'

Social Media Marketing Is a Waste of Time

Понравилась презентация – покажи это...





Слайд 0

Social Media Marketing Is a Waste of Time State of Search 2014 @marktraphagen Unless…


Слайд 1

State of Search 2014 @marktraphagen @augieray | stonet.co/1t2TSSD This presentation is (in part) a response to an article by Augie Ray.


Слайд 2

State of Search 2014 @marktraphagen People trust brand social media posts 70% less than they do information on brand websites stonet.co/1vhM0UR Augie cited several gloomy stats about the efficacy of social media marketing for business.


Слайд 3

State of Search 2014 @marktraphagen Facebook & Twitter account for less than 0.2% of customer acquisitions stonet.co/1A7gBFL Augie cited several gloomy stats about the efficacy of social media marketing for business.


Слайд 4

State of Search 2014 @marktraphagen On Black Friday 2013 a mere 1% of online sales from social media stonet.co/1sYokhP Augie cited several gloomy stats about the efficacy of social media marketing for business.


Слайд 5

State of Search 2014 @marktraphagen Can you spot the flaw? But these stats contain a fatal flaw.


Слайд 6

State of Search 2014 @marktraphagen They measure only direct results – straight from a social post to a conversion. That’s like expecting a tricycle to go to the moon.


Слайд 7

State of Search 2014 @marktraphagen Three Social Media Marketing Knots Nots Let’s look at three things social media marketing does NOT do.


Слайд 8

State of Search 2014 @marktraphagen Instant Trust Social media posts do NOT build instant trust.


Слайд 9

State of Search 2014 @marktraphagen Instant Acquisition Social media posts do NOT lead to instant customer acquisition.


Слайд 10

State of Search 2014 @marktraphagen Instant Sales Social media posts do NOT (typically) lead to instant sales.


Слайд 11

State of Search 2014 @marktraphagen Social media marketing is not instant coffee.


Слайд 12

State of Search 2014 @marktraphagen Social media marketing is more like slow roasting whole beans. Takes longer, but can lead to very satisfying results.


Слайд 13

State of Search 2014 @marktraphagen …that brands get wrong about social media marketing Brands often start social media marketing at the wrong end…


Слайд 14

State of Search 2014 @marktraphagen Lets look in on the annual marketing planning meeting at INSIPID.


Слайд 15

State of Search 2014 @marktraphagen So….what marketing trend should we pursue next?


Слайд 16

State of Search 2014 @marktraphagen Billboards are hot!


Слайд 17

State of Search 2014 @marktraphagen


Слайд 18

State of Search 2014 @marktraphagen Billboards! Billboards! Billboards!


Слайд 19

State of Search 2014 @marktraphagen You’ve sold me! But which billboards should we be on?


Слайд 20

State of Search 2014 @marktraphagen Facebillboard has the most users…


Слайд 21

State of Search 2014 @marktraphagen Twitboard is good for posting links…


Слайд 22

State of Search 2014 @marktraphagen LinkedBoard if we’re B2B…


Слайд 23

State of Search 2014 @marktraphagen Great. Now. Who wants to write up WHY we should be on each of those billboards?


Слайд 24

State of Search 2014 @marktraphagen


Слайд 25

State of Search 2014 @marktraphagen


Слайд 26

State of Search 2014 @marktraphagen Doing social media marketing just because it’s “what you’re supposed to do” is putting the cart before the horse.


Слайд 27

State of Search 2014 @marktraphagen Mother, where do customers come from? Before you can convert customers, you have to find them. Few buying decisions are made on the spur of the moment.


Слайд 28

State of Search 2014 @marktraphagen Oh, get leads? Just get leads? Why don't I strap on my lead helmet and squeeze down into a lead cannon and fire off into lead land, where leads grow on little leadies?! Probably not…


Слайд 29

State of Search 2014 @marktraphagen To get converted customers on one end, you’ve got to be planting seeds on the other. That’s what social media marketing does best.


Слайд 30

State of Search 2014 @marktraphagen So if social media marketing doesn’t start with “doing social media,” where does it start?


Слайд 31

State of Search 2014 @marktraphagen You have to start with your BRAND.


Слайд 32

State of Search 2014 @marktraphagen Brand Values First, you need to know the core values of your brand.


Слайд 33

State of Search 2014 @marktraphagen Brand Values Brand UVP Your brand values help you define your UVP, your Unique Value Proposition. Your UVP is why people should be your customers, and not your competitor’s.


Слайд 34

State of Search 2014 @marktraphagen Brand Values Brand UVP Brand Story Next define your brand’s story. Your brand’s story is how you communicate your brand via your content and social media in ways that resonate both intellectually and emotionally.


Слайд 35

State of Search 2014 @marktraphagen Brand So understanding your brand leads everything else.


Слайд 36

State of Search 2014 @marktraphagen Content The next step before doing social is developing content that comes out of your brand values, UVP, and brand story. This is the “meat” for your social campaigns.


Слайд 37

State of Search 2014 @marktraphagen Your content is the foundation of your social campaigns. There has to be some “there” there for people to see.


Слайд 38

State of Search 2014 @marktraphagen Brand Content So content, led by your brand values, is now in its proper place.


Слайд 39

State of Search 2014 @marktraphagen NOW get social! NOW we are ready to do social marketing!


Слайд 40

State of Search 2014 @marktraphagen Brand Content Social Brand values with related content help pull the social wagon in ways that will be meaningful and connect the right prospects with your brand.


Слайд 41

State of Search 2014 @marktraphagen What Social DOES Give So what DOES social media marketing do for your brand?


Слайд 42

State of Search 2014 @marktraphagen Branding Social media helps establish the right associations around your brand.


Слайд 43

Photo by ROSS HONG KONG - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/27302727@N03 Created with Haiku Deck Reach Social media can vastly increase your reach. Strong ties are the people who already know you well & share you often.


Слайд 44

Photo by JeepersMedia - Creative Commons Attribution License https://www.flickr.com/photos/39160147@N03 Created with Haiku Deck Weak ties are people who maybe follow you but don’t know you well (yet). But don’t ignore them! They are your connections to new audiences.


Слайд 45

State of Search 2014 @marktraphagen SEO Social media reach can lead to the kinds of things that affect search engine rankings. For example, after some viral SM campaigns our organic traffic went up and stayed up.


Слайд 46

State of Search 2014 @marktraphagen SEO But not in the way you think… See stonet.co/SocialSEOStudies That doesn’t mean social directly affects SEO, but it can create opportunities for things that do, such as people wanting to link to your site content.


Слайд 47

State of Search 2014 @marktraphagen Free Labor And social media can build fans and brand evangelists who work for your brand for free!


Слайд 48

State of Search 2014 @marktraphagen The 2 Things to Remember In summary, remember these two things:


Слайд 49

State of Search 2014 @marktraphagen Brand Content Social Effective social media flows from brand to content to social.


Слайд 50

State of Search 2014 @marktraphagen Social media is seed planting for your other marketing to harvest as converted customers.


Слайд 51

www.stonetemple.com Sr. Dir. Online Marketing 110,000 G+ Followers +MarkTraphagen @MarkTraphagen Get this deck at stonet.co/SMMWaste THANKS!


×

HTML:





Ссылка: