I predict that many CMOs will diminish their support for social media, content and earned media marketing in the next year or two, and when they do, some people's careers will be adversely impacted. If your career relies on Marketing Department support for content or social media marketing, now is the time to take stock of the trends and consider some alternatives to protect your career. You may work at the right sort of company for which social media is well aligned for Marketing Department expectations---that's the "Unless" part of the title--but I believe this is the exception and not the rule.
We entered the social media era suggesting that brands with something to say could use social media to say it; instead, we today have brands with little to say that nonetheless post 4.3 times per day because some consultant told them this was a best practice. Desperate for attention and relevance, these companies continue to invest in content that is neither delivering the scale marketers need nor the content consumers want.
Ironically, even for the best companies, earned media may whither and die in the coming years. In just six months, organic reach on Facebook was halved, and many expect that zero organic reach will soon be the rule on the social network that collects 57% of all social visits. The organic reach game has gotten so tough that Coca-Cola, one of the strongest brands in the world, only earns engagement with 1 in 100,000 of its fans with its Facebook posts. The situation on Twitter is no better; recent Forrester report notes that the average engagement rate with brand posts on Twitter is just 0.03% (that is 75% less than banner ad clickthough rates today!)
Earned media could soon be a thing of the past. What happens to your social media marketing investment if the content you post reaches absolutely no one?
If the prospect of organic reach crumbling to nothing isn't enough to worry about, social media marketing has a variety of other problems marketers must stop ignoring:
- Trust: Forrester's 2014 data reveals that people trust brand social media posts 40% less than they do information on brand websites. Adobe's 2013 research found the same--just 2% of US consumers found company social media page best for credibility compared to 17% for company web sites.
- Acquisition of prospects: Studying data from 86 retailers and 72 million customers, Custora found that Facebook and Twitter deliver essentially zero acquisition. Facebook and Twitter account for just 0.2% and 0.01% respectively.
- Purchase: An IBM study of the online sales generated by 800 retailer websites on Black Friday 2013 and the week prior found that a mere 1% was generated from social media traffic. And Monetate recently published its Q2 Ecommerce Quarterly based on 7 billion online shopping experiences--it found that social delivers an add-to-cart rate of just 0.6% (70% less than search) and a minuscule conversion rate of 0.12% (70% lower than search).
LIMRA/LOMA Conference Presentation: Rising above the Noise: Facebook’s EdgeRa...Augie Ray
Today, brands focus on likes and fans, but rising above the social media noise has never been more difficult. At the same time, financial services firms face a crisis of trust with consumers — a problem social media is particularly well suited to help resolve. What is the trust gap and how can financial services companies leverage social media to close it? In this presentation, you'll find data from Forrester, Edelman and others that define the trust crisis in insurance, banking and financial services and also provide the basis for the solution--using social media to build trust.
Crushing 11 Big Myths About Social Media and Content MarketingJay Baer
You think you know the best practices in social media and content marketing, but the truth may be different. Jay Baer crushes 11 big myths from the world's of social media and content marketing.
SAScon Beta - Utilising social media analytics to drive more targeted marketingJim HAYSOM
Utilising social media analytics to drive more targeted marketing. This presentation provides 6 key considerations for utilising social media analytics to drive more targeted marketing.
These slides were presented at SAScon Beta Conference on the 2 December 2014 by Jim Haysom, Consultant and Jamie Riddell, founder of BirdSong, a world leading pay as you go social analytics tool.
Follow Jim Haysom on Twitter @jimhaysom
Follow Jamie Riddell on Twitter @jamieriddell
Getting Started with Influencer Marketing - Pubcon 2019Brent Csutoras
Influencer Marketing is one of the fastest growing and most effective forms of marketing today, but only if you really approach it with a well thought out, functional plan. This presentations gives you the information you need to start out right in Influencer Marketing!
How Fast is Fast Enough: New research shows how fast companies have to respo...Jay Baer
Customers want an answer, and they want it now! New research from Jay Baer - included in his best-selling book about customer service - Hug Your Haters - shows precisely how fast companies need to respond to consumer questions and complaints on Twitter, Facebook, Instagram and beyond. This presentation and the corresponding research is a must for anyone in customer service, social media, digital marketing, customer success, and all business owners and managers that care about customer service, customer experience, customer retention, and customer satisfaction. For a LOT more on this topic, see HugYourHaters.com
Are you charged with developing and managing a social media program for your department or campus? This no-nonsense, nuts-and-bolts presentation will discuss the key pillars of a successful social media strategy: goals, voice, guidelines and policies, content, listening, and measurement. Liz will expand on concepts covered in her book How To Manage Social Media In Higher Education and provide interactive opportunities that will allow you to walk away with action items to improve your strategy.
Social Media for Small Business - @ladyxtel & @jamshedwadiaPiyush Pankaj
The New Rules of Engagement, Its not about Social channels but is about being where people are, And all businesses are run by people for people. How Small Medium business can take benefits from Social Media channel. Social is all about being Sincere, Open, Collaborative, Interested, Authentic and Likeable
LIMRA/LOMA Conference Presentation: Rising above the Noise: Facebook’s EdgeRa...Augie Ray
Today, brands focus on likes and fans, but rising above the social media noise has never been more difficult. At the same time, financial services firms face a crisis of trust with consumers — a problem social media is particularly well suited to help resolve. What is the trust gap and how can financial services companies leverage social media to close it? In this presentation, you'll find data from Forrester, Edelman and others that define the trust crisis in insurance, banking and financial services and also provide the basis for the solution--using social media to build trust.
Crushing 11 Big Myths About Social Media and Content MarketingJay Baer
You think you know the best practices in social media and content marketing, but the truth may be different. Jay Baer crushes 11 big myths from the world's of social media and content marketing.
SAScon Beta - Utilising social media analytics to drive more targeted marketingJim HAYSOM
Utilising social media analytics to drive more targeted marketing. This presentation provides 6 key considerations for utilising social media analytics to drive more targeted marketing.
These slides were presented at SAScon Beta Conference on the 2 December 2014 by Jim Haysom, Consultant and Jamie Riddell, founder of BirdSong, a world leading pay as you go social analytics tool.
Follow Jim Haysom on Twitter @jimhaysom
Follow Jamie Riddell on Twitter @jamieriddell
Getting Started with Influencer Marketing - Pubcon 2019Brent Csutoras
Influencer Marketing is one of the fastest growing and most effective forms of marketing today, but only if you really approach it with a well thought out, functional plan. This presentations gives you the information you need to start out right in Influencer Marketing!
How Fast is Fast Enough: New research shows how fast companies have to respo...Jay Baer
Customers want an answer, and they want it now! New research from Jay Baer - included in his best-selling book about customer service - Hug Your Haters - shows precisely how fast companies need to respond to consumer questions and complaints on Twitter, Facebook, Instagram and beyond. This presentation and the corresponding research is a must for anyone in customer service, social media, digital marketing, customer success, and all business owners and managers that care about customer service, customer experience, customer retention, and customer satisfaction. For a LOT more on this topic, see HugYourHaters.com
Are you charged with developing and managing a social media program for your department or campus? This no-nonsense, nuts-and-bolts presentation will discuss the key pillars of a successful social media strategy: goals, voice, guidelines and policies, content, listening, and measurement. Liz will expand on concepts covered in her book How To Manage Social Media In Higher Education and provide interactive opportunities that will allow you to walk away with action items to improve your strategy.
Social Media for Small Business - @ladyxtel & @jamshedwadiaPiyush Pankaj
The New Rules of Engagement, Its not about Social channels but is about being where people are, And all businesses are run by people for people. How Small Medium business can take benefits from Social Media channel. Social is all about being Sincere, Open, Collaborative, Interested, Authentic and Likeable
Use these tips to make your social media marketing EVEN better! We interviewed marketers who are in the weeds of social media every day to find their best tips for everything from building a quality social following to posting creative social content.
