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SoLoMo Thursday - Bad Social Media Management & How You Can Avoid It (26 April 2012)

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SoLoMo Thursday - Bad Social Media Management & How You Can Avoid It (26 April 2012)

  1. 1. BAD SOCIAL MEDIA MANAGEMENT & HOW YOU CAN AVOID IT20 June 2012
  2. 2. SPEAKER : LEON (C.K.) LEONG20 June 2012
  3. 3. SingaporeA quick look at the statisticsof our Social Media scene20 June 2012
  4. 4. “ 55% of Singaporeans are on Facebook That is over 2.59 million users” - Socialbakers.com20 June 2012
  5. 5. Singaporeans spend the most time on Facebook 38 minutes and 46 seconds per session Americans spend 20 minutes and 46 seconds - Experian Hitwise20 June 2012
  6. 6. Facebook:80% vs Straits Times:34% Reach across Singaporeans aged 25-34 20 June 2012
  7. 7. Quick! Jump on! Don’t be left behind!20 June 2012
  8. 8. What some people are doing…20 June 2012
  9. 9. What’s happening to some TROUBLE!!! people20 June 2012
  10. 10. 5 examplesof BAD Social MediaManagement20 June 2012
  11. 11. The following examples and references tobrands and their case studies are intendedfor educational purposes only20 June 2012
  12. 12. #1: Lack of effective COMMUNICATIONS I’m never using this “ brand again! There is nothing more irritating to consumers than leaving a message on a company blog, Twitter or other site and not getting any feedback.” - Business.com in Guest Posts, Twitter20 June 2012 12
  13. 13. #1: Lack of effective COMMUNICATIONS I’m never using this brand again!20 June 2012
  14. 14. #1: Lack of effective COMMUNICATIONS “ Successful social companies need to be able to engage in Bad customer service 1-way communications their customers Lack of response conversations online.” - ItsOpen20 June 2012
  15. 15. #2: Mishandling a Social Media Crisis I’m never using this brand again! “ Social media crises are on the rise, but 76% of those that occurred could have been diminished or averted with the proper social media investments.” - Altimeter Group20 June 2012
  16. 16. #2: Mishandling a Social Media Crisis “ I’m never Thanks using this for the brand again! lesson in manners but we set the rules” - Nestle (on Facebook)20 June 2012
  17. 17. #2: Mishandling a Social Media Crisis “ Focus on how to be social, not on how to do social.” Blocking Comments Lack of Response Bad Mannerism (Rudeness) - Jay Baer Censoring Public Content20 June 2012
  18. 18. #3: Overpromising (...and under-delivering) “ I’m never using this Don’t say anything online that you brand again! wouldn’t want plastered on a billboard with your face on it.” - Erin Bury, Sprouter Community Manager20 June 2012
  19. 19. #3: Overpromising (...and under-delivering)20 June 2012
  20. 20. #3: Overpromising (...and under-delivering) Lack of pre-campaign planning Attempted to cover-up mistakes Un-moderated forum of angry fans Not being genuine to fans20 June 2012
  21. 21. #4: Hard Selling Social Media is NOT a one-way broadcast!20 June 2012 21
  22. 22. #4: Hard Selling XX minutes left to qualify for XX% off!!! Spam again. Can’t be bothered!20 June 2012
  23. 23. #4: Hard Selling “ Social Media is about the people! Not about your business.” Does not add value to your community Does not boost your brand’s credibility Does not build trust - Matt Goulart20 June 2012
  24. 24. #5: Violating the game rules! “ WHAT?! You mean there are rules on Facebook? And… what do you mean by they will take our page down???” - A client20 June 2012
  25. 25. #5: Violating the game rules! 1. Upload a Photo 2. Tag 25 friends 3. And WIN!20 June 2012
  26. 26. #5: Violating the game rules! “ We reserve the right to reject or remove Pages for any reason. These terms are subject to Running campaigns with native Facebook functions And other gory regulations… change at any time.” - Facebook.com20 June 2012
  27. 27. Social Media is a double-edged sword!20 June 2012
  28. 28. 5 stepsto a successful Social MediaPresence…20 June 2012
  29. 29. with…20 June 2012
  30. 30. #1: Set up a Social Media Presence I’m never using this Prepare a brand again! Define a list of Define a process for FAQs and response handling standard protocol crisis answers20 June 2012
  31. 31. #2: Define Objectives and Target Audiences20 June 2012
  32. 32. #2: Define Objectives and Target Audiences • Generate hype about new NTUC membership privileges for people living in Singapore amongst the working class • Collect intelligence on popular privileges • Increase paid NTUC membership base No campaign starts without objectives & audiences20 June 2012
  33. 33. #3: Prepare a Social Media Marketing Plan • Social Media Marketing Campaign Concept • Social Media Platforms and Applications • Campaign Mechanics and Incentives • Campaign Administration and Terms & Conditions • Campaign Advertising20 June 2012
  34. 34. #3: Prepare a Social Media Marketing Plan • Concept: Experience jaw-dropping new privileges at NTUC • Platform/Application: Facebook, NTUC Privilege Voting Application • Mechanics: Facebook users vote for their favourite privilege and virally refer their friends to vote. • Administration: Administering contest rules, garnering participation and managing contestant expectations • Advertising: Facebook Advertising20 June 2012
  35. 35. #4: Develop and Execute Social Media Campaign20 June 2012
  36. 36. #5: Evaluate Performance “ Don’t measure what you can. Measure what you Added 11,000 Facebook Fans Generated 2,000 votes 50% increase in online paid should. NTUC membership from May - Philip Sheldrake 2011 to June 201120 June 2012
  37. 37. #5: Evaluate Performance Overwhelming demand and popularity for theUSS Privilege prompted NTUC to extend it to end of 2011! 20 June 2012
  38. 38. Summary5 examples of BAD Social Media Management5 steps to a successful Social Media presence(with NTUC)20 June 2012
  39. 39. DO NOTuse Social Media unless youknow how to.
  40. 40. Questions? www.techsailor.com Feel free to approach our valid colleagues Brought to you by: &20 June 2012

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