The Social Media Side Door
"A generous, tactical, thoughtful manifesto
that follows through on the exhortation of our
time . . . 'pick yourself.' Everyone owns a media
company now, time to start acting that way.”
-Seth Godin, author
"It's one of the most informative and effective social media books I've ever read.”
-Joe Fernandez, CEO & Co-Founder, Klout
13%
15%
17%
21%
0%
5%
10%
15%
20%
25%
INSTAGRAM PINTEREST
VISUAL PLATFORM ADOPTION
2013 2014
Source: Pew
MORE TRUST LESS TRUST
63%
trust customer
photos more than
company photos
Source: Olapic & Fluid / Google Consumer Surveys
“”
Hi, [username]. Great photo! Mind
if we use it in our marketing
materials? We’ll always attribute it
to you!
Ego capital
Anything that makes you feel good or helps
you define yourself positively to the world.
FORM EXAMPLE
Personal insights & comparison Quizzes, rankings
Social proof & status Badges, scores
Image creation & cultivation Exclusive events
Self-reflection Year In Review slideshows
Why do we share?
1. To bring valuable / entertaining content to others
2. To define ourselves and receive social validation
3. To strengthen and nourish our relationships
4. To achieve self-fulfillment (“we enjoy getting credit for it”)
5. To advocate for beliefs, causes, entities
Source: NYT Psychology of Sharing study, 2011
The Ego Cycle
Company gives you ego boost
You brag share it with your network
Your network wants an ego boost
Your network engages company that provided ego
boost
The Ego Cycle
Facebook makes your year look
cool
Facebook urges you to share it
(you do)
Facebook asks your friends if they
want one, too
Of course they do
Repurpose everything
Blog posts ebooks
YouTube videos Vine, Instagram micro-videos
Webinars / presos narrated videos
Industry / market stats infographics, stats pages
Externalize your data insights
Value of unique insights
Grab attention
Prove credibility
Sources
Owned
3rd party (especially open data)
Collaborative
Consumers
Google Consumer Insights
Social graph interest graph
People I know People like me
Aspirational (people I want to be)
Happenstance (social) vs. affinity (interest)
Discovery & reviews: Millennials trust strangers > friends, family
Data literacy
Must rise within marketing orgs
Sound decisions
Better collaboration w/ non-marketers
Data expertise too costly
Real-time adaptability
Right brain, left brain harmony