making leaders successful every day nate elliott

Making Leaders Successful Every Day

The New News Feed

Nate Elliott | @nate_elliott Vice President and Principal Analyst November 20, 2014

Facebook marketing remains one of marketers’ favorite social tactics

But marketers say it’s among the worst use of resources

Why isn’t Facebook marketing working?

1. Few people actually see brands’ social posts

Large brands reach just 2% of Facebook fans organically

Why isn’t Facebook marketing working?

1. Few people actually see brands’ social posts

2. Even fewer interact with those posts

Less than 0.1% of top brands’ Facebook fans engage with their posts

Brands that want to build social relationships with their customers have two options

1. Add social relationship tools to their own sites

It looks like marketers have been focusing on the wrong social relationship tools

Sony built a social microsite to better engage Playstation loyalists and to encourage them to upgrade to PS4

Analog Devices uses a branded community to make its B2B customers more loyal

Brands that want to build social relationships with their customers have two options

1. Add social relationship tools to their own sites

2. Use smaller social networks that offer reach and engagement

Instagram wipes the floors with other social networks

REI collects user-generated Instagram posts to keep its customers engaged

As REI has proven, cross-posting between social networks is not a sin

Thank you Nate Elliott @nate_elliott nelliott@forrester.com

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