SOCIAL  MEDIA  2.0  UPGRADING  TO  EVERYTHING  

Digital  Media  |  Mobile  Media  |  Social  Media  

FMI  2012  

WHAT  WE’LL  COVER  

•  2012.    What  We  Can  Expect  •  What’s  Happening  in  the  Space  

•  What’s  The  Latest?  

•  Social  Media  Gone  Wrong  and  What  We  Learned  

•  PredicJons  for  2013  

•  MORE  AND  MORE:    Social  Media  •  CONVERGENCE:  Twi@er  +  Times  Square  •  INFLUENCE  SCORING:    CreaHng  Measurements  

•  GAMIFICATION:    Virtual  play  =  real  life  money  •  SOCIAL  SHARING:    “checking  in”  from  anywhere  

•  SOCIAL  TELEVISION:    Watch-­‐and-­‐Interact  

Source:    HBR  blog.    December  2011  

•  TWITTER – “I am at a Grocery Store” •  FACEBOOK – “I like this Grocery Store” •  FOURSQUARE – “I am the “mayor” of this

this grocery store RIGHT NOW.” •  INSTAGRAM – “Here’s an old-timey

photo of the Grocery Store.” •  YOUTUBE – “Look at me in the Grocery

Store.” •  SPOTIFY – “I’m listening to the

soundtrack from “Clerks.” •  PINTEREST – “Here are all my favorite

Foods at the Grocery Story.” •  GROUPON – “I bought this grocery store

food at ½ price.” •  LINKEDIN – “My skills include Grocery

Shopping.”

OTHER  SITES  TO  WATCH  (AND  NOT)  SO  YOU  WERE  LATE  TO  THE  FACEBOOK,  TWITTER  AND  PINTEREST  PARTY…  

CONVERGENCE  WHAT’S  THE  LATEST  

COMBINING MULTIPLE DIGITAL AND/OR

BRICK-AND-MORTAR PLATFORMS

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GEOFENCING

USING GEOLOCATION

SOFTWARE AND SOCIAL MEDIA

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CONTENT

WRAPP LETS ME PICK OUT A PERSONAL GIFT: •  I know what my friend would like •  My friend doesn’t have to sign up for a coupon •  My “feed” is pulled from Facebook

INFLUENCE  SCORING  What’s  the  Latest  

GAMIFICATION  What’s  the  latest  

GAMIFICATION  Create  custom  or    pre-­‐packaged  social  games    

that  reward  users  with  real  world  perks  

SOCIAL  SHARING  What’s  the  Latest?  

SOCIAL  TELEVISION  What’s  the  Latest?  

INFLUENCER  TWEET    

COMING  SOON  

FEDERAL  &  STATE  LAW  

FTC:    false  adverJsing  

CAN-­‐SPAM  

FCC:  statements  made  on    

air  (and  to  whom)  SNOPA:    protecJon  for  employees  

• DIRECT  REWARD  • SPONSOR  MAKES  MONEY  WITHOUT  LEGAL  VIOLATION  • LEVERAGES  SOCIAL  MEDIA  

• RIPE  FOR  FRAUD  • REQUIRES  PRIVACY  SCREEN  • POTENTIAL  CAN-­‐SPAM  •   PR  ISSUES  IF  RULES  UNCLEAR    

REFER  A  FRIEND  PROGRAMS….  

•   GENERATES  CONTENT  AND  SALES  •   VIRAL  EVEN  FOR  NON-­‐ENTRANTS  •   CREATES  UGC  FOR  LATER  USE  •   PROMOTES  LOYALTY  •   ANCILLARY  

•   PUBLIC  VOTING  MAY  BE  ILLEGAL  •   POTENTIAL  COPYRIGHT  ISSUES  •   GO  WITH  THE  WINNER?  •   OWNERSHIP  CHALLENGES  •   MUDDY  R&D?  •   LOW  TURNOUT  

•   IN  DEPTH  VIRAL  MARKETING  •   INCREASES  PRESS  •   TAKES  ADVANTAGE  OF  EXISTING  TALENT    AND  “STREET  CRED”    •   LEVERAGES  RELEVANT  HI  INFLUENCE  PEOPLE  •   CHEAPER  THAN  HIRING.  

