A Fresh Look at Social Media

A Fresh Look at Social Media
ProductCamp Austin – 2/15/2014
allies4me.com

2/17/2014

© 2012-2014, allies4me, All rights reserved

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Social Media Channels
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•
•
•
•
•
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TWITTER – I’m eating a donut
FACEBOOK – I like donuts
FOURSQUARE – This is where I eat donuts
INSTAGRAM – Here’s a vintage photo of my donut
YOUTUBE – Watch me eat a donut
LINKEDIN – My skills include donut eating
GOOGLE+ - I’m a Google employee eating donuts

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The Buzz is Social

Source: Cascade Content (cascadecontent.com)

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Why Beat the Social Drum?
It’s hip, cool & profitable

Source: Cascade Content (cascadecontent.com)

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4

A Different View of Social

Watch your wallet!
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LET’S DEAL IN FACTS
What the data says about social media

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6

Bad Impressions
• Limited Reach
– The average page only reaches 12% of its FANS
organically

• Facebook’s $olution?
– Buy ad$

Miller, Sara, “The Bigger the Facebook Page, the Harder it is to Reach Fans.” Retrieved December 31, 2013, from http://blogs.adobe.com/socialpractice/the-bigger-the-facebook-page-the-harder-it-is-toreach-fans/

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7

Bad Engagement
• What the numbers say
– 0.4% of FANS comment on the average post
– 3.4% of FANS liked the average post
– 0.4% of FANS shared the average post

• Facebook’s $olution?
– Buy $ponsored Post$
Carter, Brian, “CONTAGIOUS CONTENT - What People Share On Facebook and Why They Share It..” April 2013

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8

High Fan to Conversion Rate

Example: “A Sober Approach to Social Media: 20,000 views
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13 post likes
4 page likes
0 shares
1 conversion


9

The Bird Isn’t the Word
I’m Worse
Than
Facebook

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10

The Bird Isn’t the Word
• Twitter delivers only 11% of the referrals of
Facebook
• Lower Customer Lifetime Value than Facebook
• Twitter’s $olution
– Buy promoted tweet$

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Low Return on Investment

Social media trails other acquisition channels
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Customers are Acquired Elsewhere

Twitter & Facebook combined deliver less than 0.2% of new customers
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WHAT IS SOCIAL MEDIA
Social Media is what others say about you
Not what you say about yourself!

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Example: United Airlines
• Ticked off a customer with
– A band
– A camcorder
– Orange jumpsuits

• Response:

– Customer made a viral video
– Got millions of views in days

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13.6M views as of Dec 2013

15

Example: Dairy Queen Manager

19 year old manager
does the right thing

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Analysis: Dairy Queen
Good Social Media
• Manager didn’t promote
himself
– A customer reported it

• When Joey, the manager,
was interviewed
– Said he didn’t do anything
special
– “It was just the right thing to
do”

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Average-to-bad Social Media
• Dairy Queen released a
statement

– “. . . We applaud [his] integrity,
kindness & compassion. He is
an inspiration to us all.”

• Warren Buffet (owner of Dairy
Queen)

– Called Joey to thank him
– Invited him to Berkshire
Hathaway Shareholder meeting
– Offered to fly Joey on private
jet to meeting


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WHAT IS SOCIAL MEDIA
Social Media is what others say about you
Not what you say about yourself!
“Social Media is a conversation. It is about relationships. It isn’t a platform
for selling.” - Duane Forrester, Sr. Product Manager - Bing

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NOW GO & DO

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Measure Everything

If you aren’t – start!
Use DATA to drive decisions
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Optimize Your Spend & Time

Focus investment on highest returns
A/B test everything you can
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Social? - Be Worth Talking About

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DIGITAL & INTERNET MARKETING
allies4me
http://allies4me.com
@allies4me
https://plus.google.com/+Allies4me

2/17/2014


23

A Fresh Look at Social Media

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