The Accidental Jerk: How Brands Kill the Social Conversation, by Kary Delaria

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Kary Delaria
Y'all Connect Presented by Alabama Power
June 13, 2014
Birmingham, Alabama

Brands don’t mean to be like this, they just want to “find efficiencies” and move people “into the sales funnel as quickly as possible.” They don’t mean to make people feel rushed or pressured, yet every single day, brands in the social sphere keep talking “at” customers instead of having conversations “with” them.

This subtle difference is the key to building the best relationships that engage the customer from first-interaction to post-purchase wonderlands.

Published in: Social Media, Technology, Business
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The Accidental Jerk: How Brands Kill the Social Conversation, by Kary Delaria

  1. 1. @KaryD #yallconnect The Accidental Jerk: How Brands Kill the Social Conversation Kary Delaria @KaryD | kary@delariaco.com
  2. 2. @KaryD #yallconnect
  3. 3. @KaryD #yallconnect
  4. 4. @KaryD #yallconnect
  5. 5. @KaryD #yallconnect
  6. 6. @KaryD #yallconnect Fails to see opportunity Limited listening skillsLacks empathy Inserts foot in mouth No head for data Gives auto responses Nervous around others Stiff and inflexible Symptoms of an Accidental Jerk:
  7. 7. @KaryD #yallconnect
  8. 8. @KaryD #yallconnect Can’t help but feel bad for them.
  9. 9. @KaryD #yallconnect
  10. 10. @KaryD #yallconnect The road to my reality.
  11. 11. @KaryD #yallconnect The road to my reality.
  12. 12. @KaryD #yallconnect The road to my reality.
  13. 13. @KaryD #yallconnect The road to my reality.
  14. 14. @KaryD #yallconnect The Divide • No rules! • Be authentic! • Know your audience! • Real-time engagement! • Rules • Policy • Fear • Latency
  15. 15. @KaryD #yallconnect The writing is on the wall. “It saddens me how social has been co-opted by marketing to become just another mass advertising/marketing channel. I think the promise of social is about relationship development, and I have always said that.” - Scott Monty, Adweek Social media is not a marketing channel. If you can build social strategies that are designed to triumph despite that fact, then you are on your way to securing your career in social media marketing. - Augie Ray, ExperienceTheBlog.com
  16. 16. @KaryD #yallconnect Breaking down the barriers: 1. Align with business strategy. 2. Listen with intent. 3. Create content that provides help, not hype. 4. Establish and empower your staff resources. 5. Push back on the push.
  17. 17. @KaryD #yallconnect Breaking down the barriers: 1. Align with business strategy. 2. Listen with intent. 3. Create content that provides help, not hype. 4. Establish and empower your staff resources. 5. Push back on the push.
  18. 18. @KaryD #yallconnect Align with business strategy.
  19. 19. @KaryD #yallconnect Align with business strategy. • Conduct an audit. • Establish benchmarks. • Develop a plan. • Measure with KPIs that matter.
  20. 20. @KaryD #yallconnect Breaking down the barriers: 1. Align with business strategy. 2. Listen with intent. 3. Create content that provides help, not hype. 4. Establish and empower your staff resources. 5. Push back on the push.
  21. 21. @KaryD #yallconnect Listen with intent.
  22. 22. @KaryD #yallconnect Get to know them. REALLY know them. • At the very least, are you visiting their profiles?
  23. 23. @KaryD #yallconnect Get to know them. REALLY know them. • At the very least, are you visiting their profiles? • Are you listening to what they are saying when they aren’t talking with or about you?
  24. 24. @KaryD #yallconnect Get to know them. REALLY know them. • At the very least, are you visiting their profiles? • Are you listening to what they are saying when they aren’t talking with or about you? • Are you casting a wide enough net?
