Curveballs and Cartwheels: Staying ahead in a Social Marketplace
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1) Social media engagement for brands has evolved over time from a focus on visibility and volume to prioritizing sentiment, creativity, and paid components to drive engagement. 2) Organic reach on Facebook has significantly decreased over time, leading brands to rely more on paid media, owned channels, and developing a broader social ecosystem. 3) Several speakers discussed strategies for social media success, including developing shareable, high-quality content; actively engaging fans; having a consistent paid media plan; and treating social media as a living, evolving process rather than one-time projects.
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Curveballs and Cartwheels: Staying ahead in a Social Marketplace
- 1. Curveballs & Cartwheels staying ahead in a social marketplace # IMSMS P
- 2. It’s like herding cats. # I M S M S P
- 3. Jen Boyles OLSON @jen_boyles
- 4. BRANDS ON FACEBOOK HAVE COME A LONG WAY Social 1.0: VISIBILITY KPI: Volume CONTENT Content is the objective Social 2.0: VISION KPI: Sentiment Content ladders up to objectives Social TODAY: VERSATILITY KPI: Engagement Content requires more creativity, paid component PLATFORM Primary, based on most reach Expanding to secondary platforms Platform diversity integral to success ROI Generally unexplored Highly sought but murky Clearer due to paid, but tougher to score REACH Free for all Restricted PAY TO PLAY
- 5. BUT THE FREE LOVE ERA IS OVER # IMSMN As organic reach depletes, Facebook ad revenue increases. • Organic reach Jan. 2012: 16% • Organic reach Jan. 2013: 5% • Organic reach today: 1-3% Welcome to “Facebook Zero,” where the words “like”, “comment”, “win” and “share” are patrolled and even punished (“de-emphasized”). De-emphasized posts: • Like-Comment-Share bait • Frequently Circulated Content • Misleading Links
- 6. UNDERSTANDING THE IMPACT BRAND A • Unengaged brand vs engaged brand • Algorithm favors “other clicks” and photo views (mapped) • “Other clicks” = any post click that isn’t on a photo, video or link • Active engagement is highest valued social currency on Facebook • Page likes trended upward despite reduced organic reach
- 7. STAYING NIMBLE THROUGH FB.0 7 Facebook now needs a consistent paid media component monthly Conversation and advocacy over volume & impressions Brands should invest in a solid social ecosystem and owned channels. Brands should post less frequently on Facebook with more creative effort & stronger messaging.
- 8. CONTENT DO’s & DON’Ts FOR SOCIAL 3.0 8 • DO post shareable content with an emphasis on quality over quantity • DO actively look for right-time engagement opportunities in pop culture • DO take an editorial approach to content creation – brands as publishers • DO get creative with images • DO engage your page's top contributors (superfans) and have a strategy for replies • DO be proactive with budget. Set aside a promoted posts budget each month to highlight best content • DON'T get bogged down with daily content calendars • DON'T force a connection. Will your participation help tell your brand story? • DON'T Post content that's overly salesy • DON'T let stock imagery define your brand • DON'T force engagement or 'like'/reply to every comment – it can come off insincere or over-eager • DON'T wait until an opportunity presents itself before wondering where funds to promote the content will come from
- 9. Rebecca Gutierrez Target @rebegutierrez
- 10. @rebegut ierrez # I M S M S P
- 11. What we started with: 1. A responsive web experience that was social
- 13. 1. Native is king Web experience modified for native. Gradual iteration to true native design.
- 14. 2. Social by design
- 15. 3. Utility, utility, utility
- 16. The best apps are simple & utilitarian Social where it works An app is only as good as the full end-to-end experience 1 2 3 You’re never finished. It’s a living, breathing thing.
- 17. 7.3 million users $74 million $400 million in promo sales Top 10 Lifestyle 5 million visits a week 30% increase in annual spend per guest 27% increase in store trips per guest And you’re never finished. It’s a in total savings App living, breathing thing.
