bogdana butnar sms bucuresti feb 2012
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WE ARE NOT DONEThe divide between consumer expectations and
marketing deliverables
SMS BUCURESTI, FEB 2012
BOGDANA BUTNAR
bogdanabutnar.ro
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THERE IS A
DISCREPANCY
BETWEEN WHAT WE
THINK CONSUMERS
WANT AND WHAT
THEY REALLY WANT
IN SOCIAL MEDIA.
YEAP, HERE TOO
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EVOLUTION OF MARKETER
RELATIONSHIP WITH SOCIAL
MEDIA:
We need to make a contest
or an app or something!!
We have likes!
We need a f*** FB
page!
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In 2012, social media
ENGAGEMENT
remains the no1
priority for marketers!
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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
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FACEBOO
K SAYS:
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• 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%
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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 ..
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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
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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.
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!!!??!!
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THE DISCREPANCY
LIES IN THE PARTS
OF THE BUSINESS /
BRAND WHICH ARE
INVOLVED WITH
SOCIAL MEDIA
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Marketing
becomes/is/remains the
“away team” (problems)
Consumers expect
interaction from sales and
operations (problems)
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ASSUME YOUR SOCIAL
MEDIA MANAGERS!
GET ALL YOUR
DEPARTMENTS INVOLVED!
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• 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
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The time of
THE MASTERCARD BIG
IDEA
is gone
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