"Marketing is a contest for people's attention."

– Seth Godin –

S O C I A L M A R K E T I N G

2015 TRENDS

!

!

Anthony May WEB DESIGN + DIRECTION I design websites centered on integrated marketing strategies. At IdeaBank, we combine mobile, email, search, and social marketing techniques to boost business and visibility for our clients.

!

So, what will we be covering today?

Facebook is still on top. Between its diverse user base and strong mobile traction, Facebook remains a crucial channel.

1 2 Grind for organic reach. Changes to Facebook’s algorithm mean more hands-on effort is required to earn ‘free’ views.

3 Pay to play. Buying engagement or display advertising is a simple and effective way to increase exposure.

4 Fire up retargeted ads. Follow your website visitors to other sites, including their social profiles, to boost awareness and conversions.

!

Facebook by the Numbers 2014-15 Statistics

70% of its user base engages with the site daily.

71% of adult internet users are on Facebook.

74% of users with college degrees use Facebook.

“Demographics of Key Social Networking Platforms” Pew Research Center. January 9, 2015.

!

NEWS FEED ALGORITHM

At any given moment, Facebook has 1,500 posts they could show you…

AFFINITY

How close you are to the person or page doing the posting, including frequency of interaction and mutual friends/follows.

WEIGHT

A combined total of all the interactions with a given post. This measure includes likes, shares and comments, and scores each differently.

DECAY

The time decay factor. As a posts gets older, it’s more likely they have already been seen or they are no longer as relevant.

!

So how do we adapt?

!

Grinding for organic reach.

Increase Consistency Posting daily – yes, daily – will jumpstart your page and quickly increase your visibility.

1 2 Increase Variety Mixing text posts, photos, videos, and articles will increase engagement and visibility.

3 Run Promos + Contests It’s a tried-and-true social tactic; giveaways, polls and contests will give you a quick visibility boost.

4 Seek Other Channels If you can’t cut through the clutter on Facebook, other channels offer easier access to more targeted segments.

!

PAY TO PLAY

Utilizing Facebook’s specific and detailed targeting to maximize your exposure… and budget.

BOOST POSTS

A tool aimed at increasing exposure to your following, ‘boosted’ posts offer pay-per-impression pricing for getting your posts into users’ feeds.

ENGAGEMENT ADS

If you need more fans, targeted engagement ads prompt users’ to ‘Like’ your page. These ads are PPC and offer daily budgets.

DISPLAY ADS

Traditional display ads have a place of Facebook, too. Rather than increasing your visibility or fanbase, these ads take users to your website.

!

Fire up retargeted advertising.

Track Website Visitors Identify visitors to your website – or a specific page – and follow them around the internet.

1 2 ‘Second Chance’ Conversions Give yourself another opportunity to convert a website visitor into a sales lead or prospect.

3 The Illusion of Grandeur Present yourself as a major player; have customers saying, “I see your ads everywhere!”

4 Leverage Social Channels Retarget ads into social media streams to broaden your reach with better targeting and ROI.

!

The Bottom Line In Summation

Whether you’re grinding for organic reach, paying to play

with native ads or leveraging website traffic for additional

exposure, social channels provide budget-friendly access

to a targeted audience and shouldn’t be ignored.

Time for questions.