4 steps to social

Four Steps To Social

@ashleybohunkOctober 2016

#OnBrand16

Ashley VinsonTwitter

Head of Brand Strategy/BENELUX@ashleybohunk

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I Am A Banner Ad

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The World Today

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Media consumption is shifting to mobile.

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other media time

Source — eMarketer, Sept. 2015 UK data

Mobile time is eating

Print Radio TV Desktop Mobile

29%

23%

31%

13%

3%

16%

25%

38%

17%

4%

UK

TIM

E S

PE

NT

WIT

H M

ED

IA

e20162013

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in the morning

Source — Braun Research, Inc., 2015

First thing on our mind

Toothbrush

13%Coffee

17%Smartphone

35% 10%Significant other

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Consumers unlock their phones

150times

every day

Source - Kleiner Perkins Internet Trends, 2015 #OnBrand16

The human attention span is only

8 SEC

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Mobile Apps are a constant companion for consumers81%

time spend in apps vs browsers

Source - Kleiner Perkins Internet Trends, 2015 #OnBrand16

Mobile Apps are a constant companion for consumers

Source - Kleiner Perkins Internet Trends, 2015

620 million are using ad blockers

They don’t wantto see ads.

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Social media is a mobile app.

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Social media can be fun but marketing on social media is not always fun.

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We can’t ignore social

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Social is a critical component

to growing yourbrand.

Social media is how most consumers will experience your brand.

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SOURCE | Deloitte, USA, 2016

WORD OF MOUTH IS STILL AN IMPORTANT PART OF PURCHASE DECISIONS

Teens Millennials Gen X Boomers Seniors Total

78%73%74%

80%80%80%

% WHO SAY THEIR PURCHASE DECISIONS ARE INFLUENCED BY RECOMMENDATIONS FROM FRIENDS/FAMILY

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Are we showing our best side?

Many brandsdon’t bring their

best gameon social.

Source - Ashley Vinson’s Thoughts When She Looks at the Platforms #OnBrand16

Social media marketing is still marketing…

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Right message.

Right audience.

Right time.

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My FAQ’s: How do I strategize, create content, promote, & measure for my social media marketing? #SocialMediaPain

41 167 9:40 AM – 13 Oct 2016

Ashley Vinson @ashleybohunk

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1.Strategy: Define the right approach

2.Content: Make the right creative

3.Media: Promote the right way

4.Measure: Measure the right results

4 Steps To Social

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Right#Strategy

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The Barista Bar@baristabar

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Frequently Asked Question: What should be our social media strategy?

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SOURCE | Research Now, Active users of each platform, UK, 2016

Every platform is different.

BACKSTAGE ACCESS, UNIQUE PERSPECTIVES, INSPIRATION

LIVE, EXPERT POINTS OF VIEW

TO BE ENTERTAINED, CONNECT WITH FRIENDS

TO BE ENTERTAINED, UNIQUE PERSPECTIVES

CELEBRITIES, INSPIRATION, CONNECT WITH FRIENDS

CONNECT WITH FRIENDS, SEE OTHER PEOPLE’S OPINIONS

TO BE ENTERTAINED

Top attributes of platform given by the users of each

First Question:What do we want to achieve?

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Make an emotional connection to a person in order to persuade them to buy your product.

Goal of advertising:

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Second Question:Where do we focus?

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ALWAYS ON

EverydayCreating everyday relevant content: weather, commute, buying a house,

children, etc.

Live Eurovision, Olympics, UCL

Tour de France, Music festivals

UnplannedSpontaneous moments: breaking

news, TV moments

MORE PREDICTABLE

CALENDAR SPECIFIC

LESS PREDICTABLE

PlannedBrand Campaigns, 30-seconds

Sponsorships

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Third Question:Where is my audience?

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Your audience can be found many different places.

Audience

Choose where they are most engaged.

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Fourth Question:How often do we communicate?

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No one is waiting for your social media post.

How often?

However, people forget about you when you aren’t around.

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Strategize1. What do we want to achieve?

2. Where do we focus?

3. Where is our audience?

4. How often do we communicate?

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Right Content

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Frequently Asked Question: What is the right content for social?

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First:Always brief on outcome,not tactics.

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Second:Focus on variety.

Create6 Core Content Types

1. Awareness

2. Engaging

3. Brand Love

4. Event/Sponsorship

5. Influencers

6. Direct Response

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Let’s celebrate the Dutch way! #noorderlicht

Tweet

227 RETWEETS 73 LIKES

Heineken NL@Heineken_NL

0:03

Heineken NL1. AwarenessContent that drives brand awareness. No engagement required.

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@Football fan -Great prediction! #PSV scored 1st! #HeinekenPredict

Tweet



0:03

Veronica TV2. EngagingContent that drives an action from your audience.

