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Let this post serve as a warning to users and marketers about to involve themselves with an online contest. While this amazing tactic can render you new friends, fans, and followers it can also create trolls, fiends and assassins. Hopefully this might shed a little light on the old adage of “keep it simple stupid.”
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© 2012 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
When Your Online Contest Goes To Hell.
© 2012 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Shiny.
© 2012 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
• You’re online content is adequate at best
• You sell every square piece of negative space with an ads
• You get me to bite ...
My nightmare begins.
Why Print Subscriptions Are The Devil’s Offspring
© 2012 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Oh Neat, Popular Mechanics! I remember them! They had that ad on how to make a hovercraft!
© 2012 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
What’s this? $10k in tools?!? I have a penis, I’m doomed!
<fights urge> Must Click. </fights urge>
© 2012 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Simple enough.
Billiards rules explicitly state that one foot must remain on the floor. Someone’s very naughty .
© 2012 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Yeah, yeah, yeah, whatever!
© 2012 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Winner! Of a subscription! Wait. WTF?
© 2012 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
• You pulled a bait and switch
• I’m shocked
• I search for the next 15 minutes for a phone number to call
• I have to go to your parent company’s website to get the editor’s email
At this point your contest has gone to hell
© 2012 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Hey, I wanted to register for a thing, not buy a thing!
© 2012 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Uh oh, your WOT rating is RED out of the gate.
© 2012 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
• Clearly you’re failing
• While most people are not ranking and optimizing social, but they know when they’re screwed none the less
• Brand loyalty is more fragile than ever
• Great customer service = great customer loyalty
• Auto responding with a script might as well be no response at all
but let’s go back to our story ...
Do you understand sentiment and what it can mean for your brand?
© 2012 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Where am I supposed to go?
© 2012 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Seriously?
© 2012 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Wait? What? I have to login again? FINE! At least I know my email and ZIP.
© 2012 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
This is why you will fail.
© 2012 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
• I’m angry
• I’m confused
• I’m still (at this point) getting a subscription to a magazine I NOW don’t want
• I’m ready to tell on you :)
Now your nightmare begins.
Where I’m at now:
© 2012 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Meh. I hope you never sell another hovercraft!
© 2012 COPYRIGHT • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
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