Tara Hunt - Your Social Media Strategy Wont Save You

your social media

strategy won’t save

youby tara ‘missrogue’ hunt

twitterisn’t the answer.

facebookisn’t the answer.

NOT the answer.

1.social media doesn’t scale

2.social media is only a band-aid

3.social networks are about...being social

4.trust is at an all-time low

why?

it doesn’t scale

nepotism

craigslist.org

“Craigslist gets more traffic

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

craig’s social media

strategy #1

craig’s social media

strategy #2

what scales is creating a useful, working site that listens to its users...

but...craigslist’s design is

ass!

30# of staff members.

30!

# of social media gurus?

0

it’s just a

bandaid

http://twitter.com/missrogue/status/5624792674

http://twitter.com/RogersMary/status/5628358318

“We’re not here to replace existing channels

of communications and customer care...

(which channels would those be?)

...but to complement them.”

hmmmmm....

“Tip for Rogers:

instead of hiring

ppl for Twitter, why

not try hiring ppl to

answer your

freakin’ phones?”

social networks

are for being...

SOCIAL!!

“we are wired to connect” Goleman on the findings 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

the single biggest influences in our lives are our friends

aiuapr

wired mag: 12 sep 09 http://www.wired.com/medtech/health/magazine/17-10/ff_christakis

the social networks aren’t really changing us that

much...

• historically, 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 -

we can grow our friend capacity!

• 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

trust is at an all-

time low

trustdeficit

18%trust what they read in ads to be the truth.

info: ADWeek dec09

38%trust business to do the right thing

info: Edelman 2009

42%believe in ghosts

info: Poll Harris Interactive 2009

76%believe in miracles

info: Poll Harris Interactive 2009

so...who

can we trust?

89%expect to be able to interact with brands.

stat: WebProNews Oct09

#fail

m o s t businesses are tourists

community

telltale signs of

tourism:“these natives have quite the life! mañana, baby!”

“s/he spends her whole day socializing and having fun

on twitter/facebook! wish I could get paid for that!”

“when you cut through all of the ‘inane babble’, there

are some valuable posts on twitter.”

bigb

usin

ess

co

mm

un

itiesgap

freakin

value

disparity

how?

1. forget ‘social media strategies’ -- think people-centric

business strategies

2. forget marketing -- think raising customer happiness

3. forget influencers -- think enthusiasts

4. forget campaigns -- think learning cycles

5.go deeper than trust -- raise whuffie

shifting our values

people-centric

social media isn’t a

strategy, it’s one of

the communication

tools available.

not people-centric

• Thinking about every

person as a consumer

- someone who either

consumes or doesn’t

consume your product

• Only seeing your

customers through the

lens of their behaviour

around your product or

service

• Trying to get people to

‘fan’ you - celebrate

you and your

company. Making it all

about how awesome

your product and/or

service is.

• Thinking in terms of

sending the right

signals and reaching

the right influencers.

people-centric

• Thinking about people in

a complex manner.

Whether it is buying or

their personal lives. Not

slicing to suit a specific

sales goal.

• Being concerned about

serving your existing

customers - helping

them really rock. Helping

them achieve their goals.

• Measure like it matters.

Good numbers have

stories behind them. You

have 100,000 facebook

fans? What the heck

does that mean?

• Listening. Collaborating.

Integrating feedback.

Learning and innovating

with all of the great

feedback and

interaction.

it’s not about you... it’s about them

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 your

activities)

•relatedness (feeling a sense of closeness with others)

•self-esteem (set-point, or the person’s natural propensity

to happiness)

from the Journal of Personality and Social Psychology, published by the American Psychological Association (APA).

rewarding enthusiasts

Influencers Enthusiasts

probably haven’t tried your

product

have tried and LOVE your

product

are really busy and have

multiple companies trying to

get their attention

are dying to get YOUR

attention

have a sizable audience

have an audience of various

sizes, but with your help

could grow that audience

will move onto the next

product review tomorrow

will remain loyal as long as

you rock their world

aren’t guaranteed to give

you a good review

have already sung your

praises

http://www.flickr.com/photos/jurvetson/2829219697/

versus

launch learn

limited time campaign ongoing process - no end

lots of planning up front,

leading up to the big launch

less planning up front and

more putting stuff out to

customers, getting feedback,

learning, tweaking, rinse,

repeat.

pushpull (with a small amount of

push)

about customer acquisition about customer satisfaction

if the word grows slowly,

campaign may be over b4

people catch wind.

lots of time for grassroots

growing of buzz - and by the

time it tips, it’ll be better!

whuffie

generosity aboundsin onlinecommunities

the gift economy

depositsexamples:

helping someone solve a problem

attending community events

showing real interest in what someone

else is working on

using your network to do something good

for the community

demonstrating you implement people’s

suggestions

withdrawalsexamples:

asking someone else for a favor

promoting your own events or sales

asking for an introduction to someone in

their network (intro up)

acting competitively

name dropping

pitching someone

and

social media?

aiuapr

we are lucky that these

tools allow our

customers to connect,

speak out, talk back

and share more readily

with their friends.

#win

licensing:

share/remix/spread ... but don’t forget to attribute.

http://slideshare.net/missrogue

many photos from: http://www.shutterstock.com

contact me:

Tara ‘missrogue’ Hunthorsepigcow@gmail.com

@missrogue

montreal, quebec, canada

514-679-2951

http://www.horsepigcow.com

Order Whuffietoday!

http://www.thewhuffiefactor.com