Social Media December 2007 to June 2010

I originally wrote this post in December 2007. In social media years that was a lifetime ago. However, the words are more true now then back then. Social media's progress got a set back, or kick start, due to the economic crisis. You can decide your opinion on that. What I know is I believed then and I still believe now.



Well, the 2007 year is wrapping up and the final numbers are coming in. These are the all important numbers which demonstrate online behaviour in general and more specifically the consumer spending habits during the peak holiday period.

Online Holiday Sales Ho-Ho-Hold Up - eMarketer via kwout

It is unanimous that Social Network Marketing continues to dominate the press and the pocketbook of consumers. With word of mouth becoming the new cred over traditional corporate spokespersons the individual reigns supreme. Prosperity Research continues to advance natural techniques to understand the behavioural mechanisms that guide Social Network models. There is little need for big media buy or fancy gimicks in the new democratic space on the internet. The old addage of "talk is cheap" has an all new meaning.

eMarketer's Predictions for 2008 - eMarketer via kwout

SMN, Business and consumers see things very differently

Why is business so hesitant to enter social media and social network spaces (SMN) despite the strong encouragement of consumers? Consumers love SMN. Facebook has grown to the size of a large country and China now hosts more social network profiles than North American and Europe combined. Consumers have clearly voiced for some time that they want business to be part of this space.

Mike Sachoff wrote in WebProNews

Majority Of Consumers Want To Interact With Brands Online | WebProNews via kwout

Not only do consumers want brands to be active participants in this SMN but they, in repeated surveys, have stated that they have greater confidence in brand messages received in SMN then any other source than family and friends. Given this it becomes particularly odd that business still shows such reluctance.

Thomas Crampton

Social Media Trust Outstrips Traditional Media in Asia - Thomas Crampton via kwout

So what is it that is keeping business away from SMN? Well there are a number of reasons but the one that seems to come up most frequent is "we are afraid of what people will say about us". Ms. Ochman recently wrote what she found to be the

BL Ochman, reposted in socialmediatoday, wrote

The Top Six Reasons Companies are Still Scared of Social Media via kwout

The reaction of business to avoid SMN has both logic and contradiction in it. The logic would suggest that by putting yourself in SMN then you open yourself up to comment. This only stands to reason. However, the contradiction is that consumers will and are discussing brands in SMN regardless of whether business is there or not.

If you consider the old adage "the opposite of love is not hate it is indifference" then the only thing worse than having consumers saying bad things about your brand is having them saying nothing at all.

My personal belief, after having talked to many clients about this concern of theirs, is that it is not based on fear but denial and lack of understanding. I say denial because there is the illusion that if business sticks to traditional marketing strategies then somehow they will go unnoticed in SMN. This is not the case at all. The only result of this is that brands miss the opportunity to know what is being said of them and to actively choose how to respond. So it begs the question for business; what would be considered worse? To find out consumers are speaking ill of your brand or that they are saying nothing at all?

Much success,

Doug

Social Sites: A whimper or a YELL!

YouTube, Facebook and Twitter. All are in the press these days and if they are not part of our lives yet they probably soon will be. So how do they fare when judged against "what makes a successful social site"? Let's have a read:

Social sites have been around for some time now. And in that time I have had a chance to observe some fairly standard activity that either leads to success or obscurity for social sites. Keeping things simple, there are 3 phases that a social site needs to survive and there are 3 groups of people that will help to make or break it.

Phases:

1. Fad and Frenzy -- everybody jumps on board. Vampire bites and hours of endless surfing with no real point or reason. This is a very important phase for a social site.
2. Get Real -- Rapid fall off of people as they realise that they are completely wasting their time on what seems to be a senseless and all consuming past time. Use and tools need to get sophisticated to retain interest.
3. Strong and Stable -- Innovation leads to value. People recognise useful tools and ability to make time work for them and not take time from them.

Groups:

1. Time wasters -- These are usually the first on an application and the last to leave. With hours of endless time to waste, they are usually the ones that push the next group off because of persistent annoying behaviour.
2. Convince me -- These are the people that tentatively join after a bit of coaxing but do not get caught up in the craziness and drop off quickly. However, these are the core group that will return if the app makes it to the 3rd phase.
3. Innovators -- These are the people that see the future. They transcend the silliness and ego that drives social sites in the first two phases and can recognise the long term potential. They develop the apps that turn a "waste time" app into a valuable tool.

