Tara Hunt, CEo of Buyosphere, bestselling author and TED speaker, presented The Sinners and Saints of Social Retail at the Retailers, Listen Up! luncheon this week.

1. the sinners & saints of social (retail)
[which one are you?]
by tara hunt, tuxedo agency @missrogue

2. about me
• director of digital & content, tuxedo
agency
• 20+ years in online communities
• 14+ years in marketing
• named by Fast Company as One of
the Most Influential Women in Tech
• best selling author: The Whuffie
Factor (in 8 languages) 2009
• professional speaker (over 130
conferences, including TEDx)
• writer for INC. Magazine, Harvard
Business Review and Forbes
• first 100 users on Twitter, blogging
since 2003 + worked with over 30
startups

3. i’m going to tell you the ending before i’ve even begun
@missrogue

4. the moral of the story is that it’s not about you.
@missrogue

5. the sinners
@missrogue

6. the sinners
1.greed
2.vanity
3.sloth
4.pride
5.envy
@missrogue

7. greed
@missrogue

8. GREED
the inordinate desire to possess wealth, goods, or
objects of abstract value with the intention to keep it
for one's self, far beyond the dictates of basic survival
and comfort.
@missrogue

9. http://tomfishburne.com/2011/03/like-us-on-facebook.html @missrogue

10. ok. so I liked you. now what?
@missrogue

11. @missrogue

12. @missrogue

13. @missrogue

14. @missrogue

15. @missrogue

16. @missrogue

17. @missrogue

18. O_o
@missrogue

19. i’m sorry i asked.
@missrogue

20. “(Brands are) still posting coupons, sales, and other
promotions, but largely these conversations are still
one-way,” said Singer. “For the first time, many
marketers have to engage with their customers
instead of talking at them, and it’s becoming a
nightmare.”
Most Top Brands on Facebook Still Don't Talk to Their Fans (from AT Kearny study)
http://socialmediatoday.com/node/925366
http://www.atkearney.com/documents/10192/471598/EAXII_2_Socially_Awkward_Media.pdf/8a9f0274-5ed4-4047-b6ab-fcac959a3495
@missrogue

21. what is the value of a facebook fan?
the short answer:
nothing, unless you engage meaningfully
@missrogue

22. NOT meaningful getting there
• gratuitous like baiting (using • coming up real dialogue that is
cute animals and obvious tied to your brand, applicable to
statements to generate likes): your customers and doesn’t
seem like it’s grasping for
attention:
@missrogue

23. BUT: meaningful engagement goes way beyond facebook
why people follow brands on facebook
friends recommended
6.3%
service, support or product news
5.0%
interesting content offers & deals
18.3% 37.2%
current customer
33.2% fluevog understands that it isn’t about facebook,
it’s about customer relationships on ALL
platforms - online and offline. integrated isn’t a
buzzword...it’s necessary for meaningful
relationships
http://blog.getsatisfaction.com/2011/06/29/what-makes-people-follow-brands/ @missrogue

24. don’t be greedy, create meaningful relationships.
@missrogue

25. vanity
@missrogue

26. VANITY
excessive pride in or admiration of one's own
appearance or achievements
@missrogue

27. traditional fashion + beauty marketing has been about
creating a fantasy image for the customer.
@missrogue

28. @missrogue

29. @missrogue

30. stunning.
@missrogue

31. but the web is a different medium
(hint: it’s readable AND writeable)
@missrogue

32. loading? why is a youtube page loading*?
* webpages should never load...unless they are highly complex interactive applications. even then there better be something incredible at the end of the wait. like blow my
mind incredible...
@missrogue

33. oh...i see...the need to control the brand experience.
@missrogue

34. what about the USER experience?
@missrogue

35. it is incredibly vain to value form over function on the
web...and it’s completely unappreciated by anybody but
you and your creative firm
@missrogue

