What is Authenticity in a world ruled by social networks?

A fellow marketer recently advised the CEO of a mid-sized company on dealing with a social media crisis. Essentially the CEO had been personally attacked by the host of an online forum, for reasons that are not important but not unsubstantiated either. Regrettably, the CEO insisted on personally responding to the anonymous critics on their page, in defiance of her marketing team’s advice, believing that authenticity and transparency is the best policy. Needless to say, she was massacred and in the end had to halt responding as wave after wave of new accusations surfaced with her every post, laced with profanity and dripping with outrage.

I’ve dealt with my fair share of online crises and firestorms on behalf of clients, so this got me thinking, what went wrong? (Apart from her not listening to her team in the first place, of course.)

The CEO took anonymous criticism personally. Faceless keyboard warriors love to push buttons to get a reaction, so the more personal and profane their comment, the better. They are called trolls for a reason. Hidden behind the anonymity of a username, they attacked the CEO’s morals, ethics, and worth as a human being. When attacked this way, the reaction of any normal person is not just psychological, it’s physical: racing heartbeat, shallow breaths, clenched fists, and anger, so much anger. Acting on that emotional poison, was her first misstep.

The CEO underestimated her critics. She attempted to explain and clarify, stating her version of the story. Problem was, she wasn’t telling the whole truth. 95% true, but still not the whole truth. The 5% was confidential internal information she omitted, but she underestimated her critics, who were able to gather evidence from other sources, and call her a liar. She thought she was being authentic, but she really wasn’t. She was being 95% authentic, which doesn’t work. 95% truthful is the same as 100% untruthful.

What have we learned?

Social Media requires a thick skin. If you operate a public-facing business nowadays, social media is likely a part of your marketing toolbox.  Yet we often forget that social media is fundamentally personal, so where that crosses with business interests can often create conflict. The most effective attacks are personal attacks, because any Internet user knows how easy it is for a faceless corporation to ignore you. Learning how not to react emotionally is very important. When I worked in the restaurant business many years ago, we taught frontline staff to deal with belligerent customers by imagining they are attacking their uniform, not them. We taught them to visualize the customer scolding an empty uniform on a hanger, looking ridiculous. This hits home the point that they are not being personally attacked; they are being attacked for their job. This helps them compartmentalize, and not react emotionally. Likewise, when attacked personally online, we must respond on behalf of the brand, not ourselves.

Authenticity requires absolute honesty. If you cannot share part of the facts, you need to be proactively upfront about which part you cannot share, and why. Transparency means transparency, not translucency. The Internet will always find a way to uncover evasion and lies by omission. By being not completely honest, you are already not authentic. Likewise, if you cannot feel the feelings you think you ought to feel, don’t fake it.

Authenticity is binary, either you are, or you are not. You can’t fake it.

 

P.S. Some details above were modified to protect the innocent.

Have you painted on Facebook’s Canvas yet?

Facebook is never one to slack when it comes to launching new ad formats that meet specific objectives, such as lead generation, video views, and even event registrations. Now there’s a new format called Canvas that you may want to look into if you want to tell a story, or have a product narrative that is too constricted by the standard ad formats.

Canvas is a new mobile ad format that creates interactive, multimedia ads that are delivered via Facebook post or page ads. Once the user the clicks on the ad, they can see the Canvas ads, and interact with them. Canvas ads are multimedia experiences that ONLY run on mobile, and can contain any mix of video, pictures, text, delivered in a carousel format both horizontally and vertically.  For wide or panoramic pictures Canvas also supports horizontal scrolling by tilting the phone left and right. The entire experience allows embedding CTA buttons pointing to multiple destinations, typically web pages for e-shopping or offer claims. 

It is important to see Canvas as a multimedia experience and not a single ad, as the production of a Canvas experience involves a ton of design work, and in some cases videos need to be natively produced as well to make the whole experience very integrated.  The best way to think of it is a storytelling experience. Daylight believes the Canvas experience is a perfect way to explain brand stories cohesively, while keeping engagement high.  For example of a typical Canvas experience, here’s one from L’Occitane.

What Facebook’s view of their future means for you (Hint: More time spent on it)

Facebook just concluded F8, their annual technology conference where they announce new products, technology roadmap, and vision for the future.

Here is our interpretation of what some of the announcements means for you:

Facebook is evolving from a social network to a content network. You first joined Facebook because you wanted to stay connected with friends, families and acquaintances, to share moments. Social sharing was the original motivation for billions like you to join Facebook, but motivations change over time, impacted by changing user habits, competing services such as Messaging, and competing networks such as Snapchat and Vine. Social sharing, especially among longtime users, is decreasing, while third-party published content is rapidly rising. Sponsored content (aka advertising) is relentlessly rising, which means a need for non-advertising content to balance, or users will bolt.

