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.

Dallas SMC Presentation

1,056 views

Published on

Chris Treadaway presentation to Dallas Social Media Club on March 9, 2011

Published in: Business
  • Login to see the comments

  • Be the first to like this

Dallas SMC Presentation

  1. 1. Marketing in the Post-Social Era<br />Chris Treadaway March 9, 2011<br />
  2. 2. My Journey<br />
  3. 3.
  4. 4.
  5. 5.
  6. 6.
  7. 7.
  8. 8.
  9. 9.
  10. 10.
  11. 11.
  12. 12.
  13. 13.
  14. 14.
  15. 15.
  16. 16. Major brands face two distinct issues with social media<br />Generating revenue directly from the social channel<br />Dealing with content best practices, the volume of customer feedback, the proliferation of social assets, and customer abuse<br />Social Commerce Platform<br />http://www.getlasso.com<br />Social Content Monitoring & Data Mining<br />http://www.getoutlaw.com<br />Notice Technologies Products<br />
  17. 17. Friends of Notice Technologies<br />
  18. 18. The Post-Social Era<br />
  19. 19. Then<br />Now<br />150m Facebook users<br />A “new” Facebook Mobile<br />Early adopters had pages<br />Facebook as another destination<br />SMB dominated<br />Simple “best practices”<br />Not a serious marketing channel<br />600+ million Facebook users<br />200+ million mobile users<br />EVERYONE has a Page<br />Facebook as “social infrastructure”<br />Massive intrusion by enterprises, brands<br />Best practices less impact<br />Higher expectations than ever from CMOs, marketing professionals<br />The Post-Social Era<br />
  20. 20. Facebook integration required Facebook apps, FBML<br />No social plugins<br />Custom code or blogging infrastructure required to allow comments<br />Authentication was a chore (username/login)<br />Dominated by Google, startups<br />Not long ago…<br />
  21. 21.
  22. 22. ctreada@facebook.com<br />E-mail accounts<br />
  23. 23. http://www.insidefacebook.com/2011/03/08/insights-for-websites-demographics/<br />Outsource your stats to Facebook?<br />
  24. 24. What are best practices?<br />
  25. 25. Establish a presence<br />Segment your audience as needed<br />Create an “Editorial Calendar” to maintain social assets<br />Have a “genuine conversation”<br />Run targeted Facebook Ads – especially impressions<br />What Used to Work<br />
  26. 26. Rationalize social assets<br />Effectively run contests & promotions<br />Edgerank-optimized and “fan-only” content<br />Live “chat” events<br />Web sites + social plugins<br />Real-time interaction & customer service<br />Manage data and inject into workflows<br />CPC advertising, if the cost is justified<br />Effective & trackable landing pages<br />What Does Work Today<br />
  27. 27. The boss & his/her demands<br />
  28. 28.
  29. 29.
  30. 30. What do we do about it?<br />
  31. 31.
  32. 32. Group purchasing deals have been attractive to consumers because of significant savings, but they leave a small % of revenue for the advertiser.<br />
  33. 33. <ul><li>Group purchasing providers feasted on mainstream businesses
  34. 34. Increased competition means mainstream businesses have choices and are fatigued by the options & often unhappy with the business model
  35. 35. As a result, group purchasing providers are offering more deals from niche/long tail businesses that are less interesting to consumers
  36. 36. This will force the next evolution of local social commerce</li></ul># of transactions per business<br />Local<br />2008<br />Local<br />2011<br />Mainstream<br />Niche/Long Tail<br />Group Purchasing awakens SMBs<br />
  37. 37. http://www.informationweek.com/news/smb/ebusiness/showArticle.jhtml?articleID=229300508<br />
  38. 38. http://bit.ly/SMBFeedback<br />SMB Satisfaction w/ Social Marketing<br />
  39. 39. What SMBs use & like for marketing<br />
  40. 40. 65<br />2<br />1<br />Comment/feedback volume<br />What do Enterprises do?<br />
  41. 41. Be human<br />Respond to people & address problems<br />Don’t hide the skeletons<br />Manage the volume of content/comments<br />Lead with customer need & not brand<br />Integrate Facebook social plugins where possible<br />Allow a culture of experimentation & serendipity<br />Aim for ROI, but don’t make it a mandatory goal<br />Wrong incentives short-term<br />The war is long<br />What I’d do in the Enterprise<br />
  42. 42. Thank You!<br />Chris Treadaway<br />CEO, Notice Technologies<br />chris@noticetechnologies.com<br />ctreada@facebook.com<br />Twitter @ctreada<br />Facebook facebook.com/ctreada<br />LinkedIn<br />http://www.linkedin.com/in/christreadaway<br />Book – bit.ly/facebook-mktg<br />Deck - <br />

×