I gave this presentation detailing organizations that have failed at their social media initiatives at BarCamp Memphis. BarCamp is part of a network of user generated conferences - open, participatory workshop events whose content is provided by the participants. It's politely titled "You Suck at Social Media"
9. Conversations happen
Iams Pet Food
Animal cruelty & PETA
Conversations happen
if you listen or not
Admit mistakes & fix
them
Participate/respond
and become part of
conversation
Call on your community
10. I am da’ Furminator
4 positive customer
reviews
YouTube, Discussion
boards
Let the customers
evangelize in ways they
want
Give them the tools
Google peaking beyond
walled gardens
11. Twitter taste in my mouth
/BankofAmerica - Parked
/WindowsXP - Hijacked
/McDonalds - Parked
/BritishAirways - Abandoned
12. Your twitter feels so good
/Zappos /Comcast /DellOutlet
Marketing & PR
• exclusive offers & coupons
• happenings in your industry
• promote their interests
Customer Service
• individual attention
13. Social Net(doesn’t)work
380 fans/5 mon.
No conversation
One big ad
Integrate bands
into page
• videos
• show how to edit
Trick out ultimate
computer
http://www.new.facebook.com/pages/Intel-studio/12110436949?ref=ts
14. Social Networks
BMW 1 Series
9000 / 7 days
Personalized
High Involvement
Widget ads
Single message
across multiple
channels
16. FedEx Launch Application
Add attachments to messages
Build off current functionality, but kept to core brand
100k installs in 48 hrs, 50% coming back 10x
17. Bad Blogs
Wal-Mart Across
America
Formed to counter
criticism from
unions
Never a sad face
Staged whole event
http://www.businessweek.com/bwdaily/dnflash/content/oct2006/db20061009_579137.htm
18. Good Corporate Blogs
Be genuine
It’s not just about you
• see CafePress blog
Provide value
Peak behind the curtain
• see 37Signals blog
Don’t be too serious
• see DreamHost blog
19. You blogger pitch like a girl
Show you know who they are
Highlight the benefits
Community first
Get to the point
20. SMS & Mobile
RedBox
• Free Weekly Rental w/signup
• Flipped low-involvement task
Meijer
• Gas alerts
• Top-of-mind
21. SMS Guidelines
Make it easy
Offer something unique and exclusive
Multiple entry points (text, web)
NO unsolicited messages, opt-in
MMAGlobal.com
23. Martell does it well
Martell Home Builders
Create an experience
Defined audience,
developed strategies & tools
http://www.youtube.com/watch?v=T_L4Pq0u9QQ