Social Media Kicks  Traditional Advertising                  Dr. Augustine Fou                  http://linkedin.com/in/aug...
Paid Advertising                    A                            B C                 D      EF     G            A. Display...
Doing social media doesn’t mean…           … sticking display ads on FacebookMarch 29, 2012.                              ...
Users trust peers most,3/26/2012            … and trust ads least.   4
Venues come and go         friendster                      facebook (red)                      vs         myspace      mys...
Social Actions Are Free     Paid Advertising                            Social Actions                  10k Impressions   ...
Social Actions are longer lasting    One-way Media                                     Two-way Media                      ...
Continuous customer insightsbuilt right in         Starbucks – ideation         Netflix – market research         JetBlue ...
Social Actions Grow in Value                  Create   Wikipedia                  Curate   Digg (social news)             ...
So what?  From social media to stimulating social actions      Instead of thinking of social media as just another      wa...
Dr. Augustine Fou – Chief Digital Strategist    Dr. Augustine Fou is Chief Digital Strategist of    Marketing Science Cons...
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Social Media Marketing Done Right by Augustine Fou

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Instead of thinking of social media as just another way to target customers with ads, what if marketers focused on giving people a reason to like, rate, review and share (social actions) with their friends?

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  1. 1. Social Media Kicks Traditional Advertising Dr. Augustine Fou http://linkedin.com/in/augustinefou Marketing Science Consulting Group, Inc.March 29, 2012. 1
  2. 2. Paid Advertising A B C D EF G A. Display ads C. Rich media ads E. Email blast G. Email blast B. Email blast D. Television integration F. Display ads … is over when it’s turned offMarch 29, 2012. 2
  3. 3. Doing social media doesn’t mean… … sticking display ads on FacebookMarch 29, 2012. 3
  4. 4. Users trust peers most,3/26/2012 … and trust ads least. 4
  5. 5. Venues come and go friendster facebook (red) vs myspace myspace (blue) facebookMarch 29, 2012. 5
  6. 6. Social Actions Are Free Paid Advertising Social Actions 10k Impressions People telling people can lead to the same 1 action for FREE 0.001% click- rate Share, recommend, comment, rate, etc. 1 action (go to website) 1 action (go to website) … and more effective (comes from a friend)March 29, 2012. 6
  7. 7. Social Actions are longer lasting One-way Media Two-way Media Search Social Blogs “it’s over after it’s aired” Forums Even Superbowl ads stimulate only fleeting recall – of the top 100 daily Google searches Reviews how many were related to Superbowl ads?: • Feb 1: 20 of 100 • Feb 2: 6 of 100 “it’s archived and can be • Feb 3: 1 of 100 searched or mined later” • Feb 4: ZERO of 100 (forgotten by day 4)March 29, 2012. 7
  8. 8. Continuous customer insightsbuilt right in Starbucks – ideation Netflix – market research JetBlue – amplificationMarch 29, 2012. 8
  9. 9. Social Actions Grow in Value Create Wikipedia Curate Digg (social news) Review Amazon Share FacebookMarch 29, 2012. 9
  10. 10. So what? From social media to stimulating social actions Instead of thinking of social media as just another way to target customers with ads, what if marketers focused on giving people a reason to like, rate, review and share (social actions) with their friends? Social Media Social Actions Is “digital” your philosophy?March 29, 2012. 10
  11. 11. Dr. Augustine Fou – Chief Digital Strategist Dr. Augustine Fou is Chief Digital Strategist of Marketing Science Consulting Group, Inc., a company he founded over 11 years ago. He is an industry- recognized thought leader in digital strategy, search and social media marketing and former Group Chief Digital Officer of Omnicoms Healthcare Consultancy Group. Dr. Fou is also an Adjunct Professor at NYU in the School for Continuing and Professional Studies and at Rutgers University at the Center for Management Development, where he teaches courses on digital strategy, social media marketing to executives. He is a frequent panelist, moderator, and keynote speaker. Dr. Fou completed his PhD at MIT at the age of 23. He started his career with McKinsey & Company. He writes a monthly column on Integrated Marketing for ClickZ.com, and can be found on Twitter.com @acfou.March 29, 2012. acfou@mktsci.com 11

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