kevin mullet
TRANSCRIPT
New York City #AllFacebookConf
SOCIAL MEDIA FAILURES AND HOW TO AVOID THEM
@kmullett
New York City #AllFacebookConf
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 @kmullett
New York City #AllFacebookConf
HOW ABOUT SOME CUDDLE TIME FIRST?
Social media me monsters send “me messages”, like dm’s and Facebook messages, right after connecting.
@kmullett
HYPE & HYSTERIA New York City #AllFacebookConf
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.
@kmullett
New York City #AllFacebookConf
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 @kmullett
New York City #AllFacebookConf
BUDGET & STRATEGY @kmullett
DO YOU UNDERSTAND THE RULES?
Breaking TOS and rules of graphic decency.
New York City #AllFacebookConf @kmullett
New York City #AllFacebookConf @kmullett
New York City #AllFacebookConf
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 @kmullett
New York City #AllFacebookConf
PRIORITIZE BY AUDIENCE PREFERENCE
Tools to find your audience:
Which phone line will you be ignoring today?
ACTION:
@kmullett
SOCIAL MEDIA DOESN’T WORK…
Don’t be surprised when you get very little value out, of that which you put very little value in.
New York City #AllFacebookConf @kmullett
Scheduling isn't the same as automation. And both still require listening.
DO YOU SEE THE VALUE? New York City #AllFacebookConf
Social media works best when you are a willing participant, see value, & treat it like a lifestyle, instead of a task.
@kmullett
New York City #AllFacebookConf
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?
@kmullett
New York City #AllFacebookConf @kmullett
New York City #AllFacebookConf @kmullett
EVIDENCE New York City #AllFacebookConf @kmullett
REPUTATION New York City #AllFacebookConf @kmullett
1-800 HOW’S MY SOCIAL BEHAVIOR?
What’s the intent, motive, and message? • I caught you • I disapprove • I disagree • I am going to hurt you and make you pay…
New York City #AllFacebookConf @kmullett
New York City #AllFacebookConf
AM I POPULAR AND IMPORTANT YET?
@kmullett
New York City #AllFacebookConf
THIS IS THE WRONG FOCUS
Would any of these people be your ideal demographic?
@kmullett
New York City #AllFacebookConf
VANITY, NOT ACCOUNT VITALITY
Where is the value? He uses #followback, but doesn’t.
Ratio!
@kmullett
New York City #AllFacebookConf
THE RALLY’S FOURSQUARE INCIDENT
Is this how your company would handle a complaint?
This IS your company AND is a visual record of its customer service!
@kmullett
THIS IS HOW YOU HANDLE IT
… only quicker.
New York City #AllFacebookConf @kmullett
New York City #AllFacebookConf
UNEXPECTED SERVICE
I had ZERO expectation they were going to know what to do, but I was totally impressed when they did.
@kmullett
New York City #AllFacebookConf
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? (WIIFM) • Icons are notifications, not calls to action.
@kmullett
New York City #AllFacebookConf
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 @kmullett
New York City #AllFacebookConf
SIGNAGE HELPS EVERYONE
Text “like cirrusabs” to 32665.
Which of these two will grow their Facebook page?
@kmullett
New York City #AllFacebookConf
CONNECTING THE DOTS…
Do these printed pieces promote social channels? What is the social strategy?
or
@kmullett
New York City #AllFacebookConf
TIE OFFLINE/ONLINE/MOBILE TOGETHER
In print, on air, online, and in-store. i.e. connecting the dots with contiguous marketing.
@kmullett
New York City #AllFacebookConf
REALLY? @kmullett
SERIOUSLY? New York City #AllFacebookConf @kmullett
New York City #AllFacebookConf
The real failure of QR Code usage: nonstrategic, uncreative, and untested implementation.
EXCUSE ME… @kmullett
New York City #AllFacebookConf
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)
@kmullett
New York City #AllFacebookConf
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!
@kmullett
New York City #AllFacebookConf
FOURSQUARE FTW! @kmullett
New York City #AllFacebookConf
ACTION: MONITOR FOURSQUARE ACTIVITY
• Is anyone checking in • See who publically checks in • Watch for positive or negative comments • Flag inappropriate photos Don’t forget about other location services.
@kmullett
Carefully monitor not only the reputation you create, but that which is created about you.
DON’T LET THE INTERN DO IT!
New York City #AllFacebookConf @kmullett
New York City #AllFacebookConf
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.
@kmullett
New York City #AllFacebookConf
ACTION: ASK IF THIS IS 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)
@kmullett
OWNERSHIP New York City #AllFacebookConf @kmullett
New York City #AllFacebookConf
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… @kmullett
New York City #AllFacebookConf
A CLICK IS NOT A BLOOD OATH
Facebook or G+ events. • No formal signup • No info gathering • No commitment • Not for everyone • Lost traffic & SEO
@kmullett
New York City #AllFacebookConf
ACTION: KEEP TRAFFIC, SEO & VISIBILITY!
Embed signup capability via services like eventbrite
@kmullett
ACTION: CHECK IMAGE RIGHTS
New York City #AllFacebookConf @kmullett
ACTION: THE IMAGE USE COVENANT
New York City #AllFacebookConf @kmullett
Thou shalt not simply do a Google search, to find ones images, nor
right clicketh on an image one likes and call it a day.
In Search of Stock Photography
My 49 Stock Photography Sites Mega List
ACTION: PREPARE FOR BUSINESS
• Buy a webcam • Signup for G+, Skype, and Spreecast • Tie G+ to your Youtube account • Practice with someone (me)
New York City #AllFacebookConf @kmullett
New York City #AllFacebookConf
ACTION: GRAB YOUR BRAND/IDENTITY namechk.com
@kmullett
New York City #AllFacebookConf
Avoid failure. Humanize your message, Encourage conversation, Listen first, Promote Less.
H.E.L.P PHILOSOPHY @kmullett
ME cirrusabs.com / @cirrusabs @kmullett
bit.ly/WinAtSM
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 Sam Stratman – restroom qr codes Rachel Scott Halls - chastity belt Joe Shoemaker – untitled pic of me
cirrusabs.com / @cirrusabs @kmullett