Why your fan count doesn't matter.
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18 likes•10,471 views
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."
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Why your fan count doesn't matter.
- 2. 17 Mat Morrison @mediaczar Misanthropic Social Media strategy chap at Starcom MediaVest Group London. Amateur data sleuth. Substitute Teacher, Defence Against the Dark Arts London · blog.magicbeanlab.com THIS IS ME @MEDIACZAR 17,450 TWEETS 1,024 FOLLOWING 5,277 FOLLOWERS
- 3. 17 Evil Mat Morrison @evilczar Gollum to @mediaczar's Smeagol. Social media #uberninja and passionate coach. Secret millionaire philanthropist. Hates hobbitses. London · mczar.me/evilczar 129 TWEETS 2,472 FOLLOWING 10,194 FOLLOWERS @EVILCZAR (ALSO ME)
- 5. I PAID £5 TO PROMOTE
- 6. EVILCZAR PAID $5 TO CHEAT HE’S REALLY EVIL
- 7. BACK WHEN FANS WERE REAL (WE MOSTLY SENT THEM CEASE & DESIST LETTERS FOR IP INFRINGEMENT REAL GEOCITIES FAN PAGE c1999
- 9. BRANDPAGES:ABRIEFHISTORYBRANDPAGES:ABRIEFHISTORY 2008 2009 2010 2011 FACEBOOKPAGES November2007 INSIGHTSUPDATE May2009 INSIGHTSUPDATE June2010 INSIGHTSUPDATE November2011 HISTORICAL CONTEXT
- 10. Data: Facebook/Social Bakers 2013-05-15
- 11. 2. ENGAGE FANS 3. CONVERT 1. RECRUIT FANS THE STANDARD CONCEPTUAL MODEL OF SOCIAL MEDIA ROI
- 12. IF IT LOOKS LIKE A DUCK AND QUACKS LIKE A DUCK… CRM IN SOCIAL CHANNELS IS JUST… CRM LIST MARKETING IN SOCIAL CHANNELS IS JUST… LIST MARKETING DIRECT MAIL IS… WELL, YOU GET THE PICTURE
- 13. DO WE ENCOURAGE BAD BEHAVIOUR? COMPETITION INCENTIVES FAN GATING FAKE FANS
- 14. EXTINCTION EVENT SIMULTANEOUS UNLIKE SPIKES ACROSS MULTIPLE PAGES. WE SUSPECT FACEBOOK HAS BEEN REMOVING COMPERS’ SECOND ACCOUNTS.
- 15. THINGS REAL PEOPLE NEVER DO
- 16. BRANDS ARE NOT AS IMPORTANT AS THE REAL PEOPLE IN OUR LIVES RUSSELL DAVIES, SENSIBLE CHAP.
- 17. HACKING THE MONKEY BRAIN
- 18. IF YOU CAN GET PEOPLE WHO ARE SIMILAR TO THE PERSON YOU'RE TRYING TO PERSUADE TO SPEAK ON YOUR BEHALF, IT'S A LOT EASIER FOR YOU THAN IF YOU HAVE TO TRY TO HAMMER YOUR MESSAGE ONE MORE TIME INTO A RETICENT MIND.ROBERT CIALDINI, ARIZONA STATE
- 19. THE HOMOPHILY PRINCIPLE WE UNCONSCIOUSLY SEEK OUT PEOPLE WHO SHARE OUR VIEWS AND VALUES What aN OUTSTANDINGLY NICE chap!
- 20. FOLLOWERS 381k
- 22. REACH: 25-44 WOMEN IN 1st DEGREE 7.14m187k
- 23. REACH: 25-44 WOMEN IN 1st DEGREE 7.14m187k
- 24. THE MONKEY BRAINWE CANNOT ESCAPE FACT: @MEDIACZAR SHARES 93% OF HIS GENES WITH THIS MONKEY
- 25. SOURCE MESSAGE CHANNEL RECEIVER BRAND “SOCIAL" FAN FAN BRAND FRIEND BRAND FAN FRIEND SOCIALCRM
- 26. A NEW VISION OF SOCIAL OBJECTIVES* PAID EARNED FAN VIRAL PAID EARNED FAN VIRAL TO *WHICH IS STILL SURPRISINGLY LIKE THE OLD ONE BEFORE IT ALL STARTED GETTING OUT OF HAND 1 2
- 27. SHARES PER VIEW CLICKS PER SHARE VIRAL REACH SHARE OF BUZZCUSTOMER SERVICE QUERY RESOLUTION RATE FAN COUNT ENGAGEMENT RATE POP QUIZ: WHICH ARE REAL SOCIAL METRICS?
- 28. SHARES PER VIEW CLICKS PER SHARE VIRAL REACH SHARE OF BUZZCUSTOMER SERVICE QUERY RESOLUTION RATE FAN COUNT ENGAGEMENT RATE POP QUIZ: WHICH ARE REAL SOCIAL METRICS?