Kevin Mullet

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Kevin Mullet

  1. 1. SOCIAL MEDIA FAILURES AND HOW TO AVOID THEM@kmullett New York City #AllFacebookConf
  2. 2. Social media and online marketing isn’t about the tools you use or the online community you join, but about the story you tell and presence you make. USE TOOLS, DON’T BE ONE@kmullett New York City #AllFacebookConf
  3. 3. HOW ABOUT SOME CUDDLE TIME FIRST? Social media me monsters send “me messages”, like dm’s and Facebook messages, right after connecting.@kmullett New York City #AllFacebookConf
  4. 4. There is a lot of misinformation,speculation, opinion and hypebeing spread about onlinemarketing. Worse is theexpectation that social mediashould be free, effortless, andeasy, yet produce greater ROI. HYPE & HYSTERIA@kmullett New York City #AllFacebookConf
  5. 5. While social media is free to use, it is not free to do. Weigh time and attention against opportunity and return. It is also not a task you complete! FREE TO USE, NOT DO@kmullett New York City #AllFacebookConf
  6. 6. BUDGET & STRATEGY@kmullett New York City #AllFacebookConf
  7. 7. DO YOU UNDERSTAND THE RULES? Breaking TOS and rules of graphic decency.@kmullett New York City #AllFacebookConf
  8. 8. @kmullett New York City #AllFacebookConf
  9. 9. No marketing media channel has 100% eyeballs or is 100% effective. We need to prioritize based on goals, resources, and business objectives. NO SILVER BULLETS@kmullett New York City #AllFacebookConf
  10. 10. PRIORITIZE BY AUDIENCE PREFERENCE Which phone line will you be ignoring today? ACTION: Tools to find your audience:@kmullett New York City #AllFacebookConf
  11. 11. SOCIAL MEDIA DOESN’T WORK… Don’t be surprised when you get very little value out, of that which you put very little value in. Scheduling isnt the same as automation. And both still require listening.@kmullett New York City #AllFacebookConf
  12. 12. Social media works best when you are a willing participant, see value, & treat it like a lifestyle, instead of a task. DO YOU SEE THE VALUE?@kmullett New York City #AllFacebookConf
  13. 13. BUT I DON’T WANT TO MIX BUSINESS… Please tell me all about how you don’t want to mix business with pleasure while I watch you get hammered at this trade show or conference. Fear or Opportunity?@kmullett New York City #AllFacebookConf
  14. 14. @kmullett New York City #AllFacebookConf
  15. 15. @kmullett New York City #AllFacebookConf
  16. 16. EVIDENCE@kmullett New York City #AllFacebookConf
  17. 17. REPUTATION@kmullett New York City #AllFacebookConf
  18. 18. 1-800 HOW’S MY SOCIAL BEHAVIOR? What’s the intent, motive, and message? • I caught you • I disapprove • I disagree • I am going to hurt you and make you pay…@kmullett New York City #AllFacebookConf
  19. 19. AM I POPULAR AND IMPORTANT YET?@kmullett New York City #AllFacebookConf
  20. 20. THIS IS THE WRONG FOCUS Would any of these people be your ideal demographic?@kmullett New York City #AllFacebookConf
  21. 21. VANITY, NOT ACCOUNT VITALITY Ratio! Where is the value? He uses #followback, but doesn’t.@kmullett New York City #AllFacebookConf
  22. 22. THE RALLY’S FOURSQUARE INCIDENT This IS your company AND is a visual record of its customer service! Is this how your company would handle a complaint?@kmullett New York City #AllFacebookConf
  23. 23. THIS IS HOW YOU HANDLE IT … only quicker.@kmullett New York City #AllFacebookConf
  24. 24. UNEXPECTED SERVICE I had ZERO expectation they were going to know what to do, but I was totally impressed when they did.@kmullett New York City #AllFacebookConf
  25. 25. WHY DON’T THEY LIKE US? • Are we clear with our message? • Is design or action most important? • What is our call to action? • What is in it for ME? (WIIFM) • Icons are notifications, not calls to action.@kmullett New York City #AllFacebookConf
  26. 26. How many of you who desire article comments, amplification of your social posts, and professional recommendations take the time to provide them? ME, ME, AND ME@kmullett New York City #AllFacebookConf