Who "likes" ya, baby? Social influencers for corporate reputation, presented ...SocialMedia.org
In her Brands-Only Summit presentation, Johnson & Johnson’s Director of Corporate Communications – Social Media, Devon Eyer, shares how the company is developing an influencer strategy to drive corporate reputation.
She explains her process for finding the right influencers and the long-term strategy for turning them into brand advocates.
Cision Webinar: Educating Prospects and Customers Through ContentCision
Join The Sales Lion and Partner of River Pools & Spas Marcus Sheridan as he walks through the benefits of creating helpful content. Sheridan has the perfect case study to showcase the return on educational content: his own business.
In 2009, Sheridan’s pool business was hit hard by the recession and he looked to new marketing and business concepts to generate leads and sales. He started a blog, saved his pool business and on the way, made himself an international content marketing icon.
In this complimentary one-hour webinar, Sheridan will discuss:
• How content marketing helped his business swim instead of sink
• What consumers expect to find on the Internet
• Why he thinks like a swimming pool consumer instead of a swimming pool installer when creating content
• How educating prospects and customers is a benefit, not a hindrance
Automotive Retail Social Media: Examples & Top 10 TipsJim HAYSOM
Most automotive dealers and car retailers would benefit from further improving their automotive social media marketing strategy. Jim Haysom and Ian Pollard highlight automotive retail social media examples and explain how these particular dealers, quite simply, hit the nail on the head.
Providing dealers with action points which they can take-away and readily implement on their return to their businesses to increase their social media presence, consumer engagement and online community which will ultimately drive more traffic to the showroom.
These slides were presented at the AM Hit for Six Conference on the 19 November 2013 by Jim Haysom, Business Development Director, Trader Media Group and Ian Pollard, Senior Digital Strategy & Solutions Manager, Trader Media Group. RAZSOR is a trading division of Trader Media Group specialising in digital marketing solutions for the automotive industry.
Follow Jim Haysom on Twitter @jimhaysom
Follow Ian Pollard on Twitter @ian_pollard
I recently gave a presentation at Leuven Inc on the do's, don'ts and tools for social media management. I shared the stage with Comm&Co's Jonas Vandroemme and Binarta's Suleyman Aydogan. We talked about content marketing, content strategy and SEM activities.
It was a pretty interactive presentation, so shoot me an email at sam@techno-script.com if you need some info.
How to Communicate with Supporters Before, During and After a Fundraising EventConstant Contact
This webinar was created by Constant Contact and nonprofit expert John Haydon.
There has never been a more important time to master nonprofit fundraising. Nonprofits need to know how to craft a compelling pitch that tugs on the heartstrings and the purse strings. To do that effectively, you must know how to communicate with the right supporters at the right time before, during, and after fundraising events. We’ll show you how to do that in a more organized and efficient way.
This SlideShare will show you how email can help you stay in contact with your supporters when it matters most.
Social Media 101 and Internet Marketing 101 - Social Media Training Presentat...Boot Camp Digital
Social media is changing in 2013, and businesses have to be ready. In this social media training presentation by Boot Camp Digital, learn what to expect for social media in 2013 and what your company can do now to get your social media marketing training in shape. Boot Camp Digital also offers a leading social media marketing and Internet marketing training course once a quarter - you can get details on the upcoming training at http://bootcampdigital.com/training/2-day-boot-camp-internet-and-social-media-training/#
Brands and consumers alike love collecting Facebook Likes on their posts, shares, and Pages. Sometimes, though, clicking the Like button is as awkward as leaving your friend’s high five lingering in mid-air. Fortunately, The Social Network recently rolled out Reactions, five new emoticons that give people a wider range of ways to communicate their post responses in a single click.
The new Reactions have been a big hit with users, and here’s why brands should love them too.
Facebook is all about the sharing: pictures of your puppy, memories of your wedding, invitations to parties and stories of your summer. Brands want to get in on the action too, but ever since The Social Network began cracking down on companies asking followers to share their content, it’s become increasingly difficult to capture the analytics that drive marketing decisions.
Fortunately, the sharing experience is still alive and well between brands and their Facebook followers. It’s all about creating content that makes your fans want to show it to others organically, i.e. without you expressly suggesting it.
Social media is a powerful tool that is currently underused by churches, ministry leaders, and non-profits nationwide.
Most entities under utilize or do not utilize social media at all because they don't understand it. How can this new technology actually help?
Let us show you.
Chances are your content sucks. Don't fret. In this SlideShare presentation, we will share 10 ways to help your content go viral like BuzzFeed plus real-life examples to get you started. http://www.happymarketer.com/
Answers common social media for business questions, like:
Why social media?
Who’s using it?
What works best for each platform?
What makes good content?
Quick Brainstorming
Common questions
Overcoming common challenges
Making sure the right audience gets your messages
With a focus on content ideas. Includes resources to DIY Facebook, Twitter, LinkedIn, Pinterest, Instagram, YouTube, Google Plus and SnapChat, as well paid social media advertising for business.
Delivered by Amy Neumann, Advance Ohio Digital Director, at MACC 031016.
FMI SQF - The Good, The Bad and The Ugly of Social MediaHelen Levinson
Social media has experienced an explosion of growth over the last few years and has become much more than just a personal tool to have fun and stay connected; it is a vehicle that brands use to market their businesses, services and products online. But along with the benefits of using these tools lie potential pitfalls. Consider if information was leaked online and, even worse, you didn’t know it was out there. Are you prepared for serious damage control? Regularly monitoring your online reputation is crucial in protecting your brand. By following activity on social networks, blogs, message boards, and keeping an eye on YouTube videos, retailers can be aware of issues that arise, in turn respond quickly, minimizing the potential threat.
Participants will learn:
• 6 Social Media Best Practices
• Online Reputation Risk Management and Tracking
• Ways to Identify Online Threats
• YouTube Videos and Safety Control
• Compliance Issues Using Social Media
It's me, not you: Making social work in a complex ecosystem, presented by Nic...SocialMedia.org
In his Brands-Only Summit presentation, InterContinental Hotels Group's Director of Social Marketing, Nick Ayres, explains how they’re building systems, processes, and procedures to make social work in a complex ecosystem.
He goes into detail about specific case studies on reputation management and community management.
Use these tips to make your social media marketing EVEN better! We interviewed marketers who are in the weeds of social media every day to find their best tips for everything from building a quality social following to posting creative social content.
Who "likes" ya, baby? Social influencers for corporate reputation, presented ...SocialMedia.org
In her Brands-Only Summit presentation, Johnson & Johnson’s Director of Corporate Communications – Social Media, Devon Eyer, shares how the company is developing an influencer strategy to drive corporate reputation.
She explains her process for finding the right influencers and the long-term strategy for turning them into brand advocates.
Cision Webinar: Educating Prospects and Customers Through ContentCision
Join The Sales Lion and Partner of River Pools & Spas Marcus Sheridan as he walks through the benefits of creating helpful content. Sheridan has the perfect case study to showcase the return on educational content: his own business.
In 2009, Sheridan’s pool business was hit hard by the recession and he looked to new marketing and business concepts to generate leads and sales. He started a blog, saved his pool business and on the way, made himself an international content marketing icon.
In this complimentary one-hour webinar, Sheridan will discuss:
• How content marketing helped his business swim instead of sink
• What consumers expect to find on the Internet
• Why he thinks like a swimming pool consumer instead of a swimming pool installer when creating content
• How educating prospects and customers is a benefit, not a hindrance
Automotive Retail Social Media: Examples & Top 10 TipsJim HAYSOM
Most automotive dealers and car retailers would benefit from further improving their automotive social media marketing strategy. Jim Haysom and Ian Pollard highlight automotive retail social media examples and explain how these particular dealers, quite simply, hit the nail on the head.
