What would happen if I adopted all of the Social Media and digital marketing BS I usually warn you about? Wonder no more. Welcome to Day 8 of the #StepfordTBB experiment.
* * *
Before I begin, let’s reset our clocks a little:
1. Nothing says “I’m a rock star” like spending 15 hours a day on twitter and blogging about blogs.
2. Best new pick-up line in a bar: ”Want to google my tumblr?”
3. Fact: iPad is the new Porsche. Bonus: You can take it inside the night club.
4. How do you know you’re truly important in the world?
a) You cured Cancer
b) You brought peace to the Middle East
c) You discovered how to turn salt water into emissions-free gasoline
d) Your invention eliminated both famine and AIDS in Africa
e) Your latest album went triple-platinum the same year you won your fourth Academy Award and the Nobel Prize in literature
f) Your blog is listed in AdAge’s Power 150
(answer: f)
Now that we’re all on the same page…
All I really-really want is to be a Social Media rock star
Liz Strauss, Chicago-based blogger and founder of SobCon, wrote a piece for Spin Sucks last month that resonated with me: Five Signs That a Social Media Star’s Reputation is Spin. Let me start by saying that the title is brilliant: First, it’s a list. Second, it talks about Social Media. Third, it talks about Social Media “Stars.” 3 for 3. Verdict: Three gold stars.
I mean… think about it: A Social Media star. How cool does that sound!
I also like that Liz makes a distinction between real Social Media stars and fake Social Media stars. “Spin” is indeed tricky, isn’t it.
Unfortunately, my newly found #StepfordTBB vocation of late has to stop at the title. The five points, ironically enough, describe the behavior that real Social Media rock stars actually exhibit. And it is these very types of behaviors, not intelligence, wisdom or tangible value, that have made them legends in the space: Based on what I have seen, “he talks more than he listens, she only shows up to sign autographs, he’s forgotten to read his own book, she doesn’t keep her word, he expects the world to revolve around him” are actually five sure signs that a Social Media rock star is in fact for realz.
Remember that we are talking about Social Media rock stars, here. Not just mere practitioners, professionals, researchers and teachers. Rock Stars. Of course the rules are different for them. They are above the fray. (I mean, have you seen their klout scores?! OMFG!!! Not. even. human. Zeus must have had a hand in this. Loki even. Surely.)
What Liz and I can agree on (now that I am #StepfordTBB and all) is the crux of the post itself: Brush aside the brilliant link-bait list of five whatevers, the advice itself and the thinly veiled “how to be a Social Media star” theme hiding behind bad practices, what we are really talking about here is the end-game. The holy grail of this whole golden house of cards: Becoming a Social Media star is the real carrot.
Liz’ post is definitely not a Freudian slip. It is simply honest. Some people just want to be rock stars. If they missed out on learning to play the electric guitar when they were little, the twitternets have finally given them their chance, and by golly they aren’t about to let it slip by.
And the best part about being a Social Media rock star? Once you know how to be one, you get to teach thousands of hopefuls how to become one too, one $259.99 webinar at a time, one $699-$999 conference at a time, and one $2,999 certification program at a time. There is value in being at the top of this new industry bubble.
Truth be told, I wish I could be a Social Media rock star too. In fact, for like, a whole week, I have been trying really, REALLY hard. (Can you tell? I even adopted a hot new content strategy.) That’s what this whole #StepfordTBB experiment has really been about: To hell with the work. I just want to get paid for performing. I want to be a Social Media rock star too.
My secret wish: Maybe if I keep playing nice with Social Media royalty, I might finally learn the secret handshake and get my pledge pin in the mail. If I finally start playing ball and stop making waves and all. You know, if I “get with the program.” Because clearly, the way to become a Social Media rock star – aside from acting like one – is to be accepted into the fold by the established rock stars. It’s a lot like a fraternity, really. When you aren’t in it, you aren’t worth the time of day. But when you’re in, suddenly you are all best buds. You get invited to all the cool parties and whatnot.
I know it hasn’t been super obvious these last few years, I so want to be one of their best buds, it hurts.
#CrossingMyFingers.
So anyway, I have been doing a lot of research on the subject of how to talk, walk and chalk like a Social Media rock star so more of us can be indicted into that virtual hall of fame. Oops. I mean inducted. (Thanks Wikipedia.) One might say that I have completely immersed myself into the world of Social Media rock stars. Knee-deep into their brown water of awesomeness, in fact. Have I succeeded in becoming a rock star? Not yet, (it’s only been a week) but I did uncover some sure-fire ways of getting there that I want to share with you here. These touch on how to behave like a Social Media rock star when it comes to becoming a staple on the all-so-important speaking circuit. Inspired by Liz Strauss’ list:
How to act like a real Social Media rock star on the conference circuit
1. Combine exorbitantly high speaking fees with the shortest speaking gig you can negotiate.
You have like, thousands of followers on twitter and you have a blog about blogging. Hello?! Of course you’re worth $15,000 per 45 minutes, but not a second more. You’re twitter-famous, aren’t you? Yes you are. And super special too, with your webcam and your 12-second pearls of wisdom. I mean, let’s face it: What you have to say is easily worth twenty times that. If those 150 attendees all paid for an individual session, they would be looking at half a mil between all of them, right? In comparison, $15K is nothing. Conference organizers should be thanking their lucky stars that you are that affordable. Clooney? Pitt? Who are those clowns? The real stars these days are bloggers with other big name blogger friends. Surely, if Sarah Palin can command $100K+ per appearance, a twitterlebrity like you can command 15% of that. Makes perfect sense when you put it all in context.
