A Fresh Look at Social Media
ProductCamp Austin – 2/15/2014
allies4me.com

2/17/2014

© 2012-2014, allies4me, All rights r...
Social Media Channels
•
•
•
•
•
•
•

TWITTER – I’m eating a donut
FACEBOOK – I like donuts
FOURSQUARE – This is where I ea...
The Buzz is Social

Source: Cascade Content (cascadecontent.com)

2/17/2014

© 2012-2014, allies4me, All rights reserved

...
Why Beat the Social Drum?
It’s hip, cool & profitable

Source: Cascade Content (cascadecontent.com)

2/17/2014

© 2012-201...
A Different View of Social

Watch your wallet!
2/17/2014

© 2012-2014, allies4me, All rights reserved

5
LET’S DEAL IN FACTS
What the data says about social media

2/17/2014

© 2012-2014, allies4me, All rights reserved

6
Bad Impressions
• Limited Reach
– The average page only reaches 12% of its FANS
organically

• Facebook’s $olution?
– Buy ...
Bad Engagement
• What the numbers say
– 0.4% of FANS comment on the average post
– 3.4% of FANS liked the average post
– 0...
High Fan to Conversion Rate

Example: “A Sober Approach to Social Media: 20,000 views
2/17/2014

13 post likes
4 page like...
The Bird Isn’t the Word
I’m Worse
Than
Facebook

2/17/2014

© 2012-2014, allies4me, All rights reserved

10
The Bird Isn’t the Word
• Twitter delivers only 11% of the referrals of
Facebook
• Lower Customer Lifetime Value than Face...
Low Return on Investment

Social media trails other acquisition channels
2/17/2014

© 2012-2014, allies4me, All rights res...
Customers are Acquired Elsewhere

Twitter & Facebook combined deliver less than 0.2% of new customers
2/17/2014

© 2012-20...
WHAT IS SOCIAL MEDIA
Social Media is what others say about you
Not what you say about yourself!

2/17/2014

© 2012-2014, a...
Example: United Airlines
• Ticked off a customer with
– A band
– A camcorder
– Orange jumpsuits

• Response:

– Customer m...
Example: Dairy Queen Manager

19 year old manager
does the right thing

2/17/2014

© 2012-2014, allies4me, All rights rese...
Analysis: Dairy Queen
Good Social Media
• Manager didn’t promote
himself
– A customer reported it

• When Joey, the manage...
WHAT IS SOCIAL MEDIA
Social Media is what others say about you
Not what you say about yourself!
“Social Media is a convers...
NOW GO & DO

2/17/2014

© 2012-2014, allies4me, All rights reserved

19
Measure Everything

If you aren’t – start!
Use DATA to drive decisions
2/17/2014

© 2012-2014, allies4me, All rights reser...
Optimize Your Spend & Time

Focus investment on highest returns
A/B test everything you can
2/17/2014

© 2012-2014, allies...
Social? - Be Worth Talking About

2/17/2014

© 2012-2014, allies4me, All rights reserved

22
DIGITAL & INTERNET MARKETING
allies4me
http://allies4me.com
@allies4me
https://plus.google.com/+Allies4me

2/17/2014

© 20...
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A Fresh Look at Social Media

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Social Media is all the rage, but is it a good investment for businesses.

Well managed businesses make data-driven decisions. Social media marketing should face the same data-driven scrutiny that other business decisions are subjected to.

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A Fresh Look at Social Media

