Debunking social media myths
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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

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 Debunking social media myths Presentation Transcript

  • 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: 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
  • 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?  
  • 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  
  • 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, effort and resources required to plan, develop, implement, monitor and optimize
  • 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 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.
  • 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, 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
  • 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 SOCIAL MEDIA USERS ON THE PLANETGlobalWebIndex,  Oct  2011  
  • THEY ARE FAR MORE MOTIVATED BY SOCIAL ACTIVITIES B2B DECISION MAKERS ARE THE MOST ENGAGED SOCIAL MEDIA USERS ON THE PLANETGlobalWebIndex,  Oct  2011  
  • BUSINESS DECISION MAKERS ARE SIGNIFICANTLY MORE SOCIAL B2B DECISION MAKERS ARE THE MOST ENGAGED SOCIAL MEDIA USERS ON THE PLANETGlobalWebIndex,  Oct  2011  
  • 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  
  • AND YES, FACEBOOK WORKS FOR B2B B2B DECISION MAKERS ARE THE MOST ENGAGED SOCIAL MEDIA USERS ON THE PLANETGlobalWebIndex,  Oct  2011  
  • 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 involved in the decision!   A Long Sales Cycle!   Business professionals must lower their purchasing risks