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DOs and DON'T of Social Media


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Presentation done by Gerard Daring of KMP Digitata on the 16th and 17th September for InBlackandWhite's "Social Media and Buzz Monitoring" Seminar.

Published in: Technology, News & Politics
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DOs and DON'T of Social Media

  1. 1. Social Media DOs and DON’Ts<br />...or how I learned to stop worrying and love the Social Web<br />
  2. 2. What’s the big hurry?<br /> It took radio 38 years to reach 50 million listeners. Terrestrial TV took 13 years to reach 50 million viewers. The internet took four years to reach 50 million users... <br /> In less than seven months, Facebook has added <br />200 million users. <br />Source: e-consultancy<br />
  3. 3. Act Now!<br />
  4. 4. DO<br />Listen<br />
  5. 5. Monitor Your brand<br />Everyone should do this<br />Investigate Trending Topics<br />Learn the rules<br />Feedback<br />What are you doing right?<br />Or wrong?<br />DO<br />Listen<br />
  6. 6. Listening tools<br />Market Sentinel<br />BuzzMonitor<br />Also...<br />Twitter Search<br />Technorati Search<br />Google Blog search<br />Board Reader<br />DO<br />Listen<br />
  7. 7. Respond and React<br />Online<br />Engage (Good or Bad)<br />Campaign (New Goals?)<br />Beware the lonely troll<br />Steer traditional digital activity<br />Offline<br />Act on feedback<br />Tackle problems from the source<br />Use the buzz!<br />DO<br />
  8. 8. Wispa<br />
  9. 9. Wispa<br />2003 – Wispa brand was phased out and replaced by &quot;Dairy Milk Bubbly&quot;.<br />Internet campaigns and an online petition - bring it back!<br />Iggy and the Stooges&apos; 2007 performance at Glastonbury: several fans invaded the stage with a banner saying “Bring Back the Wispa”.<br />Bring Back Wispa groups on Bebo, MySpace and Facebook <br />Out of date Wispa sold for £2250 on eBay<br />
  10. 10. Wispa<br />August 2007 – Cadbury announce that the bar would be relaunched with limited production <br />Wispa launched on a permanent basis in October 2008<br />&quot;For the Love of Wispa&quot; campaign called for the public to donate locations, actors, props and other material, for an advert.<br />On 14 September 2009, Wispa Gold will be relaunched for a limited time, due to popular demand.<br />
  11. 11. John McCain PPC<br />Eric Frenchman – Evil Genius <br />Identify hot breaking news stories<br />[Buzz Monitoring] and Google trends quantify importance<br />Captures traffic as people begin to search and drive traffic to appropriate landing pages<br />Stories with limited shelf life<br />Source: Pardon my French<br />
  12. 12. John McCain PPC<br />
  13. 13. just<br />DON’T<br /> Broadcast<br />
  14. 14. just<br />DON’T<br /> Broadcast<br />Engage<br />Encourage<br />Excite<br />
  15. 15. Use a Blunderbuss<br />DON’T<br />
  16. 16. Use a Blunderbuss<br />DON’T<br />Not all Social sites will be suitable<br />Remember your goals<br />Consider<br />Your target audience<br />Your content<br />The Sizzle<br />The sticky factor<br />Your available resources<br />
  17. 17. Understand your goals<br />And your metrics<br />Get your house in order<br />Choose your channels<br />Pick your Battles<br />Stick to the gameplan<br />Use a Blunderbuss<br />DON’T<br />
  18. 18. Be a butterfly<br />DO<br />
  19. 19. Be a butterfly<br />DO<br />Be familiar with new Applications and their uses<br />Subscribe to industry blogs: Techcrunch, Mashable, Read Write Web, Econsultancy<br />Secure brand usernames early<br />Encourage user interaction around your brand.<br />See which take off. Engage if appropriate.<br />Monitor search results on Google and see which sites rank the highest. <br />What tools are being built?<br />Do any third party tools make a particular SocNet a better fit for your business?<br />
  20. 20. Wipe your damn feet!<br />DO<br />
  21. 21. Wipe your damn feet!<br />DO<br />Be aware you are entering a community<br />Learn the etiquette<br />Learn the lingo<br />Be respectful<br />
  22. 22. DON’T<br />Expect a red carpet<br />
  23. 23. DON’T<br />Expect a red carpet<br />“Build it and they will come” does not apply<br />A presence is not enough<br />No one likes a pushy salesman<br />People will tell you what they think...<br />...whether you like it or not<br />
  24. 24. Add Value<br />DO<br />
  25. 25. Add Value<br />DO<br />Think of way to improve your followers lives.<br />... even the smallest ways<br />Advocates are valuable<br />APIs are your friends<br />Make things easy - integrate<br />Facebook Connect<br />
