Social Media Marketing
A Journey, Not A Destination
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
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
Social media does play a small
role in the purchase path
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.
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.
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
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.
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.
But social media continues to
be important for Moms
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.
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
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.
Source:HBR.org · by Karen Freeman, Patrick Spenner and Anna Bird
While there is risk marketers
are measuring the wrong metrics
And believe engagement
Engaging in the conversation" does not increase your reach in social
While consumers trust each
other more than marketers messages
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
If you've engaged them
intelligently, they will then
respond to your oﬀer.
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
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.
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
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.
And marketers forget that BLOG’s
are social media too
Blogs’ inﬂuence and trust level drive purchase intent
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?