The document discusses digital peer pressure and social media engagement by businesses. It provides examples of both good and bad social media campaigns.
The good example is of a bookstore owner who honestly shared on social media that the store may have to close, and offered customers a free burrito if they visited. This emotional connection with the community generated many new sales and saved the store.
The bad example is of Skittles allowing unfettered user comments on its website about Skittle colors. Without filters or moderation, negative comments were published. The unclear strategy and informal tone may have encouraged inappropriate responses. The lesson is businesses need control and participation in social media conversations regarding their brand.
Content marketing is all the rage. In a distracted world, where consumers are bombarded with advertising and overwhelmed by media and device choices, brands are searching for a new ways to connect—ideally over the long term. And many marketers are turning to content with varying degrees of success.
What does it mean for a brand to engage in content? What, exactly, is content anyway? What value is it to brands? Do brands have the right to compete against publishing companies? How do brands know whether or not their content is driving business results?
This whitepaper will touch on all of these topics. But, if there’s one thing to remember, one cardinal rule for brands to follow when starting a content marketing program it is this:
Content is often categorized as art or commodity, but for marketers, that misses the point. First and foremost, it needs to be thought of as a tool for driving discovery, engagement and trial. And, like all tools it has a purpose—to provide value to the consumer. On that score, content can always be optimized to provide ever more consumer value, which translates into ever more brand value.
Written by Craig J. Heimbuch—award-winning journalist and author, best-selling ghostwriter and Senior Content Strategist at Barefoot Proximity—this whitepaper provides a framework for brands looking to stand out by creating lasting, even lifelong relationships with consumers via content.
The New Viral: Effective, Not Just InfectiveBen Grossman
Subservient Chicken. Old Spice Guy. Real Beauty Sketches. They’re the stuff of viral video and marketing legend.
But where does that leave viral marketing today? Surprisingly abandoned. According to Google search data, interest in viral marketing has decreased by 80% since 2004.
Meanwhile, efficacy has evolved into a central focus for marketers who were once simply concerned with view counts and eyeballs. 86% of marketing leaders admit that their content marketing is only somewhat effective at creating business value. It’s the dawn of The New Viral – a digital and content marketing approach focused more on being effective than simply infective, while still making the most of organic spread.
This is the complete collection of We Are Social's series on Social Brands and The Future of Marketing. It contains 8 provocations to help marketers think more socially, and to use socially-oriented marketing to add value to their brands, their communities, and to society at large. To read our full thinking on these Social Brands topics, you'll find extensive write-ups at http://wearesocial.sg/tag/social-brands. If you'd like further info on this series, or if you have any questions about our work, please tweet me via @eskimon or @wearesocialsg, or email me at sayhello@wearesocial.sg
Content marketing is all the rage. In a distracted world, where consumers are bombarded with advertising and overwhelmed by media and device choices, brands are searching for a new ways to connect—ideally over the long term. And many marketers are turning to content with varying degrees of success.
What does it mean for a brand to engage in content? What, exactly, is content anyway? What value is it to brands? Do brands have the right to compete against publishing companies? How do brands know whether or not their content is driving business results?
This whitepaper will touch on all of these topics. But, if there’s one thing to remember, one cardinal rule for brands to follow when starting a content marketing program it is this:
Content is often categorized as art or commodity, but for marketers, that misses the point. First and foremost, it needs to be thought of as a tool for driving discovery, engagement and trial. And, like all tools it has a purpose—to provide value to the consumer. On that score, content can always be optimized to provide ever more consumer value, which translates into ever more brand value.
Written by Craig J. Heimbuch—award-winning journalist and author, best-selling ghostwriter and Senior Content Strategist at Barefoot Proximity—this whitepaper provides a framework for brands looking to stand out by creating lasting, even lifelong relationships with consumers via content.
