october luncheon | breaking social media myths
DESCRIPTION
Jesse Spencer, Director of Social Media at Integer Group, and Eric Dieter, Co-Founder of Movement Strategy debunk common social media myths. Through their collective experience working with brands such as PEOPLE Magazine, P&G, the New York Knicks, A&E Networks and hundreds of others, Eric and Jesse explained the differences between good and great as it pertains to social media strategy and execution.TRANSCRIPT
![Page 1: October Luncheon | Breaking Social Media Myths](https://reader033.vdocuments.net/reader033/viewer/2022060118/558c2361d8b42ac52e8b46f0/html5/thumbnails/1.jpg)
PRESENTED BY MOVEMENT STRATEGY & INTEGER GROUP
5 SOCIAL MEDIA MYTHSDEBUNKED BY ERIC DIETER AND JESSE SPENCER
![Page 2: October Luncheon | Breaking Social Media Myths](https://reader033.vdocuments.net/reader033/viewer/2022060118/558c2361d8b42ac52e8b46f0/html5/thumbnails/2.jpg)
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.
![Page 3: October Luncheon | Breaking Social Media Myths](https://reader033.vdocuments.net/reader033/viewer/2022060118/558c2361d8b42ac52e8b46f0/html5/thumbnails/3.jpg)
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.
![Page 4: October Luncheon | Breaking Social Media Myths](https://reader033.vdocuments.net/reader033/viewer/2022060118/558c2361d8b42ac52e8b46f0/html5/thumbnails/4.jpg)
CONTENT REALLY MATTERS IN SOCIAL:
WHAT: INFORMATIONAL WHY: ASPIRATIONAL:
![Page 5: October Luncheon | Breaking Social Media Myths](https://reader033.vdocuments.net/reader033/viewer/2022060118/558c2361d8b42ac52e8b46f0/html5/thumbnails/5.jpg)
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
![Page 6: October Luncheon | Breaking Social Media Myths](https://reader033.vdocuments.net/reader033/viewer/2022060118/558c2361d8b42ac52e8b46f0/html5/thumbnails/6.jpg)
MYTH:FANS / FOLLOWERS / LIKES = SOCIAL MEDIA SUCCESS
![Page 7: October Luncheon | Breaking Social Media Myths](https://reader033.vdocuments.net/reader033/viewer/2022060118/558c2361d8b42ac52e8b46f0/html5/thumbnails/7.jpg)
TRUTH:FANS/FOLLOWERS/LIKES ARE THE VEHICLE FOR SUCCESS IN SOCIAL, BUT YOU SHOULDN’T FOCUS ON THE QUANTITY.
![Page 8: October Luncheon | Breaking Social Media Myths](https://reader033.vdocuments.net/reader033/viewer/2022060118/558c2361d8b42ac52e8b46f0/html5/thumbnails/8.jpg)
MYTH:THERE’S NO WAY TO EVALUATE ROI OF SOCIAL MEDIA
![Page 9: October Luncheon | Breaking Social Media Myths](https://reader033.vdocuments.net/reader033/viewer/2022060118/558c2361d8b42ac52e8b46f0/html5/thumbnails/9.jpg)
TRUTH:KNOW WHAT YOU WANT IN RETURN BEFORE YOU MAKE YOUR INVESTMENT:
SALES | SENTIMENT | SEO
![Page 10: October Luncheon | Breaking Social Media Myths](https://reader033.vdocuments.net/reader033/viewer/2022060118/558c2361d8b42ac52e8b46f0/html5/thumbnails/10.jpg)
MYTH:SOCIAL MEDIA DOESN’T LEAD TO SALES
![Page 11: October Luncheon | Breaking Social Media Myths](https://reader033.vdocuments.net/reader033/viewer/2022060118/558c2361d8b42ac52e8b46f0/html5/thumbnails/11.jpg)
TRUTH:SOCIAL MEDIA AND TECHNOLOGY IS PRESENT IN EVERY STAGE OF THE PURCHASE PROCESS FOR MANY BRANDS.
DISCOVERY | INVESTIGATION
BRAGGING | CUSTOMER SERVICE
![Page 12: October Luncheon | Breaking Social Media Myths](https://reader033.vdocuments.net/reader033/viewer/2022060118/558c2361d8b42ac52e8b46f0/html5/thumbnails/12.jpg)
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%
![Page 13: October Luncheon | Breaking Social Media Myths](https://reader033.vdocuments.net/reader033/viewer/2022060118/558c2361d8b42ac52e8b46f0/html5/thumbnails/13.jpg)
MYTH:SOCIAL IS FOR CREATING NEW CUSTOMERS
![Page 14: October Luncheon | Breaking Social Media Myths](https://reader033.vdocuments.net/reader033/viewer/2022060118/558c2361d8b42ac52e8b46f0/html5/thumbnails/14.jpg)
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.
![Page 15: October Luncheon | Breaking Social Media Myths](https://reader033.vdocuments.net/reader033/viewer/2022060118/558c2361d8b42ac52e8b46f0/html5/thumbnails/15.jpg)
MYTH:SOCIAL MEDIA CAN BE HANDLED BY AN INTERN
![Page 16: October Luncheon | Breaking Social Media Myths](https://reader033.vdocuments.net/reader033/viewer/2022060118/558c2361d8b42ac52e8b46f0/html5/thumbnails/16.jpg)
TRUTH:CHRYSLER
![Page 17: October Luncheon | Breaking Social Media Myths](https://reader033.vdocuments.net/reader033/viewer/2022060118/558c2361d8b42ac52e8b46f0/html5/thumbnails/17.jpg)
TRUTH:KENNETH COLE
![Page 18: October Luncheon | Breaking Social Media Myths](https://reader033.vdocuments.net/reader033/viewer/2022060118/558c2361d8b42ac52e8b46f0/html5/thumbnails/18.jpg)
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.
![Page 19: October Luncheon | Breaking Social Media Myths](https://reader033.vdocuments.net/reader033/viewer/2022060118/558c2361d8b42ac52e8b46f0/html5/thumbnails/19.jpg)
THANK YOU SO MUCH FOR YOUR TIME. PLEASE BE IN TOUCH WITH ANY QUESTIONS.
JESSE [email protected]
ERIC [email protected]