Social Media Marketing: It's Time to Grow Up!

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2018 was the most disruptive year in the history of social media, as many platforms pulled back or restricted access for marketers. This presentation shows how marketers should respond and charts a path for the future of social media marketing.

Marketing

Chaos is
inherent in all
compounded
things.
Strive on with
diligence.
@marktraphagen

84% of consumer
sharing from sites is
now to “dark social” 84%
@marktraphagen

NEXT
GENERATION
SOCIAL
MEDIA
MARKETING
@marktraphagen

1. Does social still make sense for you?
@marktraphagen

1. Does social still make sense for you?
organic
^
@marktraphagen

2. Paid is no longer optional
@marktraphagen

1. Steep learning curve
@marktraphagen
Paid Social Realities

1. Steep learning curve
2. Regular time investment
@marktraphagen
Paid Social Realities

1. Steep learning curve
2. Regular time investment
3. Well-targeted content essential
@marktraphagen
Paid Social Realities

1. Steep learning curve
2. Regular time investment
3. Well-targeted content essential
4. Consider hiring/contracting help
@marktraphagen
Paid Social Realities

4. More engaging – less clickbait
@marktraphagen

Case study: Jet Blue Non-Event Event
@marktraphagen

5. Develop REAL influencers
and strategic partners
@marktraphagen

True Influencer:
Has a dedicated, relevant audience
AND respected expertise
in your marketplace
@marktraphagen

Organic Influencer Marketing:
Earning unpaid and unsolicited
mentions and endorsements
from True Influencers
@marktraphagen

Strategic Shift:
Focus your organic social
on building strategic relationships
@marktraphagen

6. Expand other uses
for social media
@marktraphagen

How do YOU
plan to “grow
up” your
social media
marketing?
@marktraphagen

Recap
1. Does SMM still make sense for you?
@marktraphagen

Recap
1. Does SMM still make sense for you?
2. Paid is no longer an option
@marktraphagen

Recap
1. Does SMM still make sense for you?
2. Paid is no longer an option
3. Become content-centric
@marktraphagen

Recap
1. Does SMM still make sense for you?
2. Paid is no longer an option
3. Become content-centric
4. More engaging (w/o clickbait)
@marktraphagen

Recap
1. Does SMM still make sense for you?
2. Paid is no longer an option
3. Become content-centric
4. More engaging (w/o clickbait)
5. Develop REAL influencers & strategic
partners
@marktraphagen

thank you!
Mark Traphagen
mark.traphagen@perficient.com
@marktraphagen
@marktraphagen

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Social Media Marketing: It's Time to Grow Up!

1. It’s Time for Mark Traphagen – State of Search 2018 Social Media Marketing To Grow Up!

2. Chaos is inherent in all compounded things. Strive on with diligence. @marktraphagen

11.

12.

13. @marktraphagen

14. 84% of consumer sharing from sites is now to “dark social” 84% @marktraphagen

15. @marktraphagen

16. @marktraphagen

17. Econsultancy.com@marktraphagen

18. SO... @marktraphagen

19.

20.

21.

22. @marktraphagen

23.

24. NEXT GENERATION SOCIAL MEDIA MARKETING @marktraphagen

25. 1. Does social still make sense for you? @marktraphagen

26. 1. Does social still make sense for you? organic ^ @marktraphagen

27.

28.

29. 2. Paid is no longer optional @marktraphagen

30.

31.

32.

33. Paid Social Realities @marktraphagen

34. 1. Steep learning curve @marktraphagen Paid Social Realities

35. 1. Steep learning curve 2. Regular time investment @marktraphagen Paid Social Realities

36. 1. Steep learning curve 2. Regular time investment 3. Well-targeted content essential @marktraphagen Paid Social Realities

37. 1. Steep learning curve 2. Regular time investment 3. Well-targeted content essential 4. Consider hiring/contracting help @marktraphagen Paid Social Realities

38. 3. Be content-centric @marktraphagen

39.

40.

41. Myth: Facebook only restricts brand content to force us into paid ads. @marktraphagen

42.

43. Meaningful interactions @marktraphagen

44.

45. 4. More engaging – less clickbait @marktraphagen

46.

47. Case study: Jet Blue Non-Event Event @marktraphagen

48.

49. @marktraphagen

50. Case study: REI The Mirnavator

51. @marktraphagen

52. 5. Develop REAL influencers and strategic partners @marktraphagen

53. True Influencer: Has a dedicated, relevant audience AND respected expertise in your marketplace @marktraphagen

54. Organic Influencer Marketing: Earning unpaid and unsolicited mentions and endorsements from True Influencers @marktraphagen

55. @marktraphagen

56. Strategic Shift: Focus your organic social on building strategic relationships @marktraphagen

57. @marktraphagen

58. 6. Expand other uses for social media @marktraphagen

59. Customer service @marktraphagen

60. Social listening @marktraphagen

61. Brand community @marktraphagen

62. How do YOU plan to “grow up” your social media marketing? @marktraphagen

63. Recap 1. Does SMM still make sense for you? @marktraphagen

64. Recap 1. Does SMM still make sense for you? 2. Paid is no longer an option @marktraphagen

65. Recap 1. Does SMM still make sense for you? 2. Paid is no longer an option 3. Become content-centric @marktraphagen

66. Recap 1. Does SMM still make sense for you? 2. Paid is no longer an option 3. Become content-centric 4. More engaging (w/o clickbait) @marktraphagen

67. Recap 1. Does SMM still make sense for you? 2. Paid is no longer an option 3. Become content-centric 4. More engaging (w/o clickbait) 5. Develop REAL influencers & strategic partners @marktraphagen

68. Recap 1. Does SMM still make sense for you? 2. Paid is no longer an option 3. Become content-centric 4. More engaging (w/o clickbait) 5. Develop REAL influencers & strategic partners 6. Expand other uses @marktraphagen

69. thank you! Mark Traphagen mark.traphagen@perficient.com @marktraphagen @marktraphagen