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4 Steps to Social
- 2. Ashley Vinson Twitter Head of Brand Strategy/BENELUX @ashleybohunk #OnBrand16
- 3. I Am A Banner Ad #OnBrand16
- 5. Media consumption is shifting to mobile. #OnBrand16
- 6. other media time Source — eMarketer, Sept. 2015 UK data Mobile time is eating Print Radio TV Desktop Mobile 29% 23% 31% 13% 3% 16% 25% 38% 17% 4% UKTIMESPENTWITHMEDIA e20162013 #OnBrand16
- 7. in the morning Source — Braun Research, Inc., 2015 First thing on our mind Toothbrush 13% Coffee 17% Smartphone 35% 10% Significant other #OnBrand16
- 8. Consumers unlock their phones 150 times every day Source - Kleiner Perkins Internet Trends, 2015 #OnBrand16
- 9. The human attention span is only 8 SEC #OnBrand16
- 10. Mobile Apps are a constant companion for consumers 81% time spend in apps vs browsers Source - Kleiner Perkins Internet Trends, 2015 #OnBrand16 Mobile Apps are a constant companion for consumers
- 11. Source - Kleiner Perkins Internet Trends, 2015 620 million are using ad blockers They don’t want to see ads. #OnBrand16
- 12. Social media is a mobile app. #OnBrand16
- 13. #OnBrand16
- 14. Social media can be fun but marketing on social media is not always fun. #OnBrand16
- 15. #OnBrand16
- 16. We can’t ignore social #OnBrand16 Social is a critical component to growing your brand.
- 17. Social media is how most consumers will experience your brand. #OnBrand16
- 18. SOURCE | Deloitte, USA, 2016 WORD OF MOUTH IS STILL AN IMPORTANT PART OF PURCHASE DECISIONS Teens Millennials Gen X Boomers Seniors Total 78% 73%74% 80%80%80% % WHO SAY THEIR PURCHASE DECISIONS ARE INFLUENCED BY RECOMMENDATIONS FROM FRIENDS/FAMILY #OnBrand16
- 19. Are we showing our best side? Many brands don’t bring their best game on social. Source - Ashley Vinson’s Thoughts When She Looks at the Platforms #OnBrand16
- 20. Social media marketing is still marketing… #OnBrand16
- 21. Right message. Right audience. Right time. #OnBrand16
- 22. My FAQ’s: How do I strategize, create content, promote, & measure for my social media marketing? #SocialMediaPain 41 167 9:40 AM – 13 Oct 2016 Ashley Vinson @ashleybohunk #OnBrand16
- 23. 1.Strategy: Define the right approach 2.Content: Make the right creative 3.Media: Promote the right way 4.Measure: Measure the right results 4 Steps To Social #OnBrand16
- 26. Frequently Asked Question: What should be our social media strategy? #OnBrand16
- 27. SOURCE | Research Now, Active users of each platform, UK, 2016 Every platform is different. BACKSTAGE ACCESS, UNIQUE PERSPECTIVES, INSPIRATION LIVE, EXPERT POINTS OF VIEW TO BE ENTERTAINED, CONNECT WITH FRIENDS TO BE ENTERTAINED, UNIQUE PERSPECTIVES CELEBRITIES, INSPIRATION, CONNECT WITH FRIENDS CONNECT WITH FRIENDS, SEE OTHER PEOPLE’S OPINIONS TO BE ENTERTAINED Top attributes of platform given by the users of each
- 28. First Question: What do we want to achieve? #OnBrand16
- 29. Make an emotional connection to a person in order to persuade them to buy your product. Goal of advertising: #OnBrand16
- 30. Second Question: Where do we focus? #OnBrand16
- 31. ALWAYS ON Everyday Creating everyday relevant content: weather, commute, buying a house, children, etc. Live Eurovision, Olympics, UCL Tour de France, Music festivals Unplanned Spontaneous moments: breaking news, TV moments MORE PREDICTABLE CALENDAR SPECIFIC LESS PREDICTABLE Planned Brand Campaigns, 30-seconds Sponsorships #OnBrand16
- 32. ALWAYS ON Everyday Creating everyday relevant content: weather, commute, buying a house, children, etc. Live Eurovision, Olympics, UCL Tour de France, Music festivals Unplanned Spontaneous moments: breaking news, TV moments MORE PREDICTABLE CALENDAR SPECIFIC LESS PREDICTABLE Planned Brand Campaigns, 30-seconds Sponsorships #OnBrand16
- 33. Third Question: Where is my audience? #OnBrand16
- 34. Your audience can be found many different places. Audience Choose where they are most engaged. #OnBrand16
- 35. Fourth Question: How often do we communicate? #OnBrand16
- 36. No one is waiting for your social media post. How often? However, people forget about you when you aren’t around. #OnBrand16
- 37. Strategize 1. What do we want to achieve? 2. Where do we focus? 3. Where is our audience? 4. How often do we communicate? #OnBrand16
- 40. Frequently Asked Question: What is the right content for social? #OnBrand16
- 41. #OnBrand16 First: Always brief on outcome, not tactics.
