This presentation was given at an event where I try to give my understanding of what structural issues have lead to buffer losing 50% of their referat traffic. These my thoughts and as any good hypothesis, I am looking for good discussion to understand the disruption at hand on Social Media.

1. The Collapse Of
Social Media
Engagement

2. Purpose
To Be A Little
Provocative
Define and Question The
Status Quo

3. 1 Year Ago I Said:
Have A Data Map
Tied to a Process
Content Creation
will grow
expontential and on
all fronts
Map Customer
Journeys
Time is the only
constant
Selling Has
Changed
Question All Your
Content
Create Data Oases Create Digital
Honey Pots

4. Professional
◎ Working at Microsoft since
Sept. 2015 as a Technical
Specialist CRM
◎Worked at Sitecore 5 years
managing internal CRM system
and various integregations.
Keywords:
◎CRM
◎Data Driven
◎Social Media
◎Curious
◎Process Driven
◎Human
◎Both Optimist and
Pessimist
Contact me:
patrick@kitchell.dk | pakitche@microsoft.com
Twitter: @denmark98

5. Social Media
@denmark98
◎Strong Twitter presense with 66,100 followers
@denmark98
◎Once delivered 29,000,000 impression to
Sitecore Symposium
◎16,000 connections on Linkedin
◎Test all tools related to automation and
analytics related to Twitter.

6. What Have I Been Doing Lately
Live Streaming Testing Linkedin
Polls
@denmark98

8. Is This The
Future?
#wawcph

9. This is Reality
#wawcph

10. Imagine Social Media
Engagement As
Money In An
Economy …

11. Where The
Engagment Economy
Had Checks and
Balances…

12. Where We Knew The
True Value of
Engagement …

13. The Reality Is:
…We Have Been Living In An
Engagement Bubble
We Don’t Know The True Value
Of Engagement…
Provacative
#wawcph

14. Bubble?
What’s That?
#wawcph

15. .COM Bubble 2000

16. Housing Collapse

17. USA Student Loan Bubble

18. The Social Media Bubble 2015?
#wawcph

19. The Social Media Bubble 2015?
#wawcph

20. #wawcph

21. #wawcph

22. What isGoing On?
#wawcph

23. What is Going On?
Google has standarized search
where the returns are diminishing.
Search is absolutely necessary
but more like a muffler than a
racecar.

24. What Would Happen IF…
All content was perfectly search
optimized all the time?
#wawcph

25. What is Going On?
The Apocalpyse of Content

26. What is Going On?

27. The Amount of Shareable and
Likeable Content is Growing
Expotentially…
The Total Amount Of Possible
Engagement in the
Engagement Econony Is
Already Known.

28. This upward trend of content
consumption is not sustainable
because every human has a
physiological, inviolable limit to the
amount of content they can consume.
- Mark Schaefer
We are bounded rational.

29. Automation Killed The Social Media
Star
#wawcph

30. What is Going On?
Social Media Automation
Creates Engagement Inflation.
Social Media Automation Pumps
Artificial Engagement Into The
Engagement Economy

31. Rational choice involves two guesses,
1.) a guess about uncertain future
consequences and
2.) a guess about uncertain future
preferences.
- James March
Automation will try to
solve our issues with
bounded rational
choice
Automation will
measure
consequence and
offer preferences

32. What is Going On?
The Rise Of In The Moment
Marketing
Snapchat opened pandoras box
and we now have a proliferation of
live streaming apps and video.

33. In The Moment Marketing

34. Where Does This
Leave Us?
#wawcph

35. Current Factors
Increasing
Content/Stolen
Content
Content Creation
will grow
expontential and on
all fronts
Limited Time
Time is the only
constant
Technology Overload
Martech Lumnascape
for 2015 has over 1800
technologies on it
Automation
Robots rule our
digital lives
Live Marketing
Video is going mobile
…
Video is Everywhere
Internet of Things
The personal
technology front has
only begun

36. 2016 and Beyond
#wawcph

37. Increasing Costs
Pay for Content
Deeper and Deeper pockets for good
content creation
Pay for Visibility
Twitter, Facebook, linkedin build wall gardens
Pay For Search
Increase Cost of SEO

38. Begin To Move From Individual
Products

39. To Value Driven Ecosystems

40. A CHOICE about Content …
Where should content live?
A CHOICE Networks
Create Communities or Outsource Them?
◎Should companies invest in moving from facebook
groups to home grown communities?
◎On Social Sites like Facebook, Linked, medium
◎On Our Own Sites
◎A Mix?
Why struggle on Linkedin and let them keep the spoils
when I can struggle on my own site and reap the
rewards?

41. Facebook and Youtube Fight
#wawcph
YouTube will win the
video battle in the
short term because it
pays the creators
revenue which
makes people WANT
to make more videos

42. Increase Automation
We will see predictive
analytics and machine
learning become the norm.
◎Best and Next choices
◎Content Creation
◎Personalized
Experiences
◎Across Device and
Platform

43. Conclusion
Tie ROI To All Your Channels
Disruption is on the way, YEAH
Engagement Bubble Has Popped
Learn to Create, Manage Your Data
Properly
May The Force Be With You

44. Thank you
@denmark98