Social Media Failures and How to Avoid Them - AllFacebook SF

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Presentation Description

The success or failure of your online marketing and social media strategy rests in correct execution. And while we may have some success despite obvious mistakes, or when flying by the seat of our pants, we have to ask what are we leaving on the table. These small missing factors have a huge impact on the value and return from any campaign. How could we get more for roughly the same effort? What mistakes are leading to false proclamation that social can't work in your business, industry, or field? It's time for a second set of eyes and input. This session will highlight real world examples of social media usage that failed to connect the dots, and will provide minor adjustments that would have resulted in exponential results.

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Presentation Transcript

Social Media failures and how to avoid them:

San Francisco # AllFacebookConf Social Media failures and how to avoid them @ kmullett

Use tools, don’t be one:

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

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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:

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.

free to use, not do:

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

budget & strategy:

San Francisco # AllFacebookConf @ kmullett budget & strategy

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San Francisco # AllFacebookConf @ kmullett

No Silver Bullets:

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

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San Francisco # AllFacebookConf @ kmullett What do They Prefer? Tools to find your audience: Which phone line will you be ignoring today?

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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.

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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?

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San Francisco # AllFacebookConf @ kmullett

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San Francisco # AllFacebookConf @ kmullett

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San Francisco # AllFacebookConf @ kmullett ACTION: Grab your brand/identity namechk.com

Evidence:

Evidence San Francisco # AllFacebookConf @ kmullett

reputation:

reputation San Francisco # AllFacebookConf @ kmullett

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San Francisco # AllFacebookConf @ kmullett Am I Popular and Important Yet?

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San Francisco # AllFacebookConf @ kmullett This is the wrong focus Would any of these people be your ideal demographic?

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San Francisco # AllFacebookConf @ kmullett vanity, not account vitality Where is the value? He uses # followback , but doesn’t.

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San Francisco # AllFacebookConf @ kmullett the Rally’s foursquare incident Is this how your company would handle a complaint? This IS a company contact page.

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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.

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San Francisco # AllFacebookConf @ kmullett why don’t they like us? Are we clear with our message? I s design or action most important? What is our call to action? What is in it for ME? Icons are notifications, not calls to action.

Me, me, and me:

San Francisco # AllFacebookConf @ kmullett H ow 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

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San Francisco # AllFacebookConf @ kmullett Signage helps everyone Which of these two will grow their Facebook page?

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San Francisco # AllFacebookConf @ kmullett Connecting the dots… Do these printed pieces promote social channels? What is the social strategy? or

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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.

QR Code failure:

San Francisco # AllFacebookConf @ kmullett The real failure of QR Code usage: nonstrategic, uncreative, and untested implementation. QR Code failure

Really?:

San Francisco # AllFacebookConf @ kmullett Really?

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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)

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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!

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San Francisco # AllFacebookConf @ kmullett Foursquare Ftw !

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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.

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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.

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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.

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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:

Ownership San Francisco # AllFacebookConf @ kmullett

Here’s the key to…:

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…

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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

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San Francisco # AllFacebookConf @ kmullett action: Keep traffic, SEO & visibility! Embed signup capability via services like eventbrite

H.E.L.P Philosophy:

San Francisco # AllFacebookConf @ kmullett Avoid failure. Humanize your message, Encourage conversation, Listen first, Promote Less. H.E.L.P Philosophy

me:

me cirrusabs.com / @ cirrusabs @ kmullett

attribution:

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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