Professional Documents
Culture Documents
lndividual engagement, de!ned as interaction with a brand
in a way that brand de!nes as meaningful. lt may be dependent
upon creative, for example: video views, bookmarking, photo
uploads, or creation of user-generated content from brand
assets (B-UGCj
Social engagement, de!ned as interaction with brand assets,
which has peer-to-peer(sj impact:
Conversation contributions, size, density
Comments, ratings and reviews, discussion boards, forum activity
Content shared, status updates made
Growth of followers (Twitterj, fans, friends
RSS subscribers
Media attention/Press coverage/Buzz
Traf!c (link-backs from newsfeed items or status updates to brand pagesj
Search equity from links to a brand site sent by users into a social
environment (status update, blog post, commentj
lnsight into advertiser's users or customers (demographics,
psychographicsj
IAB Social Media Buyer's Guide
22 2010 Interactive Advertising Bureau
Determ|n|ng Success Metr|cs
While there are now standard metrics, prioritizing them and setting benchmarks
to determine success must be done based on campaign objectives.
Forrester lndustry Analyst Nate Elliot suggests that marketers fail because
they focus on the metrics that are most easily available, instead of the
metrics that best correspond to the objectives they are pursuing. He
recommends that marketers consider measurement during the planning
process using three steps:
3
ldentify a marketing objective
Choose measurement categories that match that objective
Find a way to track those metrics in the social technologies they
are using
Performance analysis may need to cover quantitative metrics as discussed
in the lAB Social Media Ad Metrics document as well as qualitative metrics.
Some qualitative metrics include:
Appropriateness of user content submitted
Subject/content of positive or negative comments
lmpact on consumer sentiment as result of program
The following provides a framework for determining the benchmarks
appropriate for measuring performance against your objectives:
Benchmark non-social efforts
ROl as compared to other of"ine or non-social media, for
example, driving sales, registrations, use of coupons, or
number of positive conversations
Engagement, or time spent with a widget or application
creative as compared with traditional display ads
Benchmark previous social efforts and set new goals and
objectives in the planning phase
lncrease in performance, sentiment and/or quality of content
on previous social campaign. This assumes similar marketing
objectives for the two efforts.
Model goals and use % of goal reached
lf campaigns pay for 10,000 video views, and external
benchmarks suggest a 15% lift with earned video views, set
a minimum goal of 90% and a stretch goal of 110% for those
estimated 11,500 views
_____________________
3
Forrester: "Three Steps to Measuring Social Media Marketing" by Nate Elliot, October 29, 2009
IAB Social Media Buyer's Guide
2010 Interactive Advertising Bureau 23
Set absolute goals
lncrease % of conversations around brand
lncrease number of positive conversations and overall
consumer sentiment from current levels
ldentify the customer demographic segments who are most
interested in a new product
Achieve speci!c number of fans for a brand on Facebook or
number of followers on Twitter
Data Sources
All social media programs should be able to provide a brand with data
and metrics so that the organization can measure the success of its social
initiative. There are three typical data sources for social media, not unlike
the sources for traditional media. These include:
New Med|a Vendor: vendors that run social media programs
typically provide advertisers with the relevant campaign statistics
collected directly through their own systems. For example, a vendor
that builds and distributes applications or widgets typically
provides clients with associated data on application installs and usage.
New Metr|cs Vendor: vendors focused exclusively on social media
monitoring, including listening platforms that monitor conversation
volume and type, can provide necessary data for evaluating
performance against some marketing objective.
Techno|ogy P|atform: Data may be captured by using existing
ad tracking technology, such as including pixels or tags from your
ad management platform.
IAB Social Media Buyer's Guide
24 2010 Interactive Advertising Bureau
Append|x: Samp|e Soc|a| Med|a RFP
A comprehensive RFP is the !rst step in building a strong social media plan.
Similar to the RFP for traditional online media, the social media RFP sets
the parameters of the campaign, or ongoing program, and provides enough
creative guidance to generate strong responses from potential vendors. All
RFPs are structured differently. The following list of key RFP components
will help a sales representative or new-business manager prepare a proper
response.
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2010 Interactive Advertising Bureau 25
Append|x: Engagement
What exactly does engagement mean?
ln social media, engagement" is most often used as an all-encompassing
term to represent a desired interaction with your brand. As opposed to
passively reading or watching, people are encouraged to engage in sharing,
connecting, and experiencing dynamic, real-time content. Successful social
media campaigns will meet this expectation and allow consumers to interact
with their brand, which may include personalizing, tagging or rating content,
sharing something new with friends, adding comments and so on. Selecting
the right kinds of engagement is achieved by listening" to your audience's
needs, behaviors and motivations.
There is more than one metric used to measure success of this engagement.
