Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Engagement, I'm just not buying it. Bring business back into social,

37,452 views

Published on

Presentation for #SMForum on why we have to stop focusing on engagement. Bring back craftmanship on Facebook. Social media is interesting to reach the 90% lurkers with great brand messaging. Use the other 10% to change your business.

Engagement, I'm just not buying it. Bring business back into social,

  1. BRINGING BUSINESSBACK INTO SOCIAL
  2. Nicolas MoermanDigital StrategistThese DaysTelenet, BNP, P&G,Kraft, Nissan, Wrigley’s@moermannicolas-moerman.be
  3. THE PEAK OFINFLATED EXPECTATIONS
  4. MOST BRAND ENGAGEMENTMAINLY BOILS DOWN TO THIS:
  5. ENGAGING FOR THESAKE OF ENGAGING
  6. JUST 0.5% OF FANSFROM THE TOP 200 BRANDPAGES ON FACEBOOKARE ENGAGING WITH THEBRAND
  7. ONLY 23% OF CONSUMERS HAVE ARELATIONSHIP WITH A BRAND.IN THE TYPICAL CONSUMERS WORLD,RELATIONSHIPS ARE RESERVED FOR FRIENDS,FAMILY AND COLLEAGUES.Harvard Business Review Survey
  8. 1% Heavycontributors9% Passivecontributors90% Lurkers
  9. AN AUDIENCE THAT IS HARD TO REACH
  10. FACEBOOK IS NOWADVERTISING CHANNEL=BRAND MESSAGE + PAID MEDIA
  11. “FOCUSING REACH AND FREQUENCY IS WHATDRIVES EFFECTIVENESS. ENGAGEMENT IS ANINTERESTING AND IMPORTANT METRIC FOR SOMEMARKETERS AND CAMPAIGNS. BUT ITSHOULDNT BE STANDARD BY WHICH FACEBOOKAS A MARKETING PLATFORM IS EVALUATED”
  12. BACK TO THE ROOTS
  13. SOCIAL CONTENT CREATION =CRAFTING PRINT ADVERTISING
  14. BUT AT THE SPEED OF CULTURE
  15. STARTING FROM BRAND PURPOSE
  16. AND DARE TO TAKE A STAND
  17. CRAFTED STORIES WILL WINTHE BATTLE OF THE NEWSFEED
  18. HIGH SELLHIGH BRANDINGSUBTLE SELLING OBJECTIVES
  19. ^SOCIALBELONGS TO THE WHOLEBUSINESSNOT JUST MARKETING(AND NOT JUST FACEBOOK)
  20. 1% Heavycontributors9% PassivecontributorsWHAT IMPACT CAN THE 10%HAVE ON YOUR BUSSINESS?
  21. SOCIAL MEDIAAS A BUSINESS STRATEGYSocialintelligenceSocialBusinessNetworksSocial LeadGenerationSocialCustomerServiceSocial R&DSocial HR
  22. GIFFGAFF OUTSOURCES TO CUSTOMERS
  23. JUSTGIVING CONNECTSACTIVISTS & LURKERS
  24. BARCLAYCARD CO-MANAGES
  25. THE GUARDIAN OPENS JOURNALISM
  26. 1. Use Facebook as a creative media channel for the 90% lurkers
  27. 1. Use Facebook as a creative media channel for the 90% lurkers2. Connect the 10% of people who want engage on your platform
  28. 1. Use Facebook as a creative media channel for the 90% lurkers2. Connect the 10% of people who want engage on your platform3. Explore how they can drive value throughout the business.
  29. 1. Use Facebook as a creative media channel for the 90% lurkers2. Connect the 10% of people who want engage on your platform3. Explore how they can drive value throughout the business.4. If youre doing social well, you’ll get compliments from non-marketing people
  30. JUST FOCUS ON GREATPRODUCTS & SERVICES
  31. THANKS

×