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ST0P 
@augieray/#prsms 
Advertising is not social 
calling paid media on 
social networks 
“social.” 
Social 
Fewer than 1...
What is social media marketing? 
Content, People, WOM, Earned Media & Results 
Social Media 
Marketing is 
content… 
@augi...
The earned media Venn diagram 
What your brand 
can say to move 
consumers closer 
@augieray/#prsms 
First, what content h...
Marketing metrics prevail 
Not RTs & fans but Business or brand benefits 
@augieray/#prsms 
 Awareness 
 Consideration 
...
Going viral is not enough 
Having a viral campaign did not help Kmart 
What your brand 
can say to move 
consumers closer ...
The earned media Venn diagram 
Second, what can you say that will be heard? 
@augieray/#prsms 
What consumers 
want to hea...
Do people want brand content? 
@augieray/#prsms 
Consumers are just not that into you 
What consumers 
want to hear 
from ...
Do they want your content? 
Much worse in some categories than others 
@augieray/#prsms 
What consumers 
want to hear 
fro...
Some brands have a “magic intersection” 
What your brand 
can say to move 
consumers closer 
@augieray/#prsms 
Content tha...
Be in the right category or… 
Sports, Entertainment, Style , Tech, B2B 
@augieray/#prsms 
What consumers 
want to hear 
fr...
Craft a brand that matters or… 
Brands with purpose drive engagement 
@augieray/#prsms 
What consumers 
want to hear 
from...
@augieray/#prsms 
Be worth talking about 
Some brands can let people talk for them 
Google Trends, US: Apple iPhone vs Sam...
Challenge faced by most brands 
@augieray/#prsms 
No 
Content 
What consumers 
want to hear 
from your brand 
What your br...
Challenge faced by most brands 
Brands that have not given people a reason to 
care in the real world cannot do so online ...
Zero organic reach approaching on Facebook 
@augieray/#prsms 
Is the point moot? 
“Organic reach of the content 
brands pu...
@augieray/#prsms 
Is the point moot? 
The same is happening on Twitter
@augieray/#prsms 
Earned Media Is Dying 
Social Media’s Not-So-Existential Question 
"If a tree falls in a 
forest and no ...
What about trust 
@augieray/#prsms 
It’s not just about reach 
Source: Forrester, Establish Product Credibility On Your We...
What about trust 
@augieray/#prsms 
It’s not just about reach 
Source: Adobe, 6/2013
What about trust 
@augieray/#prsms 
It’s not just about reach 
Source: Adobe, 6/2013 
, acquisition
@augieray/#prsms 
It’s not just about reach 
Source: Custora, Q2 2013 
What about trust 
, acquisition 
Data derived from ...
, acquisition & driving purchase? 
What about trust 
@augieray/#prsms 
It’s not just about reach 
Source: IBM, 12/2013 
Ju...
What about trust 
@augieray/#prsms 
It’s not just about reach 
, acquisition & driving purchase? 
Based on a random sample...
Earned Media Challenges 
Does Social align with Marketing objectives? 
@augieray/#prsms 
Shrinking reach 
Little trust 
Po...
Does Social align to Marketing? 
For which 3 is the CMO held most accountable? 
@augieray/#prsms 
Acquisition 
Reputation ...
Does Social align to Marketing? 
For which is Social Media most effective? 
@augieray/#prsms 
Social 
Acquisition 
Reputat...
So, is Social a bust for biz? 
@augieray/#prsms 
Acquisition 
Reputation 
Collaboration 
Inbound traffic 
Advocacy 
Listen...
So, is Social a bust for biz? 
No, it aligns well outside of Marketing 
@augieray/#prsms 
Social 
Reputation 
Advocacy 
Li...
Earned media on a collision course 
If earned media cannot yield marketing goals, 
it will not long be part of the Marketi...
What does this mean to you? 
Start managing your career for changes ahead 
@augieray/#prsms 
No No 
No 
Congratulations! Y...
@augieray/#prsms 
Avoid a career trap 
Start managing your career for changes ahead 
Redirect: Work to alter expectations ...
Once upon a time there was a web site 
Where we used to post a thing or two 
On Facebook we would laugh away the hours 
An...
And now organic reach is ever shrinking 
On Facebook people rarely see brand posts 
And hashtag programs always seem to ba...
@augieray/#prsms 
ignoring the 
danger signs & 
prepare your 
company & 
career for 
changes ahead. 
1 Source: Nate Elliot...
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Stop Social Media Marketing (Unless...)