Providing dealers with action points which they can take-away and readily implement on their return to their businesses to increase their social media presence, consumer engagement and online community which will ultimately drive more traffic to the showroom.
These slides were presented at the AM Hit for Six Conference on the 19 November 2013 by Jim Haysom, Business Development Director, Trader Media Group and Ian Pollard, Senior Digital Strategy & Solutions Manager, Trader Media Group. RAZSOR is a trading division of Trader Media Group specialising in digital marketing solutions for the automotive industry.
Follow Jim Haysom on Twitter @jimhaysom
Follow Ian Pollard on Twitter @ian_pollard
I recently gave a presentation at Leuven Inc on the do's, don'ts and tools for social media management. I shared the stage with Comm&Co's Jonas Vandroemme and Binarta's Suleyman Aydogan. We talked about content marketing, content strategy and SEM activities.
It was a pretty interactive presentation, so shoot me an email at sam@techno-script.com if you need some info.
How to Communicate with Supporters Before, During and After a Fundraising EventConstant Contact
This webinar was created by Constant Contact and nonprofit expert John Haydon.
There has never been a more important time to master nonprofit fundraising. Nonprofits need to know how to craft a compelling pitch that tugs on the heartstrings and the purse strings. To do that effectively, you must know how to communicate with the right supporters at the right time before, during, and after fundraising events. We’ll show you how to do that in a more organized and efficient way.
This SlideShare will show you how email can help you stay in contact with your supporters when it matters most.
Social Media 101 and Internet Marketing 101 - Social Media Training Presentat...Boot Camp Digital
Social media is changing in 2013, and businesses have to be ready. In this social media training presentation by Boot Camp Digital, learn what to expect for social media in 2013 and what your company can do now to get your social media marketing training in shape. Boot Camp Digital also offers a leading social media marketing and Internet marketing training course once a quarter - you can get details on the upcoming training at http://bootcampdigital.com/training/2-day-boot-camp-internet-and-social-media-training/#
Brands and consumers alike love collecting Facebook Likes on their posts, shares, and Pages. Sometimes, though, clicking the Like button is as awkward as leaving your friend’s high five lingering in mid-air. Fortunately, The Social Network recently rolled out Reactions, five new emoticons that give people a wider range of ways to communicate their post responses in a single click.
The new Reactions have been a big hit with users, and here’s why brands should love them too.
Facebook is all about the sharing: pictures of your puppy, memories of your wedding, invitations to parties and stories of your summer. Brands want to get in on the action too, but ever since The Social Network began cracking down on companies asking followers to share their content, it’s become increasingly difficult to capture the analytics that drive marketing decisions.
Fortunately, the sharing experience is still alive and well between brands and their Facebook followers. It’s all about creating content that makes your fans want to show it to others organically, i.e. without you expressly suggesting it.
Social media is a powerful tool that is currently underused by churches, ministry leaders, and non-profits nationwide.
Most entities under utilize or do not utilize social media at all because they don't understand it. How can this new technology actually help?
Let us show you.
Chances are your content sucks. Don't fret. In this SlideShare presentation, we will share 10 ways to help your content go viral like BuzzFeed plus real-life examples to get you started. http://www.happymarketer.com/
Answers common social media for business questions, like:
Why social media?
Who’s using it?
What works best for each platform?
What makes good content?
Quick Brainstorming
Common questions
Overcoming common challenges
Making sure the right audience gets your messages
With a focus on content ideas. Includes resources to DIY Facebook, Twitter, LinkedIn, Pinterest, Instagram, YouTube, Google Plus and SnapChat, as well paid social media advertising for business.
Delivered by Amy Neumann, Advance Ohio Digital Director, at MACC 031016.
FMI SQF - The Good, The Bad and The Ugly of Social MediaHelen Levinson
Social media has experienced an explosion of growth over the last few years and has become much more than just a personal tool to have fun and stay connected; it is a vehicle that brands use to market their businesses, services and products online. But along with the benefits of using these tools lie potential pitfalls. Consider if information was leaked online and, even worse, you didn’t know it was out there. Are you prepared for serious damage control? Regularly monitoring your online reputation is crucial in protecting your brand. By following activity on social networks, blogs, message boards, and keeping an eye on YouTube videos, retailers can be aware of issues that arise, in turn respond quickly, minimizing the potential threat.
Participants will learn:
• 6 Social Media Best Practices
• Online Reputation Risk Management and Tracking
• Ways to Identify Online Threats
• YouTube Videos and Safety Control
• Compliance Issues Using Social Media
It's me, not you: Making social work in a complex ecosystem, presented by Nic...SocialMedia.org
In his Brands-Only Summit presentation, InterContinental Hotels Group's Director of Social Marketing, Nick Ayres, explains how they’re building systems, processes, and procedures to make social work in a complex ecosystem.
He goes into detail about specific case studies on reputation management and community management.
10 Social Best Practices from the Best Social Brands of 2013Ben Grossman
You see the biggest brands in the world winning the social media war and are left wondering: How can my business get the most out of social? This presentation explores how to leverage best practices from the biggest and best social brands in the world for your company (that may not have a big budget). This 2013 round-up of social media anecdotes offers 10 actionable recommendations to help your business go to the next level. It was originally presented at Hubspot's INBOUND 2013.
The why, what and how of the Transition 190 degrees strategic approach to the use of Social Media to grow long term business opportunities.... whilst maintaining growth based on current business models
* Using social media to build relationships
* Engagement Strategies
* Using social media as a lead generator
Key Take-Away
============
Social Media is a powerful tool and if used correctly can be a wonderful tool in terms of engaging and build relationships.
It can also be a lead generator.
Presented by Briana Graydon at WordCamp Sydney 2019
Our 2016 Social Media Survival Guide provides the What, Why and How to succeed this year, with a look at the Three Core Pillars of Social Media – Data, Creative & Amplification.
Social Media: Embracing The Opportunities, Averting The RisksErica Campbell Byrum
Your residents, and the prospects you are targeting, are a lot different than they were in the past. Online social networking sites have revolutionized the way people interact with each other and gather information. Renters are talking about your communities, sharing opinions, and making referrals via social media platforms like Facebook® and Twitter™. Building and maintaining an on-going positive relationship with consumers through these marketing mediums is critical to your company’s success!
In the summer of 2010, Erica Campbell, Senior Manager New Media Marketing and Nadeen Green, Senior Counsel at For Rent Media Solutions discussed how to leverage social media and become part of the consumer dialogue. Attendees learned ways to create a customer engagement strategy through social networking sites that are within the eyes of the law and the interest of your residents and prospects!
Social Media is not a stand alone marketing tactic, but often, the first layer of the sales funnel. Learning the importance of Social Media marketing can improve lead generation and ROI. Social media agencies are focused on building exposure. Marketing companies should be focused on building revenue and increasing revenue.
Axiom9 Marketing, Oakville Ontario, is a nation wide digital marketing company. Our Do It For You platform reduces the drain on company resources.
jumpinteractive at USF - Socialize Your ROIatLarge, Inc.
You live on Facebook so you’ve got social media campaigns down, right? Building a social brand, managing social slams and integrating social across your messaging and reporting--second nature eh? Just in case--pop in as we look at catering social campaigns by platform, creating a social media culture and tracking your social ROI.
26 marketing, media, research and cultural trends and 16 pieces of career advice presented to University of Toronto by Sean Moffitt, President -Agent Wildfire
Like building a house, you want a solid foundation for your social media marketing efforts. This deck provides a high level look at what parts of the foundation you should have before just jumping in. A strong emphasis is on social media is not a stand alone strategy or tactic!
