social fresh east 2013: jim tobin
TRANSCRIPT
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Earn It. Don’t Buy It.The Power of Organic Social Media Marketing
Jim Tobin@jtobin
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About Ignite Social Media
16
16
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About Ignite Social Media
Planning& Strategy
Implementation Monitoring& Analytics
Community AnalysisEngagement PlansCampaign Strategy
Community Strategy
Social Media MonitoringGoal Setting
Social Media ROIProgram Analytics
Community Insights
Creative & Technical Development
Content CreationCommunity Activations
Influencer OutreachProgram Management
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The Trouble with Facebook
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Organic Views Are Harder to Come By
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Facebook Isn’t Helping
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Facebook Isn’t Helping
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Marketers Are Comfortable with Ads
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Maintain Your Balance
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Balanced Approach
A driver and amplifier of growth
and reach
Paid
Earned OwnedAmplified Success
The social current that carries the
message
Both a driver and benefiter of social
efforts
Ignite takes over93:1 cost
Paid
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Organic Exposures Are Better
76% Lift
28% Lift
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6x More Pages
2x More Pages
Organic Exposures Are Better
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55% Lift No
Lift
Organic Exposures Are Better
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Prove It To Yourself
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The Amplification Model
Calculates the value of the following:
1) Facebook Organic Impressions2) Clicks on Facebook Links3) Twitter Impressions4) Clicks on Twitter Links5) Organic YouTube Views6) Blog Page Views7) Online Brand Impressions
Using Data from:A) Industry data on CPM for targeted online buys ($8 CPM)B) Industry average for cost-per-click advertising ($0.58 per
click)C) Average cost per view for promoted YouTube videos
($0.20 per view)D) Parts of “Social Equivalent Ad Value Model” created by
Tourism Ireland (http://scr.bi/KjPwEd)
In a given time period, we generated:
1) 75,442,874 Organic Impressions (Facebook and Twitter only)
2) 4,849,246 Social Actions (Links clicked, brand mentions, organic YouTube views, blog page views)
With a value of:• $2,021,627.27
On a spend of: • $1,660,000 (Agency fees and all expenses)
For a Purchase Equivalency of:• $1.21 for every $1 spent
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Quality of Social Traffic versus Display
http://www.ignitesocialmedia.com/social-media-stats/social-media-campaigns-vs-banner-ads/
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The size of a brand’s network is always smaller than the size of its network’s network
Tobin’s Law
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The Social Amplification Model
Your Brand
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Jeep Arctic Yeti Dig
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Jeep Arctic Yeti Dig
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Jeep Arctic Yeti Dig
25k shares215k entries
120k new fans
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Take Home Messages
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Jim [email protected]@jtobin