Myths of social marketing
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This document summarizes common myths about social marketing. It dispels the myths that 1) advertising is dead and viral is the future, noting most popular videos and Twitter links are from professional media; 2) user-generated content is taking over, as only 20% of most popular videos are UGC; and 3) social media does not work for business-to-business, showing average connections on social media. It questions how many influencers are needed and asserts social media impact can be measured based on objectives like awareness, consideration, or purchase. Finally, it notes TV still drives social interaction, not the other way around.
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Myths of social marketing
- 1. MYTHS OF SOCIAL MARKETING CIARAN NORRIS HEAD OF SOCIAL MEDIA
- 2. MYTHS
- 3. 1. ADVERTISING’S DEAD THE FUTURE’S VIRAL
- 6. O P E
- 7. 2. UGC IS TAKING OVER THE WORLD
- 8. ONLY 20%OF MOST POPULAR VIDEOS ARE UGC
- 9. 80%OF LINKS ON TWITTER ARE TO PROFESSIONAL MEDIA SOURCES
- 10. 3. SOCIAL DOESN’T WORK FOR B2B
- 11. 130 friends average Facebook user: 130 97 followers & following average Twitter user: 126 followers connections 88 average LinkedIn user: 32-67 Source: CNBC ViewerConnect May 2010; user data from Facebook, Twitter and LinkedIn/Andersen Analytics How many people would you say you are connected to on the social networking sites you use?
- 14. 4. YOU NEED LOTS OF INFLUENCERS
- 17. 5. YOU CAN’T MEASURE SOCIAL
- 18. WHAT IS YOUR OBJECTIVE? Recommendation Awareness Purchase Consideration SYNDICATE OPEN-SOURCE ON-DEMAND ADVOCACY
- 19. Mindshare case study: First Direct Live
- 20. 6. SOCIAL’S KILLING TV
- 21. TV DRIVES SOCIAL INTERACTION