15 Social Media Disasters - IMC

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This session will look at a variety of blunders, mistakes, failures and *&!%-ups that individuals and companies have made when using social media. Did you hear about the Swiss woman caught surfing Facebook when she was at home "sick"? That is probably old news. Or what about the lady who dumped a cat in a garbage bin? Find out if the cat lived or died. Or did you read about when Nestlé's was ridiculously slow to respond on its Facebook page to negative comments about Palm Oil in some of its products. We will contrast these screw-ups with social media darlings like the viral Old Spice ads and.By the way, do you think Old Spice sales have gone up or down in the lastyear? Come to this session to find out answers to this question and many others.

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15 Social Media Disasters - IMC

  1. 1. Social Media Disasters(and how to prevent and recover)<br />
  2. 2. 2<br />Anduro Value<br />Increase traffic to online channels<br />Generate leads for sales force<br />Boost sales from online sources<br />SEO<br />PPC<br />SMM<br />
  3. 3. 3<br />Customers – 400 to Date<br />
  4. 4. SEO Results<br />On the first page of Google:<br />Dell for “servers” beating 94 million<br />www.google.com/search?hl=en&rlz=1C1GGLS_enCA318CA318&q=servers&btnG=Search<br />H&RBlock for “taxes” beating 176 million<br />www.google.ca/#hl=en&source=hp&q=taxes&aq=f&aqi=g10&aql=&oq=&gs_rfai=&fp=ba17ffa4794fdb44<br />RedMoonPetFood for “pet food” beating 25 million<br />www.google.ca/#hl=en&q=pet+food&aq=f&aqi=g10&aql=&oq=&gs_rfai=&fp=7107a4e6866ad609<br />ChequePrinting for “check printing” beating 33 million<br />www.google.ca/#hl=en&q=check+printing&aq=f&aqi=&aql=&oq=&gs_rfai=&fp=7107a4e6866ad609<br />4<br />
  5. 5. Paris Caught Lying<br />5<br />www.thfire.com/entertainment/paris-hilton-arrested-on-cocaine-charges-6968 Tommy (Aug 2010)<br />www.hollyscoop.com/paris-hilton/paris-caught-lying-about-purse-thanks-to-twitter_24996.aspx Nigel Tanner (Sept 2010)<br />
  6. 6. Lesson Learned<br />Don’t use Twitpic to brag about your bling if it contains cocaine<br />6<br />http://twitpic.com/25lgvr Paris Hilton (July 15 2010)<br />
  7. 7. Brixx Pizza<br />7<br />Brixx Pizza FIRES Waitress Ashley Johnson For Complaining On Facebook About a $5 Tip<br />Who is right? What would you do?<br />www.huffingtonpost.com/2010/05/17/brixx-pizza-fires-waitres_n_578847.htmlHuffingtonPost (May 2010)<br />
  8. 8. Details<br />8<br />All comments by users on the company's Facebook page are negative. <br />
  9. 9. Lesson Learned<br />With social media, you can’t control the crowd www.charlotteobserver.com/2010/05/24/1456053/brixx-pizza-roasted-over-facebook.html Eric Frazier (May 2010)<br />Have a company policy related to use of social media<br />Do what HabitatUK did (later in this presentation)<br />9<br />
  10. 10. United Sorrow – Guitar Hero<br />10<br />www.davecarrollmusic.com/ubg/story/ Dave Carroll (March 2008)<br />
  11. 11. Details<br />No satisfaction after 9 months<br />Created 3 songs and videos<br />Dave Carroll wanted 1 million views<br />How many do you think he got?<br />Eventually United paid $3,000 to Thelonious Monk Institute of Jazz for music education for kids www.thestar.com/entertainment/Music/article/664557 The Canadian Press (Jul 2009)<br />Taylor gave Dave Carroll a guitar (ibid)<br />11<br />
  12. 12. Lesson Learned<br />If at first you don’t succeed, sing a song<br />12<br />
  13. 13. What is wrong with Tweets?<br />13<br />
  14. 14. Details<br />14<br />www.socialmediatoday.com/SMC/103334Tiphereth Gloria (June 2009)<br />
  15. 15. More Details<br />“Piggy-backing” / “Hashtag abuse”<br />TrueBlood is a popular HBO drama<br />Mousavi is an Iranian reformist<br />How do you recover?<br />15<br />
  16. 16. Lessons Learned<br />Apologize in public<br />Individually @replied everyone who complained to them publicly<br />Given Twitter followers a special offer discount voucher that could be redeemed via the web<br />16<br />www.digitaltip.com.au/index.php/habitatuk-apologises-twitter-hashtag-issue/ Tiphereth Gloria (June 2009)<br />
