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The sad reality is that most businesses suck at social media. Most often, it's because they don't understand the fact that traditional (outbound) marketing strategies are incompatible with social media (inbound) marketing channels. When faced with disappointing results from those efforts, the companies will frequently double down on ineffective tactics or even blame the medium itself and abandon the effort altogether. But this begs the question, "What does success look like?" Well, it does not look like a bunch of Facebook fans or Twitter followers. At the end of the day, a successful social media effort means getting new customers.
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how not to SUCK at SOCIAL
MEDIA
by Jon DiPietro
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• Theme: The New Rules of Customer Engagement: Navigating the Winds of Change
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what’s the PROBLEM?
Problem #1: Engineers (and scientists and accountants and so on)
Engineers are left-brained.
Information processing =verbal and sequential
Social media is right-brained.
Information processing =visual and nonsequential
Sirocco the Kakapo from Department of Conservation on Flickr
Problem #2: The Kakapo Parrot
Sirocco the Kakapo from Department of Conservation on Flickr
For thousands of years, the biggest problem it faced in the isolation of New Zealand was over-population.
It evolved a defense mechanism; comically elaborate mating rituals.
Sirocco the Kakapo from Department of Conservation on Flickr
When predators were introduced by humans in the 1840’s, it did what had always saved it in the past...
…it reproduced less and less frequently.
Sirocco the Kakapo from Department of Conservation on Flickr
Businesses do the same thing when their environment changes…
…they do the same things that always worked in the past.
(which makes them suck at social media)
what does SUCCESS look like?
#like 2 by misspixels on Flickr
Hint:
Not huge numbers of followers and fans.
how does one avoid SUCKING?
Analytical
Creative
Less analytical
Analytical
Creative
More creative
Companies must escape from the Matrix.
Don’t copy old media tactics and paste into social media.
ten ways to avoid SUCKINGat social media…
1. “Tactics without strategy is the noise before defeat”
Art of War by nbarreto on Flickr
Social media strategy must align with search engine optimization and
content strategies.The goal is more customers, not <insert buzzword here>.
Art of War by nbarreto on Flickr
2. Don’t be a bragger
Nobody cares about your products.They only care about their own
problems.Stop talking about yourself and
start helping them fix their problems.
3. Don’t be diabolical
Dr Strangelove from tsmall on Flickr
Trust is the coin of the realm in social media.
You must build up a Community Chest of trust
before you can make withdrawalsDr Strangelove from tsmall on Flickr
4. Don’t be a control freak
You can only participate in the conversation.You cannot control it.But don’t leave a vacuum.
5. Don’t herd cats
Dead End by monstersweare on Flickr
Awesome social media is useless unless it delivers new customers.
Sending visitors to websites without landing pages is sending them to a
dead end.Dead End by monstersweare on Flickr
6. “Strategy without tacticsis the slowest route to victory”
Art of War by nbarreto on Flickr
Ideas are easy, execution is hard.Implement good tactics, like BARE:
Be authentic, relentless and everywhere.
Art of War by nbarreto on Flickr
7. Don’t be boring
Bored… by Saxsbiker on Flickr
Create remarkable content.If you don’t have a story to tell,
write one.Bored… by Saxsbiker on Flickr
8. Don’t be robotic
Automated tools can lead to awkward situations.
Like these happy-go-lucky hosts laughing and joking at the horror of
the Battle of the Bulge.
9. Don’t be long-winded
Don’t bury the lede.Be concise and economical.
“I didn’t have time to write you a short letter,
so I wrote you a long one.” – Mark Twain
10.Don’t be repulsive
Learn the basic principals and best practices of visual design.
ten ways to avoid SUCKINGat social media…
1.Tactics without strategy is the noise before defeat2.Don’t be a bragger3.Don’t be diabolical4.Don’t be a control freak5.Don’t herd cats6.Strategy without tactics is the slowest road to victory7.Don’t be boring8.Don’t be robotic9.Don’t be long-winded10.Don’t be repulsive
Jon DiPietroEmail:[email protected]
Twitter:@JonDiPietro
Marketing & Sales Summit:marketingsalessummit.com
