Post on 28-Jan-2015
description
SCREW ‘EM WHY YOUR FAN COUNT DOESN’T MATTER
17
Mat Morrison @mediaczar
Misanthropic Social Media strategy chap at Starcom MediaVest Group London. Amateur data sleuth. Substitute
Teacher, Defence Against the Dark Arts
London · blog.magicbeanlab.com
THIS IS ME @MEDIACZAR
17,450TWEETS
1,024FOLLOWING
5,277FOLLOWERS
17
Evil Mat Morrison @evilczar
Gollum to @mediaczar's Smeagol. Social media #uberninja and passionate coach. Secret millionaire philanthropist.
Hates hobbitses.
London · mczar.me/evilczar
129TWEETS
2,472FOLLOWING
10,194FOLLOWERS
@EVILCZAR (ALSO ME)
“IT’S NOT A POPULARITY CONTEST” WELL, SOMETIMES IT IS.
I PAID £5 TO PROMOTE
EVILCZAR PAID $5 TO CHEAT
HE’S REALLY EVIL
BACK WHEN FANS WERE REAL
(WE MOSTLY SENT THEM CEASE & DESIST LETTERS FOR IP INFRINGEMENT
REAL GEOCITIES FAN PAGE c1999
HISTORICAL CONTEXT
BRAND PAGES: A BRIEF HISTORYBRAND PAGES: A BRIEF HISTORY2008 2009 2010 2011
FACEBOOK PAGESNovember 2007
INSIGHTS UPDATEMay 2009
INSIGHTS UPDATEJune 2010
INSIGHTS UPDATENovember 2011
HISTORICAL CONTEXT
Data: Facebook/Social Bakers 2013-05-15
2. ENGAGE FANS
3. CONVERT
1. RECRUIT FANS
THE STANDARD CONCEPTUAL MODEL OF SOCIAL MEDIA ROI
IF IT LOOKS LIKE A DUCK AND QUACKS LIKE A DUCK… CRM IN SOCIAL CHANNELS IS
JUST… CRM
LIST MARKETING IN SOCIAL CHANNELS IS JUST… LIST MARKETING
DIRECT MAIL IS… WELL, YOU GET THE PICTURE
DO WE ENCOURAGE BAD BEHAVIOUR?
COMPETITION INCENTIVES FAN GATING FAKE FANS
EXTINCTION EVENT
SIMULTANEOUS UNLIKE SPIKES ACROSS MULTIPLE PAGES. WE SUSPECT FACEBOOK HAS BEEN REMOVING COMPERS’ SECOND ACCOUNTS.
THINGS REAL PEOPLE NEVER DO
BRANDS ARE NOT AS IMPORTANT AS THE REAL PEOPLE IN OUR LIVES
RUSSELL DAVIES, SENSIBLE CHAP.
HACKING THE MONKEY BRAIN
IF YOU CAN GET PEOPLE WHO
ARE SIMILAR TO THE PERSON
YOU'RE TRYING TO PERSUADE
TO SPEAK ON YOUR BEHALF, IT'S
A LOT EASIER FOR YOU THAN IF
YOU HAVE TO TRY TO HAMMER
YOUR MESSAGE ONE MORE
TIME INTO A RETICENT MIND. ROBERT CIALDINI, ARIZONA STATE
THE HOMOPHILY PRINCIPLE
WE UNCONSCIOUSLY SEEK OUT PEOPLE WHO SHARE OUR VIEWS AND VALUES
What aN OUTSTANDINGLY
NICE chap!
FOLLOWERS
381k
TARGET: 25-44 WOMEN
187k
REACH: 25-44 WOMEN IN 1st DEGREE
7.14m 187k
REACH: 25-44 WOMEN IN 1st DEGREE
7.14m 187k
THE MONKEY BRAIN WE CANNOT ESCAPE
FACT: @MEDIACZAR SHARES 93% OF HIS GENES WITH THIS MONKEY
SOURCE MESSAGE CHANNEL RECEIVER
BRAND “SOCIAL" FAN
FAN BRAND FRIEND
BRAND FAN FRIEND SOCI
AL
CRM
A NEW VISION OF SOCIAL OBJECTIVES*
PAID
EARNED FAN
VIRAL
PAID
EARNED
FAN
VIRAL
TO
*WHICH IS STILL SURPRISINGLY LIKE THE OLD ONE BEFORE IT ALL STARTED GETTING OUT OF HAND
1 2
SHARES PER VIEW
CLICKS PER SHARE
VIRAL REACH
SHARE OF BUZZ CUSTOMER SERVICE QUERY RESOLUTION RATE FAN COUNT
ENGAGEMENT RATE
POP QUIZ: WHICH ARE REAL SOCIAL METRICS?
SHARES PER VIEW
CLICKS PER SHARE
VIRAL REACH
SHARE OF BUZZ CUSTOMER SERVICE QUERY RESOLUTION RATE FAN COUNT
ENGAGEMENT RATE
POP QUIZ: WHICH ARE REAL SOCIAL METRICS?