STOP! Social Media Madness<br />Presented by Megan McKenzie<br />McKenzie Worldwide<br />
Agenda<br />Social Media Madness<br />We’re not there yet<br />Some examples<br />Yes, it works, but not always<br />Strat...
Social Media Madness<br />We’re not there yet<br />10/11/2011<br />AMA Portland Talk<br />3<br />
Social media – Massive audiences<br />10/11/2011<br />AMA Portland Talk<br />4<br />Source: The Awareness Social Marketing...
Social media vs. traditional media<br />Social media is like a mall where people go to hang out<br />10/11/2011<br />AMA P...
Google gets serious<br />Google+ social networking system isn’t directly aimed at Facebook as a rival social network but r...
Why Google wants to become much more social<br />10/11/2011<br />AMA Portland Talk<br />8<br />
Facebook overhauls platform<br />Continues Facebook’s focus on building audience<br />Is Facebook even stickier now?<br />...
Some examples<br />Yes it works…but not always<br />10/11/2011<br />AMA Portland Talk<br />10<br />
Building a company with social media<br />10/11/2011<br />AMA Portland Talk<br />11<br />
OpenText becomes social<br />10/11/2011<br />AMA Portland Talk<br />12<br />
Even Tektronix is on board!<br />Recent launch of revolutionary MDO4000 oscilloscope created online and social buzz<br />H...
Virgin America Airlines<br />Passes the “we’ve got better service than the DMV test”<br />Designed from the ground up to b...
Virgin Airlines social strategy paying off<br />10/11/2011<br />AMA Portland Talk<br />15<br />
Kawasaki – A new approach to building word of mouth<br />Give 10 2011 Nina 1000 motorcycles to 10 bloggers around the coun...
Ford Motor Company<br />Highly successful business and social media strategy<br />e.g. 2011 Ford Explorer launched on Face...
Ford – Motoring to the top in brand perception<br />10/11/2011<br />AMA Portland Talk<br />18<br />http://www.consumerrepo...
Best Buy forgets about the “Streisand Effect”<br />Creates a wave of negative social backlash from C&D letter to Newegg in...
Ragu social media: Leaving a bad taste<br />Targeted dads by spamming dad bloggers and pointing them to an insulting video...
Ragu social media: Leaving a bad taste<br />Response from the blogosphere:<br />“Now that social media is a checkbox servi...
Bottomline<br />Putting a bunch of social media buzzwords in a blender is not a strategy – and it will NOT work<br />10/11...
Strategy and planning<br />Building trust in your brand<br />10/11/2011<br />AMA Portland Talk<br />23<br />
The new world of brand development<br />10/11/2011<br />AMA Portland Talk<br />24<br />
Quality, transparency, trust most important<br />10/11/2011<br />AMA Portland Talk<br />Slide 25<br />Source: 2011 Edelman...
Honesty is the only policy<br />“Successful copywriters, brand managers, and marketers understand that the world has chang...
ConAgra/Ketchum PR – What were they thinking <br />Attempted to convince foodie bloggers a frozen meal was actually prepar...
Trust requires effort<br />“Honesty is expected. Trust is engaging and intimate. It needs to be earned…Trust is something ...
Path to building trust online	<br />Truth<br />Practice honest communications and admit your mistakes<br />Privacy<br />Ma...
Path to building trust online cont.<br />Integrity<br />Approach every audience interaction with integrity. Take the ethic...
Trust at Microsoft? Not so much<br />Microsoft programmanager tweets impression of unreleased Nokia phone<br />Microsoft f...
Red Cross: Rogue Tweet<br />10/11/2011<br />AMA Portland Talk<br />32<br />Tweet meant for personal account goes to all 27...
Red Cross: From potential misstep to beervana<br />Impressed by the calm and humane response, other tweeters -- especially...
It’s all about your “Why”<br />The key to success<br />10/11/2011<br />AMA Portland Talk<br />Slide 34<br />
Rise above the madness<br />“Start with Why”<br />10/11/2011<br />AMA Portland Talk<br />Slide 35<br />The Golden Circle<b...
Simon Sinek on Why matters<br />10/11/2011<br />AMA Portland Talk<br />36<br />
Seven question to help you find your WHY<br />Who are you (really)?<br />Why do you do what you do?<br />What is your pass...
Social media success formula<br />Why + Trust + C3 (Consistent Connected Conversations) = Successful Social Media Program ...
