Earn It. Don’t Buy It.The Power of Organic Social Media Marketing

Jim Tobin@jtobin

About Ignite Social Media

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About Ignite Social Media

Planning& Strategy

Implementation Monitoring& Analytics

Community AnalysisEngagement PlansCampaign Strategy

Community Strategy

Social Media MonitoringGoal Setting

Social Media ROIProgram Analytics

Community Insights

Creative & Technical Development

Content CreationCommunity Activations

Influencer OutreachProgram Management

The Trouble with Facebook

Organic Views Are Harder to Come By

Facebook Isn’t Helping

Facebook Isn’t Helping

Marketers Are Comfortable with Ads

Maintain Your Balance

Balanced Approach

A driver and amplifier of growth

and reach

Paid

Earned OwnedAmplified Success

The social current that carries the

message

Both a driver and benefiter of social

efforts

Ignite takes over93:1 cost

Paid

Organic Exposures Are Better

76% Lift

28% Lift

6x More Pages

2x More Pages

Organic Exposures Are Better

55% Lift No

Lift

Organic Exposures Are Better

Prove It To Yourself

The Amplification Model

Calculates the value of the following:

1) Facebook Organic Impressions2) Clicks on Facebook Links3) Twitter Impressions4) Clicks on Twitter Links5) Organic YouTube Views6) Blog Page Views7) Online Brand Impressions

Using Data from:A) Industry data on CPM for targeted online buys ($8 CPM)B) Industry average for cost-per-click advertising ($0.58 per

click)C) Average cost per view for promoted YouTube videos

($0.20 per view)D) Parts of “Social Equivalent Ad Value Model” created by

Tourism Ireland (http://scr.bi/KjPwEd)

In a given time period, we generated:

1) 75,442,874 Organic Impressions (Facebook and Twitter only)

2) 4,849,246 Social Actions (Links clicked, brand mentions, organic YouTube views, blog page views)

With a value of:• $2,021,627.27

On a spend of: • $1,660,000 (Agency fees and all expenses)

For a Purchase Equivalency of:• $1.21 for every $1 spent

Quality of Social Traffic versus Display

http://www.ignitesocialmedia.com/social-media-stats/social-media-campaigns-vs-banner-ads/

The size of a brand’s network is always smaller than the size of its network’s network

Tobin’s Law

The Social Amplification Model

Your Brand

Jeep Arctic Yeti Dig

Jeep Arctic Yeti Dig

Jeep Arctic Yeti Dig

25k shares215k entries

120k new fans

Take Home Messages

Jim Tobinjim@ignitesocialmedia.com919.653.2582@jtobin