Wayne St. Amand is Chief Marketing Officer at Brand Networks, a software platform used by large brands to manage their advertising across five social media platforms from one central hub. I recorded this episode with Wayne on location at the IBM Amplify conference in Tampa, FL.
Social media marketing is not free. As I’m sure you know, social platforms make their money from advertising. Decreasing organic reach to less than 1% forces marketers to advertise to reach their audience. In this podcast episode, Wayne discusses how social advertising allows marketers to target real people rather than taking an educated guess or a probabilistic approach. He also provides an example of a fashion brand that started out in a market in Bondi Beach, Australia, which is now a multi-billion dollar online commerce company thanks in part to social advertising.
On this episode you’ll discover:
- That Algorithms are now adjusted so that organic reach is as low as 1% and how social media marketing is really social media advertising.
“Social media marketing equals social advertising.” @WayneSaint
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- Social advertising is complex because there are many things to learn on each social platform and their advertising systems.
- Brand Networks enables the marketer to learn one platform, so it reduces complexity in doing cross-channel social marketing.
- Why Wayne says it’s a good idea to take a 360-degree approach to social media marketing and that most marketers are already advertising across platforms.
- Since each social platform exists as its own silo, marketers don’t have visibility across all of the social platforms; it requires extra work to export each platform’s data for analysis.
- Using a deterministic strategy to target real people in social advertising, based on both psychographics and demographics, allows marketers to learn who their audience is in a very granular way.
- Brand Networks’ study of Instagram advertisers on their platform in the last quarter revealed 2 billion ad impressions and that video advertising has grown to 58% from 9% in the past six months.
- Wayne says advertisers will be interested in Snapchat because they want to target millennials and Snapchat is very popular with that demographic.
- Wayne says of the five major social platforms (Facebook, Twitter, Instagram, Pinterest, and LinkedIn), Facebook and Instagram dominate.
- B2B marketers are usually better served to target users on LinkedIn because even though they may find their target audience on Facebook they may not be willing to engage.
- Social advertising on LinkedIn requires trial and error and is full of untapped potential.
- How Australian fashion brand St. Frock started as a “tent and mortar” business, but bad weather pushed the owner to start selling on Facebook.
- How social advertising has helped St. Frock grow into a multi-billion dollar online sales channel in fashion wear with a brick and mortar location too.
- Why Wayne says “any good marketer is always testing” and why you should be allocating some portion of your budget to testing.
Featured On This Episode:
- Brand Networks’ website
- Brand Networks on Facebook and Twitter
- Wayne St. Amand on Twitter and LinkedIn
- OMI’s website and eBook
- Learn more about our Social Business Workshop for Business Development
- Subscribe to our Newsletter
- Write a review of this podcast in iTunes
- Social Business Engine on Twitter: @mmenginepodcast
- YouTube channel
- Learn more about Social Business Engine
- Learn more about Social Media Marketing
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P.S. Our next podcast features Therese Lochemy, Director of Internet Marketing & Social Engagement at Johns Hopkins Medicine.Subscribe to our podcast to stay current on new episodes delivered to your inbox every Friday!
