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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
