Chris Treadaway March 9, 2011

Marketing in the Post-Social Era

My Journey

Social Commerce Platformhttp://www.getlasso.com

Social Content Monitoring & Data Mininghttp://www.getoutlaw.com

Notice Technologies Products

• Major brands face two distinct issues with social media– Generating revenue directly from

the social channel– Dealing with content best practices,

the volume of customer feedback, the proliferation of social assets, and customer abuse

Friends of Notice Technologies

The Post-Social Era

The Post-Social Era

Then• 150m Facebook users• A “new” Facebook Mobile• Early adopters had pages• Facebook as another

destination• SMB dominated

• Simple “best practices”• Not a serious marketing

channel

Now• 600+ million Facebook users• 200+ million mobile users• EVERYONE has a Page• Facebook as “social

infrastructure”• Massive intrusion by

enterprises, brands• Best practices less impact• Higher expectations than

ever from CMOs, marketing professionals

Not long ago…

• Facebook integration required Facebook apps, FBML

• No social plugins– Custom code or blogging infrastructure required

to allow comments– Authentication was a chore (username/login)

• Dominated by Google, startups

E-mail accounts

ctreada@facebook.com

http://www.insidefacebook.com/2011/03/08/insights-for-websites-demographics/

Outsource your stats to Facebook?

What are best practices?

• Establish a presence• Segment your audience as needed• Create an “Editorial Calendar” to maintain

social assets• Have a “genuine conversation”• Run targeted Facebook Ads – especially

impressions

What Used to Work

• Rationalize social assets• Effectively run contests & promotions• Edgerank-optimized and “fan-only” content• Live “chat” events• Web sites + social plugins• Real-time interaction & customer service• Manage data and inject into workflows• CPC advertising, if the cost is justified• Effective & trackable landing pages

What Does Work Today

The boss & his/her demands

What do we do about it?

Group purchasing deals have been attractive to consumers because of significant savings, but they leave a small % of revenue for the advertiser.

# of transactions per

business

Mainstream Niche/Long Tail

• Group purchasing providers feasted on mainstream businesses

• Increased competition means mainstream businesses have choices and are fatigued by the options & often unhappy with the business model

• As a result, group purchasing providers are offering more deals from niche/long tail businesses that are less interesting to consumers

• This will force the next evolution of local social commerce

Local2008

Local2011

Group Purchasing awakens SMBs

http://www.informationweek.com/news/smb/ebusiness/showArticle.jhtml?articleID=229300508

http://bit.ly/SMBFeedback

SMB Satisfaction w/ Social Marketing

What SMBs use & like for marketing

What do Enterprises do?

1 2 65

Comment/feedback volume

What I’d do in the Enterprise

• Be human– Respond to people & address problems– Don’t hide the skeletons– Manage the volume of content/comments– Lead with customer need & not brand

• Integrate Facebook social plugins where possible• Allow a culture of experimentation & serendipity• Aim for ROI, but don’t make it a mandatory goal– Wrong incentives short-term– The war is long

Thank You!

Chris TreadawayCEO, Notice Technologieschris@noticetechnologies.comctreada@facebook.com

Twitter @ctreadaFacebook facebook.com/ctreadaLinkedInhttp://www.linkedin.com/in/christreadaway

Book – bit.ly/facebook-mktgDeck -