DEBUNKINGSOCIAL MEDIA   MYTHS
MYTH 1SOCIAL MEDIA = VIRAL
YOU CAN’T PLAN TO GO VIRAL         VIRAL           =     GREAT CONTENTCompelling, Relevant, Contextual, Arousing, Shareable
YOU NEED TO GIVE PEOPLE A REASON TOCARE AND SHARE!   Engagement Insight: Why do people care?   –  Sense of curiosity: Some...
THERE NEEDS TO BE A VALUE EXCHANGE           Value	  of	  brand	                        Value	  to	  customer	            ...
VALUE EXCHANGE IN THE FORM OF SOCIALCURRENCY Entertainment	  Value	                                                       ...
MYTH 2SOCIAL MEDIA IS FREE / CHEAP
THE TRUE COST OF SOCIAL
SOCIAL MEDIA PLATFORMS MAY BE FREETO USE…!   But Social Media Marketing is not!   It’s an “Always on” conversation!   Time...
MYTH 3    FACEBOOK =MARKETING STRATEGY
FACEBOOK DOES NOT EQUAL YOUR SOCIALSTRATEGY        =
IT’S NOT ABOUT THE TECHNOLOGY OR THENETWORKS
IT’S ABOUT CONNECTING PEOPLETOGETHER
AROUND UNIVERSAL HUMAN BEHAVIORS,MOTIVATIONS AND SHARED PASSIONS
THE KEY IS IN YOUR BRAND, NOT THENETWORK!   You have a story to tell (or a product to sell) and you use    different market...
MYTH 4SOCIAL MEDIA PRESENTS A LOT OF RISK / LOSS OF CONTROL
WHAT ARE THEY SAYING?
SOCIAL MEDIA PRESENT VARIOUS LEVELSOF RISKS BUT THEY ARE MANAGABLE!   Outside your own assets   –  On blogs, forums, revie...
MYTH 5 B2B VS B2CSOCIAL MEDIA
B2B VS B2C SOCIAL MEDIA  B2B DECISION MAKERS ARE THE MOST ENGAGED SOCIAL MEDIA USERS ON THE               PLANET
THEY ARE FAR MORE MOTIVATED BY    SOCIAL ACTIVITIES              B2B DECISION MAKERS ARE THE MOST             ENGAGED SOCI...
THEY ARE FAR MORE MOTIVATED BY    SOCIAL ACTIVITIES              B2B DECISION MAKERS ARE THE MOST             ENGAGED SOCI...
BUSINESS DECISION MAKERS ARE    SIGNIFICANTLY MORE SOCIAL              B2B DECISION MAKERS ARE THE MOST             ENGAGE...
AND THEY CONTINUE TO GROW FASTER    THAN THE AVERAGE USER              B2B DECISION MAKERS ARE THE MOST             ENGAGE...
AND YES, FACEBOOK WORKS FOR B2B              B2B DECISION MAKERS ARE THE MOST             ENGAGED SOCIAL MEDIA USERS ON TH...
MOST MARKETERS ARE FULLY ONBOARD
AND BUDGET ALLOCATION CORRELATESTO SALES
AND BUDGET ALLOCATION CORRELATESTO SALES
THEIR TOP PRIORITIES ARE MAINLYBUSINESS DRIVEN
USAGE VS EFFECTIVENESS
SOCIAL MEDIA IS MORE RELEVANT TO B2BMARKETING!   The B2B Buying Process is a more complex one!   Multiple influencers invol...
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Debunking social media myths

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These are the 5 common social media myths I hear about and I've created this deck to address each one of them

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Debunking social media myths