Just remember: Making $15,000 per speaking gig isn’t all that cool. It’s just business. (If you are a best-selling author, you can legitimately ask for twice that.) No, to be a rock star, you have to ad some spice to it. You have to add a stipulation to that fee: That $15,000 can only be for the first 45 minutes. Any additional time will cost extra. (See #2 below.)
I didn’t know about this little clause until recently. Not that I command $15,000 per keynote (not even close), but it would have never occurred to me to even think of making such a demand. Heck, until I started taking this Social Media rock star thing seriously, for $15,000, you could have basically kept me around all week! Newbie mistake.
PS: Make sure that all of your friends share intel on this. There is no “price-fixing” in Social Media. Showing a united front in this instance ensures that conference organizers know who’s who in the space. The going rate right now for a genuine Social Media rock star is $15,000 per 45 minute session. If you charge less than that, you are just an amateur. (Or worse, a believer.)
2. Real Rock Stars demand real Rock Star treatment.
Nothing says “I don’t know what I am doing” like asking for $15K per 45 minute presentation without adding a slew of stipulations to go along with it. Make your speaking contract stand out, even when the conference is small and can’t afford any extras. Here are a few common ones used by real Social Media rock stars:
- Charge an extra $5K for each additional (and inconvenient) 15 minutes beyond the agreed-upon 45 minute session. Even 1 minute over the 45-minute session gets you the extra green.
- Don’t leave book sales to chance: Demand that at least 250-500 of your latest book be pre-ordered on the conference’s dime, to be made available at the conference. (Bonus: Who cares if the event only attracts 100 – 150 attendees? That isn’t your problem.)
- Demand First Class airfare. Rock stars don’t fly coach.
- Demand that a limo pick you up from the airport and ferry you around town. Cabs are for normal people. (I’ve been doing this so wrong. This whole time, I was taking cabs, airport shuttles, even public transportation to save my clients money. What a dork!)
- Be sure to demand hotel perks like a king-sized bed, a junior suite, a minimum of four stars, ocean-views, and anything that makes your stay as luxurious as you deserve. It isn’t so much about needs or wants as it is about setting the right tone and letting clients know you are a true show business professional.
- Graciously offer the event organizer to take a group of their lucky attendees to a first rate dinner where they will enjoy the full experience of hanging out with your awesomeness. The organizer doesn’t get to go, but he gets to pay for it.
3. Don’t mingle. (Except with other rock stars.)
I saw Gary Vaynerchuck completely mess that one up a few weeks ago. Gary, what were you thinking, man?!
We were both speaking at the MIMA summit in Minneapolis, and after his Keynote, Gary hung out with attendees after his session, and even walked around, attending other people’s sessions like… like… a normal human being. Peter Shankman, Sarah Evans and Chris Barger did the same thing at Brand Camp U this past week! Even Scott Monty offered to pick me up from the airport, in his own car!
Guys… How can I say this? It’s one thing for me to do it (I didn’t know any better until now and I don’t even have a book out), but from what I hear in back-channels, you are ruining it for the rest of the Social Media guru crowd by acting so… nice. How do you expect anyone to treat you like rock stars when you’re so… approachable and down to earth? Stop now before you ruin your reputations (and the conference circuit gravy train). Didn’t you get the memo from the real rock stars? Are their interns dropping the ball or sunthin? You guys will never be rock stars if you keep this up.
No worries, I’ve been watching how themz do it, and here are a few pointers for you:
- Don’t mingle. Ever. You’re above that. Does Paris Hilton mingle with the standard admission crowd? No she does not. Neither should you.
- If you absolutely must mingle (you are stuck in a two-terminal airport and your limo driver is nowhere to be found), charge for it. (See 2, above.) Make it a line item in your speaker contract: $5K per 15 minutes of “engagement” with attendees. Your time is way too precious to just give it away. If it has value assign a dollar value to it. (Just because it’s all about engagement, conversations and transparency doesn’t mean you can’t charge for it.)
- Show up in your limo ten minutes before your session. Deliver your presentation. Leave immediately afterwards to catch a flight home. (No worries. The books were already pre-signed by your intern.)
Remember: Always rushing to and from the airport makes you look super important. In fact, you are in such high-demand that if you stay in one place for more than six hours, the stock market will likely crash again.
4. Do not attend the speaker dinner the night before the event.
Don’t even be tempted. As a rock star, this is beneath you. Better to order room service and eat alone than to hang out with those annoying plebes who just want to bask in your glory and tell you about their cat. No one there is worthy of your conversation anyway. Tip: Real rock stars DM each other a super-double-top-secret restaurant or bar where they will meet up to talk about real rock star stuff, away from non-rock stars. Never, ever, EVER attend the speaker dinner.
I’ve been doing this one wrong too. Even the one or two I missed, I missed by accident, not by design. Why didn’t anyone tell me about this rule sooner?
5. Protect your turf.
If someone wants to bring a Social Media related event to your city, make sure they know that it will not happen without both your consent and involvement. Yes, like the Mafia, but cooler because this is Social Media, which as we know is all about good vibes. Here’s how it works:
- Make sure to contact the person(s) putting on the event and explain that the city you live in is your city. Be welcoming though. Start with “Oh, I hear that you want to put on a conference here in (insert city name). That’s great. Would you like some help?” (The last question is rhetorical. You don’t actually want to help.) The answer to your question is irrelevant.
