Download - FAIL: Learning from Social Media Disaster
![Page 1: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/1.jpg)
![Page 2: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/2.jpg)
David Griner Director of Digital Content
Luckie & Company @Griner
Dave Peck Social Media Strategist Meshin @DavePeck
![Page 3: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/3.jpg)
Special thanks to:
Deb Ng
Arik Hanson
Chuck Hemann
+ all the BlogWorld sponsors
This slideshow was originally presented at BlogWorld & New Media Expo – 2011 NYC.
![Page 4: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/4.jpg)
And now on to the case studies…
![Page 5: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/5.jpg)
#DoucheFail
![Page 6: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/6.jpg)
When Summer’s Eve bought a recent advertorial piece in Women’s Day, the focus was on closing the salary gap.
![Page 7: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/7.jpg)
But women didn’t really appreciate Step 1 of the plan.
![Page 8: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/8.jpg)
But women didn’t really appreciate Step 1 of the plan.
![Page 9: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/9.jpg)
![Page 10: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/10.jpg)
![Page 11: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/11.jpg)
![Page 12: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/12.jpg)
![Page 13: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/13.jpg)
To their credit, Summer’s Eve wasted little time in responding to the “alternative conclusion” some readers had read into the ad.
![Page 14: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/14.jpg)
To their credit, Summer’s Eve wasted little time in responding to the “alternative conclusion” some readers had read into the ad.
I would like to first of all apologize if this ad in anyway has offended anyone. We are taking immediate next steps to remove the ad from circulation.
— Angela Bryant, Sr. Brand Manager,
Summer’s Eve
“ ”
![Page 15: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/15.jpg)
But the brand didn’t stop there. They quickly launched a national series of “open and frank discussions” with U.S. women.
![Page 16: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/16.jpg)
But the brand didn’t stop there. They quickly launched a national series of “open and frank discussions” with U.S. women.
(40% of whom apparently “misidentify the vagina on an anatomical diagram,” according to a corporate press release)
![Page 17: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/17.jpg)
Bryant even recapped the experience in an op-ed piece.
![Page 18: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/18.jpg)
The lessons:
• Social media disaster can strike even when you’re not marketing in social media • Respond quickly and humbly • Clarify how a poor decision was reached • Show that you’re learning from the experience and committed to doing better
![Page 19: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/19.jpg)
#TweetFail
![Page 20: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/20.jpg)
Five years after the launch of Twitter, social media professionals still keep using it to make asses of themselves.
![Page 21: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/21.jpg)
![Page 22: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/22.jpg)
Oh no! Hackers?!
![Page 23: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/23.jpg)
Nope. Just an entry-level agency staffer, forgetting to change his mobile app login.
![Page 24: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/24.jpg)
Repercussions:
1. Employee fired by agency 2. Agency fired by Chrysler
![Page 25: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/25.jpg)
![Page 26: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/26.jpg)
![Page 27: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/27.jpg)
![Page 28: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/28.jpg)
The lessons:
• Create safeguards • Be selective in your account admins • Stay attentive and involved • Avoid the allure of convenience • Recognize that mistakes will happen, and don’t take yourself too seriously
![Page 29: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/29.jpg)
#TrueLoveFail
![Page 30: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/30.jpg)
A 23-year-old man and his 47-year-old fiancée in Singapore took their forbidden romance to Facebook and YouTube, asking for support.
![Page 31: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/31.jpg)
Garnering 3,500 Likes on Facebook, they promised to stream “the big day” live.
![Page 32: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/32.jpg)
At the last second, Mark remembered the ring and ran back toward the house.
![Page 33: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/33.jpg)
Then viewers heard the sound of a crash.
![Page 34: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/34.jpg)
Then viewers heard the sound of a crash.
The screen went black, and a message appeared, saying “Unexpected things happen in life. Be insured to have your loved ones assured.”
