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