transition from organic to paid social media marketing
TRANSCRIPT
![Page 1: Transition from Organic to Paid Social Media Marketing](https://reader038.vdocument.in/reader038/viewer/2022103117/55b6dd36bb61eb04598b46fc/html5/thumbnails/1.jpg)
1
Social Media’s EvolutionThe Transition from
Organic to Paid Social Media
![Page 2: Transition from Organic to Paid Social Media Marketing](https://reader038.vdocument.in/reader038/viewer/2022103117/55b6dd36bb61eb04598b46fc/html5/thumbnails/2.jpg)
2@m_hickinbotham
![Page 3: Transition from Organic to Paid Social Media Marketing](https://reader038.vdocument.in/reader038/viewer/2022103117/55b6dd36bb61eb04598b46fc/html5/thumbnails/3.jpg)
3@m_hickinbotham
![Page 4: Transition from Organic to Paid Social Media Marketing](https://reader038.vdocument.in/reader038/viewer/2022103117/55b6dd36bb61eb04598b46fc/html5/thumbnails/4.jpg)
4
I’m a freelance Social Media consultant.
![Page 5: Transition from Organic to Paid Social Media Marketing](https://reader038.vdocument.in/reader038/viewer/2022103117/55b6dd36bb61eb04598b46fc/html5/thumbnails/5.jpg)
The Era of Social Advertising Has Arrived*Some 69% of Australians use Social Media
* Sensis Yellow Social Media Report 2014@m_hickinbotham
![Page 6: Transition from Organic to Paid Social Media Marketing](https://reader038.vdocument.in/reader038/viewer/2022103117/55b6dd36bb61eb04598b46fc/html5/thumbnails/6.jpg)
@m_hickinbotham
![Page 7: Transition from Organic to Paid Social Media Marketing](https://reader038.vdocument.in/reader038/viewer/2022103117/55b6dd36bb61eb04598b46fc/html5/thumbnails/7.jpg)
7
• No longer have social relationships with customers on social networks.
- Facebook and Twitter only reach around 2% of fans and followers.
- Less than 0.1% of fans and followers actually interact.
• Facebook “will become nothing but a repository for display ads”.
![Page 8: Transition from Organic to Paid Social Media Marketing](https://reader038.vdocument.in/reader038/viewer/2022103117/55b6dd36bb61eb04598b46fc/html5/thumbnails/8.jpg)
• Page/Account
• Building a fanbase
• ‘Social’ by design
- An idea that scales
- Creative that inspires user engagement and leads to positive sentiment
• Content to feed the beast
• Unique Reach / Total Impressions / Number of users
• Post/Tweet
• Understanding your audience
• ‘Target’ by design
- Behaviours/interests, data driven audiences and re-targeting
- Creative is driven by targeting technique and post type
• Content that supports your objective
• Frequency / ReachMeasurement
Attribution/Brand Consideration
Organic to Paid - change in mindsetHow the two forms of Social differ
Last click/Online listening
8@m_hickinbotham
![Page 9: Transition from Organic to Paid Social Media Marketing](https://reader038.vdocument.in/reader038/viewer/2022103117/55b6dd36bb61eb04598b46fc/html5/thumbnails/9.jpg)
Organic Social
What are the elements that drive organic
success?
9
![Page 10: Transition from Organic to Paid Social Media Marketing](https://reader038.vdocument.in/reader038/viewer/2022103117/55b6dd36bb61eb04598b46fc/html5/thumbnails/10.jpg)
10
Paid Versus OrganicTwo different ways to achieve critical mass
@m_hickinbotham
![Page 11: Transition from Organic to Paid Social Media Marketing](https://reader038.vdocument.in/reader038/viewer/2022103117/55b6dd36bb61eb04598b46fc/html5/thumbnails/11.jpg)
11@m_hickinbotham
![Page 12: Transition from Organic to Paid Social Media Marketing](https://reader038.vdocument.in/reader038/viewer/2022103117/55b6dd36bb61eb04598b46fc/html5/thumbnails/12.jpg)
12@m_hickinbotham
![Page 13: Transition from Organic to Paid Social Media Marketing](https://reader038.vdocument.in/reader038/viewer/2022103117/55b6dd36bb61eb04598b46fc/html5/thumbnails/13.jpg)
13@m_hickinbotham
![Page 14: Transition from Organic to Paid Social Media Marketing](https://reader038.vdocument.in/reader038/viewer/2022103117/55b6dd36bb61eb04598b46fc/html5/thumbnails/14.jpg)
14@m_hickinbotham
![Page 15: Transition from Organic to Paid Social Media Marketing](https://reader038.vdocument.in/reader038/viewer/2022103117/55b6dd36bb61eb04598b46fc/html5/thumbnails/15.jpg)
15
360 different users
more than 2500 tweets
over 19 million impressions
Paid Versus OrganicHTC Desire Case Study
@m_hickinbotham
![Page 16: Transition from Organic to Paid Social Media Marketing](https://reader038.vdocument.in/reader038/viewer/2022103117/55b6dd36bb61eb04598b46fc/html5/thumbnails/16.jpg)
16
@BlackMilkClothing Be authentic, be a story teller and be accessible
1.7% of total customers own +50 leggings. They generate close to 35% of revenue.
