This document discusses social media usage and failures. It shows that 1 in every 4.5 minutes online is spent on social media. It then lists countries by their unique social media audience and reach percentage. Several examples of social media failures by companies are provided, such as inappropriate hashtags, misleading videos, and slow or nonexistent responses to criticism. The key lessons are that social media users don't like to be misled and engagements require credibility and responsiveness to prevent reputational damage. Planning, transparency, and prompt responses are important to manage social media risks.

1. Social
Media
#fails

5. Global explosion in Social Media usage
1 in every 4.5 minutes online is
spent on Social Media
Nielsen Australia Online
www.twosocial.com

6. Social Media reach in Australia
Country Unique audience (000) Reach
Brazil 28,806 84%
Italy 22,766 81%
Spain 21,261 79%
Japan 48,203 78%
France 30,733 77%
USA 151,743 77%
UK 29,842 74%
Australia 10,443 73%
Germany 31,115 66%
Switzerland 2,627 65%
Nielsen Australia Online
www.twosocial.com

7. What can we learn from others Social Media mistakes?

8. There are two main forms of Social Media Fail, firstly when
organisations get dragged into a Social issue by a third party,
often a customer, and…

9. When an organisation creates a home grown problem through
inappropriate use of the channel or just a good old mistake!

10. First the latter: ‘good ole home grown fails’

13. Social Media users don’t like to be conned and the
Danish Tourist Board video misled a number of people
and left a bad taste (in fact it was arguably in bad
taste!)
http://www.youtube.com/watch?v=GiKRA-syT5M

14. Habitat got the use of
hashtags wrong several
years ago now…

15. But what was Kenneth
Cole’s excuse?

16. GSK got
dragged into
the channel
when 2 high
school
students
found no
Vitamin C in
RTD Ribena
15

17. Nestlé's response to Greenpeace as at first …

18. Legal, and then …
Call the lawyers!

19. Stupid, and finally…

20. Apologetic!

21. So why would Westpac
make the same
mistake?

23. 95 video results on You Tube
0 video responses from Taco Bell
2,975 comments to first video alone
0 comments from Taco Bell

24. © Daemon Group 2008
www.daemondigital.com

29. Risk = threat x vulnerability x impact

30. Risk = threat x vulnerability x impact
engagement

31. © Daemon Group 2008
www.daemondigital.com

32. Managing risk in Social Media
Risk = Kohnstamm x reputation x sales
Credibility/Thorn Tree

33. Earned media

34. Lessons we have learnt…
You can run but you can’t hide!
The MAD doctrine (Mutually Assured Destruction)
Respondez s’il vous plait
He who fails to plan, plans to fail
Life is what happens when you are busy making other plans