I came in to the Social Ad Summit about 2 hours after it started. After running into a few friends, I sat down and started live blogging using my 3G IPhone (forgive my spelling errors and lack of hyperlinks, bolder text and underlined text).
Branded Experiences on Social Networks
Hyper Targeted Ads (Facebook)
Social Banners
Branded Virtual Gifts
Branded Apps
Fans (Fan Pages)
Groups (funny pages like when I was your age Pluto was a Planet). Need adjust your tone depending on where you advertising.
Events (event page on FaceBook)
What do you need to do?
1. Clear, definable goals
2. Use multiple channels and be ready to fail on some channels.
3. Leverage metrics to qualify your success.
Keep on testing.
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Advertising on Social Networks _ what Brands spend on Social Media
tFocus Agency: moderator
mTV - spend about 500k in Social Media (awful)
JPMorgan - didn’t say
FORD (Scott Monty) - know he’s a Social Media Czar at Ford.
How does a Brand inject itself in a conversation. Scott Monty says Social Media is about building longer term relationships because it buys you more in the long run. Note to myself( if this is so, there needs to be a way to prove it).
Look at the lifetime value of those who download an application. From a brand marketing point of view, there’s a lot of percision in the online digital platform missing in offline channels.
Scott Monty mentions people want data to be embedded in their own ways.
MTV - use our content to “express yourself”. Eventually, we’ll make more money.
Control - choose the communities you wish to engage with (Ford, Sims, personal vechile), led to 4.5 million downloads in the game.
Metrics - look for absense of saying “this is really stupid” as a sign of success.
Give something of value such as widget, etc. Also, the more time a visitor is exposed to a brand can be looked at as a network.
Why does someone choose Facebook vs. Myspace?
Commedians- use Myspace. Scott Monty thinks Ford can do a better job in terms of long term value and engagement.
Ford has to do micro-targeting to figure out where their audience is because all we know, so far, is they drive.
Mobile?
By the way - here’s a link to a more complete writeup of this session from Inside the Marketers Studio - David Berkowitz’s Marketing blog - Branded Experiences on Social Networks
David was sitting at the same table I was at.
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