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SOCIAL
2.0
R&A Marketing – BrandSource SUMMIT &
EXPO
Wait What Happen To Social
1.0
R&A MARKETING
 Furniture Focused For
Over 30 Years
 Second Generation
 Full Service Advertising
Agency
 Control Advertising for
over 60 storefronts
R&A Marketing – BrandSource SUMMIT &
EXPO
SOCIAL
HISTOR
Y
SOCIAL HISTORY - THEN
SOCIAL HISTORY - NOW
SOCIAL HISTORY – NOW
Social Media Explained
 Twitter – I’m eating a #donut
 Facebook – I like donuts
 Foursquare – This is where I eat donuts
 Instagram – Here’s a photo of my donut
 YouTube – Here is a video of me eating a donut
 LinkedIn – My skills include donut eating
 Pinterest – Here’s a donut recipe
 Spotify – Search donut themed music
 Google Plus – Google forced me to join and I’m eating a
donut
SOCIAL HISTORY - NOW
Social Media Explained
 Twitter – I’m Eating A # Donut
 Facebook – I like Donuts
 Foursquare – This is where I eat donuts
 Instagram – Here’s a photo on my donut
 YouTube – Here I am eating a donut
 LinkedIn – My skill include donut eating
 Pinterest – Here’s A Donut Recipe
 Soundcloud – Now listening to “donuts”
 Google + - I’m on here because my gmail
forced me to and I’m eating a donut.
R&A Marketing – BrandSource SUMMIT &
EXPO
SOCIAL
MEDIA
FACTS
SOCIAL MEDIA FACTS - 2014
 72% of all internet users are now active on social
media
 18-29 year olds have an 89% usage
 60 percent of 50 to 60 year olds are active on social
media
 91% of mobile Internet access is for social activities
 46% of web users will look towards social media when
making a purchase
 Consumers are 71% more likely to purchase when
referred by social media
R&A Marketing – BrandSource SUMMIT &
EXPO
THE SOCIAL
FOCUS IN 2015
THE SOCIAL FOCUS IN 2015
THE SOCIAL FOCUS IN 2015
 Social Platforms need to make $$$
 You now have to pay to be social
 Social media is free, social media marketing is
not free
 One of the most cost effective forms of
targeted advertising
THE SOCIAL FOCUS IN 2015
 Facebook
 Twitter
 YouTube
 Instagram
 Pinterest
 Why those social
outlets?
 ROI through
paid media
You Pay To Be
Social
THE SOCIAL FOCUS IN 2015
 Facebook is not going away
 Is it changing? Yes.
 Facebook needs to make $$$
 Facebook is smart. While it continues to
monetize, it’s still built for the average user.
THE SOCIAL FOCUS IN 2015
 Think About It
 Would you watch TV that had one minute of ads
for every minute of programming? No. This is
what was happening with Facebook.
 So… Facebook changed it
 Now only the most relevant posts are shown to
users.
THE SOCIAL FOCUS IN 2015
 Do you see ads for pages you never interact
with now? No. (You would know if you did.)
 So how do they determine what gets shown?
 Only the most relevant posts are shown to users.
 Meet EdgeRank
 Think of Google (PageRank)
 Facebook is now doing the same for brands.
THE SOCIAL FOCUS IN 2015
 EdgeRank takes the following into account
 What do you like?
 Who do you interact with?
 Who do you influence?
 What are you likely to click on?
 Who are your influential friends?
 What do your friends like?
THE SOCIAL FOCUS IN 2015
Sponsored Stories
THE SOCIAL FOCUS IN 2015
THE SOCIAL FOCUS IN 2015
Facebook Types Of Sponsored Stories
THE SOCIAL FOCUS IN 2015
Sponsored Post Example
 Reached 9,000 +
 1,350 photo clicks
 133 Likes
 4 Comments
 3 Shares
 $50 Spend
THE SOCIAL FOCUS IN 2015
Sponsored Post Example
 Reached 100,000 +
 1,500 photo clicks
 222 post likes
 17 Comments
 11 Shares
 $100 Spend
THE SOCIAL FOCUS IN 2015
What Works?
 Photos garner the most interaction
 Short, 1-2 sentence posts
 Asking for opinions
 Ask for the “like”
 Providing a resource (update them with info,
deadlines, etc.)
 Give them a special offer
THE SOCIAL FOCUS IN 2015
Coming Next Month
 Product Ads on
Facebook
 Utilize target options to
show your products to
specific customers
 reach people who
visited their website/app
(via Custom Audiences),
or reach people based
on specific interests,
locations, etc.
