social media engagement is not a strategy

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ENGAGEMENT @marKWschaefer IS NOT A STRATEGY Social Media

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Social media marketers are keen to drive engagement but it may not necessarily be a viable strategy. In fact, it comes at a cost!

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Page 1: Social Media Engagement is Not a Strategy

ENGAGEMENT@marKWschaefer

IS NOT A STRATEGY

Social Media

Page 2: Social Media Engagement is Not a Strategy

Hi. I’m Mark W. SCHAEFER. An author. Blogger. Marketing consultant. College educator.

Page 3: Social Media Engagement is Not a Strategy

I’M HERE TODAY WITH An important MESSAGE FOR THE SOCIAL WEB.

Page 4: Social Media Engagement is Not a Strategy

LET ME EXPLAIN.

Page 5: Social Media Engagement is Not a Strategy

BACK IN THE EARLY DAYS OF THE SOCIAL WEB

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BACK IN THE EARLY DAYS OF THE SOCIAL WEB

(you know, like 2007)

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the leading “gurus” were actively anti-business.

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“social media is not about your stupid company. It’s all about the conversation.”

-SOCIAL MEDIA GURU, 2007

Page 9: Social Media Engagement is Not a Strategy

“social media is not about your stupid company. It’s all about the conversation.”

-SOCIAL MEDIA GURU, 2007

NOTE THE EARLY GOOGLE GLASS PROTOTYPE

Page 10: Social Media Engagement is Not a Strategy

we’ve come a long way since those days

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BUT…

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I still hear rumblings online that “engagement is the goal.”

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So I’m here today TO SAY ONCE AND FOR ALL…

Page 14: Social Media Engagement is Not a Strategy

ENGAGEMENT IS NOT A STRATEGY.

Page 15: Social Media Engagement is Not a Strategy

ENGAGEMENT IS NOT A

STRATEGY.

Page 16: Social Media Engagement is Not a Strategy

AM I YELLING? SORRY ABOUT THAT.

Page 17: Social Media Engagement is Not a Strategy

HERE’S THE TRUTH ABOUT SOCIAL MEDIA ENGAGEMENT.

Page 18: Social Media Engagement is Not a Strategy

ENGAGEMENT has to be tied to business objectives.

j#1

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ENGAGEMENT IS A TOOL.

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ONE THAT isn’t very valuable on its own

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Unless it’s tied to a measurable goal.

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HERE ARE SOME examples

Page 23: Social Media Engagement is Not a Strategy

customer acquisition

HERE ARE SOME examples

Page 24: Social Media Engagement is Not a Strategy

customer acquisition

new product development

here are some examples

Page 25: Social Media Engagement is Not a Strategy

customer acquisition

new product development

Customer service

here are some examples

Page 26: Social Media Engagement is Not a Strategy

customer acquisition

investment

new product development

Customer service

here are some examples

Page 27: Social Media Engagement is Not a Strategy

customer acquisition

brand awareness

investment

new product development

Customer service

here are some examples

Page 28: Social Media Engagement is Not a Strategy

jconsider thOSE before

you start making cat memes for your

corporate facebook page.

Page 29: Social Media Engagement is Not a Strategy

Engagement by itself is not an indicator of success.

j#2

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let’s look at apple.

Page 31: Social Media Engagement is Not a Strategy

$104,300,000,000 brand VALUE

http://www.forbes.com/powerful-brands/list/

Page 32: Social Media Engagement is Not a Strategy

that makes them the most valuable brand in the history of the world.

http://www.forbes.com/powerful-brands/list/

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and yet…

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beyond a tumblr page for the iphone5c

isee5c.tumblr.com

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which is more of a cool, interactive ad than a social site

isee5c.tumblr.com

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APPLE HAS IGNORED SOCIAL MEDIA.

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https://twitter.com/apple

THEIR TWITTER PROFILE STILL HAS A BIG FAT GOOSE EGG.

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AND THEIR FACEBOOK PAGE HAS 12 MILLION LIKES.

https://www.facebook.com/pages/Apple-Inc/137947732957611

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but zero posts.

https://www.facebook.com/pages/Apple-Inc/137947732957611

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THEY have no social media engagement.

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$104,300,000,000

http://www.forbes.com/powerful-brands/list/

BUT THEY HAVE THIS.

Page 42: Social Media Engagement is Not a Strategy

Engagement isn’t necessarily an indicator of financial success.

Page 43: Social Media Engagement is Not a Strategy

Engagement comes at a cost.

j#3

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What happens when your focus is driving engagement?

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If you’re not careful, you could literally talk yourself broke.

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Here’s an example of what i mean.

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http://www.businessesgrow.com/2014/01/06/content-shock/

I wrote a blog post recently that had hundreds of comments.

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ENGAGING AT THIS LEVEL CAN BE A FULL TIME JOB.

http://www.businessesgrow.com/2014/01/06/content-shock/

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If I pumped up this level of engagement all the time

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I wouldn’t have time for consulting & teaching

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And that’s what feeds my family.

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ENGAGEMENT IS JUST LIKE ANY OTHER BUSINESS ACTIVITY.

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IT takes time

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and resources

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SO WHEN IT COMES TO DECIDING HOW MUCH you’ll SPEND ENGAGING

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You’ll have to find a balance to optimize results for your business.

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OK let’s RECAP

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ENGAGEMENTIS NOT A STRATEGY

Social Media

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j ENGAGEMENT HAS TO BE TIED TO MEASURABLE BUSINESS OBJECTIVES.#1

3 TRUTHS ABOUT SOCIAL MEDIA ENGAGEMENT

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j ENGAGEMENT HAS TO BE TIED TO MEASURABLE BUSINESS OBJECTIVES.

j#2 ENGAGEMENT ISN’T NECESSARILY AN INDICATOR OF FINANCIAL SUCCESS.

#1

3 TRUTHS ABOUT SOCIAL MEDIA ENGAGEMENT

Page 61: Social Media Engagement is Not a Strategy

j ENGAGEMENT HAS TO BE TIED TO MEASURABLE BUSINESS OBJECTIVES.

j#2 ENGAGEMENT ISN’T NECESSARILY AN INDICATOR OF FINANCIAL SUCCESS.

#1

3 TRUTHS ABOUT SOCIAL MEDIA ENGAGEMENT

j#3 ENGAGEMENT COMES AT A COST. THE KEY IS FINDING A BALANCE WITH YOUR TIME AND RESOURCES.

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Here’s the bottom line.

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Engagement is not STRATEGY.

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Engagement is not STRATEGY. IT’S A TACTIC.

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ONE THAT SUPPORTS YOUR BIGGER MARKETING STRATEGY.

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determining how it will help you reach your business goals will be the key to success.

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NEED MORE SOCIAL MEDIA ADVICE?

Page 68: Social Media Engagement is Not a Strategy

Are you ready for even more amazing ideas to help you engage with your audience the right way? You can find them in my book, Social Media Explained.

Buy the book!

Buy it here on Amazon.

Page 69: Social Media Engagement is Not a Strategy

Content by @markwschaefer Design by @sarahsmason

businessesgrow.com/blog uncommonlysocial.com/ services/presentation-design

Click a link and Say Hello online!

Page 70: Social Media Engagement is Not a Strategy

SYMBOLS retina icons

THANKS!

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