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

http://www.netvibes.com/privatepage/1#Me_monitoring

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