How to Perfect Social Media


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This was a presentation Eloqua's Director of Content, Joe Chernov, gave at the MediaPost Social Media Insiders Summit (#MBSMIS) in Miami. It’s a playful look at how we can perfect social media from both a user’s POV and a brand’s POV. For users, the central theme is aesthetics/design. For brands it’s data – that is, data that learns and analytics that plug into business objectives.

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  • Social media is ostensibly about people, yet people are imperfect. Though these guys would likely disagree.
  • Social media is ostensibly about people, so to figure out how to “perfect” social media, I searched for the “perfect man”. This is Google’s answer.
  • Google says perfect man is Brad Pitt
  • (Parody) But after a little deeper digging, I found out that Mr. Pitt isn’t so perfect after all. In fact, he snores so badly he needs to sleep wearing one of these masks. Hashtag #notsohotnow. Then I figured maybe “Perfect Woman” would give me the answer I was looking for. I ran that search and Google retrieved ….
  • This.
  • This.
  • (Parody) As luck would have it, Ms. Jolie isn’t so perfect. She refuses to turn off her phone in movie theaters.
  • The fact is, people aren’t perfect, so social media isn’t perfect. There’s no perfect formula here.
  • Social media doesn’t have a *product* problem, it has a *packaging* problem.
  • We live in an aestheticized culture. THIS (laptop) …
  • … has evolved into this work of art
  • Even the trusty pine box, which has served us well for millennia …
  • … has now evolved into THIS - a designer coffin
  • Why is social media design such a mess? On a daily basis brain is trying to process all of this. It’s just too much. Each site has its own lexicon, it’s own architecture, it’s own social mores. Companies are starting to pop up – like Rock Melt (social browser) and Nimble (social contact management) and Twezr (social content management) – that solve this problem at the margins, but on balance, when it comes to design, social media gets …
  • A Fail
  • Just a white background isn’t the same thing as “white space”. Social media is crowded and noisy, we all know that. A report out of Nielsen said that time on social media is up 43% year over year. That many people spending that much time, it’s bound to get messy. But the networks themselves and the marketers they are trying to attract are so concerned with shoe-horning in every possible feed to maximize message amplification that usability is suffering. We need less “amplification” and more “Apple-fication”
  • I think there are three steps to successfully “repackage” social media. The first step is to layer a high design, Apple/IDEO like “skin” on top of each social channel. The purpose of this is to not only improve the UX, but also to “universalize” it. The most important notion here is that design drives function, not the other way around. Then let the users create their own experience. They pick the feeds – from whatever people or whatever platforms they want – they decide the taxonomy, they decide the terminology. Ultimately, the non-linear threat to social media is privacy. According to Forrester 50% of the fastest growing demo (boomers) have “serious concerns” about their online privacy. Facebook has made massive progress in this area, but there is still much more we could do. Again it’s a packaging problem: For the masses create branded “privacy packages” that help people self-select in. Make it simple, with names like “Open Kimono” for college students who hold their privacy in contempt, or “Boomer Secret” for, well, for my mom. Let the longtail fine-tune.
  • Ok so as a user that’s what I’d like to see. But Cathy also asked us to answer this question from the perspective of a brand. I think there are two changes that need to be made.
  • For brand marketers, I think social has two major gaps: the data doesn’t “learn” and the analytics packages aren’t geared for business objectives.
  • I find social monitoring tools surprisingly manual. Every change to the data pulled has to be a manual process. Lucky for us, we have a very unusual name – and so do our competitors. But what about if your brand is Tide? You don’t want to pull every nautical report into your dashboards. I’d like to see listening platforms develop some machine learning capabilities – like the Faces feature in iPhoto, where the software recognizes facial features and recommends tags accordingly. Sure in my case it insists grandpa is a picnic basket (honest), so it’s imperfect. But it’s a start. Why can’t listening platforms gradually prioritize content based not only on the rules you establish, but also the way you interact with the data and creators?
  • It’s no wonder why, according to Forrester, 41% of companies still aren’t engaged in social media: the CMO is stuck because the CEO wants social to be a silver bullet.
  • We need a “there’s a package for that” mindset when it comes to data. Launching a new product? There’s a package for that. Embroiled in crisis communications? There’s a package for that. Looking to see the impact of social media on retention? You get the idea …
  • How to Perfect Social Media

    1. 1. <ul><li>How to Perfect Social Media </li></ul><ul><li>(Free Version) </li></ul><ul><li>February 2, 2011 </li></ul><ul><li>Joe Chernov </li></ul><ul><li>Director of Content Marketing </li></ul><ul><li>Eloqua </li></ul>
    2. 2.
    3. 3. Would “Perfect” Man Give Clues for Perfect Social Network?
    4. 4. Google Answer: Brad Pitt
    5. 5. Turns Out …
    6. 6. Would “Perfect” Woman Give Clues for Perfect Social Network?
    7. 7. Google Answer: Angelina Jolie
    8. 8. Turns Out …
    9. 9. No Perfect People; No Perfect Formula
    10. 10. Social Media Has A Packaging Problem
    11. 11. Everything Has Been Aestheticized This ...
    12. 12. Everything Has Been Aestheticized ... has become this
    13. 13. Everything Has Been Aestheticized This ...
    14. 14. Everything Has Been Aestheticized ... has become this
    15. 15.
    16. 16. Social Media Aesthetics #Fail
    17. 17. What We Need Amplification Apple fication
    18. 18. Perfect by Repackaging <ul><li>Simplify: Layer a lightweight “skin” on top of all networks to simplify/universalize experience </li></ul><ul><li>Empower: Let members determine feeds, taxonomy, terminology, groups/networks to pull content from </li></ul><ul><li>Expedite: Create “80/20” privacy controls: </li></ul><ul><ul><li>80%: Offer “privacy bundles” for different member personas (“Open Kimono,” “Secret Boomer,” etc.) </li></ul></ul><ul><ul><li>20%: Let members fine-tune </li></ul></ul>
    19. 19. What About Brands?
    20. 20. Two Needs “ Learning” data Objective-based Packages
    21. 21. “ Learning”: iPhoto Faces, But For Data
    22. 22. Translation: We’re Trying to Boil the Ocean “ CMOs have trouble tying social to conversion and sales metrics, determining the right metrics and how to track them, getting CEO buy-in on metrics, finding the resources to focus on measurement, and implementing such measurements globally.” Bazaarvoice 2011 CMO Survey
    23. 23. Objective-based Social Analytics <ul><li>Awareness Package </li></ul><ul><ul><li>Objectives: Launching a product/category/market </li></ul></ul><ul><ul><li>Metrics: Views, fans, clicks, tweets, etc. </li></ul></ul><ul><li>Affinity Package </li></ul><ul><ul><li>Objectives: Overcoming a crisis, models for which retention more valuable than acquisition </li></ul></ul><ul><ul><li>Metrics: NPS, sentiment, “Likes,” referrals </li></ul></ul><ul><li>Product Development Package </li></ul><ul><ul><li>Objective: Collect feedback for future product/service </li></ul></ul><ul><ul><li>Metrics: Reviews, suggestions, QA value, etc. </li></ul></ul><ul><li>Revenue Package </li></ul><ul><ul><li>Objectives: Satisfy CEO </li></ul></ul><ul><ul><li>Metrics: Attribution, influence, margin, etc. </li></ul></ul>
    24. 24. Stay in Touch Joe Chernov Eloqua @jchernov