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BBC News Interview: Australia’s Teen Social Media Ban

December 11, 2025 by Niklas Myhr 2 Comments

BBC News social media ban interview Niklas Myhr

Australia’s teen social media ban gave me a chance to discuss, live on BBC News directly from my Chapman University office, why an all‑out prohibition on platforms for young people is unlikely to deliver the safety politicians are promising. In this post, I want to unpack the key points from that interview and explain why better enforcement, smarter design, and empowered parents beat blanket bans.

“I don’t think this is the right way to go about it”

When asked whether an all‑out ban could protect people online, my first reaction was clear: “I don’t think so… I don’t think this is the right way to go about it.” The intention may be “a laudable initiative in terms of doing something” about harms, but the execution raises serious problems.

One major issue is practicality: a nationwide age‑based ban “is going to be difficult to enforce,” especially when tech‑savvy teens are already accustomed to circumventing weaker age checks. If the rules only work on paper while young people quietly route around them, the policy risks becoming a symbolic gesture rather than a meaningful protection.​

From regulated platforms to “worse places”

Another concern I raised is that some young people “may end up in worse places than highly regulated, potentially highly regulated tech platforms.” Mainstream social networks are far from perfect, but they at least have some degree of moderation, reporting tools, and public scrutiny.​

If those options are shut down, the unintended consequence could be a migration to “different fringe websites that become new destinations for teens.” In other words, by closing the front door of big platforms, we may be nudging vulnerable users into back alleys of the internet where predators, extremist content, and zero oversight are more common.

BBC News story on Australia's Teen Social Media Ban, interview with Niklas Myhr, Chapman University

Content moderation as a “balancing act”

In the interview, we also talked about how Europe, the United States, and now Australia are taking different paths on regulation and free speech. I emphasized that “content moderation has always been a balancing act.”

Platforms “have a responsibility to do some reasonable effort” to go after “bad content, systematic violators, [and] predators, and actually take them off the platform.” Europe is increasingly saying tech companies are “not doing enough, not nearly enough,” while the US remains less strict for now, in part due to free‑speech concerns. Australia’s move adds yet another model to this global tug‑of‑war over how far governments should go in dictating what happens on social platforms.​

Why “teen accounts” and parental controls are not enough

The BBC host asked about Instagram’s heavily promoted “teen account,” with built‑in controls meant to keep younger users safer. My view is that this type of solution “probably requires parental control and supervision in order for it to work with today’s verification standards.”

Many teens will still “find ways to get access to the adult version anyway,” which limits the impact of these features. For platforms, however, such tools are convenient proof to regulators that “at least we’re doing something,” even if “that I don’t think is nearly enough.” Without robust age verification, better design defaults, and real collaboration with parents and educators, teen modes risk becoming more of a compliance checkbox than a real safeguard.

Social media as “the community center” and “the playground”

One part of the segment focused on angry young influencers in Australia who feel the ban is taking away both their social life and a potential income stream. When asked how important tools like TikTok are for today’s youth, I described social media as “the community center” and “the playground” for better or worse.

Even as “The Social Media Professor,” I said that I “clearly want people [teens] to go out and play and have fun and socialize” offline. Still, “not all online activity is bad, and not all screen time is a‑social”; many teens “have true relationships and communities” online. Removing them wholesale from these spaces ignores the reality that meaningful friendships, support networks, and creative collaborations now routinely start on screens.

Speech, politics, and building movements

Beyond friendship and fun, young people also “use this for speech and political lobbying and building movements and communities.” If bans like Australia’s become a template “in other countries as well,” youth may “have less ability to do” this type of civic engagement.

At a time when social and political debates are increasingly mediated by digital platforms, excluding under‑16s from the conversation carries consequences for how represented they feel in public life. The ban is not just a safety measure; it is also a restriction on how a generation participates in culture, activism, and democratic discourse.

Influencers, parasocial relationships, and making a living

The BBC piece also highlighted teen influencers whose ability to earn money is directly affected. I noted that “influencers is a real thing, whether you like it or not. Influencer marketing is here to stay.” For many young creators, social media is where they develop followings based on trust and parasocial relationships.

Some of these creators “are very young indeed,” building audiences and skills long before traditional employers would consider them. A hard cutoff at 16 does not just protect them from potential exploitation; it also shuts down early career experimentation, entrepreneurial learning, and legitimate income streams that families in some cases rely on.

Where this leaves regulators, parents, and platforms

Taken together, the arguments from the interview point toward a more nuanced path than an outright ban. Policymakers should focus on enforceable obligations for platforms to act against clear harms and repeat offenders, rather than pushing all under‑16s off mainstream services. Parents need better tools, transparency, and practical education, not just legal reassurances that teens are “not on social media anymore.”

For platforms, the message is that cosmetic changes will not suffice. They must take seriously their responsibility to design with youth in mind, to support healthier defaults, and to collaborate with regulators on standards that go beyond PR‑friendly “teen accounts.” Social media can be both dangerous and deeply valuable; treating it as today’s “community center” and “playground” is a better starting point than pretending we can simply lock the gates and throw away the key.

Filed Under: Social Media, Featured

Quoted in Reuters story on Threads

July 6, 2023 by Niklas Myhr Leave a Comment

Meta with its Instagram service is going after Twitter with its new text-based social media platform Threads to become the new digital town square for text-based conversations, live commentary, and breaking news. I shared some perspectives with Reuters that they featured in a story today.

Threads vs Twitter

The timing of Meta’s release of Threads could not have been better as Twitter is at its most vulnerable stage. With its bare-bones staff, Twitter is apparently barely able to keep the service running let alone manage increasing brand safety concerns with its reduced investment in content moderation.

There is a rather large graveyard filled with failed social media platforms. However, Threads, building upon the Instagram platform with its massive user base, is at the very least going to get a serious look by many who have gotten increasingly frustrated with Twitter’s increasing toxicity and overall turbulence of late since its takeover by Elon Musk.

That Twitter is the platform that is specifically targeted by Threads is something Mark Zuckerberg is making abundantly clear. He hopes that Threads by Instagram will be the first billion-user conversation platform and suggests that Twitter had its shot and basically blew it.

Why Meta May Succeed with Threads by Instagram

Meta has proven that they can successfully integrate killer features of emerging platforms such as Snapchat and TikTok such as in the case of Instagram’s Stories or Reels formats. Moreover, Meta has the financial muscles to be sufficiently patient to give Threads a chance beyond the honeymoon phase of a launch. Over time, Meta can tweak and improve the Threads platform as it learns from the behaviors of the early adopters.

Threads is off to an impressive start with 10 million users in only the first 7 hours. That Threads can build some initial momentum is not so surprising given that it is rather friction-less to sign up via your existing Instagram profile. Thereby, you can simply use the same user handle and login while leveraging the following you have already built on Instagram. You can simply state that you wish to follow everyone you already follow on Instagram and if they are not yet on Threads, you will start following them the moment they do sign up.

