social media failures and how to avoid them - allfacebook sf
Post on 13-May-2015
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San Francisco #AllFacebookConf
SOCIAL MEDIA FAILURES AND HOW TO AVOID THEM
@kmullett
San Francisco #AllFacebookConf @kmullett
Social media and online marketing isn’t about the tools you use or the online community you join, but about the story you tell and presence you make.
USE TOOLS, DON’T BE ONE
San Francisco #AllFacebookConf @kmullett
HOW ABOUT SOME CUDDLE TIME FIRST?
Social media me monsters send “me messages”, like dm’s and Facebook messages, right after connecting.
HYPE & HYSTERIA San Francisco #AllFacebookConf @kmullett
There is a lot of misinformation, speculation, opinion and hype being spread about online marketing. Worse is the expectation that social media should be free, effortless, and easy, yet produce greater ROI.
San Francisco #AllFacebookConf @kmullett
While social media is free to use, it is not free to do. Weigh time and attention against opportunity and return. It is also not a task you complete!
FREE TO USE, NOT DO
San Francisco #AllFacebookConf @kmullett
BUDGET & STRATEGY
San Francisco #AllFacebookConf @kmullett
San Francisco #AllFacebookConf @kmullett
No marketing media channel has 100% eyeballs or is 100% effective. We need to prioritize based on goals, resources, and business objectives.
NO SILVER BULLETS
San Francisco #AllFacebookConf @kmullett
WHAT DO THEY PREFER?
Tools to find your audience:
Which phone line will you be ignoring today?
San Francisco #AllFacebookConf @kmullett
DO YOU SEE THE VALUE?
Social media works best when you are a willing participant, see value, & treat it like a lifestyle, instead of a task.
San Francisco #AllFacebookConf @kmullett
BUT I DON’T WANT TO MIX BUSINESS… Please tell me all about how you don’t want to mix business with pleasure while I watch you get hammered at this trade show or conference. Fear or Opportunity?
San Francisco #AllFacebookConf @kmullett
San Francisco #AllFacebookConf @kmullett
San Francisco #AllFacebookConf @kmullett
ACTION: GRAB YOUR BRAND/IDENTITY namechk.com
EVIDENCE San Francisco #AllFacebookConf @kmullett
REPUTATION San Francisco #AllFacebookConf @kmullett
San Francisco #AllFacebookConf @kmullett
AM I POPULAR AND IMPORTANT YET?
San Francisco #AllFacebookConf @kmullett
THIS IS THE WRONG FOCUS
Would any of these people be your ideal demographic?
San Francisco #AllFacebookConf @kmullett
VANITY, NOT ACCOUNT VITALITY
Where is the value? He uses #followback, but doesn’t.
San Francisco #AllFacebookConf @kmullett
THE RALLY’S FOURSQUARE INCIDENT
Is this how your company would handle a complaint?
This IS a company contact page.
San Francisco #AllFacebookConf @kmullett
UNEXPECTED SERVICE
I had ZERO expectation they were going to know what to do, but I was totally impressed when they did.
San Francisco #AllFacebookConf @kmullett
WHY DON’T THEY LIKE US?
• Are we clear with our message? • Is design or action most important? • What is our call to action? • What is in it for ME? • Icons are notifications, not calls to action.
San Francisco #AllFacebookConf @kmullett
How many of you who desire article comments, amplification of your social posts, and professional recommendations take the time to provide them?
ME, ME, AND ME
San Francisco #AllFacebookConf @kmullett
SIGNAGE HELPS EVERYONE
Which of these two will grow their Facebook page?
San Francisco #AllFacebookConf @kmullett
CONNECTING THE DOTS…
Do these printed pieces promote social channels? What is the social strategy?
or
San Francisco #AllFacebookConf @kmullett
TIE OFFLINE/ONLINE/MOBILE TOGETHER
In print, on air, online, and in-store. i.e. connecting the dots with contiguous marketing.
San Francisco #AllFacebookConf @kmullett
The real failure of QR Code usage: nonstrategic, uncreative, and untested implementation.
QR CODE FAILURE
San Francisco #AllFacebookConf @kmullett
REALLY?
San Francisco #AllFacebookConf @kmullett
ACTION: TEST, TEST, TEST!
• Test on new and old devices • In different lighting • With various applications • At expected distances • Time to recognition (seeking) • Combo of all of the above http://bit.ly/vZNsFG (testing article)
San Francisco #AllFacebookConf @kmullett
CLICK “LIKE” IF YOU BREATH AIR
A creative way to keep in front of people (edgerank) or spam? It can be a very fine line!
San Francisco #AllFacebookConf @kmullett
FOURSQUARE FTW!
San Francisco #AllFacebookConf @kmullett
ACTION: MONITOR FOURSQUARE ACTIVITY
• Is anyone checking in • See who publically checks in • Watch for positive or negative comments • Catch inappropriate photos Don’t forget about other location services.
San Francisco #AllFacebookConf @kmullett
ACTION: START LISTENING & WATCHING Set alerts for: business name(s) or brand, employee names, usernames, your brand name, competition, influencers in your field, product/service names, and misspellings.
San Francisco #AllFacebookConf @kmullett
OMG! DON’T LET THE INTERN DO IT!
Carefully monitor not only the reputation you create, but that which is created about you.
San Francisco #AllFacebookConf @kmullett
IS THIS REALLY A GOOD IDEA?
• Consider the demographic • Will participation add frustration if they don’t have an account or can’t access it (no wifi)
OWNERSHIP San Francisco #AllFacebookConf @kmullett
San Francisco #AllFacebookConf @kmullett
Never let another company or employee use their account information to set up accounts for you, unless they are prepared to turn it over to you. Create a company gmail account and use that for accounts.
HERE’S THE KEY TO…
San Francisco #AllFacebookConf @kmullett
A CLICK IS NOT A BLOOD OATH
Facebook events • No formal signup • No info gathering • No commitment • Not for everyone • Lost traffic & SEO
San Francisco #AllFacebookConf @kmullett
ACTION: KEEP TRAFFIC, SEO & VISIBILITY!
Embed signup capability via services like eventbrite
San Francisco #AllFacebookConf @kmullett
Avoid failure. Humanize your message, Encourage conversation, Listen first, Promote Less.
H.E.L.P PHILOSOPHY
ME cirrusabs.com / @cirrusabs @kmullett
ATTRIBUTION
Photography by Kevin Mullett or Stock agencies unless noted below. Hans Gerwitz – fail stamp Horton Group – mean dog behind fence West McGowan – empty billboard Rachel Scott Halls - chastity belt Joe Shoemaker – untitled pic of me
cirrusabs.com / @cirrusabs @kmullett
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