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Social Creative that Delivers
VMG Symposium | April 2016
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Get results when you put social first
Little Arrows is obsessed with creative social media
that drives real business results.
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Amplifies and extends offline marketing efforts
Drives awareness, affinity, and sharing
Allows you to take control of digital primacy
Increases customer affinity & loyalty
Social Media is Critical to Your Success
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How do you make it happen?
We’ve come a long way from 2008
You can’t assign this to your intern or customer service department
Paid advertising is critical, and it must be in lock-step with your creative
You need concrete goals that link to real-life business results
Getting it Done
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Information is cheap, but attention is expensive We now spend 9.5 hours out of every day
consuming media, more than any other activity.
With continually increasing information – and no
increase in the number of hours in a day – our
attention becomes rarer and more valuable.
Where do you fit in?
Information
Hours in the Day
Hours Consuming Media
The Challenge
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Social Creative that Delivers You need high-quality creative content aligned to an airtight
distribution strategy to break through.
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Before You Dive In
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How does social media fit into your overall
marketing plan?
Social media can amplify and extend your overarching marketing efforts
and help achieve your goals
If you don’t have your data in order, it will be hard to measure ROI
Don’t dabble in every new platform, focus on the ones that drive result
Setting the Stage
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AwarenessAttract new customers and
increase your brand
awareness through highly efficient advertising.
Engagement & Relevance
Keep your current fans
happy and help your brand remain top-of mind.
CampaignsSupport a new product
launch or seasonal
promotion with a pulse of social activity.
PurchaseDrive directly to purchase
or coupon redemption.
What role can social play for your business?
Choosing a Direction
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AwarenessFrequency
Brand Recognition &
Awareness
Fans & Followers
Engagement & Relevance
Social Mentions
Share of Voice
Engagement Rate
Repeat Purchase
Customer Loyalty
CampaignsSocial Mentions
Share of Voice
Sweepstakes/ Contest Entries
PurchaseClicks
Conversions
Coupons
Store Locators
Setting Your KPIs
Quantifying Success
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What can social do for your brand?
When and where can it best support your other
marketing efforts?
Based on your knowledge of your target and category,
what do you think will be successful?
How will you quantify success?
Questions To Answer
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Social Creative that Delivers
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Shareability is the key to great social content
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The most shareable content makes your customers think of other
people, not necessarily of yourself.
What is Shareable Content?
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What You’re Up Against
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The number of shares on your content isn’t just a feel-good metric:
posts that are heavily shared will cause FB to change its news feed
delivery for your posts.
Why Sharing is So Important
The golden rule is: the more your content is shared, the more people you’ll reach organically.
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Build Evangelism InMedia spreads when it makes us think of people we want
to share it with. Find the angle that shows you understand
your audience.
Example: Humor is always welcome
Example: Understand your audience
Creating Shareable Content
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Small & Fast EngagementsAttention spans are short online. Fast, easy content and
interaction works best for sticky content.
Example: Like to Win Contests
Creating Shareable Content
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Encouraging ParticipationAllow consumers to add their personal stamp to products,
conversations, and campaigns.
Example: Trivia Contests
Creating Shareable Content
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Provide MotivationOffer utility, entertainment, or discounts.
Example: VIP Access
Creating Shareable Content
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What would make your ideal fans think of their friends? Their family?
Create high-quality creative that includes your brand.
What kinds of value can you offer to your fans?
Ask questions and listen - your fans will tell you want you want.
Making it Happen
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Social Creative that Delivers
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Attention Content
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Choose your platforms wisely
Facebook and Instagram should be the center of your strategy
Twitter is declining, but can serve a purpose for engaging with
professionals or aligning to popular events
Pinterest is best for driving to e-commerce
Snapchat is only sustainable if you can publish content daily and if you
already have a popular brand
Where to Play
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Most popular social platforms offer very
limited organic reach - meaning you’ll be able
to reach fewer of your followers, decreasing
your opportunities for growth.
In 2015, having 1 million fans or followers
might make you feel great - but it doesn’t
mean you’ll actually be reaching anyone with
your content.
Organic Growth & Monetization No Longer Work
Since 2012, Facebook has been gradually reducing the organic reach of content posted by brand pages, encouraging businesses to pay for promoted posts to get in front of fans ... Each piece of content is seen by almost none of the people who "like" a brand, unless the brand pays Facebook.
- FastCompany, 3/31/14
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Paid Media is critical, and it needs to be in lock-
step with your creative
Paid media is critical to your social strategy
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Why pay on Facebook and Instagram?
If you’re doing it right, it will be very cost-effective - and the data is
better than other channels
The targeting is awesome
Constantly evolving ad products with cool new features
That pesky algorithm everyone complains about is designed to keep the
maximum number of users active on the platform (which they are)
Pay to Play
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Developing a targeting strategy
Don’t just look at handraisers - dig into demographics
Test, test, and test some more
Mix up your targeting depending on your content
Constant vigilance
Targeting with Paid Media
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Can social deliver for your business?
Don’t take my word for it - test it for your brand
You can test with any budget
Define a methodology for measuring ROI before you test
Compare costs and results with other platforms
Place equal importance on creative and delivery
Testing and Learning
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Shareable Content+ Smart Delivery
Attention
In Summary:
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Let’s Chat
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Thank You
