SOCIAL MEDIA IS MATURE.
         NO IT ISN’T.
A debate of the state of social media’s maturity.

    IAN SCHAFER, FOUNDER/...
POINT
        COUNTER-
        POINT
POINT:
SOCIAL MEDIA
 IS MATURE.
“Social media are media designed to be disseminated
through social interaction, created using highly accessible
and scalab...
“Social media are media designed to be disseminated
        through social interaction, created using highly accessible
  ...
WE ARE ALL CONNECTED.


E
WE ARE ALL CONNECTED.
    WE ARE ALL CONDUITS.

E
BRANDS   PEOPLE

    PEOPLE   PEOPLE
E
SOCIAL MEDIA DELIVERS A
  MASSIVE AUDIENCE.
IF FACEBOOK WERE A COUNTRY,
IT WOULD BE THE 4TH LARGEST
        IN THE WORLD.
300 MILLION
    120
 1 BILLION
30 MILLION
IF YOUTUBE WERE A COUNTRY, IT
WOULD BE THE 3RD LARGEST IN
         THE WORLD.
16%
5% // 75%
10% // 86%
SOCIAL MEDIA IMPRESSIONS CAN
 BE THE MOST EFFICIENT MEDIA
        IMPRESSIONS.
IT’S MEDIA WITH UPSIDE.




          1˚
IT’S MEDIA WITH UPSIDE.

           3˚




           2˚


           1˚
         INFLUENCE
IT’S MEDIA WITH UPSIDE.

            3˚




                      DECREASE IN eCPM
  REACH




            2˚


          ...
THERE ARE MORE DECISION
TOUCHPOINTS THAN EVER.
2    McKinsey Quarterly 2009 Number 3
nce: In the traditional funnel metaphor, consumers start with a set of potential bra...
it counts
it counts
                         MOST INFLUENTIAL
                           TOUCHPOINTS
tial touch points by ...
YOUR AUDIENCES NOT ONLY USE IT,
 BUT ARE EMOTIONAL ABOUT IT.
DID YOU KNOW?
KIDS FEEL 17% MORE POSITIVELY ABOUT SOCIAL
MEDIA BRANDS THAN THE AVERAGE BRAND -- AND
11% MORE THAN OTHER IN...
DID YOU KNOW?
KIDS FEEL 17% MORE POSITIVELY ABOUT SOCIAL
MEDIA BRANDS THAN THE AVERAGE BRAND -- AND
11% MORE THAN OTHER IN...
DID YOU KNOW?
KIDS FEEL 17% MORE POSITIVELY ABOUT SOCIAL
MEDIA BRANDS THAN THE AVERAGE BRAND -- AND
11% MORE THAN OTHER IN...
TRANSACTIONS ARE HERE.
PLATFORMS
AND APIs ARE
  THE NEW
  WEBSITE.
WE CAN MEASURE EVERYTHING.
SOCIAL MEDIA IS
           MATURE.
IT CONNECTS BRANDS TO PEOPLE, AND PEOPLE TO
EACH OTHER.
SOCIAL MEDIA IS
           MATURE.
IT CONNECTS BRANDS TO PEOPLE, AND PEOPLE TO
EACH OTHER.
AUDIENCES SEEK CONNECTIONS WITH...
SOCIAL MEDIA IS
           MATURE.
IT CONNECTS BRANDS TO PEOPLE, AND PEOPLE TO
EACH OTHER.
AUDIENCES SEEK CONNECTIONS WITH...
SOCIAL MEDIA IS
           MATURE.
IT CONNECTS BRANDS TO PEOPLE, AND PEOPLE TO
EACH OTHER.
AUDIENCES SEEK CONNECTIONS WITH...
SOCIAL MEDIA IS
           MATURE.
IT CONNECTS BRANDS TO PEOPLE, AND PEOPLE TO
EACH OTHER.
AUDIENCES SEEK CONNECTIONS WITH...
SOCIAL MEDIA IS
           MATURE.
IT CONNECTS BRANDS TO PEOPLE, AND PEOPLE TO
EACH OTHER.
AUDIENCES SEEK CONNECTIONS WITH...
COUNTERPOINT:
 SOCIAL MEDIA
IS NOT MATURE.
IT’S NOT GOOD FOR (MANY)
   AGENCY BUSINESSES.
50