Similar to Stop Social Media Marketing (Unless...) (20)
Everyone recognizes the need to change, so why is it so difficult for organizations and people to embrace change? One data point that has been floating around for over 20 years is that 70% of organizational change initiatives fail. Ironically, despite the ubiquity of this "fact," it was first suggested in 1993 as nothing more than an "unscientific estimate." The reason this statistic has been repeated so often for so long is that it comes close to matching our own experiences--more specific and recent research has since found that only 54% of executives say change initiatives at their companies are adopted and sustained.
Clearly, this is a tremendous issue that defies easy solution. Every failed change initiative is not just a missed opportunity but also an expensive mistake--one study found that one of every six large IT projects go so badly that they can threaten the very existence of the company.
So how can we individually be more effective at being change agents in our personal and professional lives? First, we need to appreciate that:
There is no such thing as a change agent. That may sound odd considering I’m writing about being a better change agent, but this is a skill, not an ability. It is not something you are born with but something you can improve upon. All of us are change agents—none of us gets the luxury of waiting for others to change us, and that means we must sharpen our skills.
Being a change agent is risky: No matter how much business leaders say they want change agents, being a change agent is risky. Change agents fail, stumble in their career and can damage their reputation. We must appreciate that advocating for change entails risk, which is why it is essential we are aware of the specific risks and work to mitigate them.
People hate change. We humans like to feel safe and comfortable, and change is risky and discomforting. Successful change agents must know how to inspire people, helping them to see and embrace the benefits of change.
If we do these three things—sharpening our own skills, mitigating risks and inspiring people—we can succeed at leading change.
Why? The Right Question that Builds Brands in Social MediaAugie Ray
In my five years of research, consulting and managing social media, I have been asked thousands of questions. Where? (Where do I post? Where do I engage?), How? (How do I listen? How do I measure? How do I find influencers?) and today's hot topic, given the need for content to feed the social media beast, What? (What do I say? Do I post pictures, videos, text? Am I funny or serious? Am I professional or casual? Should I offer discounts and contests to lure new fans?)
What I almost never hear asked is Why? Not simply the "small whys" such as "Why is my brand on Facebook" and "Why should anyone care to engage with my brand?," but also the "great, bit whys," such as "Why does my business exist?," "Why should people buy from me and not my competitors?," and most importantly, "Why should anyone care about my brand?"
I present an approach to driving both social media and business success:
1. Discover a higher purpose
2. Make it Real
3. Live it in Social Media
I present five brands that have succeeded following this recipe: Secret Clinical Strength, U bu Kotex, Barclaycard Ring, USAA and Chipotle.
For more information non this presentation, please visit my blog: http://www.experiencetheblog.com/2013/10/why-right-question-that-builds-brands.html
Introduction to Social Media for Executives: Job Hunting with Social MediaAugie Ray
A basic 30- to 45-minute introduction to using social media for career management and job hunting. Includes data on how recruiters are using Facebook, Twitter and LinkedIn, tips for making the most of LinkedIn and considerations for how Facebook may be kept person or also used for professional networking.
A Social Media lesson contained in the U.S. Inspector General's Inspection of...Augie Ray
This lengthy report, from the Department of Justice's Inspector General's office, contains recommendations for how the State Department's Bureau of International Information Programs can better achieve its goals. The pertinent part for me (and perhaps for you) start on page 21, where specific Social Media strategies and tactics are criticized. You can learn more on my blog at http://www.experiencetheblog.com/2013/07/US-Govt-Social-Media-Right-Wrong.html, but the report demonstrates a strong understanding of how Facebook works and the limits of strategies that "buy fans" who are interested and that create meaningless engagement.
BDI Wealth Management & Social Media Forum: Rising Above the Noise and Buildi...Augie Ray
Too much time and effort is dedicated to building fans and creating engagement, but this is not the goal. The goal is to build awareness, consideration, purchase intent and advocacy. As such, fans and engagement are a means to an end, but too many social media strategies today focus only on luring fans--any fan--and creating comments and likes--any comment or like. Facebook's EdgeRank provides us a guide, but it's important to remember that it is Facebook's equation, not marketers. The social media marketing equation must be more expansive and include luring the RIGHT FANS and building BRAND VECTOR into our engagement. And the problem of meaningless fans and empty engagement is not merely one on Facebook but all social networks. The problem is that brands seem to think they can collect a disinterested fan, create engagement and build trust, but this is not the way social networks (or the human mind) works. Instead, you have to build trust FIRST, then collect fans and finally build engagement that matters. How do you do that? Five methods are briefly presented using examples from Wealth Management, including programs and strategies from Zurich, Fidelity, Ameriprise and Vanguard.
Overview of social media data and continued evolution, plus an introduction to Forrester's POST approach, social media metrics, and the dangers of using engagement and fans a business measurement.
Bursting social media bubbles final finalAugie Ray
This is my keynote presentation from the 2012 PR & Social Media Summit. My decks are not produced for download but to be presented. With layers and animation, they tend not to stand alone very well as a SlideShare deck rather than presented live with the talking points. Still, I hope you find this deck useful and interesting. Key points:
- The time has come for us to throw away the simple concepts (or "bubbles" that we continue to rely upon in marketing PR and social media.
- For example, if the consumer is in control, then social media cannot be a marketing medium. The data presented demonstrates why.
- Social CAN be a marketing medium, but it's really a marketing medium. Meanwhile, the consumer may be more in control than ever before, but they don't foot the bill in social media, which give brands and social networks power. Neither of the first two bubbles is completely correct--we need to pop both, bring them together, and recognize that social is a medium for value, not messages, and brands need not fear empowered consumers but work mutually with them.
- The next bubble to be popped is the insane chase for fans and engagement of any sort. We explore the way Facebook EdgeRank works and why it is useless to collect any fan via any means. Instead, focus on fans that have built-in affinity (or the potential for it.) If you don't have affinity, your content won't appear in fans newsfeeds, and that means you become invisible.
- We explore Progressive's fan page for Flo, which looks like a success but all those fans and all that engagement couldn't help protect Progressive from its recent social media reputation event. The lacking ingredient is brand vector--moving consumers closer to the brand and not just collecting engagement for engagement's sake.
- The next section of the deck explores the "social media crisis," a term that is thrown around much too loosely, As demonstrated, brands like United, NBC and Bank of America suffered from highly visible social media crises, yet their stock shows no sign of damage.
- We need to stop being alarmist and over-selling the "social media crisis." Yes, these are significant events, just like a broken bone is a significant event--but no one calls a broken bone a crisis. As professionals, the time has come to prevent, manage and minimize social media crisis just a a doctor treats a broken bone, without the added hysteria of treating everything like a "crisis."
- Lastly, I remind people to get out of the industry bubble every now and then. I use a "mom rule" (but your rule may be a "uncle rule" or "grandma rule"). By using this persona, it helps me to evaluate the things that will rapidly catch on (Pinterest, for example) from those that won't (Google Plus.)
If you have questions or feedback, please let me know.
How Social Media is changing recruiting and employer branding. A review of some sites that are changing the way people find jobs, manage their careers, and assess potential employers.
Social Media - 8 lessons about what it is and why it's vitalAugie Ray
A presentation given to communicate important aspects of Social Media--what it is, where's going, how it will change offline communications and relationships, and what this all means to business.
10 Lessons on Social Media: What It Is, Why It’s Important, & How to Get...Augie Ray
A presentation developed by Augie Ray and Cindi Thomas, presented at the "Leveraging Social Media For Business Success" at Marquette University on 4/17.
