social media, now what? engagement and media in 2011

Social Media, Now What? Engagement and media in 2011

Wow!

- 600 million facebook users world wide, 1.8 million in Finland -  ever growing amount of social networks -  social media was marketing topic No 1 in 2010 -  social gaming reaches audiences unheard of -  farmville sets a record with 80 million users

Figures and statistics are impressive

Brands want to engage with consumers

- being there where people are - being close to customers and having a long term relationship - having a deeper connection and understanding - savings on marketing- and media costs

Key arguments why to use social media in marketing

-  outcome of social media strategies unsatisfactory -  basic understanding of trends, development and platforms is not enough

From common sense to social media specialist and back

Branded twitter accounts with very few followers

Non-engaging facebook apps from the assembly line

Repetitive mechanics without surprising elements, heavily supported by bought media

Fan pages with so called ’fans’ and no idea what to do with them

Boring crowd source approaches from the shelve

Social media seminars all around

Failure rate is really really high, reach and thus impact often very very low

Confusing messages in press, e.g.:

Social media is sold out

Brand open pages in social media,

Social media fail

From love brands to like brands???

An open letter to all of advertising and marketing

Rethinking social media for brands.

It has been a social revolution in how we communicate, not a revolution in how we do business per se.

Business revolution vs. Communication revolution

What is social media?

Our social networks have been extended and transformed by digital technology

into a powerful mass media – into social media.

What is social media?

People are now mass media

If you are the media, brands and marketers have to earn their media space. It’s all about your behaviour. Brands have to earn your engagement.

Bought media Owned media Earned media

Display advertising e.g. banners

Paid SEM e.g. google

Seeding

Activity in social media

WoM / Talk value

Participation

SEO e.g. google

Strangers Customers

Websites

Widgets / Apps

E-mail

Pages in social networks

Fans

All media space or placement we pay for

All media space or placement we create and own ourselves

All media space or action we have to earn by non-financial efforts

High reach, low involvement, short-term activity.

Medium reach, medium involvement, medium-term activity.

Low reach, high involvement, assets growing in value over time, long-term activity.

Media trinity

Earned media ≠ Free media

Great ideas made for YOU.

How do we earn media

Relevant ideas Entertaining ideas

Useful ideas

Marketing over decades

P P P P Product Promotion Placement Price

[ [ [ Communication strategy

Which messages should be communicated in which style to whom via which channels with which objectives?

Traditional: 4P’s of Marketing and Communication Strategy

Traditional marketing funnel

Source: Forrester research, Inc.

E E E E Experience Evangelism Everyplace Exchange

[ [ [ Engagement strategy

Which ideas and topics should be exchanged with which cultural groups at which place with which objectives?

Source: http://www.ogilvy.com/On-Our-Minds/Articles/the_4E_-are_in.aspx

New school: 4 E’s of Marketing, Engagement strategy

Marketing funnel 2010: Customer journey

Source: Forrester research, Inc.

Engagement strategy Communication strategy

High interest: Low interest:

Two funnels!

Silos: Good for farming, bad for marketing

-  traditional and new will co-exist and inter-depend in a post digital era -  media convergence: different media will get closer and borders blur -  increasing level of complexity and fragmentation, again -  holistic thinking based on behavioral research is key -  companies organized in silos will feel more and more uncomfortable - planning and strategy are crucial, as non-linear, ongoing process

Digitalization of social networks turned them to a powerful mass media.

The ’media’ space in social media is a human being, not a website. Thus it is all about behavior.

If people are the media, we have to engage with interesting content and ideas for people.

Earned media is not free. We have to earn engagement by being relevant, useful or entertaining.

Engagement marketing is easier to plan for high interest products and subjects.

Don’t do social media, if you have no engaging content or ideas. That will fail.

In 2011, the co-existence of media will turn even more to inter-dependence and convergence.

We are entering an era of post digital. We are operating in complex systems.

We need smarter, more innovative and more creative solutions to our business problem.

Expect an extra planning effort. Strategy work as non-linear, ongoing and holistic process.

Key takeouts

tobias.wacker@hasanpartners.fi

@tobiaswacker

040 8600 261