VaynerMedia

Social Marketing at Scale

Transcript

1. JANUARY 27, 2018 + SOCIAL MEDIA MARKETING FOR CREATIVE ENTREPRENEURS
2. 2 NICE TO MEET YOU Jess Friedowitz Senior Art Director Jesse Hutchison VP, Group Account Director
3. 3 NICE TO MEET YOU IS A FULL SERVICE DIGITAL AGENCY BUILT FOR THE NOW
4. 4 WHAT WE DO OUR CORE SERVICES Analytics Vayner eCommerce Development Consulting SMART Products STRATEGY + CREATIVE + PRODUCTION + MEDIA Community Management Cons. Research Brand Partnerships Experiences
5. 5 WHAT WE ARE NEW YORK CITY LOS ANGELES CHATTANOOGA LONDON 700+ TEAM MEMBERS ACROSS FOUR LOCATIONS
6. 6 WHY CHATTANOOGA? BE WHERE CONSUMERS ARE START-UP MENTALITY & DNA
7. 7 IT’S ALL ABOUT ATTENTION
8. 8 - GARY VAYNERCHUK (April 2016) “ “Attention is in different places now. I could care less if Facebook, Instagram, Snapchat exist tomorrow. I care about where your attention is. If you're a brand that makes a TV commercial for your audience that's 22 and under, you're a ********”
9. 9 PHONE IS THE TV TV IS THE RADIO We are living through a massive disruption of attention IT’S 1961 ALL OVER AGAIN
10. confidential – for internal business use only 10 THEN.
11. confidential – for internal business use only 11 NOW.
12. 12 While some things never change... CAPTURE CONSUMER ATTENTION VIDEO CONTENT IS KEY THE FUNNEL STILL EXISTS RETURN ON INVESTMENT IS IMPORTANT £$€ BUT IN 2017
13. 13 BUILDING A SMART STRATEGY
14. 14 WE UNDERSTAND • you have no time. • you may not be good at certain things. • you know content matters but don’t know how to efficiently create it. • you’d like to understand the changing landscape of opportunities THE #1 MISSION IS TO REVERSE ENGINEER YOURSELF, TO CREATE THE LEAST AMOUNT OF WORK FOR THE BIGGEST AMOUNT OF RESULTS.
15. 15 Your company needs to make every MINUTE AND DOLLAR WORK EVEN HARDER (especially when competing against marketing spends of Fortune 500 level…) Inside lingo: “Sweat the assets”
16. 16 INVEST IN REAL BUSINESS RESULTS RESULTS AT SCALE MEDIA TARGETING TIME MONEY ENGAGEMENT GROWTH HACKING CONTENT
17. 17 Pulses Creative Platforms Programs Campaign Evergreen Campaign Content Play off cultural moments as they happen (reactive or planned) Larger activations around focused time periods Campaign WHY YOU NEED CONTENT BECOME A MEDIA ENTITY FOR YOUR INDUSTRY
18. 18 RESULTS AT SCALE MEDIA TARGETING INVEST YOUR TIME TIME MONEY ENGAGEMENT GROWTH HACKING
19. 19 IT’S WHAT YOU DO FROM 7PM to 2AM GO FISHING
20. 20 IT’S WHAT YOU DO FROM 7PM to 2AM DOCUMENT, DOCUMENT, DOCUMENT.
21. 21 IT’S WHAT YOU DO FROM 7PM to 2AM DO A PODCAST CIRCUIT
22. 22 IT’S WHAT YOU DO FROM 7PM to 2AM GO OLD SCHOOL AND BARTER SERVICES A THROWBACK TUTORIAL
23. 23 MEDIA TARGETING INVEST YOUR MONEY TIME MONEY ENGAGEMENT GROWTH HACKING RESULTS AT SCALE
24. 24 HOW DOES MONEY GAIN ATTENTION? EYEBALLS IMPACT ACTIVITY Where does my target customer consume his/her media? ADDRESSABILITY How reachable is my target across the media channels he/she consumes? ARBITRAGE Where is this qualified reach potentially underpriced? What is its short-term ROI? EXPERIENCE Does the given channel offer ad units/experiences that allow for proper brand storytelling (i.e. video)? EQUITY EXCHANGE Is the brand able to “borrow” some of the equity a given publisher/individual has with its user base to enhance its messaging? EARNED MEDIA Does the media placement contain potential energy for virality and/or strong PR?
