2. Social media users in 2012

3. 1.43 Billion
Social media users in 2012

4. Holy sh*t, that’s a lot of people.

5. Banner ad click through rate

6. .2%
Banner ad click through rate

7. Think about that.

8. Think about that.
For every 1000 ads,
just 2 people click on them.

9. Social media banner ad
click through rate.

10. .08%
Social media banner ad
click through rate.

11. Banner ad spend in 2012

12. $8.68 billion
Banner ad spend in 2012

13. Consumers’ minds are
under attack.

14. 3,500

15. 3,500Number of messages
consumers receive a day.

16. brand vs. consumer
250

17. brand vs. consumer
250Number of ads consumers
receive every 90-minutes.

18. 1
During that 90-minute period,

19. 1
During that 90-minute period,
number of messages recalled.

20. 1
During that 90-minute period,
number of messages recalled.

21. 1 in 250

22. 1 in 250The odds are against us.

23. But we are not doomed!

25. 180,626
comments

26. H

27. oH

28. loH

29. yloH

30. S yloH

31. hS yloH

32. *hS yloH

33. t*hS yloH

34. Now guess how many ads
you’d have to place

35. Now guess how many ads
you’d have to place
to get 180,626 people
to click on your content?

36. 225

37. 225,795

38. 225,795,000

39. 225,795,000
that’s how many.

40. Did we mention
all that engagement
was organic?

41. Because we’ve learned…

42. attention

43. can’t be

44. bought

45. or

46. owned

47. it has to be

48. earned.

49. And the best way to ‘earn’
someone’s attention is simple.

50. DO

51. DO
SOMETHING

52. DO
SOMETHING
INTERESTING!

53. Let’s do interesting
things together…

54. …and start by
rethinking social.

55. Most brands ‘do’ social

56. by putting their marketing message
across a variety of social channels.

57. This happens because brand managers
have to figure out,

58. WTF do I
do with
each?

60. “I’ll use it to broadcast my
marketing bullsh*t!”

62. Don’t ‘DO’ social,

63. ‘BE’ social.

64. Steps to becoming
a social brand.

65. STEP 1:
Ask the right questions.

66. WTF do I
do with
each?

67. WTF do I
do with
each?
Before asking this.

68. Before even thinking about these channels.

69. Before even thinking about these channels.

70. Before even thinking about these channels.

71. Before even thinking about these channels.

72. Before even thinking about these channels.

73. Ask yourself,

75. “What is my
objective for
social media?”

76. “What is my
objective for
social media?”
Besides just selling more stuff

78. “what role
can my brand
play in culture?”

79. “what role
can my brand
play in culture?”
Besides the product/ services we provide

81. “what stories
can I tell?”

82. “what stories
can I tell?”
Besides the one in my ad campaign

84. “which communities
can I influence?”

85. “which communities
can I influence?”
Besides my own

87. “how can I
enter real-time
conversations?”

88. “how can I
enter real-time
conversations?”
In a way that adds value to them

89. We’ll help you answer these,
before we ever think about
executing on these.

90. We’ll help you answer these,
before we ever think about
executing on these.

91. STEP 2:
Think like an end user.

92. “There is so much interest in Facebook,
Twitter, and other types or social media
today, but for companies and
organizations to use these technologies
effectively they need to understand why
people talk about and share certain
things.”
-­‐
Jonah
Burger,
Author
Phsycological
Science
Why
Do
We
Share
Stories,
News,
and
Informa6on
With
Others?

93. We know

94. it’s a hard pill to swallow

95. but consumers want more
than marketing messages.

96. They want

97. to learn

98. to play

99. to b**ch

100. to cheer

101. but mostly

102. something of value

103. something of value.

104. A recent study,

105. A recent study,

106. asked consumers,

107. “why do you engage
brands on social?”

109. Value exchange is
most important

110. Then they asked marketers,

111. “what do consumers want
from your brand on social?”

113. Value exchange is at
33% or less

114. Finally, they asked consumers
how they will use social in 2013.

116. `

117. Value exchange is the key.

118. When people engage
with a brand…

119. …they expect
something in return.

120. Before doing anything on social,
identify what value you can add.

121. But that doesn’t mean
your social space
has to look like this.

123. Here are some
other ways to do it.

124. Change the game

125. Change the gameMonopoly’s facebook fans voted to change the iconic tokens

126. See it first

127. See it firstDodge revealed the new Viper to its facebook community first

128. Have fun

129. Have funSkittles invited fans to bury a man in 2 million Skittles

130. Step 3:
F**king stand for something.

131. So many brands can’t answer
one simple question:

132. “What do I stand for?”