What does Facebook’s revenue rely on? Your continued engagement within their platform, so they must find new ways of keeping you there. That means offering more content you want to read/watch/hear. Enter the Content Network.

New products such as Live video, VR/AR, and Instant Articles, are all designed to keep you inside Facebook. With Facebook Live, you can now broadcast a live video stream from your mobile, with viewers commenting in real-time. Facebook is also opening up its API to third-party developers, creating a funnel that links you back to, what else, Facebook. VR/AR (Virtual Reality/Augmented Reality) are emerging technologies that Facebook believes will radically transform the way you experience their network in the future. (At Daylight we agree, which is why we created our Immersive Storytelling team.) Widespread prevalence of VR still requires a year or two due to hardware limitations (clunky headsets and motion sickness after prolonged use, for example) but these will be solved, there is no question. Once the technology matures, we believe Facebook will be one of the largest platforms for virtual shared experiences, from large arenas such as concerts and conferences to intimate one-on-one interactions. To make it easier for content creators, Facebook has also unveiled an open source 360 VR camera.

Messaging is the Next Big Thing.  Mark Zuckerberg, smart cookie that he is, saw the writing on the wall, and invested massively in Messaging (WhatsApp and Facebook Messenger), seeing it as an emerging connected ecosystem that could complement and perhaps supplant Facebook one day. Don’t see this potential? Just look at what WeChat has built, and could potentially be capable of. On WeChat you can already shop, get customer service, consume brand content, and yes, communicate with contacts, among many other things.

The introduction of Bot Engine for Facebook Messaging is an attempt to take messaging to another level, to enhance your experience using such ecosystems. Developers can now create bots that let you interact conversationally with companies, to shop (“Show me the latest tote bag from Coach”), get customer service (“I ordered a tote bag last week but I haven’t received it”), and look up information (“Where is the nearest Coach store?”)  No doubt more uses will emerge over the coming months.

Pseudo-AI assistants such as Siri, Cortana and Alexa have proven chat AI technology is rapidly maturing. Facebook wants you to get used to interacting with companies by talking to Facebook Messenger. People will type less, and talk to their devices more.

What of the Facebook future, and how can marketers take advantage of it?

  • Re-engineer marketing campaigns and customer service for chat messaging. Start planning IT infrastructure changes that allow systems to hook up to chat software and hardware. Design campaigns that feature a chatbot in innovative ways.
  • Missed the YouTube boat as a KOL? Now’s your chance. Brand ambassadors and KOLs must understand live video inside and out and explore the possibilities. Livestreaming events and moments is just the beginning. How about a live reality show for 15 minutes every day? Innovation and Creativity is key.
  • Learn to tell stories in VR, understand the radical changes in planning shoots, from script-writing to storyboarding to post-production, and hone your craft. The technology is still maturing, so you’re right at the start of the curve.

 

Why I finally snapped and embraced Snapchat

I had a Snapchat account (@Davko1) when it was first in the news, but like most people, I downloaded the app, took one look at the interface (“yuck clunky and counterintuitive!”), and deleted it immediately because I didn’t understand it.

Recently I’ve come back to Snapchat, and in spite of myself, become a devotee. It started with reading a news article about DJ Khaled, the “King of Snapchat”, who has accumulated over six million fans within the span of five months (as of Feb 2016). Curiosity made me download the app, reactivate my account, and after a few days I was hooked. Why I like DJ Khaled on Snapchat is for another post, but the words “motivational” and “authentic” come to mind.

Snapchat is scrappy, unpretentious, unapologetically simplistic. You can’t even see how many followers your friends have. The main interface is a camera preview, which makes it disorienting to use for the first time. Snaps disappear after 24 hours, so you’re only as good as your last. That’s scary for professional content creators like myself, but I love the liberation of not worrying about perfection, about crafting a post just right, and curating just the right picture. Life is fleeting, so why the arrogance of believing every passing thought demands permanence? Say yes to doodles and weird AR (Augmented Reality) faces, say no to self-importance. You can of course do the Facebook thing and build a glamorous persona (and many do), but colorful hand scribbles and giant emojis just don’t fit perfect shots of a champagne life.

The rise of Snapchat at a time when people are sharing much less original personal content on Facebook, is perhaps a sign of the times, or a natural evolution of what social media means in our lives. We’re not sharing less of our life moments, we are sharing them more the way we feel they should be shared: Fleetingly and capriciously. For now that is Snapchat.

Snapchat today is a behemoth in the US and Europe, but still nascent in Asia, although rapidly rising in Southeast Asia. So if I am honest, there’s no business reason for me to embrace Snapchat, yet. Penetration rate in HK is single digit, it’s banned in China, and although some Asian clients are curious, we’re not planning any major campaigns in North Asia yet. Yet, yet…nobody said everything we do has to be about business. Sometimes I just want to create a snap of myself with bunny ears and share that for laughs.

Snapchat has given me a reason to be silly. For that I am grateful.