Major brands face two distinct issues with social media Generating revenue directly from the social channel Dealing with content best practices, the volume of customer feedback, the proliferation of social assets, and customer abuse Social Commerce Platform http://www.getlasso.com Social Content Monitoring & Data Mining http://www.getoutlaw.com Notice Technologies Products
Then Now 150m Facebook users A “new” Facebook Mobile Early adopters had pages Facebook as another destination SMB dominated Simple “best practices” Not a serious marketing channel 600+ million Facebook users 200+ million mobile users EVERYONE has a Page Facebook as “social infrastructure” Massive intrusion by enterprises, brands Best practices less impact Higher expectations than ever from CMOs, marketing professionals The Post-Social Era
Facebook integration required Facebook apps, FBML No social plugins Custom code or blogging infrastructure required to allow comments Authentication was a chore (username/login) Dominated by Google, startups Not long ago…
Establish a presence Segment your audience as needed Create an “Editorial Calendar” to maintain social assets Have a “genuine conversation” Run targeted Facebook Ads – especially impressions What Used to Work
Rationalize social assets Effectively run contests & promotions Edgerank-optimized and “fan-only” content Live “chat” events Web sites + social plugins Real-time interaction & customer service Manage data and inject into workflows CPC advertising, if the cost is justified Effective & trackable landing pages What Does Work Today
65 2 1 Comment/feedback volume What do Enterprises do?
Be human Respond to people & address problems Don’t hide the skeletons Manage the volume of content/comments Lead with customer need & not brand Integrate Facebook social plugins where possible Allow a culture of experimentation & serendipity Aim for ROI, but don’t make it a mandatory goal Wrong incentives short-term The war is long What I’d do in the Enterprise