Social Media #Fails
0 likes356 views
This document discusses social media usage and failures. It shows that 1 in every 4.5 minutes online is spent on social media. It then lists countries by their unique social media audience and reach percentage. Several examples of social media failures by companies are provided, such as inappropriate hashtags, misleading videos, and slow or nonexistent responses to criticism. The key lessons are that social media users don't like to be misled and engagements require credibility and responsiveness in order to manage risks to reputation and sales.
Social Media #Fails
- 5. Global explosion in Social Media usage 1 in every 4.5 minutes online is spent on Social Media Nielsen Australia Online www.twosocial.com
- 6. 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% Nielsen Australia Online www.twosocial.com
- 7. What can we learn from others Social Media mistakes?
- 8. 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
- 9. When an organisation creates a home grown problem through inappropriate use of the channel or just a good old mistake!
- 10. First the latter: good ole home grown fails
- 13. Social Media users dont 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
- 14. Habitat got the use of hashtags wrong several years ago now
- 15. But what was Kenneth Coles excuse?
- 16. GSK got dragged into the channel when 2 high school students found no Vitamin C in RTD Ribena 15
- 17. Nestl辿's response to Greenpeace as at first
- 18. Legal, and then Call the lawyers!
- 19. Stupid, and finally
- 20. Apologetic!
- 21. So why would Westpac make the same mistake?
- 23. 95 video results on You Tube 0 video responses from Taco Bell 2,975 comments to first video alone 0 comments from Taco Bell
- 24. 息 Daemon Group 2008 www.daemondigital.com
- 29. Risk = threat x vulnerability x impact
- 30. Risk = threat x vulnerability x impact engagement
- 31. 息 Daemon Group 2008 www.daemondigital.com
- 32. Managing risk in Social Media Risk = Kohnstamm x reputation x sales Credibility/Thorn Tree
- 33. Earned media
- 34. Lessons we have learnt You can run but you cant hide! The MAD doctrine (Mutually Assured Destruction) Respondez sil vous plait He who fails to plan, plans to fail Life is what happens when you are busy making other plans