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Jason Falls - iStrategy Chicago 2012

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The document discusses brands' presence on social media and engagement levels. It notes that while over half of social media users follow brands, most do so to get deals and coupons, not to engage. Brands have very low engagement levels on Facebook, with only 0.45% of fans interacting. The document suggests brands push marketing elsewhere like TV, radio and newspapers which see much higher usage. It advises brands to be useful, relevant and stop faking their presence on social media.

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The Brand Vacuum
Bad News Nobody wants to “engage” with your silly brand
56% Of Social Networking Users Follow Brands Edison Research | The Social Habit | Fall 2012
77% Friend Brands To Get Coupons & Deals Cone Consumer Media Study
The Truth: •Preferred channel for marketing? •Email - 77% •Facebook - 4% •Twitter - 1% (ExactTarget) •Where do you look for product info? •Company Website/Email - 87% •Search Engine - 6% •Facebook - 4% (ExactTarget)
Who do you friend on Facebook?
Among the 200 biggest brands on Facebook, only 0.45% of their fans actually engaged with them. - Ehrenberg Bass Institute & Advertising Age
Why? What  the  purists  don’t  say  ... Mike Baldwin - Shutterstock.com
Engage Dammit!
Engagement is not a Goal. Engagement is a Result!
What have you been told? •Provide value •Be audience-centric, not brand-centric •Participate, Join the Conversation •Build relationships, not billings
Why aren’t you he  purists  don’t  say  ... What  t following the best practices? Mike Baldwin - Shutterstock.com
Push Elsewhere
Don’t Believe The Hype American Social Networkers 12 and up ... •86% watch television at least nearly every day •76% listen to radio at least a few times per week •42% read a newspaper at least a few times per week Edison Research - The Social Habit - Fall 2012
Don’t Believe The Hype Television •Viewing at an all-time high •Only 2% is web TV •95% of TiVo ads are watched live •TV among teens is up 33% in 8 years
Be Useful
Be Relevant (Local)
Holy Smokes! Jean Winters Olkonen
What  the  purists  don’t  say  ...
Stop Faking It
What  the  purists  say  ... Social Media Explorer ✦ Strategy, Execution & Measurement ✦ ConversationReport.com ✦ Events For Marketers: GoToExplore.co ✦ Q&A Site: ExploringSocialMedia.com @JasonFalls Damn Handsome socialmediaexplorer.com

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Jason Falls - iStrategy Chicago 2012

  • 1.
  • 3.
  • 4. Bad News Nobody wants to “engage” with your silly brand
  • 5. 56% Of Social Networking Users Follow Brands Edison Research | The Social Habit | Fall 2012
  • 6. 77% Friend Brands To Get Coupons & Deals Cone Consumer Media Study
  • 7. The Truth: •Preferred channel for marketing? •Email - 77% •Facebook - 4% •Twitter - 1% (ExactTarget) •Where do you look for product info? •Company Website/Email - 87% •Search Engine - 6% •Facebook - 4% (ExactTarget)
  • 8. Who do you friend on Facebook?
  • 9. Among the 200 biggest brands on Facebook, only 0.45% of their fans actually engaged with them. - Ehrenberg Bass Institute & Advertising Age
  • 10.
  • 11.
  • 12. Why? What  the  purists  don’t  say  ... Mike Baldwin - Shutterstock.com
  • 14. Engagement is not a Goal. Engagement is a Result!
  • 15. What have you been told? •Provide value •Be audience-centric, not brand-centric •Participate, Join the Conversation •Build relationships, not billings
  • 16. Why aren’t you he  purists  don’t  say  ... What  t following the best practices? Mike Baldwin - Shutterstock.com
  • 18. Don’t Believe The Hype American Social Networkers 12 and up ... •86% watch television at least nearly every day •76% listen to radio at least a few times per week •42% read a newspaper at least a few times per week Edison Research - The Social Habit - Fall 2012
  • 19. Don’t Believe The Hype Television •Viewing at an all-time high •Only 2% is web TV •95% of TiVo ads are watched live •TV among teens is up 33% in 8 years
  • 22. Holy Smokes! Jean Winters Olkonen
  • 23.
  • 24.
  • 25.
  • 26. What  the  purists  don’t  say  ...
  • 28. What  the  purists  say  ... Social Media Explorer ✦ Strategy, Execution & Measurement ✦ ConversationReport.com ✦ Events For Marketers: GoToExplore.co ✦ Q&A Site: ExploringSocialMedia.com @JasonFalls Damn Handsome socialmediaexplorer.com