53. Engage, Don't Automate Your Social Media Marketing with Scott Stratten

Scott Stratten is the co-author of four best-selling business books, co-owner of UnMarketing Inc., and co-host of The UnPodcast.  He is also one of the leading speakers in the world, working with businesses to embrace disruption.  Formerly a music-industry marketer, national sales-training manager, and a professor at the Sheridan College-School of Business, Scott ran his “UnAgency” for nearly a decade before solely focusing on speaking at events for companies like PepsiCo, Adobe, and Red Cross.

His passion comes out most when speaking on stage, preaching engagement and becoming one of the most sought-out speakers on the subject of marketing.  In this episode, Scott shares his thoughts on current marketing trends, what we’ve been doing wrong, and what’s next.

Find out more about Scott here:

www.UnMarketing.comFacebook@UnMarketing on TwitterUnPodcast UnMarketing: Everything Has Changed and Nothing is Different

In this episode:

• [01:49] - Scott answers why he updated the book Unmarketing.  In seven years, nearly everything has changed.  He shares examples of what's different from Facebook to video.
• [05:35] - Is Twitter irrelevant?  Scott shares his thoughts and what he thinks is the downfall of a social network.  "Twitter's only asset today is that it's live."
• [10:30] - Sometimes we don't know what we want, but what we do want is relevance.  Recency is only a small part of relevance, and that's a big thing for marketers to realize.
• [12:08] - Social currency is what we invest in a platform.  "If all we want to do is push stuff out, we aren't giving to the ecosystem.  That's not how a community works."
• [17:02] - Scott gives his position on Snapchat, why he barely uses it, and what he thinks about brands using the platform.
• [19:27] - What is Snapchat's next step?  Scott thinks it’s towards viral marketing.
• [20:12] - Scott discusses Facebook versus Youtube--which platform is worth a brand's time and how they differ.
• [24:29] - Scott tells why he thinks live streaming video is a train wreck and what's interesting enough to be live.
• [29:47] - Scott says, “The most important part about video is audio.  If it doesn't sound well, people bail quicker.”
• [30:06] - Stephan shares his ideas for improving live-stream video.
• [32:54] - Scott explains recency and resonance, and money.  Scott informs us of what we need to know about the Facebook EdgeRank algorithm.
• [36:30] - Scott says that the advantage of social media is never the fact that it's free.
• [38:27] - Scott describes why QR codes are marketing done wrong.  "Instead of asking, 'Can we use them?', we should have asked, ‘Should we use them?'"
• [41:23] - Scott shares examples of ridiculous things marketers are doing, including using the term mobile and forgetting to do the basics right.
• [44:19] - On progressive web apps, Scott says, "People say we're an app-driven society, but the core of it is the Internet."
• [47:56] - What does it take to go viral?  Scott’s answer is that nothing goes viral because you want it to.

Links and Resources:

www.UnMarketing.comFacebook@UnMarketing on TwitterUnPodcast UnMarketing: Everything Has Changed and Nothing is DifferentUnSelling: The New Customer ExperienceQR Codes Kill KittensTweetbotEdgeRank algorithmMevo camera