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Dallas SMC Presentation


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

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Dallas SMC Presentation

  1. 1. Marketing in the Post-Social Era<br />Chris Treadaway March 9, 2011<br />
  2. 2. My Journey<br />
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  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 /><br />Social Content Monitoring & Data Mining<br /><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 />
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  22. 22.<br />E-mail accounts<br />
  23. 23.<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 />
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  30. 30. What do we do about it?<br />
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  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 />
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  38. 38.<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 /><br /><br />Twitter @ctreada<br />Facebook<br />LinkedIn<br /><br />Book –<br />Deck - <br />