debunking social media myths
DESCRIPTION
These are the 5 common social media myths I hear about and I've created this deck to address each one of themTRANSCRIPT
DEBUNKING SOCIAL MEDIA MYTHS
MYTH 1 SOCIAL MEDIA = VIRAL
YOU CAN’T PLAN TO GO VIRAL
VIRAL =
GREAT CONTENT Compelling, Relevant, Contextual, Arousing, Shareable
YOU NEED TO GIVE PEOPLE A REASON TO CARE AND SHARE ! Engagement Insight: Why do people care?
– Sense of curiosity: Something interesting, funny or creative – Is relevant to their lives or current situation – Is about something or someone important to them – Is useful and helps make their lives easier
! Social Insight: Why do people share?
The New York Times Customer Insights Group Study
THERE NEEDS TO BE A VALUE EXCHANGE
Value of brand
Will this make us loved and shared?
How does this increase our value?
Value to customer
What’s in it for me?
Why will I do this?
What will I tell my friends?
VALUE EXCHANGE IN THE FORM OF SOCIAL CURRENCY
Entertainment Value Videos Music Humor Games
Func@onal Value Timesavers
Makes Life Easier Enablers
Monetary Value Rewards Prizes
Personal Value Fame
Exclusivity
Knowledge Value Informa@on
Gossip
MYTH 2
SOCIAL MEDIA IS FREE / CHEAP
THE TRUE COST OF SOCIAL
SOCIAL MEDIA PLATFORMS MAY BE FREE TO USE… ! But Social Media Marketing is not
! It’s an “Always on” conversation
! Time, effort and resources required to plan,
develop, implement, monitor and optimize
MYTH 3
MARKETING STRATEGY
=
FACEBOOK DOES NOT EQUAL YOUR SOCIAL STRATEGY
=
IT’S NOT ABOUT THE TECHNOLOGY OR THE NETWORKS
IT’S ABOUT CONNECTING PEOPLE TOGETHER
AROUND UNIVERSAL HUMAN BEHAVIORS, MOTIVATIONS AND SHARED PASSIONS
THE KEY IS IN YOUR BRAND, NOT THE NETWORK ! You have a story to tell (or a product to sell) and you use
different marketing channels to tell it. – Social media channels are one of the conduits and each have their
strengths.
! Be where your customers are – Know the strength of each channel – Create tactics or content to tell the same story in a way that plays to that
strength
! Your activities can be – one-off’s that constitute part of a campaign peak to spark off
interest, awareness and conversations – or long-tail, slow burn activities designed to sustain a
conversation and presence with consumers – The best work, combines both.
MYTH 4
SOCIAL MEDIA PRESENTS A LOT OF RISK / LOSS OF CONTROL
WHAT ARE THEY SAYING?
SOCIAL MEDIA PRESENT VARIOUS LEVELS OF RISKS BUT THEY ARE MANAGABLE ! Outside your own assets
– On blogs, forums, reviews, social media sites – You cannot control what people are saying about you in
public forums – You can be aware (listen) and have the option to respond
(engage) – Cannot make negative, abusive or fake comments
disappear
! On your own social media assets – Your official social media presence on Facebook, Twitter,
Blogs, Youtube etc – Expectation for brand to participate and respond – Governed by social media policy (“House Rules”) – Opportunities to manage and change conversations
MYTH 5
B2B VS B2C
SOCIAL MEDIA
B2B DECISION MAKERS ARE THE MOST ENGAGED SOCIAL MEDIA USERS ON THE
PLANET
B2B VS B2C SOCIAL MEDIA
B2B DECISION MAKERS ARE THE MOST ENGAGED SOCIAL MEDIA USERS ON THE
PLANET
THEY ARE FAR MORE MOTIVATED BY SOCIAL ACTIVITIES
GlobalWebIndex, Oct 2011
B2B DECISION MAKERS ARE THE MOST ENGAGED SOCIAL MEDIA USERS ON THE
PLANET
THEY ARE FAR MORE MOTIVATED BY SOCIAL ACTIVITIES
GlobalWebIndex, Oct 2011
B2B DECISION MAKERS ARE THE MOST ENGAGED SOCIAL MEDIA USERS ON THE
PLANET
BUSINESS DECISION MAKERS ARE SIGNIFICANTLY MORE SOCIAL
GlobalWebIndex, Oct 2011
B2B DECISION MAKERS ARE THE MOST ENGAGED SOCIAL MEDIA USERS ON THE
PLANET
AND THEY CONTINUE TO GROW FASTER THAN THE AVERAGE USER
GlobalWebIndex, Oct 2011
B2B DECISION MAKERS ARE THE MOST ENGAGED SOCIAL MEDIA USERS ON THE
PLANET
AND YES, FACEBOOK WORKS FOR B2B
GlobalWebIndex, Oct 2011
MOST MARKETERS ARE FULLY ONBOARD
AND BUDGET ALLOCATION CORRELATES TO SALES
AND BUDGET ALLOCATION CORRELATES TO SALES
THEIR TOP PRIORITIES ARE MAINLY BUSINESS DRIVEN
USAGE VS EFFECTIVENESS
SOCIAL MEDIA IS MORE RELEVANT TO B2B MARKETING
! The B2B Buying Process is a more complex one
! Multiple influencers involved in the decision
! A Long Sales Cycle
! Business professionals must lower their purchasing risks