                 45




                 40
                                           A REACH AND ENGAGEMENT
     ...
50




                 45




                 40
                                           A REACH AND ENGAGEMENT
     ...
DO WE NEED SOCIAL MEDIA
 AGENCIES OF RECORD?
EN GAGE MENT
DO WE NEED SOCIAL MEDIA
 AGENCIES OF RECORD?
PEOPLE DON’T
KNOW WHAT TO
   BUY, IF
 ANYTHING AT
    ALL.
SOCIAL MEDIA
MAKES EVERYONE
 A BROADCAST
   CHANNEL.
WHICH MAKES ALL
 OF US A LITTLE
 DISORIENTED.
WE DON’T KNOW WHERE SOCIAL
     MEDIA “BELONGS”.
WE SUCK AT MEASURING
    SOCIAL MEDIA.
HITS DON’T WIN
 BALLGAMES.

  RUNS DO.
IT’S NOT HOW MANY FANS/
  FOLLOWERS YOU HAVE.
IT’S HOW THEY ENGAGE WITH
 YOU AND EACH OTHER THAT
      REALLY COUNTS.
SOCIAL MEDIA SABERMETRICS™
An objective methodology for measuring
   social media-driven engagement.
KEY SOCIAL PERFORMANCE
       INDICATORS (KSPIs)
In lieu of a direct correlation, proxies by
 which we gauge success withi...
RESEARCH AND BEHAVIORAL
 MODELING CAN HELP YOU
  DEFINE THOSE PROXIES.
SOCIAL MEDIA
SABERMETRICS™ CAN HELP.
    identify your business goals
SOCIAL MEDIA
 SABERMETRICS™ CAN HELP.
         identify your business goals

identify your key social performance indicato...
SOCIAL MEDIA
 SABERMETRICS™ CAN HELP.
         identify your business goals

identify your key social performance indicato...
SOCIAL MEDIA
 SABERMETRICS™ CAN HELP.
         identify your business goals

identify your key social performance indicato...
WE STILL DON’T KNOW ENOUGH
ABOUT HOW AUDIENCES ENGAGE
     WITH OUR BRANDS.
WE STILL DON’T KNOW ENOUGH
ABOUT HOW AUDIENCES ENGAGE
     WITH OUR BRANDS.

