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Chris Treadaway presentation to Dallas Social Media Club on March 9, 2011

Chris Treadaway presentation to Dallas Social Media Club on March 9, 2011

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Dallas SMC Presentation Presentation Transcript

  • 1. Marketing in the Post-Social Era
    Chris Treadaway March 9, 2011
  • 2. My Journey
  • 3.
  • 4.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12.
  • 13.
  • 14.
  • 15.
  • 16. 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
  • 17. Friends of Notice Technologies
  • 18. The Post-Social Era
  • 19. 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
  • 20. 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…
  • 21.
  • 22. ctreada@facebook.com
    E-mail accounts
  • 23. http://www.insidefacebook.com/2011/03/08/insights-for-websites-demographics/
    Outsource your stats to Facebook?
  • 24. What are best practices?
  • 25. 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
  • 26. 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
  • 27. The boss & his/her demands
  • 28.
  • 29.
  • 30. What do we do about it?
  • 31.
  • 32. Group purchasing deals have been attractive to consumers because of significant savings, but they leave a small % of revenue for the advertiser.
  • 33.
    • Group purchasing providers feasted on mainstream businesses
    • 34. Increased competition means mainstream businesses have choices and are fatigued by the options & often unhappy with the business model
    • 35. As a result, group purchasing providers are offering more deals from niche/long tail businesses that are less interesting to consumers
    • 36. This will force the next evolution of local social commerce
    # of transactions per business
    Local
    2008
    Local
    2011
    Mainstream
    Niche/Long Tail
    Group Purchasing awakens SMBs
  • 37. http://www.informationweek.com/news/smb/ebusiness/showArticle.jhtml?articleID=229300508
  • 38. http://bit.ly/SMBFeedback
    SMB Satisfaction w/ Social Marketing
  • 39. What SMBs use & like for marketing
  • 40. 65
    2
    1
    Comment/feedback volume
    What do Enterprises do?
  • 41. 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
  • 42. Thank You!
    Chris Treadaway
    CEO, Notice Technologies
    chris@noticetechnologies.com
    ctreada@facebook.com
    Twitter @ctreada
    Facebook facebook.com/ctreada
    LinkedIn
    http://www.linkedin.com/in/christreadaway
    Book – bit.ly/facebook-mktg
    Deck -