what's wrong with social media

89
joshua walovitch george comeau director of digital + interactive director of digital + social media Thursday, January 30, 2014

Upload: jwalovitch

Post on 28-Jan-2015

108 views

Category:

Business


1 download

DESCRIPTION

 

TRANSCRIPT

Page 1: What's wrong with social media

joshua walovitch

george comeau

director of digital + interactive

director of digital + social media

Thursday, January 30, 2014

Page 2: What's wrong with social media

the problem with social

Thursday, January 30, 2014

Page 3: What's wrong with social media

the problem with social

do you want to know what it is?

Thursday, January 30, 2014

Page 4: What's wrong with social media

the problem with social

any educated guesses?

Thursday, January 30, 2014

Page 5: What's wrong with social media

the problem with social

Thursday, January 30, 2014

Page 6: What's wrong with social media

WHY?

Thursday, January 30, 2014

Page 7: What's wrong with social media

the problem with social

the funnel metaphor

Thursday, January 30, 2014

Page 8: What's wrong with social media

the problem with social

Thursday, January 30, 2014

Page 9: What's wrong with social media

the problem with social

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

Thursday, January 30, 2014

Page 10: What's wrong with social media

the problem with social

we start to misunderstand how to use the following tools:

Thursday, January 30, 2014

Page 11: What's wrong with social media

the problem with social

email

direct mail

print piecebrochures

website

ppcbanner ads

posters

flyers

Thursday, January 30, 2014

Page 12: What's wrong with social media

the problem with social

email

direct mail

print piecebrochures

website

ppcbanner ads

posters

flyers

consume & share & engage withcontent

Thursday, January 30, 2014

Page 13: What's wrong with social media

the problem with social

email

direct mail

print piecebrochures

website

ppcadwords

video posters

flyers

consume & share & engage withcontent

Thursday, January 30, 2014

Page 14: What's wrong with social media

lets see what happenedto the effectivness of our tools when we used them based on an outdated marketing outlook: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

Page 15: What's wrong with social media

reality check

email open rates

cost-per-click demand of google adwords

banner ad click-thru rates

Thursday, January 30, 2014

Page 16: What's wrong with social media

reality check

email open rates

paid

2002: 37.3%

Thursday, January 30, 2014

Page 17: What's wrong with social media

reality check

email open rates

paid

2002: 37.3%

2009: 26%

Thursday, January 30, 2014

Page 18: What's wrong with social media

reality check

email open rates

paid

2002: 37.3%

2009: 26%

2011: 17%

Thursday, January 30, 2014

Page 19: What's wrong with social media

reality check

email open rates

2014?Thursday, January 30, 2014

Page 20: What's wrong with social media

reality check

gmail email tabs

Thursday, January 30, 2014

Page 21: What's wrong with social media

reality check

banner ad click-thru rates

paid

mid 90’s = 3.0%

Thursday, January 30, 2014

Page 22: What's wrong with social media

reality check

banner ad click-thru rates

paid

mid 90’s = 3.0%

early 2000s = 0.5%

Thursday, January 30, 2014

Page 23: What's wrong with social media

reality check

banner ad click-thru rates

paid

mid 90’s = 3.0%

early 2000s = 0.5%

2010 = 0.1%

Thursday, January 30, 2014

Page 24: What's wrong with social media

reality check

cost-per-click demand of google

paid

going down 15% y.o.y.

Thursday, January 30, 2014

Page 25: What's wrong with social media

reality check

paid

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

+ banner adsThursday, January 30, 2014

Page 26: What's wrong with social media

reality check

paid

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

Thursday, January 30, 2014

Page 27: What's wrong with social media

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

Page 28: What's wrong with social media

reality check

Thursday, January 30, 2014

Page 29: What's wrong with social media

reality check

paid

not investing in socialis the equivalent to:

