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Some truth around social media marketing
1. The document questions the hype around social media marketing, noting that only a small percentage of Facebook users who like a page actually engage with it. 2. It argues that brands should focus on understanding customers better than customers understand themselves, and focus on the "moment of truth" interactions that influence purchase decisions. 3. The key is determining whether social media is actually where customers want to engage with a brand or if the brand's website and other touchpoints are more important, and ensuring marketing efforts are fully integrated across channels.
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Some truth around social media marketing
- 1. Finally, some trutharound social media marketing Rich Meyer
- 2. For it wastold…. “Social media is the answer to bad marketing & declining sales”
- 3. But… Too many peoplebought into the hype
- 4. Rather than thereality 1.3 percent of Facebook users who Like a Page also engage with it. If you subtract new Likes, only 0.45 percent engage with the Pages they Like Source: http://www.zdnet.com/blog/facebook/only-1-of-facebook-page-users-engage-with- brands/8142
- 5.
- 7. Time to getback to basics !
- 8. This means youneed to know your customer better than they know themselves What do they really want from you ? What do they expect from you ? How do they want to connect ?
- 9. Do people reallywant to engage with all the brands they purchase ?
- 10.
- 11. Who has thetime ?
- 12. And what’s init for them ?
- 13. They want brandsto live up to their expectations and the brand promise
- 14. So you needto understand what is most important at the “moment of truth” Moment of truth is when a consumer decides to become a customer
- 15. It could be,for example, a POP display
- 16.
- 17. Or even apromotion
- 18. So ask yourselfa key question Do consumers really want to talk with us on social media ?
- 19. And do wehave anything interesting to say ?
- 20. Because at itsheart social media is a conversation
- 21. And that conversationhas to be personally relevant and meaningful To get people to talk about you and your brand
- 22. To get themtalking about you and your brand
- 23. The key isto understand.. Do people want to talk about our brand ? Can we make the conversation interesting enough for people to talk about/with us?
- 24. So does thismean I don’t need social media ?
- 25. Consumers expect YOURbrand to be on social media
- 26. They want youto listen to them
- 27. And respond inInternet time
- 28. So you needto decide… …Where is the best place to spend my marketing dollars ?
- 29. But also ensurethat all your marketing is fully integrated
- 30. Putting more moneyinto social media marketing could be big mistake while ignoring your own brands website Brand’s web sites still trumps its Facebook page and Twitter stream as a mom-trusted resource. •Moms ranked social media sites behind other online sources in terms of trustworthiness when it comes to brands. •While 32% ranked a brand’s web site as a trustworthy source of information, just 10% said the same of its Facebook page, and just 4.4% said they considered Twitter streams to be trustworthy
- 31. Or other importantbrand touch point
- 32. But don’t buyinto the social media hype
- 33. Without asking thekey questions that need to be asked
- 34. The key questionsthat need to be asked when it comes to social media marketing 1. Do consumers want to talk with us? 2. Do we have magnetic content ? 3. Can we make the conversations personally relevant ? 4. How important is our brand in their life ?
- 35.