Social Media & Engagement Explained by UnMarketing

Recent talk in New Orleans for the Adobe Solutions Partners event that covers engagement, social media, marketing and customer service by Scott Stratten, President of www.UnMarketing.com

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Closed Caption:

at the New Orleans morning as a min good
for you on heart speaking slot right New
Orleans morning
biggest morning warnings in the morning
a strapless
at the book at the cover
at some marketing and I live on Twitter
much I'm here a Twitter account and a
for accounts workouts okay
how to speak and tweets so am why say
something all pause
a wink if you can tweet it and you can
reach we did
are talking to have a nice a circular
motion going on here have a great kinda
decal and on Twitter move on what I was
on Twitter and I got the book deal
because the Twitter
because in a blog I kept Twitter my
community my I engage my
my my community on Twitter and I got the
book cover from the might ask for a
brown paper bag and on stamp on it and
database app
Fox I did I tweeted out look at the book
cover looks awesome
and every only followers a guy looks
awesome when I said I know Ida said that
and one guy came out and said it looks
like your marketing for the UN
and now that's that's all I see
so since the lobby got the digital copy
enjoy your copy United Nations marketing
as always one guy out there is no runs
everything for you
as literally all I see now favorite part
2 part so the footnote another all
sarcastic
and the back cover is of a testimonials
a row to myself
are a chapter apartment how fake
testimonials a real BS
in the industry you to pay for the rate
paid to have some beer a testimonial for
you
you ready yourself for you to simply lie
help not be called you wanna
so when they said Scott any testimonials
from the book I'm like it's gonna be
hard to do that
I sorrow to myself have a fake ones
I just kinda kidding like okay are my
favorite one is out this book has a
great amount of words
and suitable to someone else so
which is from the fortune 500 CEO who
got drunk on open bar men die before I
agree to give a testimonial
but actually on the back cover so nice
if you own a box for holding up a look
at the back cover go okay
what what its awesome skopje eight
thousand dollars for the testimonial
you're welcome
at a bank so I its its famous bad as in
sarcasm and as for love
I've really changing the fatah marketing
I'm so I do I do want you to be today if
you can I am at on marketing on Twitter
Facebook some marketing adult hash tag
Adobe CE MRC for today
I'm this debate about real thing up your
laptop down for you found out something
I
keeping don't director Don if you want
if you know
as long as I like the ringtone okay you
bring some AC DC or something i coming
off a good jazz from my bad fine
if its cash a Tech Talk I'm going to
take your phone if that Friday for
consignment every watch a new town
taking your phone
I'm gonna answer it and it's going to
get embarrassing cuz I have a microphone
so
let's not get to that point this is
pretty much every this is it
I'll early could walk off the stage and
then sleep you with this I won't but I
could
this is my entire world this is the
entire world now which is marketing is
not a task
the day we think marketing is are
marking department's Job is the day we
kinda failed on a branding and
engagement level we are always marketing
K or by the way it's a at a good tweet
began
to go ahead wat wake and reach week
and ever got okay marketing them
simply as marketing is at marketing is
dot
period is always happening marketing is
in a closed-door boardroom meeting
ones are brancaccio your brand strategy
is every single time you choose to
engage
with your market or choose not to that's
our brand your mission statement means
nothing
you know why because Mom out at Bourbon
Street with you
are fifty far that's your mission
statement wherever you just learn to me
at two in the morning
is your mission statement when you
profess your love to me
love you man I know I really tear
going awkward okay if I see you throwing
up on Bourbon Street welcome your
mission statement
that's it your dinner selections
statement nothing is more powerful than
that
our actions are our marketing how we
deal with
partners how we deal with clients how we
deal with vendors
is our marketing it is not a brochure
his actions marketing his actions we
have to realize that is more powerful
we have to realize that our for our most
important and effective markers are our
front line for a company
and are usually paid the least there are
section ist
there are minutes sistent there are
retail people you're welcome
their retail people working the cash
register
their customer service but we're
answering our phone
they have the most brand power in the
company
we pay them the least that is a bad
combination
a bad combination I give an example here
the help very popular
Brent right the book tour in the fall or
230 cities in 10 weeks the entire book
tours booked through Twitter
individual cities put up her hand paid
for me to come down
30 individual times no cost me a
publisher never happened before
in the industry and Connecticut Hartford
Connecticut if they have helped to build
before
I'm indifferent to the brand which the
worst think you'll be with your brand by
the way
isn't different I didn't care where I
stayed bottle
except at the W
I like the W so I go there
and I'm might my battle in life for my
biggest battles in life for me is I love
breakfast and I hate mornings
accept this morning track I love big
breakfast bacon and sausage in
eggs and and hash browns I just can't
wake up for
always get down there and practice is
over so this day in Hartford
I woke up at 10 like yes
