Fear And Loathing in Social Media
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Brief overview of social media, some companies whose initial forays were not a success and a suggested remedy/course of action for those companies who want to suceed.
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Fear And Loathing in Social Media
- 1. Fear & Loathing in Social Media IABC Saskatoon – November 23, 2009
- 14. Pic Credit: David Armano - Logic + Emotion Blog
- 15. Pic Credit: David Armano - Logic + Emotion Blog
- 25. The Age of the Brand is Waning
- 26. The Age of the Brandividual* People Figures: David Armano - Logic + Emotion Blog
- 30. “ It’s harder to distrust a person than it is to distrust a corporation.” Deloitte
- 33. Istockphoto.com
- 42. Istockphoto.com
- 53. Resource Recommendations … http://www.forrester.com/Groundswell http://www.friendswithbenefitsbook.com/ Disclosure: I am the technical reviewer of the upcoming printed edition.
Editor's Notes
- Slides and links are here.
- One slide about me
- So, what is social media? Wikipedia knows. But that’s a little technical. To me, the most important thing to know is that social media isn’t this …
- It’s not about the technology. Technology is like air now. Right now, in the room – who is connected? So, the technology facilitates it, but social media isn’t about technology.
- Social media is, of course, all about people.
- Important to remember. People are complex
- People are messy
- There are lots of them and they take different forms.
- The same person may take on different roles.
- Because people are complex, messy, and multifaceted, our communications are changing - Communication tone Communication type Communication vehicle
- Social Media! Power is equally distributed; no longer a top-down model Distributed via evolving communities rather than monolithic networks Created by consumers rather than “experts” (aka agencies) Promotes dialogue rather than monologue .. Engaging in a conversation (Markets are Conversations .. See “The Cluetrain Manifesto”
- Not every company is ready for this model of communication.
- Sometimes, bad things happen to good companies.
- RSS Feeds of keywrod searches. Google Alerts. Radian6. Sysomos. Techrigy. StartPR.com
- You need your own space. That’s not to say that you need to go out and build your own social network. But you need a safe space with an eye to the future – that you may have to use it as a platform. That space can be a blog, a Twitter account, a facebook page, a Flickr stream – someplace you can own. AND some place that your brand advocates can regard as a safe space.
- As a company, you want to start building social capital RIGHT NOW. In the good times. While all this is still pretty fresh and new and largess still flows from the social media community. Companies need to be making deposits into their social capital account. And you want that bank account to be nice and full before you have an emergency.
- Brands aren’t messy. Brands aren’t like me. They are clean and shiny and are an ideal.
- But with the brandividual, instead of seeing an ideal, we start to see an actualization.
- Brandividuals didn’t really start w/ social media. They have always existed – particularly in customer service. Remember when you called a call centre and got that one AWESOME employee and wished you could have them everytime you called? That’s a brandividual. Brandividuals engage in social media. YOU will become a brandividual.
- We trust people like us. (complex, messy, playing many roles)
- We don’t trust corporations. It’s easier to trust Scott than Ford. Tonia than Molson.
- These are some brandividuals!
- All of these trust points are reasons we trust Jane – we relate to her. Her very humanity accrues to your brand. This is the secret. It’s the mix of personal and professional information that we receive which helps to build our trust. Not like a press release which simply has a faceless name attached to it. We feel that we know a person better than a company. That a person gives us authentic information. That they are more likely to be on our side.
- Basically, it’s all about reducing risk. We want to reduce our risk when we get involved with your company. We believe in Jane and that she reduces our risk.
- Jane’s goodwill is accrued to your company forever.
- Examples of search results
- Two good examples of where social media indexes high in search engines. One example of where blogs are integrated into search results
- Overall – where you get your mentions This was a search I conducted over the last 2 weeks of the Tim Hortons “roll up the rim” contest
- Two: failure of the brandividual and leaving of the brandividual
- If a brandividual fails us .. Because of the personal relationship (or the perception of a personal relationship) it’s worse than just poor customer service. It’s like if a friend fails us.
- Plus – what is your exit strategy if a brandividual leaves?
- Your exit strategy starts with your entrance strategy If you move into social media – be aware of the pros and cons of the brandinvidual. Your Goals: Help Jane build her reputation Help Jane build YOUR reputation
- Don’t put all your eggs in Jane’s basket – too risky Social media is a TEAM effort. Make it one!
- Social media is a TEAM effort. Make it one! Random House Twitter | Petro-Canada blog | Nuts about Southwest blog | Fanscape Twitter
- YouTube – change channel name, type – optimize for search Facebook – default for company profiles (fan pages) is landing on the wall – put your visitors down somewhere else instead.
- You don’t have to be everywhere – just where your customer is. Search feeds. Groundswell data. Radian6. Sysomos. Techrigy. StartPR.com