Social Media Marketing: What Matters in 2015 (and Beyond)

HI.

I’M JOSH.

*JHKRAK

THIS IS SCULPT.

*WEARESCULPT

WE LIVE SOCIAL.

2012.

CRED: SOCIALBAKERS

REMEMBER THIS?

“TRENDS”

“While the world is not yet seamless, QR codes and “bridging” apps like Viggle deliver second screen relevance, and can help marketers unleash multiplatform,

integrated relevance.”

- Mashable, 2012

LOCATION-BASED SERVICES. SOCIAL MEDIA DIVERSIFICATION.

CONTENT CURATION. VIDEO = CONTENT. SOCIAL SELLING.

EXPERTS PREDICTED…

2014.

“The rising importance of Google+ is something really worth watching out for.”

- CLICKZ, 2014

LOCATION-BASED SERVICES. SOCIAL MEDIA DIVERSIFICATION.

CONTENT CURATION. VIDEO = CONTENT. SOCIAL SELLING.

EXPERTS PREDICTED…

2015.

LOCATION-BASED SERVICES. SOCIAL MEDIA DIVERSIFICATION.

CONTENT CURATION. VIDEO = CONTENT. SOCIAL SELLING.

WAIT FOR IT…

TODAY.

!

- HOW PLATFORMS ARE CHANGING

!

- HOW MARKETERS ARE ADAPTING

!

- HOW TO THRIVE

TODAY

2015.

PLATFORMS.

INSTAGRAM.!FACEBOOK.!SNAPCHAT.!YOUTUBE.!

VINE.

PINTEREST.!GOOGLE+.!LINKEDIN.!TWITTER.!TUMBLR.!

(REDDIT, MEDIUM, QUORA, OMG SO MANY)

INSTAGRAM.!FACEBOOK.!SNAPCHAT.!YOUTUBE.!

VINE.

PINTEREST.!GOOGLE+.!LINKEDIN.!TWITTER.!TUMBLR.!

(REDDIT, MEDIUM, SLIDESHARE, OMG SO MANY)

53% OF 18-29 (US) USE INSTAGRAM. 49% OF THEM USE DAILY.

FASTEST GROWING SOCIAL NETWORK (US ADULTS)

CAN YOU NAME THESE?

HOW THEY’RE CHANGING.

MOBILE.

“PAY-TO-PLAY.”

AUDIENCE GROWS LINEARLY. CONTENT GROWS EXPONENTIALLY.

“ !

!

AND IT’S NOT JUST FACEBOOK.

INSTAGRAM.!FACEBOOK.!SNAPCHAT.!YOUTUBE.!

VINE.

PINTEREST.!GOOGLE+.!LINKEDIN.!TWITTER.!TUMBLR.!

VISUALS WIN.

2012.

2015.

WHAT HASN’T CHANGED.

VALUE OF SOCIAL.

!

- DISCOVERY - STORYTELLING - BRAND BUILDING - COMMUNITY BUILDING - CUSTOMER RELATIONS

BEST FOR

GOOD MARKETERS DON’T SELL.

“ !

!

GOOD MARKETERS DON’T SELL.

THEY MAKE IT EASY TO BUY.

“ !

!

HOW?

GIVE, THEN ASK.

“JAB, JAB, JAB, RIGHT HOOK.”

- GARYVEE

HELP PEOPLE…

LEARN SOMETHING.

HELP PEOPLE…

FEEL GOOD.

HELP PEOPLE…

LAUGH.

HELP PEOPLE…

THEN, ASK.

HOW TO SUCCEED.

EXPERIMENT. MEASURE.

LEARN.

1.

EXPERIMENT.

MOVE PAST BEST PRACTICE, JUST PRACTICE.

WITH PAID MEDIA.EXPERIMENT

CUSTOMER LIST

EMAIL LIST

WEBSITE VISITORS

MOBILE APP USERS

WITH PLATFORMS.EXPERIMENT

CAN BRANDS LIVE ON TINDER?

WE WANTED TO FIND OUT.

24 HOURS.

FEMALE:

11 MATCHES

MALE:

302 MATCHES

WITH VISUAL CONTENT.EXPERIMENT

“SHOW DON’T TELL.”

TIP: FOCUS ON HUMAN STORYTELLING.

TIP: EMPOWER YOUR VISUAL PRODUCERS.

*INTERNALLY + EXTERNALLY

BY THINKING NATIVELY.EXPERIMENT

4 BILLION VIEWS PER DAY.

* NATIVE FB VIDEO

2.

MEASURE.

WHOHOW MANY

WHY

ALIGN METRICS WITH YOUR GOALS.

AWARENESS.MEASURE

!

- ORG/PAID REACH !

- FREQUENCY !

- ENGAGED VIEWS !

- SOCIAL REFERRALS

MEASURE

CUSTOMER EXPERIENCE.MEASURE

!

- POSITIVE / NEGATIVE ENGAGEMENTS

!

- RESPONSES / RESPONSE TIME

!

- SENTIMENT

MEASURE

ACQUISITION.MEASURE

!

- COST PER ACTION !

- CONVERSION RATE !

- AGAINST OTHER CHANNELS

MEASURE

TIME / LABOR.MEASURE

3.

LEARN.

FROM THE PLATFORMS.LEARN

blog.business.instagram.com facebook.com/business/news

FROM THE PUBLISHERS.LEARN

FROM THE PUBLISHERS.

EX. JONLOOMER.COM

FROM ADVERTISERS.LEARN

FROM EXPERIMENTS.LEARN

2.02% 1.13%

FROM EACH OTHER.LEARN

RECAP.

TO WIN IN 2015.

EXPERIMENT. MEASURE.

LEARN.

FINALLY.

EXPECT IT ALL TO CHANGE, AGAIN.!

THANKS.