what's wrong with social media

joshua walovitch

george comeau

director of digital + interactive

director of digital + social media

Thursday, January 30, 2014

the problem with social

Thursday, January 30, 2014

the problem with social

do you want to know what it is?

Thursday, January 30, 2014

the problem with social

any educated guesses?

Thursday, January 30, 2014

the problem with social

Thursday, January 30, 2014

WHY?

Thursday, January 30, 2014

the problem with social

the funnel metaphor

Thursday, January 30, 2014

the problem with social

Thursday, January 30, 2014

the problem with social

when your marketing strategy is built as if the funnel metaphor is a reality

Thursday, January 30, 2014

the problem with social

we start to misunderstand how to use the following tools:

Thursday, January 30, 2014

the problem with social

email

direct mail

print piecebrochures

website

ppcbanner ads

posters

flyers

Thursday, January 30, 2014

the problem with social

email

direct mail

print piecebrochures

website

ppcbanner ads

posters

flyers

consume & share & engage withcontent

Thursday, January 30, 2014

the problem with social

email

direct mail

print piecebrochures

website

ppcadwords

video posters

flyers

consume & share & engage withcontent

Thursday, January 30, 2014

lets see what happenedto the effectivness of our tools when we used them based on an outdated marketing outlook:

the problem with social

Thursday, January 30, 2014

reality check

email open rates

cost-per-click demand of google adwords

banner ad click-thru rates

Thursday, January 30, 2014

reality check

email open rates

paid

2002: 37.3%

Thursday, January 30, 2014

reality check

email open rates

paid

2002: 37.3%

2009: 26%

Thursday, January 30, 2014

reality check

email open rates

paid

2002: 37.3%

2009: 26%

2011: 17%

Thursday, January 30, 2014

reality check

email open rates

2014?Thursday, January 30, 2014

reality check

gmail email tabs

Thursday, January 30, 2014

reality check

banner ad click-thru rates

paid

mid 90’s = 3.0%

Thursday, January 30, 2014

reality check

banner ad click-thru rates

paid

mid 90’s = 3.0%

early 2000s = 0.5%

Thursday, January 30, 2014

reality check

banner ad click-thru rates

paid

mid 90’s = 3.0%

early 2000s = 0.5%

2010 = 0.1%

Thursday, January 30, 2014

reality check

cost-per-click demand of google

paid

going down 15% y.o.y.

Thursday, January 30, 2014

reality check

paid

why do marketers continue to invest so heavily in email + direct mail + ppc

+ banner adsThursday, January 30, 2014

reality check

paid

when they themselves don’t as a consumer fall for those tactics?

Thursday, January 30, 2014

reality check

paid

social media content

seen by more customersthan any other medium

at frequency much higher than any other medium

Thursday, January 30, 2014

reality check

Thursday, January 30, 2014

reality check

paid

not investing in socialis the equivalent to:

Thursday, January 30, 2014

reality check

Thursday, January 30, 2014

reality check

little support, integration or resources

Thursday, January 30, 2014

reality check

Thursday, January 30, 2014

reality check

Thursday, January 30, 2014

suffolk’s evolution

experiment time

the hire

reset

Thursday, January 30, 2014

suffolk’s evolution: the hire

before the hire

Thursday, January 30, 2014

suffolk’s evolution: the hire

the hire

Thursday, January 30, 2014

suffolk’s evolution: the hire

Thursday, January 30, 2014

suffolk’s evolution: the hire

not so fast

Thursday, January 30, 2014

paid

suffolk’s evolution: experiment time

hypothesis

Thursday, January 30, 2014

paid

suffolk’s evolution: experiment time

hypothesis

formulas

Thursday, January 30, 2014

paid

suffolk’s evolution: experiment time

hypothesis

formulas

iterate/shelve

Thursday, January 30, 2014

suffolk’s evolution: reset

Thursday, January 30, 2014

suffolk’s evolution: reset

email

direct mail

print piecebrochures

website

ppcadwords

banner ads

postersflyers

Thursday, January 30, 2014

suffolk’s evolution: reset

Thursday, January 30, 2014

social

purpose

Thursday, January 30, 2014

social purpose

add-value

Thursday, January 30, 2014

social purpose

add-value

educate

Thursday, January 30, 2014

social purpose

add-value

educateentertain

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and then every once in a while ask them to do something for us

social purpose

add-value

educateentertain

Thursday, January 30, 2014

how social should look

3 prong

Thursday, January 30, 2014

how social should look

Thursday, January 30, 2014

how social should look

owned

Thursday, January 30, 2014

how social should look

paid

ownedearned

Thursday, January 30, 2014

how social should look

ownedearned

integratedproject strategy

Thursday, January 30, 2014

how social should look

paid

owned

integratedproject strategy

earned

Thursday, January 30, 2014

owned

cultivationengagement

conversation facilitation

Thursday, January 30, 2014

owned

Thursday, January 30, 2014

owned

cultivationengagement

conversation facilitation

custom contentrepurposing web/project content

Thursday, January 30, 2014

owned : custom

Thursday, January 30, 2014

owned : custom

Thursday, January 30, 2014

owned : brand journalism

Thursday, January 30, 2014

owned : brand journalism

Thursday, January 30, 2014

owned : brand journalism

Thursday, January 30, 2014

owned : time sensitive

Thursday, January 30, 2014

owned : non-time sensitive

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earned

earned

Thursday, January 30, 2014

earned

ongoing pursuit of earned media

Thursday, January 30, 2014

earned

ongoing pursuit of earned media

standard vs. new

Thursday, January 30, 2014

earned

ongoing pursuit of earned media

active content creation

Thursday, January 30, 2014

earned

Thursday, January 30, 2014

earned

Thursday, January 30, 2014

project strategy

integratedproject strategy

Thursday, January 30, 2014

"at rammy

Thursday, January 30, 2014

"at rammy

Thursday, January 30, 2014

"at rammy

Thursday, January 30, 2014

"at rammy

http://www.slideshare.net/jwalovitch/flat-rammy-recap

Thursday, January 30, 2014

suffolk 365

http://suffolkomc.com/project365/#.UunX1nddUhJ

Thursday, January 30, 2014

paid : the double standard

paid

Thursday, January 30, 2014

paid : the double standard

marketers are happy to pay X dollars for postage to ensure

prospectives see direct mail pieces.

Thursday, January 30, 2014

paid : the double standard

marketers are happy to pay X dollars for postage to ensure

prospectives see direct mail pieces.

& not many people questions this.

Thursday, January 30, 2014

paid : the double standard

why should it be any different for social?

Thursday, January 30, 2014

paid : the double standard

social advertising & people freely tell the internet where they

went to school =Thursday, January 30, 2014

paid : the double standard

new mailing address

Thursday, January 30, 2014

paid : the double standard

Thursday, January 30, 2014

paid : the double standard

Thursday, January 30, 2014

how social should look

paid

owned

integratedproject strategy

earned

Thursday, January 30, 2014

reprioritizing resources

Thursday, January 30, 2014

thank you!

Thursday, January 30, 2014

thank you!

any questions?

Thursday, January 30, 2014