the end of free social - sparkloft media

THE END OF FREE SOCIAL

TESS MCBRIDE

SPARKLOFT MEDIA

ACCOUNT DIRECTOR

@tess_mcbreezy

@mcbreezy19

@tess_mcbreezy

Social Media Strategy

App Design and Development

IntegratedCampaigns

TrendReporting

CommunityManagement

Training and Speaking

SocialCommerce

InfluencerPrograms

ContentMarketing

45,000+Hours spent annually !

on social media

100+Happy

Customers

21Spoken

Languages

© 2015 Sparkloft Media Confidential

LOOKING BACK

2010: Social Media & Technology

@tess_mcbreezy

iPhone 4 released

JUNE

Facebook hits 500 million usersJULY

OCTOBERInstagram launches

FEBRUARY50 million tweets sent daily

MARCHPinterest launches

@tess_mcbreezy

2010

2010: Social Media & Technology

selÞes

2015:

@tess_mcbreezy

iPhone 6 Plus Dali Edition

Pinterest puppy search enhanced

500 million tweets sent daily and this

More than 35 million selfies on Instagram

Facebook made $3.85 billion in revenue in Õ14 Q4

2015

@tess_mcbreezy


PAY TO PLAY

@tess_mcbreezy

ÒThe average user is potentially exposed to 1,500 stories every time they log

onto Facebook. Super social users are exposed to 15,000

stories.Ó - Facebook

@tess_mcbreezy

PLATFORM

AD FUNCTION

AD NAME KPI PLATFORM

OBJECTIVE

ACCOUNTGROWTH

BRANDAWARENESS

ENGAGEMENTDRIVING TRAFFIC

impressions

reach

views

post engagement

KPI

Snew followers

new fans

cost per follower

cost per fan

post engagement

video views

cost per engagement

cost per video view

website clicks

website conversions

cost per click

cost per conversion

promotedaccount

page like ads

promotedpins

website click ads

PLA

TFO

RMS

websitecards

video ads promotedtweets

promotedposts

promotedvideos

promotedvideo cards

promotedtweets

promotedposts

page like ads

promotedaccount

websiteconversions

@tess_mcbreezy

$ $

$100K- $750K

$0.25 - $3

$$$

@tess_mcbreezy

$3k - $25k (full page)

$

$28k(half-page)

$

$100K+

$ $

$750K

$

$35k - $2 million (30 sec)

$0.25 - $3

$$ $ $

@tess_mcbreezy

OBJECTIVE: Show posted content to more fans as well as non-fans

KPIS: Engagement, cost-per-engagement or impressions

PROMOTED CONTENT

PAGE LIKE ADS

WEBSITE CLICK ADS

OBJECTIVE: Direct fans and non-fans to a website

KPI: Website clicks or cost-per-click

OBJECTIVE: Grow fan base

KPI: New fans or cost-per-fan

@tess_mcbreezy

@tess_mcbreezy

ÒI have XYZ number of fans. I paid good money for them. WhatÕs the value in having

people like my page if I canÕt reach them?!Ó

@tess_mcbreezy

¥ Fans can give your business credibility!

¥ Fans make your ads more effective

¥ Fans also make the ads you run on Facebook more efficient

¥ You can use insights about your fans

@tess_mcbreezy

@tess_mcbreezy@tess_mcbreezy

@tess_mcbreezy

@tess_mcbreezy

CREATE TRACKINSTALL CLICK

UPLOAD TARGET

@tess_mcbreezy

DIVERSITY IN CONTENT TYPES

SPEED OF DELIVERY

A/B TESTING

PRODUCTION

TARGETING

@tess_mcbreezy


SO NOW WHAT?

CHANGE YOUR CONTENT STRATEGY

TEST MEDIA BUYING

TRY NEW PLATFORMS

UTILIZE INFLUENCERS

@tess_mcbreezy

CONTENT REMIX

@tess_mcbreezy

PERMISSION-BASED MAREKTING

INTERRUPTION-BASED MAREKTING


MEDIA BUYING

@tess_mcbreezy

START SMALL

TEST AND LEARN

OUTLINE OBJECTIVES

TRACK RESULTS

Piece of content

Copy A Targeting A Image A

Long-haul travelLocal (drive-markets)

Promoting Budget: $XYZ Promoting Budget: $XYZ

Copy B

Copy C

Copy D

Targeting B

Targeting C

Targeting D

Image B

Image C

Image D

Copy E Targeting E Image E

Copy A Targeting A Image A

Copy B

Copy C

Copy D

Targeting B

Targeting C

Targeting D

Image B

Image C

Image D

Copy E Targeting E Image E

Copy B

Targeting C

Image E

@tess_mcbreezy

@tess_mcbreezy

COPY

TARGETING IMAGE

MARKET / AUDIENCE 1

A

B COPY

TARGETING IMAGE

MARKET / AUDIENCE 2

COPY

TARGETING IMAGE

COPY

TARGETING IMAGE

YOUR ARTICLE, STORY, CONTENT, ETC.

INFLUENCERS

@tess_mcbreezy

223K followers Surfer

CHRIS BURKHARD @chrisburkhard

29K followers Canadian

SEATTLE DREDGE @seattlestravels

23K followers Family Travel

ELIZABETH ANTONIA @thelittlest

@tess_mcbreezy

BRANDCONNECTIONS

MEDIA CONNECTIONS

OVERALL GROUP

OTHER SOCIAL CHANNELS

PHOTOGRAPHYSKILLS

ACTIVITIES OF INTEREST

LOCATION OF AUDIENCE

TYPE OF TRAVELER

@tess_mcbreezy


NEW PLATFORMS

CAPTURE

Photo / Video Embellish / draw

Set a time

DISCOVERExplore publications

EX: CNN, ESPN, the Daily Mail, People, etc.

SHARESend directly

Add to story (24 hours)

@tess_mcbreezy

LAUNCHED

¥ 2011

ALL USERS¥ 100 million active users send 400 million snaps daily

¥ 18% of all US social media users use Snapchat

COLLEGE USERS

@tess_mcbreezy

¥ ___% use Snapchat daily

¥ ___% use Snapchat to send sexts

¥ ___% say they are Òlikely to purchase a product from a brand that sent them a Snapchat coupon"

77

2

58


McDonalds

Amazon

Acura

Heineken

NBA

General Electric

Free People

Taco Bell

@tess_mcbreezy

@tess_mcbreezy

BRAND

NEW PLATFORM (BEYOND FACEBOOK AND TWITTER)

WHATÕS YOUR OVERALL STRATEGY FOR THIS NEW PLATFORM?

WHAT CONTENT WILL YOU SHARE, HOW WILL YOU SHARE IT, ETC.?

WHO IS YOUR TARGET AUDIENCE ON THIS NEW PLATFORM?

OBJECTIVE

THANK YOU.