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your social
     media
  strategy
won’t save
       you
by tara ‘missrogue’ hunt
twitter
  isn’t the answer.
facebook
  isn’t the answer.
NOT the answer.
why?

1.social media doesn’t scale

2.social media is only a band-aid

3.social networks are about...being social

4.trust is at an all-time low
it
doesn’t
 scale
nepotism
craigslist.org
“Craigslist gets more traffic
than either eBay or
Amazon .com. eBay has more
than 16,000 employees.
Amazon has more than
20,000. Craigslist has 30.” sept
2009, wired magazine
craig’s social
    media
 strategy #1
craig’s social
    media
 strategy #2
what scales is
creating a useful,
working site that
listens to its
users...
but...
craigslist’s
 design is
   ass!
30
 # of staff members.
30!
# of
social media
gurus?
0
it’s just
    a
bandaid
http://twitter.com/missrogue/status/5624792674
“We’re not here to replace existing channels
 of communications and customer care...
           (which channels would those be?)
  ...but to complement them.”
                                     hmmmmm....
                  http://twitter.com/RogersMary/status/5628358318
“Tip for Rogers:

instead of hiring
ppl for Twitter, why
not try hiring ppl to
answer your
freakin’ phones?”
social
networks
 are for
 being...
SOCIAL!!
“we are
wired to
connect”
Goleman on the findings of his research.
reasons why adults & teens use online networks
                                                              adults   teens

Stay in touch with friends                                    89%      91%
Make plans with friends                                        57      72
Make new friends                                               49      49
Organize with others for an event, issue or cause              43      n/a
Make new business or professional contacts                     28      n/a
Promote yourself or your work                                  28      n/a
Flirt                                                          20      17

          http://www.pewinternet.org/topics/Social-Networking.aspx
the single
biggest
influences in
our lives are
our friends
aiuapr
wired mag: 12 sep 09 http://www.wired.com/medtech/health/magazine/17-10/ff_christakis
the social networks aren’t really changing us that
much...

• historically, studies have shown people maintain between 4 and 7 close
  friends at any given time


• in 2007, Facebook founder, Mark Zuckerberg, discussing the social graph -
  we can grow our friend capacity!


• social scientists wondered whether the web had changed our ability to have
  more close friends


• Christakis and Fowler analyzed a universities data (students who had 110
  average friends) and looked at close vs ‘internet’ friends


• Christakis and Fowler found that the average Facebook user actually had 6.6
  close friends
trust is at
   an all-
 time low
trust
deficit
18%
trust what they read in ads to be the truth.




                         info: ADWeek dec09
38%
trust business to do the right thing




                  info: Edelman 2009
42%
 believe in ghosts




      info: Poll Harris Interactive 2009
76%
 believe in miracles




       info: Poll Harris Interactive 2009
so...who
can we
trust?
89%
expect to be able to interact with brands.




                       stat: WebProNews Oct09
#fail
most
businesses
  are   community

tourists
telltale signs of
tourism:
  “these natives have quite the life! mañana, baby!”


“s/he spends her whole day socializing and having fun
  on twitter/facebook! wish I could get paid for that!”

“when you cut through all of the ‘inane babble’, there
       are some valuable posts on twitter.”
big

                     communities
business


           freakin
             gap
value
disparity
how?
shifting our values

1. forget ‘social media strategies’ -- think people-centric
   business strategies

2. forget marketing -- think raising customer happiness

3. forget influencers -- think enthusiasts

4. forget campaigns -- think learning cycles

5. go deeper than trust -- raise whuffie
people-centric
social media isn’t a
strategy, it’s one of
the communication
tools available.
not people-centric
•   Thinking about every      •   Trying to get people to
    person as a consumer          ‘fan’ you - celebrate
    - someone who either          you and your
    consumes or doesn’t           company. Making it all
    consume your product          about how awesome
                                  your product and/or
•   Only seeing your              service is.
    customers through the
    lens of their behaviour   •   Thinking in terms of
    around your product or        sending the right
    service                       signals and reaching
                                  the right influencers.
people-centric
•   Thinking about people in    •   Measure like it matters.
    a complex manner.               Good numbers have
    Whether it is buying or         stories behind them. You
    their personal lives. Not       have 100,000 facebook
    slicing to suit a specific       fans? What the heck
    sales goal.                     does that mean?

