Published on July 21, 2014
Digital Marketing in the Pay to Play Era with Allister Frost Course Director, CIM
Allister Frost email@example.com
1 What Changed? 2 Digital Society 3 Top Considerations
Bye Bye Organic Reach 16.0% 12.6% 10.2% 7.8% 6.5% Feb 2012 Sep 2013 Nov 2013 Dec 2013 Mar 2014 Median Organic Reach of Facebook Posts Among Facebook Pages Worldwide % reach per fan Source: Socialbakers, April 2014
Once Upon A Time on ‘The Facebook’
2014: The Facebook Newsfeed Algorithm I P C W R Interest Interest you have in the creator Post Post’s performance with other users Weight Type of post (status, photo, album, link) Recency How new is the post Creator Past performance of the content creator with other users x x x x Facebook Newsfeed Visibility = 100,000 other personalised signalsx
The Good News: Engagement Levels are Rising Less reach, but more engagement Source: EdgeRankChecker.com
How Our Media Options Have Shifted BEFORE OWNED PAID 2009-2013 OWNED PAID EARNED 2014 OWNED PAID EARNED NATIVE ADS PAY TO PLAY Source: Wild Orange Media Ltd REACH
Today’s Digital Consumer HYPERINFORMED
Today’s Digital Consumer HYPERCONNECTED
Today’s Digital Consumer CLOUD-FUELLED
Today’s Digital Consumer CO-CREATING
Today’s Digital Consumer EMPOWERED
Today’s Digital Consumer IN CONTROL
The Modern Marketer’s Role? The New Marketing
Choose Your Direction
We Use Mobile When We Are Source: comScore, Mobile Future in Focus, August 2013 Share of Browser-Based Page Traffic by Hour by Platform
Rich Images Dominate Photo 75% Link 10% Status 6% Album 4% Video 4% Primary Type Of Content Posted by Facebook brand pages, March 2014 Other 2% Source: Socialbakers, based on 1.3m posts from 30,000 Facebook brand pages
Big Images, Flat Design Facebook Twitter Google+ LinkedIn Fitbit.com
Full screen HTML5 video
Little Big Details
Towards Better Predictive Content Big Data Insights Predictive
Keep Social Honest Buyers trust people, not businesses Loyalty hinges in trust being high Marketers must fuel trust through ethical marketing Read more: www.keepsocialhonest.com Source: CIM / YouGov 62 PERCENT FIND IT DIFFICULT TO KNOW IF BRANDS ARE USING QUESTIONABLE METHODS ON SOCIAL MEDIA 12 PERCENT HAVE LOW CONFIDENCE IN WHAT THEY SEE ON SOCIAL MEDIA 38 PERCENT FIND IT EASY TO TELL THE DIFFERENCE BETWEEN COMMERCIAL AND NON-COMMERCIAL METHODS ON SOCIAL MEDIA 47 PERCENT WOULD CHANGE BEHAVIOUR IF A BRAND WERE MANIPULATING SOCIAL MEDIA
End of an Era
The Death of Organic Reach? 16% 6% 2% 0% ?
Get Great At Advertising (again)
Make Smart, Agile Channel Choices
Intellectual Property All training materials provided by CIM Learning and Development remain the intellectual property of The Chartered Institute of Marketing or its partners, who assert their right to worldwide copyright unless specifically agreed otherwise in writing. © Wild Orange Media Ltd and The Chartered Institute of Marketing 2014 If you have any questions arising from this talk, you can email me via: firstname.lastname@example.org
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