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
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Theme:
Integrating social with search is essential to building a
“get found” strategy
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•Why integrate social and search?
•What are some best practices for integration?
•How do you measure the value of integrating social with search?
Agenda
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•Why integrate social and search?
•What are some best practices for integration?
•How do you measure the value of integrating social with search?
Agenda
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July 11, 2000
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July 21, 2011
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Users' ways of finding information have changed
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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
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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
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•Why integrate social and search?
•What are some best practices for integration?
•How do you measure the value of integrating social with search?
Agenda
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1) Improve SEO visibility: Drive inbound links…
Social media profiles further distribution , encourage users to forward , generates more inbound links improves your natural rankings.
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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
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3) Mine keyword searches for content to create or highlight
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4) Enable ratings and reviews
Ratings help your listing stand out from others in search engine results.
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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.
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And they improve position in local listings
Reviews, user-generated pictures, other social content boost local results.
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5) Use paid search to extend the distribution of social content
Sponsored results on social sites promote
created social content
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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
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•Why integrate social and search?
•What are some best practices for integration?
•How do you measure the value of integrating social with search?
Agenda
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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
23Entire contents © 2010 Forrester Research, Inc. All rights reserved.
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
24Entire contents © 2010 Forrester Research, Inc. All rights reserved.
Shar VanBoskirk
+1 617.613.5845
www.forrester.com
Thank you
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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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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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Getting More Out of Social Advertising: Keys to Success
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Getting More Out of Social Advertising: Keys to Success
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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
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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60%25%10%5%
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only (First or Last)
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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40%10%10%40%
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only (First or Last)
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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25%25%25%25%
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only (First or Last)
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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100%0%0%0% (Last Click)
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only (First or Last)
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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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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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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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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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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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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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Getting More Out of Social Advertising: Keys to Success
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Getting More Out of Social Advertising: Keys to Success
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Targeting is Tantamount
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Targeting is Tantamount
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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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Getting More Out of Social Advertising: Keys to Success
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Getting More Out of Social Advertising: Keys to Success
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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
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