IF CONTENT IS KING, SOCIAL MEDIA IS ITS NIGHT AND SHINING … · 2020-01-07 · has this distracted...

IF CONTENT IS KING, SOCIAL MEDIA IS ITS NIGHT AND SHINING ARMOR.

BOOYAH ADVERTISING & VOLUME 9

CRYSTAL STEWART | VICE PRESIDENT

BOOYAH ADVERTISING | DENVER, CO

BEN WAYMIRE| ACCOUNT DIRECTOR

VOLUME NINE | DENVER, CO

RISE ABOVE THE NOISE

on Social Media

WE NOW LIVE IN

THE AGE OF

THE CONSUMER

#shifthappens

THEMES & EXAMPLESHumor | Inspiration | Risk Taking | Stand for Something | Engaging Brands and Customers

@volumenine

@volume_nine

HUMORMAKE ME LAUGH

look at the

lower left corner

has this distracted you

from overwhelming

existential dread lol

INSPIRATIONGIVE ME GOOSEBUMPS

RISK TAKINGMAKE LEMONADE OUT OF SHIT

STAND FOR SOMETHING

EXEMPLIFY YOUR VALUES

66%Respondents indicated that it’s important

for brands to take a public stance on social & political issues.

https://www.facebook.com/aspensnowmass/videos/241279649878846/

ENGAGE WITH BRANDS

BE WITTY & PLAYFUL

During the iHOP / iHOB debacle...

ENGAGE WITH

CUSTOMERSCLAP BACK, BE HUMAN

FIND YOUR INNER BADASS

GOLDEN RULE

Stop telling us how great

you are

STEP 1

Create a

brand persona

STEP 2

Document the elements

of your brand

personality

Why the F would we

document this? Let’s just

go nuts and have fun

online!

REASON 1

Inconsistency is annoying

REASON 2

We’re trying to help you

avoid a

PR nightmare

"I have a dream that you'll recognize

the trite inanity of this gimmick,"

"I can't wait to see what the social

media geniuses at @GolfChannel

come up with for Holocaust

Remembrance Day."

REASON 3

This can become a differentiator for you

How To

Document a

Personality

Start Off On The Right Foot

Limit

Decision

Makers

Brand Basics

Done

1

2

What Makes You Interesting?

Ask Questions to Personify the

Brand:

● If you were a food, song, car, or

animal, what would you be and

why?

● What do you care about?

What Words Describe You?

Examples

● Irreverent vs. Respectful

● Casual vs Formal

● Trendy vs. Classic

● Sarcastic vs. Cheerful

Document Who you Aren’t

Issues You Don’t Want to

Talk About

List Brands You Don’t Want

to Emulate

LEARN NEW TRICKS

Find Conversations

● Competitors

● Industry Relevant Terms

● Product Relevant Terms

● Location-Specific

● Your Own Brand

Instagram Stories: So Hot Right Now

ORGANIC

VS.

PAID

Paid IG Story Creativity 101

● Use multi-image ads

● Try a 3- or 4-part story

● Tell users to swipe up

● Always use vertical images

and/or videos

● Test different methods -

images & copy or video &

images to tell story

● Simple = Better

TACTICS TO SUCCEED IN PAID SOCIAL MEDIA.

RESEARCH & STRATEGY

51%

33%

12%

2% 2%

Digital TV Radio Print Other

Average time per day

spent with media

Source, eMarketer, Deloitte 2015

IMPACT OF DIGITAL MEDIA.

40%

22%OTHER

25%

Snapchat1%

Yelp1%

Twitter1%

Amazon2%

Oath4%

Microsoft4%

SHARE OFDIGITAL

AD MARKET

Google and

Facebook control

62% of the digital ad

market, and their

slices of the pie are

only growing.

Source, eMarketer 47

US DIGITAL ADVERTISING MARKET SHARE.

1) Kissimetrics, 2016 (Source: blog.kissmetrics.com/retaining-customers/)

7xHigher cost to acquire

a new customer vs

retain a current

customer

MAKE THE MOST VALUE FROM YOUR CUSTOMERS.

MEDIA PHILOSOPHY.

T R I G G E R

M I C R O M O M E N TS

E VA L UAT I ON

C O N V E R S IO NP O S T C O N V E R S IO N

L OYA LT Y

L O O P

Searches “largest waterfalls in the west” on Google

Frequently travels to mountain states

Looking for best hikes in Idaho on Trip Advisor

Researching best flies for fishing the Salmon River

WIN THE MOMENTS THAT MATTER.

PAID SOCIAL

PAID MEDIA STRATEGY PILLARS.

01. STRUCTURE & OPTIMIZATION

02. AUDIENCE

03. CREATIVE

RESEARCH & STRATEGY

OBJECTIVEObjectives dictate how the algorithm serves

media and prioritizes metrics. This is the first

building block to ensure that media is fine-

tuned to your goals.

AUDIENCE STRATEGYIt’s important to have a mix of audience types to

maximize efficiency and reach. Broader

audiences should be used to introduce the

brand to new customers, followed with a tight-

knit retargeting approach.

PLACEMENT STRATEGYA strong placement strategy ensures that we

reach our target in the most efficient and

relevant place possible while remaining brand

safe.

AD TYPE MIXPaid Social is inherently fast-moving, eye-

catching, and relevant. In order to reach users

with creative that speaks to them,

we must implement a mixture of ad types, such

as static, video, carousel, and gif.

BID & BUDGET STRATEGY

By grouping audiences by value we can better

control bids & budgets to prevent waste in

inefficient audiences and maximize top

performers.

ELEMENTS THAT GO INTO EVERYPAID SOCIAL CAMPAIGNSTRUCTURE.

PAID SOCIAL

FACEBOOK & INSTAGRAM AUDIENCE TARGETING.

SITE RETARGETING UPSELL

INTEREST LOOKALIKE DEMOGRAPHICS

RE-ENGAGEMENT

AWARE AUDIENCE POOL

+ vSITE VISITOR EMAIL SIGN-UP

SEARCH

DISPLAYSOCIAL

PRINT

CONTENTEVENTS

Homepage Lookalike Model

Re-engage

Lapsed Customers

Advocacy

Dining & Nightlife

Email or Visitor Guide

Arts & Culture

BUILD AUDIENCE & SEGMENTFOR RELEVANCY.

FACEBOOK & INSTAGRAM CREATIVE.

56%of a brand’s conversion

lift from digital

advertising is

attributed to the

quality of creative. *Source: Nielsen Catalina Research via the Advertising Research Foundation May 2017

DRIVE RESPONSE WITH PHOTO ADS.

SHARE AN EXPERIENCE WITH CAROUSEL ADS.

GRAB ATTENTION WITH VIDEO ADS.

DRIVE EMAIL SIGN-UPS WITH LEAD ADS.

DRIVE FANS WITH LIKE ADS.

DRIVE FOOT TRAFFIC WITH VISIT ADS.

DRIVE PROMOTIONS WITH OFFER ADS.

QUESTIONS & CLOSING REMARKS

THANK YOU.

BOOYAH ADVERTISING & VOLUME 9

Crystal Stewart | 970.391.9231 | cstewart@booyahadvertising.com

Ben Waymire | 303.931.4337 | bwaymire@v9digital.com