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Advertising is not social calling paid media on social networks “social.” ST0P Source: Nate Elliott, “Why Facebook Is Failing Marketers,” Forrester Fewer than 15% of Facebook ads leverage social data to reach more relevant audiences. Social Media Marketing (Unless…)


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What is social media marketing? Content, People, WOM, Earned Media & Results Social Media Marketing is content… Authored or encouraged by a brand… Shared by Word of Mouth that… Creates earned media &… Drives marketing objectives.


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The earned media Venn diagram What your brand can say to move consumers closer First, what content help your brand?


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Marketing metrics prevail Awareness Consideration Purchase Intent Purchase Inbound Traffic What your brand can say to move consumers closer Not RTs & fans but Business or brand benefits


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Going viral is not enough What your brand can say to move consumers closer Having a viral campaign did not help Kmart


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The earned media Venn diagram What consumers want to hear from your brand Second, what can you say that will be heard?


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Do people want brand content? What consumers want to hear from your brand Consumers are just not that into you  68% of US consumers “mostly” or “always” ignore brand posts on every social network. – Kentico, 2/14 Photo credits: Helga Weber


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Do they want your content? What consumers want to hear from your brand Much worse in some categories than others 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


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Content that works What consumers want to hear from your brand Engaging, Useless Boring, Unengaging What your brand can say to move consumers closer Some brands have a “magic intersection”


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Be in the right category or… What consumers want to hear from your brand Sports , Entertainment , Style , Tech , B2B What your brand can say to move consumers closer , Local


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Craft a brand that matters or… What consumers want to hear from your brand Brands with purpose drive engagement What your brand can say to move consumers closer


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Be worth talking about Some brands can let people talk for them Aug 8, 2014 Aug 15, 2014 Aug 22, 2014 Aug 29, 2014 Samsung Mobile: Apple:


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Challenge faced by most brands What consumers want to hear from your brand What your brand can say to move consumers closer


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Challenge faced by most brands What consumers want to hear from your brand What your brand can say to move consumers closer Brands that have not given people a reason to care in the real world cannot do so online


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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.” - 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 Zero organic reach approaching on Facebook


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Is the point moot? The same is happening on Twitter


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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?" “If brand posts & tweets are seen by no one, are they still brand marketing?” 0 Likes 0 Comments 0 Shares 0 Retweets 0 Replies 0 Favorites


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What about trust It’s not just about reach Source: Forrester, Establish Product Credibility On Your Website, Kim Celestre, June 2014


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What about trust It’s not just about reach Source: Adobe, 6/2013


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What about trust It’s not just about reach Source: Adobe, 6/2013 , acquisition


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Source: Custora, Q2 2013 What about trust It’s not just about reach , acquisition Data derived from data spanning 72 million customers from 86 U.S. retailers across 14 industries.


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What about trust It’s not just about reach Source: IBM, 12/2013 , acquisition & driving purchase? 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


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What about trust 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 Direct Search Social 47% 39% 62% Add to Cart Direct Search Social 4.5% 2.1% 0.6% Conversion Rate Direct Search Social 0.9% 0.4% 0.1% Revenue/Session Direct Search Social $1.0 $.46 $.14


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Earned Media Challenges Shrinking reach Little trust Poor acquisition Few conversions Does Social align with Marketing objectives?


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Does Social align to Marketing? Acquisition Reputation Inbound traffic For which 3 is the CMO held most accountable? Advocacy Loyalty Collaboration Listening Sales/Share 1to1 Relationships Acquisition Inbound traffic Sales/Share Which Marketing Performance Metrics does your company measure? 79% Website traffic 62% Quantity: Sales Leads 62% Lead Conversion Rate 78% Website traffic 61% Lead Conversion Rate 54% Quantity: Sales Leads B2B B2C Source: Ascend2, 1/2013


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Does Social align to Marketing? Acquisition Reputation Inbound traffic For which is Social Media most effective? Advocacy Loyalty Collaboration Listening Sales/Share 1to1 Relationships Acquisition Inbound traffic Sales/Share Reputation Advocacy Loyalty Collaboration Listening Relationships


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So, is Social a bust for biz? Acquisition Reputation Inbound traffic Advocacy Loyalty Collaboration Listening Sales/Share 1to1 Relationships Social Reputation Advocacy Loyalty Listening Collaboration Relationships


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So, is Social a bust for biz? No, it aligns well outside of Marketing Social Reputation Advocacy Loyalty Listening Public Relations Product Development Research Human Resources Customer Care Collaboration Relationships Reputation, Advocacy, Relationships Collaboration Listening Advocacy, Loyalty, Relationships Advocacy, Loyalty, Relationships


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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. Fournaise Marketing Group, based on research with 1200 CEOs and CMOs in 11 countries, 7/2013 Source: CMO Survey, 9/2014 Data collected from 351 top US marketing leaders


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What does this mean to you? Start managing your career for changes ahead Congratulations! You get to do social media marketing!


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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.


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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! Those Were the Days! 1968 Song by Mary Hopkins; Written by Boris Fomin and Gene Raskin


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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 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!


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1 Source: Nate Elliott, “Why Facebook Is Failing Marketers,” Forrester ignoring the danger signs & prepare your company & career for changes ahead.


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