The Evolution of SEO: Insights from a Leading Digital Marketing AgencyDigital Marketing Lab
Explore the latest trends in Search Engine Optimization (SEO) and discover how modern practices are transforming business visibility. This document delves into the shift from keyword optimization to user intent, highlighting key trends such as voice search optimization, artificial intelligence, mobile-first indexing, and the importance of E-A-T principles. Enhance your online presence with expert insights from Digital Marketing Lab, your partner in maximizing SEO performance.
This tutorial presentation provides a step-by-step guide on how to use Facebook, the popular social media platform. In simple and easy-to-understand language, this presentation explains how to create a Facebook account, connect with friends and family, post updates, share photos and videos, join groups, and manage privacy settings. Whether you're new to Facebook or just need a refresher, this presentation will help you navigate the features and make the most of your Facebook experience.
Buy Pinterest Followers, Reactions & Repins Go Viral on Pinterest with Socio...SocioCosmos
Get more Pinterest followers, reactions, and repins with Sociocosmos, the leading platform to buy all kinds of Pinterest presence. Boost your profile and reach a wider audience.
https://www.sociocosmos.com/product-category/pinterest/
Telegram is a messaging platform that ushers in a new era of communication. Available for Android, Windows, Mac, and Linux, Telegram offers simplicity, privacy, synchronization across devices, speed, and powerful features. It allows users to create their own stickers with a user-friendly editor. With robust encryption, Telegram ensures message security and even offers self-destructing messages. The platform is open, with an API and source code accessible to everyone, making it a secure and social environment where groups can accommodate up to 200,000 members. Customize your messenger experience with Telegram's expressive features.
EASY TUTORIAL OF HOW TO USE G-TEAMS BY: FEBLESS HERNANEFebless Hernane
Using Google Teams (G-Teams) is simple. Start by opening the Google Teams app on your phone or visiting the G-Teams website on your computer. Sign in with your Google account. To join a meeting, click on the link shared by the organizer or enter the meeting code in the "Join a Meeting" section. To start a meeting, click on "New Meeting" and share the link with others. You can use the chat feature to send messages and the video button to turn your camera on or off. G-Teams makes it easy to connect and collaborate with others!
Exploring The Dimensions and Dynamics of Felt Obligation: A Bibliometric Anal...AJHSSR Journal
ABSTARCT: This study presents, to our knowledge, the first bibliometric analysis focusing on the concept of
"felt obligation," examining 120 articles published between 1986 and 2024. The aim of the study is to deepen our
understanding of the existing knowledge in the field of "felt obligation" and to provide guidance for further
research. The analysis is centered around the authors, countries, institutions, and keywords of the articles. The
findings highlight prominent researchers in this field, leading universities, and influential journals. Particularly,
it is identified that China plays a leading role in "felt obligation" research. The analysis of keywords emphasizes
the thematic focuses of these studies and provides a roadmap for future research. Finally, various
recommendations are presented to deepen the knowledge in this area and promote applied research. This study
serves as a foundation to expand and advance the understanding of "felt obligation" in the field.
KEYWORDS: Felt Obligation, Bibliometric Analysis, Research Trends
Surat Digital Marketing School is created to offer a complete course that is specifically designed as per the current industry trends. Years of experience has helped us identify and understand the graduate-employee skills gap in the industry. At our school, we keep up with the pace of the industry and impart a holistic education that encompasses all the latest concepts of the Digital world so that our graduates can effortlessly integrate into the assigned roles.
This is the place where you become a Digital Marketing Expert.
Enhance your social media strategy with the best digital marketing agency in Kolkata. This PPT covers 7 essential tips for effective social media marketing, offering practical advice and actionable insights to help you boost engagement, reach your target audience, and grow your online presence.
Multilingual SEO Services | Multilingual Keyword Research | Filosemadisonsmith478075
Multilingual SEO services are essential for businesses aiming to expand their global presence. They involve optimizing a website for search engines in multiple languages, enhancing visibility, and reaching diverse audiences. Filose offers comprehensive multilingual SEO services designed to help businesses optimize their websites for search engines in various languages, enhancing their global reach and market presence. These services ensure that your content is not only translated but also culturally and contextually adapted to resonate with local audiences.
Visit us at -https://www.filose.com/
Project Serenity is an innovative initiative aimed at transforming urban environments into sustainable, self-sufficient communities. By integrating green architecture, renewable energy, smart technology, sustainable transportation, and urban farming, Project Serenity seeks to minimize the ecological footprint of cities while enhancing residents' quality of life. Key components include energy-efficient buildings, IoT-enabled resource management, electric and autonomous transportation options, green spaces, and robust waste management systems. Emphasizing community engagement and social equity, Project Serenity aspires to serve as a global model for creating eco-friendly, livable urban spaces that harmonize modern conveniences with environmental stewardship.
Unlock TikTok Success with Sociocosmos..SocioCosmos
Discover how Sociocosmos can boost your TikTok presence with real followers and engagement. Achieve your social media goals today!
https://www.sociocosmos.com/product-category/tiktok/
Grow Your Reddit Community Fast.........SocioCosmos
Sociocosmos helps you gain Reddit followers quickly and easily. Build your community and expand your influence.
https://www.sociocosmos.com/product-category/reddit/
Your Path to YouTube Stardom Starts HereSocioCosmos
Skyrocket your YouTube presence with Sociocosmos' proven methods. Gain real engagement and build a loyal audience. Join us now.
https://www.sociocosmos.com/product-category/youtube/
Improving Workplace Safety Performance in Malaysian SMEs: The Role of Safety ...AJHSSR Journal
ABSTRACT: In the Malaysian context, small and medium enterprises (SMEs) experience a significant
burden of workplace accidents. A consensus among scholars attributes a substantial portion of these incidents to
human factors, particularly unsafe behaviors. This study, conducted in Malaysia's northern region, specifically
targeted Safety and Health/Human Resource professionals within the manufacturing sector of SMEs. We
gathered a robust dataset comprising 107 responses through a meticulously designed self-administered
questionnaire. Employing advanced partial least squares-structural equation modeling (PLS-SEM) techniques
with SmartPLS 3.2.9, we rigorously analyzed the data to scrutinize the intricate relationship between safety
behavior and safety performance. The research findings unequivocally underscore the palpable and
consequential impact of safety behavior variables, namely safety compliance and safety participation, on
improving safety performance indicators such as accidents, injuries, and property damages. These results
strongly validate research hypotheses. Consequently, this study highlights the pivotal significance of cultivating
safety behavior among employees, particularly in resource-constrained SME settings, as an essential step toward
enhancing workplace safety performance.
KEYWORDS :Safety compliance, safety participation, safety performance, SME
Your LinkedIn Success Starts Here.......SocioCosmos
In order to make a lasting impression on your sector, SocioCosmos provides customized solutions to improve your LinkedIn profile.
https://www.sociocosmos.com/product-category/linkedin/
1. ST0P
@augieray/#prsms
Advertising is not social
calling paid media on
social networks
“social.”
Social
Fewer than 15% of
Facebook ads
Media
leverage social data
to reach more
Marketing
relevant audiences.
(Unless…)
Source: Nate Elliott, “Why Facebook Is Failing Marketers,” Forrester
2. What is social media marketing?
Content, People, WOM, Earned Media & Results
Social Media
Marketing is
content…
@augieray/#prsms
Authored or
encouraged
by a brand…
Shared by
Word of
Mouth that…
Creates
earned
media &…
Drives
marketing
objectives.
3. The earned media Venn diagram
What your brand
can say to move
consumers closer
@augieray/#prsms
First, what content help your brand?
4. Marketing metrics prevail
Not RTs & fans but Business or brand benefits
@augieray/#prsms
Awareness
Consideration
Purchase Intent
Purchase
Inbound Traffic
What your brand
can say to move
consumers closer
5. Going viral is not enough
Having a viral campaign did not help Kmart
What your brand
can say to move
consumers closer
@augieray/#prsms
Sales (in billions)
Ship My Pants 4/13
$15.3 $14.6 $13.2
2011 2012 2013
6. The earned media Venn diagram
Second, what can you say that will be heard?
