The document discusses social marketing trends for 2015, emphasizing the importance of Facebook for businesses due to its large user base and mobile usage. It highlights the need for consistent posting, content variety, and promotional tactics to improve organic reach, as well as the effectiveness of pay-per-click advertisements and retargeted ads for increasing visibility. Ultimately, it encourages leveraging social media channels to effectively reach a targeted audience.

1. "Marketing is a contest for people's attention."
– Seth Godin –

2. S O C I A L M A R K E T I N G
2015 TRENDS

3. Anthony May
WEB DESIGN + DIRECTION
I design websites centered on integrated
marketing strategies. At IdeaBank, we
combine mobile, email, search, and social
marketing techniques to boost business
and visibility for our clients.

4. So, what will we be covering today?
Facebook is still on top.
Between its diverse user base and
strong mobile traction, Facebook
remains a crucial channel.
1 2
Grind for organic reach.
Changes to Facebook’s algorithm
mean more hands-on effort is
required to earn ‘free’ views.
3
Pay to play.
Buying engagement or display
advertising is a simple and
effective way to increase exposure.
4
Fire up retargeted ads.
Follow your website visitors to other
sites, including their social profiles, to
boost awareness and conversions.

5. Facebook by the Numbers
2014-15 Statistics
70% of its user base engages with the site daily.
71% of adult internet users are on Facebook.
74% of users with college degrees use Facebook.
“Demographics of Key Social Networking Platforms” Pew Research Center. January 9, 2015.

6. NEWS FEED ALGORITHM
At any given moment, Facebook has 1,500 posts they
could show you…
AFFINITY
How close you are to the
person or page doing the
posting, including frequency
of interaction and mutual
friends/follows.
WEIGHT
A combined total of all the
interactions with a given post.
This measure includes likes,
shares and comments, and
scores each differently.
DECAY
The time decay factor. As a
posts gets older, it’s more
likely they have already been
seen or they are no longer as
relevant.

7. So how do we adapt?

8. Grinding for organic reach.
Increase Consistency
Posting daily – yes, daily – will
jumpstart your page and quickly
increase your visibility.
1 2
Increase Variety
Mixing text posts, photos, videos,
and articles will increase
engagement and visibility.
3
Run Promos + Contests
It’s a tried-and-true social tactic;
giveaways, polls and contests will
give you a quick visibility boost.
4
Seek Other Channels
If you can’t cut through the clutter on
Facebook, other channels offer easier
access to more targeted segments.

9. PAY TO PLAY
Utilizing Facebook’s specific and detailed targeting to
maximize your exposure… and budget.
BOOST POSTS
A tool aimed at increasing
exposure to your following,
‘boosted’ posts offer pay-per-
impression pricing for getting
your posts into users’ feeds.
ENGAGEMENT ADS
If you need more fans,
targeted engagement ads
prompt users’ to ‘Like’ your
page. These ads are PPC and
offer daily budgets.
DISPLAY ADS
Traditional display ads have a
place of Facebook, too.
Rather than increasing your
visibility or fanbase, these ads
take users to your website.

10. Fire up retargeted advertising.
Track Website Visitors
Identify visitors to your website –
or a specific page – and follow
them around the internet.
1 2
‘Second Chance’ Conversions
Give yourself another opportunity
to convert a website visitor into a
sales lead or prospect.
3
The Illusion of Grandeur
Present yourself as a major player;
have customers saying, “I see your
ads everywhere!”
4
Leverage Social Channels
Retarget ads into social media
streams to broaden your reach with
better targeting and ROI.

11. The Bottom Line
In Summation
Whether you’re grinding for organic reach, paying to play
with native ads or leveraging website traffic for additional
exposure, social channels provide budget-friendly access
to a targeted audience and shouldn’t be ignored.

12. Time for questions.