MICRO BUDGET, MEGA IMPACT Social Media Strategies Summit

MICRO BUDGET, MEGA IMPACTSocial Media Strategies Summit

Tina StarkeySenior Director, Social Marketing

#AttackingCancer

@TinaStarkey

THE HUMAN ATTENTION SPAN IS SHORTER THAN A GOLDFISH’S

THERE IS MORE CONTENT THAN EVER

78% OF PEOPLE WATCH ONLINE VIDEOS EVERY WEEK

55% OF PEOPLE WATCH ONLINE VIDEOS EVERY DAY

6 OUT OF 10 PEOPLE WOULD RATHER WATCH ONLINE VIDEOS THAN TELEVISION

AMERICAN CANCER SOCIETY ©

SOCIAL PLATFORMS COMPETE TO MAINTAIN ATTENTION.

AMERICAN CANCER SOCIETY ©

FRIENDS AND FAMILY AT THE CORE

AMERICAN CANCER SOCIETY ©

Social is “pay to play,” and only the very best content will cut through the clutter.

SO, WE CHANGED OUR APPROACH…

AMERICAN CANCER SOCIETY ©

RESPONSE

10%

INFLUENCER5

20%PLANNED

REAL-TIME30%

10%

INFLUENCER

RESPONSE40%

New Social Content Approach

• Strategic and stronger content

• With specific platform capabilities and best practices in mind

• Target to the right person for a longer period of time

• With a message that is easy to digest and is memorable

AMERICAN CANCER SOCIETY ©

Making an impact in today’s social climate

Calendar-driven Story-driven

Static Video

NomediainvestmentTargetingrelevantcontent

totherightaudience

Quantity Quality

AMERICAN CANCER SOCIETY ©

From this…

AMERICAN CANCER SOCIETY ©

To simple animations…

AMERICAN CANCER SOCIETY ©

Full shoots…

AMERICAN CANCER SOCIETY ©

And even UGC…

AMERICAN CANCER SOCIETY ©

Budget Allocation Must Shift to Support

5%

95%

MediaInvestment CreativeDevelopment

25%

75%

MediaInvestment CreativeDevelopment

AMERICAN CANCER SOCIETY ©

Quantity…

OCTOBERSUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY

1 2 3 4

5 6 7 8 9 10 11

12 13 14 15 16 17 18

19 20 21 22 23 24 25

26 27 28 29 30 31

FBpost IGpost Tweet

EngageEngage

Instagram

Engagement

Engage

Tweet

Tweet

Tweet

Tweet

IGpostFBpost

IGpost

FBpost

Engage Engage

EngageEngage

Engage Engage

FBpost

EngageTweet

FBpost

EngageTweet

FBpost

EngageTweet

FBpost

EngageTweet

FBpost

EngageTweet

IGpost IGpost

FBpost

Tweet

Tweet

Tweet Tweet

Tweet

Engage

Tweet

Tweet

TweetFBpost

Facebook

Twitter

FBpost

FBpost

FBpost

Engage

IGpost IGpost

FBpostTweet

Tweet

TweetEngage Tweet FBpost

Engage

AMERICAN CANCER SOCIETY ©

To Quality

OCTOBERSUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY

1 2 3 4

5 6 7 8 9 10 11

12 13 14 15 16 17 18

19 20 21 22 23 24 25

26 27 28 29 30 31

FB/IGpost1

FacebookPost1

Tweet Tweet

Engage

Darkcontent

FBpost2

Tweet Tweet Tweet Tweet

FBpost

FB/IGpost2

FB/IGpost3

Engage

Engage

Tweet

Tweet

Tweet

Tweet Tweet Tweet

Engage Engage

Tweet

Engage

Tweet

Instagram

Engagement

Facebook

Twitter

InstagramUGC

InstagramUGC

InstagramUGC

InstagramUGC

InstagramUGC

AMERICAN CANCER SOCIETY ©

Results

7%VideoContent 80%VideoContent

NomediainvestmentNoboostedcontent

Audience-targetedcontent

85%boosted

40Posts 8posts

Decliningreach,impressions,engagement

Stemmeddecline,increasedbrandlove

AMERICAN CANCER SOCIETY©

1. Focus on investing in relevant, high-quality content that grabs attention.

2. Pair that with a targeted paid strategy to reach the right people over a period of time.

3. Authentically engage with your community to extend the impact of your content.

The Take-aways

THANK YOU!@AmericanCancer#AttackingCancer

@TinaStarkey#SMSSummit