APSMA Digital Series Maximise Social ROI

APSMA Digital Series: Social Media Marketing Maximise your digital ROIJames Neal

@nealjimmy

@isentia

APSMA Digital Series: Social Media MarketingMaximise your digital ROI - @nealjimmy 2

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”

John Wanamaker (1838 – 1922)

Credited for:

• First ever half page newspaper ad

• First full page newspaper ad (5 years later)

• The price tag

• The seasonal sale

• The money back guarantee

• Hiring the first full time copy writer

9 out of 10 people get dressed, brush their teeth and check their smartphones as part of their daily routine

91% Of B2B marketers use content marketing**http://labs.openviewpartners.com

44% Of B2B marketers have a documented content strategy**http://labs.openviewpartners.com

21% Of B2B marketers indicate they are successful at tracking ROI of their content marketing programs**http://labs.openviewpartners.com

MEASURE WHAT MATTERS

SET SOCIAL MEDIA GOALS WITH BUSINESS OBJECTIVES

CREATE INFORMATION ARCHITECTURE

Business Objectives Benchmarks

Operations Best practiceInternal advice

Implementation

nt cre

lannin

Reporting

Monitoring

Community management

YOUR COMPETITIVE ADVANTAGE THROUGH MANAGEMENT

Our client, a major Australian life insurer, wanted to

drive income protection policy sales through digital channels

Two Social heightened the emotional rather than the rational reasons to purchase through Facebook native advertising

The campaign targeted single mums who carry a unique responsibility to their dependent children and tradespeople who are high risk with 3,560 claiming workers compensation each year

A mobile only native campaign, using 8 separate creative executions through 4 unique landing pages which led to a mobile optimised quotation page on our client’s website

Cost per lead was 65% lower

than digital display

Cost per sale was 61% lower

than paid search

Sales conversion ratios were

10 times better than eDM

WHAT IS YOUR CUSTOMER DECISION JOURNEY?

WHO IS YOUR AUDIENCE?

WHAT IS YOUR MESSAGING?

WHERE WILL THEY BE CONSUMING YOUR CONTENT?

5 TO 7 DECISION MAKERS IN ORGANISATIONAL BUYING CENTRES

CREATE CONTENT THAT USERS WANT TO CONSUME, ENGAGE WITH AND SHARE

“We need to stop interrupting what people are interested in and be what people are interested in.” Craig Davis, former Chief Creative Officer at J. Walter Thompson

Better quality content

If your content is relevant and contextual it is more likely to encourage engagement, be shared and help create valuable links with your audience.

What you want to say

What they’re interested in

Relevance

If content is king…

… then distribution is the kingmaker

That’s 28 in every 60 minutes**That’s in Australia too!

47% OF ALL ONLINE TIME IS SPENT ON SOCIAL MEDIA

LinkedIn generates more leads for B2B companies than Facebook, Twitter or blogs individually. yet only 47% of B2B markets say they are actively using LinkedIn vs 90% on Facebook http://labs.openviewpartners.com

References: 1 LinkedIn, 2 expandedramblings.com, 3 marketing.linkedin.com. 4 visual.ly.com, 5 press.linkedin.com

35% of LinkedIn users access the site daily.2

39% of LinkedIn users pay for premium access.4

People want to be there.

7.6 Million Australian Users

HSBC Case study

Advertising Engine Live Demonstration

Case Study

90%> 900+400%Increase in

click-through rates

3 MINSAverage time spent on site

*66%Increase in engaged users

since campaign launch

First-time visitors to SBR Engaged users daily*

HIGHLIGHTS

IN JUST 6 MONTHSSBR’S DAILY TRAFFIC INCREASED BY 40%

THROUGH CONTENT OPTIMIZATION, EDB IMPROVED THEIR HEADLINE CLICK-THROUGH RATES BY 400% AND

ATTRACTED ABOUT 900 NEW VISITORS DAILY

Earned

Channel Growth Australia

Reachpocalypse

0%APSMA Digital Series: Social Media MarketingMaximise your digital ROI - @nealjimmy 40

Maximising ROI

Build an information architecture within your organisation

Measure the outcomesTarget specific audiences with content that adds value

Set social media goals in conjunction with business objectives

Communicate results in business language rather than social buzz terms

THINK COURAGEOUSLY

APSMA Digital Series Maximise Social ROI

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