5 Reasons Advertisers will go for Threads

Advertisers are likely to monitor the emergence of Threads with great interest for at least five reasons:

  1. Instagram is a proven platform and is the service from which Threads is launched.
  2. Advertising rates can be attractive initially. Historically, advertising rates on emerging platforms can be had at bargain prices until mainstream marketers realize the true value of a new platform and join the fray.
  3. Opportunity to connect with early adopters. By being an early advertiser on a platform, brands have an opportunity to establish themselves and connect in more genuine ways with early adopters before the platform becomes overly commercialized. Based on my observations day 1, many of these early adopters are also quite influential people with large communities.
  4. Relevancy for Gen Z’ers. Being early on the platform could also be a way for a brand to demonstrate its overall relevancy with younger demographics such as Generation Z as the young tend to be the first to give new platforms a chance.
  5. Brand risks on Twitter. When it comes to brand risk, brands would typically look at a new platform with some trepidation. However, given the increasing concerns about brand safety over on Twitter with its more bare-bones content moderation standards, Threads could be seen as a safer option already from the get go.

5 Challenges for Threads by Instagram

For Threads to become a true public square of conversations, they will clearly face some significant challenges and success is far from guaranteed. In the following, I list some of the key challenges Threads will need to deal with:

  1. Getting users to go public. One key will be for the platform to motivate a large number of users to opt for the public vs private option when joining Threads. Otherwise, it simply won’t become the “public square”. Clearly, there could be value in more closed communities and amongst circles of friends but such needs are likely already met by existing services.
  2. Establishing a climate for civil discourse Another challenge will be for Threads to foster a climate and a platform for civil discourse about topics people would like to discuss while at the same time, not going overboard with content moderation.
  3. Alleviating privacy concerns. Will Threads be the platform where people feel that they can truly open up and share their thinking or will they hold back given that Meta has a history of exploiting what they know about you?
  4. Complying with anti-trust legislation. For me, it was quite noticeable that something was during missing day 1 of Threads. Simply put, where were all my Swedish friends and connections many of whom typically would show up early on new platforms? Then I learned that Meta chose to wait with the launch in all of EU, presumably as they want to be in compliance with the Digital Markets Act and the Digital Services Act and it is clear that EU’s increasingly aggressive stance on Big Tech has resulted in some hesitation. Personally, I hope that they figure it out so I can connect with my European friends soon!
  5. Ensuring interoperability with other networks. Some of the emerging and decentralized Twitter alternatives like Mastodon and Bluesky are likely to still stay around for the foreseeable future given that they seem to have struck a chord with many former Twitter enthusiasts. The question is if Threads can win out with its ease of use and frictionless onboarding or at the very least succeed by ensuring that the network complies with some interoperability standards. At least, Threads is hinting at this as an objective as they aim to make future versions of Threads compatible with the so-called fediverse via which you can follow and interact with people across platforms even specifically mentioning Mastodon by name.

Social Media Coming Full Circle with Threads by Instagram

Threads, by going for text as the primary media format, seems to be an example of social media coming full circle from its origins of text-based updates. Then, when Facebook allowed for images to be shared, they were seen as illustrations of an accompanying text whereas Instagram was more image-centric with a text caption as an add-on. Later, with video taking off on all platforms and social audio becoming a thing, text started taking a back seat on social media.

The written word is still powerful, though, as evidenced by the growth of email newsletters and messaging platforms. Certainly, Gen Z’ers are no strangers to texting albeit often behind closed doors inside private chat groups with their friends and communities on Instagram, Whatsapp, Messenger, etc. Threads is apparently not going for private messaging and dms are not even possible, at least not in the first iteration of the service.

Why I am on Threads Day 1

I get it that not everyone would be excited about the launch of yet another social media platform and I respect those who feel that the world needs less, not more social media… On the other hand, others get excited by the emergence of promising new platforms and are eager to jump on board and try them out. I belong to the latter category, at least some of the time.

My goal with experimenting with new social media platforms is not necessarily to find ways to add more social media to my life but rather to find out if a new alternative can be a better alternative than and reduce the need for some existing platforms. I will withhold my judgment of the platform as it is still Day 1.

Still, the rollout too 100+ countries seems to be running well so far and it has been enjoyable to interact with many familiar faces during this first day of the platform. It is as my friend Mitch Jackson usually tells my students when he visits my Chapman University classes “Platforms come and go but relationships can last a lifetime.”

In conclusion, hope to connect with you over on Threads, you can find me at https://www.threads.net/@niklasmyhr

Filed Under: Digital Marketing, Featured, Social Media

Elon Musk Flips the Twitter Coin

November 16, 2022 by Niklas Myhr Leave a Comment

Trying to make sense of all that is going on at Twitter under Elon Musk, Abby Little of Chapman University’s The Panther Podcast reached out to me for an interview. Thanks Abby for the conversation in which we discuss Twitter use cases, its business model moving from a reliance on advertising toward subscriptions such as Twitter Blue or Fintech transaction fees, Elon Musk’s innovation process, impersonations and trolling, content moderation, and the future of the platform. Spoiler alert, Elon Musk will either turn out to be the best or the worst thing to ever happen to Twitter!

During the first few weeks under the ownership of Elon Musk, Twitter has been a constant in the news in spite of the midterm elections, war in Ukraine, and other world events. Mr Musk himself continues to communicate via the platform that he so clearly enjoys and in spite of his super-user status, he doesn’t show any intentions of holding back the punches. By contrast, he goes after senators as well as his own employees in a non-apologetic and confrontational manner.

News are also leaking out from frustrated employees who share any email that is sent by Mr Musk as well as audio recordings of what he says at all-hands meetings. Most recently, he has demanded employees commit to working “extremely hardcore” meaning “long hours at high intensity”

At least the continued Twitter journey is unlikely to be uneventful. Also, in spite of all the negative news surrounding the “honeymoon” phase of Musk’s Twitter reign, it would be premature to discount the possibility that he eventually could turn this platform into something quite powerful. Yet, it could also crash and burn and turn into a case study of could-have-beens, should-have-beens. A coin flip indeed.

Again, take a listen to the podcast interview in which I address:

  • Twitter use cases
  • Twitter’s advertising business and alternative business models
  • Elon Musk’s innovation process
  • Impersonations and trolling
  • Twitter Content moderation
  • The layoffs at Twitter
  • The Twitter Blue subscription plan

Filed Under: Digital Marketing, Chapman University, Featured2, Social Media

The Core Premise of BeReal

August 5, 2022 by Niklas Myhr Leave a Comment

The premise of countering the stylized, staged, manicured, perfectionist, big-time influencer post is sustainable, but the idea of taking a photo in a random two-minute time slot could get old.

Niklas Myhr quote on BeReal in Time, August 4, 2022

The explosive growth of emerging social media platform BeReal has naturally caught media's attention as it tries to understand what the fuzz is all about. In this regard, The Wall Street Journal and Time have reached out to The Social Media Professor for interviews about the essence of BeReal. Our discussions have primarily dealt with three issues:

  • What makes BeReal special?
  • What makes people leave other platforms?
  • Is BeReal here to stay?

What makes BeReal special?

