Ross Glick, CEO, iNDELIBLE

Ross Glick, CEO, iNDELIBLE

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  PLAYING WITH MATCHES… 
@iNDELIBLEmedia

 
 


 



@RossGlick

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  WE WILL COVER… •  The New Relationship •  If You’re Just Getting Started •  Factoids •  The Anatomy of a Social Campaign •  Key Performance Indicators •  So How Do We Measure? •  The Social Media Platform •  Owned Media •  Paid Media •  Earned Media •  Future Relevance of Social Media •  How Social Media Media Found Me
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  ONCE UPON ATIME…
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  THE PROGRESSION
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  NOW…
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  THE NEW RELATIONSHIP Thesocial media wildfire has enchanted, baffled, and disturbed businesses, marketers and consumers alike. A Brand is no longer what it tells its consumer it is, it’s what consumers tell consumers it is. The master/servant relationship has now become peer to peer. A healthy social media venture may include: •  Having a dedicated social team or individual capable of handling the workload of your brand in social media •  Establishing your foundation with the proper education, research, and social networking policy. •  Maintaining a collective voice for your social media endeavors •  Understanding that Social Media is Alchemy or that it’s a combination of Magic and Science; trust your instincts when speaking to your audience online
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  IF YOU’RE JUSTGETTING STARTED •  Define your narrative •  Position for high levels of engagement •  Make your video widely accessible to facilitate amplification •  Connect passion with interest •  Discern between awareness and direct selling/promoting
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  AND… SOME MOREFACTS & FIGURES •  Online video viewers will reach 169.3 million in 2012 •  More than 63% of US adults look at online video content WHILE watching traditional TV •  Video ads saw another record-breaking month with nearly 9.5 billion views, representing 1 in 5 videos viewed online in April •  Four out of five internet users consume online video in a given month and the number of Americans who watch online video in an average day has increased 30% in the past year •  Beauty and fashion channels have some of the most subscribers on their channels: –  Michelle Phan – 1,980,477 subscribers –  Bubzbeauty – 1,047,758 subscribers •  More than 200 million people in Europe watched an average of 20 hours of online video every month •  46% of online video viewers are likely to seek out participating brands during their experience. •  51% of online video viewers (ages 18-44) say that if they watch a video online that mentions a brand, they will look that brand up •  Conversely 58% of these users who follow brands on social media will check out a video posted by a brand they follow.
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  THE ANATOMY OFA SOCIAL CAMPAIGN: Social Media Campaign Structure: The Basic Questions –  Connect and Find your consumer –  Creative Content –  Excite –  Launch –  Listen –  React –  Measure –  Optimize
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  KEY PERFORMANCE INDICATORS KPI’sare similar to the gauges in your car with GPS-like tendencies. Types of Key Performance Indicators or KPI’s –  Blog Mentions, 3rd Party Placements and CT’s –  Facebook “Likes” –  Facebook Shares –  Twitter retweets –  Impressions
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  SO HOW DOWE MEASURE?
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  THE SOCIAL MEDIAPLATFORM
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  OWNED MEDIA Channels insocial media which you own and register as a brand •  Email Database •  Social Channels –  Pinterest –  Twitter –  Tumblr –  Facebook –  Instagram •  Website
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  PAID MEDIA Paid mediacannot stand alone. Today’s Trans-media Distribution Systems require Paid Media to be harmonized with all other communication activities. Examples of Paid Media in social are listed below: –  Paid Content Partners –  Display Advertising –  Sponsorships –  SEM
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  EARNED MEDIA •  Is the result of public & media relations efforts to gain coverage in publications – on and offline without having to advertise.
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  FUTURE RELEVANCE OFSOCIAL MEDIA •  Staying Mobile •  Staying Niche •  Staying Meaningful
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  PLAYING WITH MATCHES… BEFOREDATA AND ANALYTICS EXISTED MAC Cosmetics, a company that attacks the boundaries of fashion, art, film, music, is a pioneer in cause marketing and does NOT do Paid Media. Despite MAC Cosmetics’ exponential growth worldwide, they were a little tardy in the lip-primer category – a HUGE category in the beauty industry. In 2006, MAC Cosmetics struck a match and started a social media firestorm.
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@iNDELIBLEmedia

 
@RossGlick