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Marketing in the Post-Social Era<br />Chris Treadaway March 9, 2011<br />

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My Journey<br />

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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 />

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Friends of Notice Technologies<br />

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The Post-Social Era<br />

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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 />

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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 />

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ctreada@facebook.com<br />E-mail accounts<br />

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http://www.insidefacebook.com/2011/03/08/insights-for-websites-demographics/<br />Outsource your stats to Facebook?<br />

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What are best practices?<br />

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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 />

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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 />

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The boss & his/her demands<br />

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What do we do about it?<br />

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Group purchasing deals have been attractive to consumers because of significant savings, but they leave a small % of revenue for the advertiser.<br />

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<ul><li>Group purchasing providers feasted on mainstream businesses

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Increased competition means mainstream businesses have choices and are fatigued by the options & often unhappy with the business model

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As a result, group purchasing providers are offering more deals from niche/long tail businesses that are less interesting to consumers

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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 />

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http://www.informationweek.com/news/smb/ebusiness/showArticle.jhtml?articleID=229300508<br />

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http://bit.ly/SMBFeedback<br />SMB Satisfaction w/ Social Marketing<br />

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What SMBs use & like for marketing<br />

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65<br />2<br />1<br />Comment/feedback volume<br />What do Enterprises do?<br />

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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 />

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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 />