Dario FerreiraI loved this presentation. It is very interesting. Could you share this presentation with me? Thank you so much! darioferreira@mac.com1 month ago
michael d, Consultant at (indie)This is a great presentation. I would be most appreciative it if you can share the presentation slides. My email is: mdraznin08@gmail.com (or alternately, michaeldraznin@yahoo.com ). Many thanks and best regards.3 years ago
Jos de Kruijf at Jos de KruijfThat is a great set of slides. It was extremely useful to learn your view of this topic. Would you mind sharing these slides with me? jdekruijf@yahoo.com3 years ago
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Jacques van der MerweGreat presentation. Would appreciate it if you can share the presentation slides. Thank you
Social Media Is Mature - No It Isn’tPresentation Transcript
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
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.
Would you mind sharing these slides with me? pabloendler@yahoo.com.ar 3 years ago
My email is rschefer@aden.org 3 years ago
dhkimm@gmail.com 3 years ago
jvan_der_merwe@hotmail.com 3 years ago
Would love to have slides, also, if possible. Tks!
patricio.ogorman@gmail.com 3 years ago