Presentation to Leadership Wichita, Sept. 25, 2015

1. Growing pains at adolescence
DAVID KAMERER, PH.D.
SCHOOL OF COMMUNICATION
SOCIAL MEDIA:

2. SOCIAL IN 2009:
@ D A V I D K A M E R E R

3. SOCIAL IN 2015:
@ D A V I D K A M E R E R

4. FIRST, SOME CONTEXT
@ D A V I D K A M E R E R

5. VOLKSWAGEN “DIESELGATE”
CASE STUDY

6. SOCIAL AT ADOLESENCE
TRENDS

7. TIME TO PAY UP

8. DISLIKE!
H T T P : / / W W W . A D W E E K . C O M / S O C I A L T I M E S / L O C
O W I S E - M A R C H - 2 0 1 5 / 6 1 9 1 0 4

9. “Unless you’re one of those brands people
love to talk about, or one of those brands
willing to make the huge content
investment, give it up. Stop wasting your
time on marketing through social media.”
Josh Bernoff, co-author of Groundswell
FIRE THE MARKETERS
H T T P : / / W I T H O U T B U L L S H I T . C O M / B L O G / A U G I E - R A Y -
C A N - W E - A D M I T - N O W - T H A T - S O C I A L - M E D I A -
M A R K E T I N G - I S - D E A D /

10. Social does not deliver purchasers (accounting for 1% of e-commerce sales, compared to
16% for email and 17% for CPC).
Social delivers poor conversions (with a conversion rate of 1.17% compared to 2.04% for
search and 2.18% for email).
Social fails to deliver trust (with B2B buyers rating social media posts among the least
important for establishing credibility and just 15% of consumers trusting social posts by
companies or brands.)
Nor is Social media a major factor in search engine rankings (placing dead last among the
nine major factors affecting SEO according to MoZ's 2015 Search Engine Ranking Factors
report.)
FIRE THE MARKETERS
H T T P : / / W W W . E X P E R I E N C E T H E B L O G . C O M / 2 0 1 5 / 0 8 / B
U R N - I T - D O W N - S T A R T - F R O M - S C R A T C H - A N D . H T M L

11. H T T P : / / W I T H O U T B U L L S H I T . C O M / B L O G / A U G I E - R A Y -
C A N - W E - A D M I T - N O W - T H A T - S O C I A L - M E D I A -
M A R K E T I N G - I S - D E A D /

12. BRAND CONTENT: SUCCESS?

13. CUSTOMER SERVICE
T W I T T E R . C O M / C O M C A S T C A R E S

15. • 87% of Facebook shares include photos
• Photos get 35% more retweets on
Twitter
• Instagram is fastest growing social
channel (26% US adults use it)
SHORTER, MORE VISUAL

17. • Peer-to-peer social networks
• Snapchat, What’s App
• Even group texts
• Prevalence of mobile devices
RISE OF “DARK” SOCIAL
H T T P : / / W W W . T H E A T L A N T I C . C O M / T E C H N O L O G Y / A R C
H I V E / 2 0 1 2 / 1 0 / D A R K - S O C I A L - W E - H A V E - T H E -
W H O L E - H I S T O R Y - O F - T H E - W E B - W R O N G / 2 6 3 5 2 3 /

18. SOCIAL AT ADOLESCENCE
BEST PRACTICES

19. GO WHERE THE PEOPLE ARE

20. • Knowem.com
CLAIM YOUR SPACES

21. Google Alerts
Social browsing
RSS
Hootsuite
Sprout Social
etc.
START WITH LISTENING

22. HUB-AND-SPOKE

24. BUILD YOUR CONTENT

25. IT’S NOT ABOUT YOU

26. #ASKTRUMP
CASE STUDY

27. SHUT UP (SOMETIMES)

28. #NEVERFORGET
CASE STUDY

32. LEADERSHIP WICHITA
THANK YOU
Presentation online at DavidKamerer.com