10 Ways to Suck at Social Media

#SMW,[object Object],#10Suck,[object Object],@Adcentered,[object Object]

Agenda,[object Object],10 Ways to suck,[object Object],5 ways to not suck,[object Object]

http://www.youtube.com/watch?v=Ln_omwmIEu4,[object Object],All the FAIL moments in this video started as off ideas.,[object Object],Good ideas at the time…,[object Object],It’s important look at these examples in context and know that nobody intends to suck when they start. It just happens sometimes.,[object Object]

1,[object Object],Mirroring,[object Object],This is when you reflect a perceived image of your audience back at them. It rarely works and people get turned off by a brands trying hard to be too cool.,[object Object]

2,[object Object],Eager Beaver,[object Object],This is when you try to be in too many networks at one time. Pick the ones that you can manage and don’t go crazy trying to build a following for no reason. Decide what your objectives are before you get to eager.,[object Object]

There are way too many networks to be good at all of them. ,[object Object],You don’t have the resources to maintain them all.,[object Object]

3,[object Object],Deaf Ear,[object Object],Most companies don’t have a proper listening and reporting plan. This is one of the easiest things you can do and one of the biggest areas of improvement for brands.,[object Object]

4,[object Object],Asking Too Much,[object Object],90%of people won’t do much, 9% might do a little something and 1% will actually contribute. The more you ask of people, the more reward you need to provide. A big ask = low participation. If you want lots of people to take part, ask for things that loads of people can take part in.,[object Object]

52 ENTRIES,[object Object],Plan Video,[object Object],Make Video,[object Object],Edit Video,[object Object],Upload Video,[object Object],Promote Video,[object Object],http://www.youtube.com/user/Dolmio2010?feature=mhum,[object Object]

5,[object Object],InternalBuy-in &Support,[object Object],It is difficult to make the transition into social media if your company has no history of doing it. Internal buy-in and support is crucial, especially during the transition process. ,[object Object]

81% of companies don’t have a clear social media strategy,[object Object],73% say legal departments hinder social media ,[object Object],87% had to correct their social media expectations,[object Object],68% never heard of the 90-9-1% rule,[object Object],7% understand the CRM value of social,[object Object],11% have social guidelines ,[object Object],Brand Science Institute 2010,[object Object],http://www.slideshare.net/Insidebsi/why-social-media-projects-fail-a-european-perspective,[object Object]

6,[object Object],Lose It,[object Object],This is when you lose control of your brand through one form or another. A community manager may write a damaging post or your brand could get hijacked by activists. Having a crisis plan in place is essential.,[object Object]

Nestle vs. Greenpeace,[object Object]

http://www.bnet.com/blog/businesstips/nestles-facebook-page-how-a-company-can-really-screw-up-social-media/6786,[object Object]

Vodafone vs. Employee,[object Object],http://www.nma.co.uk/news/vodafone-uk-twitter-feed-abused/3009680.article,[object Object]

Vodafone vs. Tax Protestors,[object Object],http://www.guardian.co.uk/business/2010/dec/12/vodafone-smile-tax-protest-twitter,[object Object]

7,[object Object],Ugly Stepchild,[object Object],(orphaned media),[object Object],This is when social media is seen as an afterthought. Or when it’s done in isolation of channels. Orphaned media is when you abandon a campaign or project online to fend for itself.,[object Object]

Apple doesn't have any social sharing buttons built into their site. Some companies add them at the very bottom. Apple could have learned a lot from being more social. It’s no surprise that their iTunes social network PING is taking off slower than expected even though they have 160M users.,[object Object]

Lego has a page with nearly 1M fans, but the last interaction from admins happened in 2008. There could be a number of different reasons for this, but there’s so much potential to make things right in this case.,[object Object],http://www.facebook.com/pages/Lego/6665038402?v=wall,[object Object]

8,[object Object],Measurement OCD,[object Object],Some people focus so much on measurement and use it as a way of dismissing social media projects. If you want ROI, you need to plot numbers into a formula. If you don’t assign values, you don’t have a formula. Make an effort to assign a monetary value to engagement and interactions.,[object Object]

