Cat Williams Mindshare - The Myths of Social Marketing

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The Myths of Social Marketing as presented at Social Media Advertising Event on 20 September 2010.

The Myths of Social Marketing as presented at Social Media Advertising Event on 20 September 2010.

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Transcript

  • 1. MYTHS OF SOCIAL MARKETING
    CAT WILLIAMSMINDSHARE
  • 2. THE LADDER
    Creators
    Critics
    Collectors
    Joiners
    Spectators
    Inactives
    Forrester’s Social Technographic Ladder 2007
    ambientlight.ca
  • 3. 3
    LONDON, 2005
  • 4. Mobile Internet Usage
    80%
    55%
    10%
  • 5. NEW YORK, 2009
    @jkrums
  • 6. 6
    THE LADDER’SFALLEN OVER
    ambientlight.ca
  • 7. 7
  • 8. MYTHS
  • 9. 1.
    ADVERTISING’S DEAD THE FUTURE’S VIRAL
  • 10.
  • 11.
  • 12.
  • 13. O
    P
    E
  • 14. 2.
    UGC IS TAKING OVER THE WORLD
  • 15. ONLY 20%OF MOST POPULAR VIDEOS ARE UGC
  • 16. 80%OF LINKS ON TWITTER ARE TO PROFESSIONAL MEDIA SOURCES
  • 17. 3.
    SOCIAL DOESN’T WORK FOR B2B
  • 18. 130 friends
    average Facebook user: 130
    97
    followers & following
    average Twitter user: 126 followers
    connections
    88
    average LinkedIn user: 32-67
    Source: CNBC ViewerConnect May 2010; user data from Facebook, Twitter and LinkedIn/Andersen Analytics
    How many people would you say you are connected to on the social networking sites you use?
  • 19.
  • 20.
  • 21. 4.
    YOU WANT LOTS OF INFLUENCERS
  • 22.
  • 23.
  • 24.
  • 25. Mindshare case study: Volvo UK
  • 26. Mindshare case study: Volvo UK
  • 27. 5.
    YOU CAN’T MEASURE SOCIAL
  • 28. WHAT IS YOUR OBJECTIVE?
    Recommendation
    Awareness
    Purchase
    Consideration
    SYNDICATE
    OPEN-SOURCE
    ON-DEMAND
    ADVOCACY
  • 29.
  • 30. Mindshare case study: Slumdog Millionaire India
  • 31. Mindshare case study: First Direct Live
  • 32. Mindshare case study: Impulse Diaries
  • 33. 6.
    SOCIAL’S KILLING TV
  • 34. TV
    DRIVES SOCIAL INTERACTION
  • 35. O
    P
    E
  • 36. MYTHS OF SOCIAL MARKETING
    catherine.williams@mindshareworld.com@mindsharesocial