25. 25 DIGITAL ADVERTISING ECOSYSTEM Chat Bots Blogs Influencer Media DIGITAL EXTENSIONS SOCIAL MEDIA CHANNELS DIGITAL ASSETS Website VR/AR Email CRM Gaming
26. 26 BECAUSE SMART TARGETING + SMART CREATIVE = WORK THAT RESONATES A B D C A Messaging to whole audience M+F 18+ Dividing audiences into smaller clusters M+F 18+ M+F, 18+, Technology Early Adopters M, 18-34 Interested in Cloud Computing F, 25+ Users in IT and Tech Industry M, 35+, Employed by SAAS company
27. EAR, CPV, Completion Rate CPC/CTR, Bounce Rate Conversion Demand Creation Demand Fulfillment PLATFORMS OBJECTIVE SOCIAL MEDIA ARCHITECTURE EXAMPLE FULL FUNNEL
28. 28 SPEND ON UNDERPRICED ATTENTION WHAT MAY BE UNDERPRICED? INSTAGRAM MICRO INFLUENCERS WHY? EYEBALLS: The “long-tail” of Instagram influencers IMPACT: Equity exchange with users who have built authentic relationships
29. 29 SPEND ON UNDERPRICED ATTENTION WHAT MAY BE UNDERPRICED? FACEBOOK VIDEO ADS WHY? EYEBALLS: TV-like scale with direct response targeting precision IMPACT: Optimize towards efficient viewership, virality potential
30. 30 PUTTING IT TOGETHER Evaluate / test your promotions with insight into what works Determine resonance and effectiveness of content before scaling Grow your owned media properties
31. 31 ASSESSING THE LANDSCAPE
32. 32 WHERE PEOPLE ARE SPENDING THEIR TIME 1.8BN 600MM 320MM 8BN daily video views 500MM Tweets sent every day **And the average mobile viewing session lasts more than 50 minutes 1BN+ 3.25 BN hours of video watched each month 161MM Users watch 10BN videos every single day “I KNOW WHAT I WANT” “I’M JUST BROWSING” 150MM
33. 33 100 MILLION HOURS OF VIDEO WATCHED DAILY VIDEO CONSUMPTION UP 40% IN LAST 6 MONTHS AVERAGE VIEWING SESSION ON MOBILE IS 40+ MINUTES PEOPLE ARE CONSUMING VIDEO ON SOCIAL
34. 34 THESE ARE THINGS TO WATCH ALEXA Amazon’s voice AI platform MUSICAL.LY Teenage video social network TWITCH Live streaming MEDIUM Longform editorial WATTPAD Fictional storytelling EMERGING PLATFORMS TO KEEP AN EYE ON
35. 35 THESE ARE HELPFUL TOOLS CANVA Social/Visual Asset Creation VIDMOB Video editing REFUEL4 Facebook campaigns WHALAR Instagram influencers INSIDE.COM Email newsletters TOOLS FOR SOURCING CREATIVE CONTENT & IDEAS
36. 36 FINDING THE OPPORTUNITIES
37. 37 A PERSONALIZED NEWSPAPER, FOR EVERY PERSON IN THE WORLD 1.86 BILLION MONTHLY ACTIVE GLOBAL USERS
