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Social Media

Successful Online Brand Advertising Campaigns: Social Media Advertising

Social media and viral marketing have been some of the hottest topics in online brand advertising over the last few years. But as advertisers have tempered their initial fascination with practicality, an age-old question arises — do they actually work? In other words, do they drive the perceptions about the brand - evidenced by Brand Lift - that advertisers are ultimately looking for? Perhaps more than any other form of online advertising, social media campaigns require real-time data on overall campaign performance and that of the creative, placement, and frequency levels driving that performance, to prove their efficacy. Leveraging real-time data, advertisers and the publishers they work with can create impressive results. Take for example the following campaign, employing "virtual gifting" on Facebook and MySpace to drive purchase intent:

CAMPAIGN	Promote packaged good
BRAND LIFT OBJECTIVE	PURCHASE INTENT
RESULTS	65% lift in purchase intent

How to Replicate their Success

• As with any brand advertising campaign, measure and optimize against relevant Brand Lift metrics – you should be measuring metrics such as awareness, attitudes, favorability, intent, and preference. Click-through rates are irrelevant, and metrics such as "views" or "buzz" only provide directional data.
• That said, "sharing", or passing along content to friends, generally has the strongest positive correlation to Brand Lift. In this particular case, Brand Lift was materially amplified for creative units that were shared. Take this into consideration when designing your creative, and use real-time data to measure and optimize the benefit.
• Not all friends are created equal. "Influencing the influencers" is a viable social media strategy, and users with large, active social graphs and an opinion about your brand are people your campaign should be targeting. Real-time attitudinal data, layered over the social graph, can help you find these people.
• When it works, it works. In this particular case, real-time data on the performance of varying frequency levels showed that even single exposure to the branded virtual gift drove Brand Lift, allowing the campaign to be optimized by capping frequency.

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