Too often, we focus on the wrong things. In the world of social media, we're obsessed with likes, followers, clicks and shares, and we're impetuously and recklessly enamored with bigger and better numbers. We need to stop. We're doing it all wrong. Whether you have 100 followers or 100,000 followers, this conversation will challenge you to completely rethink how and why you are using social media. Are your fans the right fans, and are you connecting with them in a meaningful way? How does your social media strategy fulfill a larger business objective, and how do you get people to click, share, and engage with your brand through a purchase?

1. We’re Doing it all Wrong
How to Make Social Media Work

2. 1. Two Case Studies + Data
2. Social Group Theory
3. Applying the Theory

4. OMG
OMG, did you hear
about that new OMG
company???
OMG
OMG
OMG
OMG, yes!
OMG OMG
OMG
OMG
OMG OMG OMG
OMG
OMG
OMG OMG
OMG
OMG

11. When I post to Facebook...
1)
These posts became visible on my wall.
2)
They may appear in the news feeds of
people who have liked my pages.
When a post appears in a news feed, it has
“reached” someone and receives an
“impression”.

12. Impressions measure the number of
times a post was seen.

13. Reach measures the number of unique
users who saw the post.

14. YOUR POST
IMPRESSIONS: 4
REACH: 1

15. The Facebook News Feed
sorts posts in 2 ways:
1)
Most Recent
2)
Top Stories

16. Facebook uses several factors
to determine Top Stories:
• Your relationship to the person who posted the story
• How many comments and likes the post has received
• What type of story it is
• Other factors

17. 5800 TOTAL FANS
1098 PEOPLE REACHED BY
MY POSTS PER WEEK
1600 TOTAL FANS
19 PEOPLE REACHED
FOR EVERY 100 FANS 431 PEOPLE REACHED BY
MY POSTS PER WEEK
43 PEOPLE REACHED
FOR EVERY 100 FANS
Film Festival
Startup

18. WHY?!

19. WHY?!
1)
Because people were more likely to actually visit the
Film Festival page, they were more likely to see posts
that they may have otherwise missed.
Startup Film Festival
2.7 LOGGED IN USERS VIEWED
THE PAGE EACH DAY 61.6 LOGGED IN USERS VIEWED
THE PAGE EACH DAY

20. WHY?!
2)
Because fans were visiting and engaging with the
Film Festival page, Facebook likely started considering
our posts “Top Stories” for these users.
Startup Film Festival
2.7 LOGGED IN USERS VIEWED
THE PAGE EACH DAY 61.6 LOGGED IN USERS VIEWED
THE PAGE EACH DAY

21. 2 Useful Facebook Metrics:
1) People Talking About This
2) Engaged Users

22. People Talking About This is a measure
of the number of unique users who have
created a “story” about your page during
a seven-day period.

23. Stories are items that appear in the news feed.

24. Stories are items that appear in the news feed.
Users create stories when they:
•
Mention your page in a post
•
Like your page
•
Tag your page in a photo
•
Post on your page wall
•
Check in at a place
•
Like a post
associated with your page
•
Comment on a post
•
Share a check-in deal
•
Share a post
•
Like a check-in deal
•
Answer a question
•
Write a recommendation
•
RSVP to a page event

26. 1 Like + 1 Like + 1 Comment = 1 Unique User

27. Engaged Users is a measure of the number of
unique users who have interacted with your
page in any way.
This includes creating stories as well as
performing other actions like clicking on posts,
clicking on links, watching videos, etc.

28. People Talking
Engaged Users
About This
Users who created Users who created a
a story about your story or who just
page during the clicked on content
past 7 days associated with your
page (posts, etc)

29. ENGAGED USER 1
PEOPLE TALKING
ABOUT THIS 0
User is counted as an
“Engaged User”
because he clicked.

30. ENGAGED USER 1
PEOPLE TALKING
ABOUT THIS 1
User is counted as an
“Engaged User” and
“People Talking About This”
because she created a story.

31. The goal is to get people talking.
When users create stories, their
stories appear in the news feeds of
their friends.

32. 5,800 TOTAL FANS
1,098 PEOPLE REACHED BY
MY POSTS PER WEEK
1,600 TOTAL FANS
53 ENGAGED USERS
PER WEEK
431 PEOPLE REACHED BY
MY POSTS PER WEEK
23 PEOPLE TALKING ABOUT
THIS PER WEEK
211 ENGAGED USERS
PER WEEK
0.9 ENGAGED USERS
FOR EVERY 100 FANS 139 PEOPLE TALKING ABOUT
THIS PER WEEK
26.8 ENGAGED USERS
FOR EVERY 100 FANS
Film Festival
Startup

33. 5,800 TOTAL FANS
1,600 TOTAL FANS
1,098 PEOPLE REACHED BY
MY POSTS PER WEEK
431 PEOPLE REACHED BY
MY POSTS PER WEEK
1,152 PEOPLE REACHED BY ALL
PAGE CONTENT PER WEEK
20,265 PEOPLE REACHED BY ALL
PAGE CONTENT PER WEEK
Startup
Film Festival

