The Brand Vacuum
Bad NewsNobody wants to “engage”with your silly brand
56%Of Social Networking UsersFollow BrandsEdison Research | The Social Habit | Fall 2012
77%Friend Brands To GetCoupons & DealsCone Consumer Media Study
The Truth:•Preferred channel for marketing? •Email - 77% •Facebook - 4% •Twitter - 1% (ExactTarget)•Where do you look for ...
Who do you friend on Facebook?
Among the 200 biggest brands onFacebook, only 0.45% of their fansactually engaged with them.                - Ehrenberg Ba...
Why? What	  the	  purists	  don’t	  say	  ...     Mike Baldwin - Shutterstock.com
Engage Dammit!
Engagement is not a Goal.Engagement is a Result!
What have you been told?•Provide value•Be audience-centric, not brand-centric•Participate, Join the Conversation•Build rel...
Why aren’t you he	  purists	  don’t	  say	  ...      What	  tfollowing the bestpractices?     Mike Baldwin - Shutterstock....
Push Elsewhere
Don’t Believe The HypeAmerican Social Networkers 12 and up ...•86% watch television at least nearly every day•76% listen t...
Don’t Believe The HypeTelevision•Viewing at an all-time high•Only 2% is web TV•95% of TiVo ads are watched live•TV among t...
Be Useful
Be Relevant (Local)
Holy Smokes!               Jean Winters Olkonen
What	  the	  purists	  don’t	  say	  ...
Stop Faking It
What	  the	  purists	  say	  ...             Social Media Explorer✦   Strategy, Execution & Measurement✦   ConversationRep...
Jason Falls - iStrategy Chicago 2012
Jason Falls - iStrategy Chicago 2012
Jason Falls - iStrategy Chicago 2012
Jason Falls - iStrategy Chicago 2012
Jason Falls - iStrategy Chicago 2012
Jason Falls - iStrategy Chicago 2012
Jason Falls - iStrategy Chicago 2012
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Jason Falls - iStrategy Chicago 2012

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Brand Vacuum: Why Nobody Cares About Your Silly Brand… And What To Do About It

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Jason Falls - iStrategy Chicago 2012

  1. 1. The Brand Vacuum
  2. 2. Bad NewsNobody wants to “engage”with your silly brand
  3. 3. 56%Of Social Networking UsersFollow BrandsEdison Research | The Social Habit | Fall 2012
  4. 4. 77%Friend Brands To GetCoupons & DealsCone Consumer Media Study
  5. 5. The Truth:•Preferred channel for marketing? •Email - 77% •Facebook - 4% •Twitter - 1% (ExactTarget)•Where do you look for product info? •Company Website/Email - 87% •Search Engine - 6% •Facebook - 4% (ExactTarget)
  6. 6. Who do you friend on Facebook?
  7. 7. Among the 200 biggest brands onFacebook, only 0.45% of their fansactually engaged with them. - Ehrenberg Bass Institute & Advertising Age
  8. 8. Why? What  the  purists  don’t  say  ... Mike Baldwin - Shutterstock.com
  9. 9. Engage Dammit!
  10. 10. Engagement is not a Goal.Engagement is a Result!
  11. 11. What have you been told?•Provide value•Be audience-centric, not brand-centric•Participate, Join the Conversation•Build relationships, not billings
  12. 12. Why aren’t you he  purists  don’t  say  ... What  tfollowing the bestpractices? Mike Baldwin - Shutterstock.com
  13. 13. Push Elsewhere
  14. 14. Don’t Believe The HypeAmerican Social Networkers 12 and up ...•86% watch television at least nearly every day•76% listen to radio at least a few times per week•42% read a newspaper at least a few times per weekEdison Research - The Social Habit - Fall 2012
  15. 15. Don’t Believe The HypeTelevision•Viewing at an all-time high•Only 2% is web TV•95% of TiVo ads are watched live•TV among teens is up 33% in 8 years
  16. 16. Be Useful
  17. 17. Be Relevant (Local)
  18. 18. Holy Smokes! Jean Winters Olkonen
  19. 19. What  the  purists  don’t  say  ...
  20. 20. Stop Faking It
  21. 21. What  the  purists  say  ... Social Media Explorer✦ Strategy, Execution & Measurement✦ ConversationReport.com✦ Events For Marketers: GoToExplore.co✦ Q&A Site: ExploringSocialMedia.com @JasonFalls Damn Handsome socialmediaexplorer.com
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