Social Media Fatigue and How to Keep it Fresh Online
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Transcript of Social Media Fatigue and How to Keep it Fresh Online
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AND HOW TO KEEP IT FRESH ONLINE
By Katrina (Scooter) Kokoska
Social Media Fatigue
@kkokoska // [email protected]
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• What is Social Media Fatigue?• Why it’s not that big of a deal• How to address new platforms• Strategies for managing multiple platforms
and keeping your consumers engaged
What We’ll Cover
@kkokoska
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What is Social Media Fatigue?
@kkokoska http://www.flickr.com/photos/51035760029@N01/282434669/
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• 24% of Early Adopters use Social Media less frequently than when they first signed up.– View technology practically
• 31% Aspirers are bored with their social network. – Young, mobile, brand-conscious – Gartner Research
SMF in Numbers
@kkokoska
“Branded content needs to be kept fresh and must be able to capture people’s attention instantly. The new generation of consumers is restless and short on attention span, and a lot of creativity is needed to make a meaningful impact,” – Brian Blau, Research Director at Gartner
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• Facebook called “disengaging”• Messaging friends is down 12%• Searching for new contacts down 17%• Joining a group down 19% - Global Web Index
What does SMF look like?
@kkokoska
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EXTRA EXTRA!!!
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• 64% of companies said they will increase their 2012 Social Media budget. Decreasing print. – 6smarketing
• In 2011, 10.1% of marketing budgets were dedicated to SMM. Up from 7.1% - Marketing Profs
But we were just taking it seriously…
@kkokoska
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But we were just taking it seriously…
@kkokoska http://fastgush.com/marketing/brands-start-to-show-signs-of-social-media-fatigue.html /
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@kkokoska http://www.searchenginejournal.com/the-growth-of-social-media-an-infographic/32788//
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From 2010 to 2011:• 27 to 95 million
Tweets/day• 3.5 to 7 billion pieces of
Facebook content/week• Companies using social
media went from 35%-49%
Content Creation on the Rise
@kkokoska http://www.flickr.com/photos/52436778@N00/2533808944/
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• New Social Media platforms– Learning curve– Rebuilding your network– Time– What if?
• Platform updates• FOMO
Other Contributors
@kkokoska http://www.flickr.com/photos/34479244@N00/21172939/
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“Just building it doesn’t mean that they’ll come — because there are only so many hours in a day, and so many places people can maintain a presence online.” – Christopher Barger, Forbes
@kkokoska
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Look At This Image!
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Social Media Fatigue is Twofold
@kkokoska http://www.flickr.com/photos/46384561@N00/4529836138/
research, write, draft, post, measure, monitor, research, write, draft, post, measure, monitor, research, write, draft, post, measure, monitor, research, write, draft, post, measure, monitor, research, write, draft, post #exhausting
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http://www.flickr.com/photos/61615889@N00/364597237/
Don’t Panic
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• 1920’s-30’s – Became commercially available.• Advertisers began taking advantage of the
opportunity.• More channels, more networks, more
commercials.
A Brief History of Television…
@kkokoska
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• Social networking is the fastest growing social media behavior online.
• Global users managing their profiles monthly rose from 36% - 59% by 2011.
• Microblogging went from 13% - 24%• Uploading video went from 21% - 27% - Global Web
Index
A Critical Mass Not Been Reached
@kkokoska
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• 4 in 5 active Internet users visit social networking sites.
• Social networking sites dominate people’s time online.
• Americans spend more time on Facebook than any other US site. – Nielsen
• 43% of US companies successfully found new business using SMM last year. – Marketing Profs
Not Even Close
@kkokoska
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@kkokoska
Facebook:82% Growth Registered Users
Twitter:252% Growth Tweets per Day
Linkedin:138% Growth Registered Users
http://www.searchenginejournal.com/the-growth-of-social-media-an-infographic/32788/
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http://www.flickr.com/photos/32489451@N07/6730836791/
5 Tips for Managing Multiple Platforms
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www.readwriteweb.com/archives/majority_of_consumers_use_social_networks_to_inform_buying_decisions.php
#1: Choosing the Right Platform(s)
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• Who uses each network?• Where do they come from (geographically)?• Where do they come from (click through)?• How do they like to use social networks?• Are they in your target market?
Demographics
@kkokoska
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• Users are mostly male• More than 1/3rd are aged 25-34 years old• 59% come from other “Google properties”
Google+ Demographics
@kkokoska http://www.targetmarketingmag.com/article/5-insights-marketers-into-google-users-demographics-habits/1
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Facebook Demographics
@kkokoska http://socialmediatoday.com/kenburbary/276356/facebook-demographics-revisited-2011-statistics
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Pinterest Demographics
@kkokoska http://mashable.com/2012/02/25/pinterest-user-demographics/
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• How will the layout work with your brand/message?
• Is it opt in?• Ease of use?• Ease of engagement
Consider the Platform
@kkokoska
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@kkokoska
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@kkokoska
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@kkokoska
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@kkokoska
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• Facebook: Fun for random sharing and promotions. Inherently supports multiple types of media
• Twitter: Smaller, more niche. Knowledge sharing and seek & assist
• Pinterest: Visual• Google+: ???
What type of content is shared?
@kkokoska
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• How hard is it to build a network on each platform?
• Can I bring my contacts from XYZ with me?• Is acceptance required?• Do I need an invitation?
Barrier to Entry
@kkokoska
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What Else Should I be Looking at?
@kkokoska http://mashable.com/2012/02/25/pinterest-user-demographics/
Other than demographics, and basic platform functionality, step back and look at the bigger
picture before choosing your platforms. . . Look at the full landscape.
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Search Plus Rolls Out
@kkokoska http://searchengineland.com/examples-google-search-plus-drive-facebook-twitter-crazy-107554
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@kkokoska
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@kkokoska http://searchengineland.com/examples-google-search-plus-drive-facebook-twitter-crazy-107554
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http://www.flickr.com/photos/57038667@N00/3795633334/
#2: Join Them
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http://www.flickr.com/photos/84095300@N00/2222028102/
#3: Listen
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#4: Differentiate Content/Don’t Completely Automate
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#5: Understand that Social Media is not a Stand-Alone Tool
Search; 54%Company Site; 24%
Social Media; 18%
First Stop Second Stop
Online Purchase Behavior
http://www.inc.com/news/articles/201102/half-of-consumers-combine-search-and-social-media-for-help-buying.html
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• 1% of consumers use only social media before purchasing.
• 86% rank search as “very important” in the online buying process
• 28% said social networking sites help them learn about new brands and products.
Online Purchase Statistics
@kkokoska http://www.inc.com/news/articles/201102/half-of-consumers-combine-search-and-social-media-for-help-buying.html
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Questions? Contact Me!Katrina (Scooter) Kokoska@[email protected]