6 rules to fail with social media (Vanksen Agency)

6 ways to fail your social media campaign Buzz, social media, Twitter, Facebook,…. How to fail them all

Emmanuel Vivier

CEO & Cofounder1 bis cité Paradis, 75010 Paris

Tel  : +33 6 159 283 18evivier@vanksen.com@blog : www.culture‐buzz.comWeb : www.vanksen.comTwitter : @emmanuelvivier

About Vanksen & BuzzParadise

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about vanksenwww.vanksen.com

Vanksen & BuzzParadise

The advertising & social media marketing Agency(85 people in Paris, New York, Luxembourg and Geneva)

www.vanksen.com

Bloggers advertising network (8000 bloggers in 12 countries : 

PR2.0, sponsored posts, product seeding, video seeding)www.buzzparadise.com

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www.buzzparadise.com

Vanksen : assisting leading brands…

about vanksen

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More than 350 buzz, viral & 2.0 campaigns in the past 5 years

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about vanksen

Vanksen : assisting leading brands… on an international level

USA AsiaH K

FranceP i

LuxembourgB

SwitzerlandG

ItalyMil

Spaind d

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New York Hong KongParis Bertrange Geneva MilanMadrid

85 employees

i li i11 nationalities

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about vanksen

Our blog : www.culture-buzz.com

More than 2500 campaigns cases studies in 5 years 

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Before to start… the hastag of the conference on Twitter

Have a break?

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#escpm2c#escpm2c

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6 ways to fail your social media campaign

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Do you know this MTV show?y

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…when you are just behaving like a spoiled rich kid Rule #1. Think you are popular….

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Behave like a rich spoiled kid

Rule#1 to fail with social media

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When is the last time you really listened to your customers?Money is not enough to get people’s attention anymoreWhen is the last time you really listened to your customers?

Studies

Money is not enough to get people s attention anymore

A d NOT l i

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Awareness does NOT mean popularity

You have to earn your consumers attention

Rule#1 to fail with social media

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Interruptive marketing is expensive and not that effective

Stop talking about you!

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You have to earn your consumers attention

Rule#1 to fail with social media

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Earn consumers attention by offering valuey ff g

Marketing is like “Karma”

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Start by listening…

Rule#1 to fail with social mediahttp://www.vanksen.com/watch

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Social media and buzz monitoring tools are greatSocial media and buzz monitoring tools are great…

htt // k / t h

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http://www.vanksen.com/watch

Start by listening…

Rule#1 to fail with social media

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But when is the last time you really checked you analytics?But when is the last time you really checked you analytics?

I mean, not only visits & viewed pages

Be Honest!

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Start by listening…

Rule#1 to fail with social media

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And when is the last time you really listened to your customers?And when is the last time you really listened to your customers?

Studies

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Rule #2. Think viral & social media is cheap or free

17 Image source : http://www.flickr.com/photos/thetruthabout/3841904888/sizes/l/

Better ROI ≠ Lower Cost

Rule#2 Think viral & social media is cheap or free

Traditional Advertising

Viral Marketing

Cost Cost

Exposition & impact Exposition & impactExposition & impact Exposition & impact

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Facebook is free, right?!

Rule#2 Think viral & social media is cheap or free

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Remember that Remember that Time Time

is money!is money!

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Rule #3. Be boring, dull & transparentRule #3. Be boring, dull & transparent

20 Image source : http://www.flickr.com/photos/webel/61524634/sizes/o/

Be boring, dull & transparent

Rule#3 Be boring, dull & transparent

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Th i There is noiconversations

hwithout anopinion

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Be boring, dull & transparent

Rule#3 Be boring, dull & transparent

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Nobody does Nobody does speakspeak

with a webpagewith a webpage

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Be boring, dull & transparent

Rule#3 Be boring, dull & transparent

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Committees & legal are the best to become boring

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Rule #4. Promise to marry your customers…

24 Image source : http://www.flickr.com/photos/thetruthabout/3841904888/sizes/l/

Rule #4. …but treat them like a one-night stand

25Image source : http://www.flickr.com/photos/jimoconnell/213370937/sizes/l/in/set‐72157622996214942/