  26. 26. Sega twitter giveaways<br />
  27. 27. @manairport live flight info<br />We plugged the twitter API into the Manchester Airport live flight update service.<br />User DMs flight number to manairport<br />User receives updates by DM<br />
  28. 28. DO<br />Be Brave<br />
  29. 29. DO<br />Be Brave<br />To boldly go...<br />No blueprint<br />The Social Web is a hub for gossip.<br />Did you see?<br />This is cool!<br />Isn’t this awful?<br />Be remarkable<br />... In a good way<br />
  30. 30. Skittles<br />Skittles launched a site allowing navigation of wikipedia, twitter search, flickr and facebook content.<br />Users were in control of content<br />BUZZ!<br />
  31. 31. Skittles<br />
  32. 32. Be Dodgy<br />DON’T<br />
  33. 33. Be Dodgy<br />DON’T<br />Spam<br />Hijack<br />Game the system<br />We’re marketers; not MPs<br />Plagiarise<br />Fake comments / Diggs<br />
  34. 34. Habitat<br />Hijacked twitter #hashtags to promote itself<br />#iphone #mousavi #apple #trueblood<br />Backlash on twitter<br />Picked up by mainstream news<br />BBC, Guardian, Sky News<br />Habitat forced to apologize<br />Should have done it MUCH sooner<br />
  35. 35. Habitat<br />
  36. 36. Habitat<br />
  37. 37. Habitat<br />
  38. 38. Habitat<br />
  39. 39. Habitat<br />
  40. 40. Whole Foods<br />“rahodeb” was an active user for 7 years on Yahoo finance forums (2000 – 2007) <br />Revealed good knowledge of wholefoods and the CEO (in third person)<br />Criticized Whole Foods rival Wild Oats Market<br />During a £600mill buyout of OATS a complaint was lodged<br />Whole foods CEO, John Mackey IS rahoeb<br />Accused of attempting to influence share price.<br />
  41. 41. Whole foods<br />Whole Foods’ CEO John Mackey<br />
  42. 42. DO<br />Set your brand free<br />
  43. 43. DO<br />Set your brand free<br />Encourage and support amateur brand champions.<br />If you can’t beat ‘em, join ‘em<br />Develop ideas with crowds<br />Trust the users to be your ceontent providers.<br />Obama ran a successful campaign on YouTube<br />Or did he?<br />
  44. 44. Obama fan ads on youtube<br />Vote Different<br />Yes We Can<br />I Got A Crush<br />Page 44<br />
  45. 45.
  46. 46. DON’T<br />Be a Bully<br />
  47. 47. DON’T<br />Be a Bully<br />If you find users doing something you find objectionable<br />DON’T threaten with legal action<br />DON’T Make demands<br />Use legal action as a LAST resort<br />
  48. 48. Guinness VS FailBlog<br />
  49. 49. Guinness VS Failblog<br />
  50. 50. Guinness VS Failblog<br />Dear Sir/Madam,<br /> Thanks for writing us an email regarding the “Record Breaking Fail”. Unfortunately, douchebaggy cyber-bullying emails will only bring upon you more shame on your house. I am also resisting the urge to write this email in ALL CAPS.<br /> I believe it is the duty of FAIL Blog(TM) to call out organizations when they encourage the public to do such things as “Break the record” for the “Most Individuals Killed In A Terrorist Act”. We firmly believe that our publication of your fail is protected under the concepts of fair use, commentary and non-trademark use. Please RTFM and we welcome you to tehinterwebs.<br /> Since we at FAIL Blog(TM) don’t have a legal defense department, we have complied with your request to remove the trademarked term and logo from the original image. We have used the “naughty bits filter” on the image to secure your naughty, naughty, trademark assertions. However, we have posted your email so that our audience can see why we had to remove the name of the failer from the image. I hope that this is the outcome you have expected as now NO ONE WILL EVER KNOW THAT GUINNESS WORLD RECORDS LIMITED HAS FAILED.<br /> The full legal response can be read here:<br /> Cheers,FAIL Blog<br />
  51. 51. Guinness VS Failblog<br />
  52. 52. DO<br />Mahalo answers<br />SEO - control google<br />User profiles on social media sites rank very highly on search engines. <br />Think about all those words you’d have loved to have bought the domain for.<br />Press coverage<br />Goodwill<br />Whuffie<br />Understand the hidden BONUS<br />
  53. 53. In Summary<br />DO<br />Listen<br />Respond/React<br />Be a Butterfly<br />Wipe your feet<br />Add Value<br />Be Brave<br />Set your Brand free<br />Understand the hidden bonus<br /><ul><li>DON’T
  54. 54. Just Broadcast
  55. 55. Use a Blunderbuss
  56. 56. Expect a red carpet
  57. 57. Be Dodgy
  58. 58. Be a Bully</li></li></ul><li>Social Media DOs and DON’Ts<br />...or how I learned to stop worrying and love the Social Web<br />