       BUT WE WILL
        HAVE TO.
WE DON’T WANT TO GIVE SOCIAL
 MEDIA THE TIME IT NEEDS TO
     GENERATE RESULTS.
SOCIAL MEDIA IS NOT
          MATURE.
BIG AGENCIES AREN’T BUILT FOR IT.
SOCIAL MEDIA IS NOT
         MATURE.
BIG AGENCIES AREN’T BUILT FOR IT.
WE STILL AREN’T SURE WHAT WE’RE BUYING/SELLING.
SOCIAL MEDIA IS NOT
         MATURE.
BIG AGENCIES AREN’T BUILT FOR IT.
WE STILL AREN’T SURE WHAT WE’RE BUYING/SELLING.
IT’...
SOCIAL MEDIA IS NOT
         MATURE.
BIG AGENCIES AREN’T BUILT FOR IT.
WE STILL AREN’T SURE WHAT WE’RE BUYING/SELLING.
IT’...
SOCIAL MEDIA IS NOT
         MATURE.
BIG AGENCIES AREN’T BUILT FOR IT.
WE STILL AREN’T SURE WHAT WE’RE BUYING/SELLING.
IT’...
SOCIAL MEDIA IS NOT
         MATURE.
BIG AGENCIES AREN’T BUILT FOR IT.
WE STILL AREN’T SURE WHAT WE’RE BUYING/SELLING.
IT’...
SOCIAL MEDIA IS NOT
         MATURE.
BIG AGENCIES AREN’T BUILT FOR IT.
WE STILL AREN’T SURE WHAT WE’RE BUYING/SELLING.
IT’...
SOCIAL MEDIA IS NOT
         MATURE.
BIG AGENCIES AREN’T BUILT FOR IT.
WE STILL AREN’T SURE WHAT WE’RE BUYING/SELLING.
IT’...
SO WHAT’S THE ANSWER
SOCIAL MEDIA IS
MATURE (ENOUGH).
SOCIAL MEDIA IS
          MATURE (ENOUGH).
DEVELOP A STRATEGY THAT INVOLVES
EACH DEPT.
SOCIAL MEDIA IS
          MATURE (ENOUGH).
DEVELOP A STRATEGY THAT INVOLVES
EACH DEPT.
ESTABLISH ROLES.
SOCIAL MEDIA IS
          MATURE (ENOUGH).
DEVELOP A STRATEGY THAT INVOLVES
EACH DEPT.
ESTABLISH ROLES.
MAKE CRM A PRIORIT...
SOCIAL MEDIA IS
          MATURE (ENOUGH).
DEVELOP A STRATEGY THAT INVOLVES
EACH DEPT.
ESTABLISH ROLES.
MAKE CRM A PRIORIT...
SOCIAL MEDIA IS
          MATURE (ENOUGH).
DEVELOP A STRATEGY THAT INVOLVES
EACH DEPT.
ESTABLISH ROLES.
MAKE CRM A PRIORIT...
SOCIAL MEDIA IS
          MATURE (ENOUGH).
DEVELOP A STRATEGY THAT INVOLVES
EACH DEPT.
ESTABLISH ROLES.
MAKE CRM A PRIORIT...
SOCIAL MEDIA IS
          MATURE (ENOUGH).
DEVELOP A STRATEGY THAT INVOLVES
EACH DEPT.
ESTABLISH ROLES.
MAKE CRM A PRIORIT...
IAN@DEEP-FOCUS.NET
      DEEPFOCUS.NET
  TWITTER.COM/ISCHAFER
FACEBOOK.COM/IANSCHAFER
     IANSCHAFER.COM
Social Media Is Mature - No It Isn't
Social Media Is Mature - No It Isn't
Social Media Is Mature - No It Isn't
Social Media Is Mature - No It Isn't
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Social Media Is Mature - No It Isn't

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A debate of the state of social media’s maturity.

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Social Media Is Mature - No It Isn't

