Why Social Media? Social Fresh Brings Answers to Tampa Bay.
Social Fresh brought a sunny lineup of social media players to Tampa today. The conference, geared specifically towards marketers, was the first of its kind in recent years. I enjoyed immersing myself in the company of “friends” — over 200 attendees who geek out, study and ride this speeding bullet called social media every day. Participants came from as far as Ottawa, Canada. Sadly, we didn’t have warmer weather for them. They assured me they were quite pleased with the 50 degree temps!
As with every worthwhile seminar or social media event, I like to share the quick summaries and takeaways that hit me the hardest. There was far more to take in today than I can possibly blog about, so I’m choosing one session with specific highlights.
“Word of Mouth Advertising,” presented by Spike Jones of Brains on Fire, answered the question that is on every traditional marketer’s mind: Why social media?
Answer: Because Word of Mouth (WOM) is far more powerful than traditional advertising. Spike then shared some stats from Yankelovich and the Edelman Trust Barometer.
Note: Check your pulse if these stats don’t cause at least one eyebrow to rise.
- The average ROI on traditional advertising these days is less than 4%.
- 76% of people think that companies lie in advertising.
- 77% Percent of people trust companies less than they did a year ago.
- People’s trust that businesses will “do the right thing” has dropped from 58% to 38%.
Bad news for traditional marketers. Good news for companies who have started to engage in social media, participate in the online discussion and begin conversing with fans rather than talking “at” them.
Spike shared a dozen compelling ways that social media “movements” differ dramatically from traditional marketing campaigns. In fact, the term “campaign” become somewhat of a dirty word when the morning was over. I could easily write a blog post about each comparison but won’t steal Spike’s thunder. Do yourself a favor and catch Spike Jones at your next Social Fresh conference. It was well worth the cost of admission!
The bottom line of all these stats and figures:
- Advertising = Awareness
- Word of Mouth (WOM) = Credibility
Social Media is the online form of Word of Mouth advertising. Don’t get bogged down in tactics (Twitter vs. Facebook vs. blah…blah…blah). Talk to your customers face to face. Find out what they want and where they are. The tactics will follow.
You’re Going to Lose Control. Be Ready.
In social media, you have to be willing and ready to lose control of the “conversation.” In fact, you should even expect and hope for it. Spike shared a fantastic example of the Fiskars movement, a self-titled community of “Fiskateers.” The movement, managed by Brains on Fire, grew exponentially once given a voice and outlet. These Fiskateers don’t talk about how great Fiskars scissors are. Instead, they talk about what they do and create with Fiskars—scrapbooking.
Your Customer Knows More About Your Product Than You Do
With any movement, give your customers a “voice” and create the experience WITH them. Once you hand over that movement, it will start to evolve. It will take on a life of its own. Sound scary? Nope. It’s awesome. Customers will become your best form of advertising. They’re not salespeople, mind you. Never give them sales sheets or consider them part of your sales team. They are your WOM advocates. Let them be themselves and love your brand or product as part of a movement—not as part of a campaign.
Over the past three years, the “Fiskateers” has become a self-policing, self-governing group that are treated as “rock stars” by Fiskars and by each other. Sound weird? It’s not. Think of the hobby, pastime or cause that you’re crazy passionate about. Chances are you’d become part of that movement if it found you, honored you and treated you like the rock star that you are.
Change How You Think of Customers
The point at which I had to hold myself back from cheering and kissing Spike’s feet was when he challenged marketers to shed the old school marketing lingo when creating social media movements. People are not “targets” to be “captured.” This is not war. Don’t try to “get” your customers to do something. Treat them like humans. Treat them like friends. Sound too warm and fuzzy for your marketing brain? Welcome to the social media age. It’s no longer about convincing or manipulating your customer. It’s about embracing their likes, dislikes, pet peaves and passions.
Deana Goldasich
Deana Goldasich, CEO and founder of Well Planned Web, plans and implements Content Marketing to help clients nurture leads, market their expertise and create an impactful presence online.
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I agree. I enjoyed Spike's perspective and it was a great way to start the day off. Overall, I found Social Fresh to be very rewarding, especially the break-out sessions.
Even better, as it was in Tampa, I could sleep in my own bed and have breakfast with my kids!
Deana,
Great recap – I couldn't have said it better myself. Thank you so much for the kind words and for furthering the conversation by adding your own thoughts. It was a great day with a lot of great insights. I'm glad you enjoyed it as well.
Keep on keepin' on.
Your presentation made so much sense, Spike, and summed up the “why” so beautifully. I was very impressed with the “movement” message and approach of Brains on Fire. I wish that all “old school” marketers could be required to see you speak! Highest of fives!
I wish I could have attended some of the roundtables. I needed a clone with good notetaking abilities! 🙂
Well, then, I'm not the best choice as a for clone for you! I was never good at notetaking! However, I know that the non-profit session was video taped.
Excellent! I would have liked to have met you, yesterday. I would love to learn more about your successes with social media and your business!
Anytime! I love talking about social media and optometry and small business. In part because, as a small business owner, it is the first form of marketing that I didn't HATE. I'm finding that it is really cool to LOVE your job and LOVE promoting it!
But one realization I had at Social Fresh was that, as much as I love social media, I don't think I'd like it as much if it was my full time job. I need the anchor of my day job. I don't think I'd be as passionate about it as I am about my business and increasing awareness of children's vision problems.
Anyway, we'll cross paths soon. Tampa isn't THAT big! 🙂
[…] This post was mentioned on Twitter by Aronado, Aronado, Social Fresh, Nate Bonilla-Warford, Nate Bonilla-Warford and others. Nate Bonilla-Warford said: RT @sofresh: RT @goldasich Why Social Media? Social Fresh Brings Answers to Tampa Bay. http://ow.ly/1okFRz […]
I agree. I enjoyed Spike's perspective and it was a great way to start the day off. Overall, I found Social Fresh to be very rewarding, especially the break-out sessions.
Even better, as it was in Tampa, I could sleep in my own bed and have breakfast with my kids!
Deana,
Great recap – I couldn't have said it better myself. Thank you so much for the kind words and for furthering the conversation by adding your own thoughts. It was a great day with a lot of great insights. I'm glad you enjoyed it as well.
Keep on keepin' on.
Your presentation made so much sense, Spike, and summed up the “why” so beautifully. I was very impressed with the “movement” message and approach of Brains on Fire. I wish that all “old school” marketers could be required to see you speak! Highest of fives!
I wish I could have attended some of the roundtables. I needed a clone with good notetaking abilities! 🙂
Well, then, I'm not the best choice as a for clone for you! I was never good at notetaking! However, I know that the non-profit session was video taped.
Excellent! I would have liked to have met you, yesterday. I would love to learn more about your successes with social media and your business!
Anytime! I love talking about social media and optometry and small business. In part because, as a small business owner, it is the first form of marketing that I didn't HATE. I'm finding that it is really cool to LOVE your job and LOVE promoting it!
But one realization I had at Social Fresh was that, as much as I love social media, I don't think I'd like it as much if it was my full time job. I need the anchor of my day job. I don't think I'd be as passionate about it as I am about my business and increasing awareness of children's vision problems.
Anyway, we'll cross paths soon. Tampa isn't THAT big! 🙂
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This post was mentioned on Twitter by goldasich: So much to take in at #sofresh Tampa! Too much to cover, so recapped one of my faves! Thx Spike Jones for kicking it off! http://ow.ly/15k9H…