represent a close to 1030 so I i cud get
down there 10-15
at the end the breakfast buffet never
say that phrase in your life by the way
and a breakfast buffet bad time summer
freshers powdered eggs in the world
you to go eat it it I went down finally
getting I go my line I get my food in
the chef actually serves me the flu
which was kinda weird for buffet but OK
I get the food I sit down and the food
is Alden cold
at the back combination for anything in
life level
long breakfast meats
so what do I do well normally these days
when we do we have a problem in a rush
are something we tweeted
we go on Facebook we are actually tell
the server what's wrong right
we just tell everybody else in the world
what's wrong took the one person I could
fix it
we are passive in person we are
aggressive online that's how it works
between where passive in person
aggressive online
and so I didn't want to be that guy I
want to be a given the chance
on a given the chance and if the
waitress didn't fix it
well then I unleash the gavel and online
and tell everybody about how terrible
the service was
but I got time I didn't even use a lot I
didn't say to her
do you know who I think I am they were
the line per second
I don't have a fairly big deal on a
fairly in insignificant social media
site
and falsely inflate my ego I simply with
the customer
who are not having a good brand
interaction at that time
it became up and handed me a check I'm
like no
this is terrible she just stared at me
this is not in the buff a server
playbook for should know what to do
she literally ran off ran
of I got the manager and the matter came
out and he went by the script
280 ready acknowledge the problem
i'm sorry sir food is bad offer
solutions we make you something else no
I'm not hungry anymore
take care of the check thank you very
much and that was it I got to leave and
that was it
the brand upheld in went down a bit
there's never anything about called a
neutral brand interaction
you are always either increasing or
decreasing your company's brand
it is never level so what happened it
went down
a little until I got outside the
restaurant
when the chef came running at me
six-foot-two 280
maybe 20 think I'm game compared to get
hit
sobered tweeted about to hit becomes
running up to me and says server
I am so sorry
barred I am so sorry there's two reasons
why this just happen right now
neither which are excuse but I need you
now
number one the water underneath the buff
a trace we keep the food
had evaporated therefore the heat source
was gone we didn't notice it we cleaned
it up and that's why your food was
called
and number two and the worst part sir
I gave your food right away cuz you look
like you were in a hurry by the way I'm
never in a hurry
too lazy for hurry you look like you
were in a hurry
and I decided to give your food gets you
on your way when I should have just made
you something custom on the spot
and I could've and I should've and I've
story what can I do to make it up to you
I just stood there
you know why because the greater
customer service you only have to be
average because everybody else sucks
there's a t-shirt for you truly
right we're so used to getting terrible
service
and tolerating it what some readers old
up to something we are blown away
and 27 this is there's forbes's the sous
chef at the hard for helping
so this is what I did make up to I said
you just did you just gave it down with
your customer
and that everything and we got to
talking for like 15 minutes ago so what
you doing in town
i sat on a North American booked we're
talking a terrible customer service
need
are we gonna be about example
I said no you can be a great one and now
at the helm brand to me
he increased do you think he went back
to the boardroom in the kitchen said
how we doing this is tragic situation
where we implement here
we table this for next Friday and
discuss what we're gonna
action title cc in some people that we
don't need to and we'll move on
no he just reacted and cared you what
the hell does mission statement is
I don't know and I don't care
he cared mission statement is they're
awesome to me now
and now I can prefer them when I go
somewhere one guy
one share he is the marketer he is the
help them to me
people do business with people they know
like and trust
is not mine missus centuries-old but we
forget it
we do business with people we know like
and trust when the excuse when I'm
talking about
engage in social media want excuses like
giving people a Scott well Scott's fine
a TV for b2c but we're b2b what reading
the people
is your Neish humans
because if they are we work up the same
principle
yeah but it now right even some
dogs work of its principal view deal you
deal with dogs or horses as well
as a dog as a bigger quarter falling and
I do I resented no
like and trust what are you guys doing
to increase these three things
that's how you answer your sales yo
going marketing anything you're doing
what are you doing to increase these
three aspects deeper answer is nothing
think again
because we've shifted we've shifted from
this
pushing pray selling technique which is
push out messages
and then pray somebody buys from us the
matter how many messages
just push it spray it out there I don't
care for a hundred thousand people don't
wanna read it or get annoyed by it we
might get a lead
that's called being a jerk well scott we
do call calling couch
99 knows could lead to one yes
all poll no there are some people who
like all calling
by doing the room right now as we were
gonna call calling call them Satan
they like it well Scott it works really
I could punch everyone even the face
right now and what if you buy for me to
stop punching you in the face again
it is not make assault a good sales or
marketing technique
