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Talk given at Measurement.ie on 13 Feb 2013. What makes social media so different, so special? Ultimately, I argue, it all shares per view and clicks per share.
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MARKETING THE CONTINUATION OF
BY OTHER MEANS?
TO MEASURE NOW? OR WTF DO YOU WANT ME
(A @MEASUREMENT.IE SPECTACULAR)
CRM
WHY DO WE DO SOCIAL MEDIA MARKETING?
CUSTOMER SERVICE
COMMUNITY BUILDING
BLOGGER RELATIONS
CONTENT MARKETING
CONSUMER INSIGHT
DIRECT SELLING
CRISIS MANAGEMENT
NOT SO FAST MR BOND
CRM
WHY DO WE DO SOCIAL MEDIA MARKETING?
CUSTOMER SERVICE
COMMUNITY BUILDING
BLOGGER RELATIONS
CONTENT MARKETING
CONSUMER INSIGHT
DIRECT SELLING
CRISIS MANAGEMENT
MASLOW’S HAMMER
THE LAW OF INSTRUMENTATION
OR
DÉFORMATION PROFESSIONELLE
(N.B. I can be cosmopolitan and French too, Dena.)
LET’S BE CLEAR. ‘ENGAGEMENT’ IS AN UNWORKABLE AND MEANINGLESS CONCEPT.
IT MEANS EVERYTHING. AND ABSOLUTELY NOTHING.
AND AS SUCH IT CANNOT POSSIBLY CLAIM TO BE ANY KIND OF METRIC. MARTIN WEIGEL, W+K AMSTERDAM
0
50
100
1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
AGGREGATE MONTHLY MENTIONS IN 'BRAND REPUBLIC' ARCHIVE
"ENGAGEMENT" TREND
0
50
100
150
1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
AGGREGATE MONTHLY MENTIONS IN 'BRAND REPUBLIC' ARCHIVE
"ENGAGEMENT" TREND "SOCIAL MEDIA" TREND
THINGS REAL PEOPLE NEVER DO
BRANDS ARE NOT AS IMPORTANT AS THE REAL PEOPLE IN OUR LIVES
RUSSELL DAVIES, SENSIBLE CHAP.
TETLEY FOLLOWERS
381k
WHAT’S THE REAL POINT OF ~400k FANS?
CAN ANY MASS-MARKET BRAND EVER SELL ENOUGH TO THEIR FOLLOWERS TO MOVE THE NEEDLE?
ISN’T FACEBOOK A POOR CHANNEL FOR CRM?
AREN’T “REAL FANS” LIKELY TO BE BUYING AS MUCH AS THEY CAN ALREADY ?
2 KEY THINGS ABOUT SOCIAL: HOMOPHILY
WE UNCONSCIOUSLY SEEK OUT PEOPLE WHO SHARE OUR VIEWS AND VALUES
2 KEY THINGS ABOUT SOCIAL: SOCIAL PROOF
AND WE UNCONSCIOUSLY COPY OUR FRIENDS
LAMB TO THE LAUGHTER
IF YOU CAN GET PEOPLE WHO
ARE SIMILAR TO THE PERSON
YOU'RE TRYING TO PERSUADE
TO SPEAK ON YOUR BEHALF, IT'S
A LOT EASIER FOR YOU THAN IF
YOU HAVE TO TRY TO HAMMER
YOUR MESSAGE ONE MORE
TIME INTO A RETICENT MIND. ROBERT CIALDINI, ARIZONA STATE
+10%
+4% +2%
+16%
+8% +8%
RECALL AWARENESS PURCHASE INTENT
EFFECT OF SOCIAL ENDORSEMENT ON TOP FUNNEL
Ad Exposure Social Ad Exposure
SOCIAL IMPACT ON ADVERTISING
Source: Nielsen Brand Lift 2010
SO WHAT DO WE WANT FROM OUR FANS?
