Curveballs & Cartwheelsstaying ahead in a social marketplace

#IMSMSP

It’s like herding cats.

#IMSMSP

Jen BoylesOLSON

@jen_boyles

CONTENT Content is the objective

Content ladders up to objectives

Content requires more creativity, paid component

PLATFORM Primary, based on most reach

Expanding to secondary platforms

Platform diversity integral to success

ROI Generally unexplored

Highly sought but murky

Clearer due to paid, but tougher to score

REACH Free for all Restricted PAY TO PLAY

Social 1.0:

VISIBILITYKPI: Volume

Social 2.0:

VISIONKPI: Sentiment

Social TODAY:

VERSATILITYKPI: Engagement

BRANDS ON FACEBOOKHAVE COME A LONG WAY

#IMSMN

As organic reach depletes, Facebook ad revenue increases.

• Organic reach Jan. 2012: 16%• Organic reach Jan. 2013: 5%• Organic reach today: 1-3%

Welcome to “Facebook Zero,” where the words “like”, “comment”, “win” and “share” are patrolled and even punished (“de-emphasized”).

De-emphasized posts:• Like-Comment-Share bait• Frequently Circulated Content• Misleading Links

BUT THE FREE LOVE ERA IS OVER

UNDERSTANDING THE IMPACT

LIKES

LIKES OR

G. R

EA

CH

ORG. REACH

BRAND A

• Unengaged brand vs engaged brand

• Algorithm favors “other clicks” and photo views (mapped)

• “Other clicks” = any post click that isn’t on a photo, video or link

• Active engagement is highest valued social currency on Facebook

• Page likes trended upward despite reduced organic reach

STAYING NIMBLE THROUGH FB.0

7

Facebook now needs a

consistent paid media component monthly

Conversation and advocacy

over volume & impressions

Brands should invest in a solid

social ecosystem and owned channels.

Brands should post less frequently on Facebook

with more creative effort & stronger messaging.

CONTENT DO’s & DON’Ts FOR SOCIAL 3.0

8

• DO post shareable content with an emphasis on quality over quantity

• DO actively look for right-time engagement opportunities in pop culture

• DO take an editorial approach to content creation – brands as publishers

• DO get creative with images

• DO engage your page's top contributors (superfans) and have a strategy for replies 

• DO be proactive with budget. Set aside a promoted posts budget each month to highlight best content

 

• DON'T get bogged down with daily content calendars

• DON'T force a connection. Will your participation help tell your brand story?

• DON'T Post content that's overly salesy

• DON'T let stock imagery define your brand

• DON'T force engagement or 'like'/reply to every comment – it can come off insincere or over-eager

• DON'T wait until an opportunity presents itself before wondering where funds to promote the content will come from

 

 

 

Rebecca Gutierrez Target

@rebegutierrez

#IMSMSP@rebegutierrez

What we started with:

1. A responsive

web experience

that was social

Then we launched….

1. Native is king

Web experience modified for native.

Gradual iteration to true native design.

2. Social by

design

3. Utility, utility, utility

The best apps are simple & utilitarian

Social where it works

An app is only as good as the full

end-to-end experience

1

2

3

You’re never finished. It’s a living, breathing thing.

And you’re never finished. It’s a living, breathing thing.

7.3 million users

$74 million in total savings

$400 million in

promo sales

Top 10 Lifestyle

App

5 million visits a week

27% increase in store trips per guest

30% increase in

annual spend per

guest

Mike O’Neil Integrated Alliances

@mikeoneilrocks

A Cross-Platform Visual Brand

@mikeoneilrocks #IMSMSP

The Layout Process

@mikeoneilrocks #IMSMSP

It Gets a “Little” Tricky

@mikeoneilrocks #IMSMSP

Getting the B2B Team “On Board”

@mikeoneilrocks #IMSMSP

Social Media Policy

@mikeoneilrocks #IMSMSP

Erik OdlandCargill

Creating sustainable programs

#IMSMN

Sustainable Program Evolution

Time

Social Maturity

Marketing Activity

Marketing + Sales

Advocates

Integrated Marketing and Sales Activity

Setting the stage

#IMSMN

Listen Ask

Determine what kind of program you are going to be able to establish

Where do our customers learn?

Platform(s)

Niche platforms?

Frequency Logging in /Posting amount

Creating the programAssess your customer facing teams utilization

People

KnowledgeNovice Expert

Current Behaviors

Business Objectives

Sales Framework

Social Media

Program

Avoid creating multiple new behaviors

Develop the program

Creating the program cont.Social advocacy

ORUse an existing

SoMe presence / SoMe platform

Social collaboration

Communities

Planning alone will not ensure success, improvisation will be needed.

Interactive partner communitiesEstablishing loyalty through private collaboration

Multi-year dedication is needed … Do not sub-optimize execution in a pilot phase

Purpose / Objectives

Resources

Platform Dashboards / Monitoring

Self service vs.

Collaboration

=

A strong partnership

Winning Business!

Let’s talk.@jenniferzick@jen_boyles

@rebeguti errez@mikeoneilrocks

#IMSMSP