issued putting in the books are ready to
pull in stay
pulling your market your audience in
front of view and staying from them with
values when they have a need for your
product or service they choose
you that we need to look at that we need
to be doing because
interruption marketing is no longer the
thing to do we're reading ads last
we're going through things last they're
more TV channels to go through
TiVo came out we hate commercials pop-up
blockers chemically hate pop-ups
the Do Not Call list had more sign up
for people who voted for the
presidential election
are you listening to this we don't want
to be interrupted anymore
we're talking with communities were
online you can find them
but well off as rocking choosing to go
that direction
spent $38 dollars on the stock photo I
like to keep on the screen for longer
than I should to get a positive
are relying on it so because float back
for second place
get a good shot at that on a video thank
you
I'm a texter money cuz I got the spit in
the picture I'm
I'm running a viral marketing company
Arun agency for almost 10 years now
we started by making flash movies you're
welcome are making flash movies
pictures taxed cheesy music
demotivational like hallmark cards and
video
I'm sorry for making them the time movie
the dash move you to 12 movie although
you've seen
your aunt passed onto USF thinking a few
we made those
I'm sorry again the kill puppies they're
just a bad bad thing
and they work big a pasar round because
people spread
a motion nobody spreads ni
people spread awesome
people spread awesome contact
nobody ever said Jeff did you
did you read the blog post Scott just
wrote you gotta go read it's fairly
mediocre
Bay you can't say much discovery after
some old stuff
are don't see it nobody rushes at the
top the hills the screen army
we have to create content that is
awesome that wants to be spread not
because you want it spread
because people want to spread it because
why we spread things
has not changed how we spread it happens
people spread awesome burnout through
different channels
sit back in the day and that means five
six years ago
people spread ninety-five percent a
content through email
may have the analytics for people go
through your address book and say who
should get this one rally most people in
water from the many ways
you get the email Ford Ford four real re
re from somebody right
bill gates will give you dollar before
the Sun know all the you be on this
train wreck you can never get off
if everybody in the to several reply all
its you just book a
BCC's your friend and we spread it we
have to choose who gets
now we've got to the point a what's
called I called a selfish spread which
is not negative:
the name connotation to this its I will
put it on Facebook because
I like it I'll tweet it because I like
it I don't have to choose who sees it
and then my friends and my circle will
choose like comment or ignore or REIT we
to walk away doesn't matter
I like this it's increasing spread
online
it's changed is change how we spread
thanks the top to an event
me all school big storm emails will be
tired she chat I see future back in the
day
you know I see you gotta go get 'em I'm
here with your will stop by sick you
never later
I'm the top two logo their social
bookmarking
accel would stay can read it you know we
vote for something if I cling to the day
people like what's really old I'm
brought in to convert to speak about
what snacks
skopje talk about what's next apparent
social media and stop
I just tell 'em now all we really suck
it now
let's get better the tools we have now I
how to get the word out about
let's get better at ten years ago a
federal GOCE sites
and Angel Fire sites and pathfinder site
we used to have
fixed-dose because the tools don't make
things better that is a lot of things to
spread
so they can read our social bookmarking
your vote up links the day it's great
how it works
I know they work because I'm a site
called no your doc com
and plus 15 años dot com you look it up
one of 14 hours because that was taken
and plus fifty no dot com or instant no
but dot com if you prefer
that at the entire pages too thanks the
picture Darth Vader going like this
no and a big blue button that says press
in dire situations
when you press it Darth Vader yells no
pool that's it
this will be my claim to fame in my life
five million people
click that button not one speck about
advertising a push around
you know I got spread to the possum is
Darth Vader going no
make money for google adword to get
spread because the geek's love it
you want people to use reddit Digg you
are geeks to spread your word like
myself
making about Star Wars or Star Trek
even better make a Star Wars versus Star
Trek and they will lose their mind
overstuffed read it put it on their
front page %uh bowed up their front page
in 12 hours at a hundred forty-six
thousand unique hits on the page
old tool still work awesome spreads same
thing with Twitter and Facebook
and Twitter Facebook now ran the site
20,000 a day come to the site by the way
still
now the year and a half old amazing
people do
how to spread it we do a lot of things
that we can create the awesome but we do
thanks to stop the spread
you can create a great blog post saying
occurred a great blog posts great video
something else on your site
we do some common things to stop the
spread a lot of us do it we need to stop
doing that if you want to keep the
spread going
most things in life you wanna stop the
spread out but not our content
the first one to the cause frequently
few to
what I mean by this is something I blog
K and long frequency
people say what how often should i block
know what we mean how often was optimal
blogging frequency
but shower
some oil change what every 10,000 miles
what