- If the date is too close to one of your own events, make sure this annoying intruder knows it. Ask them to reschedule their event so that it takes place at least 60-90 days before or after yours.
- Suggest (demand) a keynote or session. (Yes, paid. Of course! See item 1, above.) It’s your city and you’re a rock star. You should be the highlight of this conference! You deserve it.
- Demand a percentage too – since you will “help” put it on and get people to attend. (Nobody does anything in your town unless you give them permission to. Including going to conferences.)
- Talk a lot about what you are doing to help the event, but do as little as possible to promote it (except for your session if you have one). This event can’t be any more popular than your own, now, can it? No it can’t.
- Score some free tickets for all your Social Media friends, so they can attend your session like the VIPs they are. It’s the least the event organizers can do for all your awesome help. Besides, it’s an easy way to get asses in seats for your session.
- In fact, demand of the conference organizers that one or two of your cronies be invited to speak as well. You have to look after your friends, right? It’s what relationships are for, after all.
Oh, and don’t forget: Your turf extends beyond city limits. In some cases, your turf may even include several neighboring states.
6. Talking the talk is cheap, and it’s been done. Instead, talk the walk. (Just don’t walk it.)
As long as you write post after post about how transparent and human and genuine (I mean “authentic”) Social Media rock stars should be, you’re good to go. Anyone googling you will know that you are a stand-up person, one who stands for freedom, liberty, and justice for all. Your record will be hundreds of posts talking about how engagement is about building relationships and being really real. That’s pretty important, because people have to read about that side of you. In this, you are your own best PR department. By talking about these ideals and “best practices,” your readers will assume that you dispense this advice because you believe it also applies to you.
It doesn’t. Not if you want to be a genuine Social Media rock star anyway. Example: When a car rental company, airline or hotel asks you to actually “pay” for the upgrade you requested, throw a fit and threaten to give them bad publicity on your blog and all over the twitternets. If the clerk doesn’t know what that means, slam a copy of your latest book on the counter, brandish your phone, and cry “Don’t you know who I am?!?!?! I’m listed in the top 450 of… the AdAge Power 150!!! I WILL CRUCIFY YOUUUUU!!!!!!!”
Works every time. Just make sure none of your followers or fans are around to see it.
Truth is that rock stars don’t get to be rock stars by being reasonable or decent or self-effacing. They become rock stars by making demands. By applying pressure. By being threatening. But that’s for insiders to know: Conference organizers and Social Media Club presidents mostly. Hotel and car rental clerks too, on occasion. As long as you otherwise portray yourself as an approachable, friendly, down-to-earth person, all will be well with your outwardly “personal brand.” Just remember the golden rule: Talk about good karma stuff a lot on your blog. Become known as an advocate of good behavior. People will assume that you believe it applies to you as well.
Just like those televangelists. They’re rock stars too.
The advantage of being an outsider with access to “the inside”
One of the advantages of being involved with a number of marketing, digital and Social Media conferences is that you get to experience this kind of awesome rock star behavior firsthand – as a fellow speaker, occasionally as a volunteer, and also as an event advisor (something I might have forgotten to mention. Ooops!). You don’t just hear stories over beers or coffee. You see it for yourself. You get the emails. You sit on the calls. You get to review the contracts. You get to see who in the space puts on a good show, and who in the space is a genuine human being. (What the real rock stars like to call a “sap.”) It’s an education. You really have to see it for yourself to first believe it, and then truly appreciate it for its genius. I would have never known about this otherwise.
Remember stories of Jennifer Lopez demanding white doves and tulips for her on-location trailers? Same thing, except Social Media rock stars would never stay in a trailer.
What’s unfortunate is that the majority of the folks who hang on these rock stars’ every word never get to see what goes on behind closed doors. They (you, many of my readers) have no idea how cool their social media heroes really are when they are off the stage. With all that talk of engagement and conversations, of being real, of caring, of “the money isn’t important” and “it’s the relationships that matter,” you would think these otherwise brilliant bloggers are kumbaya-singing hippies or something, grabbing coffee with strangers in airports! Thankfully, no. They are shrewd businesspeople with a firm grasp of how to rise to Social Media stardom by acting every bit the part of a real-life rock star, and how to make money out of every handshake.
Too bad they don’t give out academy awards for some of these tours de force. They would be well deserved.
It’s true: Two weeks ago, I was appalled by this kind of behavior. Disappointed, even. It depressed me every time I found out that another person I had respected for years had begun acting this way. Today, now that I have fully embraced my #StepfordTBB experiment, I find it awe-inspiring. They are once again my role models and heroes. Remember: it isn’t technically hypocrisy if you’re a rock star.
Damn, that koolaid is delicious!
No wonder Social Media royalty has been treating me like an annoying little peasant for the last few years. I was doing it all wrong: Actually talking to everyday people on Twitter, responding to most comments on my blog, spending hours chatting with conference attendees in the halls for free if my flight wasn’t for a few hours yet, attending most speaker dinners (and enjoying them), mostly flying coach, grabbing the subway to and from the airport, adjusting my speaking fees to match each event’s size and budget, offering to speak a lot longer than 45 minutes at a time (at no extra charge), making no demands on hotel room size, attending other people’s sessions and even asking questions, questioning shady practices and claims that made no sense – basically acting like a normal person. A plebe. A tool. I totally understand why the real rock stars were getting so frustrated with me. Good thing I finally decided to listen to their advice. There might be hope yet.
