Socialize: Monetizing Social Media - Ian Schafer

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Social Media at Scale: Making Connections Pay Off

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  • More advertisers are asking for it, but agencies and publishers are slow to embrace it. It’s difficult to monetize.
  • More time is spent “using” platforms than “reading” websites.
  • We are waking up to the fact that “branding” is difficult to measure.But there is promise for “connections”.Impressions will be evaluated upon how hard they work.
  • Those that are most adaptable to change will survive.
  • Socialize: Monetizing Social Media - Ian Schafer

    1. 1. Making connections pay.<br />Why and how we must deliver and measure engagement at scale.<br />Ian Schafer, CEO & Founder,<br />April 1, 2011<br />Heckle me @ischafer.<br />
    2. 2.
    3. 3. Impressions are dying a painful death.<br />And we’re in complete denial.<br />
    4. 4. How it used to be: Funnel Thinking<br />Familiarity<br />Purchase<br />Loyalty<br />Awareness<br />Consideration<br />The Reality of Modern Marketing<br />12<br />Store/Agent/Dealer Interactions<br />Consumer- DrivenMarketing<br />Past Experience<br />Company-DrivenMarketing<br />Word-of-mouthOnline researchOffline and/or print reviews<br />Traditional advertisingDirect marketingSponsorshipIn-store product experienceSalesperson contact<br />26<br />43<br />21<br />37<br />28<br />31<br />10<br />5<br />39<br />26<br />22<br />Initial<br />Consideration Set<br />Activeevaluation<br />Closure<br />
    5. 5. Social media is “cute”.<br />So are advertisers’ social media budgets.<br />
    6. 6. “Engagement” isn’t just gaining momentum.<br />It’s begging for a more significant share of spending.<br />
    7. 7. How do we fix the “engagement doesn’t scale” problem?<br />
    8. 8. TOO COMMODITIZED<br />WHERE $ WANT TO GO<br />TOO SPECIALIZED<br />TOO INEXPENSIVE<br />
    9. 9.
    10. 10. “Inventory” is headed into some scary territory as buyers seek the ultimate efficiency.<br />
    11. 11. Platforms are gaining power.<br />And it’s changing everything.<br />
    12. 12. Just because it’s not an impression,<br />doesn’t mean it’s not advertising.<br />
    13. 13. Connections are the new impressions.<br />
    14. 14. Measuring depth > measuring breadth.<br />
    15. 15.
    16. 16. <ul><li>Baserunners score runs.
    17. 17. The more runners on base, the more runs can be scored.
    18. 18. The more hits with runners on base, the more runs are scored.
    19. 19. Runs win baseball games.</li></li></ul><li>
    20. 20. SOCIAL MEDIA SABERMETRICS<br />The analysis of the effectiveness of engagement marketing through objective evidence, leading us to understand how to predictably create more better customers.<br />
    21. 21. Likes<br />Follows<br />Clicks<br />Shares<br />Comments<br />Views<br />Uploads<br />Blah blah blah<br />
    22. 22. Behaviorally modeling engagement archetypes can create more wins.<br />
    23. 23. Likes<br />Follows<br />Clicks<br />Shares<br />Comments<br />Views<br />Uploads<br />Blah blah blah<br />IT’S THE RESEARCH.<br />(or “Money, it’s the KPIs”)<br />
    24. 24.
    25. 25. People that visit Bing from social environments are 4x as engaged as the average visitor.<br />4X<br />
    26. 26. Over 62 million PEOPLE COULDN’T be wrong.<br />
    27. 27.
    28. 28. 421,665<br />Fans Acquired in One Day<br />FanGrowth<br />358.4%<br />Increase in Fans in One Day<br />401,244<br />Engagement Completions<br />Engagements<br />576,814<br />Clicks on Promotional Offer<br />59,000+<br />Engagement Shares on Facebook<br />Shares<br />71,000+<br />Clicks on the Shared Feeds<br />
    29. 29. 70%<br />of fans returned to Bing the following month.<br />
    30. 30. Effectively define and measure engagement or be left behind.<br />It’s ok to think of social media as media. Just respect it more. It’s made of people!<br />It’s also ok to incentivize engagement. Just add value.<br />Research the types of engagements that make more better customers.<br />And make more of those engagements.<br />
    31. 31. Evolve to make connections the new impression.<br />Those that do will survive – and thrive.<br />
    32. 32. THANKS.<br />www.deepfocus.net<br />@deepfocus<br />www.ianschafer.com<br />@ischafer<br />

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