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the sinners & saints of social (retail)              [which one are you?]                   by tara hunt      @missrogue
about me• 20+ years in online communities• 14+ years in marketing• named by Fast Company as One of  the Most Influential W...
i’m going to tell you the ending before i’ve even begun                                                @missrogue
the moral of the story is that it’s not about you.                                               @missrogue
the sinners              @missrogue
the sinners1.greed2.vanity3.sloth4.pride5.envy              @missrogue
greed        @missrogue
GREED  the inordinate desire to possess wealth, goods, or objects of abstract value with the intention to keep itfor ones ...
http://tomfishburne.com/2011/03/like-us-on-facebook.html   @missrogue
ok. so I liked you. now what?                                @missrogue
@missrogue
@missrogue
@missrogue
@missrogue
@missrogue
@missrogue
@missrogue
@missrogue
@missrogue
O_o      @missrogue
i’m sorry i asked.                     @missrogue
“(Brands are) still posting coupons, sales, and otherpromotions, but largely these conversations are still   one-way,” sai...
what is the value of a facebook fan?           the short answer:nothing, unless you engage meaningfully                   ...
NOT meaningful                     getting there• gratuitous like baiting (using   • coming up real dialogue that is  cute...
BUT: meaningful engagement goes way beyond facebookwhy people follow brands on facebook    friends recommended            ...
don’t be greedy, create meaningful relationships.                                             @missrogue
vanity         @missrogue
VANITYexcessive pride in or admiration of ones own        appearance or achievements                                      ...
traditional fashion + beauty marketing has been about       creating a fantasy image for the customer.                    ...
@missrogue
@missrogue
stunning.            @missrogue
but the web is a different medium    (hint: it’s readable AND writeable)                                          @missrogue
loading? why is a youtube page loading*?* webpages should never load...unless they are highly complex interactive applicat...
oh...i see...the need to control the brand experience.                                                @missrogue
what about the USER experience?                                  @missrogue
it is incredibly vain to value form over function on theweb...and it’s completely unappreciated by anybody but            ...
arguments to help you let go of the youtube vanity1. only 0.5-0.8% will ever hit that pretty                  3. that fanc...
the fraction of the benefits you will get from “controlling” a smidgen of the brand experience are   overshadowed enormous...
don’t be vain, be considerate of your audience.                                            @missrogue
sloth        @missrogue
SLOTHa reluctance to work or make an effort; laziness                                            @missrogue
note from client:“we would like you to make us a viral video.”                                           @missrogue
O_o      @missrogue
98% paid          98% paid          99% paid   In the research I’ve done, an average of 90% of theviews on brand “viral vi...
top 10 youtube videos (views) all-time1. 795M - Baby, Justin Bieber     6. 493M - Bad Romance, Lady Gaga2. 623M - Gangham ...
Gangham Style - PSY            Charlie Bit My Finger!                      100% earned                                    ...
6.9 million views. 32% paid for views, 68% earned. cannes lion.             what works? great music, animation and message...
sloth tricks                         best practices• make whatever video you want       • create great content that is uni...
sloth tricks                         best practices• make whatever video you want       • create great content that is uni...
don’t be sloth, be engaging, interesting and committed.                                                @missrogue
pride        @missrogue
PRIDEthe quality of having an excessively high opinion of            oneself or ones importance                           ...
do you have control issues?(shhhh...it’s okay...you can admit it here.)                                               @mis...
http://www.youtube.com/watch?v=mGs4CjeJiJQ   @missrogue
chanel’s response?                     @missrogue
but will it sell more perfume?                                 @missrogue
actually...it just might.                            @missrogue
is chanel poking fun ofis chanel prideful?                             it’s own image?• internally they are freaking      ...
don’t be prideful, learn to laugh at your own ‘image’.                                                @missrogue
envy       @missrogue
ENVYa feeling of discontented or resentful longing arousedby someone elses possessions; fiercely protective or        vigi...
the webpinterest youtube  twitter“facebook is where people spend time sharing stories    about the most important things i...