Gen Z (or Generation Z representing the cohort born between 1997 and 2012) is the age demographic that has most enthusiastically adopted BeReal. What seems to attract these young users is that BeReal offers a low-pressure environment where it is okay to share rather mundane pictures of what you are up to at a random time each day, even if nothing exciting is happening in your life at that time.

Creative constraints

BeReal chose to include some constraints in the creation process, which has leveled the playing field between casual users and full-time creators. Creators are limited to sharing only one snapshot a day, using both the front and the back camera to capture more of your surroundings. Also, unless you want your post to be flagged as being “late”, you need to share your photo during a specific and randomly assigned 2-minute period.

Having our Goldendoodle Simona nearby provides for good BeReal postings

With this time constraint, BeReal effectively reduces the time creators have at their disposal to set up, take, and share a photo. Users can also not simply upload old photos from their phone as this would defeat the purpose of BeReal which is to capture what is going on at a very specific time.

Other limitations include the lack of editing options, so creators cannot work on filters to create the “perfect” image. This lack of filtering options harkens back to 2013, when the #nofilter hashtag started trending on Instagram as a reaction to the overuse of filters. Even if filters are still available on Instagram, this was perhaps a precursor of apps like BeReal, which speaks to the preference of many users who find it refreshing to share and see pictures in their raw, authentic, and original forms.

Forced participation

One noteworthy aspect of BeReal is that it forces you to share an update yourself before you can see anything of what is going on with others. This ensures that everyone on the platform participates in contrast to other platforms on which many users have become passive observers of what others share.

What makes people leave other platforms?

Is the growth of BeReal connected to the growing dissatisfaction users report on other platforms such as Meta's Facebook and Instagram? Instagram, in particular, has been in the spotlight recently as they have introduced changes to mimic the increasingly dominant TikTok, such as by featuring more video content via so-called Reels and by introducing recommended content by people you are not connected with.

While the simultaneous growth of BeReal could be coincidental, the timing is curious and speaks in favor of this being the perfect storm when a platform like BeReal becomes a refreshing alternative where users, at least for a moment, can stay connected with their friends in a more authentic manner.

Attacking some trees at the summer cabin

Even before the TikTok-inspired changes with Reels, Instagram was beginning to face issues of content feeds being overly saturated with content by professional influencers and ads. Many regular users have become more hesitant to share updates of themselves, self-disqualifying their lives and photos as not sufficiently interesting or good-looking.

As more users become passive lurkers rather than active participants, the user experience on Instagram has become more similar to watching Netflix on your sofa. And by watching an Instagram feed where others present picture-perfect lives, the experience has not always been a happy one. For example, even Instagram's own research show that female teen depression on Instagram is real.

Still, it is essential to remember that people flocking to BeReal for a few minutes each day doesn't necessarily mean they abandon other stalwarts in the business as my Gen Z daughter Selma pointed out. Rather, at least for the time being, BeReal represents a complement to existing offerings rather than as a replacement.

Is BeReal here to stay?

On the island of Utö in the Stockholm Archipelago

The Business Model of BeReal

What business model can make BeReal sustainable from a business perspective? With increasing investments in the platform, that question will likely become more acute as months go by. Still, the most viable options for monetization are not likely to be implemented in the near future:

  • Allowing for advertisements would be risky as many users likely fled to BeReal as other platforms had too many ads whereas BeReal represents a more genuine, authentic experience. That being said, if BeReal would go for advertisements, the best approach would be for them to curate or steer advertising partners toward ads doubling down on “realness”. Less-than-perfect photos and illustrations of a behind-the-scenes nature can show people that companies are human too. Some brands have already begun experimenting with an organic presence on BeReal in the hopes that the authenticity shines through. Yet, this avenue is not necessarily novel as many brands have now done similar work for years trying to be authentic such as via Instagram Stories.
  • Charging a subscription fee doesn't sound realistic at this point as the feature set is too limited. Perhaps a subscription for power users could be on the horizon, but the idea of big-time influencers on the platform runs counter to the essence of what BeReal is all about.
  • Merchandising could be an option through which BeReal could capitalize on at least some of the traction it currently has, even if the risk is that users feel that BeReal would be selling out if they were to start selling t-shirts on being real.
  • Diversification is yet another option where BeReal could serve as a marketing vehicle to promote other products and services. The risk here would be if these offerings would be presented in such a way that these would become just as intrusive to the user experience as ads by other companies. But while they have the momentum, BeReal certainly has the opportunity to try a number of things. For example, I would not be surprised if they managed to host events, conferences, or meetups of “real people” around the world. Or they could host a concert with “real artists” performing unplugged in regular clothing with no makeup. Lady Gaga appearing as Real Gaga, wouldn't that be a thing?
  • Looking for mergers & acquisitions is another possibility, as partnering up with someone else or allowing yourself to be acquired could provide the desired combination of the ability to attract an audience with commercialization options. Perhaps Airbnb sees the potential fit of having BeReal help them further enhance its already impressive online community of “real people”?

Is BeReal a fad?

Regardless of the business model implications, another issue is whether BeReal is a fad or a platform that can sustain its momentum and continue its growth for the foreseeable future.

Though the number of downloads is a good measure of an app’s success, that data doesn’t predict whether the app has staying power

Niklas Myhr quoted in The Wall Street Journal, April 20, 2022

Whether authenticity online is attainable at scale or even desirable is debatable as other platforms such as Facebook and Instagram have struggled in this regard. A decade ago, you would be hard-pressed to see a single presentation on social media not emphasizing the importance of being “authentic” (and yes, this includes presentations by the author of this article…).

Sharing the view from Chapman University's Faculty Atheneaum

Yet, the core premise of BeReal is that it is supposed to capture people's everyday lives in a more realistic, authentic manner. However, that doesn't necessarily have to be implemented via random, 2-minute windows during which you snap a photo. The novelty of this particular approach is likely to wear off sooner rather than later.

Still, there are other ways in which BeReal can capture the realness of people's lives. After all, it is not called RealPhotos, so obvious extensions to the current model would be to invite people to share real video, audio, or text snippets based on specific prompts. All would serve the purpose of getting the bulk of people sharing what they are up to right now.

Having experimented with BeReal myself, I can identify with the joy of getting that BeReal notification just at the time when you were up to something unusual or fun in some other way. Or, at least I have often been able to find our dog Simona as a go-to participant in my BeReals!

Still, BeReal is supposed to provide a more realistic view of someone's life in that it captures your average moment rather than just the highlight of your day. One can only hope that apps like BeReal can inspire youth to lead more interesting lives in that it gets them outdoors, socializing with other people, finding scenic viewpoints, and engaging in more exciting activities.

Or, perhaps even better, apps like BeReal can make people feel better about themselves as they see that others are not always having the best times of their lives on an everyday basis. Nor are they looking fabulous every day. In this regard, BeReal deserves credit if the platform can serve as an important reminder that you don't necessarily have to look perfect every day. Instead, you can simply be yourself and that is fine enough.

My rock star brother David Myhr trying to look like a regular guy

But given that BeReal is beginning to spread to older age brackets, the risk is that many users will find themselves at the very same spot such as at a desk at work during most of the BeReal's random notification times. Pictures over time may become very similar to yesterday's post.