36. arguments to help you let go of the youtube vanity
1. only 0.5-0.8% will ever hit that pretty 3. that fancy homepage will cost you at
landing page. least $200,000 in paid advertising on
youtube (min. spend)
2. the top 5 ways that people find videos
are: 4. 40% of people will abandon a
(i) search engines (google.com) webpage that takes more than 3
(ii) embedded videos (blogs, fb, news seconds to load. all that fancy
sites, etc) programming increases
(iii) related video suggestions abandonment altogether.1
(iv) through their yt dashboard
(v) through yt search results. 5. there are 12 years of video content
uploaded every day. you have
0.00001% of a chance of your video
going viral. make it good. 2
1. http://blog.kissmetrics.com/loading-time/
2. http://www.businessweek.com/smallbiz/content/jul2010/sb2010079_119155.htm @missrogue

37. the fraction of the benefits you will get from
“controlling” a smidgen of the brand experience are
overshadowed enormously by the annoying user
experience.
they won’t notice if you don’t have a fancy iframe on your youtube page,
but they sure the heck will notice if your page takes forever to load.
@missrogue

38. don’t be vain, be considerate of your audience.
@missrogue

39. sloth
@missrogue

40. SLOTH
a reluctance to work or make an effort; laziness
@missrogue

41. note from client:
“we would like you to make us a viral video.”
@missrogue

42. O_o
@missrogue

43. 98% paid 98% paid 99% paid
In the research I’ve done, an average of 90% of the
views on brand “viral videos” are actually driven by ads
with very little organic (or subscribers) resulting.
@missrogue

44. top 10 youtube videos (views) all-time
1. 795M - Baby, Justin Bieber 6. 493M - Bad Romance, Lady Gaga
2. 623M - Gangham Style, Psy 7. 492M - Charlie Bit My Finger!
3. 615M - On the Floor, J.Lo 8. 344M - Never Say Never, Bieber
4. 510M - Love the Way You Lie, 9. 342M - Lazy Song, Bruno Mars
Eminem
10. 331M - Firework, Katy Perry
5. 498M - Party Rock Anthem,
LMFAO
@missrogue

45. Gangham Style - PSY Charlie Bit My Finger!
100% earned
@missrogue

46. 6.9 million views. 32% paid for views, 68% earned. cannes lion.
what works? great music, animation and message.
“Chipotle has replaced the traditional advertising media blitz and cheap
ingredients with compelling storytelling and quality meats and, as a result,
has seen restaurant operating margins hit 25.9%.”
http://netimpactmills.com/2012/03/26/getting-back-to-the-start-chipotle-a-healthier-food-system-and-lokey-net-impact-food-justice-week/
http://www.youtube.com/watch?v=aMfSGt6rHos @missrogue

47. sloth tricks best practices
• make whatever video you want • create great content that is unique,
that will ‘be on brand’ without compelling and entertaining or
informative
concern for the audience
• optimize the first 15 seconds of your
video + use great thumbnails
• pay a bunch of money for views
• consistently upload great, timely
content + engage with your audience
• show your boss that you have to adjust the content to their needs
good ROI on your channel • interact with other vloggers + create
relationships + cross content
• build a strong, engaged + loyal
• customer engagement/benefit/
audience over time.
real results? Meh. As long as it
• support the growth with advertising
looks good on paper!
to accelerate (not in lieu of work)
@missrogue

48. sloth tricks best practices
• make whatever video you want • create great content that is unique,
that will ‘be on brand’ without compelling and entertaining or
informative
concern for the audience
• optimize the first 15 seconds ofN!
I your
eW
video + use great thumbnails
in
• pay a bunch of money for views uin timely
dw • consistently uploadn
e great,
fa ke ,g
content + engage with your audience
, erm
erm
• show your boss that you have gt
to adjust the content to their needs
rt
t
good ROI on your channel
o lon
• interact with other vloggers + create
sh relationships + cross content
• build a strong, engaged + loyal
• customer engagement/benefit/
audience over time.
real results? Meh. As long as it
• support the growth with advertising
looks good on paper!
to accelerate (not in lieu of work)
@missrogue