But hey, I do wear tight pants, and I missed the #SocialStory speaker dinner earlier this month. It wasn’t on purpose (the missed dinner, not the pants) but it’s a start. Somebody turn off the lights and take the lid off the cookie jar. Here I come!
Mmm-mmm, delicious!
You know you like me better this way.
#StepfordTBB
Content Note: The tone and sarcasm of this post may be typical #StepfordTBB, but the facts and anecdotes shared in this post are real, from the $15K price tags and speaker contract demands, to the turf-war intimidation tactics and upgrade tantrums.
Personal Note: I wouldn’t dream of asking for $15K for only 45 minutes of my time. If I ever do, you have my permission to smack me.
[...] This post was mentioned on Twitter by Restaurant Marketing, Blog Manana, Arizona Social Media, Brand Lifestyle, Stacie and Lisa and others. Stacie and Lisa said: 6 Common Habits of Highly Effective Social Media Rock Stars, Part 1: The Speaking Circuit: What would happen if I… http://bit.ly/c8ELn8 [...]
Hysterical! But something tells me your speaking fees are going to be inching up quickly!
Now that I know that my fees have been ridiculously low, I intend to be the first guy to ask for $250,000 per half hour, yes.
I hope you get it, though I think Reagan beat you to the punch back in ’89.
I”m vastly aware that the pull to gauge ‘what others are doing’ in order to measure if one is ‘doing it right’
is as constant a lure in this space as it is anywhere…key in my own game in the past year has been drop all tendencies toward that pull. make my own. what i’m grateful for in your stepfordTBB role, the exposure. for me what you’re doing is establishing grounds of standard making…we each go to sleep at night with our thoughts and know have we contributed in some way. and i’d argue even those who don’t seem to have a conscience have to go to bed/wake up with their own guilt. we ought to have those brave enuf to expose rock star behavior in every arena. can you imagine the impact if we’d started opposing this in middle school? elementary school even?
adopting sheep mentality, no matter how much fame goes with it, will never move us toward the greater goals of the stuff the world needs. in this one instance, this series, you’re showing your commitment to the whole. and it matters. i can show you dozens of multimillionaires who opted for the candy only to have the most empty personal lives because they detached from the pull to care about the whole. i hope you’re going to sleep knowing you’re contributing. and that matters far beyond this space.
Thank you.
It may not come as a surprise, but I was already this way in elementary school. I’ve never ratted anyone out, but I always let them know I knew what they were doing.
Olivier,
The fun you have… I always enjoy when you bring these shady areas to light..Roi issues, social media certification, the circus environment of these keynotes without business value takeaway.. where are you going next??
Most of the value that I have gotten with social channels have been with folks that are doing code breaking between the academic world and the business world and I want to keep them there, so no sharing of this post to those folks… Oh heck they need a laugh too, and they will “get it” because they already do…
Thanks. If you only knew what I don’t talk about here. It’s a circus.
As I wrote in the comments to Liz’ posts on Spin Sucks, the bigger problem than social media douche-baggery is the belief that anyone in social media is actually a rock star.
With the exception of Gary, not a single social media persona has any name awareness outside our tiny little circle of about 2,500 people. Nobody.
Rockstars
Business rockstars
Marketing rockstars
Social media rockstars
The “best” among us are fourth-level deities, which gets you absolutely nothing in the real world. Until people recognize you on the street (and SXSW and BWE don’t count), remember that nobody gives a damn.
To me, that’s the biggest sin.
Second biggest sin is forgetting that social media types all start out with the same audience – none. The community at large creates the “fame” and the community can take it away.
In terms of what people charge, I could care less. $15k for a keynote is going rate for a lot of conferences, and if organizers want to pay it, I don’t agree that it is somehow bad form to charge what you can command. Not what you’re “worth” but what you can get. I have no ire for economics.
As for requiring limos and white doves? Those are the folks that never get hired again to speak. Those people should enjoy their 18 months of success. Hopefully, they have a good savings plan.
Great post, Blanchard, and great follow-up from Jay. I’m growing tired of #StepfordTBB, but the “super pokes” at the idiocy of the machine is priceless… wait, not that you’re going to charge for reading here, right? Right?
The $15k for 45 minutes isn’t really the issue (though… never mind, that’s just a personal opinion on the matter). The issue is the charging extra for that 46th minute.
That they will never again be hired to speak is a good guess. At least not until they stop acting like assholes. depends on the conference too. What burns me is the hypocrisy. The smiles and the rhetoric, the blog posts about building relationships and being authentic, and then reality hits: It’s televangelism all over again, only instead of Jesus making you rich, it’s Social Media making you famous.
Do you know why I write these posts, Jay? Mostly, it’s because I can’t stand for anyone to wonder if I am a part of something so crappy. By being silent about it, I would raise the question in some minds. I don’t want to let that seed take hold. I like for things to be crystal clear. You know, transparent.
But the other reason is this: I have been approached by several of these individuals who thought they could pressure me into acting like a good little sheep. Big mistake. I don’t play nice when that kind of stuff happens. It doesn’t pay to get on my bad side.
