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1SOCIAL MEDIA: WTF? mediaprofile.com Michael O’Connor Clarke Vice President, Digital & Social Media

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2ABOUT 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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3ALMOST FAMOUS

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4ALMOST FAMOUS

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5OVERTURE

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source: @tomheg at http://tpdsaa.tumblr.com

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7HYPOTHESIS1. 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/

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9THREE FALLACIESWhat we bullshit about when webullshit about bullshit…

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101 SIZE MATTERS Follower & Fan counts are inflated and largely meaningless

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11CANADA’S TWITTER CHAMP Suspect A

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12 Suspect A Suspect ASuspect A

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13 Suspect A Suspect A Suspect ASuspect A Suspect A

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16

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17But why not…?

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18IT’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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19IT 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

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20BIG FAN COUNT != BIG ENGAGEMENT Nearly 70 per cent of people who Like a brand page rarely or never return to the page (Source: Penn State U Study) Source: Pagelever - reported on AllFacebook.com

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21BIG FAN COUNT != BIG ENGAGEMENT

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22BIG FAN COUNT != BIG ENGAGEMENT

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23MORE CONNECTIONSDOES NOT MEANMORE CONNECTEDNESS

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242 FAKE IT …till you make it

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26FRIENDS DON’T LET FRIENDSTWEET LIKE THIS @TechnoBlort TechnoBlort Industries

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277 DEADLY SOCIAL MEDIAMARKETING 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

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28BRAND SPAM

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29STUCK IN A MESSAGE TRACK From this… To this:

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303 FISH WHERE THE FISH ARE

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32“At the heart of the Internet business is one of the great businessfallacies of our time: that the Web, with all its targetingabilities, can be a more efficient, and hence moreprofitable, advertising medium than traditional media.”“The nature of people’s behavior on the Web and ofhow they interact with advertising… has meant amarked decline in advertising’s impact.”

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33QUASI-PERSONALIZED CLUEHOLES Leaky Algorithmic Marketing Efforts More at: http://ow.ly/b9YRC

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35THE #1 SOCIAL MEDIA MISTAKE

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Social Media is like Soylent Green… It’s PEOPLE!urce: http://newsevents.arts.ac.uk

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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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39WebsiteTwitterFacebook

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40BUILD 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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Step One: Grow Big Earshttp://www.flickr.com/photos/niclindh

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This is a BFDsource: http://bigeffingdeal.info/

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43WHAT 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…

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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.

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When you think of the Internet, dont think of Mack trucks full of widgets destined for distributorships, whizzing by countless billboards. Think of a table for two. @Man, 1997

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46THANK YOU mediaprofile.com Michael O’Connor Clarke Vice President, Digital & Social Media +1.416.893.4941 mocc@mediaprofile.com @michaelocc