Social Media: Your Content Marketing Playground
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Yes, I DO Mind the Gap
- yes, I do mind business, online communities and cultural tourism the gap
- this isn’t a talk about social networks
- A. because most business values don’t align with community values.
- 18% trust what they read in ads to be the truth. info: ADWeek dec09
- 21% of employees are truly engaged in their work info: Towers Perrin Global Workforce Survey 09
- 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
- 89% expect to be able to interact with brands. stat: WebProNews Oct09
- how?
- 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.”
- there’s subtext in them there tweets
- “Eating a fennel salad with miso dressing. Nom nom.” subtext “I care about my health, so I eat well.” “I want my friends to admire my good eating habits.” “I would like to connect to other vegetarians.”
- “Meeting up with @friend123 and @friend321 (@Club Fun) http://4sq.com/8e78m9” subtext “I would love more friends to come and join us.” “I’m keeping track of where I go out and with who.” “Where I go and who I hang with may tell you a little about who I am.”
- Multiple tweets at multiple times of the day... subtext “I’m lonely.” “Hear me. Value me. Connect to me.”
- you are what you tweet sorta!
- twitter 18m + estimated ‘users’ 57% women men have 15% more followers 66% under 25 yrs old 85% tweet <1x per day 1.1% tweet >10x per day 75% all Twitter activity comes from 5% of users 94% of Twitter users have <100 followers 0.68% of Twitter users have >1000 followers 92% follow <100 others stats from: eMarketer Aug09, Harvard Study June09, Brian Solis Oct09
- social networksSN’s more popular than email (67% - 65%) Women are more active in most SN’s (avg 53%) Social networks are more popular than porn Amount of time spent on FB increased 566% in 09 3.5 billion pieces of content shared each week >500k FB Apps made by >1M developers >100k iPhone apps, downloaded >2B times stats from: Neilsen Mar09, Facebook public Statistics Jan10,
- Why people are on social networks Total Keep in touch with friends 75% For fun 55% Keep in touch with family 41% Invited by someone they know 30% Keep in touch with classmates 30% Keep in touch with business network 5% Job searching 4% Business development/sales 3% Searching for new hires 1% Other 4% stats from: eMarketer Jul09
- huge opportunity
- value disparity
- big communities business freakin gap
- Why is it that managers are so willing to the idea of a acknowledge company dedicated to timeless human values and so unwilling to become yet practical advocates for those values within their own organizations? - Gary Hamel, Wall Street Journal 01/13/10 http://blogs.wsj.com/management/2010/01/13/the-hole-in-the-soul-of-business/
- http://www.flickr.com/photos/aesum/3482640675/ “You've gotta stand your ground for freedom, beauty, truth, and love.” the Bohemians
- truth http://www.flickr.com/photos/manfrys/2226178289/
- http://www.flickr.com/photos/fiatluxe/150714757/ beauty
- freedom
- love http://www.flickr.com/photos/laughingsquid/2476324694/
- it is no coincidence that the companies that espouse human values are the darlings of online communities.
- I ‘Googled’ TM you 2nd most mentioned brand on twitter - after Starbucks - with a 97% neutral to positive sentiment rating*. * from http://twitrratr.com/search/google
- 2,200 attendees. 64% of laptops at Le Web were apple. 1,008 iPhones. http://www.flickr.com/photos/scobleizer/4171576818/
- “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
- http://www.flickr.com/photos/loiclemeur/4175443352/
- values community
- 1. generosity 2. stories>stats 3. agility 4. compassion 5. authenticity
- generosity abounds in online communities
- but so does reciprocity...
- the gift economy
- the more u give
- the more u receive
- 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
- measuring like it matters
- numbers numbers numbers numbers numbers numbers quantity numbers numbers numbers numbers numbers numbers numbers numbers numbers numbers numbers
- stories stories stories stories stories quality stories stories stories stories stories stories stories stories stories stories stories stories
- meaningful numbers havestories
- ACTION! http://www.flickr.com/photos/cambodia4kidsorg/3587556872/ + http://beth.typepad.com/
- embracing the chaos is scary
- much to fear
- much to gain
- luck 1. lucky people follow their intuition 2. lucky people balance rationality with gut instinct 3. lucky people go out and meet new people and expose themselves to new situations 4. lucky people see the positive side of situations 5. lucky people are more relaxed and open from scientific study by Richard Wiseman: The Luck Factor 2003
- a story about wisdom http://www.ted.com/talks/barry_schwartz_on_our_loss_of_wisdom.html
- rules are guidelines and not substitutes
- improvising is a form of art.
- real life is full of ambiguity.
- Q. how can we teach wisdom and these abilities to everyone instead of increasing the number of rules?
- the new Turing test
- “any action that prioritizes rules, protocols, logic, efficiency, procedures or any other type of pre-set guidelines at the cost of relationships or compassion towards other human beings indicates robot.”
- people authenticity robots
- but only when those robots exhibit treasured human emotions: love, compassion, remorse, generosity, etc.
- Q. so why the heck do we have to go and get all evil robot so much of the time?
- instead of a personal brand, why not get a personality? http://www.flickr.com/photos/stewtopia/3355277605/
- I ‘Googled’ TM you
- liar pants on fire
- de-robotize
- I told you this wasn’t a talk about social networks
- social world which we are ALL a part of...
- When we value money over human beings and then add technology, I get nervous.
- yes, I do mind the gap
- tara ‘missrogue’ hunt horsepigcow@gmail.com 514-679-2951 twitter: @missrogue skype: sanfranrogue http://www.horsepigcow.com http://www.thewhuffiefactor.com
- http://www.slideshare.net/missrogue images from: http://www.shutterstock.com (unless marked from Flickr.com + AVATAR + Wall-E )
