is social the new black?
TRANSCRIPT
THE NEW BLACK
The new fad, trend, or style of the moment.
1
2
THE NEW BLACK
IS SOCiAL MARKETING
HERE TO STAY?
IS SOCiAL MARKETING HERE TO STAY?
YES, if it makes your
CEO happy!
IS SOCiAL MARKETING HERE TO STAY?
Anonymous Digital Consultant
Happy CEO*
* Actual CEO may differ from shown footage.
ROI
SOCIALROI
INTERNATIONAL SCHOOL OF BRUSSELS
2011
OLIVIER BLANCHARD
USUAL TAKE AWAYS
”MORE THAN 65.000 PERSONS SAW OUR POST!”
OUR BEST POST EVER WAS
”CLICK ON LIKE IF YOU LIKE US”!WE MANAGED TO HAVE
25% MORE FANS THAN OUR MAIN COMPETITOR 3.5 RESHARE PER POST
WE CREATED BUZZ!
”MORE THAN 65.000 PERSONS SAW OUR POST!”
OUR BEST POST EVER WAS
”CLICK ON LIKE IF YOU LIKE US”!WE MANAGED TO HAVE
25% MORE FANS THAN OUR MAIN COMPETITOR 3.5 RESHARE PER POST
USUAL TAKE AWAYS
WE CREATED BUZZ!
WHO
WHAT
WHERE
SOCIAL
ROI
Social
Campaign
PICK A SOCIAL MARKETING MANAGER
WHOSocial
Campaign
Knows everything aboutthe new channel.
Little XP in ROI10 4
PICK A SOCIAL MARKETING MANAGER
Social knowledge
Cost
WHOSocial
Campaign
ROI knowledge
Digital Native
Understand most ofthe new channel.
ROI Expert
8 10
Knows everything aboutthe new channel.
Little XP in ROI
4
PICK A SOCIAL MARKETING MANAGER
Social knowledge
Cost
WHOSocial
Campaign
10
ROI knowledge
Digital AdaptiveDigital Native
Doesn’t getthe new channel.
ROI Expert103
Understand most ofthe new channel.
ROI Expert
Digital Adaptive
8 10
Knows everything aboutthe new channel.
Little XP in ROI
4
Social knowledge
Cost
WHOSocial
Campaign
10
ROI knowledge
PICK A SOCIAL MARKETING MANAGER
Digital Non AdaptiveDigital Native
?
Maybe understandsthe new channel.
ROI Expert10
? ?
WHOSocial
Campaign
Social knowledge
Cost
ROI knowledge
Knows everything aboutthe new channel.
Little XP in ROI
410
Digital MigrantDigital Native
LOGICAL OUTCOME OF THE TRADE-OFF
WHOSocial
Campaign
Knows everything aboutthe new channel.
Little XP in ROI
410
Digital Native
WHOSocial
Campaign
Knows everything aboutthe new channel.
Little XP in ROI
410
PHASE 1: INNOVATIONACCEPT ROI UNCERTAINTY
CAN’T LAST FOR LONGDigital Native
PHASE 2: INTEGRATIONREFUSE ROI UNCERTAINTY
ASSIST YOUR SOCIAL MANAGERWITH A ROI EXPERT
WHOSocial
Campaign
PHASE 1: INNOVATIONACCEPT ROI UNCERTAINTY
CAN’T LAST FOR LONG
Knows everything aboutthe new channel.
Little XP in ROI
410
Digital Native
SOCIAL
ROI
WHAT
WHERE
WHO
Social
Campaign
THE HELL OF CHANNEL ATTRIBUTION MODEL
WHATSocial
CampaignSocial
Campaign
Not Accurate
THE HELL OF CHANNEL ATTRIBUTION MODEL
WHATSocial
Campaign
Not Accurate
THE HELL OF CHANNEL ATTRIBUTION MODEL
WHATSocial
Campaign
at allNot Accurate
CAMPAIGNS ARE MULTICHANNEL
USERS ARE MULTICHANNEL
INTERACTIONS ARE MULTICHANNEL
DECISIONS ARE MULTICHANNEL
THE HELL OF CHANNEL ATTRIBUTION MODEL
WHATSocial
Campaign
CAMPAIGNS ARE MULTICHANNEL
USERS ARE MULTICHANNEL
INTERACTIONS ARE MULTICHANNEL
DECISIONS ARE MULTICHANNEL
THE HELL OF CHANNEL ATTRIBUTION MODEL
WHATSocial
Campaign
ATTRIBUTION MODELS SHOULD BE MULTICHANNEL
BANNER
DISPLAY
PHONE
GEOTARGETING
WHATSocial
Campaign
Don’t consider this…
BANNERDIS
PLAY
PHO
NE
GEO
TAR
GET
ING
BUT THIS…
WHATSocial
Campaign
BANNER
DISPLAY
PHONE
GEOTARGETING
Don’t consider this…
CHANNELA T T R I B U T I O N
CAMPAIGNATTRIBUTION
BANNERDIS
PLAY
PHO
NE
GEO
TAR
GET
ING
BANNERDIS
PLAY
PHO
NE
GEO
TAR
GET
ING
VS
WHATSocial
Campaign
VS
IF ROI is Greater Here,SOCIAL ROI is positive
WHATSocial
Campaign
BANNERDIS
PLAY
PHO
NE
GEO
TAR
GET
ING
BANNERDIS
PLAY
PHO
NE
GEO
TAR
GET
ING
SOCIAL
ROI
WHAT
WHERE
WHO
Social
Campaign
CONNECTING THE DOTS AT CAMPAIGN LEVEL
Social
CampaignWHERE
ClientsProspects
CONNECTING THE DOTS AT CAMPAIGN LEVEL
Social
CampaignWHERE
OrdersMarketing Efforts
CONNECTING THE DOTS AT CAMPAIGN LEVEL
Social
CampaignWHERE
Money INMoney
OUT
CONNECTING THE DOTS AT CAMPAIGN LEVEL
MoneyOUT
Social
CampaignWHERE
Money INROI
Social
CampaignWHERE
FROM CRM TO SOCIAL CRM
Mobile Efforts
Social Efforts
Email Efforts
Orders
Mobile Campaign ROI
Social Campaign ROI
Email Campaign ROI
Campaign ROI
DATA HUB
SOCIAL CRM
SOCIAL
ROI
WHAT
WHERE
WHO
Social
Campaign
?ROI
So what about
SOCIAL
WHEN YOU INTEGRATE…
ClickNo Click
Remail
Open
Click
Reactions
Website Visit Banner Retargeting
Facebook Custom
Audience
Facebook Ads Retargeting
Custom AudienceLook-a-like
Facebook AdsExtra targeting
Traditional Facebook Ads
x3x18
Traditional Bannering
x3
Open
BANNERDIS
PLAY
PHO
NE
GEO
TAR
GET
ING
ROI ROIEMAIL
BANNERDIS
PLAY
PHO
NE
GEO
TAR
GET
ING
+ROI
SOCIAL
INTEGRATEDSOCIAL MEDIAMARKETINGIS HERE TO STAY
INTEGRATEDSOCIAL MEDIAMARKETINGIS NOT THE NEW BLACK
INTEGRATEDSOCIAL MEDIAMARKETINGWILL BE THE NEW NORMAL
Remember…Marketing channelsnever die…
Remember…Marketing channelsalmost never die…
Marketing ecosystemkeeps getting more complex