Three very well know social media apps are YouTube, Facebook and the up and coming Twitter. Each of these represents various stages of the 3 phases.

YouTube (no success yet) was the most promising. With its explosive launch and unique offering – VIDEO, YouTube set the world ablaze with imagination. YouTube provided us with a new world of choices, new ways to share and hours of good fun. YouTube enjoyed one of the most explosive Fad phases of any social media application to date. However, since that time they have not been able to transition to the Strong and Stable phase. YouTube has not come up with a solid business model that provides long term profitability. My comment to my clients is that YouTube is a good platform for them to host their videos free of charge. But it is lacking as a good marketing tool and their poor search capability and overwhelming amount of content makes it almost impossible to use with out additional help outside YouTube. Without the deep pockets of Google supporting YouTube they most likely would not be able to continue. The cost of supporting their services is too prohibitive without a legitimate revenue model.

Facebook, despite the occasional bad press, is a poster child for success. It grew at meteoric speed and then faced intense pressure to retain viewers. Exhausted by vampire bites and inane gifts, the “convince me” group started to leave in droves. What made Facebook greatly successful is that the Innovators were able to see long term value in the deep connections that Facebook allowed. This ability to manage connections whether they are friends, events, social media or virtually any other had huge value. Facebook matured into a good personal management systems. With its attention to small business and organisations, it opened itself up to limitless content creation. The ability for individuals to filter and minimise unwanted communications makes it very attractive. It is almost impossible to eliminate spam from your email, but with Facebook you only see what you want.

Twitter is the up and coming new Social App. The hype is huge and people are logging on and jumping off in droves. However, the innovators have clearly identified Twitter as possessing great potential. The question is will Twitter successfully make it through the final Strong and Stable phase? I am betting it will.

How Social Media changed advertising

Social media has changed advertising. Advertising has, since its inception, held a dubious position within society. For example, when we watch TV or view a web page we consider it "what pays for the stuff we like". However, there are those of us that buy magazines just for the ads and the Sunday paper is filled with shopping specials. But, by and large, it is what is passed by for more interesting content. I have written a number of blog posts on this topic. I have over the past several years written several blog posts about advertising's diminishing effectiveness with consumers.

Advertising is diminishing in effectiveness largely due to explosive growth of Social Media and Social Networking. Never before have consumers had such control over brands. And consumers do this without constraint. Social Networks allow for free and unhampered communication and connection. How can advertising compete with all that fun stuff flying about?

nielsen-landscape-online-audience-utilities-video-social-media-unique-audience-february-2009.jpg via kwout

Well, Rich Cherecwich of Imedia Connect has an interesting solution; make advertising look less like advertising. This is a good step forward. At Prosperity Research we have avoided the advertising dilemma by been using video based social media marketing strategies with our clients for years. Consumers appear to be very willing to engage with brand messages provided those messages add value to their lives and are interesting. it is all about being relevant.

How about the value of video based social media. Well a recent article from Clickz.com made the generous statement that video was a good bet in a recession -- probably one of the most effective and affordable methods to reach and retain your consumers.

Much success,

Doug

Social Media slams Banner Ads 2 to 1

Social media's superior effectiveness over banner ads is likely attributed to 2 factors:

1. Brand information found on social sites is the #2 most trusted source of brand information, second only to family and friends.
2. Social sites are growing at a rate of 2:1 over all other internet areas making them the most active areas of consumer to consumer (C2C) conversations.

Brand Mentions Preferred over Ads - eMarketer via kwout

Industry information has been pouring in for more than a year showing a significant decrease in the effectiveness of banner ads and traditional forms of marketing. Additionally we are all very aware of falling printed advertising value as more and more people use the internet as their primary source of information and entertainment. What this means is that marketers must shift their traditional perceptions of advertising and marketing and adjust to a new set of rules that govern digital marketing. 

1. Social Spaces are powerful arenas for consumer opinion and they are democratic
2. Generally, people do not like advertising and especially don't seem to like it in social spaces
3. Consumers are sophisticated and trust each other more than businesses for brand recommendation
4. Consumers have the ability to filter out unwanted noise; advertising is the first to get filtered

Marketing in social spaces definitely plays by a different set of rules. But if business recognises and respects these rules social spaces offer significant advantage for smart brands that can adapt.

