With so many channels competing for budget, social media managers must know to demonstrate social media's value to attract greater investment.

1. Strategies to
demonstrate the value
of social media
@M_Hickinbotham

2. @M_Hickinbotham
Westpac
experience
It takes a
team to
demonstrate
the value of
social media.
Reference: Australian Financial Review, Westpac follows customers to Facebook, backing social media over search for digital marketing, 8 Dec, 2014
http://www.afr.com/it-pro/westpac-follows-customers-to-facebook-backing-social-media-over-search-for-digital-marketing-20141208-jytp8

3. @M_Hickinbotham
Social
Media is
one of
many
channels
This is the
Australian
Social
Marketer’s
opportunity.
Brian Hartzer,
Westpac Group
CEO.
Reference: Australian Financial Review, Ignorant of social media , CEOs fail to use LinkedIn, Twitter, 9 Mar, 2015.
http://www.afr.com/brand/chanticleer/ignorant-of-social-media-ceos-fail-to-use-linkedin-twitter-20150308-13yqp9

4. Understand
the
dynamics of
the
corporate
structure
Find the best
opportunities
to
demonstrate
value.
@M_Hickinbotham
Reference: Altimeter - Social Business Governance: A Framework to Execute Social Business Strategy
http://www.slideshare.net/Altimeter/slides-social-business-governance-altimeter-group

5. All politics
is local
Understand
the
stakeholder’s
issues and
perception of
social media.
@M_Hickinbotham

6. Detail
where and
how social
media can
add value
Repeat,
repeat and
repeat your
key
messages.
Care
&
Support
Awareness
Consideration
& Intent
Paid
- Reach the right people at scale.
- Post should focus on emotional solution.
Organic
- Latent interest and external stimulus.
- Blog posts that get shared / generate PR.
Paid
- Target people based on interest and/or intent.
- Posts should focus on product attribute.
Organic
- Publish evergreen content to enable Dark Social.
- Customer product reviews.
Paid
- Connect with customers to provide support.
Be on the lookout for advocates.
Organic
- Community service/support forum.
@M_Hickinbotham

7. Exceed
campaign
expectations
Create value
where little
to no
expectations
exist.
@M_Hickinbotham

8. Run a
trial
Tap into
the
‘adjacent
possible’.
@M_Hickinbotham
Sequential Messaging: Brand Response + Direct Response

9. • Track the demographic
segment with the highest
conversion lift.
• In the placebo group,
identify the demographic
segment that converted at
a higher rate than other
segments.
• The trial generated a lift in
Ad Recall, Purchase Intent
and Message Association.
@M_Hickinbotham
Run a trial
Profile value
in terms that
target
stakeholders
can relate to.

10. Media attribution: Optimising
digital marketing spend in
Financial Services - Datalicious
@M_Hickinbotham
Work with
subject
matter
experts
Create
opportunities
for
stakeholders
to ‘drop the
penny’.

11. Share
relevant case
studies
Timing is
everything.
Reinforce key
messages with
industry/peer
based case
studies.
@M_Hickinbotham

12. What does
success
look like?
Build
momentum
.
@M_Hickinbotham

13. https://au.linkedin.com/in/mikehickinbotham
mike@socialcorp.com.au