The document summarizes a webcast titled "Earn It. Don't Buy It." featuring presentations by Jim Tobin and Jay Baer on social media marketing strategies. The webcast covered topics such as how buying fans destroys organic reach on social media pages, the importance of organic engagement over paid tactics, and the need for social media strategies rather than focus on individual platforms or tactics. It also discussed whether Facebook is declining in popularity among teens and the rise of alternative platforms. The presenters advocated for balancing paid, owned and earned social media approaches to drive long-term customer relationships rather than single transactions.

1. Earn It. Don’t Buy It. The Webcast.
November 8, 2013

2. Today’s Presenters
Jim Tobin | @jtobin
Author of Earn It. Don’t Buy It.
President of Ignite Social Media
Jay Baer | @jaybaer
Author of Youtility
President of Convince and Convert
#Earnit

3. Webcast Details
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Jim and Jay will lead Q&A at the end of the call.
Tag your tweets with #Earnit.
We’re recording the show.
We’ll send an email follow up to everyone.
@ignitesma
#Earnit

4. Earn It. Don’t Buy It.
The CMO’s Guide to Social Media
Marketing in a Post Facebook World
Earn It. Don’t Buy It. provides insight
into the changing social media
marketing landscape and offers
actionable strategies that will help
modern CMOs and brand managers
design social media marketing
programs that earn engagement and
drive business results.
@ignitesma
#Earnit

5. Youtility
Why Smart Marketing Is About
Help Not Hype.
The difference between helping and
selling is just two letters. But those
two letters are critically important to
the success of business today.
Youtility is marketing so useful,
people would pay for it. It's a new
marketing model for the age of
information overload.
@ignitesma
#Earnit

6. Agenda
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Social Media Marketing is Broken
A Post-Facebook World
The Role of Social Advertising
Fixing It
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#Earnit

7. IS SOCIAL MEDIA
MARKETING BROKEN?
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8. Buying Fans Destroys Pages
Month
Organic Reach Percent
Organic Interaction Rate
(likes + comments + shares / fans
with no ad support)
Month 1
11.84%
0.21%
12.52%
0.24%
Month 3
8.26%
0.18%
Month 4
13.41%
0.41%
Month 2
AVERAGE PRIOR:
11.51%
AVERAGE PRIOR:
0.26%
PAID FAN ACQUISITION BUY
Month 5
5.97%
0.17%
3.61%
0.08%
4.84%
0.08%
Month 8
3.83%
0.05%
Month 9
4.37%
0.08%
Month 10
5.59%
0.10%
Month 6
Month 7
@ignitesma
AVERAGE AFTER:
4.7%
AVERAGE AFTER:
0.09%
#Earnit

9. Organic Drives Better Business
Results
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#Earnit

10. Smart Marketing is about
Help not Hype
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#Earnit

11. Don’t Confuse Tactics and
Platforms with Strategy
Social
Media
Marketing
Strategy
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#Earnit

12. IS FACEBOOK ON ITS
WAY OUT?
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#Earnit

13. The Beginning of the End?
"We did see a decrease in
[teenage] daily users [during the
quarter], especially younger
teens," Facebook chief financial
officer David Ebersman said
during the company's thirdquarter earnings conference call
[Oct. 30, 2013] with analysts.
@ignitesma
#Earnit

14. Where’s Everyone Going?
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15. But, Facebook Is Still
Popular and Profitable
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Source: Facebook
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16. Twitter Goes Public
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17. IS SOCIAL ADVERTISING
INHERENTLY EVIL?
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18. When Social Ads Go Wrong
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19. There is a Place for
Social Advertising
Paid Traffic Drivers
Organic Traffic Drivers
Promotion
Paid and Owned
Participation Markers
Activate Current Customers
Strong
Content
Promotion and
Syndication
@ignitesma
#Earnit

20. HOW DO WE FIX IT?
@ignitesma
#Earnit

21. One Transaction or
One Customer?
@ignitesma
#Earnit

22. A Balancing Act
THIS not THAT
Paid
Owned
Paid
Owned
Earned
Earned
@ignitesma
#Earnit

23. Questions?
#Earnit

24. Thank you.