Post on 18-Jan-2015
description
Blog Indiana #BIN2012
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.
Blog Indiana #BIN2012@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.
HYPE & HYSTERIA
Blog Indiana #BIN2012@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!
Blog Indiana #BIN2012@kmullett
FREE TO USE, NOT DO
Blog Indiana #BIN2012@kmullett
BUDGET & STRATEGY
Blog Indiana #BIN2012@kmullett
No marketing media channel has 100%
eyeballs or is 100% effective. We need to
prioritize based on goals, resources, and
business objectives.
Blog Indiana #BIN2012@kmullett
NO SILVER BULLETS
WHAT DO THEY PREFER?
Which phone line will
Blog Indiana #BIN2012@kmullett
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.
Blog Indiana #BIN2012@kmullett
Social media works best when
you are a willing participant, see
value, & treat it like a lifestyle,
instead of a task.
Blog Indiana #BIN2012@kmullett
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
Blog Indiana #BIN2012@kmullett
watch you get hammered at this trade show or conference.
Fear or
Opportunity?
Blog Indiana #BIN2012@kmullett
Blog Indiana #BIN2012@kmullett
ACTION: GRAB YOUR BRAND/IDENTITYnamechk.com
Blog Indiana #BIN2012@kmullett
EVIDENCE
Blog Indiana #BIN2012@kmullett
WHOOPS
Billy
Blog Indiana #BIN2012@kmullett
See also: Socialcam
REPUTATION
Blog Indiana #BIN2012@kmullett
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
Blog Indiana #BIN2012@kmullett
• 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.
Blog Indiana #BIN2012@kmullett
AM I POPULAR AND IMPORTANT YET?
Blog Indiana #BIN2012@kmullett
THIS IS THE WRONG FOCUS
Blog Indiana #BIN2012@kmullett
Would any of these people be your ideal demographic?
VANITY, NOT ACCOUNT VITALITY
Ratio!
Blog Indiana #BIN2012@kmullett
Where is the value? He uses #followback, but doesn’t.
ARE YOU BUILDING RELATIONSHIPS?
Blog Indiana #BIN2012@kmullett
Bing even promotes this behavior. —
Authority according to Bing.
THE RALLY’S FOURSQUARE INCIDENT
This IS a company
Blog Indiana #BIN2012@kmullett
Is this how your company would handle a complaint?
This IS a company
contact page.
THIS IS HOW YOU HANDLE IT
Blog Indiana #BIN2012@kmullett
… only
quicker.
UNEXPECTED SERVICE
I had ZERO
expectation they
were going to know
what to do, but I was
totally impressed
Blog Indiana #BIN2012@kmullett
totally impressed
when they did.
WHY DON’T THEY LIKE US?
Blog Indiana #BIN2012@kmullett
• 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
Blog Indiana #BIN2012@kmullett
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?
Blog Indiana #BIN2012@kmullett
Text “like cirrusabs”
to 32665.
CONNECTING THE DOTS…
Blog Indiana #BIN2012@kmullett
Do these printed pieces promote social
channels? What is the social strategy?
or
TIE OFFLINE/ONLINE/MOBILE TOGETHER
Blog Indiana #BIN2012@kmullett
In print, on air, online, and
in-store. i.e. connecting the
dots with contiguous
marketing.
DO YOU UNDERSTAND THE RULES?
Blog Indiana #BIN2012@kmullett
Breaking TOS and rules of graphic decency.
Blog Indiana #BIN2012@kmullett
REALLY?
The real failure of QR Code
usage: nonstrategic,
uncreative, and untested
implementation.
Blog Indiana #BIN2012@kmullett
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)
Blog Indiana #BIN2012@kmullett
• Time to recognition (seeking)
• Combo of all of the above
http://bit.ly/vZNsFG (article)
CLICK “LIKE” IF YOU BREATH AIR
Blog Indiana #BIN2012@kmullett
A creative way to keep in front of people
(edgerank) or spam? It can be a very fine line!
Blog Indiana #BIN2012@kmullett
FOURSQUARE FTW!
ACTION: MONITOR FOURSQUARE ACTIVITY
• Is anyone checking in
• See who publically checks in
• Watch for positive or negative
comments
Catch inappropriate photos
Blog Indiana #BIN2012@kmullett
• 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.
Blog Indiana #BIN2012@kmullett
Carefully monitor not only
the reputation you create,
but that which is created
about you.
Blog Indiana #BIN2012@kmullett
DON’T LET THE INTERN DO IT!
IS THIS REALLY A GOOD IDEA?
Blog Indiana #BIN2012@kmullett
• Consider the demographic
• Will participation add frustration if they don’t
have an account or can’t access it (no wifi)
OWNERSHIP
Blog Indiana #BIN2012@kmullett
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.
Blog Indiana #BIN2012@kmullett
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.
Blog Indiana #BIN2012@kmullett
for accounts.
HERE’S THE KEY TO…
A CLICK IS NOT A BLOOD OATH
Facebook or G+ events.
• No formal signup
• No info gathering
Blog Indiana #BIN2012@kmullett
• No commitment
• Not for everyone
• Lost traffic & SEO
ACTION: KEEP TRAFFIC, SEO & VISIBILITY!
Blog Indiana #BIN2012@kmullett
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
Blog Indiana #BIN2012@kmullett
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