SlideShare a Scribd company logo
1 of 35
Download to read offline
Lessons Learned from Cringeworthy
Social Media Fails
#FalconEd
Elitsa Marinkova
Customer Success Associate for Growth
Your Presenters.
#FalconEd
Quentin Ober
Social Media Consultant
Today’s Agenda.
Introduction
Social Media Fail Scenarios
- Devil is in the details
- Crisis from marketing campaign
- Be aware of the context
- Implement a social media governance system
- Dedicate a team to social media
Q&A
#FalconEd
4
Social Media Crises
in 2018, an all-new
game:
▪ Rise of fake news
▪ Crises spread faster and across borders
▪ Crises arise from employees
▪ Everyone is a critic
▪ #MeToo effect
“
An ounce of prevention
is worth a pound of cure.
– Benjamin Franklin
5
7
DEVIL IS IN THE DETAILS
8
Spelling mistakes
9
Work on your geography
10
Uneducated
post by Delta
Learnings
▪ On social media, everyone is a critic and will make sure that your
spelling mistake, a geographical error or any small detail doesn’t go
unnoticed. #PrayingOurWebinarSlidesPass.
▪ Think twice about the possible audience your content could offend.
11
Tips
▪ Spellcheck and grammar check are your friends.
▪ Step away: go for a walk, read something else and return with a
clear mind.
▪ Use a checklist of the most common mistakes.
▪ If it’s online, correct it ASAP and apologize. A crisis might be avoided
if you’re honest.
12
CRISIS ROOTED IN A
MARKETING CAMPAIGN
« 83% of crises stem from communications and marketing departments »
13
Dove is mocked over controversial ad featuring bottles
14
“Will the soap not ‘fit’ me if I choose the wrong one?”
15
Not the first time #Boycottdove was front and center
Learnings
▪ Marketing campaigns can lead to important bad buzz on social
media.
▪ Perception on social media is tricky, you only need one Tweet to
draw bad attention to a cringeworthy detail.
16
Tips
▪ Monitor your campaign through social listening.
▪ Offline marketing campaigns should be reviewed and be “bad buzz”
free. Share with your people, ask for feedback.
▪ Stay current on the latest news when you plan your campaigns.
▪ Establish an ethics committee (include external stakeholders,
sociologists even, etc.).
Avoid ethical faux-pas
17
18
BE AWARE OF THE
CONTEXT
19
Out of the blue,
DiGiorno wrote:
“#WhyIStayed You
Had Pizza.”
20
Twitter users went on the offensive, attacking the company for its complete lack
of sensitivity
21
Clearly tone deaf
and wrong on so
many levels.
Learnings
▪ Mind the context, you’re about to post in a complex and global
universe.
▪ Check every hashtag you use; meanings can be ambiguous.
22Tips
▪ Use tools such has hashtagify.me to monitor your hashtags before
jumping in.
▪ Never use a hashtag before conducting at least a simple Twitter
quick search.
▪ Start your own conversations and develop your own hashtags to get
customers talking.
23
IMPLEMENT A SOCIAL MEDIA
GOVERNANCE SYSTEM
24
McDonald’s hacked
25
Employee
gone wild
Learnings
▪ Security matters. Be aware of the different people who log in to your
account. Do you use your personal account?
▪ Set clear roles and approval flows to block inner-team trolls.
26
Tips
▪ Emphasize the importance of a robust social media approval
process.
▪ Create professional social media accounts for you social media
team.
▪ Use different browsers for different accounts (e.g. Firefox for
corporate account & Safari for personal account).
▪ Log out of the corporate social media account when you are done.
27
Governance and approval example
28
DEDICATE A TEAM
TO SOCIAL MEDIA
29
Lack of empathy on social media
30
A 24/7 customer service standard on social media
Learnings
▪ Customer relationships are now public relationships where crises
can arise from a single customer service comment. Adapt your tone
of voice accordingly.
▪ Taking care of your customers is the most efficient way to reduce
the risk of a potential crisis.
31
Tips
▪ If you run a 24/7 service, match that with 24/7 customer care on
social media.
▪ Use a social media management tool to make sure no customer is
left behind.
▪ Implement a customer advocacy strategy to boost your customer
service initiatives.
#FalconEd
Coming Soon:
How to Perform a Social Media
Audit Before 2019
December 20th
#FalconEd
@falconIOfalcon.io welcome@falcon.io

