ENGAGEMENT
@marKWschaefer
IS NOT A STRATEGY
Social Media
Hi. I’m Mark W. SCHAEFER.
An author.
Blogger.
Marketing consultant.
College educator.
I’M HERE TODAY WITH
An important
MESSAGE FOR THE
SOCIAL WEB.
LET ME EXPLAIN.
BACK IN THE EARLY DAYS
OF THE SOCIAL WEB
BACK IN THE EARLY DAYS
OF THE SOCIAL WEB
(you know, like 2007)
the leading “gurus”
were actively anti-business.
“social media is not
about your stupid
company. It’s all about
the conversation.”
-SOCIAL MEDIA GURU,
2007
“social media is not
about your stupid
company. It’s all about
the conversation.”
-SOCIAL MEDIA GURU,
2007
NOTE THE EARLY ...
we’ve come a long
way since those days
BUT…
I still hear rumblings online that
“engagement is the goal.”
So I’m here today TO SAY
ONCE AND FOR ALL…
ENGAGEMENT IS
NOT A STRATEGY.
ENGAGEMENT
IS NOT A
STRATEGY.
AM I YELLING? SORRY ABOUT THAT.
HERE’S THE TRUTH ABOUT
SOCIAL MEDIA ENGAGEMENT.
ENGAGEMENT has to be tied
to business objectives.
j#1
ENGAGEMENT IS A TOOL.
ONE THAT isn’t very
valuable on its own
Unless it’s tied to a measurable goal.
HERE ARE SOME examples
customer
acquisition
HERE ARE SOME examples
customer
acquisition
new product
development
here are some examples
customer
acquisition
new product
development
Customer
service
here are some examples
customer
acquisition
investment
new product
development
Customer
service
here are some examples
customer
acquisition
brand
awareness
investment
new product
development
Customer
service
here are some examples
j
consider thOSE before
you start making
cat memes for your
corporate facebook page.
Engagement by itself is not
an indicator of success.
j#2
let’s look at apple.
$104,300,000,000
brand VALUE

http://www.forbes.com/powerful-brands/list/
that makes them the most valuable
brand in the history of the world.

http://www.forbes.com/powerful-brands/list/

and yet…
beyond a tumblr page
for the iphone5c
isee5c.tumblr.com
which is more of a cool, interactive
ad than a social site
isee5c.tumblr.com
APPLE HAS IGNORED SOCIAL MEDIA.
https://twitter.com/apple
THEIR TWITTER PROFILE STILL HAS
A BIG FAT GOOSE EGG.
AND THEIR FACEBOOK PAGE HAS
12 MILLION LIKES.
https://www.facebook.com/pages/Apple-Inc/137947732957611
but zero posts.
https://www.facebook.com/pages/Apple-Inc/137947732957611
THEY have no
social media engagement.
$104,300,000,000
http://www.forbes.com/powerful-brands/list/
BUT THEY HAVE THIS.
Engagement isn’t necessarily
an indicator of financial success.
Engagement comes
at a cost.
j#3
What happens when your
focus is driving engagement?
If you’re not careful,
you could literally
talk yourself broke.
Here’s an example of
what i mean.
http://www.businessesgrow.com/2014/01/06/content-shock/
I wrote a blog post recently
that had hundreds of comments.
ENGAGING AT THIS LEVEL
CAN BE A FULL TIME JOB.
http://www.businessesgrow.com/2014/01/06/content-shock/
If I pumped up this level of
engagement all the time
I wouldn’t have time for
consulting & teaching
And that’s what feeds my family.
ENGAGEMENT IS JUST LIKE ANY OTHER
BUSINESS ACTIVITY.
IT takes time
and resources
SO WHEN IT COMES TO DECIDING
HOW MUCH you’ll SPEND ENGAGING
You’ll have to find a
balance to optimize
results for your business.
OK let’s RECAP
ENGAGEMENT
IS NOT A STRATEGY
Social Media
j
ENGAGEMENT HAS TO BE TIED TO
MEASURABLE BUSINESS OBJECTIVES.#1
3 TRUTHS ABOUT SOCIAL MEDIA ENGAGEMENT
j
ENGAGEMENT HAS TO BE TIED TO
MEASURABLE BUSINESS OBJECTIVES.
j#2 ENGAGEMENT ISN’T NECESSARILY
AN INDICATOR OF FINANCIAL ...
j
ENGAGEMENT HAS TO BE TIED TO
MEASURABLE BUSINESS OBJECTIVES.
j#2 ENGAGEMENT ISN’T NECESSARILY
AN INDICATOR OF FINANCIAL ...
Here’s the bottom line.
Engagement is not STRATEGY.
Engagement is not STRATEGY.
IT’S A TACTIC.
ONE THAT SUPPORTS YOUR BIGGER
MARKETING STRATEGY.
determining how it
will help you reach
your business goals
will be the key
to success.
NEED MORE SOCIAL
MEDIA ADVICE?
Are you ready for even more amazing ideas
to help you engage with your audience the
right way? You can find them in my boo...
Content by @markwschaefer Design by @sarahsmason
businessesgrow.com/blog
uncommonlysocial.com/
services/presentation-desig...
SYMBOLS
retina icons
THANKS!
typography
bebas neue
images
1963 television eyeglasses by x-ray delta one
Goal by Daniele Za...
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Social Media Engagement is Not a Strategy

