The Social Media Doppler Effect
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The Social Media DOPPLER EFFECT by Jon DiPietr
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The Doppler Effect happens when an object moving toward you (like a train) makes a higher pitch sound than when it's moving away from you. For most organizations, if social media made a sound it would appear to moving away from them. I've been doing inbound marketing evaluations for three years now. I've been observing a disturbing trend: The grades are falling, not getting better. When I began thinking about why this is the case, it became clear that the Internet is changing faster than they are adapting. This presentation examines the reasons why this is happening, provides a case study in digital marketing success and suggests three ways to get in front of these changes.
Transcript of The Social Media Doppler Effect
The Social MediaDOPPLER EFFECT
by Jon DiPietro
WHY were grades getting WORSE?
“Dunce” courtesy of Drumaboy on Flickr
Slow and steady is
NOTwinning the race.
“Ishockey NHL” courtesy of Håkan Dahlström on fotopedia
“I skate to where the
puck is going to be, not
where it has been.”
Innovation is Accelerating
You are here.
User Growth
FAST Growth Begets FASTER Growth
Mobile Influence
The Rise of the Smartphone
We are here
Mobile Influence
Mobile Is Different
Pace of Innovation
20122011201020092008200720060
5
10
15
20
25
30
35
40
Major Google Algorithm Updates
Pace of Innovation
Is It Getting Crowded In Here?
Courtesy of Avalaunch Media
NowWHAT?
Somebody Figured It Out
engagedc.com/inside-the-cave
Results
Modeling Beat Polling
57.68%(predicted)
57.18%(actual)
Hamilton County, OH early vote:
Results
2008 2012
Total Raised Online
$5000M $690M
Donors 3.95M 4.4M
Average Per Donor
$126 $156
More Donations from More Donors
Results
Disaster Proof
Strategies
Strategies
Trust ONLY Data
“We basically
found our guts were
worthless.”
Strategies
Separation of Church and State
“The core of the campaign
was notflashy or even
particularlyinnovative
except in the willingness
of senior staff to listen to
numberspeople rather
than consultants
acting on old-fashioned
politicalinstuition.”
“Harper Reed, November 2012” by danxoneil on Flickr
Strategies Hey
Test EVERYTHING
Tactics
Tactics
Technology
Tactics
Social Analytics
Tactics
Communication Analytics
Tactics
Optimization: Landing Pages
What’s Next?
Social Targeting
• Demographics– Age– Sex– Profession– Geography– Language
• Influence• Medium– Old Media (TV, radio, print)– New Media (desktop,
mobile)
It’s Getting More Fractured, Not Less
Modeling and Analytics
Social Graph
Digital Singularity
Website/Social MediaDesk/Mobile
“Birth of the Singularity” by Robby Robert on DeviantArt
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