FAIL: Social Media Disasters & What We Can Learn From Them

David Griner Dave PeckDirector of Digital Content Social Media Strategist Luckie & Company Meshin @Griner @DavePeck

This slideshow was originally presented atBlogWorld & New Media Expo – 2011 NYC. Special thanks to: Deb Ng Arik Hanson Chuck Hemann + all the BlogWorld sponsors

And now on to the case studies…

#DoucheFail

When Summer’s Evebought a recentadvertorial piece inWomen’s Day, thefocus was on closingthe salary gap.

But women didn’treally appreciateStep 1 of the plan.

To their credit, Summer’s Eve wastedlittle time in responding to the“alternative conclusion” somereaders had read into the ad.

To their credit, Summer’s Eve wastedlittle time in responding to the“alternative conclusion” somereaders had read into the ad. “ I would like to first of all apologize if this ad in anyway has offended anyone. We are taking immediate next steps to remove the ad from ” circulation. — Angela Bryant, Sr. Brand Manager, Summer’s Eve

But the brand didn’t stopthere. They quicklylaunched a national seriesof “open and frankdiscussions” with U.S.women.

But the brand didn’t stopthere. They quicklylaunched a national seriesof “open and frankdiscussions” with U.S.women.(40% of whom apparently“misidentify the vagina onan anatomical diagram,”according to a corporatepress release)

Bryant even recapped theexperience in an op-ed piece.

The lessons:• Social media disaster can strike evenwhen you’re not marketing in socialmedia• Respond quickly and humbly• Clarify how a poor decision was reached• Show that you’re learning from theexperience and committed to doing better

#TweetFail

Five years after the launch of Twitter,social media professionals still keepusing it to make asses of themselves.

Oh no! Hackers?!

Nope. Just an entry-level agency staffer,forgetting to change his mobile app login.

Repercussions:1.  Employee fired by agency2.  Agency fired by Chrysler

The lessons:• Create safeguards• Be selective in your account admins• Stay attentive and involved• Avoid the allure of convenience• Recognize that mistakes will happen,and don’t take yourself too seriously

#TrueLoveFail

A 23-year-old manand his 47-year-oldfiancée in Singaporetook their forbiddenromance to Facebookand YouTube, askingfor support.

Garnering 3,500 Likes onFacebook, they promised tostream “the big day” live.

At the last second, Markremembered the ring and ranback toward the house.

Then viewers heard thesound of a crash.

Then viewers heard thesound of a crash. The screen went black, and a message appeared, saying “Unexpected things happen in life. Be insured to have your loved ones assured.”

The lessons:• Know the lines between narrativestorytelling and hoax• Real life is full of great stories to betold, so why make them up?• Give your audience an earnest reasonto connect and see the value of yourbrand

Also, avoid pretending to be a bear,as Philips learned in Singapore whenit created footage of a supposed bearin a large residential area.

“In retrospect, perhaps weshould have made the beardo something more obviouslike a dance at the bus-stopto ensure that consumersknew that this was ahumorous stunt.”— Philips corporatestatement

#EAFail

To promote the release of Dante’s Inferno, EA’smarketing team launched a nine-month seriesof guerrilla efforts tied to the circles of Hell.

Then things hit a snag. The game’s “Lust”promotion offered prizes for committing “anact of lust” on a Comic-Con “booth babe.”

“ We wanted to be more Eyes Wide Shut than Van Wilder, and with Sin to Win we were a ” little too Van Wilder. — Phil Marineau, Senior Product Manager, EA

“Sin to Win was a greateye-opener for us, andwere glad it happenedearly on, so we couldlearn from it."

The lessons:• It never hurts to temper controversywith common sense• But don’t let criticism grind yourmarketing to a halt. Learn, evolve.• You can still be smart without being“safe.” Avoid the urge to dial back toofar.

#FocusFail (?)

In March, Ford launched a series of YouTubevideos about Doug, the new “spokespuppet” forthe 2012 Focus.

Voiced by Paul F. Tompkins and directed by PaulFeig, the spots earned buzz — and skepticism.

By May, the newest videos were getting little morethan a few hundred views.

So is it a fail?

“ The bottom line is, weve only just started, and we havent committed any paid media to it yet. If you look at the number of fans hes garnered on FB, the interactions he has with people there and on Twitter, and the people who say that they wouldnt have paid attention to the Focus if Scott Monty it werent for Doug, then youve got Social Media Chief, ” a better picture. Ford Motor Co.

“ It was definitely a risk for the company to go down this road, and there are still divided opinions on Doug. Hes not your typical spokesperson. But hes fun and different, which is what the all-new Focus is, so its a ” good match. — Scott Monty

The lessons:• If you’re going to create strongcontent, have a strong promotion plan• Don’t abandon a good idea justbecause it hasn’t reached its potential• It’s not always about big numbers.Quality of engagement can beimportant (50 Focuses sold = $1M)

In Summary

• It’s only a fail if you refuse to learnfrom it

• It’s only a fail if you refuse to learnfrom it• The real failures happen every day.They’re the campaigns you never hearabout, and we never talk about.

• It’s only a fail if you refuse to learnfrom it• The real failures happen every day.They’re the campaigns you never hearabout, and we never talk about.• “I can accept failure, but I can’taccept not trying.” – Michael Jordan

Thanks for your time. David Griner Dave PeckTheSocialPath.com TheDavePeck.com @Griner @DavePeck

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FAIL: Social Media Disasters & What We Can Learn From Them

by Dave Peck

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