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A Social Media Debate: Rifle VS Shotgun

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As organic reach via social declines we must find a new way to use social media. Which brings us to two techniques, Rifle, and Shotgun. Which will you choose?

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A Social Media Debate: Rifle VS Shotgun

  1. 1. VS a social media debate on better ways to increase social engagement
  2. 2. Social marketing has changed, due to a few major factors. We need to talk about the best techniques to engage our social audiences.
  3. 3. “Rifle” is the name given to the strategy of mastering a single social channel - it favors special quality of content vs. quantity. This may no longer be the best way moving forward to reach your social audience. Here is why…
  4. 4. Image by: dschwen.com
  5. 5. Image by: dschwen.com
  6. 6. Image by: dschwen.com
  7. 7. Image by: dschwen.com
  8. 8. Image by: dschwen.com
  9. 9. @Jbaer
  10. 10. Image by: dschwen.com
  11. 11. @msweezey
  12. 12. Image by: dschwen.com
  13. 13. Rifle 1.0 -Single Channel -Favors Quality vs Quantity -Requires an audience -Relies heavily on organic traffic -Has proven not to be effective in modern social engagement strategies Shotgun -Multi-Channel -Favors Quantity vs Quality -Requires an audience -Relies heavily on organic traffic -Is effective in managing a large multi-channel social marketing campaign -Does require more content than before Rifle 2.0 -Multi-Channel -Favors Quality vs Quantity -Requires NO audience -Relies heavily on paid traffic -Is effective in managing a large multi-channel social marketing campaign -Does not require more content than before
  14. 14. Shotgun -Multi-Channel -Favors Quantity vs Quality -Requires an audience -Relies heavily on organic traffic -Is effective in managing a large multi-channel social marketing campaign -Does require more content than before Rifle 2.0 -Multi-Channel -Favors Quality vs Quantity -Requires NO audience -Relies heavily on paid traffic -Is effective in managing a large multi-channel social marketing campaign -Does not require more content than before
  15. 15. 5% INCREASE IN COST OF TALENT (YOY) 100% INCREASE IN COST OF ACTION (YOY) WILL TAKE 10 YEARS FOR SHOTGUN TO BE LESS EXPENSIVE THAN RIFLE ON A COST PER ACTION BASIS Time Cost
  16. 16. 5% INCREASE IN COST OF TALENT (YOY) 100% INCREASE IN COST OF ACTION (YOY) After 10 years, Shotgun will be the less expensive option for the same major demographics. This is when Long-Tail Paid Social Targeting will come into play, just as Long-Tail SEO has. . This assumes Status Quo on all aspects of the equation. Time Cost

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