Fear And Loathing in Social Media


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Brief overview of social media, some companies whose initial forays were not a success and a suggested remedy/course of action for those companies who want to suceed.

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  • One slide about me 
  • So, what is social media? Wikipedia knows. But that’s a little technical. To me, the most important thing to know is that social media isn’t this …
  • It’s not about the technology. Technology is like air now. Right now, in the room – who is connected? So, the technology facilitates it, but social media isn’t about technology.
  • Social media is, of course, all about people.
  • Important to remember. People are complex
  • People are messy
  • There are lots of them and they take different forms.
  • The same person may take on different roles.
  • Because people are complex, messy, and multifaceted, our communications are changing - Communication tone Communication type Communication vehicle
  • Social Media! Power is equally distributed; no longer a top-down model Distributed via evolving communities rather than monolithic networks Created by consumers rather than “experts” (aka agencies) Promotes dialogue rather than monologue .. Engaging in a conversation (Markets are Conversations .. See “The Cluetrain Manifesto”
  • Not every company is ready for this model of communication.
  • Sometimes, bad things happen to good companies.
  • RSS Feeds of keywrod searches. Google Alerts. Radian6. Sysomos. Techrigy. StartPR.com
  • You need your own space. That’s not to say that you need to go out and build your own social network. But you need a safe space with an eye to the future – that you may have to use it as a platform. That space can be a blog, a Twitter account, a facebook page, a Flickr stream – someplace you can own. AND some place that your brand advocates can regard as a safe space.
  • As a company, you want to start building social capital RIGHT NOW. In the good times. While all this is still pretty fresh and new and largess still flows from the social media community. Companies need to be making deposits into their social capital account. And you want that bank account to be nice and full before you have an emergency.
  • Brands aren’t messy. Brands aren’t like me. They are clean and shiny and are an ideal.
  • But with the brandividual, instead of seeing an ideal, we start to see an actualization.
  • Brandividuals didn’t really start w/ social media. They have always existed – particularly in customer service. Remember when you called a call centre and got that one AWESOME employee and wished you could have them everytime you called? That’s a brandividual. Brandividuals engage in social media. YOU will become a brandividual.
  • We trust people like us. (complex, messy, playing many roles)
  • We don’t trust corporations. It’s easier to trust Scott than Ford. Tonia than Molson.
  • These are some brandividuals!
  • All of these trust points are reasons we trust Jane – we relate to her. Her very humanity accrues to your brand. This is the secret. It’s the mix of personal and professional information that we receive which helps to build our trust. Not like a press release which simply has a faceless name attached to it. We feel that we know a person better than a company. That a person gives us authentic information. That they are more likely to be on our side.
  • Basically, it’s all about reducing risk. We want to reduce our risk when we get involved with your company. We believe in Jane and that she reduces our risk.
  • Jane’s goodwill is accrued to your company forever.
  • Examples of search results
  • Two good examples of where social media indexes high in search engines. One example of where blogs are integrated into search results
  • Overall – where you get your mentions This was a search I conducted over the last 2 weeks of the Tim Hortons “roll up the rim” contest
  • Two: failure of the brandividual and leaving of the brandividual
  • If a brandividual fails us .. Because of the personal relationship (or the perception of a personal relationship) it’s worse than just poor customer service. It’s like if a friend fails us.
  • Plus – what is your exit strategy if a brandividual leaves?
  • Your exit strategy starts with your entrance strategy If you move into social media – be aware of the pros and cons of the brandinvidual. Your Goals: Help Jane build her reputation Help Jane build YOUR reputation
  • Don’t put all your eggs in Jane’s basket – too risky Social media is a TEAM effort. Make it one!
  • Social media is a TEAM effort. Make it one! Random House Twitter | Petro-Canada blog | Nuts about Southwest blog | Fanscape Twitter
  • YouTube – change channel name, type – optimize for search Facebook – default for company profiles (fan pages) is landing on the wall – put your visitors down somewhere else instead.
  • You don’t have to be everywhere – just where your customer is. Search feeds. Groundswell data. Radian6. Sysomos. Techrigy. StartPR.com
  • Fear And Loathing in Social Media

    1. 1. Fear & Loathing in Social Media IABC Saskatoon – November 23, 2009
    2. 2. <ul><li>#hashtag </li></ul>
    3. 3. <ul><li>http://mynameiskate.ca/socialmedia-fear.html </li></ul>
    4. 4. LintBucket Media (LintBucket.com) is a boutique marketing agency headquartered in Vancouver that focuses on social media marketing, digital content creation and community building. <ul><li>Our Services: </li></ul><ul><li>Social Media Marketing & Communications </li></ul><ul><li>Blogger Outreach Programs </li></ul><ul><li>Community Development </li></ul><ul><li>Internal Social Media Implementation </li></ul><ul><li>SEO-driven Copywriting </li></ul>MyNameIsKate.ca – blogging about the intersection of marketing, technology and design, plus other juicy bits.
