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We’re Doing it all Wrong How to Make Social Media Work
1. Two Case Studies + Data2. Social Group Theory3. Applying the Theory
OMG              OMG, did you hear               about that new               OMG                company???               ...
When I post to Facebook...1)These posts became visible on my wall.2)They may appear in the news feeds ofpeople who have li...
Impressions measure the number oftimes a post was seen.
Reach measures the number of uniqueusers who saw the post.
YOUR POSTIMPRESSIONS:   4     REACH:    1
The Facebook News Feedsorts posts in 2 ways:1)	 Most Recent2)	 Top Stories
Facebook uses several factors   to determine Top Stories:• Your relationship to the person who posted the story• How many ...
5800   TOTAL FANS          1098   PEOPLE REACHED BY                 MY POSTS PER WEEK                                     ...
WHY?!
WHY?!1)Because people were more likely to actually visit theFilm Festival page, they were more likely to see poststhat the...
WHY?!2)Because fans were visiting and engaging with theFilm Festival page, Facebook likely started consideringour posts “T...
2 Useful Facebook Metrics:1) People Talking About This2) Engaged Users
People Talking About This is a measureof the number of unique users who havecreated a “story” about your page duringa seve...
Stories are items that appear in the news feed.
Stories are items that appear in the news feed. Users create stories when they:                              •	 Mention yo...
1 Like + 1 Like + 1 Comment = 1 Unique User
Engaged Users is a measure of the number ofunique users who have interacted with yourpage in any way.This includes creatin...
People Talking                       Engaged Users   About ThisUsers who created    Users who created aa story about your ...
ENGAGED USER     1PEOPLE TALKINGABOUT THIS       0  User is counted as an  “Engaged User”  because he clicked.
ENGAGED USER     1PEOPLE TALKINGABOUT THIS       1 User is counted as an “Engaged User” and “People Talking About This” be...
The goal is to get people talking.When users create stories, theirstories appear in the news feeds oftheir friends.
5,800    TOTAL FANS          1,098    PEOPLE REACHED BY                   MY POSTS PER WEEK                               ...
5,800   TOTAL FANS                                                    1,600   TOTAL FANS   1,098   PEOPLE REACHED BY      ...
Startup                      Film Festival 53   ENGAGED USERS      PER WEEK               211    ENGAGED USERS            ...
WHY?
INNER CIRCLE
A Community
A Tribe
Seth Godin• "Americas Greatest Marketer"  according to American Way Magazine• Most popular blog in the world written  by a...
“   A Tribe is any group of people, large or    small, who are connected to each other, a    leader, and an idea.         ...
“   A Tribe is any group of people, large or    small, who are connected to each other, a    leader, and an idea.         ...
Tribes make our lives better.
Engagement is what people dowhen they care about something.
Strong tribes are about socialgroups that are meaningful to us.
How do you build a tribe?
“   A tribe is a group of people connected to    one another, a leader, and an idea…    A group needs only two things to b...
5 elementsA tribe consists of 4 elements:1) Group of people2) Leader3) Idea (or a shared interest)4) Connection (a way to ...
An activity is something that the tribe doestogether.It channels the group’s shared interest intosomething and gives the t...
A tribe consists of 5 elements:1) Group of people2) Leader3) Idea (or a shared interest)4) Connection (a way to communicat...
Shared interest is what separatesone tribe from the next.
Shared interest is:•   The belief in an idea•   A way of doing things•   A lifestyle•   A concept of what is good or impor...
As marketers, we need to buildtribes that are relevant to ourbusinesses.
Start by thinking about who your customer is.•   Who are they?•   Where are they?•   How old are they?•   What do they do?...
Creating a definition (mantra, motto, visionstatement, etc) for who and what your tribe isunites your tribe members and giv...
Defining your tribe’s shared interest tells yourcustomers,       “This tribe is for you.”
Strong tribes are the ones who are willing tostand for something instead of everything.
Activity
Activities are organized actions that thetribe takes.
Activity catalyzes a group’s sharedinterest and turns it into a community.  
