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Social Media Storytelling By Jeff Ferguson

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From the #SMX Advanced Conference in Seattle, Washington June 11-13, 2018. SESSION: Storytelling With Social Ads That Sell. PRESENTATION: Social Media Storytelling - Given by Jeff Ferguson, @fangdigital - Fang Digital Marketing, CEO

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Social Media Storytelling By Jeff Ferguson

  1. 1. #SMX #23B @CountXero | @FangDigital Jeff Ferguson | CEO & Founder, Fang Digital Marketing Social Media Storytelling SMX Advanced 2018
  2. 2. #SMX #23B @CountXero | @FangDigital But First... WHO NEEDS A COCKTAIL?
  3. 3. #SMX #23B @CountXero | @FangDigital
  4. 4. #SMX #23B @CountXero | @FangDigital
  5. 5. #SMX #23B @CountXero | @FangDigital TELLING THE WHOLE STORY
  6. 6. #SMX #23B @CountXero | @FangDigital MESSAGING STRATEGY CONTENT MARKETING BEYOND JUST “BLOGGING” – USE CONTENT TO CARRY USERS THROUGH JOURNEY FACEBOOK CONTENT & AUDIENCES BY POINT IN THE FUNNEL HIGH-FUNNEL CONTENT : Product Overview AUDIENCES : Demo & Interest based, look alike from purchasers MID-FUNNEL CONTENT : Testimonials, Product Comparison, Demonstration, Before & After AUDIENCES : 2nd Touch, Proven Performers & Content Downloaders from initial Audience Testing, Engaged video viewers LOW-FUNNEL CONTENT : Trial, Demo, Sales Specific AUDIENCES : Remarketing (on Site & Page Likes), Email Lists, High Engagement Lists CONTENT : Upsell Add’tl Products / Features AUDIENCES : Converters, Existing Customers AWARENESS EVALUATION PURCHASE USAGE RETAIN ADVOCACY REMARKETING
  7. 7. #SMX #23B @CountXero | @FangDigital HIGH-FUNNEL BLOG POSTS
  8. 8. #SMX #23B @CountXero | @FangDigital HIGH-FUNNEL VIDEO ADS
  9. 9. #SMX #23B @CountXero | @FangDigital LOW-FUNNEL INSTRAGRAM ADS
  10. 10. #SMX #23B @CountXero | @FangDigital GOING BEYOND THE CONVERSION
  11. 11. #SMX #23B @CountXero | @FangDigital The Customer Journey AWARENESS EVALUATION PURCHASE USAGE RETAIN ADVOCACY • PR • PPC • Social • Email • Programmatic • Discovery • Traditional • App Store • Website • App Store • Blog • Social • SEO • Website • App • App Store • Onboarding • Email • Mobile • Community • Social • FAQ • Support • Website • Email • On-net • In-App • Social • Programmatic • Email • Reviews • Community • Social • Events
  12. 12. #SMX #23B @CountXero | @FangDigital Not Just Acquisition – Customer Success The top objectives chosen by marketers as driving their Customer Success program were : REDUCING CHURN INCREASING PRODUCT USAGE INCREASING RENEWAL UPSELL & CROSS-SELL INCREASE REVENUE FROM EACH CUSTOMER UP OVER 57% 66% 65% 57% 38% 32%
  13. 13. #SMX #23B @CountXero | @FangDigital THE PROBLEM WITH EMAIL
  14. 14. #SMX #23B @CountXero | @FangDigital 21.8% Average Email Open Rate E-Mail Open Rates Suck
  15. 15. #SMX #23B @CountXero | @FangDigital 15.22% - 28.46% Average Email Open Ratest E-Mail Open Rates Suck
  16. 16. #SMX #23B @CountXero | @FangDigital E-Mail Open Rates Suck Daily Deals/E-Coupons 15.22% E-commerce 16.75% Vitamin Supplements 17.26% Marketing and Advertising 17.81% Beauty and Personal Care 18.48% Gambling 18.75% Mobile 19.43% Consulting 19.54% Pharmaceuticals 20.02% Public Relations 20.12% Travel and Transportation 20.69% Recruitment and Staffing 20.73%
  17. 17. #SMX #23B @CountXero | @FangDigital E-Mail Open Rates Suck Games 20.82% Real Estate 20.84% Computers and Electronics 20.87% Professional Services 20.89% Software and Web App 20.95% Retail 18.75% Mobile 20.96% Business and Finance 20.97% Restaurant 21.17% Entertainment and Events 21.21% Insurance 21.56% Telecommunications 21.57%
  18. 18. #SMX #23B @CountXero | @FangDigital E-Mail Open Rates Suck Restaurant and Venue 21.71% Social Networks and Online Communities 21.71% Manufacturing 21.74% Health and Fitness 21.93% Education and Training 22.00% Construction 22.10% Media and Publishing 22.14% Politics 22.23% Creative Services/Agency 22.43% Medical, Dental, and Healthcare 22.43% Legal 22.49% Music and Musicians 22.86%
  19. 19. #SMX #23B @CountXero | @FangDigital E-Mail Open Rates Suck Other 23.06% Home and Garden 23.82% Agriculture and Food Services 24.71% Architecture and Construction 24.78% Non-Profit 24.98% Photo and Video 25.36% Sports 25.41% Government 26.33% Religion 26.46%
  20. 20. #SMX #23B @CountXero | @FangDigital E-Mail Open Rates Suck If other marketing methods didn’t get even seen 80-90% of the time, they would die off in a day! Display and video are constantly battling “viewability” requirements of 70-80%, but somehow email has a viewability of 15-28% and it’s ok?