34. Startup Film Festival
53 ENGAGED USERS
PER WEEK 211 ENGAGED USERS
PER WEEK
23 PEOPLE TALKING ABOUT
THIS PER WEEK 139 PEOPLE TALKING ABOUT
THIS PER WEEK
0.9 ENGAGED USERS
FOR EVERY 100 FANS 26.8 ENGAGED USERS
FOR EVERY 100 FANS

35. WHY?

38. INNER CIRCLE

43. A Community

44. A Tribe

45. Seth Godin
• "America's Greatest Marketer"
according to American Way Magazine
• Most popular blog in the world written
by a single individual
• Author of 14 books (all bestsellers)
• Founder of Yoyodyne (acquired by
Yahoo! in 1998)
• Previously VP of Direct Marketing at
Yahoo!
• Founder of Squidoo.com (1 of the top
125 most trafficked sites in the US)

46. “ A Tribe is any group of people, large or
small, who are connected to each other, a
leader, and an idea.
“”
- Seth Godin

47. “ A Tribe is any group of people, large or
small, who are connected to each other, a
leader, and an idea.
- Seth Godin
“”
Tribes are groups of people with a shared
interest and a way to communicate.

49. Tribes make our lives better.

50. Engagement is what people do
when they care about something.

51. Strong tribes are about social
groups that are meaningful to us.

52. How do you build a tribe?

53. “ A tribe is a group of people connected to
one another, a leader, and an idea…
A group needs only two things to be a tribe:
a shared interest and a way to communicate. “”
- Seth Godin

54. 5 elements
A tribe consists of 4 elements:
1)
Group of people
2)
Leader
3)
Idea (or a shared interest)
4)
Connection (a way to communicate)
5) Activity

55. An activity is something that the tribe does
together.
It channels the group’s shared interest into
something and gives the tribe purpose.

56. A tribe consists of 5 elements:
1)
Group of people
2)
Leader
3)
Idea (or a shared interest)
4)
Connection (a way to communicate)
5) Activity

57. Shared interest is what separates
one tribe from the next.

63. Shared interest is:
• The belief in an idea
• A way of doing things
• A lifestyle
• A concept of what is good or important
• A shared vision for the future

64. As marketers, we need to build
tribes that are relevant to our
businesses.

65. Start by thinking about who your customer is.
• Who are they?
• Where are they?
• How old are they?
• What do they do?
• What do they love?
• What do they want?
• What do they dislike?
• What do they care about?
• What do they believe in?

66. Creating a definition (mantra, motto, vision
statement, etc) for who and what your tribe is
unites your tribe members and gives them
something to latch onto.

67. Defining your tribe’s shared interest tells your
customers,
“This tribe is for you.”

68. Strong tribes are the ones who are willing to
stand for something instead of everything.

69. Activity

70. Activities are organized actions that the
tribe takes.

72. Activity catalyzes a group’s shared
interest and turns it into a community.

73. Creating an Activity:
Step 1: Turn Shared Interest into Something to Do

74. Successful activities are not only relevant to the
tribe’s shared interest, but they also address some
unmet want or need.

75. Successful activities are not only relevant to the
tribe’s shared interest, but they also address some
unmet want or need.
If they are addressing a want or need that is already
being met, they need to somehow do it better.

77. “ Make everything as simple as possible,
but not simpler.
“”
- Albert Einstein

78. Creating an Activity:
Step 1: Turn Shared Interest into Something to Do

79. Creating an Activity:
Step 1: Turn Shared Interest into Something to Do
Step 2: Pick a Location

80. If possible, organize activities both online and offline.
Online activities can be very engaging, but giving
your tribe the ability to interact face-to-face will make
it stronger.

81. Creating an Activity:
Step 1: Turn Shared Interest into Something to Do
Step 2: Pick a Location

82. Creating an Activity:
Step 1: Turn Shared Interest into Something to Do
Step 2: Pick a Location
Step 3: Establish a Timeframe

86. Creating an Activity:
Step 1: Turn Shared Interest into Something to Do
Step 2: Pick a Location
Step 3: Establish a Timeframe

87. Creating an Activity:
Step 1: Turn Shared Interest into Something to Do
Step 2: Pick a Location
Step 3: Establish a Timeframe
Step 4: Define its Purpose

88. Purpose ties the group’s shared interest
to its activity.

89. • What will I gain something from this?
• Will I learn something?
• Will I discover resources that will be valuable to me?
• Will I meet new people and form relationships
that will be valuable to me?
• Will my friends or acquaintances be there?
• Will this be fun?

