2/27/2020 - Entrepreneurship is Sticky

Transcript

1. Entrepreneurship is Sticky
2. About Us We’re in the business of helping our clients win. Pidalia is a team of senior-level strategists, creatives, and technologists that wrestle with our clients’ messy business problems. The problems are complex, usually poorly defined, sometimes politically charged, and often times data poor. But that doesn’t phase us. We lean on a potent combination of information, expertise, insight, and execution to solve for X.
3. Gingham Ventures is an early stage investment firm that also advises businesses on strategy and execution. What makes us special is that we are not corporate robots. We genuinely want to understand the internals of each business, collaboratively craft strategy, and help entrepreneurs execute toward their own success. About Us
12. CAC CRR LTV MRR/ARR (maybe)
13. So, want to talk social?
14. Why?
15. Social media is driving bigger increases in retail traffic than any other online channel. *Business Insider Social Commerce Study
16. You can connect, and connect with, your audience.
18. You, your company, or a mix?
19. Platforms
20. Not all networks are the same.
21. What Social Media Is Not
22. Facebook • Will have the majority of activity/effort • Largest social network and ability to reach target demos • Con: Organic reach (for business) not what it used to be • Videos > Photos > Links > Text • Facebook Live & Stories • Ability to create events and build community
23. Facebook • Ad buying is powerful - but complex • “Boost” is never the answer • Campaign Type & Audience are major factors • Facebook Pixel, Facebook Pixel, Facebook Pixel • Did I mention Facebook Pixel?
24. *Facebook Success Stories Facebook - In Action - Culinary Kids
25. *Facebook Success Stories Facebook - In Action - Culinary Kids
26. *Facebook Success Stories Facebook - In Action - Culinary Kids • Highly targeted ad buy ($40) • June - August • 7,000 ad impressions • 5X increase YOY people reached • 40% less time to fill classes YOY
27. *Facebook Success Stories Facebook - In Action - charity: water
28. *Facebook Success Stories Facebook - In Action - charity: water
29. *Facebook Success Stories Facebook - In Action - charity: water • Lookalike Audience based upon existing The Spring Custom Audience • $470,000 in annual recurring donations • 15,666 people who will get clean water
30. Instagram • This is what’s hot right now • Pictures or Video : Stories, Live & IGTV • Hyperlinks not allowed in posts - but can use the profile/bio link • Swipe-Up hyperlinks in stories (this is big - if you qualify) • Where the hashtag action is • Emojis, Boomerang, Ask a Question, Stickers, Hyperlapse, etc… trends matter on this network • Product Tagging • Style, style, style
31. Instagram - In Action
32. *Instagram Success Stories Instagram - In Action - Bridestory
33. *Instagram Success Stories Instagram - In Action - Bridestory • Straightforward creative with clear direction on intended user action • Targeting women 21-35 • Marital status = engaged, newly engaged or in a relationship • Interests = wedding dresses, photography or invitation
34. *Instagram Success Stories Instagram - In Action - Bridestory • 7.5-million people reached • 50% lower cost per install vs. other channels • 5X app installs in one month • 2X higher click-through rate vs. other channels
35. *Instagram Success Stories Instagram - In Action - Gymshark
36. *Instagram Success Stories Instagram - In Action - Gymshark • Creative specific for Instagram Stories • Simple yet specific to the audience - nothing to get in the way • Clear call to action
37. *Instagram Success Stories Instagram - In Action - Gymshark • In feed content is simple to produce and effective • Again it resonates with their intended audience • Call to action includes a way to further connect with the brand
38. *Instagram Success Stories Instagram - In Action - Gymshark • 9X return on ad spend • 50% lower customer acquisition cost • Over 2,400 purchases directly from Stories
39. Instagram - In Action - The Stylist LA
40. Snapchat • Was the “hot” social network • Primary audience is 13 - 40, but is trending up • Snaps, Stories, Memories, Groups and Discover • Draw, type, and filter/lens (it’s really fun!) • Stories are your nets, and Snaps are your spears • Snaps are one-time (2nd bonus), and Stories are a
 24-hour block • Anyone can use hyperlinks
41. *Emily Truax, Snapchat: A Case Study Snapchat - In Action - Boston University • 77% of BU students use Snapchat • Started in January 2015 • Scavenger Hunts, Personalized Response, Behind the Scenes, Celebrations and Congratulations
42. Snapchat - In Action - Boston University *Emily Truax, Snapchat: A Case Study
43. Snapchat - In Action - Boston University *Emily Truax, Snapchat: A Case Study
44. Snapchat - In Action - Boston University *Emily Truax, Snapchat: A Case Study
45. *MMA Global Snapchat - In Action - Audi & The Onion
46. YouTube • Now the world’s 2nd largest search engine (to Google) • Channels can be used to drive subscriptions • Deep user engagement:
 up/down
 comments • Consistently pushing cutting edge technology • Share / embed / license is all easy
47. YouTube - In Action - Mirabeau Wine
48. LinkedIn • Today’s Rolodex • Much more than an online resume • While Pulse is trending down, Groups are strong • Paid version of the network is a strong biz dev tool
49. That’s a lot, still with me?
51. Other Platforms
52. Closing Thoughts • Engagement matters (not likes, followers, etc…) • Be unique - but be authentic • Use the right tools (Google Analytics & bit.ly for Insta) • Don’t try to do too much, do it well instead • Facebook Pixel
53. Questions?