You can't buy your way into the online conversation anymore, not with ads - you've got to earn your way in. Social ad spend is up and engagement is down. Marketers have mistakenly equated social media advertising with social media marketing, despite research that proves earned social engagement drives far better business results than paid social exposure.

1. Jim Tobin
@jtobin
Earn It. Don’t Buy It.
The Power of Organic Social Media Marketing

2. About Ignite Social Media
16
16

3. About Ignite Social Media
Planning
& Strategy
Community Analysis
Engagement Plans
Campaign Strategy
Community Strategy
Implementation
Creative & Technical
Development
Content Creation
Community Activations
Influencer Outreach
Program Management
Monitoring
& Analytics
Social Media Monitoring
Goal Setting
Social Media ROI
Program Analytics
Community Insights

4. The Trouble with Facebook

5. Organic Views Are Harder to Come By

6. Facebook Isn’t Helping

7. Facebook Isn’t Helping

8. Marketers Are Comfortable with Ads

9. Maintain Your Balance

10. Balanced Approach
Earned
The social current
that carries the
message
Ignite takes over
Paid
Paid
A driver and
amplifier of growth
and reach
Owned
Amplified
Success
Both a driver and
benefiter of social
efforts
93:1 cost

11. Organic Exposures Are Better
76%
Lift
28%
Lift

12. Organic Exposures Are Better
6x
More
Pages
2x
More
Pages

13. Organic Exposures Are Better
55%
Lift
No
Lift

14. Prove It To Yourself

15. The Amplification Model
Calculates the value of the following:
In a given time period, we generated:
1)
2)
3)
4)
5)
6)
7)
Facebook Organic Impressions
Clicks on Facebook Links
Twitter Impressions
Clicks on Twitter Links
Organic YouTube Views
Blog Page Views
Online Brand Impressions
1) 75,442,874 Organic Impressions
Using Data from:
On a spend of:
• $1,660,000 (Agency fees and all expenses)
A)
B)
C)
D)
Industry data on CPM for targeted online buys ($8
CPM)
Industry average for cost-per-click advertising
($0.58 per click)
Average cost per view for promoted YouTube videos
($0.20 per view)
Parts of “Social Equivalent Ad Value Model” created
by Tourism Ireland (http://scr.bi/KjPwEd)
(Facebook and Twitter only)
2) 4,849,246 Social Actions (Links clicked, brand
mentions, organic YouTube views, blog page views)
With a value of:
• $2,021,627.27
For a Purchase Equivalency of:
• $1.21 for every $1 spent

16. Quality of Social Traffic versus Display
http://www.ignitesocialmedia.com/social-media-stats/social-media-campaigns-vs-banner-ads/

17. Tobin’s Law
The size of a brand’s network is
always smaller than the size of its
network’s network

18. The Social Amplification Model
Your
Brand

19. Jeep Arctic Yeti Dig

20. Jeep Arctic Yeti Dig

21. Jeep Arctic Yeti Dig
25k shares
215k entries
120k new fans

22. Take Home Messages

23. Jim Tobin
jim@ignitesocialmedia.com
919.653.2582
@jtobin