tom spano - goombal - webcongress san francisco 2014
TRANSCRIPT
![Page 1: Tom Spano - Goombal - WebCongress San Francisco 2014](https://reader036.vdocuments.site/reader036/viewer/2022070313/554ba720b4c905b3618b4ff7/html5/thumbnails/1.jpg)
WH Y I S YOUR S OC I AL M ED I A S O AN T I -S OC I AL ?
@ TOM S PA N O, HEA D OF S A LES & M A R KET I N G , G OOM BA L . C OM
Welcome
@tomspano #wcsf
![Page 2: Tom Spano - Goombal - WebCongress San Francisco 2014](https://reader036.vdocuments.site/reader036/viewer/2022070313/554ba720b4c905b3618b4ff7/html5/thumbnails/2.jpg)
# M Y N Y P D
@tomspano #wcsf
![Page 3: Tom Spano - Goombal - WebCongress San Francisco 2014](https://reader036.vdocuments.site/reader036/viewer/2022070313/554ba720b4c905b3618b4ff7/html5/thumbnails/3.jpg)
# M Y N Y P D
• ORIGINAL GOALS:
• Good will
• Engage the community
• Build audience via Twitter hashtag #MyNYPD
@tomspano #wcsf
![Page 4: Tom Spano - Goombal - WebCongress San Francisco 2014](https://reader036.vdocuments.site/reader036/viewer/2022070313/554ba720b4c905b3618b4ff7/html5/thumbnails/4.jpg)
# M Y N Y P D
@tomspano #wcsf
![Page 5: Tom Spano - Goombal - WebCongress San Francisco 2014](https://reader036.vdocuments.site/reader036/viewer/2022070313/554ba720b4c905b3618b4ff7/html5/thumbnails/5.jpg)
# M Y N Y P D
• WHAT HAPPENED:
• Complete loss of control
• Hashtag hijacking
• Terrible ROI and negative metrics
@tomspano #wcsf
![Page 6: Tom Spano - Goombal - WebCongress San Francisco 2014](https://reader036.vdocuments.site/reader036/viewer/2022070313/554ba720b4c905b3618b4ff7/html5/thumbnails/6.jpg)
# M Y N Y P D
• WHY:
• Know your audience
• Timing
• Be careful what you wish for
• Escape plan
• Learnings
@tomspano #wcsf
![Page 7: Tom Spano - Goombal - WebCongress San Francisco 2014](https://reader036.vdocuments.site/reader036/viewer/2022070313/554ba720b4c905b3618b4ff7/html5/thumbnails/7.jpg)
K N O W YO U R A U D I E N C E
@tomspano #wcsf
![Page 8: Tom Spano - Goombal - WebCongress San Francisco 2014](https://reader036.vdocuments.site/reader036/viewer/2022070313/554ba720b4c905b3618b4ff7/html5/thumbnails/8.jpg)
T I M I N G
@tomspano #wcsf
![Page 9: Tom Spano - Goombal - WebCongress San Francisco 2014](https://reader036.vdocuments.site/reader036/viewer/2022070313/554ba720b4c905b3618b4ff7/html5/thumbnails/9.jpg)
B E CAR E FUL W H AT YO U W IS H FO R
![Page 10: Tom Spano - Goombal - WebCongress San Francisco 2014](https://reader036.vdocuments.site/reader036/viewer/2022070313/554ba720b4c905b3618b4ff7/html5/thumbnails/10.jpg)
E S C A P E PL A N
• IGNORE OR ENGAGE:
• Chose to ignore negative and focus on positive
• Went public with a welcoming statement
@tomspano #wcsf
![Page 11: Tom Spano - Goombal - WebCongress San Francisco 2014](https://reader036.vdocuments.site/reader036/viewer/2022070313/554ba720b4c905b3618b4ff7/html5/thumbnails/11.jpg)
L E A R N I N G S
• THAT WHICH DOES NOT KILL US…
• How do we make sure we never do this again?
• How do we repair the damage to our brand?
• How do we repair the damage to the industry?
@tomspano #wcsf
![Page 12: Tom Spano - Goombal - WebCongress San Francisco 2014](https://reader036.vdocuments.site/reader036/viewer/2022070313/554ba720b4c905b3618b4ff7/html5/thumbnails/12.jpg)
R O N A L D G E T S A M A K E OV E R
@tomspano #wcsf
![Page 13: Tom Spano - Goombal - WebCongress San Francisco 2014](https://reader036.vdocuments.site/reader036/viewer/2022070313/554ba720b4c905b3618b4ff7/html5/thumbnails/13.jpg)
![Page 14: Tom Spano - Goombal - WebCongress San Francisco 2014](https://reader036.vdocuments.site/reader036/viewer/2022070313/554ba720b4c905b3618b4ff7/html5/thumbnails/14.jpg)
![Page 15: Tom Spano - Goombal - WebCongress San Francisco 2014](https://reader036.vdocuments.site/reader036/viewer/2022070313/554ba720b4c905b3618b4ff7/html5/thumbnails/15.jpg)
A U T O T W E E T FA I L
@tomspano #wcsf
![Page 16: Tom Spano - Goombal - WebCongress San Francisco 2014](https://reader036.vdocuments.site/reader036/viewer/2022070313/554ba720b4c905b3618b4ff7/html5/thumbnails/16.jpg)
W H O O P S
“I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to fucking drive.” - @Chryslerautos
@tomspano #wcsf
![Page 17: Tom Spano - Goombal - WebCongress San Francisco 2014](https://reader036.vdocuments.site/reader036/viewer/2022070313/554ba720b4c905b3618b4ff7/html5/thumbnails/17.jpg)
S UM M A RY
• Know your audience
• Time your campaigns properly
• Expect the unexpected
• Plan your escape
• Learn from your mistakes
• Watch the robots
• Watch the humans
@tomspano #wcsf
![Page 18: Tom Spano - Goombal - WebCongress San Francisco 2014](https://reader036.vdocuments.site/reader036/viewer/2022070313/554ba720b4c905b3618b4ff7/html5/thumbnails/18.jpg)
T H A N K YO U
• Questions?
• @tomspano on LinkedIn & Twitter
@tomspano #wcsf