r&a marketing brandsource convention presentation
TRANSCRIPT
SOCIAL
2.0
R&A Marketing – BrandSource SUMMIT & EXPO
Wait What Happen To Social
1.0
R&A MARKETING
Furniture Focused For
Over 30 Years
Second Generation
Full Service Advertising
Agency
Control Advertising for
over 60 storefronts
R&A Marketing – BrandSource SUMMIT & EXPO
SOCIAL
HISTOR
Y
SOCIAL HISTORY - THEN
SOCIAL HISTORY - NOW
SOCIAL HISTORY – NOWSocial Media Explained
Twitter – I’m eating a #donut
Facebook – I like donuts
Foursquare – This is where I eat donuts
Instagram – Here’s a photo of my donut
YouTube – Here is a video of me eating a donut
LinkedIn – My skills include donut eating
Pinterest – Here’s a donut recipe
Spotify – Search donut themed music
Google Plus – Google forced me to join and I’m eating a donut
SOCIAL HISTORY - NOW
Social Media Explained
Twitter – I’m Eating A # Donut
Facebook – I like Donuts
Foursquare – This is where I eat donuts
Instagram – Here’s a photo on my donut
YouTube – Here I am eating a donut
LinkedIn – My skill include donut eating
Pinterest – Here’s A Donut Recipe
Soundcloud – Now listening to “donuts”
Google + - I’m on here because my gmailforced me to and I’m eating a donut.
R&A Marketing – BrandSource SUMMIT & EXPO
SOCIAL
MEDIA
FACTS
SOCIAL MEDIA FACTS - 2014
72% of all internet users are now active on social media
18-29 year olds have an 89% usage
60 percent of 50 to 60 year olds are active on social media
91% of mobile Internet access is for social activities
46% of web users will look towards social media when making a purchase
Consumers are 71% more likely to purchase when referred by social media
R&A Marketing – BrandSource SUMMIT & EXPO
THE SOCIAL
FOCUS IN 2015
THE SOCIAL FOCUS IN 2015
THE SOCIAL FOCUS IN 2015
Social Platforms need to make $$$
You now have to pay to be social
Social media is free, social media marketing is
not free
One of the most cost effective forms of
targeted advertising
THE SOCIAL FOCUS IN 2015
YouTube
Why those social
outlets?
ROI through
paid media
You Pay To Be
Social
THE SOCIAL FOCUS IN 2015
Facebook is not going away
Is it changing? Yes.
Facebook needs to make $$$
Facebook is smart. While it continues to
monetize, it’s still built for the average user.
THE SOCIAL FOCUS IN 2015
Think About It
Would you watch TV that had one minute of ads
for every minute of programming? No. This is
what was happening with Facebook.
So… Facebook changed it
Now only the most relevant posts are shown to
users.
THE SOCIAL FOCUS IN 2015
Do you see ads for pages you never interact with now? No. (You would know if you did.)
So how do they determine what gets shown?
Only the most relevant posts are shown to users.
Meet EdgeRank
Think of Google (PageRank)
Facebook is now doing the same for brands.
THE SOCIAL FOCUS IN 2015
EdgeRank takes the following into account
What do you like?
Who do you interact with?
Who do you influence?
What are you likely to click on?
Who are your influential friends?
What do your friends like?
THE SOCIAL FOCUS IN 2015
Sponsored Stories
THE SOCIAL FOCUS IN 2015
THE SOCIAL FOCUS IN 2015Facebook Types Of Sponsored Stories
THE SOCIAL FOCUS IN 2015
Sponsored Post Example
Reached 9,000 +
1,350 photo clicks
133 Likes
4 Comments
3 Shares
$50 Spend
THE SOCIAL FOCUS IN 2015
Sponsored Post Example
Reached 100,000 +
1,500 photo clicks
222 post likes
17 Comments
11 Shares
$100 Spend
THE SOCIAL FOCUS IN 2015What Works?
Photos garner the most interaction
Short, 1-2 sentence posts
Asking for opinions
Ask for the “like”
Providing a resource (update them with info, deadlines, etc.)
Give them a special offer
THE SOCIAL FOCUS IN 2015Coming Next Month
Product Ads on Facebook
Utilize target options to show your products to specific customers reach people who
visited their website/app (via Custom Audiences), or reach people based on specific interests, locations, etc.
