-a social media strategy that ends in disaster also ruins the reputation of the brand over an extended period of time
-important to realize social media marketers have not evolved the medium as much as traditional media-still an experimentation process in many aspects
-while feedback is important, marketers cannot control whether the feedback is positive or negative
-this is a huge percentage of responses, and clearly provides marketers a significant source of data and target consumers to work with. However, marketers cannot control whether this feedback is positive or negative, so extra care should be taken when developing a social media strategy.
-the main difficulty in social media is taking traditional marketing objectives and applying them to the social media scene. Marketers fail to consider the social nature of their new medium, and that poorly received strategies will have magnified lashback.
Dutch airline group KLM, who decided they needed to take a different approach to social media; they specifically wanted to guarantee social involvement in their strategy. In order to ensure that their relation to social media was on base with actual consumer perceptions, the airline searched for people at their central hub who were mentioning the airline on twitter. After locating these social media nodes, they researched each person on facebook. Finally, a gift would be bought that matched the person’s facebook profile, and the gift would be hand delivered. This strategy created repeat customers, strong goodwill, and most importantly, used social media as an integrated tool. This strategy shows that companies do not have to specifically communicate through social media channels to utilize the medium.
-while this strategy did offer some communication, it was more focused on market research, and the reasons why people tweeted about the company in the first place
When Honda came out with its Crosstour vehicle, it decided to publish publicity photos to facebook for consumer feedback. The design was not met enthusiasm; the facebook page was flooded with negative comments regarding the aesthetic appeal of the car. With such a polarized response, it became obvious when one positive comment stood out from the rest. Surprisingly, and to an enraged facebook audience, the comment came from the product manager at Honda, who attempted to bolster support for the design by posting on the facebook page incognito.
-consumers are very cynical, especially in the social media universe. Manipulation attempts are usually very easily caught.
-Belkin, a global manufacturer of computer hardware, conducted business on Amazon.com. Amazon is known for their product reviews; oftentimes, people who are purchasing through Amazon will still look at the reviews on the site. Because consumer feedback was crucial on this social media platform, a Belkin represented decided to pay consumers for positive reviews for the product. A popular blog discovered this practice through an ad put out by Belkin on Amazon, which detailed the proposal to users of the site. This methodology was later found to be used by Belkin on other websites. Angry consumer backlash forced the president of Belkin to issue a statement; even though it was insisted that this was the only incident, the blog that uncovered the Amazon scandal also verified that a second employee was involved in similar escapade.
-long term advantages from proper use of consumer feedback will always be more useful than short term advantages from trying to manipulate the system-as seen with the honda example, the social media universe is transparent, and these attempts will be caught.
-To generate buzz, Asus, a computer company, held a competition; this contest randomly selected bloggers, who would be given products to review and blog about. The best blogger was voted on by followers, and in the end, got to keep the kit of products Asus provided. However, when fans voted in the most popular blogger, Asus did not approve. The night before the winner was officially announced, Asus changed the rules to establish a new poll where the winner was announced internally, not by the previously announced popular vote. Consumers felt outraged, and the company was flooded with complaints. Asus insisted that there was no attempt to mislead the public, and did little in the PR department to change consumer perceptions. To this day, the company’s reputation remains bruised.
-As our guest speaker Laura mentioned, contests via social media may carry legal implications. Although her example related to facebook privacy settings, any contest where a prize of value will be given away will be subject to some form of regulation.
-simply put, make sure your social media strategy appeals to the nature of the social media platform you wish to utilize
-the people who construct social media platforms need to have thorough marketing experience. Many of the problems we saw arose from the social media strategy designers not considering marketing effects like goodwill or brand management, or consumer perceptions- A new breed of marketers
-just like eye catching advertissements or catchy song jingles, much of social media needs to have strong entertainment value-if not entertainment based, the content needs to be very useful to the target consumer
-the technological aspect is often overlooked-this is because social media strategies are low budget; oftentimes, companies do not spend millions of dollars in development of these campaigns, so technological mistakes can occur.
