earn it dont buy it presentation
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Earn It. Don't Buy It: Ignite Social Media How earned and owned social can save your brand money and create advocates without paying for them.TRANSCRIPT
Earn It. Don’t Buy It.Social Media Marketing in a Post-Facebook World
Jim Tobin@jtobin
About Ignite Social Media
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About Ignite Social Media
Planning& Strategy
Implementation Monitoring& Analytics
Community AnalysisEngagement PlansCampaign Strategy
Community Strategy
Social Media MonitoringGoal Setting
Social Media ROIProgram Analytics
Community Insights
Creative & Technical Development
Content CreationCommunity Activations
Influencer OutreachProgram Management
We’ve Lost Our Way
Marketers Are Comfortable with Ads
The Great Promise of Social Ads
Source: Nielsen: Consumer Trust in Online, Social and Mobile Grows
People Don’t Trust Social Ads
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Online banner ads
Display ads on mobile devices
Online Video Ads
Ads on social networks
TV program product placements
Ads served in search engine results
Ads before movies
Ads on radio
Ads in Newspapers
Ads on TV
Brand Sponsorhips
Ads in magazines
Billboards and outdoor advertising
Emails I signed up for
Branded websites
Editorial content
Consumer opinions posted online
Recommendations from people I know
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
33%33%
36%36%
40%40%41%42%
46%47%47%47%47%
50%58%58%
70%92%
Purchase Influence
Trust Completely or Somewhat Don't Trust Much At All
Bought Fans Destroy Pages
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Month Organic Reach Percent Organic Interaction Rate (likes + comments + shares / fans
with no ad support)
Month 1 11.84% 0.21%
Month 2 12.52% 0.24%
Month 3 8.26% 0.18%
Month 4 13.41% 0.41%
PAID FAN ACQUISITION BUY
Month 5 5.97% 0.17%
Month 6 3.61% 0.08%
Month 7 4.84% 0.08%
Month 8 3.83% 0.05%
Month 9 4.37% 0.08%
Month 10 5.59% 0.10%
AVERAGE PRIOR: 11.51%
AVERAGE PRIOR: 0.26%
AVERAGE AFTER: 0.09%
AVERAGE AFTER: 4.7%
But Guaranteed Eyeballs, Right?
The Facebook Problem
“Waning Interest”
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“Waning Interest”
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“Waning Interest”
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“We believe that some of our users, particularly our younger users, are aware of and actively engaging with other products and services similar to, or as a substitute for, Facebook. For example, we believe that some of our users have reduced their engagement with Facebook in favor of increased engagement with other products and services such as Instagram. In the event that our users increasingly engage with other products and services, we may experience a decline in user engagement and our business could be harmed.”
“Waning Interest”
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% of Teens With Account, 2011 v 2012
Facebook Marketing
Facebook Isn’t Helping
Fan Growth is Down
2010 2011 2012 20130.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
18.00%
20.00%
18.10%
4.50%3.70%
2.20%
Mean Monthly Fan GrowthTop 50 Branded Fan Pages
Source: Ignite Social Media
Promotion Views Harder to Come By
Facebook is Punting on Mobile
The Good News
Organic Drives Better Business Results
76% Lift
28% Lift
55% Lift No
Lift
Organic Exposures Are Better
Organic Drives More Sales
38% Lift
Organic Drives More Sales
Promotions Still Work
Objective:
Leverage the media partnership between Dodge and the SyFy channel and Trion video game Defiance, which both used the Dodge Charger and Challenger.
Dodge Defiance Promotion
Strategy: A gamification sweepstakes that followed closely the events in the SyFy show, and encouraged sharing in order to win a chance at a grand prize.
Dodge Defiance Promotion
Dodge Defiance Promotion
Dodge Defiance Promotion
Dodge Defiance Promotion
Defiance Arkfalls Sweepstakes
Dodge Defiance Promotion:
• 270M brand impressions• 231K new Facebook Fans• 167K blog page views (5/9-
6/25)• 52% opt-in rate for Dodge
A Facebook Fix?
Encouraging Signs
No Choice?
Attract Real Fans
Put Them to Work
Diversify Platforms
Available October 2013Jim Tobin@jtobin