Stop social media madness

STOP! Social Media Madness

Presented by Megan McKenzie

McKenzie Worldwide

Agenda

Social Media Madness We’re not there yet

Some examples Yes, it works, but not always

Strategy and planning Building trust in your brand

It’s all about your “Why” The key to success

Slide 2

Social Media Madness

We’re not there yet

04/11/2023AMA Portland Talk3

Social media – Massive audiences


Source: The Awareness Social Marketing Hub

http://mashable.com/2011/08/16/social-media-marketing-stats-infographic/

Social media vs. traditional media

Social media is like a mall where people go to hang out


Traditional media is like a grocery store where people get what they want and leave

2011 social media landscape

Radical changes from 2010, and nothing like 2009

Anyone remember MySpace?

Chances are you’re using many of these networks at home and business

04/11/2023Open Text Media Training6

Google gets serious

Google+ social networking system isn’t directly aimed at Facebook as a rival social network but rather a “layer” to help make Google products themselves more socially-enabled…

Will Google get it right this time?

04/11/2023AMA Portland TalkSlide 7

Google Chairman Eric Schmidt

http://searchengineland.com/googles-facebook-competitor-the-google-social-network-finally-arrives-83401

http://searchengineland.com/googles-facebook-competitor-the-google-social-network-finally-arrives-83401

Why Google wants to become much more social


Facebook overhauls platform

Continues Facebook’s focus on building audience

Is Facebook even stickier now?

What are the marketing opportunities?



Some examples

Yes it works…but not always

Building a company with social media


OpenText becomes social


Even Tektronix is on board!

Recent launch of revolutionary MDO4000 oscilloscope created online and social buzz Hundreds of tweets and

re-tweets Over 200 news mentions

and blog posts Numerous Facebook

shares and likes Complete YouTube

review and tear down


Virgin America Airlines

Passes the “we’ve got better service than the DMV test” Designed from the ground up to be

social Named the SF-Boston flight the

#nerdbird Focus on listening and integrating

feedback into company Sponsors #FlyMoreGiveBack with

Twitter Encourages employee participation


Virgin Airlines social strategy paying off


Kawasaki – A new approach to building word of mouth

Give 10 2011 Nina 1000 motorcycles to 10 bloggers around the country and have them blog about their experiences

Bloggers all had a strong Facebook and Twitter presence

More cost-effective than advertising with more reach


Ford Motor Company

Highly successful business and social media strategy

e.g. 2011 Ford Explorer launched on Facebook Total impressions – 99 million #1 Trending Topic on Twitter; #2 in

Google Trends for the day 500,000-plus 2011 Explorer site visits

versus daily average of 7,000 for 2010 Explorer

Hit 50,000 Facebook likes of the Ford Explorer by end of day July 26 – added over 10,000 likes in a single day


Ford – Motoring to the top in brand perception


http://www.consumerreports.org/cro/cars/new-cars/news/2011/01/2011-car-brand-perception-survey/overview/index.htm

http://www.consumerreports.org/cro/cars/new-cars/news/2011/01/2011-car-brand-perception-survey/overview/index.htm

Best Buy forgets about the “Streisand Effect”

Creates a wave of negative social backlash from C&D letter to Newegg in response to TV ad


Ragu social media: Leaving a bad taste

Targeted dads by spamming dad bloggers and pointing them to an insulting video


Ragu social media: Leaving a bad taste

Response from the blogosphere:“Now that social media is a checkbox service offered by agencies and run by the junior associates as part of a much larger campaign and the only part of social that gets done is the pushing out of meaningless link spam, I’d like to offer that I think Ragu has no idea that you exist, let alone any sense of your cooking skills…Their content, my friend, does not rule.”

“As the person in my household who does all of the shopping and all of the cooking I took offense to this video. Implying that dads can only cook the simple things and Ragu is somehow going to help make that easier. Give me a break!


Bottomline

Putting a bunch of social media buzzwords in a blender is not a strategy – and it will NOT work



Strategy and planning

Building trust in your brand

The new world of brand development


Quality, transparency, trust most important


Source: 2011 Edelman trustbarometer research

Honesty is the only policy

“Successful copywriters, brand managers, and marketers understand that the world has changed thanks to communications and technological advancements like Twitter, social networking, online video, and more. Brands that stretch the truth are called out faster than ever and word of a brand’s dishonesty will spread faster and farther than you can imagine.”

-- Susan Gunelius, Corporate Eye blog


http://www.corporate-eye.com/blog/2010/02/2010-the-year-of-brand-transparency-honesty-and-trust/

ConAgra/Ketchum PR – What were they thinking

Attempted to convince foodie bloggers a frozen meal was actually prepared by a chef George Duran (Ultimate Cake Off)

Food Mayhem:“The cheese tasted cheap and like a lot of fat was added…What good P.R. teams do not do is lie to build attendance. Lying to media makes it that much harder for legitimate P.R. teams to achieve their goals. Build trust, not facades.”

Mom Confessionals:“Our entire meal was a SHAM! We were unwilling participants in a bait-and-switch for Marie Callender’s new frozen three cheese lasagna…”


Trust requires effort

“Honesty is expected. Trust is engaging and intimate. It needs to be earned…Trust is something else altogether. It is one of the most important values of a brand and it requires real effort from corporations. It is what you would expect from a friend.”

-- Mark Gobe, Author of “Emotional Branding”


http://www.amazon.com/Emotional-Branding-Paradigm-Connecting-Updated/dp/1581156723/ref=sr_1_1?s=books&ie=UTF8&qid=1317934159&sr=1-1

Path to building trust online

1. Truth Practice honest communications and admit your

mistakes

2. Privacy Make a commitment to data security

3. Promises Don’t break brand promises (perceptions).

Continually meet or exceed online expectations

4. Response Deal with any issues or questions quickly


Path to building trust online cont.

5. Integrity Approach every audience interaction with integrity.

Take the ethical high road

6. Marketing Practice ethical online advertising and promotion

7. Transparency Be open about key information such as terms,

conditions, warranties, service levels, etc.

8. History Trust is created through repetition of positive

interactions


Credit: Mark Smicklas

http://www.socialmediaexplorer.com/digital-marketing/8-components-of-online-trust-infographic/

Trust at Microsoft? Not so much

Microsoft programmanager tweets impression of unreleased Nokia phone

Microsoft fires saidproduct manager

Result: Word quickly spreads and Microsoft receives a round of negative social mentions and press coverage


Red Cross: Rogue Tweet


1. Tweet meant for personal account goes to all 270,000 RedCross followers

2. Red Cross responds with grace and humor

Red Cross: From potential misstep to beervana

Impressed by the calm and humane response, other tweeters -- especially @dogfishbeer's fans -- launched a fundraising and blood donation drive

Breweries and pubs in 30 states promoted beer for blood offers:


It’s all about your “Why”

The key to success


Rise above the madness

“Start with Why”


The Golden Circle

Simon Sinek on Why matters


Seven question to help you find your WHY

Who are you (really)? Why do you do what you do? What is your passion? What makes you unique? Why do people want to be a part of your

community/buy your products? How do you inspire others? Why will people remember you? (think Steve Jobs)

Note: Literally ignore your product when working through these questions


Social media success formula

Why + Trust + C3 (Consistent Connected Conversations) = Successful Social Media Program

Social Media Program – Trust + Interrupt Marketing = Brand Decay


Let’s chat!

Megan [email protected]

www.mckenzieworldwide.com

39

Technology

Stop social media madness