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.”

“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

Only



MEASURE WHAT MATTERS


SET SOCIAL MEDIA GOALS WITH BUSINESS OBJECTIVES


CREATE INFORMATION ARCHITECTURE


Business Objectives Benchmarks

Operations Best practiceInternal advice

Implementation

Conte

nt cre

ation

Cont

ent p

lannin

g

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

DAY

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


Owned

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

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THINK COURAGEOUSLY


Documents

APSMA Digital Series Maximise Social ROI