Let’s chat!Megan McKenziemeganm@mckenzieworldwide.comwww.mckenzieworldwide.com<br />39<br />
Stop social media madness
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Stop social media madness

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This is a presentation delivered by Megan McKenzie, president of McKenzie Worldwide, to the Portland chapter of American Marketing Association on Oct. 11, 2011. It talks about some of the trends in social media and discuss how finding your Why can improve your results.

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  • Highlights from Nielsen’s “State of the Media: The Social Media Report, Sept. 2011Social networks and blogs continue to dominate Americans’ time online, now accounting for nearly a quarter of total time spent on the InternetAt over 53 billion total minutes during May 2011, Americans spend more time on Facebook than they do on any other websiteTumblr is an emerging player in social media, nearly tripling its audience from a year agoNearly 40 percent of social media users access social media content from their mobile phoneInternet users over the age of 55 are driving the growth of social networking through the Mobile Internet70 percent of active online adult social networkers shop online, 12 percent more likely than the average adult Internet userAcross a sample of 10 global markets, social networks and blogs are the top online destination in each country, accounting for the majority of time spent online and reaching at least 60 percent of active Internet users
  • The point you want to make is that social media is NOT a stable place as yet. There are some leaders, but it continues to change and evolve at an incredible pace. What’s more it’s very complicated and hard to maximize and keep tabs on what’s being said.
  • Here’s and example of the rapid change. Google is making another run at social media with Google+
  • Newegg - an online retailer that geeks everywhere know and love posts the video above.Best Buy sends Newegg a cease &amp; desist letter claiming infringement on the word Geek (absurd)Newegg posts the C&amp;D letter online.People who love Newegg are very angry at Best Buy for not being able to take a joke, and will now NOT recommend that friends go to Best Buy. Remember that geeks who shop at Newegg are the experts and friends and family look to them for advice. They used to recommend going to BestBuy, but not anymore.
  • The comments on YouTube are even nastier.  Complete screw up by Ragu: This is sexist and should never have been approved! Congratulations on finding a few bitter women who would publicly sell out their husbands for a few cans of shitty sauce. This will do nothing for their marriages, or your company. Time to find a new agency and begin writing that public apology, not that it will help this stay at home father of two that does all the cooking. I believe in home made, healthy meals for my children, not canned garbage. Can&apos;t wait to share this on the blog with my rdjmichaelsavant 1 week ago 15  Reply Thanks for assuming that all men are bungling idiots in the kitchen! Way to sell to your audience! Idiots...craigodonnell 1 week ago 11   Any parent that feeds their kid this processed crap should be thinking more, including not taking a word of what these paid shills say seriously.FreeholdArts 6 days ago  These look like stand-up moms: &quot;I&apos;m getting smashed off mimosas at a quarter to 6 because I&apos;m so tired from being so perfect all day. My husband is a buffoon, you see, but I&apos;m content with that even though I&apos;ll make pretense to the contrary.&quot;Ragù, well done! Not only have you insulted fathers, but you&apos;ve also portrayed the other half of your parental demographic as alcoholic, male-bashing harridans.abjectsilver 4 days ago 5   
  • Tie back to the complex, rapid changing landscape. Marketing has to really be on top of its game to take advantage of social media in a smart way. And it’s way too easy to have things get mixed up.
  • Here you should set up the next portion of the deck by talking about how the previous examples illustrate the in escapable fact that the landsape
  • Here you should set up the next portion of the deck by talking about how the previous examples illustrate the inescapable fact that marketing and brand development has fundamentally changed
  • Stop social media madness

    1. 1. STOP! Social Media Madness<br />Presented by Megan McKenzie<br />McKenzie Worldwide<br />
    2. 2. Agenda<br />Social Media Madness<br />We’re not there yet<br />Some examples<br />Yes, it works, but not always<br />Strategy and planning<br />Building trust in your brand<br />It’s all about your “Why”<br />The key to success<br />Slide 2<br />
    3. 3. Social Media Madness<br />We’re not there yet<br />10/11/2011<br />AMA Portland Talk<br />3<br />
