The Words ‘Social’ And ‘Digital’ Are Dying: Facebook’s Stephen Scheeler

BELCHATOW, POLAND - APRIL 06, 2014: Facebook application on smart phone screen.
SHARE
THIS



The term ‘social media’ doesn’t even flow past the lips of Facebooks’s Stephen Scheeler, head of ecommerce and retail, Australia and New Zealand, anymore as he told the audience at the Digital Marketing Forum in Sydney today the word ‘social’ is starting to cark it.

“I think ‘digital’ as a word is dying, it’s virtually dead. And I think ‘social’ as a word is virtually dead,” he said. The statement was in response to the Forum’s introduction about how companies need to have a digital marketing strategy and how they can go about employing one.

“You need a customer strategy, you want to reach the people that matter to your business and those customers are all over the internet, all over mobile devices, all over Google and Facebook,” Scheeler continued.

“If you don’t have a strategy that encompasses that you are not reaching your customers, no matter what business you are.

“So we’ve really gone past the era of digital and the words like ‘social media’ don’t pass my lips anymore.”

DDB Melbourne’s executive creative director Darren Spiller told B&T recently he also thought the word ‘digital’ was the worst thing to have happened to the industry.

“The worst thing that’s happened to agencies in the last 10 years or 15 years was actually the word ‘digital’,” he said.

“Not because of what ‘digital’ brought,” he added. “It opened up the world of advertising, I thought it was the greatest thing since sliced bread.

“However, what it did is clients thought it was the new mecca and that’s all it was about. Strategy kind of started to go out the window. The influence that agencies could have over the Big Idea, the Big Idea almost lost its potency, which was insane!”

Furthering his opening remarks at the Forum, Scheeler said what’s really driving this stature is the onslaught of mobile phones.

Going back a few years, Scheeler said many analysts were questioning Facebook’s business model when its share prices dropped, and it was during the time when users were shifting their consumption habits from desktop to mobile. In 2012 Facebook’s shares almost halved from $US38 to $US18.75, according to The Guardian, slashing the fortune of founder Mark Zuckerberg. However, it bounced back and continues to increase, with its current shares trading at $US95.12 according to American stock exchange NASDAQ.

“The problem was we had built an app that was really good…on desktop, but we didn’t have a great app on mobile,” said Scheeler. It was a problem for the company, however he said the team hunkered down and worked tirelessly to make the platform work on mobile devices.

Besides coming out the other side with an app that now has a huge amount of engagement with on mobile, Scheeler said the team also created a “great advertising product” so advertisers could reach the people on Facebook.

“A few years ago you couldn’t buy an ad on Facebook in mobile, we didn’t even sell them. This was three or four years ago,” he continued.

“And now that’s about 75 per cent of our sales comes from mobile.

“That’s the shift we’re seeing. So if you don’t have a strategy that focuses on mobile devices and where your customers are spending their time, you are not talking to your customers.”

Latest News

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Red Agency Bolsters Sydney Team
  • Media

Red Agency Bolsters Sydney Team

Judging by the image, it seems Red Agency may have had no staff whatsoever prior to this hiring spree.

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.

Women In Media Profile: Judy Sahay
  • Media

Women In Media Profile: Judy Sahay

B&T's Women in Media profiles are like a wave washing over you. Even more so if an actual wave washes over you.

by B&T Magazine

B&T Magazine
How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)
  • Marketing
  • Opinion

How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)

In this opinion piece, SalesPreso co-founder and CMO Joel Thomson (pictured below) explains how B2B companies can use their data more effectively and deliver a personalised customer experience that matches their B2C counterparts. From the Cambridge Analytica scandal to the EU’s recent GDPR legislation, this year has prompted individuals all over the world to consider […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

Not one to rest on its laurels, M&C Saatchi unveils new production studio it hasn't called 'Not One To Rest On Laurels'.

Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]

ABC Axes Tom Ballard’s Tonightly
  • Media

ABC Axes Tom Ballard’s Tonightly

It's one of the ABC's edgier, controversial shows, but Tom Ballard's proven too edgy and controversial for ABC chiefs.

Taboola Strengthens APAC Programmatic Offering With New Partnership
  • Advertising
  • Media

Taboola Strengthens APAC Programmatic Offering With New Partnership

Global discovery platform Taboola has announced a strategic partnership with Wider Planet, Korea’s largest demand-side and data management platform. The partnership builds on Taboola’s programmatic efforts in Asia-Pacific, and will bring together Korea’s largest demand platform for agencies and brands to provide access to Taboola’s global audience through premium publisher placements. The partnership means advertisers […]

The Haus Picks Up Two New Clients
  • Marketing

The Haus Picks Up Two New Clients

The Haus announces two new client wins. Admittedly, not as good as winning three, but far better than losing four.