Social Media Failures and How to Avoid Them - AllFacebook SF

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Our own Kevin Mullett presents at the 2012 AllFacebook Marketing Conference in San Francisco.
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The success or failure of your online marketing and social media strategy rests in correct execution. And while we may have some success despite obvious mistakes, or when flying by the seat of our pants, we have to ask what are we leaving on the table. These small missing factors have a huge impact on the value and return from any campaign. How could we get more for roughly the same effort? What mistakes are leading to false proclamation that social can't work in your business, industry, or field? It's time for a second set of eyes and input. This session will highlight real world examples of social media usage that failed to connect the dots, and will provide minor adjustments that would have resulted in exponential results.

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  • // San Francisco #AllFacebookConf – Social Media Failures And How To Avoid Them - Presented by Kevin Mullett June 28th 2012.Social media isn’t as much about the tools you use or the online community you join, but about the story you tell and presence you make. Creating a clean online presence is all about remembering some simple concepts.“As technology continues to expand into multiple segments of our lives, the challenge is how we use it. Often our mindset is outpaced by the technology we are asked to adopt. This session will take a look at how social media, the Web, and mobile access are changing how we communicate with each other, personally and professionally. We will explore how we can develop willing participants, uncover the value in communication via preferred media channels, and weave social media into our lifestyle. “Photo by: Hans Gerwitz – fail stamp
  • // San Francisco #AllFacebookConf – USE TOOLS, DON’T BE ONERelationships are Not About The Tools.Social media and online marketing isn’t as much about the tools you use or the online community you join, but about the story you tell and presence you make. If I can’t find you, I can’t hear or share your story and I certainly can’t start building a relationship.The suggestion by others that we know what we are talking about does not preclude the tendency for others to attempt to research the validity of that claim.
  • // San Francisco #AllFacebookConf - How about some cuddle time first?Social media me monsters send “me messages”, like dm’s and Facebook messages, right after connecting.
  • // San Francisco #AllFacebookConf – HYPE & HYSTERIAThere is a lot of misinformation, speculation, opinion and hype being spread about online marketing. Worse is the expectation that social media should be free, effortless, and easy, yet produce greater ROI.And marketers are great at coming up with new terms like inbound marketing, content marketing, earned media, permission marketing, or they will say things like SEO is dead and other such nonsense to try and change the story.
  • // San Francisco #AllFacebookConf – FREE TO USE, NOT DOWhile social media is free to use, it is not free to do. Weigh time and attention against opportunity and return.
  • // San Francisco #AllFacebookConf – BUDGET & STRATEGYWinning requires knowledge: To win against your competitors in the search optimization game requires some knowledge, unless your competition isn’t trying. It’s easy to win if there is no competition. To win requires an understanding of the rules so you don’t get disqualified. You can be the best driver, but if you are stuck in the back of the pack you will not have a chance to show it. Optimization is part of the race regardless if you have the knowledge or not. Of course you need to decide early on how much winning is worth and what your budget is to go after it. And like most things if you don’t have a strategy, well, we all know how that goes.At this very race a competitor was disqualified for getting a bit too creative with the rules. This is analogous to black hat search optimization techniques.
  • // San Francisco #AllFacebookConf – THE “SOCIAL THREE”You are here to find out how to add social media into your event marketing mix, but let’s start by actually talking about what I call the “social three”. Why? Because people use these terms interchangeably, when they are not in fact interchangeable. If you think about it we could just remove the “social” moniker off all of these and we would have good old fashion traditional media, networking, and marketing methods. Today we will discuss various aspects of the social sphere and social media optimization. Now the information I present today, much like search engine optimization information, will have a limited shelf life. A scant 7 years ago Facebook was created in a dorm room and now has more users than the population of the United States. A year ago many of you had no idea what Twitter was, now it has gone mainstream and is in countless TV commercials. I could waste the entirety of this seminar just talking about the rise and fall of various social services, percentage of market share, types of people who use each, etc. Instead I am going to breeze by some of those items at a high level, so I can spend more time giving you social marketing tips that will help your business.» social media which represents the tools we use for building followers, friendships, & contacts. Tools like twitter, facebook, linkedin, youtube, friendfeed, Buzz, foursquare, ning, to name only a fraction of the available services. Each have strengths and weaknesses and each need to be evaluated so we can put our time into the ones that will reap the largest ROI. I have both online and offline media tools represented because they are all just visibility tools.» social networking is the day to day interaction we have with contacts built using the various social media tools/services, in other words the “social” part. It is no different then when you attend a party, that you might otherwise pass on, in order to touch base with clients or potential clients. Now some might also toss in social networks, but let’s not make things confusing. Each tool has the potential to reach a percentage of your ideal market segment, group, individuals, or demographic. This is also to extend and optimize your circle of influence.» social marketing is the subtle, or not so subtle, use of one or more online tool to promote your business to the network you have established. Again no different than reminding those people you meet at parties, “hey I build killer websites, you should have me do one for you”. Over simplified? Maybe, but the real reason we’re here is to learn how to put this all into motion. We want to avoid the Me Monster. (me monster by Brian Regan)
  • // San Francisco #AllFacebookConf – NO SILVER BULLETSNo marketing media channel has 100% eyeballs or is 100% effective. We need to prioritize based on goals, resources, and business objectives.
