The Challenge of Social Marketing
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Transcript of The Challenge of Social Marketing
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The Challenge of Social Marketing
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Communication is morepersonalthan everPS: don’t forget to tell your friends on WhatsApp about the new restaurant in town.
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History of messaging
SMOKE SIGNALS
900 BC
TELEGRAPHY
1792
SMS
1992550 BC
1973
2000
INSTANT MESSAGING
5 billion users of SMS and/or Instant Messaging Worldwide
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Social Networks – Where we are
1.900 7001.000
150300 282
555 319652
Number of users in millions
QZone
Baidu Tieba
YouTube
Tumblr
Sina Weibo
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Messaging Apps – How we talk
1.300 8861.200
100260 220
300 300868
Number of Instant Messaging users in millions
Tencent QQ
Viber
Snapchat
LINE
Skype
BlackBerry Messenger
Facebook Messenger
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Messaging is the New Social
Source: http://www.businessinsider.com/the-messaging-app-report-2015-11
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and Social is difficult
$70Bspent just on social ads
in the last 4 years
59%of social marketers say they can’t measure ROI
Sources: https://www.emarketer.com/Article/Social-Network-Ad-Spending-Hit-2368-Billion-Worldwide-2015/1012357http://www.socialmediaexaminer.com/wp-content/uploads/2016/05/SocialMediaMarketingIndustryReport2016.pdf
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mostly because of wrong expectations
Expectation Reality
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and lack of information
Public Shares Private Shares
Visible
Rare only 20% of total
Higher reach 1-to-many
Low engagement
Easy to track
Hidden
Frequent 80% of total
Lower reach 1-to-1 or 1-to-few
High engagement
Hard to track
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Users are communicating a lot more privately
Daily Usage
6.4 itemsshared per user
55 messagessent per user
Source: Getsocial Research Estimates
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Communication through private channels is called...
DARK SOCIAL
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And Dark Social can’t be tracked with regular Analytics Software
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These will associate it with Direct traffic, instead of Social, where it really belongs
Direct
Social
Search
Referral
Other
531,683 sessions
35%
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Communication changedIf you’re tracking the wrong metrics you won’t find the real value.
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Dark Social causes ROI blindness Traffic from these channels is becoming the norm:
These “dark social” channels are the main reason it’s hard to know the performance of content and social marketing.
Instant Messaging
Email+ SMS
HTTPSto HTTP
MobileApps
Source: http://blog.getsocial.io/dark-social-publishers
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Dark Social causes ROI blindness % of traffic attributed to Social
60%
50%
40%
30%
20%
10%
0%1st Month 2nd Month 3rd Month
With Copy Paste Tracking Without Copy Paste Tracking
41%
5%
42%
7%
52%
3%
Source: http://blog.getsocial.io/dark-social-publishers
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Public Metrics = Vanity KPIs
Source: https://www.warc.com/NewsAndOpinion/News/37079
Don’t focus on:
Followers Reach Likes
Brad Smallwood, Facebook's Vice President of Measurement and Insights, revealed that
SEVERAL METRICS HAVE NO IMPACT ON BRANDS' PERFORMANCEand, as a result, Facebook has diminished the stature of "shiny" metrics such as users' "Likes," "Shares," and message posts.
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Private Metrics = Value Indicators
Look instead for:
Traffic Intent Conversions
Are you getting visitors from social networks?
Are they sharing your content and products?
Are they buying or giving contact details?
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How GetSocial solves this
ACTIVATE ANALYSE AUTOMATE ATTRIBUTE
17 tools to increase traffic, engage with visitors and
measure dark social.
Insights about how content is performing on
30+ social networks.
Automatically publish your best content at the best time to maximize traffic.
Invest only in the content that guarantees a positive ROI to create sustainable
growth.