Look! A Squirrel!

Separating the Social Time-Suckers from the Money Makers

Jason Falls | IRCE | June 4, 2015

Look! A Squirrel!

ELASTICITY + LOOK! A SQUIRREL!

There’s a social network born every minute

ELASTICITY + LOOK! A SQUIRREL!

Unfortunately there’s a sucker (brand) born every minute, too

ELASTICITY + LOOK! A SQUIRREL!

Oh, how we get distracted.

ELASTICITY + LOOK! A SQUIRREL!

Just months later:

ELASTICITY + LOOK! A SQUIRREL!

ELASTICITY + LOOK! A SQUIRREL!

ELASTICITY + LOOK! A SQUIRREL!

So what do you do?

The 5 Steps to Knowing if a

Network is Right

ELASTICITY + LOOK! A SQUIRREL!

ELASTICITY + LOOK! A SQUIRREL!

Is the network brand friendly?

• Are there advertising options?• Do they have more than individual accounts/pages?• Do they offer metrics on your account?• Do they welcome third party solutions or apps?

ELASTICITY + LOOK! A SQUIRREL!

Is the network brand friendly?

?ELASTICITY + LOOK! A SQUIRREL!

Ask “why?” not “how many?”

• Why are they there?• What are they doing?• How are they behaving?• Are they sharing that content elsewhere?

ELASTICITY + LOOK! A SQUIRREL!

Does your audience use it?

• Do the site demographics match your target?o Compete, Quantcast, Site Provided

Stats• Ask your customers!

o Quick survey, are they bleeding edgers?

ELASTICITY + LOOK! A SQUIRREL!

Can you leverage it uniquely?

• Are you a “visual” brand?• Do you have video content/talent?• Can you provide outstanding content consistently?

ELASTICITY + LOOK! A SQUIRREL!

Does it work for you?

How to Test a Network

ELASTICITY + LOOK! A SQUIRREL!

ELASTICITY + LOOK! A SQUIRREL!

Observe user engagement

• What types of content do people respond to?• What users/brands have audiences and what

type of content are they providing?• What type of brand content are people sharing

there?

ELASTICITY + LOOK! A SQUIRREL!

Launch a pilot to build and engage followers

• Be ultimately useful

• Shoot for “Holy Smokes!"

• Put personality into the brand

ELASTICITY + LOOK! A SQUIRREL!

Test various marketing angles

• Brand Awareness• Soft Call To Action (Visit site, visit blog)• Firm Call To Action (Sign up for newsletter, download white

paper)• Hard Call To Action (Purchase, download trackable coupon,

ask for call)

ELASTICITY + LOOK! A SQUIRREL!

Compare efficiency to other networks

• Cost per fan

acquisition

• Cost per lead

• Cost per conversion

• Apples to Apples

ELASTICITY + LOOK! A SQUIRREL!

How do you know if a network is right?

✓• Is the network brand friendly?

• Ask “why” users are there, not just “how

many"

• Does your audience use it?

• Can you leverage it uniquely?

• Does it work for you?

ELASTICITY + LOOK! A SQUIRREL!

• Observe user engagement

• Launch a pilot; build an audience

• Test various marketing angles

• Compare efficiencies

How to see if it works for you

ELASTICITY + LOOK! A SQUIRREL!

“With any marketing decision, the answer lies in the data. If the data says to do it,

you have your answer.”   - Me, just now! Tweet that!

@JasonFalls

Jason Falls

Elasticity

@JasonFalls

goelastic.com

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ELASTICITY + LOOK! A SQUIRREL!