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Making connections pay.,[object Object],Why and how we must deliver and measure engagement at scale.,[object Object],Ian Schafer, CEO & Founder,,[object Object],April 1, 2011,[object Object],Heckle me @ischafer.,[object Object]
Socialize: Monetizing Social Media - Ian Schafer
Impressions are dying a painful death.,[object Object],And we’re in complete denial.,[object Object]
How it used to be: Funnel Thinking,[object Object],Familiarity,[object Object],Purchase,[object Object],Loyalty,[object Object],Awareness,[object Object],Consideration,[object Object],The Reality of Modern Marketing,[object Object],12,[object Object],Store/Agent/Dealer Interactions,[object Object],Consumer- DrivenMarketing,[object Object],Past Experience,[object Object],Company-DrivenMarketing,[object Object],Word-of-mouthOnline researchOffline and/or print reviews,[object Object],Traditional advertisingDirect marketingSponsorshipIn-store product experienceSalesperson contact,[object Object],26,[object Object],43,[object Object],21,[object Object],37,[object Object],28,[object Object],31,[object Object],10,[object Object],5,[object Object],39,[object Object],26,[object Object],22,[object Object],Initial,[object Object],Consideration Set,[object Object],Activeevaluation,[object Object],Closure,[object Object]
Social media is “cute”.,[object Object],So are advertisers’ social media budgets.,[object Object]
“Engagement” isn’t just gaining momentum.,[object Object],It’s begging for a more significant share of spending.,[object Object]
How do we fix the “engagement doesn’t scale” problem?,[object Object]
TOO COMMODITIZED,[object Object],WHERE $ WANT TO GO,[object Object],TOO SPECIALIZED,[object Object],TOO INEXPENSIVE,[object Object]
Socialize: Monetizing Social Media - Ian Schafer
“Inventory” is headed into some scary territory as buyers seek the ultimate efficiency.,[object Object]
Platforms are gaining power.,[object Object],And it’s changing everything.,[object Object]
Just because it’s not an impression,,[object Object],doesn’t mean it’s not advertising.,[object Object]
Connections are the new impressions.,[object Object]
Measuring depth > measuring breadth.,[object Object]
Socialize: Monetizing Social Media - Ian Schafer
[object Object]
The more runners on base, the more runs can be scored.
The more hits with runners on base, the more runs are scored.
Runs win baseball games.,[object Object]
SOCIAL MEDIA SABERMETRICS,[object Object],The analysis of the effectiveness of engagement marketing through objective evidence, leading us to understand how to predictably create more better customers.,[object Object]
Likes,[object Object],Follows,[object Object],Clicks,[object Object],Shares,[object Object],Comments,[object Object],Views,[object Object],Uploads,[object Object],Blah blah blah,[object Object]
Behaviorally modeling engagement archetypes can create more wins.,[object Object]
Likes,[object Object],Follows,[object Object],Clicks,[object Object],Shares,[object Object],Comments,[object Object],Views,[object Object],Uploads,[object Object],Blah blah blah,[object Object],IT’S THE RESEARCH.,[object Object],(or “Money, it’s the KPIs”),[object Object]
Socialize: Monetizing Social Media - Ian Schafer
People that visit Bing from social environments are 4x as engaged as the average visitor.,[object Object],4X,[object Object]
Over 62 million PEOPLE COULDN’T be wrong.,[object Object]
Socialize: Monetizing Social Media - Ian Schafer
421,665,[object Object],Fans Acquired in One Day,[object Object],FanGrowth,[object Object],358.4%,[object Object],Increase in Fans in One Day,[object Object],401,244,[object Object],Engagement Completions,[object Object],Engagements,[object Object],576,814,[object Object],Clicks on Promotional Offer,[object Object],59,000+,[object Object],Engagement Shares on Facebook,[object Object],Shares,[object Object],71,000+,[object Object],Clicks on the Shared Feeds,[object Object]
70%,[object Object],of fans returned to Bing the following month.,[object Object]
Effectively define and measure engagement or be left behind.,[object Object],It’s ok to think of social media as media. Just respect it more. It’s made of people!,[object Object],It’s also ok to incentivize engagement. Just add value.,[object Object],Research the types of engagements that make more better customers.,[object Object],And make more of those engagements.,[object Object]

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Socialize: Monetizing Social Media - Ian Schafer

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  • 17. The more runners on base, the more runs can be scored.
  • 18. The more hits with runners on base, the more runs are scored.
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Hinweis der Redaktion

  1. More advertisers are asking for it, but agencies and publishers are slow to embrace it. It’s difficult to monetize.
  2. More time is spent “using” platforms than “reading” websites.
  3. We are waking up to the fact that “branding” is difficult to measure.But there is promise for “connections”.Impressions will be evaluated upon how hard they work.
  4. Those that are most adaptable to change will survive.