you plot when you have something to say
when you have something awesome to say
about your industry or product your
passion
then your blog about it and we don't
have something to say you don't block
yolk or treat their kids that's it well
Scott I heard weeklies better conditions
the audience what
come to mind control freakish book if
you read
I want my audience when that when I blog
something
I blog like every 6-7 weeks it is it is
actually a little too long
it'll horrible I am lazy we know what
happens on my list for my subscribers
with my readers find out that Scott's
posted something
they know what has to be awesome because
my lazy ass posted it
is that I got a blog weekly Avenue blog
daily
and if you can blog awesome daily good
on you go do it
but we're posting content for the Sega
posting content because you try to
appease somebody and executive class
wouldn't understand your blog means
but you won't tell me opening up content
you hurt the other content
if I signed up to read your blog and you
mail it in
I'm not coming back to read the next
week running a blog once a month awesome
than four times a month
mediocre because that's how it works and
that were free I don't mean awesome I
perfect by the way
i far from bar perfect the book actually
a spelling error still in it
you're welcome I left a minute to be
authentic I don't know that means
just just before that but I blog I have
spelling errors my blogging people
nicely in public help me in in crack
them
for me yeah I got a built-in editing
team online that's fine
are the property awesome me you know if
you mailed in content as well
and there's this source know this is
correct yes
what does RSS
Real Simple Syndication I know people
have this on their blog it's the way
officer some people can read a sign up
going to the reader
I know people have this on ur blog who
don't know what it means
I know somebody a friend of mine who
thought that meant block
but it was the universal symbol for this
it's a block
I kid you not
well its default there doesn't mean you
should be there
what I mean it's the world knows it's a
block
stop it the problem is this simple takes
up so much real estate on people's blogs
yet most people don't use it to consume
content
real consumer with ours at the numbers
are there if we do we can't control that
consumption up
if he was back up the reader app on my
head for miss any five blocks readers
Google Reader
is clear it all out your day and never
reads it
you need to create content the way your
audience want to consume it
it's not a bar business how or the
greatest week ever sent to me was
I was watching infommercial property at
night I know it's getting awkward
already
who is %uh was for senior scooters like
you know
getting even offer now I know about you
later couldn't wanna change how is
nothing on
as said call now for free VHS tape
this is this is a year ago would be
fetched
I door I do ago on Twitter but
what's better just tapes apparently a
lot of people do
because they replied to me and I Eric
out for
who's afraid I might run away now from
my trial is his twitter name is bat
Eric Alper come say hi to him he's the
PR guy for you on music intro
he says you be surprised our number one
selling artist has biggest-selling
mediums cassette
tapes and then he said the most at
between history mankind to me he said
is not my job to tell a market how to
consume my content I just want them to
consume it
it at and that's the line
let the consumer content to consume
whatever you want to do in the way they
want they want your stuff by email
give your email Facebook and Facebook
Twitter fine
don't care left and consume the content
a point is they want consume it
%ah then we got mobile cracked
Haas I'm from Canada you can't tell
we talking about I'm on a roaming data
plan
to you understand some you international
people here
understand my pain to download $500k
on my blackberry could cost me about
nine dollars
you understand its every tweet like free
box thanks of 0
our readership just up but let's but we
must weeks
up so if your blog comes up loading 10
to 500 K
I exit I get outta there K
if your content to stop can't be spread
by a mobile we're leaving the world
behind
phones now outsell PCs by 2013
people will be accessing internet more
via mobile platforms them by computers
well sky market doesn't do it yes they
do
yes they do you got see the difference
you because there's a huge difference
on the left hand side my site before
gang never ever go to conference
assert ranting on people will have our
site has to be more by Alan abled and
not have your snowbound able
some in the audience when yours isn't
oh you're that guy hi thank you for that
get out
and I had a fixed on the right hand side
my site now
is done by from my Sarah Santiago in
milwaukee sure on this company called
role mobile more mobile app that's what
they do
and if you have a blog just for yourself
because your own passions or for your
company
and it's not mobile naval
you can do it for you can use a plugin
like all WP touch
install back and just consume the
content will make it bare-bones
what's covered battle be on there
anymore I don't care
now we've read a blog unseen or the
content was amazing
amazing but they're better didn't show
up so I don't wanna I wanna spread
Weaver said that consume the KBC with a
picture there on my I'm
my life inside the purple pie man from
summers working that's the I
post about forbes at the helm because
after
I have the interaction with him I
wrapped my room I'm sorry walk up my
room
when up and posted a blog about him
about my experience the help with the
perfect
18,000 people read it because I posted
pics items awesome
so that's how they look now at our
content if you wanna check out your I'm
RP not comment on your phone