The value of engagement depends on your business goals. lf your goal
is to build trust and credibility, then shifts in brand perception based
on engagement activities should be considered. lf your goal is to build
consideration, then metrics such as registration, contributions and other
data are important to show how engagement is drawing the consumer
closer to the brand. ln many cases, engagement can only be shown over
time as users !nd value in the experience and deepen their relationship
through successive interactions.
This continued engagement can give a social media campaign a life of its
own. Even if you initially plan a short-term campaign based on a speci!c
event, for instance, you may have built up a relationship with your audience
by the end of the campaign. To get the most value of your investment, be
"exible in maintaining the connection with your newly engaged audience.
IAB Social Media Buyer's Guide
26 2010 Interactive Advertising Bureau
Append|x: Case Stud|es
The case studies included illustrate successful social media campaigns
submitted by members of the lAB Social Media Committee. They are real-
world examples from marketers and agencies collaborating with social
media partners to plan, buy, execute, and measure social media campaigns.
They are meant to bring the lessons from this buying guide to life. Use them
as inspiration for your next social media campaign.
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2010 Interactive Advertising Bureau 27
Campa|gn: The Organ|c Trade Assoc|at|on:
D|scover|ng New Buyers v|a B|og Conversat|ons
Us|ng soc|a| |nte|||gence to ta|get a d|so|ay camoa|gn to o|og s|tes/a0d|ences
Soc|a| Med|a P|atform: Blogs
Goa|s
Reach almost new" organic users by tapping speci!cally into blog
sites/audiences
Build awareness around organic food with moms and college-age adults
lncrease site traf!c
Approach
OTA chose to work with BuzzLogic to identify where the most
in"uential and trusted blog chatter was taking place around key topics.
BuzzLogic's platform identi!ed and targeted conversations in four
key areas: parenting, novice organic interests, healthy living,
beauty and popular culture.
lts proprietary algorithm looked at multiple factors, such as the
credibility and topical expertise of authors, site-to-site connections
(or, social graphsj around content and site audience/demographic
data to maximize ROl for the OTA campaign.
IAB Social Media Buyer's Guide
28 2010 Interactive Advertising Bureau
Resu|ts
Outperformed traditional ad network buys by more than 2x.
Outperformed ad buys on a social networking site dedicated to
moms-one of the OTA's most important constituents-by more than 4x.
Uncovered new audiences by focusing
on unexpected conversations: for
example, audiences engaged with
!tness/pop culture conversations showed
a strong af!nity for the OTA's message
and produced the highest response rate
for the ad.
Campa|gn: JC Penny AZ Jeans Ho||day 2008
Soc|a| Med|a P|atform: Widgets and Social Applications
S|tuat|on
Brand interaction and purchase intent need to work in unison
The audience is greatly in"uenced by their social environment and
friends opinions
Young adults react well to and support brands who engage them
intelligently
The target is looking for opportunities to show independence
Strategy
Utilize tools that open the door for
users to express their digital personality
Ef!ciently utilize existing assets and
brand awareness
Rat|ona|e
Used existing Stuck on You" concept
and wigetized to engage the audience
Gigya brought the experience and
reach in the social widget world.
Cost per install model gave a level
of guarantee in our execution
2.9 Million customization starts
= average of 31 customization
starts per install
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2010 Interactive Advertising Bureau 29
Ins|ghts
Teen demo responds to brand interactions that allow a social and
creative outlet
lncreased functionality -> increases virality
CPl model is optimal for this type of execution
Need a Kill Switch" for admins in order to monitor content
The successes and engagement these executions have brought to the
table have solidi!ed their place in our media strategy moving forward.
Resu|ts
Brand Engagement
lnteraction rate
Over 43 clicks per install
User-endorsed Brand Engagement
Average of 22 friends reached in addition to original install
IAB Social Media Buyer's Guide
30 2010 Interactive Advertising Bureau
Campa|gn: Coach Launches "Are You a Poppy G|r|?"
Cross-Soc|a| Market|ng Program w|th Br|ck!sh
Us|ng a c|oss-soc|a| med|a o|atfo|m to |nt|od0ce a new o|od0ct ||ne to a yo0nge|
demog|ao||c to |ea|n mo|e aoo0t |ts cons0me|s' tastes and oo|nts of v|ew.