It could also be less than ideal to get a 2-minute countdown notification during inopportune times while you drive, sit in class, or are busy at work. Myself, I had the notification alert go off while proctoring my students' final exam. It quickly became obvious that many of my students recognized BeReal's distinctive notification sound as they smiled at me.

Filed Under: Digital Marketing, Featured2, Social Media

With HSH Prince Albert II and the Monaco Digital Advisory Council

December 20, 2018 by Niklas Myhr Leave a Comment

Proudly I accepted the invitation by HSH Prince Albert II to join The Monaco Digital Advisory Council. This council helps guide the principality through a journey of digital transformation. The goal is for Monaco to become a world-class smart city or city state not only to serve its own citizens but also to provide a good example for the world at large.

Niklas Myhr, HSH Prince Albert II, Monaco Digital Advisory Council
Niklas Myhr, Ph.D., Chapman University and HSH Prince Albert II of Monaco

Ever since HSH Prince Albert II took over the reign as the Prince of Monaco in 2005, he has worked hard to establish Monaco as a sovereign, independent country that is to be taken seriously by the international community. In so doing, HSH Prince Albert II has built an agenda for Monaco based on the core values of ethics, transparency, and sustainability.

For example, Monaco should no longer be seen as (if it even ever was) a safe haven for money-laundering activities. Also, the many initiatives supported by the Prince Albert II of Monaco Foundation very much counter the perception of Monaco as only being concerned about luxury yachts, the Casino, and Formula I racing.

Monaco's Chief Digital Officer Frédéric Genta

While HSH Prince Albert II has made great strides in his first decade plus in charge, he has declared that the second phase of his reign should focus on digital transformation. He recognizes that Monaco could do much more in terms of leveraging smart technologies to support his agenda and big ambitions for his Principality.

Monaco Digital Advisory Council breakfast outside w Prince Albert II
Frédéric Genta and HSH Prince Albert II of Monaco

To spearhead the digital transformation of Monaco, the HSH Prince Albert II appointed the country's first Chief Digital Officer in the form of Mr. Frédéric Genta. Mr. Genta is a native Monegasque with an impressive Silicon Valley technology background at Google, Amazon, etc, and who also holds an MBA from Harvard Business School.

The Monaco Digital Advisory Council

The Monaco Digital Advisory Council, under the directorship of the country's Chief Digital Officer Frédéric Genta and with HSH Prince Albert II as its Chairman, was formed to support the digital transformation of Monaco. The council is providing the Principality with a digital vision, strategies, and contacts with external networks and companies. 

Prince Albert II, Niklas Myhr, Monaco Digital Advisory Council, Gunhild Stordalen
The Monaco Digital Advisory Council 2018 (from left to right): Hani Mahmassani, Northwestern University; Niklas Myhr, Chapman University; Hiroshi Mikitani, Rakuten, Inc.; Frédéric Genta, The Government of Monaco; Axelle Lemaire, Roland Berger; HSH Prince Albert II of Monaco; Krishnakumar Natarajan, Mindtree; Gunhild Stordalen, EAT; Marc-André Kamel, Bain & Company; Nick Jennings, Imperial College London; with moderator Loïc Plantevin, Bain & Company (missing in photo: Diego Piacentini, The Government of Italy; and, Balaji Srinivasan, Coinbase.)

At our first meeting, expertly moderated by Loïc Plantevin of Bain & Company, I had the great pleasure of interacting with and learning from a number of experts from both the public and private sectors: 

  • Hani Mahmassani: A Professor at Northwestern University who is considered a world expert in the mobility sector.
  • Hiroshi “Mickey” Mikitani: Founder and CEO of Rakuten, Inc., Japan's largest digital platform.
Hiroshi "Mickey" Mikitani of Rakuten and Niklas Myhr
With Hiroshi “Mickey” Mikitani, CEO & Founder of Rakuten, Inc.
  • Axelle Lemaire: Former Secretary of State for Digital Technology in France under President Hollande and now a partner in the consulting firm Roland Berger.
  • Krishnakumar Natarajan: Co-founder and Executive President of Mindtree, India's leading IT company with regard to smart city issues.
  • Gunhild Stordalen: Founder and Executive President of the EAT Foundation with a mission to transform how the planet feeds itself not only for the health benefits but also with the goal to reduce the negative environmental impact of the food supply chain.
  • Marc-André Kamel:  A Monegasque national and a Partner and Director of Bain & Company.  He heads the Distribution and Luxury division for Europe, the Middle East and Africa and is one of the leaders of the Transformation and Customer Strategy and Marketing divisions.
  • Nick Jennings: Professor of Artificial Intelligence at Imperial College London, who is internationally recognized as an expert in this field.
Monaco Digital Advisory Council breakfast inside w Prince Albert II
Breakfast with the Monaco Digital Advisory Council and HSH Prince Albert II

In addition, the Monaco Digital Advisory Council includes the following two members who were unable to attend our first meeting:

  • Diego Piacentini: Government Commissioner for Digital Matters in Italy, the first Vice-President of Amazon and its second largest shareholder ($3.2 billion).
  • Balaji Srinivasan:  Co-founder of Coinbase (the largest Blockchain company) and an Associate of Andreesen Horowitz (the largest Californian venture capital fund).
The Monaco Digital Advisory Council

The Social Media Professor joins the Monaco Digital Advisory Council

With such a distinguished group of world-class thought leaders and entrepreneurs, it would be easy to feel intimidated. For example, I did note the fact that the majority of the other council members had their own Wikipedia pages.

Niklas Myhr, Hani Mahmassani, Monaco Digital Advisory Council

However, once we got together, I could quickly relax as the atmosphere was very warm and collegial and we quickly got to know each other. At least, now they all know how to find Chapman University and some of them would even be able to pinpoint my hometown of Piteå in northern Sweden. 

Our hosts also contributed to the creative process with a genuine curiosity about what we had to say and with their warm hospitality. To say that the Principality of Monaco took good care of us during our stay would be a gross understatement.

Monaco Digital Advisory Council Lunch at Residence outside
The Monaco Digital Advisory Council with the Minister of Finance and the Minister of State

Myself, I was invited to join the Monaco Digital Advisory Council to share my perspectives on digital transformation and digital leadership building on my focus on social media networks and digital communications. The communications challenge that Monaco faces is how can use social and digital channels both to gain the support from its citizens and to impact how Monaco is being perceived by the outside world.

Monaco Digital Advisory Council at work w Frederic Genta, Gunhild Stordalen, Niklas Myhr
Parts of the Monaco Digital Advisory Council hard at work led by Monaco's CDO Frédéric Genta. Here also with Gunhild Stordalen of EAT and moderator Loïc Plantevin of Bain & Company.

Social Media and Personal Branding for Professionals

I have long advocated for the value of showing up regularly on multiple social platforms to network with and help people. If you keep at it, you are simply more likely to be experiencing so-called serendipitous opportunities, that is, good news that come to you rather than the other way around.

