Brands and social media. Or puppy love and unicorn punching
Oct 21, 2014
Brands in social media are being disingenuous. We might have the best intentions but we're not carrying them through to execution. Instead, we're alienating our consumers and making them wish we'd go away. So, let's stop the nonsense and do social media the right way - even if the right way means not doing it at all.
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Transcript
Don’t worry!
I just want us to get thinking about what we’re doing
Thinking cap by D. Robertson
That’s magic!not
v
We all know the potential for brands in social media, yes?
We all know the potential for brands in social media, yes?
And yet...
?????
“The involvement of most brands in the social media lives of the public remains clumsy, inept and disrespectful”
Richard HuntingdonDirector of Strategy, Saatchi & Saatchi
@adliteratePhoto by @insideology
Why are we surprised that our efforts aren’t translating?
This is us
This is ourcustomers
3/571%
don’t follow/like ANY brands on ANY social networks
are more selective about “liking” a brand on Facebook than they were last year
>1/2feel overwhelmed by brand messages on social media
Source: TNS Digital Life, November 2011
Why?
1
2
3
4
We’re needy
We’re self-absorbed
We’re demanding
We’re vanilla
1
2
3
4
We’re needy
We’re self-absorbed
We’re demanding
We’re vanilla
1
2
3
4
We’re needy
We’re self-absorbed
We’re demanding
We’re vanilla
Brendan Dowes - FOWD , London 2010Brian Jonestown Massacre,1996
1
3
We’re needy
We’re demanding
4 We’re vanilla
2 We’re self-absorbed
Take a photo. Upload via our app. Send it to five friends. Like us on Favebook. Retweet our retweet of your pic. Subscribe to our blog. Get your mum to like us too. Pin our product shot. Download our ringtone. Forward this email. Blah. Blah. Blah. Blah.
40%20%
feel that brands’ social media promotions are too complex to enter
feel that incentives aren’t worth the effort
Source: TNS Digital Life, November 2011
4 We’re vanilla
2
3
We’re self-absorbed
We’re demanding
1 We’re needy
I know how he must have felt
“I compromise my own values and integrity to avoid rejection or others’ anger”
By choosing to be vanilla we’re giving nobody a reason to feel anything. Like a co-dependent we might be
desperate to hold on to our customers. We need them, after all. Boring them to death isn’t going to make
them choose us
1
2
3
4
We’re needy
We’re self-absorbed
We’re demanding
We’re vanilla
“You are the ruiners of all things good”
- Bill Hicks on Marketers
It’s time to punch the unicorn!
Eep!
Loyalty that breeds enough
positive word-of-mouth to recruit new customers
Share what interests us with people that are
interested
Us Our Customers
Loyalty Word-of-mouth New customers
Share what interests us ?
UsOur
Customers
Loyalty Word-of-mouth New customers
Share what interests us
Where is the common ground?
UsOur
Customers
Be interesting
An annoyingly simple answer, because it’s
profoundly hard to do well
Belief!You have to
believe in something to be
able to get others
interested in it
7.5Over the long-term,
purpose almost always pays, by a margin of 7.5:1
- Mark Earls. Herd
Everything that consumers see, get’s bent through the prism of their beliefs
Consumer beliefs and brand equity go hand in hand
Dan Hill , Emotionomics
Some people believe football is a matter of life and death, I am very disappointed with that attitude. I can assure you it is much, much more important than that
- Bill Shankly, Manager of Liverpool Football Club
Loyalty Word-of-mouth New customers
Share what interests us
Where is the common ground?
UsOur
Customers
Loyalty Word-of-mouth New customers
Share what interests us
UsOur
Customers
Belief
Thank you
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