Why your fan count doesn't matter.
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SCREW ‘EM WHY YOUR FAN COUNT DOESN’T MATTER
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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
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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)
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“IT’S NOT A POPULARITY CONTEST” WELL, SOMETIMES IT IS.
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I PAID £5 TO PROMOTE
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EVILCZAR PAID $5 TO CHEAT
HE’S REALLY EVIL
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BACK WHEN FANS WERE REAL
(WE MOSTLY SENT THEM CEASE & DESIST LETTERS FOR IP INFRINGEMENT
REAL GEOCITIES FAN PAGE c1999
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HISTORICAL CONTEXT
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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
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Data: Facebook/Social Bakers 2013-05-15
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2. ENGAGE FANS
3. CONVERT
1. RECRUIT FANS
THE STANDARD CONCEPTUAL MODEL OF SOCIAL MEDIA ROI
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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
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DO WE ENCOURAGE BAD BEHAVIOUR?
COMPETITION INCENTIVES FAN GATING FAKE FANS
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EXTINCTION EVENT
SIMULTANEOUS UNLIKE SPIKES ACROSS MULTIPLE PAGES. WE SUSPECT FACEBOOK HAS BEEN REMOVING COMPERS’ SECOND ACCOUNTS.
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THINGS REAL PEOPLE NEVER DO
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BRANDS ARE NOT AS IMPORTANT AS THE REAL PEOPLE IN OUR LIVES
RUSSELL DAVIES, SENSIBLE CHAP.
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HACKING THE MONKEY BRAIN
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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
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THE HOMOPHILY PRINCIPLE
WE UNCONSCIOUSLY SEEK OUT PEOPLE WHO SHARE OUR VIEWS AND VALUES
What aN OUTSTANDINGLY
NICE chap!
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FOLLOWERS
381k
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TARGET: 25-44 WOMEN
187k
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REACH: 25-44 WOMEN IN 1st DEGREE
7.14m 187k
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REACH: 25-44 WOMEN IN 1st DEGREE
7.14m 187k
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THE MONKEY BRAIN WE CANNOT ESCAPE
FACT: @MEDIACZAR SHARES 93% OF HIS GENES WITH THIS MONKEY
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SOURCE MESSAGE CHANNEL RECEIVER
BRAND “SOCIAL" FAN
FAN BRAND FRIEND
BRAND FAN FRIEND SOCI
AL
CRM
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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
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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?
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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?