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Pur-leeze! This sort of headline makes me want to weep. It simply isn't true. There is masses of evidence that broadcast marketing can be highly effective. Why does social media have to be seen as a replacement for existing channels? It is much more important to think about how different marketing opportunities can be integrated using the different strenngths that each medium has. (I haven't watched the video because I was so irritated by the headline.)
Social media has been around for a good few years (we used to call it viral marketing 10 years ago) so I don't think the problem is the fact that transformations require 2 to 5 years to get bedded in to organisations. I think there are many other factors including:
1. the prevelance of frightening but untrue hype (e.g. TV advertising is dead) used by evangelists
2. the persistent use of jargon and TLAs to make digital seem more difficult than it really is (and therefore the skills of its practitioners more valuable)
3. the fear/loathing that lots sof people have for anything technical (made worse by item 2); especially when they are over 40 and so probably didn't access the web at school or university
4. the fact that digital marketing has been treated as a specialism for too long when in fact it is just a technology capable of delivering the standard marketing requirements e.g. awareness, understanding, relevance, action, loyalty etc: this means that people still tend to work in digital or in offline, when the choice should be between e.g. branding or direct response
Interesting post. Like you, I feel "Shares" are important because they probably (but not always) demonstrate trust in content. I have a couple of questions for you.
First: The last 6 of the measures you list are reasonably simple to measure (although measures like cost per acquisition may well be misleading because you would be basing the calculation on on action when in fact other marketing activity may well have contributed to the action, and therefore to the cost). Leaving sentiment analysis aside as a nasty can of worms, I wondered how you measured quality of content.
And second: You don't talk about how to value those 400 people who came to your site but didn't register, although I suspect you do this as (leaving aside the fact that some of them might already be registered) the fact that they visited your site is of some value. Presumably you also examine their behaviour on your site to generate additional data and I'd be interested to know what data you look at: e.g. whether a piece of content generated increased dwell time on your site compared with visitors who didn't come via that content. Some of this data (e.g.that extra dwell time) might be pretty hard to put a monetary value on and I wonder whether you try to value it all and if so how.
I would start with "step 3 - Develop your goals" before doing anything else.
I do think you need to be careful as Facebook is likely to work in different ways for different types of brand. High emotion brands (fashion, travel, auto...) should find it relatively simple to provide engaging, brand-enhancing, content in this environment.
But other brands (e.g. utilities, financial services, B2B...) will need to take a hard look at why they want to invest in this space and may well decide they want to limit themselves to a presence that promotes the "human" side of their company as a pleasant place to work.
And all brands will need to take care not to intrude in this "social" space by pushing unwanted and irrelevant messages on people.