Getting Beyond Hype: Bridging the Gap Between Social Media Strategy and Execution

Agenda

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#1 Trend

 #2

Trend

(BIG GAP)

Cindy Gallop Association of National Advertising

2010 Conference

#3 Trend

TIME  

COMPLEXITY  

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ORGANISMS  

TIME  

COMPLEXITY  

ORGANISMS  

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COMPLEXITY  

BUSSINESS  

TIME  

COMPLEXITY  

TECHNOLOGY  

TIME  

COMPLEXITY  

MARRIAGE  AROUSAL  TRIGGERS  

TIME  

COMPLEXITY  

Your  Digital  &  Social  Media    Marke<ng  Plan  

Your  Insanely  Complex  Digital  &  Social  Media  

Marke<ng  Plan  

RIGHT  STRATEGY  

WRONG  STRATEGY  

BAD  EXECUTION   GOOD  EXECUTION  

Agenda

4 Tips

Anti -Marketing Complexity

4 Tips

To Make It Easier to Execute Against Digital Strategies

and Trends

Anti -Marketing Complexity

Tip #1

Tip #1

Pick Only One!

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   Exis<ng  Customers  Purchase  More  OLen.    

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   Create  New  Customers.    

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   Increase  Purchase  Volume.    

Tip #1

�

Pick Only One!

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Tip #1a

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Increase  Repeat  Web  Visits  from  our  TwiRer  Community  by  10%  by  the  end  of  September.  

Tip #1

Increase  our  Female  Facebook  Fan  Growth  Rate  by  15%  by  the  end  of  Q3.  

Tip #1

Increase  the  social  engagement  of  new  product  video  content  by  8%  by  the  end  of  

the  2014.  

Tip #1

Anti -Marketing Complexity

Tip #1

Anti -Marketing Complexity

Tip #2

Tip #2

Lag  Indicators  

Lead  Indicators  

Measures    the  Objec<ves  

Measures  the  Ac<ons  to    

Achieve  The  Objec<ve  

Hard  to  Influence   Easier  to  Influence  

Predictable  

Tip #2

Tip #2

Lag  Indicators  

Lead  Indicators  

Measures    the  Objec<ves  

Measures    Ac<ons  to    

Achieve  The  Objec<ve  

Tip #2

Lag  Indicators  

Lead  Indicators  

Measures    the  Objec<ves  

Measures    Ac<ons  to    

Achieve  The  Objec<ve  •  Increase  website  conversions  

Increase  Posi<ve  brand  men<ons  

•  Facebook  content  Engagement  “likes”  

•  TwiRer  followers,  RT  •  Shares,  Comments  

Tip #2

Anti -Marketing Complexity

Tip #2

Anti -Marketing Complexity

Tip #3

Tip #3

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Tip #3

Tip #3

=  X  

90  

2014  Q1  &  Q2  :  Facebook  Sen<ment  Facebook Metrics – Engagement by Sentiment

.0009%

.04%

.003%

.05%

.0004%

.03%

.008%

.06%

.003%

.02%

.001%

.01%

.003%

.03%

.003%

.003%

.02%

.01%

.002%

.01%

.003%

.04%

.003%

.04%

4   4   4   3   4   3  

26  

217  370  

136   109   67  70  

177  

151  

136  114  

117  

0

100

200

300

400

500

600

JAN FEB MAR APR MAY JUN

Client  A  

Compe<tor  #1    

Compe<tor  #2    

Compe<tor  #3  

Engagement  with  Content  

49%  of  Visionworks  content  has  an  

image.  65%  of    total  engagement  comes  from  those  images.  

Compe<tor  #3  

Compe<tor#1  Client  A  

Compe<tor  #2  

91.3%  

4.8%  3.3%   .6%  

65.9%  

30.7%  

3.4%  97.1%  

.4%  2.5%  

96.6%  

.7%  2.7%   .1%  

Content  PosCng  Style  -­‐  July  Compe<tor  #1  Client  A  

89.5%  

5.9%  3.9%   .7%  

49%  

9.4%  

41.7%  

90.7%  

1.7%  7.6%  

78.1%  

8.5%  

13.0%  .4%  

Compe<tor  #2   Compe<tor  #3  

Facebook  Growth  By  Month  August   September   October  

Brand   Likes  %  Growth  

Engagement  %  growth  

Likes  %  Growth  

Engagement  %  growth  

Likes  %  Growth  

Engagement              %  growth  

Client  A   78.71%   -­‐29.68%   2.77%   5.50%   2.35%   100.87%  

Compe<tor  A   6.41%   -­‐13.53%   9.04%   46.69%   15.67%   136.80%  

Compe<tor  B   25.69%   -­‐1.19%   14.56%   95.67%   .17%   -­‐72.67%  

Compe<tor  C   4.92%   -­‐8.25%   6.25%   56.85%   6.71%   6.72%  

*Engagement  Rate  is  based  on  Julys  stats  and  con<nue  from  there  

Anti -Marketing Complexity

Tip #3

Anti -Marketing Complexity

Tip #4

Anti -Marketing Complexity

Tip #4

TIME  

COMPLEXITY  

TECHNOLOGY  

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