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FAIL: Social Media Disasters & What We Can Learn From Them
1.
2. David Griner
Dave Peck
Director of Digital Content
Social Media Strategist
Luckie & Company
Meshin
@Griner
@DavePeck
3. This slideshow was originally presented at
BlogWorld & New Media Expo ā 2011 NYC.
Special thanks to:
Deb Ng
Arik Hanson
Chuck Hemann
+ all the
BlogWorld sponsors
13. To their credit, Summerās Eve wasted
little time in responding to the
āalternative conclusionā some
readers had read into the ad.
14. To their credit, Summerās Eve wasted
little time in responding to the
āalternative conclusionā some
readers had read into the ad.
ā 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
ā
circulation.
ā Angela Bryant,
Sr. Brand Manager,
Summerās Eve
15. But the brand didnāt stop
there. They quickly
launched a national series
of āopen and frank
discussionsā with U.S.
women.
16. But the brand didnāt stop
there. They quickly
launched a national series
of āopen and frank
discussionsā with U.S.
women.
(40% of whom apparently
āmisidentify the vagina on
an anatomical diagram,ā
according to a corporate
press release)
18. The lessons:
ā¢ Social media disaster can strike even
when youāre not marketing in social
media
ā¢ Respond quickly and humbly
ā¢ Clarify how a poor decision was reached
ā¢ Show that youāre learning from the
experience and committed to doing better
28. The lessons:
ā¢ Create safeguards
ā¢ Be selective in your account admins
ā¢ Stay attentive and involved
ā¢ Avoid the allure of convenience
ā¢ Recognize that mistakes will happen,
and donāt take yourself too seriously
34. Then viewers heard the
sound of a crash.
The screen went black,
and a message
appeared, saying
āUnexpected things
happen in life. Be
insured to have your
loved ones assured.ā
35.
36. The lessons:
ā¢ Know the lines between narrative
storytelling and hoax
ā¢ Real life is full of great stories to be
told, so why make them up?
ā¢ Give your audience an earnest reason
to connect and see the value of your
brand
37. Also, avoid pretending to be a bear,
as Philips learned in Singapore when
it created footage of a supposed bear
in a large residential area.
38.
39. āIn retrospect, perhaps we
should have made the bear
do something more obvious
like a dance at the bus-stop
to ensure that consumers
knew that this was a
humorous stunt.ā
ā Philips corporate
statement
41. To promote the release of Danteās Inferno, EAās
marketing team launched a nine-month series
of guerrilla efforts tied to the circles of Hell.
42. Then things hit a snag. The gameās āLustā
promotion offered prizes for committing āan
act of lustā on a Comic-Con ābooth babe.ā
43.
44. ā We wanted to be more Eyes Wide Shut than
Van Wilder, and with 'Sin to Win' we were a
ā
little too Van Wilder.
ā Phil Marineau,
Senior Product Manager, EA
45. ā'Sin to Win' was a great
eye-opener for us, and
we're glad it happened
early on, so we could
learn from it."
46. The lessons:
ā¢ It never hurts to temper controversy
with common sense
ā¢Ā But donāt let criticism grind your
marketing to a halt. Learn, evolve.
ā¢ You can still be smart without being
āsafe.ā Avoid the urge to dial back too
far.
53. ā The bottom line is, we've only just
started, and we haven't committed
any paid media to it yet.
If you look at the number of fans
he's garnered on FB, the
interactions he has with people
there and on Twitter, and the
people who say that they wouldn't
have paid attention to the Focus if
Scott Monty
it weren't for Doug, then you've got
Social Media Chief,
ā
a better picture.
Ford Motor Co.
54.
55.
56. ā It was definitely a risk for the
company to go down this road,
and there are still divided
opinions on Doug.
He's not your typical
spokesperson. But he's fun
and different, which is what
the all-new Focus is, so it's a
ā
good match.
ā Scott Monty
57. The lessons:
ā¢ If youāre going to create strong
content, have a strong promotion plan
ā¢ Donāt abandon a good idea just
because it hasnāt reached its potential
ā¢ Itās not always about big numbers.
Quality of engagement can be
important (50 Focuses sold = $1M)
60. ā¢ Itās only a fail if you refuse to learn
from it
ā¢Ā The real failures happen every day.
Theyāre the campaigns you never hear
about, and we never talk about.
61. ā¢ Itās only a fail if you refuse to learn
from it
ā¢Ā The real failures happen every day.
Theyāre the campaigns you never hear
about, and we never talk about.
ā¢ āI can accept failure, but I canāt
accept not trying.ā ā Michael Jordan
62.
63. Thanks for your time.
David Griner
Dave Peck
TheSocialPath.com
TheDavePeck.com
@Griner
@DavePeck