joshua walovitch
george comeau
director of digital + interactive
director of digital + social media
Thursday, January 30, 2014
the problem with social
Thursday, January 30, 2014
the problem with social
do you want to know what it is?
Thursday, January 30, 2014
the problem with social
any educated guesses?
Thursday, January 30, 2014
the problem with social
Thursday, January 30, 2014
WHY?
Thursday, January 30, 2014
the problem with social
the funnel metaphor
Thursday, January 30, 2014
the problem with social
Thursday, January 30, 2014
the problem with social
when your marketing strategy is built as if the funnel metaphor is a reality
Thursday, January 30, 2014
the problem with social
we start to misunderstand how to use the following tools:
Thursday, January 30, 2014
the problem with social
direct mail
print piecebrochures
website
ppcbanner ads
posters
flyers
Thursday, January 30, 2014
the problem with social
direct mail
print piecebrochures
website
ppcbanner ads
posters
flyers
consume & share & engage withcontent
Thursday, January 30, 2014
the problem with social
direct mail
print piecebrochures
website
ppcadwords
video posters
flyers
consume & share & engage withcontent
Thursday, January 30, 2014
lets see what happenedto the effectivness of our tools when we used them based on an outdated marketing outlook:
the problem with social
Thursday, January 30, 2014
reality check
email open rates
cost-per-click demand of google adwords
banner ad click-thru rates
Thursday, January 30, 2014
reality check
email open rates
paid
2002: 37.3%
Thursday, January 30, 2014
reality check
email open rates
paid
2002: 37.3%
2009: 26%
Thursday, January 30, 2014
reality check
email open rates
paid
2002: 37.3%
2009: 26%
2011: 17%
Thursday, January 30, 2014
reality check
email open rates
2014?Thursday, January 30, 2014
reality check
gmail email tabs
Thursday, January 30, 2014
reality check
banner ad click-thru rates
paid
mid 90’s = 3.0%
Thursday, January 30, 2014
reality check
banner ad click-thru rates
paid
mid 90’s = 3.0%
early 2000s = 0.5%
Thursday, January 30, 2014
reality check
banner ad click-thru rates
paid
mid 90’s = 3.0%
early 2000s = 0.5%
2010 = 0.1%
Thursday, January 30, 2014
reality check
cost-per-click demand of google
paid
going down 15% y.o.y.
Thursday, January 30, 2014
reality check
paid
why do marketers continue to invest so heavily in email + direct mail + ppc
+ banner adsThursday, January 30, 2014
reality check
paid
when they themselves don’t as a consumer fall for those tactics?
Thursday, January 30, 2014
reality check
paid
social media content
seen by more customersthan any other medium
at frequency much higher than any other medium
Thursday, January 30, 2014
reality check
Thursday, January 30, 2014
reality check
paid
not investing in socialis the equivalent to:
Thursday, January 30, 2014
reality check
Thursday, January 30, 2014
reality check
little support, integration or resources
Thursday, January 30, 2014
reality check
Thursday, January 30, 2014
reality check
Thursday, January 30, 2014
suffolk’s evolution
experiment time
the hire
reset
Thursday, January 30, 2014
suffolk’s evolution: the hire
before the hire
Thursday, January 30, 2014
suffolk’s evolution: the hire
the hire
Thursday, January 30, 2014
suffolk’s evolution: the hire
Thursday, January 30, 2014
suffolk’s evolution: the hire
not so fast
Thursday, January 30, 2014
paid
suffolk’s evolution: experiment time
hypothesis
Thursday, January 30, 2014
paid
suffolk’s evolution: experiment time
hypothesis
formulas
Thursday, January 30, 2014
paid
suffolk’s evolution: experiment time
hypothesis
formulas
iterate/shelve
Thursday, January 30, 2014
suffolk’s evolution: reset
Thursday, January 30, 2014
suffolk’s evolution: reset
direct mail
print piecebrochures
website
ppcadwords
banner ads
postersflyers
Thursday, January 30, 2014
suffolk’s evolution: reset
Thursday, January 30, 2014
social
purpose
Thursday, January 30, 2014
social purpose
add-value
Thursday, January 30, 2014
social purpose
add-value
educate
Thursday, January 30, 2014
social purpose
add-value
educateentertain
Thursday, January 30, 2014
and then every once in a while ask them to do something for us
social purpose
add-value
educateentertain
Thursday, January 30, 2014
how social should look
3 prong
Thursday, January 30, 2014
how social should look
Thursday, January 30, 2014
how social should look
owned
Thursday, January 30, 2014
how social should look
paid
ownedearned
Thursday, January 30, 2014
how social should look
ownedearned
integratedproject strategy
Thursday, January 30, 2014
how social should look
paid
owned
integratedproject strategy
earned
Thursday, January 30, 2014
owned
cultivationengagement
conversation facilitation
Thursday, January 30, 2014
owned
Thursday, January 30, 2014
owned
cultivationengagement
conversation facilitation
custom contentrepurposing web/project content
Thursday, January 30, 2014
owned : custom
Thursday, January 30, 2014
owned : custom
Thursday, January 30, 2014
owned : brand journalism
Thursday, January 30, 2014
owned : brand journalism
Thursday, January 30, 2014
owned : brand journalism
Thursday, January 30, 2014
owned : time sensitive
Thursday, January 30, 2014
owned : non-time sensitive
Thursday, January 30, 2014
earned
earned
Thursday, January 30, 2014
earned
ongoing pursuit of earned media
Thursday, January 30, 2014
earned
ongoing pursuit of earned media
standard vs. new
Thursday, January 30, 2014
earned
ongoing pursuit of earned media
active content creation
Thursday, January 30, 2014
earned
Thursday, January 30, 2014
earned
Thursday, January 30, 2014
project strategy
integratedproject strategy
Thursday, January 30, 2014
"at rammy
Thursday, January 30, 2014
"at rammy
Thursday, January 30, 2014
"at rammy
Thursday, January 30, 2014
"at rammy
http://www.slideshare.net/jwalovitch/flat-rammy-recap
Thursday, January 30, 2014
suffolk 365
http://suffolkomc.com/project365/#.UunX1nddUhJ
Thursday, January 30, 2014
paid : the double standard
paid
Thursday, January 30, 2014
paid : the double standard
marketers are happy to pay X dollars for postage to ensure
prospectives see direct mail pieces.
Thursday, January 30, 2014
paid : the double standard
marketers are happy to pay X dollars for postage to ensure
prospectives see direct mail pieces.
& not many people questions this.
Thursday, January 30, 2014
paid : the double standard
why should it be any different for social?
Thursday, January 30, 2014
paid : the double standard
social advertising & people freely tell the internet where they
went to school =Thursday, January 30, 2014
paid : the double standard
new mailing address
Thursday, January 30, 2014
paid : the double standard
Thursday, January 30, 2014
paid : the double standard
Thursday, January 30, 2014
how social should look
paid
owned
integratedproject strategy
earned
Thursday, January 30, 2014
reprioritizing resources
Thursday, January 30, 2014
thank you!
Thursday, January 30, 2014
thank you!
any questions?
Thursday, January 30, 2014