6 rules to fail with social media (Vanksen Agency)
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A presentation by Emmanuel Vivier, cofounder and Head of Strategy at Vanksen agency (http://www.culture-buzz.com) & BuzzParadise (http://www.buzzparadise.com) during the Marketing 2.0 Conference (http://www.marketing2conference.com) in Paris, in march 2010. Discover 6 (bad) rules that too many brands follow when trying to start social media marketing campaigns...
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6 rules to fail with social media (Vanksen Agency)
- 1. 6 ways to fail your social media campaign Buzz, social media, Twitter, Facebook,…. How to fail them all Emmanuel Vivier CEO & Cofounder 1 bis cité Paradis, 75010 Paris Tel : +33 6 159 283 18 evivier@vanksen.com @ blog : www.culture‐buzz.com Web : www.vanksen.com Twitter : @emmanuelvivier
- 2. About Vanksen & BuzzParadise 2
- 3. about vanksen www.vanksen.com Vanksen & BuzzParadise The advertising & social media marketing Agency (85 people in Paris, New York, Luxembourg and Geneva) www.vanksen.com Bloggers advertising network (8000 bloggers in 12 countries : PR2.0, sponsored posts, product seeding, video seeding) www.buzzparadise.com 3
- 4. about vanksen Vanksen : assisting leading brands… g g More than 350 buzz, viral & 2.0 campaigns in the past 5 years 4 4
- 5. about vanksen Vanksen : assisting leading brands… on an international level g g USA Spain France Luxembourg Switzerland Italy Asia New York Madrid d d Paris P i Bertrange B Geneva G Milan Mil Hong Kong H K 85 employees 11 nationalities i li i 5
- 6. about vanksen Our blog : www.culture-buzz.com g More than 2500 campaigns cases studies in 5 years 6
- 7. Have a break? Before to start… the hastag of the conference on Twitter f g f f #escpm2c 7
- 8. 6 ways to fail your social media campaign 8
- 9. Do you know this MTV show? y 9
- 10. Rule #1. Think you are popular…. …when you are just behaving like a spoiled rich kid 10
- 11. Rule#1 to fail with social media Behave like a rich spoiled kid p Money is not last time you really listened to your customers? When is the enough to get people’s attention anymore people s Studies Awareness does NOT mean popularity A d l i 11
- 12. Rule#1 to fail with social media You have to earn your consumers attention y Interruptive marketing is expensive and not that effective Stop talking about you! 12
- 13. Rule#1 to fail with social media You have to earn your consumers attention y Earn consumers attention by offering value y ff g Marketing is like “Karma” 13
- 14. Rule#1 to fail with social media http://www.vanksen.com/watch Start by listening… y g Social media and buzz monitoring tools are great great… http://www.vanksen.com/watch htt // k / t h 14
- 15. Rule#1 to fail with social media Start by listening… y g But when is the last time you really checked you analytics? I mean, not only visits & viewed pages Be Honest! 15
- 16. Rule#1 to fail with social media Start by listening… y g And when is the last time you really listened to your customers? Studies 16
- 17. Rule #2. Think viral & social media is cheap or free 17 Image source : http://www.flickr.com/photos/thetruthabout/3841904888/sizes/l/
- 18. Rule#2 Think viral & social media is cheap or free Better ROI ≠ Lower Cost Traditional Viral Advertising Marketing Cost Cost Exposition & impact Exposition & impact 18
- 19. Rule#2 Think viral & social media is cheap or free Facebook is free, right?! f , g Remember that Time is money! 19
- 20. Rule #3. Be boring, dull & transparent 20 Image source : http://www.flickr.com/photos/webel/61524634/sizes/o/
- 21. Rule#3 Be boring, dull & transparent Be boring, dull & transparent g, p There is no Th i conversations i without an h opinion 21
- 22. Rule#3 Be boring, dull & transparent Be boring, dull & transparent g, p Nobody does speak with a webpage 22
- 23. Rule#3 Be boring, dull & transparent Be boring, dull & transparent g, p Committees & legal are the best to become boring 23
