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Table of Contents
Executive Summary 2
Planning 4
Social Media Platforms 8
Social Media Production 11
Pricing Models 16
Success Metrics 19
Appendix: Sample Social Media RFP 24
Appendix: Engagement 25
Appendix: Case Studies 26
Executive Summary
The Guide addresses key elements that should be considered during the
social media planning and purchase process. After reading this Guide, you
will have a better understanding of social media and will be able to answer
the following questions:
Planning
• What steps are involved in planning a social marketing effort?
• Why should I plan for ongoing efforts, even for a short-term social
media campaign?
Platforms
• What social media platforms are available?
• Which platform(s) is best for achieving my objectives?
Production
• What are the production considerations for a social program?
Pricing
• What are the common pricing models for social media?
• What are the pros and cons of each?
Success Metrics
• What metrics should I use to evaluate the success of my social media effort?
• What are the available sources of data on which these metrics are built?
_____________________
1
MediaPost, "Survey: Most CMOs to Boost Social Media Budgets in 2010 (And It Had Better
Pay Off)," December 9, 2009
The IAB Social Media Buyer’s Guide builds upon a solid foundation of
guidance previously released by the IAB Social Media Committee, which
includes:
Planning
Your target audience is already engaging with your brand in social media
environments. The opportunity to connect with them and leverage the
power of social media, where messages pass from person to person on a
one-to-one or one-to-many basis, is now. Social Media planning differs
from traditional online media planning in several key ways:
By understanding how your audience is using social media, you can begin
to apply your creative strategy. You may choose to develop new creative.
Often, the creative that exists on your site or from current/past advertising
campaigns will translate well into social media, provided it is engaging and
potentially shareable. Well-designed social media creative should take into
account both traditional and digital platforms to create a comprehensive
social media program.
For the purpose of the IAB Social Media Buyer’s Guide, “Platform” is dened
as any social media environment, content or feature that can be purchased
or used to facilitate relevant consumer social actions and metrics. Examples
include playing games, sending messages, tracking the number of
conversation-relevant posts on the site, and installing applications. For a
complete list of relevant consumer social actions and social metrics, please
refer to the IAB Social Media Ad Metrics document:
http://www.iab.net/socialmetrics
Social Advertising: Social Advertising includes all standard IAB and non-
IAB display advertising occurring within social media environments such as
social networks, social networking applications, fan pages, blogs, mobile
environments, video sites, and other destinations with sharing functionality.
This also can include new social ad units such as Facebook engagement ads.
Other social media platforms and methodologies continue to emerge and evolve.
For the purpose of the IAB Social Media Buyer’s Guide, “Production” is
dened as any type of custom development or content creation that can be
purchased or sponsored.
Fees: Costs vary widely from minimal to expensive depending upon the
scenario. Hiring an in-house writer or community manager can be done on a
full-time or hourly basis. Ask your media vendor what production elements
they may cover, as well as recommendations on other outsourcing options
for production.
For additional legal guidance on social media, please refer to Reed Smith’s
“A Legal Guide to the Commercial Risks and Rewards of the Social Media
Phenomenon:”
http://www.reedsmith.com/_db/_documents/social_media_e-version.pdf
Mobile: There are multiple channels for mobile advertising. They include
mobile Websites, downloadable applications, mobile messaging and mobile
video. For more information, please refer to IAB Mobile Buyer’s Guide:
http://www.iab.net/mobile_buyers_guide
Widgets: applications that can function on any site that accepts external
content, including social networks, blog platforms, start pages, desktop
platforms, or personal Web pages. Widgets can be built to function
differently on each platform, delivering varying degrees of integration with
a social network, from accessing and using social data to not interacting
with the platform at all. These applications encourage connectivity, self-
expression or collaboration, often through games, productivity tools or
interactive content.
The key to success is for social banner ads to enable consumers to have
a real interactive experience within the unit, as opposed to just passively
viewing the content within the ad. For more detailed information, refer to
IAB Social Advertising Best Practices:
http://www.iab.net/socialads
Pricing Models
To aid in social media planning, there are new pricing models available
to purchase the media and new metrics used to track results. Pricing
models such as Cost per Install (CPI), Cost per Action (CPA) and Cost per
Engagement (CPE) are intended to facilitate the buying process by matching
your pricing model with the overall social media strategy. Socially-focused
metrics are subsequently used to track the desired social behaviors such
as sharing, rating or commenting on content. Monitoring and optimizing
performance is more important than ever to keep brands relevant online.
This can occur through the timely updating of content, whether it is adding to
blogs, managing contests, daily tweeting and texting, uploading photos and
video, or refreshing widgets and applications.
Pricing models used in social media include the familiar Cost per Thousand
Impressions (CPM) and Cost per Click (CPC) models, as well as newer models.
Social Actions
Cost per Install (CPI), Cost per Engagement (CPE), and Cost per Action
(CPA) represent a variety of different “Social Actions.” These models aid in
planning, purchasing, and measuring social media inventory by aligning with
your media strategy and assisting in the media selection process. These
new pricing models are performance-based models similar to the CPC
model in that you are billed based on the number of total actions.
Following are denitions of the pricing models (in no particular order) that
are tailored to social media:
Cost per Install (CPI): The cost of creating a unique install of a widget or
application that may be placed on a Web page such as social networks, start
pages or blog sites. An install may also be referred to as a “Post,” “Embed,”
or “Grab.” A CPI may include installs that are distributed across different
demographics, psychographics, or contextually relevant applications. The
actual CPI rate may vary depending on the following:
Cost per Action (CPA): The cost of each user-dened action that takes
place in a given time period. These actions include (but are not limited to):
CPA is best when a specic single action is desired, for example “play
a game” or “view a video trailer.” While using a CPV (cost per view)
placement guarantees viewing, it does not guarantee the audience. The
views may be delivered to users who do not fall within the target audience.