    5. 5. Today, let’s discuss … <ul><li>What is Social Media? </li></ul><ul><li>Tales from the Dark Side </li></ul><ul><li>Where Did It All Go Wrong? </li></ul><ul><li>Who Will Save the Day? </li></ul><ul><li>Your Questions! </li></ul>
    6. 6. What is social media? <ul><li>Social media is information content created by people using highly accessible and scalable publishing technologies that is intended to facilitate communications, influence and interaction with peers and with public audiences, typically via the Internet and mobile communications networks . </li></ul><ul><li>~ Wikipedia </li></ul>
    7. 7. http://fasticon.com/freeware/
    8. 9. American Medical Association
    9. 10. http://en.wikipedia.org/wiki/File:Pig-pen_peanuts.PNG
    10. 11. http://sxoop.com/twitter/
    11. 14. Pic Credit: David Armano - Logic + Emotion Blog
    12. 15. Pic Credit: David Armano - Logic + Emotion Blog
    13. 17. Tales from the Dark Side <ul><li>Wal-Marting Across America : Edelman’s fake blog about a couple in an RV visiting Wal-Marts. </li></ul><ul><li>Rahodeb a.k.a. John Mackey, CEO Whole Foods posted negative comments about competitor Wild Oats on a message board hoping that the share price would go down. </li></ul><ul><li>Vespa’s neglected enthusiasts’ blog – originally very successful, Vespa didn’t have an exit strategy and it languished for 2 years with negative comments </li></ul>
    14. 18. <ul><li>Agency.com's “ Going to Work for Subway ” was a 9 minute video about pitching to get Subway as a client. They were pitching for Subway's business, but never sought permission to release the video to YouTube. </li></ul><ul><li>Target’s Rounders campaign instructed their members to lie. &quot;We don’t want the Rounders program to steal the show from the real star here: Target and Target’s rockin’ Facebook group! So keep it, like, a secret!” </li></ul><ul><li>Sony's &quot; All I want for Christmas is a PSP &quot; flog (fake blog) featured agency staff posing as a teenager. The ruse was apparent and the blog received 550 negative posts on the site with many of them being pulled by Sony. </li></ul>
    15. 19. <ul><li>Amazon.com tweaked an algorithm (on a weekend in their French office) that resulted in GLBT authors books being de-listed from the best-sellers lists. A fierce Twitterstorm broke out on the weekend decrying Amazon and their perceived anti-gay attitude. </li></ul><ul><li>Cisco made their own entry in Wikipedia saying that they invented the “human network.” </li></ul>
    16. 20. <ul><li>What went wrong? </li></ul>
    17. 21. <ul><li>No Listening </li></ul><ul><li>If you don’t know what is being said, how can you possibly respond? </li></ul>
    18. 22. <ul><li>No Presence </li></ul><ul><li>Having your own social media space is critical. </li></ul>
    19. 23. <ul><li>No Social Capital </li></ul><ul><li>(also known as “Whuffie”) </li></ul><ul><li>You need to save up for a rainy day. </li></ul>
    20. 24. <ul><li>No Brandividual </li></ul><ul><li>A real person who helps others trust your company </li></ul><ul><li>by virtue of their humanity </li></ul>
    21. 25. The Age of the Brand is Waning
    22. 26. The Age of the Brandividual* People Figures: David Armano - Logic + Emotion Blog
    23. 27. What is a brandividual? <ul><li>Not just any employee. </li></ul><ul><li>A passionate employee. </li></ul><ul><li>Passionate about: </li></ul><ul><ul><ul><li>Your Company </li></ul></ul></ul><ul><ul><ul><li>Your Products </li></ul></ul></ul><ul><ul><ul><li>Your Customers! </li></ul></ul></ul>
    24. 28. <ul><li>Why is the brandividual good for business? </li></ul>
    25. 29. <ul><li>Trust! </li></ul>
    26. 30. “ It’s harder to distrust a person than it is to distrust a corporation.” Deloitte
    27. 31. Resource: http://mashable.com/2009/01/21/best-twitter-brands/
    28. 32. Istockphoto.com YourCo
    29. 33. Istockphoto.com
    30. 34. <ul><li>Why else is the brandividual good for business? </li></ul>
    31. 35. <ul><li>Longevity </li></ul><ul><li>(everything lives forever on the internet) </li></ul>
    32. 38. <ul><li>Here’s where social media works for business </li></ul>
    33. 41. <ul><li>What’s the downside of brandividuals? </li></ul>
    34. 42. Istockphoto.com
    35. 43. http://www.flickr.com/photos/lovethedaisy/2661204242/
    36. 44. http://www.flickr.com/photos/swanksalot/105848786/
    37. 45. http://www.flickr.com/photos/22280677@N07/3346026450/
    38. 47. : http://flickr.com/photos/dgbalancesrocks/260902896
    39. 48. Let’s Get Practical … <ul><li>Where do you start? </li></ul>
    40. 49. <ul><li>Own Your Name </li></ul><ul><li>You can’t have every variation of every brand you own. </li></ul><ul><li>But try to register your preferred name on the major services. </li></ul>
    41. 50. <ul><li>Be Human </li></ul><ul><li>Identify the brandividuals behind your accounts. </li></ul><ul><li>All public-facing employees should have LinkedIn Profiles </li></ul>
    42. 51. <ul><li>Don’t Accept the Default </li></ul><ul><li>Each social media has it’s own best practices. </li></ul><ul><li>And it’s not the default settings. </li></ul>
    43. 52. <ul><li>Know Where Your </li></ul><ul><li>Customer Lives </li></ul><ul><li>You don’t have to be everywhere . </li></ul><ul><li>Use the tools to find and engage your community. </li></ul>
    44. 53. Resource Recommendations … http://www.forrester.com/Groundswell http://www.friendswithbenefitsbook.com/ Disclosure: I am the technical reviewer of the upcoming printed edition.
