1. joshua
walovitch
director of digital +
social media
Thursday, January 30, 2014
george
comeau
director of digital +
interactive

2. the problem with social
Thursday, January 30, 2014

3. the problem with social
do you want to
know what it is?
Thursday, January 30, 2014

4. the problem with social
any educated
guesses?
Thursday, January 30, 2014

5. the problem with social
Thursday, January 30, 2014

6. WHY?
Thursday, January 30, 2014

7. the problem with social
the funnel metaphor
Thursday, January 30, 2014

8. the problem with social
Thursday, January 30, 2014

9. the problem with social
when your marketing
strategy is built as if the
funnel metaphor is a reality
Thursday, January 30, 2014

10. the problem with social
we start to misunderstand how to
use the following tools:
Thursday, January 30, 2014

11. the problem with social
website
direct mail
print piece
brochures
banner ads
flyers
posters
Thursday, January 30, 2014
ppc
email

12. the problem with social
website
direct mail
brochures
print piece
banner ads
ppc
flyers
email
posters
Thursday, January 30, 2014
consume
& share
& engage
with
content

13. the problem with social
website
direct mail
brochures
print piece
adwords
ppc
flyers
email
video
posters
Thursday, January 30, 2014
consume
& share
& engage
with
content

14. the problem with social
lets see what happened
to the effectivness of our
tools when we used them
b a s e d o n a n o u t d at e d
marketing outlook:
Thursday, January 30, 2014

15. reality check
email open rates
banner ad click-thru rates
cost-per-click demand of google adwords
Thursday, January 30, 2014

16. reality check
email open rates
2002: 37.3%
Thursday, January 30, 2014
paid

17. reality check
email open rates
2002: 37.3%
2009: 26%
Thursday, January 30, 2014
paid

18. reality check
email open rates
2002: 37.3%
2009: 26%
2011: 17%
Thursday, January 30, 2014
paid

19. reality check
email open rates
2014?
Thursday, January 30, 2014

20. reality check
gmail email tabs
Thursday, January 30, 2014

21. reality check
banner ad click-thru rates
mid 90’s = 3.0%
Thursday, January 30, 2014
paid

22. reality check
banner ad click-thru rates
mid 90’s = 3.0%
early 2000s = 0.5%
Thursday, January 30, 2014
paid

23. reality check
banner ad click-thru rates
mid 90’s = 3.0%
early 2000s = 0.5%
2010 = 0.1%
Thursday, January 30, 2014
paid

24. reality check
cost-per-click demand of google
going down
15% y.o.y.
Thursday, January 30, 2014
paid

25. reality check
why do marketers
continue to invest
so heavily in email
+ direct mail + ppc
+ banner ads
Thursday, January 30, 2014
paid

26. reality check
when they
themselves don’t
as a consumer fall
for those tactics?
Thursday, January 30, 2014
paid

27. reality check
social media content
at frequency
seen by more
much higher
customers
than any other than any other
medium
medium
Thursday, January 30, 2014
paid

28. reality check
Thursday, January 30, 2014

29. reality check
not
investing in social
is the equivalent
to:
Thursday, January 30, 2014
paid

30. reality check
Thursday, January 30, 2014

31. reality check
little support, integration or resources
Thursday, January 30, 2014

32. reality check
Thursday, January 30, 2014

33. reality check
Thursday, January 30, 2014

34. suffolk’s evolution
the hire
experiment time
reset
Thursday, January 30, 2014

35. suffolk’s evolution: the hire
before the hire
Thursday, January 30, 2014

36. suffolk’s evolution: the hire
the hire
Thursday, January 30, 2014

37. suffolk’s evolution: the hire
Thursday, January 30, 2014

38. suffolk’s evolution: the hire
not so fast
Thursday, January 30, 2014

39. suffolk’s evolution: experiment time
hypothesis
Thursday, January 30, 2014
paid