@augieray/#prsms
What consumers
want to hear
from your brand
7. Do people want brand content?
@augieray/#prsms
Consumers are just not that into you
What consumers
want to hear
from your brand
68% of US
consumers “mostly”
or “always” ignore
brand posts on
every social
network.
– Kentico, 2/14
Photo credits: Helga Weber
8. Do they want your content?
Much worse in some categories than others
@augieray/#prsms
What consumers
want to hear
from your brand
71% of Millennials
would rather go
to the dentist
than listen to
what their banks
are saying.
– Scratch/Viacom, 3/14
Photo credits: Conor Lawless
9. Some brands have a “magic intersection”
What your brand
can say to move
consumers closer
@augieray/#prsms
Content that works
What consumers
want to hear
from your brand
Content
that works!
Boring, Unengaging Engaging, Useless
10. Be in the right category or…
Sports, Entertainment, Style , Tech, B2B
@augieray/#prsms
What consumers
want to hear
from your brand
Content
that works!
What your brand
can say to move
consumers closer
, Local
11. Craft a brand that matters or…
Brands with purpose drive engagement
@augieray/#prsms
What consumers
want to hear
from your brand
Content
that works!
What your brand
can say to move
consumers closer
12. @augieray/#prsms
Be worth talking about
Some brands can let people talk for them
Google Trends, US: Apple iPhone vs Samsung Note
Apple iPhone
Samsung Note
9/3:
Note
Unpacking
9/9:
iPhone
Reveal
Samsung Mobile: Apple:
Aug 8, 2014 Aug 15, 2014 Aug 22, 2014 Aug
29, 2014
39 million 0
9 million 0
1 million 2 million
13. Challenge faced by most brands
@augieray/#prsms
No
Content
What consumers
want to hear
from your brand
What your brand
can say to move
consumers closer
Content
that works!
14. Challenge faced by most brands
Brands that have not given people a reason to
care in the real world cannot do so online
@augieray/#prsms
No
Content
What consumers
want to hear
from your brand
What your brand
can say to move
consumers closer
15. Zero organic reach approaching on Facebook
@augieray/#prsms
Is the point moot?
“Organic reach of the content
brands publish in Facebook is
destined to hit zero. It’s only a
matter of time.”
Top 3 Brands on Facebook by Fan Count
- Social@Ogilvy, 3/14
"We expect organic distribution of
an individual page's posts to
gradually decline over time as we
continually work to make sure
people have a meaningful
experience on the site.”
- Facebook Sales Deck, 12/13
17. @augieray/#prsms
Earned Media Is Dying
Social Media’s Not-So-Existential Question
"If a tree falls in a
forest and no one is
around to hear it, does
it make a sound?"
0 Likes
0 Comments
0 Shares
0 Retweets
0 Replies
0 Favorites
“If brand posts &
tweets are seen by no
one, are they still
brand marketing?”
18. What about trust
@augieray/#prsms
It’s not just about reach
Source: Forrester, Establish Product Credibility On Your Website, Kim Celestre, June 2014
19. What about trust
@augieray/#prsms
It’s not just about reach
Source: Adobe, 6/2013
20. What about trust
@augieray/#prsms
It’s not just about reach
Source: Adobe, 6/2013
, acquisition
21. @augieray/#prsms
It’s not just about reach
Source: Custora, Q2 2013
What about trust
, acquisition
Data derived from data spanning 72 million customers from 86 U.S. retailers across 14 industries.
22. , acquisition & driving purchase?
What about trust
@augieray/#prsms
It’s not just about reach
Source: IBM, 12/2013
Just 1% of purchases &
traffic on ecommerce
sites on Black Friday
and the preceding
week were directly
generated by social media.
Data collected from 800 U.S. retail websites
23. What about trust
@augieray/#prsms
It’s not just about reach
, acquisition & driving purchase?
Based on a random sample of over 7 billion online shopping experiences using “same store” data across each calendar quarter.
Source: Monetate, Q2 2014
Bounce Rate
47%
39%
62%
Add to Cart
4.5%
2.1%
0.6%
Conversion Rate
0.9%
0.4%
0.1%
Revenue/Session
$1.0
$.46
$.14
24. Earned Media Challenges
Does Social align with Marketing objectives?
@augieray/#prsms
Shrinking reach
Little trust
Poor acquisition
Few conversions
25. Does Social align to Marketing?
For which 3 is the CMO held most accountable?
@augieray/#prsms
Acquisition
Reputation
Collaboration
Inbound traffic
Advocacy
Listening
Loyalty
B2B
B2C
Sales/Share
1to1 Relationships
Marketing
Acquisition
Inbound traffic
Sales/Share
Which Marketing Performance Metrics
does your company measure?
Website traffic 79%
Quantity: Sales Leads 62%
Lead Conversion Rate 62%
Website traffic 78%
Lead Conversion Rate 61%
Quantity: Sales Leads 54%
Source: Ascend2, 1/2013
26. Does Social align to Marketing?
For which is Social Media most effective?
@augieray/#prsms
Social
Acquisition
Reputation
Collaboration
Inbound traffic
Advocacy
Listening
Loyalty
Sales/Share
1to1 Relationships
Marketing
Acquisition
Inbound traffic
Sales/Share
Reputation
Collaboration
Advocacy
Listening
Loyalty
Relationships
27. So, is Social a bust for biz?
@augieray/#prsms
Acquisition
Reputation
Collaboration
Inbound traffic
Advocacy
Listening
Loyalty
Sales/Share
1to1 Relationships
Marketing
Acquisition
Inbound traffic
Sales/Share
Social
Reputation
Collaboration
Advocacy
Listening
Loyalty
Relationships
28. So, is Social a bust for biz?
No, it aligns well outside of Marketing
@augieray/#prsms
Social
Reputation
Advocacy
Listening
Loyalty
Public Relations
Product Development
Research
Human Resources
Customer Care
Collaboration
Relationships
Reputation, Advocacy, Relationships
Collaboration
Listening
Advocacy, Loyalty, Relationships
Advocacy, Loyalty, Relationships
29. Earned media on a collision course
If earned media cannot yield marketing goals,
it will not long be part of the Marketing mix
74% of CEOs think Marketers
focus too much on the latest
marketing trends such as social
media – but can rarely
demonstrate how these trends
will help them generate more
business for the company.
@augieray/#prsms
Fournaise Marketing Group,
based on research with 1200 CEOs
and CMOs in 11 countries, 7/2013
Have proven
the impact
quantitatively
Haven’t been
able to show the
impact yet
15%
Have a good
qualitative sense
of the impact , but
not a quantitative
impact
45%
40%
Data collected from 351 top US marketing leaders
Source: CMO Survey, 9/2014
30. What does this mean to you?
Start managing your career for changes ahead
@augieray/#prsms
No No
No
Congratulations! You get to do social media marketing!
Yes Yes Yes
Caution! Danger ahead!
Does your brand
have a “magic
intersection"?
Can you control
the paid media
budget for social?
Does your firm
evaluate marketing
in reputation &
loyalty?
31. @augieray/#prsms
Avoid a career trap
Start managing your career for changes ahead
Redirect: Work to alter expectations and goals.
Educate peers on the real business or brand goals that
social can measurably deliver.
Detour: Consider social opportunities outside of the
Marketing department.
Exit: Consider shifting out of social media and into
related fields such as CX, customer care or mobile.
Caution! Danger ahead!
32. Once upon a time there was a web site
Where we used to post a thing or two
On Facebook we would laugh away the hours
And think of all the marketing we'd do
But soon reality was ever clearer
That fans and likes were not a currency
And content from our brands was no more welcome
Than ads in print, on FM or TV.
