Transition from Organic to Paid Social Media Marketing

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Social Media’s EvolutionThe Transition from

Organic to Paid Social Media

mike@socialcorp.com.au

2@m_hickinbotham

3@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

the end

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mike@socialcorp.com.au