your social media strategy won't save you 2
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DESCRIPTIONI adjusted my previous Social Media Breakfast presentation for the fall Web 2.0 Expo NYC.
- &$*#@@%&*!!! your social media by tara missrogue hunt strategy wont save you
- twitter isnt the answer.
- facebook isnt the answer.
- blogs, vlogs, photosharing, text messaging and IM arent the answer.
- none of these are guaranteed to
- why? 1. social media doesnt scale 2. social media is only a band-aid 3. social networks are about...being social 4. trust is at an all-time low
- 1. it doesnt scale
- Craigslist gets more trafc than either eBay or Amazon .com. eBay has more than 16,000 employees. Amazon has more than 20,000. Craigslist has 30. sept 2009, wired magazine
- craigs social media strategy #1
- craigs social media strategy #2
- Craig understands that what scales is creating a useful, working site that listens to its users...
- "The truth is that a lot of people complain about craigslist...few of them complain about the design...They seldom complain about amazing new features they imagine they might possibly want to use, because they are too busy complaining about the simple features they depend on that don't work as well as they'd like. By eliminating marketing, sales, and business development, craigslist's programmers have cut out all the cushioning layers that separate them from the users they serve..." sept 2009, wired
- 30 staff members.
- number of social media gurus?
- 2. its just a band-aid
- Were not here to replace existing channels of communications and customer care... (which channels would those be?) ...but to complement them. hmmmmm.... http://twitter.com/RogersMary/status/5628358318
- Tip for Rogers: instead of hiring ppl for Twitter, why not try hiring ppl to answer your phones?
- "For all the good that @comcastcares does on Twitter in order to help unhappy customers Comcast is still reviled for its lousy service." Steven Hodson, The Inquisitor, September 5, 2009
- impressive! but wait...
- ah...comcast cares is a charity!
- results of a more likely search...
- @comcastcares is a victim of our nepotism. We desire to validate ourselves so strongly, that we will idolize less than lofty examples.
- "Customers wouldnt feel the need to embarrass us en masse, if our customer service channels werent so completely broken." Bob Knorpp, The Beancast
- why its a band-aid not everyone that is having trouble with the company is going to be on twitter the comcast staff on twitter dont answer every complaint (I checked thru the last 3 days of complaints and only 1/3rd were addressed) for those they DID answer, many people didnt engage their Can I help? dialogue competitors also troll for the same keywords and take advantage of this what happens when customers start asking, WTF dont you x the problem instead of just being my Twitter buddy?
- 3. social networks are about...being social!
- we probably dont need research to tell us this, but...
- we are wired to connect Goleman on the ndings of his research.
- reasons why adults & teens use online networks adults teens Stay in touch with friends 89% 91% Make plans with friends 57 72 Make new friends 49 49 Organize with others for an event, issue or cause 43 n/a Make new business or professional contacts 28 n/a Promote yourself or your work 28 n/a Flirt 20 17 http://www.pewinternet.org/topics/Social-Networking.aspx
- nowhere even close to the top of that list is the desire to be sold to...or nd interesting new products to buy...or have a chit chat with a brand representative...
- our friends behaviors inuence our behavior
- wired mag: 12 sep 09 http://www.wired.com/medtech/health/magazine/17-10/ff_christakis
- the social networks arent really changing us that much... around the world, studies have shown people maintain between 4 and 7 close friends at any given time in 2007, Facebook founder, Mark Zuckerberg, discussing the social graph, showed that the average user had about 110 friends social scientists wondered whether the web had changed our ability to have more close friends Christakis and Fowler analyzed a universities data (students who had 110 average friends) and looked at close vs internet friends Christakis and Fowler found that the average Facebook user actually had 6.6 close friends
- 4. trust is at an all-time low
- Google News search results for articles with rebuilding trust in the title in 2009: 4,500
- so...who can we trust?
- the myth of super-connectors
- the realities the path of inuence is not predictable a burst in trafc sent by an inuential blog/event is not usually sustained our inuences change frequently as do our needs inuence can grow fast or slow, but can disappear fast or slow as well there is a big difference between DISCOVERY and BUYING DECISIONS
- discovery decision super-nodes/ friends/family inuencers product reviews (to a friends/family lesser extent now) word of mouth sales agents (inuence branding outcome depends on experience (cool, Ill remember that - helpful?) for a time when I need multiple other factors, it) including cost rarely a purchase purchase outcome may be connected to a decision later on close to wide network close network has higher inuence inuence
- in other words... I may learn about something cool from Tim OReilly (kinda famous dude), but I may actually BUY something completely different based on the experience and advice of Carol Ellen (BFF).
- buying decision process (AIUAPR) awareness - this is where marketing comes into play. Getting the message out that a product exists. Could be WOM, could be SM, could be an ad. interest - aka sexiness is this something that piques my curiosity? Usually where branding comes into play. understanding - is it relevant to my needs? what is this all about? Good copy goes a long way, but so does good product design and usability. attitudes - does it do what it says it does? is it really all that? This is where friends/family come into play as well as consumer reviews. Trust is core here. purchase - this may take a while if its a big ticket item, but the analysis isnt over yet. User experience is key here. repeat purchase - loyalty or recommendations to others...if the product hasnt lived up to its expectations, this can really inuence attitudes going forward. http://futureobservatory.dyndns.org/9432.htm#AIUAPR
- this is all way more complicated than simply opening a twitter account or making a facebook fan page...
- you should be happy that its complicated. it makes our work MUCH more interesting.
- if merely setting up a Facebook page or providing customer service on Twitter were the answer...
- where do we begin?
- thinking bigger 1. forget social media strategies -- think people-centric business strategies 2. forget marketing -- think customer happiness 3. forget inuencers -- think enthusiasts 4. forget campaigns -- think learning cycles 5. go deeper than trust -- raise whufe
- social media isnt a strategy, its one of the communication tools available. Its a great and potentially personal tool, but dont stop there.
- think people-centrically instead - for the entire experience...
- not people-centric Thinking about every Trying to get people to person as a consumer fan you - celebrate - someone who either you and your consumes or doesnt company. Making it all consume your product about how awesome your product and/or Only seeing your service is. customers through the lens of their behaviour Thinking in terms of around your product or sending the right service signals and reaching the right inuencers.
- people-centric Thinking about people in Being less concerned a complex manner. with inuencers and Whether it is buying or more concerned with their personal lives. Not how you can make your slicing to suit a specic customers inuential. sales goal. Listening. Collaborating. Being concerned about Integrating feedback. serving your existing Learning and innovating customers - helping with all of the great them really rock. Helping feedback and them achieve their goals. interaction.
- ...if it doesnt help your customers rock rst and foremost, it isnt people-centric.
- creating customer happiness
- what makes people happy? autonomy (feeling that your activities are self-chosen and self-endorsed) competence (feeling that you are effective in you
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