The Dangers of Disjointed Social: Social Media Masterclass
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Does your social media strategy feel disjointed? In the face of 2.8 billion active social media users, it’s easy to feel like your brand’s voice is barely audible above the din. If you’ve been wasting your time trying to be heard above the noise, we hate to break it to you, but you’re wasting your time. It turns out, the trick isn’t to drown out the onslaught of tweets, pins, and posts — it’s to listen and channel them into more engagements, conversions, reach, and ROI for your brand.
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Agenda
Introduction
2017 State of [Disjointed] Social
Social TrifectaTM
Winning Formula](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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The Dangers of Disjointed Social: Social Media Masterclass
- 1. The Dangers of Disjointed Social Optimizing Owned, Earned & Paid #SocialTrifecta
- 2. 2 Agenda Introduction 2017 State of [Disjointed] Social Social TrifectaTM Winning Formula
- 3. 3 Tracx is the most powerful social and analytics engine in the marketplace. Publish Paid Social | Predictive Scheduling Multi-Channel Posting Approval Workflows Content Calendar & Library Engage Influencer Management Inline Engagement Social Streams | Direct Messaging Assignment Queues Analyze Owned, Earned & Paid Metrics Competitive Benchmarking Content Performance Multi-lingual Sentiment Geospatial Insights Listen Deep Data Collection Full Conversation Threads Logo & Image Listening Campaign Tracking Unlimited Queries Introduction State of Social Social Trifecta Winning Formula
- 4. 4 Tracx works with social leaders across industries. Founded in 2009 | Offices in DC, NY, Tel Aviv, London | Trusted by over 400 Brands Introduction State of Social Social Trifecta Winning Formula
- 5. 2017 State of Social Introduction State of Social Social Trifecta Winning Formula
- 6. 6 Live Poll Why is your social media strategy disjointed? • Internal teams not aligned (or, outdated legacy structure) • Speed of social evolution -- networks constantly changing • Difficult to track social data (owned, earned and paid) • Lack of in-house social expertise (analytics & social talent) • Our social strategy is well unified; we’re all good • Not sure
- 7. 7 Social: Then & Now Then: • FREE • Novelty • Points just for showing up • Brands play by their own rules • Siloed Now: • PAID • Mission-critical • Competitive • Brands play by ecosystem’s rules • Integrated Introduction State of Social Social Trifecta Winning Formula
- 8. 8 The Social Economy in Turmoil 50% OF Content Gets ZERO Social Shares (<0.1% Gets +1000 Shares!) Introduction State of Social Social Trifecta Winning Formula
- 9. 9 Failing Organic Reach of marketers agree that paid social media is more effective than organic.60% Introduction State of Social Social Trifecta Winning Formula
- 10. 10 The 3-Headed Dragon of Disjointedness (DND)
- 11. 11 1. Disjointed Departments 25% of CMOs report organizational silos among their greatest challenges to social media success. Customer Care Product InnovationHR & RecruitingBrand Marketing SalesConsumer Insights
- 12. 12 2. Disjointed Network (Focal Points) Social Media Network % Companies Using Network 1 Facebook 96% 2 Twitter 71% 3 YouTube 61% 4 LinkedIn 60% 5 Instagram 55% 6 Google + 47% 7 Pinterest 34% 8 Reddit 7% 9 Tumblr 14% 10 Flickr 12% Where Companies Are Social Media Network Avg. Unique Monthly Users 1 Facebook 1.87 billion 2 YouTube 1 billion 3 Instagram 600 million 4 Tumblr 550 million 5 Twitter 317 million 6 Sina Weibo 297 million 7 Pinterest 150 million 8 LinkedIn 106 million 9 VKontakte 90 million 10 Reddit 85 million Where Consumers Are Introduction State of Social Social Trifecta Winning Formula
- 13. 13 3. Disjointed Data: OEP Owned Earned Paid Introduction State of Social Social Trifecta Winning Formula
- 14. 14 You need a NEW secret weapon! Introduction State of Social Social Trifecta Winning Formula
- 15. The Social Trifecta Unifying Owned, Earned, and Paid Social Media #SocialTrifecta Introduction State of Social Social Trifecta Winning Formula
- 16. 16 What is “owned” social media? • Owned is what people say TO you. (Owned media is any channel your brand controls.) Examples ● Website ● Packaging ● Blog ● Branded social accounts / pages Introduction State of Social Social Trifecta Winning Formula
- 17. 17 What is “earned” social media? • Owned is what people say TO you. • Earned is what people say ABOUT you. (“in the wild”) Examples ● PR ● Word of mouth ● Online reviews ● “Viral” content ● Social posts without company mentions Introduction State of Social Social Trifecta Winning Formula
