Presented by Caroline Li – Tack (formerly Snap Skout)

Association of Alternative Newsweeklies

Digital Conference 2015

San Francisco, CA

Presented by Caroline Li – Tack (formerly Snap Skout)

Association of Alternative Newsweeklies

Digital Conference 2015

San Francisco, CA

1. Social Media Advertising Spend Projections

1. 2014 Social Media Marketing Report Findings

1. Social Media Networks & Trends

1. The Publisher’s Opportunity

1. Why Small Businesses Use Social Media

1. Publisher Tips: Going the Extra Mile With Your Social Media

SOCIAL MEDIA ALLOWS COMPANIES AND BRANDS TO:• Share content easily: Conversations are started organically and marketing

materials are easily shared.• Reach audiences cheaper: Compared to traditional channels, social media is

affordable and effective if done the right way.• Play on a level playing field: for brands of every size and industry.• Self-promote more frequently: empowers companies and brands to highlight

sprinkles of great content and build personality. • Be in the moment/transparent: Real-time communications and customer

service.• Collect Info: learn more about target audiences easier and for less money.

WHY COMPANIES USE SOCIAL MEDIA

A LOOK AT SOCIAL ADVERTISING SPEND (GLOBAL)

Digital to account for third of all revenue by 2018

Worldwide social network ad spending reached $16.10 billion in 2014, a 45.3% increase from 2013. - eMarketer.com

Digital ads will lead the way for global media growth in the next four years, accounting for 33% of total advertising revenue by 2018. -

Price Waterhouse Coppers

A LOOK AT SOCIAL ADVERTISING SPENDING (U.S)

Social media marketing spending in the United States from 2014 to 2019 (in billion U.S. dollars).Forrester Research projected the spending would increase from 7.52 billion U.S. dollars in 2014 to 17.34 billion U.S. dollars in 2019.

A forecast of social media marketing expenditure in the United States from 2014 to 2019.

A LOOK AT SOCIAL ADVERTISING SPENDING

Nearly 9 in 10 marketers use social media marketing. -emarketer.com

SOCIAL MEDIA EXAMINER

Social Media Marketing Industry Report 2014

Major findings

• Marketers place very high value on social media.• Tactics and engagement are top areas marketers want to master.• Blogging holds the top spot for future plans.• Podcasting on growth trajectory.• Facebook and LinkedIn are the two most important social networks for

marketers.• Original written content is most important for social media marketing.• Most marketers aren't sure their Facebook marketing is effective: Only 34% of marketers (slightly more than one in three) think that their Facebook efforts are effective.

SOCIAL MEDIA EXAMINER

Social Media Marketing Industry Report 2014

Top 5 social media questions marketers want answered:

At least 83% of marketers surveyed felt they are struggling to answer all of the following questions:

#1: TACTICS: What social tactics are most effective?The number-one question marketers want answered (91%) is which tactics work best. This high number is likely in response to the constant changes taking place across many social networks.

#2: ENGAGEMENT: What are the best ways to engage my audience with social media? Figuring out how to best connect with people remains high on the list of questions marketers want answered (89%). As more businesses become social, those that best engage will stand out.

SOCIAL MEDIA EXAMINER

Social Media Marketing Industry Report 2014

Top 5 social media questions marketers want answered cont.

#3: MEASUREMENT: How do I measure the return on my social media marketing?A significant 88% of marketers want to know how to measure their return on investment for social media activities. This question has been top of mind for marketers for the last four years. Clearly very few marketers have figured this one out.

#4: TOOLS: What are the best social management tools? As interactions increase and newer social networks continue to grow, the need for tools to simplify social media marketers' jobs becomes more important. A whopping 85% feel like they don't know what tools are best.

#5: AUDIENCE: How do I find my target audience with social media? Figuring out how to target customers and prospects is a big concern for marketers (83%). Because of the enormous size of social networks combined with ever-changing ways to connect with people, marketers need guidance.

SOCIAL MEDIA EXAMINER

Social Media Marketing Industry Report 2014

“83% of marketers agreed that they had integrated their social media and traditional marketing activities, slightly up from 79% in 2013.” – Social Media Examiner

SOCIAL MEDIA EXAMINER

Social Media Marketing Industry Report 2014

“The top two benefits of social media marketing are increasing exposure and increasing traffic. 92% of all marketers indicated that their social media efforts have generated more exposure for their businesses. Increasing traffic was the second major benefit, with 80% reporting positive results. Most marketers are using social media to develop loyal fans (72%) and gain marketplace intelligence (71%).” – Social Media Examiner

Download Report Here:http://www.socialmediaexaminer.com/SocialMediaMarketingIndustryReport2014.pdf

Companies advertising on Facebook will increase, and so will the price• Organic post reach will continue to decrease significantly.• “Pay to play” model with their promoted posts will become standard.• Facebook’s ad revenue was $2.96 billion (up 64% year-over-year) and it’s expected to

grow exponentially in 2015.• Facebook native videoTwitter advertising• Pick what you pay for: performance-based actions like followers, leads, conversions,

and engagement rather than just retweets or clicks.Instagram• Is killing it with younger users. Has more young users than FB and Twitter. 83% of US

teens in wealthy households are on Instagram. LinkedIn• From B2B to B2C

SOCIAL MEDIA TRENDS

FACEBOOK, TWITTER, INSTAGRAM

Are social networks the only ones that are able to generate revenue

from social media?

