The document explores the evolution of social media engagement and the challenges brands face in measuring Return on Investment (ROI), emphasizing that real people matter more than sheer fan counts. It discusses strategies for engaging fans, the impact of competitive incentives, and the importance of peer influence in persuading audiences. Additionally, it critiques common practices in social media marketing, suggesting a need for more authentic interactions and metrics that truly reflect engagement.

1. SCREW ‘EMWHYYOURFANCOUNTDOESN’TMATTER

2. 17
Mat Morrison
@mediaczar
Misanthropic Social Media strategy chap at Starcom
MediaVest Group London. Amateur data sleuth. Substitute
Teacher, Defence Against the Dark Arts
London · blog.magicbeanlab.com
THIS IS ME
@MEDIACZAR
17,450
TWEETS
1,024
FOLLOWING
5,277
FOLLOWERS

3. 17
Evil Mat Morrison
@evilczar
Gollum to @mediaczar's Smeagol. Social media #uberninja
and passionate coach. Secret millionaire philanthropist.
Hates hobbitses.
London · mczar.me/evilczar
129
TWEETS
2,472
FOLLOWING
10,194
FOLLOWERS
@EVILCZAR
(ALSO ME)

4. “IT’SNOTA
POPULARITY
CONTEST”
WELL, SOMETIMES IT IS.

5. I PAID £5 TO PROMOTE

6. EVILCZAR PAID $5 TO
CHEAT
HE’S
REALLY
EVIL

7. BACK WHEN FANS WERE REAL
(WE MOSTLY SENT THEM CEASE &
DESIST LETTERS FOR IP
INFRINGEMENT
REAL GEOCITIES FAN PAGE c1999

8. HISTORICAL CONTEXT

9. BRANDPAGES:ABRIEFHISTORYBRANDPAGES:ABRIEFHISTORY
2008 2009 2010 2011
FACEBOOKPAGES
November2007
INSIGHTSUPDATE
May2009
INSIGHTSUPDATE
June2010
INSIGHTSUPDATE
November2011
HISTORICAL CONTEXT

10. Data: Facebook/Social Bakers 2013-05-15

11. 2. ENGAGE FANS
3. CONVERT
1. RECRUIT FANS
THE STANDARD
CONCEPTUAL MODEL
OF SOCIAL MEDIA ROI

12. IF IT LOOKS
LIKE A DUCK
AND QUACKS
LIKE A DUCK…
CRM IN SOCIAL CHANNELS IS
JUST… CRM
LIST MARKETING IN SOCIAL
CHANNELS IS JUST… LIST
MARKETING
DIRECT MAIL IS… WELL, YOU GET
THE PICTURE

13. DO WE
ENCOURAGE BAD
BEHAVIOUR?
COMPETITION INCENTIVES FAN GATING FAKE FANS

14. EXTINCTION EVENT
SIMULTANEOUS UNLIKE
SPIKES ACROSS
MULTIPLE PAGES.
WE SUSPECT FACEBOOK
HAS BEEN REMOVING
COMPERS’ SECOND
ACCOUNTS.

15. THINGS REAL
PEOPLE NEVER DO

16. BRANDS ARE
NOT AS
IMPORTANT
AS THE REAL
PEOPLE IN
OUR LIVES RUSSELL DAVIES, SENSIBLE CHAP.

17. HACKING THE MONKEY BRAIN

18. IF YOU CAN GET PEOPLE WHO
ARE SIMILAR TO THE PERSON
YOU'RE TRYING TO PERSUADE
TO SPEAK ON YOUR BEHALF, IT'S
A LOT EASIER FOR YOU THAN IF
YOU HAVE TO TRY TO HAMMER
YOUR MESSAGE ONE MORE
TIME INTO A RETICENT MIND.ROBERT CIALDINI, ARIZONA STATE

19. THE HOMOPHILY PRINCIPLE
WE UNCONSCIOUSLY SEEK OUT PEOPLE WHO
SHARE OUR VIEWS AND VALUES
What aN
OUTSTANDINGLY
NICE chap!

20. FOLLOWERS
381k

21. TARGET: 25-44 WOMEN
187k

22. REACH: 25-44 WOMEN IN 1st DEGREE
7.14m187k

23. REACH: 25-44 WOMEN IN 1st DEGREE
7.14m187k

24. THE MONKEY BRAINWE CANNOT ESCAPE
FACT:
@MEDIACZAR SHARES
93% OF HIS GENES
WITH THIS MONKEY

25. SOURCE MESSAGE CHANNEL RECEIVER
BRAND “SOCIAL" FAN
FAN BRAND FRIEND
BRAND FAN FRIEND
SOCIALCRM

26. A NEW VISION OF SOCIAL OBJECTIVES*
PAID
EARNED
FAN
VIRAL
PAID
EARNED
FAN
VIRAL
TO
*WHICH IS STILL SURPRISINGLY LIKE THE OLD ONE BEFORE IT ALL STARTED GETTING OUT OF HAND
1 2

27. SHARES PER VIEW
CLICKS PER SHARE
VIRAL REACH
SHARE OF BUZZCUSTOMER SERVICE
QUERY RESOLUTION
RATE FAN COUNT
ENGAGEMENT RATE
POP QUIZ: WHICH ARE REAL SOCIAL METRICS?

28. SHARES PER VIEW
CLICKS PER SHARE
VIRAL REACH
SHARE OF BUZZCUSTOMER SERVICE
QUERY RESOLUTION
RATE FAN COUNT
ENGAGEMENT RATE
POP QUIZ: WHICH ARE REAL SOCIAL METRICS?