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Social Media at adolescence

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Presentation to Leadership Wichita, Sept. 25, 2015

Published in: Marketing
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Social Media at adolescence

  1. 1. Growing pains at adolescence DAVID KAMERER, PH.D. SCHOOL OF COMMUNICATION SOCIAL MEDIA:
  2. 2. SOCIAL IN 2009: @ D A V I D K A M E R E R
  3. 3. SOCIAL IN 2015: @ D A V I D K A M E R E R
  4. 4. FIRST, SOME CONTEXT @ D A V I D K A M E R E R
  5. 5. VOLKSWAGEN “DIESELGATE” CASE STUDY
  6. 6. SOCIAL AT ADOLESENCE TRENDS
  7. 7. TIME TO PAY UP
  8. 8. DISLIKE! H T T P : / / W W W . A D W E E K . C O M / S O C I A L T I M E S / L O C O W I S E - M A R C H - 2 0 1 5 / 6 1 9 1 0 4
  9. 9. “Unless you’re one of those brands people love to talk about, or one of those brands willing to make the huge content investment, give it up. Stop wasting your time on marketing through social media.” Josh Bernoff, co-author of Groundswell FIRE THE MARKETERS H T T P : / / W I T H O U T B U L L S H I T . C O M / B L O G / A U G I E - R A Y - C A N - W E - A D M I T - N O W - T H A T - S O C I A L - M E D I A - M A R K E T I N G - I S - D E A D /
  10. 10. Social does not deliver purchasers (accounting for 1% of e-commerce sales, compared to 16% for email and 17% for CPC). Social delivers poor conversions (with a conversion rate of 1.17% compared to 2.04% for search and 2.18% for email). Social fails to deliver trust (with B2B buyers rating social media posts among the least important for establishing credibility and just 15% of consumers trusting social posts by companies or brands.) Nor is Social media a major factor in search engine rankings (placing dead last among the nine major factors affecting SEO according to MoZ's 2015 Search Engine Ranking Factors report.) FIRE THE MARKETERS H T T P : / / W W W . E X P E R I E N C E T H E B L O G . C O M / 2 0 1 5 / 0 8 / B U R N - I T - D O W N - S T A R T - F R O M - S C R A T C H - A N D . H T M L
  11. 11. H T T P : / / W I T H O U T B U L L S H I T . C O M / B L O G / A U G I E - R A Y - C A N - W E - A D M I T - N O W - T H A T - S O C I A L - M E D I A - M A R K E T I N G - I S - D E A D /
  12. 12. BRAND CONTENT: SUCCESS?
  13. 13. CUSTOMER SERVICE T W I T T E R . C O M / C O M C A S T C A R E S
  14. 14. • 87% of Facebook shares include photos • Photos get 35% more retweets on Twitter • Instagram is fastest growing social channel (26% US adults use it) SHORTER, MORE VISUAL
  15. 15. • Peer-to-peer social networks • Snapchat, What’s App • Even group texts • Prevalence of mobile devices RISE OF “DARK” SOCIAL H T T P : / / W W W . T H E A T L A N T I C . C O M / T E C H N O L O G Y / A R C H I V E / 2 0 1 2 / 1 0 / D A R K - S O C I A L - W E - H A V E - T H E - W H O L E - H I S T O R Y - O F - T H E - W E B - W R O N G / 2 6 3 5 2 3 /
  16. 16. SOCIAL AT ADOLESCENCE BEST PRACTICES
  17. 17. GO WHERE THE PEOPLE ARE
  18. 18. • Knowem.com CLAIM YOUR SPACES
  19. 19. Google Alerts Social browsing RSS Hootsuite Sprout Social etc. START WITH LISTENING
  20. 20. HUB-AND-SPOKE
  21. 21. BUILD YOUR CONTENT
  22. 22. IT’S NOT ABOUT YOU
  23. 23. #ASKTRUMP CASE STUDY
  24. 24. SHUT UP (SOMETIMES)
  25. 25. #NEVERFORGET CASE STUDY
  26. 26. LEADERSHIP WICHITA THANK YOU Presentation online at DavidKamerer.com

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