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Ritson versus social media

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Ritson versus social media

  1. 1. The World’s Greatest Ever Sports Photograph
  2. 2. Ritson versus Social Media Mark Ritson Associate Professor Almuni Reunion 2013
  3. 3. It Started When the Lights Went Out
  4. 4. Literally….
  5. 5. The Tweet Heard Around the World
  6. 6.             65,000 followers Average CTR of Twitter link: 0.45% Generous CTR of 2% 1,300 followers opened link Amplification? Re-Tweeted 15,000 times x 208 followers (USA average) – 3m+ x 2% CTR 63,000 followers Reach of 64,500 Oreo’s US market: 80,000,000 people 0.01% of their market       TV audience 108,000,000 million 47% ad viewing (eyes on screen) 50,000,000 million people X 60 seconds Moving parts! 3000 times better
  7. 7. The Usual Reponses The Super User It’s a conversation, dude Integration Effects
  8. 8. Terms of Reference research service SOCIAL MEDIA communication people brands
  9. 9. Big Numbers   500 million globally  2.1 million Australians  15% adult population active   1 billion + globally  11.5 million Australians  33% adult population active SOCIAL MEDIA
  10. 10. Some Smaller Numbers 70,500 8,500 9,000 Social Media Is Over-Rated
  11. 11. Small Numbers  13,000,000 people will shop at Woolworths this week  One in 1 in 3000 of them will engage with them on Facebook
  12. 12. Social Media Defined
  13. 13. Social Media  It means communication between people…  65% of Australians  Don’t follow any brands on Twitter
  14. 14. A Precarious Contradiction  “I’m not sure if its working”  “I want to do more next year”
  15. 15. The Urgent Search for ROI
  16. 16. The Quest for ROI
  17. 17. Chapter 1: The Pissing Contest  2009  Buy friends & followers  Not all of them genuine  Fake Followers: Target, K-Mart, Bunnings, Big W 6,000  Only 28% of the followers of the top 100 are real
  18. 18. Chapter 2: A Crude $ Value 2010  2 cents  12 cents  $1.45  $138.00  $174.17
  19. 19. Chapter 3: The Power of Like 2011  Do Facebook likes make you money?  Study of 3 brands  Bing  Soutwest  Starbucks  Conclusion – Yes!
  20. 20. A Lurking Variable
  21. 21. For Example
  22. 22. In The Same Way
  23. 23. Chapter 4: Chaos
  24. 24. The Experts However…
  25. 25. The Experts
  26. 26. Unilever & Coke  Early adopters – 24 months ahead  Experts at ROI  Cross Comparison versus other tools  Both continuing with social media  But also stepping back  A more nuanced approach  A more traditional approach
  27. 27. You Knew About these?
  28. 28. Your Best Guess… 8 hours per week 16 hours per week
  29. 29. Good News Only - & Often
  30. 30. Social Spend is Small Part of Digital
  31. 31. Social is a Weak Purchase Driver  Less than      Outdoor TV Newspaper ads Sampling Er.. Erverything  A Digital Divide
  32. 32. Search versus Social
  33. 33. The Same Imbalance  Social gets 1:20 of Australian adspend  Social gets equal media coverage  Social generates 1:17 of traffic versus Search  Social gets 4x or 58x the media coverage
  34. 34. The Jackdaw Profession shiny, shiny
  35. 35. Paranoid About Being Out of It
  36. 36. The Elevator Experiment
  37. 37. It’s A Very Crowded Elevator
  38. 38. So What?  Q: Is social media worthless?  A: No  A middle ground  Q: Is social media as valuable and as important as we are being told?  A: No
  39. 39. Rhetoric is Good  No-one else is asking these questions  Everyone else is doing down traditional media  When I do “have a go” at social nobody actually knocks me down (properly)  Its what (good) B Schools should do  And this is the way brand managers are meant to behave
  40. 40. I Come from the Eighties
  41. 41. 1988: A Vintage Era  The creation of modern brand management  The arrival of IMC  The importance of media neutrality
  42. 42. The Social Business  A separate allocated budget?  Clients who want social, but don’t know why?  Separate planning tools and models  A complete lack of critical thinking  The fear to question and to reject
  43. 43. A New Tool, The Usual Process  Start with your objectives  Use the same funnel we always have  Look at your positioning  The private bank question  Be suspicious of all the tools  Ask the hard questions of all of them  Play them off against each other
  44. 44. As We Conclude…  Old man out of time  The 12th Man
  45. 45. Questions / Comments
  46. 46. Connections Mark.Ritson @markritson

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