Social Media Is Mature - No It Isn't

SOCIAL MEDIA IS MATURE. NO IT ISN’T. A debate of the state of social media’s maturity. IAN SCHAFER, FOUNDER/CEO, DEEP FOCUS

POINT COUNTER- POINT

POINT: SOCIAL MEDIA IS MATURE.

“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).”

“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.

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˚ 1˚ INFLUENCE

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 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

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

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 INTERNET BRANDS.

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

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.

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 BRANDS.

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.

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 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”.

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.

COUNTERPOINT: SOCIAL MEDIA IS NOT MATURE.

IT’S NOT GOOD FOR (MANY) AGENCY BUSINESSES.

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

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 within social media.

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 indicators

SOCIAL MEDIA SABERMETRICS™ CAN HELP. identify your business goals identify your key social performance indicators develop programs that inﬂuence KSPIs

SOCIAL MEDIA SABERMETRICS™ CAN HELP. identify your business goals identify your key social performance indicators develop programs that inﬂuence KSPIs optimize according to KSPIs

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’S MASS, NICHE MEDIA.

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.

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.

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.

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.

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.

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 PRIORITY.

SOCIAL MEDIA IS MATURE (ENOUGH). DEVELOP A STRATEGY THAT INVOLVES EACH DEPT. ESTABLISH ROLES. MAKE CRM A PRIORITY. IDENTIFY YOUR KSPIs.

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.

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.

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.

IAN@DEEP-FOCUS.NET DEEPFOCUS.NET TWITTER.COM/ISCHAFER FACEBOOK.COM/IANSCHAFER IANSCHAFER.COM

Social Media Is Mature - No It Isn't

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