the challenge of social marketing

The Challenge of Social Marketing

Communication is morepersonalthan everPS: don’t forget to tell your friends on WhatsApp about the new restaurant in town.

History of messaging

SMOKE SIGNALS

900 BC

TELEGRAPHY

1792

SMS

1992550 BC

MAIL

1973

EMAIL

2000

INSTANT MESSAGING

5 billion users of SMS and/or Instant Messaging Worldwide

Social Networks – Where we are

1.900 7001.000

150300 282

555 319652

Number of users in millions

Facebook

QZone

Baidu Tieba

YouTube

Tumblr

Sina Weibo

Instagram

Twitter

Pinterest

Messaging Apps – How we talk

1.300 8861.200

100260 220

300 300868

Number of Instant Messaging users in millions

WhatsApp

Tencent QQ

Viber

Snapchat

LINE

WeChat

Skype

BlackBerry Messenger

Facebook Messenger

Messaging is the New Social

Source: http://www.businessinsider.com/the-messaging-app-report-2015-11

and Social is difficult

$70Bspent just on social ads

in the last 4 years

59%of social marketers say they can’t measure ROI

Sources: https://www.emarketer.com/Article/Social-Network-Ad-Spending-Hit-2368-Billion-Worldwide-2015/1012357http://www.socialmediaexaminer.com/wp-content/uploads/2016/05/SocialMediaMarketingIndustryReport2016.pdf

mostly because of wrong expectations

Expectation Reality

and lack of information

Public Shares Private Shares

Visible

Rare only 20% of total

Higher reach 1-to-many

Low engagement

Easy to track

Hidden

Frequent 80% of total

Lower reach 1-to-1 or 1-to-few

High engagement

Hard to track

Users are communicating a lot more privately

Daily Usage

6.4 itemsshared per user

55 messagessent per user

Source: Getsocial Research Estimates

Communication through private channels is called...

DARK SOCIAL

And Dark Social can’t be tracked with regular Analytics Software

These will associate it with Direct traffic, instead of Social, where it really belongs

Direct

Social

Search

Referral

Email

Other

531,683 sessions

35%

Communication changedIf you’re tracking the wrong metrics you won’t find the real value.

Dark Social causes ROI blindness Traffic from these channels is becoming the norm:

These “dark social” channels are the main reason it’s hard to know the performance of content and social marketing.

Instant Messaging

Email+ SMS

HTTPSto HTTP

MobileApps

Source: http://blog.getsocial.io/dark-social-publishers

Dark Social causes ROI blindness % of traffic attributed to Social

60%

50%

40%

30%

20%

10%

0%1st Month 2nd Month 3rd Month

With Copy Paste Tracking Without Copy Paste Tracking

41%

5%

42%

7%

52%

3%

Source: http://blog.getsocial.io/dark-social-publishers

Public Metrics = Vanity KPIs

Source: https://www.warc.com/NewsAndOpinion/News/37079

Don’t focus on:

Followers Reach Likes

Brad Smallwood, Facebook's Vice President of Measurement and Insights, revealed that

SEVERAL METRICS HAVE NO IMPACT ON BRANDS' PERFORMANCEand, as a result, Facebook has diminished the stature of "shiny" metrics such as users' "Likes," "Shares," and message posts.

Private Metrics = Value Indicators

Look instead for:

Traffic Intent Conversions

Are you getting visitors from social networks?

Are they sharing your content and products?

Are they buying or giving contact details?

How GetSocial solves this

ACTIVATE ANALYSE AUTOMATE ATTRIBUTE

17 tools to increase traffic, engage with visitors and

measure dark social.

Insights about how content is performing on

30+ social networks.

Automatically publish your best content at the best time to maximize traffic.

Invest only in the content that guarantees a positive ROI to create sustainable

growth.

sales@getsocial.iogetsocial.io