Grow Up or Get Out: A Social Media Marketing Manifesto for 2018

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The first half of 2018 has proven to be the most chaotic and disruptive period in the history of social media marketing. This presentation explains why, then offers six attitude adjustments social media marketers must make to "grow up" and become mature marketers, in order to survive and thrive in the coming years.

Marketing

@umbsocialMark Traphagen| Stone Temple | @marktraphagen
STONE TEMPLE CONSULTING
FRAMINGHAM MA – Eric Enge, Founder & CEO
Our Studies Have Been Covered In:
➣ US Search Awards SEO Agency of the Year
➣ Interactive Marketing Awards Best Video Series (Here’s Why)
➣ Landy’s Search Marketer of the Year (Eric)
➣ US Search Awards Search Personality of the Year (Eric)
➣ INC 5000 Company

@umbsocialMark Traphagen| Stone Temple | @marktraphagen

@umbsocialMark Traphagen| Stone Temple | @marktraphagen
FACEBOOK FLIPS
OUT!

@umbsocialMark Traphagen| Stone Temple | @marktraphagen
TWITTER ZAPS
BOTS!

@umbsocialMark Traphagen| Stone Temple | @marktraphagen
SOCIAL SHARING SHRINKS!

@umbsocialMark Traphagen| Stone Temple | @marktraphagen
Social Sharing
is Down
Stonet.co/content-trends

@umbsocialMark Traphagen| Stone Temple | @marktraphagen
Engagement Competition is Rising
Stonet.co/content-trends

@umbsocialMark Traphagen| Stone Temple | @marktraphagen
SOCIAL PROOF GOES POOF!

@umbsocialMark Traphagen| Stone Temple | @marktraphagen
November 2015 June 2017 February 2018
Social Sharing Numbers Hidden

@umbsocialMark Traphagen| Stone Temple | @marktraphagen
INFLUENCER SCANDALS!

@umbsocialMark Traphagen| Stone Temple | @marktraphagen
AD BLOCKING!

@umbsocialMark Traphagen| Stone Temple | @marktraphagen
DARK SOCIAL RISING!

@umbsocialMark Traphagen| Stone Temple | @marktraphagen
The witch turned
my marketing into a
newt!

@umbsocialMark Traphagen| Stone Temple | @marktraphagen
It got
better!

@umbsocialMark Traphagen| Stone Temple | @marktraphagen
SEO HAS A
MESSAGE FOR
US

@umbsocialMark Traphagen| Stone Temple | @marktraphagen
HOW TO GET
YOUR
SOCIAL MEDIA
MARKETING
ALL GROWED
UP6 Attitude Adjustments

@umbsocialMark Traphagen| Stone Temple | @marktraphagen
IS IT STILL
WORTH
IT?
1

@umbsocialMark Traphagen| Stone Temple | @marktraphagen
PAID IS NO
LONGER
OPTIONAL
2

@umbsocialMark Traphagen| Stone Temple | @marktraphagen
SOCIAL
POSTS
ARE
ALWAYS AN
INTERRUPTI
ON

@umbsocialMark Traphagen| Stone Temple | @marktraphagen
PAID IS AT
LEAST A
TARGETED
INTERRUPTI
ON

@umbsocialMark Traphagen| Stone Temple | @marktraphagen
“I’ve gotten more into
driving top of funnel
awareness more
cheaply.
So like running a video
view campaign and then
remarketing to people
that watched it to get
the sale.”
Susan Wenograd
susanwenograd.com

@umbsocialMark Traphagen| Stone Temple | @marktraphagen
BUILD
CONTENT
BRIDGES
3

@umbsocialMark Traphagen| Stone Temple | @marktraphagen
QUALITY
OVER
QUANTITY
4

@umbsocialMark Traphagen| Stone Temple | @marktraphagen
Source: Chartbeat

@umbsocialMark Traphagen| Stone Temple | @marktraphagen
STRATEGI
C
PARTNERI
NG
5

@umbsocialMark Traphagen| Stone Temple | @marktraphagen
Steve Rayson of
Buzzsumo

@umbsocialMark Traphagen| Stone Temple | @marktraphagen
Search Engine
Journal
stonet.co/content-trends

@umbsocialMark Traphagen| Stone Temple | @marktraphagen
Stone Temple
Blog
stonet.co/mostlinked17