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I predict that many CMOs will diminish their support for social media, content and earned media marketing in the next year or two, and when they do, some people's careers will be adversely impacted. If your career relies on Marketing Department support for content or social media marketing, now is the time to take stock of the trends and consider some alternatives to protect your career. You may work at the right sort of company for which social media is well aligned for Marketing Department expectations---that's the "Unless" part of the title--but I believe this is the exception and not the rule.

We entered the social media era suggesting that brands with something to say could use social media to say it; instead, we today have brands with little to say that nonetheless post 4.3 times per day because some consultant told them this was a best practice. Desperate for attention and relevance, these companies continue to invest in content that is neither delivering the scale marketers need nor the content consumers want.

Ironically, even for the best companies, earned media may whither and die in the coming years. In just six months, organic reach on Facebook was halved, and many expect that zero organic reach will soon be the rule on the social network that collects 57% of all social visits. The organic reach game has gotten so tough that Coca-Cola, one of the strongest brands in the world, only earns engagement with 1 in 100,000 of its fans with its Facebook posts. The situation on Twitter is no better; recent Forrester report notes that the average engagement rate with brand posts on Twitter is just 0.03% (that is 75% less than banner ad clickthough rates today!)

Earned media could soon be a thing of the past. What happens to your social media marketing investment if the content you post reaches absolutely no one?

If the prospect of organic reach crumbling to nothing isn't enough to worry about, social media marketing has a variety of other problems marketers must stop ignoring:

- Trust: Forrester's 2014 data reveals that people trust brand social media posts 40% less than they do information on brand websites. Adobe's 2013 research found the same--just 2% of US consumers found company social media page best for credibility compared to 17% for company web sites.

- Acquisition of prospects: Studying data from 86 retailers and 72 million customers, Custora found that Facebook and Twitter deliver essentially zero acquisition. Facebook and Twitter account for just 0.2% and 0.01% respectively.

- Purchase: An IBM study of the online sales generated by 800 retailer websites on Black Friday 2013 and the week prior found that a mere 1% was generated from social media traffic. And Monetate recently published its Q2 Ecommerce Quarterly based on 7 billion online shopping experiences--it found that social delivers an add-to-cart rate of just 0.6% (70% less than search) and a minuscule conversion rate of 0.12% (70% lower than search).

Published in: Social Media, Business
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Stop Social Media Marketing (Unless...)

