october luncheon | breaking social media myths

PRESENTED BY MOVEMENT STRATEGY & INTEGER GROUP

5 SOCIAL MEDIA MYTHSDEBUNKED BY ERIC DIETER AND JESSE SPENCER

MY SOCIAL DEFINITION:- WE BELIEVE THAT SOCIAL MEDIA IS THE VALUABLE LINK BETWEEN SHOPPERS & BRANDS.

- WE OPTIMIZE THIS SPACE TO BE A DIGITAL ITERATION OF WORD-OF-MOUTH MARKETING WHERE LOYALISTS ARE ACTIVATED (VIA ENGAGING AND CREATIVE CONTENT) TO BECOME EVANGELISTS OF THE BRAND.

- WE ALSO USE THE SOCIAL WEB TO INFLUENCE THE PURCHASE DECISION OF SHOPPERS AND THOSE IN THEIR SOCIAL CIRCLES.

MY SOCIAL DEFINITION:

- WE BELIEVE BRANDS FACILITATING AN HONEST, TWO-WAY DIALOGUE WITH CONSUMERS THROUGH SOCIAL ARE GOING TO CONTINUE TO WIN.

- WE LOOK AT CONTENT AS BEING PARAMOUNT, BUT SOCIAL REQUIRES A HOLISTIC STRATEGY.

- WE’RE LOOKING AT CONNECTING THE DOTS BETWEEN THE SOCIAL PLATFORMS, INNOVATIONS IN HARDWARE, AND CONSUMER BEHAVIOR.

CONTENT REALLY MATTERS IN SOCIAL:

WHAT: INFORMATIONAL WHY: ASPIRATIONAL:

THE MYTHS- FANS NUMBERS = SUCCESS IN SOCIAL- THERE’S NO WAY TO EVALUATE ROI OF SOCIAL- SOCIAL MEDIA DOESN’T LEAD TO SALES- VIRAL CAMPAIGNS ARE ORGANIC- SOCIAL MEDIA CAN BE HANDLED BY THE INTERN

MYTH:FANS / FOLLOWERS / LIKES = SOCIAL MEDIA SUCCESS

TRUTH:FANS/FOLLOWERS/LIKES ARE THE VEHICLE FOR SUCCESS IN SOCIAL, BUT YOU SHOULDN’T FOCUS ON THE QUANTITY.

MYTH:THERE’S NO WAY TO EVALUATE ROI OF SOCIAL MEDIA

TRUTH:KNOW WHAT YOU WANT IN RETURN BEFORE YOU MAKE YOUR INVESTMENT:

SALES | SENTIMENT | SEO

MYTH:SOCIAL MEDIA DOESN’T LEAD TO SALES

TRUTH:SOCIAL MEDIA AND TECHNOLOGY IS PRESENT IN EVERY STAGE OF THE PURCHASE PROCESS FOR MANY BRANDS.

DISCOVERY | INVESTIGATION

BRAGGING | CUSTOMER SERVICE

BLUE MOON PROMOTION:ASSIGNMENT: EDUCATE OUR SHOPPERS ABOUT THE BREWING PROCESS AND INCREASE OCCASIONS FOR PEOPLE TO HAVE BLUE MOON.

SOLUTION: CREATE ONE-OF-A-KIND, ENGAGING SOCIAL PROMOTION THAT INSPIRES CONSUMERS TO GET INVOLVED IN MAKING A BEER AND LEARN ABOUT THE BLUE MOON STORY.

RESULTS: • DAILY INTERACTION WITH THE PROMOTION•392% INCREASE IN PEOPLE TALKING ABOUT THIS ON FACEBOOK FOLLOWING THE LUNAR BLUE MOON ON 8/31/12•AN ESTIMATED 24,000 SAMPLED DURING SPRING SAMPLING EVENTS •AN ESTIMATED 100,000 CONSUMERS ATTENDED 8/31 EVENTS, WHICH WERE PROMOTED AND SUPPORTED ON FACEBOOK•OVER 13,000 VOTES ON INGREDIENTS, LABELS AND BEER•VARIETY PACK SALES WERE UP 134% AND BLUE MOON BELGIAN WHITE WAS UP 13%

MYTH:SOCIAL IS FOR CREATING NEW CUSTOMERS

TRUTH:YOU ARE PREACHING TO THE CHOIR. AS USERS, WE ‘LIKE’ WHAT WE ACTUALLY LIKE.MOST OF THE PEOPLE WITH WHOM YOU ARE COMMUNICATING IN SOCIAL ARE YOUR CURRENT CUSTOMERS / CONSUMERS. RESEARCH FROM DDB FOUND THAT MOST OF THEPEOPLE WITH WHOM YOU ARE COMMUNICATING IN SOCIAL (84%) ARE YOUR CURRENTOR FORMER CUSTOMERS.

MYTH:SOCIAL MEDIA CAN BE HANDLED BY AN INTERN

TRUTH:CHRYSLER

TRUTH:KENNETH COLE

TRUTH:AS A GLOBAL COMMUNICATIONS PLATFORM THAT HAS THE POTENTIAL TO IMPACT YOUR BRAND AND INDUSTRY, WE WOULD ENCOURAGE YOU TO HIRE SKILLED INDIVIDUALS WITH A FOCUS ON YOUR HOLISTIC DIGITAL AND WHERE THE EFFORT FITS INTO YOUR LARGER MARKETING ECOSYSTEM RATHER THAN JUTS MAKING SURE YOUR BRAND IS ON FACEBOOK.

THANK YOU SO MUCH FOR YOUR TIME. PLEASE BE IN TOUCH WITH ANY QUESTIONS.

JESSE SPENCERJESSESPENCER@INTEGER.COM

ERIC DIETERERIC@MOVEMENTSTRATEGY.COM