THE FUTURE OF SOCIAL CONTENT

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DISCOVERING THE WORLD OF SOCIAL

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IS SOCIAL MEDIA GOOD FOR MARKETING?

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IS SOCIAL MEDIA GOOD FOR MARKETING?

NOT RIGHT NOW.

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HOW DOES SOCIAL MEDIA MARKETING WORK TODAY?

Brands are present but frequently have very little to offer. They ‘expect’ engagement because engagement is the user behavior in the social space.

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WHAT ARE BRANDS DOING WRONG?

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WHAT ARE BRANDS DOING WRONG?

Brands focus on engaging and building a relationship with a small group of people instead of penetration and creating awareness. They don’t know their role in social and therefore create content without relevance and value.

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WHAT ARE BRANDS DOING WRONG?

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How brands try to engage and build a relationship

WHAT ARE BRANDS DOING WRONG?

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How brands create content without value

92% OFCONSUMERS TRUST RECOMMENDATIONS

47% OF CONSUMERS TRUST ADVERTISINGNielsen: Global Consumers' Trust in 'Earned' Advertising Grows in Importance, April 2012

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SO WHAT IS THE ROLE FOR SOCIAL MEDIA IN MARKETING?

Increase Market ShareIncrease ReachOngoing CRMGenerate Advocacy (Recommendation)

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SOCIAL MEDIA MARKETING ISN’T EFFECTIVE NOW BECAUSE IT HAS NO VALUE TO A CONSUMER.

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HOW DO BRANDS CREATE THIS VALUE IN THE SOCIAL SPACE?

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PROVIDE VALUE AS SERVICE

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ZAPPOS

High value service experiences and random acts of kindness create sharable social content.

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LEVERAGE EXISTING SOCIAL MEDIA BEHAVIORS

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IKEA

Incentives a well understood and light-weight tagging behavior.

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PROVIDE CO-CREATION OPPORTUNITIES

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SKITTLES

Provides platform for creativity.19

GIVE CONSUMERS CONTENT& GENERATE CONVERSATION

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RED BULL

Creates content worth talking about and share.

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SUMMARY

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Brands need to focus more on creating awareness instead of engagement in order to increase their market share. Brands need to ‘flip the funnel’ and use existing customers to gain new ones.

THANK YOU.

alverbratt@gmail.com

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