An evening with Scott Monty #AEW15
Transcript of An evening with Scott Monty #AEW15
Has Social Media Lost Its Way?The unfulfilled promises of social media
Scott MontyExecutive Vice President of Strategy
SHIFT Communications@scottmonty
scottmonty.com
Trust is still weak
Recent examples
Recent examples
Recent examples
T-Mobile CEO John Legere on #bendgate
“This is an amazing supercomputer in your hand. What the f*ckare you putting in your pants and sitting on it for?”
Even other brands had fun with it
What should a brand to do?
The promise of social media
And yet here we are…
We used to advertise like this
Now we advertise like this
In an era when:
of consumers say:
“Shopping today is less about the brands/products themselves and more about me - what I’m feeling or needing.”
68%
Source: Engagement study from About.com and Latitude, Feb. 2013http://www.mediapost.com/publications/article/192778/consumers-seek-brand-engagement-personal-touches.html
We’re still seeing this:
Source: http://tomfishburne.com/2014/09/socialmedia.html
Enough about me; what do you think about me?
To put it another way…
How are you creating value?
Eighty percent of social media
is just showing up.
It’s the other half that’s hard.
If you wish to persuade me, you must think my thoughts,
feel my feelings and speak my words.
Create strong products Engaging content
Speak like them
Let them speak
Listen
Who needs to listen?
“If I had asked people what they wanted, they would have said faster horses.”
- Henry Ford
You don’t need to ask; they’ll tell you
Don’t take them literally
Don’t take them literally
Observe behaviors and adapt
Beware the dangers of crowdsourcing
What does this all get us?
re·la·tionoun
Definition: act of carrying back
re·la·tion·ship
Q.E.D.
THANK YOU.DANKJEWEL.