Making The Transition From Organic to Paid Social Media - Revised

Making the Transition from Organic to Paid

Social Marketing@M_Hickinbotham

Telstra experience

@M_Hickinbotham

Westpacexperience

@M_Hickinbotham

Freelanceconsultant

@M_Hickinbotham

“Another key finding was that social media and content marketing are gaining the most investment increases, with 68 per cent of company respondents reporting budgets for these channels have grown.”

- “A/NZ marketers ramp up digital spend, see tech knowledge as vital” - (CMO.com.au)

@M_Hickinbotham

@M_Hickinbotham

“Major advertisers, including Volkswagen, NZ Tourism and online clothier The Iconic, had abandoned mass-market television campaigns in favour of targeted digital marketing using mediums such as Facebook.”

- Era of micro-marketing and mobile has arrived: Google, Facebook - (Technology Spectator)

@M_Hickinbotham

Page Post

Fanbase Audience

Social by design Social by context

Reactive content Proactive content

Social metrics/last click Weighted attribution

PAID

ORGANIC

Knowing the

functional difference between organic

and paid

@M_Hickinbotham

Organic Social

@M_Hickinbotham

Latent interest

and external stimulus

@M_Hickinbotham

Latentinterest

@M_Hickinbotham

Externalstimulus

@M_Hickinbotham

Social Review

@M_Hickinbotham

Over 19 millions impressions

Latent interest

and external stimulus

More than 2500 tweets

360 different users

@M_Hickinbotham

Ten tips for

running a

Social Review

@M_Hickinbotham

1. Assess internal aversion to risk.

2. Select a competent product/service.

3. Select reviewers based on diversity and history of content creation.

4. Be transparent - publish the Social Review guidelines.

5. Follow ACCC guidelines (i.e. misleading claims).

Ten tips for

running a

Social Review

@M_Hickinbotham

6. Pull vs Push.7. Leverage external

stimulus and latent interest.

8. Provide an onboarding program.

9. Meet Reviewers offline.10.Use owned asset as

the Social Review hub.

1.7% of total

@BlackMilkClothing

customers own +50 leggings.

They generate close to 35% of

revenue.

@M_Hickinbotham

Dark Social -

Buzzfeed Report

What Actually HappensWhat We See

@M_Hickinbotham

1. Establish content/audience fit.

2. Understand your industry’s propensity to encourage Dark Social.

3. Power of a Paid Social Impression.

4. Tracking and Reacting.

http://mikehickinbotham.com/four-ways-optimise-dark-social/

Optimising for Dark Social

@M_Hickinbotham

Paid Social

@M_Hickinbotham

From three audiences to many

audiences

@M_Hickinbotham

The importance of context

@M_Hickinbotham

The importance of context

@M_Hickinbotham

Social by context

Target Consumer

Parents

Rational

‘Manage’

Emotional

‘Stress’

CreativeProposition

Demo/Interest/

Behaviour/ Custom

Audience

TargetAudience

@M_Hickinbotham

1. Earn consideration through emotive solution based propositions.

2. Target based on relevancy.

3. Focus on reach.

Three tips for a ‘brand

response’ post

@M_Hickinbotham

1. Drive acquisition through product based propositions.

2. Target based on retargeting.

3. Focus on frequency.

Three tips for a

‘direct response’

post

@M_Hickinbotham

• Males had the highest conversion lift.

• In the placebo group, females converted at a much higher rate than males.

• The trial generated a lift in Ad Recall, Purchase Intent and Message Association.

Results

@M_Hickinbotham

@M_Hickinbotham

Media attribution: Optimising digital marketing spend in Financial Services - Datalicious

@M_Hickinbotham

@M_Hickinbotham

@M_Hickinbotham

Building an Organic and Paid Social Marketing Blueprint

@M_Hickinbotham

Care &

Support

Awareness

Consideration & Intent

Paid- Reach the right people at scale.- Post should focus on emotional solution.Organic- Latent interest and external stimulus.- Blog posts that get shared / generate PR.

Paid- Target people based on interest and/or intent.- Posts should focus on product attribute.

Organic- Publish evergreen content to enable Dark Social.- Customer product reviews.

Paid- Connect with customers to provide support. Be on the lookout for advocates.Organic- Community service/support forum.

@M_Hickinbotham

https://au.linkedin.com/in/mikehickinbotham

mike@socialcorp.com.au