Sep 18, 2014
your social media strategy wont save you
by tara missrogue hunt
twitter isnt the answer.
facebook isnt the answer.
blogs, vlogs, photosharing, text messaging and IM arent the answer.
none of these are guaranteed to
1. social media doesnt scale
2. social media is only a band-aid
3. social media is about...being social
4. trust is at an all-time low
1. it doesnt scale
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
craigs social media strategy #1
craigs social media strategy #2
craig understands that social media doesnt scale, but creating a useful, working site that listens to its users does...
"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
"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 fix the problem instead of just being my Twitter buddy?
3. social media is about...being social!
we probably dont need research to tell us this, but...
we are wired to connect Goleman on the findings of his research.
reasons why adults & teens use online networksadults 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
nowhere even close to the top of that list is the desire to be sold to...or find interesting new products to buy...or have a chit chat with a brand representative...
our friends behaviors influence 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 Newssearch results
rebuildingtrust in thetitle in 2009:
so...who can we trust?
the myth of super-connectors
the path of influence is not predictable
a burst in traffic sent by an influential blog/event is not usually sustained
our influences change frequently as do our needs
influence can grow fast or slow, but can disappear fast or slow as well
there is a big difference between DISCOVERY and BUYING DECISIONS
friends/family word of mouth branding outcome
(cool, Ill remember that for a time when I need it)
rarely a purchase may be connected to a
decision later on
friends/family product reviews (to a
lesser extent now) sales agents (influence
depends on experience - helpful?)
multiple other factors, including cost
close to wide network influence
close network has higher influence
in other words...I may learn about something cool from Tim OReilly (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 influence attitudes going forward.
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?
1. forget social media strategies -- think customer-centric business strategies
2. forget marketing -- think customer happiness
3. forget influencers -- think enthusiasts
4. forget campaigns -- think learning cycles
5. go deeper than trust -- raise whuffie
social media isnt a strategy, its one of the communication tools available. Its a great and potentially personal tool, but dont stop there.
think customer-centrically instead - for the entire experience...
not customer-centric You do everything you can to
keep your customers on your website.
You measure number of visitors and time spent on your website as whether you are successful.
When budgets get tightened, you make cutbacks in areas like customer service, marketing, support staff and design.
You are bothered by a customer describing your product in their own words that doesnt match your brand.
You have a long list of customer relations policies. Any exception to those policies has to go up the chain of command for approval.
You need to create multiple instructional videos so that your customers will understand how to use your product.
You demand social media strategies that win over the influencers to blog or tweet about your product.
customer-centric You send customers to other
You measure how many people refer their friends to you as success.
When budgets get tightened, you tighten operational costs.
Your only customer service policy is to do right by the customer.
Your customers are doing things with your product you never dreamed and are posting videos.
Influencers are adding you as friends on social networks.
You work with your competitors towards better customer experiences for all.
You know you compete for your customers attention with everyone.
...if it doesnt help your customers rock first and foremost, it isnt customer-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 your activities)
relatedness (feeling a sense of closeness with others)
self-esteem (set-point, or the persons natural propensity to happiness)
from the Journal of Personality and Social Psychology, published by the American Psychological Association (APA).
5 ways to create feelings of autonomy
1. give people tools to personalize their experiences
2. build businesses that democratize pr