This is my presentation to the meetup.com Online Marketing Sydney group on 28 May, 2015.
You can read the blog post that accompanies the presentation here: http://mikehickinbotham.com/organic-and-paid-social-media-marketing-strategy/
7. 7
• No longer have social
relationships with
customers on social
networks.
- Facebook and Twitter only
reach around 2% of fans
and followers.
- Less than 0.1% of fans and
followers actually interact.
• Facebook “will become
nothing but a repository
for display ads”.
8. • Page/Account
• Building a fanbase
• ‘Social’ by design
- An idea that scales
- Creative that inspires
user engagement and
leads to positive
sentiment
• Content to feed the beast
• Unique Reach / Total
Impressions / Number of
users
• Post/Tweet
• Understanding your audience
• ‘Target’ by design
- Behaviours/interests, data
driven audiences and re-
targeting
- Creative is driven by
targeting technique and post
type
• Content that supports your
objective
• Frequency / Reach
Measurement
Attribution/Brand Consideration
Organic to Paid - change in mindset
How the two forms of Social differ
Last click/Online listening
8@m_hickinbotham
15. 15
360 different users
more than 2500 tweets
over 19 million impressions
Paid Versus Organic
HTC Desire Case Study
@m_hickinbotham
16. 16
@BlackMilkClothing
Be authentic, be a story teller and be accessible
1.7% of total customers
own +50 leggings. They
generate close to 35%
of revenue.
17. 17
1. Research your industry
landscape
2. Study up on your
audience
3. Determine your unique
value proposition
4. Implement your strategy
@Canva
Using research to grow traffic to the blog
https://blog.bufferapp.com/blog-growth-tactics
21. Target Audience
Emotional Stress
Rational Manage
Facebook
Segments
Parents
Creative
Proposition
For unexpected expenditures.
21
Understand your audience
Provide context for your creative
22. 22
Brand Response Direct Response
The right creative for the right job
Assigning one objective per post type
@m_hickinbotham
24. 24
Revenue / Media Attribution
Last click vs custom attribution
@m_hickinbotham
25. 25
Social Advertising’s Opportunity
How can marketers optimise their marketing budget?
Media attribution: Optimising digital marketing spend
in Financial Services - Datalicious
@m_hickinbotham
29. Awareness
Consideration
Conversion
Care &
Support
Paid
• Reach the right people at scale.
• Focus on emotional solutions.
Organic
• Blog posts that get shared / generate PR.
29
Paid
• Target people with an interest and/or re-
target people with an expressed intent.
• Focus on product attributes.
Organic
• Customer product reviews.
Paid
• Connect with customers to provide support. Turn
customers into advocates.
Organic
• Community service/support forum.
A Paid / Organic Consumer Path to Conversion
Aligning to business objectives
@m_hickinbotham
Depending on your point of view, this is either good news or bad news.
Facebook / Stanford research - External Stimulus and Latent Interest
The dynamics of organic that make it appealing are also it’s biggest barriers to
1.7% of customers (2500 customers) are in the 50+ leggings club and they are responsible for 35% of revenue over the past few years - focus on the loyal customers.
5 years old
multi million business
200 staff in total - 73 sowers in brisbane producing 2000 units a day.
release 80 designs a month
Cameron Parker - Head of Marketing and Sales
Community sharing love of the brand under #BlackMilk
Be authentic (raw)
Be a story teller (started a blog - each product has a story. Includes email confirmation/shipping)
Be accessible (two teams with two shots to just communicate with customers) Rapid production model - take an idea, design it, shoot it and share it.
Move to hanging out with customers with Meet Ups. All over the world. Receive knowledge and give care.
Sharkies - website crashed and sensed tension on Social. Used it as as story telling opportunity. They felt like Lady Gaga wearing the meat suit and felt like in an ocean full of sharks. Hence Sharkies was born.
Community to share the leggings - brand feel protected in a safe environment.
Social proof is so important to the brand
Organic needs to become a habit. It needs to become embedded int he DNA of your business. A business won’t reap the long term benefits of an Organic strategy without an Organic mindset being established at the top of the business.
FB’s 2012 - three audiences that drive success on Facebook
in 2015, we’ve moved beyond just three audiences …