followfridays - the limitations of social media
TRANSCRIPT
The Limitations of SOCIAL MEDIA
The Advertising Anachronism The Limitations of Social Media
The Social Framework
Takeaway Tweets
01. THE ADVERTISING ANACHRONISM
“Once in front of a screen, be it on a desktop, laptop, or increasingly
a handheld device, we ‘log in’ – not into a system, but into a community.”
“Once in front of a screen, be it on a desktop, laptop, or increasingly
a handheld device, we ‘log in’ – not into a system, but into a community.”
02. THE LIMITATIONS OF SOCIAL MEDIA
Lesson 1: In the Age of Social Media,
You do not Control Your Brand.
Lesson 2: Social Media is Nothing but a Tool.
Lesson 3: Word of Mouth is not a Cure-All.
Lesson 4: Word of Mouth is never better than your Product.
Lesson 5: Social Media Are Anything But Free.
SOCIAL MEDIA IS NOTHING BUT A TOOL
Social Media Marketing
Social Media Marketing
check
Social Media Marketing
check
38 fans1 like
8 followers0 retweets
182 visitsno comments
78 viewsno ratings
Learn
Plan
Create
Govern
4 Possibilities
stay away?really?
think twice, and fail fast
find somethingto talk about
talk about your productand talk back
Screwed-no-matter-what What-to-talk-about Superior user-gooda-lot-to-talk-about
Screwed-no-matter-what
a-lot-to-talk-about
Eastpak Padded Pak`R Limited Edition Rock Bag
The Hives
What-to-talk-about
Superior user-good
Superior user-good
THE VALUE OF FANSIS DEBATABLE
Fans & followers are the people formerly known as a
To a brand’s status updates is the new“Time for a beer (or pee)” moment.
How many of your followers are actually “following” what you share?
advocate
vs.
233,906 friends sacrificed375,801 fans1,565 followers
1,636 stories shared430,922 fans
10,108 followers
people who take opinions
of customers of this brand seriously
people who believe the brand is honest and sincere in its product explanations
24% 46%
31% 62%
233,906 friends sacrificed375,801 fans1,565 followers
1,636 stories shared430,922 fans
10,108 followers
people who take opinions
of customers of this brand seriously
people who believe the brand is honest and sincere in its product explanations
24% 46%
31% 62%
Gimmicks
marginalize
trust !
“How-to movies” and real product demos “How AXE helps to get girls” ads
people who talk about this brand
people who will defend the brand if someone
disparages it
197,792 fans7,417 followers
484,971 fans6,096 followers
people who talk about this brand
people who will defend the brand if someone
disparages it
197,792 fans7,417 followers
484,971 fans6,096 followers
Functionality
beatsfunny !
WOM IS NOT A CURE-ALL
The theory of influence
passive influencer active influencer
?
! ...
!
= reputation = presence
The theory of influence
passive influencer active influencer
?
! ...
!
via social media
Meet “my possible future bike”
Meet “my possible future bike”
Whether I’ll buy it largely depends on the bike’s “WOM equity”
“Word-of-mouth equity” is an index of a brand’s power to generate messages
that influence a consumer’s decision to purchase.
From “A new way to measure word-of-mouth marketing”, McKinsey
How to measure WOM equity?
volume impactx = WOM equity
close/trustedlarge/dispersed
relevantirrelevant
influentialnot influential
experience hearsay
sender source
network content
In the case of “my possible future bike”
volume impactx = WOM equity
close/trustedlarge/dispersed
relevantirrelevant
influentialnot influential
experience hearsay
sender source
network content
The incremental gain from outperforming competitors with superior TV ads is relatively small.
That’s because all companies actively managetheir traditional marketing activities.
With so few companies actively managing WOM, the potential upside is exponentially bigger.
From “A new way to measure word-of-mouth marketing”, McKinsey
The importance of “managing” WOM Equity
How can a brand impact its WOM equity score?
the event, site, game or contest that hopefully generates WOM
real experiences generate the most successful WOM
the pass-on effects of a “cool” campaign can generate WOM
Generate Intentional WOM Focus on Experiential WOMStimulate Consequential WOM
From “A new way to measure word-of-mouth marketing”, McKinsey
Marketers tend to build campaigns around emotional positioning, yet consumers actually tend to talk
— and generate buzz — about functional messages.
Why “experiential WOM” beats any other form of WOM
WOM IS NEVER BETTERTHAN YOUR PRODUCT
Volvo’s C30 really is a “green” car.
remember this slide?
Volvo’s C30 really is a “green” car.
remember this slide?
so is this Fiat
satisfaction
dissatisfaction
need notfulfilled
needfulfilled
basic
performanceexcitement
The Kano Model
From “A new way to measure word-of-mouth marketing”, McKinsey
To turn customers into an effective marketing vehicle, companies need to outperform on product and
service attributes that have intrinsic WOM potential.
It’s about your product, stupid!
perfect
How to give your customers a better experience?the same
categories apply
Meet the bank “that doesn’t suck”
Screwed-no-matter-what
a-lot-to-talk-about
What-to-talk-about
What-to-talk-about
What-to-talk-about
What-to-talk-about
What-to-talk-about
SOCIAL MEDIA ARE ANYTHING BUT FREE
3 Ways of Investing in Social Media
Investment in Culture Investment in DataInvestment in Good Ideas
“My mom has zero buzz, but when she says something, I listen”.
Tony Hsieh, CEO Zappos.
Albion’s Oven, 2-4 Boundary Street, Shoreditch,London
Craig W.!Mayor of Berkeley Station!Loves to travel,has the jetsetter badge,
as well as the gym rat badge
Craig W.!Mayor of Berkeley Station!Loves to travel,has the jetsetter badge,
as well as the gym rat badge
14% rode BART more because of their interaction
with 4sq
BART has simply given its customers a better experience.
43% had recommended a destination near BART
38% were having “more fun”
23% earned frequent rider badge
19% rode BART because of a 4sq recommendation
17% connected with friends
02. THE SOCIAL FRAMEWORK
the time once spent watching television has been redirected toward activities that are more about engaging
iOS Social Games are as Prime Time as Prime Time Television
We are training our brains to pay attention to the crap
Try, fail, learn, adapt, learn, try, learn, adapt, succeed.
04. TAKEAWAY-TWEETS
@AdNerds AdNerdsExperiential WOM beats Consequential WOM!http://bit.ly/a8KUvV #FollowFridays
@AdNerds AdNerdsBranding today is a whole different game: you need to make sure you’re backing it up in the market placehttp://bit.ly/bFPxkR #FollowFridays
@AdNerds AdNerdsYou have to overdeliver in order to generate WOM!http://bit.ly/a8KUvV #FollowFridays
@AdNerds AdNerdsSee your company as an information-based service. Get to know your customers, offer a better experiencehttp://amzn.to/bXSLix #FollowFridays
@AdNerds AdNerdsIf you think apps are not suited for your company, you’re suffering from theory-induced blindnesshttp://amzn.to/923R0L #FollowFridays
thanks you!