Social Media Marketing Master Class - Mathew Slavica, Digital Stand

The social media masterclass will focus on how we market in 2022. What does it mean to market in a cookieless world? What are the latest strategies insights and best practices for brand growth and sales acceleration? We will explore some of the fastest-growing brands globally reviewing their strategies and approach and providing a framework that you can adapt and apply locally. There has never been more important to understand what the future of social looks like and how this will impact your brand.

Key Takeaways:
- The latest social media advertising frameworks for accelerated growth.
- The key differential of the platforms as they relate to your business.
- A people first marketing strategy
- The latest science around advertising

1. MASTER CLASS
Mathew Slavica
FOUNDER
DIGITAL STAND
Social Media Marketing
Master Class
SYDNEY, AUSTRALIA ~ MARCH 22 -23, 2022
DIGIMARCONAUSTRALIA.COM | #DigiMarConAustralia

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By Mathew Slavica –Founder -@digitalstand
www.digitalstand.com

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Overview
Social Media Profiles
Content that Gets Engagement
How to Test Advertising on a Limited Budget
How Each Platform is the Same But Different
B2B vs B2C
How to track Audiences & Find New Markets
Algorithms
Frictionless Customer Journey
How Social Can Grow Your Business

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Founded Digital Stand in 2013, over 28 years
experience in sales and marketing.
Digital Stand has implemented strategies that have
helped enterprise to small business scale and
significantly improve their ROI on social and digital
advertising.
In excess of $100m in trackable incremental revenue
2x4 the number of leads and sales into e-commerce,
professional services, construction, SaaS,
Accommodation and Hospitality, NPO’s and more.
We do 3 things well.
1.Social and Digital Advertising
2.Inbound marketing & automation (marketing
funnels and sales funnels)
3.Conversion built websites
Mathew Slavica
Hello
[email protected]

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Audience Tracking (96.4% of Australian internet users access a
social media network, demographic between 16-64)
Social Media
Foundation
70% 30%
Facebook Pixel Set Up
Facebook
LinkedIn Pixel Set Up
LinkedIn
Maybe now, or later?
Any Other Social Platform that is Relevant
Google Analytics, Google Search Console,
Google Tag Manager
Google

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01
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03
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Content Engagement
Some points to note
At the 1 second mark you will have an intellectual
response
Intellectual Response
We will then have your attention for approximately 8
seconds
Attention Period
All our decisions follow a pattern
We buy emotionally and rationalize
intellectually
800 milliseconds you will have an
emotional response
Emotional Response

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The Brands to Follow
facebook.com-ads-library

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Different Audiences Different Content
Common Characteristics of
High Performing Brands
Source: Facebook Insights

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What Gets Engagement
Choose your organic strategy carefully
2 to 7%
Questions
Tutorials
Behind the Scenes
AMA
Thought Leadership
2%
Listicle posts
Products or Services
Short descriptive 25/200 words
Helpful, Discussion
Questions or Challenge Assumptions
Personal or Brand Stories
0.27%
Funny
UGC
Giveaways
Native Video
Live Video

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Audience Model
The building blocks of social advertising and targeting
Tracking visitors to your website and
specific pages
Website
Bi-directional feed of audiences into the
platform
Email Database and Contact List
Email list, Conversions, and Website
Look-a-Like Audiences
Conversion value data of a customers
worth
Lifetime Value Audiences
Client relationship management integration
and re-marketing
CRM

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Data Driven
Building and measuring the right audiences on social leads to the right returns
Targets potentially in need of your service
or product
Interest Based Audiences
Look-a-like audiences that you will build from
Look-a-Like
Which you will model most audiences from
Your Core Audience
Combining geography and demographics
Variants

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A/B
Multi-variant testing is how you find the right audience, and scale performance
80% 60%
The audience you suspect might
perform the best, could in fact be the
worst!
If you do not test different audiences
and creative, you will miss the
opportunity to scale

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A/B Testing of Advertising Simplified

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What Works
What worked there, just might work here
Same creative, audience
modelling, and copy
The learning here are
transferrable to new markets
New Market They Loved it
With very little cost you can test completely new markets. You are
now connected to the world.
How to find new markets

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But state it in a way that resonates with the
platform
You Need to be Contactable
Your timeline should be reflective of your
strategy, and client/consumer needs
You should Post Content
All the platforms are hungry for original
video based content
They all Want Video
But different content drives engagement
They Want Engaging Content
Each Platform is the
Same, but different

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Friction in Your Business
This is the single biggest thing you can do to improve your business
Brand or product not known, customer
does not recognize need, irrelevant offer,
ads, to much time spent searching
Awareness
Too much, too little, no expert advice, can’t
chat, risk perceptions, unaddressed safety,
privacy, no reviews, no price
Information Gaps
Ads not linking correctly, registration form
not working, loading time to long, content
not optimized for all platforms
Technology Gaps

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B2C or B2B (7) Advertising Framework
An advertising framework to consider
Ad 1 -Video
Tip or Advice
Track those that watch over 3 Seconds
Ad objective video views
Targeting interests, demographics etc
Create audience people who watch 3+ seconds 5 days
Ad 2 -Video or Image Ad 3 -Video or Image
Testimonials of happy customers
Ad objective = Conversions
Targeting the previous ad audience
over 3 seconds past 30 days
Video or Image
Clear offer or promotion
Ad objective = Conversions
Targeting the audience your created from ad 1

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How We Think About Algorithm's
An algorithm's goal is to increase your time on the platform
01
What are you viewing and engaging in
Content you are interested in
03
Can we connect you to similar groups and
are your friends interested in this content
Groups and Friends
05
Average user time is going up, numbers are
going up
We have a profile that works
02
The same content will start to flow into your feed
If we send you more, will you like it?
04
Is your engagement and time on the
platform going up?
Engagement and time on platform

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By Mathew Slavica –Founder -@digitalstand
www.digitalstand.com