Earn it dont buy it presentation

36
Earn It. Don’t Buy It. Social Media Marketing in a Post-Facebook World Jim Tobin @jtobin

description

Earn It. Don't Buy It: Ignite Social Media How earned and owned social can save your brand money and create advocates without paying for them.

Transcript of Earn it dont buy it presentation

Page 1: Earn it dont buy it presentation

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

Jim Tobin@jtobin

Page 2: Earn it dont buy it presentation

About Ignite Social Media

16

16

Page 3: Earn it dont buy it presentation

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

Page 4: Earn it dont buy it presentation

We’ve Lost Our Way

Page 5: Earn it dont buy it presentation

Marketers Are Comfortable with Ads

Page 6: Earn it dont buy it presentation

The Great Promise of Social Ads

Page 7: Earn it dont buy it presentation

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

People Don’t Trust Social Ads

7

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

Page 8: Earn it dont buy it presentation

Bought Fans Destroy Pages

8

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%

Page 9: Earn it dont buy it presentation

But Guaranteed Eyeballs, Right?

Page 10: Earn it dont buy it presentation

The Facebook Problem

Page 11: Earn it dont buy it presentation

“Waning Interest”

11

Page 12: Earn it dont buy it presentation

“Waning Interest”

12

Page 13: Earn it dont buy it presentation

“Waning Interest”

13

“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.”

Page 14: Earn it dont buy it presentation

“Waning Interest”

14

% of Teens With Account, 2011 v 2012

Page 15: Earn it dont buy it presentation

Facebook Marketing

Page 16: Earn it dont buy it presentation

Facebook Isn’t Helping

Page 17: Earn it dont buy it presentation

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

Page 18: Earn it dont buy it presentation

Promotion Views Harder to Come By

Page 19: Earn it dont buy it presentation

Facebook is Punting on Mobile

Page 20: Earn it dont buy it presentation

The Good News

Page 21: Earn it dont buy it presentation

Organic Drives Better Business Results

76% Lift

28% Lift

Page 22: Earn it dont buy it presentation

55% Lift No

Lift

Organic Exposures Are Better

Page 23: Earn it dont buy it presentation

Organic Drives More Sales

38% Lift

Page 24: Earn it dont buy it presentation

Organic Drives More Sales

Page 25: Earn it dont buy it presentation

Promotions Still Work

Page 26: Earn it dont buy it presentation

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

Page 27: Earn it dont buy it presentation

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

Page 28: Earn it dont buy it presentation

Dodge Defiance Promotion

Page 29: Earn it dont buy it presentation

Dodge Defiance Promotion

Page 30: Earn it dont buy it presentation

Dodge Defiance Promotion

Page 31: Earn it dont buy it presentation

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

Page 32: Earn it dont buy it presentation

A Facebook Fix?

Page 33: Earn it dont buy it presentation

Encouraging Signs

Page 34: Earn it dont buy it presentation

No Choice?

Page 35: Earn it dont buy it presentation

Attract Real Fans

Put Them to Work

Diversify Platforms

Page 36: Earn it dont buy it presentation

Available October 2013Jim Tobin@jtobin