1.Earn It. Dont Buy It. Social Media Marketing in a Post-Facebook World Jim Tobin @jtobin

2. About Ignite Social Media 16 16 3. About Ignite Social Media Planning & Strategy Implementation Monitoring & Analytics Community Analysis Engagement Plans Campaign Strategy Community Strategy Social Media Monitoring Goal Setting Social Media ROI Program Analytics Community Insights Creative & Technical Development Content Creation Community Activations Influencer Outreach Program Management 4. Weve Lost Our Way 5. Marketers Are Comfortable with Ads 6. The Great Promise of Social Ads 7. Source: Nielsen: Consumer Trust in Online, Social and Mobile Grows People Dont Trust Social Ads 7 33% 33% 36% 36% 40% 40% 41% 42% 46% 47% 47% 47% 47% 50% 58% 58% 70% 92% 0% 20% 40% 60% 80% 100% Online banner ads Display ads on mobile devices Online Video Ads Ads on social networks TV program product placements Ads served in search engine results Ads before movies Ads on radio Ads in Newspapers Ads on TV Brand Sponsorhips Ads in magazines Billboards and outdoor advertising Emails I signed up for Branded websites Editorial content Consumer opinions posted online Recommendations from people I Purchase Influence Trust Completely or Somewhat Don't Trust Much At All 8. Bought Fans Destroy Pages 8 Month Organic Reach Percent Organic Interaction Rate (likes + comments + shares / fans with no ad support) Month 1 11.84% 0.21% Month 2 12.52% 0.24% Month 3 8.26% 0.18% Month 4 13.41% 0.41% PAID FAN ACQUISITION BUY Month 5 5.97% 0.17% Month 6 3.61% 0.08% Month 7 4.84% 0.08% Month 8 3.83% 0.05% Month 9 4.37% 0.08% Month 10 5.59% 0.10% AVERAGE PRIOR: 11.51% AVERAGE PRIOR: 0.26% AVERAGE AFTER: 0.09% AVERAGE AFTER: 4.7% 9. But Guaranteed Eyeballs, Right? 10. The Facebook Problem 11. Waning Interest 11 12. Waning Interest 12 13. Waning Interest 13 We believe that some of our users, particularly our younger users, are aware of and actively engaging with other products and services similar to, or as a substitute for, Facebook. For example, we believe that some of our users have reduced their engagement with Facebook in favor of increased engagement with other products and services such as Instagram. In the event that our users increasingly engage with other products and services, we may experience a decline in user engagement and our business could be harmed. 14. Waning Interest 14 % of Teens With Account, 2011 v 2012 15. Facebook Marketing 16. Facebook Isnt Helping 17. Fan Growth is Down 18.10% 4.50% 3.70% 2.20% 0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00% 16.00% 18.00% 20.00% 2010 2011 2012 2013 Mean Monthly Fan Growth Top 50 Branded Fan Pages Source: Ignite Social Media 18. Promotion Views Harder to Come By 19. Facebook is Punting on Mobile 20. The Good News 21. Organic Drives Better Business Results 76% Lift 28% Lift 22. 55% Lift No Lift Organic Exposures Are Better 23. Organic Drives More Sales 38% Lift 24. Organic Drives More Sales 25. Promotions Still Work 26. Objective: Leverage the media partnership between Dodge and the SyFy channel and Trion video game Defiance, which both used the Dodge Charger and Challenger. Dodge Defiance Promotion 27. Strategy: A gamification sweepstakes that followed closely the events in the SyFy show, and encouraged sharing in order to win a chance at a grand prize. Dodge Defiance Promotion 28. Dodge Defiance Promotion 29. Dodge Defiance Promotion 30. Dodge Defiance Promotion 31. Defiance Arkfalls Sweepstakes Dodge Defiance Promotion: 270M brand impressions 231K new Facebook Fans 167K blog page views (5/9-6/25) 52% opt-in rate for Dodge email 32. A Facebook Fix? 33. Encouraging Signs 34. No Choice? 35. Available October 2013 Jim Tobin @jtobin