spark 2016: 5 questions to ask yourself before launching a social content program
TRANSCRIPT
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FIVE QUESTIONSTO ASK BEFORE LAUNCHING YOUR NEXT SOCIAL CAMPAIGN
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THE STATE OFDIGITAL TODAY
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YOU ARE HERE. F R O M D E S K T O P M O B I L E F I R S T
SHARE OF GROWTH ITOTAL DIGITAL TIME SPENT
7%
12%2%
15%
65%
TABLET DESKTOP
SMARTPHONE
SHARE OF GROWTH IN
DIGITAL TIME(JUNE 2015 vs.
JUNE 2013)
Source: comScore Media Metrix Multi-Platform & Mobile Metrix, U.S., Total Audience
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WHICH MEANS THIS
AND LOOKS LIKE THIS
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POWER HAS SHIFTEDTO A NEW GUARD
F R O M P U B L I S H E R S P L AT F O R M S
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DRIVINGBIG LIFT IN DIGITAL CONTENT INVESTMENT F R O M S I LO E D S C A L E
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WHERE AN ALGORITHM POWERS EXPERIENCEF R O M C H R O N O L O G I C A L C U S T O M I Z E D & C U R AT E D
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FORCING BRANDS TO BECOME ADVERTISERS (AGAIN)
Fr o m C o m m u n i t y Aw a r e n e s s
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OR BORROW EQUITY TO DRIVE REACH & RELEVANCEF R O M P L AT F O R M S I N F LU E N C E R S
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LAUNCHING ANEW CLASS OFANALYTICS
ALMOST HALF OFTHE CMOS SURVEYED ( 4 9 p e r c e n t ) h a v e n o t b e e n a b l et o s h o w t h a t t h e i r c o m p a n y ’ ss o c i a l m e d i a a c t i v i t i e s h a v e m a d e a d i ff e r e n c e .
“
“F R O M E M E R G I N G R O I D R I V E N
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AND UPPING THE STAKES ON GUARANTEES & TRANSPARENCYF R O M U N R E G U L AT E D U N D E R S C R U T I N Y
AD BLOCKINGVIEWABILITY FRAUD TRANSPARENCY
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THE NEW REALITY:OPERATING IN PERPETUAL BETA
POTENTIAL GAP BETWEEN BRAND
ACTIONS AND NEW FUNDAMENTALS
CHANGES IN USER
BEHAVIOR
NEW BUSINESS MODELS
NEW FORMATS
Social networks acting like advertising
networksPublishers acting
like social networks
Brands acting like publishers
Influencers
Fringe editorial startups Walled garden inside of apps is crumbling
The algorithm is king
Ad & media formats are changing
Incumbents supporting self disruption via acquisition
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FUNDAMENTALQUESTIONS
ASK YOURSELF THESE FIVE
G O A L S ? AU D I E N C E?
M E SS A G E ? D I S T R I B UT E ?
M E A S U R E ?What are your program Do you know your What is your How will you What will you
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GOALS?QUESTION #1:
WHAT ARE YOUR PROGRAM
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BUILD THE FOUNDATIOND E F I N E P R O G R A M R AT I O N A L E & P U R P O S E
SALES
CUSTOMER RETENTIONEMPLOYEE ENGAGEMENT
LEAD GENERATION
BRAND AWARENESS
GOAL
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AUDIENCE?QUESTION #2:
Do you know your
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D I G I TA L B E H AV I O R S I N F O R M C R E AT I V E AUDIENCE
INSIGHT
GOALDO YOU KNOW YOUR AUDIENCE?
GEOGRPAHICS
CONSUMPTION HABITSPLATFORM USAGE
DEMOGRAPHICS
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Forget the funnel – today’s user journey looks more like spaghetti.
BECAUSE PEOPLE AREMULTI-CHANNELPROGRAMS MUST BE MULTI-CHANNEL
Awareness
Engagement
Purchase
Advocacy
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Prioritized channels, each with a specific purpose and customized content executions
F A C E B O O KT W I T T E R I N S T A G R A M P I N T E R E S T Y O U T U B EMass reach efficiencies of
the channel for upper funnel awareness driving.
