Stop social media madness

STOP! Social Media Madness
Presented by Megan McKenzie
McKenzie Worldwide

Agenda
Social Media Madness
We’re not there yet
Some examples
Yes, it works, but not always
Strategy and planning
Building trust in your brand
It’s all about your “Why”
The key to success
Slide 2

Social Media Madness
We’re not there yet
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Social media – Massive audiences
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Source: The Awareness Social Marketing Hub

Social media vs. traditional media
Social media is like a mall where people go to hang out
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Traditional mediais like a grocery store where people get what they want and leave

2011 social media landscape
Radical changes from 2010, and nothing like 2009
Anyone remember MySpace?
Chances are you’re using many of these networks at home and business
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Open Text Media Training
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Google gets serious
Google+ social networking system isn’t directly aimed at Facebook as a rival social network but rather a “layer” to help make Google products themselves more socially-enabled…
Will Google get it right this time?
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Slide 7
Google Chairman Eric Schmidt

Why Google wants to become much more social
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Facebook overhauls platform
Continues Facebook’s focus on building audience
Is Facebook even stickier now?
What are the marketing opportunities?
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Some examples
Yes it works…but not always
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Building a company with social media
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OpenText becomes social
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Even Tektronix is on board!
Recent launch of revolutionary MDO4000 oscilloscope created online and social buzz
Hundreds of tweets and re-tweets
Over 200 news mentions and blog posts
Numerous Facebook shares and likes
Complete YouTube review and tear down
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Virgin America Airlines
Passes the “we’ve got better service than the DMV test”
Designed from the ground up to be social
Named the SF-Boston flight the #nerdbird
Focus on listening and integrating feedback into company
Sponsors #FlyMoreGiveBack with Twitter
Encourages employee participation
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Virgin Airlines social strategy paying off
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Kawasaki – A new approach to building word of mouth
Give 10 2011 Nina 1000 motorcycles to 10 bloggers around the country and have them blog about their experiences
Bloggers all had a strong Facebook and Twitter presence
More cost-effective than advertising with more reach
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Ford Motor Company
Highly successful business and social media strategy
e.g. 2011 Ford Explorer launched on Facebook
Total impressions – 99 million
#1 Trending Topic on Twitter; #2 in Google Trends for the day
500,000-plus 2011 Explorer site visits versus daily average of 7,000 for 2010 Explorer
Hit 50,000 Facebook likes of the Ford Explorer by end of day July 26 – added over 10,000 likes in a single day
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Ford – Motoring to the top in brand perception
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http://www.consumerreports.org/cro/cars/new-cars/news/2011/01/2011-car-brand-perception-survey/overview/index.htm

Best Buy forgets about the “Streisand Effect”
Creates a wave of negative social backlash from C&D letter to Newegg in response to TV ad
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Ragu social media: Leaving a bad taste
Targeted dads by spamming dad bloggers and pointing them to an insulting video
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Ragu social media: Leaving a bad taste
Response from the blogosphere:
“Now that social media is a checkbox service offered by agencies and run by the junior associates as part of a much larger campaign and the only part of social that gets done is the pushing out of meaningless link spam, I’d like to offer that I think Ragu has no idea that you exist, let alone any sense of your cooking skills…Their content, my friend, does not rule.”
“As the person in my household who does all of the shopping and all of the cooking I took offense to this video. Implying that dads can only cook the simple things and Ragu is somehow going to help make that easier. Give me a break!
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Bottomline
Putting a bunch of social media buzzwords in a blender is not a strategy – and it will NOT work
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Strategy and planning
Building trust in your brand
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The new world of brand development
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Quality, transparency, trust most important
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Slide 25
Source: 2011 Edelman trustbarometer research

Honesty is the only policy
“Successful copywriters, brand managers, and marketers understand that the world has changed thanks to communications and technological advancements like Twitter, social networking, online video, and more. Brands that stretch the truth are called out faster than ever and word of a brand’s dishonesty will spread faster and farther than you can imagine.”
-- Susan Gunelius, Corporate Eye blog
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ConAgra/Ketchum PR – What were they thinking
Attempted to convince foodie bloggers a frozen meal was actually prepared by a chef George Duran (Ultimate Cake Off)
Food Mayhem:
“The cheese tasted cheap and like a lot of fat was added…What good P.R. teams do not do is lie to build attendance. Lying to media makes it that much harder for legitimate P.R. teams to achieve their goals. Build trust, not facades.”
Mom Confessionals:
“Our entire meal was a SHAM! We were unwilling participants in a bait-and-switch for Marie Callender’s new frozen three cheese lasagna…”
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Trust requires effort
“Honesty is expected. Trust is engaging and intimate. It needs to be earned…Trust is something else altogether. It is one of the most important values of a brand and it requires real effort from corporations. It is what you would expect from a friend.”
-- Mark Gobe, Author of “Emotional Branding”
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Path to building trust online
Truth
Practice honest communications and admit your mistakes
Privacy
Make a commitment to data security
Promises
Don’t break brand promises (perceptions). Continually meet or exceed online expectations
Response
Deal with any issues or questions quickly
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Path to building trust online cont.
Integrity
Approach every audience interaction with integrity. Take the ethical high road
Marketing
Practice ethical online advertising and promotion
Transparency
Be open about key information such as terms, conditions, warranties, service levels, etc.
History
Trust is created through repetition of positive interactions
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Credit: Mark Smicklas

Trust at Microsoft? Not so much
Microsoft programmanager tweets impression of unreleased Nokia phone
Microsoft fires saidproduct manager
Result: Word quickly spreads and Microsoft receives a round of negative social mentions and press coverage
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Red Cross: Rogue Tweet
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Tweet meant for personal account goes to all 270,000 RedCross followers
Red Cross responds with grace and humor

Red Cross: From potential misstep to beervana
Impressed by the calm and humane response, other tweeters -- especially @dogfishbeer's fans -- launched a fundraising and blood donation drive
Breweries and pubs in 30 states promoted beer for blood offers:
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It’s all about your “Why”
The key to success
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Slide 34

Rise above the madness
“Start with Why”
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Slide 35
The Golden Circle

Simon Sinek on Why matters
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Seven question to help you find your WHY
Who are you (really)?
Why do you do what you do?
What is your passion?
What makes you unique?
Why do people want to be a part of your community/buy your products?
How do you inspire others?
Why will people remember you? (think Steve Jobs)
Note: Literally ignore your product when working through these questions
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Social media success formula
Why + Trust + C3 (Consistent Connected Conversations) = Successful Social Media Program
Social Media Program – Trust + Interrupt Marketing = Brand Decay
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Let’s chat!Megan McKenziemeganm@mckenzieworldwide.comwww.mckenzieworldwide.com
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Stop social media madness

by McKenzie Worldwide on Oct 12, 2011

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Stop social media madness — Presentation Transcript