Social media buying is a game of inches. Everyone is playing on a similar playing field, so possessing superior social analysis technology is the only way to differentiate yourself from a competitor. Socialtyze was able to break out from the pack by harnessing the data of Crimson Hexagon.Download our Crimson Hexagon case study to see how Socialtyze uses this tool to push our clients success.Want more tips and tricks for how to dominate social this year with Data, Creative and Amplification? Download our 2016 Social Media Survival Guide.

Happy Holidays from your friends at Socialtyze and here’s to a wonderfully Social 2015!Want more tips and tricks for how to dominate social this year with Data, Creative and Amplification? Download our 2016 Social Media Survival Guide.

Organic Reach continues to drop. Social@Oglivy measured that organic reach has dropped from 16% in 2012 to 6% in February 2014 for smaller pages- and just 2% for pages with 500K or more fans.In 2015, Facebook has promised that organic reach will shrink even further.So, what’s the value Facebook Fans? Virtually nothing, right? We should all pull our pages from Facebook in protest like Eat24 did with its Facebook Break up letter.Well, Not exactly.Why?First, you need to think about fans differently. It’s not about the free organic reach, and it’s much more about the data.Two of the biggest challenges with good marketing is identifying the right people and finding a way to retarget them so you can build a relationship over time. It is no different than a new friendship. Once you find someone you like, your relationship builds with him or her, with every contactFacebook Fans are most likely customers of yours and they have selected you as a brand that they like. If organic reach never existed, marketers would be thrilled with the ability to target these fans through paid media.It is only because the ‘free lunch’ of organic reach is over that it is hard for brands and agencies to make the adjustment to paying for impressions and conversions.I say get over it. Stop complaining and run ads to reach your best customers. Here are reasons why -

Fans and Fan/Super Fan Look-alikes perform at 230% and 410% better than than all “other targeting groups” in producing downstream conversions including app installs, e-mails, sales, sweepstakes entries, etc.. Other targeting categories included highly defined interest groups, friends of fans, and custom audiences.So, what does that mean in terms of dollars and cents?It means that if fan basses are built correctly, the Fan and Fan Look-alike media is about ¼ to ½ the cost of other targeted media.Or, said another way, a brand with a large fan base can spend 25 to 50 cents on the dollar to get the same results as a brand with a very small fan base.Owned media works. The investment in growing a powerful fan base yields an asset that pays large dividends over time.We recommend to our clients that they allocate a certain percentage of their social toward building fans and followers and measure it less on the value of organic reach and more on the value of paid media. In essence, how much are they saving because on the ongoing investment in this asset.Want more tips and tricks for how to dominate social this year with Data, Creative and Amplification? Download our 2016 Social Media Survival Guide.

For years social media professionals operating in the Film and Television space have been discussing the incredible value of the second screen experience. Year over year, the average share of time spent engaging with a second screen experience on tablets or mobile devices has increased 719% since Q4 of 2011. For studios it’s one of the most powerful tools they can use to drive tune-in, and ticket sales.

However, I’ve personally watched the eyes of studio executives glaze over the moment “Second Screen Experience,” is mentioned and I get it. It’s some rather nebulously defined industry jargon, but that ends today! Let’s unpack the term together.

What It Is:

Simply put, the second screen is a companion experience to a Film or Television show in which a consumer engages in relevant, supplementary content on the web, or on a mobile device. This can be anything from a live Twitter-Chat during a show, or the release of an interactive app with BTS footage, trivia, polls, etc…

When done right the second screen experience helps build buzz, deepen consumer affinity, and extend the life of a studio release.

ADVICE FOR STUDIOS

Start Early

The most successful second screen experiences are populated with rich, interactive content, and the best way to secure these assets is to integrate them into the production process from the beginning. For years film productions have had b-teams that create content for DVD extras, but today the second screen is the new “DVD extras.” So it’s critical that studios use agencies with knowledge of social to help craft this content early on. (Side note: do they still make DVDs?)

Integrate it into the Movie Going Experience:

The assumption has always been that films can’t incorporate a real-time second screen experience with in-theater viewing. Not so! Disney Second Screen Live: The Little Mermaid encourages audiences to bring their iPads and enjoy an immersive, interactive, and mobile audience experience.

Watch the trailer below:

Nothing Is Too Small: Apps may be sexy but they don’t have a corner on the market of second screen experiences. When studios know their audience and cultivate their social media presence the results pay off in massive box office sales. Take this year’s hit “Fault in our Stars.” The studio leveraged the existing fans of the book to promote the film adaptation by using social media. They made them feel apart of the production process by sharing videos and photos of the movie taking shape. The creative was impeccable, and it made the consumer feel totally immersed in the filming process. They also ran an extremely successful campaign encouraging fans to pose with their copy of the book for a chance to win tickets to the premiere. The hashtag trended worldwide. The key takeaway here is that social media is now the second screen experience, it stokes anticipation, creates brand ambassadors, and most importantly drives ticket sales. So this is one party studio execs can’t afford to be late to.Want more tips and tricks for how to dominate social this year with Data, Creative and Amplification? Download our 2016 Social Media Survival Guide.

Click below to tune into this Social CEO Webinar on Influencer Marketing where our CEO, John Bohan, is interviewed by Stephanie Newby, the CEO of Crimson Hexagon.

http://www.crimsonhexagon.com/knowledge-center/webinars/influencer-marketing-today-tomorrowWant more tips and tricks for how to dominate social this year with Data, Creative and Amplification? Download our 2016 Social Media Survival Guide.