Those were the days my friend
We thought they'd never end
We'd tweet and pin forever and a day
We'd post our ads for free
With authenticity
Our brands would win and never have to pay
La la la la la la, La la la la la la,
Those were the days,
Oh yes, the social days!
@augieray/#prsms
Those Were the Days!
1968 Song by Mary Hopkins; Written by Boris Fomin and Gene Raskin
33. And now organic reach is ever shrinking
On Facebook people rarely see brand posts
And hashtag programs always seem to backfire
Hijacked by the trolls who spark revolts
@augieray/#prsms
Those Were the Days!
1968 Song by Mary Hopkins; Written by Boris Fomin and Gene Raskin
Social is a place where all our patrons
Can share how much they love us or we suck
So word of mouth comes not from status updates
But care that demonstrates we give a ████ heck
Those were the days my friend
We thought they'd never end
We'd tweet and pin forever and a day
We'd post our ads for free
With authenticity
Our brands would win and never have to pay
La la la la la la, La la la la la la,
Those were the days,
Oh yes, the social days!
34. @augieray/#prsms
ignoring the
danger signs &
prepare your
company &
career for
changes ahead.
1 Source: Nate Elliott, “Why Facebook Is Failing Marketers,” Forrester
Editor's Notes
Thank you for having me back at the PR + Social Media Summit.
In this short history of social media marketing, there has always been a gorilla in the room that we’ve largely ignored, and that is that social media has not proven an effective marketing channel for most brands. That gorilla keeps getting bigger and bigger as our social media marketing budgets have grown, but too many brands and marketing professionals continue to ignore him. I aim to change that, not because I like raining on the parade but because I fear for the jobs and careers of many within social media and content marketing. I think the time has come to stop social media marketing, or at least rethink it, and if you are employed in the field, it is time for you to consider the reality of the data and trends and take action to protect your career and your brand.
Unless… There are some caveats that we will discuss, and they are pretty big ones. However, the caveats are not about different strategies (do this, don’t do that) but about the kind of companies for which social media will work. You either work for the sort of company for which social media will tend to work, or you don’t. Which is it? We’ll get to that shortly.
But first, let’s talk about what social media marketing is. Here is what it is not: It is not paid media. Advertising on social networks may be effective marketing, but don’t call it social. Fewer than 1 in 6 ad dollars on Facebook use social signals, and the two most common types of advertising on Facebook are retargeting and custom audiences. Moreover, neither Facebook nor Twitter even considers itself a social network any longer. So, go ahead and buy media on these sites, but that is not social. What is?
http://blogs.forrester.com/nate_elliott/13-10-28-an_open_letter_to_mark_zuckerberg
If any piece of this is missing, it stops being Social Media Marketing. Without content, people, WOM, earned media or marketing results, it is not Social Media Marketing. Any objections?
It all starts with content, so let’s take a look at what is required for content to work for your brand.
The first circle in our Venn diagram is simple—if content does not move people closer to your brand, then it cannot deliver on marketing objectives. What do I mean by “Closer to the brand.” That’s not difficult—just look at marketing metrics.
These are the ways marketers measure success. Not in RTs or fans.
Success is not achieved with “going viral” unless you also achieve one or more of these objectives. For example, last year, the most viral brand was Kmart…
Kmart’s “Ship My Pants” video went viral in April 2013 and was followed with other irreverent and popular videos.
It’s fine to go viral, but if it does not move consumers closer to the brand, then it is just wasted time and effort. “Ship My Pants” didn’t stop Kmart’s consistent downward plunge to its inevitable demise. “Go the blue light, Kmart.”
So that’s the first half—the content must help you achieve marketing goals. I trust that sounds pretty obvious. So will the second half of the Earned Media Venn Diagram.
What do you consumers want to hear from your brand? If they do not want it, will not listen, do not see it and cannot share it, then your content cannot deliver for your brand.
While brands keep on pumping out content, consumers are not, for the most part, having anything of it…
Over two-thirds of consumers mostly or always ignore brand posts. This should come as no surprise since you, as human beings, do not sign on to social networks to hear what brands are hearing but to stay in touch with friends and the world.
Of course, the situation is worse for some brands in different categories. For instance…
Photo credit: Helga Weber, https://flic.kr/p/5SNFLi
http://www.mediabistro.com/prnewser/study-68-of-social-users-ignore-the-brands-they-like_b86260
Almost three quarters of millenials would rather go to the dentist than listen to anything their banks have to say. If they remake the movie Marathon Man, Dustin Hoffman would be forced to listen to a banker talking about the value of saving accounts and 529 plans. (Old person’s joke lost on young audience.)
The point is not merely to ask if people want brand content but do they want YOUR content? Too often, we see case studies that reference brands like GoPro, Starbucks and Disney, but chances are, your brand is not GoPro, Starbucks or Disney!
So, bringing together the two halves of our Venn Diagram, we have this…
Photo credit: Conor Lawless, https://flic.kr/p/3oWfWn
http://www.millennialdisruptionindex.com/
When you bring together the two halves—what you can say that will move consumers closer to your brand and what consumers want to hear from you—you find the “magic intersection.” Here is the content that creates earned media success. Not everything you post must fall in the “magic intersection,” but the more you post on one side, the more boring and unengaging, and the more on the other, the more engaging but useless.
So, how do brands find this “magic intersection”?
First, some brands are in the right category. There are many verticals where people ARE interested in what brands have to say, and they can post content that DOES drive marketing objectives. For example…
Sports: Every time the Packers post a picture of Aaron Rodgers or a video of a key play, people eat it up and it drives great engagement. At the same time, it also drives more interest in the next game, more viewership and more interest in team jerseys. How great must it be to do social media for the Packers?
Entertainment: Fans of TV shows and movies crave behind the scenes tidbits, inside info and info about their favorite actors. This, in turn, drives more awareness of the show or film.
Style: One of the points to make, and the style category helps us make it, is that social hasn’t changed the desire for our the effectiveness of branded content. Year after year, women buy up the important September issues of fashion magazines, despite the fact they are most advertising. Anyone know the number of ad pages in the 2014 issue of Vogue magazine this year? 631 ad pages! Women—and some men—WANT to know what brands have in store for style this coming year, so social posts drive engagement and sales.
B2B works also. People want to do their job better, be better informed, and know the latest data and offerings from vendors, so B2B has a “magic intersection.”
Finally, local works, as well. People love to support their favorite locally-owned restaurants and shops, so the right content can be both welcome by consumers and drive financial benefits for small brands.
What if you’re not lucky enough to be in one of the right categories? What if your product is antiperspirant, tires, canned vegetables or checking accounts? Well, all is not lost, if your brand does something very special…
We already shared that people do not want to hear from their banks, but this is not true of USAA. Why? Because they have a brand that has recognized purpose and is a part of the military community. As a result, their content is welcome and drives people closer to the brand.
TOMS shoes is another example. This is a brand many of you know about because of its "one for one concept.“ When they sell a pair of shoes, they give a pair to a child in need. This drives awareness and engagement more than other shoe manufacturers can create because people care and want to be a part of the brand mission.
Finally, Chipotle is another example. No quick service restaurant has grown more over the past decade than Chipotle, while leaders like Burger King, KFC and McDonald’s are struggling. Last quarter, same-store sales at Chipotle were up 17%, more than four times the growth at McD’s, Burger King or Wendy’s.
One reason is that Chipotle has staked out a higher purpose, striving to improve the sourcing of its food and being more transparent about its ingredients. People don’t just eat up their food; they eat up their posts, and this drives more awareness and traffic.
So, being in the right category is one way to have content that works. Building a brand with purpose is one way to break out of category without an intrinsic “magic intersection.” The last way is to simply have better products and services...