- 24. Rule #4. Promise to marry your customers… 24 Image source : http://www.flickr.com/photos/thetruthabout/3841904888/sizes/l/
- 25. Rule #4. …but treat them like a one-night stand 25Image source : http://www.flickr.com/photos/jimoconnell/213370937/sizes/l/in/set‐72157622996214942/
- 26. Rule#4 Treat customers like a one night stand greenpeace.org/kitkat Don’t promise loyalty, open relationship and transparency… p y y, p p p y 26
- 27. Rule#4 Treat customers like a one night stand Don’t promise loyalty, open relationship and transparency… p y y, p p p y 27
- 28. Rule#4 Treat customers like a one night stand http://www.facebook.com/pages/Nestle/24287259392?v=feed&story_fbid=1071 28462646736 Don’t promise loyalty, open relationship and transparency… p y y, p p p y 28
- 29. Rule#4 Treat customers like a one night stand …if you cannot deliver fy 29
- 30. Rule#4 Treat customers like a one night stand How to avoid divorce… Underpromise, over deliver Don’t say “community” is you only think “CRM” Don’t say “community” is you only think “CRM” Be humble Show you care Keep interested in the long run K i t t d i th l Don’t get angry, don’t threat g g y, Excuse yourself if you are wrong 30
- 31. Rule #5. Catch the Shiny Object Syndrome We want “a viral video, a FB page,…” 31 Image source : http://www.flickr.com/photos/ndomer73/2510074919/sizes/l/
- 32. Rule#5 Catch the Shiny Object Syndroma There are plenty of new cool tools to play with… p y f p y Interactive Buzz, Community Management shopping Street Personalised videos Advergame Window & Guerilla Seeding & bloggers Influence Viral Video with call back call back Marketing M k i Marketing User Generated Buzz Monitoring Marketing 2.0 Content Blogs, Wikis Desktop & Micro‐ & online & online blogging bl widgets (Twitter,..) RSS, Podcasts Social Media (Facebook, & video‐ & video Myspace…) M ) casts 32
- 33. Rule#5 Catch the Shiny Object Syndroma There are plenty of new cool tools to play with… p y f p y Tools & technologies g are NOT a strategy gy 33
- 34. Rule#5 Catch the Shiny Object Syndroma http://www.forrester.com/Groundswell Instead of rushing for the new new thing, focus on the basics f gf g, f P.O.S.T.E 1. 1 Profile: Understand the activities of your audience Profile: Understand the activities of your audience ology by Forrester r 2. Objectives: Decide what you want to accomplish 3. Strategy : What is the creative idea? Message? 4. gy , p Technology: What tools, formats & platforms? Methodo 5. Evaluate : What metrics & KPI? 34
- 35. Rule #6. Believe in the “web fairy” @ @ @ @ @ @ @@ @ @ 35 Image source : http://www.flickr.com/photos/thetruthabout/3841904888/sizes/l/
- 36. Rule#6 Believe in the “web fairy” Social media may look like magic… y g Buzz Challenge Objective & social media magic But there is no miracle to fix a non existing strategy 36
- 37. Rule#6 Believe in the “web fairy” Social media may look like magic… y g The word “Buzz” doesn t doesn’t mean anything (audience, sales, traffic, awareness,..) Define one clear success metric It’s a complicated & changing world : benchmark & training 37
- 38. Conclusion 38
- 39. Conclusion Source : http://www.ted.com/talks/kevin_kelly_on_the_next_5_000_days_of_the_web.html It’s only the beginning… y g g The Th web i only… 5000 d b is l days old! ld! 39
- 40. thank you for your attention Feel free to contact us In the USA : More info on our blog Emmanuel Vivier Thierry Daher www.culture-buzz.com CEO & Cofounder CEO 1 bis cité Paradis, 75010 Paris 515 West 20 Street, Suite #5E, New York, NY 10011 Tel : +33 6 159 283 18 Tel : +1 212 537 5059 evivier@vanksen.com @ tdaher@vanksen.com blog : www.culture‐buzz.com blog : www.culture‐buzz.com Web : www.vanksen.com Web : www.vanksen.com Twitter : @emmanuelvivier © 2009. VanksenGroup SA, all rights reserved.All the content is confidential. This document may neither be used nor disclosed to third parties without prior authorisation.