Why Social Amplification?
The Social Amplification Engine (SAE) is designed to help businesses maximize their digital
marketing impact by amplifying what already works.
“Content amplifies what’s already working” – as we’ve learned from the Warriors case study
that Facebook released.
SAE leverages people-based marketing, remarketing, and cross-channel sequences to
create scalable word-of-mouth effects.
Custom audiences = people-based marketing = remarketing = sequences across
channels = word of mouth at scale.
How Custom Audiences Power Social Amplification
Custom audiences allow us to market cross-channel to amplify where followers are already
engaging in the stadium, in the app, in our email sequences, on our website, via our Google
channels, and anywhere we can place a tracking tag.
We have grown these audiences and nurtured them through funnel stages of
Awareness > Consideration > Conversion.
For example, the ticketing and merchandise revenue we drive is a direct function of how well
we have nurtured these engagement audiences – for example, organic efforts during the
pre-season and boosted posts that have already performed well organically. This applies to
local businesses as well, where remarketing and engagement-driven content can drive
customer bookings, calls, and purchases.
The Importance of Testing & Iteration
Success with content requires a repeatable process where teams know:
● Who is posting organically.
● What sponsor campaigns are running.
● ROI/revenue targets for each promotion.
● Pre-made reports to run.
● Who is managing on/off switches for campaigns.
● How we’re continually testing, and how testing and iteration improve performance.
For example, if we have a bobblehead giveaway night, we’ll test if boosting a post is more
effective than promoting an event, if lookalikes outperform custom audiences, whether or not
video alone outperforms multiple items in the carousel, and what timing works best for
merchandise versus ticketing.
Or, if a local pest control company is running a seasonal promotion, we can test:
● Whether boosting a post about the offer is more effective than creating a dedicated lead
generation campaign.
● If lookalike audiences of past customers outperform interest-based or custom audiences.
● Whether video ads showing before-and-after results outperform static image carousels.
● What timing works best for generating leads—early spring vs. mid-summer, or weekdays
vs. weekends.
Mobile Video & Amplification Strategy
We’ve learned that mobile video is killer – the most cost-effective ad format, often driving
cost-per-view at fractions of a penny. Boosting successful organic videos creates custom
audiences that can later be used for remarketing, just as it works for ticket sales in sports
marketing.
Additionally, we know that campaign effectiveness often increases over time, requiring budget
adjustments. Instead of evenly distributing a weekly budget, a hockey stick distribution allows
businesses to capture increasing ROI as campaign engagement builds momentum.
We found that the content which resonates best in other social networks isn’t necessarily the
same that works on Facebook.
Bottom Line: Test, Report, Optimize, Repeat
Successful digital marketing operations rely on a turnkey process that:
- Boosts high-performing organic content.
- Analyzes performance through real-time data.
- Optimizes based on results.
- Repeats the cycle for continuous improvement.