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10 Pitfalls & Lessons In Social Media

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pitfalls and good practice examples of marketing through social media, including case studies from Unilever, Comcast, United Airlines, Greenpeace and General Mills.

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10 Pitfalls & Lessons In Social Media

  1. 1. Pitfalls and lessons in <br />social media<br />Sam Marshall<br />sam@clearboxconsulting.co.uk<br />@sammarshall on twitter<br />www.clearboxconsulting.co.uk<br />
  2. 2. Sam Marshall<br />Director of ClearBox Consulting<br />Former Global Portal and New Ways of Working Manager – Unilever<br />Communications, KM & IT background<br />ClearBox Consulting<br /><ul><li>Online communities – external and internal
  3. 3. Online strategy
  4. 4. Intranets and Enterprise 2.0</li></li></ul><li>Pitfalls & lessons in social media<br />Its good to learn from your mistakes…<br />…but it’s a lot cheaper to learn from someone else’s<br />
  5. 5. A quick survey<br />
  6. 6. How 2.0 are you?<br />1 point for each profile you have on MySpace / Facebook / Linkedin<br />2 points for each profile you have on Bebo / Habbo / Orkut<br />1 point if you’ve done a status update this week (e.g. Twitter / Facebook)<br />1 bonus point if you used the #online09 hashtag<br />-1 point if you went “what’s a hashtag?” just then<br />1 point if you use an RSS reader<br />2 bonus points if you’ve used Yahoo Pipes<br />2 points if you own your own blog<br />2 points if you’ve ever put a video on You Tube<br />1 point if you commented on someone else’s blog or video post in the last 3 months<br />1 point if you have ever used a wiki<br />2 bonus points if you can name a wiki that isn’t Wikipedia<br />2 points if you’ve used social bookmarking (e.g. delicious, digg, stumbleupon)<br />
  7. 7. How did you do?<br />&lt; 5<br />See the internet as a passing fad<br />5 – 10<br />You need to adopt teenage children<br />10-15<br />You’re part of the Groundswell<br />15-20<br />A social media butterfly<br />&gt; 20<br />I’m happy to let you give the rest of the talk<br />
  8. 8. The Dove Story<br />Images copyright Unilever © <br />
  9. 9. Dove Evolution<br />Viral video launched on website<br />Soon appeared on You Tube<br />Viewed over 12M times in year after release<br />5000+ comments posted:<br />“this has made me feel so much better about myself”<br />“No wonder girls are having eating disorders! They think they can make themselves skinny and beautiful like the models do on advertisements when all this time they were Photoshoping an ordinary woman!”<br />http://www.youtube.com/watch?v=iYhCn0jf46U<br />
  10. 10. Dove evolution – Negative reactions<br />Comments questioned the sincerity of the Campaign for Real Beauty vs. the positioning of Unilever’s Lynx / Axe products<br />“uhm... both Dove and Axe are owned by Unilever. Dove ads are currently focused on the majority of disillusioned insecure women and Axe is selling to the majority of males who dream of a female archetype. Does no-one else think this is hypocritical and a tad screwed up?” <br /> – YouTube comment<br />
  11. 11. Lessons<br />Be ready to give up control<br />No distance between your content and public’s comments<br />Social media will cross boundaries<br />The price of entry is nearly zero for everyone<br />Parodies are published with just as much status on YouTube as the original<br />E.g. Slob Evolution: http://www.youtube.com/watch?v=I0u0wWOMIsE<br />
  12. 12. Dove Onslaught(er) Campaign<br />Dove Onslaught was 2007 follow-up videohttp://www.youtube.com/watch?v=Ei6JvK0W60I<br />Dove Onslaught(er)orchestrated by Greenpeace April 2008http://www.youtube.com/watch?v=odI7pQFyjso<br />Lobbying to preserve rainforest from palm oil production<br />Targeted Dove specifically<br />
  13. 13. Lessons<br />Be ready to give up control<br />The price of entry is nearly zero for everyone<br />Be ready to follow up<br />Don’t treat channels in isolation<br />
  14. 14. United Airlines<br />Dave Carroll’s guitar was broken in flight<br />Posted 3 songs about it on YouTube<br />6m views, 20k comments<br />United called it “a unique learning opportunity”<br />…after it appeared on CNN<br />http://www.youtube.com/watch?v=5YGc4zOqozo<br />
  15. 15. United didn’t get it all wrong…<br /><ul><li>They handled the initial complaint badly (for 9 months!)
  16. 16. After publicity, they apologised quickly and tried to put things right
  17. 17. They did it in private to Dave Carroll
  18. 18. They only spoke to reporters on traditional media
  19. 19. Traditional media was fuelling the hits
  20. 20. They didn’t make any connection with their own YouTube Channel
  21. 21. The social media is probably the enduring media</li></ul>Ref: http://www.socialmediatoday.com/SMC/109126<br />
