Making Social Media Marketing Work for Big Business

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A Hearst Digital Agency

thought leadership series presented by

LEVEL UP

#LEVELUP

We're a team of innovative, platform-agnostic strategists and technologists.

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We excel at crafting solutions that connect brands to consumers.

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Creative Strategy Technology

• Branding • UX/IA • Interactive • Video • 3D/Motion • Copywriting

• Research • SEO/SEM • Content • Social • Mobile • Display

• Web Development • App Development • Mobile • CMS • Kiosk • Gaming

Our Three Pillars

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A Hearst Digital Agency

thought leadership series presented by

LEVEL UP

Beyond Community Building

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Do You Really Know Your Fans?

Connected Experiences

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#LEVELUP !

fb.com/amusedigital @amusedigital

Today’s Agenda

Beyond Community Building: The Power of Paid Social

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#LEVELUP @alisonvsutton

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Establishing and growing a social audience comes down to two things:

• Dedicate Significant time and resources to organic community growth

• Add a boost with paid support and measure your efforts even better

“If you build it, they won’t come”

B2B vs. B2C organizations largely use the same social strategy:

• Acquire audience by sharing relevant content and spur user engagement

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Stay the Same

34%

Increase

64%

Decrease

2%

Change in Paid Social Media Ad Budgets in 2013According to US Advertisers% of respondents

The Industry is on board with Paid Social

Source: eMarketer.com 2013

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The Industry is on board with Paid Social

1% - 10% 70%

11% - 20% 18%

21+% 13%

Percent of Online Budge Allocated to Social Media Ads According to US Advertisers% of respondents

Source: eMarketer.com 2013

If you aren’t in the paid social space, your competitor is. They will

out-spend and out-reach you.

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Short-term Sales

Engaging Existing Customers

Spread News & Information

Brand Awareness Recruitment

Compliment Promotional Campaign

Encourage Word of Mouth

Increase Searchability

What are your business objectives? Social Media can help

Because every business has different objectives, ROI will be different for everyone. Before Adding social media to any marketing campaign companies should clearly define their objectives.

Key Objectives

Source: eMarketer, MGD Advertising

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Social vs. Traditional Advertising

Pros & Cons

Social Media Traditional

Inexpensive

Interactive/Engaging

Measurable

Short-Term Results

Permanent/Tangible

Time Involved

Shelf Life

Costly

One-WayNon-Reciprocal

Hard to Measure

Source: Kuhcoon.com 2013

Not only is social advertising significantly cheaper than other platforms, it’s scalable and modifiable in real-time

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Social vs. Traditional Advertising

Cost Comparison

CPMThe CPM model refers to advertising broughton the basis of impressions. It essentially tells you how much people will pay per 1,000 peopleto view your ad during the entire campaign.

$5 CPM

$9 CPM

$3 CPM$1 CPM

SHow in Chart and combine News and to Print

Radio TelevisionBillboardSocial Media Print

$43 CPM

Source: Kuhcoon.com 2013

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So Where’s the Value?

Social Media ROI is the never-ending conversation that even top CMOs have not been able to solidify.

The same KPIs of traditional advertising cannot be used to measure social success. And that’s why it’s difficult.

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So Where’s the Value?

68%Site Traffic

66%Conversion

63%# of Fans

63%# of Positive

Customer Mentions

50%# of

Contributors

42%# of Post

43%# of Page

Views

41%# of

Mentions

23%Average Order

Value

16%ReducedReturns

11%Reduced Call

Volumer

15%IncreasedChannel

Sales

7%Do not Track

Metrics

7%Workplace efficiencies

and Positive Sentiment

Metrics Used by CMOs to Measure Social Media Marketing Activities

Qualitative vs. Quantitative Metrics

Source: eMarketer, MGD Advertising

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So Where’s the Value?

Source: eMarketer, MGD Advertising

Social Media Channels with Highest ROI

Facebook Ratings andReviews

Twitter Linkedin

36% 43%

23% 21%32%

21%

42%

Participate inIndustry Blog

YouTube CompanyBlog

Although the date above suggest that Facebook is the most valuable social marketing platform by ROI, marketers chose YouTube as the medium they plan to increase marketing most.

Emerging Platforms

A survey of CMOs reveal which social platforms have the highest ROI

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Financial

Have cost decreasedor sales increased?

Brand

Have perceptions ofthe brand improved?

Risk Management

Are you better prepared to respondto issues that affect brand reputation?

Digital

Has the brand enhancedits digital assets?

