Better spend your social marketing budget on valuable fans

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It sounds obvious to spend your social budget to please valuable fans, doesn’t it? So why aren’t we doing so? It looks like we are shooting in the blind, meanwhile complaining that the ROI of social media is poor. Fortunately, it’s possible to learn who your valuable fans are and what they appreciate. Once you are aware of that, the magic begins.

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  • Photo: Albin Olsson, http://commons.wikimedia.org/wiki/File:ESC2014_-_Austria_04.jpg
    License: CC-BY-SA-3.0, http://creativecommons.org/licenses/by-sa/3.0/deed.en
  • Photo: Albin Olsson, http://commons.wikimedia.org/wiki/File:ESC2014_-_the_Netherlands_02_(crop).jpg License: CC-BY-SA-3.0, http://creativecommons.org/licenses/by-sa/3.0/deed.en

    The Netherlands sent real musicians playing a proper song to the Eurovision. Interesting strategy. I wonder why the UK never thought of that?

    The Netherlands nearly stole the show with a song that sounded like something you might actually hear out in the real world, performed by consummate musicians who appeared to take what they are doing seriously.

    But here’s the really interesting thing. By the end of the show, there was only one Eurovision song in the iTunes top ten, a chart that updates almost in real time. And it wasn’t the winner. The Common Linnets immediately popped in at number nine.

    http://www.telegraph.co.uk/culture/tvandradio/eurovision/10824026/Eurovision-UK-must-send-proper-musician-next-year.html
  • Organic reach on Facebook rapidly decreasing.
  • Better spend your social marketing budget on valuable fans

    1. 1. LET'S SHARE A SECRET BETTER SPEND YOUR SOCIAL BUDGET ON VALUABLE FANS! PETER HORSTEN – INFOSHARE 2014
    2. 2. DO YOU LIKE INFOSHARE?
    3. 3. IS IT ABOUT MAKING A STATEMENT?
    4. 4. PUSHING YOUR MESSAGE?
    5. 5. ENGAGEMENT AND JUST DOING A GOOD JOB?
    6. 6. (NO) SOCIAL MEDIA ABUSE
    7. 7. ENGAGEMENT BASED ON GREAT CONTENT = KING
    8. 8. BRANDS LOST THEIR GOAL TO SATISFY HUMAN NEEDS AND THIS IS THEIR BIGGEST PROBLEM THOMAS KOLSTER HATALSKA.COM, TRENDBOOK 2014
    9. 9. PAGE ARE USELESS
    10. 10. IT’S PAY DAY
    11. 11. LESS MIGHT BE MORE
    12. 12. ATTRACT TO CONVERT Attract Convert Nurture Engage
    13. 13. ENGAGEMENT NOT A BIG BRAND THING? Page Score Fans Trojmiasto.pl 8,73% 54.197 Manchester United 4,40% 48.686.209 FC Barcelona 3,74% 64.817.023 McDonald's PL 1,88% 1.268.897 Coca-Cola 0,79% 82.389.237 Pepsi 0,66% 31.959.452 Play 0,27% 2.164.228
    14. 14. KNOW YOUR FANS
    15. 15. LET THEM TALK!
    16. 16. A 1000 real ambassadors may be worth a million likes
    17. 17. Workshop WANT TO KNOW HOW? JOIN TOMORROW’S FANTUNER WORKSHOP
    18. 18. TRIGGERED BY THIS PRESENTATION?
    19. 19. LET’S ENGAGE!
    20. 20. PETER HORSTEN @PETERSOPINION PETERSOPINION.COM SLIDESHARE.NET/PHORSTEN
    21. 21. Picture/image credits • Title page fans, iStockphoto.com • Conchita Wurst, Albin Olsson, Wikimedia Commons, License: CC-BY-SA-3.0 • Poland at Eurovision, Albin Olsson, Wikimedia Commons, License: CC-BY-SA-3.0 • The Common Linnets, Albin Olsson, Wikimedia Commons, License: CC-BY-SA-3.0 • KING, iStockphoto.com • Page Likes, iStockphoto.com • Less might be more, iStockphoto.com • (No) Social Media Abuse, iStockphoto.com • Let them talk, iStockphoto.com • Let’s engage, iStockphoto.com
    22. 22. • Andrew, S. (2005, April). 5000 Fans. Retrieved from scottandrew.com: http://www.scottandrew.com/wordpress/archives/2005/04/5000_fans.html • Boswell, W. (n.d.). What is Black Hat SEO? Retrieved from About.com: http://websearch.about.com/od/seononos/a/spamseo.htm • Fleming, G. (2012, January 4). Global Social Technographics Update 2011: US And EU Mature, Emerging Markets Show Lots Of Activity. Retrieved from Forrester Blog: http://blogs.forrester.com/gina_sverdlov/12-01-04- global_social_technographics_update_2011_us_and_eu_mature_emerging_markets_show_lots_of_activity • Haller, M. (2013, October). To Buy or Not to Buy? Perhaps Social Engagement is the Question. Retrieved from thinkwithGoogle.com: http://www.thinkwithgoogle.com/articles/social-engagement-buying- question.html • Hatalska, N. (2014). Trendbook 2014. Retrieved from Hatalska.com: http://hatalska.com/trendbook2014/ • Kelly, K. (2008, March). 1,000 True Fans. Retrieved from KK: http://kk.org/thetechnium/2008/03/1000- true-fans/ • Reitsma, R. (2012, October 12). The Data Digest: Profiling Creators. Retrieved from Forrester Blog: http://blogs.forrester.com/reineke_reitsma/12-10-12-the_data_digest_profiling_creators • Skinner, P. (2013, February 20). A Conversation with Thomas Kolster, author of Goodvertising. Retrieved from Pimp my cause: Thomas Kolster is the author of Goodvertising, founder of the Goodvertising Agency - See more at: http://www.pimpmycause.org/content/information/interviews/a-conversation-with- thomas-kolster-author-of-goodvertising#sthash.jBJrH9Yn.dpuf • Stonham, M. (2011, October). The Sales Funnel – what’s all the excitement about? Retrieved from Wurlwind: http://wurlwind.co.uk/2011/10/the-sales-funnel-whats-all-the-excitement-about/ REFERENCES

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