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Jason Falls - iStrategy Chicago 2012
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Jason Falls - iStrategy Chicago 2012

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Published

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

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

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Transcript

  • 1. The Brand Vacuum
  • 2. Bad NewsNobody wants to “engage”with your silly brand
  • 3. 56%Of Social Networking UsersFollow BrandsEdison Research | The Social Habit | Fall 2012
  • 4. 77%Friend Brands To GetCoupons & DealsCone Consumer Media Study
  • 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. Who do you friend on Facebook?
  • 7. Among the 200 biggest brands onFacebook, only 0.45% of their fansactually engaged with them. - Ehrenberg Bass Institute & Advertising Age
  • 8. Why? What  the  purists  don’t  say  ... Mike Baldwin - Shutterstock.com
  • 9. Engage Dammit!
  • 10. Engagement is not a Goal.Engagement is a Result!
  • 11. What have you been told?•Provide value•Be audience-centric, not brand-centric•Participate, Join the Conversation•Build relationships, not billings
  • 12. Why aren’t you he  purists  don’t  say  ... What  tfollowing the bestpractices? Mike Baldwin - Shutterstock.com
  • 13. Push Elsewhere
  • 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. 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. Be Useful
  • 17. Be Relevant (Local)
  • 18. Holy Smokes! Jean Winters Olkonen
  • 19. What  the  purists  don’t  say  ...
  • 20. Stop Faking It
  • 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