  1. 1. ST0P @augieray/#prsms Advertising is not social calling paid media on social networks “social.” Social Fewer than 15% of Facebook ads Media leverage social data to reach more Marketing relevant audiences. (Unless…) Source: Nate Elliott, “Why Facebook Is Failing Marketers,” Forrester
  2. 2. What is social media marketing? Content, People, WOM, Earned Media & Results Social Media Marketing is content… @augieray/#prsms Authored or encouraged by a brand… Shared by Word of Mouth that… Creates earned media &… Drives marketing objectives.
  3. 3. The earned media Venn diagram What your brand can say to move consumers closer @augieray/#prsms First, what content help your brand?
  4. 4. Marketing metrics prevail Not RTs & fans but Business or brand benefits @augieray/#prsms  Awareness  Consideration  Purchase Intent  Purchase  Inbound Traffic What your brand can say to move consumers closer
  5. 5. Going viral is not enough Having a viral campaign did not help Kmart What your brand can say to move consumers closer @augieray/#prsms Sales (in billions) Ship My Pants 4/13 $15.3 $14.6 $13.2 2011 2012 2013
  6. 6. The earned media Venn diagram Second, what can you say that will be heard? @augieray/#prsms What consumers want to hear from your brand
  7. 7. Do people want brand content? @augieray/#prsms Consumers are just not that into you What consumers want to hear from your brand 68% of US consumers “mostly” or “always” ignore brand posts on every social network. – Kentico, 2/14 Photo credits: Helga Weber
  8. 8. Do they want your content? Much worse in some categories than others @augieray/#prsms What consumers want to hear from your brand 71% of Millennials would rather go to the dentist than listen to what their banks are saying. – Scratch/Viacom, 3/14 Photo credits: Conor Lawless
  9. 9. Some brands have a “magic intersection” What your brand can say to move consumers closer @augieray/#prsms Content that works What consumers want to hear from your brand Content that works! Boring, Unengaging Engaging, Useless
  10. 10. Be in the right category or… Sports, Entertainment, Style , Tech, B2B @augieray/#prsms What consumers want to hear from your brand Content that works! What your brand can say to move consumers closer , Local
  11. 11. Craft a brand that matters or… Brands with purpose drive engagement @augieray/#prsms What consumers want to hear from your brand Content that works! What your brand can say to move consumers closer
  12. 12. @augieray/#prsms Be worth talking about Some brands can let people talk for them Google Trends, US: Apple iPhone vs Samsung Note Apple iPhone Samsung Note 9/3: Note Unpacking 9/9: iPhone Reveal Samsung Mobile: Apple: Aug 8, 2014 Aug 15, 2014 Aug 22, 2014 Aug 29, 2014 39 million 0 9 million 0 1 million 2 million
  13. 13. Challenge faced by most brands @augieray/#prsms No Content What consumers want to hear from your brand What your brand can say to move consumers closer Content that works!
  14. 14. Challenge faced by most brands Brands that have not given people a reason to care in the real world cannot do so online @augieray/#prsms No Content What consumers want to hear from your brand What your brand can say to move consumers closer
  15. 15. Zero organic reach approaching on Facebook @augieray/#prsms Is the point moot? “Organic reach of the content brands publish in Facebook is destined to hit zero. It’s only a matter of time.” Top 3 Brands on Facebook by Fan Count - Social@Ogilvy, 3/14 "We expect organic distribution of an individual page's posts to gradually decline over time as we continually work to make sure people have a meaningful experience on the site.” - Facebook Sales Deck, 12/13
  16. 16. @augieray/#prsms Is the point moot? The same is happening on Twitter
  17. 17. @augieray/#prsms Earned Media Is Dying Social Media’s Not-So-Existential Question "If a tree falls in a forest and no one is around to hear it, does it make a sound?" 0 Likes 0 Comments 0 Shares 0 Retweets 0 Replies 0 Favorites “If brand posts & tweets are seen by no one, are they still brand marketing?”
  18. 18. What about trust @augieray/#prsms It’s not just about reach Source: Forrester, Establish Product Credibility On Your Website, Kim Celestre, June 2014
  19. 19. What about trust @augieray/#prsms It’s not just about reach Source: Adobe, 6/2013
  20. 20. What about trust @augieray/#prsms It’s not just about reach Source: Adobe, 6/2013 , acquisition
  21. 21. @augieray/#prsms It’s not just about reach Source: Custora, Q2 2013 What about trust , acquisition Data derived from data spanning 72 million customers from 86 U.S. retailers across 14 industries.
  22. 22. , acquisition & driving purchase? What about trust @augieray/#prsms It’s not just about reach Source: IBM, 12/2013 Just 1% of purchases & traffic on ecommerce sites on Black Friday and the preceding week were directly generated by social media. Data collected from 800 U.S. retail websites