- 18. Mike O’Neil Integrated Alliances @mikeoneilrocks
- 19. A Cross-Platform Visual Brand @ m i k e o n e i l r o c k s # I M S M S P
- 20. The Layout Process @ m i k e o n e i l r o c k s # I M S M S P
- 21. It Gets a “Little” Tricky @ m i k e o n e i l r o c k s # I M S M S P
- 22. Getting the B2B Team “On Board” @ m i k e o n e i l r o c k s # I M S M S P
- 23. Social Media Policy @ m i k e o n e i l r o c k s # I M S M S P
- 25. Creating sustainable programs Sustainable Program Evolution # IMSMN Time Social Maturity Marketing Activity Marketing + Sales Advocates Integrated Marketing and Sales Activity
- 26. Setting the stage Where do our customers learn? Listen Ask Platform(s) Determine what kind of program you are going # IMSMN to be able to establish Niche platforms? Frequency Logging in / Posting amount
- 27. Creating the program Assess your customer facing teams utilization People Novice Knowledge Expert Develop the program Current Behaviors Business Objectives Sales Framework Social Media Program Avoid creating multiple new behaviors
- 28. Creating the program cont. Social advocacy OR Use an existing SoMe presence / SoMe platform Social collaboration Communities Planning alone will not ensure success, improvisation will be needed.
- 29. Interactive partner communities Establishing loyalty through private collaboration Purpose / Objectives Multi-year dedication is needed … Do not sub-optimize execution in a pilot phase Resources Platform Dashboards / Monitoring Self service vs. Collaboration = A strong partnership Winning Business!
- 30. Let’s talk. @jenniferzick @jen_boyles @rebegutierrez @mikeoneilrocks #IMSMSP
Editor's Notes
- The Facebook-Brand story goes something like this: “The social media gods created Facebook, and it was good …. for a time. ” Through depletion of organic reach (nicknamed “Facebook Zero”), the platform is seeking to profit off of the community you’ve built up over the years for your brands.
- We felt good about our MVP – “A social-savings” experience. Responsive web primary, native secondary. Surely mobile web will be our most utilized experience. The native apps were a nice to have, and something that were not the primary focus for launch.
- Because we are a social app, and are set up as a product team with direct access to guest communication, we knew right away what our top issues were. GetSatisfaction = Cartwheel feedback community Twitter Facebook App Store Google Play And of course, our own real time experience data, sales data, etc. Guests were put off by the Facebook sign-in. And, when we looked at organic and paid media performance in Facebook, we found that neither was driving new user acquisition at the rate we thought. In reality, bloggers and affiliate coupon sites were driving the highest rate of new user acquisition “Where’s the app?”
- Within two months, using both quantitative and qualitative data, we were able to draw several distinct conclusions, the first of which: that native is king. We quickly shifted focus to make our native experiences our primary focus for development, innovation & marketing As a beta partner with Facebook for their MAI product, we were one of the first brands able to leverage this format and it drove incredible growth. Our media strategy shifted to focus almost entirely on driving mobile app growth Additionally, we were able to optimize CPI through utilization of custom audience segments To-date our guests are 80 – 90% native app users
- Don’t do “social” just to say you have a social app. Users won’t stand for it. Instead, allow the guest to self-select – when/where/how they use social Talk about bounce rate & optimizing to it, adding .com sign in, impact Adding leaderboard based on guest feedback/insight that saving is competitive (an action they WANT to compare with their friends Understanding of content that will illicit social sharing. This post drove an 8x lift in OG story generation
- Utility, utility, utility – We added functionality to support and enhance guest usage patterns, & addressing guest feedback. -barcode scan --passbook/barcode widget -account merge -Simple and straight-to-the-point ads drive the most effective new user growth. (reference “a whole new spin”…) Tell the guest how and what they’ll save on. Don’t leave them guessing – that takes too long.
- In our experience, the apps people use most often are simple and utilitarian in nature Use social instead to enhance your experience where it feels natural to do so – making digital actions that people are already doing socially in the physical world.
- So, where are we today?
- Integrating and activating sales and marketing teams around social opportunities
- Understanding how your target audience uses social media
- Creating context - integrating with current behaviors, objectives and existing sales frameworks / communications Make sure you are fully aware of any existing framework sales currently uses, their level of sophistication in it’s use, and overarching business goals and objectives **Point is: Reduce change management by avoiding the creation of multiple new behaviors
- Determine what type of integrated program will work the best based on where your organization is today Social advocacy – works if you have an existing program and would like sales to take advantage of it (e.g. marketing is posting on behalf of the brand and sales can leverage via their own presence Social Collaboration – ideal for companies that focus most resource allocation to the 20% of customers that make up 80% of revenue
- This is where large companies with strategic partners need to go