marketing in social streams
DESCRIPTION
Instructed by Marko Muellner.TRANSCRIPT
Marketing in Social Streams:Driving product discovery, engagement and advocacy
Marko Z MuellnerVP of Marketing
ShopIgniter
STOP thinking about social media tactically
START working on reaching and converting your social + mobile consumers
Agenda• Social + Mobile Consumers• Social Streams• Vision and Challenge• Do More in Streams• Do More with Content• Examples• The Reach + Convert Cycle
VP Marketing
Digital marketing nerd
18+ years
Start-ups, brands + agencies
adidas
Razorfish
Webtrends
ShopIgniter
About Me
Today You Will Learn
• Why reaching social + mobile consumers is so important
• Why you must reach them in their streams• Why streams are so effective• Why marketing streams is different• How to develop a strategy for reaching and
converting your social + mobile consumers
Reach and ConvertConsumer and Market Trends
Your social consumers are mobile
Social +37% On Mobile +63%20% of time on PC30% of time on mobile2011 to 2012 US only - Nielsen
65Bnews feed
impressionsdaily
115Bnews feed
impressions daily
10xEngagement of
right column
16xPerf vs right
column
42xPerf vs
desktop right column
100% to 180% more engagement with photo, video or interactive posts
We must reach them in their streams
Streams are getting richer
We see marketing in streams replacing traditional banners as your primary digital media spend
We must transition consumers from discovery to exploration and on to the path to purchase
Do more in the stream
1
2
3
4
Awareness & Storytelling
Product Discovery & Exploration
Social Amplification
Lead Generation
Content that ConvertsVideos tell your storyProduct images and content drive explorationCustomer stories and opinions provide proof
Easy and EffectiveEasy to source and publishEngage and convert, every time
Do more with existing content
1
2
Rich Media CampaignsExamples
Branding & Purchase Intent
Product Exploration
Product Launch & Lead Generation
Social Amplification
StrategyProcess, Calendar + Metrics
The Reach & Convert Cycle
Social Rich Media Calendar
Performance Metrics
Post Performance
*TechCrunch reports 0.14% is average for post CTR
Real Business Outcomes
PostEngagement
Likes, shares + comments (retweet,
repin) +Post
ClickthroughExpand, link to app, .com or
microsite, etc.
EngagementVideo views,
product views, votes, comments,
shares, etc.
AdvocacyShares, likes, comments, invitations, tweets, etc.
ConversionVideo or product views, email opt-
in, add to cart, purchase, etc.
Move The Needle
Move The Needle
Step 1: Choose your top two social + mobile consumer insights
Step 2: Make a short list of your “content that converts”
Step 3: Develop ideas on how the content and experiences could live in a post and across multiple posts
• Always start with consumer insights• Bridge the gap between fan’s needs and your
business. Think about “mutual benefits”• Develop and aggregate content that converts• Think strategically about the in-stream
experience on both desktop and mobile• Consider every detail from acquisition to
engagement, conversion and on to retention
Key Takeaways
Email: [email protected]: @markozmWebsite: www.shopigniter.com
www.onlinemarketinginstitute.org
Thank You