More Related Content

Similar to Webinar - Lessons Learned from Cringeworthy Social Media Fails

Marketing Clinic: Social Media Strategies - Oct, 8 2012
Marketing Clinic: Social Media Strategies - Oct, 8 2012Marketing Clinic: Social Media Strategies - Oct, 8 2012
Marketing Clinic: Social Media Strategies - Oct, 8 2012Noel Thevenet
 
8 Things People Don't Tell You About Social Media
8 Things People Don't Tell You About Social Media8 Things People Don't Tell You About Social Media
8 Things People Don't Tell You About Social MediaFalcon.io
 
Εσύ, τα Social Media και η επιχείρηση σου! | You, Social Media and your busin...
Εσύ, τα Social Media και η επιχείρηση σου! | You, Social Media and your busin...Εσύ, τα Social Media και η επιχείρηση σου! | You, Social Media and your busin...
Εσύ, τα Social Media και η επιχείρηση σου! | You, Social Media and your busin...Yannis P. Triantafyllou
 
Social marketing in business™ - Workshop Series Intro
Social marketing in business™ - Workshop Series IntroSocial marketing in business™ - Workshop Series Intro
Social marketing in business™ - Workshop Series IntroYannis P. Triantafyllou
 
Social Media Marketing Services - Dtech Systems
Social Media Marketing Services - Dtech SystemsSocial Media Marketing Services - Dtech Systems
Social Media Marketing Services - Dtech SystemsDtech Systems Co.
 
Social Media and Nonprofits: How To Inspire Virtually
Social Media and Nonprofits: How To Inspire VirtuallySocial Media and Nonprofits: How To Inspire Virtually
Social Media and Nonprofits: How To Inspire VirtuallySocial Media Today
 
WK 06. COMMUNITY MANAGEMENT + MIDTERM
WK 06. COMMUNITY MANAGEMENT + MIDTERM WK 06. COMMUNITY MANAGEMENT + MIDTERM
WK 06. COMMUNITY MANAGEMENT + MIDTERM Abigail Gilman
 
Attraction Social Media Intro
Attraction Social Media IntroAttraction Social Media Intro
Attraction Social Media IntroLars Toftefors
 
Innovatieacademie voka leuven uc leuven-limburg - social media - dado van p...
Innovatieacademie voka leuven   uc leuven-limburg - social media - dado van p...Innovatieacademie voka leuven   uc leuven-limburg - social media - dado van p...
Innovatieacademie voka leuven uc leuven-limburg - social media - dado van p...Agentschap Innoveren & Ondernemen
 
IA Innovatief vermarkten. Sessie 2 Dado van Peteghem
IA Innovatief vermarkten. Sessie 2 Dado van PeteghemIA Innovatief vermarkten. Sessie 2 Dado van Peteghem
IA Innovatief vermarkten. Sessie 2 Dado van PeteghemIkinnoveer
 
COVID 19: Influencer Marketins & Community-Driven Solutions for Your Business
COVID 19: Influencer Marketins & Community-Driven Solutions for Your BusinessCOVID 19: Influencer Marketins & Community-Driven Solutions for Your Business
COVID 19: Influencer Marketins & Community-Driven Solutions for Your BusinessIMA - Influencer Marketing Agency
 
Kick ass social media strategy to win elections
Kick ass social media strategy to win electionsKick ass social media strategy to win elections
Kick ass social media strategy to win electionsSimplify360
 
Social Media and Advertising
Social Media and AdvertisingSocial Media and Advertising
Social Media and Advertisingjrlange
 
The social media strategist awareness 1-19-12 v4
The social media strategist   awareness 1-19-12 v4The social media strategist   awareness 1-19-12 v4
The social media strategist awareness 1-19-12 v4Christopher Barger
 
Lecture Nyenrode Social Media Marketing
Lecture Nyenrode Social Media MarketingLecture Nyenrode Social Media Marketing
Lecture Nyenrode Social Media MarketingKittyhawk
 
Social media strategy
Social media strategySocial media strategy
Social media strategyOmar Mostafa
 

Similar to Webinar - Lessons Learned from Cringeworthy Social Media Fails (20)