What do you want for your spend? ,[object Object],Awareness,[object Object],Sales,[object Object],Value Add,[object Object],Other,[object Object],Where are you now  Where would you like to be,[object Object],Assigned Monetary Value? ,[object Object],You’ll have to guess some of the numbers if you don’t know them, but if you want to measure you have to start with something you can test. Don’t dismiss unless you give ROI a fair try.,[object Object]

9,[object Object],Cheap Replacement,[object Object],Social is not a cheap replacement for other media. It will cost you time or money and as we all know, time is money. So which one do you want to spend?,[object Object]

Cost,[object Object],Quality,[object Object],Time,[object Object]

10,[object Object],A lot can happen when people unite for or against something. There’s no guarantees either way, so don’t underestimate the power of people talking to each other. Have plans in place to ride the wave (good or bad) if you happen to get one.,[object Object],Underestimate,[object Object]

http://www.youtube.com/watch?v=5YGc4zOqozo,[object Object]

180 Million Dollar Guitar,[object Object],Bad publicity, partly as the result of the broken guitar video caused United’s stock price to drop 10%. That translated into 180M Dollars. There may have been other factors, but you can’t deny the fact that millions of people reacted to this story.,[object Object],http://www.fastcompany.com/blog/ravi-sawhney/design-reach/youtube-serves-180-million-heartbreak,[object Object],http://www.timesonline.co.uk/tol/comment/columnists/chris_ayres/article6722407.ece,[object Object]

5 Ways Not to Suck,[object Object]

1,[object Object],Social R&D,[object Object],R&D drives innovation. We use it when planning new products, but it makes sense for marketing as well. If you want to drive innovation, test and learn. Start with something small that’s new to you. Google lets people play and experiment and they are better for it. Learn lessons on a small scale and apply what you learn to bigger projects.,[object Object]

2,[object Object],Go Beyond The USP,[object Object],People are not one dimensional. Look beyond traditional market segmentation and explore how people really behave.,[object Object]

USP,[object Object],PUSH,[object Object],Unique Selling Proposition,[object Object],MBB,[object Object],PULL,[object Object],Multiple Brand Benefits,[object Object]

3,[object Object],Passion Points,[object Object],People gather around things that they are interested in. Sometimes your brand is the passion point. Most of the time it’s something else. Find your audience’s passion points (more than one) and figure out where you’re brand fits in. If you can be relevant through multiple passion points, people will listen.,[object Object]

4,[object Object],Take the time,[object Object],It’s a marathon, not a sprint. Take the time. The only short cut to hard work is to buy someone else's hard work. ,[object Object]

5,[object Object],Dip your little toe in,[object Object],Start doing little things. Search for you brand on Twitter or do something else that requires 1 minute of you time. Becoming more skilled in social media is like moving into a new town. It all starts they day you move in. In a few weeks you’ll learn the street names, in a few months you’ll know some shortcuts. In a year, you’ll be giving directions to people who just moved in. You’ll be a local in no time. But, it all starts the day you make the move.,[object Object]

We looked at ways to suck and a few ways to not suck. It’s OK to make mistakes. It’s a sign that you’re trying. ,[object Object],Have a look around and take in as much as you can. Look at the good and the bad and do something about it.,[object Object],Give yourself space to learn lessons and proceed as you learn.,[object Object],The one thing to remember from 10 Ways to Suck is to keep trying and…,[object Object]

MAKE,[object Object],BETTER,[object Object],MISTAKES,[object Object]

Fail Whale Image found on ,[object Object],http://www.techi.com/2010/12/4-potential-twitter-failures/,[object Object]

Luis CarranzaHead of Social MediaChemistry Communications Group Plc ,[object Object],luis.carranza@chemistrygroup.co.uk,[object Object],Direct Line: +44 (0)20 7751 3506 ,[object Object],@adcentered,[object Object],www.adcentered.com,[object Object],adcentered@yahoo.com,[object Object]

10 Ways to Suck at Social Media

10 Ways to Suck at Social Media

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10 Ways to Suck at Social Media

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