The New Viral: Effective, Not Just InfectiveBen Grossman
Subservient Chicken. Old Spice Guy. Real Beauty Sketches. They’re the stuff of viral video and marketing legend.
But where does that leave viral marketing today? Surprisingly abandoned. According to Google search data, interest in viral marketing has decreased by 80% since 2004.
Meanwhile, efficacy has evolved into a central focus for marketers who were once simply concerned with view counts and eyeballs. 86% of marketing leaders admit that their content marketing is only somewhat effective at creating business value. It’s the dawn of The New Viral – a digital and content marketing approach focused more on being effective than simply infective, while still making the most of organic spread.
This is the complete collection of We Are Social's series on Social Brands and The Future of Marketing. It contains 8 provocations to help marketers think more socially, and to use socially-oriented marketing to add value to their brands, their communities, and to society at large. To read our full thinking on these Social Brands topics, you'll find extensive write-ups at http://wearesocial.sg/tag/social-brands. If you'd like further info on this series, or if you have any questions about our work, please tweet me via @eskimon or @wearesocialsg, or email me at sayhello@wearesocial.sg
Brand As Verb: Principles of High Performing Experience BrandsBen Grossman
80% of leaders say their brands offer a superior customer experience. Only 8% of customers agree. Meanwhile, marketers are tortured by the fact that the number one way people learn about and buy from their brands is the hardest one to control: word-of-mouth. In today’s world of new realities it doesn’t pay for brands to stand by, continuing to trumpet their “creative messaging.” After all, 74% of people advocate for brands by describing their experiences with them. Brands that break through are brands that take action… brands that are more than nouns. Brands must see themselves as verbs.
GolinHarris Insights: Social Media Week ChicagoGolin
If you weren't able to make it out to Social Media Week in Chicago September 19-23, we have you covered. The GolinHarris team put together insights from the panels they attended to give you topline takeaways from the week.
20 Reasons Why Your Business NEEDS Social Media MarketingHaidi Demneri
Did you know that 90% of all marketers say social media marketing has increased their business exposure?
I can help you Create and grow your Online Business contact me on Fiverr: haidid
Or that 66% of marketers that spend at least 6 hours on social per week have seen more leads? No matter what you sell and who you sell it to, using social media as a marketing tool can help you grow your brand and pad your wallet.
Social Media as a Force Multiplier for the Travel IndustryMarc Lefton
This is a modified version of the keynote presentation I gave at the ATCA travel conference in Aruba, 4/2011. Includes more bullet points on visual slides and I removed case studies which need explanation.
Companies that are pursuing social commerce regard it as a distinct channel underpinned by a significant new aspect of consumer behavior. This new channel represents the merger of e-commerce and social media, as transactions are actually performed within the platform rather than at the retailer’s e-commerce site. While social commerce is still nascent, there are some notable examples of companies that are innovating in this area.
This paper is a non-finance focused version of the Vine paper previously shared on Scribd. Since the January release of the Vine video platform, marketers across Twitter have tracked the proliferation of these trivial, six-second...
Introducing The Community Director - The Community Manager has Evolved #CMGROgilvy Consulting
The job of the Community Manager has evolved to a more senior role…one that demands a specific set of professional skills.
For more insight into the rebranding of the Community Manager, click here: http://bit.ly/CMGRevolution
Katheleen Ritz, founder of Ritz Marketing, gives us an overview of the social media technology and how we might deploy based on her own firm’s real world examples.
Brand As Verb: Principles of High Performing Experience BrandsBen Grossman
80% of leaders say their brands offer a superior customer experience. Only 8% of customers agree. Meanwhile, marketers are tortured by the fact that the number one way people learn about and buy from their brands is the hardest one to control: word-of-mouth. In today’s world of new realities it doesn’t pay for brands to stand by, continuing to trumpet their “creative messaging.” After all, 74% of people advocate for brands by describing their experiences with them. Brands that break through are brands that take action… brands that are more than nouns. Brands must see themselves as verbs.
