jason falls - istrategy chicago 2012

The Brand Vacuum

Bad News

Nobody wants to “engage”

with your silly brand

56%Of Social Networking Users

Follow Brands

Edison Research | The Social Habit | Fall 2012

77%Friend Brands To Get

Coupons & Deals

Cone Consumer Media Study

The Truth:

•Preferred channel for marketing?

•Email - 77%

•Facebook - 4%

•Twitter - 1% (ExactTarget)

•Where do you look for product info?

•Company Website/Email - 87%

•Search Engine - 6%

•Facebook - 4% (ExactTarget)

Who do you friend on Facebook?

Among the 200 biggest brands on

Facebook, only 0.45% of their fans

actually engaged with them.

- Ehrenberg Bass Institute &

Advertising Age

What  the  purists  don’t  say  ...

Mike Baldwin - Shutterstock.com

Why?

Engage Dammit!

Engagement is not a Goal.

Engagement is a Result!

What have you been told?

•Provide value

•Be audience-centric, not brand-centric

•Participate, Join the Conversation

•Build relationships, not billings

What  the  purists  don’t  say  ...

Mike Baldwin - Shutterstock.com

Why aren’t youfollowing the best practices?

Push Elsewhere

Don’t Believe The HypeAmerican Social Networkers 12 and up ...

•86% watch television at least nearly every day

•76% listen to radio at least a few times per week

•42% read a newspaper at least a few times per week

Edison Research - The Social Habit - Fall 2012

Don’t Believe The Hype

Television

•Viewing at an all-time high

•Only 2% is web TV

•95% of TiVo ads are watched live

•TV among teens is up 33% in 8 years

•

Be Useful

Be Relevant (Local)

Holy Smokes!Jean Winters Olkonen

What  the  purists  don’t  say  ...

Stop Faking It

What  the  purists  say  ...Social Media Explorer

✦ Strategy, Execution & Measurement

✦ ConversationReport.com

✦ Events For Marketers: GoToExplore.co

✦ Q&A Site: ExploringSocialMedia.com

socialmediaexplorer.com

@JasonFallsDamn Handsome