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Why Social Media Succeeds or Fails

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The important rules of using social media in a way that is actually effective and how social media incorrectly has hurt companies and businesses.

Why Social Media Succeeds or Fails

  1. 1. 3point7designs.com Social Media Marketing Where we are today...
  2. 2. 3point7designs.com Who the hell am I? And why am I qualified to talk about internet marketing?
  3. 3. 3point7designs.com What comes to mind? When you hear “Social Media” in relation to marketing?
  4. 4. 3point7designs.com Where social media is today The common approach to social media today Lets discuss What social media isn’t What social media is The good, the bad and the ugly...
  5. 5. 3point7designs.com Social Media is actually... pretty old
  6. 6. 3point7designs.com Predates the internet
  7. 7. 3point7designs.com Social Media on the Web ...also old (relatively)
  8. 8. 3point7designs.com BBS Usenet Forums Chat Instant Messaging
  9. 9. 3point7designs.com Most business do it because they feel like they should, rather than because they know how they should
  10. 10. 3point7designs.com When you have a hammer... everything looks like a nail
  11. 11. 3point7designs.com Social Media is NOT Creating a Facebook page Sending periodic messages through Twitter Posting your commercials to YouTube Creating your own “Social Network”
  12. 12. 3point7designs.com Social Media is... ADDING VA L U E in a social way or to social interactions
  13. 13. 3point7designs.com This is done through: Listening Talking Embracing Energizing Supporting
  14. 14. 3point7designs.com Case Study 1 NavyForMoms.com
  15. 15. 3point7designs.com The Navy had a problem recruiting Apparently, that problem was mothers
  16. 16. 3point7designs.com The Navy created a social network Invited “Navy Mom Bloggers”
  17. 17. 3point7designs.com Mothers could... • Talk to other moms who had children in the Navy • Help mothers with a hard decision • Connect and share regarding having children in the Navy...
  18. 18. 3point7designs.com THE RESULTS • A new mom joins the site every 21 minutes • She will post 4.2 photos • She will respond to 16 topics • She will watch 11 videos • She will invite four other moms • She will change her mind about the Navy on her 8th day
  19. 19. 3point7designs.com You could say this was a huge success Why do you think it worked?
  20. 20. 3point7designs.com FACILITATED Listening, Energizing, Supporting, Embracing
  21. 21. 3point7designs.com HIGH LEVEL of emotion, engagement and involvement
  22. 22. 3point7designs.com WOULD THIS WORK for recruiting new employees to work at Walmart?
  23. 23. 3point7designs.com Case Study 2 Skittles Redesign
  24. 24. 3point7designs.com Skittles wanted to use social media So they redesigned their website
  25. 25. 3point7designs.com A collection of all current skittles discussion on twitter....
  26. 26. 3point7designs.com Rather than displaying great conversation about how incredible skittles candies are...
  27. 27. 3point7designs.com The page was filled with responses like... “Skittles are made of people” “Skittles give you cancer” “L Ron Hubbard hates skittles”
  28. 28. 3point7designs.com WHY DID THIS FAIL?
  29. 29. 3point7designs.com Didn’t add any value
  30. 30. 3point7designs.com There was no... Listening, talking, embracing, energizing or supporting
  31. 31. 3point7designs.com Case Study 3 “MadMen” Yourself
  32. 32. 3point7designs.com TV Show MadMen Looking to promote viewership for their next season premier
  33. 33. 3point7designs.com Created A simple application where users could make MadMen representations of themselves Sharable End up with a link to a personal webpage of it, along with facebook, linkedin and twitter icons....
  34. 34. 3point7designs.com
  35. 35. 3point7designs.com THE RESULTS • They knew • 56% of people who looked for info before a show were twice as likely to watch it • 70% of people who watched a show after looking for info before a premier ended up watching the show regularly • 1 million unique visitors came to the site and 600,000 visitors created avatars • Thats an impressive 60% conversion rate • Contributed to the 3.3 million viewers for the premier
  36. 36. 3point7designs.com You could say this was a huge success Why do you think it worked?
  37. 37. 3point7designs.com FACILITATED Energizing & Embracing
  38. 38. 3point7designs.com ADDED VALUE It was personalized, sharable, incorporated social validation
  39. 39. 3point7designs.com Case Study 4 Burger King’s “What would you do for a Whopper?”
  40. 40. 3point7designs.com Unfriend 10 people on Facebook... ...And you get a free Whopper
  41. 41. 3point7designs.com Posted your action to your wall...
  42. 42. 3point7designs.com Lose 10 friends to save $3?
  43. 43. 3point7designs.com Only 23,000 people participated
  44. 44. 3point7designs.com 230,000 friendships ruined
  45. 45. 3point7designs.com Anti-social media?
  46. 46. 3point7designs.com WHY DID THIS FAIL?
  47. 47. 3point7designs.com NEGATIVE VALUE
  48. 48. 3point7designs.com There was no... Listening, talking, embracing, energizing or supporting
  49. 49. 3point7designs.com TAKE AWAYS
  50. 50. 3point7designs.com If you can’t do it right... ie: not enough resources, ideas, or understanding...
  51. 51. 3point7designs.com You can just LISTEN!
  52. 52. 3point7designs.com Tools available to just see what people say about terms, words, brands, etc...
  53. 53. 3point7designs.com Social Media is... ADDING VA L U E in a social way or to social interactions
  54. 54. 3point7designs.com This is done through: Listening Talking Embracing Energizing Supporting
  55. 55. 3point7designs.com Questions? Comments? High-fives?

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