Apple is many things, but most of all, it is talkable.
In 2014, Samsung has had twice the market share of Apple when it comes to smartphone sales. Both companies had major product unveilings this month, you based on Google Trends data, Apple still had considerably more buzz in advance of the events? Why? Well, it certainly isn’t Apple’s reach and strength in social media—Samsung has 2,350% more fans, followers and subscribers than does Apple.
Apple doesn’t need social media accounts. It merely needs to keep producing talkable products, and its fans will do the rest. What happens if your company does not fit into these categories? Well, this is why so many companies are failing to achieve marketing results in social channels. They have a problem…
So those are the three ways to succeed with earned media—be in the right category; be recognized for having a purpose that resonates deeply with consuemers; or have products and services that are leaps and bounds better than everyone else in the category.
With no overlap between what consumers want and what drives marketing results, brands struggle with social media marketing. This is the rule, not the exception.
What happens when there is no overlap? Brands get desperate. Rather than using social media because they have something to say, they instead struggle to say something because they have a social media profile. Without the overlap, content looks disconnected from the brand and desperate. It may drive engagement but it does not drive marketing objectives. It also raises risks, which is why we increasingly see brands embarrassing themselves in social media. For example…
Social@Ogilvy has found that brands have suffered a 50% decline in reach on Facebook in the past six months. Meanwhile, Facebook is already warning brands to expect even more declines in their organic reach.
How bad is it? None of the top 3 brands on Facebook can even reach one of every 10,000 of their fans, and Coca-Cola, one of the strongest brands in the world, only reached 1 of every 100,000 fans.
57% of all social visits happen on Facebook according to Experian, so it is by far the most important social network, but the problems of shrinking reach is hardly exclusive to Facebook…
A recent Forrester report demonstrated that the average user interaction with brand posts is just 0.03%--effectively nothing. Meanwhile, Twitter will be introducing a Facebook-style filtered feed soon, so we can expect brand opportunities to shrink on Twitter even further.
By the way, while the Forrester report recommended brands consider Instagram for greater engagement, don’t get too excited about that Instagram interaction rate: Engagement used to be higher on the other social networks, and it will drop on Instagram, too. This is a common occurrence—the first-ever banner ad had a click rate of 44% in 1994, just a tad higher than today. Soon, brand marketers will be complaining Instagram mislead them just the same way they’re complaining about Facebook today!
http://blogs.forrester.com/nate_elliott/14-04-29-instagram_is_the_king_of_social_engagement
We used to ask the age old existential question: if a tree falls in a forest and no one is around to hear it, does it still make a sound?Nowadays, those employed in social media marketing should be asking, if a post or tweet is seen by no one, is it still brand marketing?
It may seem I’ve made my case for the demise of social media marketing, but I am just getting rolling. The reasons brands are struggling is not just declining organic reach—there are other issues, as well….
Forrester’s latest Technographics demonstrate that posts by companies are 40% trusted than the information brands put on their site—and, of course, far less than half as trusted as consumer-written reviews, professionally-written reviews or recommendations from family and friends.
https://www.forrester.com/Brief+Establish+Product+Credibility+On+Your+Website/quickscan/-/E-RES116623
Aobe found the same thing—just 2% of consumers felt company social media pages were best for credibility. Nine times more people find company websites more credible and 30 times more people find their family and friends more credible.
So, consumers don’t trust brands in social media, what about acquisition?
http://www.adobe.com/aboutadobe/pressroom/pdfs/Click_Here_Regional_Comparisons.pdf
The Adobe study found that the people who like your brand are three times more likely to be people who already buy from you rather than people who aspire to buy.
http://www.adobe.com/aboutadobe/pressroom/pdfs/Click_Here_Regional_Comparisons.pdf
And a study from found that Facebook and Twitter are barely a blip in retail acquisition compared to search, email and affiliate programs. Moreover, the lifetime value of the customers obtained via social are significantly lower than other acquisition channels.
So, social isn’t very good for acquisition, but how about for actual sales and conversions?
http://blog.custora.com/custora-content/uploads/downloads/2013/07/Custora_EcommSnapshotQ213.pdf
IBM studied data collected from 800 webites last Black Friday and the week preceding it and found that just 1% of the sales were generated by social media.
http://www.mediapost.com/publications/article/214632/just-1-of-black-friday-online-sales-came-from-soc.html
Monetate’s recent EQ report from last quarter demonstrated that social, when compared to other acquisition channels, had a higher bounce rate, a much lower “add to cart” rate, and miniscule conversion rates and revenue per session.
http://content.monetate.com/h/i/25962265-ecommerce-quarterly-eq2-2014
It is time to challenge the assumptions that are driving investment in social media marketing before it costs our companies more money and us our jobs.
It is time for the Marketing Department to ask itself an important question…
Does social align to marketing goals?
Fewer than half say they measure customer retention, reputation or awareness.
http://www.ascend2.com/pdf/Marketing_Strategy_Outlook_Report-Ascend2.pdf
And from this list, what is social good for? Well, pretty much everything else.
Social is great—at the things the Marketing Department is least interested in measuring.
So, is Social a bust for business?
Of course, you know me better than to say Social isn’t vital for your enterprise—it just aligns to the needs and objectives of departments other than Marketing.
We could quibble a little over which aligns with which, but by and large…
Corp Comm: Reputation, Advocacy and Relationships, particularly among influencers
Product Development: Collaboration
Research: Listening
Human Resources: Advocacy, Loyalty and Relationships with employees & candidates
Customer Care: Advocacy, Loyalty and Relationships with existing customers
For now, many CMOs support social media, but I question if that will be a case a year or two from now. CEOs are increasingly demanding accountability from CMOs as to the pursuit of new trends, and CMOs in shocking high numbers admit they have way to back up their social media investment. It is appalling that in 2014, 85% of CMOs say they have no quantitative social media measures.
Concepts of earned media, social media marketing and content marketing are on a collision course with the C suite. If you are in social media marketing, you boss may today be satisfied with you counting fans, retweets and likes, but the time is coming where the CMO will demand marketing accountability using marketing metrics.
http://chiefexecutive.net/are-cmos-unfit-for-the-job-how-the-ceo-can-make-a-difference
http://cmosurvey.org/files/2014/09/The_CMO_Survey-Highlights_and_Insights-Aug-2014.pdf
Magic Intersection:
Evaluate Marketing: Here’s how to tell: How does the CMO lead off his or her presentations to leaders and peers? Does he or she lead with Net Promoter Score, Loyalty, Repurchase or Share of Wallet measures? Or are the primary metrics related to sales, acquisition and traffic? If the former then social can be a good fit for your company’s marketing expectations, but if the latter…
Can you control the paid budget? If so, then you can increase your reach and target the audience of prospects rather than merely posting content to your fans, most of whom are already customers.
But if none of these are the case, then you have a career issue to consider. What can you do about it? I see three courses of action….
Redirect: If social does not align to top marketing metrics, then see if you can change those metrics. Don’t ignore that social is misaligned, steer into it, and do not wait for the CMO to lose faith—be the one who raises the issues and offers solutions. Gain consensus on the measurements that Marketing leadership will accept, and if they will not or cannot, then at least you’ve been the one leading on the issue rather than waiting until it blows up.
Or, take a detour. Social is growing throughout the enterprise, and there may be opportunities to lead social for purposes other than acquisition, sales and traffic.
Or, consider shifting out of social media. Social Media experience can be used to shift into many other related fields including mobile marketing, Customer Experience and research.
The question I’m raising are getting louder and more common. If you’re responsible for social media marketing and are ignoring the challenges, now is the time to:Stop ignoring the danger signs and prepare your company and your career for the changes ahead. Thank you.