Their best bet: Stay off my radar, stay out of my way, and keep my name out of the back-channel chatter. (I hear everything. Nobody knows how to keep their mouths shut in this little world of celebrity bloggers.)
Posts like this are a warning shot across their bow. I just hope they are paying attention so we can leave it at that.
There are more plankton than anything else in the ocean, so I am in good company.
Stay away from the pufferfish. They’re poison.
This is very funny! and I totally agree that people just take it to far and put themselves up on a imaginary pedestal.
I build social strategies for my clients but I genuinely love growing businesses, fans, loyalty and I care about people. I produce a real ROI and value for money and don’t charge the earth.
Why would anyone is ‘social’ media not want to be social… I fricking love my job!
It’s bizarre, isn’t it? I am the same way. I actually do have coffee with twitter friends in airports every chance I get.
Not that it matters to a real rock star, even a fledgling one like yourself
, but I am quietly applauding this whole series, and in particular this post, from afar.
Those of us who want to simply and organically do the best work we can, and yet get asked to put on the facepaint and the ill-fitting leather pants because “that’s how people will know we’re serious about social media” hold our cell phones aloft and salute you.
Thank you. I’d rather be the no-name punk rocker blowing the walls off a club than a doughnut-soft cover band “rock star.”
Enjoyed the post. That Kool-Aid will leave a ring around your mouth if you’re not careful…oh, THAT’S why you grew the ‘stache!
Seriously, your story translates across industries….surely, a few bad apples don’t spoil the whole social media bunch? Especially not with you around to spray for worms.
Oh yeah. This isn’t unique to the social media space. In fact, these guys learned that crap from speakers from other industries.
Great read. Thanks!
Nicely done.
[...] The rest is here: 6 Common Habits of Highly Effective Social Media Rock Stars, Part … [...]
Olivier,
I got a kick out of the first few days of #StepfordTBB but miss your great content and real writing.
We get it, a lot of SM folks are snake oil salesman and most of their metrics are fake. We all know this and you’ve done a great job in critiquing case studies that weren’t worth being posted by so-called experts.
Instead of wasting any more effort on them, please just forget about them and go back to doing good work and writing awesome content.
You are honestly one of the only bloggers who writes long posts that I actually read from start to finish. I miss those posts and I assume I am not alone. Hope to see the old TBB back soon.
Cheers,
Brian
The experiment can’t go on forever. No worries. It will all be over soon. Kinduv.
[...] the original post here: 6 Common Habits of Highly Effective Social Media Rock Stars, Part … Written on October 12th, 2010 & filed under Media Tags: chicago-based, Comentário, [...]
Olivier,
Psst – another secret of rock stars? They can’t really sing. It’s all in the mix, the lighting, the stage antics, the marketing of the band. And like too-hyped, too-little-talent rock stars, I’ve been to social media conferences only to be disappointed in the performance of their rock star speakers.
A social media rock star might be good on the social media screen but that doesn’t mean s/he is any good as a speaker in front of a live audience. So take away the persona, the mix, the lighting, the arena, and the hype – rock star status doesn’t guarantee you’re going to get your money’s worth.
A bien tot – J
Wait… you’re a girl?
notre secret.
Easy for you to say, cloudspark … you’re a rock star & a good speaker.
I bet you sing, too.
Great post Olivier! You know, the irony here is that you had to achieve some level of respect as a thought leader to actually be able to influence others to take notice of how messed up the mentality of these cornballs really is. It casts you more in the role of anti-hero than civil dissident, no?
I’ll take anti-hero.
I’m a little disappointed, really, Monsieur Blanchard.
A total opportunity for a rock band picture for the #StepfordTBB, and you DIDN’T CHOOSE SPINAL TAP???!!!!
Somewhere, Nigel Tufnel is crying into his beer, wishing the #StepfordTBB would take it to “11.”
I have too much respect for TIST. Besides, I wanted to use a fake band.
I think you’re missing the point on ‘authenticity’ among this social media elite. They are very authentic. They are authentically scorning the hand that feeds them, or, if you’d rather, being authentic douchebags.
You are right that they’re failing transparency.
On the other hand, conference organizers are letting them get away with it. People couldn’t go down this path without other folks to write the checks or otherwise enable the behavior.
As a conference organizer, I would laugh at them and caution them not to let the door hit them in the ass on their way out. Unfortunately, this behavior is not unique to SM. Speakers in every industry have similar jerks doing the rounds.
You know what i think of when I hear social media rockstar? You know. It involves filthy unicorns.
That said, it will never surprise me that anyone is not what they appear to be online. It would also not surprise me to learn the depth of hypocrisy. This is not industry specific but it seems far more concerning in an industry that preaches from the gospel of authenticity, transparency, and engaging.
Many preachers create their own demise through their lack of walking the talk. i will assume the same fate will meet the gurus you speak of.
“Preachers” is the perfect analogy here.
And while I would like to believe in karma, the airwaves are full of false prophets selling their wares to dazzled masses. Occasionally, one of these guys flames out, but those prayer lines never go away for some reason.
If there’s money to be made, the snake will always grow a new head.
Olivier Blanchard: The Jon Stewart of social media.
Good man. Though I was thinking more Steven Colbert.
You South Carolinians tend to stick together.
Name names.
