5 social media lessons from mad men

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5 SOCIAL MEDIA LESSONS from

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The days of the typewriter and the 3-martini-lunch may be over but the wisdom of everyone’s favourite 1960’s ad men is still relevant. Here are a our Top 5 social media lessons from AMC’s Mad Men.

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Page 1: 5 Social Media Lessons from Mad Men

5 SOCIAL MEDIA LESSONSfrom

Page 2: 5 Social Media Lessons from Mad Men

“I know you can. You're a gifted storyteller.”

“I can explain.”

[The Gypsy and the hobo: Season 3, Episode 11]

Page 3: 5 Social Media Lessons from Mad Men

1. TELL THEM A STORY

While facts and figures are quickly forgotten, stories endure. A story is an emotional connection or a feeling that stays with a person, long after they’ve forgotten the details or exactly what happens in the end.

Your company has two different stories to tell – product stories and an ongoing brand story. Product stories are like an episode of Friends – they need to be short, entertaining and able to stand alone. A brand story is more like Harry Potter – an ongoing narrative that tells the customer who you are and invites them to grow with you.

The key to good storytelling is to talk like a human, make the content personal and engage with what’s happening in the world around you. Make it memorable.

Page 4: 5 Social Media Lessons from Mad Men

“People tell you who they are, but we ignore it because we want them to be who we want them to be.”

[The summer man: Season 4, Episode 8]

Page 5: 5 Social Media Lessons from Mad Men

2. LISTEN TO YOUR CUSTOMER. THEY’LL TELL YOU WHO THEY ARE.

Who are you really speaking to on Facebook, Twitter and LinkedIn? The person who walks into your office isn’t the same person who ‘Likes’ your #ThrowbackThursday Facebook post or the person who Tweets your brand account to complain about bad service.

Facebook and Twitter followers are most likely to be existing customers who are interested in upcoming promotions, new products or just a bit of industry-related fun. LinkedIn is more likely to be where you’ll find potential new customers and those

who are really interested in the nitty-gritty of your product offering. Pay attention to what type of content your customer is responding to and appropriate your brand message to fit the audience on each different platform.

Page 6: 5 Social Media Lessons from Mad Men

“The greatest thing you have working for you is the imagination of the consumer. They have no budget, they have no time limit.”

[To have and to hold : Season 6, Episode 4]

Page 7: 5 Social Media Lessons from Mad Men

3. THERE IS NOTHING MORE VALUABLE THAN USER-GENERATED CONTENT

It doesn’t matter how many campaigns you run, how many followers you have or how many clicks you get. Nothing you say about your own brand will ever carry as much weight as the voice of the customer. Celebrate your community of fans and the passion they have for your brand by encouraging and rewarding user-generated content. They are the most important people to your company and their words have an authenticity that the best agency in the world couldn’t replicate. While the pictures uploaded by customers may not look as slick as the product shots in

your catalogue and the comments are likely to be riddled with spelling mistakes, this is all part of the authenticity that makes user-generated content so valuable. Perfection is boring.

Get a bit messy.

Page 8: 5 Social Media Lessons from Mad Men

[Blowing smoke : Season 4, Episode 12]

Page 9: 5 Social Media Lessons from Mad Men

4. STAND OUT FROM THE NOISE

Every time one of your fans opens Facebook there are approximately 1500 stories that could make it to the top of their newsfeed. Every day the sheer volume of social content is growing and it’s important to stand out from the noise. On social media you’re not only competing with other brands in your industry, but with every other content creator your fans may follow.

Don Draper found a way to stand out from the crowd with an open letter to big tobacco. He offered a new take on a current issue and did it in a way that was

bold and authentic. Make your posts stand out by saying something contrary to the same old conventional wisdom or package it in a way that’s different from your competitors.

Page 10: 5 Social Media Lessons from Mad Men

“There is a rare occasion when the

public can be engaged on a level beyond

flash – if they have

a sentimental bond with

the product.” [The Wheel: Season 1, Episode 13]

Page 11: 5 Social Media Lessons from Mad Men

5. FIND THE EMOTIONAL CONNECTION

It’s important to make a connection. On Facebook, your brand post is sharing real estate with photos of newborn babies, birthdays, weddings and nights out with friends. These are all personal moments that have a real emotional tie to the user and it’s important to ensure your brand is able to slip seamlessly into this space. Most people are on Facebook to keep in touch with friends, to be entertained or – if we’re being really honest – to escape the tedium of work. Ditch the generic product shots and stop cut-and-pasting the title of your latest blog

post. Social is not the place for the hard sell or for a list of product stats, it’s where people come to connect. Make sure that your social content has the capacity to illicit an emotional response.