Creating a Social Media Marketing Machine - Process > Ideas
•
0 likes•49 views
Did you ever implement some great ideas only to lose track of what happened and without getting real momentum? Or do you have a backlog of 100's of ideas but no real way to implement them and know what's going on? This is a very deep issue in the social media marketing world. People tend to pay too much attention to great ideas rather than paying attention to the underlying processes that make up good outcomes with time - a principle-based approach. This one is for all the social media and marketing managers and executives out there and it's born out of a lot of sweat and tears alongside a lot of lessons learned from spending millions in advertising.
Recommended
More Related Content
Similar to Creating a Social Media Marketing Machine - Process > Ideas
Similar to Creating a Social Media Marketing Machine - Process > Ideas (20)
Recently uploaded
Recently uploaded (20)
Creating a Social Media Marketing Machine - Process > Ideas
- 3. Catalin Matthew Founder & CEO Increase Media
- 4. State of Social Media ● Digital ad spending surpassed TV ad spend for the first year ever in 2017 (source: magna global)
- 5. State of Social Media ● Digital surpassing traditional soon as an overall. (source: eMarketer)
- 6. State of Marketing ● Marketing Spending by category
- 7. State of Social Media ● Costs increasing but still incredible opportunity (beginning of the curve - Google 2006)
- 8. State of Social Media ● Supply and demand curves on ad platforms (Content created/Ads vs Impressions/ad inventory)
- 9. State of Social Media
- 10. What is the solution?
- 11. Be better
- 12. Be different
- 13. Be different (not only channels)
- 14. Be better By adding process
- 15. Be better Cost of decisions is low => action > accuracy Good processes will lead to outcomes (with time) => process > ideas A systematic approach is a much better long-term strategy for the current speed of change and improvement of technology, markets, etc (why)
- 16. The power of constant progress
- 17. Again… what is the solution?
- 20. Why?
- 21. Evolution
- 25. Francis Bacon
- 27. A word from our sponsor (jk) Outsized returns often come from betting against conventional wisdom, and conventional wisdom is usually right. Given a ten percent chance of a 100 times payoff, you should take that bet every time. But you’re still going to be wrong nine times out of ten. We all know that if you swing for the fences, you’re going to strike out a lot, but you’re also going to hit some home runs. The difference between baseball and business, however, is that baseball has a truncated outcome distribution. When you swing, no matter how well you connect with the ball, the most runs you can get is four. In business, every once in a while, when you step up to the plate, you can score 1,000 runs. This long-tailed distribution of returns is why it’s important to be bold. Big winners pay for so many experiments.
- 29. Disclaimer This is an approximate process that is designed to stirr people in the right direction. It doesn't tackle issues such as statistical significance, regressions, types of testing: multivariate, etc. It's designed to be an example that can be taken, implemented and adapted based on our needs. The full one is a 50 page methodology... (why)
- 32. Documents/Resources ● Discovery ○ Client Resources (Marketing Strategy, Goals & KPIs, Customer Profile, etc) ● Strategy ○ Client Strategy: Best Practices/Successful client specific theories ○ Client Strategy: Anti-best practices/Unsuccessful client specific theories ○ Client Strategy: Experiment Backlog/Hypothesis Backlog/Ideas ○ Client Strategy: Specific Strategy Plan (Experiments, Best Practices)
- 33. Discovery ● To understand the current situation and the available information & resources (Customer Profile, Brand Messaging/Strategy, Marketing Strategy, Product details, Customer Journey, etc) ● To create the necessary resources: Customer Journeys, etc ● It's done at first then updated or re-done as needed. (why)
- 34. Customer journey ● Customer Journey (Link)
- 35. Customer Journey Problems & Process Touch points Think & feel Experience Data
- 38. Strategy Goal: to increase sales in Q4 by $100.000 ○ KPI 1 (CPA) = $50 ○ KPI 2 (AOV) = $500 ○ KPI 3 (New customers) = 200 (Goals & KPI's)
- 40. 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
- 41. Strategy ● If [the first 5 seconds of the video will be attention grabbing - creative] then [the percentage of people that will watch the video for more than 10 seconds will increase by 50% - outcome] ● If we [cap the frequency of our ads to 3 - optimization] then the [negative feedback will decrease by 50%] (Hypothesis - Examples)
- 44. Execution Just do it (specific process)
- 48. LCV:CAC Ratios as focus News vs Impact
- 49. LCV:CAC Ratios as focus Before & After Example
- 50. Human Marketing Show that you care/are human in your posts - Netflix feed (MEME account)
- 51. Human Marketing Care in your community management (not even found the good ones) - Netflix