This document discusses reasons why consumers unsubscribe, unlike, and unfollow brands on social media. It notes that 93% of consumers are subscribers, 42% are fans, and only 5% are followers. The three main reasons consumers abandon brands are boredom and irrelevance, frequency of messages, and missed expectations. The document advocates being obsessed with engagement to avoid these issues and improve email deliverability, Facebook visibility, and Twitter amplification.

1. THE SOCIAL BREAK-UP:WHY CONSUMERS UNSUBSCRIBE, UNLIKE & UNFOLLOW YOUR BRAND…@jkrohrs@exacttarget

2. …ORTHREEREASONS TO BE OBSESSED WITHENGAGEMENT

3. BRANDSWANTRELATIONSHIPS

4. BUT WE’RE SPEED DATERS AT HEART

5. MARKTERSLONG FOR THE SIMPLE ROMANCEOF READERS,LISTENERS &VIEWERS

6. INSTEAD OFTHE ADDEDCOMPLEXITY OFSUBSCRIBERS,FANS &FOLLOWERS

7. Social DMVoice MarketingMobile EmailSMS + MMSIM EmailDirect MailTelephoneTHE MARKETING (R)EVOLUTIONMobile EmailSMSIMEmailDirect MailTelephoneIMEmailDirect MailTelephoneIMEmailDirect MailTelephoneDirect MailTelephone<19901990s19992000s2011TVRadioPrintDisplayTVRadioPrintDisplayCable TVWebsiteSearchOnline DisplayTVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoWebinarsAffiliate MarketingTVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsContextualWikisSocial NetworksMobile WebTVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogs/RSSPodcastsContextual WikisSocial NetworksMobile WebBehavioral Social Media & AdsVirtual WorldsWidgetsTwitterMobile AppsGeolocation

9. www.exacttarget.com/sff

10. 93% ARE SUBSCRIBERS

11. 42% ARE FANS

12. 5% ARE FOLLOWERS

13. WHAT IF WELOOKED ATWHY SFFsABANDONBRANDS?

18. BOREDOM & IRRELEVANCE

19. FREQUENCY

20. MISSEDEXPECTATIONS

23. …ORTHREEREASONS TO BE OBSESSED WITHENGAGEMENT

24. EMAIL DELIVERABILITY

28. FACEBOOK VISIBILITY

31. TWITTER AMPLIFICATION

34. www.exacttarget.com/hubinaction