Marketing Clinic: Social Media Strategies - Oct, 8 2012
Marketing Clinic: Social Media Strategies - Oct, 8 2012Marketing Clinic: Social Media Strategies - Oct, 8 2012
Marketing Clinic: Social Media Strategies - Oct, 8 2012
 
8 Things People Don't Tell You About Social Media
8 Things People Don't Tell You About Social Media8 Things People Don't Tell You About Social Media
8 Things People Don't Tell You About Social Media
 
Εσύ, τα Social Media και η επιχείρηση σου! | You, Social Media and your busin...
Εσύ, τα Social Media και η επιχείρηση σου! | You, Social Media and your busin...Εσύ, τα Social Media και η επιχείρηση σου! | You, Social Media and your busin...
Εσύ, τα Social Media και η επιχείρηση σου! | You, Social Media and your busin...
 
Social marketing in business™ - Workshop Series Intro
Social marketing in business™ - Workshop Series IntroSocial marketing in business™ - Workshop Series Intro
Social marketing in business™ - Workshop Series Intro
 
Social Media Marketing Services - Dtech Systems
Social Media Marketing Services - Dtech SystemsSocial Media Marketing Services - Dtech Systems
Social Media Marketing Services - Dtech Systems
 
Social Media and Nonprofits: How To Inspire Virtually
Social Media and Nonprofits: How To Inspire VirtuallySocial Media and Nonprofits: How To Inspire Virtually
Social Media and Nonprofits: How To Inspire Virtually
 
WK 06. COMMUNITY MANAGEMENT + MIDTERM
WK 06. COMMUNITY MANAGEMENT + MIDTERM WK 06. COMMUNITY MANAGEMENT + MIDTERM
WK 06. COMMUNITY MANAGEMENT + MIDTERM
 
UFI Focus Meeting on Social Media - Paris 2010 - Matthias Baur
UFI Focus Meeting on Social Media - Paris 2010 - Matthias BaurUFI Focus Meeting on Social Media - Paris 2010 - Matthias Baur
UFI Focus Meeting on Social Media - Paris 2010 - Matthias Baur
 
Attraction Social Media Intro
Attraction Social Media IntroAttraction Social Media Intro
Attraction Social Media Intro
 
Innovatieacademie voka leuven uc leuven-limburg - social media - dado van p...
Innovatieacademie voka leuven   uc leuven-limburg - social media - dado van p...Innovatieacademie voka leuven   uc leuven-limburg - social media - dado van p...
Innovatieacademie voka leuven uc leuven-limburg - social media - dado van p...
 
IA Innovatief vermarkten. Sessie 2 Dado van Peteghem
IA Innovatief vermarkten. Sessie 2 Dado van PeteghemIA Innovatief vermarkten. Sessie 2 Dado van Peteghem
IA Innovatief vermarkten. Sessie 2 Dado van Peteghem
 
COVID 19: Influencer Marketins & Community-Driven Solutions for Your Business
COVID 19: Influencer Marketins & Community-Driven Solutions for Your BusinessCOVID 19: Influencer Marketins & Community-Driven Solutions for Your Business
COVID 19: Influencer Marketins & Community-Driven Solutions for Your Business
 
Introduction To Viral Marketing
Introduction To Viral  MarketingIntroduction To Viral  Marketing
Introduction To Viral Marketing
 
Kick ass social media strategy to win elections
Kick ass social media strategy to win electionsKick ass social media strategy to win elections
Kick ass social media strategy to win elections
 
Social Media and Advertising
Social Media and AdvertisingSocial Media and Advertising
Social Media and Advertising
 
Social media 2013 short
Social media 2013 shortSocial media 2013 short
Social media 2013 short
 
The social media strategist awareness 1-19-12 v4
The social media strategist   awareness 1-19-12 v4The social media strategist   awareness 1-19-12 v4
The social media strategist awareness 1-19-12 v4
 
Lecture Nyenrode Social Media Marketing
Lecture Nyenrode Social Media MarketingLecture Nyenrode Social Media Marketing
Lecture Nyenrode Social Media Marketing
 
Social media strategy
Social media strategySocial media strategy
Social media strategy
 
Socia Media for Small Businesses
Socia Media for Small BusinessesSocia Media for Small Businesses
Socia Media for Small Businesses
 

More from Falcon.io

Unspoken Rules of Influencer Marketing.pdf
Unspoken Rules of Influencer Marketing.pdfUnspoken Rules of Influencer Marketing.pdf
Unspoken Rules of Influencer Marketing.pdfFalcon.io
 
