Social media broke marketing. But in a good way. It created engaged, informed customers who quickly figured out they could learn more from each other than from the websites of corporations trying to market to them. Marketers reacted with fear by shoe-horning their old methods into shiny new channels; pouring millions into unidirectional, broadcast Facebook pages and stagnant Twitter feeds. Now marketing has broken social media. How did we manage to get it so completely wrong and what can we do to fix it?
Grateful 7 speech thanking everyone that has helped.pdf
Mesh12 Session - Social Media WTF
1. 1
SOCIAL MEDIA: WTF?
mediaprofile.com
Michael O’Connor Clarke
Vice President, Digital & Social Media
2. 2
ABOUT ME
Michael 1.0 = Tech hardware & software sales
Michael 2.0 = Corporate Marketing & PR exec
Michael 3.0 = Agency bloke & social media “pioneer”
http://michaelocc.com
@michaelocc
linkedin.com/michaelocc
7. 7
HYPOTHESIS
1. Marketing is broken
2. The Web offers the promise to fix it
3. Social Media enables Web’s real potential (Yay!)
4. Marketers freak out (OMG! People are talking back!)
5. Marketing shoehorns the same old crud into the shiny
new channels
6. Social Media is broken
18. 18
IT’S A LIE
You get dummy, shell accounts
Most <100 days old, very low follower/friend
counts, average of 9 tweets per account
Most accounts are filled with bot-generated
spam content
You’re not buying an audience, you’re buying
crap
19. 19
IT DOESN’T WORK
Metcalfe’s Law: “The value of a telecommunications
network is proportional to the square of the number of
connected users of the system”
Michael’s Law: “The value of a social network is
proportional to the square of the number of engaged
contributors to the system”
Followers and fans are only of any real “value” if they:
1. Have a pulse;
2. Have consciously chosen to follow or Like you, and;
3. Are actually engaged in spreading the word about you
among their own circles of influence
20. 20
BIG FAN COUNT != BIG ENGAGEMENT
Nearly 70 per cent of people who Like a brand
page rarely or never return to the page
(Source: Penn State U Study)
Source: Pagelever - reported on AllFacebook.com
26. 26
FRIENDS DON’T LET FRIENDS
TWEET LIKE THIS
@TechnoBlort
TechnoBlort
Industries
27. 27
7 DEADLY SOCIAL MEDIA
MARKETING SINS
1. Sock puppets!
2. “Conversation Calendars” written by copywriters
3. Automated tweeting + zero-response monitoring
4. Transmedia promotion (same batcrap, different
batchannel)
5. Pushing news releases as status updates or blog
posts
6. Ignoring feedback, deleting comments or, even
worse, not allowing them
7. Thinking you can control the message
32. 32
“At the heart of the Internet business is one of the great business
fallacies of our time: that the Web, with all its targeting
abilities, can be a more efficient, and hence more
profitable, advertising medium than traditional media.”
“The nature of people’s behavior on the Web and of
how they interact with advertising… has meant a
marked decline in advertising’s impact.”
36. Social Media is like
Soylent Green…
It’s PEOPLE!
urce: http://newsevents.arts.ac.uk
37.
38. PREREQUISITES
A desire to be closer to your customer
A belief that conversation can build a
bond of understanding
A willingness to act on what you hear and
learn
A tolerance for dissent – not everyone will
agree with you
And one other thing…
40. 40
BUILD YOUR OWN HUB
Why are you investing so much in building
a community someone else controls?
Where’s the “Tweet this” button on
Facebook; the “Like” button for Twitter?
When people find you out there, where do
you want them to end up?
Create and curate!
But… what do I write about?
41. Step One: Grow Big Ears
http://www.flickr.com/photos/niclindh
42. This is a BFD
source: http://bigeffingdeal.info/
43. 43
WHAT I’VE LEARNED
If you’re genuinely interested in what your
customers want, they’ll tell you
Talk to people; try not to be a dick
Don’t self promote. Remember “The Because
Effect.”
Tell great stories
If someone starts telling you how to do it
right, chances are they’re doing it wrong
Er…
44. JUST DO IT
If you’re a small company
Change now. You’ll win.
If you’re an agency
Push back. Tell clients they’re wrong. Refuse to
execute crap ideas.
If you’re a consumer
Talk loud. Be heard. Out the bad and the good.
If you’re a big company drone
Get porous with customers. Be human. If you
can’t fix it: leave.
45. When you think of the Internet,
don't think of Mack trucks full of widgets
destined for distributorships,
whizzing by countless billboards.
Think of a table for two.
@Man, 1997
46. 46
THANK YOU
mediaprofile.com
Michael O’Connor Clarke
Vice President, Digital & Social Media
+1.416.893.4941
mocc@mediaprofile.com
@michaelocc
Notas do Editor
Marketing is broken. It sucks, we ignore it, we make fun of it, the measurement is all bullshit, demographics are meaningless, psychographics are even worse;The web holds out the promise of hyper-personalized targeting, behavioural tracking, deep customer knowledge, masses of lovely data, true one-to-one marketingBut the web comes with a secret bonus feature – bidirectional read/write capability, which leads to social media. Yay!Marketers react with fear and loathing – we’re not used to getting instant, direct feedback from real customers. It’s not “the world’s biggest focus group” I’ve been to loads of focus groups – people are politeNot knowing quite how to respond, marketing sees social media as a new set of channels for the same old shiteThis has the effect of massively polluting the well, turning many channels into spam, suffocating everything in the rush for Likes, Fans and Followers. Social media becomes almost devoid of meaning and value, turning many people away again
What you’re doing here is working to turn your organisation into an active listener.To become a truly social organization, you need to know how to listen with a purpose. I know you’ve probably already started on this path, following established best practice through your Twitter accounts and elsewhere online.Now you need to start showing that the rest of the organisationis in alignment. You need to fit everyone for a new pair of these listening ears. Your listening, in other words, needs to scale – and there’s a big difference between just hearing and really listening to what your customers are saying.This requires a lot of internal education – social media training to help culturally shift your employee base into a new mode of behaviour.