What's wrong with social media
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Transcript of What's wrong with social media
![Page 1: What's wrong with social media](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c7e1244a795999488b464b/html5/thumbnails/1.jpg)
joshua walovitch
george comeau
director of digital + interactive
director of digital + social media
Thursday, January 30, 2014
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the problem with social
Thursday, January 30, 2014
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the problem with social
do you want to know what it is?
Thursday, January 30, 2014
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the problem with social
any educated guesses?
Thursday, January 30, 2014
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the problem with social
Thursday, January 30, 2014
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WHY?
Thursday, January 30, 2014
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the problem with social
the funnel metaphor
Thursday, January 30, 2014
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the problem with social
Thursday, January 30, 2014
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the problem with social
when your marketing strategy is built as if the funnel metaphor is a reality
Thursday, January 30, 2014
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the problem with social
we start to misunderstand how to use the following tools:
Thursday, January 30, 2014
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the problem with social
direct mail
print piecebrochures
website
ppcbanner ads
posters
flyers
Thursday, January 30, 2014
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the problem with social
direct mail
print piecebrochures
website
ppcbanner ads
posters
flyers
consume & share & engage withcontent
Thursday, January 30, 2014
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the problem with social
direct mail
print piecebrochures
website
ppcadwords
video posters
flyers
consume & share & engage withcontent
Thursday, January 30, 2014
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lets see what happenedto the effectivness of our tools when we used them based on an outdated marketing outlook: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
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reality check
email open rates
cost-per-click demand of google adwords
banner ad click-thru rates
Thursday, January 30, 2014
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reality check
email open rates
paid
2002: 37.3%
Thursday, January 30, 2014
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reality check
email open rates
paid
2002: 37.3%
2009: 26%
Thursday, January 30, 2014
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reality check
email open rates
paid
2002: 37.3%
2009: 26%
2011: 17%
Thursday, January 30, 2014
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reality check
email open rates
2014?Thursday, January 30, 2014
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reality check
gmail email tabs
Thursday, January 30, 2014
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reality check
banner ad click-thru rates
paid
mid 90’s = 3.0%
Thursday, January 30, 2014
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reality check
banner ad click-thru rates
paid
mid 90’s = 3.0%
early 2000s = 0.5%
Thursday, January 30, 2014
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reality check
banner ad click-thru rates
paid
mid 90’s = 3.0%
early 2000s = 0.5%
2010 = 0.1%
Thursday, January 30, 2014
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reality check
cost-per-click demand of google
paid
going down 15% y.o.y.
Thursday, January 30, 2014
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reality check
paid
why do marketers continue to invest so heavily in email + direct mail + ppc
+ banner adsThursday, January 30, 2014
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reality check
paid
when they themselves don’t as a consumer fall for those tactics?
Thursday, January 30, 2014
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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
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reality check
Thursday, January 30, 2014
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reality check
paid
not investing in socialis the equivalent to:
Thursday, January 30, 2014
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reality check
Thursday, January 30, 2014
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reality check
little support, integration or resources
Thursday, January 30, 2014
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reality check
Thursday, January 30, 2014
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reality check
Thursday, January 30, 2014
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suffolk’s evolution
experiment time
the hire
reset
Thursday, January 30, 2014
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suffolk’s evolution: the hire
before the hire
Thursday, January 30, 2014
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suffolk’s evolution: the hire
the hire
Thursday, January 30, 2014
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suffolk’s evolution: the hire
Thursday, January 30, 2014
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suffolk’s evolution: the hire
not so fast
Thursday, January 30, 2014
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paid
suffolk’s evolution: experiment time
hypothesis
Thursday, January 30, 2014
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paid
suffolk’s evolution: experiment time
hypothesis
formulas
Thursday, January 30, 2014
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paid
suffolk’s evolution: experiment time
hypothesis
formulas
iterate/shelve
Thursday, January 30, 2014
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suffolk’s evolution: reset
Thursday, January 30, 2014
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suffolk’s evolution: reset
direct mail
print piecebrochures
website
ppcadwords
banner ads
postersflyers
Thursday, January 30, 2014
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suffolk’s evolution: reset
Thursday, January 30, 2014
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social
purpose
Thursday, January 30, 2014
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social purpose
add-value
Thursday, January 30, 2014
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social purpose
add-value
educate
Thursday, January 30, 2014
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social purpose
add-value
educateentertain
Thursday, January 30, 2014
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and then every once in a while ask them to do something for us
social purpose
add-value
educateentertain
Thursday, January 30, 2014
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how social should look
3 prong
Thursday, January 30, 2014
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how social should look
Thursday, January 30, 2014
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how social should look
owned
Thursday, January 30, 2014
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how social should look
paid
ownedearned
Thursday, January 30, 2014
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how social should look
ownedearned
integratedproject strategy
Thursday, January 30, 2014
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how social should look
paid
owned
integratedproject strategy
earned
Thursday, January 30, 2014
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owned
cultivationengagement
conversation facilitation
Thursday, January 30, 2014
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owned
Thursday, January 30, 2014
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owned
cultivationengagement
conversation facilitation
custom contentrepurposing web/project content
Thursday, January 30, 2014
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owned : custom
Thursday, January 30, 2014
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owned : custom
Thursday, January 30, 2014
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owned : brand journalism
Thursday, January 30, 2014
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owned : brand journalism
Thursday, January 30, 2014
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owned : brand journalism
Thursday, January 30, 2014
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owned : time sensitive
Thursday, January 30, 2014
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owned : non-time sensitive
Thursday, January 30, 2014
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earned
earned
Thursday, January 30, 2014
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earned
ongoing pursuit of earned media
Thursday, January 30, 2014
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earned
ongoing pursuit of earned media
standard vs. new
Thursday, January 30, 2014
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earned
ongoing pursuit of earned media
active content creation
Thursday, January 30, 2014
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earned
Thursday, January 30, 2014
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earned
Thursday, January 30, 2014
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project strategy
integratedproject strategy
Thursday, January 30, 2014
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"at rammy
Thursday, January 30, 2014
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"at rammy
Thursday, January 30, 2014
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"at rammy
Thursday, January 30, 2014
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"at rammy
http://www.slideshare.net/jwalovitch/flat-rammy-recap
Thursday, January 30, 2014
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suffolk 365
http://suffolkomc.com/project365/#.UunX1nddUhJ
Thursday, January 30, 2014
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paid : the double standard
paid
Thursday, January 30, 2014
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paid : the double standard
marketers are happy to pay X dollars for postage to ensure
prospectives see direct mail pieces.
Thursday, January 30, 2014
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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
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paid : the double standard
why should it be any different for social?
Thursday, January 30, 2014
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paid : the double standard
social advertising & people freely tell the internet where they
went to school =Thursday, January 30, 2014
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paid : the double standard
new mailing address
Thursday, January 30, 2014
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paid : the double standard
Thursday, January 30, 2014
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paid : the double standard
Thursday, January 30, 2014
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how social should look
paid
owned
integratedproject strategy
earned
Thursday, January 30, 2014
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reprioritizing resources
Thursday, January 30, 2014
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thank you!
Thursday, January 30, 2014
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thank you!
any questions?
Thursday, January 30, 2014