133. Think about it
like this.

134. What would you tell your best friend
is the reason they should visit
your facebook page?

135. It’s so easy to tell people why
they should visit sites like…

140. You should be able to tell your
best friend, visit my site and…

141. learn how to cook better,

142. get beauty tips,

143. laugh more,

144. join our cause.

145. Whatever it is, make sure
it’s a clear and simple offering.

146. Step 4:
Don’t always be selling.

147. Imagine your current fan base
as people inside a stadium.

148. stadium.

149. To keep them satisfied,
we must do 3 things.

150. 1. Entertain and engage them.

151. 2. Reward their loyalty.

152. 3. Be consistently good.

153. Get all 3 right and something
magical happens.

154. They tell
their friends,

155. come back
for more,

156. and become
fans for life.

157. But here’s the most important
thing that’s easy to forget.

158. The main reason fans
come to a stadium is
NOT
to buy stuff.

159. The main reason fans
come to a stadium is
NOT
to buy stuff.

160. It’s to see a...

161. performance.

162. But if the performance is great,

163. But if the performance is great,
guess what they do afterwards?

164. They buy sh*t!

165. Step 5:
Expand your reach.

166. At first brands were
chasing ‘likes’.

167. ‘Likes’ gave
them fans,

168. ‘Likes’ gave
them fans,
or so they thought.

169. Joining
Facebook is
your destiny!

170. Percentage of fans who engage
with a brand they ‘like’ on Facebook.

171. 1%
Percentage of fans who engage
with a brand they ‘like’ on Facebook.

172. “Brand growth is attained not by
reaching a few loyal fans but a larger
number of light and medium buyers.”
-­‐
Ehrenberg-­‐Bass
Ins;tute

173. The more people that see
what you do, the better.

174. Facebook knows this, which is
why they are acting like the…

175. mafia.

176. Demanding us to pay if we want
to reach more fans of our brand.

177. The best way to beat them at
their own game is...

178. DO

179. DO
SOMETHING

180. DO
SOMETHING
INTERESTING!

181. Interesting work will organically
get consumers talking, generate
earned media, and spread itself.

182. Some examples include,

183. Oreo turns provocative post into national headlines.

184. Google uses math problem on billboard to hire smart people.

185. Oakley sends sunglasses to trapped Chilean miners.

187. Using earned media to spark the
social conversation is no longer
the goal of just PR.

188. It’s the goal of all marketing.
Especially social media.

189. Step 6:
Tell amazing stories.

190. Life is f**king boring.

192. Stories help us escape to a
more exciting…

193. place,

194. and time.

195. We grew up surrounded by big
dramatic story arcs, it’s how
we want our lives to be.

196. We grew up surrounded by big
dramatic story arcs, it’s how
we want our lives to be.

197. There’s no denying
great stories are…

198. magnetic.

199. The logic becomes simple.

200. If social media connects people,

201. If social media connects people,
and people are connected by stories,

202. If social media connects people,
and people are connected by stories,
then we have to be storytellers.

203. There are 2 ways to
create a great story.

204. 1. Create your
own original tale.

205. This approach usually requires
more of an investment and
comes with an obvious risk…

206. This approach usually requires
more of an investment and
comes with an obvious risk…
People might ignore it.

207. 2. Tag along with
an existing story.

208. A story that has already
captured people’s attention
highly increases the odds that…

209. A story that has already
captured people’s attention
highly increases the odds that…
…they will pay attention to your
brand’s involvement in that story.

210. To find the right stories
to tag along with,

211. we have to understand which
ones people care about.

212. What’s relevant to them?

213. What they want to talk about?

215. To find the answers…

216. …we travel to where
consumers are.

217. And social is

218. And social is
news outlets

219. And social is
news outlets
trending topics

220. And social is
news outlets
online communities
trending topics

221. And social is
news outlets
online communities
trending topics
memes

222. And social is
news outlets
online communities
trending topics
memes
cultural moments

223. This journey helps us go beyond
the traditional marketing message
and craft stories that are far more..

224. interesting,

225. dramatic,

226. unexpected,

227. mysterious,

228. meaningful,

229. newsworthy,

230. and social.

231. Before you get going,
don’t forget the following.

232. Social is always on.

233. Social is always on.
Which means you have
more than enough time to…

234. experiment,

235. and take risks.

236. Every great story
has some tension or…

237. conflict.

238. Don’t avoid these,

239. Don’t avoid these,
see them as opportunities to
make something better.

240. The world is moving

241. fast.

242. The brands that move
with it, will get all the...

243. attention.

244. Don’t run your social channel
as if it were a…

245. magazine.

246. Submitting content weeks in
advance will make your brand
seem out of touch.

247. And just because the person
who buys your product is a

248. mom

249. doesn’t mean you always
have to talk to her like one.

250. Always remember,
people may

251. grow older

252. and wiser

253. they still long for simple

254. pleasure.

255. LET’S DO THIS!