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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 [email protected]@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
g g
More than 350 buzz, viral & 2.0 campaigns in the past 5 years
44
about vanksen
Vanksen : assisting leading brands… on an international level
USA AsiaH K
FranceP i
LuxembourgB
SwitzerlandG
ItalyMil
Spaind d
g g
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?
f g f f
#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
p
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
y
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
y
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
y g
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
y g
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
y g
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
f , g
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
g, p
Th i There is noiconversations
hwithout anopinion
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Be boring, dull & transparent
Rule#3 Be boring, dull & transparent
g, p
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
p y y, p p p y
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Don’t promise loyalty, open relationship and transparency…
Rule#4 Treat customers like a one night stand
p y y, p p p y
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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
p y y, p p p y
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…if you cannot deliver
Rule#4 Treat customers like a one night stand
f y
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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
p y f p y
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
p y f p y
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
f g f g, f
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
este
r
3. Strategy : What is the creative idea? Message?
4. Technology: What tools, formats & platforms?olog
y by
gy , p
5. Evaluate : What metrics & KPI?
Met
hodo
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Rule #6. Believe in the “web fairy”
@@
@@
@
@
35 Image source : http://www.flickr.com/photos/thetruthabout/3841904888/sizes/l/
@@ @
@@
Social media may look like magic…
Rule#6 Believe in the “web fairy”
y g
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 [email protected]
CEO515 West 20 Street, Suite #5E, New York, NY 10011
Tel : +1 212 537 [email protected]
© 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
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