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PLEASE MUTE YOUR AUDIO
Wednesday, November 11, 2015 2PM ET
Social Engagement
Not this …
Social Engagement…but this
Why It Matters
The Millennial Consumer
1. Not influenced by advertising.2. 47% ARE influenced in their purchases by social
media (Deloitte Digital)3. They value authenticity more than content. They
have to trust a company or site.4. They want to engage with brands on social
networks. 62% say if a brand engages with them on social networks, they are more likely to become a loyal customer.
5. They are using multiple tech devices6. They are brand loyal
Consumer Trends
1. Increasingly dismissing traditional advertising as being untrustworthy. +75% of consumers don’t believe what they see in ads.
2. One in three are influenced by social media for their purchase (Deloitte).
3. 78% of consumers say that the posts on social media influence their purchase (Source: Forbes)
4. 91% of people have gone into a store/business because of an online experience. (Source:Marketing Land)
5. 89% of consumers conduct their research using web and social search (Source: PR Newswire)
6. 72% of consumers trust online reviews as much as personal recommendations.(Source: Search Engine Journal)
Engagement = Action
Action can be:• Indication of interest requiring further marketing• Share, Comment, Like seen by friends of a fan• Prospect Email capture or Phone Call (or walk in)• Online Join (or walk in)• Recommendation or Review
Organic Engagement Factors
Interesting Relevant
Personalized Visual
Simple Actionable
Managing Engagement FactorsPAID
PromotionProper
Targeting
Visual Stories
About People
No “ads” UGC
Good Engagement Organic
Organic (not paid to promote)
Typical Engagement Organic
Organic (not paid to promote)
No Engagement—why?Organic (not paid
to promote)
• No Social Action
• Generic image• Selling to the
already sold
Avoid selling to your members with hard sell public page posts… target to non fan prospects.
Good Engagement + Paid
Paid Promotion
Good Engagement + Paid
Paid Promotion
Social Check-UpAre members checking in and sharing pics?
Do you have recent good reviews?
Are “Friend Referrals” on the rise?
Is social driving at least 20% of web?
Can You Answer YES to all?
So How Are You Doing?
Check Your Facebook Insights
How many social leads do you get
each month?% of traffic to web page from social related sources
Total # of social actions
Be Smart about Your Marketing
Reach
All available users near your club, by age, gender (and interests)
Engage
Know who (location age, gender) is most interested among those you’ve reached.
Action
Cater messaging to drive action to trackable actions (tracked prospect captures, calls..etc.)
1. Maximize your reach through ad targeting 2. Know who is most interested--be relevant3. Track meaningful actions
Knowledge is Power!
Ask us if you need help
Influence andEngagement are
more critical than likes and followers once
your presence is established
How Do You
Score?
Next Webinar: Wed 12/9/15
Suggest a TopicAsk a question
cwi.me/marketwise-webinars