How Social Media Marketers Lie and What To Do About It
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CONFIDENTIAL | 1 How Social Media Marketers Lie and What To Do About It Lisa Osborne, Director of Media Services Jamie Beckland, Emerging Media Manager
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ocial media marketers often downplay the paid media programs that fuel their success. Learn the truth about holistic media planning that takes advantage of the powerful synergy between paid and social media for stronger campaign results.
Transcript of How Social Media Marketers Lie and What To Do About It
CONFIDENTIAL | 1
How Social Media Marketers Lie
and What To Do About It
Lisa Osborne, Director of Media ServicesJamie Beckland, Emerging Media Manager
CONFIDENTIAL | 2
Social Media Advocates Lie All the Time…Social media advocates want you to think that social media marketing efforts can be wildly successful all on their own
© 2011 White Horse Productions, Inc. Content may not be reused without permission.
CONFIDENTIAL | 3
The Roles Of Owned, Paid, and Earned MediaThink holistically about consumer engagements by leveraging all owned, paid and earned media channels
© 2011 White Horse Productions, Inc. Content may not be reused without permission.
CONFIDENTIAL | 4
Consumers Trust Word of Mouth
Quality of impact - (Nielsen)
Paid media can be more effective when combined with owned/social media
© 2011 White Horse Productions, Inc. Content may not be reused without permission.
CONFIDENTIAL | 5
Integrating Paid and Social Media
The paid and social components of a campaign should be planned side-by-side, with solid research at the center
Using social data to better target and optimize paid media
© 201 White Horse Productions, Inc. Content may not be reused without permission.
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Ad impression
Visit
Conversion
Competitive Search
Review sites
Social outlets
Peer influence
Related forums
Connect thru forum
Unraveling the Purchase Consideration Cycle Social Media serves different purposes at different points in the
customer’s consideration process Use social better target and optimize paid media
© 2011 White Horse Productions, Inc. Content may not be reused without permission.
CONFIDENTIAL | 7
Social Conversation Audit Informs Paid Media Conversation Audits tell us where current conversations
exist, while monitoring and seeding helps identify keywords/topic trends that can inform communication strategies and content themes that are relevant to social influencers
Evaluate size and scope of competitor participation
© 2011 White Horse Productions, Inc. Content may not be reused without permission.
CONFIDENTIAL | 8
Company Site or Microsite
Company Branded Social
Channels (Facebook, etc)
Broader Social Communities (pass-along,
FOF)
Flow of content into social channels
Flow of consumers from social channels
Broad Social ArchitectureUse owned/social media to assist paid media and develop earned media
© 2011 White Horse Productions, Inc. Content may not be reused without permission.
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Social Pushes the Boundaries of Banners Social/earned can help influence and elevate paid adverting results
Earned media can provide assets for paid media
© 2011 White Horse Productions, Inc. Content may not be reused without permission.
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The Benefits Of The Trifecta Approach Owned media can assist paid media campaigns and
promote earned media Using social data allows for to better target and optimizing in paid media Paid media can be a catalyst to social marketing by driving brand awareness and engagement
Follow Social Engagement Paths
© 2011 White Horse Productions, Inc. Content may not be reused without permission.
CONFIDENTIAL | 11
Social Media Helps SEOSearch relies on loads of content
© 2011 White Horse Productions, Inc. Content may not be reused without permission.
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Content Partnerships
Create awareness of products and contextual relevance to intent based consumers
Elevate category ownership
© 2011 White Horse Productions, Inc. Content may not be reused without permission.
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Engage with Influencers Through Social Seeding Focus on external social sites Typically increases site traffic from referrals 15-50% Exponentially increases reach and awareness
© 2011 White Horse Productions, Inc. Content may not be reused without permission.
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Three Key Recommendations
Always carve out a social component in a media spend – minimum of 20%
Require that the social and paid media teams work together throughout the planning process
Work with people with deep experience in both paid and social – like White Horse!
© 2011 White Horse Productions, Inc. Content may not be reused without permission.
CONFIDENTIAL | 15
Thank you!
[email protected]@whitehorse.com
www.whitehorse.com | @whitehorsepdx | [email protected]
© 2011 White Horse Productions, Inc. Content may not be reused without permission.