GolinHarris Insights: Social Media Week ChicagoGolin
If you weren't able to make it out to Social Media Week in Chicago September 19-23, we have you covered. The GolinHarris team put together insights from the panels they attended to give you topline takeaways from the week.
20 Reasons Why Your Business NEEDS Social Media MarketingHaidi Demneri
Did you know that 90% of all marketers say social media marketing has increased their business exposure?
I can help you Create and grow your Online Business contact me on Fiverr: haidid
Or that 66% of marketers that spend at least 6 hours on social per week have seen more leads? No matter what you sell and who you sell it to, using social media as a marketing tool can help you grow your brand and pad your wallet.
Social Media as a Force Multiplier for the Travel IndustryMarc Lefton
This is a modified version of the keynote presentation I gave at the ATCA travel conference in Aruba, 4/2011. Includes more bullet points on visual slides and I removed case studies which need explanation.
Companies that are pursuing social commerce regard it as a distinct channel underpinned by a significant new aspect of consumer behavior. This new channel represents the merger of e-commerce and social media, as transactions are actually performed within the platform rather than at the retailer’s e-commerce site. While social commerce is still nascent, there are some notable examples of companies that are innovating in this area.
This paper is a non-finance focused version of the Vine paper previously shared on Scribd. Since the January release of the Vine video platform, marketers across Twitter have tracked the proliferation of these trivial, six-second...
Introducing The Community Director - The Community Manager has Evolved #CMGROgilvy Consulting
The job of the Community Manager has evolved to a more senior role…one that demands a specific set of professional skills.
For more insight into the rebranding of the Community Manager, click here: http://bit.ly/CMGRevolution
Katheleen Ritz, founder of Ritz Marketing, gives us an overview of the social media technology and how we might deploy based on her own firm’s real world examples.
This slideshare highlights 40 mini case studies of businesses in Singapore that have stood out by implementing creative social media marketing campaigns.
How to tell your story in noisy digital worldRichard Meyer
The incredible brand awareness and bottom-line profits achievable through social media marketing require hustle, heart, sincerity, constant engagement, long-term commitment, and most of all, artful and strategic storytelling.
Talking at IBRC's Social Media Futures Congress as the opening comment on on "what is the future of #socialmedia?" My thoughts: I'm not sure, anyone who says they know for sure - doesn't know. But... what I do know, is that social and content will become one. It kinda already has.
10 Social Best Practices from the Best Social Brands of 2013Ben Grossman
You see the biggest brands in the world winning the social media war and are left wondering: How can my business get the most out of social? This presentation explores how to leverage best practices from the biggest and best social brands in the world for your company (that may not have a big budget). This 2013 round-up of social media anecdotes offers 10 actionable recommendations to help your business go to the next level. It was originally presented at Hubspot's INBOUND 2013.
La compañía 360 presenta el informe "Social Commerce Playbook": What the nexus of social media & shopping means for your brands en el que se analiza la relación entre los medios sociales y el ecommerce en su tendencia hacia el social Commerce. (inglés)
Brands are living and breathing entities that are born, grow up and then need to change.
Change may be a tweak of a logo, change of font or something more radical.
In the era of social media, however, re-branding takes on entirely new challenges. Ask the Gap and Vegemite, among others.
This presentation covers:
- the dos and don'ts of re-branding in the era of social media
- examples of successes and failures
- how re-branding should be used to inject social media into the core of a brand's DNA to bring about real change.
GraphSummit Singapore | The Art of the Possible with Graph - Q2 2024Neo4j
Neha Bajwa, Vice President of Product Marketing, Neo4j
Join us as we explore breakthrough innovations enabled by interconnected data and AI. Discover firsthand how organizations use relationships in data to uncover contextual insights and solve our most pressing challenges – from optimizing supply chains, detecting fraud, and improving customer experiences to accelerating drug discoveries.
