rick wion [at] allweb - internet marketing conference
TRANSCRIPT
DEFINING SOCIAL MEDIA
Social is not a single web site or posting.
It is a collection of natural human behaviors enabled through easy-to-use digital tools and powered by basic motivations of self-expression, sharing, and connecting with others
Behaviors + Tools + Motivations
WHY DO PEOPLE SHARE?• We are wired
to share and be social
• New tools are simply a new way to express a la Maslow
BENEFITS FOR BUSINESS
• Marketing: reach increasingly fragmented audiences
• Communication: enhanced speed and accuracy
• Insights: learning directly from customers
• Customer Service: solving issues in real-time
THE THUMB SCROLL• How do you make them stop and
pay attention?
• Convergence of mobile with pictures & video
• Seen across Facebook, Twitter, Instagram, G+, LinkedIn and other social platforms
• Will continue to be a key challenge/opportunity in paid/earned media
REALITY CHECK
Nobody cares about brand posts or strategy
Friends, real people and good stories count
Brands that are helpful and useful can break through
ALS ICE BUCKET CHALLENGE
• Small idea turned into a global phenomenon
• Estimates that more than 12 million videos and social comments were posted
• Approximately $9.57 raised for each post
ALS ICE BUCKET CHALLENGE
• Small idea turned into a global phenomenon
• Estimates that more than 12 million videos and social comments were posted
• Approximately $9.57 raised for each post
source: http://www.discoveryresearchgroup.com/cases/bid/103821/Social-Media-Research-Metrics-on-the-ALS-Ice-Bucket-Challenge
WHY IT WORKED
• Highly personal
• Networked through friends
• Celebrity support
• Compelling content
• Charitable hook
• Organic reach is dying
• Paid media is rising but struggles with authenticity and effectiveness
• ROI of Likes and Followers are decent attempts but not connected to meaningful business outcomes
MORE METRICS, MORE PROBLEMS
© 2014 Forrester Research, Inc. Reproduction Prohibited ‹#›
No Standard for Metrics
› 95 Forrester Groundswell Awards entries cited 64 different metrics.
Source: Forrester Groundswell Awards 2013 entries
MAKING SOCIAL METRICS MEAN BUSINESS
• Quality:Was the order right?
• ServiceWere the staff friendly?
• ConvenienceHow fast was of the drive-through
• ValueIs the price right?