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Learn about epic failures and wins in social media, crisis management and “social media rights” in our second Social Media Brass Tacks presentation.

Learn about epic failures and wins in social media, crisis management and “social media rights” in our second Social Media Brass Tacks presentation.

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Social Media Brass Tacks 2 Presentation Transcript

  • 1. Social Media Brass Tacks 2Thursday, June 6, 13
  • 2. Who We AreBig Fish CreationsAn advertising and digital media companyspecializing in web & graphic design, digitalphotography, copywriting, social mediastrategy, branding, campaign management,analytics, online business solutions, andproject management.Thursday, June 6, 13
  • 3. “If you ever drop yourkeys into a river of moltenlava, let’em go, because,man, they’re gone.”Jack HandeyThursday, June 6, 13
  • 4. Epic Social Media#FAILpart 1Thursday, June 6, 13
  • 5. ‘Audit This’ - Evan MathisPosted a picture on Instagram of himselfdoing #1 on an IRS sign.#FAILSource: Mashable - May 15 2013Thursday, June 6, 13
  • 6. Target: Promoted Trends on Twitter#McDStoriesSource: Mashable - 11 Biggest Social Media Disasters of 2012Thursday, June 6, 13
  • 7. #McDStoriesSource: 10 Funniest Tweets From the #McDStories Disaster#FAILThursday, June 6, 13
  • 8. #McDStoriesSource: 10 Funniest Tweets From the #McDStories Disaster#FAILThursday, June 6, 13
  • 9. #McDStoriesSource: 10 Funniest Tweets From the #McDStories Disaster#FAILThursday, June 6, 13
  • 10. Source Buzzfeed: This Is The Most Epic Brand Meltdown On Facebook EverAmy’s Baking CompanyFacebook MeltdownThursday, June 6, 13
  • 11. Amy’s Baking CompanyGordon Ramsey interviewed Amy’sBaking Company on his show, andeventually dumped them because hesaid they were too difficult to workwith. He essentually ‘fires’ them.Source Buzzfeed: This Is The Most Epic Brand Meltdown On Facebook EverPhoto Credit: www.gordonramsay.comThursday, June 6, 13
  • 12. Amy’s Baking CompanyOwners Samy and Amy Bouzagloset out to defend themselves ontheir Facebook page.Source Buzzfeed: This Is The Most Epic Brand Meltdown On Facebook EverPhoto Credit: Buzzfeed via FacebookThursday, June 6, 13
  • 13. Amy’s Baking CompanySource Buzzfeed: This Is The Most Epic Brand Meltdown On Facebook Ever#FAILThursday, June 6, 13
  • 14. Amy’s Baking CompanySource Buzzfeed: This Is The Most Epic Brand Meltdown On Facebook Ever#FAILThursday, June 6, 13
  • 15. Amy’s Baking CompanySource Buzzfeed: This Is The Most Epic Brand Meltdown On Facebook Ever#FAILThursday, June 6, 13
  • 16. Amy’s Baking CompanySamy and Amy keep posting andposting. They try to intercept whatothers were saying. One site, Reddit,had a thread that was actually bringingnew people to the so called party.Source Buzzfeed: This Is The Most Epic Brand Meltdown On Facebook EverPhoto Credit: Buzzfeed via FacebookThursday, June 6, 13
  • 17. Amy’s Baking CompanySource Buzzfeed: This Is The Most Epic Brand Meltdown On Facebook Ever#TRIPLE#FAILThursday, June 6, 13
  • 18. Amy’s Baking CompanyTheir Facebook Page is essentially useless now.#FAILThursday, June 6, 13
  • 19. Amy’s Baking CompanyTo make matters worse,satire (fake) pages begin to appear on Facebook#FAILThursday, June 6, 13
  • 20. Amy’s Baking CompanyMoral of the story?It is better to remain silent and bethought a fool than to open one’smouth and remove all doubt- Abraham LincolnThursday, June 6, 13
  • 21. Epic Social Media#WINpart 2Thursday, June 6, 13
  • 22. Taco Bell - Facebook PageTaco Bell is known for their witty replies ontheir social media channels.Source: Mashable - Jan 3 2013#WINThursday, June 6, 13
  • 23. Honda - PinterestLaunches a CR-V Campaign and asksPinterest users to take a ‘pintermission’for a chance to win $500Thursday, June 6, 13
  • 24. Honda - PinterestSuccess!Participants were asked to pin whatthey did while away from Pinterestfor a chance to win the $500.The promotion generated 16 millionmedia impressions and 5,000repins and almost 2,000 likeson Pinterest.#WINSource Ragan’s PR Daily: Honda’s Shoestring Campaign Attracts MillionsThursday, June 6, 13
  • 25. Oreo vs Kit KatTwitter Brand BattleSource PRNewser: Did Oreo Win Twitter Again? (Yes, They Did)Thursday, June 6, 13
