Think Social, Act Global Sabeen H. Ahmad Publicis North America t: @SaBean21

Publicis Reel (T-Mobile)

THINK SOCIAL, ACT GLOBAL

WHAT IS YOUR BRAND’S SOCIAL GOAL?

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EVERYTHING IS A BUSINESS PROBLEM

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Awareness

What is My Brand Trying To Achieve?

Conversion Loyalty

Consideration

R.O.I. IS STILL ELUSIVE

SOCIAL METRICS (Engagement, Reach, CTR)

BUSINESS OBJECTIVES (e.g. Sales & Brand Equity)

PERFORMANCE INDICATORS (e.g. Awareness, Consideration)

PAID SOCIAL IS KEY

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We have to be Effective

and Efficient

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Plan Design Leverage Make

The Publicis Interdependence Process

1) WHY ARE WE DOING THIS? 2) WHO DO WE WANT TO TALK TO? 3) WHERE CAN WE BEST REACH THEM & WHEN? 4) WHAT DO THEY FIND INTERESTING OR RELEVANT? 5) HOW CAN WE LEARN FROM OUR EFFORTS?

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Plan BETTER UNDERSTANDING OF THE CONSUMER & THE BUSINESS ‣  Overlay all types of data !

(social, search, retail, geolocation, reviews etc.) to develop insights and a strategic way-in!

design EXPERIENCE MAPPING

‣  build end-to-end interdependent journeys to drive consistency and relevance across channels, content and device!

leverage SCALED AMPLIFICATION AND EFFECTIVENESS

‣  ensure right context!and fuel for growth!and results!

make STRONGER AND ACTIONABLE PROGRAMS

‣  develop deeper and stronger consumer content!

‣  allow for accelerated optimization!

The Publicis Process: PLAN

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Plan: Use All the Tools At Your Disposal

A PROFILE EMERGES

DEMO:

25 – 34 Males

THEIR SOCIAL BEHAVIOR:

INCOME:

THEIR SOCIAL PARTICIPATION:

THEIR MOBILE BEHAVIOR:

$55 - $100K

THEIR INTERESTS:

88% Own a Smartphone Top activities include SMS (Whatsapp), watching videos/TV

(YouTube/Hulu), emailing (gmail), playing games, listening to music (Spotify), communicating via social networks (Insta/Twitter), online

shopping, and using search

Technology • Social Media • Music • Sports • Entertainment • Shopping

Renters or in multi-family homes • Few are married or have children • Small savings • Like to go out as much as stay in for the evening. Watch most TV on demand; Sports are watched live in a bar or at home. Use social to engage, offer opinions, share interesting

content. More likely to use Reddit than other groups

A LITTLE ABOUT THEM:

Over-index 71%

46%

33%

27%

9%

AGE 25-34

SPECTATOR 80%

CREATOR 71%

CRITIC 46%

JOINER 33%

COLLECTOR 27%

INACTIVE 9%

§ Who are you talking to?

§ Where are they in Social?

§ Where are they in other spaces/places?

§ What are they doing?

§ What do they find Iinteresting/relevant?

LOCATION:

Metropolitan Areas:

NYC, ATL, CHI

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plan BETTER CONSUMER, BUSINESS UNDERSTANDING ‣  layer all types of

data !(social, search, retail, etc.) and insights into !the strategic upfront!

design EXPERIENCE MAPPING

‣  build end-to-end interdependent journeys to drive consistency and relevance across channels, content and device!

leverage SCALED AMPLIFICATION AND EFFECTIVENESS

‣  ensure right context!and fuel for growth!and results!

make STRONGER AND ACTIONABLE PROGRAMS

‣  develop deeper and stronger consumer content!

‣  allow for accelerated optimization!

The Publicis Process: DESIGN

STEP INTO YOUR CONSUMER’S LIFE …

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DETERMINE WHICH PLATFORMS SUIT YOUR MUTUAL NEEDS

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WHEN CAN YOU REACH THEM & WHAT DO YOU WANT THEM TO DO?

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plan BETTER CONSUMER, BUSINESS UNDERSTANDING ‣  layer all types of

data !(social, search, retail, etc.) and insights into !the strategic upfront!

design EXPERIENCE MAPPING

‣  build end-to-end interdependent journeys to drive consistency and relevance across channels, content and device!

leverage SCALED AMPLIFICATION AND EFFECTIVENESS

‣  ensure right context!and fuel for growth!and results!

make STRONGER AND ACTIONABLE PROGRAMS ‣  develop deeper

relevance through stronger consumer content!

‣  allow for accelerated optimization!

The Publicis Process: MAKE

CONTENT STRATEGY IS IMPERATIVE

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THINK INFLUENCE(R)

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IDENTIFY KEY STAKEHOLDERS

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What Historical & Competitive Benchmarks Can You Utilize?

Survey Data (e.g. Awareness and Consideration Lifts, Ad Recall, On-Site Conversion, Purchase Intent Lift, etc.

Reach, Impressions, Social Share of Voice, Engagement (L/C/S), CTR, Video Views/Completion, Sentiment, Fan Growth etc.

Sales, Equity, Brand Studies

DEFINE METRICS FOR YOUR EFFORTS

C-R-E-A-T-E

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plan BETTER CONSUMER / BUSINESS UNDERSTANDING ‣  layer all types of

data !(social, search, retail, etc.) and insights into !the strategic upfront!

design EXPERIENCE MAPPING

‣  build end-to-end interdependent journeys to drive consistency and relevance across channels, content and device!

Leverage AMPLIFICATION AND EFFECTIVENESS ‣  ensure right context!

and fuel for growth!and results!

make STRONGER AND ACTIONABLE PROGRAMS ‣  develop deeper

and stronger consumer content!

‣  allow for accelerated optimization!

The Publicis Process: LEVERAGE

DIVE DEEP TO OPTIMIZE

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§  Identify emerging content themes and topics through engagements

§  Find trends and opportunities

§  Find Important People: Fans, Advocates and Influencers

§  Discover product / brand issues à product development feedback

§  Identify Competitive Insights and paid strategies

•  Reach •  Impressions •  Engagement (L/C/S) •  Click Through Rate •  Video Views/Completion •  Social Share of Voice •  Sentiment •  Fan Growth •  Additional Metrics •  Shifts in Search Results •  Etc.

RE-EVALUATE BENCHMARKS & GOALS

1) WHY ARE WE DOING THIS? 2) WHO DO WE WANT TO TALK TO? 3) WHERE CAN WE BEST REACH THEM & WHEN? 4) WHAT DO THEY FIND INTERESTING OR RELEVANT? 5) HOW CAN WE LEARN FROM OUR EFFORTS?

4 SIGNS OF SOCIAL SUCCESS

Drove engagement and personalized

connections

Created brand awareness

The brand gets credit through search, and

earned media

Was extremely efficient and impactful

use of the overall budget

Thank You Sabeen H. Ahmad Publicis North America t: @SaBean21