the form.
Once the form is complete, the user would press the “ENTER NOW” button to submit.
After the submission, the user is asked to shared this app with friends and family.
DITE Explained
DISCOVERY
INTERACTION
TRANSACTION
ENDORSEMENT
User clicks on the post from a newsfeed.
If the user decides to participate in the contest, they fill-out the form.
Once the form is complete, the user would press the “ENTER NOW” button to submit.
After the submission, the user is asked to shared this app with friends and family.
DITE Explained
DISCOVERY
INTERACTION
TRANSACTION
ENDORSEMENT
User clicks on the post from a newsfeed.
If the user decides to participate in the contest, they fill-out the form.
Once the form is complete, the user would press the “ENTER NOW” button to submit.
After the submission, the user is asked to share this app with friends and family.
DITE Explained
DISCOVERY
INTERACTION
TRANSACTION
ENDORSEMENT
User clicks on the post from a newsfeed.
If the user decides to participate in the contest, they fill-out the form.
Once the form is complete, the user would press the “ENTER NOW” button to submit.
After the submission, the user is asked to share this app with friends and family.
• Facebook Page Insights provide metrics such as the following to inform how your page post is performing:
– Impressions: Number of times a post from your page is displayed
– Reach: Number of impressions of a page post this
– Virality: Number of people who have created a story from your post as percentage of the number of people who have seen it
– People Talking About This: (PTAT) Number of people taking action against your post
Facebook Analytics
• Twitter ads dashboard provide metrics to inform how your ad campaign is performing, such as:
– Mentions: How many times your handle was mentioned
– Follows: Number of follows and unfollows over a period of time
– Recent Activity: Your recent tweets; allows the user to drill down to see the tweets with the most engagement
– Clicks: Number of clicks of any links you share
– Followers: Your growth in followers over time, the gender and location of your followers, the topics they are interested
Twitter Analytics
Moontoast Unique value proposition
Key attributes of the product: Measuring Performance – real-time campaign data Benchmarking – against the industry and across a single
advertiser Market Testing Platform – cumulative intelligence agent for
social advertising Prioritizing for impact – help planning and placement
process Ecosystem – providing best-in-class platform integration
from/to external social advertising and data partners
Moontoast’s Analytics Platform helps digital advertisers understand, measure and optimize their social advertising ROI.
