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Engagement, I'm just not buying it. Bring business back into social,

Presentation for #SMForum on why we have to stop focusing on engagement. Bring back craftmanship on Facebook. Social media is interesting to reach the 90% lurkers with great brand messaging. Use the other 10% to change your business.

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Engagement, I'm just not buying it. Bring business back into social,

  1. BRINGING BUSINESSBACK INTO SOCIAL
  2. Nicolas MoermanDigital StrategistThese DaysTelenet, BNP, P&G,Kraft, Nissan, Wrigley’s@moermannicolas-moerman.be
  3. THE PEAK OFINFLATED EXPECTATIONS
  4. MOST BRAND ENGAGEMENTMAINLY BOILS DOWN TO THIS:
  5. ENGAGING FOR THESAKE OF ENGAGING
  6. JUST 0.5% OF FANSFROM THE TOP 200 BRANDPAGES ON FACEBOOKARE ENGAGING WITH THEBRAND
  7. ONLY 23% OF CONSUMERS HAVE ARELATIONSHIP WITH A BRAND.IN THE TYPICAL CONSUMERS WORLD,RELATIONSHIPS ARE RESERVED FOR FRIENDS,FAMILY AND COLLEAGUES.Harvard Business Review Survey
  8. 1% Heavycontributors9% Passivecontributors90% Lurkers
  9. AN AUDIENCE THAT IS HARD TO REACH
  10. FACEBOOK IS NOWADVERTISING CHANNEL=BRAND MESSAGE + PAID MEDIA
  11. “FOCUSING REACH AND FREQUENCY IS WHATDRIVES EFFECTIVENESS. ENGAGEMENT IS ANINTERESTING AND IMPORTANT METRIC FOR SOMEMARKETERS AND CAMPAIGNS. BUT ITSHOULDNT BE STANDARD BY WHICH FACEBOOKAS A MARKETING PLATFORM IS EVALUATED”
  12. BACK TO THE ROOTS
  13. SOCIAL CONTENT CREATION =CRAFTING PRINT ADVERTISING
  14. BUT AT THE SPEED OF CULTURE
  15. STARTING FROM BRAND PURPOSE
  16. AND DARE TO TAKE A STAND
  17. CRAFTED STORIES WILL WINTHE BATTLE OF THE NEWSFEED
  18. HIGH SELLHIGH BRANDINGSUBTLE SELLING OBJECTIVES
  19. ^SOCIALBELONGS TO THE WHOLEBUSINESSNOT JUST MARKETING(AND NOT JUST FACEBOOK)
  20. 1% Heavycontributors9% PassivecontributorsWHAT IMPACT CAN THE 10%HAVE ON YOUR BUSSINESS?
  21. SOCIAL MEDIAAS A BUSINESS STRATEGYSocialintelligenceSocialBusinessNetworksSocial LeadGenerationSocialCustomerServiceSocial R&DSocial HR
  22. GIFFGAFF OUTSOURCES TO CUSTOMERS
  23. JUSTGIVING CONNECTSACTIVISTS & LURKERS
  24. BARCLAYCARD CO-MANAGES
  25. THE GUARDIAN OPENS JOURNALISM
  26. 1. Use Facebook as a creative media channel for the 90% lurkers
  27. 1. Use Facebook as a creative media channel for the 90% lurkers2. Connect the 10% of people who want engage on your platform
  28. 1. Use Facebook as a creative media channel for the 90% lurkers2. Connect the 10% of people who want engage on your platform3. Explore how they can drive value throughout the business.
  29. 1. Use Facebook as a creative media channel for the 90% lurkers2. Connect the 10% of people who want engage on your platform3. Explore how they can drive value throughout the business.4. If youre doing social well, you’ll get compliments from non-marketing people
  30. JUST FOCUS ON GREATPRODUCTS & SERVICES
  31. THANKS

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