Fewer than 15% of Facebook ads leverage social data to reach more relevant audiences.
Social
Media
Marketing
(Unless…)
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ST0P презентация
Содержание
- 1. ST0P
- 2. What is social media marketing? Content, People,
- 3. The earned media Venn diagram What
- 4. Marketing metrics prevail Awareness Consideration
- 5. Going viral is not enough What
- 6. The earned media Venn diagram What
- 7. Do people want brand content? What
- 8. Do they want your content? What
- 9. Content that works What consumers
- 10. Be in the right category or…
- 11. Craft a brand that matters or…
- 12. Be worth talking about Some brands can
- 13. Challenge faced by most brands
- 14. Challenge faced by most brands
- 15. Is the point moot? “Organic reach
- 16. Is the point moot? The same is happening on Twitter
- 17. Earned Media Is Dying Social Media’s Not-So-Existential
- 18. What about trust It’s not just about
- 19. What about trust It’s not just about reach Source: Adobe, 6/2013
- 20. What about trust It’s not just about
- 21. Source: Custora, Q2 2013 What about
- 22. What about trust It’s not just about
- 23. What about trust It’s not just about
- 24. Earned Media Challenges Shrinking reach Little
- 25. Does Social align to Marketing? Acquisition Reputation
- 26. Does Social align to Marketing? Acquisition Reputation
- 27. So, is Social a bust for biz?
- 28. So, is Social a bust for biz?
- 29. Earned media on a collision course If
- 30. What does this mean to you? Start
- 31. Avoid a career trap Start managing your
- 32. Once upon a time there was a
- 33. And now organic reach is ever shrinking
- 34. 1 Source: Nate Elliott, “Why Facebook Is
What is social media marketing? Content, People, WOM, Earned Media & Results Social Media
Marketing is
content… Authored or
encouraged
by a brand… Shared by
Word
Слайд 1Advertising is not social
calling paid media on social networks
“social.”
ST0P
Source: Nate
Elliott, “Why Facebook Is Failing Marketers,” Forrester
Слайд 2What is social media marketing?
Content, People, WOM, Earned Media & Results
Social
Media
Marketing is
content…
Authored or
encouraged
by a brand…
Shared by
Word of
Mouth that…
Creates
earned
media &…
Drives marketing objectives.
Слайд 3The earned media Venn diagram
What your brand can say to move
consumers closer
First, what content help your brand?
Слайд 4Marketing metrics prevail
Awareness
Consideration
Purchase Intent
Purchase
Inbound Traffic
What your brand can say to
move consumers closer
Not RTs & fans but Business or brand benefits
Слайд 5Going viral is not enough
What your brand can say to move
consumers closer
Having a viral campaign did not help Kmart
Слайд 6The earned media Venn diagram
What consumers want to hear from your
brand
Second, what can you say that will be heard?
Слайд 7Do people want brand content?
What consumers want to hear from your
brand
Consumers are just not that into you
68% of US consumers “mostly” or “always” ignore brand posts on every social network.
– Kentico, 2/14
Photo credits: Helga Weber
Слайд 8Do they want your content?
What consumers want to hear from your
brand
Much worse in some categories than others
71% of Millennials would rather go
to the dentist
than listen to
what their banks
are saying.
– Scratch/Viacom, 3/14
Photo credits: Conor Lawless
Слайд 9Content that works
What consumers want to hear from your brand
Engaging, Useless
Boring,
Unengaging
What your brand can say to move consumers closer
Some brands have a “magic intersection”
Слайд 10Be in the right category or…
What consumers want to hear
from your brand
Sports
, Entertainment
, Style
, Tech
, B2B
What your brand can say to move consumers closer
, Local
Слайд 11Craft a brand that matters or…
What consumers want to hear from
your brand
Brands with purpose drive engagement
What your brand can say to move consumers closer
Слайд 12Be worth talking about
Some brands can let people talk for them
Aug
8, 2014 Aug 15, 2014 Aug 22, 2014 Aug 29, 2014
Samsung Mobile:
Apple:
Слайд 13Challenge faced by most brands
What consumers want to hear from
your brand
What your brand can say to move consumers closer
Слайд 14Challenge faced by most brands
What consumers want to hear from
your brand
What your brand can say to move consumers closer
Brands that have not given people a reason to care in the real world cannot do so online
Слайд 15
Is the point moot?
“Organic reach of the content brands publish in
Facebook is destined to hit zero. It’s only a matter of time.”
- Social@Ogilvy, 3/14
"We expect organic distribution of an individual page's posts to gradually decline over time as we continually work to make sure people have a meaningful experience on the site.”
- Facebook Sales Deck, 12/13
- Social@Ogilvy, 3/14
"We expect organic distribution of an individual page's posts to gradually decline over time as we continually work to make sure people have a meaningful experience on the site.”
- Facebook Sales Deck, 12/13
Zero organic reach approaching on Facebook
Слайд 17Earned Media Is Dying
Social Media’s Not-So-Existential Question
"If a tree falls in
a forest and no one is around to hear it, does it make a sound?"
“If brand posts & tweets are seen by no one, are they still brand marketing?”