Creating an Activity:Step 1: Turn Shared Interest into Something to Do
Successful activities are not only relevant to thetribe’s shared interest, but they also address someunmet want or need.
Successful activities are not only relevant to thetribe’s shared interest, but they also address someunmet want or need.If...
“   Make everything as simple as possible,    but not simpler.                                       “”                   ...
Creating an Activity:Step 1: Turn Shared Interest into Something to Do
Creating an Activity:Step 1: Turn Shared Interest into Something to DoStep 2: Pick a Location
If possible, organize activities both online and offline.Online activities can be very engaging, but givingyour tribe the ...
Creating an Activity:Step 1: Turn Shared Interest into Something to DoStep 2: Pick a Location
Creating an Activity:Step 1: Turn Shared Interest into Something to DoStep 2: Pick a LocationStep 3: Establish a Timeframe
Creating an Activity:Step 1: Turn Shared Interest into Something to DoStep 2: Pick a LocationStep 3: Establish a Timeframe
Creating an Activity:Step   1:   Turn Shared Interest into Something to DoStep   2:   Pick a LocationStep   3:   Establish...
Purpose ties the group’s shared interestto its activity.
• What will I gain something from this?• Will I learn something?• Will I discover resources that will be valuable to me?• ...
Creating an Activity:Step   1:   Turn Shared Interest into Something to DoStep   2:   Pick a LocationStep   3:   Establish...
Creating an Activity:Step   1:   Turn Shared Interest into Something to DoStep   2:   Pick a LocationStep   3:   Establish...
LOW ENGAGEMENT                                     HIGH ENGAGEMENT  INFORMED       SPECTATOR  OUTSIDER                   P...
Informed Outsiders are not members of      the tribe, but they’re aware of the tribe and      its activity and may even po...
Spectators are interested in tribe activities,                    but do not typically contribute in any way.             ...
Participants are genuinely interested in taking                                 part in tribe activities and connecting wi...
Mavens are one of a tribe’s most valuable                     assets. They are highly engaged and highly                  ...
Leaders organize the tribe. They connect                                    tribe members to each other and ensure        ...
Leaders organize the tribe. They connect                                    tribe members to each other and ensure        ...
Tribes need someone to organizethem. The major role of the leader isto connect people to each other andfacilitate activity.
A Leader has 3 Jobs
A Leader has 3 Jobs:1) Find people with a shared interest and connectthem to each other.
Understand who your customer is.•   Who are they?•   How old are they?•   What do they do?•   What do they love?•   What d...
Where are they?
Where do they work?Where do they live?What tribes are they already a part of?
LOW ENGAGEMENT                                     HIGH ENGAGEMENT  INFORMED       SPECTATOR  OUTSIDER                   P...
LOW ENGAGEMENT                                     HIGH ENGAGEMENT  INFORMED       SPECTATOR  OUTSIDER                   P...
Mavens are everywhere.There are people who passionate andknowledgable about almost everything.
A Leader has 3 Jobs:1) Find people with a shared interest and connectthem to each other.
A Leader has 3 Jobs:1) Find people with a shared interest and connectthem to each other.2) Organize an activity and connec...
Make is easy for people to engage. Connection tothe tribe is formed when tribe members participatein the tribe’s activitie...
A Leader has 3 Jobs:1) Find people with a shared interest and connectthem to each other.2) Organize an activity and connec...
A Leader has 3 Jobs:1) Find people with a shared interest and connectthem to each other.2) Organize an activity and connec...
LOW ENGAGEMENT                                     HIGH ENGAGEMENT  INFORMED       SPECTATOR  OUTSIDER                   P...
Move people to the rightLOW ENGAGEMENT                                     HIGH ENGAGEMENT  INFORMED       SPECTATOR  OUTS...
Good leaders nurture and begetnew leaders.
Engagement is what people dowhen they care about something.
Thank You!