  • 26. Kit KatLaunches the First SalvoSource PRNewser: Did Oreo Win Twitter Again? (Yes, They Did)Thursday, June 6, 13
  • 27. OreoResponds with awesome retort!Source PRNewser: Did Oreo Win Twitter Again? (Yes, They Did)#CLASSY#WINThursday, June 6, 13
  • 28. Laboratory TestMichael Clawson vs Ménage à Trois WinesThursday, June 6, 13
  • 29. Laboratory TestMichael Clawson vs Ménage à Trois Wines#WINThursday, June 6, 13
  • 30. UnmarketingThe Tweet That Saved DeltaSource YouTube: The Tweet That Saved DeltaCLICK TO WATCHThursday, June 6, 13
  • 31. CrisisManagementpart 3Thursday, June 6, 13
  • 32. What isCrisis Management?1.The use of expert managers by abusiness or government to limitdamage or danger from a crisis.2.The tendency to take action onlyafter a crisis has developed.Source Wikepedia:Thursday, June 6, 13
  • 33. Tips for Effective Crisis ManagementActivate AlertsThursday, June 6, 13
  • 34. Tips for Effective Crisis ManagementDiffuse & Disarm Quickly1.Always be positive in yourresponse. Even playful is ok.2.Think through a few possiblescenarios ahead of time.3.Plan responses to thosehypothetical situations.4.Respond quickly.5.Monitor and Follow-up for success.Thursday, June 6, 13
  • 35. SharingWho Owns What?part 4Thursday, June 6, 13
  • 36. 1. The distinction between what is fair useand what is infringement in a particularcase will not always be clear or easilydefined. There is no specific number ofwords, lines, or notes that may safely betaken without permission.Acknowledging the source of thecopyrighted material does notsubstitute for obtaining permission.What is fair use ofcopyrighted materials?Source Copyright.gov: Fair UseThursday, June 6, 13
  • 37. 1. “Uploading or downloading works protected bycopyright without the authority of the copyrightowner is an infringement of the copyright ownersexclusive rights of reproduction and/or distribution.Anyone found to have infringed a copyrighted workmay be liable for statutory damages up to $30,000for each work infringed and, if willful infringement isproven by the copyright owner, that amount may beincreased up to $150,000 for each work infringed. Inaddition, an infringer of a work may also be liable forthe attorneys fees incurred by the copyright ownerto enforce his or her rights.”What is the penalty?Source: Clemson Community and Ethical Standards ArticleThursday, June 6, 13
  • 38. What does Facebook Say?Source: Facebook Legal & Copyright RulesThursday, June 6, 13
  • 39. What does Facebook Say?Source: Facebook HelpThursday, June 6, 13
  • 40. 1. Try to get permission first. Yes, ask the owner.2. Use the sharing options built-in to your social mediachannel to post the original URL of the content andmake sure it points back to the original author of thecontent. I.E. make sure it points to the owner’swebsite!3. Credit source in the description of the file.4. Tag the author if possible. Look-up on Facebook etc.This alerts them to your post.5. Best Practice: Use your own photos, video, text oraudio, etc.6. Be aware even if you pay someone to create content,make sure they are not violating copyright law.Sharing - The Right WaySource: I am Baker : What Every Facebook User Needs To KnowThursday, June 6, 13
  • 41. 1. You have the right to post just about anything, as longas it fits within the guidelines of your social mediaplatform.2. Be responsible about what you say and how youproject your brand’s image.3. Try to separate politics, religion and other views fromyour brand, unless of course, that is your brand.Over-SharingThursday, June 6, 13
  • 42. Digital Footprint1.Easily trackable2.Internet Way Back Machine3.Google - Can compare images4.Plagiarism CheckersThursday, June 6, 13
  • 43. “The key to social is not only beingauthentic and being good to yourcustomers, it’s about being fast.”Scott StrattenTakeawayThursday, June 6, 13
  • 44. Open Session‘pick our brains’part 5Thursday, June 6, 13
  • 45. MICHAEL CLAWSONFacebook: michaelclawsonTwitter: @michaelclawsonInstagram: bigfishFlickr: michaelclawson500px: bigfishLinkedin: michaelclawsonGoogle+ michaelclawsonPATTY CLAWSONFacebook: pattyclawsonTwitter: @patriciaclawsonInstagram: patriciaclawsonFlickr: pattyclawsonPinterest: patriciaclawsonLinkedin: pattyclawsonGoogle+ pattyclawsonTHANKYOUThursday, June 6, 13