R&A Marketing – BrandSource SUMMIT &
EXPO
SOCIAL MEIDA HAS
CREATED THE OMNI
CHANNEL
CONSUMER
THE OMNI CHANNEL
CONSUMER
 Meet The Doran’s
 Your current or soon to be
consumer
 27 Years Old
 Went from apartment living to
owning a 4 bedroom home
 No kids – More money to spend
 Dog
 Dual income family
 Two cars
 Consume every media possible
 No home phone – Call our cell
THE OMNI CHANNEL
CONSUMER
 Social media isn't enough to get them through the door
 It’s just one part of the equation
 The Doran’s check:
 Email
 Mailbox
 Read the local community newspaper paper
 Watch TV (Netflix, broadcast, and cable)
 Listen to the radio
 Multiple social media outlets
 Connected Online 24/7
 Text - Smartphone
THE OMNI CHANNEL
CONSUMER
 Offers still work
 Traditional advertising still works
 Digital advertising works
 Social advertising works
 Everything works
 We just have to do our advertising better
 Advertising needs to be built to touch the social
customer
THE OMNI CHANNEL
CONSUMER
 They will react to your advertising
 You just have to be ready to connect with her
how she wants to be connected with
 Its about creating a 360-degree view of the
shopper
 Then turning that into a promotion
THE OMNI CHANNEL EXAMPLE
Spiller Furniture – Dec 2014
 Holiday Closeouts
 12/1-12/22
 Medias:
 Insert
 Social
 Website
 Landing Page
 Email Marketing
 TV
 3 Day Bonus Sale
 12/26-1/5
 Medias:
 Direct Mail
 Social
 Website
 Landing Page
 Text Messaging
 Email
THE OMNI CHANNEL EXAMPLE
Spiller Furniture – Dec 2014
 Holiday Closeouts Insert
THE OMNI CHANNEL EXAMPLE
Spiller Furniture – Dec 2014
 Holiday Closeouts Social
THE OMNI CHANNEL EXAMPLE
Spiller Furniture – Dec 2014
 Holiday Closeouts Website
THE OMNI CHANNEL EXAMPLE
Spiller Furniture – Dec 2014
 Holiday Closeouts Landing Page
THE OMNI CHANNEL EXAMPLE
Spiller Furniture – Dec 2014
 Holiday Closeouts Email
THE OMNI CHANNEL EXAMPLE
Spiller Furniture – Dec 2014
THE OMNI CHANNEL EXAMPLE
Spiller Furniture – Dec 2014
 3 Day Bonus Sale Mailer
THE OMNI CHANNEL EXAMPLE
Spiller Furniture – Dec 2014
 3 Day Bonus Sale Social
THE OMNI CHANNEL EXAMPLE
Spiller Furniture – Dec 2014
 3 Day Bonus Website
THE OMNI CHANNEL EXAMPLE
Spiller Furniture – Dec 2014
 3 Day Bonus Sale Landing Page
THE OMNI CHANNEL EXAMPLE
Spiller Furniture – Dec 2014
 3 Day Bonus Sale Email
THE OMNI CHANNEL EXAMPLE
Spiller Furniture – Dec 2014
 3 Day Bonus Sale Statement Insert
THE OMNI CHANNEL EXAMPLE
Spiller Furniture – Dec 2014
 Holiday Closeouts
 12/1-12/22
 Results:
 494 views to SpillerDeals.com
 234 sign ups
 47.3% Conversion
 2,200 emails sent
 301 opens (13.67%
open)
 100 clicks (33% click thru
rate
 12 Facebook Posts
 10,746 people reached
 1,398 paid reach
 2,073 engaged users
 3 Day Bonus Sale
 12/26-1/5
 Results
 75 Mobile Opt Ins
 55 Coupon Views
 1,096 emails sent
 113 opens (11%)
 21 clicks (19%)
 8 Facebook Posts
 8,323 people reached
 6,686 paid reach
 362 engaged users
THE OMNI CHANNEL EXAMPLE
Spiller Furniture – Dec 2014
 Holiday Closeouts
 12/1-12/22
 Summary:
 11,541 reached
 2,407 took an action
(20%)
 3 Day Bonus Sale
 12/26-1/5
 Summary:
 8,511 reached
 438 took an action
(5.1%)
Dec 1-Jan 5:
20,052 total people reached with 2,845 actions (14.1%)
R&A Marketing Contact
Web: www.ramarketing.com
Email: info@ramarketing.com
Phone: 888-225-0076
Visit: www.ramarketing.com/brandsource
Questions? - BrandSource SUMMIT &
EXPO

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R&A Marketing BrandSource Convention Presentation

  • 1. SOCIAL 2.0 R&A Marketing – BrandSource SUMMIT & EXPO Wait What Happen To Social 1.0
  • 2. R&A MARKETING  Furniture Focused For Over 30 Years  Second Generation  Full Service Advertising Agency  Control Advertising for over 60 storefronts
  • 3. R&A Marketing – BrandSource SUMMIT & EXPO SOCIAL HISTOR Y
  • 6. SOCIAL HISTORY – NOW Social Media Explained  Twitter – I’m eating a #donut  Facebook – I like donuts  Foursquare – This is where I eat donuts  Instagram – Here’s a photo of my donut  YouTube – Here is a video of me eating a donut  LinkedIn – My skills include donut eating  Pinterest – Here’s a donut recipe  Spotify – Search donut themed music  Google Plus – Google forced me to join and I’m eating a donut
  • 7. SOCIAL HISTORY - NOW Social Media Explained  Twitter – I’m Eating A # Donut  Facebook – I like Donuts  Foursquare – This is where I eat donuts  Instagram – Here’s a photo on my donut  YouTube – Here I am eating a donut  LinkedIn – My skill include donut eating  Pinterest – Here’s A Donut Recipe  Soundcloud – Now listening to “donuts”  Google + - I’m on here because my gmail forced me to and I’m eating a donut.
