Social Media #Fails

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Richard Spencer

What can we learn from mistakes that other organisations have already made in the Social space?

Business Technology

Global explosion in Social Media usage

1 in every 4.5 minutes online is
spent on Social Media

Nielsen Australia Online
www.twosocial.com

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

What can we learn from others Social Media mistakes?

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…

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

First the latter: ‘good ole home grown fails’

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

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

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

Nestlé's response to Greenpeace as at first …

So why would Westpac
make the same
mistake?

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

© Daemon Group 2008
www.daemondigital.com

Risk = threat x vulnerability x impact
engagement

Managing risk in Social Media

Risk = Kohnstamm x reputation x sales
Credibility/Thorn Tree

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

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Social Media #Fails

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’

11.

12.

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?

22.

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

25.

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28.

29. Risk = threat x vulnerability x impact

30. Risk = threat x vulnerability x impact engagement

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

Social Media #Fails

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