- 18. 18 What is “paid” social media? • Owned is what people say TO you. • Earned is what people say ABOUT you. • Paid is what brands pay for people to see in a certain channel. Examples ● TV ● Display ● Paid search ● Boosted posts ● Social ad campaigns Introduction State of Social Social Trifecta Winning Formula
- 19. Finding the Winning Formula The Social TrifectaTM in Action #SocialTrifecta Introduction State of Social Social Trifecta Winning Formula
- 20. 20 Social Trifecta Optimizing at the intersections of Owned, Earned & Paid Paid EarnedOwned Content curation: UGC, monitor brand reputation, uncover new channels & insights Influencer marketing & improved social campaigns: Generate awareness & demand Boosted Posts; Paid ROI
- 21. 21 Find new channels & insights Instagram Facebook Twitter News Flickr Youtube Tumblr Earned Media 68% 17% 9% 2% 1% Facebook Instagram Twitter Owned Media 10% 3% 87% Analyze owned & earned across all networks to reveal fav consumer sites (earned influencing owned) Activity Breakdown (Posts & Interactions) Introduction State of Social Social Trifecta Winning Formula Retail example
- 22. 22 Uncover trending topics & influencers Retailer finds owned/paid opportunities from earned; & can quantify value Earned social content reveals new engagement and campaign opportunities: customers talking about coupons, home décor, and asking for offers. Owned social content reveals limited opportunities for engaging with the audience. Introduction State of Social Social Trifecta Winning Formula Retail example
- 23. 23 Find best networks for industry content Use earned analysis to see which topics perform best on each network • Fashion posts perform poorly on FB, therefore… • Decrease fashion related-content on owned FB pages, and increase on IG eCommerce example
- 24. 24 Create marketing campaigns using UGC Turn earned into owned = Listen before investing to improve ROI Introduction State of Social Social Trifecta Winning Formula eCommerce example
- 25. 25 Track brand reputation Conduct competitive analysis using owned and earned algorithm CPG example
- 26. 26 Leveraging the Trifecta L'Oréal Dinner in Paris Earned Paid Paid Owned Earned
- 27. 27 Increase Paid ROI with owned ”auditions” Amplify owned with smarter boosting (compliments of Larry Kim) Introduction State of Social Social Trifecta Winning Formula 1. Post lots of stuff (organically) to Twitter 2. Post top stuff from Twitter, to LinkedIn, Facebook, etc. 3. Pay to promote the Unicorns via social ads!
- 28. 28 Seize brand building opportunities Deep listening on earned turns a stolen kit kat bar into a PR event eCommerce example
- 29. 29 Segregating owned & earned data to improve engagement Improve PR, reputation management and content quality through analysis B2B example
- 30. 30 Social Trifecta Optimizing at the intersections of Owned, Earned & Paid Paid EarnedOwned Content curation: UGC, monitor brand reputation, uncover new channels & insights Influencer marketing & improved social campaigns: Generate awareness & demand Boosted Posts; Paid ROI
- 31. 31 Leading businesses are upgrading to Tracx to elevate their social media game. Here’s how we help them: Tracx’s Key Differentiators 1 A Fully Integrated Solution 2 Broadest & Deepest Coverage 3 The Only Comprehensive Analysis of The Social Trifecta™ (Owned, Earned, Paid) 4 High-Touch Strategic Consulting Services Introduction State of Social Social Trifecta Winning Formula
- 32. Thanks for listening! Introduction State of Social Social Trifecta Winning Formula
- 33. 33 Ready to muscle up your social? Tracx is the only truly unified solution, pulling all of your owned, earned and paid social efforts into one easy-to-use platform. • 14 major social networks covered • 300+ million news, blogs, forums, review sites • 43 unique languages • 2-3x more coverage • Strategic consulting services • And much more! https://www.tracx.com/request-a-demo/
Editor's Notes
- At Tracx, we’re on a mission to unify social by providing the only all-in-one deep listening platform on the market. Cut our teeth in deep listening… What does this mean? That you can listen and monitor OEP & engage, publish, and analyze all from one place. Software that actually helps you build more authentic relationships, drive stronger 1-to-1 engagement for brand building, and surface new business opportunities through more efficient use of social data. We augment our technology with a socially savvy services team
- Our credibility slide – we work with leading businesses in B2C and B2B industries – from beauty to finance to media and gaming & nonprofits.
