Debunking social media myths

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DEBUNKING SOCIAL MEDIA MYTHS

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These are the 5 common social media myths I hear about and I've created this deck to address each one of them

Transcript of Debunking social media myths

Page 1: Debunking social media myths

DEBUNKING SOCIAL MEDIA MYTHS

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MYTH 1 SOCIAL MEDIA = VIRAL

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YOU CAN’T PLAN TO GO VIRAL

VIRAL =

GREAT CONTENT Compelling, Relevant, Contextual, Arousing, Shareable

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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

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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?  

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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  

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MYTH 2

SOCIAL MEDIA IS FREE / CHEAP

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THE TRUE COST OF SOCIAL

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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

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MYTH 3

FACEBOOK

MARKETING STRATEGY

=

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FACEBOOK DOES NOT EQUAL YOUR SOCIAL STRATEGY

=

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IT’S NOT ABOUT THE TECHNOLOGY OR THE NETWORKS

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IT’S ABOUT CONNECTING PEOPLE TOGETHER

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AROUND UNIVERSAL HUMAN BEHAVIORS, MOTIVATIONS AND SHARED PASSIONS

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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.

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MYTH 4

SOCIAL MEDIA PRESENTS A LOT OF RISK / LOSS OF CONTROL

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WHAT ARE THEY SAYING?

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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

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MYTH 5

B2B VS B2C

SOCIAL MEDIA

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B2B DECISION MAKERS ARE THE MOST ENGAGED SOCIAL MEDIA USERS ON THE

PLANET

B2B VS B2C SOCIAL MEDIA

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B2B DECISION MAKERS ARE THE MOST ENGAGED SOCIAL MEDIA USERS ON THE

PLANET

THEY ARE FAR MORE MOTIVATED BY SOCIAL ACTIVITIES

GlobalWebIndex,  Oct  2011  

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B2B DECISION MAKERS ARE THE MOST ENGAGED SOCIAL MEDIA USERS ON THE

PLANET

THEY ARE FAR MORE MOTIVATED BY SOCIAL ACTIVITIES

GlobalWebIndex,  Oct  2011  

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B2B DECISION MAKERS ARE THE MOST ENGAGED SOCIAL MEDIA USERS ON THE

PLANET

BUSINESS DECISION MAKERS ARE SIGNIFICANTLY MORE SOCIAL

GlobalWebIndex,  Oct  2011  

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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  

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B2B DECISION MAKERS ARE THE MOST ENGAGED SOCIAL MEDIA USERS ON THE

PLANET

AND YES, FACEBOOK WORKS FOR B2B

GlobalWebIndex,  Oct  2011  

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MOST MARKETERS ARE FULLY ONBOARD

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AND BUDGET ALLOCATION CORRELATES TO SALES

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AND BUDGET ALLOCATION CORRELATES TO SALES

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THEIR TOP PRIORITIES ARE MAINLY BUSINESS DRIVEN

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USAGE VS EFFECTIVENESS

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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