entries for the 11th annual shorty awards are open now enter!

11th Annual Shorty Awards Categories


See below for official categories. The early entry deadline is November 29th, 2018.

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media channels, campaigns, websites and applications.

From the 10th Annual Shorty Awards

Cisco AMC Collaboration Program

Entered in Facebook

About this entry

The Cisco AMC Collaboration team was seeking effective and efficient ways to promote the Cisco Collaboration portfolio. Specifically, the team was seeking to drive leads for collaboration products and services through the use of paid media (native display) within social sites.

Why does this entry deserve to win?

The traditional approach to driving registrations for products or services using paid media involved display units that directed the audience to templated registration forms on the Eloqua CRM system. This process can have challenges with abandonment rates, increased cost per registration and lower conversion to leads. The AMC team was seeking a way to improve engagement and conversion metrics while reducing the cost of acquiring new opportunities for the Collaboration portfolio.

The strategy was to partner with Facebook to implement on-platform lead ads, which offered a number of improvements to the traditional approach: stronger targeting capabilities, in-unit registration forms prepopulated with user info and fewer user steps from initial ad exposure to a completed registration form. The units were also designed to improve the experience on mobile devices, as more than 90% of the facebook audience engages with the platform on smart phones.

Results

Significant reduction (35%) in cost-per-registration (CPR), one of the key metrics of the program. The CPR for the Facebook element of the program was the lowest among all of the channels in the campaign, boasting a CPR that was 70% lower than the next closest channel.

The program also generated 529 leads, exponentially more effective than the 45 leads that were driven using traditional data capture methods. The average cost per lead using in-platform data capture was nearly half that of the traditional LP registration form.

Media

Produced by

Cisco Systems, Inc.

Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, YouTube, Snapchat, Instagram, Twitch, TikTok, and the rest of the social web.

The Shorty Social Good Awards will be held November 15, 2018 in New York City