The document discusses the evolving landscape of marketing with the rise of social media, emphasizing that while traditional advertising was simpler and more impactful, social media requires a new approach to understanding customer engagement and behavior. It highlights the challenges of measuring success in social media, yet posits that engaging customers in dialogue can lead to better products and relationships. Ultimately, it stresses that social media isn't necessarily expensive but is time-consuming, necessitating an investment in people and tools to effectively leverage its potential.

1. Why Are We Spending
So Much Money On Social Media?
A (Sort-Of) Survival Guide For Numbers People

2. Remember the days
when everything was easy?

3. There were limited places to advertise,
and your advertising was impactful.

4. It was easy, but imprecise.

5. And then came...THE INTERNET!

6. Referring Traffic
Click-Thrus Behavio
Adverti
PAY PER PERFORMA
Referring Traffic
Click-Thrus Be
Ad
oral
sing
SUDDENLY, MARKETING HAD DATA
Referring Traffic
Click-Thrus
Behavioral Advertising
PAY PER PERFORMANCE!

7. When a finance person hears
“pay per performance.”

8. And then came SOCIAL MEDIA.

9. And you heard this.

10. Away from measurement
Away from data
Away from control
And in a way, this giant step forward
felt like a huge step backward...

11. After all, how can you effectively
measure 1-to-1 conversation?

12. Like this:

13. Or this:

14. Of course, there was
some measurement
to this:

15. And this got just
a little bit of
earned media:

16. But most of social media involves
talking daily to your customers and
figuring out how to produce content
that matters to them.

17. So now, instead of just producing your product or
service, you’re a content producer too.

18. Social media has dense data,
but limited learnings:
What do those impressions mean?
What does a like get me?
How do I measure the return on a retweet?

19. In short: life just got
a whole lot harder.

20. Or did it?

21. When we engage in a dialogue
with our customers online, we
become more invested and more
accountable to our customers.

22. We will make better products.
We will have better customer relationships.
We will craft better terms.
or
We’ll explain why we can’t do it exactly the way they want.
And then, at the very least, they’re heard.

23. Social media is not expensive at all.
In many cases, the platforms are free.

24. But social media takes time.
And time is the most precious resource of all.

25. Social media is built on technology,
but is primarily people powered.

26. Invest in the people to actively listen and create
content for your brand. Invest in tools that help
provide data to show if it’s working.

27. Reach
Traffic Referrals
Content Virality
Engagement
Social Ad Performance
And what does “working” mean in social media:
but that’s just marketing speak.

28. What about:
Call Center Volume Reduction
Research and Development Data Acquisition
Improved Speed of the Sales Funnel

29. Here’s a pop quiz...

30. What is the value of one customer
to your organization?

31. How many of your customers
are on social media?
Attendees of social
media invite only
“Free Chillzone Day”

32. Could you increase the value of those customers
if you had a deeper connection to them or better
understanding of what they want and need?

33. Then what are you waiting for?

34. Thank You.
Carrie Kerpen
CEO, Likeable Media