Earn it dont buy it presentation

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Earn It. Don't Buy It: Ignite Social Media

How earned and owned social can save your brand money and create advocates without paying for them.

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  • When I wrote this book in 2007/2008, there were very few paid opportunities, so earning our way in, as you would at a Cocktail Party, was the order of the day.
  • But since then, we’ve gotten drunk at that party, spending like drunks on Facebook ads. $5.7b in 2012 alone. But surely because those ads are a better alternative than online ads, right? Not at all. Click thru rates are still terrible.
  • In fact, Peers Influence Purchases more than another other form of communication.The bottom line here is that People Trust People; however, Ads play a different role…they drive demand.Zappos Example.
  • For most of my clients we can show that we’re driving more value in impressions and clicks then it would cost them if they bought the ads. So organic is cheaper, it results in better action, it doesn’t attract bots and it means you get people who care about your content. Buying fans, doesn’t make any sense. This doesn’t mean there’s no role for paid at all. It’s about balance.
  • You might remember that I talk about a “post-Facebook world.” I don’t mean that Facebook is going away any time soon, but let’s talk about the problems they have and where that leads us as marketers.
  • My 15-year old: “No, I didn’t see your picture.”My 13-year old: “No, I don’t want an account”
  • Research backs this up.Let me ask this group: Raise your hand if you use Facebook.Put your hand down if you find it less interesting than you did 6 months ago.
  • Even Facebook knows it. This is what they wrote in their SEC filing.
  • So we’ve talked about the lagging user experience, what about the experience we’re having on Facebook as marketers?
  • Everyone remembers September 2012, when Facebook tightened their algorithm. They came back in Feb 2013 and said it wasn’t so bad, we weren’t counting mobile impressions, but just about everybody I know is seeing decreased reach.
  • While brands are still chasing rapid fan growth, it’s just not there anymore. In fact, when you look at July 2013 alone, it was only 1.9%, so 2013 is trending even lower.
  • Every since Timeline, tabs have had very little traffic, so a lot of brands walked away from promotions, particularly since more and more users are engaging on mobile.
  • And Facebook is voluntarily giving up page views that marketers want to drive for them. They are voluntarily pushing people outside of the Facebook chrome. They’ve spent lots of time on mobile ad units, but apparently no time on making these tabs function on mobile. Again, this made most brands give up on promotions. I’m going to tell you why that’s a mistake.
  • I’ve talked about what’s wrong with our marketing:O buying fans doesn’t workO people are less interested in FacebookO it’s harder to get eyeballs on FacebookBut there is good news
  • Getting these reviews, a function of social media marketing, helps drive business results too.1-star increase on Yelp drives a 5-9% increase in revenue for a restaurantA Cornell study found that a hotel can increase rates without losing guests if they have higher review scores
  • And remembers those promotions that we used to do? They still work.We’ve taken them largely off tabs and off Facebook, but they drive business results.You cannot just rely on the newsfeed and Oreo style content. Trust me, it’s not enough.
  • explain how Defiance works
  • Linger here for color commentary
  • See what we’re getting here:O Millions of impressionsO tons of new fans that were chosen to become a fan as they engaged with usO and best of all, a 52% opt-in rate. Try that with a fan acquisition buy
  • To finish, the best news is that Facebook seems to be coming around to these problems, and they just might fix.
  • Facebook has to make the newsfeed better. Do you know they have 5x more TV show conversation than Twitter does? But it doesn’t feel that way.Their social ads promise failed. The world is too complicated. Now Edgerank is failing. They’re going to have to loosen the news feed back up. And that’s going to help all of us.
  • They have to do it for this 15-year-old, to get her back. They have to do it for this 13-year-old, to get her to reconsider. And they have to do it for this 10-year-old, to stay relevant. They are the canaries in the coal mine. And they have to change things for us. Because the natural progression for social promotions is to make them pan-locational. Sign in with whatever you want. Share wherever you want. Our social channels are just promotional vehicles. That’s not in Facebook’s best interest. They can make changes soon, or we’ll keep going down the multi-network path. Fine for us, bad for Facebook.
  • So the path to social media marketing success started in 2007. A cute analogy maybe about getting attention to ourselves like we would at a cocktail party, but I’d argue that the deviations of billions spent have argued for organic. So the path is set for us.O Get real fans, followers, circlers, pinners, that care about your brand for the right reason. Otherwise, you can’t engage them, so they’re worthlessO Put those fans to work. If you don’t do any promotions, and just serve content in your news feed and your Twitter feed, you’re not activating these bases like you could be. O And finally, get ready for a world in which Facebook is less central, and you’ll need to have a way to reach a variety of audiences on a variety of platforms.O Do all that, and you’ll have earned the attention that your brand needs to drive the right business objectives from your social media marketing.
  • Earn it dont buy it presentation