Lunch for the Monaco Digital Advisory Council and its Chairman HSH Prince Albert II at the residence of the Minister of State Monsieur Serge Telle

At least, this form of “Inbound Marketing” worked in the case of the Principality in its search for a social media professor to invite. Apparently, I  popped up everywhere and, more importantly, they liked what they saw. So instead of getting a social media professor, they decided to get The Social Media Professor!

I recently elaborated on what you can do to build up your personal brand and online platform so that you too can experience some more serendipity in your life. These strategies and tactics can be found in the chapter I contributed to the great social media book by my friend Mitch Jackson.

Monaco's Digital Future

At the end of our gathering, the Monaco Digital Advisory Council reported its findings in terms of key success factors and ideas for a 10-year vision of what is to become of the Principality. Now it is up to the Chief Digital Officer Frédéric Genta to determine what ideas they would like to implement first.

The Monaco Digital Advisory Council will stay connected with Mr. Genta virtually during the year and then reconvene in Monaco again at the end of 2019. Several colleagues at Chapman University have already offered to join me should their presence be desired!

Regardless, I know that I will be on lookout for good examples and strategies for digital transformation that may be applicable in the case of Monaco. I also feel that my experiences from arranging the annual Chapman University MBA travel course Business in Scandinavia helps prepare me for many of the areas Monaco considers.

For example, issues covered during our two weeks of travel through Scandinavia include digital leadership, digital communications in the public sector, clean technology, 5G telecommunications networks, e-health, self-driving and electric vehicles, flat organizations, e-government, and online education. 

Any input or ideas that you may have in terms of smart technologies or solutions that you think may be valuable in the digital transformation of Monaco, please let me know!

Filed Under: Social Media, Chapman University, Featured, Monaco, Social Leadership

The Ultimate Guide to Social Media by Mitch Jackson, a book review

December 14, 2018 by Niklas Myhr Leave a Comment

Mitch Jackson, social media book, Chapman University, Niklas Myhr, The Social Media Professor

The brilliance of Mitch Jackson‘s approach to social media is that he somehow manages to be consistently omnipresent across a number of different channels and the fact that he is doing so while still preserving the human empathetic touch that characterizes his core value of simply being a good person. As he emphasized in a guest lecture in my Digital Marketing class at Chapman University:

You can get the chapter I contributed to the Ultimate Guide to Social Media for free at tsmp.me/chapter

Platforms come and go. Relationships can last a lifetime!

– Mitch Jackson

Mitch Jackson, guest speaker, Chapman University

By practicing what he preaches, Mitch has put into action what many of us others are merely reading, thinking or talking about. The result has been that Mitch Jackson over time has grown and nurtured an impressive network of thought leaders and industry executives. Evidence of this can be seen in the form of this book.

Imagine that Mitch has developed a close-enough relationship with 47 different people who all jumped at the opportunity to contribute to the collaborative process of writing this book (in full disclosure, I am honored to be one of them!). One notable thought leader, David Meerman Scott has been so enamored by Mitch Jackson so he not only wrote the foreword of this book, he also incorporates the example of Mitch Jackson as a “newsjacking master” such as at the big National Speakers Association Influence conference where I filmed this segment from David's keynote presentation.

After now having spent 24 hours with my fresh copy of the book, it is clear that Mitch has put a lot of thought into his role as a curator to recruit contributors with expertise in many different areas related to social media strategies and tactics. Mitch has also, it should be noted, himself penned a number of the chapters sharing from his own impressive experiences of what social media can do and how it gets done throughout the book.

All killer, no filler

Part 1: The Social Media Mindset

In the first part, Mitch Jackson, sets the stage for the book by dedicating it to the mindset required for social media success. Absent this right mindset, the technical and platform-specific advice and communications tips covered later in the book won't anyone much good.

Mitch Jackson Social Media Book Word Cloud

Bob Burg stresses how the “Go-Giver” approach of proactive generosity works supremely well also on social media, whereas Kim Garst is talking more specifically about how to become an influencer. In short, it takes authenticity, commitment and hard work in terms of being helpful and responsive for you to achieve the ultimate objective of building an audience that trusts you.

On the related theme of establishing relationships built upon respect and social engagement, Bryan Kramer points to the importance of showcasing your personality such as by writing like you are speaking. You have an opportunity to stand out not by being overly serious in business relationship but by simply being more human and Bryan is also the one who coined the phrase H2H or human-to-human.

Mitch Jackson, guest speaker, Niklas Myhr, Chapman University
Mitch Jackson after guest lecture at Chapman University

Shama Hyder goes into the important aspect of how to work with an agency if a business would go that route. It may be tempting for those not so familiar with social media communications to outsource it all to an external agency and get rid of the “problem.” Still, for such a relationship to be successful, it is critical that the agency in question truly knows the brand they represent in order for the agency to best serve their clients and Shama outlines issues that clarifies how this could be done.

You can get the chapter I contributed to the Ultimate Guide to Social Media for free at tsmp.me/chapter

In my own chapter in the mindset section, I focus on the global implications of social media, both in terms of its challenges but primarily how it can greatly expand your opportunities. For example, by developing a social media presence, in my case as The Social Media Professor, you also have to be ready for serendipitous opportunities from abroad that may present themselves at your virtual doorsteps when you least expect it such as when I recently had the great honor of receiving an invitation by HSH Prince Albert II to serve on the Monaco Digital Advisory Council!

Monaco Digital Advisory Council, Niklas Myhr, Prince Albert II
The Monaco Digital Advisory Council at the Hermitage Hotel, Monte Carlo

Part 2: How to Use the Social Media Platforms

In the next section, Mitch Jackson organizes a terrific set of chapters covering a number of different platforms that we now have at our disposal. Chris Brogan helps get you going with your blog, a medium that is not going away. However, the problem for most bloggers is that they run out of ideas on what to blog about. In this regard, Chris does a great job by sharing many simple techniques on how you can come up with fresh topic ideas that also would be valuable to your audience.

In spite of recent difficulties at Facebook, it is understandable that Mitch allocated more than one chapter to the platform given its still very dominant size and high share of the online advertising market. In separate chapters Stephanie Liu and Azriel Ratz both go into Facebook and Facebook advertising and gets you up to speed in terms of effective Facebook strategies such as the effective use of Facebook Live streaming or how you can cater to consumers' varying needs at different stages of their customer journey with a number of tips and tricks.

Mitch Jackson, social media book, Chapman University, Niklas Myhr
Click image to get this book already!

Sue B Zimmerman covers Instagram strategies that work including the more recent developments with stories and IGTV (or Instagram TV) so that you can actually be noticed in that increasingly crowded platform of Instagram. Roberto Blake tells his secrets that keeps up his incessant productivity on YouTube where he shares valuable content on a consistent basis across a number of topic categories.

Mitch Jackson, guest speaker, Niklas Myhr, Chapman University

Nicole Abboud lists what you need in order to get started with your podcast. The steps involved and the strategic decisions you need to make. She knows what she is talking about I can tell as she has been a guest speaker in my Chapman University class. Nancy Myrland caught the hot topic of voice marketing through smart speakers, etc, and she goes through how to set up your flash briefings on Amazon Echo and other tips. I may take her up on that! She also covers why voice marketing is becoming increasingly important for marketers to consider as as more and more conversations are moving in that direction.

