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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
# M Y N Y P D
@tomspano #wcsf
# M Y N Y P D
• ORIGINAL GOALS:
• Good will
• Engage the community
• Build audience via Twitter hashtag #MyNYPD
@tomspano #wcsf
# M Y N Y P D
@tomspano #wcsf
# M Y N Y P D
• WHAT HAPPENED:
• Complete loss of control
• Hashtag hijacking
• Terrible ROI and negative metrics
@tomspano #wcsf
# M Y N Y P D
• WHY:
• Know your audience
• Timing
• Be careful what you wish for
• Escape plan
• Learnings
@tomspano #wcsf
K N O W YO U R A U D I E N C E
@tomspano #wcsf
T I M I N G
@tomspano #wcsf
B E CAR E FUL W H AT YO U W IS H FO R
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
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
R O N A L D G E T S A M A K E OV E R
@tomspano #wcsf
A U T O T W E E T FA I L
@tomspano #wcsf
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
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
T H A N K YO U
• Questions?
• @tomspano on LinkedIn & Twitter
@tomspano #wcsf