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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
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 | [email protected]
Ben Waymire | 303.931.4337 | [email protected]