4 steps to social
TRANSCRIPT
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Four Steps To Social
@ashleybohunkOctober 2016
#OnBrand16
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Ashley VinsonTwitter
Head of Brand Strategy/BENELUX@ashleybohunk
#OnBrand16
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I Am A Banner Ad
#OnBrand16
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The World Today
#OnBrand16
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Media consumption is shifting to mobile.
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other media time
Source — eMarketer, Sept. 2015 UK data
Mobile time is eating
Print Radio TV Desktop Mobile
29%
23%
31%
13%
3%
16%
25%
38%
17%
4%
UK
TIM
E S
PE
NT
WIT
H M
ED
IA
e20162013
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in the morning
Source — Braun Research, Inc., 2015
First thing on our mind
Toothbrush
13%Coffee
17%Smartphone
35% 10%Significant other
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Consumers unlock their phones
150times
every day
Source - Kleiner Perkins Internet Trends, 2015 #OnBrand16
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The human attention span is only
8 SEC
#OnBrand16
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Mobile Apps are a constant companion for consumers81%
time spend in apps vs browsers
Source - Kleiner Perkins Internet Trends, 2015 #OnBrand16
Mobile Apps are a constant companion for consumers
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Source - Kleiner Perkins Internet Trends, 2015
620 million are using ad blockers
They don’t wantto see ads.
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Social media is a mobile app.
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Social media can be fun but marketing on social media is not always fun.
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We can’t ignore social
#OnBrand16
Social is a critical component
to growing yourbrand.
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Social media is how most consumers will experience your brand.
#OnBrand16
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SOURCE | Deloitte, USA, 2016
WORD OF MOUTH IS STILL AN IMPORTANT PART OF PURCHASE DECISIONS
Teens Millennials Gen X Boomers Seniors Total
78%73%74%
80%80%80%
% WHO SAY THEIR PURCHASE DECISIONS ARE INFLUENCED BY RECOMMENDATIONS FROM FRIENDS/FAMILY
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Are we showing our best side?
Many brandsdon’t bring their
best gameon social.
Source - Ashley Vinson’s Thoughts When She Looks at the Platforms #OnBrand16
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Social media marketing is still marketing…
#OnBrand16
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Right message.
Right audience.
Right time.
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My FAQ’s: How do I strategize, create content, promote, & measure for my social media marketing? #SocialMediaPain
41 167 9:40 AM – 13 Oct 2016
Ashley Vinson @ashleybohunk
#OnBrand16
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1.Strategy: Define the right approach
2.Content: Make the right creative
3.Media: Promote the right way
4.Measure: Measure the right results
4 Steps To Social
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Right#Strategy
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The Barista Bar@baristabar
#OnBrand16
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Frequently Asked Question: What should be our social media strategy?
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SOURCE | Research Now, Active users of each platform, UK, 2016
Every platform is different.
BACKSTAGE ACCESS, UNIQUE PERSPECTIVES, INSPIRATION
LIVE, EXPERT POINTS OF VIEW
TO BE ENTERTAINED, CONNECT WITH FRIENDS
TO BE ENTERTAINED, UNIQUE PERSPECTIVES
CELEBRITIES, INSPIRATION, CONNECT WITH FRIENDS
CONNECT WITH FRIENDS, SEE OTHER PEOPLE’S OPINIONS
TO BE ENTERTAINED
Top attributes of platform given by the users of each
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First Question:What do we want to achieve?
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Make an emotional connection to a person in order to persuade them to buy your product.
Goal of advertising:
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Second Question:Where do we focus?
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ALWAYS ON
EverydayCreating everyday relevant content: weather, commute, buying a house,
children, etc.
Live Eurovision, Olympics, UCL
Tour de France, Music festivals
UnplannedSpontaneous moments: breaking
news, TV moments
MORE PREDICTABLE
CALENDAR SPECIFIC
LESS PREDICTABLE
PlannedBrand Campaigns, 30-seconds
Sponsorships
#OnBrand16
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ALWAYS ON
EverydayCreating everyday relevant content: weather, commute, buying a house,
children, etc.
