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

2. 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

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

4. 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

5. 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

6. EXTRA EXTRA!!!

7. 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

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

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

10. 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/

11. 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/

12. “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

13. Look At This Image!

14. 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/

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

16. 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

22. 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

23. 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

24. 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/

25. 5 Tips for Managing Multiple
Platforms
http://www.flickr.com/photos/32489451@N07/6730836791/

26. #1: Choosing the Right
Platform(s)
www.readwriteweb.com/archives/majority_of_consumers_use_social_networks_to_inform_buying_decisions.php

27. 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

28. 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

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

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

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

32. @kkokoska

33. @kkokoska

34. @kkokoska

35. @kkokoska

36. 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

37. 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

38. 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/

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

40. @kkokoska

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

42. #2: Join Them
http://www.flickr.com/photos/57038667@N00/3795633334/

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

44. #4: Differentiate Content/Don’t
Completely Automate

45. #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

46. 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

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