  • // San Francisco #AllFacebookConf – WHAT DO CUSTOMERS PREFER?Social media isn’t about what you prefer, but rather where your ideal audience is listening and can be engaged. Which phone line will you be ignoring today?http://rapportive.com/, http://gist.com/, https://www.xobni.com/, https://www.rapleaf.com/ ($100 to search social for 10,000 emails)
  • // San Francisco #AllFacebookConf – DO YOU SEE THE VALUE?Social media works best when you are a willing participant, see value, & treat it like a lifestyle, instead of a task.At the end of the day if you really don’t see and believe in the value, you will not be convinced to participate at a level that is likely to yield results. Social media works best when you are a willing participant, see value, & treat it like a lifestyle, instead of a task.Sometimes people try social media out, as if it isn’t known to work, and quite because they see no return. If they were to be honest, they might see that the effort put in was not sufficient to see those results.
  • // San Francisco #AllFacebookConf – BUT I DON’T WANT TO MIX BUSINESS WITH MY PERSONAL LIFEBusinesses tell me all the time that they don’t want to mix business with pleasure then they go to conference like this and get hammered in the bar.
  • // San Francisco #AllFacebookConf – THE PRIVACY EXCUSEBut…my privacy! formerly found on street corners are you really all that invisible who did we do business with 30-40 years ago? distribution does not equal visibility
  • // San Francisco #AllFacebookConf – THE PRIVACY EXCUSE PART IIWe give up privacy for opportunity or gain in other ways more frequently than we might realize. surveys on the back of receipts for a cheeseburger your habits tracked and targeted, for rewards
  • // San Francisco #AllFacebookConf – GRAB YOUR BRAND/IDENTITYEasy social media brand and identity checks: Use a service like namechk.com to go grab your brands social id’s. I think it is wise for both branding reasons, and for online marketing presence to grab them. If you have an intern, this would be a great task to set them out on. Which ones are important? Which ones don’t you want a competitor or squatter to have? While the backlink value for many is not high, the fact that search engines are constantly crawling these networks is worth noting. This is especially important while the crawl rate on your website is low.Posting links to some of these networks, like twitter.com, friendfeed.com, ning.com, mybloglog.com, and others where the search engines already spend a significant amount of time, can lead to pages being indexed in under an hour radically improving the time it takes for your sites content to be available to potential searchers.Extra credit actions: namechk.com free, http://usernamez.com/ free (?),http://claimid.com/free (?), http://knowem.com/ $$ (400), http://claim.io/welcome $ (300)
  • // San Francisco #AllFacebookConf – WHAT KIND OF EVIDNECE DO YOU LEAVE BEHIND?What are you leaving behind? Pictures at parties, thoughts, complaints, and/or hurtful words. An easy rule to go by is, don't put anything online that you wouldn't want to see on a billboard that your mom drives past. And remember your privacy settings don't prevent people that you have let in, from taking things out. photo by: West McGowan - http://www.flickr.com/photos/westm/3379293362/
  • // San Francisco #AllFacebookConf – WHAT KIND OF REPUTATION ARE YOU CREATING?Reputations can be hard to shake, especially online. What you post today will likely be visible by someone for a great many tomorrows. So what’s it going to be? Are you going to help others or be an online bully? Will you provide posts that attract or repel the type of attention business owners want?photo by: Horton Goup - hortongroup.com / http://www.sxc.hu/photo/1086602
  • // San Francisco #AllFacebookConf – AM I POPULAR AND IMPORTANT YET?Looking at bogus social media analytics and measurement. We also must consider carefully how much weight we put on the types of people we engage with. These are great people to engage with, but they are likely to fill our pride tank before filling the coffers of our companies.
