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Mesh12 Session - Social Media WTF

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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?

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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Mesh12 Session - Social Media WTF

  1. 1. 1 SOCIAL MEDIA: WTF? mediaprofile.com Michael O’Connor Clarke Vice President, Digital & Social Media
  2. 2. 2 ABOUT ME  Michael 1.0 = Tech hardware & software sales  Michael 2.0 = Corporate Marketing & PR exec  Michael 3.0 = Agency bloke & social media “pioneer” http://michaelocc.com @michaelocc linkedin.com/michaelocc
  3. 3. 3 ALMOST FAMOUS
  4. 4. 4 ALMOST FAMOUS
  5. 5. 5 OVERTURE
  6. 6. source: @tomheg at http://tpdsaa.tumblr.com
  7. 7. 7 HYPOTHESIS 1. Marketing is broken 2. The Web offers the promise to fix it 3. 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 channels 6. Social Media is broken
  8. 8. http://www.flickr.com/photos/catherinebennett/
  9. 9. 9 THREE FALLACIES What we bullshit about when we bullshit about bullshit…
  10. 10. 10 1 SIZE MATTERS Follower & Fan counts are inflated and largely meaningless
  11. 11. 11 CANADA’S TWITTER CHAMP Suspect A
  12. 12. 12 Suspect A Suspect A Suspect A
  13. 13. 13 Suspect A Suspect A Suspect A Suspect A Suspect A
  14. 14. 14
  15. 15. 15
  16. 16. 16
  17. 17. 17 But why not…?
  18. 18. 18 IT’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. 19 IT 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. 20 BIG 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 AllFacebook.com
  21. 21. 21 BIG FAN COUNT != BIG ENGAGEMENT
  22. 22. 22 BIG FAN COUNT != BIG ENGAGEMENT
  23. 23. 23 MORE CONNECTIONS DOES NOT MEAN MORE CONNECTEDNESS
  24. 24. 24 2 FAKE IT …till you make it
  25. 25. 26 FRIENDS DON’T LET FRIENDS TWEET LIKE THIS @TechnoBlort TechnoBlort Industries
  26. 26. 27 7 DEADLY SOCIAL MEDIA MARKETING SINS 1. Sock puppets! 2. “Conversation Calendars” written by copywriters 3. Automated tweeting + zero-response monitoring 4. Transmedia promotion (same batcrap, different batchannel) 5. Pushing news releases as status updates or blog posts 6. Ignoring feedback, deleting comments or, even worse, not allowing them 7. Thinking you can control the message
  27. 27. 28 BRAND SPAM
  28. 28. 29 STUCK IN A MESSAGE TRACK From this… To this:
  29. 29. 30 3 FISH WHERE THE FISH ARE
  30. 30. 31
  31. 31. 32 “At the heart of the Internet business is one of the great business fallacies of our time: that the Web, with all its targeting abilities, can be a more efficient, and hence more profitable, advertising medium than traditional media.” “The nature of people’s behavior on the Web and of how they interact with advertising… has meant a marked decline in advertising’s impact.”
  32. 32. 33 QUASI-PERSONALIZED CLUEHOLES Leaky Algorithmic Marketing Efforts More at: http://ow.ly/b9YRC
  33. 33. 35 THE #1 SOCIAL MEDIA MISTAKE
  34. 34. Social Media is like Soylent Green… It’s PEOPLE! urce: http://newsevents.arts.ac.uk
  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. 39 Website Twitter Facebook
  37. 37. 40 BUILD 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 http://www.flickr.com/photos/niclindh
  39. 39. This is a BFD source: http://bigeffingdeal.info/
  40. 40. 43 WHAT 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, don't think of Mack trucks full of widgets destined for distributorships, whizzing by countless billboards. Think of a table for two. @Man, 1997
  43. 43. 46 THANK YOU mediaprofile.com Michael O’Connor Clarke Vice President, Digital & Social Media +1.416.893.4941 mocc@mediaprofile.com @michaelocc

Editor's Notes

  • 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.

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