credit: more.com                   @missrogue
in other words... the world doesn’t revolve around you. you occupy a     small (but sometimes dear) space for her.        ...
relationship advice from ‘Dating Without Drama’* thatyou can apply to winning your customer’s heart1. don’t be clingy, jea...
customers can and will be brand loyal, but that doesn’t           mean they don’t ‘shop around’.                          ...
don’t be envious, be confident + open.                                         @missrogue
the saints             @missrogue
the saints1.empowerment2.inspiration3.empathy4.self-awareness5.trust                   @missrogue
empowerment              @missrogue
!!                                                             nor                          u re                          ...
so...who is the hero here?                             @missrogue
your customer  (the hero)                @missrogue
you(the mentor)               @missrogue
don’t be(the enemy)              @missrogue
!                                                                                                           c t!! these st...
rosacea, scarring, birthmarks and other skin conditions can be emotionally                           disabling for some pe...
What is that thing you can do to help make your    customers’ lives simpler, less confusing, lessalienating, more efficien...
empower your customers’ heroic journeys                                      @missrogue
inspiration              @missrogue
inspirational content is driven by ideas.great ideas are sharable. sharable ideas are touching,          funny, surprising...
idea: a twist on a familiar tale    the guardian took a well-known fairy tale and put it into today’s context,     showing...
idea: laughter is good for the soul...and sales       a low budget, but incredibly tongue-in-cheek funny and effective    ...
yet...so many brands create ads that look like theybelong on television...focusing on products and their   benefits...not ...
http://tomfishburne.com/2012/07/our-mission.html   @missrogue
In the age of self-expression, branding becomes an evenmore important exercise. If you don’t know who YOU are,then how can...
what does your brand stand for? who is your         customer? who are you?                                         @missro...
is the content you are creating being driven by ideas?              or one of the deadly sins?                            ...
empathy          @missrogue
http://tomfishburne.com/2012/08/types-of-social-media-strategies.html   @missrogue
how to really really care about your customers• care starts at the top. with the ceo. if    • provide employees with the t...
etsy ceo coordinates wedding after #sandywas etsy.com having #sandysales after the storm? nope.  ceo chad dickerson was wa...
“(companies that care)...returned 750% over 10 years while  the S&P overall provided a 128% return...over the last 5years,...
(truly) caring is not only lovely, but it’s profitable.                                                  @missrogue
self-awareness                 @missrogue
everybody screws up. it’s how you handle it that makes       the difference between #fail and #win                        ...
bodyform feminine products responds to FB post3.2 million views andgrowing...organically                   http://www.yout...
more highly effective apologies...                                     @missrogue
not so effective...“It’s not a big deal. We don’t think it was offensive. We’re sorry if others thought it was…Was it a   ...
how to #FAIL                                                                        how to #WIN*     1. ignore the critici...
turn crisis into opportunity by saying sorry...effectively                                                   @missrogue
trust        @missrogue
“when creators cede control of the creative process to       the community, great things happen.”          TED Ads Worth W...
trina turk invited fansto create patterns for their fall collection!                          @missrogue
customers are  involved in buying,replenishing and even     designing the products they carry!!   600% annual growth rate ...
design the shoes!submit your nail designs!        name the nailpolish!   design the clothes!                              ...
submit your makeup design!                    @missrogue
we are living in a DIY culture. involve fans in some of        your planning + it’s sure to be a win!                     ...
the bottom line                  @missrogue
the moral of the story is that it’s not about you.                                               @missrogue
the cost of sinning        the saintly rewardsbig advertising costs and   small advertising costs    fickle customers     ...
!!                                                nor                          u re                                       ...
it’s her journey, but your role is just as important   and your rewards are even greater in the end.                      ...
thank you!tara huntauthor, whuffie factor/founder,buyospheree. tara@buyosphere.comw. http://tarahunt.comw. http://buyosphe...
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the sinners1.greed2.vanity3.sloth4.pride5.envy @missrogue The Sinners & Saints of Social (retail version)

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