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Tom Spano - Goombal - WebCongress San Francisco 2014

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Tom Spano - Goombal - WebCongress San Francisco 2014

  1. 1. W H Y I S Y O U R S O C I A L M E D I A S O A N T I - S O C I A L ? @ T O M S P A N O , H E A D O F S A L E S & M A R K E T I N G , G O O M B A L . C O M Welcome @tomspano #wcsf
  2. 2. # M Y N Y P D @tomspano #wcsf
  3. 3. # M Y N Y P D • ORIGINAL GOALS: • Good will • Engage the community • Build audience via Twitter hashtag #MyNYPD @tomspano #wcsf
  4. 4. # M Y N Y P D @tomspano #wcsf
  5. 5. # M Y N Y P D • WHAT HAPPENED: • Complete loss of control • Hashtag hijacking • Terrible ROI and negative metrics @tomspano #wcsf
  6. 6. # M Y N Y P D • WHY: • Know your audience • Timing • Be careful what you wish for • Escape plan • Learnings @tomspano #wcsf
  7. 7. K N O W Y O U R A U D I E N C E @tomspano #wcsf
  8. 8. T I M I N G @tomspano #wcsf
  9. 9. B E C A R E F U L W H A T Y O U W I S H F O R
  10. 10. E S C A P E P L A N • IGNORE OR ENGAGE: • Chose to ignore negative and focus on positive • Went public with a welcoming statement @tomspano #wcsf
  11. 11. L E A R N I N G S • THAT WHICH DOES NOT KILL US… • How do we make sure we never do this again? • How do we repair the damage to our brand? • How do we repair the damage to the industry? @tomspano #wcsf
  12. 12. R O N A L D G E T S A M A K E O V E R @tomspano #wcsf
  13. 13. A U T O T W E E T F A I L @tomspano #wcsf
  14. 14. W H O O P S “I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to fucking drive.” - @Chryslerautos @tomspano #wcsf
  15. 15. S U M M A R Y • Know your audience • Time your campaigns properly • Expect the unexpected • Plan your escape • Learn from your mistakes • Watch the robots • Watch the humans @tomspano #wcsf
  16. 16. T H A N K Y O U • Questions? • @tomspano on LinkedIn & Twitter @tomspano #wcsf

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