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1
Social Creative that Delivers
VMG Symposium | April 2016
2
Get results when you put social first
Little Arrows is obsessed with creative social media
that drives real business resu...
3
Amplifies and extends offline marketing efforts
Drives awareness, affinity, and sharing
Allows you to take control of digit...
4
How do you make it happen?
We’ve come a long way from 2008
You can’t assign this to your intern or customer service depa...
5
Information is cheap, but attention is expensive
We now spend 9.5 hours out of every day
consuming media, more than any ...
6
Social Creative that Delivers
You need high-quality creative content aligned to an airtight
distribution strategy to bre...
7
Before You Dive In
8
How does social media fit into your overall
marketing plan?
Social media can amplify and extend your overarching marketin...
9
Awareness
Attract new customers and
increase your brand
awareness through highly
efficient advertising.
Engagement &
Rele...
10
Awareness
Frequency
Brand Recognition &
Awareness
Fans & Followers
Engagement &
Relevance
Social Mentions
Share of Voic...
11
What can social do for your brand?
When and where can it best support your other
marketing efforts?
Based on your knowl...
12
Social Creative that Delivers
13
Shareability is the key to great
social content
14
The most shareable content makes
your customers think of other
people, not necessarily of yourself.
What is Shareable C...
15
What You’re Up Against
16
The number of shares on your content isn’t just a feel-good metric:
posts that are heavily shared will cause FB to chan...
17
Build Evangelism In
Media spreads when it makes us think of people we want
to share it with. Find the angle that shows ...
18
Small & Fast Engagements
Attention spans are short online. Fast, easy content and
interaction works best for sticky con...
19
Encouraging Participation
Allow consumers to add their personal stamp to products,
conversations, and campaigns.
Exampl...
20
Provide Motivation
Offer utility, entertainment, or discounts.
Example: VIP Access
Creating Shareable Content
4
21
What would make your ideal fans think of their friends? Their family?
Create high-quality creative that includes your b...
22
Social Creative that Delivers
23
Attention
 Content
24
Choose your platforms wisely
Facebook and Instagram should be the center of your strategy
Twitter is declining, but can...
25
Most popular social platforms offer very
limited organic reach - meaning you’ll be able
to reach fewer of your follower...
26
Paid Media is critical, and it needs to be in lock-
step with your creative
Paid media is critical to your
social strat...
27
Why pay on Facebook and Instagram?
If you’re doing it right, it will be very cost-effective - and the data is
better th...
28
Developing a targeting strategy
Don’t just look at handraisers - dig into demographics
Test, test, and test some more
M...
29
Can social deliver for your business?
Don’t take my word for it - test it for your brand
You can test with any budget
D...
30
Shareable Content
+ Smart Delivery
Attention
In Summary:
31
Let’s Chat
32
Get in Touch
Marci Ikeler
Little Arrows
littlearrows.com
marci@littlearrows.com
@marciikeler
33
Thank You
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Social Creative that Delivers

Social media has evolved, and it's more difficult than ever to grab your audience's attention. The key to cutting through your competition is to create sharable content and a robust delivery strategy, including a strong emphasis on paid social media.

Little Arrows is an Los Angeles based social media agency that's passionate about social media that drives real creative results. By putting social first, we help our clients over-perform in terms of organic reach, sharable content, and great paid media results.

Learn more at http://littlearrows.com.

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Social Creative that Delivers

