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Page 1: Is Social Media the New Black ?
Page 2: Is Social Media the New Black ?

THE NEW BLACK

Page 3: Is Social Media the New Black ?

The new fad, trend, or style of the moment.

1

2

THE NEW BLACK

Page 4: Is Social Media the New Black ?

IS SOCiAL MARKETING

HERE TO STAY?

Page 5: Is Social Media the New Black ?

IS SOCiAL MARKETING HERE TO STAY?

Page 6: Is Social Media the New Black ?

YES, if it makes your

CEO happy!

IS SOCiAL MARKETING HERE TO STAY?

Anonymous Digital Consultant

Page 7: Is Social Media the New Black ?

Happy CEO*

* Actual CEO may differ from shown footage.

Page 8: Is Social Media the New Black ?

ROI

Page 9: Is Social Media the New Black ?

SOCIALROI

Page 10: Is Social Media the New Black ?

INTERNATIONAL SCHOOL OF BRUSSELS

2011

OLIVIER BLANCHARD

Page 11: Is Social Media the New Black ?

USUAL TAKE AWAYS

”MORE THAN 65.000 PERSONS SAW OUR POST!”

OUR BEST POST EVER WAS

”CLICK ON LIKE IF YOU LIKE US”!WE MANAGED TO HAVE

25% MORE FANS THAN OUR MAIN COMPETITOR 3.5 RESHARE PER POST

WE CREATED BUZZ!

Page 12: Is Social Media the New Black ?

”MORE THAN 65.000 PERSONS SAW OUR POST!”

OUR BEST POST EVER WAS

”CLICK ON LIKE IF YOU LIKE US”!WE MANAGED TO HAVE

25% MORE FANS THAN OUR MAIN COMPETITOR 3.5 RESHARE PER POST

USUAL TAKE AWAYS

WE CREATED BUZZ!

Page 13: Is Social Media the New Black ?

WHO

WHAT

WHERE

SOCIAL

ROI

Social

Campaign

Page 14: Is Social Media the New Black ?

PICK A SOCIAL MARKETING MANAGER

WHOSocial

Campaign

Page 15: Is Social Media the New Black ?

Knows everything aboutthe new channel.

Little XP in ROI10 4

PICK A SOCIAL MARKETING MANAGER

Social knowledge

Cost

WHOSocial

Campaign

ROI knowledge

Digital Native

Page 16: Is Social Media the New Black ?

Understand most ofthe new channel.

ROI Expert

8 10

Knows everything aboutthe new channel.

Little XP in ROI

4

PICK A SOCIAL MARKETING MANAGER

Social knowledge

Cost

WHOSocial

Campaign

10

ROI knowledge

Digital AdaptiveDigital Native

Page 17: Is Social Media the New Black ?

Doesn’t getthe new channel.

ROI Expert103

Understand most ofthe new channel.

ROI Expert

Digital Adaptive

8 10

Knows everything aboutthe new channel.

Little XP in ROI

4

Social knowledge

Cost

WHOSocial

Campaign

10

ROI knowledge

PICK A SOCIAL MARKETING MANAGER

Digital Non AdaptiveDigital Native

Page 18: Is Social Media the New Black ?

?

Maybe understandsthe new channel.

ROI Expert10

? ?

WHOSocial

Campaign

Social knowledge

Cost

ROI knowledge

Knows everything aboutthe new channel.

Little XP in ROI

410

Digital MigrantDigital Native

Page 19: Is Social Media the New Black ?

LOGICAL OUTCOME OF THE TRADE-OFF

WHOSocial

Campaign

Knows everything aboutthe new channel.

Little XP in ROI

410

Digital Native

Page 20: Is Social Media the New Black ?

WHOSocial

Campaign

Knows everything aboutthe new channel.

Little XP in ROI

410

PHASE 1: INNOVATIONACCEPT ROI UNCERTAINTY

CAN’T LAST FOR LONGDigital Native

Page 21: Is Social Media the New Black ?

PHASE 2: INTEGRATIONREFUSE ROI UNCERTAINTY

ASSIST YOUR SOCIAL MANAGERWITH A ROI EXPERT

WHOSocial

Campaign

PHASE 1: INNOVATIONACCEPT ROI UNCERTAINTY

CAN’T LAST FOR LONG

Knows everything aboutthe new channel.

Little XP in ROI

410

Digital Native

Page 22: Is Social Media the New Black ?

SOCIAL

ROI

WHAT

WHERE

WHO

Social

Campaign

Page 23: Is Social Media the New Black ?

THE HELL OF CHANNEL ATTRIBUTION MODEL

WHATSocial

CampaignSocial

Campaign

Page 24: Is Social Media the New Black ?

Not Accurate

THE HELL OF CHANNEL ATTRIBUTION MODEL

WHATSocial

Campaign

Page 25: Is Social Media the New Black ?

Not Accurate

THE HELL OF CHANNEL ATTRIBUTION MODEL

WHATSocial

Campaign

at allNot Accurate

Page 26: Is Social Media the New Black ?

