Two versions of the same story…
English language version
Lucy gave Matt a call. ‘Hey, do you fancy coming out with Ed and me for a drink?’ she asked. ‘Yeah, how about the Dog and Duck?’ Matt said. He needed a good drink as he’d just had a big row with his wife. She’d been giving him a right earful and nothing he could say seemed to calm her down. Plus he was trying to watch the football. Why didn’t she ever give it a rest?
So the three mates went to their local boozer and chatted away like there was no tomorrow. Ed was on great form and Matt had all the gossip. Some of it was hot stuff, and Lucy couldn’t wait to tell the girls at work.
After a while, Ed suggested they make it a pub crawl. They all agreed this was a sound idea. Lucy went to the bar to get the next round. ‘Do you want some crisps?’ Lucy shouted over. ‘Nice one!’ Matt responded.
In the next pub – a total dive – a lady came over who was collecting for charity. Matt said no, but Ed gave her a pound. The lady thanked him and gave Ed a little sticker. Matt had a change of heart, and dropped in 50p.
After a few more beers, Ed was starting to slur his words and had his beer goggles on. Lucy was looking gorgeous. He thought he might try his luck. She was the perfect woman, but how to seduce her? He was talking nonsense and swearing a lot. Matt and Lucy weren’t understanding much of it at all.
Lucy could see what was on Ed’s mind, but she knew what he was like. He was certainly an attractive guy, but a total womaniser. Not tonight love, she thought.
Social media language translation
Lucy connected with Matt using a realtime audio messaging app. ‘Hey, do you fancy launching an engaged geotargeted community to leverage our social graph’s motivation to seek rewards centred around alcohol?’ she seeded.
The Dog and Duck emerged as a viable platform. Matt was motivated to migrate to a new community space, since missz.com (which he had ‘liked’ eight years ago, and was generally loyal to, although the level of page interaction, dwell time and other meaningful engagement metrics had certainly declined) was spamming him with poorly optimised content, leading to a sharp increase in negative sentiment. Plus he was trying to watch the footy. Missz.com’s brand strategy was very 1.0 and tactical, broadcasting key messages rather than seeking a more two-way, permission-based dialogue which could lead to mutually positive outcomes. Where was missz.com’s listening strategy? It appeared that she didn’t have one in place at all.
So the three connections checked in at the social space and began organically generating viral content like there was no tomorrow. Ed was great at amplifying his brand stories and Matt was acting as an aggregator of local gossip. Some of these memes were really resonating, and Lucy couldn’t wait to distribute the most compelling and shareable content among her own target influencers in a collaborative environment.
Ed could see that the community they had created was sustainable and he felt it might be effective to introduce an element of gamification to the engagement strategy, making it more location-based and helping to create a narrative that would be shareable after the initial campaign buzz had subsided. Matt set up a wiki and the community quickly authenticated the idea. Ed felt this was truly a best-practice case study of a bottom-up crowdsourcing process leading to validated insight. He Tumblogged about it while Lucy went to get the next round. ‘Shall we integrate crisps into this phase?’ Lucy shouted over. ‘Beer and crisps – nice mashup!’ Matt responded.
In the next niche social environment – ‘Myspace’ – a lady was distributing beta invites for her crowdfunding initiative. Mike wasn’t convinced about the ROI, but Ed had been reading up on random acts of kindness and handed over a quid. In return he unlocked a badge and the lady liked his status. Matt sought social proof to validate his decision, and dropped in 50p.
After a few more beers the conversation was becoming unmoderated and Ed’s reality was becoming augmented. Had Lucy updated her avatar? He pondered an outreach strategy. Her profile seemed complete, but he didn’t know how to leverage all this attention to deliver his campaign objectives. He was posting much too frequently and using an awful lot of hashtags. Matt and Lucy were having a hard job curating it all.
Lucy could see Ed was looking for a deeper level of interaction, but suspected he was only hoping to notch up another like on his wall. ‘That’s the trouble with a one-to-many engagement programme,’ she thought. ‘If I follow you now, you’ll only be after another fan in the morning.’ Sure, he was highly embeddable, and he’d certainly acquired a significant number of advocates with his multichannel strategy, but she had to manage her online reputation.