AND HOW TO KEEP IT FRESH ONLINE

By Katrina (Scooter) Kokoska

Social Media Fatigue

@kkokoska // kkokoska@schipul.com

• What is Social Media Fatigue?• Why it’s not that big of a deal• How to address new platforms• Strategies for managing multiple platforms

and keeping your consumers engaged

What We’ll Cover

@kkokoska

What is Social Media Fatigue?

@kkokoska http://www.flickr.com/photos/51035760029@N01/282434669/

• 24% of Early Adopters use Social Media less frequently than when they first signed up.– View technology practically

• 31% Aspirers are bored with their social network. – Young, mobile, brand-conscious – Gartner Research

SMF in Numbers

@kkokoska

“Branded content needs to be kept fresh and must be able to capture people’s attention instantly. The new generation of consumers is restless and short on attention span, and a lot of creativity is needed to make a meaningful impact,” – Brian Blau, Research Director at Gartner

• Facebook called “disengaging”• Messaging friends is down 12%• Searching for new contacts down 17%• Joining a group down 19% - Global Web Index

What does SMF look like?

@kkokoska

EXTRA EXTRA!!!

• 64% of companies said they will increase their 2012 Social Media budget. Decreasing print. – 6smarketing

• In 2011, 10.1% of marketing budgets were dedicated to SMM. Up from 7.1% - Marketing Profs

But we were just taking it seriously…

@kkokoska

But we were just taking it seriously…

@kkokoska http://fastgush.com/marketing/brands-start-to-show-signs-of-social-media-fatigue.html /

@kkokoska http://www.searchenginejournal.com/the-growth-of-social-media-an-infographic/32788//

From 2010 to 2011:• 27 to 95 million

Tweets/day• 3.5 to 7 billion pieces of

Facebook content/week• Companies using social

media went from 35%-49%

Content Creation on the Rise

@kkokoska http://www.flickr.com/photos/52436778@N00/2533808944/

• New Social Media platforms– Learning curve– Rebuilding your network– Time– What if?

• Platform updates• FOMO

Other Contributors

@kkokoska http://www.flickr.com/photos/34479244@N00/21172939/

“Just building it doesn’t mean that they’ll come — because there are only so many hours in a day, and so many places people can maintain a presence online.” – Christopher Barger, Forbes

@kkokoska

Look At This Image!

Social Media Fatigue is Twofold

@kkokoska http://www.flickr.com/photos/46384561@N00/4529836138/

research, write, draft, post, measure, monitor, research, write, draft, post, measure, monitor, research, write, draft, post, measure, monitor, research, write, draft, post, measure, monitor, research, write, draft, post #exhausting

http://www.flickr.com/photos/61615889@N00/364597237/

Don’t Panic

• 1920’s-30’s – Became commercially available.• Advertisers began taking advantage of the

opportunity.• More channels, more networks, more

commercials.

A Brief History of Television…

@kkokoska

• Social networking is the fastest growing social media behavior online.

• Global users managing their profiles monthly rose from 36% - 59% by 2011.

• Microblogging went from 13% - 24%• Uploading video went from 21% - 27% - Global Web

Index

A Critical Mass Not Been Reached

@kkokoska

• 4 in 5 active Internet users visit social networking sites.

• Social networking sites dominate people’s time online.

• Americans spend more time on Facebook than any other US site. – Nielsen

• 43% of US companies successfully found new business using SMM last year. – Marketing Profs

Not Even Close

@kkokoska

@kkokoska

Facebook:82% Growth Registered Users

Twitter:252% Growth Tweets per Day

Linkedin:138% Growth Registered Users

http://www.searchenginejournal.com/the-growth-of-social-media-an-infographic/32788/

http://www.flickr.com/photos/32489451@N07/6730836791/

5 Tips for Managing Multiple Platforms

www.readwriteweb.com/archives/majority_of_consumers_use_social_networks_to_inform_buying_decisions.php

#1: Choosing the Right Platform(s)

• Who uses each network?• Where do they come from (geographically)?• Where do they come from (click through)?• How do they like to use social networks?• Are they in your target market?

Demographics

@kkokoska

• Users are mostly male• More than 1/3rd are aged 25-34 years old• 59% come from other “Google properties”

Google+ Demographics

@kkokoska http://www.targetmarketingmag.com/article/5-insights-marketers-into-google-users-demographics-habits/1

Facebook Demographics

@kkokoska http://socialmediatoday.com/kenburbary/276356/facebook-demographics-revisited-2011-statistics

Pinterest Demographics

@kkokoska http://mashable.com/2012/02/25/pinterest-user-demographics/

• How will the layout work with your brand/message?

• Is it opt in?• Ease of use?• Ease of engagement

Consider the Platform

@kkokoska

@kkokoska

@kkokoska

@kkokoska

@kkokoska

• Facebook: Fun for random sharing and promotions. Inherently supports multiple types of media

• Twitter: Smaller, more niche. Knowledge sharing and seek & assist

• Pinterest: Visual• Google+: ???

What type of content is shared?

@kkokoska

• How hard is it to build a network on each platform?

• Can I bring my contacts from XYZ with me?• Is acceptance required?• Do I need an invitation?

Barrier to Entry

@kkokoska

What Else Should I be Looking at?

@kkokoska http://mashable.com/2012/02/25/pinterest-user-demographics/

Other than demographics, and basic platform functionality, step back and look at the bigger

picture before choosing your platforms. . . Look at the full landscape.

Search Plus Rolls Out

@kkokoska http://searchengineland.com/examples-google-search-plus-drive-facebook-twitter-crazy-107554

@kkokoska

@kkokoska http://searchengineland.com/examples-google-search-plus-drive-facebook-twitter-crazy-107554

http://www.flickr.com/photos/57038667@N00/3795633334/

#2: Join Them

http://www.flickr.com/photos/84095300@N00/2222028102/

#3: Listen

#4: Differentiate Content/Don’t Completely Automate

#5: Understand that Social Media is not a Stand-Alone Tool

Search; 54%Company Site; 24%

Social Media; 18%

First Stop Second Stop

Online Purchase Behavior

http://www.inc.com/news/articles/201102/half-of-consumers-combine-search-and-social-media-for-help-buying.html

• 1% of consumers use only social media before purchasing.

• 86% rank search as “very important” in the online buying process

• 28% said social networking sites help them learn about new brands and products.

Online Purchase Statistics

@kkokoska http://www.inc.com/news/articles/201102/half-of-consumers-combine-search-and-social-media-for-help-buying.html

Questions? Contact Me!Katrina (Scooter) Kokoska@kkokoskakkokoska@schipul.com