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I predict that many CMOs will diminish their support for social media, content and earned media marketing in the next year or two, and when they do, some people's careers will be adversely impacted. If your career relies on Marketing Department support for content or social media marketing, now is the time to take stock of the trends and consider some alternatives to protect your career. You may work at the right sort of company for which social media is well aligned for Marketing Department expectations---that's the "Unless" part of the title--but I believe this is the exception and not the rule. We entered the social media era suggesting that brands with something to say could use social media to say it; instead, we today have brands with little to say that nonetheless post 4.3 times per day because some consultant told them this was a best practice. Desperate for attention and relevance, these companies continue to invest in content that is neither delivering the scale marketers need nor the content consumers want. Ironically, even for the best companies, earned media may whither and die in the coming years. In just six months, organic reach on Facebook was halved, and many expect that zero organic reach will soon be the rule on the social network that collects 57% of all social visits. The organic reach game has gotten so tough that Coca-Cola, one of the strongest brands in the world, only earns engagement with 1 in 100,000 of its fans with its Facebook posts. The situation on Twitter is no better; recent Forrester report notes that the average engagement rate with brand posts on Twitter is just 0.03% (that is 75% less than banner ad clickthough rates today!) Earned media could soon be a thing of the past. What happens to your social media marketing investment if the content you post reaches absolutely no one? If the prospect of organic reach crumbling to nothing isn't enough to worry about, social media marketing has a variety of other problems marketers must stop ignoring: - Trust: Forrester's 2014 data reveals that people trust brand social media posts 40% less than they do information on brand websites. Adobe's 2013 research found the same--just 2% of US consumers found company social media page best for credibility compared to 17% for company web sites. - Acquisition of prospects: Studying data from 86 retailers and 72 million customers, Custora found that Facebook and Twitter deliver essentially zero acquisition. Facebook and Twitter account for just 0.2% and 0.01% respectively. - Purchase: An IBM study of the online sales generated by 800 retailer websites on Black Friday 2013 and the week prior found that a mere 1% was generated from social media traffic. And Monetate recently published its Q2 Ecommerce Quarterly based on 7 billion online shopping experiences--it found that social delivers an add-to-cart rate of just 0.6% (70% less than search) and a minuscule conversion rate of 0.12% (70% lower than search).
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Advertising is not social
calling paid media on social networks
“social.”
ST0PSource: Nate Elliott, “Why Facebook Is Failing Marketers,” Forrester
Fewer than 15% of Facebook ads leverage social data to reach more relevant audiences.
SocialMediaMarketing(Unless…)
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What is social media marketing?Content, People, WOM, Earned Media & Results
Social Media Marketing is content…
Authored or encouraged by a brand…
Shared by Word of Mouth that…
Createsearned media &…
Drives marketing objectives.
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The earned media Venn diagram
What your brand can say to move consumers closer
First, what content help your brand?
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Marketing metrics prevail
Awareness
Consideration
Purchase Intent
Purchase
Inbound Traffic
What your brand can say to move consumers closer
Not RTs & fans but Business or brand benefits
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Going viral is not enough
What your brand can say to move consumers closer
Having a viral campaign did not help Kmart
Sales (in billions)
2011 2012 2013
$13.2$14.6$15.3
Ship My Pants 4/13
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The earned media Venn diagram
What consumers want to hear
from your brand
Second, what can you say that will be heard?
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Do people want brand content?
What consumers want to hear
from your brand
Consumers are just not that into you
68% of US consumers “mostly” or “always” ignore brand posts on every social network.
– Kentico, 2/14
Photo credits: Helga Weber
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Do they want your content?
What consumers want to hear
from your brand
Much worse in some categories than others
71% of Millennials would rather go to the dentist than listen to what their banks are saying.
– Scratch/Viacom, 3/14
Photo credits: Conor Lawless
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Content that works
What consumers want to hear
from your brandCo
nte
nt
that
wo
rks!