Much success,

Doug

Was Jesus the first Social Network Marketer?

I watched a documentary the other night on the life of Jesus. Not being a particularly religious person, most of the relevance to it being Easter weekend slipped past me. But, being the founder of a social media agency many of the aspects of his methods used to spread his teachings resonated deeply. 

According to this documentary Jesus was a common man that tailored his teachings so they had relevance to his audience. He made sure that he incorporated common language and examples that people could relate too. He also was well rehearsed making sure that his messages were consistent over time but changing some key words and examples to fit the particular audience. Additionally, he packaged his teachings so they were easily understood and repeatable. Lastly, he was mobile. According to this documentary, Jesus did something quite uncommon for the time; he traveled.  He traveled from town to town repeating his message consistently. This is word of mouth marketing. If you tell one person and they tell two people and they tell two more then eventually you can reach critical mass with your message and it will self propagate.  

What are some of the key elements of a good social network campaign:

1. Relevance -- keep the message relevant to your audience
2. Consistency -- keep the message consistent so as not to dilute it or create confusion
3. Sharing -- make sure that your message is packaged so that it is easy for people to share
4. Seeding -- put the message out in as many relevant places as possible to ensure it will be seen or heard

As mentioned in the beginning of this post, I am not suggesting I know anything about Jesus beyond this documentary, but I could not miss the parallels to social networking. Word of mouth is a powerful tool and when done well it can be quite extraordinary in its abilities. Jesus may have been one of the first to understand this.

Marketing Minute: Business needs Social Media

The business opportunity with Social Media is enormous. There are more than a billion people online and 60% of those are in Asia and using social networks. Social media sites are out pacing all other Internet areas by a margin of 2:1. Prosperity Research has been pioneering social media for a significant amount of time in Hong Kong. This V-blog quickly defines why "Business needs Social Media". However, that said it is a tricky place to do business and the inexperienced may not fare well. It is best to understand well before entering because the backlash for mistakes can be unmerciful.

Marketing Minute: What is Social Media

Funny that we can find ways to keep talking about the same thing in so many different ways. I revisited some writings I made 3 years ago and pulled out a very familiar message. I then reviewed a blog entry I wrote 2 years ago and found it to be virtually the same. I am now creating v blog entry saying much the same, but this time I am moving. Well I hope you like my good effort. And I hope after 3 years of reading and hearing me talk about it, there is still something fresh and exciting to be found.

Business says video most effective

It is an otherwise gloomy outlook for business with consumers spending less. Both offline and online marketing strategies delivering disappointing results for business. However, there does appear to be a silver lining shining through; video.

A recent interview with Schwab's Mike Naughton, VP of media and central marketing has put a focus on the effectiveness of video showing a 20% increase in consumer response over nonvideo online campaigns (banner) as reported by emarketer.

"We noticed that consumer interaction with video ads [in the “Talk to Chuck” online campaign, which ran from September to December 2008] was 20% higher than it was with nonvideo creative."

These results are being repeated with great predictabiltiy. Therefore it is no surprise that business is positioning their marketing strategy around these impressive statistics.

A study by Reardon Smith Whitaker and recently releaseed in emarketer shows clearly that online is a priority for advertisers and marketers, but in a consistent trend, banner advertisment (nonvideo) has fallen significantly out of favour.

Top Tactics for 2009 - eMarketer via kwout

PermissionTV also conducted a survey of advertisers to gauge the “tactics on which US marketers plan to focus their online marketing budget in 2009”, with the top response being video.

• 66.8% of marketers suggested that video would be their among their priorities for 2009,
• versus 22.8% for banner advertising.

Though most of the statistics are based on U.S. data they are no less credible when applied to global or more specifically Asian markets. Asian online spend is growing at a pace impossible in the sated North American and European markets. It stands to reason that by logical extension, a trend that is siginificant in North America and Europe becomes history making in a market like China.

Data Driven: Small Business Missing Digital Opportunities

SME's are missing out on the greatest marketing opportunity ever made available to them; moving on-line. Traditionally small to medium businesses have relied on expensive marketing solutions such as print and TVC largely because these have been the only channels available to them. However, with on-line being where consumers are these days, why are more business' not taking advantage of on-line opportunities? Here are some basic guidelines for being more effective online.

