The document discusses social media and provides data about engagement and return on investment. It notes that the average Facebook page only reaches 12% of its fans organically and that Facebook recommends buying ads to increase reach. Engagement on Facebook posts is also typically low, with 0.4% of fans commenting and 3.4% liking on average. The document concludes that social media is what others say about a company, not what a company says about itself, and provides examples of how companies have benefited or been harmed by viral customer posts.

1. 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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2. Social Media Channels
•
•
•
•
•
•
•
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
2/17/2014
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3. The Buzz is Social
Source: Cascade Content (cascadecontent.com)
2/17/2014
© 2012-2014, allies4me, All rights reserved
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4. Why Beat the Social Drum?
It’s hip, cool & profitable
Source: Cascade Content (cascadecontent.com)
2/17/2014
© 2012-2014, allies4me, All rights reserved
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5. A Different View of Social
Watch your wallet!
2/17/2014
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6. LET’S DEAL IN FACTS
What the data says about social media
2/17/2014
© 2012-2014, allies4me, All rights reserved
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7. 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/
2/17/2014
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8. 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
2/17/2014
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9. High Fan to Conversion Rate
Example: “A Sober Approach to Social Media: 20,000 views
2/17/2014
13 post likes
4 page likes
0 shares
1 conversion
© 2012-2014, allies4me, All rights reserved
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10. The Bird Isn’t the Word
I’m Worse
Than
Facebook
2/17/2014
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11. The Bird Isn’t the Word
• Twitter delivers only 11% of the referrals of
Facebook
• Lower Customer Lifetime Value than Facebook
• Twitter’s $olution
– Buy promoted tweet$
2/17/2014
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12. Low Return on Investment
Social media trails other acquisition channels
2/17/2014
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13. Customers are Acquired Elsewhere
Twitter & Facebook combined deliver less than 0.2% of new customers
2/17/2014
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14. WHAT IS SOCIAL MEDIA
Social Media is what others say about you
Not what you say about yourself!
2/17/2014
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15. 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
2/17/2014
© 2012-2014, allies4me, All rights reserved
13.6M views as of Dec 2013
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16. Example: Dairy Queen Manager
19 year old manager
does the right thing
2/17/2014
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17. 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”
2/17/2014
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
© 2012-2014, allies4me, All rights reserved
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18. 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
2/17/2014
© 2012-2014, allies4me, All rights reserved
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19. NOW GO & DO
2/17/2014
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20. Measure Everything
If you aren’t – start!
Use DATA to drive decisions
2/17/2014
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21. Optimize Your Spend & Time
Focus investment on highest returns
A/B test everything you can
2/17/2014
© 2012-2014, allies4me, All rights reserved
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22. Social? - Be Worth Talking About
2/17/2014
© 2012-2014, allies4me, All rights reserved
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23. DIGITAL & INTERNET MARKETING
allies4me
http://allies4me.com
@allies4me
https://plus.google.com/+Allies4me
2/17/2014
© 2012-2014, allies4me, All rights reserved
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