level up: making social media marketing work for big business
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Making Social Media Marketing Work for Big BusinessTRANSCRIPT
Making Social Media Marketing Work for Big Business
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A Hearst Digital Agency
thought leadership series presented by
LEVEL UP
#LEVELUP
We're a team of innovative, platform-agnostic strategists and technologists.
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We excel at crafting solutions that connect brands to consumers.
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Creative Strategy Technology
• Branding • UX/IA • Interactive • Video • 3D/Motion • Copywriting
• Research • SEO/SEM • Content • Social • Mobile • Display
• Web Development • App Development • Mobile • CMS • Kiosk • Gaming
Our Three Pillars
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A Hearst Digital Agency
thought leadership series presented by
LEVEL UP
Beyond Community Building
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Do You Really Know Your Fans?
Connected Experiences
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#LEVELUP !
fb.com/amusedigital @amusedigital
Today’s Agenda
Beyond Community Building: The Power of Paid Social
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#LEVELUP @alisonvsutton
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Establishing and growing a social audience comes down to two things:
• Dedicate Significant time and resources to organic community growth
• Add a boost with paid support and measure your efforts even better
“If you build it, they won’t come”
B2B vs. B2C organizations largely use the same social strategy:
• Acquire audience by sharing relevant content and spur user engagement
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Stay the Same
34%
Increase
64%
Decrease
2%
Change in Paid Social Media Ad Budgets in 2013According to US Advertisers% of respondents
The Industry is on board with Paid Social
Source: eMarketer.com 2013
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The Industry is on board with Paid Social
1% - 10% 70%
11% - 20% 18%
21+% 13%
Percent of Online Budge Allocated to Social Media Ads According to US Advertisers% of respondents
Source: eMarketer.com 2013
If you aren’t in the paid social space, your competitor is. They will
out-spend and out-reach you.
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Short-term Sales
Engaging Existing Customers
Spread News & Information
Brand Awareness Recruitment
Compliment Promotional Campaign
Encourage Word of Mouth
Increase Searchability
What are your business objectives? Social Media can help
Because every business has different objectives, ROI will be different for everyone. Before Adding social media to any marketing campaign companies should clearly define their objectives.
Key Objectives
Source: eMarketer, MGD Advertising
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Social vs. Traditional Advertising
Pros & Cons
Social Media Traditional
Inexpensive
Interactive/Engaging
Measurable
Short-Term Results
Permanent/Tangible
Time Involved
Shelf Life
Costly
One-WayNon-Reciprocal
Hard to Measure
Source: Kuhcoon.com 2013
Not only is social advertising significantly cheaper than other platforms, it’s scalable and modifiable in real-time
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Social vs. Traditional Advertising
Cost Comparison
CPMThe CPM model refers to advertising broughton the basis of impressions. It essentially tells you how much people will pay per 1,000 peopleto view your ad during the entire campaign.
$5 CPM
$9 CPM
$3 CPM$1 CPM
SHow in Chart and combine News and to Print
Radio TelevisionBillboardSocial Media Print
$43 CPM
Source: Kuhcoon.com 2013
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So Where’s the Value?
Social Media ROI is the never-ending conversation that even top CMOs have not been able to solidify.
The same KPIs of traditional advertising cannot be used to measure social success. And that’s why it’s difficult.
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So Where’s the Value?
68%Site Traffic
66%Conversion
63%# of Fans
63%# of Positive
Customer Mentions
50%# of
Contributors
42%# of Post
43%# of Page
Views
41%# of
Mentions
23%Average Order
Value
16%ReducedReturns
11%Reduced Call
Volumer
15%IncreasedChannel
Sales
7%Do not Track
Metrics
7%Workplace efficiencies
and Positive Sentiment
Metrics Used by CMOs to Measure Social Media Marketing Activities
Qualitative vs. Quantitative Metrics
Source: eMarketer, MGD Advertising
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So Where’s the Value?
Source: eMarketer, MGD Advertising
Social Media Channels with Highest ROI
Facebook Ratings andReviews
Twitter Linkedin
36% 43%
23% 21%32%
21%
42%
Participate inIndustry Blog
YouTube CompanyBlog
Although the date above suggest that Facebook is the most valuable social marketing platform by ROI, marketers chose YouTube as the medium they plan to increase marketing most.
Emerging Platforms
A survey of CMOs reveal which social platforms have the highest ROI
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Financial
Have cost decreasedor sales increased?
Brand
Have perceptions ofthe brand improved?
Risk Management
Are you better prepared to respondto issues that affect brand reputation?