  • // San Francisco #AllFacebookConf – THIS IS THE WRONG FOCUSWhat do you suppose the chances that any of these bought followers or fans will be someone you could or will do business with? Are they even real?
  • // San Francisco #AllFacebookConf – THIS IS ABOUT VANITY, NOT ACCOUNT VITALITYIf 87% of this persons followers have never tweeted, how can they provide any value? Where is the value? This person uses the followback ‘group’, but doesn’t follow back.
  • // San Francisco #AllFacebookConf – THE RALLY’S FOURSQUARE INCIDENTIs this how your company would handle a complaint? YourFacebook page is a contact page for your business.
  • // San Francisco #AllFacebookConf – UNEXPECTED SERVICEI had ZERO expectation they were going to know what to do, but I was totally impressed when they did.
  • // San Francisco #AllFacebookConf – WHY DON’T THEY LIKE US?Consider this: Are we clear with our message? Is design or action most important? What is our call to action? What is in it for them?Icons are notifications, not calls to action.
  • // San Francisco #AllFacebookConf – ME, ME, AND MEHow many of you who desire article comments, amplification of your social posts, and professional recommendations take the time to provide them?photo by: me, Kevin Mullett.
  • // San Francisco #AllFacebookConf – SIGNAGE HELPS EVERYONESignage helps educates your customers and your staff about your online social presence. Which of these two will grow their Facebook page?
  • // San Francisco #AllFacebookConf – CONNECT THE DOTS…Most make nothing more than feeble attempts. Literally amounting to nothing more than after thoughts. The AAF makes no attempt at all.
  • // San Francisco #AllFacebookConf – TIE OFFLINE, ONLINE, AND MOBILE CAMPAIGNS TOGETHERIf you are going to advertise, tie the whole promotion together with a campaign. In print, on air, online, and in-store.
  • // San Francisco #AllFacebookConf – ANOTHER QR CODE IMPLEMENTATION FAILUREThe real failure of QR Code usage: nonstrategic, uncreative, and untested implementation.http://qrcode.good-survey.com/
  • // San Francisco #AllFacebookConf – REALLY?What were they thinking? How exactly was this supposed to work? Did anyone test this?photo by: Scott Howard @ScLoHo.
  • // San Francisco #AllFacebookConf – TEST, TEST, AND TEST AGAIN Test on new and old devices In different lighting With various applications At expected distances Time to recognition (seeking) Combo of all of the abovehttp://bit.ly/vZNsFG (testing article)
  • // San Francisco #AllFacebookConf – CLICK “LIKE” IF YOU BREATH AIRAsking people to click like if they breath air is not a content strategy. It is a very fine line of being a creative way to keep in front of people or being perceived as spam!
  • // San Francisco #AllFacebookConf – FOURSQUARE FTW!Are you monitoring your buildings Foursquare activity?Is anyone checking in See who publically checks in Watch for positive or negative comments Catch inappropriate photos
  • // San Francisco #AllFacebookConf – MONITOR FOURSQUARE ACTIVITYAre you monitoring your companies Foursquare activity? What about the many other location based services?Is anyone checking in See who publically checks in Watch for positive or negative comments Catch inappropriate photos
  • // San Francisco #AllFacebookConf – START LISTENING & WATCHINGStart Listening and watching with the appropriate tools even if you are not participating. Set alerts for: business name(s) or brand,employee names, usernames, your brand name,competition, influencers in your field,product/service names, and misspellings.
  • // San Francisco #AllFacebookConf – OMG! DON’T LET THE INTERN DO IT!Carefully monitor not only the reputation you create, but that which is created about you. While it is certainly wise to question how a lesser experienced person will handle you public facing communication, don’t forget that you cannot control what is said about you by others and that those comments may be far more damning.
  • // San Francisco #AllFacebookConf – IS THISE REALLY A GOOD IDEA?Before you run contests and/or utilize new methods of reaching people: Consider the demographic Will participation add frustration if they don’t have an account or can’t access it (no wifi)
  • // San Francisco #AllFacebookConf – INVEST IN OWNERSHIPPretend that this is the old west and you can very inexpensively go out and lay claim to a piece of property to call your own. It may seem like a lot right now, but it is the best investment you can make, because it is an investment in yourself. And you’re worth it!