    45. 54. Resource Recommendations … <ul><ul><li>Chris Brogan - social media and community strategy - http://www.chrisbrogan.com </li></ul></ul><ul><ul><li>Mashable - Web 2.0 and Social Media News & Analysis (tool oriented) -http://mashable.com </li></ul></ul><ul><ul><li>ReadWriteWeb - Web Apps, Technology Trends, Social Networking - http://readwriteweb.com </li></ul></ul><ul><ul><li>Jeremiah Owyang - Social Media & Web Strategist for Forrester Research - http://www.web-strategist.com/blog </li></ul></ul><ul><ul><li>Universal McCann's Report - When Did We Start Trusting Strangers - http://www.universalmccann.com/ </li></ul></ul><ul><ul><li>Pew Internet & American Life - http://www.pewinternet.org/ </li></ul></ul>
    46. 55. Questions? http://www.flickr.com/photos/calavera/65098350/
    47. 56. http://www.flickr.com/photos/vernhart/1574355646/
    48. 57. <ul><li>Bonus Canadian Data </li></ul>
    49. 58. Canadians Online & Blogging <ul><li>Out of developed countries Canada has: </li></ul><ul><ul><li>highest Internet penetration (71%) – vs. U.S. of 61% </li></ul></ul><ul><ul><li>most page views per resident per month (4k per user) – vs. 3.4k in the U.K. </li></ul></ul><ul><ul><li>time online (45 hours per month) – vs. 32 hours in the U.K. and 30 in the U.S. </li></ul></ul><ul><li>From a blogging perspective: </li></ul><ul><ul><li>16mm, or 64%, of Canadians now visit blogs and even those in the 65+ demographic spend 2 days a year on blogs </li></ul></ul>Data from ComScore Media Metrix – Dec 2008
    50. 59. Online Video <ul><li>Over the course of a month </li></ul><ul><ul><li>89% of Canadians watched a video online </li></ul></ul><ul><ul><li>Average of 115 videos watched </li></ul></ul><ul><ul><li>Average of 385 minutes of viewing time </li></ul></ul><ul><li>Just YouTube </li></ul><ul><ul><li>57% of Canadians visited YouTube </li></ul></ul><ul><ul><li>Accounts for 46% of all Canadian video viewing </li></ul></ul><ul><ul><li>Average 68 videos | 180 minutes </li></ul></ul>Data from ComScore Media Metrix – Dec 2008
    51. 60. Social Networking <ul><li>Over the course of a month … </li></ul><ul><li>84% of Canadians use a social network (that’s over 20 million Canadians!) </li></ul><ul><li>Over 360 minutes </li></ul><ul><li>Over 800 pages </li></ul><ul><li>Women spend, on average, 120 MORE minutes on Social Networks and view 222 more pages </li></ul><ul><li>Toronto ranks #4 in the world for LinkedIn use </li></ul>Data from ComScore Media Metrix – Dec 2008 & from LinkedIn– Sept 2009
    52. 61. Facebook <ul><li>Huge Canadian participation </li></ul><ul><ul><li>65% of Canadians are on FB (vs US’s 23%) </li></ul></ul><ul><ul><li>725 FB pages a month </li></ul></ul><ul><ul><li>Older Canadians (45 – 54) are driving FB’s growth </li></ul></ul>Data from ComScore Media Metrix – Dec 2008