Learn about epic failures and wins in social media, crisis management and “social media rights” in our second Social Media Brass Tacks presentation.

1. Social Media Brass Tacks 2
Thursday, June 6, 13

2. Who We Are
Big Fish Creations
An advertising and digital media company
specializing in web & graphic design, digital
photography, copywriting, social media
strategy, branding, campaign management,
analytics, online business solutions, and
project management.
Thursday, June 6, 13

3. “If you ever drop your
keys into a river of molten
lava, let’em go, because,
man, they’re gone.”
Jack Handey
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4. Epic Social Media
#FAIL
part 1
Thursday, June 6, 13

5. ‘Audit This’ - Evan Mathis
Posted a picture on Instagram of himself
doing #1 on an IRS sign.
#FAIL
Source: Mashable - May 15 2013
Thursday, June 6, 13

6. Target: Promoted Trends on Twitter
#McDStories
Source: Mashable - 11 Biggest Social Media Disasters of 2012
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7. #McDStories
Source: 10 Funniest Tweets From the #McDStories Disaster
#FAIL
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8. #McDStories
Source: 10 Funniest Tweets From the #McDStories Disaster
#FAIL
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9. #McDStories
Source: 10 Funniest Tweets From the #McDStories Disaster
#FAIL
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10. Source Buzzfeed: This Is The Most Epic Brand Meltdown On Facebook Ever
Amy’s Baking Company
Facebook Meltdown
Thursday, June 6, 13

11. Amy’s Baking Company
Gordon Ramsey interviewed Amy’s
Baking Company on his show, and
eventually dumped them because he
said they were too difficult to work
with. He essentually ‘fires’ them.
Source Buzzfeed: This Is The Most Epic Brand Meltdown On Facebook Ever
Photo Credit: www.gordonramsay.com
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12. Amy’s Baking Company
Owners Samy and Amy Bouzaglo
set out to defend themselves on
their Facebook page.
Source Buzzfeed: This Is The Most Epic Brand Meltdown On Facebook Ever
Photo Credit: Buzzfeed via Facebook
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13. Amy’s Baking Company
Source Buzzfeed: This Is The Most Epic Brand Meltdown On Facebook Ever
#FAIL
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14. Amy’s Baking Company
Source Buzzfeed: This Is The Most Epic Brand Meltdown On Facebook Ever
#FAIL
Thursday, June 6, 13

15. Amy’s Baking Company
Source Buzzfeed: This Is The Most Epic Brand Meltdown On Facebook Ever
#FAIL
Thursday, June 6, 13

16. Amy’s Baking Company
Samy and Amy keep posting and
posting. They try to intercept what
others were saying. One site, Reddit,
had a thread that was actually bringing
new people to the so called party.
Source Buzzfeed: This Is The Most Epic Brand Meltdown On Facebook Ever
Photo Credit: Buzzfeed via Facebook
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17. Amy’s Baking Company
Source Buzzfeed: This Is The Most Epic Brand Meltdown On Facebook Ever
#TRIPLE
#FAIL
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18. Amy’s Baking Company
Their Facebook Page is essentially useless now.
#FAIL
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19. Amy’s Baking Company
To make matters worse,
satire (fake) pages begin to appear on Facebook
#FAIL
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20. Amy’s Baking Company
Moral of the story?
It is better to remain silent and be
thought a fool than to open one’s
mouth and remove all doubt
- Abraham Lincoln
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21. Epic Social Media
#WIN
part 2
Thursday, June 6, 13

22. Taco Bell - Facebook Page
Taco Bell is known for their witty replies on
their social media channels.
Source: Mashable - Jan 3 2013
#WIN
Thursday, June 6, 13

23. Honda - Pinterest
Launches a CR-V Campaign and asks
Pinterest users to take a ‘pintermission’
for a chance to win $500
Thursday, June 6, 13

24. Honda - Pinterest
Success!
Participants were asked to pin what
they did while away from Pinterest
for a chance to win the $500.
The promotion generated 16 million
media impressions and 5,000
repins and almost 2,000 likes
on Pinterest.
#WIN
Source Ragan’s PR Daily: Honda’s Shoestring Campaign Attracts Millions
Thursday, June 6, 13

25. Oreo vs Kit Kat
Twitter Brand Battle
Source PRNewser: Did Oreo Win Twitter Again? (Yes, They Did)
Thursday, June 6, 13

