Social 101 Ignite Social Media and Carusele 1 © 2017 Ignite Social Media - Proprietary and Confidential
Social 101Ignite Social Media and Carusele
1© 2017 Ignite Social Media - Proprietary and Confidential
Founded in 2007, Ignite Social Media
was created to offer leading consumer
brands the services of a full service
agency dedicated exclusively to social
media marketing.
Our Mission
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To transform the world of marketing through social media
10 Years100+ Holistic Strategies
Our Mission
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Content marketing is not new. However, our Organish™approach and unique syndication efforts set us apart fromthe rest. The reach of the influencer isn’t what matters.The reach and influence of your content is what matters.The result of creating better content and utilizing a bettersyndication strategy? Content Everywhere™.
Our media buys combine Organic + Engaged + Paid toplace hundreds to thousands of pieces of your brandedcontent across carefully targeted social channels andbeyond.
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Agenda
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1. Defining Social Media & Why its Important
2. How to Approach Social Media
3. Tactical Execution Thought-Starters
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Social media is, by definition, a multi-disciplinary undertaking.
Defining Social Media
Social media changed the way people interact with each other,
brands and organizations.
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Why Social is Different
Social media marketing is not:
• advertising,
• public relations,
• or search engine optimization.
Social media is a conversation.
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2007 2015
2009
2011
20172013
Brands build followingsorganically because fan
pages don’t exist
With new mediaopportunities brands buy
fans to build social followingand reach
Facebook begins to limitthe visibility of content inthe newsfeed, followinga brand doesn’t mean a
user will see everyupdate
Brands with million offans can only reach
2.6% of these audiencesorganically
Brands find betterresults putting dollars
behind visibility oforganically great content
Social Media is Constantly Changing
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Purchasing Behavior Statistics
Nearly half of social purchases are firstdiscovered by others who “happened upon”
the product in social networking sites
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Purchasing Behavior Statistics
Social media spendingis also predicted to
grow at a rate of 17%over the next 5 years
Why Social is Important
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Hyper-Local &Interest Targeting
Event Promotion &Fundraising
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People first strategy…
TSOP
• People: Who we want to target
• Objectives: What we want to accomplish
• Strategy: What is the best approach to meet the objectives?
• Technology/Tactics: How does it work? Where does it live?
POST Methodology
Grounding Yourself in the Target Audience
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People
• What are their other interests?
• What are their social media habits?
• What lifestyle preferences do they have?
Creating target personas break down your target audience in a meaningful way.
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Result:A holistic view of behaviors ineach stage of your customer’s
journey with the brand
Objectives
1
DRIVEENGAGEMENTWITH TARGETAUDIENCE
2
INCREASEFUNDRAISING
3
DRIVEAWARENESS
Pick the top 2-3objectives to avoidlosing focus
Social objectives need to align to overall business objectives
Determining What You Want to Accomplish
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Strategy
REWARD &RECOGNIZE FANS
CONTENT PAIDBOOSTING
ELEVATE WITHINFLUENCERS/AMBASSADORS
How Are We Going to There?
Strategies answer how we plan to pay off on objectives.
QUALITYCONTENT
Align at least 2 strategies under each objective
SampleStrategies
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StrategyTactics
Quality Content Doesn’t Just Happen
Quality content requires strategic planning and execution.
Sample Editorial PlanningCalendar
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How to Source Content
StrategyTacticsContent can come from a variety of sources.
Externally/Content CreatorsInternally
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Tactics
Getting Content from Internal Sources
A great internal source of content can come from live events.
• What type of content does our socialaudience care about?
• What format of content would work best toconvey the message? Photo, video?
• What is our plan for capturing this content?
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Wine influencersArt influencers
Getting Content from External Sources
TacticsThird party content creators and influencers are also a great source of quality content.
Content creatorsand influencers spana variety ofcategories andinterests
What is Influencer Outreach?
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• Connecting with like-minded people whohave an audience thatmight care about yourproduct or service.
• This approach allowsorganizations to betterconnect with theiraudience in a way thatis more organic innature.
