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October Luncheon | Breaking Social Media Myths
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October Luncheon | Breaking Social Media Myths

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Jesse Spencer, Director of Social Media at Integer Group, and Eric Dieter, Co-Founder of Movement Strategy debunk common social media myths.  …

Jesse Spencer, Director of Social Media at Integer Group, and Eric Dieter, Co-Founder of Movement Strategy debunk common social media myths. 

Through their collective experience working with brands such as PEOPLE Magazine, P&G, the New York Knicks, A&E Networks and hundreds of others, Eric and Jesse explained the differences between good and great as it pertains to social media strategy and execution.

Published in: Technology, Business

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  • 1. 5 SOCIAL MEDIA MYTHS DEBUNKED BY ERIC DIETER AND JESSE SPENCER PRESENTED BY MOVEMENT STRATEGY & INTEGER GROUP
  • 2. MY SOCIAL DEFINITION: - WE BELIEVE THAT SOCIAL MEDIA IS THE VALUABLE LINK BETWEEN SHOPPERS & BRANDS. - WE OPTIMIZE THIS SPACE TO BE A DIGITAL ITERATION OF WORD-OF-MOUTH MARKETING WHERE LOYALISTS ARE ACTIVATED (VIA ENGAGING AND CREATIVE CONTENT) TO BECOME EVANGELISTS OF THE BRAND. - WE ALSO USE THE SOCIAL WEB TO INFLUENCE THE PURCHASE DECISION OF SHOPPERS AND THOSE IN THEIR SOCIAL CIRCLES.
  • 3. MY SOCIAL DEFINITION: - WE BELIEVE BRANDS FACILITATING AN HONEST, TWO-WAY DIALOGUE WITH CONSUMERS THROUGH SOCIAL ARE GOING TO CONTINUE TO WIN. - WE LOOK AT CONTENT AS BEING PARAMOUNT, BUT SOCIAL REQUIRES A HOLISTIC STRATEGY. - WE’RE LOOKING AT CONNECTING THE DOTS BETWEEN THE SOCIAL PLATFORMS, INNOVATIONS IN HARDWARE, AND CONSUMER BEHAVIOR.
  • 4. CONTENT REALLY MATTERS IN SOCIAL: WHAT: INFORMATIONAL WHY: ASPIRATIONAL:
  • 5. THE MYTHS - FANS NUMBERS = SUCCESS IN SOCIAL THERE’S NO WAY TO EVALUATE ROI OF SOCIAL SOCIAL MEDIA DOESN’T LEAD TO SALES VIRAL CAMPAIGNS ARE ORGANIC SOCIAL MEDIA CAN BE HANDLED BY THE INTERN
  • 6. MYTH: FANS / FOLLOWERS / LIKES = SOCIAL MEDIA SUCCESS
  • 7. TRUTH: FANS/FOLLOWERS/LIKES ARE THE VEHICLE FOR SUCCESS IN SOCIAL, BUT YOU SHOULDN’T FOCUS ON THE QUANTITY.
  • 8. MYTH: THERE’S NO WAY TO EVALUATE ROI OF SOCIAL MEDIA
  • 9. TRUTH: KNOW WHAT YOU WANT IN RETURN BEFORE YOU MAKE YOUR INVESTMENT: SALES | SENTIMENT | SEO
  • 10. MYTH: SOCIAL MEDIA DOESN’T LEAD TO SALES
  • 11. TRUTH: SOCIAL MEDIA AND TECHNOLOGY IS PRESENT IN EVERY STAGE OF THE PURCHASE PROCESS FOR MANY BRANDS. DISCOVERY | INVESTIGATION BRAGGING | CUSTOMER SERVICE
  • 12. BLUE MOON PROMOTION: ASSIGNMENT: EDUCATE OUR SHOPPERS ABOUT THE BREWING PROCESS AND INCREASE OCCASIONS FOR PEOPLE TO HAVE BLUE MOON. SOLUTION: CREATE ONE-OF-A-KIND, ENGAGING SOCIAL PROMOTION THAT INSPIRES CONSUMERS TO GET INVOLVED IN MAKING A BEER AND LEARN ABOUT THE BLUE MOON STORY. RESULTS: • DAILY INTERACTION WITH THE PROMOTION •392% INCREASE IN PEOPLE TALKING ABOUT THIS ON FACEBOOK FOLLOWING THE LUNAR BLUE MOON ON 8/31/12 •AN ESTIMATED 24,000 SAMPLED DURING SPRING SAMPLING EVENTS •AN ESTIMATED 100,000 CONSUMERS ATTENDED 8/31 EVENTS, WHICH WERE PROMOTED AND SUPPORTED ON FACEBOOK •OVER 13,000 VOTES ON INGREDIENTS, LABELS AND BEER •VARIETY PACK SALES WERE UP 134% AND BLUE MOON BELGIAN WHITE WAS UP 13%
  • 13. MYTH: SOCIAL IS FOR CREATING NEW CUSTOMERS
  • 14. TRUTH: YOU ARE PREACHING TO THE CHOIR. AS USERS, WE ‘LIKE’ WHAT WE ACTUALLY LIKE. MOST OF THE PEOPLE WITH WHOM YOU ARE COMMUNICATING IN SOCIAL ARE YOUR CURRENT CUSTOMERS / CONSUMERS. RESEARCH FROM DDB FOUND THAT MOST OF THE PEOPLE WITH WHOM YOU ARE COMMUNICATING IN SOCIAL (84%) ARE YOUR CURRENT OR FORMER CUSTOMERS.
  • 15. MYTH: SOCIAL MEDIA CAN BE HANDLED BY AN INTERN
  • 16. TRUTH: CHRYSLER
  • 17. TRUTH: KENNETH COLE
  • 18. TRUTH: AS A GLOBAL COMMUNICATIONS PLATFORM THAT HAS THE POTENTIAL TO IMPACT YOUR BRAND AND INDUSTRY, WE WOULD ENCOURAGE YOU TO HIRE SKILLED INDIVIDUALS WITH A FOCUS ON YOUR HOLISTIC DIGITAL AND WHERE THE EFFORT FITS INTO YOUR LARGER MARKETING ECOSYSTEM RATHER THAN JUTS MAKING SURE YOUR BRAND IS ON FACEBOOK.
  • 19. THANK YOU SO MUCH FOR YOUR TIME. PLEASE BE IN TOUCH WITH ANY QUESTIONS. ERIC DIETER ERIC@MOVEMENTSTRATEGY.COM JESSE SPENCER JESSESPENCER@INTEGER.COM