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A 'bad' and a 'good' example of use of social media for marketing. Course: Branding & Corporate Communications June 2012
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THE GOOD & THE BAD OF THE
SOCIAL MEDIA
Branding & Corporate Communications
Presenter: Farzan Sheikh
The #Cairo Hashtag
Hashtags on Twitter Post updates, join conversations 2011 revolution in Egypt Negative emotions
Kenneth Cole’s Misadventure American designer Capitalize on popular hashtag
Reactions 1500 negative tweets per hour!
Facebook: “I apologize to everyone who was offended by my insensitive tweet about the situation in Egypt. I’ve dedicated my life to raising awareness about serious social issues, and in hindsight my attempt at humor regarding a nation liberating themselves against oppression was poorly timed and absolutely inappropriate.”
Loss of Credibility
Omore
Icecream brand Late entrant Competition with Unilever’s Walls Targeting young people Generate trial Engage consumer
An Ad-war Competition
Organizer: IBA Marketing Club Sponsor event, prize-money for winners 30 sec commercial 100+ entries Viral! The race for votes http://
www.youtube.com/watch?v=xy5yimc3ss8
https://www.facebook.com/media/set/?set=a.321826864526442.69226.265818393460623&type=3
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