State of ICS and IoT Cyber Threat Landscape Report 2024 previewPrayukth K V
The IoT and OT threat landscape report has been prepared by the Threat Research Team at Sectrio using data from Sectrio, cyber threat intelligence farming facilities spread across over 85 cities around the world. In addition, Sectrio also runs AI-based advanced threat and payload engagement facilities that serve as sinks to attract and engage sophisticated threat actors, and newer malware including new variants and latent threats that are at an earlier stage of development.
The latest edition of the OT/ICS and IoT security Threat Landscape Report 2024 also covers:
State of global ICS asset and network exposure
Sectoral targets and attacks as well as the cost of ransom
Global APT activity, AI usage, actor and tactic profiles, and implications
Rise in volumes of AI-powered cyberattacks
Major cyber events in 2024
Malware and malicious payload trends
Cyberattack types and targets
Vulnerability exploit attempts on CVEs
Attacks on counties – USA
Expansion of bot farms – how, where, and why
In-depth analysis of the cyber threat landscape across North America, South America, Europe, APAC, and the Middle East
Why are attacks on smart factories rising?
Cyber risk predictions
Axis of attacks – Europe
Systemic attacks in the Middle East
Download the full report from here:
https://sectrio.com/resources/ot-threat-landscape-reports/sectrio-releases-ot-ics-and-iot-security-threat-landscape-report-2024/
GridMate - End to end testing is a critical piece to ensure quality and avoid...ThomasParaiso2
End to end testing is a critical piece to ensure quality and avoid regressions. In this session, we share our journey building an E2E testing pipeline for GridMate components (LWC and Aura) using Cypress, JSForce, FakerJS…
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
Essentials of Automations: The Art of Triggers and Actions in FMESafe Software
In this second installment of our Essentials of Automations webinar series, we’ll explore the landscape of triggers and actions, guiding you through the nuances of authoring and adapting workspaces for seamless automations. Gain an understanding of the full spectrum of triggers and actions available in FME, empowering you to enhance your workspaces for efficient automation.
We’ll kick things off by showcasing the most commonly used event-based triggers, introducing you to various automation workflows like manual triggers, schedules, directory watchers, and more. Plus, see how these elements play out in real scenarios.
Whether you’re tweaking your current setup or building from the ground up, this session will arm you with the tools and insights needed to transform your FME usage into a powerhouse of productivity. Join us to discover effective strategies that simplify complex processes, enhancing your productivity and transforming your data management practices with FME. Let’s turn complexity into clarity and make your workspaces work wonders!
DevOps and Testing slides at DASA ConnectKari Kakkonen
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
Observability Concepts EVERY Developer Should Know -- DeveloperWeek Europe.pdfPaige Cruz
Monitoring and observability aren’t traditionally found in software curriculums and many of us cobble this knowledge together from whatever vendor or ecosystem we were first introduced to and whatever is a part of your current company’s observability stack.
While the dev and ops silo continues to crumble….many organizations still relegate monitoring & observability as the purview of ops, infra and SRE teams. This is a mistake - achieving a highly observable system requires collaboration up and down the stack.
I, a former op, would like to extend an invitation to all application developers to join the observability party will share these foundational concepts to build on:
Sudheer Mechineni, Head of Application Frameworks, Standard Chartered Bank
Discover how Standard Chartered Bank harnessed the power of Neo4j to transform complex data access challenges into a dynamic, scalable graph database solution. This keynote will cover their journey from initial adoption to deploying a fully automated, enterprise-grade causal cluster, highlighting key strategies for modelling organisational changes and ensuring robust disaster recovery. Learn how these innovations have not only enhanced Standard Chartered Bank’s data infrastructure but also positioned them as pioneers in the banking sector’s adoption of graph technology.
