the broken promise of social, scott monty, social fresh conference 2015

Have We Lost Our Way?Putting the “me” back in customer relations to

forge deeper, more meaningful relationships

Scott Monty@scottmonty

scottmonty.com

Trust is still weak

Q: How much do you trust each institution to do what is right? Source: 2013 Edelman Trust Barometer

Some examples

Some examples

Some examples

T-Mobile CEO John Legere on #bendgate

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

Even other brands poked fun

What’s 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

To put it another way…

How are you creating value?

Eighty percent of social mediais just showing up.

It’s the other half that’s hard.

Remember the basics

The more technologically advanced our society becomes, the more we need to go back to the basic fundamentals of human communication.

“”

- Angela AhrendtsSVP of Retail, Apple

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

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.

Questions?

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