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Your Social Media Strategy Won't Save You

Aug 11, 2014




The talk I gave on September 16 in Ottawa at the Social Media Breakfast hosted at Gowlings (organized by Simon Chen)

  • &$*#@@%&*!!! 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 media is 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 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.
  • 30!
  • number of social media gurus?
  • 0.
  • 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...
  • 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 media is 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
  • 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
  • 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 (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.
  • 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 customer-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
  • customer-centricity
  • 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 You have a long list of customer keep your customers on your relations policies. Any exception website. to those policies has to go up the chain of command for approval. You measure number of visitors and time spent on your website as You need to create multiple whether you are successful. instructional videos so that your customers will understand how to use your product. When budgets get tightened, you make cutbacks in areas like customer service, marketing, You demand social media support staff and design. strategies that win over the inuencers to blog or tweet about your product. You are bothered by a customer describing your product in their own words that doesnt match your brand.
  • customer-centric You send customers to other Your customers are doing things websites. with your product you never dreamed and are posting videos. You measure how many people refer their friends to you as Inuencers are adding you as success. friends on social networks. When budgets get tightened, You work with your competitors you tighten operational costs. towards better customer experiences for all. Your only customer service policy is to do right by the You know you compete for your customer. customers attention with everyone.
  • ...if it doesnt help your customers rock rst and foremost, i