    1. 1. Earn It. Don’t Buy It. Social Media Marketing in a Post-Facebook World Jim Tobin @jtobin
    2. 2. About Ignite Social Media 16 16
    3. 3. About Ignite Social Media Planning & Strategy Implementation Monitoring & Analytics Community Analysis Engagement Plans Campaign Strategy Community Strategy Social Media Monitoring Goal Setting Social Media ROI Program Analytics Community Insights Creative & Technical Development Content Creation Community Activations Influencer Outreach Program Management
    4. 4. We’ve Lost Our Way
    5. 5. Marketers Are Comfortable with Ads
    6. 6. The Great Promise of Social Ads
    7. 7. Source: Nielsen: Consumer Trust in Online, Social and Mobile Grows People Don’t Trust Social Ads 7 33% 33% 36% 36% 40% 40% 41% 42% 46% 47% 47% 47% 47% 50% 58% 58% 70% 92% 0% 20% 40% 60% 80% 100% Online banner ads Display ads on mobile devices Online Video Ads Ads on social networks TV program product placements Ads served in search engine results Ads before movies Ads on radio Ads in Newspapers Ads on TV Brand Sponsorhips Ads in magazines Billboards and outdoor advertising Emails I signed up for Branded websites Editorial content Consumer opinions posted online Recommendations from people I… Purchase Influence Trust Completely or Somewhat Don't Trust Much At All
    8. 8. Bought Fans Destroy Pages 8 Month Organic Reach Percent Organic Interaction Rate (likes + comments + shares / fans with no ad support) Month 1 11.84% 0.21% Month 2 12.52% 0.24% Month 3 8.26% 0.18% Month 4 13.41% 0.41% PAID FAN ACQUISITION BUY Month 5 5.97% 0.17% Month 6 3.61% 0.08% Month 7 4.84% 0.08% Month 8 3.83% 0.05% Month 9 4.37% 0.08% Month 10 5.59% 0.10% AVERAGE PRIOR: 11.51% AVERAGE PRIOR: 0.26% AVERAGE AFTER: 0.09% AVERAGE AFTER: 4.7%
    9. 9. But Guaranteed Eyeballs, Right?
    10. 10. The Facebook Problem
    11. 11. “Waning Interest” 11
    12. 12. “Waning Interest” 12
    13. 13. “Waning Interest” 13 “We believe that some of our users, particularly our younger users, are aware of and actively engaging with other products and services similar to, or as a substitute for, Facebook. For example, we believe that some of our users have reduced their engagement with Facebook in favor of increased engagement with other products and services such as Instagram. In the event that our users increasingly engage with other products and services, we may experience a decline in user engagement and our business could be harmed.”
    14. 14. “Waning Interest” 14 % of Teens With Account, 2011 v 2012
    15. 15. Facebook Marketing
    16. 16. Facebook Isn’t Helping
    17. 17. Fan Growth is Down 18.10% 4.50% 3.70% 2.20% 0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00% 16.00% 18.00% 20.00% 2010 2011 2012 2013 Mean Monthly Fan Growth Top 50 Branded Fan Pages Source: Ignite Social Media
    18. 18. Promotion Views Harder to Come By
    19. 19. Facebook is Punting on Mobile
    20. 20. The Good News
    21. 21. Organic Drives Better Business Results 76% Lift 28% Lift
    22. 22. 55% Lift No Lift Organic Exposures Are Better
    23. 23. Organic Drives More Sales 38% Lift
    24. 24. Organic Drives More Sales
    25. 25. Promotions Still Work
    26. 26. Objective: Leverage the media partnership between Dodge and the SyFy channel and Trion video game Defiance, which both used the Dodge Charger and Challenger. Dodge Defiance Promotion
    27. 27. Strategy: A gamification sweepstakes that followed closely the events in the SyFy show, and encouraged sharing in order to win a chance at a grand prize. Dodge Defiance Promotion
    28. 28. Dodge Defiance Promotion
    29. 29. Dodge Defiance Promotion
    30. 30. Dodge Defiance Promotion
    31. 31. Defiance Arkfalls Sweepstakes Dodge Defiance Promotion: • 270M brand impressions • 231K new Facebook Fans • 167K blog page views (5/9-6/25) • 52% opt-in rate for Dodge email
    32. 32. A Facebook Fix?
    33. 33. Encouraging Signs
    34. 34. No Choice?
    35. 35. Available October 2013 Jim Tobin @jtobin

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