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Social media marketers are keen to drive engagement but it may not necessarily be a viable strategy. In fact, it comes at a cost!

Published in: Social Media, Business, Technology
23 Comments
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  • Hey, I'm writing about brand identity and brand image. Of course I'm also looking for viewers and likes! - http://www.slideshare.net/Username_8/brand-image-vs-brand
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  • Bob Pulver, I used the Apple example to illustrate that you can certainly be successful without engagement. I find that so many companies simply use social media engagement to check a box.
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  • Apple seems like a strange example for #2, 'Engagement by itself is not an indicator of success'. I expected an example of a company which tried to engage but was unsuccessful, rather than a hugely successful company which, to this point, has practically abstained from social media engagement. Surely you're not advocating the Apple approach, Mark (which could be changing shortly anyway)
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  • Engagement is not just like another business activity, Mark...

    Engagement is a proof of trust ...
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  • Awesome! I couldn't agree more. I would encourage anyone to check if the engagement they have on any platform correlates with their business goals. Meaning, do your business KPI's show an increase when your engagement numbers increase? If not, you should take a step back and rethink your social media strategy.
       Reply 
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Transcript of "Social Media Engagement is Not a Strategy"

  1. 1. ENGAGEMENT @marKWschaefer IS NOT A STRATEGY Social Media
  2. 2. Hi. I’m Mark W. SCHAEFER. An author. Blogger. Marketing consultant. College educator.
  3. 3. I’M HERE TODAY WITH An important MESSAGE FOR THE SOCIAL WEB.
  4. 4. LET ME EXPLAIN.
  5. 5. BACK IN THE EARLY DAYS OF THE SOCIAL WEB
  6. 6. BACK IN THE EARLY DAYS OF THE SOCIAL WEB (you know, like 2007)
  7. 7. the leading “gurus” were actively anti-business.
  8. 8. “social media is not about your stupid company. It’s all about the conversation.” -SOCIAL MEDIA GURU, 2007
  9. 9. “social media is not about your stupid company. It’s all about the conversation.” -SOCIAL MEDIA GURU, 2007 NOTE THE EARLY GOOGLE GLASS PROTOTYPE
  10. 10. we’ve come a long way since those days
  11. 11. BUT…
  12. 12. I still hear rumblings online that “engagement is the goal.”
  13. 13. So I’m here today TO SAY ONCE AND FOR ALL…
  14. 14. ENGAGEMENT IS NOT A STRATEGY.
  15. 15. ENGAGEMENT IS NOT A STRATEGY.
  16. 16. AM I YELLING? SORRY ABOUT THAT.
  17. 17. HERE’S THE TRUTH ABOUT SOCIAL MEDIA ENGAGEMENT.
  18. 18. ENGAGEMENT has to be tied to business objectives. j#1
  19. 19. ENGAGEMENT IS A TOOL.
  20. 20. ONE THAT isn’t very valuable on its own
  21. 21. Unless it’s tied to a measurable goal.
  22. 22. HERE ARE SOME examples
  23. 23. customer acquisition HERE ARE SOME examples
  24. 24. customer acquisition new product development here are some examples
  25. 25. customer acquisition new product development Customer service here are some examples
  26. 26. customer acquisition investment new product development Customer service here are some examples
  27. 27. customer acquisition brand awareness investment new product development Customer service here are some examples
  28. 28. j consider thOSE before you start making cat memes for your corporate facebook page.
  29. 29. Engagement by itself is not an indicator of success. j#2