Elliot Robiaerobia@pixelfarm.com
We're Doing it all wrong - Making Social Media Work
We're Doing it all wrong - Making Social Media Work
We're Doing it all wrong - Making Social Media Work
We're Doing it all wrong - Making Social Media Work
We're Doing it all wrong - Making Social Media Work
We're Doing it all wrong - Making Social Media Work
We're Doing it all wrong - Making Social Media Work
We're Doing it all wrong - Making Social Media Work
We're Doing it all wrong - Making Social Media Work
We're Doing it all wrong - Making Social Media Work
We're Doing it all wrong - Making Social Media Work
We're Doing it all wrong - Making Social Media Work
We're Doing it all wrong - Making Social Media Work
We're Doing it all wrong - Making Social Media Work
We're Doing it all wrong - Making Social Media Work
We're Doing it all wrong - Making Social Media Work
We're Doing it all wrong - Making Social Media Work
We're Doing it all wrong - Making Social Media Work
We're Doing it all wrong - Making Social Media Work
We're Doing it all wrong - Making Social Media Work
We're Doing it all wrong - Making Social Media Work
We're Doing it all wrong - Making Social Media Work
We're Doing it all wrong - Making Social Media Work
We're Doing it all wrong - Making Social Media Work
We're Doing it all wrong - Making Social Media Work
We're Doing it all wrong - Making Social Media Work
We're Doing it all wrong - Making Social Media Work
We're Doing it all wrong - Making Social Media Work
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We're Doing it all wrong - Making Social Media Work

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Too often, we focus on the wrong things. In the world of social media, we're obsessed with likes, followers, clicks and shares, and we're impetuously and recklessly enamored with bigger and better numbers. We need to stop. We're doing it all wrong.

Whether you have 100 followers or 100,000 followers, this conversation will challenge you to completely rethink how and why you are using social media. Are your fans the right fans, and are you connecting with them in a meaningful way? How does your social media strategy fulfill a larger business objective, and how do you get people to click, share, and engage with your brand through a purchase?

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Transcript of "We're Doing it all wrong - Making Social Media Work"

  1. 1. We’re Doing it all Wrong How to Make Social Media Work
  2. 2. 1. Two Case Studies + Data2. Social Group Theory3. Applying the Theory
  3. 3. OMG OMG, did you hear about that new OMG company??? OMG OMG OMG OMG, yes! OMG OMG OMG OMGOMG OMG OMG OMG OMG OMG OMG OMG OMG
  4. 4. When I post to Facebook...1)These posts became visible on my wall.2)They may appear in the news feeds ofpeople who have liked my pages.When a post appears in a news feed, it has“reached” someone and receives an“impression”.
  5. 5. Impressions measure the number oftimes a post was seen.
  6. 6. Reach measures the number of uniqueusers who saw the post.
  7. 7. YOUR POSTIMPRESSIONS: 4 REACH: 1
  8. 8. The Facebook News Feedsorts posts in 2 ways:1) Most Recent2) Top Stories
  9. 9. Facebook uses several factors to determine Top Stories:• Your relationship to the person who posted the story• How many comments and likes the post has received• What type of story it is• Other factors
  10. 10. 5800 TOTAL FANS 1098 PEOPLE REACHED BY MY POSTS PER WEEK 1600 TOTAL FANS 19 PEOPLE REACHED FOR EVERY 100 FANS 431 PEOPLE REACHED BY MY POSTS PER WEEK 43 PEOPLE REACHED FOR EVERY 100 FANS Film FestivalStartup
  11. 11. WHY?!
  12. 12. WHY?!1)Because people were more likely to actually visit theFilm Festival page, they were more likely to see poststhat they may have otherwise missed. Startup Film Festival 2.7 LOGGED IN USERS VIEWED THE PAGE EACH DAY 61.6 LOGGED IN USERS VIEWED THE PAGE EACH DAY
  13. 13. WHY?!2)Because fans were visiting and engaging with theFilm Festival page, Facebook likely started consideringour posts “Top Stories” for these users. Startup Film Festival 2.7 LOGGED IN USERS VIEWED THE PAGE EACH DAY 61.6 LOGGED IN USERS VIEWED THE PAGE EACH DAY
  14. 14. 2 Useful Facebook Metrics:1) People Talking About This2) Engaged Users
  15. 15. People Talking About This is a measureof the number of unique users who havecreated a “story” about your page duringa seven-day period.
