4. “Social media are media designed to be disseminated
through social interaction, created using highly accessible
and scalable publishing techniques. Social media supports
the human need for social interaction, using Internet- and
web-based technologies to transform broadcast media
monologues (one to many) into social media dialogues
(many to many).”
5. “Social media are media designed to be disseminated
through social interaction, created using highly accessible
and scalable publishing techniques. Social media supports
the human need for social interaction, using Internet- and
web-based technologies to transform broadcast media
monologues (one to many) into social media dialogues
(many to many).”
“
It supports the democratization of
knowledge and information, transforming
”
people from content consumers into content
producers.
21. 2 McKinsey Quarterly 2009 Number 3
nce: In the traditional funnel metaphor, consumers start with a set of potential brands and
DECISIONS:
thodically reduce that number to make a purchase.
hibit title: The traditional funnel
hibit 1
HOW IT USED TO BE.
he traditional funnel
Awareness Familiarity Consideration Purchase Loyalty
22. it counts
it counts
MOST INFLUENTIAL
TOUCHPOINTS
tial touch points by stage of consumer decision journey, for competitors
tomers, % of effectiveness1
Store/agent/dealer interactions 12
26
Word-of-mouth
43
Consumer-driven marketing Online research 21
Offline and/or print reviews
Past experience 28 37
31
Traditional advertising 10
Direct marketing 5
Company-driven marketing Sponsorship 39
In-store product experience 26 22
Salesperson contact
Initial- Active Closure
consideration evaluation
set
24. DID YOU KNOW?
KIDS FEEL 17% MORE POSITIVELY ABOUT SOCIAL
MEDIA BRANDS THAN THE AVERAGE BRAND -- AND
11% MORE THAN OTHER INTERNET BRANDS.
25. DID YOU KNOW?
KIDS FEEL 17% MORE POSITIVELY ABOUT SOCIAL
MEDIA BRANDS THAN THE AVERAGE BRAND -- AND
11% MORE THAN OTHER INTERNET BRANDS.
KIDS FEEL MORE FAVORABLY ABOUT
THAN
26. DID YOU KNOW?
KIDS FEEL 17% MORE POSITIVELY ABOUT SOCIAL
MEDIA BRANDS THAN THE AVERAGE BRAND -- AND
11% MORE THAN OTHER INTERNET BRANDS.
KIDS FEEL MORE FAVORABLY ABOUT
THAN
53% OF KIDS 6-11 LIKE MORE THAN
BEFORE.
31. SOCIAL MEDIA IS
MATURE.
IT CONNECTS BRANDS TO PEOPLE, AND PEOPLE TO
EACH OTHER.
32. SOCIAL MEDIA IS
MATURE.
IT CONNECTS BRANDS TO PEOPLE, AND PEOPLE TO
EACH OTHER.
AUDIENCES SEEK CONNECTIONS WITH BRANDS.
33. SOCIAL MEDIA IS
MATURE.
IT CONNECTS BRANDS TO PEOPLE, AND PEOPLE TO
EACH OTHER.
AUDIENCES SEEK CONNECTIONS WITH BRANDS.
IT’S WHERE YOUR AUDIENCES ARE.
34. SOCIAL MEDIA IS
MATURE.
IT CONNECTS BRANDS TO PEOPLE, AND PEOPLE TO
EACH OTHER.
AUDIENCES SEEK CONNECTIONS WITH BRANDS.
IT’S WHERE YOUR AUDIENCES ARE.
IT CAN BE THE MOST EFFICIENT KIND OF IMPRESSIONS.
35. SOCIAL MEDIA IS
MATURE.
IT CONNECTS BRANDS TO PEOPLE, AND PEOPLE TO
EACH OTHER.
AUDIENCES SEEK CONNECTIONS WITH BRANDS.
IT’S WHERE YOUR AUDIENCES ARE.
IT CAN BE THE MOST EFFICIENT KIND OF IMPRESSIONS.
SOCIAL MEDIA IS “COOL”.
36. SOCIAL MEDIA IS
MATURE.
IT CONNECTS BRANDS TO PEOPLE, AND PEOPLE TO
EACH OTHER.
AUDIENCES SEEK CONNECTIONS WITH BRANDS.
IT’S WHERE YOUR AUDIENCES ARE.
IT CAN BE THE MOST EFFICIENT KIND OF IMPRESSIONS.
SOCIAL MEDIA IS “COOL”.
IT FINALLY GIVES US A WAY TO MEASURE
ENGAGEMENT, IN REAL-TIME.
54. SOCIAL MEDIA
SABERMETRICS™ CAN HELP.
identify your business goals
identify your key social performance indicators
55. SOCIAL MEDIA
SABERMETRICS™ CAN HELP.
identify your business goals
identify your key social performance indicators
develop programs that influence KSPIs
56. SOCIAL MEDIA
SABERMETRICS™ CAN HELP.
identify your business goals
identify your key social performance indicators
develop programs that influence KSPIs
optimize according to KSPIs
57. WE STILL DON’T KNOW ENOUGH
ABOUT HOW AUDIENCES ENGAGE
WITH OUR BRANDS.
58. WE STILL DON’T KNOW ENOUGH
ABOUT HOW AUDIENCES ENGAGE
WITH OUR BRANDS.