  30. 30. let’s look at apple.
  31. 31. $104,300,000,000 brand VALUE  http://www.forbes.com/powerful-brands/list/
  32. 32. that makes them the most valuable brand in the history of the world.  http://www.forbes.com/powerful-brands/list/
  33. 33.  and yet…
  34. 34. beyond a tumblr page for the iphone5c isee5c.tumblr.com
  35. 35. which is more of a cool, interactive ad than a social site isee5c.tumblr.com
  36. 36. APPLE HAS IGNORED SOCIAL MEDIA.
  37. 37. https://twitter.com/apple THEIR TWITTER PROFILE STILL HAS A BIG FAT GOOSE EGG.
  38. 38. AND THEIR FACEBOOK PAGE HAS 12 MILLION LIKES. https://www.facebook.com/pages/Apple-Inc/137947732957611
  39. 39. but zero posts. https://www.facebook.com/pages/Apple-Inc/137947732957611
  40. 40. THEY have no social media engagement.
  41. 41. $104,300,000,000 http://www.forbes.com/powerful-brands/list/ BUT THEY HAVE THIS.
  42. 42. Engagement isn’t necessarily an indicator of financial success.
  43. 43. Engagement comes at a cost. j#3
  44. 44. What happens when your focus is driving engagement?
  45. 45. If you’re not careful, you could literally talk yourself broke.
  46. 46. Here’s an example of what i mean.
  47. 47. http://www.businessesgrow.com/2014/01/06/content-shock/ I wrote a blog post recently that had hundreds of comments.
  48. 48. ENGAGING AT THIS LEVEL CAN BE A FULL TIME JOB. http://www.businessesgrow.com/2014/01/06/content-shock/
  49. 49. If I pumped up this level of engagement all the time
  50. 50. I wouldn’t have time for consulting & teaching
  51. 51. And that’s what feeds my family.
  52. 52. ENGAGEMENT IS JUST LIKE ANY OTHER BUSINESS ACTIVITY.
  53. 53. IT takes time
  54. 54. and resources
  55. 55. SO WHEN IT COMES TO DECIDING HOW MUCH you’ll SPEND ENGAGING
  56. 56. You’ll have to find a balance to optimize results for your business.
  57. 57. OK let’s RECAP
  58. 58. ENGAGEMENT IS NOT A STRATEGY Social Media
  59. 59. j ENGAGEMENT HAS TO BE TIED TO MEASURABLE BUSINESS OBJECTIVES.#1 3 TRUTHS ABOUT SOCIAL MEDIA ENGAGEMENT
  60. 60. j ENGAGEMENT HAS TO BE TIED TO MEASURABLE BUSINESS OBJECTIVES. j#2 ENGAGEMENT ISN’T NECESSARILY AN INDICATOR OF FINANCIAL SUCCESS. #1 3 TRUTHS ABOUT SOCIAL MEDIA ENGAGEMENT
  61. 61. j ENGAGEMENT HAS TO BE TIED TO MEASURABLE BUSINESS OBJECTIVES. j#2 ENGAGEMENT ISN’T NECESSARILY AN INDICATOR OF FINANCIAL SUCCESS. #1 3 TRUTHS ABOUT SOCIAL MEDIA ENGAGEMENT j#3 ENGAGEMENT COMES AT A COST. THE KEY IS FINDING A BALANCE WITH YOUR TIME AND RESOURCES.
  62. 62. Here’s the bottom line.
  63. 63. Engagement is not STRATEGY.
  64. 64. Engagement is not STRATEGY. IT’S A TACTIC.
  65. 65. ONE THAT SUPPORTS YOUR BIGGER MARKETING STRATEGY.
  66. 66. determining how it will help you reach your business goals will be the key to success.
  67. 67. NEED MORE SOCIAL MEDIA ADVICE?
  68. 68. Are you ready for even more amazing ideas to help you engage with your audience the right way? You can find them in my book, Social Media Explained. Buy the book! Buy it here on Amazon.
  69. 69. Content by @markwschaefer Design by @sarahsmason businessesgrow.com/blog uncommonlysocial.com/ services/presentation-design Click a link and Say Hello online!
  70. 70. SYMBOLS retina icons THANKS! typography bebas neue images 1963 television eyeglasses by x-ray delta one Goal by Daniele Zanni 06-i should have been climbing last night by dave morris Climbing the Arête des Cosmiques by Matt Kowalczyk Macbook on desk by craig garner (unsplash) / by thomas leuthard HOURGLASS BY Nick Olejniczak Vintage purple alarm clock by adelle & justin money by andrew magill [15:26] gratwanderung by west-park CHESS PIECES BY PETER MILLER
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