  16. 16. Stories are items that appear in the news feed.
  17. 17. Stories are items that appear in the news feed. Users create stories when they: • Mention your page in a post• Like your page • Tag your page in a photo• Post on your page wall • Check in at a place• Like a post associated with your page• Comment on a post • Share a check-in deal• Share a post • Like a check-in deal• Answer a question • Write a recommendation• RSVP to a page event
  18. 18. 1 Like + 1 Like + 1 Comment = 1 Unique User
  19. 19. Engaged Users is a measure of the number ofunique users who have interacted with yourpage in any way.This includes creating stories as well asperforming other actions like clicking on posts,clicking on links, watching videos, etc.
  20. 20. People Talking Engaged Users About ThisUsers who created Users who created aa story about your story or who just page during the clicked on content past 7 days associated with your page (posts, etc)
  21. 21. ENGAGED USER 1PEOPLE TALKINGABOUT THIS 0 User is counted as an “Engaged User” because he clicked.
  22. 22. ENGAGED USER 1PEOPLE TALKINGABOUT THIS 1 User is counted as an “Engaged User” and “People Talking About This” because she created a story.
  23. 23. The goal is to get people talking.When users create stories, theirstories appear in the news feeds oftheir friends.
  24. 24. 5,800 TOTAL FANS 1,098 PEOPLE REACHED BY MY POSTS PER WEEK 1,600 TOTAL FANS 53 ENGAGED USERS PER WEEK 431 PEOPLE REACHED BY MY POSTS PER WEEK 23 PEOPLE TALKING ABOUT THIS PER WEEK 211 ENGAGED USERS PER WEEK 0.9 ENGAGED USERS FOR EVERY 100 FANS 139 PEOPLE TALKING ABOUT THIS PER WEEK 26.8 ENGAGED USERS FOR EVERY 100 FANS Film FestivalStartup
  25. 25. 5,800 TOTAL FANS 1,600 TOTAL FANS 1,098 PEOPLE REACHED BY MY POSTS PER WEEK 431 PEOPLE REACHED BY MY POSTS PER WEEK 1,152 PEOPLE REACHED BY ALL PAGE CONTENT PER WEEK 20,265 PEOPLE REACHED BY ALL PAGE CONTENT PER WEEKStartup Film Festival
  26. 26. Startup Film Festival 53 ENGAGED USERS PER WEEK 211 ENGAGED USERS PER WEEK 23 PEOPLE TALKING ABOUT THIS PER WEEK 139 PEOPLE TALKING ABOUT THIS PER WEEK0.9 ENGAGED USERS FOR EVERY 100 FANS 26.8 ENGAGED USERS FOR EVERY 100 FANS
  27. 27. WHY?
  28. 28. INNER CIRCLE
  29. 29. A Community
  30. 30. A Tribe
  31. 31. Seth Godin• "Americas Greatest Marketer" according to American Way Magazine• Most popular blog in the world written by a single individual• Author of 14 books (all bestsellers)• Founder of Yoyodyne (acquired by Yahoo! in 1998)• Previously VP of Direct Marketing at Yahoo!• Founder of Squidoo.com (1 of the top 125 most trafficked sites in the US)
  32. 32. “ A Tribe is any group of people, large or small, who are connected to each other, a leader, and an idea. “” - Seth Godin
  33. 33. “ A Tribe is any group of people, large or small, who are connected to each other, a leader, and an idea. - Seth Godin “” Tribes are groups of people with a shared interest and a way to communicate.
  34. 34. Tribes make our lives better.
  35. 35. Engagement is what people dowhen they care about something.
  36. 36. Strong tribes are about socialgroups that are meaningful to us.
  37. 37. How do you build a tribe?
  38. 38. “ A tribe is a group of people connected to one another, a leader, and an idea… A group needs only two things to be a tribe: a shared interest and a way to communicate. “” - Seth Godin
  39. 39. 5 elementsA tribe consists of 4 elements:1) Group of people2) Leader3) Idea (or a shared interest)4) Connection (a way to communicate)5) Activity
  40. 40. An activity is something that the tribe doestogether.It channels the group’s shared interest intosomething and gives the tribe purpose.