There should be no professional courtesy for those who are neither professional, nor extend the same courtesy.
Name names.
There is too much bullshit distracting from the real benefits of social interaction on the web. These pompous hacks should be exposed for the gluttonous frauds they really are.
(Reminds me a lot of the mainstream automotive media.)
Name names.
Calling nameless people on their bullshit only preserves their ability to keep about business as usual, fleecing genuinely interested people of their hard-earned money, leading to more anti-social sentiment on the web.
Name names.
Sit with me, grasshopper. There is a lesson to be learned in this.
If I call them out now, if I “out” them, they will have nothing left to lose, and that isn’t a good thing. I don’t want them to go away. I want them to find their way back from the assy wilderness. The objective here isn’t to destroy them. It is to save them from themselves. (They can be a force for good in this space. Every single one of them. If they want to be.)
This was a warning shot across their bow. All I did was send them a message saying “I know who you are and I know what you are doing.” The level of detail I shared in this post should send a chill running down their spines. I didn’t just make vague statements today. Now that they know that I can out them, I expect that they will be a little less callous. A little less shady. And a little more careful about the way they deal with me when what I have to say doesn’t make them “happy.”
Sometimes, sending a message is more powerful than cracking skulls. People with a lot to lose tend to be easier to deal with than those who have nothing left to protect.
That said, there will not be another warning. They are all on notice, and my friends and I will be watching.
Much love for this: “I don’t want them to go away. I want them to find their way back from the assy wilderness.”
Awesome. I hope to sit and chat with you over coffee next time you’re in DC. Now I wish I would’ve asked more investigative questions when I had the chance!
Am sending my $15,000 invoice for the time spent reading your blog and leaving a comment. Please have your people deliver it by limo. Plebe.
Will you take payment in pesos?
Steve only accepts pharmaceuticals and/or whuffie.
Merci, Olivier.
Even looking at it from quite a distance, the secret handshake, self-congrats, me, me, me, how important I am to you all crowd has become very tiresome. And Julie’s right, they are “authentically scorning the hand that feeds them.” Quite effectively, as long as people continue to buy social media rock stars as their spokespeople.
My nose is definitely NOT pressed longingly against that window.
Hear hear.
LOVE The image and that you have the cajones to speak your convictions.
While I’ve been exposed at a level that’s a fraction of yours, I have witnessed some of the stuff you’re talking about…
I have listened to a few self-professing experts rip their counterparts to shreds in private company. These counterparts aren’t strangers or even enemies — but people their attackers call “friends”: They”re a part of the social network, referenced in posts, re-tweets, etc. They’re people who have SUPPORTED these attackers, promoted them, believed in them! They attack the same people whose knowledge they used to build their own articles and thought leadership!
Why do they do it? Because those folks are now the competition.
I have watched people use the “authenticity” argument as license to behave in an AUTHENTICALLY BAD manner: I have witnessed *overnight* reinvention — from claims to titles – in a manner that is a far cry from honest. I’ve watched these same individuals “borrow” the topics of other people’s posts and build those ideas without reference attribution (after all – with the buzz clutter, who would know?). I’ve witnessed simply arrogant, prideful, profane behavior … in what I thought were otherwise smart professionals. It’s truly sad waste of intelligence.
Why do they do it? Because they are immature and horribly insecure.
When people object, these individuals go into martyr mode, claiming they’re just being HONEST and FRANK and THEMSELVES. However, what they’re really saying by their behavior is this: “The world is stupid.”
Why do they do this? Because if everyone else is stupid, they must be smart!
As long as they engage in a little self deprecating humor, solicit “lemming support” and kiss the right arses within their social grid — they can cling to the wave for as long as it lasts, furiously knocking off anyone who may look like a threat.
I find it laudable that these people fool anyone – and I’m not convinced they’re fooling the folks who matter.
While your post compelled me to vent — I also do not feel compelled to call anyone on the carpet. My hope is that their behavior will catch up to them while I’m focused on doing some great work with awesome clients.
I think you said it well when you said something like this to me, Olivier:
“WE ARE NOT ROCK STARS. WE ARE GEEKS WHO BLOG.”
The caution is probably something perhaps we’d all do well to heed.
Thank you for writing this. Thank you, merci, gracias.
I may not be everyone’s cup of tea, but what you see is what you get. I would rather be respected for my integrity than liked for my pleasant manners.
Perhaps I am this way because I was raised in a different culture, by a generation that remembers the Nazi occupation of Europe and never took kindly to bullshit. Maybe it’s because I served in a pretty rough military subculture where faking it was basically a death sentence. Perhaps it is because I am an endurance athlete and the miles don’t lie. And perhaps it is because I have worked in the real world, with real stakes and real performance measurement. Maybe it’s also because I read too many books about Mongols (my ancestors on my Russian side), Huns and Spartans. For whatever reason, my tolerance for bullshit is inversely proportional to the sensitivity of my bullshit radar, in this space and outside of it as well. If that makes me difficult to deal with, so be it. I would rather have ten true friends in this “industry” than a hundred pretend ones.
I never cared much for kissing ass. I would much rather build something that works and press on.
Forward, always forward. Let others enjoy the accolades.
Hmmm…. and I thought my low tolerance for bullshit came from growing up in the Green Mountains, where we tell it like it is and measure you by how you act, not by what you say or drive.
