Social media users in 2012

1.43 Billion Social media users in 2012

Holy sh*t, that’s a lot of people.

Banner ad click through rate

.2% Banner ad click through rate

Think about that.

Think about that.

For every 1000 ads, just 2 people click on them.

Social media banner ad click through rate.

.08% Social media banner ad

click through rate.

Banner ad spend in 2012

$8.68 billion Banner ad spend in 2012

Consumers’ minds are

under attack.

3,500

3,500 Number of messages

consumers receive a day.

brand vs. consumer

250

brand vs. consumer

250

Number of ads consumers receive every 90-minutes.

1 During that 90-minute period,

1 During that 90-minute period, number of messages recalled.

1 During that 90-minute period, number of messages recalled.

1 in 250

1 in 250 The odds are against us.

But we are not doomed!

180,626 comments

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Now guess how many ads you’d have to place

Now guess how many ads you’d have to place

to get 180,626 people to click on your content?

225

225,795

225,795,000

225,795,000 that’s how many.

Did we mention

all that engagement was organic?

Because we’ve learned…

attention

can’t be

bought

or

owned

it has to be

earned.

And the best way to ‘earn’

someone’s attention is simple.

DO

DO SOMETHING

DO SOMETHING INTERESTING!

Let’s do interesting things together…

…and start by

rethinking social.

Most brands ‘do’ social

by putting their marketing message across a variety of social channels.

This happens because brand managers have to figure out,

WTF do I do with each?

“I’ll use it to broadcast my marketing bullsh*t!”

Don’t ‘DO’ social,

‘BE’ social.

Steps to becoming a social brand.

STEP 1: Ask the right questions.

WTF do I do with each?

WTF do I do with each?

Before asking this.

Before even thinking about these channels.

Before even thinking about these channels.

Before even thinking about these channels.

Before even thinking about these channels.

Before even thinking about these channels.

Ask yourself,

“What is my objective for social media?”

“What is my objective for social media?”

Besides just selling more stuff

“what role can my brand play in culture?”

“what role can my brand play in culture?”

Besides the product/ services we provide

“what stories can I tell?”

“what stories can I tell?”

Besides the one in my ad campaign

“which communities can I influence?”

“which communities can I influence?”

Besides my own

“how can I enter real-time conversations?”

“how can I enter real-time conversations?”

In a way that adds value to them

We’ll help you answer these, before we ever think about

executing on these.

We’ll help you answer these, before we ever think about

executing on these.

STEP 2: Think like an end user.

“There is so much interest in Facebook, Twitter, and other types or social media today, but for companies and organizations to use these technologies effectively they need to understand why people talk about and share certain things.”  

               -­‐  Jonah  Burger,    Author  Phsycological  Science    Why  Do  We  Share  Stories,  News,  and  Informa6on  With  Others?  

We know

it’s a hard pill to swallow

but consumers want more than marketing messages.

They want

to learn

to play

to b**ch

to cheer

but mostly

something of value

something of value.

A recent study,

A recent study,

asked consumers,

“why do you engage brands on social?”

Value exchange is most important

Then they asked marketers,

“what do consumers want from your brand on social?”

Value exchange is at 33% or less

Finally, they asked consumers how they will use social in 2013.

`  

Value exchange is the key.

When people engage

with a brand…

…they expect something in return.

Before doing anything on social, identify what value you can add.

But that doesn’t mean your social space

has to look like this.

Here are some other ways to do it.

Change the game

Change the game

Monopoly’s facebook fans voted to change the iconic tokens

See it first

See it first

Dodge revealed the new Viper to its facebook community first

Have fun

Have fun

Skittles invited fans to bury a man in 2 million Skittles

Step 3: F**king stand for something.

So many brands can’t answer one simple question:

“What do I stand for?”

Think about it like this.

What would you tell your best friend

is the reason they should visit your facebook page?

It’s so easy to tell people why

they should visit sites like…

You should be able to tell your best friend, visit my site and…

learn how to cook better,

get beauty tips,

laugh more,

join our cause.