Von Mensch zu Mensch: Wie man heute Brand Communities schafft!
Von Mensch zu Mensch: Wie man heute Brand Communities schafft!Von Mensch zu Mensch: Wie man heute Brand Communities schafft!
Von Mensch zu Mensch: Wie man heute Brand Communities schafft!Falcon.io
 
What Social Media Networks Should Your Brand Be On?
What Social Media Networks Should Your Brand Be On?What Social Media Networks Should Your Brand Be On?
What Social Media Networks Should Your Brand Be On?Falcon.io
 
Film ab! 7 Videoformate für mehr Engagement
Film ab! 7 Videoformate für mehr EngagementFilm ab! 7 Videoformate für mehr Engagement
Film ab! 7 Videoformate für mehr EngagementFalcon.io
 
Must Know Social Media Trends For 2022
Must Know Social Media Trends For 2022Must Know Social Media Trends For 2022
Must Know Social Media Trends For 2022Falcon.io
 
Spark Digital: Audio Activity
Spark Digital: Audio ActivitySpark Digital: Audio Activity
Spark Digital: Audio ActivityFalcon.io
 
Spark Digital: Snackable Content
Spark Digital: Snackable ContentSpark Digital: Snackable Content
Spark Digital: Snackable ContentFalcon.io
 
Spark Digital: User-Generated Content
Spark Digital: User-Generated ContentSpark Digital: User-Generated Content
Spark Digital: User-Generated ContentFalcon.io
 
Spark Digital: Improved Inclusivity
Spark Digital: Improved InclusivitySpark Digital: Improved Inclusivity
Spark Digital: Improved InclusivityFalcon.io
 
Spark Digital: Audio Activity
Spark Digital: Audio ActivitySpark Digital: Audio Activity
Spark Digital: Audio ActivityFalcon.io
 
Spark Digital: Social Support
Spark Digital: Social SupportSpark Digital: Social Support
Spark Digital: Social SupportFalcon.io
 
Spark Digital: Cross-Generational Marketing
Spark Digital: Cross-Generational MarketingSpark Digital: Cross-Generational Marketing
Spark Digital: Cross-Generational MarketingFalcon.io
 
Spark Digital: Snackable Content
Spark Digital: Snackable ContentSpark Digital: Snackable Content
Spark Digital: Snackable ContentFalcon.io
 
Spark Digital: Niche Communities
Spark Digital: Niche CommunitiesSpark Digital: Niche Communities
Spark Digital: Niche CommunitiesFalcon.io
 
Spark Digital: Influencer Commerce
Spark Digital: Influencer CommerceSpark Digital: Influencer Commerce
Spark Digital: Influencer CommerceFalcon.io
 
Spark Digital: Mixed Reality
Spark Digital: Mixed RealitySpark Digital: Mixed Reality
Spark Digital: Mixed RealityFalcon.io
 
Spark Digital: Bonus Trends
Spark Digital: Bonus TrendsSpark Digital: Bonus Trends
Spark Digital: Bonus TrendsFalcon.io
 
Spark Digital: Retro Revolution
Spark Digital: Retro RevolutionSpark Digital: Retro Revolution
Spark Digital: Retro RevolutionFalcon.io
 
Spark Digital: 2021 Trends Review
Spark Digital: 2021 Trends ReviewSpark Digital: 2021 Trends Review
Spark Digital: 2021 Trends ReviewFalcon.io
 
Keeping Up With Social Media Algorithms 2022
Keeping Up With Social Media Algorithms 2022Keeping Up With Social Media Algorithms 2022
Keeping Up With Social Media Algorithms 2022Falcon.io
 

More from Falcon.io (20)

Unspoken Rules of Influencer Marketing.pdf
Unspoken Rules of Influencer Marketing.pdfUnspoken Rules of Influencer Marketing.pdf
Unspoken Rules of Influencer Marketing.pdf
 
Von Mensch zu Mensch: Wie man heute Brand Communities schafft!
Von Mensch zu Mensch: Wie man heute Brand Communities schafft!Von Mensch zu Mensch: Wie man heute Brand Communities schafft!
Von Mensch zu Mensch: Wie man heute Brand Communities schafft!
 