  1. 1. 1 Social Creative that Delivers VMG Symposium | April 2016
  2. 2. 2 Get results when you put social first Little Arrows is obsessed with creative social media that drives real business results.
  3. 3. 3 Amplifies and extends offline marketing efforts Drives awareness, affinity, and sharing Allows you to take control of digital primacy Increases customer affinity & loyalty Social Media is Critical to Your Success
  4. 4. 4 How do you make it happen? We’ve come a long way from 2008 You can’t assign this to your intern or customer service department Paid advertising is critical, and it must be in lock-step with your creative You need concrete goals that link to real-life business results Getting it Done
  5. 5. 5 Information is cheap, but attention is expensive We now spend 9.5 hours out of every day consuming media, more than any other activity. With continually increasing information – and no increase in the number of hours in a day – our attention becomes rarer and more valuable. Where do you fit in? Information Hours in the Day Hours Consuming Media The Challenge
  6. 6. 6 Social Creative that Delivers You need high-quality creative content aligned to an airtight distribution strategy to break through.
  7. 7. 7 Before You Dive In
  8. 8. 8 How does social media fit into your overall marketing plan? Social media can amplify and extend your overarching marketing efforts and help achieve your goals If you don’t have your data in order, it will be hard to measure ROI Don’t dabble in every new platform, focus on the ones that drive result Setting the Stage
  9. 9. 9 Awareness Attract new customers and increase your brand awareness through highly efficient advertising. Engagement & Relevance Keep your current fans happy and help your brand remain top-of mind. Campaigns Support a new product launch or seasonal promotion with a pulse of social activity. Purchase Drive directly to purchase or coupon redemption. What role can social play for your business? Choosing a Direction
  10. 10. 10 Awareness Frequency Brand Recognition & Awareness Fans & Followers Engagement & Relevance Social Mentions Share of Voice Engagement Rate Repeat Purchase Customer Loyalty Campaigns Social Mentions Share of Voice Sweepstakes/ Contest Entries Purchase Clicks Conversions Coupons Store Locators Setting Your KPIs Quantifying Success
  11. 11. 11 What can social do for your brand? When and where can it best support your other marketing efforts? Based on your knowledge of your target and category, what do you think will be successful? How will you quantify success? Questions To Answer
  12. 12. 12 Social Creative that Delivers
  13. 13. 13 Shareability is the key to great social content
  14. 14. 14 The most shareable content makes your customers think of other people, not necessarily of yourself. What is Shareable Content?
  15. 15. 15 What You’re Up Against
  16. 16. 16 The number of shares on your content isn’t just a feel-good metric: posts that are heavily shared will cause FB to change its news feed delivery for your posts. Why Sharing is So Important The golden rule is: the more your content is shared, the more people you’ll reach organically.
  17. 17. 17 Build Evangelism In Media spreads when it makes us think of people we want to share it with. Find the angle that shows you understand your audience. Example: Humor is always welcome Example: Understand your audience Creating Shareable Content 1
  18. 18. 18 Small & Fast Engagements Attention spans are short online. Fast, easy content and interaction works best for sticky content. Example: Like to Win Contests Creating Shareable Content 2
  19. 19. 19 Encouraging Participation Allow consumers to add their personal stamp to products, conversations, and campaigns. Example: Trivia Contests Creating Shareable Content 3
  20. 20. 20 Provide Motivation Offer utility, entertainment, or discounts. Example: VIP Access Creating Shareable Content 4
  21. 21. 21 What would make your ideal fans think of their friends? Their family? Create high-quality creative that includes your brand. What kinds of value can you offer to your fans? Ask questions and listen - your fans will tell you want you want. Making it Happen
  22. 22. 22 Social Creative that Delivers
  23. 23. 23 Attention Content
  24. 24. 24 Choose your platforms wisely Facebook and Instagram should be the center of your strategy Twitter is declining, but can serve a purpose for engaging with professionals or aligning to popular events Pinterest is best for driving to e-commerce Snapchat is only sustainable if you can publish content daily and if you already have a popular brand Where to Play
  25. 25. 25 Most popular social platforms offer very limited organic reach - meaning you’ll be able to reach fewer of your followers, decreasing your opportunities for growth. In 2015, having 1 million fans or followers might make you feel great - but it doesn’t mean you’ll actually be reaching anyone with your content. Organic Growth & Monetization No Longer Work Since 2012, Facebook has been gradually reducing the organic reach of content posted by brand pages, encouraging businesses to pay for promoted posts to get in front of fans ... Each piece of content is seen by almost none of the people who "like" a brand, unless the brand pays Facebook. - FastCompany, 3/31/14
  26. 26. 26 Paid Media is critical, and it needs to be in lock- step with your creative Paid media is critical to your social strategy
  27. 27. 27 Why pay on Facebook and Instagram? If you’re doing it right, it will be very cost-effective - and the data is better than other channels The targeting is awesome Constantly evolving ad products with cool new features That pesky algorithm everyone complains about is designed to keep the maximum number of users active on the platform (which they are) Pay to Play
  28. 28. 28 Developing a targeting strategy Don’t just look at handraisers - dig into demographics Test, test, and test some more Mix up your targeting depending on your content Constant vigilance Targeting with Paid Media
  29. 29. 29 Can social deliver for your business? Don’t take my word for it - test it for your brand You can test with any budget Define a methodology for measuring ROI before you test Compare costs and results with other platforms Place equal importance on creative and delivery Testing and Learning
  30. 30. 30 Shareable Content + Smart Delivery Attention In Summary:
  31. 31. 31 Let’s Chat
  32. 32. 32 Get in Touch Marci Ikeler Little Arrows littlearrows.com marci@littlearrows.com @marciikeler
  33. 33. 33 Thank You

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