Jason Falls's slides from IRCE 2015 covering how to separate the money makers from the fakers in new social networks.

1. Separating the Social Time-Suckers from the Money Makers
Jason Falls | IRCE | June 4, 2015
Look! A Squirrel!

2. ELASTICITY + LOOK! A SQUIRREL!
There’s a social network born every minute

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Unfortunately there’s a sucker (brand)
born every minute, too

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Oh, how we get distracted.

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Just months later:

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So what do
you do?

9. The 5 Steps to Knowing if a
Network is Right
ELASTICITY + LOOK! A SQUIRREL!

10. ELASTICITY + LOOK! A SQUIRREL!
Is the network brand friendly?
• Are there advertising options?
• Do they have more than individual accounts/pages?
• Do they offer metrics on your account?
• Do they welcome third party solutions or apps?

11. ELASTICITY + LOOK! A SQUIRREL!
Is the network brand friendly?

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Ask “why?” not “how many?”
• Why are they there?
• What are they doing?
• How are they behaving?
• Are they sharing that content elsewhere?

13. ELASTICITY + LOOK! A SQUIRREL!
Does your audience use it?
• Do the site demographics match your target?
o Compete, Quantcast, Site Provided Stats
• Ask your customers!
o Quick survey, are they bleeding edgers?

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Can you leverage it uniquely?
• Are you a “visual” brand?
• Do you have video content/talent?
• Can you provide outstanding content consistently?

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Does it work for you?

16. How to Test a Network
ELASTICITY + LOOK! A SQUIRREL!

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Observe user engagement
• What types of content do people respond to?
• What users/brands have audiences and what type of
content are they providing?
• What type of brand content are people sharing there?

18. ELASTICITY + LOOK! A SQUIRREL!
Launch a pilot to build and engage followers
• Be ultimately useful
• Shoot for “Holy Smokes!"
• Put personality into the brand

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Test various marketing angles
• Brand Awareness
• Soft Call To Action (Visit site, visit blog)
• Firm Call To Action (Sign up for newsletter, download white paper)
• Hard Call To Action (Purchase, download trackable coupon, ask for
call)

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Compare efficiency to other networks
• Cost per fan acquisition
• Cost per lead
• Cost per conversion
• Apples to Apples

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How do you know if a network is right?
• Is the network brand friendly?
• Ask “why” users are there, not just “how many"
• Does your audience use it?
• Can you leverage it uniquely?
• Does it work for you?

22. ELASTICITY + LOOK! A SQUIRREL!
• Observe user engagement
• Launch a pilot; build an audience
• Test various marketing angles
• Compare efficiencies
How to see if it
works for you

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With any marketing decision, the answer
lies in the data. If the data says to do it,
you have your answer.”
- Me, just now! Tweet that!
@JasonFalls

24. Jason Falls
Elasticity
@JasonFalls
goelastic.com
Get the slides!
www.slideshare.net/elasticity
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ELASTICITY + LOOK! A SQUIRREL!