How to Create a Holistic Social Media Content & Ads Strategy That Delivers Results in 2019. Everyone is talking about social media. How do you differentiate yourself? How do you create a social media strategy that not only attracts new customers but helps you increase lifetime value? You could be either better (optimize existing channels) or different (find new opportunities). In this master class, we will be going through a process on how to approach social media to be able to sustain results over the long-term, from strategy to tactics, in order to differentiate yourself from your competition.

1. MASTERCLASSES Wednesday, June 12th, 2019
1:00 – 2:00
Social Media Marketing Master Class
Catalin Matei, Chief Executive Officer, Increase Media
______________________________________________
2:00 – 3:00
Video Marketing Master Class
Ruben Dua, Founder, Dubb
______________________________________________
3:00 – 3:40
Refreshments Break & Networking
AFTERNOONOVERVIEW

2. Catalin Matei
CHIEF EXECUTIVE OFFICER,
INCREASE MEDIA
LOS ANGELES, CA ~ JUNE 12 - 13, 2019 | DIGIMARCONWEST.COM
#DigiMarConWest
Social Media Marketing
Master Class
MASTERCLASS

3. process > ideas

4. http://bit.ly/digimarconla

5. Catalin Matei
Founder & CEO Increase Media

6. State of Social Media
● Costs increasing but still incredible opportunity (beginning of the curve - Google 2006)

7. State of Social Media
● Supply and demand curves on ad platforms (Content created/Ads vs Impressions/ad inventory)

8. State of Social Media

9. LCV:CAC Ratios as focus
News vs Impact

10. What is the solution?

11. Be better

12. Be different

13. Be different
(not only channels)

14. Be better
By adding process

15. Be better
Cost of decisions is low => action > accuracy
Good processes will lead to outcomes (with time) => process > ideas
A systematic approach is a much better long-term strategy for the current
speed of change and improvement of technology, markets, etc
(why)

16. The power of constant progress

17. Again… what is the solution?

19. adaptability > ideas

22. Goals
Marketing Machine Outcomes
Ideas

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24. Defining current marketing

25. Process (Overview)

27. Discovery
● To understand the current situation and the available information &
resources (Customer Profile, Brand Messaging/Strategy, Marketing
Strategy, Product details, Customer Journey, etc)
● To create the necessary resources: Customer Journeys, etc
● It's done at first then updated or re-done as needed.
(why)

28. Customer journey
● Customer Journey (Link)

29. Customer Journey
Problems &
Process
Touch points
Think & feel
Experience
Data

31. Strategy
(overview)

32. Strategy
Goal: to increase sales in Q4 by $100.000
○ KPI 1 (CPA) = $50
○ KPI 2 (AOV) = $500
○ KPI 3 (New customers) = 200
(Goals & KPI's)

33. Strategy
(Create hypothesis)

34. Strategy
Hypothesis -
Variables
Channel - Facebook, Instagram, etc
Ad level - Creative
- Message
- Alignment with the platform's context
- Format (Video, Text, Article, etc)
- Length
- Time of day
Ad Set Level - Audience & Targeting
Ad Set Level - Budget & Schedule
Ad Set Level - Placement
Campaign Level - Campaign Objective
Ad Set Level - Placement
Ad Set Level - Optimization & Tracking
Economical variables
Political variables
Social variables (events, holidays, etc)
Legal variables
Micro-level Macro-level

35. Strategy
● If [the first 5 seconds of the video will be
attention grabbing - creative] then [the
percentage of people that will watch the
video for more than 10 seconds will
increase by 50% - outcome]
● If we [cap the frequency of our ads to 3 -
optimization] then the [negative feedback
will decrease by 50%]
(Hypothesis - Examples)

36. Strategy
(Create Strategy)

38. Execution

40. Analysis
(Overview)

41. And… some hypothesis

42. Pareto Principle in Social
At the practical level (tactics): Audience - Creative in this order (and then everything else)

43. The rise of Personal Brands (small
or big) as hubs in the network

44. Personal Branding
Follower count is not influence (micro influence > macro followers)

45. B2B Marketing
Personal Branding - Micro Influence & Macro Impact
+ + =
Business
Development
on Steroids

46. B2B Marketing - Treehouse

47. B2B Marketing - Treehouse

48. B2B Marketing - Treehouse

49. B2B Marketing - Linkedin
Possible for almost everyone

50. Building messenger lists
Incredibly effective and underutilized. Using Manychat or other similar tools.

51. Content - Human Marketing
Being perceived as "human" rather than a company (creative, copy, etc) - Netflix

52. Content - Human Marketing

53. Content - Human Marketing

54. Content - Intersection

55. Content - Intersection

56. Content - Message Market Fit

57. Content - Customer journey
● Customer Journey (Link)

58. Speed
of change
Value
over
time
Tactics
Strategies
Principles
"Manual vs automatic
bidding"
"Customer journey
based ads"
"People react to the opposite of
what ads look like"
How do you invest your time?

59. linktr.ee/catalinmatei1
Catalin Matei
Founder & CEO Increase Media

60. catalin@increasemedia.com