Social media is a journey, not a destination


Published on

You can’t put a date on the calendar that reads, “this is the day we will be a social business.” Instead you must set goals, objectives and realize the only guarantee is change .

Published in: Social Media, Business, Technology
1 Like
No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Social media is a journey, not a destination

  1. 1. Social Media Marketing
 A Journey, Not A Destination
  2. 2. But 92% of Americans ignore 
 at least one type of ad 
 •  •  •  Online - 82% Television - 37% Radio - 36% Newspaper - 35% The online ads Americans are most likely to ignore included: online banner ads (73%), followed by social media ads (62%), and search engine ads (59%). The highest wage earners, those with a household income of $100k+ per year, were statistically more likely than those households making less than $50k per year (86% vs. 78%, respectively) to say they ignore online ads. Source:  Harris  Interac0ve  on  behalf  of  Goo  Technologies  in  January  2014      
  3. 3. And a lot of people are 
 using social media
  4. 4. But social media success
 is not easy
  5. 5. And there are so many choices
  6. 6. Social media does play a small
 role in the purchase path
  7. 7. •  •  •  •  And there is a disconnect between 
 marketers and consumers
 to be a greater driver for investments and Enthusiasm for social media appears usage plans than proven results. There is a significant disconnect between marketers’ eagerness and consumers’ attitudes to being marketed to via social media. Consumers still largely opt out when it comes to social media marketing, preferring to follow peer recommendations of brands and products rather than clicking on advertisements. The implication is that message delivery by brands via social media is not reciprocated by consumers, and that social media therefore is not fulfilling its potential as a two-way, conversational channel This suggests brands need to put their enthusiasm for social media aside and focus on understanding their customers’ individual needs and preferences, establishing effective measurement and investigating the make-up of their social media marketing mix. In particular, it will be critical to success to get the balance between pure-play advertising and content-driven, conversational tactics right. Source:  Pitney  Bowes  White  Paper  Social  media:  contras0ng  the  marke0ng  and  consumer  perspec0ves     Brands  and  consumers  disconnect  over  social  media  marke0ng      
  8. 8. Even Forrester is questioning
 the real value of social media •  •  •  •  Forrester analyst Nate Elliot, only 55 percent of Twitter marketers say they’re “satisfied with the business value they achieve” from the platform. That’s low compared to other established online marketing channels like search, email, mobile, and online display. Forrester is sounding the warning bell that underneath all the rosy signs of a thriving ad business, Facebook faces a welter of marketer dissatisfaction that will inevitably diminish the importance of the lifeblood of the social platform. According to Elliott’s research, only 51 percent of marketers are satisfied with how Facebook helps them connect.
  9. 9. And the social media hype
 is being dismantled •  1 billion people have tried Twitter and three quarters of them abandoned it. –  •  Phony Facebook likes have become all too common even among pages seeking legitimate followers. –  •  •  Twitter has seen more than one billion registrations to its service over the past seven and a half years. Stack up that figure against the most recent active user number — 241 million — and you’ve got a retention rate somewhere in the mid-20 percent range. Facebook is complicit in allowing bogus accounts to run up like totals because they act as a buffer between pages and their actual fans. Facebook recently admitted in a regulatory filing that as much as 11.2% of its accounts are fake, but did not publish any numbers about how many likes may be fraudulent. Princeton forecast says Facebook will lose 80% of its peak user base within the next three years.
  10. 10. Facebook is even being
 challenged & questioned •  •  •  •  •  1%. Or, to be precise, 1.4%. That's the percentage of fans and friends of fans of the top 200 brand pages on Facebook who are actually engaging with those pages, according to the Ehrenberg-Bass Institute. Retailers have invested heavily in making money off social networks like Facebook and Twitter.  But despite all the interest, it doesn’t look like social networks do much to drive sales, according to a recent report Sucharita Mulpuru at Forrester Research.  Less than 1 percent of the online transactions she tracked could be traced to a social media post, Mulpuru wrote in her report.  Paid search traffic is the most effective way for retailers to engage new customers, while email marketing captivates returning customers, Mulpuru wrote. 
  11. 11. But social media continues to 
 be important for Moms 

