SPARK 2016: 5 Questions to ask Yourself Before Launching a Social Content Program
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See Lauren DiPaola's presentation from Spark 2016, TrackMaven's annual digital marketing summit focused on the intersection of marketing art and science. Learn more at spark.trackmaven.com Before the digital age, communication between a brand and customer was characterized by pushing messages out to influence behavior. Today, it’s a conversation. Car companies are no longer “just” car companies. Your credit card doesn’t just help you purchase products. An online platform to rent someone else’s house doesn’t just find you a place to sleep. Leading social brands are now innovation companies, experience generators and proprietors of social connection who have shifted their strategies to balance messaging priorities with audience interest. So how do they do it? Ask yourself these 5 key questions before launching your next campaign.
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SPARK 2016: 5 Questions to ask Yourself Before Launching a Social Content Program
- 1. TO A SK B EFOR E LA U N C H IN G YOUR NEXT SOCIAL CAMPAIGN
- 2. THE STATE OF
- 3. 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 I TOTAL 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
- 5. F R O M P U B L I S H E R S P L AT F O R M S
- 6. F R O M S I L O E D S C A L E
- 7. F 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
- 8. F r o m C o m m u n i t y A w a r e n e s s
- 9. F R O M P L AT F O R M S I N F L U E N C E R S
- 10. ( 4 9 p e r c e n t ) h a v e n o t b e e n a b l e t o s h o w t h a t t h e i r c o m p a n y ’s s 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 f f e r e n c e .
- 11. F 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
- 12. O P E R AT I N G I N P E R P E T U AL B E TA POTENTIAL GAP BETWEEN BRAND ACTIONS AND NEW FUNDAMENTALS CHANGES IN USER BEHAVIOR NEW BUSINESS MODELS NEW FORMATS Social networks acting like advertising networks Publishers 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
- 13. ASK YOURSELF THESE FIVE G O A L S ? A U D I E N C E ? M E S S A G E ? D I S T R I B U T 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
- 14. QUESTION #1: WHAT ARE YOUR PROGRAM
- 15. D 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 RETENTION EMPLOYEE ENGAGEMENT LEAD GENERATION BRAND AWARENESS GOAL
- 16. QUESTION #2: Do you know your
- 17. 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 GOAL GEOGRPAHICS CONSUMPTION HABITS PLATFORM USAGE DEMOGRAPHICS
- 18. Forget the funnel – today’s user journey looks more like spaghetti. PROGRAMS MUST BE MULTI-CHANNEL Awareness Engagement Purchase Advocacy
- 19. 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 E Mass 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 hosting platform, 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 N Rapidly 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 EACH CHANNEL HAS A I N F L U E N C E R S Both 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
- 20. QUESTION #3: WHAT IS YOUR
- 21. MESSAGE GOAL AUDIENCE INSIGHT E V E N I N PA I D E N V I R O N M E N T S
- 23. QUESTION #4: How will you
- 24. Message seo/sem owned channels drive pr coverage partner with key influencers promote across social channels paid media partnerships GOAL AUDIENCE INSIGHT Content Content Content Content Content
- 25. DISPLAY EMAIL SEO/SEM LINK SYNDICATION INFLUENCERPAID SOCIAL NATIVE/MEDI A PARTNERSHI PS 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)
- 26. QUESTION #5: WHAT WILL YOU
- 27. CONTENT seo/sem owned channels drive pr coverage partner with key influencers promote across social channels paid media partnerships GOAL AUDIENCE INSIGHT E S TA B L I S H K P I M E T R I C S Content Content Content Content Content
- 28. K P I M E T R I C S T I E T O G O A L S LIKES IMPRESSIONS FOLLOWERS COMMENTS FOLLOWERS SHARES RETWEETS ENGAGEMENT RATE @MENTIONS SHARES LIKES REACH
- 29. M 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
- 30. ANALYTICS EMBEDDED TO OPERATIONALIZE INSIGHTS & PERFORMANCE [ MEASUREMENT] VALIDATION AT THE END [ INSIGHT & FORESIGHT] INSPIRATIO N THROUGHOUT
- 31. L AU R E N T. D I PAO L A W E B E R S H A N D W I C K L 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
Notes de l'éditeur
- Summarizing the fundamentals of digital is a pretty tall order In some ways, complicated because the digital industry evolves every second In other ways easy, because the fundamentals of digital are really just marketing fundamentals So going to try to boil this down into a few key sections and hopefully everyone learns something new
- WINNING IN DIGITAL MEANS WINNING IN MOBILE … AND LARGELY WITHIN A HANDFUL OF APPS THAT DOMINATE TIME SPENT Consumer behavior has massively changed – in both actions and attention spans – driven by velocity of mobile adoption. The adoption and growth of app usage in a handful of core apps (not the browser) of your phone.
