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THE MEDIEVAL GUIDE TO
SOCIAL MEDIA
SUCCESS
@markwschaefer
Hi. I’m Mark W. Schaefer.
Hi. I’m Mark W. Schaefer.
An author.
Blogger.
Marketing consultant.
College educator.
I want to help you use the
social web to
grow your business.
To do this, I’m going to
tell you a short story
From my new book
Social Media Explained
It all started around
1,000 A.D.
No, really.
Let me explain.
That’s when marketplaces were
created in Europe.
Here are some
characteristics
of those markets.
Business was
conducted
person to person.
1
You purchased goods from people
you knew and trusted.
Nobody cared about your logo or
press release back then.
2
There was
transparency.
You could see the goods right in front of you.
The only expectation was honesty.
There was
immediacy.
3
If someone felt cheated,you
knew it right away
because they were
showing up at your door.
Success depended
on word of mouth.
4
There was no advertising or PR back then.
If you wronged a buyer, word would
spread through the marketplace
like a plague.
Oh, sorry. Bad analogy?
There was a primal
need to connect.
5
It wasn’t just about buying and selling.
there was a social aspect to the marketplace
and that was part of the fun.
Business was
conducted this way for
hundreds of years.
Until…
this changed forever on
November 2,1920
Until…
the first commercial radio
broadcast went on the air.
the first commercial radio
broadcast went on the air.
Hello
Pittsburgh!
what we didn’t know
then was…
We had created a permanent digital divide
between us and our customers.
First radio.
!
First radio.
Then TV.
First radio.
Then TV.
Then the Internet.
We bought massive
amounts of airtime.
We created
slick ads.
And we waited for something to happen.
Maybe that’s where
you are today.
Here’s the
problem, though.
Many of the ways we use
to market to customers
are evaporating.
Newspapers?
Newspapers?
Print circulation is down.
Newspapers?
Advertising is at 1950s levels.
Newspapers?
Many cities have no daily papers.
Television?
For the first time in history, Americans are watching
less on tv and more on Netflix, Hulu & iTunes.
Television?
Internet?
Between 2010-2012, two thirds of Fortune 500
companies had fewer visitors to their websites.
Internet?
Where has everyone
gone?
you probably know
by now…
the
social web.
Now this is where
things get interesting.
Get ready to go back
to the future.
People’s expectations
haven’t changed.
The social web just exposes those expectations
that we have forgotten for 100 years.
It’s all about
person to person.
1
Forget about B2B or B2C
to succeed on the
social web...
you have to focus on P2P (person to person)!
Get out from behind that logo and
legalese and act like real people!
There is a demand for
transparency.
2
People don’t want to be sold to.
Genuinely help them in some way.
There is
immediacy.
3
If someone is mad at you or your company,
you will hear about it.
And today, they’re not just going to tell
their friends in a village.
They’re going to tell their 6,000
Twitter followers.
So there is no room for error anymore.
We must listen & respond to our
customers on the social web.
Success depends on
your word of mouth
reputation.
4
(now more than ever!)
Everyone is a publisher. Influence has
been democratized.
if you’re a reputable company,
this is a great thing on the social web.
but if you already have a problem
with customer service
the amplifying effects of the social web
will make things worse!
There is STILL a primal
need to connect.
5
Nobody has to be on the social web.
People want to be there.
and they’re sharing with thousands of friends.
and they’re sharing with thousands of friends.
Instagram
Facebook
Flickr
Pinterest
Snapchat
LinkedIn
Twitter
Google +
We are returning to
the way people want
to buy from us…
person to person.
humans buy from humans.
humans buy from humans.
humans buy
from humans.
It’s not new.
It’s simply
medieval.
1. They want to know the people behind the business (P2P!).
2. They expect transparency and honesty.
3. If you wrong them, you’ll know it right away.
4. Success depends on your word of mouth reputation.
5. There is a primal need to connect, to be social.
People have always had the
same expectations from companies:
So if you want to grow your
business with the social web…
Be more human.
Need more
social media advice?
Get more social media
advice with my book,
Social Media Explained.
!
Buy it here on
Amazon.
Buy the book!
Content by @markwschaefer Design by @sarahsmason
businessesgrow.com/blog
uncommonlysocial.com/
services/presentation-design
Click a link and Say Hello online!
Images
#12 Medieval girls by Hans Splinter
#15 Medieval food by Hans Splinter
#19 Knight by Hans Splinter
#22 Medieval neighbours by Hans Splinter
#23 Bubonic plague by Hans Splinter
#27 Dancing in the wind by Hans Splinter
#34 That Love All Those Mistakes by Thomas Hawk
#38 Live transmission by bricolage108
#40 Killing time... by zilverbat
#52 The Calm After the Show by Thomas Hawk
#54 Woman sitting with iPhone by Death to Stock
#60 Business Decisions, Plate 3 by Thomas Hawk
#62 Conversation on Haight Street by Thomas Hawk
#65 Times Square by Unsplash
#66 Please Ask by Roo Reynolds
#70 Anti-Torture Vigil - Week 18 by Justin Norman
#72 Listen by Alper Tecer
#74 Red by Thomas Hawk
#77 Jérôme's Vox amp with ShinyBox and Shure SM57 by Marc Wathieu
#79 Woman with iPhone and drink by Death to Stock
#80 Paul Oakenfold, Coachella 2013 -- Indio, CA by Thomas Hawk
#83 Peter & Noel #12 & #13 100 Strangers by Just Ard
#84 Untitled by Adam Lerner
#85 Urban Cowboy by Adam Lerner
!
Typography
Calisto MT
!
!
Credits

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The Medieval Guide to Social Media Success