BUT WE WILL
HAVE TO.
59. WE DON’T WANT TO GIVE SOCIAL
MEDIA THE TIME IT NEEDS TO
GENERATE RESULTS.
60. SOCIAL MEDIA IS NOT
MATURE.
BIG AGENCIES AREN’T BUILT FOR IT.
61. SOCIAL MEDIA IS NOT
MATURE.
BIG AGENCIES AREN’T BUILT FOR IT.
WE STILL AREN’T SURE WHAT WE’RE BUYING/SELLING.
62. SOCIAL MEDIA IS NOT
MATURE.
BIG AGENCIES AREN’T BUILT FOR IT.
WE STILL AREN’T SURE WHAT WE’RE BUYING/SELLING.
IT’S MASS, NICHE MEDIA.
63. SOCIAL MEDIA IS NOT
MATURE.
BIG AGENCIES AREN’T BUILT FOR IT.
WE STILL AREN’T SURE WHAT WE’RE BUYING/SELLING.
IT’S MASS, NICHE MEDIA.
WE ARE OUT OF CONTROL OF THE MESSAGE.
64. SOCIAL MEDIA IS NOT
MATURE.
BIG AGENCIES AREN’T BUILT FOR IT.
WE STILL AREN’T SURE WHAT WE’RE BUYING/SELLING.
IT’S MASS, NICHE MEDIA.
WE ARE OUT OF CONTROL OF THE MESSAGE.
WE DON’T KNOW WHERE IT BELONGS IN OUR
ORGANIZATIONS.
65. SOCIAL MEDIA IS NOT
MATURE.
BIG AGENCIES AREN’T BUILT FOR IT.
WE STILL AREN’T SURE WHAT WE’RE BUYING/SELLING.
IT’S MASS, NICHE MEDIA.
WE ARE OUT OF CONTROL OF THE MESSAGE.
WE DON’T KNOW WHERE IT BELONGS IN OUR
ORGANIZATIONS.
WE SUCK AT MEASURING IT.
66. SOCIAL MEDIA IS NOT
MATURE.
BIG AGENCIES AREN’T BUILT FOR IT.
WE STILL AREN’T SURE WHAT WE’RE BUYING/SELLING.
IT’S MASS, NICHE MEDIA.
WE ARE OUT OF CONTROL OF THE MESSAGE.
WE DON’T KNOW WHERE IT BELONGS IN OUR
ORGANIZATIONS.
WE SUCK AT MEASURING IT.
WE DON’T KNOW ENOUGH ABOUT HOW OUR AUDIENCES
ENGAGE.
67. SOCIAL MEDIA IS NOT
MATURE.
BIG AGENCIES AREN’T BUILT FOR IT.
WE STILL AREN’T SURE WHAT WE’RE BUYING/SELLING.
IT’S MASS, NICHE MEDIA.
WE ARE OUT OF CONTROL OF THE MESSAGE.
WE DON’T KNOW WHERE IT BELONGS IN OUR
ORGANIZATIONS.
WE SUCK AT MEASURING IT.
WE DON’T KNOW ENOUGH ABOUT HOW OUR AUDIENCES
ENGAGE.
WE ARE ADDICTED TO CAMPAIGNS -- NOT COMMITMENTS.
70. SOCIAL MEDIA IS
MATURE (ENOUGH).
DEVELOP A STRATEGY THAT INVOLVES
EACH DEPT.
71. SOCIAL MEDIA IS
MATURE (ENOUGH).
DEVELOP A STRATEGY THAT INVOLVES
EACH DEPT.
ESTABLISH ROLES.
72. SOCIAL MEDIA IS
MATURE (ENOUGH).
DEVELOP A STRATEGY THAT INVOLVES
EACH DEPT.
ESTABLISH ROLES.
MAKE CRM A PRIORITY.
73. SOCIAL MEDIA IS
MATURE (ENOUGH).
DEVELOP A STRATEGY THAT INVOLVES
EACH DEPT.
ESTABLISH ROLES.
MAKE CRM A PRIORITY.
IDENTIFY YOUR KSPIs.
74. SOCIAL MEDIA IS
MATURE (ENOUGH).
DEVELOP A STRATEGY THAT INVOLVES
EACH DEPT.
ESTABLISH ROLES.
MAKE CRM A PRIORITY.
IDENTIFY YOUR KSPIs.
UNDERSTAND THE VALUE OF
ENGAGEMENTS.
75. SOCIAL MEDIA IS
MATURE (ENOUGH).
DEVELOP A STRATEGY THAT INVOLVES
EACH DEPT.
ESTABLISH ROLES.
MAKE CRM A PRIORITY.
IDENTIFY YOUR KSPIs.
UNDERSTAND THE VALUE OF
ENGAGEMENTS.
EMBRACE TECHNOLOGY.
76. SOCIAL MEDIA IS
MATURE (ENOUGH).
DEVELOP A STRATEGY THAT INVOLVES
EACH DEPT.
ESTABLISH ROLES.
MAKE CRM A PRIORITY.
IDENTIFY YOUR KSPIs.
UNDERSTAND THE VALUE OF
ENGAGEMENTS.
EMBRACE TECHNOLOGY.
INNOVATE.