Instead of thinking of social media as just another way to target customers with ads, what if marketers focused on giving people a reason to like, rate, review and share (social actions) with their friends?

1. Social Media Kicks
Traditional Advertising
Dr. Augustine Fou
http://linkedin.com/in/augustinefou
Marketing Science Consulting Group, Inc.
March 29, 2012. 1

2. Paid Advertising
A B C D EF G
A. Display ads C. Rich media ads E. Email blast G. Email blast
B. Email blast D. Television integration F. Display ads
… is over when it’s turned off
March 29, 2012. 2

3. Doing social media doesn’t mean…
… sticking display ads on Facebook
March 29, 2012. 3

4. Users trust peers most,
3/26/2012
… and trust ads least. 4

5. Venues come and go
friendster
facebook (red)
vs
myspace myspace (blue)
facebook
March 29, 2012. 5

6. Social Actions Are Free
Paid Advertising Social Actions
10k Impressions People telling people can lead to
the same 1 action for FREE
0.001% click-
rate
Share, recommend,
comment, rate, etc.
1 action (go to website) 1 action (go to website)
… and more effective (comes from a friend)
March 29, 2012. 6

7. Social Actions are longer lasting
One-way Media Two-way Media
Search
Social
Blogs
“it’s over after it’s aired” Forums
Even Superbowl ads stimulate only fleeting
recall – of the top 100 daily Google searches Reviews
how many were related to Superbowl ads?:
• Feb 1: 20 of 100
• Feb 2: 6 of 100 “it’s archived and can be
• Feb 3: 1 of 100 searched or mined later”
• Feb 4: ZERO of 100 (forgotten by day 4)
March 29, 2012. 7

8. Continuous customer insights
built right in
Starbucks – ideation
Netflix – market research
JetBlue – amplification
March 29, 2012. 8

9. Social Actions Grow in Value
Create Wikipedia
Curate Digg (social news)
Review Amazon
Share Facebook
March 29, 2012. 9

10. So what?
From social media to stimulating social actions
Instead of thinking of social media as just another
way to target customers with ads, what if marketers
focused on giving people a reason to like, rate, review
and share (social actions) with their friends?
Social Media Social Actions
Is “digital” your philosophy?
March 29, 2012. 10

11. Dr. Augustine Fou – Chief Digital Strategist
Dr. Augustine Fou is Chief Digital Strategist of
Marketing Science Consulting Group, Inc., a company
he founded over 11 years ago. He is an industry-
recognized thought leader in digital strategy,
search and social media marketing and former
Group Chief Digital Officer of Omnicom's Healthcare
Consultancy Group.
Dr. Fou is also an Adjunct Professor at NYU in the
School for Continuing and Professional Studies and at
Rutgers University at the Center for Management
Development, where he teaches courses on digital
strategy, social media marketing to executives. He is a
frequent panelist, moderator, and keynote speaker.
Dr. Fou completed his PhD at MIT at the age of 23. He
started his career with McKinsey & Company. He
writes a monthly column on Integrated Marketing for
ClickZ.com, and can be found on Twitter.com @acfou.
March 29, 2012. acfou@mktsci.com 11