joshua
walovitch
director of digital +
social media

Thursday, January 30, 2014

george
comeau
director of digital +
inter...
the problem with social

Thursday, January 30, 2014
the problem with social

do you want to
know what it is?
Thursday, January 30, 2014
the problem with social

any educated
guesses?
Thursday, January 30, 2014
the problem with social

Thursday, January 30, 2014
WHY?

Thursday, January 30, 2014
the problem with social
the funnel metaphor

Thursday, January 30, 2014
the problem with social

Thursday, January 30, 2014
the problem with social

when your marketing
strategy is built as if the
funnel metaphor is a reality

Thursday, January 3...
the problem with social

we start to misunderstand how to
use the following tools:

Thursday, January 30, 2014
the problem with social

website

direct mail
print piece

brochures
banner ads
flyers
posters
Thursday, January 30, 2014

...
the problem with social

website
direct mail
brochures
print piece
banner ads
ppc
flyers
email
posters
Thursday, January 30...
the problem with social

website
direct mail
brochures
print piece
adwords
ppc
flyers
email
video
posters
Thursday, January...
the problem with social

lets see what happened
to the effectivness of our
tools when we used them
b a s e d o n a n o u t ...
reality check

email open rates
banner ad click-thru rates
cost-per-click demand of google adwords

Thursday, January 30, ...
reality check

email open rates
2002: 37.3%

Thursday, January 30, 2014

paid
reality check

email open rates
2002: 37.3%
2009: 26%

Thursday, January 30, 2014

paid
reality check

email open rates
2002: 37.3%
2009: 26%
2011: 17%

Thursday, January 30, 2014

paid
reality check

email open rates

2014?
Thursday, January 30, 2014
reality check

gmail email tabs

Thursday, January 30, 2014
reality check

banner ad click-thru rates
mid 90’s = 3.0%

Thursday, January 30, 2014

paid
reality check

banner ad click-thru rates
mid 90’s = 3.0%
early 2000s = 0.5%

Thursday, January 30, 2014

paid
reality check

banner ad click-thru rates
mid 90’s = 3.0%
early 2000s = 0.5%
2010 = 0.1%

Thursday, January 30, 2014

paid
reality check
cost-per-click demand of google

going down
15% y.o.y.
Thursday, January 30, 2014

paid
reality check

why do marketers
continue to invest
so heavily in email
+ direct mail + ppc
+ banner ads
Thursday, January ...
reality check

when they
themselves don’t
as a consumer fall
for those tactics?
Thursday, January 30, 2014

paid
reality check
social media content
at frequency
seen by more
much higher
customers
than any other than any other
medium
me...
reality check

Thursday, January 30, 2014
reality check

not
investing in social
is the equivalent
to:
Thursday, January 30, 2014

paid
reality check

Thursday, January 30, 2014
reality check

little support, integration or resources

Thursday, January 30, 2014
reality check

Thursday, January 30, 2014
reality check

Thursday, January 30, 2014
suffolk’s evolution

the hire
experiment time

reset

Thursday, January 30, 2014
suffolk’s evolution: the hire

before the hire

Thursday, January 30, 2014
suffolk’s evolution: the hire

the hire

Thursday, January 30, 2014
suffolk’s evolution: the hire

Thursday, January 30, 2014
suffolk’s evolution: the hire

not so fast

Thursday, January 30, 2014
suffolk’s evolution: experiment time

hypothesis

Thursday, January 30, 2014

paid
suffolk’s evolution: experiment time

hypothesis
formulas

Thursday, January 30, 2014

paid
suffolk’s evolution: experiment time

hypothesis
formulas
iterate/shelve

Thursday, January 30, 2014

paid
suffolk’s evolution: reset

Thursday, January 30, 2014
suffolk’s evolution: reset

website

direct mail

print piece
brochures
adwords
flyers
ppc
posters
email
banner ads
Thursday...
suffolk’s evolution: reset

Thursday, January 30, 2014
social

purpose

Thursday, January 30, 2014
social purpose

add-value

Thursday, January 30, 2014
social purpose

add-value

educate

Thursday, January 30, 2014
social purpose

add-value

educate
entertain

Thursday, January 30, 2014
social purpose

add-value

educate
entertain
and then every once in a while
ask them to do something for us

Thursday, Jan...
how social should look

3 prong

Thursday, January 30, 2014
how social should look

Thursday, January 30, 2014
how social should look

owned

Thursday, January 30, 2014
how social should look

owned
earned
paid
Thursday, January 30, 2014
how social should look

owned
earned
integrated
project strategy

Thursday, January 30, 2014
how social should look

owned
earned
integrated
project strategy

paid
Thursday, January 30, 2014
owned
cultivation
engagement
conversation facilitation

Thursday, January 30, 2014
owned

Thursday, January 30, 2014
owned
cultivation
engagement
conversation facilitation
custom content
repurposing web/project content
Thursday, January 30...
owned : custom