  22. 22. Lessons<br />Be ready to give up control<br />The price of entry is nearly zero for everyone<br />Be ready to follow up<br />If there&apos;s a backlash, join the conversation<br />
  23. 23. Comcast<br />Comcast are “taking what used to be an inbound call center and turning it into an outbound form of customer relations” that can also help spot problems before they get out of hand<br />- Future Works PR<br />USA’s largest cable co.<br />Comcast was ranked bottom in a customer satisfaction index<br />“Digital Care Managers” now monitor the web for comments about Comcast<br />When a customer complained on Twitter, a care manager got in touch to help solve the problem<br />Protest site Comcastmustdie.com agreed to close after Comcast dealt with 100s of complaints through its pages<br />
  24. 24. Lessons<br />Be ready to give up control<br />The price of entry is nearly zero for everyone<br />Be ready to follow up<br />If there&apos;s a backlash, join the conversation<br />Keep looking out for a groundswell<br />
  25. 25. Example: SentimentMetrics<br />
  26. 26. Lessons<br />Be ready to give up control<br />The price of entry is nearly zero for everyone<br />Be ready to follow up<br />If there&apos;s a backlash, join the conversation<br />Keep looking out for a groundswell<br />Don’t feel you have to own the community<br />
  27. 27. Red Bull & Facebook Connect<br />
  28. 28. Will it blend?<br />http://www.youtube.com/watch?v=qg1ckCkm8YI<br />
  29. 29. Lessons<br />Be ready to give up control<br />The price of entry is nearly zero for everyone<br />Be ready to follow up<br />If there&apos;s a backlash, join the conversation<br />Keep looking out for a groundswell<br />Don’t feel you have to own the community<br />Be authentic<br />
  30. 30. Authenticity Backlash<br /> “Wig Out” video for Sunsilk on YouTube received over 12M hits<br /> protests when revealed as ‘fake’<br />“I just don’t think playing tricks on your intended audience is a great way to build loyalty or warm feelings for a product.”<br />Blog responses<br />“sneaky”<br />“They made it look real and that just makes me want to boycott their products.”<br />
  31. 31. Lessons<br />Be ready to give up control<br />Understand that the price of entry is nearly zero<br />Be ready to follow up<br />If there&apos;s a backlash, join the conversation<br />Keep looking out for a groundswell<br />Don’t feel you have to own the community<br />Be authentic<br />Match the approach to the channel<br />
  32. 32. Suave – In the Motherhood<br />
  33. 33. Sophia’s Diary<br />Online soap opera on Bebo Social Networking Site<br />Sponsored by Sure Girl<br />Characters also have Bebo profiles and friend lists<br />5m views in 2 weeks<br />
  34. 34. Lessons<br />Be ready to give up control<br />Understand that the price of entry is nearly zero<br />Be ready to follow up<br />If there&apos;s a backlash, join the conversation<br />Keep looking out for a groundswell<br />Don’t feel you have to own the community<br />Be authentic<br />Match the approach to the channel<br />Don&apos;t use social media to duck legislation<br />
  35. 35. Millsberry.com<br />
  36. 36. “…social networks spur young people to add brands as ‘friends’ and promote them to actual friends in exchange for free stuff. Such practices can turn kids into brand advocates, giving the brand a social status and identity appeal.”- Report from Center for Digital Democracy<br />Legislation<br />Using social media to bypass advertising legislation<br />Link between snack foods and online games criticised<br />US Federal Trade Commission investigating<br />
  37. 37. And finally…<br />
  38. 38. Lessons<br />Be ready to give up control<br />The price of entry is nearly zero for everyone<br />Be ready to follow up<br />If there&apos;s a backlash, join the conversation<br />Keep looking out for a groundswell<br />Don’t feel you have to own the community<br />Be authentic<br />Match the approach to the channel<br />Don&apos;t use social media to duck legislation<br />Tidy up<br />
  39. 39. Tidy Up<br />Second Life and the empty library<br />American Apparel closed the doors<br />Remember the half life of social media can be a long one<br />
  40. 40. Summing up…<br />Be ready to give up control<br />The price of entry is nearly zero for everyone<br />Be ready to follow up<br />If there&apos;s a backlash, join the conversation<br />Keep looking out for a groundswell<br />Don’t feel you have to own the community<br />Be authentic<br />Match the approach to the channel<br />Don&apos;t use social media to duck legislation<br />Tidy up<br />
  41. 41. Thank You<br />Questions?<br />
  42. 42. ClearBox Consulting<br /><ul><li>Enterprise 2.0 and social media strategy
  43. 43. Building online communities
  44. 44. Online collaboration</li></ul>Sam Marshall<br />Director <br />sam@clearboxconsulting.co.uk<br />+44 (0)1244 458746<br />@sammarshall on twitter<br />www.clearboxconsulting.co.uk<br />

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