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SPARK 2016: 5 Questions to ask Yourself Before Launching a Social Content Program

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See Lauren DiPaola's presentation from Spark 2016, TrackMaven's annual digital marketing summit focused on the intersection of marketing art and science. Learn more at spark.trackmaven.com

Before the digital age, communication between a brand and customer was characterized by pushing messages out to influence behavior. Today, it’s a conversation. Car companies are no longer “just” car companies. Your credit card doesn’t just help you purchase products. An online platform to rent someone else’s house doesn’t just find you a place to sleep. Leading social brands are now innovation companies, experience gen​erators and proprietors of social connection who have shifted their strategies to balance messaging priorities with audience interest. So how do they do it? Ask yourself these 5 key questions before launching your next campaign.​

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SPARK 2016: 5 Questions to ask Yourself Before Launching a Social Content Program

  1. 1. TO A SK B EFOR E LA U N C H IN G YOUR NEXT SOCIAL CAMPAIGN
  2. 2. THE STATE OF
  3. 3. F R O M D E S K T O P  M O B I L E F I R S T SHARE OF GROWTH I TOTAL DIGITAL TIME SPENT 7% 12% 2% 15% 65% TABLET DESKTOP SMARTPHONE SHARE OF GROWTH IN DIGITAL TIME (JUNE 2015 vs. JUNE 2013) Source: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S., Total Audience
  4. 4. F R O M P U B L I S H E R S  P L AT F O R M S
  5. 5. F R O M S I L O E D  S C A L E
  6. 6. F R O M C H R O N O L O G I C A L  C U S T O M I Z E D & C U R AT E D
  7. 7. F r o m C o m m u n i t y  A w a r e n e s s
  8. 8. F R O M P L AT F O R M S  I N F L U E N C E R S
  9. 9. ( 4 9 p e r c e n t ) h a v e n o t b e e n a b l e t o s h o w t h a t t h e i r c o m p a n y ’s s o c i a l m e d i a a c t i v i t i e s h a v e m a d e a d i f f e r e n c e .
  10. 10. F R O M U N R E G U L AT E D  U N D E R S C R U T I N Y AD BLOCKINGVIEWABILITY FRAUD TRANSPARENCY
  11. 11. O P E R AT I N G I N P E R P E T U AL B E TA POTENTIAL GAP BETWEEN BRAND ACTIONS AND NEW FUNDAMENTALS CHANGES IN USER BEHAVIOR NEW BUSINESS MODELS NEW FORMATS Social networks acting like advertising networks Publishers acting like social networks Brands acting like publishers Influencers Fringe editorial startups Walled garden inside of apps is crumbling The algorithm is king Ad & media formats are changing Incumbents supporting self disruption via acquisition
  12. 12. ASK YOURSELF THESE FIVE G O A L S ? A U D I E N C E ? M E S S A G E ? D I S T R I B U T E ? M E A S U R E ? What are your program Do you know your What is your How will you What will you
  13. 13. QUESTION #1: WHAT ARE YOUR PROGRAM
  14. 14. D E F I N E P R O G R A M R AT I O N A L E & P U R P O S E SALES CUSTOMER RETENTION EMPLOYEE ENGAGEMENT LEAD GENERATION BRAND AWARENESS GOAL
  15. 15. QUESTION #2: Do you know your
  16. 16. D I G I TA L B E H AV I O R S I N F O R M C R E AT I V E AUDIENCE INSIGHT GOAL GEOGRPAHICS CONSUMPTION HABITS PLATFORM USAGE DEMOGRAPHICS
  17. 17. Forget the funnel – today’s user journey looks more like spaghetti. PROGRAMS MUST BE MULTI-CHANNEL Awareness Engagement Purchase Advocacy
  18. 18. Prioritized channels, each with a specific purpose and customized content executions F A C E B O O KT W I T T E R I N S T A G R A M P I N T E R E S T Y O U T U B E Mass reach efficiencies of the channel for upper funnel awareness driving. Real-time, highly targeted consumer engagement platform. Open nature of the network enables wide ranging participants to connect on discussion topics. Highly visual, reach and engagement-driving channel. Still has 100% brand reach … but likely not for long Future planning oriented, drives traffic to .com and now enables one click purchase Global video hosting platform, highly discoverable via search S N A P C H A T P E R I S C O P E L I N K E D I N Rapidly emerging as the most important channel for younger audiences Live streaming comes to mobile phones – Twitter drives reach Professional development and networking with an emphasis on thought leadership EACH CHANNEL HAS A I N F L U E N C E R S Both a channel and a content resource – emphasis on the new ‘visual influence’ O W N E D ( . C O M ) Builds owned equity, conversion outcomes. Crucial to maximize search behaviors
  19. 19. QUESTION #3: WHAT IS YOUR
  20. 20. MESSAGE GOAL AUDIENCE INSIGHT E V E N I N PA I D E N V I R O N M E N T S
  21. 21. QUESTION #4: How will you
  22. 22. Message seo/sem owned channels drive pr coverage partner with key influencers promote across social channels paid media partnerships GOAL AUDIENCE INSIGHT Content Content Content Content Content
  23. 23. DISPLAY EMAIL SEO/SEM LINK SYNDICATION INFLUENCERPAID SOCIAL NATIVE/MEDI A PARTNERSHI PS PROGRAM- MATIC FACEBOOK boasts 94% targeting accuracy TWITTER sees 49% higher engagement rates for promoted vs. organic tweets BOTH attribute brand sales lift to leveraging paid to reach incremental users (NOT fans)
  24. 24. QUESTION #5: WHAT WILL YOU
  25. 25. CONTENT seo/sem owned channels drive pr coverage partner with key influencers promote across social channels paid media partnerships GOAL AUDIENCE INSIGHT E S TA B L I S H K P I M E T R I C S Content Content Content Content Content
  26. 26. K P I M E T R I C S T I E T O G O A L S LIKES IMPRESSIONS FOLLOWERS COMMENTS FOLLOWERS SHARES RETWEETS ENGAGEMENT RATE @MENTIONS SHARES LIKES REACH
  27. 27. M a p p r o g r a m K P I s t o b u s i n e s s g o a l s Example Business Goal Example Business Objective Example Social Marketing Goal Example Social Marketing KPI Metric Greater market share among Millennial customers Increase inbound Millennial leads by 15% Introduce utility-focused campaigns aimed at education and creating awareness targeting Millennial audience • Social engagements (Likes, comments, shares, etc) • Inbound website traffic • Leads • Cost Per Lead
  28. 28. ANALYTICS EMBEDDED TO OPERATIONALIZE INSIGHTS & PERFORMANCE [ MEASUREMENT] VALIDATION AT THE END [ INSIGHT & FORESIGHT] INSPIRATIO N THROUGHOUT
  29. 29. L AU R E N T. D I PAO L A W E B E R S H A N D W I C K L D I P A O L A @ W E B E R S H A N D W I C K . C O M @ L E T A N N E R

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