please only have a two or three people
do it gonna crash the site
but you know server katonah
this is going to social networking site
nowadays reformation 2010 if you don't
think your market is doing they're using
it with were kinda wrong
even demographic over 65 is climbing
above 30 percent right now
members using these things and was going
to them we can have excuses not happen
if not talking
not talking there even when I hate
something
and I hate farmville
where Z see and these are some more to
FarmVille players in this room
CityVille any bills my can ask if you
play it by the way to my connection
but I see now I'm watching we cannot
ignore what we hate
some IBM for attorney general become
your hate we cannot ignore what we hate
social gaming yeah some time with this
afternoon actually but gaming online
social gaming is incredibly incredible
powerful to
and I hated I lost friends over this
game
you can never look at your bro your body
abadi J
my best friend you can ever look him in
the eye again when he announced on
Facebook that he just got new carrots
in his field
you can ever love your body again we
celebrate the birth of a new calf on his
virtual farm
and he just bought a monkey very pale
paid real money for virtual monkey
they can't look at him again if I sit
here five years ago it said you
understand a virtual farming will be
worth a billion dollars in five years
we'll throw me out the door
billion dollars dangle the company runs
a desman value at seven billion dollars
her that a fad now the psychology is
brilliant the peer pressure the social
interaction
is brilliant I hate it I cannot ignore
it
it's fascinating stuff and I can look
them in the eye ever again
so I've lost friends but OK game virtual
for me I knew I failed as a parent two
weeks ago when my son with the books
dedicated as for a junior at smile guys
9
at ninety cost me into his room daddy
YES on i think is gonna say I love you
or you're awesome more don't ever change
something like that you know the couple
can say all the time
he says daddy is 53 can you on the iPad
only
Corsica can you financially
can you make sure my crops are watered
I fail I failed as a parent
sort worse words the committee did not
have suffered
at that what can I do I know they were
killing us is Google
SEO spoken had three huge SEO
conferences
on lani but I C O nothing I'm not smart
SEO changes weekly it's incredible to
power the cradle the traffic
the problem is when we were right based
on SEO we create content based on SEO
we're doing it wrong nobody ever read
your blog and said this content is
boring as anything
but the title is really keyword rich
song a share with everybody
nobody ever said it you don't write
content for Dooley read content for your
audience
and then you can SEO it you can tweak it
but make the awesome
first and then use SEO the mistake we
make we only do the SEO
we only way articles that are key word
rich it kills me inside
the kills unicorns mythical creatures
are dying every where we do this we need
to stop that please
and others this the pop-up
I do on audits as we do we we go through
clients toughen their sites and social
media telemarketing right wrong
as a friend Mike real estate site this
popped up now called was a man why'd you
have a pop up in your site is not a
pop-up Scott
it's a horrendous
if it pops onto my screen in it up
boards motion
at the pop up well to exit popup Scott
they're leaving
so they stopped on a screen white what
can you believe this this virtual
product digital product we have no
overhead with anyways
we slash prices it's now 38 percent of
well scott they're leaving what's the
problem that's like throwing a shoe with
somebody who's leaving your store
wolf come back again
the okay when you get off the ground
come back and you can buy that sure the
other one inside
30 percent off why not president of when
they're leaving a
that's great branding some like I don't
want this right i click Exit
I clicked as a click away right
headaches
why seriously we've lost their freakin
minds
fifty-eight percent of now we from the
other sure the person
right will throw in a free bag whatever
you need I was hoping when I clicked
away from this the one more time another
when we come up
like worksheet will pay you a dollar
plays does validate as it didn't but I
wish
the police have stopped doing anything
with stop pissing people off trance our
product
and then there's vs
I'm gonna like this excuse me
I have better than 20/20 vision I
Batman have a a better than that vision
I can read the first word wedged right
what what the second word
it looks like a drug back at the rival
by truck
I've clicked on play audio for this unit
said wedged
in how do you spell but
pfffft like how you spell this thing
this was to buy up product
a well-played well play I didn't buy the
product
every time you make a customer jump
through hoops you lose a potential
custom
every time you ask on a form every
single field you ask for you lose 10 to
30 percent people signing up something
every click through page in your
shopping cart makes you lose half your
buyers potentially
10 signing up for your newsletter your
blog and you happy my last name you've
cut by forty percent
we asked my phone number one of our free
newsletter it freaks me out
when you get a new phone me your
newsletter
this week
we have a new release of our product
press one or just say
okay like what are we doing here well
water for the information
I know where you want it why does your
audience wanna give it to you thank me
giving a zip code when i buy batteries
it makes no sense to me
I don't wanna give but I don't need to
its privacy Anchorage paranoid or not
stop making us jump through hoops to do
it and when my biggest pet peeves is
your engagement is waiting moderation
