How to Create a Holistic Social Media Content & Ads Strategy That Delivers Results in 2019. Everyone is talking about social media. How do you differentiate yourself? How do you create a social media strategy that not only attracts new customers but helps you increase lifetime value? You could be either better (optimize existing channels) or different (find new opportunities). In this master class, we will be going through a process on how to approach social media to be able to sustain results over the long-term, from strategy to tactics, in order to differentiate yourself from your competition.

1. MASTERCLASS
Catalin Matei
CHIEF EXECUTIVE OFFICER
INCREASE MEDIA
AMSTERDAM, NETHERLANDS ~ SEPTEMBER 12 - 13, 2019
DIGIMARCONEUROPE.COM | #DigiMarConEurope
DIGIMARCONNETHERLANDS.NL | #DigiMarConNetherlands
Social Media Marketing
Master Class

2. http://bit.ly/slides-digimarcon

3. Catalin Matei
Founder & CEO
Increase Media

7. Defining current
marketing

8. KINGFISHER
FOOD IN WATER
ORGANISM
ENVIRONMENT
MARKETING
CLIENT
● Biological limitations
● Feedback loops:
100.000 years
● Non-biological system.
● Feedback loops: 1h, 1d,
1 month
feedback
Fishing
Evolution
process
feedback
Evolution
process
Behaviour
feedback
(data)
Marketing
process
Marketing
efforts

9. adaptability > great ideas/solutions

10. process > ideas

11. State of Social Media
● Costs increasing but still incredible opportunity (beginning of the curve - Google 2006)

12. State of Social Media
● Supply and demand curves on ad platforms (Content created/Ads vs Impressions/ad inventory)

13. Profit with time
goes to 0

14. What is the solution?

16. Be better

17. Be different

18. Be different
(not only channels)

19. Be better
By adding process

20. A word from our
sponsor (jk)

21. Goals
Marketing Machine Outcomes
Ideas

23. Process (Overview)

26. Point A (Now)
● Company Details
● Customer Profile
● Marketing
● Product details
● Customer Journey
Point A
● Company: Allbirds, Revenue: $80M/year.
● Marketing: Volume = 840k, CPA = $25, LCV
= $250
● Product: Environmental friendly, comfortable,
simple.
● Customer Profile: 18 - 40 M/F, Urban,
London.
● Customer Journey: 50% Word of mouth, 25%
SEO → Social → Website, 10% IG
Influencers → Website, 15% other.

27. Point B (Goal)
● Goals
● KPI's
Point B
● Goal: Increase revenue to $100M in 2020
(25% YoY)
○ KPI 1: CPA = $25
○ KPI 2: LCV = $350 (40% YoY)
○ KPI 3: Volume: 1.05M (25% YoY)

29. Strategy
● Milestone 1: Social Media Advertising Strategy to increase LCV
○ Hypothesis 1: If we show personalized ads to our existing clients
when they have a birthday coming, we will acquire new orders at
$10 CPA (increasing LCV by 25% if scaled)
○ Hypothesis 2: If we do an ad asking our existing customers their
experience with our product, we will acquire new orders at $15
CPA (increasing LCV by 15% if scaled).
(Hypothesis - Examples)

32. Strategy
(overview)

33. Strategy
(Create hypothesis)

34. Strategy
Hypothesis -
Variables
Channel - Facebook, Instagram, etc
Ad level - Creative
- Message
- Alignment with the platform's context
- Format (Video, Text, Article, etc)
- Length
- Time of day
Ad Set Level - Audience & Targeting
Ad Set Level - Budget & Schedule
Ad Set Level - Placement
Campaign Level - Campaign Objective
Ad Set Level - Placement
Ad Set Level - Optimization & Tracking
Economical variables
Political variables
Social variables (events, holidays, etc)
Legal variables
Micro-level Macro-level

35. Strategy
(Create Strategy)

39. Analysis
● Hypothesis 1: If we show personalized ads to our existing clients when
they have a birthday coming, we will acquire new orders at $10 CPA
(increasing LCV by 25% if scaled).
○ Results: $12 CPA. (Good). Add to Best Practices
● Hypothesis 2: If we do an ad asking our existing customers their
experience with our product, we will acquire new orders at $15 CPA
(increasing LCV by 15% if scaled).
○ Results: $118 CPA (Bad). Add to Archive
(Hypothesis - Examples)

40. Analysis
(Overview)

41. And… some theories

42. The rise of Personal Brands (small
or big) as hubs in the network

43. Personal Branding
Follower count is not influence (micro influence > macro followers)

44. B2B Marketing
Personal Branding - Micro Influence & Macro Impact
+ + =
Business
Development
on Steroids

45. B2B Marketing - Treehouse

46. B2B Marketing - Treehouse

47. B2B Marketing - Treehouse

48. B2B Marketing - Linkedin
Possible for almost everyone

49. Building messenger lists
Incredibly effective and underutilized. Using Manychat or other similar tools.

50. Content - Human Marketing
Being perceived as "human" rather than a company (creative, copy, etc) - Netflix

51. Content - Human Marketing

52. Content - Human Marketing

53. Content - Intersection

54. Content - Intersection

55. Content - Message Market Fit

56. Speed
of change
Value
over
time
Tactics
Strategies
Principles
"Manual vs automatic
bidding"
"Customer journey
based ads"
"People react to the opposite of
what ads look like"
How do you invest your time?

57. catalin@increasemedia.com
Catalin Matei
Founder & CEO Increase Media
catalinmatei1
Catalin Matei
Generation U Podcast

58. catalin@increasemedia.com