    4. 4. Social media – Massive audiences<br />10/11/2011<br />AMA Portland Talk<br />4<br />Source: The Awareness Social Marketing Hub<br />
    5. 5. Social media vs. traditional media<br />Social media is like a mall where people go to hang out<br />10/11/2011<br />AMA Portland Talk<br />5<br /><ul><li>Traditional mediais like a grocery store where people get what they want and leave</li></li></ul><li>2011 social media landscape<br />Radical changes from 2010, and nothing like 2009<br />Anyone remember MySpace?<br />Chances are you’re using many of these networks at home and business<br />10/11/2011<br />Open Text Media Training<br />6<br />
    6. 6. Google gets serious<br />Google+ social networking system isn’t directly aimed at Facebook as a rival social network but rather a “layer” to help make Google products themselves more socially-enabled…<br />Will Google get it right this time?<br />10/11/2011<br />AMA Portland Talk<br />Slide 7<br />Google Chairman Eric Schmidt<br />
    7. 7. Why Google wants to become much more social<br />10/11/2011<br />AMA Portland Talk<br />8<br />
    8. 8. Facebook overhauls platform<br />Continues Facebook’s focus on building audience<br />Is Facebook even stickier now?<br />What are the marketing opportunities?<br />10/11/2011<br />AMA Portland Talk<br />9<br />
    9. 9. Some examples<br />Yes it works…but not always<br />10/11/2011<br />AMA Portland Talk<br />10<br />
    10. 10. Building a company with social media<br />10/11/2011<br />AMA Portland Talk<br />11<br />
    11. 11. OpenText becomes social<br />10/11/2011<br />AMA Portland Talk<br />12<br />
    12. 12. Even Tektronix is on board!<br />Recent launch of revolutionary MDO4000 oscilloscope created online and social buzz<br />Hundreds of tweets and re-tweets<br />Over 200 news mentions and blog posts<br />Numerous Facebook shares and likes<br />Complete YouTube review and tear down<br />10/11/2011<br />AMA Portland Talk<br />13<br />
    13. 13. Virgin America Airlines<br />Passes the “we’ve got better service than the DMV test”<br />Designed from the ground up to be social<br />Named the SF-Boston flight the #nerdbird<br />Focus on listening and integrating feedback into company<br />Sponsors #FlyMoreGiveBack with Twitter<br />Encourages employee participation<br />10/11/2011<br />Open Text Media Training<br />14<br />
    14. 14. Virgin Airlines social strategy paying off<br />10/11/2011<br />AMA Portland Talk<br />15<br />
    15. 15. Kawasaki – A new approach to building word of mouth<br />Give 10 2011 Nina 1000 motorcycles to 10 bloggers around the country and have them blog about their experiences<br />Bloggers all had a strong Facebook and Twitter presence<br />More cost-effective than advertising with more reach<br />10/11/2011<br />AMA Portland Talk<br />16<br />
    16. 16. Ford Motor Company<br />Highly successful business and social media strategy<br />e.g. 2011 Ford Explorer launched on Facebook<br />Total impressions – 99 million<br />#1 Trending Topic on Twitter; #2 in Google Trends for the day<br />500,000-plus 2011 Explorer site visits versus daily average of 7,000 for 2010 Explorer<br />Hit 50,000 Facebook likes of the Ford Explorer by end of day July 26 – added over 10,000 likes in a single day<br />10/11/2011<br />AMA Portland Talk<br />17<br />
    17. 17. Ford – Motoring to the top in brand perception<br />10/11/2011<br />AMA Portland Talk<br />18<br />http://www.consumerreports.org/cro/cars/new-cars/news/2011/01/2011-car-brand-perception-survey/overview/index.htm<br />
    18. 18. Best Buy forgets about the “Streisand Effect”<br />Creates a wave of negative social backlash from C&D letter to Newegg in response to TV ad<br />10/11/2011<br />Open Text Media Training<br />19<br />
    19. 19. Ragu social media: Leaving a bad taste<br />Targeted dads by spamming dad bloggers and pointing them to an insulting video<br />10/11/2011<br />AMA Portland Talk<br />20<br />
    20. 20. Ragu social media: Leaving a bad taste<br />Response from the blogosphere:<br />“Now that social media is a checkbox service offered by agencies and run by the junior associates as part of a much larger campaign and the only part of social that gets done is the pushing out of meaningless link spam, I’d like to offer that I think Ragu has no idea that you exist, let alone any sense of your cooking skills…Their content, my friend, does not rule.”<br />“As the person in my household who does all of the shopping and all of the cooking I took offense to this video. Implying that dads can only cook the simple things and Ragu is somehow going to help make that easier. Give me a break!<br />10/11/2011<br />AMA Portland Talk<br />21<br />
    21. 21. Bottomline<br />Putting a bunch of social media buzzwords in a blender is not a strategy – and it will NOT work<br />10/11/2011<br />AMA Portland Talk<br />22<br />