49. don’t be sloth, be engaging, interesting and committed.
@missrogue

50. pride
@missrogue

51. PRIDE
the quality of having an excessively high opinion of
oneself or one's importance
@missrogue

52. do you have control issues?
(shhhh...it’s okay...you can admit it here.)
@missrogue

53. http://www.youtube.com/watch?v=mGs4CjeJiJQ @missrogue

54. http://www.youtube.com/watch?v=mGs4CjeJiJQ @missrogue

55. chanel’s response?
@missrogue

56. but will it sell more perfume?
@missrogue

57. actually...it just might.
@missrogue

58. is chanel poking fun of
is chanel prideful? it’s own image?
• internally they are freaking • they created the ad as a sort of a
out...”The ad was supposed to smart parody of their own
be deep and mysterious and image...going just far enough that
people are making fun of it!” the public will wonder whether it’s
for real
• they released it to the internet
• heads are rolling in Paris; Coco
• they let magic happen
is rolling over in her grave
• they are currently drinking
champagne and diamonds in
• Choupette has put a hit out on celebration that their once stale
that hamster brand is now on the top of
everyone’s minds again...bring on
And of their 5.5 million views, only 16% were the hamster parodies!
paid....food for thought...
@missrogue

59. don’t be prideful, learn to laugh at your own ‘image’.
@missrogue

60. envy
@missrogue

61. ENVY
a feeling of discontented or resentful longing aroused
by someone else's possessions; fiercely protective or
vigilant of one's rights or possessions.
@missrogue

62. “facebook is where people spend time sharing stories
about the most important things in their lives.”
@missrogue

63. the web
pinterest
youtube
twitter
“facebook is where people spend time sharing stories
about the most important things in their lives.”
@missrogue

64. credit: more.com
@missrogue

65. in other words...
the world doesn’t revolve around you. you occupy a
small (but sometimes dear) space for her.
in reality...
you are the one obsessed with her. your world revolves
around her. time to play it cool.
@missrogue

66. relationship advice from ‘Dating Without Drama’* that
you can apply to winning your customer’s heart
1. don’t be clingy, jealous, suspicious, 4. be yourself. if she rejects you,
petty or possessive. If she’s into changing yourself for her won’t win
you, she will keep coming back. her over.
She’s a busy woman.
5. don’t focus on how to win her
2. understand that no one person attention, focus on being you and
brand can meet all of another fulfilling your own life. the more
person’s needs. fun you are having, the more
attractive you will be.
3. be confident. know who you are.
focus on your positive qualities.
*http://www.datingwithoutdrama.com - great site. Paige Parker saved my life.
@missrogue

67. customers can and will be brand loyal, but that doesn’t
mean they don’t ‘shop around’.
@missrogue

68. don’t be envious, be confident + open.
@missrogue

69. the saints
@missrogue

70. the saints
1.empowerment
2.inspiration
3.empathy
4.self-awareness
5.trust
@missrogue

71. empowerment
@missrogue

72. !!
nor u re
ma nt
l
ve
al
d
rm
a
o
no
lt
al
W
c
res
NE
e
th
i
sta
e
th
n
ce
crossing the
the hero’s
return the hero’s journey threshold
s
at
pt + ge
tra
on + rma
n
ns
ns
le
em
io
al
fo
at
en
ch
t
m
[helpers, mentors, allies
tio
te
and enemies come forth,
n
bringing support and
challenges]
death
+ rebirth
credit: Joseph Campbell @missrogue

