Mario Sundar's Speakeasy

Spero Ventures. Early LinkedIn, Twitter. These are my thoughts on tech, brand, marketing and community.

Why do fans “unlike” or “unfollow” your brand?

Exact Target released a report last week that reiterates what we already knew about brands and companies testing the consumer’s patience with non-stop promotional material. It fails.

Apparently, the #1 reason across all three platforms – email, Facebook and Twitter – for folks unfollowing brands is too many postings or updates. Just like with any person to person engagement on social platforms.

Interestingly, this was also in line with Seth Godin’s Permission Marketing post (wow! how long ago was that in social media years). For e.g. when Seth launched his Permission marketing book, here’s what he had to say about it:

Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them.

Social networking sites are the very epitome of how Permission based marketing works. And, yet what do marketers do? They treat it like traditional email marketing and push messages non-stop and end up driving away the same consumers who opted-in to following your brand.

The study actually interviewed folks about email marketing, Facebook and Twitter marketing and it’s nice to see how in all three mediums, the #1 reason you drive away your “fans” is by bombarding them relentlessly with useless promotional content.

What can your brand learn from it?

I think Seth Godin said it best.

In order to get permission, you make a promise. You say, “I will do x, y and z, I hope you will give me permission by listening.” And then, this is the hard part, that’s all you do. You don’t assume you can do more. You can promise a newsletter and talk to me for years, you can promise a daily RSS feed and talk to me every three minutes, you can promise a sales pitch every day. But the promise is the promise until both sides agree to change it.

So, what is the type of content and the frequency with which you update your Facebook and Twitter pages? If your company has a social media business page on Facebook or Twitter, I’d love to hear your thoughts. Leave a comment.

Filed under: Facebook

My keynote chat at the Online Marketing Summit 2011

A couple of weeks ago, I spoke at the Online Marketing Summit where I had an opening day keynote chat with Aaron Kahlow on topics ranging from the future of the social media strategist role (something I discussed on Quora recently) to discussing smart ways for marketers and businesses to use LinkedIn.

Aaron Kahlow and Mario Sundar (Scroll down for more pics)

Here’s a quick write-up from B2B Magazine on the opening session:

During a packed opening keynote session, Mario Sundar, senior social media manager at LinkedIn, discussed the changing role of the social media manager at companies.

“There are two trajectory roles that are occurring at large companies,” he said. “On one hand, social media will be seamlessly integrated into other functions such as marketing, PR or customer support. At other companies, such as Ford and Citi, an executive social media role is emerging.”

He also discussed how companies are using LinkedIn features like custom groups to reach customers and prospects.

It’s interesting how businesses are trying to get their arms around LinkedIn, and some of my efforts in the coming months will focus on educating them on ways to accomplish that. Stay tuned.

While at OMS, I also had a chance to catch up with good friends like Chris Brogan and run into social media folks like Charlotte Blank (GM) and John Lustyan (Disney) – individuals responsible for social media at their companies. As always, it’s interesting to learn how companies approach social media, which teams are taking the lead on social media and how those skills are transferred across the organization.

Below are some pictures from my keynote chat with Aaron Kahlow (Source: Online Marketing Summit) with my favorite being the second one. Kudos to Aaron and team for a kick-ass event and thanks for the opportunity to speak.

As promised, more pics…






Filed under: Speaking Engagements