Presentation- social media disasters
SOCIAL MEDIA DISASTERS<br />When society fights back<br />
What is a social media disaster?<br />A strategy that results in significant negative PR<br />
What is a social media disaster?<br />Occurs because of the relative novelty of social media<br />
What is a social media disaster?<br />The biggest benefit of social media is the ability for customers to use social networks to express opinions about products<br />this can work against the company when the public responds to poorly devised social media tactics the company puts on the market. <br />
What is a social media disaster?<br />A recent study found that 20% of twitter updates are requests for product info, or responses to brand management<br />
What is a social media disaster?<br />One of the primary reasons for social media failures is that as marketers move from a traditional platform to a social one, they forget that social media is inherently social.<br />“because of this fact, the strategic element should be downplayed; think of it as a meeting place for customers rather than a manipulation tool”<br />
DUTCH AIRLINE GROUP: KLM<br />>an example of effective social media use<br />>researched the customer using social media rather than forcing communications onto them<br />
DUTCH AIRLINE GROUP: KLM<br />>not all social media strategies have to be explicitly communicatory!<br />
SOCIAL MEDIA DISASTERS<br />HONDA GETS CAUGHT ASTROTURFING<br />Honda came out with crosstour vehicle<br />Posted photos to facebook for feedback<br />All the comments were negative<br />The general manager posted positive comments incognito<br />Facebook users found out and backlashed<br />
SOCIAL MEDIA DISASTERS<br />HONDA GETS CAUGHT ASTROTURFING<br />
SOCIAL MEDIA DISASTERS<br />LESSONS TO BE LEARNED<br /> manipulation of social media does not hold well with consumers because it appears to undermine their intelligence. Consumers need to be treated transparently; otherwise, powerful cynicism can develop on their behalf that counters marketing strategies.<br />
SOCIAL MEDIA DISASTERS<br />BELKIN PAYS FOR POSITIVE REVIEW<br />Belkin, a computer company, conducts business on Amazon<br />The company wishes to accentuate its positive reviews<br />A representative of the company paid people to give perfect ratings<br />A third party blog found out about these actions<br />A P.R. disaster ensued<br />
SOCIAL MEDIA DISASTERS<br />BELKIN PAYS FOR POSITIVE REVIEW<br />
SOCIAL MEDIA DISASTERS<br />LESSONS TO BE LEARNED<br />social media is a transparent medium. Because of its inherent openness, it is difficult to get away with deceitfulness. Perhaps more importantly, the honesty behind social media can be used to an even greater advantage; consumer feedback. Rather than trying to quench poor feedback, use complaints to improve products or other business practices to create a sustainable competitive advantage.<br />
SOCIAL MEDIA DISASTERS<br />ASUS CONTEST MELTDOWN<br />To generate buzz, the computer firm Asus held a contest<br />Bloggers were given out kits of products to review<br />The online community voted for their favourite blog, and the winner was allowed to keep the products as a prize<br />For some reason, Asus did not approve of the voted-in winner<br />The night before the contest, Asus changed the rules to allow them to pick any contestant as a winner<br />Uproar ensued<br />
SOCIAL MEDIA DISASTERS<br />LESSONS TO BE LEARNED<br /> because social media is so novel, the temptation may exist to undermine its seriousness as a marketing platform. It is important to realize that social media is not a toy, and unethical behavior can have serious repercussions. <br />
TOP REASONS FOR DISASTERS<br />1. IMPROPER CHANNEL SELECTION<br />choose your social media channels by finding where the customers who want to talk about your company are talking. If they are NOT talking about your company anywhere, then you need to find common topics that a given community is interested in.<br />
TOP REASONS FOR DISASTERS<br />2. POOR SOCIAL MEDIA DEPARTMENT<br />It is necessary to choose people with not only social media experience, but thorough marketing experience as well<br />
TOP REASONS FOR DISASTERS<br />3. POOR CONTENT<br />People enjoy social media because it fills a social need, and people relate socialization to entertainment and relaxation. Fill your strategy’s with original content that is entertaining and has plenty of hooks.<br />
TOP REASONS FOR DISASTERS<br />4. POOR EXECUTION<br />Technological aspects of social media are just as important as theoretical ones. No matter how convoluted your strategic plan is, a server crash will render all of your knowledge capital useless. Do technological tests before you bring your platform to the market.<br />
SOCIAL MEDIA DISASTERS<br />Don’t be caught in a landslide!<br />