David Griner    Dave PeckDirector of Digital Content   Social Media Strategist       Luckie & Company       Meshin        ...
This slideshow was originally presented atBlogWorld & New Media Expo – 2011 NYC. Special thanks to:               Deb Ng  ...
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.
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...
To their credit, Summer’s Eve wastedlittle time in responding to the“alternative conclusion” somereaders had read into the...
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% o...
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• C...
#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 con...
#TrueLoveFail
A 23-year-old manand his 47-year-oldfiancée in Singaporetook their forbiddenromance to Facebookand YouTube, askingfor supp...
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 messa...
The lessons:• Know the lines between narrativestorytelling and hoax• Real life is full of great stories to betold, so why ...
Also, avoid pretending to be a bear,as Philips learned in Singapore whenit created footage of a supposed bearin a large re...
“In retrospect, perhaps weshould have made the beardo something more obviouslike a dance at the bus-stopto ensure that con...
#EAFail
To promote the release of Dante’s Inferno, EA’smarketing team launched a nine-month seriesof guerrilla efforts tied to the...
Then things hit a snag. The game’s “Lust”promotion offered prizes for committing “anact of lust” on a Comic-Con “booth bab...
“   We wanted to be more Eyes Wide Shut than    Van Wilder, and with Sin to Win we were a                                 ...
“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...
#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...
“   It was definitely a risk for the    company to go down this road,    and there are still divided    opinions on Doug. ...
The lessons:• If you’re going to create strongcontent, have a strong promotion plan• Don’t abandon a good idea justbecause...
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 heara...
• It’s only a fail if you refuse to learnfrom it• The real failures happen every day.They’re the campaigns you never heara...
Thanks for your time.     David Griner   Dave PeckTheSocialPath.com   TheDavePeck.com          @Griner   @DavePeck
FAIL: Social Media Disasters  & What We Can Learn From Them
FAIL: Social Media Disasters  & What We Can Learn From Them
FAIL: Social Media Disasters  & What We Can Learn From Them
FAIL: Social Media Disasters  & What We Can Learn From Them
FAIL: Social Media Disasters  & What We Can Learn From Them
FAIL: Social Media Disasters  & What We Can Learn From Them
FAIL: Social Media Disasters  & What We Can Learn From Them
FAIL: Social Media Disasters  & What We Can Learn From Them
FAIL: Social Media Disasters  & What We Can Learn From Them
FAIL: Social Media Disasters  & What We Can Learn From Them
FAIL: Social Media Disasters  & What We Can Learn From Them
FAIL: Social Media Disasters  & What We Can Learn From Them
FAIL: Social Media Disasters  & What We Can Learn From Them
FAIL: Social Media Disasters  & What We Can Learn From Them
FAIL: Social Media Disasters  & What We Can Learn From Them
FAIL: Social Media Disasters  & What We Can Learn From Them
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FAIL: Social Media Disasters & What We Can Learn From Them

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Presentation from BlogworldExpo New York City 2011 by Dave Peck and David Griner

Published in: Business

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

  1. 1. David Griner Dave PeckDirector of Digital Content Social Media Strategist Luckie & Company Meshin @Griner @DavePeck
  2. 2. This slideshow was originally presented atBlogWorld & New Media Expo – 2011 NYC. Special thanks to: Deb Ng Arik Hanson Chuck Hemann + all the BlogWorld sponsors
  3. 3. And now on to the case studies…
  4. 4. #DoucheFail
  5. 5. When Summer’s Evebought a recentadvertorial piece inWomen’s Day, thefocus was on closingthe salary gap.
  6. 6. But women didn’treally appreciateStep 1 of the plan.
  7. 7. But women didn’treally appreciateStep 1 of the plan.
  8. 8. To their credit, Summer’s Eve wastedlittle time in responding to the“alternative conclusion” somereaders had read into the ad.
  9. 9. 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
  10. 10. But the brand didn’t stopthere. They quicklylaunched a national seriesof “open and frankdiscussions” with U.S.women.
  11. 11. 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)
  12. 12. Bryant even recapped theexperience in an op-ed piece.
  13. 13. 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
  14. 14. #TweetFail
  15. 15. Five years after the launch of Twitter,social media professionals still keepusing it to make asses of themselves.
  16. 16. Oh no! Hackers?!
  17. 17. Nope. Just an entry-level agency staffer,forgetting to change his mobile app login.
  18. 18. Repercussions:1.  Employee fired by agency2.  Agency fired by Chrysler
  19. 19. 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
  20. 20. #TrueLoveFail
  21. 21. A 23-year-old manand his 47-year-oldfiancée in Singaporetook their forbiddenromance to Facebookand YouTube, askingfor support.
  22. 22. Garnering 3,500 Likes onFacebook, they promised tostream “the big day” live.
  23. 23. At the last second, Markremembered the ring and ranback toward the house.
  24. 24. Then viewers heard thesound of a crash.
  25. 25. 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.”
  26. 26. 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
  27. 27. Also, avoid pretending to be a bear,as Philips learned in Singapore whenit created footage of a supposed bearin a large residential area.
  28. 28. “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
  29. 29. #EAFail
  30. 30. To promote the release of Dante’s Inferno, EA’smarketing team launched a nine-month seriesof guerrilla efforts tied to the circles of Hell.
  31. 31. Then things hit a snag. The game’s “Lust”promotion offered prizes for committing “anact of lust” on a Comic-Con “booth babe.”
  32. 32. “ 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
  33. 33. “Sin to Win was a greateye-opener for us, andwere glad it happenedearly on, so we couldlearn from it."
  34. 34. 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.
  35. 35. #FocusFail (?)
  36. 36. In March, Ford launched a series of YouTubevideos about Doug, the new “spokespuppet” forthe 2012 Focus.
  37. 37. Voiced by Paul F. Tompkins and directed by PaulFeig, the spots earned buzz — and skepticism.
  38. 38. By May, the newest videos were getting little morethan a few hundred views.
  39. 39. So is it a fail?
  40. 40. “ 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.
  41. 41. “ 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
  42. 42. 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)
  43. 43. In Summary
  44. 44. • It’s only a fail if you refuse to learnfrom it
  45. 45. • 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.
  46. 46. • 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
  47. 47. Thanks for your time. David Griner Dave PeckTheSocialPath.com TheDavePeck.com @Griner @DavePeck
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