  12. 12. And it’s not just 
 for Millennials
  13. 13. But there are still a lot of
 people who “don’t get it” •  •  •  •  Social media is dictated entirely by consumers, not brands. Trends, discussions, and points of interest are going to be generated by news, current events and pop culture, not brand business goals. Every marketer is trying to maximize earned media, but with the exception of a few brilliantly conceived lines by a handful of companies, the majority of the hashtag encouragement is a waste of time (and for anyone promoting trends, a waste of money). The brands that really achieve earned media at scale are the ones who relevantly insert themselves into ongoing conversations in a fun or witty way. Consumers' attention spans are shortening by the second; most news is only relevant for a day or two, if not less.
  14. 14. They buy into the social media myths •  Most consumers want to have relationships with your brand. –  Only 23% of the consumers in a study said they have a relationship with a brand. In the typical consumer’s view of the world, relationships are reserved for friends, family and colleagues. •  Interactions build relationships. –  No, they don’t. Shared values build relationships. A shared value is a belief that both the brand and consumer have about a brand’s higher purpose or broad philosophy. •  The more interaction the better. –  Wrong. There’s no correlation between interactions with a customer and the likelihood that he or she will be “sticky” (go through with an intended purchase, purchase again, and recommend). Yet, most marketers behave as if there is a continuous linear relationship between the number of interactions and share of wallet. · by Karen Freeman, Patrick Spenner and Anna Bird
  15. 15. While there is risk marketers
 are measuring the wrong metrics
  16. 16. And believe engagement 
 increases reach Engaging in the conversation" does not increase your reach in social media.  ·∙  by  Dan  Zarrella  ·∙  August  16,  2011  
  17. 17. While consumers trust each
 other more than marketers messages
  18. 18. Some recommend jabbing with
 consumers but I believe they’re 
 smarter than that •  •  Instead of going for an immediate sale the first time a prospect gets to hear about your brand, you should first build the relationship by providing highquality micro-content with no strings attached. If you've engaged them intelligently, they will then respond to your offer.
  19. 19. So then do brands really 
 need social media?
  20. 20. But first
  21. 21. The reality for the
 social media journey •  QUIT trying to DO social media. –  •  It is YOUR responsibility to educate your stakeholders on the fact this is a journey, not a destination. –  •  You must help educate them, change their mindset over time and let them know there is no quick fix Band-Aid called social media that is going to save the broken parts of the business. It’s not about completing the task list of randomness that makes you feel good each day. –  •  Quit worrying about being first to tweet a post, first to wake up in the morning and post a cat photo to Facebook. Instead get in your office, roll up your sleeves and do the hard work that needs done. It’s about making forward progress on your journey to become a social business. It’s about raising your own bar above the status quo. It’s about making the shots you were previously afraid to even try for. It’s about aligning social to your audience needs and business goals, period. –  It’s not rocket science, but it takes time and it takes investment in process, not just Vine videos, Instagram and pretty Facebook images of cats and quotes for posting. Source:
  22. 22. And clearly define 
 your objectives
  23. 23. Along with success metrics
  24. 24. And don’t forget to generate
 buy-in from organizational influencers
  25. 25. Because your brand needs
 to be on social media Consumers expect you to be on social media if they want answers on your product/brand.
  26. 26. But before you start get to
 really know your customers
  27. 27. Is your brand/product worthy
 of a social media relationship?
  28. 28. Look in your pantry..
 How many of those brands do consumers have time to have a social media relationship with ?
  29. 29. And what are the primary 
 drivers of action?

  30. 30. Even couples are 
 using social media •  •  The internet, cell phones, and social media have become key actors in the life of many American couples— the 66% of adults who are married or in committed relationships. Married and partnered adults are just as likely as those not in a relationship to say they have sent sexts; single adults are more likely to report receiving and forwarding such images or videos. Source:Pew Internet
  31. 31. And marketers forget that BLOG’s 
 are social media too Blogs’ influence and trust level drive purchase intent
  32. 32. Key questions to ask before
 investing resources into social media 1.  How important is our brand/product in consumers everyday life ? 2.  Is our brand/product worthy of a social media relationship? 3.  Are consumers going to research our product via the Internet and social media or is the decision to purchase made in-store? 4.  Have I convinced the organization that social media marketing is a journey and will not lead to overnight success? 5.  Do we have someone who can collaborate, listen and respond without sounding like a sales person? 6.  What’s really important to our prospects & customers? 7.  Have we done a really good job with our branded website? 8.  Have we done our research on how to add value to our customers?
  33. 33. In the end it’s about
  34. 34. And
  35. 35. About Me I  am  a  marke(ng  contrarian  in  that  I  always  try   and  challenge  people  to  do  their  best  when  it   comes  to  digital  marke(ng  because  the  power   has  shi8ed  from  marketers  to  consumers.     I  currently  own  a  consul(ng  business  and  live  in   Sudbury,  Mass.    Mt  clients  have  included,  Microso8,  Paramount  Pictures,   Nature  Made,  Amgen,  and  Amgen.     I  love  the  challenge  of  digital  marke(ng  and   would  like  to  hear  from  you  as  well.    You  can   reach  me  here.  
  36. 36. My BLOG’s
  37. 37. Connect with me ?