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Earn It. Don't Buy It. Webcast
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Transcript of Earn It. Don't Buy It. Webcast
Earn It. Don’t Buy It. The Webcast.November 8, 2013
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
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
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
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.
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Agenda
• Social Media Marketing is Broken• A Post-Facebook World• The Role of Social Advertising• Fixing It
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IS SOCIAL MEDIA MARKETING BROKEN?
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Buying Fans Destroys Pages
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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%
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Organic Drives Better Business Results
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Smart Marketing is about Help not Hype
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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?
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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.
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Where’s Everyone Going?
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But, Facebook Is StillPopular and Profitable
Source: Facebook #Earnit@ignitesma
Twitter Goes Public
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IS SOCIAL ADVERTISING INHERENTLY EVIL?
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When Social Ads Go Wrong
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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
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HOW DO WE FIX IT?
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One Transaction or One Customer?
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A Balancing Act
THIS not THAT
Paid
Earned
OwnedPaid
Earned
Owned
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Questions?
#Earnit
Thank you.