The master class will focus on three key areas: 1. The art and science of performance-based social media - How creative and data tell a story that allows any brand to accelerate, iterate and improve performance. 2. How to stand out in a crowded crowd – As social continues to see the rise in both brands adopting the medium and the volume of content created. We will explore how any brand can compete and win regardless of the competition. 3. Attribution measurement – From discovery to conversion, we will discuss the rise of the consumer buying a product online after learning about it on social media, and how to make sure you are accurately capturing attribution.

1. Mathew Slavicamathew@digitalstand.com
FOUNDER,
DIGITAL STAND
SYDNEY, AUSTRALIA ~ AUGUST 22 - 23, 2018
DIGIMARCONAUSTRALIA.COM | #DigiMarConAustralia
DIGIMARCONNEWZEALAND.CO.NZ | #DigiMarConNZ
Social Media
Marketing Master Class
MASTERCLASS

2. S O C I A L M E D I A
M A S T E R C L A S S !
BY MATHEW SLAVICA – DIGITAL STAND

3. THE FORMULA
Platform Standing Out Conversion

4. THE ART AND SCIENCE

5. THE NEW NORMAL
Facebook’s and Google Algorithm will prioritize your
advertising and website if it loads faster on mobile
9 out of 10 million Australians access Facebook every
day via the mobile
16 Million smartphone’s in Australia
E-marketer predicts by 2020 there will be 2.87 billion
smartphones world-wide
“1 in 3 Online
Minutes are
on Mobile”
Source ~ Global web index

6. THIS IS THE
FIRST SCREEN
US consumers are now
spending 5 hours per day
on mobile devices – Flurry analytics

7. In the U.S people are now spending 5.9 hours per day using digital media. From
2012 to 2018 video viewing on mobile has grown from under 5 minutes to 28
minutes. Australians are now spending $21.3 billion with e-commerce and this is
growing by 19.2 per cent.
Facebook now sits at more than 2 billion monthly active users, and 1.45 billion
daily active users worldwide. While in Australia there are 15 million monthly active
users on the platform.
Facebook Analysis
The Statistics
48% 52%

8. LinkedIn is now owned by Microsoft, and has 500 million active
users. However LinkedIn unlike other social networks does not
disclose daily active users. Uniquely not one of LinkedIn’s
members sees the exact same feed on their home page.
Worth noting is that 61 percent of LinkedIn users are aged 30-64,
and over 44% have incomes above $75k.
LinkedIn Analysis
The Statistics
56% 44%

9. Seen a resurgence lately with Twitter? No, perhaps check their
share price. Twitter currently boasts 336 million active users.
36% of Americans aged 18-29 use Twitter (more than any other
group).
Twitter Analysis
The Statistics
57% 42%

10. Instagram is now at 800 million monthly active users. With 500
million active every day. It is estimated that 71% of US business
now use Instagram, with 80% users following a business on
Instagram and 30% of users have purchased a product they
discovered on Instagram.
59% of 18 – 29 year old's use Instagram, with 80% of users living
outside the U.S. With almost an even split between genders.
Instagram Analysis
The Statistics
50.7
%
49.3%

11. 1.57 billion monthly active users, with over 30 million daily
active users. Surprisingly the average viewing session is 40
minutes, with 5 billion videos watched per day.
YouTube Analysis
The Statistics
62% 38%

12. 200 million monthly active users, with an increase of 40% in the
last year. 50% of users come from outside the U.S.
1 out of 2 users have made a purchase after seeing a promoted
pin.
Pinterest Analysis
The Statistics
70% 30%

13. Internet Users VS. Social Media Users
If they use the internet, there is a 2 in 3 chance they use social media.
3.419b 2.307b
Penetration has now reached
just over 46% of the worlds
population.
Internet Users
There are now 2.3b + active
social media users worldwide.
Social Media Users