I’m even more of an outsider/plebe than you, but I’ve seen some of what you’re talking about. Might even be able to guess at some of the players. My poor little Rebecca-of-Sunnybrook-Farm head always goes, “What?!” And then I think I’m being overly sensitive.Thanks for calling them out. You don’t even have to name names.
Folks, if you’re that curious, try interacting with whoever you think the rock stars are on twitter. Watch how seldom they respond to you. Watch how much they talk to each other. Write glowing comments on some of their blogs, tweet the and RT their stuff, approach them at events. If you don’t feel the love coming back, you’ve got your answer.
Olivier, I’m happy to hear you’re not on this circuit. Keep being you. Keep being a real human being. And next time you come to Boston, I’ll even drive to the airport to pick you up. (In the most professional and platonic way, I mean.)
When you’re half my little pony/centaur, yes. There’s that too.
Know my favorite rock star feature. The one where they don’t actually have paying clients so they have to use themselves as the case study. Love that one!
If the focus is on becoming twitter-famous, that might actually work.
Well, clearly, in order to make an educated commentary on this, I’m going to have to go back and read Liz’s post as well.
I think even if I can’t speak to that right now, you touch on a definite push going on in the world of Social Media right now. There’s a real feeling that “the man,” as represented by the Super Klouters, are running, and maybe ruining, the show for ant-people.
However, I have had the pleasure of experiencing people who are “rock star” caliber who extend beyond these poor practices that you mention. Always avoid painting with a broad brush. ALWAYS
Very interesting post!
Word.
My examples today were specific enough to hopefully qualify as being a very fine brush for those I was trying to reach.
I’m just hoping to one day demand spandex pants as payment for appearing on a speaking panel. That is when I know I’ve made it.
It’s how I knew.
You might have been able to score a pair of Zubaz for speaking at MIMA Summit. Truth.
A pair of what?
Hmmm. $15K for 45 minutes. And to think, years ago I could only command $2,500 expenses. Heck, sometimes I sometimes would speak for free! Maybe I need to spend more time working on my speaking gigs.
No, maybe not.
Although I think I have the “nice guy thing” down, I’m not sure I can invest the time to become a SM Expert. Obviously, those guys have studied for years and know WAY more than me. I mean, surely you get what you pay for, right?
There’s an equation somewhere that calculates the ROI of your expert’s do-nothing fees, yes.
Jay is dead on.
Last year I was at SXSW and one nite a group of us were at one of the bars. I noticed a waitress standing there with a ‘My God who are all these geeks?’ look on her face, and I said ‘I bet you hate seeing the SXSW crowd coming, don’t you?’ ‘Oh no!’, she explained, ‘We LOVE you guys!’
She then started asking me what the hell SXSW was about, and I told her about how all the people that were ‘known’ on Twitter/Blogs came, and that no one in the ‘real world’ had ever heard of. Micro-celebrities.
I said, ‘For example, ever heard of Robert Scoble?’
Blank stare.
‘Guy Kawasaki? Chris Brogan?’
Notta clue.
To be fair, most people understand that they have zero visibility outside the social media sphere. But to Leigh’s comment below, the real assholes are the ones that have build up their visibility in this space, and now think that makes them ‘better’ than others. And yes, content is stolen and passed off as being original. Bridges are burned and backs are stabbed.
And thankfully, those people are few and far between. The really good people that appreciate others and are grateful of their status are my heroes.
Oh and for the record, I will take a $15K keynote all day long and twice on Tuesday
I can’t wait until this Social Media business is over so we can all get back to solving real business problems.
And okay, I might take the $15K if someone insisted, but that 46th minute would probably be on the house.
I love you, Mack.
I’ll take that twice on Tuesday also.
I’m now deathly afraid of meeting some people IRL who think themselves rockstars. Thanks.
It’ll be really fun when an entire gaggle of people realizes that their 15 minutes of fame are up – then they have to be “authentic” in a job interview, and talk about how they “engaged” and drove “real ROI.”
Whoever used the term “douche-baggery” – priceless.
One thing to add to the “rock star” status or category is when organizations start thinking this way too! When your organization starts thinking they are the only game in town and everyone needs to bow down to your org….your done, there goes your membership. Trust me (or not because who the hell am I right) people talk and people share stories about your organization!
The cities that get it and the orgs that get it are always exploring ideas and opportunities to co-sponsor events and try and make sure the whole membership community get something out of the event. Membership is driven by the heart and inclusion in that org, not by the cool events or exclusive behaviors they have as a persona!
My advice to professional organizations co-sponsor as many local events as possible you will get and or lose (this could happen, but it is ok, your org ends up with passion and engagement) members not based on what the org is, it is based on your audience and where they feel comfortable. The by-product of this co-sponsorship mentality is promoting something far greater than your org. It promotes the people, the communities, cities, and state your organization is located. That has a far greater systemic value than your one event totally owned and run by you!
And yes Olivier does speak to regular folks in the hallway at conferences! I witnessed first had on several occasions at the MIMA Summit here in Minneapolis. I even had a chance to speak with him after a long standing conversation on twitter. He knew who I was and made the time to just talk. Kind of made my day because I got to meet someone I highly respect in the industry! This are types of connections people are looking for! So thank you Olivier for being you and not StepfordTBB!
[...] Blanchard recently wrote a superb post, about the social media rock stars (or ass holes) at the top of the social media speaking circuit. I was going to share the link to [...]