73. so...who is the hero here?
@missrogue

74. your customer
(the hero)
@missrogue

75. you
(the mentor)
@missrogue

76. don’t be
(the enemy)
@missrogue

77. !
c t!!
these stories help grow
o du
your brand more than any dea pr
l
wit ing
airbrushed model...as the
word spreads about your
ros h ew
!? a
n
xt ce
miracle solution, you can ace is
th “I’ve spent thousands of
ne sa
start working on the other a
try
dollars over the years
at ro
skincare issues of your
now loyal and loving on products that claim
to
wh re
res
customers! to help me, but they
... mo ed don’t...thanks, but no
i
ne
sta
thanks.”
no
u
yo
cen
free trial!! or
she’s hooked!
the hero’s journey trustworthy
reviews
g
a in
ce ttl
skad t
ro
sa ba
in o r
ro ...
is ec
this is where you have
at re
time to celebrate! you are
on ov
the opportunity to improve
th nsu
helping real people with your product, help the
th ery
real issues. help her
u
customer with more than
e
ill
celebrate! merely buying your
st
product - is there a whole
Yell it from the rooftops! solution for her needs?
Lifestyle changes? Other
something products from other lines
changes! that could enhance...?
@missrogue

78. rosacea, scarring, birthmarks and other skin conditions can be emotionally
disabling for some people.
dermablend did an amazing job being the gandalf to the customer’s hobbit in previously niche brand
telling a story that not only shows the power of dermablend, but the power of
being comfortable in one’s own skin. the hero isn’t dermablend. rico and the 18M (combined) video views
customers of dermablend are the heroes. Sales increased 230%
http://gobeyondthecover.com/ cannes lion winner
@missrogue

79. What is that thing you can do to help make your
customers’ lives simpler, less confusing, less
alienating, more efficient, more meaningful and just
plain better?
@missrogue

80. empower your customers’ heroic journeys
@missrogue

81. inspiration
@missrogue

82. inspirational content is driven by ideas.
great ideas are sharable. sharable ideas are touching,
funny, surprising + have purpose.
@missrogue

83. idea: a twist on a familiar tale
the guardian took a well-known fairy tale and put it into today’s context,
showing how the guardian would explore the story from all sides and
how the public would interact with it.
zero advertising and 1.2M views. cannes lion winner.
http://www.youtube.com/watch?v=vDGrfhJH1P4 @missrogue

84. idea: laughter is good for the soul...and sales
a low budget, but incredibly tongue-in-cheek funny and effective
youtube video put an unknown razor blade subscription company on
the map.
$4,500 to make, 7.3M views and 20,000 sign-ups in 10 days to the unknown
service. “Sales were thousands of percent higher after the video.”
http://www.youtube.com/user/DollarShaveClub?v=ZUG9qYTJMsI @missrogue

85. yet...so many brands create ads that look like they
belong on television...focusing on products and their
benefits...not on connecting with the customer.
this is a lost opportunity
@missrogue

86. http://tomfishburne.com/2012/07/our-mission.html @missrogue

87. In the age of self-expression, branding becomes an even
more important exercise. If you don’t know who YOU are,
then how can you expect your customer to identify with
you?
@missrogue

88. what does your brand stand for? who is your
customer? who are you?
@missrogue

89. is the content you are creating being driven by ideas?
or one of the deadly sins?
@missrogue

90. empathy
@missrogue

91. http://tomfishburne.com/2012/08/types-of-social-media-strategies.html @missrogue

92. how to really really care about your customers
• care starts at the top. with the ceo. if • provide employees with the tools and
your ceo doesn’t put the customer at the freedom to go above and beyond for the
center, nobody will. customer. don’t give them a script or
limitations.
• mix front-line employees (store staff,
customer service, social media, etc) with • reward your employees for happy
product/marketing/executive on a customers + great work. your employees
regular basis. make a point of hearing are the direct link between you and your
customer stories. customer. the more they are appreciated,
the more they will transfer this to the
• invite your customers to give feedback customer.
and innovate with/for you. (more to come)
• listen!!!! and contribute to the
conversation. don’t just talk. here is an
extreme example...
@missrogue

