Earning Social Media Marketing Success

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    21-Oct-2014

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You can't buy your way into the online conversation anymore, not with ads - you've got to earn your way in. Social ad spend is up and engagement is down. Marketers have mistakenly equated social media advertising with social media marketing, despite research that proves earned social engagement drives far better business results than paid social exposure.

Transcript

Ignite - Hartz Mountain Corporation

Earn It. Dont Buy It.The Power of Organic Social Media Marketing

Jim Tobin@jtobin

1

About Ignite Social Media

16

16

2

About Ignite Social Media

Planning

& Strategy

Implementation

Monitoring

& Analytics

Community AnalysisEngagement PlansCampaign StrategyCommunity Strategy

Social Media MonitoringGoal SettingSocial Media ROIProgram AnalyticsCommunity Insights

Creative & Technical DevelopmentContent CreationCommunity ActivationsInfluencer OutreachProgram Management

3

The Trouble with Facebook

Organic Views Are Harder to Come By

Facebook Isnt Helping

Facebook Isnt Helping

Marketers Are Comfortable with Ads

Maintain Your Balance

Balanced Approach

A driver and amplifier of growth and reach

Paid

Earned

Owned

Amplified Success

The social current that carries the message

Both a driver and benefiter of social efforts

Ignite takes over

93:1 cost

Paid

Organic Exposures Are Better

Organic Exposures Are Better

Organic Exposures Are Better

Prove It To Yourself

The Amplification Model

Calculates the value of the following:

Facebook Organic ImpressionsClicks on Facebook LinksTwitter ImpressionsClicks on Twitter LinksOrganic YouTube ViewsBlog Page ViewsOnline Brand Impressions

Using Data from:Industry data on CPM for targeted online buys ($8 CPM)Industry average for cost-per-click advertising ($0.58 per click)Average cost per view for promoted YouTube videos ($0.20 per view)Parts of Social Equivalent Ad Value Model created by Tourism Ireland (http://scr.bi/KjPwEd)

In a given time period, we generated:

75,442,874 Organic Impressions (Facebook and Twitter only)4,849,246 Social Actions (Links clicked, brand mentions, organic YouTube views, blog page views)

With a value of:$2,021,627.27

On a spend of: $1,660,000 (Agency fees and all expenses)

For a Purchase Equivalency of:$1.21 for every $1 spent

Quality of Social Traffic versus Display

http://www.ignitesocialmedia.com/social-media-stats/social-media-campaigns-vs-banner-ads/

The size of a brands network is always smaller than the size of its networks network

Tobins Law

17

The Social Amplification Model

Your Brand

18

Jeep Arctic Yeti Dig

Jeep Arctic Yeti Dig

Jeep Arctic Yeti Dig

25k shares215k entries120k new fans

Take Home Messages

Jim Tobin

jim@ignitesocialmedia.com919.653.2582@jtobin