This document discusses the shift from free to paid social media. It notes that in 2010, major platforms like Facebook, Instagram, and Twitter launched and grew rapidly while content was free. However, the focus has shifted to "pay to play" as platforms now require paying for ads and promotions to reach audiences. It provides examples of common social media ad types and pricing. The document recommends changing content strategies, testing new platforms and influencer marketing as ways for brands to adapt to this new paid environment.

1. THE END OF FREE SOCIAL

2. TESS MCBRIDE
SPARKLOFT MEDIA
ACCOUNT DIRECTOR
@tess_mcbreezy
@mcbreezy19

3. @tess_mcbreezy
Social Media
Strategy
App Design and
Development
Integrated
Campaigns
Trend
Reporting
Community
Management
Training and
Speaking
Social
Commerce
Influencer
Programs
Content
Marketing
45,000+
Hours spent annually!
on social media
100+
Happy
Customers
21
Spoken
Languages

4. © 2015 Sparkloft Media Confidential
LOOKING BACK

5. 2010:
Social Media
& Technology
@tess_mcbreezy

6. iPhone 4
released
JUNE
Facebook hits 500 million usersJULY
OCTOBER
Instagram launches
FEBRUARY
50 million tweets sent daily
MARCH
Pinterest launches
@tess_mcbreezy
2010

7. 2010:
Social Media
& Technology
selÞes
2015:
@tess_mcbreezy

8. iPhone 6 Plus
Dali Edition
Pinterest puppy search enhanced
500 million tweets sent
daily and this
More than 35 million
selfies on Instagram
Facebook made $3.85 billion in
revenue in Õ14 Q4
2015

9. @tess_mcbreezy

10. @tess_mcbreezy

11. © 2015 Sparkloft Media Confidential
PAY TO PLAY

12. @tess_mcbreezy
ÒThe average user is
potentially exposed to 1,500
stories every time they log
onto Facebook. Super social
users are exposed to 15,000
stories.Ó - Facebook

13. PAY

14. @tess_mcbreezy
PLATFORM
AD FUNCTION
AD NAME KPI PLATFORM
OBJECTIVE

15. ACCOUNT
GROWTH
BRAND
AWARENESS
ENGAGEMENT
DRIVING
TRAFFIC
impressions
reach
views
post engagement
KPIS
new followers
new fans
cost per follower
cost per fan
post engagement
video views
cost per engagement
cost per video view
website clicks
website conversions
cost per click
cost per conversion
promoted
account
page like
ads
promoted
pins
website click
ads
PLATFORMS
website
cards
video ads promoted
tweets
promoted
posts
promoted
videos
promoted
video cards
promoted
tweets
promoted
posts
page like
ads
promoted
account
website
conversions
@tess_mcbreezy

16. $ $
$100K- $750K
$0.25 - $3
$$$
@tess_mcbreezy

17. $3k - $25k
(full page)
$
$28k
(half-
page)
$
$100K+
$ $
$750K
$
$35k - $2 million
(30 sec)
$0.25 - $3
$$ $ $
@tess_mcbreezy

18. OBJECTIVE: Show
posted content to
more fans as well
as non-fans
KPIS: Engagement,
cost-per-engagement
or impressions
PROMOTED
CONTENT
PAGE LIKE
ADS
WEBSITE
CLICK ADS
OBJECTIVE: Direct
fans and non-fans
to a website
KPI: Website clicks or
cost-per-click
OBJECTIVE: Grow
fan base
KPI: New fans or cost-
per-fan
@tess_mcbreezy

19. PLAY

20. @tess_mcbreezy
ÒI have XYZ number of fans. I
paid good money for them.
WhatÕs the value in having
people like my page if I canÕt
reach them?!Ó

21. @tess_mcbreezy
¥ Fans can give your business credibility!
¥Fans make your ads more effective
¥Fans also make the ads you run on
Facebook more efficient
¥You can use insights about your fans

22. @tess_mcbreezy

23. @tess_mcbreezy

24. @tess_mcbreezy@tess_mcbreezy

25. @tess_mcbreezy

26. @tess_mcbreezy
CREATE TRACKINSTALL CLICK
UPLOAD TARGET

27. @tess_mcbreezy
DIVERSITY IN CONTENT TYPES
SPEED OF DELIVERY
A/B TESTING
PRODUCTION
TARGETING

28. @tess_mcbreezy

29. © 2015 Sparkloft Media Confidential
SO NOW WHAT?

