1

Social media marketing (And why old school marketing is dead.)

Today’s agenda

Introductions

Social media today – quick and dirty

Marketing on social media

”Content is king”

The rule of the two Bills

Case studies

Why? And some points about the future of social media

Q&A

2

3

Tobias EnnéCommunications adviserPrimeTime Kommunikationte@primetime.dk@tobiasenne (come say hi!)

4Social media today (quick and dirty)

Social media today

Facebook is the dominating platform – more than 1 billion users worldwide, 3.5 million users in Denmark

57 percent of our population are on Facebook, 22 on LinkedIn, 5 on Instagram, 3 on Twitter – Facebook is today’s focus

Social media is no longer a free marketing platform

Snapchat is the fasting growing social media right now, Facebook users are getting older

The younger demographic is making marketing difficult – migration is the new black

”Buy now” button on Facebook just launched

Key take-away today: From push to pull

5

Social media today - platforms

6

Platform Audience

Facebook General population, 50/50 men and women

Twitter Journalists, politicans, sports personalities, media pro’s

Instagram Younger part of population, 15-29, more women than men

LinkedIn Decision makers, business people

Snapchat Ages 14-27

7

Zuckerberg’sLaw

(and the holy grail of Facebook’s algorithm)

Mark decides what you see

The average Dane is following 51 sites and has about 300 friends = a potential of 1500 daily status updates in your newsfeed

Facebook has a work-around: The secret algorithm

A Big Data driven system calculates what you want to see and when

Affinity is key

Content is social, BUT paid Facebook advertising is growing exponentially

Other platforms are heading in the same direction – Twitter and LinkedIn advertising is available now. Snapchat and Instagram are next

8

9

10 Marketing on social media platforms

Marketing on social media

Facebook is no longer a free platform – there’s a cost for being visible

Today: Organic reach of 0-6 percent for company pages

Organic reach, therefore, is no longer enough for advertisers who want to sell products or push a certain message to large groups of people

Video exploded on Facebook in 2014 – 75 percent global increase (yes, that includes cat videos)

Facebook has a love/hate relationship with marketers Hates when we push products Hates pushing people to enter promotions and sweepstakes with no real

content Hates posts that re-use the exact same content from ads Loves content that is shareable, useful and engaging

11

12 A new reality

13

The new reality of advertising

From hypodermic needle theory to dialogue, co-creation and networking

Edward Snowden was right

Facebook and Google know more about you than your friends and family

”I accept”

Ads on social media are targeted (if done right) directly to you based on almost all your other online activities

How close can we get? Age, gender, geography, interests, sites you like, friends’ interests

Facebook’s 4 options for advertisers: Boosting status updates, newsfeed ads, right side ads and Atlas (shh, it’s a secret)

Everything can be measured - almost

14

15

”Content is king”- Bill Gates, 1998

16

17

18

29,612 fans on Facebook Organic reach of min. 19 per cent Viral effect Community building Advertising that leads to website Zero commercial messages

19

4,989,243 fans on Facebook Organic reach of 4-7 per cent All messages are commercial Their strategy is not about

engagement anymore Customer service is key Imagery and video

The future of social media marketing ”Guesstimations” We’re in the golden age of social media now – reaching an audience with

ads or messages will only get more and more difficult Re-targeting is getting bigger and more intrusive Video will dominate in 2015 Content is (still) king Ads will start creeping into your Instagram feed and on Snapchat Young demographic (15-20) are not fleeing from Facebook (but Snapchat,

Instagram,WhatsApp, Tinder are gaining traction) Twitter is no longer for the ”elite” Owned media is increasingly important

20

The future of social media marketing We’re in the golden age of social media now – reaching an audience with

ads or messages will only get more and more difficult Re-targeting is getting bigger and more intrusive Video will dominate in 2015 Content is (still) king Ads will start creeping into your Instagram feed and on Snapchat Young demographic (15-20) will be fleeing from Facebook (Snapchat,

Instagram,WhatsApp, Tinder are gaining traction) Twitter is no longer for the ”elite” Owned media is increasingly important

21