The document provides examples of how organizations waste time and money on social media by focusing on the wrong metrics and goals. It discusses how reaching a small percentage of an audience, like 0.12% on Facebook, is generally not an effective strategy. The conclusion is that social media is about connections between individuals, not mass distribution, and value comes from harnessing conversations not just publishing content. Organizations should focus on engaging superfans in conversations to help their business instead of superficial metrics like reach. An example of Vodafone saving money through social media recruitment by empowering employees is also provided.

1. How not to waste time and
money on social media
Presentation at In-Cosmetics, April 2014

2. Three examples of social media madness
Why have we gone mad? How to find the cure

3. Facebook madness

5. Conclusion
Facebook is a (good) way of ‘engaging’ with
0.0024% of your audience
But what about views (reach)?
General rule: 1 ‘engagement’ = 50 views
Therefore: Facebook is a (good) way of
reaching 0.12% of your audience

6. Question: Are there any
circumstances under
which reaching 0.12%
of your target audience
is anything other than a
stupid thing to do?
Answer: That depends (on who the
0.12% are and the context within
which you are reaching them)

8. The story of a failing
social media strategy
?

9. Objective = maximising
reach and engagement

12. How does this
translate into a
business benefit?
What is the link
between your
Facebook activity
and the metrics?
Why?

13. Translation into a
business benefit?
? ?

17. 1.85 characters each

18. Generated ‘engagement’ of 22,000
0.43% of the 5.1 million who tweeted
0.02% of the 108 million who watched on TV

19. Well – it was the best
ad that reached 0.02%
of the audience
Winner 2012
Golden Turkey

20. This was actually a highly successful
• Recruitment campaign for Oreo
• New business campaign for the 25
agencies involved
• Career boost for the 500+ people
who produced the tweet
A B2C campaign?
(Where were the Cs?)

21. Why are organisations doing
silly things in social media?
airy
The Facebook Fairy is a fantasy!

22. Audience
Mount Social Media
Marketing
Department
The reality (rather than the fantasy)

23. Why are organisations doing
silly things in social media?
They believe it is a
form of media
Function of media =
distribution
(audiences)
In reality, it is a form of
infrastructure
Function of
infrastructure =
connection (between
individuals or groups)

24. Facebook was designed to
help geeks get girlfriends
(connection task)
What was Facebook
designed to do?

25. Complaining /
trying to change
something
Looking for
information
Talking to friends
(Talking to colleagues)

27. Information is King

28. 9 out of these top
10 sites is either a
blog or social site

30. Ask yourself: what are your Google spaces?

32. Value in social media
is created by harnessing
the power of connection, not distribution
Incredibly important fact

33. CONVERSATION
CONTENT
COMMUNITY
We like what you do
We don’t like what you do
Asking a question for which
you provide an answer
Prepared to help you do
things better

34. Introducing the Superfan
KachWachi saves
Logitech $250,000 in
call deflection costs
per year

35. The rules for Superfans
They are not ‘Ambassadors’
because they are not
representative
They are not ‘Evangelists’
because the communities they
want to be a part of comprise
people who are also like them
Their value is not in spreading
information, it is in helping you
manage your business
• Customer service
• NPD
• Google endorsement

36. An organisation that gets it

37. IBM ‘Listening for leads’

38. Vodafone identified a long-term
need to hire 40 specialist
technicians (in an area not
conventionally associated with
mobile telecoms). A £1.5 million
budget was allocated
(advertising and agency fees)
Objective: To hire at least 50%
via direct recruitment (via social
channels), thus saving agency
costs

39. Process – train existing
employees on social networking
and publication techniques – to
raise the profile of Vodafone’s
expertise and participation in this
space. Note: they did not publish
the availability of jobs
Result: 80% of the hires made via
direct recruitment, saving approx.
£1.3 million

40. CONVERSATION
CONTENT
COMMUNITY
We like what you do
We don’t like what you do
Asking a question for which
you provide an answer
Prepared to help you do
things better

42. What we doWhat we are doing

45. CONVERSATION
CONTENT
COMMUNITY
We like what you do
We don’t like what you do
Asking a question for which
you provide an answer
Prepared to help you do
things better

46. Thank you!
richardstacy.com
@RichardStacy