Thursday, January 30, 2014
owned : custom

Thursday, January 30, 2014
owned : brand journalism

Thursday, January 30, 2014
owned : brand journalism

Thursday, January 30, 2014
owned : brand journalism

Thursday, January 30, 2014
owned : time sensitive

Thursday, January 30, 2014
owned : non-time sensitive

Thursday, January 30, 2014
earned

earned

Thursday, January 30, 2014
earned
ongoing pursuit of earned media

Thursday, January 30, 2014
earned
ongoing pursuit of earned media
standard vs. new

Thursday, January 30, 2014
earned
ongoing pursuit of earned media

active content creation

Thursday, January 30, 2014
earned

Thursday, January 30, 2014
earned

Thursday, January 30, 2014
project strategy

integrated
project strategy

Thursday, January 30, 2014
flat rammy

Thursday, January 30, 2014
flat rammy

Thursday, January 30, 2014
flat rammy

Thursday, January 30, 2014
flat rammy

http://www.slideshare.net/jwalovitch/flat-rammy-recap

Thursday, January 30, 2014
suffolk 365

http://suffolkomc.com/project365/
#.UunX1nddUhJ

Thursday, January 30, 2014
paid : the double standard

paid
Thursday, January 30, 2014
paid : the double standard

marketers are happy to pay
X dollars for postage to ensure
prospectives see direct mail pieces...
paid : the double standard

marketers are happy to pay
X dollars for postage to ensure
prospectives see direct mail pieces...
paid : the double standard

why should it be any
different for social?
Thursday, January 30, 2014
paid : the double standard

social advertising &
people freely tell the
internet where they
went to school =
Thursday, Jan...
paid : the double standard

new mailing address

Thursday, January 30, 2014
paid : the double standard

Thursday, January 30, 2014
paid : the double standard

Thursday, January 30, 2014
how social should look

owned
earned
integrated
project strategy

paid
Thursday, January 30, 2014
reprioritizing resources

Thursday, January 30, 2014
thank you!

Thursday, January 30, 2014
thank you!

any questions?

Thursday, January 30, 2014
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What's wrong with social media

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What's wrong with social media

