Post on 02-Dec-2014
description
How not to waste time and money on social media Presentation at In-Cosmetics, April 2014
Three examples of social media madness
Why have we gone mad? How to find the cure
Facebook madness
Conclusion
Facebook is a (good) way of ‘engaging’ with 0.0024% of your audience
But what about views (reach)?
General rule: 1 ‘engagement’ = 50 views
Therefore: Facebook is a (good) way of reaching 0.12% of your audience
Question: Are there any circumstances under
which reaching 0.12% of your target audience is anything other than a
stupid thing to do?
Answer: That depends (on who the 0.12% are and the context within which you are reaching them)
The story of a failing social media strategy
?
Objective = maximising reach and engagement
How does this translate into a business benefit?
What is the link between your Facebook activity and the metrics?
Why?
Translation into a business benefit?
? ?
1.85 characters each
Generated ‘engagement’ of 22,000
0.43% of the 5.1 million who tweeted
0.02% of the 108 million who watched on TV
Well – it was the best
ad that reached 0.02%
of the audience
Winner 2012 Golden Turkey
This was actually a highly successful • Recruitment campaign for Oreo • New business campaign for the 25
agencies involved • Career boost for the 500+ people
who produced the tweet
A B2C campaign?
(Where were the Cs?)
Why are organisations doing silly things in social media?
airy
The Facebook Fairy is a fantasy!
Audience
Mount Social Media
Marketing Department
The reality (rather than the fantasy)
Why are organisations doing silly things in social media?
They believe it is a form of media Function of media = distribution (audiences)
In reality, it is a form of infrastructure Function of infrastructure = connection (between individuals or groups)
Facebook was designed to
help geeks get girlfriends
(connection task)
What was Facebook
designed to do?
Complaining / trying to change
something
Looking for information
Talking to friends (Talking to colleagues)
Information is King
9 out of these top
10 sites is either a
blog or social site
Ask yourself: what are your Google spaces?
Value in social media is created by harnessing
the power of connection, not distribution
Incredibly important fact
CONVERSATION
CONTENT
COMMUNITY
We like what you do
We don’t like what you do
Asking a question for which you provide an answer
Prepared to help you do things better
Introducing the Superfan
KachWachi saves Logitech $250,000 in call deflection costs per year
The rules for Superfans They are not ‘Ambassadors’ because they are not representative
They are not ‘Evangelists’ because the communities they want to be a part of comprise people who are also like them
Their value is not in spreading information, it is in helping you manage your business • Customer service • NPD • Google endorsement
An organisation that gets it
IBM ‘Listening for leads’
Vodafone identified a long-term need to hire 40 specialist technicians (in an area not conventionally associated with mobile telecoms). A £1.5 million budget was allocated (advertising and agency fees)
Objective: To hire at least 50% via direct recruitment (via social channels), thus saving agency costs
Process – train existing employees on social networking and publication techniques – to raise the profile of Vodafone’s expertise and participation in this space. Note: they did not publish the availability of jobs
Result: 80% of the hires made via direct recruitment, saving approx. £1.3 million
CONVERSATION
CONTENT
COMMUNITY
We like what you do
We don’t like what you do
Asking a question for which you provide an answer
Prepared to help you do things better
What we do What we are doing
CONVERSATION
CONTENT
COMMUNITY
We like what you do
We don’t like what you do
Asking a question for which you provide an answer
Prepared to help you do things better
Thank you! richardstacy.com
@RichardStacy