Social media marketing — using sledgehammer to crack a

nut or 1000% ROI?

Why do we use only 5% of social media opportunities?

Speaker

• 1981, was born in Moscow

• 2003, graduate of “Information security”, RSUH

• 1999-2006, had been working for dozens of digital project, managed several digital departments

• 2007-2008, Head of digital practice «4Experience» PR-Technologies (MasterCard, Sony Ericsson, Unilever, P&G)

• 2009-2010, Freelancer, digital marketing (Sochi 2014, Unilever, Sony Ericsson, Nivea, МТС)

• 2011-2013, Head of Strategy, Actis Wunderman (Nokia, Microsoft, Colgate, Novartis, Ford, BP и др.)Михаил Иванченко

Surprising question

• Which one is cool?

?

Ok, let’s move forward….

VS

Item E-mail Score Social Networks Score

Communications

Linear (notebook, list of e-mails)

0 Social graph 1

Communication tools

Send/receive an e-mail 0Post, like, share, comment, check-in, chat

1

Content Text, image, link 0Text, image, video, game, app

1

Possibilities to personalize

No built-in features. Available only if consumer has filled in the form [on the website]

0

Based on interests, friends, likes, shares, UGC-content, media consumption, geography etc.

2

Who won? 0 5

E-mail vs. Social networks

E-mails vs. SMM

Item E-mail Score SMM Score

Content personalization

Yes1

No0

Trigger for communication

Yes1

No0

Clear stats, monitoring all conversion rates

Yes1

Yes (barely)0,5

Who won? 3 0,5

Seriously!

• Good old e-mail marketing is more effective than SMM on the cutting edge of digital marketing

>

Conclusion

• Social media is a unique marketing tool which potential is still not fulfilled

Let’s think…

Audience motivation

• Self-presentation • Socialization• Self-actualization• Personalized content

What do people expect from brands?

To help with:• Self-presentation • Socialization• Self-actualization +Personalized content (based on consumer interests and history of engagement with the brand)

What do they get?

They get:•Contests•Quotes•“Interesting” tips•“Surprising” factsAnd all that rubbish content…•Non-personalized

information about brands and products

Who is to blame?

Social Media

Carried away with media tools, whilst did not create seamless ways for brand integration

Agencies

Wishful thinking (selling unrealized potential)

Social Graph - is a graph that depicts personal relations of internet users. It draws information about more objects than simply people, including photos, events, and pages, and their relationships between each other. Wikipedia

Yes to social graph, No to a brand?

What to do?

Social Media

• SM are ought to create relevant tools for brands to leverage social media potential

• For instance:– Profile integration – Make a brand part of social content– Create APIs related to user interests

etc.

Agencies

• Turn off CNC conveyor «cats-news-contests»

• Couple of things to consider:– Combine objectives (loyalty, advocacy,

retention) – with needs of the audience (3S +

personalized content) – and social media potential (social graph,

interaction history, profile etc.)

Brands

• Bombard agencies with tricky questions

• For instance:– What kind of values does content provide to

our customer? – How do we use personal data when

communicating with the customer?– What is our strategy to win customer’s

attention?

And what is most important…

• Let's re-think and discuss social media phenomenon in terms of marketing communications

• And create really effective marketing tools!

And then…

1000% social media ROI will be a reality

Thank you for your attention!