Transition from Organic to Paid Social Media Marketing
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This is my presentation to the meetup.com Online Marketing Sydney group on 28 May, 2015. You can read the blog post that accompanies the presentation here: http://mikehickinbotham.com/organic-and-paid-social-media-marketing-strategy/
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Transition from Organic to Paid Social Media Marketing
- 1. 1 Social Media’s Evolution The Transition from Organic to Paid Social Media mike@socialcorp.com.au
- 4. 4 I’m a freelance Social Media consultant.
- 5. The Era of Social Advertising Has Arrived *Some 69% of Australians use Social Media * Sensis Yellow Social Media Report 2014@m_hickinbotham
- 7. 7 • No longer have social relationships with customers on social networks. - Facebook and Twitter only reach around 2% of fans and followers. - Less than 0.1% of fans and followers actually interact. • Facebook “will become nothing but a repository for display ads”.
- 8. • Page/Account • Building a fanbase • ‘Social’ by design - An idea that scales - Creative that inspires user engagement and leads to positive sentiment • Content to feed the beast • Unique Reach / Total Impressions / Number of users • Post/Tweet • Understanding your audience • ‘Target’ by design - Behaviours/interests, data driven audiences and re- targeting - Creative is driven by targeting technique and post type • Content that supports your objective • Frequency / Reach Measurement Attribution/Brand Consideration Organic to Paid - change in mindset How the two forms of Social differ Last click/Online listening 8@m_hickinbotham
- 9. Organic Social What are the elements that drive organic success? 9
- 10. 10 Paid Versus Organic Two different ways to achieve critical mass @m_hickinbotham
- 15. 15 360 different users more than 2500 tweets over 19 million impressions Paid Versus Organic HTC Desire Case Study @m_hickinbotham
- 16. 16 @BlackMilkClothing Be authentic, be a story teller and be accessible 1.7% of total customers own +50 leggings. They generate close to 35% of revenue.
- 17. 17 1. Research your industry landscape 2. Study up on your audience 3. Determine your unique value proposition 4. Implement your strategy @Canva Using research to grow traffic to the blog https://blog.bufferapp.com/blog-growth-tactics
- 18. Paid Social How to resonate with your target audience. 18
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- 21. Target Audience Emotional Stress Rational Manage Facebook Segments Parents Creative Proposition For unexpected expenditures. 21 Understand your audience Provide context for your creative
- 22. 22 Brand Response Direct Response The right creative for the right job Assigning one objective per post type @m_hickinbotham
- 23. Measurement Assessing revenue and media attribution through digital ‘assists’. 23
- 24. 24 Revenue / Media Attribution Last click vs custom attribution @m_hickinbotham
- 25. 25 Social Advertising’s Opportunity How can marketers optimise their marketing budget? Media attribution: Optimising digital marketing spend in Financial Services - Datalicious @m_hickinbotham
- 28. The grand finale How can organic and paid work together? 28
- 29. Awareness Consideration Conversion Care & Support Paid • Reach the right people at scale. • Focus on emotional solutions. Organic • Blog posts that get shared / generate PR. 29 Paid • Target people with an interest and/or re- target people with an expressed intent. • Focus on product attributes. Organic • Customer product reviews. Paid • Connect with customers to provide support. Turn customers into advocates. Organic • Community service/support forum. A Paid / Organic Consumer Path to Conversion Aligning to business objectives @m_hickinbotham
Editor's Notes
- Depending on your point of view, this is either good news or bad news.
- Facebook / Stanford research - External Stimulus and Latent Interest The dynamics of organic that make it appealing are also it’s biggest barriers to
- 1.7% of customers (2500 customers) are in the 50+ leggings club and they are responsible for 35% of revenue over the past few years - focus on the loyal customers. 5 years old multi million business 200 staff in total - 73 sowers in brisbane producing 2000 units a day. release 80 designs a month Cameron Parker - Head of Marketing and Sales Community sharing love of the brand under #BlackMilk Be authentic (raw) Be a story teller (started a blog - each product has a story. Includes email confirmation/shipping) Be accessible (two teams with two shots to just communicate with customers) Rapid production model - take an idea, design it, shoot it and share it. Move to hanging out with customers with Meet Ups. All over the world. Receive knowledge and give care. Sharkies - website crashed and sensed tension on Social. Used it as as story telling opportunity. They felt like Lady Gaga wearing the meat suit and felt like in an ocean full of sharks. Hence Sharkies was born. Community to share the leggings - brand feel protected in a safe environment. Social proof is so important to the brand Organic needs to become a habit. It needs to become embedded int he DNA of your business. A business won’t reap the long term benefits of an Organic strategy without an Organic mindset being established at the top of the business.
- FB’s 2012 - three audiences that drive success on Facebook
- in 2015, we’ve moved beyond just three audiences …