Social Media Failures and How to Avoid Them - AllFacebook SF

San Francisco #AllFacebookConf

SOCIAL MEDIA FAILURES AND HOW TO AVOID THEM

@kmullett

San Francisco #AllFacebookConf @kmullett

Social media and online marketing isn’t about the 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


HOW ABOUT SOME CUDDLE TIME FIRST?

Social media me monsters send “me messages”, like dm’s and Facebook messages, right after connecting.

HYPE & HYSTERIA San Francisco #AllFacebookConf @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.


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?

Tools to find your audience:

Which phone line will you be ignoring today?

http://rapportive.com/�

http://gist.com/�

https://www.rapleaf.com/�

https://www.xobni.com/�


DO YOU SEE THE VALUE?

Social media works best when you are a willing participant, see value, & treat it like a lifestyle, instead of a task.


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 hammered at this trade show or conference. Fear or Opportunity?


ACTION: GRAB YOUR BRAND/IDENTITY namechk.com

http://namechk.com/�

http://namechk.com/�

http://knowem.com/�

http://usernamez.com/�

http://claimid.com/�

http://claim.io/�

EVIDENCE San Francisco #AllFacebookConf @kmullett

REPUTATION San Francisco #AllFacebookConf @kmullett


AM I POPULAR AND IMPORTANT YET?


THIS IS THE WRONG FOCUS

Would any of these people be your ideal demographic?


VANITY, NOT ACCOUNT VITALITY

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

http://www.followerwonk.com/�


THE RALLY’S FOURSQUARE INCIDENT

Is this how your company would handle a complaint?

This IS a company contact page.


UNEXPECTED SERVICE

I had ZERO expectation they were going to know what to do, but I was 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 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?


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.


The real failure of QR Code usage: nonstrategic, uncreative, and untested implementation.

QR CODE FAILURE


REALLY?


ACTION: TEST, TEST, TEST!

• Test on new and old devices • In different lighting • With various applications • At expected distances • Time to recognition (seeking) • Combo of all of the above http://bit.ly/vZNsFG (testing article)

http://bit.ly/vZNsFG�


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 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.

http://socialmention.com/�

http://www.samepoint.com/�

http://www.google.com/alerts�

http://topsy.com/�

http://www.nutshellmail.com/�

http://tweetbeep.com/�

http://www.tweetalarm.com/�

http://www.twilert.com/�

http://ifttt.com/�


OMG! DON’T LET THE INTERN DO IT!

Carefully monitor not only the reputation you create, but that which is created about you.


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 San Francisco #AllFacebookConf @kmullett


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 gmail account and use that for accounts.

HERE’S THE KEY TO…


A CLICK IS NOT A BLOOD OATH

Facebook 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

http://www.eventbrite.com/�


Avoid failure. Humanize your message, Encourage conversation, Listen first, Promote Less.

H.E.L.P PHILOSOPHY

ME cirrusabs.com / @cirrusabs @kmullett

http://www.cirrusabs.com/�

http://twitter.com/cirrusabs�

http://twitter.com/kmullett�

http://bit.ly/aboutKM�


ATTRIBUTION

Photography by Kevin Mullett or Stock agencies unless noted below. Hans Gerwitz – fail stamp Horton Group – mean dog behind fence West McGowan – empty billboard Rachel Scott Halls - chastity belt Joe Shoemaker – untitled pic of me

cirrusabs.com / @cirrusabs @kmullett

http://www.flickr.com/photos/phobia/2308371224/�

http://www.sxc.hu/photo/1086602�

http://www.flickr.com/photos/westm/3379293362/�

http://www.flickr.com/photos/rachelscott/932798490/�

http://www.flickr.com/photos/joeshoe/5740389452/�





http://twitter.com/cirrusabs�

http://twitter.com/kmullett�


Social Media Failures and How to Avoid Them - AllFacebook SF

Business

Transcript of Social Media Failures and How to Avoid Them - AllFacebook SF