Post on 28-Jan-2015
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Digital Marketing in the Pay to Play Era
with Allister FrostCourse Director, CIM
Allister Frostallister@wildorangemedia.com
1 What Changed?
2 Digital Society
3 Top Considerations
What Changed?1
Bye Bye Organic Reach
16.0%
12.6%
10.2%
7.8%6.5%
Feb 2012 Sep 2013 Nov 2013 Dec 2013 Mar 2014
Median Organic Reach of Facebook PostsAmong Facebook Pages Worldwide% reach per fan
Source: Socialbakers, April 2014
Once Upon A Time on ‘The Facebook’
2014: The Facebook Newsfeed Algorithm
I P C W RInterestInterest you have in the
creator
PostPost’s
performance with other
users
WeightType of post
(status, photo, album,
link)
RecencyHow new is
the post
CreatorPast
performance of the content creator with other users
x x x xFacebook Newsfeed Visibility
=
100,000 other personalised signalsx
The Good News: Engagement Levels are Rising
Less reach,but more
engagement
Source: EdgeRankChecker.com
How Our Media Options Have Shifted
BEFORE
OWNED
PAID
2009-2013
OWNED
PAID
EARNED
2014
OWNED
PAID
EARNED
NATIVE ADS
PAY TO
PLAY
Source: Wild Orange Media Ltd
RE
AC
H
Digital Society2
Today’s Digital Consumer
HYPERINFORMED
Today’s Digital Consumer
HYPERCONNECTED
Today’s Digital Consumer
CLOUD-FUELLED
Today’s Digital Consumer
CO-CREATING
Today’s Digital Consumer
EMPOWERED
Today’s Digital Consumer
IN CONTROL
The Modern
Marketer’s Role?
The New Marketing
Top Considerations3
Choose Your Direction
Social Everything
We Use Mobile When We Are
Source: comScore, Mobile Future in Focus, August 2013
Share of Browser-Based Page Traffic by Hour by Platform
Responsive Everything
Rich Images Dominate
Photo 75%
Link 10%
Status 6%
Album 4%
Video 4%
Primary Type Of Content Posted by Facebook brand pages, March 2014
Other 2%
Source: Socialbakers, based on 1.3m posts from 30,000 Facebook brand pages
Big Images, Flat Design
Facebook Twitter
Google+ LinkedIn
Fitbit.com
Full screen HTML5 video
Little Big Details
Towards Better Predictive Content
Big Data Insights Predictive
Keep Social Honest
Buyers trust people, not businesses
Loyalty hinges in trust being high
Marketers must fuel trust through ethical marketing
Read more: www.keepsocialhonest.com
Source: CIM / YouGov
62PERCENT FIND IT
DIFFICULT TO KNOW IF BRANDS ARE USING
QUESTIONABLE METHODS ON SOCIAL
MEDIA
12PERCENT HAVE LOW
CONFIDENCE IN WHAT THEY SEE ON SOCIAL
MEDIA
38PERCENT FIND IT
EASY TO TELL THE DIFFERENCE
BETWEEN COMMERCIAL AND NON-COMMERCIAL
METHODS ON SOCIAL MEDIA
47PERCENT WOULD
CHANGE BEHAVIOUR IF A BRAND WERE
MANIPULATING SOCIAL MEDIA
End of an Era
The Death of Organic Reach?
16%
6%
2%
0% ?
Get Great At Advertising (again)
Make Smart, Agile Channel Choices
Intellectual PropertyAll training materials provided by CIM Learning and Development remain the intellectual property of The Chartered Institute of Marketing or its partners, who assert their right to worldwide copyright unless specifically agreed otherwise in writing.© Wild Orange Media Ltd and The Chartered Institute of Marketing 2014
If you have any questions arising from this talk, you can email me via:
askthecoursedirector@cim.co.uk
Allister
Frostallister@wildorangemedia
.com
+44 7974 565382
Thank
you!