  1. 1. SOCIAL MEDIA IS MATURE. NO IT ISN’T. A debate of the state of social media’s maturity. IAN SCHAFER, FOUNDER/CEO, DEEP FOCUS
  2. 2. POINT COUNTER- POINT
  3. 3. POINT: SOCIAL MEDIA IS MATURE.
  4. 4. “Social media are media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media supports the human need for social interaction, using Internet- and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many).”
  5. 5. “Social media are media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media supports the human need for social interaction, using Internet- and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many).” “ It supports the democratization of knowledge and information, transforming ” people from content consumers into content producers.
  6. 6. WE ARE ALL CONNECTED. E
  7. 7. WE ARE ALL CONNECTED. WE ARE ALL CONDUITS. E
  8. 8. BRANDS PEOPLE PEOPLE PEOPLE E
  9. 9. SOCIAL MEDIA DELIVERS A MASSIVE AUDIENCE.
  10. 10. IF FACEBOOK WERE A COUNTRY, IT WOULD BE THE 4TH LARGEST IN THE WORLD.
  11. 11. 300 MILLION 120 1 BILLION 30 MILLION
  12. 12. IF YOUTUBE WERE A COUNTRY, IT WOULD BE THE 3RD LARGEST IN THE WORLD.
  13. 13. 16% 5% // 75% 10% // 86%
  14. 14. SOCIAL MEDIA IMPRESSIONS CAN BE THE MOST EFFICIENT MEDIA IMPRESSIONS.
  15. 15. IT’S MEDIA WITH UPSIDE. 1˚
  16. 16. IT’S MEDIA WITH UPSIDE. 3˚ 2˚ 1˚ INFLUENCE
  17. 17. IT’S MEDIA WITH UPSIDE. 3˚ DECREASE IN eCPM REACH 2˚ 1˚ INFLUENCE
  18. 18. THERE ARE MORE DECISION TOUCHPOINTS THAN EVER.
  19. 19. 2 McKinsey Quarterly 2009 Number 3 nce: In the traditional funnel metaphor, consumers start with a set of potential brands and DECISIONS: thodically reduce that number to make a purchase. hibit title: The traditional funnel hibit 1 HOW IT USED TO BE. he traditional funnel Awareness Familiarity Consideration Purchase Loyalty
  20. 20. it counts it counts MOST INFLUENTIAL TOUCHPOINTS tial touch points by stage of consumer decision journey, for competitors tomers, % of effectiveness1 Store/agent/dealer interactions 12 26 Word-of-mouth 43 Consumer-driven marketing Online research 21 Offline and/or print reviews Past experience 28 37 31 Traditional advertising 10 Direct marketing 5 Company-driven marketing Sponsorship 39 In-store product experience 26 22 Salesperson contact Initial- Active Closure consideration evaluation set
  21. 21. YOUR AUDIENCES NOT ONLY USE IT, BUT ARE EMOTIONAL ABOUT IT.
  22. 22. DID YOU KNOW? KIDS FEEL 17% MORE POSITIVELY ABOUT SOCIAL MEDIA BRANDS THAN THE AVERAGE BRAND -- AND 11% MORE THAN OTHER INTERNET BRANDS.
  23. 23. DID YOU KNOW? KIDS FEEL 17% MORE POSITIVELY ABOUT SOCIAL MEDIA BRANDS THAN THE AVERAGE BRAND -- AND 11% MORE THAN OTHER INTERNET BRANDS. KIDS FEEL MORE FAVORABLY ABOUT THAN
  24. 24. DID YOU KNOW? KIDS FEEL 17% MORE POSITIVELY ABOUT SOCIAL MEDIA BRANDS THAN THE AVERAGE BRAND -- AND 11% MORE THAN OTHER INTERNET BRANDS. KIDS FEEL MORE FAVORABLY ABOUT THAN 53% OF KIDS 6-11 LIKE MORE THAN BEFORE.
  25. 25. TRANSACTIONS ARE HERE.
  26. 26. PLATFORMS AND APIs ARE THE NEW WEBSITE.
  27. 27. WE CAN MEASURE EVERYTHING.
  28. 28. SOCIAL MEDIA IS MATURE. IT CONNECTS BRANDS TO PEOPLE, AND PEOPLE TO EACH OTHER.
