Level Up: Making Social Media Marketing Work for Big Business
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Making Social Media Marketing Work for Big Business
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Level Up: Making Social Media Marketing Work for Big Business
- 1. Making Social Media Marketing Work for Big Business 1 A Hearst Digital Agency thought leadership series presented by LEVEL UP #LEVELUP
- 2. We're a team of innovative, platform- agnostic strategists and technologists. ! We excel at crafting solutions that connect brands to consumers. 2
- 3. 3 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
- 4. 4 A Hearst Digital Agency thought leadership series presented by LEVEL UP
- 5. Beyond Community Building 5 Do You Really Know Your Fans? Connected Experiences ! ! #LEVELUP ! fb.com/amusedigital @amusedigital Today’s Agenda
- 6. Beyond Community Building: The Power of Paid Social 6 #LEVELUP @alisonvsutton
- 7. 7 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
- 8. 8 Stay the Same 34% Increase 64% Decrease 2% Change in Paid Social Media Ad Budgets in 2013 According to US Advertisers % of respondents The Industry is on board with Paid Social Source: eMarketer.com 2013
- 9. 9 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
- 10. If you aren’t in the paid social space, your competitor is. They will out-spend and out-reach you. 10
- 11. 11 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
- 12. 12 Social vs. Traditional Advertising Pros Cons Social Media Traditional Inexpensive Interactive/Engaging Measurable Short-Term Results Permanent/Tangible Time Involved Shelf Life Costly One-Way Non-Reciprocal Hard to Measure Source: Kuhcoon.com 2013
- 13. Not only is social advertising significantly cheaper than other platforms, it’s scalable and modifiable in real-time 13 Social vs. Traditional Advertising Cost Comparison CPM The CPM model refers to advertising brought on the basis of impressions. It essentially tells you how much people will pay per 1,000 people to 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
- 14. 14 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.
- 15. 15 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% Reduced Returns 11% Reduced Call Volumer 15% Increased Channel 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
- 16. 16 So Where’s the Value? Source: eMarketer, MGD Advertising Social Media Channels with Highest ROI Facebook Ratings and Reviews Twitter Linkedin 36% 43% 23% 21% 32% 21% 42% Participate in Industry Blog YouTube Company Blog 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
- 17. 17 Financial Have cost decreased or sales increased? Brand Have perceptions of the brand improved? Risk Management Are you better prepared to respond to issues that affect brand reputation? Digital Has the brand enhanced its digital assets? 1 2 3 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
- 18. 18 Social Advertising Products Facebook Promoted Post CPM $0.50 Up 3.4 mm users in Houston area, 18+ Cost Model Reach Targeting Options Appears on Desktop and Mobile • Device • Geo-location • Age • Gender • Interest Segments • Relationship Status • Language • Education • Workplace
- 19. 19 Social Advertising Products Facebook Right-Rail Ad CPM $0.75 Up 3.4 mm users in Houston area, 18+ Cost Model Reach Targeting Options Appears on Desktop • Device • Geo-location • Age • Gender • Interest Segments • Relationship Status • Language • Education • Workplace
- 20. 20 Social Advertising Products Promoted Tweet CPE $1.50 Up 1mm+ users in Houston area Cost Model Reach Targeting Options Appears on Desktop and Mobile • Device • Geo-location • Key Word • Look-alike followers of specific accounts • Interest Segments
- 21. 21 Social Advertising Products LinkedIn Sponsored Update CPM $2.50 Up 1.5 mm users in Houston area, 18+ Cost Model Reach Targeting Options Appears on Desktop and Mobile • Company Name • Geo-location • Company Size • Industry • Job Function
- 22. 22 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 Options Appears on Desktop and Mobile • Key Word • Geo-location • Age • Gender • Interest Segments
- 23. 23 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 55,000 Facebook followers Site Traffic from Social Networks + 260% + 436% + 84%
- 25. Do You Really Know Your Fans? Facebook Data Mining and Effective Targeting 25 #LEVELUP @ctreada
- 27. Connected Experiences: The Intrinsic Relationship Between Search, Social and Content 27 #LEVELUP @nataliebgarza @alisonvsutton @lostrajani @DivyaVisentini
- 28. How do Content, Search, and Social connect in your digital marketing strategy? 28
- 30. 30 Social Activity Search Ranking Factors Google +1 Facebook Shares Number of Backlinks Facebook Total Facebook Comments Facebook Likes Pinterest Tweets % Backlinks rel=nofollow 0 SEO-Visibility of backlinking URL % Backlinks with Stopword Length of URL Number of internal Links Word Count in Anchor Text HTML Length Position of Keyword in Title (Character) Position of Keyword in Title (Word) % Backlinks from same Country Word Count Keywords in Body Keyword in external Links * Searchmetrics Ranking Factors 2013 0.40 0.34 0.34 0.34 0.33 0.31 0.29 0.28 0.25 0.20 0.18 0.16 0.15 0.14 0.13 0.12 0.11 0.11 0.11 0.11 0.11 Source: 435 Digital
- 31. What do you focus on first when beginning your strategy? 31
- 32. 32 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.
- 33. 33 Why Do People Share? Anger Sadness Relaxation Happiness Most Likely to be Shared Least Likely to be Shared Source: UpWorthy
- 34. How do you measure the success of all three? 34
- 35. How do consumers engage with each throughout the buying cycle? 35
- 36. 36 Consumer Buying Cycle Inform InitiateInterest SEARCH Social CONTENT Search Social SOCIAL Content
- 37. Thank You 37 A Hearst Digital Agency thought leadership series presented by LEVEL UP #LEVELUP