Our agenda is short and sweet but we’ve got a lot of content. Our goal is to surface some of the BS in the social media business and help our beloved audience of marketers delineate the good stuff from the meaningless stuff.And I think that we’ll have a good time doing it. We’ve got a lot to cover so let’s get to it.
Jim – Jason, you wrote this book almost two years ago. An awful has changed since then, but the sentiment remains the same. Social media changes quickly and it isn’t obvious which new things are meaningful and which new things aren’t. As a result, there is an awful lot of BS in the business. What motivated you to write the book in the first place?(transition to next slide)
Jason summarizes the “tree hugger” mentality that is/was common in the social media business.Jim chimes in with thoughts on how perception of social media and social media marketing have changed over his time in the business.-- No longer an experimental channel, but a strategic channel.-- No longer interns at the helm, but experienced processionals.-- No longer consequence-free, but accountable and measured.
Jason summarizes that the “you’ve just got to engage” mentality is actually OK and important, but only if it maps to a meaningful business goal.Jim chimes with the “business drivers” that are most relevant to Ignite clients.
Jim: You can obviously talk the talk, Jason. Can you share how you’re walking the walk at CafePress? CafePress CEO Bob Marino stated recently that “Social media is our playground.” That seems like an ambitious statement to me…Jason: …
Jim: Jason – can you tell us about this activation / sweepstakes program?Jason: (provides talking points re: activating customers to drive brand conversations.)
Jim: Jason – the “Press It” widget is an interesting product that isn’t overtly social in the sense that it doesn’t integrate with Facebook or have a hashtag. But it is social in the sense that it creates value for you customers and community. Can you tell us about this program and how it has performed so far?Jason: (provides a few minutes of talking points about PressIt.)
Jim: And last but not least, I know that CafePress has a big product launch coming down the pike later this month. What can you tell us about Create & List?Jason: (provides a couple talking points related to Create & List.)--
Jim: That’s great, Jason. Thanks for sharing those great examples of what you’ve got going on at CafePress. So now let’s talk about some of the new stuff – some of the elements that you would cover if you were to write a new version of your book today.We’re going to cover a lot of topics quickly.Tweet your thoughts, experience, opinions, etc. Tag your tweets with #nobssocial
Jim: I’m actually going to kick us off with the first one…(Jim shares some thoughts on Facebook hashtags, Jason chimes in.)
Jim: Speaking of ads on Facebook – there are a lot of them…and they’re getting more expensive and less effective.Possible questions for Jason:Do you guys make much use of Facebook Ads at CafePress?What is your general philosophy about social media advertising?Will ads be the death of Facebook? How will this play out?According to data from the CMO Survey conducted by Duke’s Fuqua School and The AMA, social media budgets are set to triple over the next 5 years. Will all of this just go to advertising?
What are your thoughts on the recent spike in lo-fi, mobile, social video? Is this stuff relevant for brands?NOTES:--Facebook paid $700M for Instagram. Twitter paid $1M for Vine.According to data from earlier this year from Twitter and RJMetrics, Vine was crushing other mobile/social video providers – 3% of highly active Twitter users were using the tool, which is a strong indicator from early adopters. Contrast Vine with Instagram, which just passed 100M users a few months ago.
Jim: Jason – tell me the first thing that comes to mind when I say:MySpace$20MJustin TimberlakeMySpace just paid $20M to re-launch itself with an interesting commercial. Does this even matter to marketers?
Jim: Tumblr has always been a bit outside of the mainstream for marketers. We’re running a few Tumblr-centric programs for our clients. Both Yahoo and Tumblr said that Tumblr will move forward business as usual post acquisition – do you believe this is the case?YouTube’s price tag seemed ridiculous when Google acquired several years ago…but now the acquisition looks like Google got a steal. Will we look back on the Yahoo / Tumblr deal in the same way?
Private company financial analyst PrivCo predicted that Foursquare will die by the end of 2013, citing missed milestones, floundering usage, and minimal revenue traction.The company raised $40M in debt a few months later…but still. Foursquare doesn’t get the buzz that it once did. Is location-based marketing dead? Or will it just be different?
Jim: Last not least, Reddit has become an undeniable force on the social web. Is there anything here for marketers? Or is it best avoided altogether?
No BS Social Media Revisited - Jason Falls and Jim Tobin
No Bullshit Social Media RevisitedWe’ll begin shortly…
#nobssocialJim TobinFounder, PresidentIgnite Social Media@jtobinJason FallsFounder, Social Media ExplorerVP, Digital Strategy, CafePress.com@JasonFallsWho’s presenting?
#nobssocialDetails• Jim & Jason will lead Q&A at the end of the call.• Tag your tweets with #nobssocial.• We’re recording the show.• We’ll send an email follow up with the deck andrecording.
Agenda:1. Old BS2. No BS @ CafePress3. New BS4. Q&A
You’ve got to be human.You’ve got to engage.You must join the conversation.
#nobssocial7 Social Media Business Drivers• Enhance Branding & Awareness• Protect Your Reputation• Enhance Public Relations• Build Community• Enhance Customer Service• Facilitate Research & Development• Drive Sales & Leads