Social media myths – SOCAP
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Presentation at the SOCAP annual conference, 17 August 2015. Feel free to send me any questions or comments at hugh@dialogueconsulting.com.au, or give us a call on 1300 846 768.
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Social media myths – SOCAP
- 1. 17-Aug-15 HughStephens Online credibility: beyond the myths of social media SOCAP Conference, 17 August 2015 Available online:
- 2. 17-Aug-15 What we’ll cover • Who uses what • Value drivers • Costs • Differences • Risks • Stories 2
- 3. 17-Aug-15 A bit about us 3
- 5. 17-Aug-15 Activity: stakeholders (example) 5 External Internal Marketing Comms Agency Customers Regulator Ombudsman Suppliers Politicians Competitors Other depts Exec CustServ Complaints Legal Media Members
- 6. 17-Aug-15
- 7. 17-Aug-15 Social Media is a communication tool. It’s anything that uses the internet to facilitate communication. The value of social media is the networks and communities of relationships that it can cultivate. A relationship can only be valuable if it is real. It’s totally useless to both parties if it’s fake. *** A communications strategy is used to establish the means by which you are going to deliver value to both ends of the relationship. 7 A paradigm based on principles.
- 10. 17-Aug-15 So what do you need? What’s right? 10
- 11. 17-Aug-15 Who? 11 These slides from the Sensis social media report, May 2015 (available online)
- 12. 17-Aug-15 Use of social media 12
- 20. 17-Aug-15 How 20
- 21. 17-Aug-15 The importance of knowing and understanding your customer. 21
- 22. 17-Aug-15 22
- 23. 17-Aug-15 23
- 24. 17-Aug-15 Activity 1b: our stakeholders • Who are they? • Demo/psychographics – Age, location, gender – Interests? – Brand activities? 24
- 25. 17-Aug-15 The first rule of communication: Seek first to understand, then to be understood. 25 This means we need to be patient.
- 26. 17-Aug-15 Social media is free MYTH 2 26
- 27. 17-Aug-15 There are no free lunches. • People = $ • Time = $ • Tools = $ • Advertising = $ • Diversion = $ 27
- 28. 17-Aug-15
- 29. 17-Aug-15 Activity 2: what channels do we use? • What channels do you use? Think online and offline, internal and external. 29
- 30. 17-Aug-15 Please, please please: fish where the fish are. 30
- 31. 17-Aug-15 You need to use social media MYTH 3 31
- 32. 17-Aug-15 What’s the problem • Time = $ • $ ≠ ∞ • People don’t care about you • Cost increases exponentially • But you can save $ with social – diversionary savings. 32
- 33. 17-Aug-15 What’s the value? • Identify a clear value proposition. – Why should someone click ‘Like’? – Why should someone click ‘Comment’? • Might be ‘free stuff’ or something of more meaningful value (improve experience for others, inform of issues, get to front of queue, preferred channel) • What’s the value to you? 33
- 34. 17-Aug-15 34 The Social Media Exchange adapted from Larson & Watson, 2011
- 35. 17-Aug-15 Activity 3: what’s your value? 35
- 36. 17-Aug-15 Social media is different MYTH 4 36
- 37. 17-Aug-15 How do you do, fellow kids?