93. etsy ceo coordinates wedding after #sandy
was etsy.com having #sandy
sales after the storm? nope.
ceo chad dickerson was
watching out on twitter for
ways he could help his
community!
http://www.dailydot.com/news/same-sex-wedding-nyc-hurricane-internet/ @missrogue

94. “(companies that care)...returned 750% over 10 years while
the S&P overall provided a 128% return...over the last 5
years, these same companies provided their investors 205%
return, when the S&P lost 13%. And many of these
companies are well known--Southwest Airlines, IKEA,
Whole Foods, Trader Joes, The Container Store to name a
few.”
http://www.fastcompany.com/1700501/companies-who-care-outperform-all-others-%E2%80%93-why
@missrogue

95. (truly) caring is not only lovely, but it’s profitable.
@missrogue

96. self-awareness
@missrogue

97. everybody screws up. it’s how you handle it that makes
the difference between #fail and #win
@missrogue

98. bodyform feminine products responds to FB post
3.2 million views and
growing...organically
http://www.youtube.com/watch?v=Bpy75q2DDow @missrogue

99. more highly effective apologies...
@missrogue

100. not so effective...
“It’s not a big deal. We don’t think it was offensive. We’re sorry if others thought it was…Was it a
mistake? I don’t know. If so, we make mistakes at times. We chalk it up to experience...We
weren’t out to offend anyone. Our heart is in the right place. It wasn’t that serious. We have to
keep the machine alive. We’re not a company that has huge reserves. We have to keep things
rolling. This is how we do it.”
American Apparel CEO, Dov Charney in BusinessWeek
@missrogue

101. how to #FAIL how to #WIN*
1. ignore the criticism. hide. refuse 1. listen to how people really feel
phonecalls. turn off twitter. and tv.
2. act FAST - same day...heck...
2. send out a press release. make within an hour or two is best.
sure it’s full of legalese and pr
spins. 3. don’t react with a press release.
talk directly. humanly.
3. don’t say the words “I’m sorry” or
take any responsibility. 4. actually say, “I’m sorry.”
4. dismiss anyone who was upset as 5. say how you are going to fix it
being “not in the majority” or
“overreactive” 6. watch your tone
5. whine about how you’ve been 7. use the platform that makes
unfairly targeted and the internet sense (outcry on twitter?
is full of trolls respond on twitter)
*Tips from The Art of the Corporate Apology, by Kate Kiefer Lee on Forbes: http://www.forbes.com/sites/katelee/2012/10/04/the-art-of-the-corporate-apology/
@missrogue

102. turn crisis into opportunity by saying sorry...effectively
@missrogue

103. trust
@missrogue

104. “when creators cede control of the creative process to
the community, great things happen.”
TED Ads Worth Watching, 2012
@missrogue

105. trina turk invited fans
to create patterns for
their fall collection!
@missrogue

106. customers are
involved in buying,
replenishing and even
designing the
products they carry!!
600% annual growth rate
$20 million sales/year
$45 million raised in VC
@missrogue

107. design the shoes!
submit your nail designs!
name the nailpolish! design the clothes!
@missrogue

108. submit your makeup design!
@missrogue

109. we are living in a DIY culture. involve fans in some of
your planning + it’s sure to be a win!
@missrogue

110. the bottom line
@missrogue

111. the moral of the story is that it’s not about you.
@missrogue

112. the cost of sinning the saintly rewards
big advertising costs and small advertising costs
fickle customers and loyal customers
@missrogue

113. it’s her journey, but your role is just as important
and your rewards are even greater in the end.
@missrogue

114. thank you!
tara hunt
director, digital & content,
tuxedo agency
author, whuffie factor/founder,
buyosphere
e. tara@agencetuxedo.com
w. http://agencetuxedo.com
w. http://tarahunt.com
w. http://buyosphere.com
t. @missrogue