1 -- Don't spend too much on the website. Most business' believe that the website represents their entire online presence. When in fact, for the majority of business it is only a sign like the one hanging outside your shop. Its purpose is to get people's attention. And like the sign outside your shop, without additional marketing, only the people that walk by will see it. Therefore, spend enough to make your point, but remember, for most business' it is only a "virtual" sign and little more.

2 -- Spend your on-line marketing dollar wisely

Paid search - This can be very effective in getting traffic to your site, but it is usually the most costly form and has low conversion (e.g. sales). If you have specialised services or can absorb the costs this may be a useful tool. Key points: paid search means every time someone clicks on your ad you pay! So don't tell your friends to "check you out" because every time they click it comes out of your pocket.

Display and banner ads -- These are not as costly as paid search but have a lower effectiveness rate. Estimates put click through on display ads at about .04% with a much lower actual conversion (sales) rate. So what may appear to be a better deal based on impressions and cost per click usually ends up costing more per client However, display ads allow you to put a little piece of you on a web page. That is, unlike paid search which is only text based, display allows you to use pictures too (cool!)

Social network and video -- This is early days for this form of marketing, but case studies from Prosperity Research suggest that is is more effective than paid search and display on several dimensions; sustainability and cost per click. Video based social network marketing that utilises high quality video and word of mouth techniques has show to result in cost per click about 1/4 the cost of paid search and produce long term search engine results without additional spend.

When exploring your online strategy it is best to always determine what you goals are. Your budget and desire to engage your customer will help you prepare a plan that fits your needs. There is no one perfect solution to get customers storming your doors. Different customers respond to different methods of marketing. So keep it simple and remember the Internet is inherently free so if someone is trying to sell you something, make sure you are getting your monies worth!

‘Great Divide’ Separates Small Biz, Online Consumers via kwout

VBlog: 7 Critical concepts every business must know

Straight from my spare room, this is the first in a series of vblogs that define the fundamental change in communication between business and consumers brought about by social spaces on the internet I refer to as the "paradigm shift". There are 7 easy to understand, but critical concepts every business owner must know and understand before taking their brand online or managing their brand online. In this vlog we will work our way through how to successfully integrate your brand into social spaces online, based on some simple rules.

I look forward to your feedback,

Data Driven: People don't like advertisting??!!

Like those crazy government funded studies to prove that death is the result of dying or eating makes you full, here is another study which provides overwhelming evidence to the obvious; people don't like advertising. However, in the author's defense, despite this ubiquitous truth, businesses continue to advertise and so maybe it is still necessary to reinforce the fact that "People Don't Like Advertising”. This study goes one step further in its pursuit of seeking the obvious. It is now scientifically proven that people are especially averse to aggressive advertising. Another revelation???

So what can be done? Prosperity Research has been for years pioneering an alternative approach to promoting brands online. We believe it is just as easy to be interesting as be advertising. And, if you believe this study . . . well then people will like you.

Ad Clutter Reduces Effectiveness, Degrades Brands via kwout

Ad Clutter Reduces Effectiveness, Degrades Brands via kwout

Facebook: Old and dear friends

The other day I opened facebook. Lately I find myself opening facebook even before my e-mail. On that day I can not remember which I opened first. What I did notice that in my Facebook inbox was a note from someone I had not heard from in almost 8 years, perhaps longer.

The note put a smile on my face and I moved the cursor to open it. The note was much less pleasant than seeing the name and face of an old friend. This person had found me after all these years through one of the few applications that allow this level of connection; facebook. They had used this tool to tell me that a mutual friend had died. This friend had been long troubled. Never seeming to find the support and connection with others that he desperately needed. I found this to be an odd paradox. Here we live in the most connected time in our history. We are able to chat, share and meet people most anywhere and anytime. We can have single purpose friends and carry on deep relationships just by tapping away at our keyboard. On one level none of us ever needs to be alone. And yet, with all this virtual connection we are above all physical beings. We need that level of connection that we can only get from the close proximity of another. I recently heard that as much as 90% of our communication is body language. If this is true then we can type away at our keybords all day long and still never be fully satisfied since what we miss is the unwritten message between two people. The quick unexpected smile and raise of an eyebrow can not be really represented in an emoticon.

Data Driven: Everything in its place!

There is a place for everything and the place for retail is online! And the place of advertising is not social networks. I have reported in previous blogs the power of social networks as the fastest growing and most compelling place for consumers to get brand information and make buying decisions. I have also noted that in this consumer driven space conventional advertising is not only ineffective, but unwanted.

