Embed Size (px)
Citation preview
1
Social Media’s EvolutionThe Transition from
Organic to Paid Social Media
2@m_hickinbotham
3@m_hickinbotham
4
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
7
• 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?
9
10
Paid Versus OrganicTwo different ways to achieve critical mass
@m_hickinbotham
11@m_hickinbotham
12@m_hickinbotham
13@m_hickinbotham
14@m_hickinbotham
15
360 different users
more than 2500 tweets
over 19 million impressions
Paid Versus OrganicHTC Desire Case Study
@m_hickinbotham
16
@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.
17
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.
18
19
20
Target Audience
Emotional Stress
Rational Manage
Facebook Segments
Parents
Creative Proposition
For unexpected expenditures.
21
Understand your audienceProvide context for your creative
22
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’.
23
24
Revenue / Media AttributionLast click vs custom attribution
@m_hickinbotham
25
Social Advertising’s OpportunityHow can marketers optimise their marketing budget?
Media attribution: Optimising digital marketing spend in Financial Services - Datalicious
@m_hickinbotham
26@m_hickinbotham
27@m_hickinbotham
The grand finale
How can organic and paid work together?
28
Awareness
Consideration
Conversion
Care & Support
Paid• Reach the right people at scale.• Focus on emotional solutions.
Organic• Blog posts that get shared / generate
PR.
29
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
