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Social media activists Jon Morter (#RATM4XMAS, Condescending Corporate Brand) and Ben Stockman (Rage Against the Election, SXSELondon) explain how, with companies clamouring for attention amidst the online chatter, too many businesses forget to communicate normally - how does this reflect on their brand, what are they doing wrong and what should they do to fix it? What does social media ‘done right’ look like?
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It’s Good To Talk (Normally!)
Social Media’s communication problem
Engage Customer July Forum
Who are these idiots?
Jon Ben
• Record-breaking creator of “Rage against the machine for xmas #1” campaign
• Worked with Nirvana, Sex Pistols, Rod Stewart, a No.1 album for The Rolling Stones, plus the 2012 Christmas No.1 campaign for The Justice Collective.
• Creator of the 'Condescending Corporate Brand’, a cheeky swipe at large companies trying to ‘do’ social media
• Creator of the biggest political Facebook group in UK history
• Founder of London’s only charitable social media festival
• Multiple-award winning community manager, including PRCA’s best campaign for AVG, & “most social business”
• Trained the agency of the year in community management
Buzzword Bingo
Condescending Corporate Brand Page
Condescending Corporate Brand Page
Condescending Corporate Brand Page
I am not 5 years old!
I am not 5 years old!
I am not 5 years old!
Made up National Holidays
Made up National Holidays
Made up National Holidays
“Keep calm”
“Keep calm”
“Keep calm”
“Yaay! It’s Friday!”
“Yaay! It’s Friday!”
“Yaay! It’s Friday!”
DESPERATION
DESPERATION
DESPERATION
Totally Inappropriate
Totally Inappropriate
Totally Inappropriate
A new evolution?
Average human attention span in 2000: 12 seconds
A new evolution?
Average human attention span in 2000: 12 seconds
Average human attention span in 2013: 8 seconds
Average goldfish attention span: 9 seconds!
A new evolution?
Average human attention span in 2000: 12 seconds
Average human attention span in 2013: 8 seconds
Average goldfish attention span: 9 seconds!
A quarter of romantic relationships now begin online
A new evolution?
Average human attention span in 2000: 12 seconds
Average human attention span in 2013: 8 seconds
Average goldfish attention span: 9 seconds!
A quarter of romantic relationships now begin online
Children can now play a computer game before they can tie their shoes or ride a bike
A new evolution?
Average human attention span in 2000: 12 seconds
Average human attention span in 2013: 8 seconds Average goldfish attention span: 9 seconds!
A quarter of romantic relationships now begin online
Children can now play a computer game before they can tie their shoes or ride a bike
Most babies now have a “digital footprint” before they are born!
A new evolution?
Average human attention span in 2000: 12 seconds
Average human attention span in 2013: 8 seconds Average goldfish attention span: 9 seconds!
A quarter of romantic relationships now begin online
Children can now play a computer game before they can tie their shoes or ride a bike
Most babies now have a “digital footprint” before they are born!
The AVERAGE smartphone user checks their phone 150 times per day!
A new evolution?
Average human attention span in 2000: 12 seconds
Average human attention span in 2013: 8 seconds Average goldfish attention span: 9 seconds!
A quarter of romantic relationships now begin online
Children can now play a computer game before they can tie their shoes or ride a bike
Most babies now have a “digital footprint” before they are born!
The AVERAGE smartphone user checks their phone 150 times per day!
57% of women would rather give up sex than their smartphone for a week!
A new evolution?
Wearable tech is currently an expensive “nice to have” but will soon be far more mainstream
Virgin Atlantic testing Google Glass for customerservice on transatlantic flights
Google and Apple have both launched health monitoring technologies in recent weeks
Based on the current rate of development, within the next decade the computing power of your phone will be the size of a coin.
Cisco Chief Futurist: “We’ll be able to record, play back and analyse our entire lives by 2020”
So what does this mean?!