- 42. #OnBrand16
- 44. Create 6 Core Content Types 1. Awareness 2. Engaging 3. Brand Love 4. Event/Sponsorship 5. Influencers 6. Direct Response #OnBrand16
- 45. Let’s celebrate the Dutch way! #noorderlicht Tweet 227 RETWEETS 73 LIKES Heineken NL @Heineken_NL 0:03 Heineken NL1. Awareness Content that drives brand awareness. No engagement required. #OnBrand16
- 46. @Football fan -Great prediction! #PSV scored 1st! #HeinekenPredict Tweet 227 RETWEETS 73 LIKES Heineken NL @Heineken_NL 0:03 Veronica TV2. Engaging Content that drives an action from your audience. #OnBrand16
- 47. @Football fan -Great prediction! #PSV scored 1st! #HeinekenPredict Tweet 227 RETWEETS 73 LIKES Heineken NL @Heineken_NL 0:03 Veronica TV3. Brand Love Content that helps build a love of the brand - from helping your audience make their life easier to simply supplying “Plane Porn” like @KLM ❤✈ 🙋 #OnBrand16
- 48. @Football fan -Great prediction! #PSV scored 1st! #HeinekenPredict Tweet 227 RETWEETS 73 LIKES Heineken NL @Heineken_NL 0:03 Veronica TV 4. Event Sponsorship andyroddick @andyroddick LIVE on #Periscope #Wimbledon Promoted by Mercedes-Benz USA Content that helps amplify your brand sponsorship. #OnBrand16
- 49. @Football fan -Great prediction! #PSV scored 1st! #HeinekenPredict Tweet 227 RETWEETS 73 LIKES Heineken NL @Heineken_NL 0:03 Veronica TV 5. Influencers Content that leverages influencers to promote your brand. #OnBrand16
- 50. @Football fan -Great prediction! #PSV scored 1st! #HeinekenPredict Tweet 227 RETWEETS 73 LIKES Heineken NL @Heineken_NL 0:03 Veronica TV 6. Direct Response Content created to get a direct response from your audience. #OnBrand16
- 52. ALWAYS ON MORE PREDICTABLE CALENDAR SPECIFIC LESS PREDICTABLE Everyday Creating everyday relevant content: weather, commute, buying a house, children, etc. Live Eurovision, Olympics, UCL Tour de France, Music festivals Unplanned Spontaneous moments: breaking news, TV moments Planned Brand Campaigns, 30-seconds Sponsorships #OnBrand16
- 53. #OnBrand16 And now some content inspiration…
- 56. Create 1. Brief on outcome: Focus on desired outcome, not tactics. 2. Variety is key: Use a variety of media & formats to “thumb-stop”. 3. Planning: Make content that will fit your strategy & goals. #OnBrand16
- 59. Frequently Asked Question: How do we promote effectively on social media? #OnBrand16
- 60. Let’s evolve our thinking. Many brands are still using media like it’s the 1950’s Source - Ashley Vinson’s Thoughts About Media #OnBrand16
- 61. #OnBrand16 Action: Target what matters.
- 62. Age only tells us so much We need to focus on what matters to our audience versus just their age Source - Ashley Vinson’s Thoughts About Media #OnBrand16
- 63. #OnBrand16 Action: Focus on what has impact.
- 64. Common campaign results OMG! Look at them Tweets! Source - A real campaign I worked on #OnBrand16#OnBrand16
- 66. JAN MAR MAYFEB APR AUG DECJUL SEPJUN NOVOCT EVERYDAY MOMENTS LIVE/CAMPAIGN MOMENT EVERYDAY MOMENTS Being consistently always-on grows SOV #OnBrand16
- 67. #OnBrand16 Action: Remember the funnel.
- 68. Awareness Opinion Consideration Purchase OVERLAY WITH Location Language Device / Carrier Gender / Age Interest Followers Look-a-likes TV Targeting Events Keywords Tweet Engagers Tailored Audiences + All platforms have some form of targeting Preference #OnBrand16
- 69. PREFERENCE CONSIDERATION OPINION AWARENESS PURCHASE The “Traditional” sales funnel is same on social #OnBrand16
- 70. AWARENESS PURCHASE How most marketers expect social to work. #OnBrand16
- 71. PREFERENCE CONSIDERATION OPINION AWARENESS PURCHASE Social has the same funnel as any other channel. #OnBrand16
- 76. Media 1. Targeting: Use insights beyond age. 2. Consistency: Consistency over spikes. 3. Promote: At every stage of the funnel. #OnBrand16
- 79. Frequently Asked Question: How do we measure our social campaigns? #OnBrand16
- 80. TI T LE 80 • Senior people work on digital. • Platforms are easy to compare. • There is no ad fraud. • There are no ad blockers. • Measurement is easy. Perfect World #OnBrand16
- 81. Social media measurement feels like this. #OnBrand16
- 82. #OnBrand16 Action: Set KPI’s based on platform & content type.
- 83. = = ? Measuring: All are all “likes” equal? #OnBrand16
- 84. #OnBrand16 Action: Know the math.
- 85. Media Math #OnBrand16 Average view rate x impressions divided by those who kinda watched x stars in the sky + some random number = I think someone watched?
- 86. Uh, yes, campaign results look great? #OnBrand16
- 87. Know how the results were calculated. #OnBrand16
- 88. #OnBrand16 Action: Use the data to get the truth.
- 89. They aren’t watching for reason. “It’s not me, it’s the platform!” Source - Ashley Vinson’s Thoughts About Media #OnBrand16
- 90. #OnBrand16 Action: Measure things that matter.
- 91. BRAND EFFECT PURCHASE INTENT BRAND FAVOURABILITY MESSAGE ASSOCIATION AWARENESS PURCHASE ADVOCACY CONVERSATION ANALYSIS OFFLINE SALES IMPACT MARKETING MIX MODELLING CONVERSION LIFT Measuring: Look for real impact vs. just numbers. #OnBrand16
- 92. Measure 1. KPI’s: Set based on platform & content type. 2. Math: Know how the numbers get measured. 3. Data: Use it to tell the truth. 4. Measure: Impact vs. just numbers.
- 94. 1.Strategy: Define the right approach 2.Content: Make the right creative 3.Media: Promote the right way 4.Measure: Measure the right results 4 Steps To Social #OnBrand16
- 95. I warn you against believing that advertising is a science. - Bill Bernbach, DDB #OnBrand16