Your SlideShare is downloading. ×
  • Like
  • Save
Socialize: Monetizing Social Media - Ian Schafer
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Now you can save presentations on your phone or tablet

Available for both IPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Socialize: Monetizing Social Media - Ian Schafer

  • 1,538 views
Published

Social Media at Scale: Making Connections Pay Off

Social Media at Scale: Making Connections Pay Off

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
1,538
On SlideShare
0
From Embeds
0
Number of Embeds
2

Actions

Shares
Downloads
0
Comments
0
Likes
3

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  • More advertisers are asking for it, but agencies and publishers are slow to embrace it. It’s difficult to monetize.
  • More time is spent “using” platforms than “reading” websites.
  • We are waking up to the fact that “branding” is difficult to measure.But there is promise for “connections”.Impressions will be evaluated upon how hard they work.
  • Those that are most adaptable to change will survive.

Transcript

  • 1. Making connections pay.
    Why and how we must deliver and measure engagement at scale.
    Ian Schafer, CEO & Founder,
    April 1, 2011
    Heckle me @ischafer.
  • 2.
  • 3. Impressions are dying a painful death.
    And we’re in complete denial.
  • 4. How it used to be: Funnel Thinking
    Familiarity
    Purchase
    Loyalty
    Awareness
    Consideration
    The Reality of Modern Marketing
    12
    Store/Agent/Dealer Interactions
    Consumer- DrivenMarketing
    Past Experience
    Company-DrivenMarketing
    Word-of-mouthOnline researchOffline and/or print reviews
    Traditional advertisingDirect marketingSponsorshipIn-store product experienceSalesperson contact
    26
    43
    21
    37
    28
    31
    10
    5
    39
    26
    22
    Initial
    Consideration Set
    Activeevaluation
    Closure
  • 5. Social media is “cute”.
    So are advertisers’ social media budgets.
  • 6. “Engagement” isn’t just gaining momentum.
    It’s begging for a more significant share of spending.
  • 7. How do we fix the “engagement doesn’t scale” problem?
  • 8. TOO COMMODITIZED
    WHERE $ WANT TO GO
    TOO SPECIALIZED
    TOO INEXPENSIVE
  • 9.
  • 10. “Inventory” is headed into some scary territory as buyers seek the ultimate efficiency.
  • 11. Platforms are gaining power.
    And it’s changing everything.
  • 12. Just because it’s not an impression,
    doesn’t mean it’s not advertising.
  • 13. Connections are the new impressions.
  • 14. Measuring depth > measuring breadth.
  • 15.
  • 16.
    • Baserunners score runs.
    • 17. The more runners on base, the more runs can be scored.
    • 18. The more hits with runners on base, the more runs are scored.
    • 19. Runs win baseball games.
  • 20. SOCIAL MEDIA SABERMETRICS
    The analysis of the effectiveness of engagement marketing through objective evidence, leading us to understand how to predictably create more better customers.
  • 21. Likes
    Follows
    Clicks
    Shares
    Comments
    Views
    Uploads
    Blah blah blah
  • 22. Behaviorally modeling engagement archetypes can create more wins.
  • 23. Likes
    Follows
    Clicks
    Shares
    Comments
    Views
    Uploads
    Blah blah blah
    IT’S THE RESEARCH.
    (or “Money, it’s the KPIs”)
  • 24.
  • 25. People that visit Bing from social environments are 4x as engaged as the average visitor.
    4X
  • 26. Over 62 million PEOPLE COULDN’T be wrong.
  • 27.
  • 28. 421,665
    Fans Acquired in One Day
    FanGrowth
    358.4%
    Increase in Fans in One Day
    401,244
    Engagement Completions
    Engagements
    576,814
    Clicks on Promotional Offer
    59,000+
    Engagement Shares on Facebook
    Shares
    71,000+
    Clicks on the Shared Feeds
  • 29. 70%
    of fans returned to Bing the following month.
  • 30. Effectively define and measure engagement or be left behind.
    It’s ok to think of social media as media. Just respect it more. It’s made of people!
    It’s also ok to incentivize engagement. Just add value.
    Research the types of engagements that make more better customers.
    And make more of those engagements.
  • 31. Evolve to make connections the new impression.
    Those that do will survive – and thrive.
  • 32. THANKS.
    www.deepfocus.net
    @deepfocus
    www.ianschafer.com
    @ischafer