StrategyTactics Influencer outreach is a social marketing approach that integrates influential
social channel users and their audiences to drive initiatives.Tactics
Why is it important?
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Partnering with social influencers extends messaging to a new, relevant audience inan authentic way
StrategyTacticsStrategyTactics
Tactics
Influencer Marketing Paying Off
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of TOTAL media consumption(radio, TV, print, social media) now goes to online influencer content
Minutes per day people 18+consuming influencer content including47 minutes per day for people 45+
of people 18+ have made a purchasebased solely on an influencer recommendation57%
19%
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StrategyTactics
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1. Social media is an ever-changing, 2-wayconversation
2. Social media requires a strategy andongoing optimizations
3. Influencers are effective channel usersthat deliver content and validation targetaudience
Key Takeaways
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Appendix
Create an editorial calendaro These should be concepts and not fully created content.o Begin working a month ahead so you aren’t scrambling for content at the last minute.o Use a spreadsheet, document or content planning tool to aggregate your content in once
place.o Identify any topics you need to cover during the timeframe.o Look at any holidays or cultural events happening at this time.o Ensure you’re using the content pillars and cadence guidelines as set in the strategy.o Be sure to keep the business & social objectives in mind when deciding which content to
include.
Begin creating the individual pieces of contento Take the concepts you’ve created and build them into posts.o Make sure to keep objectives in mind when determining the type of post you’re using.o When sourcing or creating images, make sure you’re formatting them for each channel
individually and not sharing one photo size on all channels.
Schedule your content in advance once finalizedo Scheduling in advance helps ensure content goes out on the right day and time.o There are free applications available to do this, like HootSuite.o Have someone read your copy, test your links, and double check your creative.
Pricing Ranges
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Service Minimum Price Maximum Price
Strategic Development $25,000 One-Time $125,000 One-Time
Community Management $2,693/month $11,730/month
Content Development $3,000/month $10,000/month
Reporting $1,700/month $8,200/month
Media Buying $2,800/month $6,800/month
Social Programs $10,000 One-Time $100,000 One-Time
Influencer Programs $35,000 One-Time $150,000 One-Time
Pricing Ranges
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Package Price $30K $50K $125K $250KIncludes program strategy, influencer negotiation and assignmentmanagement, daily campaign monitoring for brief and FTC compliance,project management, and analytics.
Reach 3-5.5 MMimpressions
5-8 MMimpressions
16.5-36 MMimpressions
45-90 MMimpressions
Impressions guaranteed on packages $50K and above
Influencers Engaged 10 15+ 40+ 50+
Content Generated 28+ pieces(12+ unique)
45+ pieces(Includes 20+ unique)
150+ pieces(Includes 50+ unique)
300+ pieces(Includes 70+ unique)
Inclusive of all social shares. “Unique pieces” of influencer-generated contentare made up of all custom blogs, photos, videos, etc. created exclusively forthe campaign and reusable by the brand, at any time and in any format.
Activity Period 2-3 weeks 3-4 weeks 4-6 weeks 8-12 weeks
Tactics Included
Social Boosting Paid promotion from influencer-owned channels, optimized and targeted toreach audiences beyond the influencer’s own following
Social Promotions Up to 1 2 2-3 Ex: Twitter party, Instagram Challenge, Group Pinterest Board, etc.
Native Distribution
Includes Premium Sites &Proximity Targeting
Promotion of influencer content via native ad networks, optimized to reachtarget audiences; Available on packages $100+; Premium placements andProximity Targeting available for packages $150K+.
Standard Wrap-up Report Additional Reporting & Data Analysis Services Available:Online SOV included @ $100K+. Sales Lift included @ $150K+ (Client-provided data). 3rd-Party Brand Lift or Sales Lift Studies available @ $250K+.
Best used forVendor-funded activations,
Small Event Promos,Small Regional Activations
Vendor-funded activations,Event Promos,
House Brand Reviews andPath-to-Purchase Content
Brand-building,Tent Pole activations
Brand AmbassadorPrograms, Multi-
Vendor activations,Tent Pole PerceptionChanging Campaigns