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Making the Transition from Organic to Paid
Social Marketing@M_Hickinbotham
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Telstra experience
@M_Hickinbotham
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Westpacexperience
@M_Hickinbotham
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Freelanceconsultant
@M_Hickinbotham
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“Another key finding was that social media and content marketing are gaining the most investment increases, with 68 per cent of company respondents reporting budgets for these channels have grown.”
- “A/NZ marketers ramp up digital spend, see tech knowledge as vital” - (CMO.com.au)
@M_Hickinbotham
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@M_Hickinbotham
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“Major advertisers, including Volkswagen, NZ Tourism and online clothier The Iconic, had abandoned mass-market television campaigns in favour of targeted digital marketing using mediums such as Facebook.”
- Era of micro-marketing and mobile has arrived: Google, Facebook - (Technology Spectator)
@M_Hickinbotham
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Page Post
Fanbase Audience
Social by design Social by context
Reactive content Proactive content
Social metrics/last click Weighted attribution
PAID
ORGANIC
Knowing the
functional difference between organic
and paid
@M_Hickinbotham
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Organic Social
@M_Hickinbotham
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Latent interest
and external stimulus
@M_Hickinbotham
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Latentinterest
@M_Hickinbotham
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Externalstimulus
@M_Hickinbotham
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Social Review
@M_Hickinbotham
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Over 19 millions impressions
Latent interest
and external stimulus
More than 2500 tweets
360 different users
@M_Hickinbotham
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Ten tips for
running a
Social Review
@M_Hickinbotham
1. Assess internal aversion to risk.
2. Select a competent product/service.
3. Select reviewers based on diversity and history of content creation.
4. Be transparent - publish the Social Review guidelines.
5. Follow ACCC guidelines (i.e. misleading claims).
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Ten tips for
running a
Social Review
@M_Hickinbotham
6. Pull vs Push.7. Leverage external
stimulus and latent interest.
8. Provide an onboarding program.
9. Meet Reviewers offline.10.Use owned asset as
the Social Review hub.
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1.7% of total
@BlackMilkClothing
customers own +50 leggings.
They generate close to 35% of
revenue.
@M_Hickinbotham
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Dark Social -
Buzzfeed Report
What Actually HappensWhat We See
@M_Hickinbotham
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1. Establish content/audience fit.
2. Understand your industry’s propensity to encourage Dark Social.
3. Power of a Paid Social Impression.
4. Tracking and Reacting.
http://mikehickinbotham.com/four-ways-optimise-dark-social/
Optimising for Dark Social
@M_Hickinbotham
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Paid Social
@M_Hickinbotham
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From three audiences to many
audiences
@M_Hickinbotham
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The importance of context
@M_Hickinbotham
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The importance of context
@M_Hickinbotham
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Social by context
Target Consumer
Parents
Rational
‘Manage’
Emotional
‘Stress’
CreativeProposition
Demo/Interest/
Behaviour/ Custom
Audience
TargetAudience
@M_Hickinbotham
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1. Earn consideration through emotive solution based propositions.
2. Target based on relevancy.
3. Focus on reach.
Three tips for a ‘brand
response’ post
@M_Hickinbotham
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1. Drive acquisition through product based propositions.
2. Target based on retargeting.
3. Focus on frequency.
Three tips for a
‘direct response’
post
@M_Hickinbotham
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• Males had the highest conversion lift.
• In the placebo group, females converted at a much higher rate than males.
• The trial generated a lift in Ad Recall, Purchase Intent and Message Association.
Results
@M_Hickinbotham
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@M_Hickinbotham
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Media attribution: Optimising digital marketing spend in Financial Services - Datalicious
@M_Hickinbotham
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@M_Hickinbotham
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@M_Hickinbotham
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Building an Organic and Paid Social Marketing Blueprint
@M_Hickinbotham
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Care &
Support
Awareness
Consideration & Intent
Paid- Reach the right people at scale.- Post should focus on emotional solution.Organic- Latent interest and external stimulus.- Blog posts that get shared / generate PR.
Paid- Target people based on interest and/or intent.- Posts should focus on product attribute.
Organic- Publish evergreen content to enable Dark Social.- Customer product reviews.
Paid- Connect with customers to provide support. Be on the lookout for advocates.Organic- Community service/support forum.
@M_Hickinbotham