The document discusses how social media marketing needs to evolve and mature. It recommends six steps for next generation social media marketing: 1) Determine if social media still makes sense, 2) Make paid social a priority as organic reach declines, 3) Focus on creating engaging, non-clickbait content, 4) Develop genuine influencer relationships and strategic partnerships, 5) Leverage social media for customer service, brand building, and other uses beyond promotions, and 6) Accept that paid social requires ongoing investment of time and learning to be effective. The document provides examples from companies like JetBlue and REI to illustrate more engaging social media strategies.

1. It’s Time for
Mark Traphagen – State of Search 2018
Social Media Marketing
To Grow Up!

2. Chaos is
inherent in all
compounded
things.
Strive on with
diligence.

14. 84% of consumer
sharing from sites is
now to “dark social” 84%

17. Econsultancy.com

18. SO...

24. NEXT
GENERATION
SOCIAL
MEDIA
MARKETING

25. 1. Does social still make sense for you?

26. 1. Does social still make sense for you?
organic
^

29. 2. Paid is no longer optional

33. Paid Social Realities

34. Paid Social Realities
1. Steep learning curve

35. Paid Social Realities
1. Steep learning curve
2. Regular time investment

36. Paid Social Realities
1. Steep learning curve
2. Regular time investment
3. Well-targeted content essential

37. Paid Social Realities
1. Steep learning curve
2. Regular time investment
3. Well-targeted content essential
4. Consider hiring/contracting help

38. 3. Be content-centric

41. Myth: Facebook only restricts brand
content to force us into paid ads.

43. Meaningful interactions

45. 4. More engaging – less clickbait

47. Case study: Jet Blue Non-Event Event

50. Case study: REI The Mirnavator

52. 5. Develop REAL influencers
and strategic partners

53. True Influencer:
Has a dedicated, relevant audience
AND respected expertise
in your marketplace

54. Organic Influencer Marketing:
Earning unpaid and unsolicited
mentions and endorsements
from True Influencers

56. Strategic Shift:
Focus your organic social
on building strategic relationships

58. 6. Expand other uses
for social media

59. Customer
service

60. Social
listening

61. Brand
community

62. How do YOU
plan to “grow
up” your
social media
marketing?

63. Recap
1. Does SMM still make sense for you?

64. Recap
1. Does SMM still make sense for you?
2. Paid is no longer an option

65. Recap
1. Does SMM still make sense for you?
2. Paid is no longer an option
3. Become content-centric

66. Recap
1. Does SMM still make sense for you?
2. Paid is no longer an option
3. Become content-centric
4. More engaging (w/o clickbait)

67. Recap
1. Does SMM still make sense for you?
2. Paid is no longer an option
3. Become content-centric
4. More engaging (w/o clickbait)
5. Develop REAL influencers & strategic
partners

68. Recap
1. Does SMM still make sense for you?
2. Paid is no longer an option
3. Become content-centric
4. More engaging (w/o clickbait)
5. Develop REAL influencers & strategic
partners
6. Expand other uses

69. thank you!
Mark Traphagen
mark.traphagen@perficient.com
@marktraphagen