What Social Media Networks Should Your Brand Be On?
What Social Media Networks Should Your Brand Be On?What Social Media Networks Should Your Brand Be On?
What Social Media Networks Should Your Brand Be On?
 
Film ab! 7 Videoformate für mehr Engagement
Film ab! 7 Videoformate für mehr EngagementFilm ab! 7 Videoformate für mehr Engagement
Film ab! 7 Videoformate für mehr Engagement
 
Must Know Social Media Trends For 2022
Must Know Social Media Trends For 2022Must Know Social Media Trends For 2022
Must Know Social Media Trends For 2022
 
Spark Digital: Audio Activity
Spark Digital: Audio ActivitySpark Digital: Audio Activity
Spark Digital: Audio Activity
 
Spark Digital: Snackable Content
Spark Digital: Snackable ContentSpark Digital: Snackable Content
Spark Digital: Snackable Content
 
Spark Digital: User-Generated Content
Spark Digital: User-Generated ContentSpark Digital: User-Generated Content
Spark Digital: User-Generated Content
 
Spark Digital: Improved Inclusivity
Spark Digital: Improved InclusivitySpark Digital: Improved Inclusivity
Spark Digital: Improved Inclusivity
 
Spark Digital: Audio Activity
Spark Digital: Audio ActivitySpark Digital: Audio Activity
Spark Digital: Audio Activity
 
Spark Digital: Social Support
Spark Digital: Social SupportSpark Digital: Social Support
Spark Digital: Social Support
 
Spark Digital: Cross-Generational Marketing
Spark Digital: Cross-Generational MarketingSpark Digital: Cross-Generational Marketing
Spark Digital: Cross-Generational Marketing
 
Spark Digital: Snackable Content
Spark Digital: Snackable ContentSpark Digital: Snackable Content
Spark Digital: Snackable Content
 
Spark Digital: Niche Communities
Spark Digital: Niche CommunitiesSpark Digital: Niche Communities
Spark Digital: Niche Communities
 
Spark Digital: Influencer Commerce
Spark Digital: Influencer CommerceSpark Digital: Influencer Commerce
Spark Digital: Influencer Commerce
 
Spark Digital: Mixed Reality
Spark Digital: Mixed RealitySpark Digital: Mixed Reality
Spark Digital: Mixed Reality
 
Spark Digital: Bonus Trends
Spark Digital: Bonus TrendsSpark Digital: Bonus Trends
Spark Digital: Bonus Trends
 
Spark Digital: Retro Revolution
Spark Digital: Retro RevolutionSpark Digital: Retro Revolution
Spark Digital: Retro Revolution
 
Spark Digital: 2021 Trends Review
Spark Digital: 2021 Trends ReviewSpark Digital: 2021 Trends Review
Spark Digital: 2021 Trends Review
 
Keeping Up With Social Media Algorithms 2022
Keeping Up With Social Media Algorithms 2022Keeping Up With Social Media Algorithms 2022
Keeping Up With Social Media Algorithms 2022
 

Recently uploaded

Social Media Marketing Lecture for Advanced Digital & Social Media Strategy a...
Social Media Marketing Lecture for Advanced Digital & Social Media Strategy a...Social Media Marketing Lecture for Advanced Digital & Social Media Strategy a...
Social Media Marketing Lecture for Advanced Digital & Social Media Strategy a...Valters Lauzums
 
Social Media Content Lecture for Advanced Digital & Social Media Strategy at ...
Social Media Content Lecture for Advanced Digital & Social Media Strategy at ...Social Media Content Lecture for Advanced Digital & Social Media Strategy at ...
Social Media Content Lecture for Advanced Digital & Social Media Strategy at ...Valters Lauzums
 
The Fall of Social Media Marketing :- Global brand magazine
The Fall of Social Media Marketing :- Global brand magazineThe Fall of Social Media Marketing :- Global brand magazine
The Fall of Social Media Marketing :- Global brand magazineglobalbrandmagazines1
 
Lesotho-Botswana Water Project Brand Manual developed with new logo
Lesotho-Botswana Water Project Brand Manual developed with  new logoLesotho-Botswana Water Project Brand Manual developed with  new logo
Lesotho-Botswana Water Project Brand Manual developed with new logonelaohaimbodi
 
