What's the opportunity behind Social Business? How does customer engagement lead to increased revenue? What path should marketers take in social channels? How can other departments play a part?
Some of the questions I answer in this presentation made for the Engage Digital Summit held in Kolkata, India on June 5-6, 2012.
This is my last presentation as an employee of superstar social business consultancy Ant's Eye View. Many thanks to my AEV colleagues for 18 months of learning and fun.
6. At a recent conference in Canada, I mentioned that I thought social media in its nascent, over-hyped form was
dead. And one attendee responded with:
“IF SOCIAL MEDIA
IS DEAD, IT’S
BECAUSE paem
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MARKETERS LIKE
YOU KILLED IT.”
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And, enraged, he left the conference and immediately smashed out several windows at a nearby bank.
And that’s the thing about social: it’s fun. It feels life-changing. It gives us power. And a voice.
And that makes us emotional about this stuff.
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You see, humans are funny creatures. We feel very superior in our sentience, our self-awareness, our ability to
reason and process and be rational. And we generally feel we are very reasonable, rational people.
http://www.flickr.com/
photos/jurvetson!
9. But the reality is that we’re not. In 2002, Daniel Kahneman was awarded a Nobel Prize for his work on emotional
versus rational decision making. He found that typically, we truly believe that we think something, then do
something, then feel something about it.
But in reality we start by feeling, then we do, then we post-rationalize. For example, you might be hurt you
didn’t get a job offer and then rationalize, Well, I didn't really want that job anyway.
THINK > DO > FEEL
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FEEL > DO > THINK
10. 95%
95% of our decisions are made through emotional thinking, and only about 5% through rational. We *think*
we’re making rational decisions but most of the decisions we make are based on the emotional brain.
EMO!
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http://www.flickr.com/
photos/myklroventine/!
11. The reason for that, basically, we're primates. Crazy monkey people. We're wired to process emotions VERY
quickly, using parallel processing. That's why we can feel both happy and sad, we can laugh while we’re crying.
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http://www.flickr.com/
photos/richardfisher/!
12. I might feel both happy and
bittersweet at my daughter’s high paem
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school graduation.
13. Or both excited and nervous when paem
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speaking in front of an audience.
14. But rational processing is MUCH more difficult. We can only single-thread rational processing. If this is true, then
x. If that's false, then y. It takes much more energy, more focus and more time to rationally process decisions.
And in our time-starved world, it’s harder to convince people to take the time to rationally think through a
decision.
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THE JOURNEY FOR SOME
1." Convince mgmt to try
2." Push promos via social
3." Buy fans via ads
Professional social media types try to get you on a 4." Tabs and apps!
journey that looks like this. But this journey has a
dead end. What comes next? No one can say.
5." Justify the labor cost
6." …?
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THE JOURNEY FOR SOME
1." Convince mgmt to try
2." Push via social
3." Buy fans via ads
4." Tabs and apps! on buying fans,
And if you focus
and there’s a built-in 40% waste
5." Justify the labor cost think
rate, how long do you
you’ll keep your job? Likes are
6." …? NOT a metric of success.
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Forgive the indulgence. This is my wife. I
posted this photo of her on Flickr in 2005. I
titled it “Hottest Woman Ever.” A few years
later, I started noticing massive views. And
the referring site was Google, search string
was “hottest woman ever.”
EH&
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Sure enough, Google was saying she was the
“hottest woman ever.” Why? Flickr is a huge
social community with lots of dialogue and
engagement. Google LOVES engagement –
hence her Flickr pic now hovers between #1
and #6 in an image search.
42. !"#$%
&#'($)!
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http://slideshare.net/weave
Twitter: @weave
For more thinking on the
Social Engagement Journey,
go to antseyeview.com.