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This deck provides examples of social media marketing that have worked and that have failed. Learn pertinent lessons to avoid the pitfalls and e successful.
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#B2Conline
Business 2 Community
#B2Conline
Social Media Marketing: Separating Fact from Fiction
Michael Procopio @MichaelProcopioNatascha Thomson @NaThomson
November 12, 2012
#B2Conline
© 2012 MarketingXLerator 3
Agenda
Positive & Negative Social Media ExamplesWhat WorksWhat Doesn’t Work
Nov-2012
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Poll: Select the Myths in this List
• Social media is a must• Social media is free• Social media is only for B2C• The intern can do it• You can “create” a viral video• You can control social media
Nov-2012
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© 2012 MarketingXLerator 6
#Social Myths
– Social media is a must– Social media is free– Social media is only for B2C– The intern can do it– You can “create” a viral video– You can control social media
Nov-2012
#B2Conline
© 2012 MarketingXLerator 7
x
Nov-2012
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@MichaelProcopio
Nov-2012
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CHANNEL PROLIFERATIONNegative Way to Use Social Media
Nov-2012
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Social Media Strategy #FAIL
Social Media Channel Proliferation
Source: Altimeter Group (http://www.slideshare.net/jeremiah_owyang/smms-report-010412finaldraft) Nov-2012
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How does this happen?
SAP 200+ Twitter Accounts100+ Facebook Accounts
300+ Social Accounts
Nov-2012
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What Can You Do?
• Set up Policies / Governance model
• Audit• Performance
measurements• Shut down unsuccessful
accounts• EDUCATE, EDUCATE,
EDUCATENov-2012
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TWEETCHATPositive Way to Use Social Media
Nov-2012
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Engage via TweetChat – Why?
• Customers share brand experiences on Twitter with or without you
• Thought leadership on a topic
• Example:• #ConvCloud – converged cloud• Monthly chats
Source: http://www.intersectionconsulting.com/2009/social-media-roi/Nov-2012
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How to Set Up a TweetChat – First Steps
• Is your audience having discussions on Twitter? Only think about setting up a tweet chat if your answer is YES
• Choose the right hashtag • Use the URL www.tweetchat.com • Choose a moderator• Who should be your experts?
1. Twitter Savvy2. Influential on Twitter 3. Choose between 2-3 in total4. At least 1 participant should be external
Nov-2012
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Important to Remember
• Choose a topic & arrange date/time• Write a Preview Blog Post • Announce 3-4 weeks via relevant channels use the
chat hashtag and relevant industry hashtags• Set up a phone line with the ‘speakers’ and some
experts while the tweet chat is running • Prepare 2-3 questions in advance• Find relevant material to link too• Be flexible
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After the TweetChat: To-Do’s
• Share the key take aways of the tweet chat in a post-chat blog and provide transcript of the chat
• Ask for next topics• Monitor if sentiment changes • Answer follow-up questions with executive blog
series• Measure participation
More questions?• Read this blog with some tips
Nov-2012
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Poll QuestionHow many social channels does your company have?
0 1 - 9 10 - 49 50 - 99 100 - 149 150 or more
Nov-2012
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@NaThomson
Nov-2012
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KITCHENAIDCISCO
Negative Way to Use Social Media
Nov-2012
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KitchenAid #debate2012
Nov-2012
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KitchenAid
Nov-2012
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KitchenAid
Nov-2012
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Cisco
Nov-2012
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YouTube Views
Cisco
Nov-2012
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Cisco
Nov-2012
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Viral Video
Nov-2012
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“You might have better odds playing the lottery than of becoming a viral video sensation.”
Viral Video
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Twitter #FAIL
Nov-2012
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Poll: What to avoid?
• Let the intern run the Twitter handle• Ignore mistakes• Take online conflict offline• Copy successful existing campaigns• Ask your staff to “create a viral video”
Nov-2012
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EVTECHNOLOGIES BODYFORM
Positive Ways to Use Social Media
Nov-2012
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“A Tweetup is an event where people who tweet come together to meet in person.”
Nov-2012
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TweetUp Tips Dos & Don’ts
• Know your audience• Piggyback on the main event hashtag • Be an event sponsor to get access to event @handle• Set up a simple page outlining the event, the time,
the place, and the rules• “Bring your own booze or buy it”• Come and network like crazy with fans of the show• Don’t try to sell anything. It's just time for friends to
get together and make connections• Don’t count on a spontaneous venue
Nov-2012
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Bodyform
Nov-2012
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© 2012 MarketingXLerator 36https://www.youtube.com/watch?feature=player_embedded&v=Bpy75q2DDow 200 MGB (downloaded)
Bodyform
Nov-2012
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© 2012 MarketingXLerator 37https://www.youtube.com/watch?feature=player_embedded&v=Bpy75q2DDow
“I am sorry we have lied to you.
SORRY.”
Bodyform
Nov-2012
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“We wanted to protect you from the truth of a period.”
Bodyform
Nov-2012
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“You exposed men to a truth we hoped they’d
never have to face.YOU DID THAT.”
Nov-2012
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x
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#Social Myths
– Social media is a must– Social media is free– Social media is only for B2C– The intern can do it– You can “create” a viral video– You can control social media
Nov-2012
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© 2012 MarketingXLerator 43
#Social-Truths
– Social media is not for everybody– Social media requires human resources– Social media is also for B2B– The intern might be able to help do it–Viral video = lottery win– You can’t control social media
Nov-2012
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Poll: Future Topics
What would you like to hear about in future webinars (check all that apply)?• LinkedIn• Twitter• Social Media Monitoring• Blogging• Branded Community• Pinterest
Nov-2012
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B2BSocialMediaMarketingRules.com
Nov-2012
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Contact us on Twitter!@MichaelProcopio@NaThomson
Thank You!
Nov-2012
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Bibliography & Resources
• Twitter gets you fired in 140 characters or less• The Day HP got killed• Bodyform responds: YT video• 42 Rules for B2B Social Media Marketing• Cisco fails with Old Spice Copy Cat Campaign• Will my video get 1 million views on YT?• Social Media ROI Article• What is a Tweetup
Nov-2012
