#OrganicSocial Isn't Dead - It's More Important Than Ever

Devon Wijesinghe@DevonWijesinghe

CEO, Insightpool

Speakers

Devon Wijesinghe is the CEO at Insightpool,The Social Relationship Intelligence Platformthat helps brands predict the right peopleand precise actions to nurture social relationships and drive measurable revenue and results. Devon co-founded Insightpool in2012, and in this short time has led the company from two to 60 employees, acquireda Silicon Valley start-up, Next Principles, and is currently revolutionizing marketing and sales across social.

Adam Naide@AdamNaide

Head of Social Media Marketing, Cox

Communications

Speakers

Head of Social Media Marketing at CoxCommunications. Lead strategy and executionof all social media marketing activities acrossconsumer and business markets. Achievedcategory leadership in in the use of socialmedia for customer acquisition & retention,growth & engagement for 3rd largest cable operator. Recognized as industry leader for driving business ROI from social business.

Neil Bedwell@NeilBedwell

Former Head of Digital, Coca-Cola

Speakers

A digital-native and creative strategy leader,Neil Bedwell joined Coca-Cola as Head ofDigital at the end of 2011. At Coca-Cola, Neilled digital content strategy. His work includesthe biggest campaign in the company’s historyfor the FIFA World Cup in Brasil 2014,developing new ways to create and publishcontent in real-time across multiple socialchannels and managing global creative agencyrelationships.

WHAT IS THE DEFINITION OF ORGANIC REACH?

“Organic reach is the total number of unique people who were shown your post through unpaid”

“Facebook told marketers two years ago at its fMC event in New York that 16% of their fans on average were seeing their organic posts."

"Increasingly Facebook is saying that you should assume a day will come when the organic reach is zero."

"The days of getting any free reach on Facebook may be numbered."

FREE.NOTHING COMES FOR

ORGANIC MARKETINGISN’T DEAD.

YOU’RE JUST THINKING ABOUT IT WRONG.

GETTING PEOPLE TO ENGAGE ISNOT SOMETHING AN AD WILL DO

HOW TO DRIVERESULTS

In the age of social media…

Brands are becoming more likeHUMANS

And humans are becoming more like BRANDS

Old: organic vs. paid

Today: Organic with paid

ORGANIC = FREEORGANIC = HUMANENGAGEMENT = INTERACTION

THINK HUMAN INTERACTION WITH REAL PEOPLE ABOUT STUFF THEY’RE INTERESTED IN

• Conversations with consumers at scale vs. brands as publishers

• Not one to many, but one to some based on context and relevance

6 C’s of social media marketing:

• Content• Context• Conversation• Community• Call to Action

Overlap of your brand and culture is the social sweet spot

FACEBOOK GRAPH

“Contextual Relevancy”- maintain a single brand voice, don’t just budge into a conversation.

INFLUENCERS

organic is not dead, its more than alive! You need to use it as your launch pad

WHAT IS THE DEFINITION OF

ORGANIC REACH?

SINCERITY &AUTHENTICITY…That drives results

Thank You