  • 8.
  • 9.
  • 10. R&A Marketing – BrandSource SUMMIT & EXPO SOCIAL MEDIA FACTS
  • 11. SOCIAL MEDIA FACTS - 2014  72% of all internet users are now active on social media  18-29 year olds have an 89% usage  60 percent of 50 to 60 year olds are active on social media  91% of mobile Internet access is for social activities  46% of web users will look towards social media when making a purchase  Consumers are 71% more likely to purchase when referred by social media
  • 12. R&A Marketing – BrandSource SUMMIT & EXPO THE SOCIAL FOCUS IN 2015
  • 13. THE SOCIAL FOCUS IN 2015
  • 14. THE SOCIAL FOCUS IN 2015  Social Platforms need to make $$$  You now have to pay to be social  Social media is free, social media marketing is not free  One of the most cost effective forms of targeted advertising
  • 15. THE SOCIAL FOCUS IN 2015  Facebook  Twitter  YouTube  Instagram  Pinterest  Why those social outlets?  ROI through paid media
  • 16. You Pay To Be Social
  • 17. THE SOCIAL FOCUS IN 2015  Facebook is not going away  Is it changing? Yes.  Facebook needs to make $$$  Facebook is smart. While it continues to monetize, it’s still built for the average user.
  • 18. THE SOCIAL FOCUS IN 2015  Think About It  Would you watch TV that had one minute of ads for every minute of programming? No. This is what was happening with Facebook.  So… Facebook changed it  Now only the most relevant posts are shown to users.
  • 19. THE SOCIAL FOCUS IN 2015  Do you see ads for pages you never interact with now? No. (You would know if you did.)  So how do they determine what gets shown?  Only the most relevant posts are shown to users.  Meet EdgeRank  Think of Google (PageRank)  Facebook is now doing the same for brands.
  • 20. THE SOCIAL FOCUS IN 2015  EdgeRank takes the following into account  What do you like?  Who do you interact with?  Who do you influence?  What are you likely to click on?  Who are your influential friends?  What do your friends like?
  • 21. THE SOCIAL FOCUS IN 2015 Sponsored Stories
  • 22. THE SOCIAL FOCUS IN 2015
  • 23. THE SOCIAL FOCUS IN 2015 Facebook Types Of Sponsored Stories
  • 24. THE SOCIAL FOCUS IN 2015 Sponsored Post Example  Reached 9,000 +  1,350 photo clicks  133 Likes  4 Comments  3 Shares  $50 Spend
  • 25. THE SOCIAL FOCUS IN 2015 Sponsored Post Example  Reached 100,000 +  1,500 photo clicks  222 post likes  17 Comments  11 Shares  $100 Spend
  • 26. THE SOCIAL FOCUS IN 2015 What Works?  Photos garner the most interaction  Short, 1-2 sentence posts  Asking for opinions  Ask for the “like”  Providing a resource (update them with info, deadlines, etc.)  Give them a special offer
  • 27. THE SOCIAL FOCUS IN 2015 Coming Next Month  Product Ads on Facebook  Utilize target options to show your products to specific customers  reach people who visited their website/app (via Custom Audiences), or reach people based on specific interests, locations, etc.