![Page 17: Transition from Organic to Paid Social Media Marketing](https://reader038.vdocument.in/reader038/viewer/2022103117/55b6dd36bb61eb04598b46fc/html5/thumbnails/17.jpg)
17
1. Research your industry landscape
2. Study up on your audience
3. Determine your unique value proposition
4. Implement your strategy
@Canva Using research to grow traffic to the blog
https://blog.bufferapp.com/blog-growth-tactics
![Page 18: Transition from Organic to Paid Social Media Marketing](https://reader038.vdocument.in/reader038/viewer/2022103117/55b6dd36bb61eb04598b46fc/html5/thumbnails/18.jpg)
Paid SocialHow to resonate with your target audience.
18
![Page 19: Transition from Organic to Paid Social Media Marketing](https://reader038.vdocument.in/reader038/viewer/2022103117/55b6dd36bb61eb04598b46fc/html5/thumbnails/19.jpg)
19
![Page 20: Transition from Organic to Paid Social Media Marketing](https://reader038.vdocument.in/reader038/viewer/2022103117/55b6dd36bb61eb04598b46fc/html5/thumbnails/20.jpg)
20
![Page 21: Transition from Organic to Paid Social Media Marketing](https://reader038.vdocument.in/reader038/viewer/2022103117/55b6dd36bb61eb04598b46fc/html5/thumbnails/21.jpg)
Target Audience
Emotional Stress
Rational Manage
Facebook Segments
Parents
Creative Proposition
For unexpected expenditures.
21
Understand your audienceProvide context for your creative
![Page 22: Transition from Organic to Paid Social Media Marketing](https://reader038.vdocument.in/reader038/viewer/2022103117/55b6dd36bb61eb04598b46fc/html5/thumbnails/22.jpg)
22
Brand Response Direct Response
The right creative for the right jobAssigning one objective per post type
@m_hickinbotham
![Page 23: Transition from Organic to Paid Social Media Marketing](https://reader038.vdocument.in/reader038/viewer/2022103117/55b6dd36bb61eb04598b46fc/html5/thumbnails/23.jpg)
MeasurementAssessing revenue and
media attribution through digital ‘assists’.
23
![Page 24: Transition from Organic to Paid Social Media Marketing](https://reader038.vdocument.in/reader038/viewer/2022103117/55b6dd36bb61eb04598b46fc/html5/thumbnails/24.jpg)
24
Revenue / Media AttributionLast click vs custom attribution
@m_hickinbotham
![Page 25: Transition from Organic to Paid Social Media Marketing](https://reader038.vdocument.in/reader038/viewer/2022103117/55b6dd36bb61eb04598b46fc/html5/thumbnails/25.jpg)
25
Social Advertising’s OpportunityHow can marketers optimise their marketing budget?
Media attribution: Optimising digital marketing spend in Financial Services - Datalicious
@m_hickinbotham
![Page 26: Transition from Organic to Paid Social Media Marketing](https://reader038.vdocument.in/reader038/viewer/2022103117/55b6dd36bb61eb04598b46fc/html5/thumbnails/26.jpg)
26@m_hickinbotham
![Page 27: Transition from Organic to Paid Social Media Marketing](https://reader038.vdocument.in/reader038/viewer/2022103117/55b6dd36bb61eb04598b46fc/html5/thumbnails/27.jpg)
27@m_hickinbotham
![Page 28: Transition from Organic to Paid Social Media Marketing](https://reader038.vdocument.in/reader038/viewer/2022103117/55b6dd36bb61eb04598b46fc/html5/thumbnails/28.jpg)
The grand finale
How can organic and paid work together?
28
![Page 29: Transition from Organic to Paid Social Media Marketing](https://reader038.vdocument.in/reader038/viewer/2022103117/55b6dd36bb61eb04598b46fc/html5/thumbnails/29.jpg)
Awareness
Consideration
Conversion
Care & Support
Paid• Reach the right people at scale.• Focus on emotional solutions.
Organic• Blog posts that get shared / generate
PR.
29
Paid• Target people with an interest and/or
re-target people with an expressed intent.
• Focus on product attributes.
Organic• Customer product reviews.
Paid• Connect with customers to provide support.
Turn customers into advocates.
Organic• Community service/support forum.
A Paid / Organic Consumer Path to ConversionAligning to business objectives
@m_hickinbotham