WE ARE NOT DONE

The divide between consumer expectations and marketing deliverables

SMS BUCURESTI, FEB 2012

BOGDANA BUTNARbogdanabutnar.ro

THERE IS A DISCREPANCY BETWEEN WHAT WE THINK CONSUMERS WANT AND WHAT THEY REALLY WANT

IN SOCIAL MEDIA.

YEAP, HERE TOO

EVOLUTION OF MARKETER RELATIONSHIP WITH SOCIAL MEDIA:

In 2012, social media

ENGAGEMENT remains the no1

priority for marketers!

WHAT ARE MARKETERS WILLING TO “SHARE”?

•Septic updates about the brand•Generic brand info•Convergent info (what they already have on TV)•Non-committal games•Minimal-involvement promos•Politically correct apps

FACEBOOK SAYS:

• Commentary and analysis on breaking news —Three times as many Facebook users like opinion posts as the average post.

• Controversy  - Drawing attention to "controversial stories on debatable subject matter" can double both likes and shares.

• Reader shout-outs — Directly addressing readers can quadruple feedback. Asking for recommendations triples comment.

• Strong photos — A strong photo can double likes, shares, and comments.

• Humor —Get a laugh and your post gets 50% more likes than the average post and 5X as many shares.

• Calls to action - Adding a question can increase feedback by 64% while a call to read or take a closer look increases engagement by 37%

Marketers still believe that what they share is the reason people engage. They presume people are genuinely interested in brand updates and for NO IMMEDIATE REWARD

…actually ..

Consumers engage because they already like the brand and expect it to become involved in a on-to-one relationship with benefits for the consumer

Liking a brand is tantamount to requesting a completely different marketing experience.

Consumers expect social media to bring their relationship to a brand to the next level.

!!!??!!

THE DISCREPANCY LIES IN THE PARTS OF THE BUSINESS / BRAND WHICH ARE INVOLVED WITH SOCIAL MEDIA

Marketing becomes/is/remains the “away team” (problems)

Consumers expect interaction from sales and operations (problems)

ASSUME YOUR SOCIAL MEDIA MANAGERS!

GET ALL YOUR DEPARTMENTS INVOLVED!

• so we are never done because once we’ve cracked the communication paradigm, people expect us to use the new technologies to do business with them

• and the next step, or logically the first step is to use these business tools to incorporate them into our multichannel strategy

The time of THE MASTERCARD BIG

IDEA is gone