Real-time, highly targeted consumer engagement
platform. Open nature of the network enables wide
ranging participants to connect on discussion topics.
Highly visual, reach and engagement-driving
channel. Still has 100% brand reach … but likely
not for long
Future planning oriented, drives traffic to .com and
now enables one click purchase
Global video hostingplatform, highly
discoverable via search
S N A P C H A T P E R I S C O P E L I N K E D I NRapidly emerging as the
most important channel for younger audiences
Live streaming comes to mobile phones – Twitter
drives reach
Professional development and networking with an emphasis on thought
leadership
UNIQUE USER EXPERIENCEEACH CHANNEL HAS A
I N F L U E N C E R SBoth a channel and a
content resource – emphasis on the new ‘visual influence’
O W N E D ( . C O M )Builds owned equity, conversion outcomes. Crucial to maximize
search behaviors
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MESSAGE?QUESTION #3:WHAT IS YOUR
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MESSAGE
MESSAGES NEED TO BE WORTHY OF GAINING YOUR AUDIENCE ATTENTION
GOAL
AUDIENCE INSIGHT
E V E N I N PA I D E N V I R O N M E N T S
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UTILITYACCESS NEWS VALUERELATIONS
PROBLEM SOLVING
ENTERTAINMENTSOCIAL GOOD
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DISTRIBUTE?QUESTION #4:How will you
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Message
seo/sem owned
channels
drive prcoverage
partner with key
influencers
promote across social
channels
paid media partnership
s
DRIVING REACH & RELEVANCE REQUIRES SOCIALIZING THE STORY
GOAL
AUDIENCE INSIGHT
Content
Content
Content
Content
Content
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DISPLAY EMAIL SEO/SEM LINK SYNDICATION
INFLUENCER
PAID SOCIAL NATIVE/MEDIA PARTNERSHIPS
PROGRAM-MATIC
FACEBOOK boasts 94% targeting accuracy
TWITTER sees 49% higher engagement rates for promoted vs. organic tweets
BOTH attribute brand sales lift to leveraging paid to reach incremental users (NOT fans)
PAID PROMOTION ENSURES CONTENT IS SEEN BY THE RIGHT AUDIENCES,AT SCALE
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MEASURE?QUESTION #5:
WHAT WILL YOU
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CONTENT
seo/sem owned
channels
drive prcoverage
partner with key
influencers
promote across social
channels
paid media partnership
s
DATA SHOULD DRIVE DECISIONS
OUR POV
GOAL
AUDIENCE INSIGHT
E S TA B L I S H K P I M E T R I CSContent
Content
Content
Content
Content
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MEASURE WHAT MATTERSK P I M E T R I CS T I E T O G O A L S
LIKES
IMPRESSIONS
FOLLOWERS
COMMENTS
FOLLOWERS
SHARES
RETWEETS
ENGAGEMENTRATE
@MENTIONS
SHARES
LIKES
REACH
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DEFINESUCCESSM a p p r o g r a m K P I s t o b u s i n e s s g o a l s
Example Business Goal Example Business Objective
Example Social Marketing Goal
Example Social Marketing KPI Metric
Greater market share among Millennial customers
Increase inbound Millennial leads by 15%
Introduce utility-focused campaigns aimed at education and creating awareness targeting Millennial audience
• Social engagements (Likes, comments, shares, etc)
• Inbound website traffic• Leads • Cost Per Lead
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ANALYTICS EMBEDDED TO OPERATIONALIZE INSIGHTS & PERFORMANCEIMPACTMATTERS
[ MEASUREMENT]VALIDATIO
NAT THE END
[ INSIGHT & FORESIGHT]INSPIRATI
ONTHROUGHOUT
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THANK YOULAUREN T. D IPAOLAW E B E R S H A N D W I C KL D I P A O L A @ W E B E R S H A N D W I C K . C O M @ L E T A N N E R