Digital
Has the brand enhancedits digital assets?
1 23 4
So Where’s the Value?According to Forrester, identifying the value of social media
marketing efforts comes down to looking at four factors:
Source: eMarketer, MGD Advertising
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Social Advertising Products
Facebook Promoted Post
CPM $0.50 & Up
3.4 mm users in Houston area, 18+
Cost Model
Reach
Targeting OptionsAppears on Desktop and Mobile
• Device • Geo-location • Age • Gender • Interest Segments • Relationship Status • Language • Education • Workplace
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Social Advertising Products
Facebook Right-Rail Ad
CPM $0.75 & Up
3.4 mm users in Houston area, 18+
Cost Model
Reach
Targeting OptionsAppears on Desktop
• Device • Geo-location • Age • Gender • Interest Segments • Relationship Status • Language • Education • Workplace
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Social Advertising Products
Promoted Tweet
CPE $1.50 & Up
1mm+ users in Houston area
Cost Model
Reach
Targeting OptionsAppears on Desktop and Mobile
• Device • Geo-location • Key Word • Look-alike followers of
specific accounts • Interest Segments
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Social Advertising Products
LinkedIn Sponsored Update
CPM $2.50 & Up
1.5 mm users in Houston area, 18+
Cost Model
Reach
Targeting OptionsAppears on Desktop and Mobile
• Company Name • Geo-location • Company Size • Industry • Job Function
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Social Advertising Products
YouTube TrueView
CPV $0.10 & Up
149 mm unique monthly users
(US)
Cost Model
Reach
* Pinterest and Instagram have introduced their own paid products, with the first analytics rolling in
Targeting OptionsAppears on Desktop and Mobile
• Key Word • Geo-location • Age • Gender • Interest Segments
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18 Months $5,000 Total Spend
Promoted Posts | Right-Rail Ads | Giveaways Contests | Promoted Tweet | Sponsored LinkedIn Update
Case Study: Houston Chronicle
Source: Facebook Insights, Omniture analytics
Number of Engagements on Social Networks
15,000 to 55,000Facebook followers
Site Traffic from Social Networks
+ 260%
+ 436%
+ 84%
Let’s Start Spending! Q&A
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Do You Really Know Your Fans? Facebook Data Mining and Effective Targeting
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#LEVELUP @ctreada
Consumer Funnel
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Connected Experiences: The Intrinsic Relationship Between Search, Social and Content
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#LEVELUP @nataliebgarza @alisonvsutton
@lostrajani @DivyaVisentini
How do Content, Search, and Social connect in your digital marketing strategy?
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Connected Experiences
Content
Search Social
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Social Activity Search Ranking Factors
Google +1Facebook Shares
Number of BacklinksFacebook Total
Facebook CommentsFacebook Likes
PinterestTweets
% Backlinks rel=nofollow0 SEO-Visibility of backlinking URL
% Backlinks with StopwordLength of URL
Number of internal LinksWord Count in Anchor Text
HTML LengthPosition of Keyword in Title (Character)
Position of Keyword in Title (Word)% Backlinks from same Country
Word CountKeywords in Body
Keyword in external Links
* Searchmetrics Ranking Factors 2013
0.400.340.340.34
0.330.31
0.290.28
0.250.20
0.180.16
0.150.14
0.130.12
0.110.110.110.110.11
Source: 435 Digital
What do you focus on first when beginning your strategy?
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B2B & B2C Content Marketing
Source: Content Marketing Institute
31%Remain the Same45%
Increase
10%Significantly
Increase
11%Unsure
1%Significantly
Decrease
2%Decrease
45%Increase
10%Unsure
34%Remain the Same
9%Significantly
Increase
2%Decrease
B2C Content Marketing Spending(Over next 12 Months)
B2B Content Marketing Spending(Over next 12 Months)
55% of B2C Marketers say they will increase their content marketing spend.
54% of B2B Marketers say they will increase their content marketing spending.
Overall, B2C Marketers are planning to increase content marketing spend at a rate similar to B2B Marketers.
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Why Do People Share?Anger
Sadness
Relaxation Happiness
Most Likely to be Shared
Least Likely to be Shared
Source: UpWorthy
How do you measure the success of all three?
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How do consumers engage with each throughout the buying cycle?
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Consumer Buying Cycle
Inform InitiateInterest
SEARCHSocial
CONTENTSearchSocial
SOCIALContent
Thank You
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A Hearst Digital Agency
thought leadership series presented by
LEVEL UP
#LEVELUP