social media #fails
DESCRIPTION
What can we learn from mistakes that other organisations have already made in the Social space?TRANSCRIPT
Social
Media
#fails
Global explosion in Social Media usage
www.twosocial.com
1 in every 4.5 minutes online is spent on Social Media
Nielsen Australia Online
Social Media reach in Australia
Country Unique audience (000) Reach
Brazil 28,806 84%
Italy 22,766 81%
Spain 21,261 79%
Japan 48,203 78%
France 30,733 77%
USA 151,743 77%
UK 29,842 74%
Australia 10,443 73%
Germany 31,115 66%
Switzerland 2,627 65%
www.twosocial.com
Nielsen Australia Online
What can we learn from others Social Media mistakes?
There are two main forms of Social Media Fail, firstly when
organisations get dragged into a Social issue by a third party,
often a customer, and…
When an organisation creates a home grown problem through
inappropriate use of the channel or just a good old mistake!
First the latter: ‘good ole home grown fails’
Social Media users don’t like to be conned and the Danish Tourist Board video misled a number of people and left a bad taste (in fact it was arguably in bad
taste!)
http://www.youtube.com/watch?v=GiKRA-syT5M
Habitat got the use of hashtags wrong several years ago now…
But what was KennethCole’s excuse?
15
GSK got
dragged into the channelwhen 2 high
school students
found no Vitamin C in RTD Ribena
Nestlé's response to Greenpeace as at first …
Call the lawyers!
Legal, and then …
Stupid, and finally…
Apologetic!
So why would Westpac make the same mistake?
95 video results on You Tube
0 video responses from Taco Bell
2,975 comments to first video alone
0 comments from Taco Bell
www.daemondigital.com
© Daemon Group 2008
Risk = threat x vulnerability x impact
Risk = threat x vulnerability x impact
engagement
www.daemondigital.com
© Daemon Group 2008
Managing risk in Social Media
Risk = Kohnstamm x reputation x sales
Credibility/Thorn Tree
Earned media
Lessons we have learnt…
You can run but you can’t hide!
The MAD doctrine (Mutually Assured Destruction)
Respondez s’il vous plait
He who fails to plan, plans to fail
Life is what happens when you are busy making other plans
