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1
Social Media’s EvolutionThe Transition from
Organic to Paid Social Media
2@m_hickinbotham
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I’m a freelance Social Media consultant.
The Era of Social Advertising Has Arrived*Some 69% of Australians use Social Media
* Sensis Yellow Social Media Report 2014@m_hickinbotham
@m_hickinbotham
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• No longer have social relationships with customers on social networks.
- Facebook and Twitter only reach around 2% of fans and followers.
- Less than 0.1% of fans and followers actually interact.
• Facebook “will become nothing but a repository for display ads”.
• Page/Account
• Building a fanbase
• ‘Social’ by design
- An idea that scales
- Creative that inspires user engagement and leads to positive sentiment
• Content to feed the beast
• Unique Reach / Total Impressions / Number of users
• Post/Tweet
• Understanding your audience
• ‘Target’ by design
- Behaviours/interests, data driven audiences and re-targeting
- Creative is driven by targeting technique and post type
• Content that supports your objective
• Frequency / ReachMeasurement
Attribution/Brand Consideration
Organic to Paid - change in mindsetHow the two forms of Social differ
Last click/Online listening
8@m_hickinbotham
Organic Social
What are the elements that drive organic
success?
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Paid Versus OrganicTwo different ways to achieve critical mass
@m_hickinbotham
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360 different users
more than 2500 tweets
over 19 million impressions
Paid Versus OrganicHTC Desire Case Study
@m_hickinbotham
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@BlackMilkClothing Be authentic, be a story teller and be accessible
1.7% of total customers own +50 leggings. They generate close to 35% of revenue.
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1. Research your industry landscape
2. Study up on your audience
3. Determine your unique value proposition
4. Implement your strategy
@Canva Using research to grow traffic to the blog
https://blog.bufferapp.com/blog-growth-tactics
Paid SocialHow to resonate with your target audience.
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Target Audience
Emotional Stress
Rational Manage
Facebook Segments
Parents
Creative Proposition
For unexpected expenditures.
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Understand your audienceProvide context for your creative
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Brand Response Direct Response
The right creative for the right jobAssigning one objective per post type
@m_hickinbotham
MeasurementAssessing revenue and
media attribution through digital ‘assists’.
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Revenue / Media AttributionLast click vs custom attribution
@m_hickinbotham
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Social Advertising’s OpportunityHow can marketers optimise their marketing budget?
Media attribution: Optimising digital marketing spend in Financial Services - Datalicious
@m_hickinbotham
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The grand finale
How can organic and paid work together?
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Awareness
Consideration
Conversion
Care & Support
Paid• Reach the right people at scale.• Focus on emotional solutions.
Organic• Blog posts that get shared / generate
PR.
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Paid• Target people with an interest and/or
re-target people with an expressed intent.
• Focus on product attributes.
Organic• Customer product reviews.
Paid• Connect with customers to provide support.
Turn customers into advocates.
Organic• Community service/support forum.
A Paid / Organic Consumer Path to ConversionAligning to business objectives
@m_hickinbotham