  23. 23. What about trust @augieray/#prsms It’s not just about reach , acquisition & driving purchase? Based on a random sample of over 7 billion online shopping experiences using “same store” data across each calendar quarter. Source: Monetate, Q2 2014 Bounce Rate 47% 39% 62% Add to Cart 4.5% 2.1% 0.6% Conversion Rate 0.9% 0.4% 0.1% Revenue/Session $1.0 $.46 $.14
  24. 24. Earned Media Challenges Does Social align with Marketing objectives? @augieray/#prsms Shrinking reach Little trust Poor acquisition Few conversions
  25. 25. Does Social align to Marketing? For which 3 is the CMO held most accountable? @augieray/#prsms Acquisition Reputation Collaboration Inbound traffic Advocacy Listening Loyalty B2B B2C Sales/Share 1to1 Relationships Marketing Acquisition Inbound traffic Sales/Share Which Marketing Performance Metrics does your company measure? Website traffic 79% Quantity: Sales Leads 62% Lead Conversion Rate 62% Website traffic 78% Lead Conversion Rate 61% Quantity: Sales Leads 54% Source: Ascend2, 1/2013
  26. 26. Does Social align to Marketing? For which is Social Media most effective? @augieray/#prsms Social Acquisition Reputation Collaboration Inbound traffic Advocacy Listening Loyalty Sales/Share 1to1 Relationships Marketing Acquisition Inbound traffic Sales/Share Reputation Collaboration Advocacy Listening Loyalty Relationships
  27. 27. So, is Social a bust for biz? @augieray/#prsms Acquisition Reputation Collaboration Inbound traffic Advocacy Listening Loyalty Sales/Share 1to1 Relationships Marketing Acquisition Inbound traffic Sales/Share Social Reputation Collaboration Advocacy Listening Loyalty Relationships
  28. 28. So, is Social a bust for biz? No, it aligns well outside of Marketing @augieray/#prsms Social Reputation Advocacy Listening Loyalty Public Relations Product Development Research Human Resources Customer Care Collaboration Relationships Reputation, Advocacy, Relationships Collaboration Listening Advocacy, Loyalty, Relationships Advocacy, Loyalty, Relationships
  29. 29. Earned media on a collision course If earned media cannot yield marketing goals, it will not long be part of the Marketing mix 74% of CEOs think Marketers focus too much on the latest marketing trends such as social media – but can rarely demonstrate how these trends will help them generate more business for the company. @augieray/#prsms Fournaise Marketing Group, based on research with 1200 CEOs and CMOs in 11 countries, 7/2013 Have proven the impact quantitatively Haven’t been able to show the impact yet 15% Have a good qualitative sense of the impact , but not a quantitative impact 45% 40% Data collected from 351 top US marketing leaders Source: CMO Survey, 9/2014
  30. 30. What does this mean to you? Start managing your career for changes ahead @augieray/#prsms No No No Congratulations! You get to do social media marketing! Yes Yes Yes Caution! Danger ahead! Does your brand have a “magic intersection"? Can you control the paid media budget for social? Does your firm evaluate marketing in reputation & loyalty?
  31. 31. @augieray/#prsms Avoid a career trap Start managing your career for changes ahead Redirect: Work to alter expectations and goals. Educate peers on the real business or brand goals that social can measurably deliver. Detour: Consider social opportunities outside of the Marketing department. Exit: Consider shifting out of social media and into related fields such as CX, customer care or mobile. Caution! Danger ahead!
  32. 32. Once upon a time there was a web site Where we used to post a thing or two On Facebook we would laugh away the hours And think of all the marketing we'd do But soon reality was ever clearer That fans and likes were not a currency And content from our brands was no more welcome Than ads in print, on FM or TV. Those were the days my friend We thought they'd never end We'd tweet and pin forever and a day We'd post our ads for free With authenticity Our brands would win and never have to pay La la la la la la, La la la la la la, Those were the days, Oh yes, the social days! @augieray/#prsms Those Were the Days! 1968 Song by Mary Hopkins; Written by Boris Fomin and Gene Raskin
  33. 33. And now organic reach is ever shrinking On Facebook people rarely see brand posts And hashtag programs always seem to backfire Hijacked by the trolls who spark revolts @augieray/#prsms Those Were the Days! 1968 Song by Mary Hopkins; Written by Boris Fomin and Gene Raskin Social is a place where all our patrons Can share how much they love us or we suck So word of mouth comes not from status updates But care that demonstrates we give a ████ heck Those were the days my friend We thought they'd never end We'd tweet and pin forever and a day We'd post our ads for free With authenticity Our brands would win and never have to pay La la la la la la, La la la la la la, Those were the days, Oh yes, the social days!
  34. 34. @augieray/#prsms ignoring the danger signs & prepare your company & career for changes ahead. 1 Source: Nate Elliott, “Why Facebook Is Failing Marketers,” Forrester

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