- Transition slide Do you feel like your social media strategy is somewhat disjointed? You’re not alone, and here is why.
- Social media USED to be FREE marketing – not anymore! 80% of social media today is paid 185% growth in social advertising in past 3 years Today … We need a new ridiculously unfair advantage
- The supply of content has increased, while the demand has decreased – driving up the costs of social content Only Top .1% of content gets shared (unicorns) 50% of content gets ZERO social shares
- Organic social media is crashing and burning! Branded FB posts only reach 2-6% of fans (HUGE volume of content) 3 Million Companies are now advertising on FB !
- Do you feel like your social media strategy is somewhat disjointed? You’re not alone, and here is why. Departments, Networks, & Data
- Forrester: 25% Stat Source: Forrester (https://www.forrester.com/report/The+Evolved+CMO+In+2016/-/E-RES119909?objectid=RES119909#dialog-1494871332075-dialog) Social media isn’t just for marketing anymore, and that’s GREAT – but it can be a challenge to communicate social data and share social responsibilities across so many departments There are often many different solutions to this problem, which include technology, communication, and organizational structure
- Instagram is the third most popular social media network, and more than half of its users follow brands. Yet 45% of marketers ignore the network entirely, despite social media demographics data. What gives?! Instagram isn’t the only network where we marketers are woefully out of sync with our audiences. For instance, marketers turn to Twitter and LinkedIn at far greater rates than their audiences, while often ignoring trickier-to-use crowd favorites like Reddit or Pinterest. Too often, marketers invest time and resources in the wrong places — getting very little in return while missing big opportunities. This shows that companies have a hard time keeping up with top networks, understanding the social market & where consumers are…. Sina Weibo – Chinese microblogging website. Vkontakte – Russian social media site, and largest European social networking service
- Finally – social strategies are disjointed due to the difficulty tracking Owned, Earned, and Paid social conversations holistically Difficulty with data sources, tagging, attribution …. If you don’t understand impact, can’t quantify ROI Even within the marketing department, the people handling Paid social often have totally different goals than the people handling publishing or engagement and Owned. Why is it so important for these people to talk to each other? And rarely do you find one team looking holistically at owned, earned, and paid social conversations – requires a robust tool and social expertise.
- Show you how to use the Social Trifecta to Amplify your Brand Earned is the linchpin for tying together the 3 areas Examples of how you can use Earned to drive Owned & Paid; Use Paid to drive better owned content; Scour Earned for insights/analysis
- This is an example of Earned influencing Owned Owned presence is strong on FB, but analyzing earned for this retailer shows people are talking about the brand much more on IG than FB. New opportunities for engagement and sales are uncovered.
- Show the true value of all your efforts – if content from owned echos on earned, you can quantify the ROI See who’s talking you about the most on social Are they topics you already know about Inform content & promotion/distr strategy
- Brand tracks which departments garner earned activity by network to learn where to post content most effectively. Fans like seeing Fashion posts, but not on Facebook. Reduced fashion-related posts on organic owned media for Facebook and increased it on IG.
- Turn Earned into Owned -- With insights from Earned social, optimize Owned social with content curation. People trust people – ADD STAT Use your platforms to lift up those already talking about you – rather than just talking about yourself Amazon looked at Earned Media and selected top performing posts and used them to create a campaign before holidays.
- Competitors earning mentions outside of earned media might be hosting live events, launching TV campaigns. Competitors getting a lot of interactions on owned media might be spending a lot of money on paid social posts. Tracking both earned & owned in a dynamic format helps show brand reputation levels.
- L’Oreal Paris Dinner as part of Paris Fashion Week Womenswear Fall/Winter on Sunday (March 5) in Paris, France. In 2013 the company had allocated 15% of its media budget for digital channels and this number increased significantly to 30% in 2016. They have a 40% marketshare in earned if you include their Maybelline brand. http://www.cmo.com.au/article/608460/how-doubling-its-digital-media-spend-has-transformed-l-al-marketing-approach/
- Organic social media is not enough these days – approach social advertising integrated with your social strategy Get ideas from earned media & owned media doing the best Larry Kim best practice for hacking social ads – just one example.
- What makes this work is being able to analyze OEP in one dashboard in the same way (slice and dice-- see apples to apples info)
- Request a Demo
- Are you listening to your audience where they’re living? They’re not all in one place With Tracx… We help you listen to the broadest number of social networks and hone in on where your audience is talking about you. Combine 32 with first iteration of 32 Third slide – fear Fourth slide – benchmark report, we’d love to show you what we’re talking about