Research continues to confirm this. We see more and more persons of all socio-economic backgrounds moving online to find their information and entertainment. It is necessary to understand the unique dynamics of this space before launching in. This is a space driven by communication at a peer to peer level. This is engagement marketing, not distraction marketing. Businesses that understand this will be successful. Those that don't may find themselves without clear understanding why their most brilliant advertising strategies fail to garner attention.


Points to take away:

1. The place for business to be is social networks
2. The place for advertising is NOT social networks
   

Hitwise Intelligence - Heather Dougherty - US: Traffic to Web-only retailers increases on Thanksgiving and Black Friday via kwout

Social Networkers Aren’t There for Ads - eMarketer via kwout

Aspirational Marketing: Naughty or Nice

We all have hopes, dreams and wish lists. What separates us is the items on the list and how far away from them we are. Welcome to the world of Aspirational Marketing. This type of marketing could be thought of as either the most nice or the most naughty. Let me paint a picture with a few examples.

Nice:

Aspirational marketing is the action of promoting brands, messages or services through a mentoring and emulation approach. There is not pressure or hard sell. The effectiveness of aspirational marketing is the innocuous approach it uses. We identify with things that are positive symbols to us and respond to them through our following.

Naughty:

Aspirational marketing plays on our most base instincts. Going back to our very survival instincts. Humans have an inherent need to be the best "survival of the fittest". We identify the fittest through comparisons against what our culture deems desirable; beauty, wealth, success, big houses, private jets, etc. Aspirational marketing plays on these desires by creating the strongest incentive to purchase of any; biology.

Regardless of which thought you are, there is clear and compelling that aspirational marketing is effective. It can be used for purposes of pure altruism such as civic responsibility or for less benevolent ends.

We love to follow the leader, because most of us aspire to be the leader regardless of our motivations.

Social Media Marketing is hard!

I was at a dinner last night with a couple of persons I have only recently met. Some were clients that had engaged my company in their first social media campaign and others were social media entrepreneurs I had invited to share thoughts and ideas.

The dinner was wonderful, the people lovely, and the conversation stimulating. The discussion centred around how different marketing in the social network spaces was from traditional marketing. Of course, there are those taking the short cut with display advertising, but that is not social marketing, it is just old school advertising and is not appropriate for social networks. It is like having an insurance salesman at your wedding reception - just not a good fit.

As we went around the table, there was a chorus of agreement on the 3 tenants of TRUE social marketing:

1. It is hard work. Yes it is, there are no shortcuts to social marketing. It is about making friends the old fashioned like in the real world. Engage in meaningful conversations, be interested in the ideas of others, be consistent and available.


2. Honesty not advertising. Any attempt to pass off advertising or to come across as insincere will result in immediate and long term repercussions


3. It takes time. Like in the real world, building up a network of friends takes time and commitment. There are no short cuts to building long term relationships

So in the long run the lesson is simple. To truly participate in Social Spaces you must remember that you are engaging people on the individual level not on mass.

Financial Crisis: Your loss my gain!

The current financial crisis has sent the weak of heart into a tail spin. However, the strong of spirit have done what they always do; Get smart, flexible, fast and make money!



There are a few tips to know when looking at the financial crisis and how to exploit it for your own gain:

• Everyone is more scared than you


• Most businesses over react


• Customers are desperate for confidence and reassurance

So how can you turn this to your advantage? The solution is surprisingly simple and can strengthen your short and long term position.

Everyone is more scared than you

It is true. Remember your survival is based on your ability to keep your cool and think and act smart. Don’t cut off your arm to save your finger. Make decisions that continue to keep the most profitable segments of your business vital. Additionally, you must not neglect any area of your business. Provide a strong showing of confidence for your customers.

Most businesses over react

Businesses in difficult time usually have one response or actually three that look very similar; freeze, cut and fire. Because pulling away when all your competitors are doing likewise only creates a greater gap of opportunity to be filled, and since bigger businesses are often less capable of manoeuvring deftly, smaller more flexible companies often have an advantage in filling this opportunity gap.

This is the time to strategically review your marketing approach and utilise channels that reach your consumers at the level that most touches them and provides verifiable metrics of success. That is why we have seen an immense surge in Social Network Marketing amongst smart companies recently. It touches consumers at their level, is cost effective and provides measurements of success.