@umbsocialMark Traphagen| Stone Temple | @marktraphagen
BEYOND
PROMOTIO
N
6

@umbsocialMark Traphagen| Stone Temple | @marktraphagen
Customer
Service

@umbsocialMark Traphagen| Stone Temple | @marktraphagen
“While only 41 percent of
people who complain on
Facebook, Twitter, Yelp,
TripAdvisor, and other
review sites anticipate a
response, when they do
receive a response, they’re
almost twice as likely to
recommend the company
afterward.
Jay Baer
Hug Your Haters

@umbsocialMark Traphagen| Stone Temple | @marktraphagen
Social Listening

@umbsocialMark Traphagen| Stone Temple | @marktraphagen
Social Listening
• Branding effectiveness

@umbsocialMark Traphagen| Stone Temple | @marktraphagen
Social Listening
• Branding effectiveness
• Campaign effectiveness

@umbsocialMark Traphagen| Stone Temple | @marktraphagen
Social Listening
• Branding effectiveness
• Campaign effectiveness
• Product/service ideas &
improvements

@umbsocialMark Traphagen| Stone Temple | @marktraphagen
SMM Maturity Attitude Adjustments
Is social media
right for you?1

@umbsocialMark Traphagen| Stone Temple | @marktraphagen
SMM Maturity Attitude Adjustments
Is social media
right for you?
Embrace paid
options
1
2

@umbsocialMark Traphagen| Stone Temple | @marktraphagen
SMM Maturity Attitude Adjustments
Is social media
right for you?
Embrace paid
options
Build content
bridges
1
2
3

@umbsocialMark Traphagen| Stone Temple | @marktraphagen
SMM Maturity Attitude Adjustments
Is social media
right for you?
Quality over
quantity
Embrace paid
options
Build content
bridges
1
2
3
4

@umbsocialMark Traphagen| Stone Temple | @marktraphagen
SMM Maturity Attitude Adjustments
Seek strategic
partnerships
Is social media
right for you?
Quality over
quantity
Embrace paid
options
Build content
bridges
1
2
3
4
5

@umbsocialMark Traphagen| Stone Temple | @marktraphagen
THANK
YOU!
Mark Traphagen
mtraphagen@stonetemple.co
m
@marktraphagen
Stone Temple
sales@stonetemple.com
(508) 879-0995

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Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail. Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems. In this webinar, Vladimir will be covering the following topics: Applications of 3D and AR in Digital Commerce, Benefits of 3D and AR, Tools to create, manage and publish 3D and AR in Digital Commerce.

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Grow Up or Get Out: A Social Media Marketing Manifesto for 2018

1. @umbsocialMark Traphagen| Stone Temple | @marktraphagen GROW UP OR GET OUT A Social Media Marketing Manifesto for 2018

2. @umbsocialMark Traphagen| Stone Temple | @marktraphagen STONE TEMPLE CONSULTING FRAMINGHAM MA – Eric Enge, Founder & CEO Our Studies Have Been Covered In: ➣ US Search Awards SEO Agency of the Year ➣ Interactive Marketing Awards Best Video Series (Here’s Why) ➣ Landy’s Search Marketer of the Year (Eric) ➣ US Search Awards Search Personality of the Year (Eric) ➣ INC 5000 Company

3. @umbsocialMark Traphagen| Stone Temple | @marktraphagen

4. @umbsocialMark Traphagen| Stone Temple | @marktraphagen FACEBOOK FLIPS OUT!

5. @umbsocialMark Traphagen| Stone Temple | @marktraphagen

6. @umbsocialMark Traphagen| Stone Temple | @marktraphagen

7. @umbsocialMark Traphagen| Stone Temple | @marktraphagen

8. @umbsocialMark Traphagen| Stone Temple | @marktraphagen

9. @umbsocialMark Traphagen| Stone Temple | @marktraphagen

10. @umbsocialMark Traphagen| Stone Temple | @marktraphagen TWITTER ZAPS BOTS!

11. @umbsocialMark Traphagen| Stone Temple | @marktraphagen

12. @umbsocialMark Traphagen| Stone Temple | @marktraphagen

13. @umbsocialMark Traphagen| Stone Temple | @marktraphagen SOCIAL SHARING SHRINKS!

14. @umbsocialMark Traphagen| Stone Temple | @marktraphagen Social Sharing is Down Stonet.co/content-trends

15. @umbsocialMark Traphagen| Stone Temple | @marktraphagen Engagement Competition is Rising Stonet.co/content-trends

16. @umbsocialMark Traphagen| Stone Temple | @marktraphagen SOCIAL PROOF GOES POOF!