    22. 22. Strategy and planning<br />Building trust in your brand<br />10/11/2011<br />AMA Portland Talk<br />23<br />
    23. 23. The new world of brand development<br />10/11/2011<br />AMA Portland Talk<br />24<br />
    24. 24. Quality, transparency, trust most important<br />10/11/2011<br />AMA Portland Talk<br />Slide 25<br />Source: 2011 Edelman trustbarometer research<br />
    25. 25. Honesty is the only policy<br />“Successful copywriters, brand managers, and marketers understand that the world has changed thanks to communications and technological advancements like Twitter, social networking, online video, and more.  Brands that stretch the truth are called out faster than ever and word of a brand’s dishonesty will spread faster and farther than you can imagine.” <br /> -- Susan Gunelius,  Corporate Eye blog<br />10/11/2011<br />AMA Portland Talk<br />26<br />
    26. 26. ConAgra/Ketchum PR – What were they thinking <br />Attempted to convince foodie bloggers a frozen meal was actually prepared by a chef George Duran (Ultimate Cake Off)<br />Food Mayhem:<br />“The cheese tasted cheap and like a lot of fat was added…What good P.R. teams do not do is lie to build attendance.  Lying to media makes it that much harder for legitimate P.R. teams to achieve their goals.  Build trust, not facades.”<br />Mom Confessionals:<br />“Our entire meal was a SHAM! We were unwilling participants in a bait-and-switch for Marie Callender’s new frozen three cheese lasagna…” <br />10/11/2011<br />AMA Portland Talk<br />27<br />
    27. 27. Trust requires effort<br />“Honesty is expected. Trust is engaging and intimate. It needs to be earned…Trust is something else altogether. It is one of the most important values of a brand and it requires real effort from corporations. It is what you would expect from a friend.” <br />-- Mark Gobe, Author of “Emotional Branding”<br />10/11/2011<br />AMA Portland Talk<br />28<br />
    28. 28. Path to building trust online <br />Truth<br />Practice honest communications and admit your mistakes<br />Privacy<br />Make a commitment to data security<br />Promises<br />Don’t break brand promises (perceptions). Continually meet or exceed online expectations<br />Response<br />Deal with any issues or questions quickly<br />10/11/2011<br />AMA Portland Talk<br />29<br />
    29. 29. Path to building trust online cont.<br />Integrity<br />Approach every audience interaction with integrity. Take the ethical high road<br />Marketing<br />Practice ethical online advertising and promotion<br />Transparency<br />Be open about key information such as terms, conditions, warranties, service levels, etc.<br />History<br />Trust is created through repetition of positive interactions<br />10/11/2011<br />AMA Portland Talk<br />30<br />Credit: Mark Smicklas <br />
    30. 30. Trust at Microsoft? Not so much<br />Microsoft programmanager tweets impression of unreleased Nokia phone<br />Microsoft fires saidproduct manager<br />Result: Word quickly spreads and Microsoft receives a round of negative social mentions and press coverage<br />10/11/2011<br />AMA Portland Talk<br />31<br />
    31. 31. Red Cross: Rogue Tweet<br />10/11/2011<br />AMA Portland Talk<br />32<br />Tweet meant for personal account goes to all 270,000 RedCross followers <br />Red Cross responds with grace and humor<br />
    32. 32. Red Cross: From potential misstep to beervana<br />Impressed by the calm and humane response, other tweeters -- especially @dogfishbeer's fans -- launched a fundraising and blood donation drive<br />Breweries and pubs in 30 states promoted beer for blood offers:<br />10/11/2011<br />AMA Portland Talk<br />33<br />
    33. 33. It’s all about your “Why”<br />The key to success<br />10/11/2011<br />AMA Portland Talk<br />Slide 34<br />
    34. 34. Rise above the madness<br />“Start with Why”<br />10/11/2011<br />AMA Portland Talk<br />Slide 35<br />The Golden Circle<br />
    35. 35. Simon Sinek on Why matters<br />10/11/2011<br />AMA Portland Talk<br />36<br />
    36. 36. Seven question to help you find your WHY<br />Who are you (really)?<br />Why do you do what you do?<br />What is your passion?<br />What makes you unique?<br />Why do people want to be a part of your community/buy your products?<br />How do you inspire others?<br />Why will people remember you? (think Steve Jobs)  <br />Note: Literally ignore your product when working through these questions<br />10/11/2011<br />AMA Portland Talk<br />37<br />
    37. 37. Social media success formula<br />Why + Trust + C3 (Consistent Connected Conversations) = Successful Social Media Program <br />Social Media Program – Trust + Interrupt Marketing = Brand Decay<br />10/11/2011<br />AMA Portland Talk<br />38<br />
    38. 38. Let’s chat!Megan McKenziemeganm@mckenzieworldwide.comwww.mckenzieworldwide.com<br />39<br />

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