Whatever it is, make sure

it’s a clear and simple offering.

Step 4:

Don’t always be selling.

Imagine your current fan base

as people inside a stadium.

stadium.

To keep them satisfied,

we must do 3 things.

1. Entertain and engage them.

2. Reward their loyalty.

3. Be consistently good.

Get all 3 right and something magical happens.

They tell their friends,

come back for more,

and become fans for life.

But here’s the most important thing that’s easy to forget.

The main reason fans come to a stadium is

NOT to buy stuff.

The main reason fans come to a stadium is

NOT to buy stuff.

It’s to see a...

performance.

But if the performance is great,

But if the performance is great, guess what they do afterwards?

They buy sh*t!

Step 5: Expand your reach.

At first brands were

chasing ‘likes’.

‘Likes’ gave them fans,

‘Likes’ gave them fans,

or so they thought.

Joining Facebook is your destiny!

Percentage of fans who engage with a brand they ‘like’ on Facebook.

1% Percentage of fans who engage

with a brand they ‘like’ on Facebook.

“Brand growth is attained not by

reaching a few loyal fans but a larger number of light and medium buyers.”

 -­‐  Ehrenberg-­‐Bass  Ins;tute    

The more people that see

what you do, the better.

Facebook knows this, which is why they are acting like the…

mafia.

Demanding us to pay if we want to reach more fans of our brand.

The best way to beat them at

their own game is...

DO

DO SOMETHING

DO SOMETHING INTERESTING!

Interesting work will organically

get consumers talking, generate earned media, and spread itself.

Some examples include,

Oreo turns provocative post into national headlines.

Google uses math problem on billboard to hire smart people.

Oakley sends sunglasses to trapped Chilean miners.

Using earned media to spark the social conversation is no longer

the goal of just PR.

It’s the goal of all marketing. Especially social media.

Step 6: Tell amazing stories.

Life is f**king boring.

Stories help us escape to a more exciting…

place,

and time.

We grew up surrounded by big dramatic story arcs, it’s how

we want our lives to be.

We grew up surrounded by big dramatic story arcs, it’s how

we want our lives to be.

There’s no denying great stories are…

magnetic.

The logic becomes simple.

If social media connects people,

If social media connects people, and people are connected by stories,

If social media connects people, and people are connected by stories,

then we have to be storytellers.

There are 2 ways to create a great story.

1. Create your own original tale.

This approach usually requires more of an investment and

comes with an obvious risk…

This approach usually requires more of an investment and

comes with an obvious risk…

People might ignore it.

2. Tag along with an existing story.

A story that has already captured people’s attention

highly increases the odds that…

A story that has already captured people’s attention

highly increases the odds that…

…they will pay attention to your brand’s involvement in that story.

To find the right stories to tag along with,

we have to understand which ones people care about.

What’s relevant to them?

What they want to talk about?

To find the answers…

…we travel to where consumers are.

And social is

And social is

news outlets

And social is

news outlets

trending topics

And social is

news outlets

online communities

trending topics

And social is

news outlets

online communities

trending topics

memes

And social is

news outlets

online communities

trending topics

memes

cultural moments

This journey helps us go beyond the traditional marketing message and craft stories that are far more..

interesting,

dramatic,

unexpected,

mysterious,

meaningful,

newsworthy,

and social.

Before you get going, don’t forget the following.

Social is always on.

Social is always on. Which means you have

more than enough time to…

experiment,

and take risks.

Every great story has some tension or…

conflict.

Don’t avoid these,

Don’t avoid these, see them as opportunities to

make something better.

The world is moving

fast.

The brands that move with it, will get all the...

attention.

Don’t run your social channel as if it were a…

magazine.

Submitting content weeks in advance will make your brand

seem out of touch.

And just because the person who buys your product is a

mom

doesn’t mean you always have to talk to her like one.

Always remember, people may

grow older

and wiser

they still long for simple

pleasure.

LET’S DO THIS!