A talk I gave at Hyper Island in Stockholm to discuss the momentum in digital, the challenges that companies face to adapt and solutions. The Talk was followed by a workshop with the students.

1. WHAT A TIME
TO BE IN DIGITAL
Why most companies fail at social media marketing
and how you can fix it!
Erwan Derlyn | 20th February 2017
HYPER ISLAND

2. ABOUT
!Born & raised in France.
🎓Studied Economics in Rennes & Kalmar
(not a single lecture about Digital).
#Work in Digital since 2009.
$ Lives in Stockholm since 2010.
Previously SEO & Social Media Manager / Head
of Organic Acquisition @iZettle.
Currently Head of Growth @hem.com
Where to tag me & connect?
@erwanderlyn
@digitalmarketingdaily
www.erwanderlyn.com

3. – Gary Vaynerchuck
“The major shift in communication we are living, is the
greatest opportunity for entrepreneurs since the shift
from the radio to the television in the 50’s!”
INBOUND 2016: Gary Vaynerchuk Keynote "Do This and Succeed"

4. Disclaimer – And there are plenty others 😛
3 REASONS WHY
MOST COMPANIES
FAIL ON SOCIAL MEDIA

5. IT’S STILL NEW!
NUMBER ONE

6. Founded in 2004
Self-serve ads
introduced in 2009
Founded in 2010
Self-serve ads
introduced in 2015
Founded in 2011
Self-serve ads
introduced in 2015

8. SPENDING, DOESN’T MEAN
According to the “Missing the Mark: The
Digital Marketing Skills Gap in USA, UK
& Ireland” report from the Digital
Marketing Institute:
More than half (51 percent) of U.S.
marketers ranked themselves as “very”
or “fairly” competent in digital
marketing, but in a test-based review of
their digital skills, just 8 percent showed
a competent skill level.
…UNDERSTANDING!

9. THEY BELIEVE THEY
HAVE TO PAY TO PLAY!
NUMBER TWO

11. Average organic reach
for large brands ≈ 2%
Introduced an
algorithmic timeline à la
Facebook in 2016.
Stories views have
declined by 33 percent
during Q4 as a
combination of removing
autoplay and new
competition like
Instagram Stories.
Average for brands
<5000 fans ≈ 5%
YES, ORGANIC REACH IS DOWN!
Instagram engagement
has dropped 61% in
2016.
Source: Socialbakers, Iconosquare, AdWeek, TechCrunch

12. 1. Videos & Live
2. Community groups
3. Events
4. Use organic post
targeting
5. Messenger
6. Public Posts Search
BUT STILL A LOT YOU CAN DO
WITHOUT SPENDING!
1. Stories & Live
2. Hashtags
3. Tags
4. Create value for
influencers or other
brands
5. DMs
1. Engage in 1-1
2. Hack Discover
3. Geo filters
4. Partner with
influencers or other
brands

13. EXAMPLE: GIVESWEDISH.COM
A collaborative Christmas gift guide
from seven of Sweden's upcoming
design brands.
In 3 weeks; organically:
+120,000 views on Facebook
+20 posts from top influencers on
Instagram
+10,000 visits to the campaign site
More importantly, strong uplift in
awareness & sales for all brands.

14. THEY PLAN SOCIAL ADS
LIKE TV COMMERCIALS!
NUMBER THREE

16. MEDIA PLANNING
IN THE DIGITAL AGE

17. 1. Define an objective for the campaign.
Attach specific goals and KPI’s across
teams that you can easily follow-up with.

18. 2. Identify clear target groups based on
social media targeting abilities and map
your own data for retargeting, custom
audiences and lookalike audiences.
Use Facebook Audience Insights

19. 3. Content: research and list unfulfilled
needs and problems you can solve
thanks to your product or service for
your audience.
Use Quora, Twitter, Instagram Hashtags, or Google Consumer Barometer for your research

20. 4. Associate a context with your campaign!
It can be internal (news, improvement…) or/and external (events,
political climate…) but also research how this audience normally
communicates (emojis, photos or videos…).
Set a content calendar!

21. 5. Spend time brainstorming ad concepts
and agree on content formats with main
stakeholders.
No amount of paid media is going to turn bad creative into good content!
All social media formats in one image

22. 6. Inform all teams that could be
impacted, with the timeline and the
specific terms of your campaign.

23. 7. Launch A/B tests, monitor and iterate.

24. 8. Scale.

25. 9. Report, Learn, Improve.

26. 10. Repeat!

27. What’s a good ad for you?

28. A good ad is relevant, clear
yet seamless, contextual,
non-intrusive but engaging,
measurable and scalable.

29. Q & A

30. THANK YOU, ALL!
Feel free to contact me
derlyn.erwan@gmail.com
Erwan Derlyn | 20th February 2017
HYPER ISLAND