5 TH SEM BBA DIGITAL MARKETING NOTES.docx
5 TH SEM BBA DIGITAL MARKETING NOTES.docx5 TH SEM BBA DIGITAL MARKETING NOTES.docx
5 TH SEM BBA DIGITAL MARKETING NOTES.docxmskarthik1435
 
20 Top Social Media Tips for Peer Specialists
20 Top Social Media Tips for Peer Specialists20 Top Social Media Tips for Peer Specialists
20 Top Social Media Tips for Peer Specialistsmlicam615
 
Catálogo HYD 2024 gama completa Hydrapak
Catálogo HYD 2024 gama completa HydrapakCatálogo HYD 2024 gama completa Hydrapak
Catálogo HYD 2024 gama completa HydrapakEsteller
 
Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...
Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...
Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...Associazione Digital Days
 
Dave Cousin TW-BERT Good for Users, Good for SEOsBrighton SEO Deck
Dave Cousin TW-BERT Good for Users, Good for SEOsBrighton SEO DeckDave Cousin TW-BERT Good for Users, Good for SEOsBrighton SEO Deck
Dave Cousin TW-BERT Good for Users, Good for SEOsBrighton SEO DeckOban International
 
Digital Marketing complete introduction.
Digital Marketing complete introduction.Digital Marketing complete introduction.
Digital Marketing complete introduction.Kashish Bindra
 
Krisantec Digital Marketing Services.pdf
Krisantec Digital Marketing Services.pdfKrisantec Digital Marketing Services.pdf
Krisantec Digital Marketing Services.pdfkrisantecsolutions
 
Master the art of Social Selling to increase sales by fostering relationships...
Master the art of Social Selling to increase sales by fostering relationships...Master the art of Social Selling to increase sales by fostering relationships...
Master the art of Social Selling to increase sales by fostering relationships...VereigenMedia1
 
History of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdfHistory of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdfwilliam charnock
 
2024 WTF - what's working in mobile user acquisition
2024 WTF - what's working in mobile user acquisition2024 WTF - what's working in mobile user acquisition
2024 WTF - what's working in mobile user acquisitionJohn Koetsier
 
The Ultimate Guide to Financial Advertising Strategies.pdf
The Ultimate Guide to Financial Advertising Strategies.pdfThe Ultimate Guide to Financial Advertising Strategies.pdf
The Ultimate Guide to Financial Advertising Strategies.pdfFinance Advertising Network
 
Fritschi Collection 2022/23 EN gama completa
Fritschi Collection 2022/23 EN gama completaFritschi Collection 2022/23 EN gama completa
Fritschi Collection 2022/23 EN gama completaEsteller
 
Make Your Message Go Viral with Nugget Global's Press Release Distribution Se...
Make Your Message Go Viral with Nugget Global's Press Release Distribution Se...Make Your Message Go Viral with Nugget Global's Press Release Distribution Se...
Make Your Message Go Viral with Nugget Global's Press Release Distribution Se...Nugget Global
 
v100 20-Year HyperMarketing Plan by Jerome Cuyos.pptx
v100 20-Year HyperMarketing Plan by Jerome Cuyos.pptxv100 20-Year HyperMarketing Plan by Jerome Cuyos.pptx
v100 20-Year HyperMarketing Plan by Jerome Cuyos.pptxjeromecuyos1
 
Catálogo Sea To Summit 2024 gama compelta
Catálogo Sea To Summit 2024 gama compeltaCatálogo Sea To Summit 2024 gama compelta
Catálogo Sea To Summit 2024 gama compeltaEsteller
 
Content Marketing: How To Find The True Value Of Your Marketing Funnel
Content Marketing: How To Find The True Value Of Your Marketing FunnelContent Marketing: How To Find The True Value Of Your Marketing Funnel
Content Marketing: How To Find The True Value Of Your Marketing FunnelSearch Engine Journal
 

Recently uploaded (20)

Social Media Marketing Lecture for Advanced Digital & Social Media Strategy a...
Social Media Marketing Lecture for Advanced Digital & Social Media Strategy a...Social Media Marketing Lecture for Advanced Digital & Social Media Strategy a...
Social Media Marketing Lecture for Advanced Digital & Social Media Strategy a...
 
Social Media Content Lecture for Advanced Digital & Social Media Strategy at ...
Social Media Content Lecture for Advanced Digital & Social Media Strategy at ...Social Media Content Lecture for Advanced Digital & Social Media Strategy at ...
Social Media Content Lecture for Advanced Digital & Social Media Strategy at ...
 
