Lesson Plan - on epic fails and on social media jobs

1. BIG PICTURE
Task 15 – When Social Media
Campaigns Fail
Task 16 – Jobs in Social Media
Marketing
KEYWORDS
Viral – control – prosumer
Analyst - creative
LEARNING OBJECTIVES
LO4 – Know how to plan and
manage a social media
campaign
SUCCESS CRITERIA
Notes on failed campaigns
A day in the life of a social
media marketing creative or
analyst
Take your seat. Bag under your desk.
Have your equipment and planner out.
Topic – Unit 6 – Social Media and Globalisation
http://www.hpocrunit6.wordpress.com
• Without needing to get too personal, can you think of
an example of where something you have said/done
on social media has gone unexpectedly very wrong.

2. TELL ME
STUFF!
TAKE ME
THROUGH
IT…
LET ME
HAVE A
GO…
DO I GET
IT?
1 2 3 4 5 6
SETTING THE
SCENE
JOINING UP
LEARNING
LINKS TO LAST
TIME
PASSING ON
KNOWLEDGE
GUIDED PRACTICE
& MODELLING
INDEPENDENT
PRACTICE –
APPLYING THE
SKILLS TO NEW
SITUATIONS
ASSESSMENT &
FEEDBACK
PULL IT TOGETHER
JOINING UP
LEARNING
LINKS TO NEXT
TIME

3. When Social Media Marketing Campaigns Fail...
and
Jobs in Social media
• Fails might be because...
• Companies have misjudged their tone, or the
public mood, or what standards should apply
• Somebody has confused a personal account with a
company account and posted something they
really shouldn't have
• There has been a failure to concentrate on
benchmarks and milestone dates
• Control of the meaning of the campaign has been
lost to prosumers and viral marketing
• Social media jobs
• You need an idea of what different
job roles there are
• You need an idea of what
responsibilities people in these
different jobs have
• You need an idea of what the
different jobs actually involve

4. Social media fails – what can you see in these
that you need to make sure you don't do
1. A lot of the problems are about the detail of your
branding and whether there is a conflict between
your intended audience and your actual
audience
2. MacDonalds – they wanted happy, warming
stories from their customers (the kind of
community things you see in their adverts) – they
got critical and miserable stories from their staff
and former staff
• A lot of these share one significant issue which is a
core issue of social media marketing, and particular
of viral marketing. It's about a loss of control.
• To a large extent, working on social media involves
giving up control and allowing your audience to take
control – of your brand image, your message.
• Alternatively – is this a fairly rare good example
of the internet giving people what they
deserve? If companies have fans online who love
them they will share the love. If they have criticisms
to make they will make them...

5. Jobs in Social Media
• The final original task – everything after this is
using past exam papers to use your knowledge
and understanding of the content to revise for the
January exam.
• A lot of what we've talked about in the unit is
about 'prosumers' - people who both produce
and consume media and social media. But there
are 'real' jobs here too – people who actually do
this for a living for a company rather than just for
themselves
• Focus on the idea of two different kinds of
social media jobs:-
• Creatives – who plan, create, produce and
implement campaigns
• Analysts – who evaluate the effectiveness
of those campaigns and make
recommendations about how to develop
them

6. How might this turn up in the exam?
• In Section A -
• There might be short questions asking for
examples of social media campaigns that have
failed (or 'caused problems', or 'been
controversial'.)
• There might be a short question about
the problems companies should consider before
launching a social media campaign
• There might be a longer question asking you to
compare the positives and negatives of viral
marketing.
• There might be a short question asking you to
identify and explain a job role in social media
marketing
• In Section B -
• Identifying the name of the job role
that is likely to be responsible for
getting something done will score
you some points at the top end of the
mark scheme in your plans for your
campaign
• Evaluating possible problems,
especially for viral elements of your
campaign, with reference to real
other stories where things have gone
wrong (or explaining why you could
do this one thing but won't) would be
good.

7. BIG PICTURE MY LEARNING
How did this
lesson fit into
your other
lessons?
What is my top
take- away from
the lesson?
Have you contributed to the lesson? Will you be able to improve
next lesson? Do you know what you need to go away and do?