Soc|a| Med|a P|atform: Cross Social: Blogs, Mobile, Social Networks,
Widgets and Social Applications, Sponsored Platforms
Goa|s
lntroduce a new product line on many social media channels at
the same time
Build and reach a new target audience
Learn about new target audiences' tastes and points of view
Drive increased awareness for new product, as well as the brand
Approach
Launch the Are You a Poppy Girl?" program to engage
consumers by asking them to create one-of-a-kind Poppy scrapbook
pages, which displayed their own unique styles and points of view
Entrants used a customized version of the Entry Editor, which
provided them with Poppy Girl logos, bags, and Poppy Girl
personalities from which to choose
Products that were utilized and promoted in each of the Poppy
scrapbook entries were listed below the entries with short
descriptions of the items, price points, and links for purchase
lntroduce participants to the new Poppy line while also allowing
IAB Social Media Buyer's Guide
2010 Interactive Advertising Bureau 31
Coach to gain insight into the product lines target demographics'
sense of style
The program offered unique and compelling prizing
Test|mon|a|: The 'Are You a Poppy Girl?' campaign is yet another great
example of how the power of online consumer engagement, coupled with
an interactive social media platform and Brick!sh's expertise as one of
the industry's most innovative social media marketing teams can ignite
huge results," said David Duplantis, SvP Global Web & Digital Media for
Coach. This campaign allowed us to build awareness through consumer to
consumer sharing and give Coach Poppy a foothold in the ever increasing
social media sphere."
Resu|ts
Using Brick!sh's patent-pending viral share tools, 68% of entries
were shared across the internet to sites such as Facebook, Twitter,
MySpace and more.
More than 3,000 unique Poppy scrapbook pages were created
The program received more than 1 million consumer social engagements
Each program participant spent an average of 14 minutes with the brand
The program reached more than 2,300 unique URLs cross-socially
on the Web
IAB Social Media Buyer's Guide
32 2010 Interactive Advertising Bureau
Campa|gn: The Jeep Exper|ence:
Branded Soc|a| Med|a from Organ|c
Soc|a| Med|a P|atform: Cross Social: Widgets and Social Applications,
Social Networks
S|tuat|on
The brand is not what yo0 say it is. lt's what t|ey say it is."
- Marty Neumeier, Acclaimed Brand Strategist
The Jeep brand has always had community element around it. Jeep owners
have a history of gathering and sharing their experiences of"ine. ln early
2007, we saw a lot of online activity as well. A general search of the word
jeep" revealed:
Over 160,000 photos on
Flickr tagged" Jeep
31,000 videos on YouTube
featuring Jeep 4x4s
500 Jeep-related groups on
Facebook
1,316 Yahoo! Groups for Jeep
enthusiasts
Organic and Jeep decided it was time
to formally engage the online Jeep
community.
Approach
Strengthen the Jeep brand by casting it in the light of its owner and
enthusiast community
Promote fan content and enable content sharing between fans and
brand intenders
Join and contribute to the conversation already in progress
Become the authoritative and authentic voice of Jeep on branded
properties as well as existing groups and forums
IAB Social Media Buyer's Guide
2010 Interactive Advertising Bureau 33
So|ut|on
Organic designed and developed Jeep Experience," an aggregated
showcase on Jeep.com featuring the best conversations and content
taking place on social networks, as well as an interchangeable social media
portfolio" from which we pulled content for Jeep Experience. The social
media portfolio that feeds Jeep Experience consists of branded pro!les on
YouTube, Flickr, Facebook and MySpace. This created a very large, very
active social media footprint where user-generated content and branded
content live together seamlessly.
Jeep Experience was developed and categorized by the Jeep brand passion points:
Community - the landing page showcases the best of Jeep UGC and
promotes the various branded social media pro!les and branded content
News - a place for both of!cial Jeep news plus lifestyle news (want to
know where to buy a recycled sleeping bag for your next camping trip?j.
Events - want to experience the 10+ different Jeep sponsored events
are like? Get a preview of them all via video footage shot by attendees.
Action Sports - see pro athletes such as Tony Hawk and Sean White
at Jeep Winter X Games and other sponsored events
Legacy - a catalog of all Jeep 4x4s from 1941 to present day.
Swag and Games -Jeep brand merchandise, downloadable
wallpapers, and Jeep branded games
Organic designed Jeep Experience to pull in new content via RSS feeds,
Flickr photos, and YouTube videos from its branded social networking
pro!les and groups. We folded in new and pre-existing content. A custom-
coded Refeed/Reblog system serves as a holding tank for dynamic content
moderation, which is important for timely publishing work"ow. APl pulls
bring in the content from Flickr, YouTube, and RSS Feeds - allowing for
quick Legal and Product review and fast content refresh.
The Jeep Exper|ence S|te
www.jeep.com/experience
The Branded Soc|a| Med|a Portfo||o
www.facebook.com/jeep
www.youtube.com/thejeepchannel
http://www."ickr.com/groups/jeepexperience/
http://www.myspace.com/jeep
IAB Social Media Buyer's Guide
34 2010 Interactive Advertising Bureau
Resu|ts
Even with no paid media, Jeep Experience metrics signi!cantly
outperformed expectations. Engaged visitors spent close to 15 minutes on
Jeep Experience. Many of these visitors continued to build their relationship
with the brand on the branded social media pro!les, most notably
Facebook, with approximately 350,000 active fans. Jeep Experience visitors
also outperform jeep.com visitors - not only in the expected engagement
categories, but in lower funnel activities (these activities are directly
correlated to new vehicle salesj.