  17. 17. EasyJet<br />17<br />http://inventorspot.com/articles/top_ten_branded_social_media_nightmares_30874 Ron Callari (Aug 2009) <br />
  18. 18. Lesson Learned<br />Protect your brand <br />Brand hijacked on Twitter<br />@easyJetCareis official feed<br />18<br />
  19. 19. Porn Gone Mainstream?<br />19<br />www.thefrisky.com/post/246-quiznos-inspired-by-2-girls-1-cup-for-new-ad-campaign/ Susannah Breslin (May 2009)<br />
  20. 20. Lessons Learned<br />Sex sells<br />Spoof on porn video: 2 girls 1 cup<br />Controversy sells<br />www.sogoodblog.com/2009/05/21/2-girls-1-quiznos-marketing-department-disgust-baffle/Eick (May 2009) <br />Target your audience carefully<br />The video might be a spoof by Playboy<br />20<br />
  21. 21. Motrin<br />21<br />www.zdnet.com/blog/feeds/should-big-brands-fear-or-revere-the-mommybloggers/317 Jennifer Leggio (Nov 2008)<br />
  22. 22. Reaction<br />22<br />www.youtube.com/watch?v=wekT-SvAeewmamakatslosinit (Nov 2008) <br />
  23. 23. Lesson Learned<br />Don’t bail on your campaign too quickly<br />“A Vocal Few Don't Represent the Majority”<br />According to Lightspeed Research:<br />45 percent actually liked it <br />41 percent had no feelings about it<br />15 percent didn't like it<br />http://adage.com/digital/article?article_id=135605 Abbey Klaassen (Mar 2009)<br />http://adage.com/smallagency/post?article_id=132760 Tom Martin (Nov 2008)<br />23<br />
  24. 24. One Take by OK Go?<br />24<br />www.youtube.com/watch?v=qybUFnY7Y8w (Mar 1, 2010)<br />
  25. 25. One Take?<br />25<br />www.youtube.com/watch?v=qybUFnY7Y8wfreddiew (Mar 3, 2010)<br />
  26. 26. Lesson Learned<br />Someone is always going to complain <br />26<br />
  27. 27. Fake Twitter Account<br />27<br />The 15 Funniest Tweets From The Fake BP Twitter Account<br />www.businessinsider.com/fake-bp-pr-tweets-2010-5#-1 Bianca Male (May 25, 2010)<br />
  28. 28. Whopper De-friending<br />28<br />http://bits.blogs.nytimes.com/2009/01/15/whopper-sacrifice-de-friended-on-facebook/ Jenna Wortham (Jan, 2009)<br />
  29. 29. Details<br />How many friends would you de-friend to get a free burger?<br />23,000 coupons<br />29<br />
  30. 30. Skittles<br />30<br />Home page is entirely Social Media<br />http://econsultancy.com/us/blog/3374-skittles-launches-an-amazing-social-media-campaign Chris Lake (March 2009)<br />
  31. 31. Dell and Social Media<br />31<br />Enter into conversations with customers<br />Address any form of dissatisfaction<br />Encourage “crowd sourcing” as part of listening<br />Use video to personalize the Dell story<br />http://brandautopsy.typepad.com/brandautopsy/2007/09/dell-and-social.html John Moore (May 2010)<br />www.youtube.com/watch?v=4WK_xVc1pqA Andy Lark (Aug 2008)<br />
  32. 32. WestJet Case Study<br />32<br />www.socialconnectblueprint.com/wp-content/uploads/Social_Media_-_WestJet_Case_Study.pdf Greg Hounslow, WestJet (May 2010)<br />
  33. 33. Lessons Learned<br />Keep trying – 2nd campaign was a great success<br />Listen to your customers – answer their questions<br />Integrate media – text, videos, photos<br />Provide exclusive offers<br />33<br />www.socialconnectblueprint.com/wp-content/uploads/Social_Media_-_WestJet_Case_Study.pdf Greg Hounslow, WestJet (May 2010)<br />
  34. 34. Measuring SMM<br />Traffic<br />Interaction<br />Sales<br />Leads<br />Search Marketing<br />Brand Metrics<br />PR<br />Customer Engagement<br />Retention<br />Profits<br />34<br />http://econsultancy.com/us/blog/3407-10-ways-to-measure-social-media-success Chris Lake (Mar 2009)<br />
  35. 35. eNewsletters<br />www.marketingcharts.com<br />www.eMarketer.com<br />www.mckinseyquarterly.com<br />Occam's Razor by Avinash Kaushik<br />http://searchenginewatch.com/newsletters<br />www.emediausa.com/(Marketing Bulletin)<br />35<br />
  36. 36. 36<br />Questions?<br />Twitter: gjeffnelson<br />Questions?<br />

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