Lessons learned from Little Debbie:
• Be patient. Learn your strengths in
social media and build on them.
• Be willing to invest.
• Create a unifying idea, but multiple
ways to engage your fans.
In late 2009, TGI Friday’s embarked "
on a heavy Facebook push called "
The goal? Reach 500,000 fans, "
and they’ll each get a free burger.
The campaign reached its fan goal "
in just 11 days.
Then things started to get ugly.
Fans were unhappy with all sorts of stuff:
• Woody was fake
• No burgers past the ﬁrst 500K fans
(later expanded to 1 million)
• Technical troubles with coupons
• Offer only valid for 4 days
But the real problems were in the
• Why a TV push vs. Facebook ads?
• Didn’t drive to TGI Friday’s page
• Scenarios weren’t really thought
By March 2010, TGI Friday’s had disabled
fan comments on the page.
Then “Fan Woody” was deleted altogether, "
taking more than 900,000 fans with it.
Lessons learned from “Fan Woody”:
• Walk before you run.
• Plan your media spend (and timing)
• Use campaigns to build a long-term
audience, not as one-offs
Today, TED is the most-watched lecture
series on Earth.
But that wasn’t always the case.
Founded in 1984, TED’s presentations
went largely unnoticed for 22 years.
In 2006 and early 2007, TED organizers
made the fateful decision to begin
posting videos online.
TED videos became an instant sensation.
A year ago, they had been viewed more
than 100 million times.
Today, TED’s views have surpassed "
Source: TEDTalks, March 2010
Lessons learned from TED:
• Know your assets, and constantly look
for new ways to leverage them.
• Find the line between offering value and
giving away the store.
• Content is, and will always be, king.