Tina Starkey - Micro Budget Mega Impact
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Social Fresh 2018
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Tina Starkey - Micro Budget Mega Impact
- 1. MICRO BUDGET, MEGA IMPACT. Social Media Marketing in 2018 Tina Starkey Director, Social Media Marketing @AmericanCancer #AttackingCancer
- 2. 2AMERICAN CANCER SOCIETY© 2 MACRO FORCES
- 3. THE HUMAN ATTENTION SPAN IS SHORTER THAN A GOLDFISHâS THERE IS MORE CONTENT THAN EVER
- 4. AMERICAN CANCER SOCIETY© Social platforms compete to maintain their share of attention.
- 5. VIDEO, VIDEO, VIDEO... âąâŻ 1/3 of all online activity is spent watching video âąâŻ 80% of the total global internet traffic will soon be attributed by videos âąâŻ 45% of people watch more than an hour of Facebook or YouTube videos a week. âąâŻ Over 500 million people are watching video on Facebook every day
- 6. AMERICAN CANCER SOCIETY© Social is âpay to play,â and only the very best content will cut through the clutter. SO, WE CHANGED OUR APPROACHâŠ
- 7. AMERICAN CANCER SOCIETY© RESPONSE 10% INFLUENCER 5 20% PLANNED REAL-TIME 30% 10% INFLUENCER RESPONSE 40% New Social Content Approach âąâŻ Strategic and stronger content âąâŻ With specific platform capabilities and best practices in mind âąâŻ Target to the right person for a longer period of time âąâŻ With a message that is easy to digest and is memorable
- 8. AMERICAN CANCER SOCIETY© Making an impact today Calendar-driven Story-driven Static Video No media investment Targeting relevant content to the right audience Quantity Quality
- 9. AMERICAN CANCER SOCIETY© Always-On Budget Allocation 5% 95% Media Investment Creative Development 25% 75% Media Investment Creative Development
- 10. AMERICAN CANCER SOCIETY© The Content. From thisâŠ
- 11. AMERICAN CANCER SOCIETY© To simple animationsâŠ
- 12. AMERICAN CANCER SOCIETY© And mixed UGCâŠ
- 13. AMERICAN CANCER SOCIETY© And even full shootsâŠ
- 14. AMERICAN CANCER SOCIETY© QUANTITY⊠OCTOBER SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 FB post IG post Tweet Engage Engage Instagram Engagement Engage Tweet Tweet Tweet Tweet IG post FB post IG post FB post Engage Engage Engage Engage Engage Engage FB post Engage Tweet FB post Engage Tweet FB post Engage Tweet FB post Engage Tweet FB post Engage Tweet IG post IG post FB post Tweet Tweet Tweet Tweet Tweet Engage Tweet Tweet Tweet FB post Facebook Twitter FB post FB post FB post Engage IG post IG post FB post Tweet Tweet Tweet Engage Tweet FB post Engage
- 15. AMERICAN CANCER SOCIETY© To QUALITY OCTOBER SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 FB/IG post 1 Facebook Post 1 Tweet Tweet Engage Dark content FB post 2 Tweet Tweet Tweet Tweet FB post FB/IG post 2 FB/IG post 3 Engage Engage Tweet Tweet Tweet Tweet Tweet Tweet Engage Engage Tweet Engage Tweet Instagram Engagement Facebook Twitter Instagram UGC Instagram UGC Instagram UGC Instagram UGC Instagram UGC
- 16. AMERICAN CANCER SOCIETY© Results 7% Video Content 80% Video Content No media investment No boosted content Targeted content to the right audience 85% boosted 47 FB Posts 7 FB posts Declining reach, impressions, engagement Stemmed decline, increased brand love
- 17. AMERICAN CANCER SOCIETY© 1.⯠Focus on investing in relevant, high-quality content that grabs attention. 2.⯠Pair that with a targeted paid strategy to reach the right people over a period of time. 3.⯠Authentically engage with your community to extend the impact of your content. The Take-aways