Mike Allton, a brand ambassador for AgoraPulse, goes into not just that (terrific) tool, but also other resources that you can use to manage your social media presence and to analyze the outcomes of what you do. By using the right tools, you can have clearer view of what kinds of online activities are worthwhile for you.

Part 3: Social Media Communication and Success Tips

After having covered the mindset required and platform-specific discussions in the first two parts, the third and final part of Mitch Jackson's social media book goes into social media strategies, success tips, and tactics that apply across various platforms. Regardless of your choice of platform, at the end of the day, the influence you develop over time stems from the content that you create and share with the world. This is what Mark W. Schaefer talks about in his chapter and he teaches you how to create smart, original, and relevant content for your audience that makes you stand out vs. your competition. Mark also asks you to be patient and not expect overnight results but once you commit to a consistent presence online, the rewards can be plentiful as it would help you become known, the title of his book on building a platform of influence online.

Courtney Smith Kramer shares some intriguing perspectives on how you can become more creative in what you share on social media by likening the content creation process with sex. I will not give away too much other than saying that Courtney suggests that you should not think of content creation as a chore but rather than as something that you look forward to, ideally in the company of others, and hopefully, her ideas will help you get out of your content constipation mode.

Mitch Jackson, guest speaker, Chapman University

In another chapter, Jon Ferrara shares his views on how you can build a personal brand and further grow your professional network. He talks about the starting point of being helpful to others but also how you can foster more genuine relationships and leverage social media tools to listen and ultimately cultivate a community of people who are influential to their respective audiences.

Many people hold back on social media because they fear that people will complain about you. That could indeed happen but in comes Jay Baer to the rescue! Jay goes through how you can effectively manage complaints on social media all the way from how you can identify the issues, demonstrate empathy, and show up as being responsive without getting stuck in a rabbit hole.

Given that a consistent presence on social media calls for a never-ending need for fresh content, two chapters go into how you can create your content in collaboration with others. Nick Rishwain, JD opens your eyes into opportunities to co-create content with both customers and colleagues. Nick argues that the benefits go beyond simply saving time and resources to create the content in question as the collaborative efforts also are likely to strengthen the relationships and to inspire more engagement such as in the form of sharing of said content. This book is an example of this approach as Mitch by inviting me to contribute a chapter to this book also motivated me to write and share this very review that you are reading.

On the same theme of co-creation, Tyler Anderson covers the what, why, and how of user-generated content. Simply put, brands can go out and seek ways to encourage people to create content around your themes or you can monitor what people are posting and ask for permission to use it in your own marketing where you can let the user get the credit they deserve. One benefit of user-generated content is that it is trusted more by consumers by being produced by “regular” people as it comes across as more authentic as compared to communications by brands.

Swedish Smörgåsbord of Social Media Goodies

These were merely some of the many chapters included in The Ultimate Guide to Social Media. There were also a number of other authors who have contributed chapters that I haven't had time to look at yet. Thank you again, Mitch for the privilege of playing a role in this project and for assembling such a delicious Swedish smörgåsbord of social media goodies just in time for the holidays!

You can get the chapter I contributed to the Ultimate Guide to Social Media for free at tsmp.me/chapter

Filed Under: Social Media, Digital Marketing Tagged With: "Chapman University", book review, mitch jackson, social media

Facebook Marketing in 2018

March 1, 2018 by Niklas Myhr Leave a Comment

Michael Stelzner, SMMW18 keynoteMichael Stelzner, CEO and Founder of Social Media Examiner, kicked off Social Media Marketing World 2018 with a bang in the form of a keynote in which he began by instilling fear amongst the thousands of marketers in attendance. Simply put, marketers cannot go on as usual expecting to have meaningful reach and engagement unless they adapt to a new way of marketing, especially on Facebook. The good news was that Mike also offered hope by offering some strategies for marketers going forward.

Facebook Prioritizing Meaningful Interactions

On January 11, 2018, Digiday published an article on Facebook using a graphic showing Mark Zuckerberg in a nuclear cloud indicating that something major was about to happen. Also, Michael Stelzner highlighted many of the recent announcements by Mark Zuckerberg and other Facebook executives in which they are very clearly stating that they are indeed very serious about making some major changes to the algorithm which is determining what posts show up in people's newsfeeds.

One way in which Facebook is planning to change is that they plan to prioritize what they refer to as “meaningful interactions.” This could include things such as commenting on or liking another person’s photo or status update, a person reacting to a post from a publisher that a friend has shared, multiple people replying to each others' comments on a video that they watched or an article that they read in the newsfeed, or a person sharing a link over Facebook Messenger.

Furthermore, Michael Stelzner brought up a recent interview with Facebook's head of the newsfeed Adam Mosseri who states that we can expect to see more posts that generate longer comments and since they would like to generate meaningful interactions, they will show less video in the newsfeed since that often becomes a one-way interaction unless it is live when people can comment and discuss with the person broadcasting. March Zuckerberg added in a January 31, 2018 update on Facebook that they are going to show fewer viral videos to make sure people's time is well spent and that this means that they will reduced videos shared by a full 50 million hours!

Also, you can expect less traffic to brands' Facebook Pages and the links you post to external pages will get even less visibility than they already get. Your organic posts on your Facebook Pages are already at a very low level but this can also be expected to go down further so it becomes almost pointless for a brand to post updates on their Facebook Pages unless they boost their posts with advertising dollars.

Supposedly, the updates of the algorithm will apply to all post types, from both Facebook Pages and the Facebook profiles of individuals. That is, the algorithm doesn’t care if you are a page or a profile.

Social Media Marketers Need to Focus on Smaller Audiences

Michael Stelzner, SMMW18 keynoteA full 67% of the social media marketers that they recently surveyed stated that Facebook was their most important social network following by LinkedIn at 12%, Instagram at 10%, Twitter with 5%, and YouTube at 4%. This didn't concern Mike nearly as much as the fact that a full 63% of marketers indicated that they plan on increasing organic posts on Facebook. He bluntly stated that something has got to change for marketers as well given all the clearly stated announcements by Facebook mentioned above.

So, what are marketers to do? Is this really the end of the organic road and do we all have to pay for every engagement going forward? Clearly, Michael Stelzner brought up, the demand for Facebook ads WILL increase and moreover, the more relevant ads will get preferential treatment in terms of visibility.

One path forward that he emphasized was that even without paying for boosting posts, etc, marketers can still achieve success by focusing on smaller, but more relevant and engaged audiences and that these can be more valuable than a larger, yet less engaged one.

Episodic Storytelling

If storytelling was a big theme at last year's Social Media Marketing World, Michael Stelzner this year pointed out the potential for what he referred to as “episodic storytelling.” While you may not get a huge audience that wants to follow you over a series of updates, Michael shared that his own experience with sharing updates with his live video series The Journey has generated extremely positive feedback from a very excited tribe of followers.

