The document discusses the discrepancy between what marketers think consumers want from social media and what consumers actually want. While marketers focus on generic brand updates and minimal engagement activities, consumers expect a more involved relationship that provides benefits to them. The disconnect lies in limiting social media involvement only to the marketing department; consumers expect interaction across all departments. To truly engage consumers, social media must be incorporated into a multichannel business strategy involving sales, operations, and other departments.

1. WE ARE NOT DONE
The divide between consumer expectations and
marketing deliverables
SMS BUCURESTI, FEB 2012
BOGDANA BUTNAR
bogdanabutnar.ro

2. THERE IS A
DISCREPANCY
BETWEEN WHAT WE
IN SOCIAL MEDIA.
THINK CONSUMERS YEAP, HERE TOO 
WANT AND WHAT
THEY REALLY WANT

3. EVOLUTION OF MARKETER
RELATIONSHIP WITH SOCIAL
MEDIA:
We need
a f*** FB
page!
We have
likes!
We need to
make a contest
or an app or
something!!

4. In 2012, social media
ENGAGEMENT
remains the no1
priority for marketers!

5. WHAT ARE MARKETERS WILLING
TO “SHARE”?
•Septic updates about the brand
•Generic brand info
•Convergent info (what they already
have on TV)
•Non-committal games
•Minimal-involvement promos
•Politically correct apps

6. FACEBOO
K SAYS:

7. • Commentary and analysis on breaking news —Three times as
many Facebook users like opinion posts as the average post.
• Controversy - Drawing attention to "controversial stories on
debatable subject matter" can double both likes and shares.
• Reader shout-outs — Directly addressing readers can quadruple
feedback. Asking for recommendations triples comment.
• Strong photos — A strong photo can double likes, shares, and
comments.
• Humor —Get a laugh and your post gets 50% more likes than the
average post and 5X as many shares.
• Calls to action - Adding a question can increase feedback by 64%
while a call to read or take a closer look increases engagement by
37%

8. Marketers still believe that what they
share is the reason people engage.
They presume people are genuinely
interested in brand updates and for
NO IMMEDIATE REWARD
…actually ..

9. Consumers engage because they
already like the brand and expect it to
become involved in a on-to-one
relationship with benefits for the
consumer

10. Liking a brand is tantamount to requesting a completely
different marketing experience.
Consumers expect social media to bring their
relationship to a brand to the next level.

11. !!!??!!

12. THE DISCREPANCY
LIES IN THE PARTS
OF THE BUSINESS /
BRAND WHICH ARE
INVOLVED WITH
SOCIAL MEDIA

13. Marketing
becomes/is/remains the
“away team” (problems)
Consumers expect
interaction from sales and
operations (problems)

14. ASSUME YOUR SOCIAL
MEDIA MANAGERS!
GET ALL YOUR
DEPARTMENTS INVOLVED!

15. • so we are never done because once we’ve
cracked the communication paradigm, people
expect us to use the new technologies to do
business with them
• and the next step, or logically the first step is to
use these business tools to incorporate them into
our multichannel strategy

17. The time of
THE MASTERCARD BIG
IDEA
is gone