joshua white - big digital adelaide 2017 slide deck
TRANSCRIPT
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JOSH WHITE
EDUCATION AND TRANSPARENCY; WHAT?
JOSH WHITE
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@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.
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@knackmap @joshuawhitesm #bigdigitaladelaide
Young
Digital Native
See an opportunityfor work
They know the landscapenot necessarily the businessopportunity
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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”.
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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?
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2 pronged approachto ourIndustryovercomingthis.@knackmap @joshuawhitesm #bigdigitaladelaide
Joshua White
TransparencyEducation
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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
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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.
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example
Great results,but client can’t seethat.
Our great work ismisunderstood bymanagement.
PROBLEMS
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SOLUTION
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“TRANSPARENCY”
The ROI on a social media campaigncan only be tied to whatyou paid for.
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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