joshua white - big digital adelaide 2017 slide deck

@knackmap @joshuawhitesm #bigdigitaladelaide

JOSH WHITE

EDUCATION AND TRANSPARENCY; WHAT?

JOSH WHITE

@knackmap @joshuawhitesm #bigdigitaladelaide

@knackmap @joshuawhitesm #bigdigitaladelaide

SHINYOBJECT SYNDROME

SOS

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Knew theyneed to bethere, notentirely surewhy.

Knew therewas valuethere in termsof eyeballs orengagementbut not sure how to harness that power.

. .

HOWIS ANSOS CALL ANSWERED?

WITH A LIFESAVER.

@knackmap @joshuawhitesm #bigdigitaladelaide

@knackmap @joshuawhitesm #bigdigitaladelaide

Young

Digital Native

See an opportunityfor work

They know the landscapenot necessarily the businessopportunity

@knackmap @joshuawhitesm #bigdigitaladelaide

This still happens.

i.e.Anonymous Business.

Paid $6k over 6 months for an agency to run a like campaign.When asked if successful or not, they said, “no, we didn’t get a SINGLE sale”.

@knackmap @joshuawhitesm #bigdigitaladelaide

The Social MediaIndustry.

- 2.34B+ Social Media Network users worldwide

- Content Marketing will be a $300B industry by 2019.– Marketing Mag

- Social Spend in US alone $17.34B by 2019. – Hootsuite

- Snapchat goes public at $29B valuation.

- Over 40 million small business pages on Facebook.

How is this still a thing?

@knackmap @joshuawhitesm #bigdigitaladelaide

2 pronged approachto ourIndustryovercomingthis.@knackmap @joshuawhitesm #bigdigitaladelaide

Joshua White

TransparencyEducation

@knackmap @joshuawhitesm #bigdigitaladelaide

Understanding your goals.

Understanding howdigital can help achievegoals/how youmeasure this.

EDUCATION

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Coffee shop looking to get more traffic fortheir breakfast menu and open times.

PROBLEM: Not enough customers!

ASSUMPTION: If people knew that theyexisted, they would give them a try.

ACTIVITY: Facebook Brand AwarenessAds.

RESULTS: They paid for eyeballs, and theyreceived it.

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example

Client notwilling to pay forservices/don’tsee value.

Can’t getspend/campaignacross the lineinternally.

PROBLEMS

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SOLUTION

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“EDUCATION”

Clearly identifying a way to measure results.

Being clear on actual results.

TRANSPARENCY

@knackmap @joshuawhitesm #bigdigitaladelaide

Let’s go back to that coffee shop.

AIM: 1,000 people from their to recognizethem

RESULTS: $74 ad spend led to 10,000reach, and 1,090 people being able torecall their ad.

Their prediction on these results was right.Their coffee was good, they had a niceatmosphere to enjoy it in, all they neededwere eyeballs.

@knackmap @joshuawhitesm #bigdigitaladelaide

example

Great results,but client can’t seethat.

Our great work ismisunderstood bymanagement.

PROBLEMS

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SOLUTION

@knackmap @joshuawhitesm #bigdigitaladelaide

“TRANSPARENCY”

The ROI on a social media campaigncan only be tied to whatyou paid for.

@knackmap @joshuawhitesm #bigdigitaladelaide

If you paid for views, your ROI must be tied to views on that campaign.

If your overall sales funnel is built around a conversion at the end, doesn’t mean all activities must directly impact the end goal.

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aida model

ATTENTION

INTEREST

DESIRE

ACTION

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How do we move forward?

TransparencyEducation

Questions