•   FTC  DISCLOSURE  RULES  APPLY  •   RELINQUISHING  CONTROL  MEANS  MESSAGE  CAN  STRAY  •   STRUCTURE  COULD  RESEMBLE  EMPLOYMENT  CONTRACT    •     REQUIRES  MANAGEMENT  OF  LOOSE  CANNONS  

Creates  traffic  Allows  for  “treasure  hunJng”  Rewards  true  fans  Allows  exposure  for  exhibits  Allow  for  maximum  virality  

Limited  parJcipants  Could  create  “zoo”  Requires  a  camera  

•   SPONSORS  MAKE  A  SALE  •     SALE    IS  NOT  TRIGGERED  UNTIL  POPULARITY  ACCESSED  •   CAN  LIMIT  OR  UNLIMIT  DEAL  •   INCREASES  TRAFFIC  ON  SOCIAL  MEDIA  SITES  

•   BAD  POTENTIAL  PUBLICITY  •     GIFT  CARD  LAW  APPLIES  •     CUSTOMERS  MAY  NOT  UNDERSTAND  TERMS,  LEADING  TO  PR  PROBLEM.  

AVOIDING    PITFALLS  “uh  oh…  am  I  in  trouble?”  

TIP:�

Section 5 of

the FTC ACT:�

influencers

should

disclose RelaJonship  must  be  disclosed  or  company  liable  

CONTESTS  AND  SWEEPSTAKES  MUST  BE  ADMINISTERED  THROUGH  APPS  ONLY  (NO  “LIKE”  OR  “COMMENT”  PROMOTIONS).  

NO  FACEBOOK  ACT  CAN  BE  REQUIRED  

NO  USE  OF  “LIKE”  AS  A  VOTING  MECHANISM  

NO  FACEBOOK  ENDORSEMENT  

THE  PIMP-­‐DADDY  OF  SOCIAL  MEDIA  SITES  

Tip:  

•  No  foul  lan

guage  

•  No  rapid-­‐fir

e  spamming  

TIP:  •  Discourage  mulJple  accounts.  

•  Discourage  spamming  and  mulJple  retweets.  

SOCIAL  MEDIA  GONE  WRONG  horribly  horribly  wrong  

…..  and  WHAT  WE  LEARNED  

PRACTICE  POINTER:  THINK  THE  WORST,  THEN  ACT  

If  it’s  not  your  campaign,  you  cannot  control  the  message  

If  the  message  is  bad,  consider  whether  change  is  warranted  

PRACTICE  POINTER:  NEVER  PENALIZE  THE  CONSUMER  

PromoJons  and  coupons  should  be  clear  that  pre-­‐screening  event  will  happen  If  a  contest,  rules  should  state  that  brand  must  be  held  in  “posiJve  light.”  Popular  vote  should  never  fully  govern  results  of  a  UGC  promoJon  Expect  “gaming”  of  the  system  Admit  your  mistake  and  turn  it  into  posiJve  PR  

“THIS  PRETTY WITH INK DESIGN  IS  AWFULLY  CLOSE  TO  VISTAPRINT’S”  

Defensive,    nasty  reply  backfired!  

PRACTICE  POINTER:    BE  TRUTHFUL,  EVEN  IF  IT  HURTS  

Don’t  try  something  you  cannot  pull  off  

Always  be  authenJc  

If  you  cannot  airact  an  audience,  it’s  probably  not  your  audience  

August,  2011  Seiled  for  a  

“chicken  check”  

PRACTICE  POINTER:  PLAN  FOR  A  “HIT”.  

Viral  means  return  can  be  huge  

FTC  won’t  want  to  hear  “I  ran  out”  

While  supplies  last  isn’t  always  a  cure-­‐all  

Consider  “the  OPRAH  factor”  when  hiring  a  celebrity  (no,  really…  remember  the  beef?)  

State  law  requires  enough  “on  hand”  to  reasonably  accommodate  

Downloadable  coupons  and  codes  should  have  daily  limits  

Unique  promo  codes  are  advisable  Internet  is  worldwide,  so  place  appropriate  geographic  limits  

Quantas Fleet Grounded After Union

Stops Talks. Mayhem Ensues

TEST  

Microsoft’s using a worldwide tragedy as a marketing opportunity. Oh, and 100K? @bing #bingcheapbastards

PRACTICE  POINTER:  TIMING  IS  EVERYTHING.  

If  bad  intent  can  be  construed  against  a  marketer,  it  will  

Defensive  postures  will  be  laughed  at,  mocked,  and  shared  

Viral  Bad  is  worse  than  nothing  

PRACTICE  POINTER:  INTERNAL  EDUCATION  IS  IMPORTANT  

AGs  frown  on  lack  of  preparaJon  –  it’s  not  an  excuse  

Know  you  technology  (mayorships  can  change  hourly)  

Date-­‐stamp  promoJons  and  limit  to  first  “winner”  per  day  

Tell  staffers  about  the  promoJon  before  it’s  released