Page 1 ENGAGEMENT@marKWschaefer
IS NOT A STRATEGY
Social Media
Page 2 Hi. I’m Mark W. SCHAEFER. An author. Blogger. Marketing consultant. College educator.
Page 3 I’M HERE TODAY WITH An important MESSAGE FOR THE SOCIAL WEB.
Page 5 BACK IN THE EARLY DAYS OF THE SOCIAL WEB
Page 6 BACK IN THE EARLY DAYS OF THE SOCIAL WEB
(you know, like 2007)
Page 7 the leading “gurus” were actively anti-business.
Page 8 “social media is not about your stupid company. It’s all about the conversation.”
-SOCIAL MEDIA GURU, 2007
Page 9 “social media is not about your stupid company. It’s all about the conversation.”
-SOCIAL MEDIA GURU, 2007
NOTE THE EARLY GOOGLE GLASS PROTOTYPE
Page 10 we’ve come a long way since those days
Page 12 I still hear rumblings online that “engagement is the goal.”
Page 13 So I’m here today TO SAY ONCE AND FOR ALL…
Page 14 ENGAGEMENT IS NOT A STRATEGY.
Page 15 ENGAGEMENT IS NOT A
STRATEGY.
Page 16 AM I YELLING? SORRY ABOUT THAT.
Page 17 HERE’S THE TRUTH ABOUT SOCIAL MEDIA ENGAGEMENT.
Page 18 ENGAGEMENT has to be tied to business objectives.
j#1
Page 19 ENGAGEMENT IS A TOOL.
Page 20 ONE THAT isn’t very valuable on its own
Page 21 Unless it’s tied to a measurable goal.
Page 22 HERE ARE SOME examples
Page 23 customer acquisition
HERE ARE SOME examples
Page 24 customer acquisition
new product development
here are some examples
Page 25 customer acquisition
new product development
Customer service
here are some examples
Page 26 customer acquisition
investment
new product development
Customer service
here are some examples
Page 27 customer acquisition
brand awareness
investment
new product development
Customer service
here are some examples
Page 28 jconsider thOSE before
you start making cat memes for your
corporate facebook page.
Page 29 Engagement by itself is not an indicator of success.
j#2
Page 30 let’s look at apple.
Page 31 $104,300,000,000 brand VALUE
http://www.forbes.com/powerful-brands/list/
Page 32 that makes them the most valuable brand in the history of the world.
http://www.forbes.com/powerful-brands/list/
Page 34 beyond a tumblr page for the iphone5c
isee5c.tumblr.com
Page 35 which is more of a cool, interactive ad than a social site
isee5c.tumblr.com
Page 36 APPLE HAS IGNORED SOCIAL MEDIA.
Page 37 https://twitter.com/apple
THEIR TWITTER PROFILE STILL HAS A BIG FAT GOOSE EGG.
Page 38 AND THEIR FACEBOOK PAGE HAS 12 MILLION LIKES.
https://www.facebook.com/pages/Apple-Inc/137947732957611
Page 39 but zero posts.
https://www.facebook.com/pages/Apple-Inc/137947732957611
Page 40 THEY have no social media engagement.
Page 41 $104,300,000,000
http://www.forbes.com/powerful-brands/list/
BUT THEY HAVE THIS.
Page 42 Engagement isn’t necessarily an indicator of financial success.
Page 43 Engagement comes at a cost.
j#3
Page 44 What happens when your focus is driving engagement?
Page 45 If you’re not careful, you could literally talk yourself broke.
Page 46 Here’s an example of what i mean.
Page 47 http://www.businessesgrow.com/2014/01/06/content-shock/
I wrote a blog post recently that had hundreds of comments.
Page 48 ENGAGING AT THIS LEVEL CAN BE A FULL TIME JOB.
http://www.businessesgrow.com/2014/01/06/content-shock/
Page 49 If I pumped up this level of engagement all the time
Page 50 I wouldn’t have time for consulting & teaching
Page 51 And that’s what feeds my family.
Page 52 ENGAGEMENT IS JUST LIKE ANY OTHER BUSINESS ACTIVITY.
Page 55 SO WHEN IT COMES TO DECIDING HOW MUCH you’ll SPEND ENGAGING
Page 56 You’ll have to find a balance to optimize results for your business.
Page 58 ENGAGEMENTIS NOT A STRATEGY
Social Media
Page 59 j ENGAGEMENT HAS TO BE TIED TO MEASURABLE BUSINESS OBJECTIVES.#1
3 TRUTHS ABOUT SOCIAL MEDIA ENGAGEMENT
Page 60 j ENGAGEMENT HAS TO BE TIED TO MEASURABLE BUSINESS OBJECTIVES.
j#2 ENGAGEMENT ISN’T NECESSARILY AN INDICATOR OF FINANCIAL SUCCESS.
#1
3 TRUTHS ABOUT SOCIAL MEDIA ENGAGEMENT
Page 61 j ENGAGEMENT HAS TO BE TIED TO MEASURABLE BUSINESS OBJECTIVES.
j#2 ENGAGEMENT ISN’T NECESSARILY AN INDICATOR OF FINANCIAL SUCCESS.
#1
3 TRUTHS ABOUT SOCIAL MEDIA ENGAGEMENT
j#3 ENGAGEMENT COMES AT A COST. THE KEY IS FINDING A BALANCE WITH YOUR TIME AND RESOURCES.
Page 62 Here’s the bottom line.
Page 63 Engagement is not STRATEGY.
Page 64 Engagement is not STRATEGY. IT’S A TACTIC.
Page 65 ONE THAT SUPPORTS YOUR BIGGER MARKETING STRATEGY.
Page 66 determining how it will help you reach your business goals will be the key to success.
Page 67 NEED MORE SOCIAL MEDIA ADVICE?
Page 68 Are you ready for even more amazing ideas to help you engage with your audience the right way? You can find them in my book, Social Media Explained.
Buy the book!
Buy it here on Amazon.
Page 69 Content by @markwschaefer Design by @sarahsmason
businessesgrow.com/blog uncommonlysocial.com/ services/presentation-design
Click a link and Say Hello online!
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THANKS!
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