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We know what we are about to see. The stage is set, and we’re looking back in time. For the people in the video, it seemed like a good idea at the time.It usually starts with an idea, an instinct or a mistake. But most often with good intentions.
Our audience isn’t on Twitter, they are not big into Foursquare, etc… Don’t tell people who they are social media, they’ll opt-in if they like you. In traditional media we start with a USP and design campaigns that appeal to the masses.
7 months, 12 countries, 500+ marketers, 52 brands. What goes wrong with social media projects.
Stock dropped 10% as negative PR was everywhere.
We’ve moved from USP to a mixture of USP & MBB.
1<br />Mirroring<br />This is when
you reflect an image of your audience back at them. It rarely works and people can get turned off by a brand trying to be too cool.<br />
2<br />Eager Beaver<br />This is
when you try too hard to be on too many networks. Pick the ones that you can manage and don’t go crazy trying to build a following for now reason. Decide what your objectives are first before you get to eager.<br />
There are way too many
networks to be good on all of them. <br />You don’t have the resource to maintain all them.<br />
3<br />Deaf Ear<br />Most companies
don’t have a proper listening and reporting plan in place. It’s on of the easiest things that you can do and one of the biggest areas or improvement.<br />
4<br />Asking Too Much<br />90
percent of people will do nothing, 9 percent might do something and 1 percent will actually contribute. The more you ask the more reward you need and the lower the participation will be. If you want lots of people to take part, ask for things that are easy to take part in.<br />
5<br />InternalBuy-in &Support<br />It is
difficult to shift into social media when your company doesn’t have a history of doing it. Internal buy-in and support is crucial during the transition process and throughout a campaign.<br />
81% of companies don’t have
a clear social media strategy<br />73% say legal departments hinder social media <br />87% had to correct their social media expectations<br />68% never heard of the 90-9-1% rule<br />7% understand the CRM value of social<br />11% have social guidelines <br />Brand Science Institute 2010<br />http://www.slideshare.net/Insidebsi/why-social-media-projects-fail-a-european-perspective<br />
6<br />Lose It<br />This is
when you lose control of your brand through one form or another. A community manager could write a damaging post or you brand could get hijacked by activists. Having a crisis plan is place is essential.<br />
Apple doesn't have any social
sharing buttons built into their site. Some companies add them at the very bottom. Apple could have learned a lot from being more social. It’s no surprise that their iTunes social network PING is taking off slower than expected even though they have 160M users.<br />
Lego has a page with
nearly 1M fans, but the last interaction from the page happened in 2008. They could be a number of different reasons for this, but there’s so much potential here.<br />http://www.facebook.com/pages/Lego/6665038402?v=wall<br />
8<br />Measurement OCD<br />Some people
focus so much on measurement and use it as a way of avoiding social media projects. If you going to create an ROI model you first need to assign values to input into the formula. If you don’t assign values, you don’t have a formula.<br />
What do you want for
your spend? <br />Awareness<br />Sales<br />Value Add<br />Other<br />Where are you now Where would you like to be<br />Assigned Monetary Value? <br />You’ll have to guess some of the numbers if you don’t know them, but if you want to measure you have to start with something you can test. Don’t dismiss unless you give ROI a fair try.<br />
10<br />A lot can happen
when people unite for or against something. There’s no guarantees either way, so don’t underestimate the power of people talking to each other. Have plans in place to ride the wave (good or bad) if you happen to get one.<br />Underestimate<br />
1<br />Social R&D<br />We do
this for products to learn lessons. It makes sense for marketing as well. If you want to drive innovation. Start with doing something you haven’t done before. Google lets people play and experiment. You’re better off learning lessons on a small scale than in front of the world..<br />
2<br />Go Beyond The USP<br
/>People are not one dimensional. Look beyond traditional marketing segmentation and into how people really behave.<br />
3<br />Passion Points<br />People gather
around things they are interested in. Sometimes it’s you’re brand. Most of the time it’s other things. Find your audience’s passion points (more than one) and find where you’re brand aligns. If you can tick multiple passion points and be relevant, people will listen.<br />
5<br />Dip your little toe
in<br />Start doing little things. Search for you brand on Twitter or do something else that requires 1 minute of you time. Becoming more skilled in social media is like moving into a new town. It all starts they day you move in. In a few weeks you’ll learn the roads, in a few months you’ll learn some shortcuts. In a year, you’ll be giving directions to people who just moved in. You’ll be a local in no time.<br />
We looked at ways to
suck and a few ways to not suck. It’s OK to makes mistakes. It’s a sign that you’re trying. <br />Have a look around and take in as much as you can. Look at the good and the bad and do something about it.<br />Give yourself space to learn lessons and proceed as you learn.<br />The one thing to remember from 10 ways to suck is to keep trying and…<br />