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Cat Williams Mindshare - The Myths of Social Marketing

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The Myths of Social Marketing as presented at Social Media Advertising Event on 20 September 2010.
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CAT WILLIAMS MINDSHARE MYTHS OF SOCIAL MARKETING
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Page 1: Cat Williams  Mindshare - The Myths of Social Marketing

CAT WILLIAMSMINDSHARE

MYTHS OF SOCIAL MARKETING

Page 2: Cat Williams  Mindshare - The Myths of Social Marketing

Creators

Critics

Collectors

Joiners

Spectators

Inactives Forrester’s Social Technographic Ladder 2007

THE LADDER

ambientlight.ca

Page 3: Cat Williams  Mindshare - The Myths of Social Marketing

3

LONDON, 2005

Page 4: Cat Williams  Mindshare - The Myths of Social Marketing

10%

55%

80%

Mobile Internet Usage

Page 5: Cat Williams  Mindshare - The Myths of Social Marketing

NEW YORK, 2009@jkrums

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ambientlight.ca

THE LADDER’SFALLEN OVER

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MYTHS

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ADVERTISING’S DEAD THE FUTURE’S VIRAL

1.

Page 10: Cat Williams  Mindshare - The Myths of Social Marketing
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O

EP

Page 14: Cat Williams  Mindshare - The Myths of Social Marketing

UGC IS TAKING OVER THE WORLD

2.

Page 15: Cat Williams  Mindshare - The Myths of Social Marketing

ONLY 20%OF MOST POPULAR

VIDEOS ARE

UGC

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80%OF LINKS ON

TWITTER ARE TO PROFESSIONAL

MEDIA SOURCES

Page 17: Cat Williams  Mindshare - The Myths of Social Marketing

SOCIAL DOESN’T WORK FOR B2B

3.

Page 18: Cat Williams  Mindshare - The Myths of Social Marketing

130 friends

88

97 followers & following

connections

average Facebook user: 130

average Twitter user: 126 followers

average LinkedIn user: 32-67

Source: CNBC ViewerConnect May 2010; user data from Facebook, Twitter and LinkedIn/Andersen AnalyticsHow many people would you say you are connected to on the social networking sites you use?

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YOU WANT LOTS OF INFLUENCERS

4.

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Mindshare case study: Volvo UK

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Mindshare case study: Volvo UK

Page 27: Cat Williams  Mindshare - The Myths of Social Marketing

YOU CAN’T MEASURE SOCIAL

5.

Page 28: Cat Williams  Mindshare - The Myths of Social Marketing

WHAT IS YOUR OBJECTIVE?

SYNDICATE OPEN-SOURCE ON-DEMAND ADVOCACY

RecommendationAwareness PurchaseConsideration

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Mindshare case study: Slumdog Millionaire India

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Mindshare case study: First Direct Live

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Mindshare case study: Impulse Diaries

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SOCIAL’S KILLING TV

6.

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TV DRIVES SOCIAL

INTERACTION

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O

EP

Page 36: Cat Williams  Mindshare - The Myths of Social Marketing

[email protected]

@mindsharesocial

MYTHS OF SOCIAL MARKETING


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