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the sinners & saints of social (retail)
              [which one are you?]

                   by tara hunt      @missrogue
about me
• 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
i’m going to tell you the ending before i’ve even begun




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




                                               @missrogue
the sinners
              @missrogue
the sinners

1.greed

2.vanity

3.sloth

4.pride

5.envy

              @missrogue
greed
        @missrogue
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
http://tomfishburne.com/2011/03/like-us-on-facebook.html   @missrogue
ok. so I liked you. now what?




                                @missrogue
@missrogue
@missrogue
@missrogue
@missrogue
@missrogue
@missrogue
@missrogue
@missrogue
@missrogue
O_o
      @missrogue
i’m sorry i asked.




                     @missrogue
“(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
what is the value of a facebook fan?

           the short answer:
nothing, unless you engage meaningfully




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




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




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




                                              @missrogue
@missrogue
@missrogue
stunning.




            @missrogue
but the web is a different medium

    (hint: it’s readable AND writeable)




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




                                                @missrogue
what about the USER experience?




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




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




                                            @missrogue
note from client:


“we would like you to make us a viral video.”




                                           @missrogue
O_o
      @missrogue
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
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
Gangham Style - PSY            Charlie Bit My Finger!




                      100% earned
                                                        @missrogue
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
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
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
don’t be sloth, be engaging, interesting and committed.




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




                                               @missrogue
do you have control issues?

(shhhh...it’s okay...you can admit it here.)




                                               @missrogue
http://www.youtube.com/watch?v=mGs4CjeJiJQ   @missrogue
chanel’s response?




                     @missrogue
but will it sell more perfume?




                                 @missrogue
actually...it just might.




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




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




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




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




                                         @missrogue
the saints
             @missrogue
the saints

1.empowerment

2.inspiration

3.empathy

4.self-awareness

5.trust

                   @missrogue
empowerment
              @missrogue
!!
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                                                                                          n
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                                                                                                    crossing the
  the hero’s
    return                the hero’s journey                                                         threshold




                                                                            s
                           at




                                                                 pt + ge
                            tra

                             on + rma




                                                                          n

                                                                         ns
                                ns




                                                                       le
                                em




                                                                      io
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                                                                   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
so...who is the hero here?




                             @missrogue
your customer
  (the hero)




                @missrogue
you
(the mentor)




               @missrogue
don’t be
(the enemy)




              @missrogue
!
                                                                                                           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
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
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
empower your customers’ heroic journeys




                                      @missrogue
inspiration
              @missrogue
inspirational content is driven by ideas.

great ideas are sharable. sharable ideas are touching,
          funny, surprising + have purpose.



                                                   @missrogue
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
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
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
http://tomfishburne.com/2012/07/our-mission.html   @missrogue
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
what does your brand stand for? who is your
         customer? who are you?




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




                                                @missrogue
empathy
          @missrogue
http://tomfishburne.com/2012/08/types-of-social-media-strategies.html   @missrogue
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
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
“(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
(truly) caring is not only lovely, but it’s profitable.




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




                                               @missrogue
bodyform feminine products responds to FB post




3.2 million views and
growing...organically

                   http://www.youtube.com/watch?v=Bpy75q2DDow   @missrogue
more highly effective apologies...




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




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




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




                          @missrogue
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
design the shoes!

submit your nail designs!




        name the nailpolish!   design the clothes!


                                            @missrogue
submit your makeup design!




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




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




                                               @missrogue
the cost of sinning        the saintly rewards




big advertising costs and   small advertising costs
    fickle customers         and loyal customers


                                              @missrogue
!!
                                                nor                          u re
                                                   ma                      nt
                                                        l
                                                                        ve




                          al
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                       rm
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                     no
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                                                    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

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




                                              @missrogue
thank you!

tara hunt
author, whuffie factor/founder,
buyosphere

e. tara@buyosphere.com
w. http://tarahunt.com
w. http://buyosphere.com
t. @missrogue

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The Sinners & Saints of Social (retail version)

  • 1. the sinners & saints of social (retail) [which one are you?] by tara hunt @missrogue
  • 2. about me • 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
  • 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
  • 10. ok. so I liked you. now what? @missrogue
  • 20. O_o @missrogue
  • 21. i’m sorry i asked. @missrogue
  • 22. “(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
  • 23. what is the value of a facebook fan? the short answer: nothing, unless you engage meaningfully @missrogue
  • 24. 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
  • 25. 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
  • 26. don’t be greedy, create meaningful relationships. @missrogue
  • 27. vanity @missrogue
  • 28. VANITY excessive pride in or admiration of one's own appearance or achievements @missrogue
  • 29. traditional fashion + beauty marketing has been about creating a fantasy image for the customer. @missrogue
  • 32. stunning. @missrogue
  • 33. but the web is a different medium (hint: it’s readable AND writeable) @missrogue
  • 34. 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
  • 35. oh...i see...the need to control the brand experience. @missrogue
  • 36. what about the USER experience? @missrogue
  • 37. 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
  • 38. 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
  • 39. 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
  • 40. don’t be vain, be considerate of your audience. @missrogue
  • 41. sloth @missrogue
  • 42. SLOTH a reluctance to work or make an effort; laziness @missrogue
  • 43. note from client: “we would like you to make us a viral video.” @missrogue
  • 44. O_o @missrogue
  • 45. 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
  • 46. 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
  • 47. Gangham Style - PSY Charlie Bit My Finger! 100% earned @missrogue
  • 48. 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
  • 49. 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
  • 50. 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
  • 51. don’t be sloth, be engaging, interesting and committed. @missrogue
  • 52. pride @missrogue
  • 53. PRIDE the quality of having an excessively high opinion of oneself or one's importance @missrogue
  • 54. do you have control issues? (shhhh...it’s okay...you can admit it here.) @missrogue
  • 56. chanel’s response? @missrogue
  • 57. but will it sell more perfume? @missrogue
  • 59. 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
  • 60. don’t be prideful, learn to laugh at your own ‘image’. @missrogue
  • 61. envy @missrogue
  • 62. 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
  • 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
  • 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
  • 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
  • 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
  • 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. !! 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 @missrogue
  • 114. it’s her journey, but your role is just as important and your rewards are even greater in the end. @missrogue
  • 115. thank you! tara hunt author, whuffie factor/founder, buyosphere e. tara@buyosphere.com w. http://tarahunt.com w. http://buyosphere.com t. @missrogue