The Seven Deadly Social Media Marketing Sins

#7sins

The 7 Deadly Social Media Marketing Sins

Eric Boggs, CEO, Argyle Social

DJ Waldow, CEO, Waldow Social

September 22, 2011

#7sins

DJ WaldowCEO, Waldow Social

@djwaldowwaldowsocial.com

Eric BoggsCEO, Argyle Social

@ericboggsericboggs.com

Who are these people talking to me?

#7sins

• DJ will lead Q/A at the end of the call

• Tag your tweets/questions with #7sins

• We’re recording this shin dig

• We’ll send an email follow up to everyone

• Eric is @ericboggs

• DJ is @djwaldow

Details

#7sins

WALDOW SOCIAL COMMERCIAL

#7sins

ARGYLE COMMERCIAL

7 Deadly Sins Whitepaper

ar.gy/7sinswp

Learn:• What to avoid when setting your

organization’s social policies.• Good and bad ways to use Klout

and other composite metrics• …and oh so much more.

#7sins

“Dante’s seventh circle of hell was reserved for errant social media marketers.”

Tristan HandyArgyle Dir Operations

#7sins

I’m so busy engaging!

Sin #1: Reacting

#7sins

Jeremiah Owyang, The Altimeter Group

Two Career Paths of the Corporate Social Strategist

#7sins

flickr.com/anavrin

Tools-focused social media marketing enables bad habits.

• Have a purpose! • Build a strategy!• Make a plan!

Repent by Crafting a Strategy

#7sins

• Sin #1: Reacting• Sin #2: Tempting Fate

7 Deadly Social Media Marketing Sins

#7sins

YourBrand

Failing to plan is planning to fail.

Sin #2: Tempting Fate

#7sins

If you experience a crisis, the odds are you won’t be prepared.

Jeremiah Owyang, The Altimeter Group

Sin #2: Tempting Fate

Internal Education

Professional Staff

Triage Plan

Employee Policy

Influencer Identification

Moderation

Community Guidelines

20

13

11

11

6

5

4

Companies That Experienced Social Media Crises Lacked the Following Internal Requirements

#7sins

Repent by Preparing

Basic Plan

• Content guidelines• Triage plan,

including paths of

escalation• Roles/

responsibilities

Advanced Plan

• Ongoing training,

education• Includes best

practices• Addresses privacy,

confidentiality,

copyright

Integrated Plan

• Cross-team,

cross-function• Serves multiple

business

purposes• Integrates org.

culture into policy

Right-size a social media marketing policy to your business.

#7sins

• Sin #1: Reacting• Sin #2: Tempting Fate• Sin #3: Over-curating


#7sins

A. Building the Picasso Exhibit at the Reina SofiaB. Making sweet mix tapes for your Junior High crushC. Sharing interesting, relevant content on TwitterD. Retweeting Mashable

Which of the following describes a curation process?

Curating is less effective than you think.

Sin #3: Over-Curating

#7sins

Clicks by Posting Method

Curators

Balanced

Promoters

0 10 20 30 40 50 60

Clicks Per Post

Curators

Balanced

Promoters

0.0% 0.5% 1.0% 1.5% 2.0% 2.5% 3.0%

Click To Conversion

Curators

Balanced

Promoters

0% 25% 50% 75% 100%

Post Conversion Rate

Let’s take a look at aggregate Argyle client data…Sample breakdown

If you’re not asking for the sale, you’re not moving the needle.

Sin #3: Over-Curating

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Repent by Finding the Balance

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• Sin #1: Reacting• Sin #2: Tempting Fate• Sin #3: Over-curating• Sin #4: Flying blind


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Sin #4: Flying Blind

In God we trust. All others must bring data.

W. Edwards DemingThere is no “data”

confirming that Deming actually said this.

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We’re in the I Love Lucy era of social media marketing – a golden age of

unaccountability.

Farhad Manjoo – Fast Company

Sin #4: Flying Blind

#7sins

• Social Media Marketing = Marketing• Marketing = Driven By Outcomes• If A=B & B=C, then A=C.

If you’re not mapping social to existing KPIs, then you’re flying

blind.

Repent by Mapping Social to Business Outcomes

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• Sin #1: Reacting• Sin #2: Tempting Fate• Sin #3: Over-curating• Sin #4: Flying blind• Sin #5: Abusing fuzzy metrics


#7sins

Sin #5: Abusing Fuzzy Metrics

Don’t be lazy.

Your best time to tweet is….

Your best day to tweet is….

You influence…

You’re influenced by…

You got X,XXX clicks…

You got X,XXX retweets…

#7sins

83% of social media marketers will believe any graph that goes up and

to the right, up from 79% last month!

Eric Boggs, Argyle Social

Sin #5: Abusing Fuzzy Metrics

#7sins

Just because you can measure something doesn’t mean it has any ties to the metrics that matter for

your organization.

Tom Webster, Edison Researchhttp://brandsavant.com

Repent by Starting from the Bottom

#7sins

• Sin #1: Reacting• Sin #2: Tempting Fate• Sin #3: Over-curating• Sin #4: Flying blind• Sin #5: Abusing fuzzy metrics• Sin #6: Going solo


#7sins

Sin #6: Going solo

flickr/.com/zeeble

No social media marketer should be an island.

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Asking who should do social media is like asking who should

have a phone on their desk.

Over-used (but true!), unattributed, composite social media quote.

Sin #6: Going Solo

#7sins

Your team is your organization’s secret sauce.

Repent by Rallying the Troops

#7sins

• Sin #1: Reacting• Sin #2: Tempting Fate• Sin #3: Over-curating• Sin #4: Flying blind• Sin #5: Abusing fuzzy metrics• Sin #6: Going solo• Sin #7: Hiding behind your brand


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Sin #7: Hiding Behind Your Brand

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Sin #7: Hiding Behind Your Brand

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No matter what business you are in, people are the key. People are your employees, your customers, your

prospects, your fans, and your critics.

Some guy

Repent by Being Real

#7sins

I’ll drop the Macho Elbow

on all the marketers that

don’t follow DJ’s advice.

Oh yeah!

Bonus Sin #8: Dis’ing the Macho Man

#7sins

• Sin #1: Reacting• Sin #2: Tempting Fate• Sin #3: Over-Curating• Sin #4: Flying Blind• Sin #5: Abusing Fuzzy Metrics• Sin #6: Going Solo• Sin #7: Hiding Behind Your Brand• Sin #8: Oh Yeah!

Recap

#7sins

The Science of Timing

Jay Baer, Convince and Convert

Eric Boggs, Argyle Social

October 27, 2011

Register: ar.gy/timing

What you’ll learn:

• The effects of timing on clicks and

interactions

• How B2B and B2C timings differ

• How time zones alter the equation

• …and so much more.

Next Webinar

#7sins

• Send questions via webinar chat or #7sins• Look for a recording via email soon• Leaving now? Give us feedback at:

ar.gy/7sinsfeedback

DJ WaldowCEO, Waldow [email protected]

Eric BoggsCEO, Argyle [email protected]

Q&A