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4 Reasons Why Social Media is Broken

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From Irrelevant Content, to Social Media Stalking, brands are getting it very wrong, and here's how to fix it. First shared at Boom Online's Drink Digital Event - 6 September 2018

Published in: Marketing
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4 Reasons Why Social Media is Broken

  1. 1. 4 REASONS WHY SOCIAL MEDIA IS BROKEN
  2. 2. Irrelevant Content Immediacy Of Purchase ROI vs ROV After The Buy
  3. 3. Irrelevant Content
  4. 4. Irrelevant Content Female 27
  5. 5. Irrelevant Content Unnecessary spend Generic? Insensitive?
  6. 6. Irrelevant Content Targeting Female Page Follow Look-a-like 27 Interests
  7. 7. Negative drivers What is your audience worried about?
  8. 8. What keeps YOU up at night?
  9. 9. Emotive Copywriting Granular targeting Engaging imagery A/B testing Remarketing
  10. 10. Facebook and Instagram Paid Advertising spend - £4000 Admissions - 55 total Lifetime value - £1.8 mil
  11. 11. Immediacy of Purchase
  12. 12. Immediacy Of Purchase Cool-off period Purchase Initial introduction to ad Consideration
  13. 13. Immediacy Of Purchase Pre-launch content
  14. 14. ROI vs ROV
  15. 15. ROI vs ROV Ad function How we typically measure ad campaign success Awareness / Engagement / Traffic Conversions Cost Per Result
  16. 16. ROI vs ROV How we typically measure ad campaign success Secondary function Performance (KPI-based) Added Value Ad function Awareness / Engagement / Traffic Conversions Cost Per Result
  17. 17. Put the relationship before the sale.
  18. 18. Instant Value Lifetime Value VS
  19. 19. After The Buy
  20. 20. 1. People are throwing money away on broad advertising 2. Brands are expecting quick results overnight 3. We’re focusing so much on sales 4. We’re stalking the customer after they buy something! 4 REASONS WHY SOCIAL MEDIA IS BROKEN
  21. 21. FIXING IT…. Take the time to understand your audience - what keeps them up at night, why they should care about your product - appeal to their worries. Measure offline conversions and understand that sometimes things take time. Consider teaser content - treat some product launches like online PR. Understand what success means to your client or business. Focus on secondary targets too! Nurture the relationship and the sales will come. Be helpful and not a stalker - understand the buyer journey properly before targeting the same people.
  22. 22. Emma Glover linkedin.com/in/emmakglover/ @ISD_Marketing

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