How Not to Suck at Social Media


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Presentation to Columbia University Strategic Communications, Main Campus, March 23, 2013

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  • Social web 1 = blogs and websites, 2=Friendster, Facebook, 3= crossplatforming
  • According to the huff post, there are more than 500 sm sites today
  • Avoid investing time in social media sites that don't have a critical mass of your stakeholders: stick to the bigger ones.
  • Women have been significantly more likely to use social networking sites than men since 2009. In December 2012, 71% of women were users of social networking sites, compared with 62% of men.
  • Facebook—1 billion users, 750 million visitors a month. It would be the 4th largest country in the world.
  • Twitter--Twitter has the sponsored tweet which highlights ad in a user’s stream, but does not suppress other people’s content in the process. 4 stages of twitter: 1. Hate (why???)Still, join. Ignore 2. AHA! Eventually, they come back and see something interesting, not on the news. 3. TWEETS Checks often, never posts.Then, thinks of something, I should post that! 4. Thinking in 140 characters. You are hooked.
  • Terms of service are diff for biz and personal, must declare yourself a business and agree to terms. 25 million usersAllows you to create businessaccounts which let you use biz name instead of first and last
  • Pinterest drives traffic to sites and conversion rate for purchase is higher than twitter
  • “People who pinned this also pinned”Cleaner navigation-everything condensed into single buttonWeb analytics—now easier to collect metrics, to see how consumers are interacting with pins that originate from your site—how many see, how many visit site from Pinterest, what are your most repinned, clicked so you know what is popular. Make sure website listed on your profile is verified.
  • A micro blog where you can post photos, video, audio, text
  • 54 percent of major brands are using this photo sharing site. You can only post your own pictures and it’s only available on a mobile or ipod.
  • Mobile app, blew up beginning of this yearAllows users to send photo messages that self-destruct after a few seconds.Frozen yogurt 16Handles experimented with coupons that couldn’t be copied and circulated
  • Crowdsourcing at its best. Upload photo and ask users to share opinions on a topic with thumbs up or down.Brands get customer feedback by posing a question to users about new products or brand extensions.
  • Increase brand equity by building reputation for being attentive. Corporate tweets shouldn’t sound like they come from a bot.
  • The agency Mother developed social storytelling for Stella Artois that conveyed the brand’s core qualities--expensive and smooth--through a character of their own invention: Jacques d'Azur, a French bon vivant from the 60s who spends most of his time on red carpets and yachts. I first heard about Jacques when he tweeted @BettyDraper.Intrigued, I went to his twitter feed and discovered similar shout outs to twitter users with hefty followings.
  • A link jumped me to his Facebook where there were albums of photos of him in the 1960s, gallivanting Mad Man-ishly around the world. He was described as having been lost at sea. And I was invited to enter a contest to win "his" place at the Cannes Film Festival.There was a fake Wikipedia entry for the character. A flickr collection of life-streaming photos . And this mock newscast on youtube announcing his disappearance. There was even a blog post that claims Jacques taught tennis to the teenaged Bill Gates.
  • Old spice delivered personal video replies to tweeted questions. They tweeted ppl with huge twitter followings like Ellen DeGeneres, Perez Hilton, Ashton Kutcher and George Stephanolpoulus. Went viral. As of today, 1.3 million views on youtube.
  • Wolfdogintrouced a few weeks ago, the fake new CMO for the company. He’s a prototpe of CMO, busy all over the internet. He has a Tumblr, where he posts banner ads with the same note on each “I have achieved another mountain of a business achievement! He posts Youtube videos, made a pinterest page, vine videos, hosted Google+ hangouts and made websites. In short, he’s done everything (and more) a marketing director should do in social media, while poking fun at how rote and mindless it all is. Which makes for viral advertising for the product!
  • A Twitter campaign by McDonald's, aimed at highlighting good news relating to the fast food chain, completely backfired when people used the hashtag 'McDStories', to highlight their horror stories.
  • Gap Inc., who tweeted during Hurricane Sandy, "All impacted by #Sandy, stay safe! We'll be doing lots of shopping today. How about you?" Internet outrage ensued. 
  • Taxi, ad agency for Motrin, created a site-promo to target a niche audience, moms who wear snuglis. Thinking was babywearing causes back pain and Motrin relieves backpain. Problem was, spot was created by team who never wore snuglies and apparently never consulted with people who were, making it appear that wearing your baby is akin to accessorizing and one does it to “totally look like an official mom” Hugh percentage of baby wearers are Dads.
  • Spot went viral, but not in the way they hoped. Influential blogger moms, one of who wrote for National Lampoon, saw it and posted her outrage on twitter. A few hours later, #MotrinMoms was #1 on search site. Then it went to youtube. This video went live at 3AM Sunday morning. Marketing director was contacted and Motrin site was taken down by 8 PM Sunday. By Monday morning, they were looking for social media help.
  • Monday morning. Apology sounds as if put together by committee, insincere. CEO should have been involved. Problem was slowness of updating a site. Having an established social media presence would have helped. They could have: started a parenting blog. What else?
  • How Not to Suck at Social Media

