Past Meetup

How Social Media Transformed from Free/Organic to a Paid Medium

This Meetup is past

57 people went

Price: A$10.00 /per person
Location image of event venue


Speaker: Mike Hickinbotham

Mike was formerly Head of Social Media at Westpac Group and Head of New Media (CMO) at Telstra.

Topic: "How Social Media Transformed from Free & Organic to a Paid Medium"


- Why applying Customer Insights & Segmentation into your Social Media Campaigns is Key to Success.

- Examples how focusing on the Right Creative really resonates with your Target Segments.

- How Businesses can look beyond Social Stats Reporting and pull out relevant insights to aid with their business goals.

- Using Revenue / Media Attribution to assess the impact of Social as part of the overall Digital Marketing mix. Review insights generated from the Datalicious Financial Services study.

Knowledge level: Advanced (For Business Leaders and Marketing Directors)

Duration: 45 min + 15 for Q&A

Location/Where: Saxons Training Facilities
(Near Wynyard or Martin Place train stations)

Cost: $10 (All profits from this Online Marketing Meetup event will be donated to charity as a lump sum. No individual receipts will be issued.)

The charity Mike would like to support is:

The charity is directly helping the earthquake victims in Nepal and run by Paul Borrud who is currently in Nepal working hands-on and executing relief efforts.

Max Capacity: 150 People


18:30: Arrive, Meet the Speaker & Network

19:00: Presentation Starts

20:00: Q & A

About the Speaker:

As the Head of Social Media at Westpac Group Mike helped to move their social media channel from an emerging to a mainstream channel that would deliver business results.

Facebook ranked in the top three channels that were attributed revenue using the Datalicious weighted attribution methodology. The top three performing channels were responsible for 65% of total revenue.

He also partnered with various external stakeholders to run a trial applying a Brand Response (BR) and Direct Response (DR) framework to positively impact Cost Per Landing (CPL) and brand consideration metrics. The trial results profiled how Westpac Group could lower CPL by 40% against the average CPL. Conversion experienced a increase of 250% against one of Westpac Group's core target demographic segments.

he also worked closely with the Westpac mobile team, MediaCom and Facebook to run an app download trial for the award winning Westpac iPad app and the St.George iPhone app. During the four week campaign he was able to optimise the creative and targeting strategy to achieve a 200% reduction in the cost per acquisition.

At Telstra his focus was to develop content and digital distribution strategies using paid, owned and earned media to assist consumers to the next phase of the purchase journey. He developed an 'inside - out' product focused content strategy that generated a positive attributed ROMI (Return on Marketing Investment).

He developed strategy and managed execution of Telstra’s participation in a LinkedIn global beta regarding a new paid media ad unit – Sponsored Updates. Telstra ranked in the top three out of 21 global brands for engagement % and CTA %. Some of the global brands that participated in the beta included Microsoft, AT&T, Cisco and Adobe.

Telstra's YouTube Channel reach over 10 million YouTube views. (Year-on-year increase of views by 266%, subscribers by 429%, shares by 93% and likes by 78%.)