![Page 35: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/35.jpg)
![Page 36: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/36.jpg)
The lessons:
• Know the lines between narrative storytelling and hoax • Real life is full of great stories to be told, so why make them up? • Give your audience an earnest reason to connect and see the value of your brand
![Page 37: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/37.jpg)
Also, avoid pretending to be a bear, as Philips learned in Singapore when it created footage of a supposed bear in a large residential area.
![Page 38: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/38.jpg)
![Page 39: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/39.jpg)
“In retrospect, perhaps we should have made the bear do something more obvious like a dance at the bus-stop to ensure that consumers knew that this was a humorous stunt.” — Philips corporate statement
![Page 40: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/40.jpg)
#EAFail
![Page 41: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/41.jpg)
To promote the release of Dante’s Inferno, EA’s marketing team launched a nine-month series of guerrilla efforts tied to the circles of Hell.
![Page 42: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/42.jpg)
Then things hit a snag. The game’s “Lust” promotion offered prizes for committing “an act of lust” on a Comic-Con “booth babe.”
![Page 43: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/43.jpg)
![Page 44: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/44.jpg)
We wanted to be more Eyes Wide Shut than Van Wilder, and with 'Sin to Win' we were a little too Van Wilder.
— Phil Marineau, Senior Product Manager, EA
“ ”
![Page 45: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/45.jpg)
“'Sin to Win' was a great eye-opener for us, and we're glad it happened early on, so we could learn from it."
![Page 46: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/46.jpg)
The lessons:
• It never hurts to temper controversy with common sense • But don’t let criticism grind your marketing to a halt. Learn, evolve. • You can still be smart without being “safe.” Avoid the urge to dial back too far.
![Page 47: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/47.jpg)
#FocusFail (?)
![Page 48: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/48.jpg)
In March, Ford launched a series of YouTube videos about Doug, the new “spokespuppet” for the 2012 Focus.
![Page 49: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/49.jpg)
Voiced by Paul F. Tompkins and directed by Paul Feig, the spots earned buzz — and skepticism.
![Page 50: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/50.jpg)
By May, the newest videos were getting little more than a few hundred views.
![Page 51: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/51.jpg)
![Page 52: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/52.jpg)
So is it a fail?
![Page 53: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/53.jpg)
The bottom line is, we've only just started, and we haven't committed any paid media to it yet.
If you look at the number of fans he's garnered on FB, the interactions he has with people there and on Twitter, and the people who say that they wouldn't have paid attention to the Focus if it weren't for Doug, then you've got a better picture.
“
” Scott Monty Social Media Chief, Ford Motor Co.
![Page 54: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/54.jpg)
![Page 55: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/55.jpg)
![Page 56: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/56.jpg)
It was definitely a risk for the company to go down this road, and there are still divided opinions on Doug.
He's not your typical spokesperson. But he's fun and different, which is what the all-new Focus is, so it's a good match.
— Scott Monty
“
”
![Page 57: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/57.jpg)
The lessons:
• If you’re going to create strong content, have a strong promotion plan • Don’t abandon a good idea just because it hasn’t reached its potential • It’s not always about big numbers. Quality of engagement can be important (50 Focuses sold = $1M)
![Page 58: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/58.jpg)
In Summary
![Page 59: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/59.jpg)
• It’s only a fail if you refuse to learn from it
![Page 60: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/60.jpg)
• It’s only a fail if you refuse to learn from it • The real failures happen every day. They’re the campaigns you never hear about, and we never talk about.
![Page 61: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/61.jpg)
• It’s only a fail if you refuse to learn from it • The real failures happen every day. They’re the campaigns you never hear about, and we never talk about. • “I can accept failure, but I can’t accept not trying.” – Michael Jordan
![Page 62: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/62.jpg)
![Page 63: FAIL: Learning from Social Media Disaster](https://reader034.vdocument.in/reader034/viewer/2022051513/547bb76f5906b577798b463c/html5/thumbnails/63.jpg)
David Griner TheSocialPath.com
@Griner
Dave Peck TheDavePeck.com @DavePeck
Thanks for your time.