  41. 41. A tribe consists of 5 elements:1) Group of people2) Leader3) Idea (or a shared interest)4) Connection (a way to communicate)5) Activity
  42. 42. Shared interest is what separatesone tribe from the next.
  43. 43. Shared interest is:• The belief in an idea• A way of doing things• A lifestyle• A concept of what is good or important• A shared vision for the future
  44. 44. As marketers, we need to buildtribes that are relevant to ourbusinesses.
  45. 45. Start by thinking about who your customer is.• Who are they?• Where are they?• How old are they?• What do they do?• What do they love?• What do they want?• What do they dislike?• What do they care about?• What do they believe in?
  46. 46. Creating a definition (mantra, motto, visionstatement, etc) for who and what your tribe isunites your tribe members and gives themsomething to latch onto.
  47. 47. Defining your tribe’s shared interest tells yourcustomers, “This tribe is for you.”
  48. 48. Strong tribes are the ones who are willing tostand for something instead of everything.
  49. 49. Activity
  50. 50. Activities are organized actions that thetribe takes.
  51. 51. Activity catalyzes a group’s sharedinterest and turns it into a community.  
  52. 52. Creating an Activity:Step 1: Turn Shared Interest into Something to Do
  53. 53. Successful activities are not only relevant to thetribe’s shared interest, but they also address someunmet want or need.
  54. 54. Successful activities are not only relevant to thetribe’s shared interest, but they also address someunmet want or need.If they are addressing a want or need that is alreadybeing met, they need to somehow do it better.
  55. 55. “ Make everything as simple as possible, but not simpler. “” - Albert Einstein
  56. 56. Creating an Activity:Step 1: Turn Shared Interest into Something to Do
  57. 57. Creating an Activity:Step 1: Turn Shared Interest into Something to DoStep 2: Pick a Location
  58. 58. If possible, organize activities both online and offline.Online activities can be very engaging, but givingyour tribe the ability to interact face-to-face will makeit stronger.
  59. 59. Creating an Activity:Step 1: Turn Shared Interest into Something to DoStep 2: Pick a Location
  60. 60. Creating an Activity:Step 1: Turn Shared Interest into Something to DoStep 2: Pick a LocationStep 3: Establish a Timeframe
  61. 61. Creating an Activity:Step 1: Turn Shared Interest into Something to DoStep 2: Pick a LocationStep 3: Establish a Timeframe
  62. 62. Creating an Activity:Step 1: Turn Shared Interest into Something to DoStep 2: Pick a LocationStep 3: Establish a TimeframeStep 4: Define its Purpose
  63. 63. Purpose ties the group’s shared interestto its activity.
  64. 64. • What will I gain something from this?• Will I learn something?• Will I discover resources that will be valuable to me?• Will I meet new people and form relationships that will be valuable to me?• Will my friends or acquaintances be there?• Will this be fun?
