The first half of 2018 has proven to be the most chaotic and disruptive period in the history of social media marketing. This presentation explains why, then offers six attitude adjustments social media marketers must make to "grow up" and become mature marketers, in order to survive and thrive in the coming years.
2. @umbsocialMark Traphagen| Stone Temple | @marktraphagen
STONE TEMPLE CONSULTING
FRAMINGHAM MA – Eric Enge, Founder & CEO
Our Studies Have Been Covered In:
➣ US Search Awards SEO Agency of the Year
➣ Interactive Marketing Awards Best Video Series (Here’s Why)
➣ Landy’s Search Marketer of the Year (Eric)
➣ US Search Awards Search Personality of the Year (Eric)
➣ INC 5000 Company
40. @umbsocialMark Traphagen| Stone Temple | @marktraphagen
“I’ve gotten more into
driving top of funnel
awareness more
cheaply.
So like running a video
view campaign and then
remarketing to people
that watched it to get
the sale.”
Susan Wenograd
susanwenograd.com
55. @umbsocialMark Traphagen| Stone Temple | @marktraphagen
“While only 41 percent of
people who complain on
Facebook, Twitter, Yelp,
TripAdvisor, and other
review sites anticipate a
response, when they do
receive a response, they’re
almost twice as likely to
recommend the company
afterward.
Jay Baer
Hug Your Haters
62. @umbsocialMark Traphagen| Stone Temple | @marktraphagen
SMM Maturity Attitude Adjustments
Is social media
right for you?
Embrace paid
options
1
2
63. @umbsocialMark Traphagen| Stone Temple | @marktraphagen
SMM Maturity Attitude Adjustments
Is social media
right for you?
Embrace paid
options
Build content
bridges
1
2
3
64. @umbsocialMark Traphagen| Stone Temple | @marktraphagen
SMM Maturity Attitude Adjustments
Is social media
right for you?
Quality over
quantity
Embrace paid
options
Build content
bridges
1
2
3
4
65. @umbsocialMark Traphagen| Stone Temple | @marktraphagen
SMM Maturity Attitude Adjustments
Seek strategic
partnerships
Is social media
right for you?
Quality over
quantity
Embrace paid
options
Build content
bridges
1
2
3
4
5
66. @umbsocialMark Traphagen| Stone Temple | @marktraphagen
SMM Maturity Attitude Adjustments
Seek strategic
partnerships
Is social media
right for you?
Quality over
quantity
Look beyond
promotion
Embrace paid
options
Build content
bridges
1
2
3
4
5
6
67. @umbsocialMark Traphagen| Stone Temple | @marktraphagen
THANK
YOU!
Mark Traphagen
mtraphagen@stonetemple.co
m
@marktraphagen
Stone Temple
sales@stonetemple.com
(508) 879-0995
Notas del editor
Always tempting to think we’re in worst of times, but justified to say this is peak chaos for SMM
Facebook deals with scandals and lost trust
And threats of penalties and restrictive legislation.
Facebook losing users at the youngest demographic.
Zuckerberg announces newsfeed changes that would further penalize most brand and publisher content.
And new, easier-to-use privacy controls that will take even more data away from advertisers.
Twitter cracks down on account automation.
Example warning in Buffer app.
Buzzsumo study reveals social sharing declining.
Also avg shares per post goes down as number of content posts rises.
Networks remove access to sharing metrics.
When influencers worked...but value failed anyway. Not the real problem...
Fraud is the real problem. Revelation that many so-called influencers have little real influence.
And some end up doing more damage than good to brands associated with them.
Ad blocking continues to rise.
Google Chrome introduces passive ad blocking
Dark social is not the scary part of the web.
Dark social is sharing that happens out of our sight or ability to track, such as by email, private groups, messengers, text, etc.
So is SMM dead?
Remember this scene from Holy Grail?
Remember this scene from Holy Grail?
Remember this scene from Holy Grail?
SEO has already been here and survived. Massive disruption of old tricks and hacks by Google forced SEOs to have to grow up into real marketers.
Remember this scene from Holy Grail?
Say what? Isn’t SMM needed by all businesses?
You do have a choice. Decide if its still worth it for you.
Remember, unlike search, social media marketing almost always interrupts.
With paid, you can at least target those interruptions to people more likely to be interested.
These days paid social may work best at top of the funnel, using remarketing (even thru other channels) to follow up (such as Messenger chatbots using Mobile Monkey)
Remember this scene from Holy Grail?
The best social content bridges the needs and desires of users with your brand and marketing goals.
Remember this scene from Holy Grail?
People don’t read what they share.
People don’t read what they share.
Slow down and concentrate on creating better content and posts, even if that means fewer.
Over three years I gained a good relationship with Buzzsumo director Steve Rayson
That paid off when he offered us two pieces of exclusive Buzzsumo research data in advance.
And offered it to us exclusively!
Result: I was able to publish this shocking data simultaneously with the release of their study. Became my most-shared SEJ article.
And our CEO Eric wrote the exclusive post analyzing Buzzsumo’s linked content data.
Are you doing customer service via social? Your customers probably expect it.
This stat doesn’t vary whether or not the customer was satisfied with the result!
Using social to listen to people talk about your brand also valuable.