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Social Fresh EAST 2013: Jim Tobin


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Social Fresh EAST 2013: Jim Tobin

  1. 1. Earn It. Don’t Buy It.The Power of Organic Social Media MarketingJim Tobin@jtobin
  2. 2. About Ignite Social Media1616
  3. 3. About Ignite Social MediaPlanning& StrategyImplementation Monitoring& AnalyticsCommunity AnalysisEngagement PlansCampaign StrategyCommunity StrategySocial Media MonitoringGoal SettingSocial Media ROIProgram AnalyticsCommunity InsightsCreative & TechnicalDevelopmentContent CreationCommunity ActivationsInfluencer OutreachProgram Management
  4. 4. The Trouble with Facebook
  5. 5. Organic Views Are Harder to Come By
  6. 6. Facebook Isn’t Helping
  7. 7. Facebook Isn’t Helping
  8. 8. Marketers Are Comfortable with Ads
  9. 9. Maintain Your Balance
  10. 10. Balanced ApproachA driver andamplifier of growthand reachPaidEarned OwnedAmplifiedSuccessThe social currentthat carries themessageBoth a driver andbenefiter of socialeffortsIgnite takes over93:1 costPaid
  11. 11. Organic Exposures Are Better76%Lift28%Lift
  12. 12. 6xMorePages2xMorePagesOrganic Exposures Are Better
  13. 13. 55%Lift NoLiftOrganic Exposures Are Better
  14. 14. Prove It To Yourself
  15. 15. The Amplification ModelCalculates the value of the following:1) Facebook Organic Impressions2) Clicks on Facebook Links3) Twitter Impressions4) Clicks on Twitter Links5) Organic YouTube Views6) Blog Page Views7) Online Brand ImpressionsUsing Data from:A) Industry data on CPM for targeted online buys ($8CPM)B) Industry average for cost-per-click advertising($0.58 per click)C) Average cost per view for promoted YouTube videos($0.20 per view)D) Parts of “Social Equivalent Ad Value Model” createdby Tourism Ireland ( a given time period, we generated:1) 75,442,874 Organic Impressions(Facebook and Twitter only)2) 4,849,246 Social Actions (Links clicked, brandmentions, organic YouTube views, blog page views)With a value of:• $2,021,627.27On a spend of:• $1,660,000 (Agency fees and all expenses)For a Purchase Equivalency of:• $1.21 for every $1 spent
  16. 16. Quality of Social Traffic versus Display
  17. 17. The size of a brand’s network isalways smaller than the size of itsnetwork’s networkTobin’s Law
  18. 18. The Social Amplification ModelYourBrand
  19. 19. Jeep Arctic Yeti Dig
  20. 20. Jeep Arctic Yeti Dig
  21. 21. Jeep Arctic Yeti Dig25k shares215k entries120k new fans
  22. 22. Take Home Messages
  23. 23. Jim Tobinjim@ignitesocialmedia.com919.653.2582@jtobin