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
A tale of scale & speed: How the US Navy is enabling software delivery from l...sonjaschweigert1
Rapid and secure feature delivery is a goal across every application team and every branch of the DoD. The Navy’s DevSecOps platform, Party Barge, has achieved:
- Reduction in onboarding time from 5 weeks to 1 day
- Improved developer experience and productivity through actionable findings and reduction of false positives
- Maintenance of superior security standards and inherent policy enforcement with Authorization to Operate (ATO)
Development teams can ship efficiently and ensure applications are cyber ready for Navy Authorizing Officials (AOs). In this webinar, Sigma Defense and Anchore will give attendees a look behind the scenes and demo secure pipeline automation and security artifacts that speed up application ATO and time to production.
We will cover:
- How to remove silos in DevSecOps
- How to build efficient development pipeline roles and component templates
- How to deliver security artifacts that matter for ATO’s (SBOMs, vulnerability reports, and policy evidence)
- How to streamline operations with automated policy checks on container images
Pushing the limits of ePRTC: 100ns holdover for 100 daysAdtran
At WSTS 2024, Alon Stern explored the topic of parametric holdover and explained how recent research findings can be implemented in real-world PNT networks to achieve 100 nanoseconds of accuracy for up to 100 days.
Securing your Kubernetes cluster_ a step-by-step guide to success !KatiaHIMEUR1
Today, after several years of existence, an extremely active community and an ultra-dynamic ecosystem, Kubernetes has established itself as the de facto standard in container orchestration. Thanks to a wide range of managed services, it has never been so easy to set up a ready-to-use Kubernetes cluster.
However, this ease of use means that the subject of security in Kubernetes is often left for later, or even neglected. This exposes companies to significant risks.
In this talk, I'll show you step-by-step how to secure your Kubernetes cluster for greater peace of mind and reliability.
Alt. GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using ...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
1. DIGITAL PEER PRESSURE
Author: gurmit singh shakhon
Date: 29.03.12
www.esporis.com
Social
media
is
a
fast
growing
buzzword
hi6ng
businesses
from
all
digital
channels.
Brands
are
facing
a
decision
whether
to
acknowledge
this
channel
or
ignore
it
(which
is
becoming
harder
to
do),
increasingly
we
are
seeing
companies
jump
onto
Facebook,
TwiBer,
LinkedIn
and
other
social
networks.
But
are
they
ready
to
be
there
and
do
they
know
what
they’re
doing
there?
Businesses
are
tesGng
the
waters
of
social
media
to
best
understand
the
long
and
short-‐term
benefits,
while
others
dive
in
to
reap
the
benefits
of
these
social
communiGes.
So
what’s
the
problem
with
these
half-‐baked
teams
trying
to
make
a
mark
in
the
social
world?
Nothing
really,
they
can
provide
a
presence
online
and
voice
their
valuable
news
and
opinions
towards
their
audience…Great!
However
this
fundamentally
goes
against
the
principles
of
social
media.
Social
media
means
businesses
have
to
be
ready
to
get
social
with
their
audience
and
be
happy
to
let
lose
the
conversaGons
they
once
fully
owned
and
controlled.
It
means
accepGng
the
good
and
the
bad!
Allowing
customers
to
make
conversaGons
about
your
brand
that
they
believe
are
important,
and
to
build
relaGonships
with
you
on
their
terms.
However
what’s
the
value
of
engaging
with
customers
who
are
allowed
to
talk
about
anything
and
everything?
This
is
not
the
case,
when
engaging
with
customers
on
Facebook
they
must
‘Like’
your
page
before
they
are
allowed
to
interact
with
you.
The
same
goes
for
TwiBer,
people
who
see
your
tweets
are
the
guys
who
‘follow’
you.
Therefore
it’s
safe
to
say
that
the
customer
(or
prospecGve
customer)
has
a
level
of
interest
in
you
and
want
to
hear
what
you
have
to
say.
We
need
to
speak
to
people
in
a
way
that
welcomes
their
parGcipaGon,
allowing
them
to
understand
that
it
is
ok
to
converse
in
this
space.
