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Being friendly and helpful on Facebook and Twitter won't make your app succeed. In this valuable session, Tara will explain how to think 'customer centrically', put user happiness first, reward enthusiasts, learn not launch and raise whuffie. She'll also explain the difference between 'Influencers' and 'Enthusiasts' and why it's important to reach the latter. Don't miss it!
Citation preview
your social media
strategy won’t save
youby tara ‘missrogue’ hunt
twitterisn’t the answer.
facebookisn’t the answer.
NOT the answer.
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
why?
it doesn’t scale
nepotism
craigslist.org
“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
what scales is creating a useful, working site that listens to its users...
but...craigslist’s design is
ass!
30# of staff members.
30!
# of social media gurus?
0
it’s just a
bandaid
http://twitter.com/missrogue/status/5624792674
http://twitter.com/RogersMary/status/5628358318
“We’re not here to replace existing channels
of communications and customer care...
(which channels would those be?)
...but to complement them.”
hmmmmm....
“Tip for Rogers:
instead of hiring
ppl for Twitter, why
not try hiring ppl to
answer your
freakin’ phones?”
social networks
are for being...
SOCIAL!!
“we are wired to connect” Goleman on the findings 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
http://www.pewinternet.org/topics/Social-Networking.aspx
the single biggest influences in our lives are our friends
aiuapr
wired mag: 12 sep 09 http://www.wired.com/medtech/health/magazine/17-10/ff_christakis
the social networks aren’t really changing us that
much...
• historically, 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 -
we can grow our friend capacity!
• 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
trust is at an all-
time low
trustdeficit
18%trust what they read in ads to be the truth.
info: ADWeek dec09
38%trust business to do the right thing
info: Edelman 2009
42%believe in ghosts
info: Poll Harris Interactive 2009
76%believe in miracles
info: Poll Harris Interactive 2009
so...who
can we trust?
89%expect to be able to interact with brands.
stat: WebProNews Oct09
#fail
m o s t businesses are tourists
community
telltale signs of
tourism:“these natives have quite the life! mañana, baby!”
“s/he spends her whole day socializing and having fun
on twitter/facebook! wish I could get paid for that!”
“when you cut through all of the ‘inane babble’, there
are some valuable posts on twitter.”
bigb
usin
ess
co
mm
un
itiesgap
freakin
value
disparity
how?
1. forget ‘social media strategies’ -- think people-centric
business strategies
2. forget marketing -- think raising customer happiness
3. forget influencers -- think enthusiasts
4. forget campaigns -- think learning cycles
5.go deeper than trust -- raise whuffie
shifting our values
people-centric
social media isn’t a
strategy, it’s one of
the communication
tools available.
not people-centric
• Thinking about every
person as a consumer
- someone who either
consumes or doesn’t
consume your product
• Only seeing your
customers through the
lens of their behaviour
around your product or
service
• Trying to get people to
‘fan’ you - celebrate
you and your
company. Making it all
about how awesome
your product and/or
service is.
• Thinking in terms of
sending the right
signals and reaching
the right influencers.
people-centric
• Thinking about people in
a complex manner.
Whether it is buying or
their personal lives. Not
slicing to suit a specific
sales goal.
• Being concerned about
serving your existing
customers - helping
them really rock. Helping
them achieve their goals.
• Measure like it matters.
Good numbers have
stories behind them. You
have 100,000 facebook
fans? What the heck
does that mean?
• Listening. Collaborating.
Integrating feedback.
Learning and innovating
with all of the great
feedback and
interaction.
it’s not about you... it’s about them
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 person’s natural propensity
to happiness)
from the Journal of Personality and Social Psychology, published by the American Psychological Association (APA).
rewarding enthusiasts
Influencers Enthusiasts
probably haven’t tried your
product
have tried and LOVE your
product
are really busy and have
multiple companies trying to
get their attention
are dying to get YOUR
attention
have a sizable audience
have an audience of various
sizes, but with your help
could grow that audience
will move onto the next
product review tomorrow
will remain loyal as long as
you rock their world
aren’t guaranteed to give
you a good review
have already sung your
praises
http://www.flickr.com/photos/jurvetson/2829219697/
versus
launch learn
limited time campaign ongoing process - no end
lots of planning up front,
leading up to the big launch
less planning up front and
more putting stuff out to
customers, getting feedback,
learning, tweaking, rinse,
repeat.
pushpull (with a small amount of
push)
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!
whuffie
generosity aboundsin onlinecommunities
the gift economy
depositsexamples:
helping someone solve a problem
attending community events
showing real interest in what someone
else is working on
using your network to do something good
for the community
demonstrating you implement people’s
suggestions
withdrawalsexamples:
asking someone else for a favor
promoting your own events or sales
asking for an introduction to someone in
their network (intro up)
acting competitively
name dropping
pitching someone
and
social media?
aiuapr
we are lucky that these
tools allow our
customers to connect,
speak out, talk back
and share more readily
with their friends.
#win
licensing:
share/remix/spread ... but don’t forget to attribute.
http://slideshare.net/missrogue
many photos from: http://www.shutterstock.com
contact me:
Tara ‘missrogue’ [email protected]
@missrogue
montreal, quebec, canada
514-679-2951
http://www.horsepigcow.com
Order Whuffietoday!
http://www.thewhuffiefactor.com