PLAYING WITH MATCHES…

@iNDELIBLEmedia @RossGlick

WE WILL COVER…

•  The New Relationship

•  If You’re Just Getting Started

•  Factoids

•  The Anatomy of a Social Campaign

•  Key Performance Indicators

•  So How Do We Measure?

•  The Social Media Platform

•  Owned Media

•  Paid Media

•  Earned Media

•  Future Relevance of Social Media

•  How Social Media Media Found Me

ONCE UPON A TIME…

THE PROGRESSION

NOW…

THE NEW RELATIONSHIP

The social media wildfire has enchanted, baffled, and disturbed businesses, marketers and consumers alike.

A Brand is no longer what it tells its consumer it is, it’s what consumers tell consumers it is.

The master/servant relationship has now become peer to peer.

A healthy social media venture may include:

•  Having a dedicated social team or individual capable of handling the workload of your brand in social media

•  Establishing your foundation with the proper education, research, and social networking policy. •  Maintaining a collective voice for your social media endeavors

•  Understanding that Social Media is Alchemy or that it’s a combination of Magic and Science; trust your instincts when speaking to your audience online

IF YOU’RE JUST GETTING STARTED

•  Define your narrative •  Position for high levels of engagement

•  Make your video widely accessible to facilitate amplification

•  Connect passion with interest

•  Discern between awareness and direct selling/promoting

AND… SOME MORE FACTS & FIGURES

•  Online video viewers will reach 169.3 million in 2012

•  More than 63% of US adults look at online video content WHILE watching traditional TV

•  Video ads saw another record-breaking month with nearly 9.5 billion views, representing 1 in 5 videos viewed online in April

•  Four out of five internet users consume online video in a given month and the number of Americans who watch online video in an average day has increased 30% in the past year

•  Beauty and fashion channels have some of the most subscribers on their channels: –  Michelle Phan – 1,980,477 subscribers

–  Bubzbeauty – 1,047,758 subscribers

•  More than 200 million people in Europe watched an average of 20 hours of online video every month

•  46% of online video viewers are likely to seek out participating brands during their experience.

•  51% of online video viewers (ages 18-44) say that if they watch a video online that mentions a brand, they will look that brand up

•  Conversely 58% of these users who follow brands on social media will check out a video posted by a brand they follow.

THE ANATOMY OF A SOCIAL CAMPAIGN:

Social Media Campaign Structure: The Basic Questions

–  Connect and Find your consumer –  Creative Content –  Excite –  Launch –  Listen –  React –  Measure –  Optimize

KEY PERFORMANCE INDICATORS

KPI’s are similar to the gauges in your car with GPS-like tendencies.

Types of Key Performance Indicators or KPI’s

–  Blog Mentions, 3rd Party Placements and CT’s

–  Facebook “Likes”

–  Facebook Shares

–  Twitter retweets

–  Impressions

SO HOW DO WE MEASURE?

THE SOCIAL MEDIA PLATFORM

OWNED MEDIA

Channels in social media which you own and register as a brand •  Email Database

•  Social Channels –  Pinterest –  Twitter –  Tumblr –  Facebook –  Instagram

•  Website

PAID MEDIA

Paid media cannot stand alone. Today’s Trans-media Distribution Systems require Paid Media to be harmonized with all other communication activities. Examples of Paid Media in social are listed below:

–  Paid Content Partners –  Display Advertising –  Sponsorships –  SEM

EARNED MEDIA

•  Is the result of public & media relations efforts to gain coverage in publications – on and offline without having to advertise.

FUTURE RELEVANCE OF SOCIAL MEDIA

•  Staying Mobile •  Staying Niche •  Staying Meaningful

PLAYING WITH MATCHES… BEFORE DATA AND ANALYTICS EXISTED

MAC Cosmetics, a company that attacks the boundaries of fashion, art, film, music, is a pioneer in cause marketing and does NOT do Paid Media.

Despite MAC Cosmetics’ exponential growth worldwide, they were a little tardy in the lip-primer category – a HUGE category in the beauty industry.

In 2006, MAC Cosmetics struck a match and started a social media firestorm.

@iNDELIBLEmedia@RossGlick