  29. 29. SOCIAL MEDIA IS MATURE. IT CONNECTS BRANDS TO PEOPLE, AND PEOPLE TO EACH OTHER. AUDIENCES SEEK CONNECTIONS WITH BRANDS.
  30. 30. SOCIAL MEDIA IS MATURE. IT CONNECTS BRANDS TO PEOPLE, AND PEOPLE TO EACH OTHER. AUDIENCES SEEK CONNECTIONS WITH BRANDS. IT’S WHERE YOUR AUDIENCES ARE.
  31. 31. SOCIAL MEDIA IS MATURE. IT CONNECTS BRANDS TO PEOPLE, AND PEOPLE TO EACH OTHER. AUDIENCES SEEK CONNECTIONS WITH BRANDS. IT’S WHERE YOUR AUDIENCES ARE. IT CAN BE THE MOST EFFICIENT KIND OF IMPRESSIONS.
  32. 32. SOCIAL MEDIA IS MATURE. IT CONNECTS BRANDS TO PEOPLE, AND PEOPLE TO EACH OTHER. AUDIENCES SEEK CONNECTIONS WITH BRANDS. IT’S WHERE YOUR AUDIENCES ARE. IT CAN BE THE MOST EFFICIENT KIND OF IMPRESSIONS. SOCIAL MEDIA IS “COOL”.
  33. 33. SOCIAL MEDIA IS MATURE. IT CONNECTS BRANDS TO PEOPLE, AND PEOPLE TO EACH OTHER. AUDIENCES SEEK CONNECTIONS WITH BRANDS. IT’S WHERE YOUR AUDIENCES ARE. IT CAN BE THE MOST EFFICIENT KIND OF IMPRESSIONS. SOCIAL MEDIA IS “COOL”. IT FINALLY GIVES US A WAY TO MEASURE ENGAGEMENT, IN REAL-TIME.
  34. 34. COUNTERPOINT: SOCIAL MEDIA IS NOT MATURE.
  35. 35. IT’S NOT GOOD FOR (MANY) AGENCY BUSINESSES.
  36. 36. 50 45 40 A REACH AND ENGAGEMENT 35 MODEL IS NOT SUSTAINABLE. profit margin % 30 25 the engagement-centric agency 20 15 the reach/frequency agency 10 5 0 0 1 2 3 4 5 6 7 8 9 10 level of engagement
  37. 37. 50 45 40 A REACH AND ENGAGEMENT 35 MODEL IS NOT SUSTAINABLE. profit margin % 30 25 the engagement-centric agency 20 15 the reach/frequency agency 10 5 0 0 1 2 3 4 5 6 7 8 9 10 level of engagement
  38. 38. DO WE NEED SOCIAL MEDIA AGENCIES OF RECORD?
  39. 39. EN GAGE MENT DO WE NEED SOCIAL MEDIA AGENCIES OF RECORD?
  40. 40. PEOPLE DON’T KNOW WHAT TO BUY, IF ANYTHING AT ALL.
  41. 41. SOCIAL MEDIA MAKES EVERYONE A BROADCAST CHANNEL. WHICH MAKES ALL OF US A LITTLE DISORIENTED.
  42. 42. WE DON’T KNOW WHERE SOCIAL MEDIA “BELONGS”.
  43. 43. WE SUCK AT MEASURING SOCIAL MEDIA.
  44. 44. HITS DON’T WIN BALLGAMES. RUNS DO.
  45. 45. IT’S NOT HOW MANY FANS/ FOLLOWERS YOU HAVE. IT’S HOW THEY ENGAGE WITH YOU AND EACH OTHER THAT REALLY COUNTS.
  46. 46. SOCIAL MEDIA SABERMETRICS™ An objective methodology for measuring social media-driven engagement.
  47. 47. KEY SOCIAL PERFORMANCE INDICATORS (KSPIs) In lieu of a direct correlation, proxies by which we gauge success within social media.
  48. 48. RESEARCH AND BEHAVIORAL MODELING CAN HELP YOU DEFINE THOSE PROXIES.
  49. 49. SOCIAL MEDIA SABERMETRICS™ CAN HELP. identify your business goals
  50. 50. SOCIAL MEDIA SABERMETRICS™ CAN HELP. identify your business goals identify your key social performance indicators
  51. 51. SOCIAL MEDIA SABERMETRICS™ CAN HELP. identify your business goals identify your key social performance indicators develop programs that influence KSPIs
  52. 52. SOCIAL MEDIA SABERMETRICS™ CAN HELP. identify your business goals identify your key social performance indicators develop programs that influence KSPIs optimize according to KSPIs
  53. 53. WE STILL DON’T KNOW ENOUGH ABOUT HOW AUDIENCES ENGAGE WITH OUR BRANDS.