- HOW DO YOU WIN IN MOBILE? WHO HAS THE POWER? Whereas people used to consume information from an array of sources, time spent today is spent in a handful of social platforms. 8 of the Top 9 apps are owned by Facebook or Google, so consolidation of power is extreme/frightening In Q1 2015, the Top 4 Messaging Apps surpassed the Top 4 social networks in terms of millions of monthly active users (whatsapp, we chat, viber, line, snapchat)
- Investment in social media – and related areas like video production and content marketing -- continue to grow into a billion-dollar ad market. According to Magna Global, social networks generated more than $9bn of spend in 2013, growing by +58%. Social media was also one of the catalysts (the other one being search) for a jump in mobile advertising revenues, which almost doubled in size (+85%) to reach $16bn (14% of global internet advertising).
- PLATFORMS REACTED TO MANAGE INFLUX OF PEOPLE & CONTENT TO: 1) PRESERVE USER EXPERIENCE 2) MONETIZE Platforms implemented algorithms that dictate how they curate & surface content to their users in the newsfeed, based on a variety of indicators.
- As a result, brands needed to tap into platforms paid advertising products & targeting technology to achieve & guarantee scale and impact against the right audiences. Social shifted from managing a community, to a way to drive awareness at scale.
- So while money is going in – there are continued questions coming out. Specifically how does social drive business performance. http://www.fuqua.duke.edu/news_events/news-releases/chief-marketing-officers-survey-august-2013/#.U3OSs61dV30
- As these platforms & publishers mature, they also undergo more scrutiny in a few key areas, that could be fundamental disruptors of business and revenue. VIEWABILITY: How much of an ad is guaranteed to be in view, ensuring there is an opportunity for the ad to be viewed by a consumer. Up to 60% of digital ad impressions are not viewable. FRAUD: Typically associated with programmatic & exchanges, this includes fraudulent ad serving methods impression arbitrage, rapid auto refresh and below-the-fold video. Impression Arbitrage occurs ad networks/agencies secure inventory from publishers, negotiating a low price on impressions or inventory, then reselling it at a higher price. TRANSPARENCY: Specifically as it relates to the rise of native content and influencer content, the approaches publishers & influencers take to ensure people know when content is created as a result of an advertising relationship – in other words, is someone getting money to create this content? AD BLOCKING: Opting to remove advertising content from website. Use of mobile and desktop ad blocking software grew by 41% worldwide and by 48% in the U.S. between Q2 2014 and Q2 2015, costing the ad industry $34B last year.
- The rise of omnichannel and the belief that the connect consumer expects/demand a cohesive experience, that they control, regardless of device/location That is powered largely through content and the repurposing of content to drive consumers through the purchase journey
- Can’t be everywhere – so must be on the right channels based on specific criteria – audience index, measurement, distribution capes, innovation capes, brand/category fit Your content, then, needs to be customized to the organic audience behaviors of that channel – what people are expecting to see, do, act when they go there
- A great “media-neutral” idea delivers an intrinsic consumer value and cultural relevance – the very hallmark of an idea that is worthy of earned at its core – that can be translated across every touch point
- Translating these ideas takes SEAMLESS, REAL TIME choreography and collaboration Ensures the investment in socializing the stories far surpasses the investment in creating it
- Get data smart - soon if you can’t measure it, can’t inform through it, can’t talk about it, you’ll look foolish.