How Social Media Marketers Lie and What To Do About It
•Download as PPTX, PDF•
0 likes•355 views
ocial media marketers often downplay the paid media programs that fuel their success. Learn the truth about holistic media planning that takes advantage of the powerful synergy between paid and social media for stronger campaign results.
Report
Share
More Related Content
What's hot
What's hot (20)
Similar to How Social Media Marketers Lie and What To Do About It
Similar to How Social Media Marketers Lie and What To Do About It (20)
More from White Horse
More from White Horse (12)
Recently uploaded
Recently uploaded (20)
How Social Media Marketers Lie and What To Do About It
- 1. How Social Media Marketers Lie and What To Do About ItLisa Osborne, Director of Media ServicesJamie Beckland, Emerging Media Manager
- 2. Social Media Advocates Lie All the Time…Social media advocates want you to think that social media marketing efforts can be wildly successful all on their own© 2011 White Horse Productions, Inc. Content may not be reused without permission.
- 3. The Roles Of Owned, Paid, and Earned MediaThink holistically about consumer engagements by leveraging all owned, paid and earned media channels© 2011 White Horse Productions, Inc. Content may not be reused without permission.
- 4. Consumers Trust Word of MouthPaid media can be more effective when combined with owned/social mediaQuality of impact - (Nielsen)© 2011 White Horse Productions, Inc. Content may not be reused without permission.
- 5. Integrating Paid and Social Media The paid and social components of a campaign should be planned side-by-side, with solid research at the center
- 6. Using social data to better target and optimize paid media© 201 White Horse Productions, Inc. Content may not be reused without permission.
- 7. Unraveling the Purchase Consideration CycleSocial Media serves different purposes at different points in the customer’s consideration process
- 8. Use social better target and optimize paid mediaAd impressionCompetitive SearchRelated forumsReview sitesVisitConnect thru forumSocial outletsPeer influenceConversion© 2011 White Horse Productions, Inc. Content may not be reused without permission.
- 9. Social Conversation Audit Informs Paid MediaConversation Audits tell us where current conversations exist, while monitoring and seeding helps identify keywords/topic trends that can inform communication strategies and content themes that are relevant to social influencers
- 10. Evaluate size and scope of competitor participation© 2011 White Horse Productions, Inc. Content may not be reused without permission.
- 11. Broad Social ArchitectureUse owned/social media to assist paid media and develop earned media Flow of content into social channelsFlow of consumers from social channels© 2011 White Horse Productions, Inc. Content may not be reused without permission.
- 12. Social Pushes the Boundaries of Banners Social/earned can help influence and elevate paid adverting results
- 13. Earned media can provide assets for paid media© 2011 White Horse Productions, Inc. Content may not be reused without permission.
- 14. The Benefits Of The Trifecta ApproachOwned media can assist paid media campaigns and promote earned media
- 15. Using social data allows for to better target and optimizing in paid mediaPaid media can be a catalyst to social marketing by driving brand awareness and engagementFollow Social Engagement Paths © 2011 White Horse Productions, Inc. Content may not be reused without permission.
- 16. Social Media Helps SEOSearch relies on loads of content© 2011 White Horse Productions, Inc. Content may not be reused without permission.
- 17. Content PartnershipsCreate awareness of products and contextual relevance to intent based consumers
- 18. Elevate category ownership© 2011 White Horse Productions, Inc. Content may not be reused without permission.
- 19. Engage with Influencers Through Social SeedingFocus on external social sites
- 20. Typically increases site traffic from referrals 15-50%
- 21. Exponentially increases reach and awareness© 2011 White Horse Productions, Inc. Content may not be reused without permission.
- 22. Three Key RecommendationsAlways carve out a social component in a media spend – minimum of 20%
- 23. Require that the social and paid media teams work together throughout the planning process
- 24. Work with people with deep experience in both paid and social – like White Horse!© 2011 White Horse Productions, Inc. Content may not be reused without permission.
- 25. Thank you!jbeckland@whitehorse.comlosborne@whitehorse.comwww.whitehorse.com | @whitehorsepdx | contactus@whitehorse.com© 2011 White Horse Productions, Inc. Content may not be reused without permission.