Regardless, the advantage of episodic storytelling is that you can establish the know, like, and trust that marketers always have strived for. Also, if you do choose to advertise, Facebook enables more and more powerful ways to engage with your tribe of followers such as by being able to advertise just to those who already watched your videos to increase repeat viewership and that repeat viewership is a factor that Facebook has stated that they keep track of.

Facebook Watch to the Rescue

If a big opportunity for marketers still focusing on Facebook is to work with episodic storytelling, then they should look into the new platform for shows called Facebook Watch. Mark Zuckerberg wrote on January 31, 2018 that:

“Over the next three years, we know video will continue to grow, so our job is to build video experiences that help people connect with friends, family , and groups”

Facebook Watch is a platform for shows and where you can start building your community of passionate fans and be rewarded for the work you do. This might be complicated and take a lot of work to produce a series of videos, Michael Stelzner stated, but that is exactly why this may represent a great opportunity for you, since most of your competitors are likely not going to do anything about it!

Live Video

Also, video on the go in the live format often lead to discussions amongst viewers, in fact, live videos on average get six time more interaction and given what Facebook says about rewarding interaction, this could not be a bad thing.

Go live during killer events such as Social Media Marketing World, Michael Stelzner hinted or create a weekly show in which you share tips and tricks, talk strategy, or provide a news show in your field of interest. He himself is offering a weekly live news show every Friday morning.

Go Beyond Facebook

As marketers start creating more and longer videos (or video series), a full 77% of their survey respondents indicated that they plan on increasing their use of video in the next 12 months, Michael Stelzner also suggested that they think more beyond Facebook as well. Marketers should leverage other platforms such as YouTube, etc, for further reach and engagement with their video work so it doesn't go to waste. On the same theme, but not just related to video marketing, Michael Stelzner said more should go back and revisit LinkedIn that he thinks is doing a lot of cool things now and that it is especially relevant for those with a business audience. Plus, don’t write off Twitter just yet!

Facebook Stories

He also brought up the potential for Facebook Stories as an alternative to creating content for the Facebook newsfeed. Mark Zuckerberg also stated that “we expect Stories are on track to overtake posts in feeds as the most common way people share across all social apps.” Zuckerberg also bragged about Facebook owning the two biggest platforms for the sharing of Stories, Facebook and Instagram not even mentioning that it was Snapchat that invented the format.

Facebook Messenger

Another opportunity would be to create more meaningful interactions using Facebook Messenger. There are 1.3 billion people on Messenger and some of them are not even using Facebook. Some brands are developing their Messenger Bots that will interact in increasingly personalized and human ways with your audience and this is still at the early stages as only 15% of marketers report that they are currently using Messenger bots.

Chatbots basically is software that has conversations with people. Ideally, it should allow for and be able to respond to natural language queries but sometimes it can be simplified with a multiple choice type of interface. Still, the Chatbot advantage is that it can quickly answer questions right at the point-of-sale and speed support response times.

Video by Influencers

If you don't find the motivation or resources to develop your own video series, Michael Stelzner suggests that you consider hiring a social influencer that can do so on your behalf. In return, you can accelerate the growth of an engaged audience and gain access to a professional who can generate meaningful interaction in the form of dialogues.

Be Human

One common theme across Michael Stelzner's excellent keynote was that we should go back to the basics of being more human and develop long-term relationships in an authentic manner. Perhaps that sounds cliché to many but those things likely never will go out of fashion and by implementing some of the tips Michael shared, I think marketers will be more successful building their communities of passionate followers and hopefully customers.

 

Filed Under: Marketing, Social Media Tagged With: #smmw18

Featured on CBS LA TV

February 6, 2018 by Niklas Myhr Leave a Comment

The story by Stacey Butler of CBS LA was about a statement that PepsiCo's CEO Indra Nooyi made on a podcast. During this interview, she speculated about targeting women with a special kind of Doritos. She suggested that women don't like the crunchy noise you make while eating traditional chips and also that they also are less likely than men to lick the resulting mess off their fingers when the bag of chips is consumed.

The Statement on Doritos for Women by PepsiCo CEO

Here is a direct quote by PepsiCo CEO Indra Nooyi on the Freakonomics podcast with Stephen Dubner:

 “When you eat out of a flex bag — one of our single-serve bags — especially as you watch a lot of the young guys eat the chips, they love their Doritos, and they lick their fingers with great glee, and when they reach the bottom of the bag they pour the little broken pieces into their mouth, because they don’t want to lose that taste of the flavor, and the broken chips in the bottom. Women would love to do the same, but they don’t. They don’t like to crunch too loudly in public. And they don’t lick their fingers generously and they don’t like to pour the little broken pieces and the flavor into their mouth.”

Social Media Rejects Lady-Friendly Doritos

CBS LA TV, Niklas Myhr, Stacey Butler, Lady Doritos 1The idea of Doritos offering a special “Lady Doritos” version did not go over very well on social media. At all. Perhaps the social media backlash can be explained with the timing of this statement as it came out in the midst of all the focus on the #metoo movement. Even the slightest hint that you are not respecting women could be upsetting enough for reactions to occur even if they had not even advertised a new product in the making. Here are some sample tweets reacting to the news:

Yes, because all of my personal development work has been around being quieter and less messy. Ugh. (Dear #Doritos …possible fail…) All I can say is, they better package them in a smaller pink bag, and charge at least 15% more.#LadyChips ???https://t.co/Sd1m1m4EIN

— Deanna Burgart (@DeannaBurgart) February 5, 2018

Doritos Bites Back

After the social media backlash, PepsiCo issued a statement that the reports of a “Lady Burrito” was inaccurate and dismissed the whole incident with a marketing pitch :

“We already have Doritos for women–they're called Doritos, and they're enjoyed by millions of people every day. At the same time, we know needs and preferences continue to evolve and we're always looking for new ways to engage and delight our consumers.”

While it is true that reactions on social media often are based on unfounded rumors, in this case, it is worth to point out that the “rumors” stemmed from a direct quote by their CEO. Therefore, I think it is too easy to simply dismiss all the reactions on social media as misdirected or unwarranted.

Podcasting and the Lady Doritos Story

CBS LA TV, Niklas Myhr, Stacey Butler, Lady Doritos 2One thing that strikes me with this story is that perhaps this is another coming-of-age moment for the podcast medium. While more and more people listen to podcasts, it is possible that celebrities and executives being interviewed on a podcast are not yet fully recognizing that everything they say on this medium can be used against them and sometimes quoted out of context. At the same time, I am hoping that a greater awareness of the power of podcasting will not mean that the great conversations that I personally enjoy listening to on various podcasts will not become overly formal and cautious. Podcasting as a medium allows for longer and more nuanced discussions than short sound bites in other places and that in fact is why I am working on the launch of my own podcast, will you listen in?

Filed Under: Social Media

Keynote Speaker at Public Sector Digital Transformation Conference

October 13, 2017 by Niklas Myhr Leave a Comment

Anna Bellman Niklas Myhr
Stage Selfie with Anna Bellman, Master of Ceremony

Got the opportunity to serve as a keynote speaker in front of an enthusiastic crowd of 700 public sector executives at a major digital transformation conference (eFörvaltningsdagarna & Publikom) at Stockholm International Fairs (Stockholmsmässan) in Sweden. I shared my perspectives on digital transformation with a specific focus on social media and digital communication strategies.