Engaging, UselessBoring, Unengaging
What your brand can say to move consumers closer
Some brands have a “magic intersection”
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Be in the right category or…
What consumers want to hear
from your brandCo
nte
nt
that
wo
rks!
Sports , Entertainment, Style , Tech, B2B
What your brand can say to move consumers closer
, Local
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Craft a brand that matters or…
What consumers want to hear
from your brandCo
nte
nt
that
wo
rks!
Brands with purpose drive engagement
What your brand can say to move consumers closer
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Be worth talking aboutSome brands can let people talk for them
Google Trends, US: Apple iPhone vs Samsung Note
Apple iPhone
Samsung Note
9/3:Note
Unpacking
9/9:iPhoneReveal
Aug 8, 2014 Aug 15, 2014 Aug 22, 2014 Aug 29, 2014
Samsung Mobile: Apple:
9 million 0
1 million 2 million
39 million 0
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No
Co
nte
nt
Challenge faced by most brands
What consumers want to hear
from your brand
What your brand can say to move consumers closer C
on
ten
tth
at w
ork
s!
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No
Co
nte
nt
Challenge faced by most brands
What consumers want to hear
from your brand
What your brand can say to move consumers closer
Brands that have not given people a reason to care in the real world cannot do so online
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Is the point moot?
“Organic reach of the content brands publish in Facebook is destined to hit zero. It’s only a matter of time.”
- Social@Ogilvy, 3/14
"We expect organic distribution of an individual page's posts to gradually decline over time as we continually work to make sure people have a meaningful experience on the site.”
- Facebook Sales Deck, 12/13
Top 3 Brands on Facebook by Fan Count1 out o
f every
100,000 fans!
Zero organic reach approaching on Facebook
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Is the point moot?The same is happening on Twitter
1 out of e
very
3,333 follo
wers!
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Earned Media Is DyingSocial Media’s Not-So-Existential Question
"If a tree falls in a forest and no one is around to hear it, does it make a sound?"
“If brand posts & tweets are seen by no one, are they still brand marketing?”
0 Likes
0 Comments
0 Shares
0 Retweets
0 Replies
0 Favorites
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What about trust
It’s not just about reach
Source: Forrester, Establish Product Credibility On Your Website, Kim Celestre, June 2014
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What about trust
It’s not just about reach
Source: Adobe, 6/2013
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What about trust
It’s not just about reach
Source: Adobe, 6/2013
, acquisition
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Source: Custora, Q2 2013
What about trust
It’s not just about reach, acquisition
Data derived from data spanning 72 million customers from 86 U.S. retailers across 14 industries.
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What about trust
It’s not just about reach
Source: IBM, 12/2013
, acquisition & driving purchase?
Just 1% of purchases &
traffic on ecommerce
sites on Black Friday
and the preceding
week were directly
generated by social media.
Data collected from 800 U.S. retail websites
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What about trust
It’s not just about reach, acquisition & driving purchase?
Based on a random sample of over 7 billion online shopping experiences using “same store” data across each calendar quarter.
Source: Monetate, Q2 2014
Bounce Rate
Direct
Search
Social
47%39%
62%
Add to Cart
Direct
Search
Social
4.5%
2.1%
0.6%
Conversion Rate
Direct
Search
Social
0.9%
0.4%
0.1%
Revenue/Session
Direct
Search
Social
$1.0
$.46
$.14
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Earned Media Challenges
Shrinking reach
Little trust
Poor acquisition
Few conversions
Does Social align with Marketing objectives?
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Does Social align to Marketing?
Acquisition
Reputation
Inbound traffic
For which 3 is the CMO held most accountable?
Advocacy
Loyalty
Collaboration
Listening
Sales/Share
1to1 Relationships
Marketing
Acquisition
Inbound traffic
Sales/Share
Which Marketing Performance Metricsdoes your company measure?