The Fall of Social Media Marketing :- Global brand magazine
The Fall of Social Media Marketing :- Global brand magazineThe Fall of Social Media Marketing :- Global brand magazine
The Fall of Social Media Marketing :- Global brand magazine
 
Lesotho-Botswana Water Project Brand Manual developed with new logo
Lesotho-Botswana Water Project Brand Manual developed with  new logoLesotho-Botswana Water Project Brand Manual developed with  new logo
Lesotho-Botswana Water Project Brand Manual developed with new logo
 
5 TH SEM BBA DIGITAL MARKETING NOTES.docx
5 TH SEM BBA DIGITAL MARKETING NOTES.docx5 TH SEM BBA DIGITAL MARKETING NOTES.docx
5 TH SEM BBA DIGITAL MARKETING NOTES.docx
 
20 Top Social Media Tips for Peer Specialists
20 Top Social Media Tips for Peer Specialists20 Top Social Media Tips for Peer Specialists
20 Top Social Media Tips for Peer Specialists
 
Catálogo HYD 2024 gama completa Hydrapak
Catálogo HYD 2024 gama completa HydrapakCatálogo HYD 2024 gama completa Hydrapak
Catálogo HYD 2024 gama completa Hydrapak
 
Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...
Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...
Richard van der Velde, Technical Support Lead for Cookiebot @CMP – “Artificia...
 
Dave Cousin TW-BERT Good for Users, Good for SEOsBrighton SEO Deck
Dave Cousin TW-BERT Good for Users, Good for SEOsBrighton SEO DeckDave Cousin TW-BERT Good for Users, Good for SEOsBrighton SEO Deck
Dave Cousin TW-BERT Good for Users, Good for SEOsBrighton SEO Deck
 
Digital Marketing complete introduction.
Digital Marketing complete introduction.Digital Marketing complete introduction.
Digital Marketing complete introduction.
 
Krisantec Digital Marketing Services.pdf
Krisantec Digital Marketing Services.pdfKrisantec Digital Marketing Services.pdf
Krisantec Digital Marketing Services.pdf
 
Master the art of Social Selling to increase sales by fostering relationships...
Master the art of Social Selling to increase sales by fostering relationships...Master the art of Social Selling to increase sales by fostering relationships...
Master the art of Social Selling to increase sales by fostering relationships...
 
History of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdfHistory of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdf
 
2024 WTF - what's working in mobile user acquisition
2024 WTF - what's working in mobile user acquisition2024 WTF - what's working in mobile user acquisition
2024 WTF - what's working in mobile user acquisition
 
The Ultimate Guide to Financial Advertising Strategies.pdf
The Ultimate Guide to Financial Advertising Strategies.pdfThe Ultimate Guide to Financial Advertising Strategies.pdf
The Ultimate Guide to Financial Advertising Strategies.pdf
 
Fritschi Collection 2022/23 EN gama completa
Fritschi Collection 2022/23 EN gama completaFritschi Collection 2022/23 EN gama completa
Fritschi Collection 2022/23 EN gama completa
 
Make Your Message Go Viral with Nugget Global's Press Release Distribution Se...
Make Your Message Go Viral with Nugget Global's Press Release Distribution Se...Make Your Message Go Viral with Nugget Global's Press Release Distribution Se...
Make Your Message Go Viral with Nugget Global's Press Release Distribution Se...
 
v100 20-Year HyperMarketing Plan by Jerome Cuyos.pptx
v100 20-Year HyperMarketing Plan by Jerome Cuyos.pptxv100 20-Year HyperMarketing Plan by Jerome Cuyos.pptx
v100 20-Year HyperMarketing Plan by Jerome Cuyos.pptx
 
Catálogo Sea To Summit 2024 gama compelta
Catálogo Sea To Summit 2024 gama compeltaCatálogo Sea To Summit 2024 gama compelta
Catálogo Sea To Summit 2024 gama compelta
 
Content Marketing: How To Find The True Value Of Your Marketing Funnel
Content Marketing: How To Find The True Value Of Your Marketing FunnelContent Marketing: How To Find The True Value Of Your Marketing Funnel
Content Marketing: How To Find The True Value Of Your Marketing Funnel
 

