Mark W. Schaefer presents 3 key truths about social media engagement: 1) Engagement must be tied to measurable business objectives like customer acquisition or brand awareness, not an end goal itself. 2) Engagement alone is not necessarily an indicator of financial success - Apple has little social media presence but immense brand value. 3) Engagement comes at a cost of time and resources, so companies must balance engagement with other priorities like consulting or product development. The key is using engagement tactically to support broader marketing strategies.

1. ENGAGEMENT
@marKWschaefer
IS NOT A STRATEGY
Social Media

2. Hi. I’m Mark W. SCHAEFER.
An author.
Blogger.
Marketing consultant.
College educator.

3. I’M HERE TODAY WITH
An important
MESSAGE FOR THE
SOCIAL WEB.

4. LET ME EXPLAIN.

5. BACK IN THE EARLY DAYS
OF THE SOCIAL WEB

6. BACK IN THE EARLY DAYS
OF THE SOCIAL WEB
(you know, like 2007)

7. the leading “gurus”
were actively anti-business.

8. “social media is not
about your stupid
company. It’s all about
the conversation.”
-SOCIAL MEDIA GURU,
2007

9. “social media is not
about your stupid
company. It’s all about
the conversation.”
-SOCIAL MEDIA GURU,
2007
NOTE THE EARLY GOOGLE
GLASS PROTOTYPE

10. we’ve come a long
way since those days

11. BUT…

12. I still hear rumblings online that
“engagement is the goal.”

13. So I’m here today TO SAY
ONCE AND FOR ALL…

14. ENGAGEMENT IS
NOT A STRATEGY.

15. ENGAGEMENT
IS NOT A
STRATEGY.

16. AM I YELLING? SORRY ABOUT THAT.

17. HERE’S THE TRUTH ABOUT
SOCIAL MEDIA ENGAGEMENT.

18. ENGAGEMENT has to be tied
to business objectives.
j#1

19. ENGAGEMENT IS A TOOL.

20. ONE THAT isn’t very
valuable on its own

21. Unless it’s tied to a measurable goal.

22. HERE ARE SOME examples

23. customer
acquisition
HERE ARE SOME examples

24. customer
acquisition
new product
development
here are some examples

25. customer
acquisition
new product
development
Customer
service
here are some examples

26. customer
acquisition
investment
new product
development
Customer
service
here are some examples

27. customer
acquisition
brand
awareness
investment
new product
development
Customer
service
here are some examples

28. j
consider thOSE before
you start making
cat memes for your
corporate facebook page.

29. Engagement by itself is not
an indicator of success.
j#2

30. let’s look at apple.

31. $104,300,000,000
brand VALUE

http://www.forbes.com/powerful-brands/list/

32. that makes them the most valuable
brand in the history of the world.

http://www.forbes.com/powerful-brands/list/

33. 
and yet…

34. beyond a tumblr page
for the iphone5c
isee5c.tumblr.com

35. which is more of a cool, interactive
ad than a social site
isee5c.tumblr.com

36. APPLE HAS IGNORED SOCIAL MEDIA.

37. https://twitter.com/apple
THEIR TWITTER PROFILE STILL HAS
A BIG FAT GOOSE EGG.

38. AND THEIR FACEBOOK PAGE HAS
12 MILLION LIKES.
https://www.facebook.com/pages/Apple-Inc/137947732957611

39. but zero posts.
https://www.facebook.com/pages/Apple-Inc/137947732957611

40. THEY have no
social media engagement.

41. $104,300,000,000
http://www.forbes.com/powerful-brands/list/
BUT THEY HAVE THIS.

42. Engagement isn’t necessarily
an indicator of financial success.

43. Engagement comes
at a cost.
j#3

44. What happens when your
focus is driving engagement?

45. If you’re not careful,
you could literally
talk yourself broke.

46. Here’s an example of
what i mean.

47. http://www.businessesgrow.com/2014/01/06/content-shock/
I wrote a blog post recently
that had hundreds of comments.

48. ENGAGING AT THIS LEVEL
CAN BE A FULL TIME JOB.
http://www.businessesgrow.com/2014/01/06/content-shock/

49. If I pumped up this level of
engagement all the time

50. I wouldn’t have time for
consulting & teaching

51. And that’s what feeds my family.

52. ENGAGEMENT IS JUST LIKE ANY OTHER
BUSINESS ACTIVITY.

53. IT takes time

54. and resources

55. SO WHEN IT COMES TO DECIDING
HOW MUCH you’ll SPEND ENGAGING

56. You’ll have to find a
balance to optimize
results for your business.

57. OK let’s RECAP

58. ENGAGEMENT
IS NOT A STRATEGY
Social Media

59. j
ENGAGEMENT HAS TO BE TIED TO
MEASURABLE BUSINESS OBJECTIVES.#1
3 TRUTHS ABOUT SOCIAL MEDIA ENGAGEMENT

60. j
ENGAGEMENT HAS TO BE TIED TO
MEASURABLE BUSINESS OBJECTIVES.
j#2 ENGAGEMENT ISN’T NECESSARILY
AN INDICATOR OF FINANCIAL SUCCESS.
#1
3 TRUTHS ABOUT SOCIAL MEDIA ENGAGEMENT

61. j
ENGAGEMENT HAS TO BE TIED TO
MEASURABLE BUSINESS OBJECTIVES.
j#2 ENGAGEMENT ISN’T NECESSARILY
AN INDICATOR OF FINANCIAL SUCCESS.
#1
3 TRUTHS ABOUT SOCIAL MEDIA ENGAGEMENT
j#3 ENGAGEMENT COMES AT A COST. THE
KEY IS FINDING A BALANCE WITH YOUR TIME
AND RESOURCES.

62. Here’s the bottom line.

63. Engagement is not STRATEGY.

64. Engagement is not STRATEGY.
IT’S A TACTIC.

65. ONE THAT SUPPORTS YOUR BIGGER
MARKETING STRATEGY.

66. determining how it
will help you reach
your business goals
will be the key
to success.

67. NEED MORE SOCIAL
MEDIA ADVICE?

68. Are you ready for even more amazing ideas
to help you engage with your audience the
right way? You can find them in my book,
Social Media Explained.
Buy the book!
Buy it here on Amazon.

69. Content by @markwschaefer Design by @sarahsmason
businessesgrow.com/blog
uncommonlysocial.com/
services/presentation-design
Click a link and Say Hello online!

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