I adjusted my previous Social Media Breakfast presentation for the fall Web 2.0 Expo NYC.
Text of Your Social Media Strategy Won't Save You 2
your social media strategy won’t save you
by tara ‘missrogue’ hunt
twitter isn’t the answer.
facebook isn’t the answer.
blogs, vlogs, photosharing, text messaging and IM aren’t the answer.
none of these are guaranteed to
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
1. it doesn’t 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
craig’s social media strategy #1
craig’s social media strategy #2
Craig understands that what scales is creating a useful, working site that listens to its users...
"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. it’s just a band-aid
“We’re not here to replace existing channelsof communications and customer care...
(which channels would those be?)...but to complement them.”
“Tip for Rogers: instead of hiring ppl for Twitter, why not try hiring ppl to answer your phones?”
"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 wouldn’t feel the need to embarrass us en masse, if our customer service channels weren’t so completely broken." Bob Knorpp, The Beancast
why it’s a band-aid
• not everyone that is having trouble with the company is going to be on twitter
• the comcast staff on twitter don’t 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 didn’t 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 don’t you fix the problem instead of just being my Twitter buddy?”
3. social networks are about...being social!
we probably don’t 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
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!
• positive sentiment
• number of people you know
• number of people who know you
• number of people you can count on to bring you soup when you are sick
• current and potential access to ideas, talent and resources
• saved up favors (reciprocity)
• your known accomplishments
whuffie is more complex than trust and may or may not care about influence, network size and popularity, but does care about whether or not you deliver on your promises.
people could give a flying snake about brand consistency or frequency of posting (unless you are spamming), but they will pay attention to consistency in listening, community contributions, relationships and caring...
social media tools are great. they’ve raised the bar and they’ve empowered customers.
AND we can work them into an overall strategy to help direct customers make a good buying decision.
social media tools and AIUAPR
• awareness - help spread the word that our products exist - ‘post this to Facebook’, following keywords and getting in front of potential customers, search engine optimization, blogging, tweeting, attending social functions/BarCamps, publishing valuable information and reports
• interest - focus on design, blogging/tweeting behind the scenes, telling your story, posting videos and photos of our product in action, ‘follow us on twitter’/’become a fan on Facebook’, get involved in the customer community
• understanding - good copy/content, posting videos and photos, collecting feedback/having conversations with people who are potential customers
social media tools and AIUAPR (2)
• attitudes - learning from customer reviews, allowing for customer reviews and ratings, following keywords to improve/put back into your product, allow people to ask for others’ opinions on social networks, responding to let people know you’re listening, collaboration, making it simple to give feedback
• purchase - make it super simple to discover, share and purchase, creating multiple distribution channels, share decisions on social networks, sharing purchases on FB/twitter, posting photos to Flickr, following up with simple return policy
• repurchase - creating badges, tell-a-friend referral programs, keeping track of preferences, deep web monitoring of feedback, tracking & recording and putting lessons back into the learning/improving
social media won’t make our companies better or make people love us, however...
we are lucky that these tools allow our customers to connect, speak out, talk back and share more readily with their friends.
if we are doing our job right - i.e. thinking people-centrically, putting happiness first, rewarding enthusiasts, learning not launching and raising whuffie - those connections, conversations and some of that sharing will lead to our success.
share/remix/spread ... but don’t forget to attribute.