why your fan count doesn't matter

SCREW ‘EM WHY YOUR FAN COUNT DOESN’T MATTER

17

Mat Morrison @mediaczar

Misanthropic Social Media strategy chap at Starcom MediaVest Group London. Amateur data sleuth. Substitute

Teacher, Defence Against the Dark Arts

London · blog.magicbeanlab.com

THIS IS ME @MEDIACZAR

17,450TWEETS

1,024FOLLOWING

5,277FOLLOWERS

17

Evil Mat Morrison @evilczar

Gollum to @mediaczar's Smeagol. Social media #uberninja and passionate coach. Secret millionaire philanthropist.

Hates hobbitses.

London · mczar.me/evilczar

129TWEETS

2,472FOLLOWING

10,194FOLLOWERS

@EVILCZAR (ALSO ME)

“IT’S NOT A POPULARITY CONTEST” WELL, SOMETIMES IT IS.

I PAID £5 TO PROMOTE

EVILCZAR PAID $5 TO CHEAT

HE’S REALLY EVIL

BACK WHEN FANS WERE REAL

(WE MOSTLY SENT THEM CEASE & DESIST LETTERS FOR IP INFRINGEMENT

REAL GEOCITIES FAN PAGE c1999

HISTORICAL CONTEXT

BRAND PAGES: A BRIEF HISTORYBRAND PAGES: A BRIEF HISTORY2008 2009 2010 2011

FACEBOOK PAGESNovember 2007

INSIGHTS UPDATEMay 2009

INSIGHTS UPDATEJune 2010

INSIGHTS UPDATENovember 2011

HISTORICAL CONTEXT

Data: Facebook/Social Bakers 2013-05-15

2. ENGAGE FANS

3. CONVERT

1. RECRUIT FANS

THE STANDARD CONCEPTUAL MODEL OF SOCIAL MEDIA ROI

IF IT LOOKS LIKE A DUCK AND QUACKS LIKE A DUCK… CRM IN SOCIAL CHANNELS IS

JUST… CRM

LIST MARKETING IN SOCIAL CHANNELS IS JUST… LIST MARKETING

DIRECT MAIL IS… WELL, YOU GET THE PICTURE

DO WE ENCOURAGE BAD BEHAVIOUR?

COMPETITION INCENTIVES FAN GATING FAKE FANS

EXTINCTION EVENT

SIMULTANEOUS UNLIKE SPIKES ACROSS MULTIPLE PAGES. WE SUSPECT FACEBOOK HAS BEEN REMOVING COMPERS’ SECOND ACCOUNTS.

THINGS REAL PEOPLE NEVER DO

BRANDS ARE NOT AS IMPORTANT AS THE REAL PEOPLE IN OUR LIVES

RUSSELL DAVIES, SENSIBLE CHAP.

HACKING THE MONKEY BRAIN

IF YOU CAN GET PEOPLE WHO

ARE SIMILAR TO THE PERSON

YOU'RE TRYING TO PERSUADE

TO SPEAK ON YOUR BEHALF, IT'S

A LOT EASIER FOR YOU THAN IF

YOU HAVE TO TRY TO HAMMER

YOUR MESSAGE ONE MORE

TIME INTO A RETICENT MIND. ROBERT CIALDINI, ARIZONA STATE

THE HOMOPHILY PRINCIPLE

WE UNCONSCIOUSLY SEEK OUT PEOPLE WHO SHARE OUR VIEWS AND VALUES

What aN OUTSTANDINGLY

NICE chap!

FOLLOWERS

381k

TARGET: 25-44 WOMEN

187k

REACH: 25-44 WOMEN IN 1st DEGREE

7.14m 187k

REACH: 25-44 WOMEN IN 1st DEGREE

7.14m 187k

THE MONKEY BRAIN WE CANNOT ESCAPE

FACT: @MEDIACZAR SHARES 93% OF HIS GENES WITH THIS MONKEY

SOURCE MESSAGE CHANNEL RECEIVER

BRAND “SOCIAL" FAN

FAN BRAND FRIEND

BRAND FAN FRIEND SOCI

AL

CRM

A NEW VISION OF SOCIAL OBJECTIVES*

PAID

EARNED FAN

VIRAL

PAID

EARNED

FAN

VIRAL

TO

*WHICH IS STILL SURPRISINGLY LIKE THE OLD ONE BEFORE IT ALL STARTED GETTING OUT OF HAND

1 2

SHARES PER VIEW

CLICKS PER SHARE

VIRAL REACH

SHARE OF BUZZ CUSTOMER SERVICE QUERY RESOLUTION RATE FAN COUNT

ENGAGEMENT RATE

POP QUIZ: WHICH ARE REAL SOCIAL METRICS?

SHARES PER VIEW

CLICKS PER SHARE

VIRAL REACH

SHARE OF BUZZ CUSTOMER SERVICE QUERY RESOLUTION RATE FAN COUNT

ENGAGEMENT RATE

POP QUIZ: WHICH ARE REAL SOCIAL METRICS?