Live Eurovision, Olympics, UCL
Tour de France, Music festivals
UnplannedSpontaneous moments: breaking
news, TV moments
MORE PREDICTABLE
CALENDAR SPECIFIC
LESS PREDICTABLE
PlannedBrand Campaigns, 30-seconds
Sponsorships
#OnBrand16
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Third Question:Where is my audience?
#OnBrand16
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Your audience can be found many different places.
Audience
Choose where they are most engaged.
#OnBrand16
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Fourth Question:How often do we communicate?
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No one is waiting for your social media post.
How often?
However, people forget about you when you aren’t around.
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Strategize1. What do we want to achieve?
2. Where do we focus?
3. Where is our audience?
4. How often do we communicate?
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Right Content
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The Barista Bar@baristabar
#OnBrand16
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Frequently Asked Question: What is the right content for social?
#OnBrand16
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First:Always brief on outcome,not tactics.
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Second:Focus on variety.
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Create6 Core Content Types
1. Awareness
2. Engaging
3. Brand Love
4. Event/Sponsorship
5. Influencers
6. Direct Response
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Let’s celebrate the Dutch way! #noorderlicht
Tweet
227 RETWEETS 73 LIKES
Heineken NL@Heineken_NL
0:03
Heineken NL1. AwarenessContent that drives brand awareness. No engagement required.
#OnBrand16
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@Football fan -Great prediction! #PSV scored 1st! #HeinekenPredict
Tweet
227 RETWEETS 73 LIKES
Heineken NL@Heineken_NL
0:03
Veronica TV2. EngagingContent that drives an action from your audience.
#OnBrand16
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@Football fan -Great prediction! #PSV scored 1st! #HeinekenPredict
Tweet
227 RETWEETS 73 LIKES
Heineken NL@Heineken_NL
0:03
Veronica TV3. Brand Love Content that helps build a love of the brand - from helping your audience make their life easier to simply supplying “Plane Porn” like @KLM ❤✈ 🙋
#OnBrand16
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@Football fan -Great prediction! #PSV scored 1st! #HeinekenPredict
Tweet
227 RETWEETS 73 LIKES
Heineken NL@Heineken_NL
0:03
Veronica TV4. Event Sponsorship
andyroddick @andyroddick LIVE on #Periscope #Wimbledon
Promoted by Mercedes-Benz USA
Content that helps amplify your brand sponsorship.
#OnBrand16
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@Football fan -Great prediction! #PSV scored 1st! #HeinekenPredict
Tweet
227 RETWEETS 73 LIKES
Heineken NL@Heineken_NL
0:03
Veronica TV5. InfluencersContent that leverages influencers to promote your brand.
#OnBrand16
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@Football fan -Great prediction! #PSV scored 1st! #HeinekenPredict
Tweet
227 RETWEETS 73 LIKES
Heineken NL@Heineken_NL
0:03
Veronica TV6. Direct ResponseContent created to get a direct response from your audience.
#OnBrand16
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#OnBrand16
Third:Remember the plan.
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ALWAYS ON
MORE PREDICTABLE
CALENDAR SPECIFIC
LESS PREDICTABLE
EverydayCreating everyday relevant content: weather, commute, buying a house,
children, etc.
Live Eurovision, Olympics, UCL
Tour de France, Music festivals
UnplannedSpontaneous moments: breaking
news, TV moments
PlannedBrand Campaigns, 30-seconds
Sponsorships
#OnBrand16
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#OnBrand16
And now some content inspiration…
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Virgin Atlantic: #OneDay
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Create1. Brief on outcome:
Focus on desired outcome,
not tactics.
2. Variety is key:Use a variety of media &
formats to “thumb-stop”.
3. Planning: Make content that will fit
your strategy & goals.