It is recommended that brands are very clear on ad placements when
purchasing on a CPA basis.
CPE is a good pricing model to use when you want to build a performance-
based campaign on the social web. It is recommended for social media
programs that are designed to drive one or more user interactions or
engagements on a single website or distributed interactions throughout the
social web. These programs are most often designed to engage users with
brand-focused activities.
Cost per Click (CPC): The cost of each click to a dened location, in a
given period of time. These locations may include but are not limited to:
• Application page
• Canvas page
• Fan page
CPC is suggested when the goal is to drive trafc. Because the quality of
trafc driven is critical, further metrics may be needed to validate the value
of trafc driven from different places within your media plan.
Summary
When considering which pricing model(s) to choose, keep in mind that
there are no hard and fast rules on when to use one over another. More
importantly, all of the pricing models can be used as metrics. For example,
even if the campaign is bought on a CPC basis, CPE can be a helpful metric
to determine campaign performance.
Success Metrics
Building on the IAB Social Media Ad Metrics document, which covers the
types of activity that can be measured in social media, Success Metrics
focuses on how to obtain these metrics, how to think about their relationship
to marketing objectives and pricing models, and how to apply them to
evaluate success.
Forrester Industry Analyst Sean Corcoran writes that all media can be
classied as owned, paid or earned as dened below (See Figure 1):2
_____________________
2
Forrester: "No Media Should Stand Alone" by Sean Corcoran, December 16, 2009
Using this same reasoning the IAB Social Media Committee has created the
following Roles of Owned, Paid and Earned Social Media (see Figure 2.):
• Paid Media Examples: Please refer to the Platforms & Production sections
• Earned Media Examples
° Individual engagement, dened as interaction with a brand
in a way that brand denes as meaningful. It may be dependent
upon creative, for example: video views, bookmarking, photo
uploads, or creation of user-generated content from brand
assets (B-UGC)
° Social engagement, dened as interaction with brand assets,
which has peer-to-peer(s) impact:
• Conversation contributions, size, density
• Comments, ratings and reviews, discussion boards, forum activity
• Content shared, status updates made
° Growth of followers (Twitter), fans, friends
° RSS subscribers
° Media attention/Press coverage/Buzz
° Trafc (link-backs from newsfeed items or status updates to brand pages)
° Search equity from links to a brand site sent by users into a social
environment (status update, blog post, comment)
° Insight into advertiser’s users or customers (demographics,
psychographics)
While there are now standard metrics, prioritizing them and setting benchmarks
to determine success must be done based on campaign objectives.
Forrester Industry 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
• Identify a marketing objective
• Choose measurement categories that match that objective
• Find a way to track those metrics in the social technologies they
are using
_____________________
3
Forrester: "Three Steps to Measuring Social Media Marketing" by Nate Elliot, October 29, 2009
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 Media 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 Metrics 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.
• Technology Platform: Data may be captured by using existing
ad tracking technology, such as including pixels or tags from your
ad management platform.
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.
Appendix: Engagement
There is more than one metric used to measure success of this engagement.
The value of engagement depends on your business goals. If your goal
is to build trust and credibility, then shifts in brand perception based
on engagement activities should be considered. If 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. In 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 specic
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.
Results
• 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 afnity for the OTA’s message
and produced the highest response rate
for the ad.
Situation
• Brand interaction and purchase intent need to work in unison
• The audience is greatly inuenced 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
• Efciently utilize existing assets and
brand awareness
Rationale
• 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
° =2.9average
Million customization starts
of 31 customization
starts per install
Insights
• Teen demo responds to brand interactions that allow a social and
creative outlet
• Increased functionality -> increases virality
• CPI 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 solidied their place in our media strategy moving forward.
Results
• Brand Engagement
° Interaction
Over 43
rate
clicks per install
°
• User-endorsed Brand Engagement
° Average of 22 friends reached in addition to original install
Goals
• Introduce 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
• Introduce participants to the new Poppy line while also allowing
Testimonial: “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 Bricksh’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.”
Results
• Using Bricksh’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
Situation
“The brand is not what you say it is. It’s what they 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 ofine. In 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
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
Solution
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 proles 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 proles and branded content
• News - a place for both ofcial Jeep news plus lifestyle news (want to
know where to buy a recycled sleeping bag for your next camping trip?).
• 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
proles 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 workow. API pulls
bring in the content from Flickr, YouTube, and RSS Feeds – allowing for
quick Legal and Product review and fast content refresh.
Results
Even with no paid media, Jeep Experience metrics signicantly
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 proles, 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 sales).
Goal
ExecTweets, a groundbreaking, rst-of-its kind marketing program,
leverages the Twitter platform to accomplish brand goals. It 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 (@exectweets). 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. It can also belted 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 trafc 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 trafc and engagement that exceeded all expectations.
Results
ExecTweets exceeded all expectations in terms of results and ROI. 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.
Goal
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 Maa 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 game), players were
able to view clips from the movie and read John Dtillinger factoids
Testimonials
• “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. “Maa Wars was an incredibly
dynamic environment to seamlessly integrate our property and to
effectively engage a signicant 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 Maa Wars. “The metrics were off
the charts in every KPI (Key Performance Indicator) exemplifying not only
the relevance, but the success of adding value to the Maa War game
experience. We are excited about exploring more opportunities as we
look ahead to enhance Zynga games through advertising partnerships.”
Results
• 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 Maa 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