Presentation for #SMForum on why we have to stop focusing on engagement. Bring back craftmanship on Facebook. Social media is interesting to reach the 90% lurkers with great brand messaging. Use the other 10% to change your business.
16. JUST 0.5% OF FANS
FROM THE TOP 200 BRAND
PAGES ON FACEBOOK
ARE ENGAGING WITH THE
BRAND
17. ONLY 23% OF CONSUMERS HAVE A
RELATIONSHIP WITH A BRAND.
IN THE TYPICAL CONSUMER'S WORLD,
RELATIONSHIPS ARE RESERVED FOR FRIENDS,
FAMILY AND COLLEAGUES.
Harvard Business Review Survey
21. “FOCUSING REACH AND FREQUENCY IS WHAT
DRIVES EFFECTIVENESS. ENGAGEMENT IS AN
INTERESTING AND IMPORTANT METRIC FOR SOME
MARKETERS AND CAMPAIGNS. BUT IT
SHOULDN'T BE STANDARD BY WHICH FACEBOOK
AS A MARKETING PLATFORM IS EVALUATED”
32. SOCIAL MEDIA
AS A BUSINESS STRATEGY
Social
intelligence
Social
Business
Networks
Social Lead
Generation
Social
Customer
Service
Social R&D
Social HR
38. 1. Use Facebook as a creative media channel for the 90% lurkers
39. 1. Use Facebook as a creative media channel for the 90% lurkers
2. Connect the 10% of people who want engage on your platform
40. 1. Use Facebook as a creative media channel for the 90% lurkers
2. Connect the 10% of people who want engage on your platform
3. Explore how they can drive value throughout the business.
41. 1. Use Facebook as a creative media channel for the 90% lurkers
2. Connect the 10% of people who want engage on your platform
3. Explore how they can drive value throughout the business.
4. If you're doing social well, you’ll get compliments from non-
marketing people