14. In the US, 55% of consumers bought a product
online after learning about it on social media.
Mary Meeker – State of the Internet 2018

15. STANDING OUT

16. HOWMUCH TIME
DO YOU HAVE?
The average consumer is exposed to 5,000
ads per day
You have 800 milliseconds to engage an
emotional reaction
From this point, you have 1 second to
convince them intellectually
And then no more than 8 seconds to convince
them to take action

17. PERSONA TARGETING
Who are we actually targeting on the platforms? Have we created a persona that discusses the type of job/s they do? What are their
goals professionally or personally? The challenges they face? Education? Income? Location? What is their story? Where do they go for
information, advice, and how do they spend their spare time?

18. 80% of global audiences say online
advertising hasn’t gotten any better with time,
on any device or platform!
Rakuten Marketing, 2017

19. 01.Follow them
02.Get to know them
69% of online consumers agree that
the quality, timing, or relevance of a
company’s message influences their
perception of a brand.
G o o g l e / I s p o s 2 0 1 5

20. THERE ARE
NO RULES

21. BE
BOLD
TO
WIN

22. ADVERTISING
A/B test everything from audience to content and beyond.
All of the social platforms allow you to test up to 6 creative assets
targeted to the same audience. You can of course go well beyond
these numbers depending on your knowledge of campaign targeting.
You do not only want to test content, but you also want to test
audiences. Because you may have a hidden consumer, or a better
target market. Remembering the data will provide the answer.
Which ad or image is your audience really
responding to?
Ad 1 CTR 85%
Audience 1 sales 65%
Ad 2 CTR 60%
Audience 2 sales 70%

23. MARKET VALIDATION
Not only do you test images, audiences, but you must test platforms as well.
$550K
TOTAL QUARTERLY SALES
$1.2M
TOTAL QUARTERLY SALES
FACEBOOK INSTAGRAM

24. MOVE FAST,
MOVE FIRST!
Facebook Canvas + Leads
Messenger Advertising
Instagram Shopping
LinkedIn Matched Audiences
LinkedIn Leads
Facebook Job Titles/Employers
U S E R S A N D
A V E R A G E
H O U R S
G O I N G U P
Q U A R T E R
A F T E R
Q U A R T E R

27. THEALGORITHIM/S
95% of People who like your page will not come back to the
page itself
Relevance score matters more than you think!
The algorithm is your friend
STOP TRYING TO
BEND WATER

28. CONSISTENTLY
SURPRISE THEM

29. CONVERSION

31. THIS IS
YOUR SIGN!
• View Content
• Search
• Ad to cart
Complete Name
The quick, brown fox jumps over a
lazy dog. DJs flock by when MTV ax
quiz prog.
Complete Name
The quick, brown fox jumps over a
lazy dog. DJs flock by when MTV ax
quiz prog.
Complete Name
The quick, brown fox jumps over a
lazy dog. DJs flock by when MTV ax
quiz prog.

32. 24hr12 HR 16k
YOURS AND OWLS FESTIVAL
SOLD OUT

33. Tested
The Bands
Converted
Optimized
THE STRATEGY AND EXECUTION

34. WHAT HAPPENS
WHEN YOU DO?
A RELEVENCE SCORE OF BETWEEN
9 AND 10
THEIR AUDIENCE BECOMES
YOUR AUDIENCE AND YOU HAVE
NO COMPETITION

35. N0. 61 MONTH TOUR
HOCKEY DAD
PRESALE ARIA SOLD OUT

36. EDUCATE THEM
ENABLE THEM
INSPIRE THEM
Yes entertain with your stories, but also create narratives
that share lessons, experiences and emotions.
Your History
Your Clients
Your Process
Your Market
Y O U R S T O R Y M A T T E R S
Stories

37. YOUR OWN VIRAL LOOP
DECISION
PURCHASE
CONSIDERATION
AWARENESS

38. BY MATHEW SLAVICA – © DIGITAL STAND