17. @umbsocialMark Traphagen| Stone Temple | @marktraphagen November 2015 June 2017 February 2018 Social Sharing Numbers Hidden

18. @umbsocialMark Traphagen| Stone Temple | @marktraphagen INFLUENCER SCANDALS!

19. @umbsocialMark Traphagen| Stone Temple | @marktraphagen

20. @umbsocialMark Traphagen| Stone Temple | @marktraphagen

21. @umbsocialMark Traphagen| Stone Temple | @marktraphagen

22. @umbsocialMark Traphagen| Stone Temple | @marktraphagen AD BLOCKING!

23. @umbsocialMark Traphagen| Stone Temple | @marktraphagen

24. @umbsocialMark Traphagen| Stone Temple | @marktraphagen

25. @umbsocialMark Traphagen| Stone Temple | @marktraphagen DARK SOCIAL RISING!

26. @umbsocialMark Traphagen| Stone Temple | @marktraphagen

27. @umbsocialMark Traphagen| Stone Temple | @marktraphagen

28. @umbsocialMark Traphagen| Stone Temple | @marktraphagen

29. @umbsocialMark Traphagen| Stone Temple | @marktraphagen

30. @umbsocialMark Traphagen| Stone Temple | @marktraphagen The witch turned my marketing into a newt!

31. @umbsocialMark Traphagen| Stone Temple | @marktraphagen It got better!

32. @umbsocialMark Traphagen| Stone Temple | @marktraphagen SEO HAS A MESSAGE FOR US

33. @umbsocialMark Traphagen| Stone Temple | @marktraphagen HOW TO GET YOUR SOCIAL MEDIA MARKETING ALL GROWED UP6 Attitude Adjustments

34. @umbsocialMark Traphagen| Stone Temple | @marktraphagen IS IT STILL WORTH IT? 1

35. @umbsocialMark Traphagen| Stone Temple | @marktraphagen

36. @umbsocialMark Traphagen| Stone Temple | @marktraphagen

37. @umbsocialMark Traphagen| Stone Temple | @marktraphagen PAID IS NO LONGER OPTIONAL 2

38. @umbsocialMark Traphagen| Stone Temple | @marktraphagen SOCIAL POSTS ARE ALWAYS AN INTERRUPTI ON

39. @umbsocialMark Traphagen| Stone Temple | @marktraphagen PAID IS AT LEAST A TARGETED INTERRUPTI ON

40. @umbsocialMark Traphagen| Stone Temple | @marktraphagen “I’ve gotten more into driving top of funnel awareness more cheaply. So like running a video view campaign and then remarketing to people that watched it to get the sale.” Susan Wenograd susanwenograd.com

41. @umbsocialMark Traphagen| Stone Temple | @marktraphagen BUILD CONTENT BRIDGES 3

42. @umbsocialMark Traphagen| Stone Temple | @marktraphagen

43. @umbsocialMark Traphagen| Stone Temple | @marktraphagen QUALITY OVER QUANTITY 4

44. @umbsocialMark Traphagen| Stone Temple | @marktraphagen Source: Chartbeat

45. @umbsocialMark Traphagen| Stone Temple | @marktraphagen Source: Chartbeat

46. @umbsocialMark Traphagen| Stone Temple | @marktraphagen

47. @umbsocialMark Traphagen| Stone Temple | @marktraphagen STRATEGI C PARTNERI NG 5

48. @umbsocialMark Traphagen| Stone Temple | @marktraphagen Steve Rayson of Buzzsumo

49. @umbsocialMark Traphagen| Stone Temple | @marktraphagen Steve Rayson of Buzzsumo

50. @umbsocialMark Traphagen| Stone Temple | @marktraphagen Steve Rayson of Buzzsumo

51. @umbsocialMark Traphagen| Stone Temple | @marktraphagen Search Engine Journal stonet.co/content-trends

52. @umbsocialMark Traphagen| Stone Temple | @marktraphagen Stone Temple Blog stonet.co/mostlinked17

53. @umbsocialMark Traphagen| Stone Temple | @marktraphagen BEYOND PROMOTIO N 6

54. @umbsocialMark Traphagen| Stone Temple | @marktraphagen Customer Service

55. @umbsocialMark Traphagen| Stone Temple | @marktraphagen “While only 41 percent of people who complain on Facebook, Twitter, Yelp, TripAdvisor, and other review sites anticipate a response, when they do receive a response, they’re almost twice as likely to recommend the company afterward. Jay Baer Hug Your Haters

56. @umbsocialMark Traphagen| Stone Temple | @marktraphagen Social Listening

57. @umbsocialMark Traphagen| Stone Temple | @marktraphagen Social Listening • Branding effectiveness