90. Creating an Activity:
Step 1: Turn Shared Interest into Something to Do
Step 2: Pick a Location
Step 3: Establish a Timeframe
Step 4: Define its Purpose

91. Creating an Activity:
Step 1: Turn Shared Interest into Something to Do
Step 2: Pick a Location
Step 3: Establish a Timeframe
Step 4: Define its Purpose
Step 5: Connect Your Tribe to the Activity

93. LOW ENGAGEMENT HIGH ENGAGEMENT
INFORMED SPECTATOR
OUTSIDER PARTICIPANT MAVEN LEADER
SPECTRUM OF ENGAGEMENT

94. Informed Outsiders are not members of
the tribe, but they’re aware of the tribe and
its activity and may even potentially engage
in its activity at a low level. They may attend
some events, see occasional Facebook
posts, etc.
LOW ENGAGEMENT HIGH ENGAGEMENT
INFORMED SPECTATOR
OUTSIDER PARTICIPANT MAVEN LEADER
SPECTRUM OF ENGAGEMENT

95. Spectators are interested in tribe activities,
but do not typically contribute in any way.
They may be fans of a Facebook page, but they
do not comment on or share posts. Spectators
attend tribe events, but don’t ask questions or
engage with other members.
LOW ENGAGEMENT HIGH ENGAGEMENT
INFORMED SPECTATOR
OUTSIDER PARTICIPANT MAVEN LEADER
SPECTRUM OF ENGAGEMENT

96. Participants are genuinely interested in taking
part in tribe activities and connecting with
other tribe members. They comment on posts,
vote on polls, and provide feedback. Most
tribe members are participants.
LOW ENGAGEMENT HIGH ENGAGEMENT
INFORMED SPECTATOR
OUTSIDER PARTICIPANT MAVEN LEADER
SPECTRUM OF ENGAGEMENT

97. Mavens are one of a tribe’s most valuable
assets. They are highly engaged and highly
knowledgeable about topics that concern
the tribe. They’re experts and are typically
outspoken, opinionated, and passionate
about their area of interest.
LOW ENGAGEMENT HIGH ENGAGEMENT
INFORMED SPECTATOR
OUTSIDER PARTICIPANT MAVEN LEADER
SPECTRUM OF ENGAGEMENT

98. Leaders organize the tribe. They connect
tribe members to each other and ensure
that tribe activities run smoothly.
LOW ENGAGEMENT HIGH ENGAGEMENT
INFORMED SPECTATOR
OUTSIDER PARTICIPANT MAVEN LEADER
SPECTRUM OF ENGAGEMENT

99. Leaders organize the tribe. They connect
tribe members to each other and ensure
that tribe activities run smoothly.
LOW ENGAGEMENT HIGH ENGAGEMENT
INFORMED SPECTATOR
OUTSIDER PARTICIPANT MAVEN LEADER
SPECTRUM OF ENGAGEMENT

100. Tribes need someone to organize
them. The major role of the leader is
to connect people to each other and
facilitate activity.

101. A Leader has 3 Jobs

102. A Leader has 3 Jobs:
1) Find people with a shared interest and connect
them to each other.

103. Understand who your customer is.
• Who are they?
• How old are they?
• What do they do?
• What do they love?
• What do they want?
• What do they dislike?
• What do they care about?
• What do they believe in?

104. Where are they?

105. Where do they work?
Where do they live?
What tribes are they already a part of?

106. LOW ENGAGEMENT HIGH ENGAGEMENT
INFORMED SPECTATOR
OUTSIDER PARTICIPANT MAVEN LEADER
SPECTRUM OF ENGAGEMENT

107. LOW ENGAGEMENT HIGH ENGAGEMENT
INFORMED SPECTATOR
OUTSIDER PARTICIPANT MAVEN LEADER
SPECTRUM OF ENGAGEMENT

110. Mavens are everywhere.
There are people who passionate and
knowledgable about almost everything.

111. A Leader has 3 Jobs:
1) Find people with a shared interest and connect
them to each other.

112. A Leader has 3 Jobs:
1) Find people with a shared interest and connect
them to each other.
2) Organize an activity and connect members to it.

113. Make is easy for people to engage. Connection to
the tribe is formed when tribe members participate
in the tribe’s activities.
Give people the opportunity to play a role in
shaping the tribe. Contribution produces a sense
of belonging.

114. A Leader has 3 Jobs:
1) Find people with a shared interest and connect
them to each other.
2) Organize an activity and connect members to it.

115. A Leader has 3 Jobs:
1) Find people with a shared interest and connect
them to each other.
2) Organize an activity and connect members to it.
3) Invest in members and nurture them into leaders.

116. LOW ENGAGEMENT HIGH ENGAGEMENT
INFORMED SPECTATOR
OUTSIDER PARTICIPANT MAVEN LEADER
SPECTRUM OF ENGAGEMENT

117. Move people to the right
LOW ENGAGEMENT HIGH ENGAGEMENT
INFORMED SPECTATOR
OUTSIDER PARTICIPANT MAVEN LEADER
SPECTRUM OF ENGAGEMENT

118. Good leaders nurture and beget
new leaders.

119. Engagement is what people do
when they care about something.

120. Thank
You!

121. Elliot Robia
erobia@pixelfarm.com