Post on 16-Apr-2017
mediaprofile.comMichael O’Connor ClarkeVice President, Digital & Social Media
SOCIAL MEDIA: WTF?
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ABOUT ME
Michael 1.0 = Tech hardware & software sales
Michael 2.0 = Corporate Marketing & PR exec
Michael 3.0 = Agency bloke & social media “pioneer”
http://michaelocc.com
@michaelocc
linkedin.com/michaelocc
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ALMOST FAMOUS3
ALMOST FAMOUS4
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OVERTURE
source: @tomheg at http://tpdsaa.tumblr.com
HYPOTHESIS1. Marketing is broken2. The Web offers the promise to fix it3. Social Media enables Web’s real potential (Yay!)4. Marketers freak out (OMG! People are talking back!)5. Marketing shoehorns the same old crud into the shiny
new channels6. Social Media is broken
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http://www.flickr.com/photos/catherinebennett/
THREE FALLACIESWhat we bullshit about when we bullshit about bullshit…
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SIZE MATTERSFollower & Fan counts are inflated and largely meaningless
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CANADA’S TWITTER CHAMP11
Suspect A
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Suspect A
Suspect A
Suspect A
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Suspect A
Suspect A
Suspect A
Suspect A
Suspect A
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But why not…?
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IT’S A LIE You get dummy, shell accounts Most <100 days old, very low follower/friend
counts, average of 9 tweets per account Most accounts are filled with bot-generated
spam content You’re not buying an audience, you’re buying
crap
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IT DOESN’T WORK Metcalfe’s Law: “The value of a telecommunications
network is proportional to the square of the number of connected users of the system”
Michael’s Law: “The value of a social network is proportional to the square of the number of engaged contributors to the system”
Followers and fans are only of any real “value” if they:1. Have a pulse;2. Have consciously chosen to follow or Like you, and;3. Are actually engaged in spreading the word about you
among their own circles of influence
BIG FAN COUNT != BIG ENGAGEMENT20
Source: Pagelever - reported on AllFacebook.com
Nearly 70 per cent of people who Like a brand page rarely or never return to the page
(Source: Penn State U Study)
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BIG FAN COUNT != BIG ENGAGEMENT
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BIG FAN COUNT != BIG ENGAGEMENT
MORE CONNECTIONS DOES NOT MEANMORE CONNECTEDNESS
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FAKE IT…till you make it
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@TechnoBlortTechnoBlort Industries
FRIENDS DON’T LET FRIENDS TWEET LIKE THIS
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7 DEADLY SOCIAL MEDIA MARKETING SINS1. Sock puppets!2. “Conversation Calendars” written by copywriters3. Automated tweeting + zero-response monitoring4. Transmedia promotion (same batcrap, different
batchannel)5. Pushing news releases as status updates or blog
posts6. Ignoring feedback, deleting comments or, even
worse, not allowing them7. Thinking you can control the message
BRAND SPAM28
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STUCK IN A MESSAGE TRACK
From this…
To this:
FISH WHERE THE FISH ARE
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“At the heart of the Internet business is one of the great business fallacies of our time: that the Web, with all its targeting abilities, can be a more efficient, and hence more profitable, advertising medium than traditional media.”
“The nature of people’s behavior on the Web and of how they interact with advertising… has meant a marked decline in advertising’s impact.”
QUASI-PERSONALIZED CLUEHOLES33
LeakyAlgorithmicMarketingEfforts
More at: http://ow.ly/b9YRC
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WTF
THE #1 SOCIAL MEDIA MISTAKE35
Social Media is like Soylent Green…
It’s PEOPLE!source: http://newsevents.arts.ac.uk
Culture Check
PREREQUISITES A desire to be closer to your customer A belief that conversation can build a
bond of understanding A willingness to act on what you hear and
learn A tolerance for dissent – not everyone will
agree with you And one other thing…
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Website
BUILD YOUR OWN HUB Why are you investing so much in building
a community someone else controls? Where’s the “Tweet this” button on
Facebook; the “Like” button for Twitter? When people find you out there, where do
you want them to end up? Create and curate! But… what do I write about?
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http://www.flickr.com/photos/niclindh
Step One: Grow Big Ears
This is a BFDsource: http://bigeffingdeal.info/
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WHAT I’VE LEARNED If you’re genuinely interested in what your
customers want, they’ll tell you Talk to people; try not to be a dick Don’t self promote. Remember “The Because
Effect.” Tell great stories If someone starts telling you how to do it right,
chances are they’re doing it wrong Er…
JUST DO IT If you’re a small company
Change now. You’ll win. If you’re an agency
Push back. Tell clients they’re wrong. Refuse to execute crap ideas.
If you’re a consumer Talk loud. Be heard. Out the bad and the good.
If you’re a big company drone Get porous with customers. Be human. If you can’t
fix it: leave.
When you think of the Internet, don't think of Mack trucks full of widgets
destined for distributorships, whizzing by countless billboards.
Think of a table for two.@Man, 1997
mediaprofile.comMichael O’Connor ClarkeVice President, Digital & Social Media
THANK YOU
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+1.416.893.4941mocc@mediaprofile.com@michaelocc