  21. 21. #SMX #23B @CountXero | @FangDigital E-Mail Open Rates Suck Some reasons why email is loved so much So maybe don’t ditch it entirely, but… what good are all these things if people don’t even open up the email? Plenty of space to get a point across Can be saved for later Multiple points of interaction Lots of graphic options
  22. 22. #SMX #23B @CountXero | @FangDigital THE SOLUTION
  23. 23. #SMX #23B @CountXero | @FangDigital Custom Audiences/Customer Lists mail@mail.com E-Mail Database Inclusion/Exclusion Targeting MATCH Look-A-Like AUDIENCES mail@mail.com mail@mail.com mail@mail.com mail@mail.com mail@mail.com
  24. 24. #SMX #23B @CountXero | @FangDigital Custom Audiences/Customer Lists Inclusion/Exclusion Targeting MATCH Look-A-Like AUDIENCES Pixel Based Tracking
  25. 25. #SMX #23B @CountXero | @FangDigital Custom Audiences In Facebook MULTIPLE AUDIENCE SOURCES
  26. 26. #SMX #23B @CountXero | @FangDigital Isn’t that for retargeting and stalking people? Wait...
  27. 27. #SMX #23B @CountXero | @FangDigital MESSAGING STRATEGY CONTENT MARKETING BEYOND JUST “BLOGGING” – USE CONTENT TO CARRY USERS THROUGH JOURNEY FACEBOOK CONTENT & AUDIENCES BY POINT IN THE FUNNEL HIGH-FUNNEL CONTENT : Product Overview AUDIENCES : Demo & Interest based, look alike from purchasers MID-FUNNEL CONTENT : Testimonials, Product Comparison, Demonstration, Before & After AUDIENCES : 2nd Touch, Proven Performers & Content Downloaders from initial Audience Testing, Engaged video viewers LOW-FUNNEL CONTENT : Trial, Demo, Sales Specific AUDIENCES : Remarketing (on Site & Page Likes), Email Lists, High Engagement Lists CONTENT : Upsell Add’tl Products / Features AUDIENCES : Converters, Existing Customers AWARENESS EVALUATION PURCHASE USAGE RETAIN ADVOCACY REMARKETING
  28. 28. #SMX #23B @CountXero | @FangDigital Customer Onboarding Flow Welcome e-mail Newsletters & One Offs PROPOSED FLOW Welcome e-mail and digital media “stalking” Welcome video for first time visitors (based on AAM data) Product feature introduction “drip campaign” based on usage patterns of best customers Feature Overview Activate a Device Using My Crackle Search Watch Later Start and Restart across platforms CURRENT FLOW
  29. 29. #SMX #23B @CountXero | @FangDigital Customer Onboarding Flow Welcome e-mail Newsletters & One Offs CURRENT FLOW PROPOSED FLOW Welcome e-mail and digital media “stalking” Welcome video for first time visitors (based on AAM data) Product feature introduction “drip campaign” based on usage patterns of best customers Feature Overview
  30. 30. #SMX #23B @CountXero | @FangDigital How Do You Decide What To Communicate?
  31. 31. #SMX #23B @CountXero | @FangDigital Engaging the Audience
  32. 32. #SMX #23B @CountXero | @FangDigital Engaging the Audience
  33. 33. #SMX #23B @CountXero | @FangDigital Real World Results - Metabolic Meals 56% 80%+ CONVERSION RATE FOR SEARCH/SOCIAL CAMPAIGN OPEN RATE FOR EMAIL AUDIENCE EXPOSURE RATE FOR SEARCH/SOCIAL 56%
  34. 34. #SMX #23B @CountXero | @FangDigital 50% INCREASED WEEKLY MEAL SELECTIONS REDUCED CHURN 20% REAL WORLD RESULTS Metabolic Meals
  35. 35. #SMX #23B @CountXero | @FangDigital AUTOMATION
  36. 36. #SMX #23B @CountXero | @FangDigital Email provider Mailchimp has integrated its CRM process to include automated processes for email so that when a new email/customer is obtained, the onboarding flow is triggered and includes Facebook and AdWords integration. Automation Exists
  37. 37. #SMX #23B @CountXero | @FangDigital Automation Needed CRM systems like HubSpot have automated this process for email so that when a new email/customer is obtained, the onboarding flow is triggered Large email providers, like CheetahMail, have APIs that allow you to push batches of email over daily to start this process. Both Facebook and Google have API access to these areas.
  38. 38. #SMX #23B @CountXero | @FangDigital And now… WHO NEEDS A COCKTAIL?
  39. 39. #SMX #23B @CountXero | @FangDigital
  40. 40. #SMX #23B @CountXero | @FangDigital Share these #SMXInsights on your social channels! #SMXInsights § Storytelling is about handholding a prospect through the entire marketing funnel. § Reducing churn and increasing customer value are part of your job as a marketer as well § Email open rates suck – nobody should be happen with rates that are below 70-80% § Think outside of the “retargeting box” – Custom Lists/Audiences and Remarketing can be used for more than cart chasing – Use research to find data-driven talking points for customer onboarding and retention – Automating this process is already possible, with more on the way.
  41. 41. #SMX #23B @CountXero | @FangDigital LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX

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