Why your fan count doesn't matter.

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Why do we think fans matter? And what should we be doing instead?

You can read the script (together with the slides) here: http://blog.magicbeanlab.com/socialproof/screw-em-why-your-fan-count-doesnt-matter/

Presentation given on 22nd May 2013 at Digital Shoreditch "Future of Brands."

Published in: Business, Technology

Why your fan count doesn't matter.

  1. SCREW ‘EMWHYYOURFANCOUNTDOESN’TMATTER
  2. 17Mat Morrison@mediaczarMisanthropic Social Media strategy chap at StarcomMediaVest Group London. Amateur data sleuth. SubstituteTeacher, Defence Against the Dark Arts
London · blog.magicbeanlab.comTHIS IS ME@MEDIACZAR17,450
TWEETS1,024
FOLLOWING5,277
FOLLOWERS
  3. 17Evil Mat Morrison@evilczarGollum to @mediaczars Smeagol. Social media #uberninjaand passionate coach. Secret millionaire philanthropist.Hates hobbitses.London · mczar.me/evilczar129
TWEETS2,472
FOLLOWING10,194
FOLLOWERS@EVILCZAR(ALSO ME)
  4. “IT’SNOTAPOPULARITYCONTEST”WELL, SOMETIMES IT IS.
  5. I PAID £5 TO PROMOTE
  6. EVILCZAR PAID $5 TOCHEATHE’SREALLYEVIL
  7. BACK WHEN FANS WERE REAL(WE MOSTLY SENT THEM CEASE &DESIST LETTERS FOR IPINFRINGEMENTREAL GEOCITIES FAN PAGE c1999
  8. HISTORICAL CONTEXT
  9. BRANDPAGES:ABRIEFHISTORYBRANDPAGES:ABRIEFHISTORY2008 2009 2010 2011FACEBOOKPAGESNovember2007INSIGHTSUPDATEMay2009INSIGHTSUPDATEJune2010INSIGHTSUPDATENovember2011HISTORICAL CONTEXT
  10. Data: Facebook/Social Bakers 2013-05-15
  11. 2. ENGAGE FANS3. CONVERT1. RECRUIT FANSTHE STANDARDCONCEPTUAL MODELOF SOCIAL MEDIA ROI
  12. IF IT LOOKSLIKE A DUCKAND QUACKSLIKE A DUCK…CRM IN SOCIAL CHANNELS ISJUST… CRMLIST MARKETING IN SOCIALCHANNELS IS JUST… LISTMARKETINGDIRECT MAIL IS… WELL, YOU GETTHE PICTURE
  13. DO WEENCOURAGE BADBEHAVIOUR?COMPETITION INCENTIVES FAN GATING FAKE FANS
  14. EXTINCTION EVENTSIMULTANEOUS UNLIKESPIKES ACROSSMULTIPLE PAGES.WE SUSPECT FACEBOOKHAS BEEN REMOVINGCOMPERS’ SECONDACCOUNTS.
  15. THINGS REALPEOPLE NEVER DO
  16. BRANDS ARENOT ASIMPORTANTAS THE REALPEOPLE INOUR LIVES RUSSELL DAVIES, SENSIBLE CHAP.
  17. HACKING THE MONKEY BRAIN
  18. IF YOU CAN GET PEOPLE WHOARE SIMILAR TO THE PERSONYOURE TRYING TO PERSUADETO SPEAK ON YOUR BEHALF, ITSA LOT EASIER FOR YOU THAN IFYOU HAVE TO TRY TO HAMMERYOUR MESSAGE ONE MORETIME INTO A RETICENT MIND.ROBERT CIALDINI, ARIZONA STATE
  19. THE HOMOPHILY PRINCIPLEWE UNCONSCIOUSLY SEEK OUT PEOPLE WHOSHARE OUR VIEWS AND VALUESWhat aNOUTSTANDINGLYNICE chap!
  20. FOLLOWERS381k
  21. TARGET: 25-44 WOMEN187k
  22. REACH: 25-44 WOMEN IN 1st DEGREE7.14m187k
  23. REACH: 25-44 WOMEN IN 1st DEGREE7.14m187k
  24. THE MONKEY BRAINWE CANNOT ESCAPEFACT:@MEDIACZAR SHARES93% OF HIS GENESWITH THIS MONKEY
  25. SOURCE MESSAGE CHANNEL RECEIVERBRAND “SOCIAL" FANFAN BRAND FRIENDBRAND FAN FRIENDSOCIALCRM
  26. A NEW VISION OF SOCIAL OBJECTIVES*PAIDEARNEDFANVIRALPAIDEARNEDFANVIRALTO*WHICH IS STILL SURPRISINGLY LIKE THE OLD ONE BEFORE IT ALL STARTED GETTING OUT OF HAND1 2
  27. SHARES PER VIEWCLICKS PER SHAREVIRAL REACHSHARE OF BUZZCUSTOMER SERVICEQUERY RESOLUTIONRATE FAN COUNTENGAGEMENT RATEPOP QUIZ: WHICH ARE REAL SOCIAL METRICS?
  28. SHARES PER VIEWCLICKS PER SHAREVIRAL REACHSHARE OF BUZZCUSTOMER SERVICEQUERY RESOLUTIONRATE FAN COUNTENGAGEMENT RATEPOP QUIZ: WHICH ARE REAL SOCIAL METRICS?

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