but this is moderating comments a blog
post
when I click something when your content
is a box so much emotion from me
I say I got to comment i click I write
something really sweet Ian
adding value to the post ie cooks a
medical spanks your comment awaiting
moderation
you've killed the spread you've killed
the conversation
it's like saying we're gonna see this is
good enough to put up a let you know you
never let me know
I never get notifies been approved and
walks away
I is a plugin called discuss DSQ US two
free plugin for blog my blackberry get
the email every time you to comment on
our blog
automatically proved if I click reply to
it on my blackberry in reply in a friend
at format back on the block and I'm
happy my computer
if it but hate to Fitzpatrick something
else i click reply with the word elite
automatically taken off the block it's
free it's awesome to create great
content
I average 200 comments per blog post
and those comments are better than my
content what I want to stifle that
why would I want to hurt that makes no
sense to me
and there's a big here for social media
aside for me thanks
sodomy success doesn't exist social
media to make anything better or fix it
your products stocks we're service sacks
it just sucks harder in social media
if you're a jerk just a bigger jerk on
Twitter
it doesn't change anything and that's
the problem it's only a vehicle with
only a tool with not
own thing and that's a mistake we make
in the problem a social media to me
and im web 2.0 is there's too many
choices
right there's too many places to be we
got social bookmarking a Twitter and
blogs and Facebook
there's still some weird people on
MySpace there's YouTube is a bunch of
things out there
everybody was 10,000 views their video
ten thousand friends are likes
10,000 followers and and a hundred
comment on a blog but when you're
starting from scratch after starting a
new
thang it's really hard very high
so that's why I chose to use what I call
platform right pick one platform and
exhausted as much as I could
drama show on the cron marketing on the
chief relationship officer my company
people work for me by join Twitter April
08
I joined it like a lot to you my first
reaction was like a lot are you
this is stupid Jeff just had tuna from
much
would you do house is gonna help me in
my day
tomorrow but the boring details of your
day it doesn't fix me
I just dabble I casually tweeted it
sounds weird I casually tweeted
for eight months I like 1200 follow and
a january 1st 09
said I want to see what's gonna happen
here on a live on Twitter for
30 days and I tweeted 7
thousand times January 09
seven thousand times what do you think I
started seeing results on Twitter
my class really easy big red Bihar
January 09
twice are making real relationship
people but the key is in the volume of
tweets I don't suggest
anybody 7 dealt with by the way K I'm
you lose your mind
you'll be tweeting horizontally from bed
second Iberia gonna yeah
what we're doing I'm and taking to
Twitter where you going why you leaving
the room
she doesn't understand me and tweeting
about my whole world real stores only
tweeting
it's not the seven thousand tweet I've
tweeted almost seventy thousand times
now and that's not what matters here
it's this 75 percent of my tweets
have been replies at the same number
within one fraction
a 75 percent from a thousand tweet to
70,000 tweets
that number stay consistent 75 percent
other
tweets are reply twitter is a
conversation
not a dictation okay
that's how it works it's getting to know
people if you are in b2b its even more
important to have those conversations
because the both the singular
relationship to conform and this is how
I form
this has been my job I live on towards
what I do
if you don't have time to do seven
thousand what I hope you don't worry
opposite of
if you don't have time to do I read if
you only have three hours to spend
on Twitter a week I rather you spend 45
minutes a day
at three hours once a week because the
consistent conversation and make it
happen
imitation longer to reply to my tweet to
you and wood to mail me a letter you're
doing it wrong
I have had a woman reply to me and took
her 79 days to reply
seventy 9 dais and a reply to me was
no I didn't know what she was talking
about
I had to click on a button is in reply
to it was 79 days ago
with a question about her event back to
pay four
now I wrote back and said longest wait
for a reply
ever you know she said sorry been busy
who are you gone be are you 100% cotton
with a wifi for two months you can
answer me
if you're not going to use it get of the
platform
remove your account seriously some
sarcastic
remove the Twitter account if you don't
think it's a viable tool and that's
possible
meilleur prix to everybody is to use it
remove it do not try to have presence
without being present it is dangerous
people think you're there you're
listening also be very careful what you
say or do
do not do or say or tweeter de amor
Facebook protect anything you do not
want to see on a bill barr with your
name your face your company logo
with your boss to BestBuy and your mom
driving by
especially on Bourbon Street
pictures me pole dancing in Vegas
what happens in Vegas stays on Twitter
and you too
and Facebook and Flickr and blocks
before I got off the stage because
Justin Timberlake sexy back im on you
not not gonna
or that I comes on before I got off the
stage
I'm good at it let me know will go on
forgot of the stage
it was on Twitter and my mom saw powder
boy
Buckley my brand is being a freak anyway
some okay
our office at work for you every care
for all the brand value that is we have
to be careful what we do
because sometimes we realized that my
way nothing good comes out of your phone
after 10 p.m.