40. suffolk’s evolution: experiment time
hypothesis
formulas
Thursday, January 30, 2014
paid

41. suffolk’s evolution: experiment time
hypothesis
formulas
iterate/shelve
Thursday, January 30, 2014
paid

42. suffolk’s evolution: reset
Thursday, January 30, 2014

43. suffolk’s evolution: reset
website
direct mail
print piece
brochures
adwords
flyers
ppc
posters
email
banner ads
Thursday, January 30, 2014

44. suffolk’s evolution: reset
Thursday, January 30, 2014

45. social
purpose
Thursday, January 30, 2014

46. social purpose
add-value
Thursday, January 30, 2014

47. social purpose
add-value
educate
Thursday, January 30, 2014

48. social purpose
add-value
educate
entertain
Thursday, January 30, 2014

49. social purpose
add-value
educate
entertain
and then every once in a while
ask them to do something for us
Thursday, January 30, 2014

50. how social should look
3 prong
Thursday, January 30, 2014

51. how social should look
Thursday, January 30, 2014

52. how social should look
owned
Thursday, January 30, 2014

53. how social should look
owned
earned
paid
Thursday, January 30, 2014

54. how social should look
owned
earned
integrated
project strategy
Thursday, January 30, 2014

55. how social should look
owned
earned
integrated
project strategy
paid
Thursday, January 30, 2014

56. owned
cultivation
engagement
conversation facilitation
Thursday, January 30, 2014

57. owned
Thursday, January 30, 2014

58. owned
cultivation
engagement
conversation facilitation
custom content
repurposing web/project content
Thursday, January 30, 2014

59. owned : custom
Thursday, January 30, 2014

60. owned : custom
Thursday, January 30, 2014

61. owned : brand journalism
Thursday, January 30, 2014

62. owned : brand journalism
Thursday, January 30, 2014

63. owned : brand journalism
Thursday, January 30, 2014

64. owned : time sensitive
Thursday, January 30, 2014

65. owned : non-time sensitive
Thursday, January 30, 2014

66. earned
earned
Thursday, January 30, 2014

67. earned
ongoing pursuit of earned media
Thursday, January 30, 2014

68. earned
ongoing pursuit of earned media
standard vs. new
Thursday, January 30, 2014

69. earned
ongoing pursuit of earned media
active content creation
Thursday, January 30, 2014

70. earned
Thursday, January 30, 2014

71. earned
Thursday, January 30, 2014

72. project strategy
integrated
project strategy
Thursday, January 30, 2014

73. flat rammy
Thursday, January 30, 2014

74. flat rammy
Thursday, January 30, 2014

75. flat rammy
Thursday, January 30, 2014

76. flat rammy
http://www.slideshare.net/jwalovitch/flat-rammy-recap
Thursday, January 30, 2014

77. suffolk 365
http://suffolkomc.com/project365/
#.UunX1nddUhJ
Thursday, January 30, 2014

78. paid : the double standard
paid
Thursday, January 30, 2014

79. paid : the double standard
marketers are happy to pay
X dollars for postage to ensure
prospectives see direct mail pieces.
Thursday, January 30, 2014

80. paid : the double standard
marketers are happy to pay
X dollars for postage to ensure
prospectives see direct mail pieces.
& not many people questions this.
Thursday, January 30, 2014

81. paid : the double standard
why should it be any
different for social?
Thursday, January 30, 2014

82. paid : the double standard
social advertising &
people freely tell the
internet where they
went to school =
Thursday, January 30, 2014

83. paid : the double standard
new mailing address
Thursday, January 30, 2014

84. paid : the double standard
Thursday, January 30, 2014

85. paid : the double standard
Thursday, January 30, 2014

86. how social should look
owned
earned
integrated
project strategy
paid
Thursday, January 30, 2014

87. reprioritizing resources
Thursday, January 30, 2014

88. thank you!
Thursday, January 30, 2014

89. thank you!
any questions?
Thursday, January 30, 2014