Social Media Near Misses and Outright Failures - Blog Indiana

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SOCIAL MEDIA NEAR MISSES & OUTRIGHT FAILURES

@kmullett

Social media and online

marketing isn’t about the

tools you use or the online

Blog Indiana #BIN2012@kmullett

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

ACTION: GET YOUR HOUSE IN ORDER FIRST!

Grab your local listings:getlisted.org

Social Media Summit #SMSFW@kmullett

Keep name, address, phone consistent!

HOW ABOUT SOME CUDDLE TIME FIRST?

Social media me monsters send “me

messages”, like dm’s and Facebook messages,

right after connecting.


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.

HYPE & HYSTERIA


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

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

WHAT DO THEY PREFER?

Which phone line will


Tools to find

your audience:

Which phone line will

you be ignoring today?

ACTION:

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.


Social media works best when

you are a willing participant, see

value, & treat it like a lifestyle,

instead of a task.


DO YOU SEE THE VALUE?

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


watch you get hammered at this trade show or conference.

Fear or

Opportunity?

ACTION: GRAB YOUR BRAND/IDENTITYnamechk.com


EVIDENCE


WHOOPS

Billy


See also: Socialcam

REPUTATION


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


• I am going to hurt you and

make you pay…

ONLINE VIGILANTES

It is a good policy to be willing to extend grace in expectation of someday needing it.


AM I POPULAR AND IMPORTANT YET?


THIS IS THE WRONG FOCUS


Would any of these people be your ideal demographic?

VANITY, NOT ACCOUNT VITALITY

Ratio!


Where is the value? He uses #followback, but doesn’t.

ARE YOU BUILDING RELATIONSHIPS?


Bing even promotes this behavior. —

Authority according to Bing.

THE RALLY’S FOURSQUARE INCIDENT

This IS a company


Is this how your company would handle a complaint?

This IS a company

contact page.

THIS IS HOW YOU HANDLE IT


… only

quicker.

UNEXPECTED SERVICE

I had ZERO

expectation they

were going to know

what to do, but I was

totally impressed


totally impressed

when they did.

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?

• Icons are notifications, not calls to action.

How many of you who desire

article comments, amplification


article comments, amplification

of your social posts, and

professional recommendations

take the time to provide them?

ME, ME, AND ME

SIGNAGE HELPS EVERYONE

Which of these two

will grow their

Facebook page?


Text “like cirrusabs”

to 32665.

CONNECTING THE DOTS…


Do these printed pieces promote social

channels? What is the social strategy?

or

TIE OFFLINE/ONLINE/MOBILE TOGETHER


In print, on air, online, and

in-store. i.e. connecting the

dots with contiguous

marketing.

DO YOU UNDERSTAND THE RULES?


Breaking TOS and rules of graphic decency.


REALLY?

The real failure of QR Code

usage: nonstrategic,

uncreative, and untested

implementation.


QR CODE FAILURE

ACTION: TEST, TEST, TEST!

• Test on new and old devices

• In different lighting

• With various applications

• At expected distances

Time to recognition (seeking)


• Time to recognition (seeking)

• Combo of all of the above

http://bit.ly/vZNsFG (article)

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!


FOURSQUARE FTW!

ACTION: MONITOR FOURSQUARE ACTIVITY

• Is anyone checking in

• See who publically checks in

• Watch for positive or negative

comments

Catch inappropriate photos


• Catch inappropriate photos

Don’t forget about other

location services.

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.


Carefully monitor not only

the reputation you create,

but that which is created

about you.


DON’T LET THE INTERN DO IT!

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


ACTION: INVEST IN OWNERSHIP

You are likely to change

jobs many times in your

lifetime, however save

for a few reasons,

your name will not.


your name will not.

Free services come

and go! Own a domain!

$10/ year (do it)

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 gmailaccount and use that for accounts.


for accounts.

HERE’S THE KEY TO…

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

ACTION: KEEP TRAFFIC, SEO & VISIBILITY!


Embed signup capability via services like eventbrite

Clients often talk about how hard

it is to find things to blog or post

news about when in reality it’s

right in front of them. Don’t give

away traffic, search engine

optimization and brand visibility to

third party sites or email only

CDPI - Summer Leadership Institute #CDPISLI@kmullett

third party sites or email only

responses.

WHAT TO WRITE

ACTION: PREPARE FOR BUSINESS

• Create a personal G+ and

Spreecast account

• Tie it to your Youtube account

• Buy a webcam

Practice with someone (me)

Social Media Summit #SMSFW@kmullett

• Practice with someone (me)

Avoid failure.

Humanize your

message, Encourage


message, Encourage

conversation, Listen

first, Promote Less.

H.E.L.P PHILOSOPHY

ME

cirrusabs.com / @cirrusabs@kmullett

Photography by Kevin Mullett or Stock agencies unless noted below.

Sam Stratman – restroom qr codes

West McGowan – empty billboard

Horton Group – mean dog behind fence

Scott Howard – QR Code Billboard

ATTRIBUTION

Scott Howard – QR Code Billboard

Rachel Scott Halls - chastity belt

Joe Shoemaker – untitled pic of me

cirrusabs.com / @cirrusabs@kmullett

Social Media Near Misses and Outright Failures - Blog Indiana

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Transcript of Social Media Near Misses and Outright Failures - Blog Indiana