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1
Social ROI: The Big Picture
Wine Financial Symposium | September 2016
2
Information is cheap, but attention is expensive
We now spend 9.5 hours out of every day
consuming media, more than any ...
3
Most popular social platforms offer very
limited organic reach - meaning you’ll be able
to reach fewer of your followers...
4
Attention Content
5
Awareness
Attract new customers
and increase your brand
awareness through highly
efficient advertising.
Engagement &
Rel...
6
Awareness
Attract new customers
and increase your brand
awareness through highly
efficient advertising.
Engagement &
Rel...
7
The Evolving Role of Social Media
The role of social media has shifted from
engagement and loyalty to awareness. Paid so...
8
How to Leverage Awareness for the Tasting Room
Tasting Room Awareness
Detailed geo-location targeting allows
you to reac...
9
Awareness
Frequency
Brand Recognition &
Awareness
Fans & Followers
Engagement &
Relevance
Social Mentions
Share of Voice...
10
Paid Media is critical, and it needs to be in lock-
step with your creative
Paid media is critical to your
social strat...
11
Implications for Wineries & Tasting Rooms
Focus On High-Engagement Platforms
Instagram boasts the highest engagement ra...
12
Get results when you put social first
Little Arrows is obsessed with creative social media
that drives real business re...
13
Let’s Chat
14
Get in Touch
Marci Ikeler
Little Arrows
littlearrows.com
marci@littlearrows.com
@marciikeler
15
Thank You
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Wine Financial Symposium - Social ROI: The Big Picture

On September 26th, game changers in the wine industry gathered in Napa, CA at the 25th annual Wine Financial Symposium. Our Founder and CEO Marci Ikeler spoke at the big event about social ROI and how to have an effective social media strategy for businesses in the wine industry and beyond.

If you’ve been closely following the ever-changing landscape of social media, you’ve probably noticed a shift in emphasis from loyalty and engagement to awareness across social media platforms. This shift does not change the fact that social still provides the highest ROI compared to any other type of marketing, but it does change how you should approach your social media strategy.

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Wine Financial Symposium - Social ROI: The Big Picture

  1. 1. 1 Social ROI: The Big Picture Wine Financial Symposium | September 2016
  2. 2. 2 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
  3. 3. 3 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
  4. 4. 4 Attention Content
  5. 5. 5 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
  6. 6. 6 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
  7. 7. 7 The Evolving Role of Social Media The role of social media has shifted from engagement and loyalty to awareness. Paid social is one of the most efficient ways to drive brand awareness due to low costs for reach and frequency. It offers: ➔Detailed and accurate targeting ➔Real-time results and optimization opportunities ➔Reaches real people ➔Lower CPMs than other channels ➔Data shows that social ads drive brand affinity & purchase ➔Higher frequency (>2 times per week) during key media and sales periods is directly correlated with ad recall, brand awareness, and sales (Source: Facebook IQ and Oracle Data Cloud). Sources: http://www.emarketer.com/Article/College-Students-Want-Targeted-Social-Ads/1013756; https://fbinsights.files.wordpress.com/2016/06/facebookiq_whitepaper_reach_matters_june-2016.pdf; https://fbinsights.files.wordpress.com/2016/07/facebookiq_whitepaper_efficient_frequency_final.pdf
  8. 8. 8 How to Leverage Awareness for the Tasting Room Tasting Room Awareness Detailed geo-location targeting allows you to reach wine lovers who are near your tasting room Focused Re-Targeting Use social media to re-target customers who have engaged with content in your tasting room.
  9. 9. 9 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
  10. 10. 10 Paid Media is critical, and it needs to be in lock- step with your creative Paid media is critical to your social strategy
  11. 11. 11 Implications for Wineries & Tasting Rooms Focus On High-Engagement Platforms Instagram boasts the highest engagement rate, and we’re not on it. By focusing our efforts in this platform in creative ways, we can grow our community organically and drive organic engagement in place of Facebook. Lower-frequency, Higher-quality Because post visibility is no longer certain, we will create fewer posts, but they will be higher-quality multimedia optimized for their platform. Supporting this content with even minimal media spends ensures that it can be seen by your audience. Don’t Focus On Fan Acquisition Our focus on Facebook should no longer be on building a large fan base, since we can no longer message this fan base for free. Rather, we should focus on selectively using Facebook's excellent targeted advertising capabilities. Leverage Facebook & Instagram Advertising Facebook and Instagram advertising remains the most targeted and cost-effective ad platform in the world: off-line and on. We can get extremely good results for minimum spend.
  12. 12. 12 Get results when you put social first Little Arrows is obsessed with creative social media that drives real business results.
  13. 13. 13 Let’s Chat
  14. 14. 14 Get in Touch Marci Ikeler Little Arrows littlearrows.com marci@littlearrows.com @marciikeler
  15. 15. 15 Thank You

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