Catherine Pancake_GBTC Smo 2009


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Catherine Pancake_GBTC Smo 2009

  1. 1. Web Ad.vantage Top 5 Worst SMO Examples ( and then some ) presented by Catherine Pancake, Director of Search Marketing Web Ad.vantage, Inc.
  2. 2. SMO FAILS <ul><li>SMO FAILS review </li></ul><ul><li>Connecting with Social Media Audiences </li></ul><ul><ul><li>Upsets </li></ul></ul><ul><ul><li>Annoyances </li></ul></ul>
  3. 3. The Wal-Mart Plan <ul><li>“ We are not bloggers, but since our lives have always been more journey than destination we are explorers at heart…. We figured we'd give it a go.” </li></ul><ul><li>Wal-Mart hires a freelance writer “Laura” and Washington Post employee “Jim” to pose as an “everyday” couple & travel across American posting positive blog comments on . </li></ul><ul><li>Since “walmarting” has become vernacular for big box stores pushing out small local businesses, the campaign made shrewd use of language to appear grass roots, as well as placed a “Working Families” banner on the RV. </li></ul>
  4. 4. The FAIL <ul><li>Identified by MediaPost and BusinessWeek as a PR ruse with no mention of official Wal-Mart sponsorship. </li></ul><ul><li>Wal-Mart Watch (a group tracking the corporation) ferreted out the true identities of the “Laura & Jim’ including noting that “Jim” violated the WashPost policy of not free-lancing for special interests. </li></ul><ul><li>Further alarms and alienates and alarms those whose trust in Wal-Mart is on the breaking point. </li></ul><ul><li>Lessens impact of authentic bloggers with actual gripes, problems with the corporate giant. </li></ul>
  5. 5. The Motrin Plan <ul><li>The FAIL </li></ul><ul><ul><li>Thousands of powerful online moms were offended by the ad and their discontent flamed through powerful SMO channels including blogs, post, and most importantly Twitter. </li></ul></ul><ul><ul><li>Twitter which has gained important ground this year, was crucial to the ease and speed of massive posting and reposting in a matter of hours. </li></ul></ul><ul><ul><li>Motrin reacted quickly with a major apology and removed the ad immediately. </li></ul></ul>
  6. 6. The Carlton Plan <ul><li>Create an epic ironic viral ad to attract YouTube audience and compel beer sales. </li></ul><ul><li>The FAIL: </li></ul><ul><ul><li>The expensive and epic ad contains confusing or small brand references also requiring subtitles to understand the choral singing. </li></ul></ul><ul><ul><li>Users love the ad, but have no memory or context for the brand. </li></ul></ul>
  7. 7. The Federated Media Plan <ul><li>Using a highly paid staff of superstar tech writers, present expert opinions on products as grassroots Wikipedia entries. </li></ul><ul><li>The FAIL </li></ul><ul><ul><li>Federated gets outed by ValleyWag for creating Wikipedia entries for the term “human network” (a marketing slogan related to a Cisco campaign). </li></ul></ul><ul><ul><li>The Wikipedia entry links back to a Federated advertorial page featuring quotes from Phil Torrone of Make Magazine, Matt Haughey of Metafilter, David Pescovitz of Boing Boing — and Michael Arrington of Techcrunch all talking conveniently about what “human network” means. </li></ul></ul><ul><ul><li>Affiliate sites who need to be on board to follow the “human network” media plan for advertising are upset </li></ul></ul><ul><ul><ul><li>They don’t want to participate in the campaign, and publicly chastise the brand and Batelle for lowering online standards for journalism and use of the public web </li></ul></ul></ul>
  8. 8. The Exxon Plan <ul><li>Don’t take social media seriously or monitor it. </li></ul><ul><li>The FAIL </li></ul><ul><ul><li>A spirited, no holds barred female corporate representative “Janet” appears on Twitter under an Exxon-branded Twitter site and begins taking the “tough questions” about inside info on Exxon. </li></ul></ul><ul><ul><li>Jeremiah Owyang of Forrester Research, his wife and many other high-level analysts engage with “Janet” on Twitter, elated that Exxon seems to be opening up. </li></ul></ul><ul><ul><li>When Exxon gets “commended” for their participation and openness - they have to reply “it’s not us.” Their brand got jacked and exploited by a third party. </li></ul></ul><ul><ul><li>When “Janet” was called on the false representation, she continued to post, although the account is now defunct. </li></ul></ul>
  9. 9. Main SMO Problem Areas and Issues <ul><li>Not paying attention, taking it seriously, or having a plan. </li></ul><ul><li>Taking bad marketing plans to social media and hoping they work. </li></ul><ul><li>Paying actors or others to pose as “real people” for blog posts, comments, or online identities thus confusing the authentic voice. </li></ul><ul><li>Trying to game open community sites with journalistic goals such as Wikipedia. </li></ul><ul><li>Keeping your crazy CEO away from the computer - John Mackey of Whole Foods posting negative comments on a competitor's Web site under a pseudonym. </li></ul>