Being friendly and helpful on Facebook and Twitter won't make your app succeed. In this valuable session, Tara will explain how to think 'customer centrically', put user happiness first, reward enthusiasts, learn not launch and raise whuffie. She'll also explain the difference between 'Influencers' and 'Enthusiasts' and why it's important to reach the latter. Don't miss it!

1. your social
media
strategy
won’t save
you
by tara ‘missrogue’ hunt

2. twitter
isn’t the answer.

3. facebook
isn’t the answer.

4. NOT the answer.

8. why?
1.social media doesn’t scale
2.social media is only a band-aid
3.social networks are about...being social
4.trust is at an all-time low

9. it
doesn’t
scale

11. nepotism

12. craigslist.org

14. “Craigslist gets more traffic
than either eBay or
Amazon .com. eBay has more
than 16,000 employees.
Amazon has more than
20,000. Craigslist has 30.” sept
2009, wired magazine

15. craig’s social
media
strategy #1

16. craig’s social
media
strategy #2

17. what scales is
creating a useful,
working site that
listens to its
users...

18. but...
craigslist’s
design is
ass!

19. 30
# of staff members.

20. 30!

21. # of
social media
gurus?

22. 0

23. it’s just
a
bandaid

25. http://twitter.com/missrogue/status/5624792674

26. “We’re not here to replace existing channels
of communications and customer care...
(which channels would those be?)
...but to complement them.”
hmmmmm....
http://twitter.com/RogersMary/status/5628358318

27. “Tip for Rogers:
instead of hiring
ppl for Twitter, why
not try hiring ppl to
answer your
freakin’ phones?”

28. social
networks
are for
being...
SOCIAL!!

30. “we are
wired to
connect”
Goleman on the findings of his research.

31. reasons why adults & teens use online networks
adults teens
Stay in touch with friends 89% 91%
Make plans with friends 57 72
Make new friends 49 49
Organize with others for an event, issue or cause 43 n/a
Make new business or professional contacts 28 n/a
Promote yourself or your work 28 n/a
Flirt 20 17
http://www.pewinternet.org/topics/Social-Networking.aspx

32. the single
biggest
influences in
our lives are
our friends

33. aiuapr

34. wired mag: 12 sep 09 http://www.wired.com/medtech/health/magazine/17-10/ff_christakis

35. the social networks aren’t really changing us that
much...
• historically, studies have shown people maintain between 4 and 7 close
friends at any given time
• in 2007, Facebook founder, Mark Zuckerberg, discussing the social graph -
we can grow our friend capacity!
• social scientists wondered whether the web had changed our ability to have
more close friends
• Christakis and Fowler analyzed a universities data (students who had 110
average friends) and looked at close vs ‘internet’ friends
• Christakis and Fowler found that the average Facebook user actually had 6.6
close friends

36. trust is at
an all-
time low

37. trust
deficit

38. 18%
trust what they read in ads to be the truth.
info: ADWeek dec09

39. 38%
trust business to do the right thing
info: Edelman 2009

40. 42%
believe in ghosts
info: Poll Harris Interactive 2009

41. 76%
believe in miracles
info: Poll Harris Interactive 2009

42. so...who
can we
trust?

43. 89%
expect to be able to interact with brands.
stat: WebProNews Oct09

44. #fail

45. most
businesses
are community
tourists

46. telltale signs of
tourism:
“these natives have quite the life! mañana, baby!”
“s/he spends her whole day socializing and having fun
on twitter/facebook! wish I could get paid for that!”
“when you cut through all of the ‘inane babble’, there
are some valuable posts on twitter.”

47. big
communities
business
freakin
gap

48. value
disparity

49. how?

50. shifting our values
1. forget ‘social media strategies’ -- think people-centric
business strategies
2. forget marketing -- think raising customer happiness
3. forget influencers -- think enthusiasts
4. forget campaigns -- think learning cycles
5. go deeper than trust -- raise whuffie

51. people-centric

52. social media isn’t a
strategy, it’s one of
the communication
tools available.

53. not people-centric
• Thinking about every • Trying to get people to
person as a consumer ‘fan’ you - celebrate
- someone who either you and your
consumes or doesn’t company. Making it all
consume your product about how awesome
your product and/or
• Only seeing your service is.
customers through the
lens of their behaviour • Thinking in terms of
around your product or sending the right
service signals and reaching
the right influencers.

54. people-centric
• Thinking about people in • Measure like it matters.
a complex manner. Good numbers have
Whether it is buying or stories behind them. You
their personal lives. Not have 100,000 facebook
slicing to suit a specific fans? What the heck
sales goal. does that mean?
• Being concerned about • Listening. Collaborating.
serving your existing Integrating feedback.
customers - helping Learning and innovating
them really rock. Helping with all of the great
them achieve their goals. feedback and
interaction.

55. it’s not
about you...
it’s about
them

56. creating customer happiness

57. what makes people happy?
• autonomy (feeling that your activities are self-chosen and
self-endorsed)
• competence (feeling that you are effective in your
activities)
• relatedness (feeling a sense of closeness with others)
• self-esteem (set-point, or the person’s natural propensity
to happiness)
from the Journal of Personality and Social Psychology, published by the American Psychological Association (APA).

58. rewarding enthusiasts

59. Influencers Enthusiasts
probably haven’t tried your have tried and LOVE your
product product
are really busy and have
are dying to get YOUR
multiple companies trying to
attention
get their attention
have an audience of various
have a sizable audience sizes, but with your help
could grow that audience
will move onto the next will remain loyal as long as
product review tomorrow you rock their world
aren’t guaranteed to give have already sung your
you a good review praises

60. versus
http://www.flickr.com/photos/jurvetson/2829219697/

61. launch learn
limited time campaign ongoing process - no end
less planning up front and
more putting stuff out to
lots of planning up front,
customers, getting feedback,
leading up to the big launch
learning, tweaking, rinse,
repeat.
pull (with a small amount of
push
push)
about customer acquisition about customer satisfaction
if the word grows slowly, lots of time for grassroots
campaign may be over b4 growing of buzz - and by the
people catch wind. time it tips, it’ll be better!

62. whuffie

63. generosity
abounds
in online
communities

64. the gift
economy

65. deposits
examples:
helping someone solve a problem
attending community events
showing real interest in what someone
else is working on
using your network to do something good
for the community
demonstrating you implement people’s
suggestions

66. withdrawals
examples:
asking someone else for a favor
promoting your own events or sales
asking for an introduction to someone in
their network (intro up)
acting competitively
name dropping
pitching someone

67. and
social media?

68. aiuapr

69. we are lucky that these
tools allow our
customers to connect,
speak out, talk back
and share more readily
with their friends.

71. #win

72. licensing:
share/remix/spread ... but don’t forget to attribute.
http://slideshare.net/missrogue
many photos from: http://www.shutterstock.com

73. contact me:
Tara ‘missrogue’ Hunt
horsepigcow@gmail.com
@missrogue
montreal, quebec, canada
514-679-2951
http://www.horsepigcow.com

74. Order
Whuffie
today!
http://www.thewhuffiefactor.com