1. Social Media is
Longer Lasting
Dr. Augustine Fou
http://linkd.in/augustinefou
Marketing Science Consulting Group, Inc.
-1- Augustine Fou

2. Paid Advertising
A B C D EF G
A. Display ads C. Rich media ads E. Email blast G. Email blast
B. Email blast D. Television integration F. Display ads
… is over when it’s turned off
-2- Augustine Fou

3. Social Actions Are Free
Paid Advertising Social Actions
10k Impressions People telling people can lead to
the same 1 action for FREE
0.001% click-
rate
Share, recommend,
comment, rate, etc.
1 action (go to website) 1 action (go to website)
… and more effective (comes from a friend)
-3- Augustine Fou

4. Social Actions …
One-way Media Two-way Media
Search
Social
Blogs
“it’s over after it’s aired” Forums
Even Superbowl ads stimulate only fleeting
recall – of the top 100 daily Google searches Reviews
how many were related to Superbowl ads?:
• Feb 1: 20 of 100
• Feb 2: 6 of 100 “it’s archived and can be
• Feb 3: 1 of 100 searched or mined later”
• Feb 4: ZERO of 100 (forgotten by day 4)
-4-
…are longer lasting Augustine Fou

5. Dr. Augustine Fou – Chief Digital Strategist
“I help clients build lasting value
through digital and social, reducing
their dependence on paid
advertising which is over after the
media dollars run out.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
ClickZ Articles: http://www.clickz.com/author/1151/augustine-fou
Slideshares: http://www.slideshare.net/augustinefou
LinkedIn: http://www.linkedin.com/in/augustinefou
- 5 - @acfou Augustine Fou
Augustine Fou