  65. 65. Creating an Activity:Step 1: Turn Shared Interest into Something to DoStep 2: Pick a LocationStep 3: Establish a TimeframeStep 4: Define its Purpose
  66. 66. Creating an Activity:Step 1: Turn Shared Interest into Something to DoStep 2: Pick a LocationStep 3: Establish a TimeframeStep 4: Define its PurposeStep 5: Connect Your Tribe to the Activity
  67. 67. LOW ENGAGEMENT HIGH ENGAGEMENT INFORMED SPECTATOR OUTSIDER PARTICIPANT MAVEN LEADER SPECTRUM OF ENGAGEMENT
  68. 68. Informed Outsiders are not members of the tribe, but they’re aware of the tribe and its activity and may even potentially engage in its activity at a low level. They may attend some events, see occasional Facebook posts, etc.LOW ENGAGEMENT HIGH ENGAGEMENT INFORMED SPECTATOR OUTSIDER PARTICIPANT MAVEN LEADER SPECTRUM OF ENGAGEMENT
  69. 69. Spectators are interested in tribe activities, but do not typically contribute in any way. They may be fans of a Facebook page, but they do not comment on or share posts. Spectators attend tribe events, but don’t ask questions or engage with other members.LOW ENGAGEMENT HIGH ENGAGEMENT INFORMED SPECTATOR OUTSIDER PARTICIPANT MAVEN LEADER SPECTRUM OF ENGAGEMENT
  70. 70. Participants are genuinely interested in taking part in tribe activities and connecting with other tribe members. They comment on posts, vote on polls, and provide feedback. Most tribe members are participants.LOW ENGAGEMENT HIGH ENGAGEMENT INFORMED SPECTATOR OUTSIDER PARTICIPANT MAVEN LEADER SPECTRUM OF ENGAGEMENT
  71. 71. Mavens are one of a tribe’s most valuable assets. They are highly engaged and highly knowledgeable about topics that concern the tribe. They’re experts and are typically outspoken, opinionated, and passionate about their area of interest.LOW ENGAGEMENT HIGH ENGAGEMENT INFORMED SPECTATOR OUTSIDER PARTICIPANT MAVEN LEADER SPECTRUM OF ENGAGEMENT
  72. 72. Leaders organize the tribe. They connect tribe members to each other and ensure that tribe activities run smoothly.LOW ENGAGEMENT HIGH ENGAGEMENT INFORMED SPECTATOR OUTSIDER PARTICIPANT MAVEN LEADER SPECTRUM OF ENGAGEMENT
  73. 73. Leaders organize the tribe. They connect tribe members to each other and ensure that tribe activities run smoothly.LOW ENGAGEMENT HIGH ENGAGEMENT INFORMED SPECTATOR OUTSIDER PARTICIPANT MAVEN LEADER SPECTRUM OF ENGAGEMENT
  74. 74. Tribes need someone to organizethem. The major role of the leader isto connect people to each other andfacilitate activity.
  75. 75. A Leader has 3 Jobs
  76. 76. A Leader has 3 Jobs:1) Find people with a shared interest and connectthem to each other.
  77. 77. Understand who your customer is.• Who are they?• How old are they?• What do they do?• What do they love?• What do they want?• What do they dislike?• What do they care about?• What do they believe in?
  78. 78. Where are they?
  79. 79. Where do they work?Where do they live?What tribes are they already a part of?
  80. 80. LOW ENGAGEMENT HIGH ENGAGEMENT INFORMED SPECTATOR OUTSIDER PARTICIPANT MAVEN LEADER SPECTRUM OF ENGAGEMENT
  81. 81. LOW ENGAGEMENT HIGH ENGAGEMENT INFORMED SPECTATOR OUTSIDER PARTICIPANT MAVEN LEADER SPECTRUM OF ENGAGEMENT
  82. 82. Mavens are everywhere.There are people who passionate andknowledgable about almost everything.
  83. 83. A Leader has 3 Jobs:1) Find people with a shared interest and connectthem to each other.
  84. 84. A Leader has 3 Jobs:1) Find people with a shared interest and connectthem to each other.2) Organize an activity and connect members to it.
  85. 85. Make is easy for people to engage. Connection tothe tribe is formed when tribe members participatein the tribe’s activities.Give people the opportunity to play a role inshaping the tribe. Contribution produces a senseof belonging.
  86. 86. A Leader has 3 Jobs:1) Find people with a shared interest and connectthem to each other.2) Organize an activity and connect members to it.
  87. 87. A Leader has 3 Jobs:1) Find people with a shared interest and connectthem to each other.2) Organize an activity and connect members to it.3) Invest in members and nurture them into leaders.
  88. 88. LOW ENGAGEMENT HIGH ENGAGEMENT INFORMED SPECTATOR OUTSIDER PARTICIPANT MAVEN LEADER SPECTRUM OF ENGAGEMENT
  89. 89. Move people to the rightLOW ENGAGEMENT HIGH ENGAGEMENT INFORMED SPECTATOR OUTSIDER PARTICIPANT MAVEN LEADER SPECTRUM OF ENGAGEMENT
  90. 90. Good leaders nurture and begetnew leaders.
  91. 91. Engagement is what people dowhen they care about something.
  92. 92. Thank You!
  93. 93. Elliot Robiaerobia@pixelfarm.com

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