strategies to profile social media's value
TRANSCRIPT
Strategies to demonstrate the value
of social media @M_Hickinbotham
@M_Hickinbotham
Westpac experience
It takes a team to
demonstrate the value of
social media.
Reference: Australian Financial Review, Westpac follows customers to Facebook, backing social media over search for digital marketing, 8 Dec, 2014http://www.afr.com/it-pro/westpac-follows-customers-to-facebook-backing-social-media-over-search-for-digital-marketing-20141208-jytp8
@M_Hickinbotham
Social Media is one of many
channels
This is the Australian
Social Marketer’s
opportunity.
Brian Hartzer, Westpac Group CEO.
Reference: Australian Financial Review, Ignorant of social media , CEOs fail to use LinkedIn, Twitter, 9 Mar, 2015. http://www.afr.com/brand/chanticleer/ignorant-of-social-media-ceos-fail-to-use-linkedin-twitter-20150308-13yqp9
Understand the
dynamics of the
corporate structure
Find the best opportunities
to demonstrate
value.
@M_Hickinbotham Reference: Altimeter - Social Business Governance: A Framework to Execute Social Business Strategyhttp://www.slideshare.net/Altimeter/slides-social-business-governance-altimeter-group
All politics is local
Understand the
stakeholder’s issues and perception of social media.
@M_Hickinbotham
Detail where and how social media can add value
Repeat, repeat and repeat your
key messages.
Care &
Support
Awareness
Consideration & Intent
Paid- Reach the right people at scale.- Post should focus on emotional solution.Organic- Latent interest and external stimulus.- Blog posts that get shared / generate PR.
Paid- Target people based on interest and/or intent.- Posts should focus on product attribute.
Organic- Publish evergreen content to enable Dark Social.- Customer product reviews.
Paid- Connect with customers to provide support. Be on the lookout for advocates.Organic- Community service/support forum.
@M_Hickinbotham
Exceed campaign
expectations
Create value where little
to no expectations
exist.
@M_Hickinbotham
Run a trial
Tap into the
‘adjacent possible’.
@M_Hickinbotham
Sequential Messaging: Brand Response + Direct Response
• Track the demographic segment with the highest conversion lift.
• In the placebo group, identify the demographic segment that converted at a higher rate than other segments.
• The trial generated a lift in Ad Recall, Purchase Intent and Message Association.
@M_Hickinbotham
Run a trial
Profile value in terms that
target stakeholders can relate to.
Media attribution: Optimising digital marketing spend in Financial Services - Datalicious
@M_Hickinbotham
Work with subject matter experts
Create opportunitie
s for stakeholders to ‘drop the
penny’.
Share relevant
case studies
Timing is everything.
Reinforce key messages with industry/peer based case
studies.
@M_Hickinbotham
What does success
look like?
Build momentum.
@M_Hickinbotham