  54. 54. WE STILL DON’T KNOW ENOUGH ABOUT HOW AUDIENCES ENGAGE WITH OUR BRANDS. BUT WE WILL HAVE TO.
  55. 55. WE DON’T WANT TO GIVE SOCIAL MEDIA THE TIME IT NEEDS TO GENERATE RESULTS.
  56. 56. SOCIAL MEDIA IS NOT MATURE. BIG AGENCIES AREN’T BUILT FOR IT.
  57. 57. SOCIAL MEDIA IS NOT MATURE. BIG AGENCIES AREN’T BUILT FOR IT. WE STILL AREN’T SURE WHAT WE’RE BUYING/SELLING.
  58. 58. SOCIAL MEDIA IS NOT MATURE. BIG AGENCIES AREN’T BUILT FOR IT. WE STILL AREN’T SURE WHAT WE’RE BUYING/SELLING. IT’S MASS, NICHE MEDIA.
  59. 59. SOCIAL MEDIA IS NOT MATURE. BIG AGENCIES AREN’T BUILT FOR IT. WE STILL AREN’T SURE WHAT WE’RE BUYING/SELLING. IT’S MASS, NICHE MEDIA. WE ARE OUT OF CONTROL OF THE MESSAGE.
  60. 60. SOCIAL MEDIA IS NOT MATURE. BIG AGENCIES AREN’T BUILT FOR IT. WE STILL AREN’T SURE WHAT WE’RE BUYING/SELLING. IT’S MASS, NICHE MEDIA. WE ARE OUT OF CONTROL OF THE MESSAGE. WE DON’T KNOW WHERE IT BELONGS IN OUR ORGANIZATIONS.
  61. 61. SOCIAL MEDIA IS NOT MATURE. BIG AGENCIES AREN’T BUILT FOR IT. WE STILL AREN’T SURE WHAT WE’RE BUYING/SELLING. IT’S MASS, NICHE MEDIA. WE ARE OUT OF CONTROL OF THE MESSAGE. WE DON’T KNOW WHERE IT BELONGS IN OUR ORGANIZATIONS. WE SUCK AT MEASURING IT.
  62. 62. SOCIAL MEDIA IS NOT MATURE. BIG AGENCIES AREN’T BUILT FOR IT. WE STILL AREN’T SURE WHAT WE’RE BUYING/SELLING. IT’S MASS, NICHE MEDIA. WE ARE OUT OF CONTROL OF THE MESSAGE. WE DON’T KNOW WHERE IT BELONGS IN OUR ORGANIZATIONS. WE SUCK AT MEASURING IT. WE DON’T KNOW ENOUGH ABOUT HOW OUR AUDIENCES ENGAGE.
  63. 63. SOCIAL MEDIA IS NOT MATURE. BIG AGENCIES AREN’T BUILT FOR IT. WE STILL AREN’T SURE WHAT WE’RE BUYING/SELLING. IT’S MASS, NICHE MEDIA. WE ARE OUT OF CONTROL OF THE MESSAGE. WE DON’T KNOW WHERE IT BELONGS IN OUR ORGANIZATIONS. WE SUCK AT MEASURING IT. WE DON’T KNOW ENOUGH ABOUT HOW OUR AUDIENCES ENGAGE. WE ARE ADDICTED TO CAMPAIGNS -- NOT COMMITMENTS.
  64. 64. SO WHAT’S THE ANSWER
  65. 65. SOCIAL MEDIA IS MATURE (ENOUGH).
  66. 66. SOCIAL MEDIA IS MATURE (ENOUGH). DEVELOP A STRATEGY THAT INVOLVES EACH DEPT.
  67. 67. SOCIAL MEDIA IS MATURE (ENOUGH). DEVELOP A STRATEGY THAT INVOLVES EACH DEPT. ESTABLISH ROLES.
  68. 68. SOCIAL MEDIA IS MATURE (ENOUGH). DEVELOP A STRATEGY THAT INVOLVES EACH DEPT. ESTABLISH ROLES. MAKE CRM A PRIORITY.
  69. 69. SOCIAL MEDIA IS MATURE (ENOUGH). DEVELOP A STRATEGY THAT INVOLVES EACH DEPT. ESTABLISH ROLES. MAKE CRM A PRIORITY. IDENTIFY YOUR KSPIs.
  70. 70. SOCIAL MEDIA IS MATURE (ENOUGH). DEVELOP A STRATEGY THAT INVOLVES EACH DEPT. ESTABLISH ROLES. MAKE CRM A PRIORITY. IDENTIFY YOUR KSPIs. UNDERSTAND THE VALUE OF ENGAGEMENTS.
  71. 71. SOCIAL MEDIA IS MATURE (ENOUGH). DEVELOP A STRATEGY THAT INVOLVES EACH DEPT. ESTABLISH ROLES. MAKE CRM A PRIORITY. IDENTIFY YOUR KSPIs. UNDERSTAND THE VALUE OF ENGAGEMENTS. EMBRACE TECHNOLOGY.
  72. 72. SOCIAL MEDIA IS MATURE (ENOUGH). DEVELOP A STRATEGY THAT INVOLVES EACH DEPT. ESTABLISH ROLES. MAKE CRM A PRIORITY. IDENTIFY YOUR KSPIs. UNDERSTAND THE VALUE OF ENGAGEMENTS. EMBRACE TECHNOLOGY. INNOVATE.
  73. 73. IAN@DEEP-FOCUS.NET DEEPFOCUS.NET TWITTER.COM/ISCHAFER FACEBOOK.COM/IANSCHAFER IANSCHAFER.COM

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