Thursday, January 30, 2014

Page 30: What's wrong with social media

reality check

Thursday, January 30, 2014

Page 31: What's wrong with social media

reality check

little support, integration or resources

Thursday, January 30, 2014

Page 32: What's wrong with social media

reality check

Thursday, January 30, 2014

Page 33: What's wrong with social media

reality check

Thursday, January 30, 2014

Page 34: What's wrong with social media

suffolk’s evolution

experiment time

the hire

reset

Thursday, January 30, 2014

Page 35: What's wrong with social media

suffolk’s evolution: the hire

before the hire

Thursday, January 30, 2014

Page 36: What's wrong with social media

suffolk’s evolution: the hire

the hire

Thursday, January 30, 2014

Page 37: What's wrong with social media

suffolk’s evolution: the hire

Thursday, January 30, 2014

Page 38: What's wrong with social media

suffolk’s evolution: the hire

not so fast

Thursday, January 30, 2014

Page 39: What's wrong with social media

paid

suffolk’s evolution: experiment time

hypothesis

Thursday, January 30, 2014

Page 40: What's wrong with social media

paid

suffolk’s evolution: experiment time

hypothesis

formulas

Thursday, January 30, 2014

Page 41: What's wrong with social media

paid

suffolk’s evolution: experiment time

hypothesis

formulas

iterate/shelve

Thursday, January 30, 2014

Page 42: What's wrong with social media

suffolk’s evolution: reset

Thursday, January 30, 2014

Page 43: What's wrong with social media

suffolk’s evolution: reset

email

direct mail

print piecebrochures

website

ppcadwords

banner ads

postersflyers

Thursday, January 30, 2014

Page 44: What's wrong with social media

suffolk’s evolution: reset

Thursday, January 30, 2014

Page 45: What's wrong with social media

social

purpose

Thursday, January 30, 2014

Page 46: What's wrong with social media

social purpose

add-value

Thursday, January 30, 2014

Page 47: What's wrong with social media

social purpose

add-value

educate

Thursday, January 30, 2014

Page 48: What's wrong with social media

social purpose

add-value

educateentertain

Thursday, January 30, 2014

Page 49: What's wrong with social media

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

social purpose

add-value

educateentertain

Thursday, January 30, 2014

Page 50: What's wrong with social media

how social should look

3 prong

Thursday, January 30, 2014

Page 51: What's wrong with social media

how social should look

Thursday, January 30, 2014

Page 52: What's wrong with social media

how social should look

owned

Thursday, January 30, 2014

Page 53: What's wrong with social media

how social should look

paid

ownedearned

Thursday, January 30, 2014

Page 54: What's wrong with social media

how social should look

ownedearned

integratedproject strategy

Thursday, January 30, 2014

Page 55: What's wrong with social media

how social should look

paid

owned

integratedproject strategy

earned

Thursday, January 30, 2014

Page 56: What's wrong with social media

owned

cultivationengagement

conversation facilitation

Thursday, January 30, 2014

Page 57: What's wrong with social media

owned

Thursday, January 30, 2014

Page 58: What's wrong with social media

owned

cultivationengagement

conversation facilitation

custom contentrepurposing web/project content

Thursday, January 30, 2014

Page 59: What's wrong with social media

owned : custom

Thursday, January 30, 2014

Page 60: What's wrong with social media

owned : custom

Thursday, January 30, 2014

Page 61: What's wrong with social media

owned : brand journalism

Thursday, January 30, 2014

Page 62: What's wrong with social media

owned : brand journalism

Thursday, January 30, 2014

Page 63: What's wrong with social media

owned : brand journalism

Thursday, January 30, 2014

Page 64: What's wrong with social media

owned : time sensitive

Thursday, January 30, 2014

Page 65: What's wrong with social media

owned : non-time sensitive

Thursday, January 30, 2014

Page 66: What's wrong with social media

earned

earned

Thursday, January 30, 2014

Page 67: What's wrong with social media

earned

ongoing pursuit of earned media

Thursday, January 30, 2014

Page 68: What's wrong with social media

earned

ongoing pursuit of earned media

standard vs. new

Thursday, January 30, 2014

Page 69: What's wrong with social media

earned

ongoing pursuit of earned media

active content creation

Thursday, January 30, 2014

Page 70: What's wrong with social media

earned

Thursday, January 30, 2014

Page 71: What's wrong with social media

earned

Thursday, January 30, 2014

Page 72: What's wrong with social media

project strategy

integratedproject strategy

Thursday, January 30, 2014

Page 73: What's wrong with social media

"at rammy

Thursday, January 30, 2014

Page 74: What's wrong with social media

"at rammy

Thursday, January 30, 2014

Page 75: What's wrong with social media

"at rammy

Thursday, January 30, 2014

Page 76: What's wrong with social media

"at rammy

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

Thursday, January 30, 2014

Page 78: What's wrong with social media

paid : the double standard

paid

Thursday, January 30, 2014

Page 79: What's wrong with social media

paid : the double standard

marketers are happy to pay X dollars for postage to ensure

prospectives see direct mail pieces.

Thursday, January 30, 2014

Page 80: What's wrong with social media

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

Page 81: What's wrong with social media

paid : the double standard

why should it be any different for social?

Thursday, January 30, 2014

Page 82: What's wrong with social media

paid : the double standard

social advertising & people freely tell the internet where they

went to school =Thursday, January 30, 2014

Page 83: What's wrong with social media

paid : the double standard

new mailing address

Thursday, January 30, 2014

Page 84: What's wrong with social media

paid : the double standard

Thursday, January 30, 2014

Page 85: What's wrong with social media

paid : the double standard

Thursday, January 30, 2014

Page 86: What's wrong with social media

how social should look

paid

owned

integratedproject strategy

earned

Thursday, January 30, 2014

Page 87: What's wrong with social media

reprioritizing resources

Thursday, January 30, 2014

Page 88: What's wrong with social media

thank you!

Thursday, January 30, 2014

Page 89: What's wrong with social media

thank you!

any questions?

Thursday, January 30, 2014