in-cosmetics 2014 hamburg
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How not to waste time and money on social media Presentation at In-Cosmetics, April 2014
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Three examples of social media madness
Why have we gone mad? How to find the cure
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Facebook madness
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Conclusion
Facebook is a (good) way of ‘engaging’ with 0.0024% of your audience
But what about views (reach)?
General rule: 1 ‘engagement’ = 50 views
Therefore: Facebook is a (good) way of reaching 0.12% of your audience
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Question: Are there any circumstances under
which reaching 0.12% of your target audience is anything other than a
stupid thing to do?
Answer: That depends (on who the 0.12% are and the context within which you are reaching them)
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The story of a failing social media strategy
?
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Objective = maximising reach and engagement
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How does this translate into a business benefit?
What is the link between your Facebook activity and the metrics?
Why?
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Translation into a business benefit?
? ?
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1.85 characters each
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Generated ‘engagement’ of 22,000
0.43% of the 5.1 million who tweeted
0.02% of the 108 million who watched on TV
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Well – it was the best
ad that reached 0.02%
of the audience
Winner 2012 Golden Turkey
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This was actually a highly successful • Recruitment campaign for Oreo • New business campaign for the 25
agencies involved • Career boost for the 500+ people
who produced the tweet
A B2C campaign?
(Where were the Cs?)
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Why are organisations doing silly things in social media?
airy
The Facebook Fairy is a fantasy!
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Audience
Mount Social Media
Marketing Department
The reality (rather than the fantasy)
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Why are organisations doing silly things in social media?
They believe it is a form of media Function of media = distribution (audiences)
In reality, it is a form of infrastructure Function of infrastructure = connection (between individuals or groups)
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Facebook was designed to
help geeks get girlfriends
(connection task)
What was Facebook
designed to do?
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Complaining / trying to change
something
Looking for information
Talking to friends (Talking to colleagues)
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Information is King
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9 out of these top
10 sites is either a
blog or social site
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Ask yourself: what are your Google spaces?
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Value in social media is created by harnessing
the power of connection, not distribution
Incredibly important fact
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CONVERSATION
CONTENT
COMMUNITY
We like what you do
We don’t like what you do
Asking a question for which you provide an answer
Prepared to help you do things better
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Introducing the Superfan
KachWachi saves Logitech $250,000 in call deflection costs per year
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The rules for Superfans They are not ‘Ambassadors’ because they are not representative
They are not ‘Evangelists’ because the communities they want to be a part of comprise people who are also like them
Their value is not in spreading information, it is in helping you manage your business • Customer service • NPD • Google endorsement
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An organisation that gets it
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IBM ‘Listening for leads’
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Vodafone identified a long-term need to hire 40 specialist technicians (in an area not conventionally associated with mobile telecoms). A £1.5 million budget was allocated (advertising and agency fees)
Objective: To hire at least 50% via direct recruitment (via social channels), thus saving agency costs
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Process – train existing employees on social networking and publication techniques – to raise the profile of Vodafone’s expertise and participation in this space. Note: they did not publish the availability of jobs
Result: 80% of the hires made via direct recruitment, saving approx. £1.3 million
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CONVERSATION
CONTENT
COMMUNITY
We like what you do
We don’t like what you do
Asking a question for which you provide an answer
Prepared to help you do things better
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What we do What we are doing
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CONVERSATION
CONTENT
COMMUNITY
We like what you do
We don’t like what you do
Asking a question for which you provide an answer
Prepared to help you do things better
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Thank you! richardstacy.com
@RichardStacy