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The 2014 ; 9 Survival Guide = , 8 6 p SOCIAL MARKETING

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. 01 bn.

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) … 02 bn.

1. Cats 2. Teeny, Tiny
Attention Spans 3. Multiple Screens 4. The Measurement Black Hole 7. Noise, Noise, Nose! 8. Everyone’s an Influencer ! 5. Shiny Object Syndrome 03 bn. 6. Social Media Overload

WELCOME TO SOCIAL MEDIA MARKETING
IN 2014. It’s gonna be a doozy, and no one is coming to save you. BUT… 04 bn.

YOU CAN SAVE YOURSELF. Lurking
in these obstacles, there’s hope, opportunity even – if you know how to find it… 05 bn.

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. 06 bn.

OBSTACLE #1:
CATS
07
bn.

What could possibly be threatening
about adorable kitties? THINK ABOUT IT. Your social media posts are competing with this: 08 bn.

AND THIS:
09
bn.

AND THIS: (For crying out
loud, how are we supposed to top that?) 10 bn.

Be afraid. Be very afraid.
When your content squares off with pictures of cute kittens, the kittens will always win. THEY WILL OUT-LIKE YOU, OUT-CLICK YOU, AND OUT-SHARE YOU. 11 bn.

Every. Single. Time. But that’s
not necessarily a bad thing… 12 bn.

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. 13 bn.

HOW TO DEAL 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. 14 bn. Most importantly, talk like a human, not a corporation. Finally, if you can’t beat the kittens, join them!

OBSTACLE #2: TEENY, TINY ATTENTION
SPANS 15 bn.

Consumers’ attention spans are short,
and they’re getting shorter. In 2013, the average consumer’s attention span was just 8 SECONDS! 16 bn.

The average gold fish has
an attention span of 9 SECONDS.* My brain weighs less than a gram, and I can still focus better than you! 17 bn. *SOURCE: HTTP://WWW.STATISTICBRAIN.COM/ATTENTION-SPAN-STATISTICS/

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 highquality and high-impact. 18 bn.

HOW TO DEAL 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. 19 bn. Questions, 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.

OBSTACLE #3: MULTIPLE SCREENS 20
bn.

Even when your social content
reaches the right person, there’s a good chance they’re multitasking on a second screen. FOR EXAMPLE… 21 bn.

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? 22 bn. *SOURCE: HTTP://WWW.ACCENTURE.COM/US-EN/PAGES/INSIGHTACN-VIDEO-OVER-INTERNET-CONSUMER-SURVEY-2013.ASPX

SHAMELESS PLUG: We have a
way to synchronize your TV ads with your Facebook ads. Learn more 23 bn.

HOW TO DEAL 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. 24 bn. Create 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.

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