engagement, i'm just not buying it. bring business back into social,
DESCRIPTION
Presentation for #SMForum on why we have to stop focusing on engagement. Bring back craftmanship on Facebook. Social media is interesting to reach the 90% lurkers with great brand messaging. Use the other 10% to change your business.TRANSCRIPT
BRINGING BUSINESS BACK INTO SOCIAL
Nicolas Moerman Digital Strategist These Days Telenet, BNP, P&G, Kraft, Nissan, Wrigley’s @moerman nicolas-moerman.be
THE PEAK OF INFLATED EXPECTATIONS
MOST BRAND ENGAGEMENT
MAINLY BOILS DOWN TO THIS:
ENGAGING FOR THE SAKE OF ENGAGING
JUST 0.5% OF FANS
FROM THE TOP 200 BRAND PAGES ON FACEBOOK
ARE ENGAGING WITH THE BRAND
ONLY 23% OF CONSUMERS HAVE A RELATIONSHIP WITH A BRAND.
IN THE TYPICAL CONSUMER'S WORLD, RELATIONSHIPS ARE RESERVED FOR FRIENDS, FAMILY AND COLLEAGUES.
Harvard Business Review Survey
1% Heavy contributors
9% Passive contributors
90% Lurkers
AN AUDIENCE THAT IS HARD TO REACH
FACEBOOK IS NOW
ADVERTISING CHANNEL
=
BRAND MESSAGE + PAID MEDIA
“FOCUSING REACH AND FREQUENCY IS WHAT DRIVES EFFECTIVENESS. ENGAGEMENT IS AN INTERESTING AND IMPORTANT METRIC FOR SOME MARKETERS AND CAMPAIGNS. BUT IT SHOULDN'T BE STANDARD BY WHICH FACEBOOK AS A MARKETING PLATFORM IS EVALUATED”
BACK TO THE ROOTS
SOCIAL CONTENT CREATION =
CRAFTING PRINT ADVERTISING
BUT AT THE SPEED OF CULTURE
STARTING FROM BRAND PURPOSE
AND DARE TO TAKE A STAND
CRAFTED STORIES WILL WIN
THE BATTLE OF THE NEWSFEED
HIGH SELL HIGH BRANDING
SUBTLE SELLING OBJECTIVES
^
SOCIAL BELONGS TO THE WHOLE
BUSINESS NOT JUST MARKETING
(AND NOT JUST FACEBOOK)
1% Heavy contributors
9% Passive contributors
90% Lurkers
WHAT IMPACT CAN THE 10%
HAVE ON YOUR BUSSINESS?
SOCIAL MEDIA AS A BUSINESS STRATEGY
Social
intelligence
Social Business Networks
Social Lead Generation
Social Customer Service
Social R&D
Social HR
GIFFGAFF OUTSOURCES TO CUSTOMERS
JUSTGIVING CONNECTS ACTIVISTS & LURKERS
BARCLAYCARD CO-MANAGES
THE GUARDIAN OPENS JOURNALISM
1. Use Facebook as a creative media channel for the 90% lurkers
1. Use Facebook as a creative media channel for the 90% lurkers
2. Connect the 10% of people who want engage on your platform
1. Use Facebook as a creative media channel for the 90% lurkers
2. Connect the 10% of people who want engage on your platform
3. Explore how they can drive value throughout the business.
1. Use Facebook as a creative media channel for the 90% lurkers
2. Connect the 10% of people who want engage on your platform
3. Explore how they can drive value throughout the business.
4. If you're doing social well, you’ll get compliments from non-marketing people
JUST FOCUS ON GREAT PRODUCTS & SERVICES
THANKS