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Four Steps to Social

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Four Steps to Social

  1. 1. #Confex17 @ashleybohunk • 2 March 2017 Steps To Social 4 3 2
  2. 2. Chief Marketing Officer @ashleybohunk Ashley Vinson
  3. 3. The World Today... GO AHEAD MAKE MY SELFIE #Confex17
  4. 4. ...is a constant set of screens & multitasking
  5. 5. We still spend time with our loved ones.
  6. 6. Source - Kleiner Perkins Internet Trends, 2015 The human attention span 8 SecLet’s see if we can stare at this weird fish for 8 seconds.
  7. 7. Source - Dscout 2016 times every day 2,617 We touch our phones #Confex17
  8. 8. Source — Braun Research, Inc., 2015 I woke up, checked my phone, and saw this:
  9. 9. Source — Braun Research, Inc., 2015 First thing on our mind in the morning Smartphone 35% Coffee 17% Toothbrush 13% Significant other 10%
  10. 10. Media consumption is shifting to mobile.
 

  11. 11. Average time spent per day with major media (USA adults) Time spent with mobile continues to grow Mobile Desktop TV Radio Print est. 20172016 est. 2018 MIMNUtTESSPENTPERDAYWITHMEDIA 300 100 0 200 Source - eMarketer, 2016 #Confex17
  12. 12. Source - Kleiner Perkins Internet Trends, 2015 time spend in apps vs browsers 81% But where in mobile are they spending time?
  13. 13. Source - Kleiner Perkins Internet Trends, 2015 million are using ad blockers 620People Don’t Want To See Ads
  14. 14. Even Trump spends his time in an app.
  15. 15. Social media is a mobile app.

  16. 16. 
 Social is a critical component to growing your brand.
 We can’t ignore social
  17. 17. Social media can be fun 
 
but marketing on social media is not always fun.
  18. 18. Social media is how 
 most consumers will experience your brand. 

  19. 19. Are we showing our best side? Many brands don’t bring their best game on social. Source - Ashley Vinson’s Thoughts When She Looks at the Platforms #Confex17
  20. 20. Social media marketing is still marketing…

  21. 21. Right message. Right audience. Right time.

  22. 22. How do I strategize, create content, promote, & measure for my social media marketing? #SocialMediaPain The Big Question:
  23. 23. 1.Strategy: Define the right approach 2.Content: Make the right creative 3.Media: Promote the right way 4.Measure: Measure the right results 4 Steps To Social
  24. 24. Right Strategy
 STEP 1
  25. 25. Frequently Asked Question: What should be our social media strategy?

  26. 26. SOURCE | Research Now, Active users of each platform, UK, 2016 Every platform is different. BACKSTAGE ACCESS, UNIQUE PERSPECTIVES, INSPIRATION LIVE, EXPERT POINTS OF VIEW TO BE ENTERTAINED, CONNECT WITH FRIENDS CELEBRITIES, INSPIRATION, CONNECT WITH FRIENDS CONNECT WITH FRIENDS, SEE OTHER PEOPLE’S OPINIONS TO BE ENTERTAINED Top attributes of platform given by the users of each
  27. 27. First Question: What do we want to achieve?

  28. 28. Goal of advertising: Make an emotional connection to a person in order to persuade them to buy your product. Source - Ashley Vinson’s Thoughts When She Looks at the Platforms
  29. 29. #OnBrand16 Second Question: Where do we focus?

  30. 30. ALWAYS ON Everyday Creating everyday relevant content: weather, commute, buying a house, financial concerns, etc. Live Live events:
 Eurovision, Olympics, UCL Tour de France, Music festivals Unplanned Spontaneous moments: 
 breaking news, product mentions. MORE PREDICTABLE CALENDAR SPECIFIC LESS PREDICTABLE Planned Overall brand marketing: 
 brand campaigns, new product launch, sponsorships
  31. 31. ALWAYS ON Everyday LiveUnplanned MORE PREDICTABLE CALENDAR SPECIFIC LESS PREDICTABLE Planned
  32. 32. Third Question:
 Where is my audience?

  33. 33. Facebook Instagram Twitter Pinterest LinkedIn WeeklyDaily Less Often Among users of each social site,% who use these sites daily, weekly, or less often. What are people doing? Source - Pew Research Centre, April 2016 76 15 7 22 33 43 5131 31 24 2651 42 25 18 #Confex17
  34. 34. Audience Your audience can be found many different places. Match content to 
 platform behavior.
  35. 35. Fourth Question:
 How often do we communicate?

  36. 36. How often? No one is waiting for your social media post. 
 However, people forget about you when you aren’t around.
  37. 37. How often? Say something 
 when it can be: • Helpful • Relevant • Useful • Entertaining #Confex17
  38. 38. 1. What do we want to achieve? 2. Where do we focus? 3. Where is our audience? 4. How often do we communicate? Right Strategy
  39. 39. Right Content
 STEP 2
  40. 40. The Barista Bar
 @baristabar
  41. 41. Frequently Asked Question: What is the right content for social?

  42. 42. First:
 Always brief on outcome,not tactics.

  43. 43. Second:
 Focus on variety.