  1. 1. A Fresh Look at Social Media ProductCamp Austin – 2/15/2014 allies4me.com 2/17/2014 © 2012-2014, allies4me, All rights reserved 1
  2. 2. Social Media Channels • • • • • • • TWITTER – I’m eating a donut FACEBOOK – I like donuts FOURSQUARE – This is where I eat donuts INSTAGRAM – Here’s a vintage photo of my donut YOUTUBE – Watch me eat a donut LINKEDIN – My skills include donut eating GOOGLE+ - I’m a Google employee eating donuts 2/17/2014 © 2012-2014, allies4me, All rights reserved 2
  3. 3. The Buzz is Social Source: Cascade Content (cascadecontent.com) 2/17/2014 © 2012-2014, allies4me, All rights reserved 3
  4. 4. Why Beat the Social Drum? It’s hip, cool & profitable Source: Cascade Content (cascadecontent.com) 2/17/2014 © 2012-2014, allies4me, All rights reserved 4
  5. 5. A Different View of Social Watch your wallet! 2/17/2014 © 2012-2014, allies4me, All rights reserved 5
  6. 6. LET’S DEAL IN FACTS What the data says about social media 2/17/2014 © 2012-2014, allies4me, All rights reserved 6
  7. 7. Bad Impressions • Limited Reach – The average page only reaches 12% of its FANS organically • Facebook’s $olution? – Buy ad$ Miller, Sara, “The Bigger the Facebook Page, the Harder it is to Reach Fans.” Retrieved December 31, 2013, from http://blogs.adobe.com/socialpractice/the-bigger-the-facebook-page-the-harder-it-is-toreach-fans/ 2/17/2014 © 2012-2014, allies4me, All rights reserved 7
  8. 8. Bad Engagement • What the numbers say – 0.4% of FANS comment on the average post – 3.4% of FANS liked the average post – 0.4% of FANS shared the average post • Facebook’s $olution? – Buy $ponsored Post$ Carter, Brian, “CONTAGIOUS CONTENT - What People Share On Facebook and Why They Share It..” April 2013 2/17/2014 © 2012-2014, allies4me, All rights reserved 8
  9. 9. High Fan to Conversion Rate Example: “A Sober Approach to Social Media: 20,000 views 2/17/2014 13 post likes 4 page likes 0 shares 1 conversion © 2012-2014, allies4me, All rights reserved 9
  10. 10. The Bird Isn’t the Word I’m Worse Than Facebook 2/17/2014 © 2012-2014, allies4me, All rights reserved 10
  11. 11. The Bird Isn’t the Word • Twitter delivers only 11% of the referrals of Facebook • Lower Customer Lifetime Value than Facebook • Twitter’s $olution – Buy promoted tweet$ 2/17/2014 © 2012-2014, allies4me, All rights reserved 11
  12. 12. Low Return on Investment Social media trails other acquisition channels 2/17/2014 © 2012-2014, allies4me, All rights reserved 12
  13. 13. Customers are Acquired Elsewhere Twitter & Facebook combined deliver less than 0.2% of new customers 2/17/2014 © 2012-2014, allies4me, All rights reserved 13
  14. 14. WHAT IS SOCIAL MEDIA Social Media is what others say about you Not what you say about yourself! 2/17/2014 © 2012-2014, allies4me, All rights reserved 14
  15. 15. Example: United Airlines • Ticked off a customer with – A band – A camcorder – Orange jumpsuits • Response: – Customer made a viral video – Got millions of views in days 2/17/2014 © 2012-2014, allies4me, All rights reserved 13.6M views as of Dec 2013 15
  16. 16. Example: Dairy Queen Manager 19 year old manager does the right thing 2/17/2014 © 2012-2014, allies4me, All rights reserved 16
  17. 17. Analysis: Dairy Queen Good Social Media • Manager didn’t promote himself – A customer reported it • When Joey, the manager, was interviewed – Said he didn’t do anything special – “It was just the right thing to do” 2/17/2014 Average-to-bad Social Media • Dairy Queen released a statement – “. . . We applaud [his] integrity, kindness & compassion. He is an inspiration to us all.” • Warren Buffet (owner of Dairy Queen) – Called Joey to thank him – Invited him to Berkshire Hathaway Shareholder meeting – Offered to fly Joey on private jet to meeting © 2012-2014, allies4me, All rights reserved 17
  18. 18. WHAT IS SOCIAL MEDIA Social Media is what others say about you Not what you say about yourself! “Social Media is a conversation. It is about relationships. It isn’t a platform for selling.” - Duane Forrester, Sr. Product Manager - Bing 2/17/2014 © 2012-2014, allies4me, All rights reserved 18
  19. 19. NOW GO & DO 2/17/2014 © 2012-2014, allies4me, All rights reserved 19
  20. 20. Measure Everything If you aren’t – start! Use DATA to drive decisions 2/17/2014 © 2012-2014, allies4me, All rights reserved 20
  21. 21. Optimize Your Spend & Time Focus investment on highest returns A/B test everything you can 2/17/2014 © 2012-2014, allies4me, All rights reserved 21
  22. 22. Social? - Be Worth Talking About 2/17/2014 © 2012-2014, allies4me, All rights reserved 22
  23. 23. DIGITAL & INTERNET MARKETING allies4me http://allies4me.com @allies4me https://plus.google.com/+Allies4me 2/17/2014 © 2012-2014, allies4me, All rights reserved 23

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