•   Being concerned about       •   Listening. Collaborating.
    serving your existing           Integrating feedback.
    customers - helping             Learning and innovating
    them really rock. Helping       with all of the great
    them achieve their goals.       feedback and
                                    interaction.
it’s not
about you...
it’s about
them
creating customer happiness
what makes people happy?

 • autonomy (feeling that your activities are self-chosen and
   self-endorsed)

 • competence (feeling that you are effective in your
   activities)

 • relatedness (feeling a sense of closeness with others)

 • self-esteem (set-point, or the person’s natural propensity
   to happiness)


from the Journal of Personality and Social Psychology, published by the American Psychological Association (APA).
rewarding enthusiasts
Influencers                     Enthusiasts

probably haven’t tried your     have tried and LOVE your
         product                         product

 are really busy and have
                                 are dying to get YOUR
multiple companies trying to
                                        attention
     get their attention

                               have an audience of various
  have a sizable audience        sizes, but with your help
                                could grow that audience

  will move onto the next      will remain loyal as long as
 product review tomorrow           you rock their world

 aren’t guaranteed to give       have already sung your
    you a good review                    praises
versus




http://www.flickr.com/photos/jurvetson/2829219697/
launch                            learn

  limited time campaign         ongoing process - no end

                                less planning up front and
                                  more putting stuff out to
  lots of planning up front,
                               customers, getting feedback,
leading up to the big launch
                                 learning, tweaking, rinse,
                                           repeat.

                               pull (with a small amount of
           push
                                           push)

about customer acquisition     about customer satisfaction

 if the word grows slowly,      lots of time for grassroots
campaign may be over b4        growing of buzz - and by the
     people catch wind.          time it tips, it’ll be better!
whuffie
generosity
abounds
in online
communities
the gift
economy
deposits
       examples:
   helping someone solve a problem

      attending community events

 showing real interest in what someone
          else is working on

using your network to do something good
            for the community

 demonstrating you implement people’s
             suggestions
withdrawals
        examples:
     asking someone else for a favor

   promoting your own events or sales

 asking for an introduction to someone in
          their network (intro up)

           acting competitively

             name dropping

            pitching someone
and
social media?
aiuapr
we are lucky that these
tools allow our
customers to connect,
speak out, talk back
and share more readily
with their friends.
#win
licensing:




             share/remix/spread ... but don’t forget to attribute.
                    http://slideshare.net/missrogue
        many photos from: http://www.shutterstock.com
contact me:



              Tara ‘missrogue’ Hunt
              horsepigcow@gmail.com
              @missrogue
              montreal, quebec, canada
              514-679-2951

              http://www.horsepigcow.com
Order
                           Whuffie
                           today!



http://www.thewhuffiefactor.com

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Tara Hunt - Your Social Media Strategy Wont Save You