Average Time on Site: 14:53
17% Compare vehicles vs. 7% on jeep.com
12% Search lnventory vs. 9% on jeep.com
15% Locate a Dealer vs. 11% on jeep.com
IAB Social Media Buyer's Guide
2010 Interactive Advertising Bureau 35
Campa|gn: M|crosoft's ExecTweets
Soc|a| Med|a P|atform: Cross Social: Blogs, Widgets and Social
Applications, Mobile
Goa|
ExecTweets, a groundbreaking, !rst-of-its kind marketing program,
leverages the Twitter platform to accomplish brand goals. lt does this by
enhancing the Twitter experience and providing a service to the business
community. The high-level campaign objective was to improve the
perception and preference for Microsoft's brand, products and services
among the business community.
Approach
Federated Media, Microsoft and McCann Worldgroup created a Website
called ExecTweets and a twitter account (@exectweetsj. ExecTweets is a
platform that aggregates the tweets of top business execs and empowers
the community to surface the most insightful, business-related tweets.
The centerpiece of the site is an aggregated Twitter feed of all tweets
from a select group of leading business executives. This feed has
voting functionality, so the community can vote up or down their
favorite tweets. lt can also be!lted by Featured," Most Popular" and
All Tweets."
Users can the follow the @ExecTweets feed and receive the best tweets
from the leaders in the American economy on a regular basis.
Twitter users can nominate people they'd like to see featured in the
ExecTweets site.
There is a Community Tweets" section in which anybody can feed
their Tweets into the site by replying to the @exectweets Twitter alias.
For those that are as yet unfamiliar with the Twitter service, the site
features a Twitter 101 section.
ExecTweets also has an accompanying iPhone application.
The Website relies heavily on organic Twitter traf!c to drive people to the
site, but Microsoft also used banner media as well as a key promotional
placement on the Twitter homepage. The combination of the three efforts
resulted in traf!c and engagement that exceeded all expectations.
IAB Social Media Buyer's Guide
36 2010 Interactive Advertising Bureau
Resu|ts
ExecTweets exceeded all expectations in terms of results and ROl. The
campaign enhanced preference and improved perception of the Microsoft's
brand, products and services with over 1,000,000 Twitter followers, 800,000
page views and 15,000 iPhone application installs in the !rst 9 months of
the campaign.
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2010 Interactive Advertising Bureau 37
Campa|gn: Pub||c Enem|es
B|u-ray" and DVD Re|ease Integrat|on |n Zynga's Ma!a Wars
through appssavvy
Soc|a| Med|a P|atform: Widgets and Social Applications, Gaming
Goa|
Generate buzz for the release of Public Enemies while bringing value to the
game's user experience.
Approach
Celebrated the home entertainment release of Public Enemies by
launching this !rst-of-its-kind integration reaching millions of consumers
During Public Enemies Week" on Ma!a Wars, players completed
various jobs in order to unlock Public Enemies Loot" - items such as
John Dillinger's wooden gun, prison stripes, and Public Enemy #1
Newspaper, among others
Additionally, special Public Enemies -featured jobs were offered for a
limited time. After completing jobs (playing the gamej, players were
able to view clips from the movie and read John Dtillinger factoids
IAB Social Media Buyer's Guide
38 2010 Interactive Advertising Bureau
Test|mon|a|s
Even John Dillinger would be impressed with the scope and success of
this effort," said Mike Wokosin, vice President, Digital Marketing,
Universal Studios Home Entertainment. Ma!a Wars was an incredibly
dynamic environment to seamlessly integrate our property and to
effectively engage a signi!cant and relevant audience."
The opportunities for marketers to engage with people in social media
are vast but they have to be done in ways that are relevant to consumers
as the Public Enemies campaign demonstrated," said Scott
Koenigsberg, General Manager of Ma!a Wars. The metrics were off
the charts in every KPl (Key Performance lndicatorj exemplifying not only
the relevance, but the success of adding value to the Ma!a War game
experience. We are excited about exploring more opportunities as we
look ahead to enhance Zynga games through advertising partnerships."
Resu|ts
Public Enemies Loot garnered nearly 55 million interactions during the campaign
Public Enemies' featured job, or Crime Spree" was completed more
than 44.5 million times by nearly 19 million unique game players
Outside of Loot interacted with and Jobs completed, the integration
was a viral success. Loot and Job interactions were posted to
players' Facebook Newsfeed more than 7.6 million times delivering
nearly a billion viral impressions
Meanwhile the campaign generated nearly 25,000 'Likes' and more
than 26,000 comments on the Ma!a Wars Facebook fan page
Overall, over delivered by a multiple of 13, which ultimately supported
the !lm's break-out during the busy holiday season