Social Media Fatigue and How to Keep it Fresh Online

Social Media FatigueAND HOW TO KEEP IT FRESH ONLINE By Katrina (Scooter) Kokoska@kkokoska // kkokoska@schipul.com

What We’ll Cover • What is Social Media Fatigue? • Why it’s not that big of a deal • How to address new platforms • Strategies for managing multiple platforms and keeping your consumers engaged@kkokoska

What is Social Media Fatigue?@kkokoska http://www.flickr.com/photos/51035760029@N01/282434669/

SMF in Numbers • 24% of Early Adopters use Social Media less frequently than when they first signed up. – View technology practically • 31% Aspirers are bored with their social network. – Young, mobile, brand-conscious – Gartner Research “Branded content needs to be kept fresh and must be able to capture people’s attention instantly. The new generation of consumers is restless and short on attention span, and a lot of creativity is needed to make a meaningful impact,” – Brian Blau, Research Director at Gartner@kkokoska

What does SMF look like? • Facebook called “disengaging” • Messaging friends is down 12% • Searching for new contacts down 17% • Joining a group down 19% - Global Web Index@kkokoska

EXTRA EXTRA!!!

But we were just taking it seriously… • 64% of companies said they will increase their 2012 Social Media budget. Decreasing print. – 6smarketing • In 2011, 10.1% of marketing budgets were dedicated to SMM. Up from 7.1% - Marketing Profs@kkokoska

But we were just taking it seriously…@kkokoska http://fastgush.com/marketing/brands-start-to-show-signs-of-social-media-fatigue.html /

@kkokoska http://www.searchenginejournal.com/the-growth-of-social-media-an-infographic/32788/ /

Content Creation on the Rise From 2010 to 2011: • 27 to 95 million Tweets/day • 3.5 to 7 billion pieces of Facebook content/week • Companies using social media went from 35%- 49%@kkokoska http://www.flickr.com/photos/52436778@N00/2533808944/

Other Contributors• New Social Media platforms – Learning curve – Rebuilding your network – Time – What if?• Platform updates• FOMO@kkokoska http://www.flickr.com/photos/34479244@N00/21172939/

“Just building it doesn’t mean that they’ll come — because there are only so many hours in a day, and so many places people can maintain a presence online.” – Christopher Barger, Forbes@kkokoska

Look At This Image!

Social Media Fatigue is Twofold research, write, draft, post, measure, monitor, research, write, draft, post, measure, monitor, research, write, draft, post, measure, monitor, research, write, draft, post, measure, monitor, research, write, draft, post #exhausting@kkokoska http://www.flickr.com/photos/46384561@N00/4529836138/

Don’t Panic http://www.flickr.com/photos/61615889@N00/364597237/

A Brief History of Television… • 1920’s-30’s – Became commercially available. • Advertisers began taking advantage of the opportunity. • More channels, more networks, more commercials.@kkokoska

A Critical Mass Not Been Reached • Social networking is the fastest growing social media behavior online. • Global users managing their profiles monthly rose from 36% - 59% by 2011. • Microblogging went from 13% - 24% • Uploading video went from 21% - 27% - Global Web Index@kkokoska

Not Even Close • 4 in 5 active Internet users visit social networking sites. • Social networking sites dominate people’s time online. • Americans spend more time on Facebook than any other US site. – Nielsen • 43% of US companies successfully found new business using SMM last year. – Marketing Profs@kkokoska

Facebook: 82% Growth Registered Users Linkedin: 138% Growth Registered Users Twitter: 252% Growth Tweets per Day@kkokoska http://www.searchenginejournal.com/the-growth-of-social-media-an-infographic/32788/

5 Tips for Managing Multiple Platforms http://www.flickr.com/photos/32489451@N07/6730836791/

#1: Choosing the Right Platform(s) www.readwriteweb.com/archives/majority_of_consumers_use_social_networks_to_inform_buying_decisions.php

Demographics • Who uses each network? • Where do they come from (geographically)? • Where do they come from (click through)? • How do they like to use social networks? • Are they in your target market?@kkokoska

Google+ Demographics • Users are mostly male • More than 1/3rd are aged 25-34 years old • 59% come from other “Google properties”@kkokoska http://www.targetmarketingmag.com/article/5-insights-marketers-into-google-users- demographics-habits/1

Facebook Demographics@kkokoska http://socialmediatoday.com/kenburbary/276356/facebook-demographics-revisited- 2011-statistics

Pinterest Demographics@kkokoska http://mashable.com/2012/02/25/pinterest-user-demographics/

Consider the Platform • How will the layout work with your brand/message? • Is it opt in? • Ease of use? • Ease of engagement@kkokoska

@kkokoska

What type of content is shared? • Facebook: Fun for random sharing and promotions. Inherently supports multiple types of media • Twitter: Smaller, more niche. Knowledge sharing and seek & assist • Pinterest: Visual • Google+: ???@kkokoska

Barrier to Entry • How hard is it to build a network on each platform? • Can I bring my contacts from XYZ with me? • Is acceptance required? • Do I need an invitation?@kkokoska

What Else Should I be Looking at? Other than demographics, and basic platform functionality, step back and look at the bigger picture before choosing your platforms. . . Look at the full landscape.@kkokoska http://mashable.com/2012/02/25/pinterest-user-demographics/

Search Plus Rolls Out@kkokoska http://searchengineland.com/examples-google-search-plus-drive-facebook- twitter-crazy-107554

@kkokoska

@kkokoska http://searchengineland.com/examples-google-search-plus-drive-facebook- twitter-crazy-107554

#2: Join Them http://www.flickr.com/photos/57038667@N00/3795633334/

http://www.flickr.com/photos/84095300@N00/2222028102/#3: Listen

#4: Differentiate Content/Don’t Completely Automate

#5: Understand that Social Media is not a Stand-Alone Tool Online Purchase Behavior First Stop Second Stop 46% 4 Social Media, 18% Search, 54% Company Site, 24% 46% 40% http://www.inc.com/news/articles/201102/half-of-consumers-combine-search- and-social-media-for-help-buying.html

Online Purchase Statistics • 1% of consumers use only social media before purchasing. • 86% rank search as “very important” in the online buying process • 28% said social networking sites help them learn about new brands and products.@kkokoska http://www.inc.com/news/articles/201102/half-of-consumers-combine-search- and-social-media-for-help-buying.html

Questions? Contact Me!Katrina (Scooter) Kokoska@kkokoskakkokoska@schipul.com

Social Media Fatigue and How to Keep it Fresh Online

by Katrina Kokoska on Apr 18, 2012

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Social Media Fatigue and How to Keep it Fresh Online Presentation Transcript