2. A case study of doing this well - Broadway Books
hBp://www.broadwaybooks.net
hBp://stories.twiBer.com/en/aaron_durand.html
A
small
bookstore
named
Broadway
Books
in
Portland,
Oregon
were
facing
financial
difficulty
during
Christmas
when
they
were
expecGng
a
peak
of
their
sales.
The
bookstore
owner
Roberta
Dyer
was
worried
she
may
need
to
close
the
business.
Her
son
Aaron
Durand
was
taken
back
by
this
and
decided
to
write
a
blog
post.
He
explained
the
situaGon
and
offered
anyone
in
the
area
who
visits
and
purchases
a
book
from
his
mum’s
store
a
free
burrito.
The
results
were
astonishing,
the
bookstore
was
seeing
customers
its
never
seen
before,
books
were
flying
off
the
shelves
and
the
community
was
saving
the
bookstore
from
closure.
What did he do right? He
connected
to
his
community
at
an
emoGonal
level,
he
was
honest,
he
played
upon
the
community
sprit
and
provided
an
incenGve.
Now
this
is
the
fairytale
ending
to
a
real
business
problem
but
there
are
lessons
to
be
learnt.
In
order
to
connect
to
his
community
at
an
emoGonal
level
he
needed
to
understand
that
community,
who
they
are,
what
they
like,
what
they
don’t
like
and
how
to
talk
to
them.
He
was
honest,
honesty
is
really
important
and
a
single
lie
can
seriously
damage
the
reputaGon
of
a
brand.
John
Griffin
the
CEO
of
Addison
Lee
made
a
statement
to
Sky
News
highlighGng
that
his
business
has
grown
from
strength
to
strength
by
being
honest
‘people
will
forgive
the
truth
but
they’ll
never
forgive
a
lie’.
This
concocGon
of
honesty,
community
sprit
and
incenGve
all
played
upon
the
success
of
this
campaign.
3. A case study of doing this badly - Skittles
SkiBles
took
a
brave
move
by
transforming
their
main
.com
website
into
a
social
media
campaign.
The
aim
of
this
campaign
was
not
enGrely
clear.
SkiBles
allowed
their
audience
to
tweet
whatever
they
wanted
about
the
different
colours
of
SkiBles.
The
more
tweets
about
a
specific
colour
would
push
the
SkiBle
colour
up
the
rankings
and
be
published
on
the
site.
What did Skittles do wrong? Although
this
sounds
like
a
great
idea
and
‘a
dream
project’
for
many
digital
agencies
SkiBles
didn’t
put
in
place
any
management
precauGons
to
allow
them
to
manage
negaGve
feedback,
not
even
basic
fowl
language
filters!
From
an
external
perspecGve
it
seemed
like
SkiBles
had
fully
handed
over
ownership
of
their
site
to
their
audience.
If
SkiBles
had
more
control
over
this
campaign
they
would
have
had
the
opportunity
to
parGcipate
in
‘their’
conversaGon
and
create
processes
to
manage
negaGve
comments.
Another
contribuGng
factor
is
the
tone
of
voice
/
language
used
on
the
campaign
page.
SkiBles
adopted
a
blunt,
cold,
slang
approach,
se6ng
the
stage
for
the
audience
to
believe
it
was
acceptable
to
converse
in
such
a
way
e.g.
‘Don’t
get
cocky’
(wriBen
by
SkiBles
on
their
campaign
site)
which
could
have
led
to
the
type
of
response
they
were
receiving.
4. Con't: A case study of doing this badly - Skittles
It’s
not
enGrely
clear
what
was
the
social
strategy
was
for
this
campaign.
If
it
was
to
increase
visitors
to
their
site
the
tweets
may
have
lead
to
a
rise
in
links
to
them
however
the
campaign
itself
had
liBle
to
no
content
therefore
removing
any
SEO
value.
