A presentation about the four key areas to focus on when doing social media marketing.

1. #Confex17
@ashleybohunk • 2 March 2017
Steps To Social
4
3
2

2. Chief Marketing Officer
@ashleybohunk
Ashley Vinson

3. The World Today...
GO
AHEAD
MAKE
MY
SELFIE
#Confex17

4. ...is a constant set of screens & multitasking

5. We still spend time with our
loved ones.

6. Source - Kleiner Perkins Internet Trends, 2015
The human
attention span
8 SecLet’s see if we can stare at this
weird fish for 8 seconds.

7. Source - Dscout 2016
times every day
2,617
We touch our phones
#Confex17

8. Source — Braun Research, Inc., 2015
I woke up, checked my phone, and saw this:

9. Source — Braun Research, Inc., 2015
First thing on our mind in the morning
Smartphone
35%
Coffee
17%
Toothbrush
13%
Significant other
10%

10. Media
consumption
is shifting to
mobile.

11. Average time spent per day with major media (USA adults)
Time spent with mobile continues to grow
Mobile Desktop TV Radio Print
est. 20172016 est. 2018
MIMNUtTESSPENTPERDAYWITHMEDIA
300
100
0
200
Source - eMarketer, 2016 #Confex17

12. Source - Kleiner Perkins Internet Trends, 2015
time spend in
apps vs browsers
81%
But where in mobile are they spending time?

13. Source - Kleiner Perkins Internet Trends, 2015
million are using
ad blockers
620People
Don’t
Want To
See Ads

14. Even Trump spends his time in an app.

15. Social media is a mobile app.

16.
Social is a critical component
to growing your brand.
We can’t ignore social

17. Social media can be fun
but marketing on social media
is not always fun.

19. Social media is how
most consumers will
experience your brand.

21. Are we showing our best side?
Many brands don’t bring their
best game on social.
Source - Ashley Vinson’s Thoughts When She Looks at the Platforms
#Confex17

22. Social media marketing
is still marketing…

23. Right message.
Right audience.
Right time.

24. How do I strategize, create content,
promote, & measure for my social
media marketing? #SocialMediaPain
The Big Question:

25. 1.Strategy: Define the right approach
2.Content: Make the right creative
3.Media: Promote the right way
4.Measure: Measure the right results
4 Steps To Social

26. Right Strategy
STEP 1

28. Frequently Asked Question:
What should be our social
media strategy?

29. SOURCE | Research Now, Active users of each platform, UK, 2016
Every platform is different.
BACKSTAGE ACCESS, UNIQUE
PERSPECTIVES, INSPIRATION
LIVE, EXPERT POINTS OF VIEW
TO BE ENTERTAINED,
CONNECT WITH FRIENDS
CELEBRITIES, INSPIRATION,
CONNECT WITH FRIENDS
CONNECT WITH FRIENDS, SEE OTHER
PEOPLE’S OPINIONS
TO BE ENTERTAINED
Top attributes of platform given by the users of each

30. First Question:
What do we want to achieve?

31. Goal of advertising:
Make an emotional connection
to a person in order to persuade
them to buy your product.
Source - Ashley Vinson’s Thoughts When She Looks at the Platforms

32. #OnBrand16
Second Question:
Where do we focus?

33. ALWAYS
ON
Everyday
Creating everyday relevant content:
weather, commute, buying a house,
financial concerns, etc.
Live
Live events:
Eurovision, Olympics, UCL
Tour de France, Music festivals
Unplanned
Spontaneous moments:
breaking news, product mentions.
MORE PREDICTABLE
CALENDAR
SPECIFIC
LESS PREDICTABLE
Planned
Overall brand marketing:
brand campaigns, new product launch,
sponsorships

34. ALWAYS
ON
Everyday
LiveUnplanned
MORE PREDICTABLE
CALENDAR
SPECIFIC
LESS PREDICTABLE
Planned

35. Third Question:
Where is my audience?

36. Facebook
Instagram
Twitter
Pinterest
LinkedIn
WeeklyDaily Less Often
Among users of each social site,% who use these sites daily, weekly, or less often.
What are people doing?
Source - Pew Research Centre, April 2016
76 15 7
22
33
43
5131
31
24
2651
42
25
18
#Confex17

37. Audience
Your audience can be found
many different places.
Match content to
platform behavior.

38. Fourth Question:
How often do we communicate?

39. How often?
No one is waiting for
your social media post.
However, people forget about
you when you aren’t around.

40. How often?
Say something
when it can be:
• Helpful
• Relevant
• Useful
• Entertaining
#Confex17

41. 1. What do we want to achieve?
2. Where do we focus?
3. Where is our audience?
4. How often do we communicate?
Right Strategy

42. Right Content
STEP 2

43. The Barista Bar
@baristabar

44. Frequently Asked Question:
What is the right content for social?

45. First:
Always brief on outcome,not tactics.

47. Second:
Focus on variety.

48. Create
1. Awareness
2. Engaging
3. Brand Love
4. Event/Sponsorship
5. Influencers
6. Direct Response
7. Informative
7 Core Content Types:
#Confex17

49. 1Awareness
Content that drives brand
awareness.
No engagement required.
Home Notifications Messages MeExplore
Promoted
Let’s celebrate the Dutch way! #noorderlicht
Heineken NL
@Heineken_NL

50. 2Engaging
Content that drives an
action from your audience.
Home Notifications Messages MeExplore

51. Home Notifications Messages MeExplore
3Brand Love
Content that helps build a
love of the brand.
✈

52. Home Notifications Messages MeExplore
Promoted by Mercedes-Benz USA
4Event
Sponsorship
Content that helps amplify
your brand sponsorship.
andyroddick
@andyroddick
LIVE on #Periscope #Wimbledon

53. Home Notifications Messages MeExplore
5Influencers
Content that leverages
influencers to promote
your brand.

54. Home Notifications Messages MeExplore
Promoted
6Direct
Response
Content created to get
a direct response from
your audience.