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Right Media
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The Barista Bar@baristabar
#OnBrand16
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Frequently Asked Question: How do we promote effectively on social media?
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Let’s evolve our thinking.
Many brands are still using media
like it’s the 1950’s
Source - Ashley Vinson’s Thoughts About Media #OnBrand16
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#OnBrand16
Action: Target what matters.
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Age only tells us so much
We need to focus on
what matters to our audience versus justtheir age
Source - Ashley Vinson’s Thoughts About Media #OnBrand16
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Action: Focus on what has impact.
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Common campaign resultsOMG!
Look at them Tweets!
Source - A real campaign I worked on #OnBrand16 #OnBrand16
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Uh, what happened.
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JAN MAR MAYFEB APR AUG DECJUL SEPJUN NOVOCT
EVERYDAY MOMENTS LIVE/CAMPAIGN MOMENT EVERYDAY MOMENTS
Being consistently always-on grows SOV
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Action: Remember the funnel.
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Awareness
Opinion
Consideration
Purchase
OVERLAY WITH
Location
Language
Device / Carrier
Gender / Age
Interest
Followers
Look-a-likes
TV Targeting
Events
Keywords
Tweet Engagers
Tailored Audiences
+
All platforms have some form of targeting
Preference
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PREFERENCE
CONSIDERATION
OPINION
AWARENESS
PURCHASE
The “Traditional” sales funnel
is same on social
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AWARENESS
PURCHASE
How most marketers expect social to work.
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PREFERENCE
CONSIDERATION
OPINION
AWARENESS
PURCHASE
Social has the same funnel as any other
channel.
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PREFERENCE
CONSIDERATION
OPINION
AWARENESS
PURCHASE
#OnBrand16
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PREFERENCE
CONSIDERATION
OPINION
AWARENESS
PURCHASE
#OnBrand16
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PREFERENCE
CONSIDERATION
OPINION
AWARENESS
PURCHASE
#OnBrand16
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PREFERENCE
CONSIDERATION
OPINION
AWARENESS
PURCHASE
#OnBrand16
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Media1. Targeting:
Use insights beyond age.
2. Consistency:Consistency over spikes.
3. Promote: At every stage of the funnel.
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Right Measurement
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The Barista Bar@baristabar
#OnBrand16
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Frequently Asked Question: How do we measure our social campaigns?
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T ITLE
80
• Senior people work on digital.
• Platforms are easy to
compare.
• There is no ad fraud.
• There are no ad blockers.
• Measurement is easy.
Perfect World
#OnBrand16
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Social media measurement feels like this.
#OnBrand16
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Action: Set KPI’s based on platform & content type.
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= =?Measuring: All are all “likes” equal?
#OnBrand16
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Action: Know the math.
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Media Math
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Average view rate x impressions divided by those who kinda watched
x stars in the sky + some random number =
I think someone watched?
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Uh, yes, campaign results look great?
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Know how the results were calculated.
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Action: Use the data to get the truth.
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They aren’t watching for reason.
“It’s not me, it’s the platform!”
Source - Ashley Vinson’s Thoughts About Media #OnBrand16
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Action: Measure things that matter.
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BRAND EFFECT
PURCHASE INTENT
BRAND FAVOURABILITY
MESSAGE ASSOCIATION
AWARENESS
PURCHASE
ADVOCACY CONVERSATION ANALYSIS
OFFLINE SALES IMPACT MARKETING MIX MODELLING
CONVERSION LIFT
Measuring: Look for real impact vs. just numbers.
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Measure1. KPI’s:
Set based on platform & content type.
2. Math: Know how the numbers get
measured.
3. Data: Use it to tell the truth.
4. Measure:Impact vs. just numbers.
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Key Takeaways
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1.Strategy: Define the right approach
2.Content: Make the right creative
3.Media: Promote the right way
4.Measure: Measure the right results
4 Steps To Social
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I warn you against believing that advertising is a science.
- Bill Bernbach, DDB
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Thank you!@ashleybohunk
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