talk @hyper island – why most companies fail at social media marketing and how you can fix it!
TRANSCRIPT
WHAT A TIME TO BE IN DIGITAL
Why most companies fail at social media marketing and how you can fix it!
Erwan Derlyn | 20th February 2017
HYPER ISLAND
ABOUT
!Born & raised in France. 🎓Studied Economics in Rennes & Kalmar (not a single lecture about Digital). #Work in Digital since 2009. $ Lives in Stockholm since 2010.
Previously SEO & Social Media Manager / Head of Organic Acquisition @iZettle.
Currently Head of Growth @hem.com
Where to tag me & connect?
@erwanderlyn @digitalmarketingdaily www.erwanderlyn.com
– Gary Vaynerchuck
“The major shift in communication we are living, is the greatest opportunity for entrepreneurs since the shift
from the radio to the television in the 50’s!”
INBOUND 2016: Gary Vaynerchuk Keynote "Do This and Succeed"
Disclaimer – And there are plenty others 😛
3 REASONS WHY MOST COMPANIES
FAIL ON SOCIAL MEDIA
IT’S STILL NEW!NUMBER ONE
Founded in 2004
Self-serve ads introduced in 2009
Founded in 2010
Self-serve ads introduced in 2015
Founded in 2011
Self-serve ads introduced in 2015
SPENDING, DOESN’T MEAN
According to the “Missing the Mark: The Digital Marketing Skills Gap in USA, UK
& Ireland” report from the Digital Marketing Institute:
More than half (51 percent) of U.S. marketers ranked themselves as “very”
or “fairly” competent in digital marketing, but in a test-based review of their digital skills, just 8 percent showed
a competent skill level.
…UNDERSTANDING!
THEY BELIEVE THEY HAVE TO PAY TO PLAY!
NUMBER TWO
Average organic reach for large brands ≈ 2%
Introduced an algorithmic timeline à la
Facebook in 2016.
Stories views have declined by 33 percent
during Q4 as a combination of removing
autoplay and new competition like
Instagram Stories. Average for brands <5000 fans ≈ 5%
YES, ORGANIC REACH IS DOWN!
Instagram engagement has dropped 61% in
2016.
Source: Socialbakers, Iconosquare, AdWeek, TechCrunch
1. Videos & Live 2. Community groups 3. Events 4. Use organic post
targeting 5. Messenger 6. Public Posts Search
BUT STILL A LOT YOU CAN DO WITHOUT SPENDING!
1. Stories & Live 2. Hashtags 3. Tags 4. Create value for
influencers or other brands
5. DMs
1. Engage in 1-1 2. Hack Discover 3. Geo filters 4. Partner with
influencers or other brands
EXAMPLE: GIVESWEDISH.COM
A collaborative Christmas gift guide from seven of Sweden's upcoming design brands.
In 3 weeks; organically:
+120,000 views on Facebook +20 posts from top influencers on Instagram +10,000 visits to the campaign site
More importantly, strong uplift in awareness & sales for all brands.
THEY PLAN SOCIAL ADSLIKE TV COMMERCIALS!
NUMBER THREE
MEDIA PLANNING IN THE DIGITAL AGE
1. Define an objective for the campaign. Attach specific goals and KPI’s across teams that you can easily follow-up with.
2. Identify clear target groups based on social media targeting abilities and map your own data for retargeting, custom audiences and lookalike audiences.
Use Facebook Audience Insights
3. Content: research and list unfulfilled needs and problems you can solve thanks to your product or service for your audience.
Use Quora, Twitter, Instagram Hashtags, or Google Consumer Barometer for your research
4. Associate a context with your campaign!It can be internal (news, improvement…) or/and external (events, political climate…) but also research how this audience normally communicates (emojis, photos or videos…).
Set a content calendar!
5. Spend time brainstorming ad concepts and agree on content formats with main stakeholders.No amount of paid media is going to turn bad creative into good content!
All social media formats in one image
6. Inform all teams that could be impacted, with the timeline and the specific terms of your campaign.
7. Launch A/B tests, monitor and iterate.
8. Scale.
9. Report, Learn, Improve.
10. Repeat!
What’s a good ad for you?
A good ad is relevant, clear yet seamless, contextual,
non-intrusive but engaging, measurable and scalable.
Q & A
THANK YOU, ALL!Feel free to contact me
Erwan Derlyn | 20th February 2017
HYPER ISLAND