Don’t promise loyalty, open relationship and transparency…

Rule#4 Treat customers like a one night standgreenpeace.org/kitkat

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Don’t promise loyalty, open relationship and transparency…

Rule#4 Treat customers like a one night stand

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Don’t promise loyalty, open relationship and transparency…

Rule#4 Treat customers like a one night standhttp://www.facebook.com/pages/Nestle/24287259392?v=feed&story_fbid=1071

28462646736

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…if you cannot deliver

Rule#4 Treat customers like a one night stand

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How to avoid divorce…

Rule#4 Treat customers like a one night stand

Underpromise, over deliver

Don’t say “community” is you only think “CRM”Don’t say “community” is you only think “CRM”

Be humble

Show you care

K i t t d i th lKeep interested in the long run

Don’t get angry, don’t threatg g y,

Excuse yourself if you are wrong

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Rule #5. Catch the Shiny Object SyndromeWe want “a viral video, a FB page,…”

31 Image source : http://www.flickr.com/photos/ndomer73/2510074919/sizes/l/

There are plenty of new cool tools to play with…

Rule#5 Catch the Shiny Object Syndroma

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Interactive  Buzz,Community

shoppingWindow

Influence M k i

Street& Guerilla

Viral

Personalisedvideos

Video withcall back

Seeding& bloggers

CommunityManagement

Advergame

Marketing Marketing call back

Buzz Monitoring

UserGeneratedContent

Marketing 2.0

Desktop& online

Blogs, Wikis& Micro‐bl

RSS, Podcasts& video

& onlinewidgets

blogging(Twitter,..)

Social Media(Facebook,M )

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& video‐casts

Myspace…)

There are plenty of new cool tools to play with…

Rule#5 Catch the Shiny Object Syndroma

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Tools & technologies gare NOT a strategygy

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Instead of rushing for the new new thing, focus on the basics

Rule#5 Catch the Shiny Object Syndromahttp://www.forrester.com/Groundswell

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P.O.S.T.EP.O.S.T.E

1 Profile: Understand the activities of your audiencer 1. Profile: Understand the activities of your audience

2. Objectives: Decide what you want to accomplish

Forr

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3. Strategy : What is the creative idea? Message?  

4. Technology: What tools, formats & platforms?olog

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5. Evaluate : What metrics & KPI?

Met

hodo

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Rule #6. Believe in the “web fairy”

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35 Image source : http://www.flickr.com/photos/thetruthabout/3841904888/sizes/l/

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Social media may look like magic…

Rule#6 Believe in the “web fairy”

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Challenge ObjectiveBuzz 

& social mediamagic

But there is no miracle to fix a non existing strategy

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But there is no miracle to fix a non existing strategy

Social media may look like magic…

Rule#6 Believe in the “web fairy”

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The word “Buzz” doesn’t mean anythingdoesn t mean anything(audience, sales, traffic, awareness,..)

Define one clear success metric

It’s a complicated & changing world : benchmark & training

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Conclusion

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It’s only the beginning…

ConclusionSource : http://www.ted.com/talks/kevin_kelly_on_the_next_5_000_days_of_the_web.html

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Th b i l d ld!The web is only… 5000 days old!

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Feel free to contact usthank you for your attention

Emmanuel Vivier www.culture-buzz.comMore info on our blog

In the USA : 

Thierry Daher

CEO & Cofounder1 bis cité Paradis, 75010 Paris

Tel  : +33 6 159 283 18evivier@vanksen.com

CEO515 West 20 Street, Suite #5E, New York, NY 10011

Tel  : +1 212 537 5059tdaher@vanksen.com

© 2009. VanksenGroup SA, all rights reserved.All the content is confidential. This document may neither be used nor disclosed to third parties without prior authorisation.

@blog : www.culture‐buzz.comWeb : www.vanksen.comTwitter : @emmanuelvivier

blog : www.culture‐buzz.comWeb : www.vanksen.com