Webinar - Lessons Learned from Cringeworthy Social Media Fails

  • 1. Lessons Learned from Cringeworthy Social Media Fails #FalconEd
  • 2. Elitsa Marinkova Customer Success Associate for Growth Your Presenters. #FalconEd Quentin Ober Social Media Consultant
  • 3. Today’s Agenda. Introduction Social Media Fail Scenarios - Devil is in the details - Crisis from marketing campaign - Be aware of the context - Implement a social media governance system - Dedicate a team to social media Q&A #FalconEd
  • 4. 4 Social Media Crises in 2018, an all-new game: ▪ Rise of fake news ▪ Crises spread faster and across borders ▪ Crises arise from employees ▪ Everyone is a critic ▪ #MeToo effect
  • 5. “ An ounce of prevention is worth a pound of cure. – Benjamin Franklin 5
  • 6.
  • 7. 7 DEVIL IS IN THE DETAILS
  • 9. 9 Work on your geography
  • 11. Learnings ▪ On social media, everyone is a critic and will make sure that your spelling mistake, a geographical error or any small detail doesn’t go unnoticed. #PrayingOurWebinarSlidesPass. ▪ Think twice about the possible audience your content could offend. 11 Tips ▪ Spellcheck and grammar check are your friends. ▪ Step away: go for a walk, read something else and return with a clear mind. ▪ Use a checklist of the most common mistakes. ▪ If it’s online, correct it ASAP and apologize. A crisis might be avoided if you’re honest.
  • 12. 12 CRISIS ROOTED IN A MARKETING CAMPAIGN « 83% of crises stem from communications and marketing departments »
  • 13. 13 Dove is mocked over controversial ad featuring bottles
  • 14. 14 “Will the soap not ‘fit’ me if I choose the wrong one?”
  • 15. 15 Not the first time #Boycottdove was front and center
  • 16. Learnings ▪ Marketing campaigns can lead to important bad buzz on social media. ▪ Perception on social media is tricky, you only need one Tweet to draw bad attention to a cringeworthy detail. 16 Tips ▪ Monitor your campaign through social listening. ▪ Offline marketing campaigns should be reviewed and be “bad buzz” free. Share with your people, ask for feedback. ▪ Stay current on the latest news when you plan your campaigns. ▪ Establish an ethics committee (include external stakeholders, sociologists even, etc.).
  • 18. 18 BE AWARE OF THE CONTEXT
  • 19. 19 Out of the blue, DiGiorno wrote: “#WhyIStayed You Had Pizza.”
  • 20. 20 Twitter users went on the offensive, attacking the company for its complete lack of sensitivity
  • 21. 21 Clearly tone deaf and wrong on so many levels.
  • 22. Learnings ▪ Mind the context, you’re about to post in a complex and global universe. ▪ Check every hashtag you use; meanings can be ambiguous. 22Tips ▪ Use tools such has hashtagify.me to monitor your hashtags before jumping in. ▪ Never use a hashtag before conducting at least a simple Twitter quick search. ▪ Start your own conversations and develop your own hashtags to get customers talking.
  • 23. 23 IMPLEMENT A SOCIAL MEDIA GOVERNANCE SYSTEM
  • 26. Learnings ▪ Security matters. Be aware of the different people who log in to your account. Do you use your personal account? ▪ Set clear roles and approval flows to block inner-team trolls. 26 Tips ▪ Emphasize the importance of a robust social media approval process. ▪ Create professional social media accounts for you social media team. ▪ Use different browsers for different accounts (e.g. Firefox for corporate account & Safari for personal account). ▪ Log out of the corporate social media account when you are done.
  • 28. 28 DEDICATE A TEAM TO SOCIAL MEDIA
  • 29. 29 Lack of empathy on social media
  • 30. 30 A 24/7 customer service standard on social media
  • 31. Learnings ▪ Customer relationships are now public relationships where crises can arise from a single customer service comment. Adapt your tone of voice accordingly. ▪ Taking care of your customers is the most efficient way to reduce the risk of a potential crisis. 31 Tips ▪ If you run a 24/7 service, match that with 24/7 customer care on social media. ▪ Use a social media management tool to make sure no customer is left behind. ▪ Implement a customer advocacy strategy to boost your customer service initiatives.
  • 32.
  • 34. Coming Soon: How to Perform a Social Media Audit Before 2019 December 20th #FalconEd