  • 1. your social media strategy won’t save you by tara ‘missrogue’ hunt
  • 2. twitter isn’t the answer.
  • 3. facebook isn’t the answer.
  • 5.
  • 6.
  • 7.
  • 8. why? 1.social media doesn’t scale 2.social media is only a band-aid 3.social networks are about...being social 4.trust is at an all-time low
  • 10.
  • 13.
  • 14. “Craigslist gets more traffic than either eBay or Amazon .com. eBay has more than 16,000 employees. Amazon has more than 20,000. Craigslist has 30.” sept 2009, wired magazine
  • 15. craig’s social media strategy #1
  • 16. craig’s social media strategy #2
  • 17. what scales is creating a useful, working site that listens to its users...
  • 19. 30 # of staff members.
  • 20. 30!
  • 22. 0
  • 23. it’s just a bandaid
  • 24.
  • 26. “We’re not here to replace existing channels of communications and customer care... (which channels would those be?) ...but to complement them.” hmmmmm.... http://twitter.com/RogersMary/status/5628358318
  • 27. “Tip for Rogers: instead of hiring ppl for Twitter, why not try hiring ppl to answer your freakin’ phones?”
  • 28. social networks are for being... SOCIAL!!
  • 29.
  • 30. “we are wired to connect” Goleman on the findings of his research.
  • 31. reasons why adults & teens use online networks adults teens Stay in touch with friends 89% 91% Make plans with friends 57 72 Make new friends 49 49 Organize with others for an event, issue or cause 43 n/a Make new business or professional contacts 28 n/a Promote yourself or your work 28 n/a Flirt 20 17 http://www.pewinternet.org/topics/Social-Networking.aspx
  • 32. the single biggest influences in our lives are our friends
  • 34. wired mag: 12 sep 09 http://www.wired.com/medtech/health/magazine/17-10/ff_christakis
  • 35. the social networks aren’t really changing us that much... • historically, studies have shown people maintain between 4 and 7 close friends at any given time • in 2007, Facebook founder, Mark Zuckerberg, discussing the social graph - we can grow our friend capacity! • social scientists wondered whether the web had changed our ability to have more close friends • Christakis and Fowler analyzed a universities data (students who had 110 average friends) and looked at close vs ‘internet’ friends • Christakis and Fowler found that the average Facebook user actually had 6.6 close friends
  • 36. trust is at an all- time low
  • 38. 18% trust what they read in ads to be the truth. info: ADWeek dec09
  • 39. 38% trust business to do the right thing info: Edelman 2009
  • 40. 42% believe in ghosts info: Poll Harris Interactive 2009
  • 41. 76% believe in miracles info: Poll Harris Interactive 2009
  • 43. 89% expect to be able to interact with brands. stat: WebProNews Oct09
  • 44. #fail
  • 45. most businesses are community tourists
  • 46. telltale signs of tourism: “these natives have quite the life! mañana, baby!” “s/he spends her whole day socializing and having fun on twitter/facebook! wish I could get paid for that!” “when you cut through all of the ‘inane babble’, there are some valuable posts on twitter.”
  • 47. big communities business freakin gap
  • 49. how?
  • 50. shifting our values 1. forget ‘social media strategies’ -- think people-centric business strategies 2. forget marketing -- think raising customer happiness 3. forget influencers -- think enthusiasts 4. forget campaigns -- think learning cycles 5. go deeper than trust -- raise whuffie
  • 52. social media isn’t a strategy, it’s one of the communication tools available.
  • 53. not people-centric • Thinking about every • Trying to get people to person as a consumer ‘fan’ you - celebrate - someone who either you and your consumes or doesn’t company. Making it all consume your product about how awesome your product and/or • Only seeing your service is. customers through the lens of their behaviour • Thinking in terms of around your product or sending the right service signals and reaching the right influencers.
  • 54. people-centric • Thinking about people in • Measure like it matters. a complex manner. Good numbers have Whether it is buying or stories behind them. You their personal lives. Not have 100,000 facebook slicing to suit a specific fans? What the heck sales goal. does that mean? • Being concerned about • Listening. Collaborating. serving your existing Integrating feedback. customers - helping Learning and innovating them really rock. Helping with all of the great them achieve their goals. feedback and interaction.
  • 57. what makes people happy? • autonomy (feeling that your activities are self-chosen and self-endorsed) • competence (feeling that you are effective in your activities) • relatedness (feeling a sense of closeness with others) • self-esteem (set-point, or the person’s natural propensity to happiness) from the Journal of Personality and Social Psychology, published by the American Psychological Association (APA).
  • 59. Influencers Enthusiasts probably haven’t tried your have tried and LOVE your product product are really busy and have are dying to get YOUR multiple companies trying to attention get their attention have an audience of various have a sizable audience sizes, but with your help could grow that audience will move onto the next will remain loyal as long as product review tomorrow you rock their world aren’t guaranteed to give have already sung your you a good review praises
  • 61. launch learn limited time campaign ongoing process - no end less planning up front and more putting stuff out to lots of planning up front, customers, getting feedback, leading up to the big launch learning, tweaking, rinse, repeat. pull (with a small amount of push push) about customer acquisition about customer satisfaction if the word grows slowly, lots of time for grassroots campaign may be over b4 growing of buzz - and by the people catch wind. time it tips, it’ll be better!
  • 65. deposits examples: helping someone solve a problem attending community events showing real interest in what someone else is working on using your network to do something good for the community demonstrating you implement people’s suggestions
  • 66. withdrawals examples: asking someone else for a favor promoting your own events or sales asking for an introduction to someone in their network (intro up) acting competitively name dropping pitching someone
  • 69. we are lucky that these tools allow our customers to connect, speak out, talk back and share more readily with their friends.
  • 70.
  • 71. #win
  • 72. licensing: share/remix/spread ... but don’t forget to attribute. http://slideshare.net/missrogue many photos from: http://www.shutterstock.com
  • 73. contact me: Tara ‘missrogue’ Hunt horsepigcow@gmail.com @missrogue montreal, quebec, canada 514-679-2951 http://www.horsepigcow.com
  • 74. Order Whuffie today! http://www.thewhuffiefactor.com