- 38. 17-Aug-15 What problem are you solving? 38
- 39. 17-Aug-15 Directly addressing the problem. That same health insurer used social media as a means for people to lodge their complaint and call them back. They leveraged the problems they were receiving to find their strategy 39
- 41. 17-Aug-15 41
- 42. 17-Aug-15 Some data on timeliness (2013) 42 http://www.brw.com.au/p/tech-gadgets/telstra_target_leading_on_social_2FH5CFK8m2AgyHJsz473tJ
- 43. 17-Aug-15 43
- 44. 17-Aug-15 Know when to refer 44
- 45. 17-Aug-15 Activity 4: moving between channels • What can’t you talk about online? • When should you move the discussion somewhere else? 45
- 46. 17-Aug-15 We can’t be interesting MYTH 5 46
- 47. 17-Aug-15 The Queensland Police Service 47
- 48. 17-Aug-15 Pinterest: What The Fridays https://www.pinterest.com/qldpolice/what-the-friday/ 48
- 50. 17-Aug-15 Exhibit B: http://mypolice.qld.gov.au/blog/2015/05/14/attempted-atm-theft-townsville/ 50
- 51. 17-Aug-15 51
- 52. 17-Aug-15 The real reason why it’s awesome (what you don’t see). • The entire organisation working together (almost everyone, that’s hard.) • It’s not all on a single person (~2-4 people, hundreds of officers, one presence) • The process of how they built that (slowly) • There is no workflow diagram, no formalized process – it needs to be fluid. (because they have no idea what they’re going to find tomorrow) • But you need to learn the rules before you break them – building trust is a slow process. • Expectations being exceeded (authenticity, humanization, empathy) • Because it’s fluid and because they have a clearly communicated centre of gravity, there’s no obstacle they can’t get around. (“We’ve never had a major problem.”) • Everyone has ownership, everyone is on the same page. 52
- 54. 17-Aug-15 What risks are you concerned about? 54 - Or if not you, the folks who make you accountable?
- 55. 17-Aug-15 The risk of shooting from the hip. 55 Protein World
- 56. 17-Aug-15 The risk of snowballing. 56
- 57. 17-Aug-15 The risk of keeping them waiting. 57
- 58. 17-Aug-15 Zoo weekly (2012) & Smirnoff (2011) Is it editorial or advertising? 58
- 59. 17-Aug-15 The (real) risk of silence. • Nobody cares and the resources are wasted. • Not actually the worst thing from a customer service perspective. • However… Just so we’re clear… What’s our exit strategy? • How will we know when we even need to implement it? 59
- 60. 17-Aug-15 The real risks (likelihood/impact) • Stuff goes wrong (low/*) • Nothing happens (medium-high/low) • You look stupid for not being there (high/medium) • People talk about you anyway (high/medium) • You don’t behave consistently (?/high) 60
- 61. 17-Aug-15 61
- 62. 17-Aug-15 Key themes for success • Listen more than speak • Use customer-preferred channel as far as possible • Respond in kind • Speed of response – even if only a holding statement • Consistency and processes • Evaluate to prove value and return • Never delete anything 62
- 63. 17-Aug-15
- 64. 17-Aug-15 Questions? • Myth 1: Everybody uses social media. • Myth 2: Social media is free. • Myth 3: You need to be there. • Myth 4: Social media is different. • Myth 5: We can’t be interesting. • Myth 6: It’s too risky. 64
- 65. 17-Aug-15 My contact information • http://www.dialogueconsulting.com.au • hugh@dialogueconsulting.com.au • 1300 846 768 / 0431 304 464 65
Editor's Notes
- Before we talk about social media for bottom line value, we need to acknowledge a fundamental truth about what social media is actually for. Creativity is incredibly valuable. But creativity should be sandwiched between context, and a desired outcome.
- + demo IG
- Strategy execution avenues
- Up to 10/15 per day.
- Allergy pathway case 2011 Australian Association of National Advertisers Code of Ethics. VB: “statements of personal preference” – When VB asked whether they should give Roger Federer VB when he arrived in Australia, fans relied: “I bet the poofter don’t even drink” and give him a “dildo so he can fornicate himself”. VB asked fans to submit Australia day photos; one photo featuring three young men with no shirts on prompted fans to say they were “gay as fuckin aids” and “bloody poofs vb in front of yas and ya drinking fag drinks”. On this basis, they claimed it was “beyond doubt” that statements such as “women should be chained 2 da kitchen! Lmfao” are ironic and humorous, and therefore not discriminatory or vilifying to anyone in the community. The ASB disagreed. The Board determined that an advertiser’s Facebook site is a marketing tool over which the advertiser has a reasonable degree of control and that the site is designed to promote the product. On that basis, the Board determined that the Code applies to a brand owner’s Facebook page. Crucially, the Board further determined that the Code applies to all contents on the page – i.e. both the content posted by the brand owner and material or comments posted by users. All offensive material must be removed “within a reasonable timeframe”.
- Smirnoff part – what is and isn’t advertising? Found that images from music festivals (Smirnoff “benefit of those in photos”) were ads.