  1. 1. joshua walovitch director of digital + social media Thursday, January 30, 2014 george comeau director of digital + interactive
  2. 2. the problem with social Thursday, January 30, 2014
  3. 3. the problem with social do you want to know what it is? Thursday, January 30, 2014
  4. 4. the problem with social any educated guesses? Thursday, January 30, 2014
  5. 5. the problem with social Thursday, January 30, 2014
  6. 6. WHY? Thursday, January 30, 2014
  7. 7. the problem with social the funnel metaphor Thursday, January 30, 2014
  8. 8. the problem with social Thursday, January 30, 2014
  9. 9. the problem with social when your marketing strategy is built as if the funnel metaphor is a reality Thursday, January 30, 2014
  10. 10. the problem with social we start to misunderstand how to use the following tools: Thursday, January 30, 2014
  11. 11. the problem with social website direct mail print piece brochures banner ads flyers posters Thursday, January 30, 2014 ppc email
  12. 12. the problem with social website direct mail brochures print piece banner ads ppc flyers email posters Thursday, January 30, 2014 consume & share & engage with content
  13. 13. the problem with social website direct mail brochures print piece adwords ppc flyers email video posters Thursday, January 30, 2014 consume & share & engage with content
  14. 14. the problem with social lets see what happened to the effectivness of our tools when we used them b a s e d o n a n o u t d at e d marketing outlook: Thursday, January 30, 2014
  15. 15. reality check email open rates banner ad click-thru rates cost-per-click demand of google adwords Thursday, January 30, 2014
  16. 16. reality check email open rates 2002: 37.3% Thursday, January 30, 2014 paid
  17. 17. reality check email open rates 2002: 37.3% 2009: 26% Thursday, January 30, 2014 paid
  18. 18. reality check email open rates 2002: 37.3% 2009: 26% 2011: 17% Thursday, January 30, 2014 paid
  19. 19. reality check email open rates 2014? Thursday, January 30, 2014
  20. 20. reality check gmail email tabs Thursday, January 30, 2014
  21. 21. reality check banner ad click-thru rates mid 90’s = 3.0% Thursday, January 30, 2014 paid
  22. 22. reality check banner ad click-thru rates mid 90’s = 3.0% early 2000s = 0.5% Thursday, January 30, 2014 paid
  23. 23. reality check banner ad click-thru rates mid 90’s = 3.0% early 2000s = 0.5% 2010 = 0.1% Thursday, January 30, 2014 paid
  24. 24. reality check cost-per-click demand of google going down 15% y.o.y. Thursday, January 30, 2014 paid
  25. 25. reality check why do marketers continue to invest so heavily in email + direct mail + ppc + banner ads Thursday, January 30, 2014 paid
  26. 26. reality check when they themselves don’t as a consumer fall for those tactics? Thursday, January 30, 2014 paid
  27. 27. reality check social media content at frequency seen by more much higher customers than any other than any other medium medium Thursday, January 30, 2014 paid
  28. 28. reality check Thursday, January 30, 2014
  29. 29. reality check not investing in social is the equivalent to: Thursday, January 30, 2014 paid
  30. 30. reality check Thursday, January 30, 2014
  31. 31. reality check little support, integration or resources Thursday, January 30, 2014
  32. 32. reality check Thursday, January 30, 2014
  33. 33. reality check Thursday, January 30, 2014
  34. 34. suffolk’s evolution the hire experiment time reset Thursday, January 30, 2014
  35. 35. suffolk’s evolution: the hire before the hire Thursday, January 30, 2014
  36. 36. suffolk’s evolution: the hire the hire Thursday, January 30, 2014
  37. 37. suffolk’s evolution: the hire Thursday, January 30, 2014
  38. 38. suffolk’s evolution: the hire not so fast Thursday, January 30, 2014
  39. 39. suffolk’s evolution: experiment time hypothesis Thursday, January 30, 2014 paid
  40. 40. suffolk’s evolution: experiment time hypothesis formulas Thursday, January 30, 2014 paid
  41. 41. suffolk’s evolution: experiment time hypothesis formulas iterate/shelve Thursday, January 30, 2014 paid
  42. 42. suffolk’s evolution: reset Thursday, January 30, 2014
  43. 43. suffolk’s evolution: reset website direct mail print piece brochures adwords flyers ppc posters email banner ads Thursday, January 30, 2014
  44. 44. suffolk’s evolution: reset Thursday, January 30, 2014
  45. 45. social purpose Thursday, January 30, 2014
  46. 46. social purpose add-value Thursday, January 30, 2014
  47. 47. social purpose add-value educate Thursday, January 30, 2014
  48. 48. social purpose add-value educate entertain Thursday, January 30, 2014
  49. 49. social purpose add-value educate entertain and then every once in a while ask them to do something for us Thursday, January 30, 2014
  50. 50. how social should look 3 prong Thursday, January 30, 2014
  51. 51. how social should look Thursday, January 30, 2014
  52. 52. how social should look owned Thursday, January 30, 2014
  53. 53. how social should look owned earned paid Thursday, January 30, 2014
  54. 54. how social should look owned earned integrated project strategy Thursday, January 30, 2014
  55. 55. how social should look owned earned integrated project strategy paid Thursday, January 30, 2014
  56. 56. owned cultivation engagement conversation facilitation Thursday, January 30, 2014
  57. 57. owned Thursday, January 30, 2014
  58. 58. owned cultivation engagement conversation facilitation custom content repurposing web/project content Thursday, January 30, 2014
  59. 59. owned : custom Thursday, January 30, 2014
  60. 60. owned : custom Thursday, January 30, 2014
  61. 61. owned : brand journalism Thursday, January 30, 2014
  62. 62. owned : brand journalism Thursday, January 30, 2014
  63. 63. owned : brand journalism Thursday, January 30, 2014
  64. 64. owned : time sensitive Thursday, January 30, 2014
  65. 65. owned : non-time sensitive Thursday, January 30, 2014
  66. 66. earned earned Thursday, January 30, 2014
  67. 67. earned ongoing pursuit of earned media Thursday, January 30, 2014
  68. 68. earned ongoing pursuit of earned media standard vs. new Thursday, January 30, 2014
  69. 69. earned ongoing pursuit of earned media active content creation Thursday, January 30, 2014
  70. 70. earned Thursday, January 30, 2014
  71. 71. earned Thursday, January 30, 2014
  72. 72. project strategy integrated project strategy Thursday, January 30, 2014
  73. 73. flat rammy Thursday, January 30, 2014
  74. 74. flat rammy Thursday, January 30, 2014
  75. 75. flat rammy Thursday, January 30, 2014
  76. 76. flat rammy http://www.slideshare.net/jwalovitch/flat-rammy-recap Thursday, January 30, 2014
  77. 77. suffolk 365 http://suffolkomc.com/project365/ #.UunX1nddUhJ Thursday, January 30, 2014
  78. 78. paid : the double standard paid Thursday, January 30, 2014
  79. 79. paid : the double standard marketers are happy to pay X dollars for postage to ensure prospectives see direct mail pieces. Thursday, January 30, 2014
  80. 80. paid : the double standard marketers are happy to pay X dollars for postage to ensure prospectives see direct mail pieces. & not many people questions this. Thursday, January 30, 2014
  81. 81. paid : the double standard why should it be any different for social? Thursday, January 30, 2014
  82. 82. paid : the double standard social advertising & people freely tell the internet where they went to school = Thursday, January 30, 2014
  83. 83. paid : the double standard new mailing address Thursday, January 30, 2014
  84. 84. paid : the double standard Thursday, January 30, 2014
  85. 85. paid : the double standard Thursday, January 30, 2014
  86. 86. how social should look owned earned integrated project strategy paid Thursday, January 30, 2014
  87. 87. reprioritizing resources Thursday, January 30, 2014
  88. 88. thank you! Thursday, January 30, 2014
  89. 89. thank you! any questions? Thursday, January 30, 2014

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