Suxorz Sxsw 2009


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This is the slideshow and recap for the SXSW Suxorz panel, an overview of the year's worst social media advertising. The panel occurred on March 14, 2009. Panelists were Zadi Diaz, Mike Monello, Jeff Jarvis and Sarah Smith. Henry Copeland moderated.

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Suxorz Sxsw 2009

  1. 1. S UXOR Z 09! The worst social media marketing in recent memory... SXSW Panel Austin, TX March 14, 2009
  2. 2. Metadata Panelists: Zadi Diaz: Epic Fu, Jeff Jarvis: Buzzmachine, /jeffjarvis Sara K. Smith: Wonkette, /wonkette Mike Monello: CampfireNY, /mikemonello Moderator: Henry Copeland: Blogads, /hc (moderator) Web coordinates: Twitter tags: #Suxorz, #SXSW Facebook group: Podcast of '09 panel:
  3. 3. Review: Suxorz '08 panel HP pays for self-abuse Cisco spams wikipedia with “the human network” Summary of our fun in 2008:
  4. 4. Round I. Hey, anybody can do it! In which panelists agree that everyone in the room runs the risk of looking foolish at some point. In social media, anybody can be an expert. Or be an idiot. But at least none of us have looked this foolish yet.
  5. 5. 1) Insta-Twitter experts Monello had lots of fun lambasting Matt Bacak – self- proclaimed king of twitter. Nervous laughter... who in the room had not stretched their social media credentials slightly at some point? Source:
  6. 6. Declaring yourself a twitter expert can be dangerous. Though today Matt Bacak has 41k followers, he's had to follow 44k people to get there. And then there are the industry accolades... The good news: Bacak won round 1 in our voting.
  7. 7. 2) Diaz got a big laugh just playing the video by the Viraltweets get- rich-quick guy. Visit
  8. 8. 3) Jarvis noted that it's easy to put out a press release highlighting your social media exploits.... but smarter to actually do something. “Metro Ford of Schenectady is ready to set an example for car dealers aroundthe Capital Region. With the importance of new media at an all-time high, one of Albany’s largest and most successful dealerships is abandoning most traditional media and embarking on an entirely new social campaign that is providing exceptionally exciting results. These new outlets such as Facebook and Twitter, among others, allow Metro Ford to reach thousands of prospective customers at a fraction of the price. Facebook, a social networking website allows for users to network with people by city, workplace, school, and region. This provides a great opportunity to inform prospective car buyers about events and special sales information, but also a free haven for video sharing, online games, and photos. Metro Ford currently has their own page, and are constantly active, updating with the latest applications in networking capabilities.”
  9. 9. 4) Some renegades still insist on “antisocial media” Smith discovered that Baltimore's Constellation Energy believes it can forbid other sites from linking to it.
  10. 10. Round II: Revenge of the blogosphere (a)
  11. 11. 1) Hasbro/Mattel vs. Scrabulous Monello gave Hasbro demerits for killing Scrabulous, a greatly admired service, and substituting its own mediocre imitation of the imitation. Source:
  12. 12. Scrabble user sez: Monello noted that even on the morning of our panel, Scrabulous fans were still griping.
  13. 13. 2) Skittles Twitter Campaign Diaz knocked Skittles for letting ANY twitterer's comments – even racist, sexist or just moronic – appear on Suxorz attendees countered that the fact that we were discussing the campaign was a sign of Skittles' genius.
  14. 14. 3) KFC blog Jarvis blasted KFC for starting an employee blog, and then not reading it. One blogging employee, fired for unrelated reasons, used the KFC blog to point readers to her personal blog, where she posted that she'd been fired for retaliating against a sexual harrassor. As of the panel on March 14, five weeks later, that post remained untouched. KFC won round 2 of our voting. (As of March 23, the post had been edited to remove the link and the employee's blog is gone!)
  15. 15. KFC employee blog Fired employee (and blogger) Monica Bryant makes a farewell post linking to her own blog, where she alleges sexual harassment by colleague.
  16. 16. Monica's post... “Let me tell you about the kind of environment I was working in.”
  17. 17. 4) “Joe the Plumber” Signs Smith pilloried the McCain campaign for actually trusting the public to not go crazy when opening up its “design your own bumper sticker” store online. Source:
  18. 18. Round III: Revenge of blogosphere (b)
  19. 19. 1) Belkin Monello fried Belkin for offering, via Amazon's Mechanical Turk service, to pay people to post positive comments.
  20. 20. 2) The Whopper Sacrifice Diaz pilloried Burger King's “friend sacrifice” on Facebook, suggesting it perverted Facebook's service and atmosphere. Some folks in the room argued that, on the contrary, Burger King captured perfectly part of the Facebook experience: resenting faux-friends and wishing you had an excuse for unfriending them. Source:
  21. 21. 3) Motorola Krave on gadget blogs Jeff Jarvis blasted a Motorola employee, who had posted a series of positive reviews, often irrelevant and weirdly formulaic, across a variety of gadget blogs.
  22. 22. 4) Rebuild The Party Smith got big laughs noting that an unofficial GOP social media attempt to get people contributing ideas to save the party resulting in ideas like “Trucknutz for all!” Source:
  23. 23. Finalists Matt Bacak (& all insta-gurus) Belkin KFC Nation
  24. 24. And Suxorz grand winner is: Belkin By a nearly unanimous vote, the audience dinged Belkin for blatantly polluting social media.
  25. 25. Lessons • Don't take yourself too seriously. (Auto-experts) • If you build it, watch it. (KFC) • Don't prostitute social media. (Belkin) • If social media adopts something cool, borrow or buy it, but don't snuff. (Scabble) • If you play with social media rules, expect some to hate you... but others will love you. (Whopper & Skittles) • If you let people play with your tool, you may get played. (McCain Bumper Stickers and “Rebuild the Party.”)
  26. 26. Thank you SXSW! We laughed, we cried, we jabbed and stroked. (Did No doubt amoral social media anyone snore?) marketeers, shamed two years running, will finally grow up and leave the Suxorz unpopulated in '10. Mkay? So see you soon on Twitter, the virtual Austin. “Trucknutz for all!”