Oldest method of advertising. Still the best – as recommendations come directly from friends and trusted sources.
If you spend millions on advertising your brand and someone spend five cents on a Youtube video, you’ve just wasted a lot of advertising dollars.The media loved the David vs Goliath story – and the result was a lot of bad press for United.
The Times newspaper reportedthat within 4 days of the video being posted online, United Airline's stock price fell 10%, costing stockholders about $180 million in value.They also reported that the belated compensation offer of $3,000 which was donated by United to the Thelonious Monk Institute of Jazz as a "gesture of goodwill" failed to undo the damage done to its image.
Search for ‘united airlines’ doesn’t even find their official page, but find a lot of ‘united sucks’ groups. Official page not even titled!Their page contains lots of complaints – and no feedback whatsoever. Think HELLOPETER
Created a profile for the lead character to interact with users. Created a company page to deal with complaints, to offer special deals, etc.The guru can now direct his friends to the company page.All communication takes place in guru-speak – even error messages or directions within the app.In a way we’ve separated the guru from the company itself, and created a spokesperson whom people actually like to be social with.The Guru now gets friend requests.Mmad uses social media to find out more about our customers.
Transcript of "Fb developers garage 2011"
How to Integrate Social Media into your Marketing Campaign<br />Steve Bayhack and Shaughn Le Grange-Hatlen<br />Fontera and Pod1<br />2011<br />
Word of Mouth (Viral)<br />In the past: Now:<br />SLOW, STEADY AND SURE FAST & VIRAL<br />Social Media has speeded up the process and made it relevant in today’s fast paced world.<br />
Social Media<br />Social Media allows for direct communication with customers/clients.<br />It is a facet of Marketing & Customer service.<br />By itself – IT WILL NOT HELP YOU.<br />Must be a part of your overall marketing.<br />Another tool in your advertising/marketing/research arsenal<br />Not merely an add-on or after-thought.<br />
United Breaks Guitars<br />Annual marketing budget of between $70 & $100 Million<br /> VS<br />One cheap youtube video:<br />150,000 hits in one day<br />500,000 hits in the first month<br />5,000,000 in the next month<br />Over 10,000,000 hits to date.<br />= Epic Fail for United!<br />
United Breaks Guitars…and has no Social Media strategy<br />Annual marketing budget of between $70 & $100 Million<br />On Twitter 17,000 followers, only following 1000 = they’re not listening!<br />Only 318,549 ‘likes’ on Facebook<br />
Get MMAD Campaign<br />Start with a traditional advertising campaign….<br />
Make it Relevant!!!!<br />Constant Checking – provide feedback<br />Updates<br />Be Sociable (talk, tweet & listen)<br />Remember it’s a marketing tool to be used in conjunction with other media.<br />Social media + Email<br />Social media + Live Events<br />Social media + Market Research<br />