  1. 1. DEBUNKINGSOCIAL MEDIA MYTHS
  2. 2. MYTH 1SOCIAL MEDIA = VIRAL
  3. 3. YOU CAN’T PLAN TO GO VIRAL VIRAL = GREAT CONTENTCompelling, Relevant, Contextual, Arousing, Shareable
  4. 4. YOU NEED TO GIVE PEOPLE A REASON TOCARE AND SHARE!   Engagement Insight: Why do people care? –  Sense of curiosity: Something interesting, funny or creative –  Is relevant to their lives or current situation –  Is about something or someone important to them –  Is useful and helps make their lives easier!   Social Insight: Why do people share? The New York Times Customer Insights Group Study
  5. 5. THERE NEEDS TO BE A VALUE EXCHANGE Value  of  brand   Value  to  customer       Will  this  make  us  loved  and   What’s  in  it  for  me?   shared?       Why  will  I  do  this?     How  does  this  increase  our   value?   What  will  I  tell  my  friends?  
  6. 6. VALUE EXCHANGE IN THE FORM OF SOCIALCURRENCY Entertainment  Value   Personal  Value   Videos   Fame   Music   Exclusivity   Humor   Games   Monetary  Value   Rewards   Prizes   Func@onal  Value   Timesavers   Knowledge  Value   Makes  Life  Easier   Informa@on   Enablers   Gossip  
  7. 7. MYTH 2SOCIAL MEDIA IS FREE / CHEAP
  8. 8. THE TRUE COST OF SOCIAL
  9. 9. SOCIAL MEDIA PLATFORMS MAY BE FREETO USE…!   But Social Media Marketing is not!   It’s an “Always on” conversation!   Time, effort and resources required to plan, develop, implement, monitor and optimize
  10. 10. MYTH 3 FACEBOOK =MARKETING STRATEGY
  11. 11. FACEBOOK DOES NOT EQUAL YOUR SOCIALSTRATEGY =
  12. 12. IT’S NOT ABOUT THE TECHNOLOGY OR THENETWORKS
  13. 13. IT’S ABOUT CONNECTING PEOPLETOGETHER
  14. 14. AROUND UNIVERSAL HUMAN BEHAVIORS,MOTIVATIONS AND SHARED PASSIONS
  15. 15. THE KEY IS IN YOUR BRAND, NOT THENETWORK!   You have a story to tell (or a product to sell) and you use different marketing channels to tell it. –  Social media channels are one of the conduits and each have their strengths.!   Be where your customers are –  Know the strength of each channel –  Create tactics or content to tell the same story in a way that plays to that strength!   Your activities can be –  one-off’s that constitute part of a campaign peak to spark off interest, awareness and conversations –  or long-tail, slow burn activities designed to sustain a conversation and presence with consumers –  The best work, combines both.
  16. 16. MYTH 4SOCIAL MEDIA PRESENTS A LOT OF RISK / LOSS OF CONTROL
  17. 17. WHAT ARE THEY SAYING?
  18. 18. SOCIAL MEDIA PRESENT VARIOUS LEVELSOF RISKS BUT THEY ARE MANAGABLE!   Outside your own assets –  On blogs, forums, reviews, social media sites –  You cannot control what people are saying about you in public forums –  You can be aware (listen) and have the option to respond (engage) –  Cannot make negative, abusive or fake comments disappear!   On your own social media assets –  Your official social media presence on Facebook, Twitter, Blogs, Youtube etc –  Expectation for brand to participate and respond –  Governed by social media policy (“House Rules”) –  Opportunities to manage and change conversations
  19. 19. MYTH 5 B2B VS B2CSOCIAL MEDIA
  20. 20. B2B VS B2C SOCIAL MEDIA B2B DECISION MAKERS ARE THE MOST ENGAGED SOCIAL MEDIA USERS ON THE PLANET
  21. 21. THEY ARE FAR MORE MOTIVATED BY SOCIAL ACTIVITIES B2B DECISION MAKERS ARE THE MOST ENGAGED SOCIAL MEDIA USERS ON THE PLANETGlobalWebIndex,  Oct  2011  
  22. 22. THEY ARE FAR MORE MOTIVATED BY SOCIAL ACTIVITIES B2B DECISION MAKERS ARE THE MOST ENGAGED SOCIAL MEDIA USERS ON THE PLANETGlobalWebIndex,  Oct  2011  
  23. 23. BUSINESS DECISION MAKERS ARE SIGNIFICANTLY MORE SOCIAL B2B DECISION MAKERS ARE THE MOST ENGAGED SOCIAL MEDIA USERS ON THE PLANETGlobalWebIndex,  Oct  2011  
  24. 24. AND THEY CONTINUE TO GROW FASTER THAN THE AVERAGE USER B2B DECISION MAKERS ARE THE MOST ENGAGED SOCIAL MEDIA USERS ON THE PLANETGlobalWebIndex,  Oct  2011  
  25. 25. AND YES, FACEBOOK WORKS FOR B2B B2B DECISION MAKERS ARE THE MOST ENGAGED SOCIAL MEDIA USERS ON THE PLANETGlobalWebIndex,  Oct  2011  
  26. 26. MOST MARKETERS ARE FULLY ONBOARD
  27. 27. AND BUDGET ALLOCATION CORRELATESTO SALES
  28. 28. AND BUDGET ALLOCATION CORRELATESTO SALES
  29. 29. THEIR TOP PRIORITIES ARE MAINLYBUSINESS DRIVEN
  30. 30. USAGE VS EFFECTIVENESS
  31. 31. SOCIAL MEDIA IS MORE RELEVANT TO B2BMARKETING!   The B2B Buying Process is a more complex one!   Multiple influencers involved in the decision!   A Long Sales Cycle!   Business professionals must lower their purchasing risks
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