55. Home Notifications Messages MeExplore
Promoted
Ready to pop the question to your #valentine
soon? Here are tips for buying an engagement
ring within your budget. bit.ly/2kH317A
Chase
@Chase
3:47 PM - 14 Feb 2017
7Informative
Create content that is
helpful, useful, relevant
and/or entertaining.

56. is your content:
Relevant?
Helpful?
Useful?
Entertaining?

57. Third:
Remember the plan.

58. ALWAYS
ON
Everyday
LiveUnplanned
MORE PREDICTABLE
CALENDAR
SPECIFIC
LESS PREDICTABLE
Planned

59. Content
1. Brief on outcome:
Focus on desired outcome, not tactics.
2. Variety is key:
Use a variety of media & formats to “thumb-stop”.
3. Planning:
Make content that will fit your strategy & goals.

60. Right Media
STEP 3

62. Frequently Asked Question:
How do we promote effectively
on social media?

63. Let’s evolve our thinking.
Many brands are still using
media like it’s the 1950’s
Source - Ashley Vinson’s Thoughts About Media

64. Action:
Target what matters.

65. Age only tells us so much
We need to focus on what
matters to our audience
versus just their age
Source - Ashley Vinson’s Thoughts About Media

66. Location
Language
Device / Carrier
Gender / Age
Interest
Followers
Look-a-likes
TV Targeting
Events
Keywords
Tweet Engagers
Tailored Audiences
+
Be creative in how you target.

67. 41 68
I sure would like an
easy-to-use pregnancy
test! #HelpMeBrand
41 167 9:40 AM – 1 March 2016
Ashley Vinson
@ashleybohunk
Use what you know about someone to be more relevant.
RT’s dumb
jokes.
Follows
Kim Kardashian
Profile mentions
Christian Louboutin.
Likes posts
about superficial things.

68. Action:
Focus on what has impact.

69. Common campaign results
OMG! Look at them Tweets!
Source - A real campaign I worked on

70. Common campaign results
Uh, what happened?
Source - A real campaign I worked on

71. Being consistently
always-on grows SOV
Source - A real campaign I worked on

72. Action:
Remember the funnel.

73. The “Traditional”
sales funnel
is same on social
PREFERENCE
CONSIDERATION
OPINION
AWARENESS
PURCHASE

74. AWARENESS
PURCHASE
How most marketers
expect social to work

75. Social has the
same funnel
as any other channel

76. PREFERENCE
CONSIDERATION
OPINION
AWARENESS
PURCHASE

77. PREFERENCE
CONSIDERATION
OPINION
AWARENESS
PURCHASE

78. PREFERENCE
CONSIDERATION
OPINION
AWARENESS
PURCHASE

79. PREFERENCE
CONSIDERATION
OPINION
AWARENESS
PURCHASE

80. Right Media
1. Targeting:
Be creative in how you target.
2. Consistency:
Consistency over spikes.
3. Promote:
At every stage of the funnel.

81. Right Measurement
STEP FOUR

82. The Barista Bar
@baristabar

83. Frequently Asked Question:
How do we measure our
social campaigns?

84. Perfect World
• Senior people work on digital.
• Platforms are easy to compare.
• There is no ad fraud.
• There are no ad blockers.
• Measurement is easy.

85. Social media measurement
feels like this.

86. Action: Set KPI’s based on
platform & content type.

87. = =
?
Measuring: All are all “likes” equal?

88. Action: Know the math.

89. Media “Math”
= √ I think someone watched?
average view rate (X) impressions
A =
Σ those who kinda watched
(X) stars in the sky (+) some random #
2 7
2

90. Media Math
“Yes, uh, those campaign
results look great?”

91. Media Math
Know how the results
were calculated.

92. Action: Use the data to get the truth.

93.
“It’s not me,
it’s the platform!”
Source - Ashley Vinson’s Thoughts About Media
They aren’t watching
for a reason.

94. Action: Measure things that matter.

95. PURCHASE
INTENT
BRAND
FAVORABILITY
MESSAGE
ASSOCIATION
AWARENESS
PURCHASE
ADVOCACY
BRAND EFFECT
OFFLINE SALES IMPACT
MARKETING MIX MODELING
CONVERSION LIFT
CONVERSATION ANALYSIS
Measuring: Look for real impact vs. just numbers.

96. 1. KPI’s:
Set based on platform & content type.
2. Math:
Know how the numbers get measured.
3. Data:
Use it to tell the truth.
4. Measure:
Impact vs. just numbers.
Right Measurement

97. Key Lessons

98. 1.Strategy: Define the right approach
2.Content: Make the right creative
3.Media: Promote the right way
4.Measure: Measure the right results
4 Steps To Social
#Confex17

99. Thank you!
@ashleybohunk
#Confex17