Next up was Katy Howell from Immediate Future (IF) – A Social Media agency. Disclosure: My employer retains the services of Immediate Future.
Katy’s talk did not focus on Social Media strategy, but from actual “real life” experiences from the field, as Katy put it, “Nuggets from Pioneers”.
Katy asked the audience to “think beyond the tools”. A particular IF client lost their Flickr page mid-campaign! She warned that there are hidden costs and content risks when using social tools. (Who actually owns the data?) Popular social media sites may implement a charge model in the future. She urged the audience to “think about the influencer”. Influence is not uniform. The influencer is not a replacement for the word “audience”. Katy stated that there are different types of influencers – Authoritative, Popular and Collaborative.
Her note to Brands, “STOP SHOUTING!” Influencers hate to be shouted at. Real time conversations (Tweets) now appear in Google searches, (Bing too :-). These may be the first touch point to your brand, and if you annoy your influencers their comments will be seen by all.
Katy went on to discuss, that we are reaching to a point of “viral and app fatigue”. She presented the following stats:
Your video on YouTube…
· 3.1% chance of getting over 1,000 views
· 0.3% chance of getting over 10,000 views
· 0.001% of getting over 100,000 views
Your App on Facebook…
· Joins half a million of others
· Is one of 140 loaded daily
Finally, Katy stated that 74% of businesses feel that proving Return Of Investment (ROI) is the greatest challenge for social media today. Transparency is key, laying out KPIs and “showing out your working” is vital for senior management buy-in. Be very clear about your objectives and what you are trying to achieve. Education for senior managers is also important. She gave an example, where a company found a negative comment on a 3rd party Facebook page. The management team’s response was to shut the fan page down and call in the lawyers. This doesn’t work, as it only aggregates the original poster, and moves the conversation to another site.