Mesh12 Session - Social Media WTF


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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?

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  • 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.
  • Mesh12 Session - Social Media WTF

    1. 1. 1SOCIAL MEDIA: WTF? Michael O’Connor Clarke Vice President, Digital & Social Media
    2. 2. 2ABOUT ME Michael 1.0 = Tech hardware & software sales Michael 2.0 = Corporate Marketing & PR exec Michael 3.0 = Agency bloke & social media “pioneer” @michaelocc
    3. 3. 3ALMOST FAMOUS
    4. 4. 4ALMOST FAMOUS
    5. 5. 5OVERTURE
    6. 6. source: @tomheg at
    7. 7. 7HYPOTHESIS1. Marketing is broken2. The Web offers the promise to fix it3. 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 channels6. Social Media is broken
    8. 8.
    9. 9. 9THREE FALLACIESWhat we bullshit about when webullshit about bullshit…
    10. 10. 101 SIZE MATTERS Follower & Fan counts are inflated and largely meaningless
    11. 11. 11CANADA’S TWITTER CHAMP Suspect A
    12. 12. 12 Suspect A Suspect ASuspect A
    13. 13. 13 Suspect A Suspect A Suspect ASuspect A Suspect A
    14. 14. 14
    15. 15. 15
    16. 16. 16
    17. 17. 17But why not…?
    18. 18. 18IT’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. 19IT 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. 20BIG 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
    24. 24. 242 FAKE IT …till you make it
    25. 25. 26FRIENDS DON’T LET FRIENDSTWEET LIKE THIS @TechnoBlort TechnoBlort Industries
    26. 26. 277 DEADLY SOCIAL MEDIAMARKETING SINS1. Sock puppets!2. “Conversation Calendars” written by copywriters3. Automated tweeting + zero-response monitoring4. Transmedia promotion (same batcrap, different batchannel)5. Pushing news releases as status updates or blog posts6. Ignoring feedback, deleting comments or, even worse, not allowing them7. Thinking you can control the message
    27. 27. 28BRAND SPAM
    28. 28. 29STUCK IN A MESSAGE TRACK From this… To this:
    29. 29. 303 FISH WHERE THE FISH ARE
    30. 30. 31
    31. 31. 32“At the heart of the Internet business is one of the great businessfallacies of our time: that the Web, with all its targetingabilities, can be a more efficient, and hence moreprofitable, advertising medium than traditional media.”“The nature of people’s behavior on the Web and ofhow they interact with advertising… has meant amarked decline in advertising’s impact.”
    32. 32. 33QUASI-PERSONALIZED CLUEHOLES Leaky Algorithmic Marketing Efforts More at:
    34. 34. Social Media is like Soylent Green… It’s PEOPLE!urce:
    35. 35. 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…
    36. 36. 39WebsiteTwitterFacebook
    37. 37. 40BUILD 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?
    38. 38. Step One: Grow Big Ears
    39. 39. This is a BFDsource:
    40. 40. 43WHAT 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…
    41. 41. 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.
    42. 42. When you think of the Internet, dont think of Mack trucks full of widgets destined for distributorships, whizzing by countless billboards. Think of a table for two. @Man, 1997
    43. 43. 46THANK YOU Michael O’Connor Clarke Vice President, Digital & Social Media +1.416.893.4941 @michaelocc