  • // San Francisco #AllFacebookConf – HERE’S THE KEY TO… Never let another company or employee use their account information to set up accounts for you unless they are prepared to turn it over to you. Create a company gmail account and use that for accounts.Photo by: Rachel Scott Halls - chastity belt
  • // San Francisco #AllFacebookConf – A CLICK IS NOT A BLOOD OATHFacebook events are easy and cheap, but you sacrifice real thoughtful signups, info gathering, and at times a commitment to come. What about people who are not on Facebook?
  • // San Francisco #AllFacebookConf – KEEP YOUR TRAFFIC, SEO & VISIBILITY!Embed signup capability via services like eventbriteClients often talk about how hard it is to find things to blog or post news about when in reality they are letting things they are already doing go un-optimized. Don’t give away traffic, search engine optimization and brand visibility to third party sites.
  • // San Francisco #AllFacebookConf – AVOID FAILURE BY USING THE H.E.L.P. PHILOSOPHYH.E.L.P. philosophy = Humanize your message, Encourage conversation, Listen first, Promote Less.
  • // San Francisco #AllFacebookConf - LET’S CONNECTDon’t wait to start building your online and offline network. Need an easy start? Search for Kevin Mullett, find me on a network you already participate on and say hello.http://www.kevinmullett.com/about/ and check out http://www.cirrusabs.com/.Picture by: Joe Shoemaker - http://www.flickr.com/photos/joeshoe/5740389452/
  • // San Francisco #AllFacebookConfPhotography by KevinMullett or Stock agencies unless noted below.Hans Gerwitz – fail stampHorton Group – mean dog behind fenceWest McGowan – empty billboardRachel Scott Halls - chastity beltJoe Shoemaker – untitled pic of me
  • Social Media Failures and How to Avoid Them - AllFacebook SF

    1. 1. SOCIAL MEDIA FAILURES AND HOW TO AVOID THEM@kmullett San Francisco #AllFacebookConf
    2. 2. Social media and online marketing isn’t about the tools you use or the online community you join, but about the story you tell and presence you make. USE TOOLS, DON’T BE ONE@kmullett San Francisco #AllFacebookConf
    3. 3. HOW ABOUT SOME CUDDLE TIME FIRST? Social media me monsters send “me messages”, like dm’s and Facebook messages, right after connecting.@kmullett San Francisco #AllFacebookConf
    4. 4. There is a lot of misinformation,speculation, opinion and hypebeing spread about onlinemarketing. Worse is theexpectation that social mediashould be free, effortless, andeasy, yet produce greater ROI. HYPE & HYSTERIA@kmullett San Francisco #AllFacebookConf
    5. 5. While social media is free to use, it is not free to do. Weigh time and attention against opportunity and return. It is also not a task you complete! FREE TO USE, NOT DO@kmullett San Francisco #AllFacebookConf
    6. 6. BUDGET & STRATEGY@kmullett San Francisco #AllFacebookConf
    7. 7. @kmullett San Francisco #AllFacebookConf
    8. 8. No marketing media channel has 100% eyeballs or is 100% effective. We need to prioritize based on goals, resources, and business objectives. NO SILVER BULLETS@kmullett San Francisco #AllFacebookConf
    9. 9. WHAT DO THEY PREFER? Which phone line will you be ignoring today? Tools to find your audience:@kmullett San Francisco #AllFacebookConf
    10. 10. DO YOU SEE THE VALUE? Social media works best when you are a willing participant, see value, & treat it like a lifestyle, instead of a task.@kmullett San Francisco #AllFacebookConf
    11. 11. BUT I DON’T WANT TO MIX BUSINESS… Please tell me all about how you don’t want to mix business with pleasure while I watch you get hammered at this trade show or conference. Fear or Opportunity?@kmullett San Francisco #AllFacebookConf
    12. 12. @kmullett San Francisco #AllFacebookConf
    13. 13. @kmullett San Francisco #AllFacebookConf
    14. 14. ACTION: GRAB YOUR BRAND/IDENTITY namechk.com@kmullett San Francisco #AllFacebookConf
    15. 15. EVIDENCE@kmullett San Francisco #AllFacebookConf
    16. 16. REPUTATION@kmullett San Francisco #AllFacebookConf
    17. 17. AM I POPULAR AND IMPORTANT YET?@kmullett San Francisco #AllFacebookConf
    18. 18. THIS IS THE WRONG FOCUS Would any of these people be your ideal demographic?@kmullett San Francisco #AllFacebookConf