Niklas Myhr, the social media professor, #efdagarna, #publikomWhile I respect that many public sector executives are unlikely to jump all over the latest social media platforms and tactics, I was impressed by the curiosity shown both during my talk and in many subsequent discussions with attendees. Many of them also agreed with me that many of the same principles that apply to businesses also are relevant in the public sector such as the value of being faster than ever before with your communications such as in the following situations.

Social Media for Crisis Management

Niklas Myhr, #EFDagarna, #Publikom, Keynote speaker, digital transformation
Photo by Rikard Hällberg, Företags TV

A few years back, I worked with Orange County Government and their social media activities. One thing I remember one of their executives mention is that they strived to build a following on social media so that they would have established alternative modes of communications with the public before the big earthquake hits. That is, if you wait until a crisis situation to occur before you engage on social media, you may not have anyone finding your messages.

I also showcased the impressive efforts by various fire departments and other first responders in Orange County during the Canyon Fire 2 brushfire. Anaheim Fire & Rescue, for example, demonstrated their ability to use Twitter for continuous sharing of real-time updates with the latest news on mandatory evacuations, emergency shelters, where to bring your horses and other animals, as well as the status of their efforts to contain the fire itself.

Newsjacking and Fake News

Niklas Myhr, #EFDagarna, #Publikom, Keynote speaker, digital transformation
Photo by Rikard Hällberg, Företags TV

Another reason why public sector executives may benefit from getting their updates out on various social networks in an expedient manner is that if they are not doing that, they will be more exposed to the threat by various fake news campaigns. For example, during the Las Vegas massacre, it didn't take long before fake news began appearing claiming that the event never actually occurred but was merely a conspiracy to force tougher laws on gun control. Therefore, it could be more important than before for public sector officials to get quickly get an official version of an emerging story out there to at least provide some counterbalance to various sources of fake news.

Focus on Customer Experience

Niklas Myhr, the social media professor, #efdagarna, #publikom
Photo by Patrik Koc Strömberg

Outside of crisis situations, more and more public sector executives are beginning to consider their citizenship as customers and are following the lead of the business world in trying to provide as much of a seamless customer experience as possible in dealing with various government institutions. I shared how I expect that my upcoming book The Social Customer Journey would be important in this regard. For example, the public sector would serve their citizens better by providing more options than before in terms of how you communicate with a government office. Also, that the institution is able to better serve what is needed, when it is needed, and not too much redundant information that isn't needed for the transaction in question.

Audience Interaction

One of the best parts of speaking at events is chatting with people afterwards to learn about their challenges and this conference was no exception. Se below for some people I met even including a nice testimonial by a happy attendee Lars-Erik Andersson, IT Director of Knivsta & Heby Municipalities:

https://thesocialmediaprofessor.com/wp-content/uploads/2017/10/Lars-Erik-Andersson-IT-chef-Knivsta-Heby-Kommuner-Testimonial.m4v

Photo credits: Thanks for some of the pics by Patrik Koc Strömberg, Christina Nordström, and by Rikard Hällberg (Företags TV).

Isabella Ljungdahl och Niklas Myhr
With Isabella Ljungdahl of Hexanova Events

Niklas Myhr Helena Renström
Helena Renström from the City of Skellefteå

Met Janne Vikberg of Piteå

With Sune Lindström and Ola Lidström from City of Piteå

Niklas Myhr Anna Kelly Eva Sartorius
With Anna Kelly & Eva Sartorius

Pia Lidberg, winner of selfie light

 

Filed Under: Digital Marketing, Featured2, Social Media, Speaking

Navy SEAL Agility in the age of Spaghetti Customer Journeys

April 25, 2017 by Niklas Myhr 2 Comments

Chris Brull Kawasaki Motors Scott Shaffstall International Marketing MBA Chapman University
Chris Brull, Kawasaki Motors (kneeling), and Scott Shaffstall (center) at Chapman University International Marketing MBA class (pic by Andres Vaca)

Had the honor of having two exciting guests in my International Marketing MBA class at Chapman University, Mr. Chris Brull, VP Marketing for Kawasaki Motors and Mr. Scott Shaffstall, CEO and Founder at Gen Now Agency as well as Chapman MBA Class of 2014 alumni. Scott has worked for Kawasaki Motors both in-house and as a contractor and we had a good interplay of ideas through the evening with my students.

As the theme of the day was international marketing communications, the discussion inevitably involved how you today need to use digital and social media channels to engage with prospective and existing customers. For example, when I asked Chris Brull about his take on customer journey mapping, I got the following intriguing response:

Chris Brull, Kawasaki Motors, Chapman University International Marketing MBA class
Chris Brull, Kawasaki Motors, Chapman University International Marketing MBA class

“Journey mapping is definitely important but it's table stakes now, everyone should be doing it so you get it with the insights you gain along the way but in this business, with one brand and all the sub-brands we have, it's spaghetti thrown all over! It's not as linear as it was when you were watching 30 second spots, perhaps with some direct mail, you see a billboard, print magazine, and you go in and hang at a dealership.

The minute you think you've got the map set, it changes, cause you guys (looking at my students), your generation have blown up every piece of marketing technology and in fact today's is already getting old. Why do you think Facebook is trying to reinvent, reinvent? Now the map goes everywhere cause everyone is insanely distracted, they've got their handheld, they've got their entire lives in their hand, so how are you going to connect? Is it a CRM program, an email program? I've gotta be on it 24/7, I've gotta be completely ready for every eventuality, it's almost like Navy SEALs, when they go in, they are ready for everything! It's insane!

But we've got to stay on it, I call it walking point, like in those war movies, they are out there in the jungle, it's scary, you've gotta know where you're going, sometimes you don't, it's dark, you get ambushed, you get shot, but you've gotta get back up, you need to be resilient. Sometimes I'd like to get in front even further but you don't want to get too far ahead. Where are my marketing partners, my agencies? Sometimes those guys want to play it safe but cannot be left too far behind.

What it really boils down to is that you have to be present, you've gotta know your customer completely, then you have a chance at engaging them in the right way in the right channel at the right time.”

Scott Shaffstall clients Gen Now Agency
Scott Shaffstall on clients of his Gen Now Agency

Exciting times to be in marketing, right? Or is it getting almost too scary? Are you feeling agile like a Navy SEAL out there? At least, I am confident that the role of social media to engage with prospects and customers in various channels at different times is not going to go away anytime soon. While the customer journey may become ever-more unpredictable, I predict that social media will play an even more important role going forward both for helping detect the need for and for actually engaging with customers through real conversations.

In fact, I believe so strongly in that the brands that manage social media engagement right are going to find more opportunities to succeed even in an age of marketing automation. This could be their key differentiator. That is why I am writing a book titled The Social Customer Journey and I would be thrilled if you choose to learn more about it by filling out the form below, thank you!

Filed Under: Chapman University, Social Customer Journey, Social Media Tagged With: #blogg100, chris brull, kawasaki motors, scott shaffstall

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