  27. 27. SIGNAGE HELPS EVERYONE Which of these two will grow their Facebook page? Text “like cirrusabs” to 32665.@kmullett New York City #AllFacebookConf
  28. 28. CONNECTING THE DOTS… or Do these printed pieces promote social channels? What is the social strategy?@kmullett New York City #AllFacebookConf
  29. 29. TIE OFFLINE/ONLINE/MOBILE TOGETHER In print, on air, online, and in-store. i.e. connecting the dots with contiguous marketing.@kmullett New York City #AllFacebookConf
  30. 30. REALLY?@kmullett New York City #AllFacebookConf
  31. 31. SERIOUSLY?@kmullett New York City #AllFacebookConf
  32. 32. The real failure of QR Code usage: nonstrategic, uncreative, and untested implementation. EXCUSE ME…@kmullett New York City #AllFacebookConf
  33. 33. ACTION: TEST, TEST, TEST! • Test on new and old devices • In different lighting • With various applications • At expected distances • Time to recognition (seeking) • Combo of all of the above http://bit.ly/vZNsFG (testing article)@kmullett New York City #AllFacebookConf
  34. 34. CLICK “LIKE” IF YOU BREATH AIR A creative way to keep in front of people “EdgeRank” or spam? It can be a very fine line!@kmullett New York City #AllFacebookConf
  35. 35. FOURSQUARE FTW!@kmullett New York City #AllFacebookConf
  36. 36. ACTION: MONITOR FOURSQUARE ACTIVITY • Is anyone checking in • See who publically checks in • Watch for positive or negative comments • Flag inappropriate photos Don’t forget about other location services.@kmullett New York City #AllFacebookConf
  37. 37. Carefully monitor not only the reputation you create, but that which is created about you. DON’T LET THE INTERN DO IT!@kmullett New York City #AllFacebookConf
  38. 38. ACTION: START LISTENING & WATCHING Set alerts for: business name(s) or brand, employee names, usernames, your brand name, competition, influencers in your field, product/service names, and misspellings.@kmullett New York City #AllFacebookConf
  39. 39. ACTION: ASK IF THIS IS REALLY A GOOD IDEA • Consider the demographic • Will participation add frustration if they don’t have an account or can’t access it (no wifi)@kmullett New York City #AllFacebookConf
  40. 40. OWNERSHIP@kmullett New York City #AllFacebookConf
  41. 41. Never let another company or employee use their account information to set up accounts for you, unless they are prepared to turn it over to you. Create a company gmail account and use that for accounts. HERE’S THE KEY TO…@kmullett New York City #AllFacebookConf
  42. 42. A CLICK IS NOT A BLOOD OATH Facebook or G+ events. • No formal signup • No info gathering • No commitment • Not for everyone • Lost traffic & SEO@kmullett New York City #AllFacebookConf
  43. 43. ACTION: KEEP TRAFFIC, SEO & VISIBILITY! Embed signup capability via services like eventbrite@kmullett New York City #AllFacebookConf
  44. 44. ACTION: CHECK IMAGE RIGHTS@kmullett New York City #AllFacebookConf
  45. 45. ACTION: THE IMAGE USE COVENANT Thou shalt not simply do a Google search, to find ones images, nor right clicketh on an image one likes and call it a day. In Search of Stock Photography My 49 Stock Photography Sites Mega List@kmullett New York City #AllFacebookConf
  46. 46. ACTION: PREPARE FOR BUSINESS • Buy a webcam • Signup for G+, Skype, and Spreecast • Tie G+ to your Youtube account • Practice with someone (me)@kmullett New York City #AllFacebookConf
  47. 47. ACTION: GRAB YOUR BRAND/IDENTITY namechk.com@kmullett New York City #AllFacebookConf
  48. 48. Avoid failure.Humanize yourmessage, Encourageconversation, Listenfirst, Promote Less. H.E.L.P PHILOSOPHY@kmullett New York City #AllFacebookConf
  49. 49. bit.ly/WinAtSM ME@kmullett cirrusabs.com / @cirrusabs
  50. 50. Photography by Kevin Mullett or Stock agencies unless noted below. Hans Gerwitz – fail stamp Horton Group – mean dog behind fence West McGowan – empty billboard Sam Stratman – restroom qr codes Rachel Scott Halls - chastity belt Joe Shoemaker – untitled pic of me ATTRIBUTION@kmullett cirrusabs.com / @cirrusabs

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