AUDIENCES RESPOND WELL TO SOCIAL CUES
WE WANT TO TURN OUR FANS INTO ADVOCATES
INCREASE EXPOSURE AND ENDORSEMENT INCREASE E/P* RATIO
Targeting friends-of-fans using a high-quality fan audience improves media efficiencies and campaign effectiveness, while reaching as large an audience as possible.
Facebook’s editorial algorithms respond positively to brand content engaged with by fans. The link between fans and their friends is nearly always stronger than the link between a Page and its fans.
* Earned/Paid
SO WHAT DO WE WANT FROM OUR FANS?
TURN CUSTOMERS INTO ADVERTISING.
FOLLOWERS
381k
TARGET: 25-44 WOMEN
187k
REACH: 25-44 WOMEN IN 1st DEGREE
7.14m 187k
REACH: 25-44 WOMEN IN 1st DEGREE
7.14m 187k
SOCIAL CUES INCREASE SALIENCE AND RESPONSE
PROMPTED SHARING
FOF TARGETING
ALL OTHER PAID MEDIA
TARGET FRIENDS OF FANS WITH SOCIALLY-ENDORSED CAMPAIGNS AND PROMOTIONS
INTEGRATE PAID AND EARNED
USER ENGAGEMENT: 1. INCREASES ORGANIC REACH 2. REDUCES COST OF PROMOTED POST
INTEGRATE PAID AND EARNED
FOF TARGETING 1. EXPOSES NEW AUDIENCES TO
CONTENT 2. INCREASES SALIENCE & RESPONSE
+10%
+4% +2%
+16%
+8% +8%
RECALL AWARENESS PURCHASE INTENT
EFFECT OF SOCIAL ENDORSEMENT ON TOP FUNNEL
Ad Exposure Social Ad Exposure
SOCIAL IMPACT ON ADVERTISING
Source: Nielsen Brand Lift 2010
+10%
+4% +2%
+16%
+8% +8%
+30%
+13%
+8%
RECALL AWARENESS PURCHASE INTENT
EFFECT OF SOCIAL ENDORSEMENT ON TOP FUNNEL
Ad Exposure Social Ad Exposure Social Ad + Organic
SOCIAL IMPACT ON ADVERTISING
Source: Nielsen Brand Lift 2010
SOCIAL CUES INCREASE SALIENCE AND RESPONSE
PROMPTED SHARING
FOF TARGETING
ALL OTHER PAID MEDIA
SOCIAL CUES INCREASE SALIENCE AND RESPONSE
PROMPTED SHARING
FOF TARGETING
ALL OTHER PAID MEDIA CREATE SHAREABLE CONTENT.
INTEGRATE OWNED & PAID
FACEBOOK OWNED SPACES FACEBOOK
SMART CONTENT MARKETERS AND RETAILERS ARE MAKING USE OF FACEBOOK’S “OPEN GRAPH” PLATFORM TO CREATE VIRTUOUS CIRCLES, CAPTURE DATA AND INCREASE SHARING.
FROM THIS TO THIS
viral | paid
organic | paid organic
35.5k LIKES 1.9k SHARES
+151 TWEETS +46 GOOGLE +1s +18 BACKLINKS
ç +1k LIKES
ç +1.7k SHARES
RED BULL DRIVES INCREMENTAL SHARING & SEARCH BENEFIT
11.2k CLICKS è
124k CLICKS è
RED BULL DRIVES INCREMENTAL SHARING & SEARCH BENEFIT
38.9k LIKES 4.2k SHARES
+2.2k TWEETS
+220 BACKLINKS
ç +17.6k LIKES
ç +63k SHARES
SO: THE NEW METRICS FOR SOCIAL?
EARNED/PAID EFFICIENCIES
EARNED/PAID RATIO
REDUCED COSTS OF API TARGETING
VIRAL/ORGANIC EFFICIENCIES SHARES PER VIEW
CLICKS PER SHARE
VIRAL/ORGANIC RATIO
