Earn It. Don't Buy It. Webcast

24
Earn It. Don’t Buy It. The Webcast. November 8, 2013
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    21-Oct-2014
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Jim Tobin and Jay Baer discuss the future of social media marketing to mark the official launch of Jim's new book "Earn It. Don't Buy It. The CMO's Guide to Social Media Marketing in a Post Facebook World."

Transcript of Earn It. Don't Buy It. Webcast

Page 1: Earn It. Don't Buy It. Webcast

Earn It. Don’t Buy It. The Webcast.November 8, 2013

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Today’s Presenters

Jim Tobin | @jtobinAuthor of Earn It. Don’t Buy It.

President of Ignite Social Media

Jay Baer | @jaybaerAuthor of Youtility

President of Convince and Convert

#Earnit

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Webcast Details

• Jim and Jay will lead Q&A at the end of the call.• Tag your tweets with #Earnit.• We’re recording the show.• We’ll send an email follow up to everyone.

#Earnit@ignitesma

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Earn It. Don’t Buy It.

The CMO’s Guide to Social Media Marketing in a Post Facebook World

Earn It. Don’t Buy It. provides insight into the changing social media marketing landscape and offers actionable strategies that will help modern CMOs and brand managers design social media marketing programs that earn engagement and drive business results.

#Earnit@ignitesma

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Youtility

Why Smart Marketing Is About Help Not Hype.

The difference between helping and selling is just two letters. But those two letters are critically important to the success of business today.

Youtility is marketing so useful, people would pay for it. It's a new marketing model for the age of information overload.

#Earnit@ignitesma

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Agenda

• Social Media Marketing is Broken• A Post-Facebook World• The Role of Social Advertising• Fixing It

#Earnit@ignitesma

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IS SOCIAL MEDIA MARKETING BROKEN?

#Earnit@ignitesma

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Buying Fans Destroys Pages

#Earnit

Month Organic Reach Percent Organic Interaction Rate (likes + comments + shares / fans with no ad support)

Month 1 11.84% 0.21%

Month 2 12.52% 0.24%

Month 3 8.26% 0.18%

Month 4 13.41% 0.41%

PAID FAN ACQUISITION BUY

Month 5 5.97% 0.17%

Month 6 3.61% 0.08%

Month 7 4.84% 0.08%

Month 8 3.83% 0.05%

Month 9 4.37% 0.08%

Month 10 5.59% 0.10%

AVERAGE PRIOR: 11.51%

AVERAGE PRIOR: 0.26%

AVERAGE AFTER: 0.09%

AVERAGE AFTER: 4.7%

@ignitesma

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Organic Drives Better Business Results

#Earnit@ignitesma

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Smart Marketing is about Help not Hype

#Earnit@ignitesma

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Don’t Confuse Tactics and Platforms with Strategy

Social Media

Marketing Strategy

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IS FACEBOOK ON ITS WAY OUT?

#Earnit@ignitesma

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The Beginning of the End?

"We did see a decrease in [teenage] daily users [during the quarter], especially younger teens," Facebook chief financial officer David Ebersman said during the company's third-quarter earnings conference call [Oct. 30, 2013] with analysts.

#Earnit@ignitesma

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Where’s Everyone Going?

#Earnit@ignitesma

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But, Facebook Is StillPopular and Profitable

Source: Facebook #Earnit@ignitesma

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Twitter Goes Public

#Earnit@ignitesma

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IS SOCIAL ADVERTISING INHERENTLY EVIL?

#Earnit@ignitesma

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When Social Ads Go Wrong

#Earnit@ignitesma

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There is a Place for Social Advertising

Promotion

Paid Traffic Drivers

Organic Traffic Drivers

Activate Current Customers

Strong Content

Paid and Owned Participation Markers

Promotion and Syndication

#Earnit@ignitesma

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HOW DO WE FIX IT?

#Earnit@ignitesma

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One Transaction or One Customer?

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A Balancing Act

THIS not THAT

Paid

Earned

OwnedPaid

Earned

Owned

#Earnit@ignitesma

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Questions?

#Earnit

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Thank you.