30. CHANGE YOUR CONTENT STRATEGY
TEST MEDIA BUYING
TRY NEW PLATFORMS
UTILIZE INFLUENCERS
@tess_mcbreezy

31. CONTENT REMIX

32. @tess_mcbreezy
PERMISSION-BASED
MAREKTING
INTERRUPTION-BASED
MAREKTING

33. @tess_mcbreezy
PERMISSION-BASED
MAREKTING
INTERRUPTION-BASED
MAREKTING

34. © 2015 Sparkloft Media Confidential
MEDIA BUYING

35. @tess_mcbreezy
START SMALL
TEST AND LEARN
OUTLINE OBJECTIVES
TRACK RESULTS

36. Piece of content
Copy A Targeting A Image A
Long-haul travelLocal (drive-markets)
Promoting Budget: $XYZ Promoting Budget: $XYZ
Copy B
Copy C
Copy D
Targeting B
Targeting C
Targeting D
Image B
Image C
Image D
Copy E Targeting E Image E
Copy A Targeting A Image A
Copy B
Copy C
Copy D
Targeting B
Targeting C
Targeting D
Image B
Image C
Image D
Copy E Targeting E Image E
Copy B
Targeting C
Image E
@tess_mcbreezy

37. @tess_mcbreezy
COPY
TARGETING IMAGE
MARKET / AUDIENCE 1
A
B COPY
TARGETING IMAGE
MARKET / AUDIENCE 2
COPY
TARGETING IMAGE
COPY
TARGETING IMAGE
YOUR ARTICLE, STORY, CONTENT, ETC.

38. INFLUENCERS

39. @tess_mcbreezy

40. @tess_mcbreezy@tess_mcbreezy

41. 223K followers
Surfer
CHRIS BURKHARD
@chrisburkhard
29K followers
Canadian
SEATTLE DREDGE
@seattlestravels
23K followers
Family Travel
ELIZABETH ANTONIA
@thelittlest
@tess_mcbreezy

42. BRAND
CONNECTIONS
MEDIA
CONNECTIONS
OVERALL
GROUP
OTHER SOCIAL
CHANNELS
PHOTOGRAPHY
SKILLS
ACTIVITIES
OF INTEREST
LOCATION OF
AUDIENCE
TYPE OF
TRAVELER
@tess_mcbreezy

43. © 2015 Sparkloft Media Confidential
NEW PLATFORMS

44. CAPTURE
Photo / Video
Embellish / draw
Set a time
DISCOVER
Explore publications
EX: CNN, ESPN, the Daily Mail,
People, etc.
SHARE
Send directly
Add to story (24 hours)
@tess_mcbreezy

45. LAUNCHED
¥ 2011
ALL USERS
¥ 100 million active users send 400 million snaps daily
¥ 18% of all US social media users use Snapchat
COLLEGE USERS
@tess_mcbreezy
¥ ___% use Snapchat daily
¥ ___% use Snapchat to send sexts
¥ ___% say they are Òlikely to purchase a product from
a brand that sent them a Snapchat coupon"
77
2
58

46. @tess_mcbreezy@tess_mcbreezy
McDonalds
Amazon
Acura
Heineken
NBA
General Electric
Free People
Taco Bell

47. @tess_mcbreezy

48. @tess_mcbreezy
BRAND
NEW PLATFORM (BEYOND FACEBOOK AND TWITTER)
WHATÕS YOUR OVERALL STRATEGY FOR THIS NEW PLATFORM?
WHAT CONTENT WILL YOU SHARE, HOW WILL YOU SHARE IT, ETC.?
WHO IS YOUR TARGET AUDIENCE ON THIS NEW PLATFORM?
OBJECTIVE

49. THANK YOU.