Social Fresh EAST 2013: Jim Tobin

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  • 1. Earn It. Don’t Buy It.The Power of Organic Social Media MarketingJim Tobin@jtobin
  • 2. About Ignite Social Media1616
  • 3. About Ignite Social MediaPlanning& StrategyImplementation Monitoring& AnalyticsCommunity AnalysisEngagement PlansCampaign StrategyCommunity StrategySocial Media MonitoringGoal SettingSocial Media ROIProgram AnalyticsCommunity InsightsCreative & TechnicalDevelopmentContent CreationCommunity ActivationsInfluencer OutreachProgram Management
  • 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 ApproachA driver andamplifier of growthand reachPaidEarned OwnedAmplifiedSuccessThe social currentthat carries themessageBoth a driver andbenefiter of socialeffortsIgnite takes over93:1 costPaid
  • 11. Organic Exposures Are Better76%Lift28%Lift
  • 12. 6xMorePages2xMorePagesOrganic Exposures Are Better
  • 13. 55%Lift NoLiftOrganic Exposures Are Better
  • 14. Prove It To Yourself
  • 15. The Amplification ModelCalculates the value of the following:1) Facebook Organic Impressions2) Clicks on Facebook Links3) Twitter Impressions4) Clicks on Twitter Links5) Organic YouTube Views6) Blog Page Views7) Online Brand ImpressionsUsing Data from:A) Industry data on CPM for targeted online buys ($8CPM)B) Industry average for cost-per-click advertising($0.58 per click)C) Average cost per view for promoted YouTube videos($0.20 per view)D) Parts of “Social Equivalent Ad Value Model” createdby Tourism Ireland (http://scr.bi/KjPwEd)In a given time period, we generated:1) 75,442,874 Organic Impressions(Facebook and Twitter only)2) 4,849,246 Social Actions (Links clicked, brandmentions, organic YouTube views, blog page views)With a value of:• $2,021,627.27On a spend of:• $1,660,000 (Agency fees and all expenses)For a Purchase Equivalency of:• $1.21 for every $1 spent
  • 16. Quality of Social Traffic versus Displayhttp://www.ignitesocialmedia.com/social-media-stats/social-media-campaigns-vs-banner-ads/
  • 17. The size of a brand’s network isalways smaller than the size of itsnetwork’s networkTobin’s Law
  • 18. The Social Amplification ModelYourBrand
  • 19. Jeep Arctic Yeti Dig
  • 20. Jeep Arctic Yeti Dig
  • 21. Jeep Arctic Yeti Dig25k shares215k entries120k new fans
  • 22. Take Home Messages
  • 23. Jim Tobinjim@ignitesocialmedia.com919.653.2582@jtobin