Cat Williams Mindshare - The Myths of Social Marketing
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CAT WILLIAMS MINDSHARE MYTHS OF SOCIAL MARKETING
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The Myths of Social Marketing as presented at Social Media Advertising Event on 20 September 2010.
Transcript of Cat Williams Mindshare - The Myths of Social Marketing
CAT WILLIAMSMINDSHARE
MYTHS OF SOCIAL MARKETING
Creators
Critics
Collectors
Joiners
Spectators
Inactives Forrester’s Social Technographic Ladder 2007
THE LADDER
ambientlight.ca
3
LONDON, 2005
10%
55%
80%
Mobile Internet Usage
NEW YORK, 2009@jkrums
6
ambientlight.ca
THE LADDER’SFALLEN OVER
7
MYTHS
ADVERTISING’S DEAD THE FUTURE’S VIRAL
1.
O
EP
UGC IS TAKING OVER THE WORLD
2.
ONLY 20%OF MOST POPULAR
VIDEOS ARE
UGC
80%OF LINKS ON
TWITTER ARE TO PROFESSIONAL
MEDIA SOURCES
SOCIAL DOESN’T WORK FOR B2B
3.
130 friends
88
97 followers & following
connections
average Facebook user: 130
average Twitter user: 126 followers
average LinkedIn user: 32-67
Source: CNBC ViewerConnect May 2010; user data from Facebook, Twitter and LinkedIn/Andersen AnalyticsHow many people would you say you are connected to on the social networking sites you use?
YOU WANT LOTS OF INFLUENCERS
4.
Mindshare case study: Volvo UK
Mindshare case study: Volvo UK
YOU CAN’T MEASURE SOCIAL
5.
WHAT IS YOUR OBJECTIVE?
SYNDICATE OPEN-SOURCE ON-DEMAND ADVOCACY
RecommendationAwareness PurchaseConsideration
Mindshare case study: Slumdog Millionaire India
Mindshare case study: First Direct Live
Mindshare case study: Impulse Diaries
SOCIAL’S KILLING TV
6.
TV DRIVES SOCIAL
INTERACTION
O
EP