CAMPAIGNS ARE MULTICHANNEL

USERS ARE MULTICHANNEL

INTERACTIONS ARE MULTICHANNEL

DECISIONS ARE MULTICHANNEL

THE HELL OF CHANNEL ATTRIBUTION MODEL

WHATSocial

Campaign

Page 27: Is Social Media the New Black ?

CAMPAIGNS ARE MULTICHANNEL

USERS ARE MULTICHANNEL

INTERACTIONS ARE MULTICHANNEL

DECISIONS ARE MULTICHANNEL

THE HELL OF CHANNEL ATTRIBUTION MODEL

WHATSocial

Campaign

ATTRIBUTION MODELS SHOULD BE MULTICHANNEL

Page 28: Is Social Media the New Black ?

EMAIL

FACEBOOK

BANNER

DISPLAY

MAIL

PHONE

GEOTARGETING

WHATSocial

Campaign

Don’t consider this…

Page 29: Is Social Media the New Black ?

EMAIL

FACEBOOK

BANNERDIS

PLAY

MAIL

PHO

NE

GEO

TAR

GET

ING

BUT THIS…

WHATSocial

Campaign

EMAIL

FACEBOOK

BANNER

DISPLAY

MAIL

PHONE

GEOTARGETING

Don’t consider this…

Page 30: Is Social Media the New Black ?

CHANNELA T T R I B U T I O N

CAMPAIGNATTRIBUTION

EMAIL

FACEBOOK

BANNERDIS

PLAY

MAIL

PHO

NE

GEO

TAR

GET

ING

EMAIL

BANNERDIS

PLAY

MAIL

PHO

NE

GEO

TAR

GET

ING

VS

WHATSocial

Campaign

Page 31: Is Social Media the New Black ?

VS

IF ROI is Greater Here,SOCIAL ROI is positive

WHATSocial

Campaign

EMAIL

FACEBOOK

BANNERDIS

PLAY

MAIL

PHO

NE

GEO

TAR

GET

ING

EMAIL

BANNERDIS

PLAY

MAIL

PHO

NE

GEO

TAR

GET

ING

Page 32: Is Social Media the New Black ?

SOCIAL

ROI

WHAT

WHERE

WHO

Social

Campaign

Page 33: Is Social Media the New Black ?

CONNECTING THE DOTS AT CAMPAIGN LEVEL

Social

CampaignWHERE

ClientsProspects

Page 34: Is Social Media the New Black ?

CONNECTING THE DOTS AT CAMPAIGN LEVEL

Social

CampaignWHERE

OrdersMarketing Efforts

Page 35: Is Social Media the New Black ?

CONNECTING THE DOTS AT CAMPAIGN LEVEL

Social

CampaignWHERE

Money INMoney

OUT

Page 36: Is Social Media the New Black ?

CONNECTING THE DOTS AT CAMPAIGN LEVEL

MoneyOUT

Social

CampaignWHERE

Money INROI

Page 37: Is Social Media the New Black ?

Social

CampaignWHERE

FROM CRM TO SOCIAL CRM

Mobile Efforts

Social Efforts

Email Efforts

Orders

Mobile Campaign ROI

Social Campaign ROI

Email Campaign ROI

Campaign ROI

DATA HUB

SOCIAL CRM

Page 38: Is Social Media the New Black ?

SOCIAL

ROI

WHAT

WHERE

WHO

Social

Campaign

Page 39: Is Social Media the New Black ?

?ROI

So what about

SOCIAL

Page 40: Is Social Media the New Black ?

WHEN YOU INTEGRATE…

Email

ClickNo Click

Remail

Open

Click

Reactions

Website Visit Banner Retargeting

Facebook Custom

Audience

Facebook Ads Retargeting

Custom AudienceLook-a-like

Facebook AdsExtra targeting

Traditional Facebook Ads

x3x18

Traditional Bannering

x3

Open

Page 41: Is Social Media the New Black ?

EMAIL

BANNERDIS

PLAY

MAIL

PHO

NE

GEO

TAR

GET

ING

ROI ROIEMAIL

FACEBOOK

BANNERDIS

PLAY

MAIL

PHO

NE

GEO

TAR

GET

ING

Page 42: Is Social Media the New Black ?

+ROI

SOCIAL

Page 43: Is Social Media the New Black ?

INTEGRATEDSOCIAL MEDIAMARKETINGIS HERE TO STAY

Page 44: Is Social Media the New Black ?

INTEGRATEDSOCIAL MEDIAMARKETINGIS NOT THE NEW BLACK

Page 45: Is Social Media the New Black ?

INTEGRATEDSOCIAL MEDIAMARKETINGWILL BE THE NEW NORMAL

Page 46: Is Social Media the New Black ?

Remember…Marketing channelsnever die…

Page 47: Is Social Media the New Black ?

Remember…Marketing channelsalmost never die…

Page 48: Is Social Media the New Black ?

Marketing ecosystemkeeps getting more complex