1) Anders, at age 4, created a Facebook group called "Against the demolition of the Stork Fountain" that grew rapidly from 125 friends to over 25,000 members in just 12 days. 2) This early success led to international media attention and established Anders as an expert in social media marketing. However, over time he realized that people did not always behave as expected on social media. 3) Anders now questions the common assumptions about how to use social media for marketing, such as the need to artificially create engagement or the idea that social media interactions directly translate to increased sales.

1. #smwunhype
@anderscolding

7. Anders (4 years old) creates
another Facebook group

8. ”Nej til nedrivning af
Storkespringvandet!”
”Against the demolition of the Stork Fountain”

9. •
•
•
•
Day 1: Seeded to my 125 friends
Day 2: 1000 members
Day 5: 8.000 members
Next lecture: 10.000

10. • 12 days: 25.000 – Danish TV2 calls
• 14 days: 27.500 – I call off the experiment on national TV

11. 1 month:
• Interview on CBC (”Spark”)
6 weeks:
• Interviewed for Washington Post
• Mention in Newsweek
• Interviewed for New York Times’
And then…
• Evgeny Morozovs book on Slacktivism
• Stork Fountain article on Wikipedia
• Blogs, news sites worldwide

12. WTF?

14. Social media would turn marketing
upside down
Push marketing would soon be dead
Customers would demand to be
heard
Customers and business would begin
truly communicating
Customers would help comanies
make better products in co-creation
The more open and transparent
companies would win

16. “You don’t sell your stuff to people today – you
invite people to participate, share and engage,
by adding something to their lives.”
Me (2009)

22. Put Social in everything
• Social marketing
• Social banking
• Social business
• Social aviation
• Social shopping
• Social government
• Social yougetthepicture

27. There was one tiny problem:
People didn’t behave the way they were supposed to

28. How to create engagement

29. How to get 10000 fans in a week

32. In 2010, I paid Userneeds to ask 2000 people, distributed
on age, gender and location, this question:
You choose to become a ”fan” of the Facebook page of a life style
brand (such as Nike, Diesel, B&O, Republic of Fritz Hansen). Which
options/activities on the Facebook page, would you consider to be
relevant for you (you can pick more than one option)?

33. 13%
17,9%
19.6%
11,1%
28,7%
14,5%
4%

36. I started asking new and
stupid questions:

37. If customers are demanding more direct dialogue…
…why do you have to read all those ”expert”
blog posts about ”creating involvement”?

38. If customers are demanding more direct dialogue…
…why do we have to trick them into interacting, by
crafting our Facebook-updates in certain ways?

39. If push marketing is dying…
…why do you keep getting tons of paper ads in your mail?

40. As a consumer, how many companies have you been ”involved"
with via social media this year? Or ever?

41. What if shops were run by the same principles as social media?

42. Or our phone conversations?

43. Social?

44. What do we know about ”Social”?
•
•
•
•
•
•
•
It’s not a positive term
It simply refers to interaction between humans
Being an asshole is also ”social”
Being social online is about exchanging information
Human information processing doesn’t scale
It’s time consuming and we start performing poorer
And people don’t really want to talk with (most) companies

45. Transparency?

48. Content,
pictures,
screenshots
Very
simple
story – no
nuances
The GREAT
injustice. The
stronger hurting
the weaker.

51. What is the goal?
To make people feel engaged
To make communication feel authentic
To make people like your business
To make people want to buy from you

52. What is the goal?
To make people feel engaged
To make communication feel authentic
To make people like your business
To make people want to buy from you

53. Research: People very
often react towards
machines, as if they
were people

56. Research:
People often don’t tell the truth
if you ask them in person.

60. How many of the things you own are bought
because of dialogue with companies?

62. ”Social”
•
•
•
•
•
•
Material needs.
Price
Features
Availability
Biases
Habits

63. YOU

64. What I preached:
Being social will almost always be good for your business

65. What I did:
Avoided time consuming talk and bought products I liked, that were
easily available and that I could afford

67. Spotting new media hare krishna
1. XXXX will elliminate the conflict between
business/customers/workforce
2. XXXX will help us get rid of layers of power
3. XXXX Will break down borders around YYYY
4. XXXX will fix YYYY because it’s broken
5. XXXX is not just a technology - It’s YYYY
6. Facts are blurry, but you just feel that it’s right
Hare hare – rama rama

68. If you make your living from
something – e.g. social media
• You’re very good as asking ”how”
• But very poor at asking ”why”

69. One general truth about social media:
Never trust a person who says he knows
The Truth about social media!!

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