WE ARE NOT DONEThe divide between consumer expectations and

marketing deliverables

SMS BUCURESTI, FEB 2012

BOGDANA BUTNAR

bogdanabutnar.ro

THERE IS A

DISCREPANCY

BETWEEN WHAT WE

THINK CONSUMERS

WANT AND WHAT

THEY REALLY WANT

IN SOCIAL MEDIA.

YEAP, HERE TOO

EVOLUTION OF MARKETER

RELATIONSHIP WITH SOCIAL

MEDIA:

We need to make a contest

or an app or something!!

We have likes!

We need a f*** FB

page!

In 2012, social media

ENGAGEMENT

remains the no1

priority for marketers!

WHAT ARE MARKETERS WILLING

TO “SHARE”?

•Septic updates about the brand

•Generic brand info

•Convergent info (what they already

have on TV)

•Non-committal games

•Minimal-involvement promos

•Politically correct apps

FACEBOO

K SAYS:

• Commentary and analysis on breaking news —Three times as

many Facebook users like opinion posts as the average post.

• Controversy - Drawing attention to "controversial stories on

debatable subject matter" can double both likes and shares.

• Reader shout-outs — Directly addressing readers can quadruple

feedback. Asking for recommendations triples comment.

• Strong photos — A strong photo can double likes, shares, and

comments.

• Humor —Get a laugh and your post gets 50% more likes than the

average post and 5X as many shares.

• Calls to action - Adding a question can increase feedback by 64%

while a call to read or take a closer look increases engagement by

37%

Marketers still believe that what they share is the reason people engage. They presume people are genuinely interested in brand updates and for NO IMMEDIATE REWARD

…actually ..

Consumers engage because they already like the brand and expect it to become involved in a on-to-one relationship with benefits for the consumer

Liking a brand is tantamount to requesting a completely

different marketing experience.

Consumers expect social media to bring their

relationship to a brand to the next level.

!!!??!!

THE DISCREPANCY

LIES IN THE PARTS

OF THE BUSINESS /

BRAND WHICH ARE

INVOLVED WITH

SOCIAL MEDIA

Marketing

becomes/is/remains the

“away team” (problems)

Consumers expect

interaction from sales and

operations (problems)

ASSUME YOUR SOCIAL

MEDIA MANAGERS!

GET ALL YOUR

DEPARTMENTS INVOLVED!

• so we are never done because once we’ve

cracked the communication paradigm, people

expect us to use the new technologies to do

business with them

• and the next step, or logically the first step is to

use these business tools to incorporate them into

our multichannel strategy

The time of

THE MASTERCARD BIG

IDEA

is gone