  44. 44. Create 1. Awareness 2. Engaging 3. Brand Love 4. Event/Sponsorship 5. Influencers 6. Direct Response 7. Informative 7 Core Content Types:
 #Confex17
  45. 45. 1Awareness Content that drives brand awareness. 
 No engagement required. Home Notifications Messages MeExplore Promoted Let’s celebrate the Dutch way! #noorderlicht Heineken NL
 @Heineken_NL
  46. 46. 2Engaging Content that drives an action from your audience. Home Notifications Messages MeExplore
  47. 47. Home Notifications Messages MeExplore 3Brand Love Content that helps build a love of the brand. ✈
  48. 48. Home Notifications Messages MeExplore Promoted by Mercedes-Benz USA 4Event Sponsorship Content that helps amplify your brand sponsorship. andyroddick @andyroddick LIVE on #Periscope #Wimbledon
  49. 49. Home Notifications Messages MeExplore 5Influencers Content that leverages influencers to promote your brand.
  50. 50. Home Notifications Messages MeExplore Promoted 6Direct Response Content created to get a direct response from your audience.
  51. 51. Home Notifications Messages MeExplore Promoted Ready to pop the question to your #valentine soon? Here are tips for buying an engagement ring within your budget. bit.ly/2kH317A  Chase @Chase 3:47 PM - 14 Feb 2017 7Informative Create content that is helpful, useful, relevant and/or entertaining.
  52. 52. is your content: Relevant? Helpful? Useful? Entertaining?

  53. 53. Third:
 Remember the plan.

  54. 54. ALWAYS ON Everyday LiveUnplanned MORE PREDICTABLE CALENDAR SPECIFIC LESS PREDICTABLE Planned
  55. 55. Content 1. Brief on outcome: 
 Focus on desired outcome, not tactics. 2. Variety is key:
 Use a variety of media & formats to “thumb-stop”. 3. Planning: 
 Make content that will fit your strategy & goals.
  56. 56. Right Media
 STEP 3
  57. 57. Frequently Asked Question: How do we promote effectively on social media?

  58. 58. Let’s evolve our thinking. Many brands are still using media like it’s the 1950’s Source - Ashley Vinson’s Thoughts About Media
  59. 59. Action:
 Target what matters.

  60. 60. Age only tells us so much We need to focus on what matters to our audience versus just their age Source - Ashley Vinson’s Thoughts About Media
  61. 61. Location Language Device / Carrier Gender / Age Interest Followers Look-a-likes TV Targeting Events Keywords Tweet Engagers Tailored Audiences + Be creative in how you target.
  62. 62. 41 68 I sure would like an easy-to-use pregnancy test! #HelpMeBrand 41 167 9:40 AM – 1 March 2016 Ashley Vinson @ashleybohunk Use what you know about someone to be more relevant. RT’s dumb jokes. Follows Kim Kardashian Profile mentions Christian Louboutin. Likes posts about superficial things.
  63. 63. Action:
 Focus on what has impact.

  64. 64. Common campaign results OMG! Look at them Tweets! Source - A real campaign I worked on
  65. 65. Common campaign results Uh, what happened? Source - A real campaign I worked on
  66. 66. Being consistently always-on grows SOV Source - A real campaign I worked on
  67. 67. Action:
 Remember the funnel.

  68. 68. The “Traditional” 
 sales funnel is same on social
 PREFERENCE CONSIDERATION OPINION AWARENESS PURCHASE
  69. 69. AWARENESS PURCHASE How most marketers 
 expect social to work

  70. 70. Social has the same funnel 
 as any other channel
  71. 71. PREFERENCE CONSIDERATION OPINION AWARENESS PURCHASE
  72. 72. PREFERENCE CONSIDERATION OPINION AWARENESS PURCHASE
  73. 73. PREFERENCE CONSIDERATION OPINION AWARENESS PURCHASE
  74. 74. PREFERENCE CONSIDERATION OPINION AWARENESS PURCHASE
  75. 75. Right Media 1. Targeting: 
 Be creative in how you target. 2. Consistency:
 Consistency over spikes. 3. Promote: 
 At every stage of the funnel.
  76. 76. Right Measurement
 STEP FOUR
  77. 77. The Barista Bar
 @baristabar
  78. 78. Frequently Asked Question:
 How do we measure our social campaigns?

  79. 79. Perfect World
 • Senior people work on digital. • Platforms are easy to compare. • There is no ad fraud. • There are no ad blockers. • Measurement is easy.

  80. 80. Social media measurement
 feels like this.

  81. 81. Action: Set KPI’s based on 
 platform & content type. 

  82. 82. = = ? Measuring: All are all “likes” equal?

  83. 83. Action: Know the math.

  84. 84. Media “Math” = √ I think someone watched? average view rate (X) impressions A = Σ those who kinda watched (X) stars in the sky (+) some random # 2 7 2
  85. 85. Media Math “Yes, uh, those campaign results look great?”
  86. 86. Media Math Know how the results were calculated.
  87. 87. Action: Use the data to get the truth.

  88. 88. 
 “It’s not me, it’s the platform!”
 Source - Ashley Vinson’s Thoughts About Media They aren’t watching for a reason.
  89. 89. Action: Measure things that matter.

  90. 90. PURCHASE INTENT BRAND FAVORABILITY MESSAGE ASSOCIATION AWARENESS PURCHASE ADVOCACY BRAND EFFECT OFFLINE SALES IMPACT
 MARKETING MIX MODELING CONVERSION LIFT CONVERSATION ANALYSIS Measuring: Look for real impact vs. just numbers.

  91. 91. 1. KPI’s:
 Set based on platform & content type. 2. Math: 
 Know how the numbers get measured. 3. Data: 
 Use it to tell the truth. 4. Measure:
 Impact vs. just numbers. Right Measurement
  92. 92. Key Lessons

  93. 93. 1.Strategy: Define the right approach 2.Content: Make the right creative 3.Media: Promote the right way 4.Measure: Measure the right results 4 Steps To Social #Confex17
  94. 94. Thank you! @ashleybohunk #Confex17

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