R&A Marketing – BrandSource SUMMIT & EXPO
SOCIAL MEIDA HAS
CREATED THE OMNI
CHANNEL
CONSUMER
THE OMNI CHANNEL
CONSUMER Meet The Doran’s
Your current or soon to be consumer
27 Years Old
Went from apartment living to owning a 4 bedroom home
No kids – More money to spend
Dog
Dual income family
Two cars
Consume every media possible
No home phone – Call our cell
THE OMNI CHANNEL
CONSUMER
Social media isn't enough to get them through the door
It’s just one part of the equation
The Doran’s check:
Mailbox
Read the local community newspaper paper
Watch TV (Netflix, broadcast, and cable)
Listen to the radio
Multiple social media outlets
Connected Online 24/7
Text - Smartphone
THE OMNI CHANNEL
CONSUMER
Offers still work
Traditional advertising still works
Digital advertising works
Social advertising works
Everything works We just have to do our advertising better
Advertising needs to be built to touch the social customer
THE OMNI CHANNEL
CONSUMER
They will react to your advertising
You just have to be ready to connect with her
how she wants to be connected with
Its about creating a 360-degree view of the
shopper
Then turning that into a promotion
THE OMNI CHANNEL EXAMPLESpiller Furniture – Dec 2014
Holiday Closeouts 12/1-12/22
Medias: Insert
Social
Website
Landing Page
Email Marketing
TV
3 Day Bonus Sale 12/26-1/5
Medias: Direct Mail
Social
Website
Landing Page
Text Messaging
THE OMNI CHANNEL EXAMPLESpiller Furniture – Dec 2014
Holiday Closeouts Insert
THE OMNI CHANNEL EXAMPLESpiller Furniture – Dec 2014
Holiday Closeouts Social
THE OMNI CHANNEL EXAMPLESpiller Furniture – Dec 2014
Holiday Closeouts Website
THE OMNI CHANNEL EXAMPLESpiller Furniture – Dec 2014
Holiday Closeouts Landing Page
THE OMNI CHANNEL EXAMPLESpiller Furniture – Dec 2014
Holiday Closeouts Email
THE OMNI CHANNEL EXAMPLESpiller Furniture – Dec 2014
THE OMNI CHANNEL EXAMPLESpiller Furniture – Dec 2014
3 Day Bonus Sale Mailer
THE OMNI CHANNEL EXAMPLESpiller Furniture – Dec 2014
3 Day Bonus Sale Social
THE OMNI CHANNEL EXAMPLESpiller Furniture – Dec 2014
3 Day Bonus Website
THE OMNI CHANNEL EXAMPLESpiller Furniture – Dec 2014
3 Day Bonus Sale Landing Page
THE OMNI CHANNEL EXAMPLESpiller Furniture – Dec 2014
3 Day Bonus Sale Email
THE OMNI CHANNEL EXAMPLESpiller Furniture – Dec 2014
3 Day Bonus Sale Statement Insert
THE OMNI CHANNEL EXAMPLESpiller Furniture – Dec 2014
Holiday Closeouts 12/1-12/22
Results:
494 views to SpillerDeals.com
234 sign ups
47.3% Conversion
2,200 emails sent
301 opens (13.67% open)
100 clicks (33% click thru rate
12 Facebook Posts
10,746 people reached
1,398 paid reach
2,073 engaged users
3 Day Bonus Sale
12/26-1/5
Results 75 Mobile Opt Ins
55 Coupon Views
1,096 emails sent 113 opens (11%)
21 clicks (19%)
8 Facebook Posts 8,323 people reached
6,686 paid reach
362 engaged users
THE OMNI CHANNEL EXAMPLESpiller Furniture – Dec 2014
Holiday Closeouts 12/1-12/22
Summary:
11,541 reached
2,407 took an action
(20%)
3 Day Bonus Sale
12/26-1/5
Summary:
8,511 reached
438 took an action
(5.1%)
Dec 1-Jan 5:
20,052 total people reached with 2,845 actions (14.1%)
R&A Marketing Contact
Web: www.ramarketing.com
Email: [email protected]
Phone: 888-225-0076
Visit: www.ramarketing.com/brandsource
Questions? - BrandSource SUMMIT &
EXPO