Look! A Squirrel!

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Elasticity

Jason Falls's slides from IRCE 2015 covering how to separate the money makers from the fakers in new social networks.

Separating the Social Time-Suckers from the Money Makers
Jason Falls | IRCE | June 4, 2015
Look! A Squirrel!

ELASTICITY + LOOK! A SQUIRREL!
There’s a social network born every minute

ELASTICITY + LOOK! A SQUIRREL!
Oh, how we get distracted.

ELASTICITY + LOOK! A SQUIRREL!
Just months later:

ELASTICITY + LOOK! A SQUIRREL!
So what do
you do?

The 5 Steps to Knowing if a
Network is Right
ELASTICITY + LOOK! A SQUIRREL!

ELASTICITY + LOOK! A SQUIRREL!
Ask “why?” not “how many?”
• Why are they there?
• What are they doing?
• How are they behaving?
• Are they sharing that content elsewhere?

ELASTICITY + LOOK! A SQUIRREL!
Does your audience use it?
• Do the site demographics match your target?
o Compete, Quantcast, Site Provided Stats
• Ask your customers!
o Quick survey, are they bleeding edgers?

ELASTICITY + LOOK! A SQUIRREL!
Does it work for you?

How to Test a Network
ELASTICITY + LOOK! A SQUIRREL!

ELASTICITY + LOOK! A SQUIRREL!
Compare efficiency to other networks
• Cost per fan acquisition
• Cost per lead
• Cost per conversion
• Apples to Apples

ELASTICITY + LOOK! A SQUIRREL!
• Observe user engagement
• Launch a pilot; build an audience
• Test various marketing angles
• Compare efficiencies
How to see if it
works for you

ELASTICITY + LOOK! A SQUIRREL!
With any marketing decision, the answer
lies in the data. If the data says to do it,
you have your answer.”
- Me, just now! Tweet that!
@JasonFalls

Jason Falls
Elasticity
@JasonFalls
goelastic.com
Get the slides!
www.slideshare.net/elasticity
Contact Info
ELASTICITY + LOOK! A SQUIRREL!

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Look! A Squirrel!

1. Separating the Social Time-Suckers from the Money Makers Jason Falls | IRCE | June 4, 2015 Look! A Squirrel!

2. ELASTICITY + LOOK! A SQUIRREL! There’s a social network born every minute

3. ELASTICITY + LOOK! A SQUIRREL! Unfortunately there’s a sucker (brand) born every minute, too

4. ELASTICITY + LOOK! A SQUIRREL! Oh, how we get distracted.

5. ELASTICITY + LOOK! A SQUIRREL! Just months later:

6. ELASTICITY + LOOK! A SQUIRREL!

7. ELASTICITY + LOOK! A SQUIRREL!

8. ELASTICITY + LOOK! A SQUIRREL! So what do you do?

9. The 5 Steps to Knowing if a Network is Right ELASTICITY + LOOK! A SQUIRREL!

10. ELASTICITY + LOOK! A SQUIRREL! Is the network brand friendly? • Are there advertising options? • Do they have more than individual accounts/pages? • Do they offer metrics on your account? • Do they welcome third party solutions or apps?

11. ELASTICITY + LOOK! A SQUIRREL! Is the network brand friendly?

12. ELASTICITY + LOOK! A SQUIRREL! Ask “why?” not “how many?” • Why are they there? • What are they doing? • How are they behaving? • Are they sharing that content elsewhere?

13. ELASTICITY + LOOK! A SQUIRREL! Does your audience use it? • Do the site demographics match your target? o Compete, Quantcast, Site Provided Stats • Ask your customers! o Quick survey, are they bleeding edgers?

14. ELASTICITY + LOOK! A SQUIRREL! Can you leverage it uniquely? • Are you a “visual” brand? • Do you have video content/talent? • Can you provide outstanding content consistently?

15. ELASTICITY + LOOK! A SQUIRREL! Does it work for you?

16. How to Test a Network ELASTICITY + LOOK! A SQUIRREL!

17. ELASTICITY + LOOK! A SQUIRREL! Observe user engagement • What types of content do people respond to? • What users/brands have audiences and what type of content are they providing? • What type of brand content are people sharing there?

18. ELASTICITY + LOOK! A SQUIRREL! Launch a pilot to build and engage followers • Be ultimately useful • Shoot for “Holy Smokes!" • Put personality into the brand

19. ELASTICITY + LOOK! A SQUIRREL! Test various marketing angles • Brand Awareness • Soft Call To Action (Visit site, visit blog) • Firm Call To Action (Sign up for newsletter, download white paper) • Hard Call To Action (Purchase, download trackable coupon, ask for call)

20. ELASTICITY + LOOK! A SQUIRREL! Compare efficiency to other networks • Cost per fan acquisition • Cost per lead • Cost per conversion • Apples to Apples

21. ELASTICITY + LOOK! A SQUIRREL! How do you know if a network is right? • Is the network brand friendly? • Ask “why” users are there, not just “how many" • Does your audience use it? • Can you leverage it uniquely? • Does it work for you?

22. ELASTICITY + LOOK! A SQUIRREL! • Observe user engagement • Launch a pilot; build an audience • Test various marketing angles • Compare efficiencies How to see if it works for you

23. ELASTICITY + LOOK! A SQUIRREL! With any marketing decision, the answer lies in the data. If the data says to do it, you have your answer.” - Me, just now! Tweet that! @JasonFalls

24. Jason Falls Elasticity @JasonFalls goelastic.com Get the slides! www.slideshare.net/elasticity Contact Info ELASTICITY + LOOK! A SQUIRREL!

Look! A Squirrel!

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