When OMMA Social (part of #IWNY) started off discussing the infamous “Dunk in the Dark” real-time marketing success, the first thought that came to mind was, “This is going to be a long day.” Talk about a case study that has been beaten to death. While this particular example did come up a few times, I was in luck that there were in fact fresh insights and lively discussions taking place throughout the day. There was a lot of great stuff that happened, so here are just some of the highlights from the bigger panels:
Connection Conundrum: Is Facebook Reach Worth Paying For? Touched upon the topic that’s been on many a social media marketer’s mind since Facebook changed its algorithm and organic reach has declined. Some interesting points and questions that came up:
- Facebook may no longer be targeted towards the mass audience, but more so the micro audience. So it’s actually giving you what you need, even if it isn’t what you want. It’s also keeping users from being spammed. Facebook is trying to anticipate what users want to see, and minimizing organic reach helps filter that out. Focus on hyper-targeting the right people to maximize your spend. Smart targeting is the smart solution for a limited Facebook budget.
- If you take a quality piece of content that already does well organically and amplify that, then you’re likely to get more bang for your buck.
- Be effective on the newsfeed, with mobile that’s all there is, and Facebook is increasingly moving in that direction.
- With Facebook, expect the unexpected. They like to keep marketers on their toes. That being said, a strong team will be able to overcome curveballs thrown their way. Talent over tools.
- And remember kiddos, Facebook is a business too. You may not like it, but they need a profitable business model as well.
Social ROI: If “Likes” and Followers Don’t Matter, What Does? Didn’t stray too far from this typical question, but some interesting points to keep in mind were:
- Social ROI depends on what your brand’s goals are: driving traffic vs. community growth vs. sales, etc.
- Does reach matter if no one’s clicking. It was astutely pointed out that the Reach metric on Facebook is actually Potential Reach. Only the social channels themselves know who actually viewed your content. Therefore, are we holding reach in too high esteem?
- You can’t rely on click data alone. The metrics need to be able to provide a 360 perspective.
- The social media industry is maturing enough to say, “OK we have engagement, what then?”
- We have to go from vanity metrics to active metrics to ROI.
- It should never be a pure numbers game. Sentiment around the brand can help drive offline ROI. Social needs to be one piece of the whole.
- Many brands feel the need to be everywhere on social instead of focusing on where their audience is.
- Building communities is hard. Buying campaigns is easy.
- “Social media is like the Wild Wild West.”
- You may not like it, but native advertising is the lesser of two evils when compared with display advertising.
- Owned. Earned. Paid. Social media’s version of “Blurred Lines.”
- “The legal department is where good ideas go to die.” Just got a kick out of that, as we joke about that at About.com. The comeback was “Dated measurement is where good ideas go to die.” Zing.
- Inject your brand into social discourse, but do it tastefully.
- As much as it’s annoying to keep coming back to the same case study, Oreo’s “Dunk in the Dark” tweet did get 15k RT, and paired with the well-placed accompanying ads, it’s still being talked about for a reason. It was the breakthrough for this kind of marketing.
- It’s the brands that already have an always-on strategy that are best set up for real-time marketing, BUT is it sustainable? You get big hits with real-time but evergreen content is important for social media strategy as well.
Ephemeral and Anonymous Social Networks: Nightmare for Brands or Undiscovered Opportunity? Besides having an awesome name, this panel discussed apps like Secret, Whisper, and Snapchat, and what these mean for marketing:
- It seems people use privacy based social platforms to pretty much stay away from everything brands try to use social for. However, while your brand may have no place trying to reach consumers there, you can still listen to try and capture sentiment around your brand or relevant topics, and what your audience’s needs and desires are.
- These “privacy” based platforms still capture customer data. You’re never REALLY anonymous on social. Anonymous networks provide the illusion of privacy.
- When users are anonymous are the insights deeper because they’re more willing to share, or are they more ruthless because people don’t have to stand behind what they say? Authenticity is really just a perception (and perhaps relevance is too). When YouTube forced real-name usage for comments via Google+ the quality of comments went up, resulting in lower spam and less trolls.
- Is it so bad it content disappears and doesn’t live on? Brands are terrified of Snapchat because successes won’t be able to be recorded and bragged about later. Can you blame us for wanting our legacy to live on though?
So there you have it – some insights, questions, and arguable points from #MPOMMA. Check out the hashtag to see the tweets that accompanied the conversations. And we’re out!