SPARK 2016: Why Your Social Content is Killing Your Bottom Line

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See Noah Lomax's presentation from Spark 2016, TrackMaven's annual digital marketing summit focused on the intersection of marketing art and science. Learn more at spark.trackmaven.com We’ve all heard it: “Organic reach is dead.” “There’s no point in posting if you aren’t using paid.” And for what? A goal of 4% engagement rates? With all of the data and insights at our fingertips, isn’t there another way? Turns out there is. Join us for a quick look at how some brands are reaching more than 60% of their fan base with engagement rates >30% while spending little or nothing.

Marketing

Facebook says…
“People only have so much time to consume stories… This means they often do not see
the content that’s most valuable to them.”
“There is now far more content being made than there is time to absorb it.”
In 2014… ”total number of Pages liked by the typical Facebook user grew more
than 50% last year. With each new Page like, competition in News Feed
increases even further.”
“News Feed is designed to show each person on
Facebook the content that’s most relevant to them.”
“As a result of these changes, News Feed is becoming
more engaging.”
@NoahLomax

The law for ROI says…
Common sense is inversely proportional to budget size.
Budget
Common Sense
@NoahLomax

Value of Innovation Accelerator
+55%
BETTER
In-market
validated messaging
(better than alternatives)
STRATEGIC
Partnerships
Secured or Enhanced
Market Research
TIME
REDUCED
3-4 Weeks now 3-4 Days
Market Research
COST
REDUCED
Average ~50%
NEW CONCEPT
Validation
Using rapid, in-market testing
before large investment or scale
MEASURABLE PRINTING
Increased
from 0.6% to 10%
10%
PER POST
USER ENGAGEMENT
Industry-leading average
across social media channels
@NoahLomax

Unexpected Value
We gained insight into how our customers lived,
what they valued, and where I products fit or did
not fit.
@NoahLomax

Reach: 192% of Fan Group
Size
Engagement Rate: 42%
Shares: 636
@NoahLomax

Reach: 71% of Fan Group Size
Engagement Rate: 25%
Shares: 114
@NoahLomax

Reach: 19% of Fan Group Size
Engagement Rate: 9%
Shares: 15
@NoahLomax

Identify your specific customer.
@NoahLomax

GET TO KNOW THEM
Intimately
@NoahLomax
Spend time with them; listen to
them (like you were dating them)

But really
listen to
them…
Post, look at the data,
identify trends, optimize,
repost
@NoahLomax

WORKING
Invest in what is
Study what isn’t!
@NoahLomax

KeyTakeaway
Do more of what is working and less of what’s not.
@NoahLomax

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