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Is Social Media Bullshit?
Why the “bullshit” belief? Bullshit. Bullshit. Wtf?
What we've heard... What they want to hear about... <ul><li>Success stories </li></ul><ul><li>Extraordinary moments </li><...
<ul><li>It sounds like hype. </li></ul>
<ul><li>Metrics with no relevance. </li></ul>
<ul><li>A bunch of special use cases. </li></ul>What do we do  if we want to beat “bullshit”?
Back to basics, not benefits. (and not yet best practices) What are the problems  a social media strategy solves?
Your customers have a better  communications platform than you do.
Without a presence, you can only react, not respond.
Bring it back to the bottom line. 1. Metrics 2. Measure 3. Make it clear Increasing profits  -or- Saving costs How does so...
It's all about  Branding. Increasing sales != Making sales <ul><li>Conversion rates </li></ul><ul><li>Retention rates </li...
Saving costs ~ creating value Customers will... Giving you free... Test features & give feedback  QA Help other customers ...
Branding Before vs Branding Now
It's not  Bullshit , it's  Branding , and that is/adds to the  Bottom line .
I'm Jay Neely. http://socialstrategist.com
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Is Social Media Bullshit?

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Even after all the success stories we've heard, I continued to hear skepticism about social media from business people and business-thinking techies. I examined what's wrong with many social media evangelist's talks, and now present how to show that social media is relevant to the bottom line.

Published in: Business
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  • guestf80713: Yep. Better branding / CRM = more sales, fewer expenses. You've got it! Thanks for commenting.
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  • Thanks jboutelle! The best titles come from true stories.
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  • Love the title! . ;->
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  • Neal, I agree, social media isn't a stand-alone. People saying SM is all you need are spouting the most basic kind of BS. Sorry I didn't have time to fit that in, but for the venue / audience I was presenting too, it would have been too basic. Glad you found the rest of the presentation interesting, and thanks for commenting.

    Ryan, fair issue to have, but if you look at it in context, I think you'll see I'm saying those metrics have no relevance to *business people*. They absolutely have relevance to social media practitioners; what I'm saying is that SM experts should do better at translating *our* metrics into the metrics the non-SM-savvy use. Thanks for the compliments, and the comment!
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  • Thanks for commenting, everyone!

    dlandlin, glad you liked the points! Hopefully in a year presenters on social media will understand how to talk about SM more effectively, and future viewers of my presentation will be thinking, 'Wow, that is *so* pre-2010.' :-)

    Jennifer, such studies do exist. Take a look at Jeremiah Owyang's work at Forrester. Glad you liked the presentation!

    guest60e997: Pretty much. Even if not 'to the board room' directly, frame social media in such a way that the people who will be reporting *to* the board room would feel comfortable explaining their efforts.

    guestb4419e: Haha, I'm not too worried about it. If an adult can't handle the word 'bullshit', we probably wouldn't get along anyways. I'd much rather my brand be about addressing issues frankly than political correctness.
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Transcript of "Is Social Media Bullshit?"

  1. 1. Is Social Media Bullshit?
  2. 2. Why the “bullshit” belief? Bullshit. Bullshit. Wtf?
  3. 3. What we've heard... What they want to hear about... <ul><li>Success stories </li></ul><ul><li>Extraordinary moments </li></ul><ul><li>Ingenious marketing tactics </li></ul>The Bottom Line
  4. 4. <ul><li>It sounds like hype. </li></ul>
  5. 5. <ul><li>Metrics with no relevance. </li></ul>
  6. 6. <ul><li>A bunch of special use cases. </li></ul>What do we do if we want to beat “bullshit”?
  7. 7. Back to basics, not benefits. (and not yet best practices) What are the problems a social media strategy solves?
  8. 8. Your customers have a better communications platform than you do.
  9. 9. Without a presence, you can only react, not respond.
  10. 10. Bring it back to the bottom line. 1. Metrics 2. Measure 3. Make it clear Increasing profits -or- Saving costs How does social media do this?
  11. 11. It's all about Branding. Increasing sales != Making sales <ul><li>Conversion rates </li></ul><ul><li>Retention rates </li></ul><ul><li>Referral rates </li></ul>
  12. 12. Saving costs ~ creating value Customers will... Giving you free... Test features & give feedback QA Help other customers Support Evangelize your product Sales Create demos Customer Training Build add-ons Features
  13. 13. Branding Before vs Branding Now
  14. 14. It's not Bullshit , it's Branding , and that is/adds to the Bottom line .
  15. 15. I'm Jay Neely. http://socialstrategist.com
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