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

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

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Jason Falls - iStrategy Chicago 2012 Jason Falls - iStrategy Chicago 2012 Presentation Transcript

  • 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 product info? •Company Website/Email - 87% •Search Engine - 6% •Facebook - 4% (ExactTarget)
  • Who do you friend on Facebook?
  • Among the 200 biggest brands onFacebook, only 0.45% of their fansactually engaged with them. - Ehrenberg Bass Institute & Advertising Age
  • 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 relationships, not billings
  • Why aren’t you he  purists  don’t  say  ... What  tfollowing the bestpractices? Mike Baldwin - Shutterstock.com
  • Push Elsewhere
  • 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
  • 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
  • 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✦ ConversationReport.com✦ Events For Marketers: GoToExplore.co✦ Q&A Site: ExploringSocialMedia.com @JasonFalls Damn Handsome socialmediaexplorer.com