SoLoMo Thursday - Bad Social Media Management & How You Can Avoid It (26 April 2012)

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  • Social Media’s big and everyone’s jumping onto the bandwagon so that they are not left behind.
  • Cellular Service, Customer Service, Loyalty, Lack or response,
  • Cellular Service, Customer Service, Loyalty, Lack or response,
  • There’s no question that you should be on Social Media and much as I am fervent advocate, I have to warn you that getting on the Social Media space is not a game. It’s not just another Facebook Account. If you are jumping on the bandwagon with the myth mindset that Social Media is free and easy and you can jump in slowly to get your foot wet first, you may be running a risk right there. Social Media is a double edged sword. Like nuclear energy it opens up infinite possibilities but if it’s well handled, it can result in a disaster… in the Social Media context, a PR Disaster.
  • SoLoMo Thursday - Bad Social Media Management & How You Can Avoid It (26 April 2012)

    1. 1. BAD SOCIAL MEDIA MANAGEMENT & HOW YOU CAN AVOID IT20 June 2012
    2. 2. SPEAKER : LEON (C.K.) LEONG20 June 2012
    3. 3. SingaporeA quick look at the statisticsof our Social Media scene20 June 2012
    4. 4. “ 55% of Singaporeans are on Facebook That is over 2.59 million users” - Socialbakers.com20 June 2012
    5. 5. Singaporeans spend the most time on Facebook 38 minutes and 46 seconds per session Americans spend 20 minutes and 46 seconds - Experian Hitwise20 June 2012
    6. 6. Facebook:80% vs Straits Times:34% Reach across Singaporeans aged 25-34 20 June 2012
    7. 7. Quick! Jump on! Don’t be left behind!20 June 2012
    8. 8. What some people are doing…20 June 2012
    9. 9. What’s happening to some TROUBLE!!! people20 June 2012
    10. 10. 5 examplesof BAD Social MediaManagement20 June 2012
    11. 11. The following examples and references tobrands and their case studies are intendedfor educational purposes only20 June 2012
    12. 12. #1: Lack of effective COMMUNICATIONS I’m never using this “ brand again! There is nothing more irritating to consumers than leaving a message on a company blog, Twitter or other site and not getting any feedback.” - Business.com in Guest Posts, Twitter20 June 2012 12
    13. 13. #1: Lack of effective COMMUNICATIONS I’m never using this brand again!20 June 2012
    14. 14. #1: Lack of effective COMMUNICATIONS “ Successful social companies need to be able to engage in Bad customer service 1-way communications their customers Lack of response conversations online.” - ItsOpen20 June 2012
    15. 15. #2: Mishandling a Social Media Crisis I’m never using this brand again! “ Social media crises are on the rise, but 76% of those that occurred could have been diminished or averted with the proper social media investments.” - Altimeter Group20 June 2012
    16. 16. #2: Mishandling a Social Media Crisis “ I’m never Thanks using this for the brand again! lesson in manners but we set the rules” - Nestle (on Facebook)20 June 2012
    17. 17. #2: Mishandling a Social Media Crisis “ Focus on how to be social, not on how to do social.” Blocking Comments Lack of Response Bad Mannerism (Rudeness) - Jay Baer Censoring Public Content20 June 2012
    18. 18. #3: Overpromising (...and under-delivering) “ I’m never using this Don’t say anything online that you brand again! wouldn’t want plastered on a billboard with your face on it.” - Erin Bury, Sprouter Community Manager20 June 2012
    19. 19. #3: Overpromising (...and under-delivering)20 June 2012
    20. 20. #3: Overpromising (...and under-delivering) Lack of pre-campaign planning Attempted to cover-up mistakes Un-moderated forum of angry fans Not being genuine to fans20 June 2012
    21. 21. #4: Hard Selling Social Media is NOT a one-way broadcast!20 June 2012 21
    22. 22. #4: Hard Selling XX minutes left to qualify for XX% off!!! Spam again. Can’t be bothered!20 June 2012
    23. 23. #4: Hard Selling “ Social Media is about the people! Not about your business.” Does not add value to your community Does not boost your brand’s credibility Does not build trust - Matt Goulart20 June 2012
    24. 24. #5: Violating the game rules! “ WHAT?! You mean there are rules on Facebook? And… what do you mean by they will take our page down???” - A client20 June 2012
    25. 25. #5: Violating the game rules! 1. Upload a Photo 2. Tag 25 friends 3. And WIN!20 June 2012
    26. 26. #5: Violating the game rules! “ We reserve the right to reject or remove Pages for any reason. These terms are subject to Running campaigns with native Facebook functions And other gory regulations… change at any time.” - Facebook.com20 June 2012
    27. 27. Social Media is a double-edged sword!20 June 2012
    28. 28. 5 stepsto a successful Social MediaPresence…20 June 2012
    29. 29. with…20 June 2012
    30. 30. #1: Set up a Social Media Presence I’m never using this Prepare a brand again! Define a list of Define a process for FAQs and response handling standard protocol crisis answers20 June 2012
    31. 31. #2: Define Objectives and Target Audiences20 June 2012
    32. 32. #2: Define Objectives and Target Audiences • Generate hype about new NTUC membership privileges for people living in Singapore amongst the working class • Collect intelligence on popular privileges • Increase paid NTUC membership base No campaign starts without objectives & audiences20 June 2012
    33. 33. #3: Prepare a Social Media Marketing Plan • Social Media Marketing Campaign Concept • Social Media Platforms and Applications • Campaign Mechanics and Incentives • Campaign Administration and Terms & Conditions • Campaign Advertising20 June 2012
    34. 34. #3: Prepare a Social Media Marketing Plan • Concept: Experience jaw-dropping new privileges at NTUC • Platform/Application: Facebook, NTUC Privilege Voting Application • Mechanics: Facebook users vote for their favourite privilege and virally refer their friends to vote. • Administration: Administering contest rules, garnering participation and managing contestant expectations • Advertising: Facebook Advertising20 June 2012
    35. 35. #4: Develop and Execute Social Media Campaign20 June 2012
    36. 36. #5: Evaluate Performance “ Don’t measure what you can. Measure what you Added 11,000 Facebook Fans Generated 2,000 votes 50% increase in online paid should. NTUC membership from May - Philip Sheldrake 2011 to June 201120 June 2012
    37. 37. #5: Evaluate Performance Overwhelming demand and popularity for theUSS Privilege prompted NTUC to extend it to end of 2011! 20 June 2012
    38. 38. Summary5 examples of BAD Social Media Management5 steps to a successful Social Media presence(with NTUC)20 June 2012
    39. 39. DO NOTuse Social Media unless youknow how to.
    40. 40. Questions? www.techsailor.com Feel free to approach our valid colleagues Brought to you by: &20 June 2012

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