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ROI in Social Media Advertising
A short introduction to our social media agency
• UK’s first Social Media Agency
• Ability to carry out comprehensive social media monitoring and sentiment analysis, using our own unique optimisation tracking tools
• Experience of working with a diverse mix of global clients, to leverage the marketing power of social media networking in multiple languages
• Mediate between brands and consumers by creating engaging and results driven social media programmes across a range of sectors
• A founding member of the DMA Social Media Council
Why we like SMA
Tops 3 benefits of Social media Advertising
1. Drives ROI Still a highly cost effective channel that is proving time and again it offers great value
2. Great companion for social media campaigns Plays a valuable supporting role for conversational brand ambassador campaigns.
3. Uniquely targeted
Ability to find and target specific audiences
Types of Social Media Advertising
Media type Channel examples Cost Benefits
Paid social media advertising
Facebook ad network, sponsored conversation, promoted tweets
Media spend and time
• Scalability • Timeliness • Complimentary
messaging
Earned social media
Brand ambassadors in forums, Q&As
Time • Trustworthy • Viral potential • Incredible
conversion rates
Brand owned media
Facebook group, web site, mobile app
Time • Full control of messaging
• Longer term approach to buying process
Social Media Investment
Trends in spending
SAS/ Marketing Week March 2010
Breakdown by platform
SAS / Marketing Week March2010
Social Media ad spend
Social Media ad spend
How Social Media advertising Drives ROI
Decision Making Process
Royal Caribbean Objective Raise awareness and drive interest in the Royal Caribbean and their Celebrity Cruises. Approach Target women in their 40s and 50s who illustrate an interest in European culture and premium European travelling.
Lead Generation
Hertfordshire Constabulary Objective Improve the number of applications for the Police’s Special Constables. Approach Drive applications by targeting prospective candidates within social media spaces
Decision making process
TweetForce Objective Support customer service propositions Approach Engage with Twitter audience about product support and post product purchasing and recycling issues.
Principles
• Still use best practise approach to ad propositions
Principles
• Still use best practise approach to ad propositions
• A / B testing highly recommended
Principles
• Still use best practise approach to ad propositions
• A / B testing highly recommended
• Utilise the unique insights from click data.
Principles
• Still use best practise approach to ad propositions
• A / B testing highly recommended
• Utilise the unique insights from click data
• Connect with analytics to calculate ROI
Principles
• Still use best practise approach to ad propositions
• A / B testing highly recommended
• Utilise the unique insights from click data.
• Connect with analytics to calculate ROI
• Daily monitoring at beginning of a campaign for lowest CPC
Principles
• Still use best practise approach to ad propositions
• A / B testing highly recommended
• Utilise the unique insights from click data.
• Connect with analytics to calculate ROI
• Daily monitoring at beginning of a campaign for lowest CPC
• Find balance of overly targeted and broad profiling at especially at beginning of campaign