Maybe
the
value
was
to
increase
digital
conversaGons
with
their
audience?
If
it
was
only
for
an
increase
in
metrics
this
campaign
would
have
been
considered
a
wide
success!
However
in
reality
most
of
the
conversaGons
were
negaGve
and
had
low
senGment
(at
least
not
enough
for
me
to
change
my
purchasing
habits
from
M&M’s
to
SkiBles).
It
has
to
been
handed
to
SkiBles,
although
the
campaign
wasn’t
an
obvious
success,
their
bravery
to
become
a
socially
engaged
brand
has
to
be
respected.
They
made
some
obvious
errors
and
could
have
targeted
their
campaign
beBer
for
greater
results.
The
management
was
poor
and
opportuniGes
were
lost,
but
hey
we
all
hope
they
learnt
from
their
mistakes.
5. A case study of not doing anything (till its too late) - Domino's Pizza
hBp://www.youtube.com/watch?v=ZtjVEBZWweM
hBp://www.youtube.com/watch?v=OhBmWxQpedI&feature=player_embedded
hBp://www.youtube.com/watch?v=s-‐gvs2Y2368&feature=related
Domino’s
pizza
was
in
a
media
frenzy
when
two
of
their
employees
took
pictures
of
themselves
spi6ng
into
customers
food,
taunGng
customers
behind
their
backs
and
even
having
a
bath
in
the
large
Domino’s
pizza
kitchen
sink.
Once
these
photos
and
videos
hit
Facebook
they
went
viral
and
were
posted
on
peoples
walls
all
over
the
USA
(and
way
further).
The
news
eventually
went
across
the
naGon
and
was
even
broadcasted
on
the
news.
Very
quickly
the
customer
community
up-‐roared
regarding
this
issue
and
forced
Domino’s
Pizza
to
close
their
store.
The
employees
involved
in
the
incident
were
later
sentenced
to
a
jail
term.
The
USA
president
of
Domino’s
Pizza
made
an
apology
and
took
full
responsibility,
view
the
apology
video
on
the
link
above.
What did Domino's do wrong? Domino’s
Pizza
were
not
monitoring
their
brand
percepGon
across
social
networks,
not
measuring
senGment
nor
the
trends
for
what
people
were
watching
or
talking
about
regarding
Domino’s
Pizza.
They
did
not
monitor
their
staff
nor
regulate
the
use
of
social
media
(or
socially
connected
devices).
They
also
missed
the
opportunity
to
connect
to
the
upset
users
who
were
viewing
the
photos
and
videos
posted
by
the
rouge
employees.
Domino’s
Pizza
held
a
helpless
posiGon
where
they
did
not
speak
or
listen
to
the
social
communiGes
who
were
upset
by
the
behaviour
of
their
staff.
The
outcome
of
this
incident
proves
how
important
it
is
not
to
do
anything.
These
problems
don’t
go
away
in
a
world
of
connected
broadcasters!
6. Social
media
is
being
used
to
empower
the
individual,
bringing
their
thoughts,
ideas
and
concepts
to
the
front
of
the
discussion.
Its
important
we
do
not
become
passive
to
their
views
or
respond
like
a
robot.
The
value
of
social
media
comes
from
the
closeness
of
the
conversaGon
and
conversing
through
technology
as
humans.
Its
important
we
never
forget
this
fact
and
implement
processes
and
technologies
that
support
organizaGons
to
behave
in
such
a
way.
About the author
Gurmit Singh Shakhon is an enthusiastic and experienced
digital professional in the fields of experience strategy, social
strategy and interaction design. Gurmit has worked in some
of the worlds leading digital agencies and been part of market
shifting projects. Gurmit has also worked alongside some of
the most intelligent minds in the industry including Don
Norman, Brett King and Martin Lindstrom.
Gurmit is a partner in Esporis.com promoting the creation of
highly creative social solutions across the UK and Australia.