58. @umbsocialMark Traphagen| Stone Temple | @marktraphagen Social Listening • Branding effectiveness • Campaign effectiveness

59. @umbsocialMark Traphagen| Stone Temple | @marktraphagen Social Listening • Branding effectiveness • Campaign effectiveness • Product/service ideas & improvements

60. @umbsocialMark Traphagen| Stone Temple | @marktraphagen Social Listening • Branding effectiveness • Campaign effectiveness • Product/service ideas & improvements • Reputation management

61. @umbsocialMark Traphagen| Stone Temple | @marktraphagen SMM Maturity Attitude Adjustments Is social media right for you?1

62. @umbsocialMark Traphagen| Stone Temple | @marktraphagen SMM Maturity Attitude Adjustments Is social media right for you? Embrace paid options 1 2

63. @umbsocialMark Traphagen| Stone Temple | @marktraphagen SMM Maturity Attitude Adjustments Is social media right for you? Embrace paid options Build content bridges 1 2 3

64. @umbsocialMark Traphagen| Stone Temple | @marktraphagen SMM Maturity Attitude Adjustments Is social media right for you? Quality over quantity Embrace paid options Build content bridges 1 2 3 4

65. @umbsocialMark Traphagen| Stone Temple | @marktraphagen SMM Maturity Attitude Adjustments Seek strategic partnerships Is social media right for you? Quality over quantity Embrace paid options Build content bridges 1 2 3 4 5

66. @umbsocialMark Traphagen| Stone Temple | @marktraphagen SMM Maturity Attitude Adjustments Seek strategic partnerships Is social media right for you? Quality over quantity Look beyond promotion Embrace paid options Build content bridges 1 2 3 4 5 6

67. @umbsocialMark Traphagen| Stone Temple | @marktraphagen THANK YOU! Mark Traphagen mtraphagen@stonetemple.co m @marktraphagen Stone Temple sales@stonetemple.com (508) 879-0995

Editor's Notes

Always tempting to think we’re in worst of times, but justified to say this is peak chaos for SMM
Facebook deals with scandals and lost trust
And threats of penalties and restrictive legislation.
Facebook losing users at the youngest demographic.
Zuckerberg announces newsfeed changes that would further penalize most brand and publisher content.
And new, easier-to-use privacy controls that will take even more data away from advertisers.
Twitter cracks down on account automation.
Example warning in Buffer app.
Buzzsumo study reveals social sharing declining.
Also avg shares per post goes down as number of content posts rises.
Networks remove access to sharing metrics.
When influencers worked...but value failed anyway. Not the real problem...
Fraud is the real problem. Revelation that many so-called influencers have little real influence.
And some end up doing more damage than good to brands associated with them.
Ad blocking continues to rise.
Google Chrome introduces passive ad blocking
Dark social is not the scary part of the web.
Dark social is sharing that happens out of our sight or ability to track, such as by email, private groups, messengers, text, etc.
So is SMM dead?
Remember this scene from Holy Grail?
Remember this scene from Holy Grail?
Remember this scene from Holy Grail?
SEO has already been here and survived. Massive disruption of old tricks and hacks by Google forced SEOs to have to grow up into real marketers.
Remember this scene from Holy Grail?
Say what? Isn’t SMM needed by all businesses?
You do have a choice. Decide if its still worth it for you.
Remember, unlike search, social media marketing almost always interrupts.
With paid, you can at least target those interruptions to people more likely to be interested.
These days paid social may work best at top of the funnel, using remarketing (even thru other channels) to follow up (such as Messenger chatbots using Mobile Monkey)
Remember this scene from Holy Grail?
The best social content bridges the needs and desires of users with your brand and marketing goals.
Remember this scene from Holy Grail?
People don’t read what they share.
People don’t read what they share.
Slow down and concentrate on creating better content and posts, even if that means fewer.
Over three years I gained a good relationship with Buzzsumo director Steve Rayson
That paid off when he offered us two pieces of exclusive Buzzsumo research data in advance.
And offered it to us exclusively!
Result: I was able to publish this shocking data simultaneously with the release of their study. Became my most-shared SEJ article.
And our CEO Eric wrote the exclusive post analyzing Buzzsumo’s linked content data.
Are you doing customer service via social? Your customers probably expect it.
This stat doesn’t vary whether or not the customer was satisfied with the result!
Using social to listen to people talk about your brand also valuable.
Summing it up...

Grow Up or Get Out: A Social Media Marketing Manifesto for 2018

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Editor's Notes