  • 28. R&A Marketing – BrandSource SUMMIT & EXPO SOCIAL MEIDA HAS CREATED THE OMNI CHANNEL CONSUMER
  • 29. THE OMNI CHANNEL CONSUMER  Meet The Doran’s  Your current or soon to be consumer  27 Years Old  Went from apartment living to owning a 4 bedroom home  No kids – More money to spend  Dog  Dual income family  Two cars  Consume every media possible  No home phone – Call our cell
  • 30. THE OMNI CHANNEL CONSUMER  Social media isn't enough to get them through the door  It’s just one part of the equation  The Doran’s check:  Email  Mailbox  Read the local community newspaper paper  Watch TV (Netflix, broadcast, and cable)  Listen to the radio  Multiple social media outlets  Connected Online 24/7  Text - Smartphone
  • 31. THE OMNI CHANNEL CONSUMER  Offers still work  Traditional advertising still works  Digital advertising works  Social advertising works  Everything works  We just have to do our advertising better  Advertising needs to be built to touch the social customer
  • 32. THE OMNI CHANNEL CONSUMER  They will react to your advertising  You just have to be ready to connect with her how she wants to be connected with  Its about creating a 360-degree view of the shopper  Then turning that into a promotion
  • 33. THE OMNI CHANNEL EXAMPLE Spiller Furniture – Dec 2014  Holiday Closeouts  12/1-12/22  Medias:  Insert  Social  Website  Landing Page  Email Marketing  TV  3 Day Bonus Sale  12/26-1/5  Medias:  Direct Mail  Social  Website  Landing Page  Text Messaging  Email
  • 34. THE OMNI CHANNEL EXAMPLE Spiller Furniture – Dec 2014  Holiday Closeouts Insert
  • 35. THE OMNI CHANNEL EXAMPLE Spiller Furniture – Dec 2014  Holiday Closeouts Social
  • 36. THE OMNI CHANNEL EXAMPLE Spiller Furniture – Dec 2014  Holiday Closeouts Website
  • 37. THE OMNI CHANNEL EXAMPLE Spiller Furniture – Dec 2014  Holiday Closeouts Landing Page
  • 38. THE OMNI CHANNEL EXAMPLE Spiller Furniture – Dec 2014  Holiday Closeouts Email
  • 39. THE OMNI CHANNEL EXAMPLE Spiller Furniture – Dec 2014
  • 40. THE OMNI CHANNEL EXAMPLE Spiller Furniture – Dec 2014  3 Day Bonus Sale Mailer
  • 41. THE OMNI CHANNEL EXAMPLE Spiller Furniture – Dec 2014  3 Day Bonus Sale Social
  • 42. THE OMNI CHANNEL EXAMPLE Spiller Furniture – Dec 2014  3 Day Bonus Website
  • 43. THE OMNI CHANNEL EXAMPLE Spiller Furniture – Dec 2014  3 Day Bonus Sale Landing Page
  • 44. THE OMNI CHANNEL EXAMPLE Spiller Furniture – Dec 2014  3 Day Bonus Sale Email
  • 45. THE OMNI CHANNEL EXAMPLE Spiller Furniture – Dec 2014  3 Day Bonus Sale Statement Insert
  • 46. THE OMNI CHANNEL EXAMPLE Spiller Furniture – Dec 2014  Holiday Closeouts  12/1-12/22  Results:  494 views to SpillerDeals.com  234 sign ups  47.3% Conversion  2,200 emails sent  301 opens (13.67% open)  100 clicks (33% click thru rate  12 Facebook Posts  10,746 people reached  1,398 paid reach  2,073 engaged users  3 Day Bonus Sale  12/26-1/5  Results  75 Mobile Opt Ins  55 Coupon Views  1,096 emails sent  113 opens (11%)  21 clicks (19%)  8 Facebook Posts  8,323 people reached  6,686 paid reach  362 engaged users
  • 47. THE OMNI CHANNEL EXAMPLE Spiller Furniture – Dec 2014  Holiday Closeouts  12/1-12/22  Summary:  11,541 reached  2,407 took an action (20%)  3 Day Bonus Sale  12/26-1/5  Summary:  8,511 reached  438 took an action (5.1%) Dec 1-Jan 5: 20,052 total people reached with 2,845 actions (14.1%)
  • 48. R&A Marketing Contact Web: www.ramarketing.com Email: info@ramarketing.com Phone: 888-225-0076 Visit: www.ramarketing.com/brandsource Questions? - BrandSource SUMMIT & EXPO

Editor's Notes

  1. FOCUS ON FACEBOOK
  2. EdgeRank - The platform uses your own data (what you search, how you search, where you’re located, what you view, how long you view it), and uses it to display relevant pages.
  3. Holiday closeout was to create a larger audience to help them expand their reach. Where we wanted them to buy right now but still wanted the ability to create a customer that might want to come in two weekends from now and buy. 3 Day sale was to reward a customer who was already planning on buying and we wanted them to buy this weekend.