Consumers now expect instant gratification and quick fixes
32% of consumers will start abandoning slow sites within between one and five seconds
Bounce rate can be improved by up to 30% with the reduction of page size and resulting speed improvements
Even a one second delay in page load time can result in 11% fewer page views, 16% decreased customer satisfaction and 7% lost conversions.
So what does this mean?!
The constantly changing tech
landscape means that there is no such thing as a “social media expert!”
So what does this mean?!
The constantly changing tech
landscape means that there is no such thing as a “social media expert!”
Consumers expect far more sophisticated communications, and a consistent customer experience across all channels!
So what does this mean?!
The constantly changing tech landscape means that there is no such thing as a “social media expert!”
Consumers expect far more sophisticated communications, and a consistent customer experience across all channels!
Social media WILL expose any flaws in your customer operation!
So what does this mean?!
The constantly changing tech landscape means that there is no such thing as a “social media expert!”
Consumers expect far more sophisticated communications, and a consistent customer experience across all channels!
Social media WILL expose any flaws in your customer operation!
“Customer service is the new marketing!”
So what does this mean?!
The constantly changing tech landscape means that there is no such thing as a “social media expert!”
Consumers expect far more sophisticated communications, and a consistent customer experience across all channels!
Social media WILL expose any flaws in your customer operation!
“Customer service is the new marketing!”
Social media is word of mouth on steroids, and a double-edged sword!
“Condescending Brand” Feedback
“I liked that page because I want them to just SELL stuff to me. I don’t give a f%$k about the weather or what I’m doing at the weekend!”
“Condescending Brand” Feedback
“I liked that page because I want them to just SELL stuff to me. I don’t give a f%$k about the weather or what I’m doing at the weekend!”
“I work for that company you “hit on” and I’d like to say thank you! They just do not listen to us when we tell them our page is piss poor – they just want numbers numbers numbers”
“Condescending Brand” Feedback
“I liked that page because I want them to just SELL stuff to me. I don’t give a f%$k about the weather or what I’m doing at the weekend!”
“I work for that company you “hit on” and I’d like to say thank you! They just do not listen to us when we tell them our page is piss poor – they just want numbers numbers numbers”
“I wish they’d just be honest and sell their gear. All this whoring for likes and comments has now made me unlike them. In fact I’ve changed my mind how I perceive them now”
“Condescending Brand” Feedback
“I liked that page because I want them to just SELL stuff to me. I don’t give a f%$k about the weather or what I’m doing at the weekend!”
“I work for that company you “hit on” and I’d like to say thank you! They just do not listen to us when we tell them our page is piss poor – they just want numbers numbers numbers”
“I wish they’d just be honest and sell their gear. All this whoring for likes and comments has now made me unlike them. In fact I’ve changed my mind how I perceive them now”
“Thanks for doing what you do. You guys are proving that having a “content plan” being submitted 4 weeks in advance to the client for signoff is utterly stupid. Our posts are tepid and lifeless” (Manager at a digital agency)
“Condescending Brand” Feedback
“I liked that page because I want them to just SELL stuff to me. I don’t give a f%$k about the weather or what I’m doing at the weekend!”
“I work for that company you “hit on” and I’d like to say thank you! They just do not listen to us when we tell them our page is piss poor – they just want numbers numbers numbers”
“I wish they’d just be honest and sell their gear. All this whoring for likes and comments has now made me unlike them. In fact I’ve changed my mind how I perceive them now”
“Thanks for doing what you do. You guys are proving that having a “content plan” being submitted 4 weeks in advance to the client for signoff is utterly stupid. Our posts are tepid and lifeless” (Manager at a digital agency)
“I didn’t realise we came across like that! We’ll certainly be making some changes” (PR Manager at brand X)
DON’T do this!
DON’T do this!
...or the dog gets it
Thanks for listening!
@Corporate_Brand@SXSELondon @JonMorter @BenStockman
