the challenge of social marketing
TRANSCRIPT
The Challenge of Social Marketing
Communication is morepersonalthan everPS: don’t forget to tell your friends on WhatsApp about the new restaurant in town.
History of messaging
SMOKE SIGNALS
900 BC
TELEGRAPHY
1792
SMS
1992550 BC
1973
2000
INSTANT MESSAGING
5 billion users of SMS and/or Instant Messaging Worldwide
Social Networks – Where we are
1.900 7001.000
150300 282
555 319652
Number of users in millions
QZone
Baidu Tieba
YouTube
Tumblr
Sina Weibo
Messaging Apps – How we talk
1.300 8861.200
100260 220
300 300868
Number of Instant Messaging users in millions
Tencent QQ
Viber
Snapchat
LINE
Skype
BlackBerry Messenger
Facebook Messenger
Messaging is the New Social
Source: http://www.businessinsider.com/the-messaging-app-report-2015-11
and Social is difficult
$70Bspent just on social ads
in the last 4 years
59%of social marketers say they can’t measure ROI
Sources: https://www.emarketer.com/Article/Social-Network-Ad-Spending-Hit-2368-Billion-Worldwide-2015/1012357http://www.socialmediaexaminer.com/wp-content/uploads/2016/05/SocialMediaMarketingIndustryReport2016.pdf
mostly because of wrong expectations
Expectation Reality
and lack of information
Public Shares Private Shares
Visible
Rare only 20% of total
Higher reach 1-to-many
Low engagement
Easy to track
Hidden
Frequent 80% of total
Lower reach 1-to-1 or 1-to-few
High engagement
Hard to track
Users are communicating a lot more privately
Daily Usage
6.4 itemsshared per user
55 messagessent per user
Source: Getsocial Research Estimates
Communication through private channels is called...
DARK SOCIAL
And Dark Social can’t be tracked with regular Analytics Software
These will associate it with Direct traffic, instead of Social, where it really belongs
Direct
Social
Search
Referral
Other
531,683 sessions
35%
Communication changedIf you’re tracking the wrong metrics you won’t find the real value.
Dark Social causes ROI blindness Traffic from these channels is becoming the norm:
These “dark social” channels are the main reason it’s hard to know the performance of content and social marketing.
Instant Messaging
Email+ SMS
HTTPSto HTTP
MobileApps
Source: http://blog.getsocial.io/dark-social-publishers
Dark Social causes ROI blindness % of traffic attributed to Social
60%
50%
40%
30%
20%
10%
0%1st Month 2nd Month 3rd Month
With Copy Paste Tracking Without Copy Paste Tracking
41%
5%
42%
7%
52%
3%
Source: http://blog.getsocial.io/dark-social-publishers
Public Metrics = Vanity KPIs
Source: https://www.warc.com/NewsAndOpinion/News/37079
Don’t focus on:
Followers Reach Likes
Brad Smallwood, Facebook's Vice President of Measurement and Insights, revealed that
SEVERAL METRICS HAVE NO IMPACT ON BRANDS' PERFORMANCEand, as a result, Facebook has diminished the stature of "shiny" metrics such as users' "Likes," "Shares," and message posts.
Private Metrics = Value Indicators
Look instead for:
Traffic Intent Conversions
Are you getting visitors from social networks?
Are they sharing your content and products?
Are they buying or giving contact details?
How GetSocial solves this
ACTIVATE ANALYSE AUTOMATE ATTRIBUTE
17 tools to increase traffic, engage with visitors and
measure dark social.
Insights about how content is performing on
30+ social networks.
Automatically publish your best content at the best time to maximize traffic.
Invest only in the content that guarantees a positive ROI to create sustainable
growth.