Customers are desperate for confidence and reassurance

In troubled times we need reassurance. This is evident in the amount of activity of CGC in social sites. Average people are talking to each other, sharing thoughts, ideas, solutions and comfort. What is also noticeable, is that business is not sharing in these conversations. Instead, in a display of ignorance or insensitivity they continue to advertise, thereby missing the opportunity to connect in a meaningful way with consumers about issues that are relevant to them.

In summary, it is quite simple on how to gain reward in the financial crisis. You must simply ask yourself what support you would want in difficult times and that is probably what your customers want too.

Data Driven: What Men, Rich Women and China Love

Men love sex . . . and the Internet

Rich women love to shop online

China's loves the Internet

Men, Sex and the Internet
Unremarkably, Break Media reported that men prefer sex to most anything else. That is not terribly remarkable, but they also reported that for the first time men spend more time online than watching TV -- that is remarkable!

breakmedia-men-time-spent-internet-september-2008.jpg via kwout

Women love shopping . . . online
Another unremarkable set of data reported by the New York Times shows that women love to shop. Wow, that is a show stopper. What is remarkable is that affluent women love to shop online. The urban myth has always been that ladies who lunch prefer to do their shopping in person. Whereas it is very important to see and be seen, who wants to be seen squeezing your size 8 bum into a size 6 pair of jeans? Some secrets are better left to the privacy of home I guess.

Affluent Women Dramatically ‘Multiply’ Major Purchases with Word-of-Mouth via kwout

China loves the Internet
Unremarkable is that online ad/ marketing budgets are gaining an increasingly larger percentage of total spend. Even in these uncertain economic times, digital budgets are increasing because they have a a more accurately measured ROI. What is remarkable is that China is exploding!!! A 40% year on year increase in online budget spend tops anything imaginable. Go China go!!!

China's digital ad spend to rocket to $5.2bn Media guardian.co.uk via kwout

Social Network Marketing: Catch More Flies With Honey

Web 2.0, rich media, social media, social networks what ever you want to call it, IT IS DIFFERENT. In this blog I write tirelessly about the need to largely abandon much of the traditional advertising methods that have been in place for eons and embrace the wonder that is the new medium.

Since the beginning of time advertisers have been positioning their messages "next to" interesting content:

• Read the newspaper for the news, the ads are little boxes next to the news


• Watch TV for the shows, the advertisements are for snacks and toilet breaks


• Surf the web, the advertisements are the banners around the interesting content, and banner ads served all around them


• Videos on the internet now have advertisements tagged to the front and back of them

After all this time you would think that someone could have come up with something a bit more clever. But the reality is, since the beginning of time the same method of serving up advertising has changed very little. And not surprising people's views on advertising have changed even less.

If people don't like advertising and people do like engaging content (e.g. news, tv shows, web pages, and videos) why is it an impossible leap for advertisers to just start creating interesting content and say "forget it" to advertising.

Well the truth is most likely of three sources.

1. With an industry as large as the advertising business, it is unlikely that even if it wanted too, it would or could change quickly


2. Old habits are hard to break, and consumers support the old model, even if they don’t consciously want to


3. Well, I can't think of anymore

Thank goodness for Social Networks. With the creation of Social Networks each individual now has the same ability to influence as big business has traditionally had. Collectively, individuals on the internet can now make or break a brand by their input. Now content created by individuals is viewed more often than professionally produced content making the internet a truely democratic forum.

So, like in any true democracy, you need to vote for what you like and against what you don't. Therefore, if you like content vote by clicking on it. And if you don't like advertising -- don't click on it!!!

7 Things You Must Know about Social Marketing

Paradigm shift is how I have referred to the unparalleled increase in influence of Social Network spaces on most all aspects of our lives. In this blog I have written about the 7 required shifts that businesses need to make to survive the move from real world to digital. I will continue to articulate and refine these shifts because they are at the core to business’ success in the digital world. To survive business must move from:

1. Advertising to Interesting
2. Me to You
3. Side to Centre
4. Viral to Social
5. Video to Burst
6. Push to Pull
7. Print to Pixel

Taking these on board is not as easy as reading this blog. Steering clear of the many pitfalls that line the path to change is not easy. Very few "Social Marketing" companies actually do social marketing. What they do is attempt to cut and paste old school methods into the new world and we all suffer badly for their ignorance. Good luck on your journey.