Earn It. Don’t Buy It.Social Media Marketing in a Post-Facebook World

Jim Tobin@jtobin

About Ignite Social Media

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About Ignite Social Media

Planning& Strategy

Implementation Monitoring& Analytics

Community AnalysisEngagement PlansCampaign Strategy

Community Strategy

Social Media MonitoringGoal Setting

Social Media ROIProgram Analytics

Community Insights

Creative & Technical Development

Content CreationCommunity Activations

Influencer OutreachProgram Management

We’ve Lost Our Way

Marketers Are Comfortable with Ads

The Great Promise of Social Ads

Source: Nielsen: Consumer Trust in Online, Social and Mobile Grows

People Don’t Trust Social Ads

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Online banner ads

Display ads on mobile devices

Online Video Ads

Ads on social networks

TV program product placements

Ads served in search engine results

Ads before movies

Ads on radio

Ads in Newspapers

Ads on TV

Brand Sponsorhips

Ads in magazines

Billboards and outdoor advertising

Emails I signed up for

Branded websites

Editorial content

Consumer opinions posted online

Recommendations from people I know

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

33%33%

36%36%

40%40%41%42%

46%47%47%47%47%

50%58%58%

70%92%

Purchase Influence

Trust Completely or Somewhat Don't Trust Much At All

Bought Fans Destroy Pages

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Month Organic Reach Percent Organic Interaction Rate (likes + comments + shares / fans

with no ad support)

Month 1 11.84% 0.21%

Month 2 12.52% 0.24%

Month 3 8.26% 0.18%

Month 4 13.41% 0.41%

PAID FAN ACQUISITION BUY

Month 5 5.97% 0.17%

Month 6 3.61% 0.08%

Month 7 4.84% 0.08%

Month 8 3.83% 0.05%

Month 9 4.37% 0.08%

Month 10 5.59% 0.10%

AVERAGE PRIOR: 11.51%

AVERAGE PRIOR: 0.26%

AVERAGE AFTER: 0.09%

AVERAGE AFTER: 4.7%

But Guaranteed Eyeballs, Right?

The Facebook Problem

“Waning Interest”

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“Waning Interest”

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“Waning Interest”

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“We believe that some of our users, particularly our younger users, are aware of and actively engaging with other products and services similar to, or as a substitute for, Facebook. For example, we believe that some of our users have reduced their engagement with Facebook in favor of increased engagement with other products and services such as Instagram. In the event that our users increasingly engage with other products and services, we may experience a decline in user engagement and our business could be harmed.”

“Waning Interest”

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% of Teens With Account, 2011 v 2012

Facebook Marketing

Facebook Isn’t Helping

Fan Growth is Down

2010 2011 2012 20130.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

14.00%

16.00%

18.00%

20.00%

18.10%

4.50%3.70%

2.20%

Mean Monthly Fan GrowthTop 50 Branded Fan Pages

Source: Ignite Social Media

Promotion Views Harder to Come By

Facebook is Punting on Mobile

The Good News

Organic Drives Better Business Results

76% Lift

28% Lift

55% Lift No

Lift

Organic Exposures Are Better

Organic Drives More Sales

38% Lift

Organic Drives More Sales

Promotions Still Work

Objective:

Leverage the media partnership between Dodge and the SyFy channel and Trion video game Defiance, which both used the Dodge Charger and Challenger.

Dodge Defiance Promotion

Strategy: A gamification sweepstakes that followed closely the events in the SyFy show, and encouraged sharing in order to win a chance at a grand prize.

Dodge Defiance Promotion

Dodge Defiance Promotion

Dodge Defiance Promotion

Dodge Defiance Promotion

Defiance Arkfalls Sweepstakes

Dodge Defiance Promotion:

• 270M brand impressions• 231K new Facebook Fans• 167K blog page views (5/9-

6/25)• 52% opt-in rate for Dodge

email

A Facebook Fix?

Encouraging Signs

No Choice?

Attract Real Fans

Put Them to Work

Diversify Platforms

Available October 2013Jim Tobin@jtobin