Social Media Marketing Master Class - Catalin Matei, Increase Media
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How to Create a Holistic Social Media Content & Ads Strategy That Delivers Results in 2019. Everyone is talking about social media. How do you differentiate yourself? How do you create a social media strategy that not only attracts new customers but helps you increase lifetime value? You could be either better (optimize existing channels) or different (find new opportunities). In this master class, we will be going through a process on how to approach social media to be able to sustain results over the long-term, from strategy to tactics, in order to differentiate yourself from your competition.
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Social Media Marketing Master Class - Catalin Matei, Increase Media
- 1. MASTERCLASS Catalin Matei CHIEF EXECUTIVE OFFICER INCREASE MEDIA AMSTERDAM, NETHERLANDS ~ SEPTEMBER 12 - 13, 2019 DIGIMARCONEUROPE.COM | #DigiMarConEurope DIGIMARCONNETHERLANDS.NL | #DigiMarConNetherlands Social Media Marketing Master Class
- 3. Catalin Matei Founder & CEO Increase Media
- 8. KINGFISHER FOOD IN WATER ORGANISM ENVIRONMENT MARKETING CLIENT ● Biological limitations ● Feedback loops: 100.000 years ● Non-biological system. ● Feedback loops: 1h, 1d, 1 month feedback Fishing Evolution process feedback Evolution process Behaviour feedback (data) Marketing process Marketing efforts
- 9. adaptability > great ideas/solutions
- 10. process > ideas
- 11. State of Social Media ● Costs increasing but still incredible opportunity (beginning of the curve - Google 2006)
- 12. State of Social Media ● Supply and demand curves on ad platforms (Content created/Ads vs Impressions/ad inventory)
- 13. Profit with time goes to 0
- 14. What is the solution?
- 16. Be better
- 17. Be different
- 18. Be different (not only channels)
- 19. Be better By adding process
- 20. A word from our sponsor (jk)
- 26. Point A (Now) ● Company Details ● Customer Profile ● Marketing ● Product details ● Customer Journey Point A ● Company: Allbirds, Revenue: $80M/year. ● Marketing: Volume = 840k, CPA = $25, LCV = $250 ● Product: Environmental friendly, comfortable, simple. ● Customer Profile: 18 - 40 M/F, Urban, London. ● Customer Journey: 50% Word of mouth, 25% SEO → Social → Website, 10% IG Influencers → Website, 15% other.
- 27. Point B (Goal) ● Goals ● KPI's Point B ● Goal: Increase revenue to $100M in 2020 (25% YoY) ○ KPI 1: CPA = $25 ○ KPI 2: LCV = $350 (40% YoY) ○ KPI 3: Volume: 1.05M (25% YoY)
- 29. Strategy ● Milestone 1: Social Media Advertising Strategy to increase LCV ○ Hypothesis 1: If we show personalized ads to our existing clients when they have a birthday coming, we will acquire new orders at $10 CPA (increasing LCV by 25% if scaled) ○ Hypothesis 2: If we do an ad asking our existing customers their experience with our product, we will acquire new orders at $15 CPA (increasing LCV by 15% if scaled). (Hypothesis - Examples)
- 34. 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
- 39. Analysis ● Hypothesis 1: If we show personalized ads to our existing clients when they have a birthday coming, we will acquire new orders at $10 CPA (increasing LCV by 25% if scaled). ○ Results: $12 CPA. (Good). Add to Best Practices ● Hypothesis 2: If we do an ad asking our existing customers their experience with our product, we will acquire new orders at $15 CPA (increasing LCV by 15% if scaled). ○ Results: $118 CPA (Bad). Add to Archive (Hypothesis - Examples)
- 42. The rise of Personal Brands (small or big) as hubs in the network
- 43. Personal Branding Follower count is not influence (micro influence > macro followers)
- 44. B2B Marketing Personal Branding - Micro Influence & Macro Impact + + = Business Development on Steroids
- 45. B2B Marketing - Treehouse
- 46. B2B Marketing - Treehouse
- 47. B2B Marketing - Treehouse
- 48. B2B Marketing - Linkedin Possible for almost everyone
- 49. Building messenger lists Incredibly effective and underutilized. Using Manychat or other similar tools.
- 50. Content - Human Marketing Being perceived as "human" rather than a company (creative, copy, etc) - Netflix
- 51. Content - Human Marketing
- 52. Content - Human Marketing
- 55. Content - Message Market Fit
- 56. Speed of change Value over time Tactics Strategies Principles "Manual vs automatic bidding" "Customer journey based ads" "People react to the opposite of what ads look like" How do you invest your time?
- 57. catalin@increasemedia.com Catalin Matei Founder & CEO Increase Media catalinmatei1 Catalin Matei Generation U Podcast