79%Website traffic
62%Quantity: Sales Leads
62%Lead Conversion Rate
78%Website traffic
61%Lead Conversion Rate
54%Quantity: Sales Leads
B2B
B2C
Source: Ascend2, 1/2013
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Social
Does Social align to Marketing?
Acquisition
Reputation
Inbound traffic
For which is Social Media most effective?
Advocacy
Loyalty
Collaboration
Listening
Sales/Share
1to1 Relationships
Marketing
Acquisition
Inbound traffic
Sales/Share
Reputation
Advocacy
Loyalty
Collaboration
Listening
Relationships
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So, is Social a bust for biz?
Acquisition
Reputation
Inbound traffic
Advocacy
Loyalty
Collaboration
Listening
Sales/Share
1to1 Relationships
Marketing
Acquisition
Inbound traffic
Sales/Share
SocialReputation
Advocacy
Loyalty
Listening
Collaboration
Relationships
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So, is Social a bust for biz? No, it aligns well outside of Marketing
SocialReputation
Advocacy
Loyalty
Listening
Public Relations
Product Development
Research
Human Resources
Customer Care
Collaboration
Relationships
Reputation, Advocacy, Relationships
Collaboration
Listening
Advocacy, Loyalty, Relationships
Advocacy, Loyalty, Relationships
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Earned media on a collision courseIf earned media cannot yield marketing goals,
it will not long be part of the Marketing mix
74% of CEOs think Marketers focus too much on the latest marketing trends such as social media – but can rarely demonstrate how these trends will help them generate more business for the company.
Fournaise Marketing Group, based on research with 1200 CEOs and CMOs in 11 countries, 7/2013
Have proven the impactquantitatively
Haven’t been able to show theimpact yet
Have a goodqualitative senseof the impact , butnot a quantitative impact
45%
40%
15%
Source: CMO Survey, 9/2014
Data collected from 351 top US marketing leaders
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What does this mean to you?Start managing your career for changes ahead
No No
No
Congratulations! You get to do social media marketing!
Yes Yes Yes
Caution! Danger ahead!
Does your brand have a “magic intersection"?
Can you controlthe paid media
budget for social?
Does your firm evaluate marketing
in reputation & loyalty?
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Avoid a career trapStart managing your career for changes ahead
Caution! Danger ahead!
Redirect: Work to alter expectations and goals. Educate peers on the real business or brand goals that social can measurably deliver.
Detour: Consider social opportunities outside of the Marketing department.
Exit: Consider shifting out of social media and into related fields such as CX, customer care or mobile.
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Once upon a time there was a web siteWhere we used to post a thing or twoOn Facebook we would laugh away the hoursAnd think of all the marketing we'd do
But soon reality was ever clearerThat fans and likes were not a currencyAnd content from our brands was no more welcomeThan ads in print, on FM or TV.
Those were the days my friendWe thought they'd never endWe'd tweet and pin forever and a dayWe'd post our ads for freeWith authenticityOur brands would win and never have to payLa la la la la la, La la la la la la,Those were the days,Oh yes, the social days!
Repeat Verse
Those Were the Days!1968 Song by Mary Hopkins; Written by Boris Fomin and Gene Raskin
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And now organic reach is ever shrinkingOn Facebook people rarely see brand postsAnd hashtag programs always seem to backfireHijacked by the trolls who spark revolts
Those Were the Days!1968 Song by Mary Hopkins; Written by Boris Fomin and Gene Raskin
Social is a place where all our patronsCan share how much they love us or we suckSo word of mouth comes not from status updatesBut care that demonstrates we give a ████ heck
Those were the days my friendWe thought they'd never endWe'd tweet and pin forever and a dayWe'd post our ads for freeWith authenticityOur brands would win and never have to payLa la la la la la, La la la la la la,Those were the days,Oh yes, the social days!
Repeat Verse
@augieray/#prsms1 Source: Nate Elliott, “Why Facebook Is Failing Marketers,” Forrester
ignoring the danger signs & prepare your company & career for changes ahead.