38. 38 NEED TO KNOW: PLATFORM BASICS SCALABLE REACH EXTENSIVE TARGETING OPTIONS / INSIGHTS CREATIVE FLEXIBILITY BEST-IN-CLASS RESULTS & NATIVE MEASUREMENT VIDEO PRODUCT IS SUPREME
39. 39 SHARING WITH COMMENTARY SHARING LIVE EXPERIENCES REACTIONS NEED TO KNOW: NATIVE SOCIAL BEHAVIORS
40. 40 NEW OPPORTUNITIES ECOMMERCE MESSENGER LIVE CAMERA & STORIES
41. 41 A PERSONALIZED MAGAZINE, FOR EVERY PERSON IN THE WORLD 600 MILLION MONTHLY ACTIVE GLOBAL USERS
42. 42 NEED TO KNOW: PLATFORM BASICS SCALABLE REACH AUTO-OPTIMIZED ADS WITH FACEBOOK INFLUENCER PARTNERSHIPS BEST-IN-CLASS RESULTS & NATIVE MEASUREMENT INCREASE IN VIDEO
43. 43 NEED TO KNOW: NATIVE SOCIAL BEHAVIORS EXPLORE DIRECT SHARING STORIES
44. 44 NEW OPPORTUNITIES LIVE CAROUSELS ADS IN STORIES SHOPPING
45. 45 BUY, MEASURE, AND IMPROVE CAMPAIGNS UNDER ONE ROOF INSTAGRAM → FACEBOOK; FACEBOOK → INSTAGRAM BUSINESS TOOLS
46. 46 A REAL-TIME CONVERSATION AROUND KEY MOMENTS, WITH A PERSONAL 1-TO-1 TOUCH 320 MILLION MONTHLY ACTIVE GLOBAL USERS
47. 47 NEED TO KNOW: PLATFORM BASICS MOST PUBLIC & REAL-TIME PERSONALIZED TOUCH KEYWORD TARGETING MOMENTS SOCIAL LISTENING FOR INSIGHTS LIVE STREAMS
48. 48 NEED TO KNOW: NATIVE SOCIAL BEHAVIORS 1-TO-1 SEARCH LIVE TWEETING
49. 49 NEW OPPORTUNITIES CHATBOTS CONVERSATIONAL ADS LIVE STREAMS
50. 50 IN-THE-MOMENT EXCLUSIVE ACCESS, CANDID COMMUNICATION 161 MILLION *DAILY* ACTIVE GLOBAL USERS
51. 51 NEED TO KNOW: PLATFORM BASICS CAPTURES FULL ATTENTION UNFILTERED STORYTELLING & CREATIVE TOOLS ALIGNS WITH MOMENTS AS THEY HAPPEN PREMIUM VIDEO
52. 52 NEED TO KNOW: NATIVE SOCIAL BEHAVIORS BITMOJI 1-1 SHARING LENSES
53. 53 NEW OPPORTUNITIES GEOFILTERS ORIGINAL SHOWS SNAP TO UNLOCK
54. 54 THE PROFESSIONAL PLACE TO CONFERENCE 161 MILLION *DAILY* ACTIVE GLOBAL USERS
55. 55 ATTRACTIVE DATA… CONNECTIONS FUNCTION SENIORITY STANDARDIZED JOB TITLES OCCUPATION SIZE INDUSTRY COMPANY BUT CHALLENGING CPMS
56. 56 IN THE NEWS
57. 57 NEED TO KNOW: NATIVE SOCIAL BEHAVIORS PROFESSIONAL NEWS & INSIGHTS THOUGHT LEADERSHIP CONNECTIONS TRENDING STORYLINES
58. 58 SEARCH ENGINE FOR VIDEO 175 MILLION MONTHLY ACTIVE GLOBAL USERS
59. 59 YOUTUBE’S FOCUS ON QUALITY VIDEO CONTENT
60. 60 SO, WHAT FINALLY SOLD US ON YOUTUBE?
61. 61 NEED TO KNOW: NATIVE SOCIAL BEHAVIORS ENTERTAINMENT VLOGGING HOW-TO
62. 62 NEW OPPORTUNITIES COMMUNITY VERTICAL VR/360/360 LIVE
63. THANK YOU