  25. 25. @KaryD #yallconnect “Personas are based upon how people might buy your product. Audience strategies are built on people.” - Tom Webster, Edison Research
  26. 26. @KaryD #yallconnect Get to know them. REALLY know them. • At the very least, are you visiting their profiles? • Are you listening to what they are saying when they aren’t talking with or about you? • Are you casting a wide enough net? • Are you using this information?
  27. 27. @KaryD #yallconnect Breaking down the barriers: 1. Align with business strategy. 2. Listen with intent. 3. Create content that provides help, not hype. 4. Establish and empower your staffing resources. 5. Push back on the push.
  28. 28. @KaryD #yallconnect
  29. 29. @KaryD #yallconnect Provide help, not hype. • What’s your call to action? – Is it what your audience needs from you?
  30. 30. @KaryD #yallconnect NOT a call to action.
  31. 31. @KaryD #yallconnect Provide help, not hype. • What’s your call to action? – Is it what your audience needs from you? • Are you a slave to your editorial calendar? – Can you react and make in real time?
  32. 32. @KaryD #yallconnect Provide help, not hype. • What’s your call to action? – Is it what your audience needs from you? • Are you a slave to your editorial calendar? – Can you react and make changes? • Can you respond (talk with) empathetically? – Can you avoid canned responses?
  33. 33. @KaryD #yallconnect
  34. 34. @KaryD #yallconnect
  35. 35. @KaryD #yallconnect Breaking down the barriers: 1. Align with business strategy. 2. Listen with intent. 3. Create content that provides help, not hype. 4. Establish and empower your staff resources. 5. Push back on the push.
  36. 36. @KaryD #yallconnect Establish and empower your staff resources. • People have relationships with people…who are those people?
  37. 37. @KaryD #yallconnect Who are those people? • Community manager • Sales staff • Customer service • Operations
  38. 38. @KaryD #yallconnect This is going to happen.
  39. 39. @KaryD #yallconnect Breaking down the barriers: 1. Align with business strategy. 2. Listen with intent. 3. Create content that provides help, not hype. 4. Establish and empower your staffing resources. 5. Push back on the push.
  40. 40. @KaryD #yallconnect Push back on the push. •Vendors and tools •Policies •Education and training •Outside resources •Moxie and drive
  41. 41. @KaryD #yallconnect Push back on the push.
  42. 42. @KaryD #yallconnect Which direction are you going to go?
  43. 43. @KaryD #yallconnect
  44. 44. @KaryD #yallconnect All things rise with the tide.
  45. 45. @KaryD #yallconnect All things rise with the tide.
  46. 46. @KaryD #yallconnect Now…Let’s get to work.
  47. 47. @KaryD #yallconnect Photo Credits: • Baby Image: http://www.babymed.com/sites/default/files/labor_and_delivery_baby.jpg • Drug Pusher: http://barry-williams.com/wp-content/uploads/2012/05/i-got-colors-you-never- seen-before.jpg • Dog Advice: Ben Lansing, BenLansing.com • Operation: Kary Delaria (taken with iPhone) • Heart: “Love Isn’t Love Until You Give it Away,” Leland Francisco (http://bit.ly/SlYXKC) Creative Commons • There Are No rules: Kimberly Virdure King, http://www.knowingsoul.com/there-are-no-rules/ • Twitter Bird: Brands of the World: http://www.brandsoftheworld.com/logo/twitter-2012-positive • Pulling Hair Out: Wstera2, http://bit.ly/1hFXrPV, Creative Commons • Compass: Roland Urbanek, http://bit.ly/1qe5uD6, Creative Commons • Facebook “like”: Wikimedia Commons, http://commons.wikimedia.org/wiki/File%3AFacebook_like_thumb.png • Tug of War: Asset Coop, http://www.assetcoop.com/nsa/PEOPLE/MediaBank0147.jpg • Trade Show: Flickr Creative Commons • Road: “Alternatives,” Daniel Oines, http://bit.ly/1jjjsiq, Creative Commons • Auburn Logo: https://www.facebook.com/auburnu/photos

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