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Is Social Media the New Black ?

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Presentation by Florent Diverchy (Bisnode)

Published in: Marketing
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Is Social Media the New Black ?

  1. 1. THE NEW BLACK
  2. 2. The new fad, trend, or style of the moment. 1 2 THE NEW BLACK
  3. 3. IS SOCiAL MARKETING HERE TO STAY?
  4. 4. YES, if it makes your CEO happy! IS SOCiAL MARKETING HERE TO STAY?
  5. 5. * Actual CEO may differ from shown footage.
  6. 6. INTERNATIONAL SCHOOL OF BRUSSELS 2011 OLIVIER BLANCHARD
  7. 7. USUAL TAKE AWAYS ”MORE THAN 65.000 PERSONS SAW OUR POST!” OUR BEST POST EVER WAS ”CLICK ON LIKE IF YOU LIKE US”!WE MANAGED TO HAVE 25% MORE FANS THAN OUR MAIN COMPETITOR 3.5 RESHARE PER POST WE CREATED BUZZ!
  8. 8. ”MORE THAN 65.000 PERSONS SAW OUR POST!” OUR BEST POST EVER WAS ”CLICK ON LIKE IF YOU LIKE US”!WE MANAGED TO HAVE 25% MORE FANS THAN OUR MAIN COMPETITOR 3.5 RESHARE PER POST USUAL TAKE AWAYS WE CREATED BUZZ!
  9. 9. WHO WHAT WHERE SOCIAL ROI Social Campaign
  10. 10. WHO Social Campaign
  11. 11. Knows everything about the new channel. Little XP in ROI 10 4 PICK A SOCIAL MARKETING MANAGER Social knowledge Cost WHO Social Campaign ROI knowledge Digital Native
  12. 12. Understand most of the new channel. ROI Expert 8 10 Knows everything about the new channel. Little XP in ROI 4 PICK A SOCIAL MARKETING MANAGER Social knowledge Cost WHO Social Campaign 10 ROI knowledge Digital AdaptiveDigital Native
  13. 13. Doesn’t get the new channel. ROI Expert 103 Understand most of the new channel. ROI Expert Digital Adaptive 8 10 Knows everything about the new channel. Little XP in ROI 4 Social knowledge Cost WHO Social Campaign 10 ROI knowledge PICK A SOCIAL MARKETING MANAGER Digital Non AdaptiveDigital Native
  14. 14. ? Maybe understands the new channel. ROI Expert 10 ? ? WHO Social Campaign Social knowledge Cost ROI knowledge Knows everything about the new channel. Little XP in ROI 410 Digital Migrant Digital Native
  15. 15. LOGICAL OUTCOME OF THE TRADE-OFF WHO Social Campaign Knows everything about the new channel. Little XP in ROI 410 Digital Native
  16. 16. WHO Social Campaign Knows everything about the new channel. Little XP in ROI 410 PHASE 1: INNOVATION ACCEPT ROI UNCERTAINTY CAN’T LAST FOR LONG Digital Native
  17. 17. PHASE 2: INTEGRATION REFUSE ROI UNCERTAINTY ASSIST YOUR SOCIAL MANAGER WITH A ROI EXPERT WHO Social Campaign PHASE 1: INNOVATION ACCEPT ROI UNCERTAINTY CAN’T LAST FOR LONG Knows everything about the new channel. Little XP in ROI 410 Digital Native
  18. 18. SOCIAL ROI WHAT WHERE WHO Social Campaign
  19. 19. THE HELL OF CHANNEL ATTRIBUTION MODEL WHAT Social Campaign Social Campaign
  20. 20. Not Accurate THE HELL OF CHANNEL ATTRIBUTION MODEL WHAT Social Campaign
  21. 21. Not Accurate THE HELL OF CHANNEL ATTRIBUTION MODEL WHAT Social Campaign at all Not Accurate
  22. 22. CAMPAIGNS ARE MULTICHANNEL USERS ARE MULTICHANNEL INTERACTIONS ARE MULTICHANNEL DECISIONS ARE MULTICHANNEL THE HELL OF CHANNEL ATTRIBUTION MODEL WHAT Social Campaign
  23. 23. CAMPAIGNS ARE MULTICHANNEL USERS ARE MULTICHANNEL INTERACTIONS ARE MULTICHANNEL DECISIONS ARE MULTICHANNEL THE HELL OF CHANNEL ATTRIBUTION MODEL WHAT Social Campaign ATTRIBUTION MODELS SHOULD BE MULTICHANNEL
  24. 24. EMAIL FACEBOOK BANNER DISPLAY MAIL PHONE GEOTARGETING WHAT Social Campaign Don’t consider this…
  25. 25. EMAIL FACEBOOK BANNER DISPLAY MAIL PHONE GEOTARGETING BUT THIS… WHAT Social Campaign EMAIL FACEBOOK BANNER DISPLAY MAIL PHONE GEOTARGETING Don’t consider this…
  26. 26. CHANNELAT T R I B U T I O N CAMPAIGN ATTRIBUTION EMAIL FACEBOOK BANNER DISPLAY MAIL PHONE GEOTARGETING EMAIL BANNER DISPLAY MAIL PHONE GEOTARGETING VS WHAT Social Campaign
  27. 27. VS IF ROI is Greater Here, SOCIAL ROI is positive WHAT Social Campaign EMAIL FACEBOOK BANNER DISPLAY MAIL PHONE GEOTARGETING EMAIL BANNER DISPLAY MAIL PHONE GEOTARGETING
  28. 28. SOCIAL ROI WHAT WHERE WHO Social Campaign
  29. 29. CONNECTING THE DOTS AT CAMPAIGN LEVEL Social CampaignWHERE Clients Prospects
  30. 30. CONNECTING THE DOTS AT CAMPAIGN LEVEL Social CampaignWHERE OrdersMarketing Efforts
  31. 31. CONNECTING THE DOTS AT CAMPAIGN LEVEL Social CampaignWHERE Money INMoney OUT
  32. 32. CONNECTING THE DOTS AT CAMPAIGN LEVEL Money OUT Social CampaignWHERE Money INROI
  33. 33. Social CampaignWHERE FROM CRM TO SOCIAL CRM Mobile Efforts Social Efforts Email Efforts Orders Mobile Campaign ROI Social Campaign ROI Email Campaign ROI Campaign ROI DATA HUB SOCIAL CRM
  34. 34. SOCIAL ROI WHAT WHERE WHO Social Campaign
  35. 35. WHEN YOU INTEGRATE… Email ClickNo Click Remail Open Click Reactions Website Visit Banner Retargeting Facebook Custom Audience Facebook Ads Retargeting Custom Audience Look-a-like Facebook Ads Extra targeting Traditional Facebook Ads x3x18 Traditional Bannering x3 Open
  36. 36. EMAIL BANNER DISPLAY MAIL PHONE GEOTARGETING ROI ROI EMAIL FACEBOOK BANNER DISPLAY MAIL PHONE GEOTARGETING
  37. 37. INTEGRATED SOCIAL MEDIA MARKETING IS HERE TO STAY
  38. 38. INTEGRATED SOCIAL MEDIA MARKETING IS NOT THE NEW BLACK
  39. 39. INTEGRATED SOCIAL MEDIA MARKETING WILL BE THE NEW NORMAL
  40. 40. Remember… Marketing channels never die…
  41. 41. Remember… Marketing channels almost never die…
  42. 42. Marketing ecosystem keeps getting more complex
  43. 43. @thefrenchflo Florent.diverchy@bisnode.be

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