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Tweet



0:03

Veronica TV3. Brand Love Content that helps build a love of the brand - from helping your audience make their life easier to simply supplying “Plane Porn” like @KLM ❤✈ 🙋

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Tweet



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Veronica TV4. Event Sponsorship

andyroddick @andyroddick LIVE on #Periscope #Wimbledon

Promoted by Mercedes-Benz USA

Content that helps amplify your brand sponsorship.

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Tweet



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Veronica TV5. InfluencersContent that leverages influencers to promote your brand.

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Tweet



0:03

Veronica TV6. Direct ResponseContent created to get a direct response from your audience.

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Third:Remember the plan.

ALWAYS ON

MORE PREDICTABLE

CALENDAR SPECIFIC

LESS PREDICTABLE

EverydayCreating everyday relevant content: weather, commute, buying a house,

children, etc.

Live Eurovision, Olympics, UCL

Tour de France, Music festivals

UnplannedSpontaneous moments: breaking

news, TV moments

PlannedBrand Campaigns, 30-seconds

Sponsorships

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And now some content inspiration…

Virgin Atlantic: #OneDay

Create1. Brief on outcome:

Focus on desired outcome,

not tactics.

2. Variety is key:Use a variety of media &

formats to “thumb-stop”.

3. Planning: Make content that will fit

your strategy & goals.

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Right Media

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Frequently Asked Question: How do we promote effectively on social media?

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Let’s evolve our thinking.

Many brands are still using media

like it’s the 1950’s

Source - Ashley Vinson’s Thoughts About Media #OnBrand16

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Action: Target what matters.

Age only tells us so much

We need to focus on

what matters to our audience versus justtheir age


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Action: Focus on what has impact.

Common campaign resultsOMG!

Look at them Tweets!

Source - A real campaign I worked on #OnBrand16 #OnBrand16

Uh, what happened.

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JAN MAR MAYFEB APR AUG DECJUL SEPJUN NOVOCT

EVERYDAY MOMENTS LIVE/CAMPAIGN MOMENT EVERYDAY MOMENTS

Being consistently always-on grows SOV

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Action: Remember the funnel.

Awareness

Opinion

Consideration

Purchase

OVERLAY WITH

Location

Language

Device / Carrier

Gender / Age

Interest

Followers

Look-a-likes

TV Targeting

Events

Keywords

Tweet Engagers

Tailored Audiences

+

All platforms have some form of targeting

Preference

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PREFERENCE

CONSIDERATION

OPINION

AWARENESS

PURCHASE

The “Traditional” sales funnel

is same on social

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AWARENESS

PURCHASE

How most marketers expect social to work.

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PREFERENCE

CONSIDERATION

OPINION

AWARENESS

PURCHASE

Social has the same funnel as any other

channel.

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PREFERENCE

CONSIDERATION

OPINION

AWARENESS

PURCHASE

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Media1. Targeting:

Use insights beyond age.

2. Consistency:Consistency over spikes.

3. Promote: At every stage of the funnel.

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Right Measurement

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Frequently Asked Question: How do we measure our social campaigns?

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T ITLE

80

• Senior people work on digital.

• Platforms are easy to

compare.

• There is no ad fraud.

• There are no ad blockers.

• Measurement is easy.

Perfect World

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Social media measurement feels like this.

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Action: Set KPI’s based on platform & content type.

= =?Measuring: All are all “likes” equal?

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Action: Know the math.

Media Math

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Average view rate x impressions divided by those who kinda watched

x stars in the sky + some random number =

I think someone watched?

Uh, yes, campaign results look great?

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Know how the results were calculated.

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Action: Use the data to get the truth.

They aren’t watching for reason.

“It’s not me, it’s the platform!”


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Action: Measure things that matter.

BRAND EFFECT

PURCHASE INTENT

BRAND FAVOURABILITY

MESSAGE ASSOCIATION

AWARENESS

PURCHASE

ADVOCACY CONVERSATION ANALYSIS

OFFLINE SALES IMPACT MARKETING MIX MODELLING

CONVERSION LIFT

Measuring: Look for real impact vs. just numbers.

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Measure1. KPI’s:

Set based on platform & content type.

2. Math: Know how the numbers get

measured.

3. Data: Use it to tell the truth.

4. Measure:Impact vs. just numbers.

Key Takeaways

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1.Strategy: Define the right approach

2.Content: Make the right creative

3.Media: Promote the right way

4.Measure: Measure the right results

4 Steps To Social

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I warn you against believing that advertising is a science.

- Bill Bernbach, DDB

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Thank you!@ashleybohunk

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4 steps to social

Marketing