pbm (1).pptx
Post on 06-Jul-2018
222 Views
Preview:
TRANSCRIPT
-
8/18/2019 PBM (1).pptx
1/11
What is social media?Social media is a conversation online.
Look who’s talking: – your customers
– your donors
– your volunteers
– your employees
–
your investors – your critics
– your fans
– your competition....
– anyone who has internet access and an opinion
Social media is changing ourworld
The power to define and control a brand is shifting from
corporations and institutions to individuals and communities
-
8/18/2019 PBM (1).pptx
2/11
e soc a me aconversationThe conversation is not:
– controlled
– organized
– “on message”
The conversation is:
–organic
– complex
– speaks in a human voice
Social media is not a strategy or a tactic –
it’s simply a channel.
• Social Media ofers a great opportunity or business toreconnect with people (ace!ook " twitter" Linked #n"
$outu!e"ficker"myspace etc%
-
8/18/2019 PBM (1).pptx
3/11
• Social media winds up enterin& a ma'ority of
the conversations a!out !usiness development
and marketin&.
• Social edia isn’t a!out the tools" its a!out how
the tools make it easier to facilitate
conversation.
• ) strate&ies for a captivatin& social media
conversation:
– Listen" Surround" acilitate" *articipate" +n&a&e.
-
8/18/2019 PBM (1).pptx
4/11
-
8/18/2019 PBM (1).pptx
5/11
-
8/18/2019 PBM (1).pptx
6/11
-
8/18/2019 PBM (1).pptx
7/11
Brands at Risk
• #n view of the self,reported findin&s" nearly four
in five markers say they-re concerned a!out
their !rand !ein& at risk:
– )/ say they-re aware their !rand is somewhat at
risk0and are takin& action.
– 12/ a&ree their !rand is at risk" !ut haven-t taken
action.
–
/ say their !rand is at risk" citin& ma'or concerns" !ut say they-re not sure how to take action.
• Less than one,3uarter (44.1/% say their !rand
is not at risk.
-
8/18/2019 PBM (1).pptx
8/11
Similarly" three,3uarters ()/% of marketers e5pect
their social6di&ital marketin& e5penditure to
increase over the ne5t year with 42/ pro'ectin&
increases of 4)/ or more.
-
8/18/2019 PBM (1).pptx
9/11
Other Key Findings
• ost marketers focus on creatin& a customi7ed !rand
e5perience for at least one channel: 8nly 9/
acknowled&e they don-t personali7e any channel.
• any marketers are limited in analytical competency:4/ stru&&le to tie analytics !ack to the campai&n
strate&y and 49/ have !asic analytical skills.
• ;;/ of marketers report friction !etween #T and
marketin& for a variety of reasons" includin&
implementation issues (41/%" !ud&et (1/%"
prioriti7ation (1)/%" and marketin& tool selection
(12/%.
-
8/18/2019 PBM (1).pptx
10/11
About the data:
-
8/18/2019 PBM (1).pptx
11/11
top related