An Update on Social Media - ProductCamp Austin 13

A Fresh Look at Social Media
ProductCamp Austin – 8/2/2014
allies4me.com , @allies4me
8/2/2014 © 2012-2014, allies4me, All rights reserved 1

A Fresh Look at Social Media
ProductCamp Austin – 8/2/2014
allies4me.com
@allies4me

Is Social Media the Right Answer?

A Review of History
“No one ever got
fired for buying IBM
Equipment”

A New Slogan
“No one ever got fired for running an
expensive social media campaign”

REASONS SOCIAL IS POPULAR

[Potential] Viral Growth
Authentic Cheesy
Graphic from
Actual Social
Media Blog

We Get Affirmation From It

The Experts Control Opinion

The Experts Give Wrong Information

Data-Based Information
Source: Eric Enge, “How Does Google Index Tweets?”, Stone Temple Consulting
Stonetemple.com, @stonetemple, +EricEnge

LET’S DEAL IN FACTS
What the data says about social media

Bad Impressions
• Limited Reach
– The average page only reaches 12% of its FANS
organically
• Facebook’s $olution?
– Buy ad$
Miller, Sara, “The Bigger the Facebook Page, the Harder it is to Reach Fans.” Retrieved December 31, 2013, from http://blogs.adobe.com/socialpractice/the-bigger-the-facebook-page-the-harder-it-is-to-
reach-fans/

Bad Engagement
• What the numbers say
– 0.4% of FANS comment on the average post
– 3.4% of FANS liked the average post
– 0.4% of FANS shared the average post
• Facebook’s $olution?
– Buy $ponsored Post$
Carter, Brian, “CONTAGIOUS CONTENT - What People Share On Facebook and Why They Share It..” April 2013

High Fan to Conversion Rate
Example: “A Sober Approach to Social Media: 20,000 views
- 13 post likes
- 4 page likes
- 0 shares
- 1 conversion

The Bird Isn’t the Word
I’m Worse
Than
Facebook

Low Return on Investment

Customers are Acquired Elsewhere
Twitter & Facebook combined
deliver less than 0.2% of new
customers

Newer Data Shows Declines

Social Media Has Its Place
• It is great for customer service
• It does give customers a place to comment
about your organization
• It is a place to hold a conversation with
customers

WHAT IS SOCIAL MEDIA
Social Media is what others say about you
Not what you say about yourself!

What is Social Media Success?
• 50,000 actively engaged fans
• 40,000 people tune in for weekly webcast
• Fans / customers make websites about your
product
• Fans / customers send YOU gifts

You Can Do This Without Facebook

How You Can Do It
Start With Why – Simon Sinek

Communicate
• Directly communicate and engage with your
fans regularly
– Don’t outsource it
• Build community
– Not Facebook “Likes” & “Shares”
• Be authentic

WHAT IS SOCIAL MEDIA
Social Media is what others say about you
Not what you say about yourself!
“Social Media is a conversation. It is about relationships. It isn’t a platform
for selling.” - Duane Forrester, Sr. Product Manager - Bing

NOW GO & DO

Measure Everything
If you aren’t – start!
Use DATA to drive decisions

Optimize Your Spend & Time
Focus investment on highest returns
A/B test everything you can

Social? - Be Worth Talking About

DIGITAL & INTERNET MARKETING
allies4me
http://allies4me.com
@allies4me
https://plus.google.com/+Allies4me

An Update on Social Media - ProductCamp Austin 13

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