    1. 1. how not to suck at social media prepared for Columbia University Strategic Communications March 23, 2013 @adbroad #cu323
    2. 2. the brand-human relationship has changed via Edward Boches, Boston University
    3. 3. now your brand is what others say it is advice from Don Draper: If you don’t like what people are talking about, change the conversation.
    4. 4. “In an increasingly competitive world, organizations are realizing that we are not just selling a branded product or service, but a mass of branded people who we must support and nurture.” --Helena Rubenstein, Managing Director The HR Lab, UK
    5. 5. what is social media?
    6. 6. so many sites, so little time
    7. 7. Via
    8. 8. consider the target @bettydraper
    9. 9. as of December 2012 • 67% of online adults say they use Facebook • 16% of online adults say they use Twitter • 15% of online adults say they use Pinterest • 13% of online adults say they use Instagram • 6% of online adults say they use Tumblr -Pew Research Center
    10. 10. Via MediaBistro 1 billion users
    11. 11. pictograph via 250 million monthly users
    12. 12. what is Pinterest? • social network built around engaging visual content • Users share images from web by “pinning” them to series of virual PinBoards • 85.5 million monthly visitors • one of 50 most visited sites in US • skews female, suburban
    13. 13. just added analytics and cleaner navigation
    14. 14. 150 million users
    15. 15. 100 million users
    16. 16. instagram tips • Choose account name same as your Twitter handle. • Enable notifications so you can see when people share or comment • Link Instagram to Twitter and Facebook (as well as Foursquare and Tumblr if you have them) • Take fun photos and caption them • Use hashtags-key for organizing your photos • Find friends. • Add some business personality to your profile
    17. 17. vine
    18. 18. Snapchat
    19. 19. Thumb
    20. 20. Via
    21. 21. tips for business sm practitioners 1. decide on a strategy 2. choose relevant platforms 3. listen before you talk 4. be sociable 5. engage 6. respond 7. plan for a crisis 8. get personal
    22. 22. Have patience. Social media takes time. Like any relationship.
    23. 23. american airlines
    24. 24. Editorial calendars for brands? • Super Bowl power outage
    25. 25. stella artois
    26. 26. stella artois
    27. 27. old spice
    28. 28. • With regard to the recent Motrin advertisement, we have heard you. • On behalf of McNeil Consumer Healthcare and all of us who work on the Motrin Brand, please accept our sincere apology. • We have heard your complaints about the ad that was featured on our website. We are parents ourselves and take feedback from moms very seriously. • We are in the process of removing this ad from all media. It will, unfortunately, take a bit of time to remove it from our magazine advertising, as it is on newsstands and in distribution. • Thank you for your feedback. Its very important to us.” • Sincerely,
Kathy Widmer
Vice President of Marketing
McNeil Consumer Healthcare
    29. 29. to continue the conversation @adbroad