MICRO BUDGET, MEGA IMPACT Social Media Strategies Summit
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MICRO BUDGET, MEGA IMPACT Social Media Strategies Summit Tina Starkey Senior Director, Social Marketing #AttackingCancer @TinaStarkey
Transcript of MICRO BUDGET, MEGA IMPACT Social Media Strategies Summit
MICRO BUDGET, MEGA IMPACTSocial Media Strategies Summit
Tina StarkeySenior Director, Social Marketing
#AttackingCancer
@TinaStarkey
THE HUMAN ATTENTION SPAN IS SHORTER THAN A GOLDFISH’S
THERE IS MORE CONTENT THAN EVER
78% OF PEOPLE WATCH ONLINE VIDEOS EVERY WEEK
55% OF PEOPLE WATCH ONLINE VIDEOS EVERY DAY
6 OUT OF 10 PEOPLE WOULD RATHER WATCH ONLINE VIDEOS THAN TELEVISION
AMERICAN CANCER SOCIETY ©
SOCIAL PLATFORMS COMPETE TO MAINTAIN ATTENTION.
AMERICAN CANCER SOCIETY ©
FRIENDS AND FAMILY AT THE CORE
AMERICAN CANCER SOCIETY ©
Social is “pay to play,” and only the very best content will cut through the clutter.
SO, WE CHANGED OUR APPROACH…
AMERICAN CANCER SOCIETY ©
RESPONSE
10%
INFLUENCER5
20%PLANNED
REAL-TIME30%
10%
INFLUENCER
RESPONSE40%
New Social Content Approach
• Strategic and stronger content
• With specific platform capabilities and best practices in mind
• Target to the right person for a longer period of time
• With a message that is easy to digest and is memorable
AMERICAN CANCER SOCIETY ©
Making an impact in today’s social climate
Calendar-driven Story-driven
Static Video
NomediainvestmentTargetingrelevantcontent
totherightaudience
Quantity Quality
AMERICAN CANCER SOCIETY ©
From this…
AMERICAN CANCER SOCIETY ©
To simple animations…
AMERICAN CANCER SOCIETY ©
Full shoots…
AMERICAN CANCER SOCIETY ©
And even UGC…
AMERICAN CANCER SOCIETY ©
Budget Allocation Must Shift to Support
5%
95%
MediaInvestment CreativeDevelopment
25%
75%
MediaInvestment CreativeDevelopment
AMERICAN CANCER SOCIETY ©
Quantity…
OCTOBERSUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY
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FBpost IGpost Tweet
EngageEngage
Engagement
Engage
Tweet
Tweet
Tweet
Tweet
IGpostFBpost
IGpost
FBpost
Engage Engage
EngageEngage
Engage Engage
FBpost
EngageTweet
FBpost
EngageTweet
FBpost
EngageTweet
FBpost
EngageTweet
FBpost
EngageTweet
IGpost IGpost
FBpost
Tweet
Tweet
Tweet Tweet
Tweet
Engage
Tweet
Tweet
TweetFBpost
FBpost
FBpost
FBpost
Engage
IGpost IGpost
FBpostTweet
Tweet
TweetEngage Tweet FBpost
Engage
AMERICAN CANCER SOCIETY ©
To Quality
OCTOBERSUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY
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FB/IGpost1
FacebookPost1
Tweet Tweet
Engage
Darkcontent
FBpost2
Tweet Tweet Tweet Tweet
FBpost
FB/IGpost2
FB/IGpost3
Engage
Engage
Tweet
Tweet
Tweet
Tweet Tweet Tweet
Engage Engage
Tweet
Engage
Tweet
Engagement
InstagramUGC
InstagramUGC
InstagramUGC
InstagramUGC
InstagramUGC
AMERICAN CANCER SOCIETY ©
Results
7%VideoContent 80%VideoContent
NomediainvestmentNoboostedcontent
Audience-targetedcontent
85%boosted
40Posts 8posts
Decliningreach,impressions,engagement
Stemmeddecline,increasedbrandlove
AMERICAN CANCER SOCIETY©
1. Focus on investing in relevant, high-quality content that grabs attention.
2. Pair that with a targeted paid strategy to reach the right people over a period of time.
3. Authentically engage with your community to extend the impact of your content.
The Take-aways
THANK YOU!@AmericanCancer#AttackingCancer
@TinaStarkey#SMSSummit