I really think you guys want to develop
something but let me ask you going to
bob Corker
mind about something make a breathalyzer
for the iPhone
yeah we do that can we just tell me I'm
we brainstorm at this afternoon we are
some time
action group we can do because people
Asha said that I want that thing now
innovation i'd give you the idea
because things will happen and we will
realize it and nothing good comes out a
bit
here's a tweet from American Red Cross
at 11:24 p.m.
Ryan found two more for bottle pack some
doctors have mytouch beer we drink we do
it right
getting slizzard live her butter getting
slizzard is a hip term with kids these
days for getting drunk
it's a from a.m. a song call the
g6 and well
I've been alive 30 house for six years
now
I never thought she'd term Eric
McCroskey getting slizzard together
what happened here was the girl who runs
the American Red Cross account
has HootSuite on her phone which can
manage multiple Twitter and Facebook
accounts
so when they were in the midst of
getting slizzard with her exuberance
refining more beer
she by mistake flipped over the account
to American Red Cross
and tweeted this here's the damage
control sigh what do you do
how do you fix it and I thought American
Red Cross was brilliant it's a mistake
right we all make mistakes now
a little bit different nowadays we're
mistaking over breaking followers
and the world in the people like me
jerks take screenshots on it
and put in the presentations and put it
in the books
for having recovered was genius this is
real literally
I maybe an hour later we deleted the
road sweeper rest assured the Red Cross
a sober we confiscate the keys
I'm just under yes and look below
how many people to reach witnesses miss
just after the center
how awesome is that at their human they
didn't fire her
in chain and dogfish brewery came out
and reach with a bag they started
donation drive for Red Cross
because they're mention the tweet you
know I I hate people for the most part
I really do this makes me love them it
turned into a blood drive
that is awesome as opposed to what
happen with Chrysler and we see this two
weeks ago
she Chrysler tweet with excuse my
language my tell you that we perhaps
tell you because it's going to impact
for the Chrysler I'm a Chrysler Super
Bowl ad
Eminem right imported from Detroit right
great had loved it get the homecoming
guess you know it from Detroit to bring
back their roots
a week and a half ago eleven o'clock at
night remember nothing good at 10 p.m.
1 o'clock tonight chrysler tweets out I
find it ironic in detroit called the
Motor City because nobody here could
fucking drive
tweeted from chrysler
guy with iPhone
HootSuite runs the account for the
agency for Chrysler
whoops next morning
agency fired guy
fired from agency multi-million dollar
account you think it by the guy second
thought with a big chain on it and a
lock
we can instantly change our brand with
100 characters right it takes a thousand
tweets to build a character in a brand
on Twitter takes one tweet to ruin it
all
right you can see a Gilbert Gottfried is
got fired has avoided it was the Aflac
duck how long you been doing at Boyce
got fired he made jokes about Japan and
tsunami
which rightfully so one tweet gone
million dollar contract on be careful
because there are
our distance between us and anarchy
years our customers
have become really really short Urry I
can give you the our life social media
because I don't know the our live
talking
example social media its it's just
talking I wish we call it talking
but then we have a car sales talking
consultants and that would be awkward
we can charge will be charged for these
things
I don't know they are likely to
understand the RR the I return on
investment
we don't understand the investment uses
monetary it's time
and return is necessarily always going
to be direct sales I can link to it is
the conversation
if I introduce social me if you all here
five years ago ten years ago
you all sat in this room and I said to
you
I have a tool that can listen to the
passive conversation on your marketplace
which is the most on a sand filter
conversation there is
you can listen to the conversation a few
competition and you can join in anytime
would you like this tool you would agree
to it give me twenty thousand dollars a
month to use it
but now that it's free you want to
figure what the roio but is
edison use $10,000 on it
it is passive conversation is the
greatest comfort if we could possibly
have I don't know what the are live
being awesome is
bynoe was positive I'll be our live up
up drawing a unicorn a Barron's but this
company here this is an emails is are we
do because we have to see
this email from Chad a fearsome from
Austin's pizza
what happened with a guy ordered online
a pizza and he always has other comments
the bottom
no you want tell us anything else
misusing ridiculous
this guy requested could you also send
with the pizza picture the unicorn
boxing a bear
and this email came from Chad Knaus
Peters had my name is Chad Knaus sp2
call center we received your online
order earlier this evening we saw your
no please dry unicorn fighting a bear on
the box
unfortunately our stores are not
