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WE ARE NOT DONE The divide between consumer expectations and marketing deliverables SMS BUCURESTI, FEB 2012 BOGDANA BUTNAR bogdanabutnar.ro
THERE IS A DISCREPANCY BETWEEN  WHAT WE THINK CONSUMERS WANT  AND  WHAT THEY REALLY WANT IN SOCIAL MEDIA.  YEAP, HERE TOO  
EVOLUTION OF MARKETER RELATIONSHIP WITH SOCIAL MEDIA:
In 2012, social media ENGAGEMENT remains the no1 priority for marketers!
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
FACEBOOK SAYS:
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Marketers still believe that what they share is the reason people engage.  They presume people are genuinely interested in brand updates and for NO IMMEDIATE REWARD … actually ..
Consumers engage because they already like the brand and expect it to become involved in a on-to-one relationship with benefits for the consumer
Liking a brand is tantamount to requesting a completely different marketing experience. Consumers expect social media to bring their relationship to a brand to the next level.
!!!??!!
THE DISCREPANCY LIES IN  THE PARTS OF THE BUSINESS / BRAND WHICH ARE INVOLVED  WITH SOCIAL MEDIA
Marketing becomes/is/remains the “away team” (problems) Consumers expect interaction from sales and operations (problems)
ASSUME YOUR SOCIAL MEDIA MANAGERS! GET ALL YOUR DEPARTMENTS INVOLVED!
[object Object],[object Object]
 
The time of  THE MASTERCARD BIG IDEA  is gone
 

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Sms bucuresti mar 2012

  • 1. WE ARE NOT DONE The divide between consumer expectations and marketing deliverables SMS BUCURESTI, FEB 2012 BOGDANA BUTNAR bogdanabutnar.ro
  • 2. THERE IS A DISCREPANCY BETWEEN WHAT WE THINK CONSUMERS WANT AND WHAT THEY REALLY WANT IN SOCIAL MEDIA. YEAP, HERE TOO 
  • 3. EVOLUTION OF MARKETER RELATIONSHIP WITH SOCIAL MEDIA:
  • 4. In 2012, social media ENGAGEMENT remains the no1 priority for marketers!
  • 5.
  • 7.
  • 8. Marketers still believe that what they share is the reason people engage. They presume people are genuinely interested in brand updates and for NO IMMEDIATE REWARD … actually ..
  • 9. Consumers engage because they already like the brand and expect it to become involved in a on-to-one relationship with benefits for the consumer
  • 10. Liking a brand is tantamount to requesting a completely different marketing experience. Consumers expect social media to bring their relationship to a brand to the next level.
  • 12. THE DISCREPANCY LIES IN THE PARTS OF THE BUSINESS / BRAND WHICH ARE INVOLVED WITH SOCIAL MEDIA
  • 13. Marketing becomes/is/remains the “away team” (problems) Consumers expect interaction from sales and operations (problems)
  • 14. ASSUME YOUR SOCIAL MEDIA MANAGERS! GET ALL YOUR DEPARTMENTS INVOLVED!
  • 15.
  • 16.  
  • 17. The time of THE MASTERCARD BIG IDEA is gone
  • 18.