1 23 4

So Where’s the Value?According to Forrester, identifying the value of social media

marketing efforts comes down to looking at four factors:

Source: eMarketer, MGD Advertising

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Social Advertising Products

Facebook Promoted Post

CPM $0.50 & Up

3.4 mm users in Houston area, 18+

Cost Model

Reach

Targeting OptionsAppears on Desktop and Mobile

• Device • Geo-location • Age • Gender • Interest Segments • Relationship Status • Language • Education • Workplace

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Social Advertising Products

Facebook Right-Rail Ad

CPM $0.75 & Up

3.4 mm users in Houston area, 18+

Cost Model

Reach

Targeting OptionsAppears on Desktop

• Device • Geo-location • Age • Gender • Interest Segments • Relationship Status • Language • Education • Workplace

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Social Advertising Products

Promoted Tweet

CPE $1.50 & Up

1mm+ users in Houston area

Cost Model

Reach

Targeting OptionsAppears on Desktop and Mobile

• Device • Geo-location • Key Word • Look-alike followers of

specific accounts • Interest Segments

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Social Advertising Products

LinkedIn Sponsored Update

CPM $2.50 & Up

1.5 mm users in Houston area, 18+

Cost Model

Reach

Targeting OptionsAppears on Desktop and Mobile

• Company Name • Geo-location • Company Size • Industry • Job Function

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Social Advertising Products

YouTube TrueView

CPV $0.10 & Up

149 mm unique monthly users

(US)

Cost Model

Reach

* Pinterest and Instagram have introduced their own paid products, with the first analytics rolling in

Targeting OptionsAppears on Desktop and Mobile

• Key Word • Geo-location • Age • Gender • Interest Segments

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18 Months $5,000 Total Spend

Promoted Posts | Right-Rail Ads | Giveaways Contests | Promoted Tweet | Sponsored LinkedIn Update

Case Study: Houston Chronicle

Source: Facebook Insights, Omniture analytics

Number of Engagements on Social Networks

15,000 to 55,000Facebook followers

Site Traffic from Social Networks

+ 260%

+ 436%

+ 84%

Let’s Start Spending! Q&A

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Do You Really Know Your Fans? Facebook Data Mining and Effective Targeting

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#LEVELUP @ctreada

Consumer Funnel

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Connected Experiences: The Intrinsic Relationship Between Search, Social and Content

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#LEVELUP @nataliebgarza @alisonvsutton

@lostrajani @DivyaVisentini

How do Content, Search, and Social connect in your digital marketing strategy?

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Connected Experiences

Content

Search Social

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Social Activity Search Ranking Factors

Google +1Facebook Shares

Number of BacklinksFacebook Total

Facebook CommentsFacebook Likes

PinterestTweets

% Backlinks rel=nofollow0 SEO-Visibility of backlinking URL

% Backlinks with StopwordLength of URL

Number of internal LinksWord Count in Anchor Text

HTML LengthPosition of Keyword in Title (Character)

Position of Keyword in Title (Word)% Backlinks from same Country

Word CountKeywords in Body

Keyword in external Links

* Searchmetrics Ranking Factors 2013

0.400.340.340.34

0.330.31

0.290.28

0.250.20

0.180.16

0.150.14

0.130.12

0.110.110.110.110.11

Source: 435 Digital

What do you focus on first when beginning your strategy?

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B2B & B2C Content Marketing

Source: Content Marketing Institute

31%Remain the Same45%

Increase

10%Significantly

Increase

11%Unsure

1%Significantly

Decrease

2%Decrease

45%Increase

10%Unsure

34%Remain the Same

9%Significantly

Increase

2%Decrease

B2C Content Marketing Spending(Over next 12 Months)

B2B Content Marketing Spending(Over next 12 Months)

55% of B2C Marketers say they will increase their content marketing spend.

54% of B2B Marketers say they will increase their content marketing spending.

Overall, B2C Marketers are planning to increase content marketing spend at a rate similar to B2B Marketers.

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Why Do People Share?Anger

Sadness

Relaxation Happiness

Most Likely to be Shared

Least Likely to be Shared

Source: UpWorthy

How do you measure the success of all three?

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How do consumers engage with each throughout the buying cycle?

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Consumer Buying Cycle

Inform InitiateInterest

SEARCHSocial

CONTENTSearchSocial

SOCIALContent

Thank You

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A Hearst Digital Agency

thought leadership series presented by

LEVEL UP

#LEVELUP