Olivier,
As soon as I started reading this, the lyrics from the Byrds song ‘So You wanna be a rock and roll star” popped into my head.
“So you want to be a rock and roll star
Then listen now to what I say
Just get an electric guitar
Then take some time and learn how to play
And with your hair combed right
And your pants fit tight
It’s gonna be all right
Then it’s time to go downtown
Where the agent man won’t let you down
Sell your soul to the company
Who are waiting there to sell plastic ware
And in a week or two
If you make the charts
The girls’ll tear you apart
The price you paid for your riches and fame
Was it all a strange game, you’re a little insane
The money that came and the public acclaim
Don’t forget what you are, you’re a rock and roll star”
I think that Social Media rock stars are the latest snake oil salespeople. But they are just following in the footsteps of all the other people who took advantage of a trend until they ruined it.
I love reading your stuff, but lately I’ve become disillusioned with the Internet in general. I’m thinking of taking a sabbatical. Life without the Internet, email, Facebook, Twitter. I wonder if I can do it?
Oh, BTW, when your book comes out, are you doing a book tour for all of your groupies out there in radioland? A rock start would do it.
Want to know my secret wish? Where my mind is right now? (Or my heart, rather.) Unplugging from the interwebs and heading east. Way east. To the grasslands of Mongolia. Spending a few months there learning the old ways. No electricity, no running water, no contact with the outside world. Hunt on horseback, live off the land, and eventually cross the country from East to West, border to border. Then find a comfortable spot somewhere warm, develop my photos from the journey, and write 3-4 books in a row, some about business, some not.
I think you and I are on the same page.
WOW, I want what is in your coffee. How i sit you can talk about this and people love you? When I asked these same questions I was told “If you do not want to get yourself black balled you will watch what you say”
Having been the kid who stood there and said “The Emperor has no clothes” had huge consequences.
Is this a benefit of a more social world, having a voice that allows for our “tribe” )and I can use that word being native american
to find us?
With there being so much said about the so called experts who sell a glossed over version of what BAD Internet Marketers have done let’s have a discussion on what we can do, be and have…
Funny how Gary has been able to be himself to the bone and he has true rock star status, what do you think is the difference in how everyone else is approaching building their brand, community and message?
I seriously want to know who is threatening to black ball people. This just seems absurd! But I keep hearing it.
Ugly little cliques of people with little to offer and a lot to lose.
With all this talk of authenticity, people appreciate the real thing when they sense it. It is a rare thing indeed. Especially in the marketing world.
Gary is himself and people respond to that. It’s that simple. He isn’t afraid to turn off some people by being who he is instead of trying to appeal to everyone. Not everyone likes him. Guys like him just shrug it off and move on. You can’t be everything to everybody.
[...] Oliver Blanchard (The Brand Builder) wrote a really interesting post called 6 Common habits of Highly Effective Social Media Rock Stars. It doesn’t exactly paint a stellar picture of some of those super klouty folks we hear a lot [...]
I think I’ve read this at least 4 times now.
Such a brilliant, terrific piece.
I think I’ve read this piece at least 4 times, and each time, I am laughing at some new little tidbit that I’ve discovered.
Brilliant and hysterical. One of the best pieces I’ve read this month, hands down.
Thanks, man.
As I shared on the blog mentioning yours:
Great share, Russ! It took me a little bit (Oliver’s post is long) but def worth reading. I’ve come across a few like that…Ever notice the yo-yo effect when another “blogger” or twitter peep is doing something and getting noticed…. jealousy, suck up, jealousy, suck up.
i paid to access one of these “tribes” recently as I understood someone to gain value from it…. after one day, I had seen enough.
How many of the “listening preachers” listen to you when you comment or tweet @mention them? I’m not just saying just mentioning them… For example, they ask a question (CTA on post or ? on twitter) – you respond… and nothing – nothing.
Or they email you and say they want to connect but when they are done being busy they will find you. Ha! OK. To myself I say, good luck – I don’t deposit into the self-proclaimed heroes; matter of fact I think I’m allergic. And half the reason it’s taken me this long to lift my business off the ground is due to my honest approach and not charging for something I could not quantify myself, if proposed.
This get’s a “Like” from me =)
I hope you asked for a refund.
I am working on a cure for your allergy, by the way. Stay tuned.
Cheers, Nicole.
[...] Olivier Blanchard, on Social Media rockstars [...]
[...] common habits of highly effective social media rock stars: [...]
This has all been very interesting, but I can’t help remembering that if history and politics have taught us anything over thousands of years, it’s that when given the choice between a harmful lie and a harsh truth, the masses will choose the lie virtually (excuse the pun) every time.
Rock Stars exist because the masses demand it be so.
Rick
True. Sad, but true.
[...] More here: 6 Common Habits of Highly Effective Social Media Rock Stars, Part 1: The Speaking Circuit [...]
[...] 6 common habits of highly effective social media rockstars, part 1: The speaking circuit, by Olivier Blanchard. Some interesting points about what real rock-stardom could, or should, look [...]
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[...] to “be normal” like my twitter friend Olivier Blanchard and take on rock star royalty (link to his post), however my only breadth of social media super power is to simply not read someone’s [...]
[...] 6 common habits of highly effective social media rockstars, part 1: The speaking circuit, by Olivier Blanchard. Some interesting points about what real rock-stardom could, or should, look [...]