WE ARE NOT DONE The divide between consumer expectations and marketing deliverables SMS BUCURESTI, FEB 2012BOGDANA BUTNARbogdanabutnar.ro
THERE IS ADISCREPANCYBETWEEN WHAT WE IN SOCIAL MEDIA.THINK CONSUMERS YEAP, HERE TOO WANT AND WHATTHEY REALLY WANT
EVOLUTION OF MARKETERRELATIONSHIP WITH SOCIALMEDIA: We need a f*** FB page! We have likes! We need to make a contest or an app or something!!
In 2012, social media ENGAGEMENT remains the no1priority for marketers!
WHAT ARE MARKETERS WILLINGTO “SHARE”?•Septic updates about the brand•Generic brand info•Convergent info (what they alreadyhave on TV)•Non-committal games•Minimal-involvement promos•Politically correct apps
• Commentary and analysis on breaking news —Three times as many Facebook users like opinion posts as the average post.• Controversy - Drawing attention to "controversial stories on debatable subject matter" can double both likes and shares.• Reader shout-outs — Directly addressing readers can quadruple feedback. Asking for recommendations triples comment.• Strong photos — A strong photo can double likes, shares, and comments.• Humor —Get a laugh and your post gets 50% more likes than the average post and 5X as many shares.• Calls to action - Adding a question can increase feedback by 64% while a call to read or take a closer look increases engagement by 37%
Marketers still believe that what theyshare is the reason people engage.They presume people are genuinelyinterested in brand updates and forNO IMMEDIATE REWARD…actually ..
Consumers engage because theyalready like the brand and expect it tobecome involved in a on-to-onerelationship with benefits for theconsumer
Liking a brand is tantamount to requesting a completely different marketing experience. Consumers expect social media to bring their relationship to a brand to the next level.
THE DISCREPANCYLIES IN THE PARTSOF THE BUSINESS /BRAND WHICH AREINVOLVED WITHSOCIAL MEDIA
Marketingbecomes/is/remains the“away team” (problems)Consumers expectinteraction from sales andoperations (problems)
ASSUME YOUR SOCIAL MEDIA MANAGERS! GET ALL YOURDEPARTMENTS INVOLVED!
• so we are never done because once we’vecracked the communication paradigm, peopleexpect us to use the new technologies to dobusiness with them• and the next step, or logically the first step is touse these business tools to incorporate them intoour multichannel strategy