equipped to fulfill such a request
they simply cannot possess the required
skill I however took it upon myself to
drive the picture you requested on a
post it note
I hope the suit your needs I don't know
they are alive unicorn boxing a bear but
I think it's amazing
amazing you think you have to go through
three channels and four possible to do
this now with data for composer know
what that the often request
have you allowed your employees to dry
unicorns and bears
if not give my pan because I don't know
they are why this but this is going in
the sequel to the book
sup I don't know what that's worth but I
think it's worth awesome our last point
where we had here
the last section we're talking about
today strolls
discuss the most picture all them but
it's worth every friggin panic trolls
are people who hate
online they are not critics they're not
customers with issues
K it's not constructive criticism of
time a customer service the gym
issue with the product I'm a troll to
spew hate
at your brand or at you personally one
of the reasons why
I do not have the tweet screen up right
now of our screens here
is one because it's like people merely
ATT it like a squirrel squirrel
and the things going up and down on
gonna watch but also I have a group a
troll the people who hate
hate me I don't know what I've done I
haven't
killed puppies are ponies running off
like that I have opinions I stick to
them
I have trolls and Final the hash tag on
the vent I'm at and not jump on it no se
searching words like penis and things
like that and cum all we have to tweet
screen a ruiner
so maybe the right now baby you know
popular when
and I thought well the trolls right they
hate
and a bigger you get the more you talk
in your passion to get the more the
throw things actually live in their
mom's basement
and they hate their like JK Rowling's
whose interview she's an offer to you
know
Cheshire Harry Potter shot a few more
copies were both authors write
she said to me said her how do you deal
with hate you went well a character gets
killed offer to change drexler something
just how you doing the age people I hate
from it could be more passionate about
story she says for people to love it
others have to load that
affect a great perfect like the perfect
line and from my brain a brown with a
book called I guess if imperfection
fantastic book
even better TED talk the ranch and see a
and she says she has a deal with with
haters and troll she says
a very short let the people I care about
their opinion about me can you make the
cut
and licks exit at the one right patrol
for people say things like miss
Amado on Ibiza marking an annoying
blabbermouth how prophetic ass
minutes after that could be deep I
didn't like this
not because what was said by did not
sell prophetic meant
I take a look it up how to Dictionary
dot com
I still dictionary wrong ironic I look
it up and I went back to realize you
know what
he's not that far off is fairly accurate
as assumptions
but if I reply to him he has 40
followers
I had 40,000 at this time who wins a
fire a plot
disc he doesn't deserve to win for my
time
and sorry I think I maybe should drop
the I'm from your name start marking for
some reason to buy your tweets boring
without substance
I want to reply to this guy I so want to
the testosterone kick certainly
all year I type it Michael yeah
I find your mom porn without substance
well you know I did send it by savers
are so my friend I almost sent this
almost almost went there %ah
rethought worth that he's not worth your
time I had a guy in Toronto
who I know I know this guy randomly
tweet out
I deserve a cookie I just watched some a
10-minute video on marking speaking to
shoot myself in the face
I'm like dad why would you send that
someone to but if the guy I know
everybody said man why the hate
years back was that's not haiti's
criticism deal with it
I got being an ass I somewhere back to
ring was why don't you when I'm over
why don't you kill them with kindness I
told them I'm not the Jackass whisper
my job isn't to rehabilitate jackasses
online account
season with two jackasses on leashes
running around it's not my job it's not
all we do
there's too many great people on Twitter
don't forget treated great people in the
world
to deal with jackass have his picture
was at my desk at home by the way to
remind me
not to deal with people end up like this
who's got what they look like soul motif
from I don't dislike 19 a reason awesome
in the picture
on where to start the printer probably
am hear the phone jack
wood paneling on which one I'm and a
shirt back in style so I can say about
it
I'm but there's a new version K as their
stroll 2.0
hey this is the guy here you can't tell
he's wearing for popped collars
at the quad population German it's a
rare sight to see in the wild be careful
a clear he's in mating season right now
you never have to justify yourself the
quad pop okay
we to stop caring about people dipping
into don't care about us
especially caught pop if you understand
if you believe that business is built on
relationships
why are we making building them our
business thank you so much guys for
having me here
really enjoy it
expect
thank you