    19. 19. VANITY, NOT ACCOUNT VITALITY Where is the value? He uses #followback, but doesn’t.@kmullett San Francisco #AllFacebookConf
    20. 20. THE RALLY’S FOURSQUARE INCIDENT This IS a company contact page. Is this how your company would handle a complaint?@kmullett San Francisco #AllFacebookConf
    21. 21. UNEXPECTED SERVICE I had ZERO expectation they were going to know what to do, but I was totally impressed when they did.@kmullett San Francisco #AllFacebookConf
    22. 22. WHY DON’T THEY LIKE US? • Are we clear with our message? • Is design or action most important? • What is our call to action? • What is in it for ME? • Icons are notifications, not calls to action.@kmullett San Francisco #AllFacebookConf
    23. 23. How many of you who desire article comments, amplification of your social posts, and professional recommendations take the time to provide them? ME, ME, AND ME@kmullett San Francisco #AllFacebookConf
    24. 24. SIGNAGE HELPS EVERYONE Which of these two will grow their Facebook page?@kmullett San Francisco #AllFacebookConf
    25. 25. CONNECTING THE DOTS… or Do these printed pieces promote social channels? What is the social strategy?@kmullett San Francisco #AllFacebookConf
    26. 26. TIE OFFLINE/ONLINE/MOBILE TOGETHER In print, on air, online, and in-store. i.e. connecting the dots with contiguous marketing.@kmullett San Francisco #AllFacebookConf
    27. 27. The real failure of QR Code usage: nonstrategic, uncreative, and untested implementation. QR CODE FAILURE@kmullett San Francisco #AllFacebookConf
    28. 28. REALLY?@kmullett San Francisco #AllFacebookConf
    29. 29. ACTION: TEST, TEST, TEST! • Test on new and old devices • In different lighting • With various applications • At expected distances • Time to recognition (seeking) • Combo of all of the above http://bit.ly/vZNsFG (testing article)@kmullett San Francisco #AllFacebookConf
    30. 30. CLICK “LIKE” IF YOU BREATH AIR A creative way to keep in front of people (edgerank) or spam? It can be a very fine line!@kmullett San Francisco #AllFacebookConf
    31. 31. FOURSQUARE FTW!@kmullett San Francisco #AllFacebookConf
    32. 32. ACTION: MONITOR FOURSQUARE ACTIVITY • Is anyone checking in • See who publically checks in • Watch for positive or negative comments • Catch inappropriate photos Don’t forget about other location services.@kmullett San Francisco #AllFacebookConf
    33. 33. ACTION: START LISTENING & WATCHING Set alerts for: business name(s) or brand, employee names, usernames, your brand name, competition, influencers in your field, product/service names, and misspellings.@kmullett San Francisco #AllFacebookConf
    34. 34. OMG! DON’T LET THE INTERN DO IT! Carefully monitor not only the reputation you create, but that which is created about you.@kmullett San Francisco #AllFacebookConf
    35. 35. IS THIS REALLY A GOOD IDEA? • Consider the demographic • Will participation add frustration if they don’t have an account or can’t access it (no wifi)@kmullett San Francisco #AllFacebookConf
    36. 36. OWNERSHIP@kmullett San Francisco #AllFacebookConf
    37. 37. Never let another company or employee use their account information to set up accounts for you, unless they are prepared to turn it over to you. Create a company gmail account and use that for accounts. HERE’S THE KEY TO…@kmullett San Francisco #AllFacebookConf
    38. 38. A CLICK IS NOT A BLOOD OATH Facebook events • No formal signup • No info gathering • No commitment • Not for everyone • Lost traffic & SEO@kmullett San Francisco #AllFacebookConf
    39. 39. ACTION: KEEP TRAFFIC, SEO & VISIBILITY! Embed signup capability via services like eventbrite@kmullett San Francisco #AllFacebookConf
    40. 40. Avoid failure.Humanize yourmessage, Encourageconversation, Listenfirst, Promote Less. H.E.L.P PHILOSOPHY@kmullett San Francisco #AllFacebookConf
    41. 41. ME@kmullett cirrusabs.com / @cirrusabs
    42. 42. Photography by Kevin Mullett or Stock agencies unless noted below. Hans Gerwitz – fail stamp Horton Group – mean dog behind fence West McGowan – empty billboard Rachel Scott Halls - chastity belt Joe Shoemaker – untitled pic of me ATTRIBUTION@kmullett cirrusabs.com / @cirrusabs

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