dallas smc presentation
DESCRIPTION
Chris Treadaway presentation to Dallas Social Media Club on March 9, 2011TRANSCRIPT
Chris Treadaway March 9, 2011
Marketing in the Post-Social Era
My Journey
Social Commerce Platformhttp://www.getlasso.com
Social Content Monitoring & Data Mininghttp://www.getoutlaw.com
Notice Technologies Products
• Major brands face two distinct issues with social media– Generating revenue directly from
the social channel– Dealing with content best practices,
the volume of customer feedback, the proliferation of social assets, and customer abuse
Friends of Notice Technologies
The Post-Social Era
The Post-Social Era
Then• 150m Facebook users• A “new” Facebook Mobile• Early adopters had pages• Facebook as another
destination• SMB dominated
• Simple “best practices”• Not a serious marketing
channel
Now• 600+ million Facebook users• 200+ million mobile users• EVERYONE has a Page• Facebook as “social
infrastructure”• Massive intrusion by
enterprises, brands• Best practices less impact• Higher expectations than
ever from CMOs, marketing professionals
Not long ago…
• Facebook integration required Facebook apps, FBML
• No social plugins– Custom code or blogging infrastructure required
to allow comments– Authentication was a chore (username/login)
• Dominated by Google, startups
http://www.insidefacebook.com/2011/03/08/insights-for-websites-demographics/
Outsource your stats to Facebook?
What are best practices?
• Establish a presence• Segment your audience as needed• Create an “Editorial Calendar” to maintain
social assets• Have a “genuine conversation”• Run targeted Facebook Ads – especially
impressions
What Used to Work
• Rationalize social assets• Effectively run contests & promotions• Edgerank-optimized and “fan-only” content• Live “chat” events• Web sites + social plugins• Real-time interaction & customer service• Manage data and inject into workflows• CPC advertising, if the cost is justified• Effective & trackable landing pages
What Does Work Today
The boss & his/her demands
What do we do about it?
Group purchasing deals have been attractive to consumers because of significant savings, but they leave a small % of revenue for the advertiser.
# of transactions per
business
Mainstream Niche/Long Tail
• Group purchasing providers feasted on mainstream businesses
• Increased competition means mainstream businesses have choices and are fatigued by the options & often unhappy with the business model
• As a result, group purchasing providers are offering more deals from niche/long tail businesses that are less interesting to consumers
• This will force the next evolution of local social commerce
Local2008
Local2011
Group Purchasing awakens SMBs
http://www.informationweek.com/news/smb/ebusiness/showArticle.jhtml?articleID=229300508
http://bit.ly/SMBFeedback
SMB Satisfaction w/ Social Marketing
What SMBs use & like for marketing
What I’d do in the Enterprise
• Be human– Respond to people & address problems– Don’t hide the skeletons– Manage the volume of content/comments– Lead with customer need & not brand
• Integrate Facebook social plugins where possible• Allow a culture of experimentation & serendipity• Aim for ROI, but don’t make it a mandatory goal– Wrong incentives short-term– The war is long
Thank You!
Chris TreadawayCEO, Notice [email protected]@facebook.com
Twitter @ctreadaFacebook facebook.com/ctreadaLinkedInhttp://www.linkedin.com/in/christreadaway
Book – bit.ly/facebook-mktgDeck -