The Broken Promise of Social, Scott Monty, Social Fresh Conference 2015.

1. Have We Lost Our Way?
Putting the “me” back in customer relations to
forge deeper, more meaningful relationships

2. Scott Monty
@scottmonty
scottmonty.com

3. Trust is still weak
Q: How much do you trust each institution to do what is right?
Source: 2013 Edelman Trust Barometer

4. Some examples

5. Some examples

6. Some examples

7. T-Mobile CEO John Legere on #bendgate
“This is an amazing supercomputer in your hand. What the f*ck
are you putting in your pants and sitting on it for?”

8. Even other brands poked fun

9. What’s a brand to do?

15. The promise of social media

16. And yet here we are…

18. We used to advertise like this

19. Now we advertise like this

20. In an era when:
of consumers say:
“Shopping today is less about
the brands/products themselves
and more about me - what I’m
feeling or needing.”
68%
Source: Engagement study from About.com and Latitude, Feb. 2013
http://www.mediapost.com/publications/article/192778/consumers-seek-brand-engagement-personal-touches.html

21. We’re still seeing this:
Source: http://tomfishburne.com/2014/09/socialmedia.html

22. To put it another way…

24. How are you creating value?
Eighty percent of social media
is just showing up.
It’s the other half that’s hard.

26. Remember the basics
The more technologically advanced our society
becomes, the more we need to go back to the
basic fundamentals of human communication.
“
”
- Angela Ahrendts
SVP of Retail, Apple

27. If you wish to persuade me, you
must think my thoughts, feel my
feelings and speak my words.

29. Create strong products Engaging content
Speak like them
Let them speak
Listen

30. You don’t need to ask; they’ll tell you

32. Don’t take them literally

33. Don’t take them literally

34. Observe behaviors and adapt

35. Beware the dangers of crowdsourcing

36. What does this all get us?
re·la·tio
noun
Definition: act of carrying back
re·la·tion·ship

37. Q.E.D.

38. Questions?
The Week in Digital newsletter: smonty.co/theweekindigital