The 2014 SOCIAL MARKETING

Survival Guide9

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2014 is well under way, and social

media marketers are under intense pressure to perform.

Obstacles to success abound at every turn. Hold onto your smartphones, because it’s about to get ugly.

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Here’s just a taste of what you’re up against in 2014.

Now take a deep breath and turn to the next slide (IF YOU THINK YOU CAN HANDLE IT) …

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!

1. Cats

2. Teeny, Tiny

Attention Spans

5. Shiny Object

Syndrome

6. Social Media

Overload

7. Noise, Noise,

Nose!

8. Everyone’s

an Influencer

3. Multiple Screens

4. The Measurement

Black Hole

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WELCOME TO SOCIAL MEDIA MARKETING IN

2014.It’s gonna be a doozy, and no one is

coming to save you.

BUT…

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Lurking in these obstacles, there’s hope, opportunity even – if you know how to find it…

YOU CAN SAVE YOURSELF.

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FIRST, YOU MUST KNOW YOUR ENEMY. Let’s go through the eight biggest obstacles facing social marketers in 2014.

More importantly, let’s talk about how you can overcome them.

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CATSOBSTACLE #1:

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What could possibly be threatening about adorable kitties?

THINK ABOUT IT.

Your social media posts arecompeting with this:

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AND THIS:

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AND THIS:(For crying out loud, how are we supposed to top that?)

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THEY WILL OUT-LIKE YOU, OUT-CLICK YOU, AND OUT-SHARE YOU.

Be afraid. Be very afraid. When your content squares off with pictures of cute kittens, the kittens will always win.

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Every. Single. Time.

But that’s not necessarily a bad thing…

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Remember, this isn’t a numbers game. Your goal isn’t to get the most likes, shares, and comments.

Your goal is to target and convert the right people, not the most people, with content they will love.

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When it comes to impressions, think quality over quantity. 100 people who care about your brand are better than 1,000,000 people who don’t.

On that note, make it a point to know what your ideal prospects actually do care about. In your ads, talk to them about these things!

For example, create ads that amuse and entertain, pull on the heartstrings, or solve a problem.

Most importantly, talk like a human, not a corporation.

Finally, if you can’t beat the kittens, join them!

HOW TO DEAL

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OBSTACLE #2:

TEENY, TINY ATTENTION SPANSbn.15

Consumers’ attention spans are short, and they’re getting shorter.

In 2013, the average consumer’s attention span

was just 8 SECONDS!

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*SOURCE: HTTP://WWW.STATISTICBRAIN.COM/ATTENTION-SPAN-STATISTICS/

My brain weighs less than a gram, and I can still focus better than you!

The average gold fish has an attention span of 9 SECONDS.*

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While you can’t change this trend, you can take advantage of it with your social media marketing.

AND NO, WE DON’T MEAN CLICKBAIT. You can create content that’s both high-quality and high-impact.

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Use short-form video, especially in the Facebook News Feed.

Better yet, develop a series of short-form videos to tell a story in brief doses.

Use striking, high-res images that your target audiences will want to click.

Keep ad copy short and include an irresistible call to action.

HOW TO DEALQuestions, provocative headlines, and hashtags are all proven ways to get people to click.

Spread an integrated message to the same target audience across all your social media channels. Someone who first sees your ad on Facebook might click it later on Twitter.

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MULTIPLE SCREENS

OBSTACLE #3:

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Even when your social content reaches the right person, there’s a good chance they’re multitasking on a second screen.

FOR EXAMPLE…

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If you advertise on TV, more than half of your audience is using smart phones or tablets when your commercial airs, primarily to interact with social media.*

Why not show your ad on Facebook at the same time?

*SOURCE: HTTP://WWW.ACCENTURE.COM/US-EN/PAGES/INSIGHT-ACN-VIDEO-OVER-INTERNET-CONSUMER-SURVEY-2013.ASPXbn.22

SHAMELESS PLUG: We have a way to synchronize your

TV ads with your Facebook ads.

Learn more

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Synchronize your TV ads with your Facebook ads.

In your ad copy, leverage existing social media conversations to your advantage (this works best with popular shows).

Optimize paid and organic social content for mobile – that means big, bold images and succinct copy.

HOW TO DEALCreate advertisements that direct users from one screen (TV or desktop) to another (mobile or tablet).

Example: Use a TV advertisement to promote your mobile app, while simultaneously airing an app install ad on Facebook.

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WANT TO SEE ALL EIGHT OBSTACLES?Get your free copy of the 2014 Social Marketing Survival Guide.

GET THE GUIDE