Fear And Loathing in Social Media

Fear & Loathing in Social Media IABC Saskatoon – November 23, 2009

#hashtag

http://mynameiskate.ca/socialmedia-fear.html

LintBucket Media (LintBucket.com) is a boutique marketing agency headquartered in Vancouver that focuses on social media marketing, digital content creation and community building.
Our Services:
Social Media Marketing & Communications
Blogger Outreach Programs
Community Development
Internal Social Media Implementation
SEO-driven Copywriting
MyNameIsKate.ca – blogging about the intersection of marketing, technology and design, plus other juicy bits.

Today, let’s discuss …
What is Social Media?
Tales from the Dark Side
Where Did It All Go Wrong?
Who Will Save the Day?
Your Questions!

What is social media?
Social media is information content created by people using highly accessible and scalable publishing technologies that is intended to facilitate communications, influence and interaction with peers and with public audiences, typically via the Internet and mobile communications networks .
~ Wikipedia

http://fasticon.com/freeware/

American Medical Association

http://en.wikipedia.org/wiki/File:Pig-pen_peanuts.PNG

http://sxoop.com/twitter/

Pic Credit: David Armano - Logic + Emotion Blog

Tales from the Dark Side
Wal-Marting Across America : Edelman’s fake blog about a couple in an RV visiting Wal-Marts.
Rahodeb a.k.a. John Mackey, CEO Whole Foods posted negative comments about competitor Wild Oats on a message board hoping that the share price would go down.
Vespa’s neglected enthusiasts’ blog – originally very successful, Vespa didn’t have an exit strategy and it languished for 2 years with negative comments

Agency.com's “ Going to Work for Subway ” was a 9 minute video about pitching to get Subway as a client. They were pitching for Subway's business, but never sought permission to release the video to YouTube.
Target’s Rounders campaign instructed their members to lie. "We don’t want the Rounders program to steal the show from the real star here: Target and Target’s rockin’ Facebook group! So keep it, like, a secret!”
Sony's " All I want for Christmas is a PSP " flog (fake blog) featured agency staff posing as a teenager. The ruse was apparent and the blog received 550 negative posts on the site with many of them being pulled by Sony.

Amazon.com tweaked an algorithm (on a weekend in their French office) that resulted in GLBT authors books being de-listed from the best-sellers lists. A fierce Twitterstorm broke out on the weekend decrying Amazon and their perceived anti-gay attitude.
Cisco made their own entry in Wikipedia saying that they invented the “human network.”

What went wrong?

No Listening
If you don’t know what is being said, how can you possibly respond?

No Presence
Having your own social media space is critical.

No Social Capital
(also known as “Whuffie”)
You need to save up for a rainy day.

No Brandividual
A real person who helps others trust your company
by virtue of their humanity

The Age of the Brand is Waning

The Age of the Brandividual* People Figures: David Armano - Logic + Emotion Blog

What is a brandividual?
Not just any employee.
A passionate employee.
Passionate about:
Your Company
Your Products
Your Customers!

Why is the brandividual good for business?

Trust!

“ It’s harder to distrust a person than it is to distrust a corporation.” Deloitte

Resource: http://mashable.com/2009/01/21/best-twitter-brands/

Istockphoto.com YourCo

Istockphoto.com

Why else is the brandividual good for business?

Longevity
(everything lives forever on the internet)

Here’s where social media works for business

What’s the downside of brandividuals?

Istockphoto.com

http://www.flickr.com/photos/lovethedaisy/2661204242/

http://www.flickr.com/photos/swanksalot/105848786/

http://www.flickr.com/photos/22280677@N07/3346026450/

: http://flickr.com/photos/dgbalancesrocks/260902896

Let’s Get Practical …
Where do you start?

Own Your Name
You can’t have every variation of every brand you own.
But try to register your preferred name on the major services.

Be Human
Identify the brandividuals behind your accounts.
All public-facing employees should have LinkedIn Profiles

Don’t Accept the Default
Each social media has it’s own best practices.
And it’s not the default settings.

Know Where Your
Customer Lives
You don’t have to be everywhere .
Use the tools to find and engage your community.

Resource Recommendations … http://www.forrester.com/Groundswell http://www.friendswithbenefitsbook.com/ Disclosure: I am the technical reviewer of the upcoming printed edition.

Resource Recommendations …
Chris Brogan - social media and community strategy - http://www.chrisbrogan.com
Mashable - Web 2.0 and Social Media News & Analysis (tool oriented) -http://mashable.com
ReadWriteWeb - Web Apps, Technology Trends, Social Networking - http://readwriteweb.com
Jeremiah Owyang - Social Media & Web Strategist for Forrester Research - http://www.web-strategist.com/blog
Universal McCann's Report - When Did We Start Trusting Strangers - http://www.universalmccann.com/
Pew Internet & American Life - http://www.pewinternet.org/

Questions? http://www.flickr.com/photos/calavera/65098350/

http://www.flickr.com/photos/vernhart/1574355646/

Bonus Canadian Data

Canadians Online & Blogging
Out of developed countries Canada has:
highest Internet penetration (71%) – vs. U.S. of 61%
most page views per resident per month (4k per user) – vs. 3.4k in the U.K.
time online (45 hours per month) – vs. 32 hours in the U.K. and 30 in the U.S.
From a blogging perspective:
16mm, or 64%, of Canadians now visit blogs and even those in the 65+ demographic spend 2 days a year on blogs
Data from ComScore Media Metrix – Dec 2008

Online Video
Over the course of a month
89% of Canadians watched a video online
Average of 115 videos watched
Average of 385 minutes of viewing time
Just YouTube
57% of Canadians visited YouTube
Accounts for 46% of all Canadian video viewing
Average 68 videos | 180 minutes

Social Networking
Over the course of a month …
84% of Canadians use a social network (that’s over 20 million Canadians!)
Over 360 minutes
Over 800 pages
Women spend, on average, 120 MORE minutes on Social Networks and view 222 more pages
Toronto ranks #4 in the world for LinkedIn use
Data from ComScore Media Metrix – Dec 2008 & from LinkedIn– Sept 2009

Facebook
Huge Canadian participation
65% of Canadians are on FB (vs US’s 23%)
725 FB pages a month
Older Canadians (45 – 54) are driving FB’s growth

Fear And Loathing in Social Media

by Kate Trgovac on Nov 22, 2009

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