The FailuresAR E E FAH S AH E B & J O H N W I N K L E R
Wal-mart beings Social Media Failures In 2006, Laura and Jim began a journey from Las Vegas Georgia, parking for free in Wal-Marts parking lots They took pictures and highlighted the positive things about the company through blogging Many people believed they were using their own money for the trip and were doing the blog on their own
The Truth BusinessWeek discovered that Wal-Mart’s PR agent actually set up the entire campaign The first rule of Internet Friending was broken: authenticity Wal-Mart never explained they paid for the trip and paid the couple for each entry The blogging site was forced down by all the negative reactions Companies can suffer a great deal from failures such as these
Skittles’ Twitter Campaign Skittles featured a live display of their twitter feed on their website in order to reach the young audience People were using profanity on their statuses, therefore the family-friendly image Skittles wanted was gone User began slamming the company for fun, to just see the negative feed on the website “Skittles causes cancer and is the cause of all evil things”
What went wrong? Skittles rushed into the campaign without much though There was no interaction between customer and brand Instead, Skittles should have selected a number of moderate Twitter comments to their homepage entitled “Today’s Skittles Buzz”
General Motor’s Viral Marketing Campaign GM encouraged the public to create their own video ads for 2006 Chevy Tahoe using video and audio footage on the web Environmentalists began creating negative video ads for lacking green-friendly products Chevy Tahoe Commercial Parody: Global warming and oil war- http://www.youtube.com/watch?v=4oNedC3j0e4 Nightline picked up the controversy and featured one of the ad creators who said, “Why is an American company acting as a pusher to an addiction to Middle Eastern Oil? This thing’s a mini tank.”
Research and Communication GM could have avoided this incident from occurring if more research was done prior to the marketing campaign This can be further avoided if GM made more effort to communicate with critics when the negative ads came rolling out
Wal-mart’s Facebook Campaign When created a Facebook page, Wal-mart promoted “stylish” dorm room products however, they’re not known for being stylish product – Wal-Mart is known for being “cheap” Negative feedback from Facebook fans came flooding in, such as… “Do people realize why prices are so low at Wal-Mart? Because they do not pay living wages to employees in America and their Chinese factories are basically slavery. Wal-mart is hateful and is a blight on America. Facebook should cut all its ties to Wal-mart. GET WALMART OFF FACBEOOK!” Wal-Mart keeps missing the point of social media in terms of communication. They need to connect with consumers on social media and find out ways to improve their organization
Bringpopcorn.com’s Spamming Digg Campaign Alex Hunter, owner of bringpopcorn.com reached out to 10 top Diggers (users of Digg.com) and offered $500 if they get his website listed on Digg’s homepage Digg = social news website Digg users rank site urls depending on whether or not they like or recommend them. The content with most positive votes moves up to the homepage, where most people will see it Not authentic
Spamming Consumers Alex Hunter and his get fast traffic was exposed and blacklisted pretty fast He was also banned from Netscape after he created 20 fake accounts to promote his website Consumers do not respond well to spam and companies need to use authentic ways to promote and expand their business The social media community is filled with scams like those of Alex Hunter
Pizza Hut’s Twitter Campaign 2009- Pizza Hut decides it wants to get in on the social media frenzy. Put out Ad for a “Twintern” Young, hip, intern, who “speaks fluent LOL” Would mange a Twitter account for the company
Pizza Hut’s Twitter CampaignIssues Suggestions A) Belittled people who A) Try market-testing used the service. your companies ideas in (e.g.) the cutesy request for front of the audience someone who “speaks fluent LOL” you’re reaching out to B) General users couldn’t before you go live. understand hiring an intern B)While attempting to who knew nothing about boost your broad the company. online, hire someone giving them the responsibility with some social media of handling the largest and experience and some most direct link between their business and their consumers. experience in your industry.
Pizza Hut’s Twitter Campaign “Would any company be Fortunately, crazy enough to let an Pizza Hut found real intern who doesn’t know success with it’s plan and the inner workings of even got a lot of publicity their global brand with it’s creative hiring plan, prepare, run and approach. speak at the international press event that launches your brand on an international stage.”
Molson Canadian Facebook Photo Contest Campaign “The Molson Canadian National Campus Challenge” 2007- one of the worlds largest brewing companies launches social media campaign Targeting 19-24 year olds (19 is legal age in most of Canada) Ad: Called for students to post photos of their campus demonstrating how they use Molson beer at their parties Winner’s university would be declared the #1 party school in Canada and the winner would win a trip to Cancun with four of their friends
Molson Canadian Facebook Photo Contest Campaign Contest Pulled Before Prizes Could Be Handed Out Campaign was said to promote irresponsible drinking Offended schools and parents Dangerous for participating students Jobs In trying to create brand awareness the company over looked the line between responsible and irresponsible behavior.
Sony’s Blunders PSP FLOG “All I Want For Xmas is a PSP.” Resident Evil Viral Marketing Blog written by Charlie, a boy who Campaign was trying to persuade his friend Jeremy’s parents to buy Jeremy a 2004- promotional PSP for Christmas. Sony Outed campaign for the game Blog was fake, and they were caught. “Resident Evil” Sony Denied Messages sent to mobile Sony denied allegations phones with notes like: “Charlie,” denied the truth in his youth lingo complete with intentional spelling “I’m infecting you with a t- errors and trendy slang. virus.) “We started clowning around with sum not-to-subtle hints to j’s parents that a Although, they were not psp would be the perfect gift. We created this site to spread the luv to really infecting with those like j who want a psp! Consider virus, and sent follow up us your own personal psp hype machine, here to help you wage message that told people to holiday assault on your parents, girl, forward message for chance granny, boss- whoever- so they know what you really want.” to win prizes.
Target Rounders Facebook Campaign “Target Rounders” Site where members, mostly college students, got product discounts, CD’s, and other prizes for providing target with valuable consumer feedback. Target asks members to lie Target asked members to join Target’s Facebook group and promote it. People became offended Would not mislead their friends by lying to them Authenticity is more important than anything else, especially among their personal networks
Something that many companies don’t understand is that the online consumer has many more platforms to express his or her unhappiness with a business, thanks to social media sites. Increasing a businesss fan base should always be an authentic endeavor, especially when using social media in your marketing strategy. With a following based on trust, you can communicate more easily with your costumers and eventually turn them into real friends of your brand.