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Social media marketing —
using sledgehammer to crack a nut
or 1000% ROI?
Why do we use only 5% of social media
opportuniti...
Speaker
• 1981, was born in Moscow
• 2003, graduate of “Information security”, RSUH
• 1999-2006, had been working for doze...
Surprising question
• Which one is cool?
?
Ok, let’s move forward….
VS
Item E-mail Score Social Networks Score
Communications
Linear (notebook, list of
e-mails)
0 Social graph 1
Communication
t...
E-mails vs. SMM
Item E-mail Score SMM Score
Content
personalization
Yes
1
No
0
Trigger for
communication
Yes
1
No
0
Clear ...
Seriously!
• Good old e-mail marketing is more
effective than SMM on the cutting
edge of digital marketing
>
Conclusion
• Social media is a unique marketing tool
which potential is still not fulfilled
Let’s think…
Audience motivation
• Self-presentation
• Socialization
• Self-actualization
• Personalized content
What do people expect from brands?
To help with:
• Self-presentation
• Socialization
• Self-actualization
+Personalized co...
What do they get?
They get:
• Contests
• Quotes
• “Interesting” tips
• “Surprising” facts
And all that rubbish
content…
• ...
Who is to blame?
Social Media
Carried away with media tools, whilst did not create
seamless ways for brand integration
Agencies
Wishful thinking (selling unrealized potential)
Social Graph - is a graph
that depicts personal
relations of inte...
What to do?
Social Media
• SM are ought to create relevant tools for brands to
leverage social media potential
• For instance:
– Profi...
Agencies
• Turn off CNC conveyor «cats-news-contests»
• Couple of things to consider:
– Combine objectives (loyalty, advoc...
Brands
• Bombard agencies with tricky questions
• For instance:
– What kind of values does content provide to our
customer...
And what is most important…
• Let's re-think and discuss social media phenomenon in
terms of marketing communications
• An...
And then…
1000% social media ROI will be a reality
Thank you for your attention!
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Social media marketing — using sledgehammer to crack a nut or 1000% ROI?

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Social media marketing — using sledgehammer to crack a nut or 1000% ROI?

  1. 1. Social media marketing — using sledgehammer to crack a nut or 1000% ROI? Why do we use only 5% of social media opportunities?
  2. 2. Speaker • 1981, was born in Moscow • 2003, graduate of “Information security”, RSUH • 1999-2006, had been working for dozens of digital project, managed several digital departments • 2007-2008, Head of digital practice «4Experience» PR-Technologies (MasterCard, Sony Ericsson, Unilever, P&G) • 2009-2010, Freelancer, digital marketing (Sochi 2014, Unilever, Sony Ericsson, Nivea, МТС) • 2011-2013, Head of Strategy, Actis Wunderman (Nokia, Microsoft, Colgate, Novartis, Ford, BP и др.)Михаил Иванченко
  3. 3. Surprising question • Which one is cool? ?
  4. 4. Ok, let’s move forward…. VS
  5. 5. Item E-mail Score Social Networks Score Communications Linear (notebook, list of e-mails) 0 Social graph 1 Communication tools Send/receive an e-mail 0 Post, like, share, comment, check-in, chat 1 Content Text, image, link 0 Text, image, video, game, app 1 Possibilities to personalize No built-in features. Available only if consumer has filled in the form [on the website] 0 Based on interests, friends, likes, shares, UGC-content, media consumption, geography etc. 2 Who won? 0 5 E-mail vs. Social networks
  6. 6. E-mails vs. SMM Item E-mail Score SMM Score Content personalization Yes 1 No 0 Trigger for communication Yes 1 No 0 Clear stats, monitoring all conversion rates Yes 1 Yes (barely) 0,5 Who won? 3 0,5
  7. 7. Seriously! • Good old e-mail marketing is more effective than SMM on the cutting edge of digital marketing >
  8. 8. Conclusion • Social media is a unique marketing tool which potential is still not fulfilled
  9. 9. Let’s think…
  10. 10. Audience motivation • Self-presentation • Socialization • Self-actualization • Personalized content
  11. 11. What do people expect from brands? To help with: • Self-presentation • Socialization • Self-actualization +Personalized content (based on consumer interests and history of engagement with the brand)
  12. 12. What do they get? They get: • Contests • Quotes • “Interesting” tips • “Surprising” facts And all that rubbish content… • Non-personalized information about brands and products
  13. 13. Who is to blame?
  14. 14. Social Media Carried away with media tools, whilst did not create seamless ways for brand integration
  15. 15. Agencies Wishful thinking (selling unrealized potential) Social Graph - is a graph that depicts personal relations of internet users. It draws information about more objects than simply people, including photos, events, and pages, and their relationships between each other. Wikipedia Yes to social graph, No to a brand?
  16. 16. What to do?
  17. 17. Social Media • SM are ought to create relevant tools for brands to leverage social media potential • For instance: – Profile integration – Make a brand part of social content – Create APIs related to user interests etc.
  18. 18. Agencies • Turn off CNC conveyor «cats-news-contests» • Couple of things to consider: – Combine objectives (loyalty, advocacy, retention) – with needs of the audience (3S + personalized content) – and social media potential (social graph, interaction history, profile etc.)
  19. 19. Brands • Bombard agencies with tricky questions • For instance: – What kind of values does content provide to our customer? – How do we use personal data when communicating with the customer? – What is our strategy to win customer’s attention?
  20. 20. And what is most important… • Let's re-think and discuss social media phenomenon in terms of marketing communications • And create really effective marketing tools!
  21. 21. And then… 1000% social media ROI will be a reality
  22. 22. Thank you for your attention!

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