SOCIAL MEDIA TRENDS

Traditional Media Publishers?

1. What do small businesses need?

1. How are they currently marketing to new customers?

1. What kind of customers do they want?

1. What more could they be doing?

1. What tools are easily available and convenient?

1. What tools do big companies have access to that smaller ones don’t?

1. Is social media marketing here to stay?

WHAT WE ASK OURSELVES AT TACK

SOCIAL MEDIA & THE PUBLISHER’S ADVANTAGE

Social media companies are networks for self-promotion, but publishers have the brand recognition and influence that gives them leverage with advertisers and the public.

Facebook is a free for all, like a random bulletin board.

Publishers have standards and character that brands want to be associate with.

The opportunity with social:• Offer existing advertisers new options or added services.• Capture the rest of the business community that has not historically advertised with your

publication.• Start to close the gap between social media and traditional media.• Promote social without compromising editorial / own social media network.

NATIONAL VS LOCAL SOCIAL MEDIA NEEDS

National Advertisers Local Advertisers

Scalability Pleasing the right crowd, can’t afford to play the numbers game

Advanced targeting Some targeting

National & local reach Local reach

Quantity of customers Quality of customers/Returning customers

Care Most About: reputation and competition over competitors.

Care Most About: customers in their neighborhood, day-to-day sales, foot traffic, reviews

WHY SMALL BUSINESSES USE SOCIAL MEDIA

When you think about why small businesses use social media vs why big corporations use it, the reason are slightly different.

1. PEER PRESSURE (everyone else is doing it and my customers expect me to be on some form of social media.)

2. COMPETITION (If everyone else’s exposure is increased due to social media, then I can’t fall behind. If they can do it, I can do it.)

3. INTELLIGENCE (this is why they should be using it)

Social media has the freshest, most relevant customer data: users are supplying data about their preferences, demographics, behaviors, emails, relationships and more. Small businesses get this kind of data through social media and email subscribers. These personal communications are extremely important to small businesses.

What small businesses will soon realize:

It’s not just a popularity contest.

You’ve mastered how to do social media. Now what do you do with the results?

LEVERAGE DATA COLLECTED FROM YOUR SOCIAL MEDIA CHANNELS TO CREATE MORE MEANINGFUL RELATIONSHIPS AND HIGHER ENGAGEMENT.

WHY SMALL BUSINESSES USE SOCIAL MEDIA

SOCIAL MEDIA TOOLS

Social media has become the most used advertising tool for small

businesses because of its accessibility, and now they want more!

New customer needs:

• Seeking new ways to bring more followers to my social media.

• Getting more exposure outside of the social network.

• Reaching the right new customers without annoying them.

• More proof that my social media efforts are effective.

ARE YOU READY TO SELL

SOCIAL?

BEFORE YOU START SELLING…

TIP: You can talk the talk, but you gotta walk the walk, too.

Put your company through social media 101 before you attempt to sell social media.

PUBLISHERS:

GOING THE EXTRA MILE WITH SOCIAL MEDIA

Simple things you could be doing: keep two-way communication

“title of article” www.yourmagazine.com/story-link by @MagazineTwitter@AuthorTwitter

PUBLISHERS:

GOING THE EXTRA MILE WITH SOCIAL MEDIA

Simple things you could be doing: “Tweet This”

The LA Times website allows readers to tweet stories using prewritten tweets that aren’t just the article headline.

Other publishers can do this by using services like Click to Tweet: https://clicktotweet.com/

You can also track the activity of each link over time.

Think about selling: Embedded tweets on sponsored posts and event listings/articles.

PUBLISHERS:

GOING THE EXTRA MILE WITH SOCIAL MEDIA

Simple things you could be doing: Social comments with options to monetize

ADVERTISERS PUBLISHERS

PUBLISHERS:

GOING THE EXTRA MILE WITH SOCIAL MEDIA

TACK IS…

Real time instead of static

Social instead of selly

Transparent instead of tricky (not sponsored post. What you see is what you get.)

Contextual instead of creepy (referring to retargeting). Tack uses NLP (Natural Language Processing) to find out what the article is about so it can best match social offers to extend the content.

Make your

readers happy.

Deliver a useful

experience.

Advertising can

be helpful.

Make your readers

happy.

Deliver a useful

experience.

Advertising can be

helpful.

http://www.slideshare.net/carolineli1

Tweet This!

So glad I woke up for this 9AM social media #AANDigitalSession with @TheCarolineLi from @TackLocal

“Get more from your social media.” says @TackLocal at #AANDigital. Cool tool!”

Time to get creative. Time to think about the potential of your social media. Thanks @TheCarolineLi & @TackLocal