0 Likes
0 Comments
0 Shares
0 Retweets
0 Replies
0 Favorites
Слайд 18What about trust
It’s not just about reach
Source: Forrester, Establish Product Credibility
On Your Website, Kim Celestre, June 2014
Слайд 21
Source: Custora, Q2 2013
What about trust
It’s not just about reach
, acquisition
Data
derived from data spanning 72 million customers from 86 U.S. retailers across 14 industries.
Слайд 22What about trust
It’s not just about reach
Source: IBM, 12/2013
, acquisition
& driving
purchase?
Just 1% of purchases &
traffic on ecommerce
sites on Black Friday
and the preceding
week were directly
generated by social media.
Data collected from 800 U.S. retail websites
Слайд 23What about trust
It’s not just about reach
, acquisition
& driving purchase?
Based on
a random sample of over 7 billion online shopping experiences using “same store” data across each calendar quarter.
Source: Monetate, Q2 2014
Bounce Rate
Direct
Search
Social
47%
39%
62%
Add to Cart
Direct
Search
Social
4.5%
2.1%
0.6%
Conversion Rate
Direct
Search
Social
0.9%
0.4%
0.1%
Revenue/Session
Direct
Search
Social
$1.0
$.46
$.14
Слайд 24Earned Media Challenges
Shrinking reach
Little trust
Poor acquisition
Few conversions
Does Social align with Marketing
objectives?
Слайд 25Does Social align to Marketing?
Acquisition
Reputation
Inbound traffic
For which 3 is the CMO
held most accountable?
Advocacy
Loyalty
Collaboration
Listening
Sales/Share
1to1 Relationships
Acquisition
Inbound traffic
Sales/Share
Which Marketing Performance Metrics
does your company measure?
79%
Website traffic
62%
Quantity: Sales Leads
62%
Lead Conversion Rate
78%
Website traffic
61%
Lead Conversion Rate
54%
Quantity: Sales Leads
B2B
B2C
Source: Ascend2, 1/2013
Слайд 26Does Social align to Marketing?
Acquisition
Reputation
Inbound traffic
For which is Social Media most
effective?
Advocacy
Loyalty
Collaboration
Listening
Sales/Share
1to1 Relationships
Acquisition
Inbound traffic
Sales/Share
Reputation
Advocacy
Loyalty
Collaboration
Listening
Relationships
Слайд 27So, is Social a bust for biz?
Acquisition
Reputation
Inbound traffic
Advocacy
Loyalty
Collaboration
Listening
Sales/Share
1to1 Relationships
Social
Reputation
Advocacy
Loyalty
Listening
Collaboration
Relationships
Слайд 28So, is Social a bust for biz?
No, it aligns well
outside of Marketing
Social
Reputation
Advocacy
Loyalty
Listening
Public Relations
Product Development
Research
Human Resources
Customer Care
Collaboration
Relationships
Reputation,
Advocacy,
Relationships
Collaboration
Listening
Advocacy,
Loyalty,
Relationships
Advocacy,
Loyalty,
Relationships
Слайд 29Earned media on a collision course
If earned media cannot yield marketing
goals, it will not long be part of the Marketing mix
74% of CEOs think Marketers focus too much on the latest marketing trends such as social media – but can rarely demonstrate how these trends will help them generate more business for the company.
Fournaise Marketing Group,
based on research with 1200 CEOs
and CMOs in 11 countries, 7/2013
Source: CMO Survey, 9/2014
Data collected from 351 top US marketing leaders
Слайд 30What does this mean to you?
Start managing your career for changes
ahead
Congratulations! You get to do social media marketing!
Слайд 31Avoid a career trap
Start managing your career for changes ahead
Redirect: Work
to alter expectations and goals. Educate peers on the real business or brand goals that social can measurably deliver.
Detour: Consider social opportunities outside of the Marketing department.
Exit: Consider shifting out of social media and into related fields such as CX, customer care or mobile.
Слайд 32Once upon a time there was a web site Where we used
to post a thing or two
On Facebook we would laugh away the hours
And think of all the marketing we'd do
But soon reality was ever clearer
That fans and likes were not a currency
And content from our brands was no more welcome
Than ads in print, on FM or TV.
Those were the days my friend
We thought they'd never end
We'd tweet and pin forever and a day
We'd post our ads for free
With authenticity
Our brands would win and never have to pay
La la la la la la, La la la la la la,
Those were the days,
Oh yes, the social days!
Those Were the Days!
1968 Song by Mary Hopkins; Written by Boris Fomin and Gene Raskin
Слайд 33And now organic reach is ever shrinking On Facebook people rarely see
brand posts
And hashtag programs always seem to backfire
Hijacked by the trolls who spark revolts
Those Were the Days!
1968 Song by Mary Hopkins; Written by Boris Fomin and Gene Raskin
Social is a place where all our patrons
Can share how much they love us or we suck
So word of mouth comes not from status updates
But care that demonstrates we give a ████ heck
Those were the days my friend
We thought they'd never end
We'd tweet and pin forever and a day
We'd post our ads for free
With authenticity
Our brands would win and never have to pay
La la la la la la, La la la la la la,
Those were the days,
Oh yes, the social days!
Слайд 341 Source: Nate Elliott, “Why Facebook Is Failing Marketers,” Forrester
ignoring the
danger signs & prepare your company & career for changes ahead.
