Date post: | 05-Dec-2014 |
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Capturing Communities of Interest
@saulignacio
Saul Leal – GM Social & Family Products
FamilyShare Network
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80M+ global followers I Love My Family: 37M US monthly reach
Ability to geo-target, target based on interest
FamilyShare social posts reach Facebook news feeds more than 7 Billion times per month
Among highest engagement of any global brand page
100+ Facebook channels built for families
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Facebook demographic: “busy moms”
70%+ accessing via mobile
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High Facebook engagement drives reach
Engagement <1% Engagement 30-60%
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100+ Facebook channels built for families
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Launched Q1 2013
6.3M monthly unique visitors
14M monthly page views
4 languages (English, Spanish, Portuguese, Indonesian)
70 contributors in 7 countries
“Native Ads” with text, images, video
FamilyShare Network Websites
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FamilyShare native ad relationships began April 2014, with clients including:
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Native Advertising Value Chain
Brand Strategy Content Strategy
Content Creation
Publication & Merch
Promote Externally
Analytics & Reporting
Understand brand message and target audience
Establish goals and metrics
Key brand messages
Linkage to publisher content
Execution:
Headlines
Text
Images
Video
Scheduling
Multiple access points
Relationship to other content
Social media
Content distribution partnerships
CTR to story
Content views (Page views, video views, etc)
Social shares
Test brand lift and awareness
agency publisher
promoter
integrated native publisher Client identifies goals and brand needs to DDM
DDM develops strategies and content to achieve TexasHillCountry.com’s goals & needs
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80k page views in one weekend
Average time on page: 3:54
(>2x average of all content)
Example: Namco reintroduces Tamagotchi toys to US market
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17k video views overnight http://familyshare.com/tips-tricks-and-great-advice-all-new-parents-should-know
Example: Procter & Gamble promotes Pampers with sponsored video
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Trusted voices of light and knowledge, reaching hundreds of millions people.
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Social Channels
• 86 Million Global Social Followers,
• 187 Million Social Engagement (like, comment, share)
• 2.3 Billion Reach
• 6 Billion Impression
• Able to reach all FB audience within 2 generations
• 7 post per day per page. Avg400 total per day.
As of January 1-31, 2014
Social KPI’s - January 2014 Family Sites
• English, Spanish and Portuguese, since 2013
• 14 Million Social Referrals
• 249 K E-mail Subscribers
• 70% mobile traffic
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Principle - “liking” is not enough
Solidify the Brand � Cultivate Audiences � Drive Traffic to Sites
ENGAGEMENT
REACH
FOLLOWERS
TRAFFIC
Followers Engagement Reach Traffic Monetization Opportunities
“I love my family” reach Feb 2014
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Application – Recipe for Reach
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Facebook Reach (agregated)
-
0.50
1.00
1.50
2.00
2.50
Bill
ion
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Recipe for Reach
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Types of Posts
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Link Posts
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Engaging Posts
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Solidify the Brand � Cultivate Audiences � Drive Traffic to Sites
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1. Follow the followers who you want to follow you. 2. Engage to be engaged. 3. Influence the influencers. 4. Reach out to reach more. 5. Mention to be mentioned, and mention the mentioner.
Twitter- Get to 5K followers
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ü Determine common Passion and build upon them
ü Engagement leads to Reach, which in turns leads to Traffic
ü Diversify your posts
ü Preserve the value and intention of your channel
ü “Linking” is never enough, continue to nurture
#tips2takehome
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Questions?