What does it take to succeed in 2014? Not to scare you, but this year's gonna be a doozy. From tiny consumer attention spans (they're down to 8 seconds now) to social media overload, social marketers have a tough year ahead. Luckily, there's hope! Our free Survival Guide is your roadmap to the biggest obstacles facing social marketers this year. You’ll learn: - The eight major obstacles facing social marketers in 2014 - Why each obstacle is really an opportunity in disguise - 47 (count ‘em – 47!) actionable steps you can take right now

1. L R Q
J
3
The 2014
;
9
Survival Guide
=
,
8
6
p
SOCIAL MARKETING

2. 2014 is well under way, and social
media marketers are under intense
pressure to perform.
Obstacles to success abound
at every turn. Hold onto your
smartphones, because it’s
about to get ugly.
01
bn.

3. Here’s just a taste of what
you’re up against in 2014.
Now take a deep breath and turn
to the next slide (IF YOU THINK YOU CAN HANDLE IT) …
02
bn.

4. 1.
Cats
2.
Teeny, Tiny
Attention Spans
3.
Multiple Screens
4.
The Measurement
Black Hole
7.
Noise, Noise,
Nose!
8.
Everyone’s
an Influencer
!
5.
Shiny Object
Syndrome
03
bn.
6.
Social Media
Overload

5. WELCOME TO SOCIAL
MEDIA MARKETING IN
2014.
It’s gonna be a doozy, and no one is
coming to save you.
BUT…
04
bn.

6. YOU CAN SAVE
YOURSELF.
Lurking in these obstacles,
there’s hope, opportunity even –
if you know how to find it…
05
bn.

7. FIRST, YOU MUST KNOW
YOUR ENEMY.
Let’s go through the eight biggest
obstacles facing social marketers in
2014.
More importantly, let’s talk about
how you can overcome them.
06
bn.

8. OBSTACLE #1:
CATS
07
bn.

9. What could possibly be
threatening about adorable kitties?
THINK ABOUT IT.
Your social media posts are
competing with this:
08
bn.

10. AND THIS:
09
bn.

11. AND THIS:
(For crying out loud, how are we
supposed to top that?)
10
bn.

12. Be afraid. Be very afraid.
When your content squares off with
pictures of cute kittens, the kittens will
always win.
THEY WILL OUT-LIKE YOU,
OUT-CLICK YOU,
AND OUT-SHARE YOU.
11
bn.

13. Every.
Single.
Time.
But that’s not necessarily a bad thing…
12
bn.

14. Remember, this isn’t a numbers game.
Your goal isn’t to get the most likes,
shares, and comments.
Your goal is to target and convert
the right people, not the most people,
with content they will love.
13
bn.

15. HOW TO DEAL
When it comes to impressions,
think quality over quantity. 100
people who care about your brand
are better than 1,000,000 people
who don’t.
On that note, make it a point to
know what your ideal prospects
actually do care about. In your ads,
talk to them about these things!
For example, create ads that
amuse and entertain, pull on the
heartstrings, or solve a problem.
14
bn.
Most importantly, talk like a human,
not a corporation.
Finally, if you can’t beat the kittens,
join them!

16. OBSTACLE #2:
TEENY, TINY
ATTENTION
SPANS
15
bn.

17. Consumers’ attention spans are short, and
they’re getting shorter.
In 2013, the average
consumer’s attention span
was just 8 SECONDS!
16
bn.

18. The average gold fish has an
attention span of 9 SECONDS.*
My brain weighs less
than a gram, and I can still
focus better than you!
17
bn.
*SOURCE: HTTP://WWW.STATISTICBRAIN.COM/ATTENTION-SPAN-STATISTICS/

19. While you can’t change this trend,
you can take advantage of it with your
social media marketing.
AND NO, WE DON’T MEAN CLICKBAIT.
You can create content that’s both highquality and high-impact.
18
bn.

20. HOW TO DEAL
Use short-form video, especially
in the Facebook News Feed.
Better yet, develop a series of
short-form videos to tell a story
in brief doses.
Use striking, high-res images
that your target audiences will
want to click.
Keep ad copy short and include
an irresistible call to action.
19
bn.
Questions, provocative
headlines, and hashtags are all
proven ways to get people to
click.
Spread an integrated message
to the same target audience
across all your social media
channels. Someone who first
sees your ad on Facebook might
click it later on Twitter.

21. OBSTACLE #3:
MULTIPLE
SCREENS
20
bn.

22. Even when your social content reaches
the right person, there’s a good chance
they’re multitasking on a second screen.
FOR EXAMPLE…
21
bn.

23. If you advertise on TV, more than half
of your audience is using smart phones
or tablets when your commercial airs,
primarily to interact with social media.*
Why not show your ad on
Facebook at the same time?
22
bn.
*SOURCE: HTTP://WWW.ACCENTURE.COM/US-EN/PAGES/INSIGHTACN-VIDEO-OVER-INTERNET-CONSUMER-SURVEY-2013.ASPX

24. SHAMELESS PLUG:
We have a way to synchronize your
TV ads with your Facebook ads.
Learn more
23
bn.

25. HOW TO DEAL
Synchronize your TV ads with your
Facebook ads.
In your ad copy, leverage existing
social media conversations to your
advantage (this works best with
popular shows).
Optimize paid and organic social
content for mobile – that means
big, bold images and succinct
copy.
24
bn.
Create advertisements that direct
users from one screen (TV or
desktop) to another (mobile or
tablet).
Example: Use a TV advertisement
to promote your mobile app, while
simultaneously airing an app install
ad on Facebook.

26. WANT TO SEE
ALL EIGHT
OBSTACLES?
Get your free copy of the
2014 Social Marketing Survival Guide.
GET THE GUIDE