26. Kit Kat
Launches the First Salvo
Source PRNewser: Did Oreo Win Twitter Again? (Yes, They Did)
Thursday, June 6, 13

27. Oreo
Responds with awesome retort!
Source PRNewser: Did Oreo Win Twitter Again? (Yes, They Did)
#CLASSY
#WIN
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28. Laboratory Test
Michael Clawson vs Ménage à Trois Wines
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29. Laboratory Test
Michael Clawson vs Ménage à Trois Wines
#WIN
Thursday, June 6, 13

30. Unmarketing
The Tweet That Saved Delta
Source YouTube: The Tweet That Saved Delta
CLICK TO WATCH
Thursday, June 6, 13

31. Crisis
Management
part 3
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32. What is
Crisis Management?
1.The use of expert managers by a
business or government to limit
damage or danger from a crisis.
2.The tendency to take action only
after a crisis has developed.
Source Wikepedia:
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33. Tips for Effective Crisis Management
Activate Alerts
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34. Tips for Effective Crisis Management
Diffuse & Disarm Quickly
1.Always be positive in your
response. Even playful is ok.
2.Think through a few possible
scenarios ahead of time.
3.Plan responses to those
hypothetical situations.
4.Respond quickly.
5.Monitor and Follow-up for success.
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35. Sharing
Who Owns What?
part 4
Thursday, June 6, 13

36. 1. The distinction between what is fair use
and what is infringement in a particular
case will not always be clear or easily
defined. There is no specific number of
words, lines, or notes that may safely be
taken without permission.
Acknowledging the source of the
copyrighted material does not
substitute for obtaining permission.
What is fair use of
copyrighted materials?
Source Copyright.gov: Fair Use
Thursday, June 6, 13

37. 1. “Uploading or downloading works protected by
copyright without the authority of the copyright
owner is an infringement of the copyright owner's
exclusive rights of reproduction and/or distribution.
Anyone found to have infringed a copyrighted work
may be liable for statutory damages up to $30,000
for each work infringed and, if willful infringement is
proven by the copyright owner, that amount may be
increased up to $150,000 for each work infringed. In
addition, an infringer of a work may also be liable for
the attorney's fees incurred by the copyright owner
to enforce his or her rights.”
What is the penalty?
Source: Clemson Community and Ethical Standards Article
Thursday, June 6, 13

38. What does Facebook Say?
Source: Facebook Legal & Copyright Rules
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39. What does Facebook Say?
Source: Facebook Help
Thursday, June 6, 13

40. 1. Try to get permission first. Yes, ask the owner.
2. Use the sharing options built-in to your social media
channel to post the original URL of the content and
make sure it points back to the original author of the
content. I.E. make sure it points to the owner’s
website!
3. Credit source in the description of the file.
4. Tag the author if possible. Look-up on Facebook etc.
This alerts them to your post.
5. Best Practice: Use your own photos, video, text or
audio, etc.
6. Be aware even if you pay someone to create content,
make sure they are not violating copyright law.
Sharing - The Right Way
Source: I am Baker : What Every Facebook User Needs To Know
Thursday, June 6, 13

41. 1. You have the right to post just about anything, as long
as it fits within the guidelines of your social media
platform.
2. Be responsible about what you say and how you
project your brand’s image.
3. Try to separate politics, religion and other views from
your brand, unless of course, that is your brand.
Over-Sharing
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42. Digital Footprint
1.Easily trackable
2.Internet Way Back Machine
3.Google - Can compare images
4.Plagiarism Checkers
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43. “The key to social is not only being
authentic and being good to your
customers, it’s about being fast.”
Scott Stratten
Takeaway
Thursday, June 6, 13

44. Open Session
‘pick our brains’
part 5
Thursday, June 6, 13

45. MICHAEL CLAWSON
Facebook: michaelclawson
Twitter: @michaelclawson
Instagram: bigfish
Flickr: michaelclawson
500px: bigfish
Linkedin: michaelclawson
Google+ michaelclawson
PATTY CLAWSON
Facebook: pattyclawson
Twitter: @patriciaclawson
Instagram: patriciaclawson
Flickr: pattyclawson
Pinterest: patriciaclawson
Linkedin: pattyclawson
Google+ pattyclawson
THANKYOU
Thursday, June 6, 13