Has Social Media Lost Its Way?The unfulfilled promises of social media

Scott MontyExecutive Vice President of Strategy

SHIFT Communications@scottmonty

scottmonty.com

Trust is still weak

Recent examples

Recent examples

Recent examples

T-Mobile CEO John Legere on #bendgate

“This is an amazing supercomputer in your hand. What the f*ckare you putting in your pants and sitting on it for?”

Even other brands had fun with it

What should a brand to do?

The promise of social media

And yet here we are…

We used to advertise like this

Now we advertise like this

In an era when:

of consumers say:

“Shopping today is less about the brands/products themselves and more about me - what I’m feeling or needing.”

68%

Source: Engagement study from About.com and Latitude, Feb. 2013http://www.mediapost.com/publications/article/192778/consumers-seek-brand-engagement-personal-touches.html

We’re still seeing this:

Source: http://tomfishburne.com/2014/09/socialmedia.html

Enough about me; what do you think about me?

To put it another way…

How are you creating value?

Eighty percent of social media

is just showing up.

It’s the other half that’s hard.

If you wish to persuade me, you must think my thoughts,

feel my feelings and speak my words.

Create strong products Engaging content

Speak like them

Let them speak

Listen

Who needs to listen?

“If I had asked people what they wanted, they would have said faster horses.”

- Henry Ford

You don’t need to ask; they’ll tell you

Don’t take them literally

Don’t take them literally

Observe behaviors and adapt

Beware the dangers of crowdsourcing

What does this all get us?

re·la·tionoun

Definition: act of carrying back

re·la·tion·ship

Q.E.D.

THANK YOU.DANKJEWEL.