apsma digital series maximise social roi
TRANSCRIPT
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APSMA Digital Series: Social Media Marketing Maximise your digital ROIJames Neal
@nealjimmy
@isentia
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“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
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“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
John Wanamaker (1838 – 1922)
Credited for:
• First ever half page newspaper ad
• First full page newspaper ad (5 years later)
• The price tag
• The seasonal sale
• The money back guarantee
• Hiring the first full time copy writer
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9 out of 10 people get dressed, brush their teeth and check their smartphones as part of their daily routine
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91% Of B2B marketers use content marketing**http://labs.openviewpartners.com
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44% Of B2B marketers have a documented content strategy**http://labs.openviewpartners.com
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21% Of B2B marketers indicate they are successful at tracking ROI of their content marketing programs**http://labs.openviewpartners.com
Only
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MEASURE WHAT MATTERS
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SET SOCIAL MEDIA GOALS WITH BUSINESS OBJECTIVES
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CREATE INFORMATION ARCHITECTURE
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Business Objectives Benchmarks
Operations Best practiceInternal advice
Implementation
Conte
nt cre
ation
Cont
ent p
lannin
g
Reporting
Monitoring
Community management
YOUR COMPETITIVE ADVANTAGE THROUGH MANAGEMENT
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Our client, a major Australian life insurer, wanted to
drive income protection policy sales through digital channels
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Two Social heightened the emotional rather than the rational reasons to purchase through Facebook native advertising
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The campaign targeted single mums who carry a unique responsibility to their dependent children and tradespeople who are high risk with 3,560 claiming workers compensation each year
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A mobile only native campaign, using 8 separate creative executions through 4 unique landing pages which led to a mobile optimised quotation page on our client’s website
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Cost per lead was 65% lower
than digital display
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Cost per sale was 61% lower
than paid search
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Sales conversion ratios were
10 times better than eDM
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WHAT IS YOUR CUSTOMER DECISION JOURNEY?
WHO IS YOUR AUDIENCE?
WHAT IS YOUR MESSAGING?
WHERE WILL THEY BE CONSUMING YOUR CONTENT?
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5 TO 7 DECISION MAKERS IN ORGANISATIONAL BUYING CENTRES
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CREATE CONTENT THAT USERS WANT TO CONSUME, ENGAGE WITH AND SHARE
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“We need to stop interrupting what people are interested in and be what people are interested in.” Craig Davis, former Chief Creative Officer at J. Walter Thompson
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Better quality content
If your content is relevant and contextual it is more likely to encourage engagement, be shared and help create valuable links with your audience.
What you want to say
What they’re interested in
Relevance
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If content is king…
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… then distribution is the kingmaker
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That’s 28 in every 60 minutes**That’s in Australia too!
47% OF ALL ONLINE TIME IS SPENT ON SOCIAL MEDIA
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LinkedIn generates more leads for B2B companies than Facebook, Twitter or blogs individually. yet only 47% of B2B markets say they are actively using LinkedIn vs 90% on Facebook http://labs.openviewpartners.com
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References: 1 LinkedIn, 2 expandedramblings.com, 3 marketing.linkedin.com. 4 visual.ly.com, 5 press.linkedin.com
35% of LinkedIn users access the site daily.2
DAY
39% of LinkedIn users pay for premium access.4
People want to be there.
7.6 Million Australian Users
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HSBC Case study
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Advertising Engine Live Demonstration
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Case Study
90%> 900+400%Increase in
click-through rates
3 MINSAverage time spent on site
*66%Increase in engaged users
since campaign launch
First-time visitors to SBR Engaged users daily*
HIGHLIGHTS
IN JUST 6 MONTHSSBR’S DAILY TRAFFIC INCREASED BY 40%
THROUGH CONTENT OPTIMIZATION, EDB IMPROVED THEIR HEADLINE CLICK-THROUGH RATES BY 400% AND
ATTRACTED ABOUT 900 NEW VISITORS DAILY
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Owned
Earned
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Channel Growth Australia
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Reachpocalypse
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0%APSMA Digital Series: Social Media MarketingMaximise your digital ROI - @nealjimmy 40
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Maximising ROI
Build an information architecture within your organisation
Measure the outcomesTarget specific audiences with content that adds value
Set social media goals in conjunction with business objectives
Communicate results in business language rather than social buzz terms
#1
#4#3
#2
#5
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THINK COURAGEOUSLY
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