creating true business impact with social media · micro-moments by airbnb. 12 #4 tactics to cover...
TRANSCRIPT
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Creating true business impact with Social Media
@adroll @sarahcunnin
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We’ve shifted from Search to Discovery
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Social can turn shoppers into buyers...
39%Say social networks provide their main source of
inspiration for purchases
Source: PwC Total Retail Survey 2017
4Source: https://buildfire.com/social-media-trends-2017/
2017 was a good year for social…
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… the stake in the ground?
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How to create impactful social media campaigns in 2018
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#1 The Team
- Content- Acquisition- Activation
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#2 Think Mobile First
2.1 BILLION smartphones users
61% of time online in the UK is spent on mobile
Source: 1 eMarketer, September 2016. 2 comScore Inc., MMX Multi-Platform, Mobile Metrix, UK, January 2017. 3 Statista, Number of TV houses worldwide, 2010-2020, January 2016
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What’s your most important shopping tool?
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45% of shoppers agree!?
Source: Facebook commissioned study of 3,648 women ages 18+ who have shopped for a beauty product within the prior 3 months in DE, FR, GB, UAE, UK, Jan 2017.
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No more excuses...
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If people have a negative experience on mobile
they are 62% less likely to purchase from you in
the future.
Source: Google/Purchased, U.S., “How Brand Experiences Inspire Consumer Action,” n=2010 U.S. smartphone owners 18+, brand experiences=17,726, April 2017.
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#3 Understand the Role of Social on the Path to Purchase
Micro-moments by Airbnb.
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#4 Tactics to cover each stage
Stage Organic Paid
Awareness Content, groups Attract Ads, micro-
influencers
Evaluation Positive reviews, inside
the company, tutorials
Retargeting Ads, sponsored
posts with reviews
Acquisition Convert social to email
sign ups, offers, contents
Retargeting ads, offers,
dynamic / carousel ads
Engagement Answer questions, join
the conversation
Sponsored content
Advocacy Build employee and
customer advocacy
program
You can pay for likes, but
you can’t buy love. Revert
to organic here.
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#5 Deciding on budget
1. Past Performance2. Industry Benchmarking3. Performance-based approach
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#6 Creative Best Practice
- Visual- Consistent- On brand
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#7 Track, Measure & Use your data
Tweet or email me for the UTM Builder Template!
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#8 Bonus Tip:
Diversify ad spend across networks
“In 2018, we’ll see smart social
marketers diversify and learn
how to effectively spend budget
on other social networks and
across the web!”
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#9 Bonus Tip:
Don’t be afraid to ask for help!
“AdRoll solved a problem we had which is the lack of
man-hours in running digital adverts in-house for
multiple networks.”
Fabio Limaverde Araujo, Marketing & Operations
Manager, Sneakersnstuff
“AdRoll attract allowed us to target a unique group of
visitors that we couldn't reach through other channels.”
Erik Swen, Digital Marketing Manager
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1. Create the team & set responsibilities.
2. Understand your customer like never before.
3. Map customer micro-moments.
4. Obsess over each second and step in the mobile experience.
5. Set up tracking like you have never tracked before!
6. Use creative best practices and consistency across channels.
7. Don’t waste time. Manage channels on one platform.
8. Test new things, break things and always measure, then optimise.
9. It’s ok to ask for help.
10. & lastly, never be afraid.
Sign up to an AdRoll Account today to win!
Final thoughts
