cobalt llp social media presentation 2012
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SOCIAL MEDIA 2.0 UPGRADING TO EVERYTHING
Digital Media | Mobile Media | Social Media
FMI 2012
WHAT WE’LL COVER
• 2012. What We Can Expect • What’s Happening in the Space
• What’s The Latest?
• Social Media Gone Wrong and What We Learned
• PredicJons for 2013
• MORE AND MORE: Social Media • CONVERGENCE: Twi@er + Times Square • INFLUENCE SCORING: CreaHng Measurements
• GAMIFICATION: Virtual play = real life money • SOCIAL SHARING: “checking in” from anywhere
• SOCIAL TELEVISION: Watch-‐and-‐Interact
Source: HBR blog. December 2011
• TWITTER – “I am at a Grocery Store” • FACEBOOK – “I like this Grocery Store” • FOURSQUARE – “I am the “mayor” of this
this grocery store RIGHT NOW.” • INSTAGRAM – “Here’s an old-timey
photo of the Grocery Store.” • YOUTUBE – “Look at me in the Grocery
Store.” • SPOTIFY – “I’m listening to the
soundtrack from “Clerks.” • PINTEREST – “Here are all my favorite
Foods at the Grocery Story.” • GROUPON – “I bought this grocery store
food at ½ price.” • LINKEDIN – “My skills include Grocery
Shopping.”
OTHER SITES TO WATCH (AND NOT) SO YOU WERE LATE TO THE FACEBOOK, TWITTER AND PINTEREST PARTY…
CONVERGENCE WHAT’S THE LATEST
COMBINING MULTIPLE DIGITAL AND/OR
BRICK-AND-MORTAR PLATFORMS
You must be cold at that bus stop! That GAP behind you has a nice warm sweater.
Use this code for 25% off now: brrsf
GEOFENCING
USING GEOLOCATION
SOFTWARE AND SOCIAL MEDIA
TO DELIVER personalized
CONTENT
WRAPP LETS ME PICK OUT A PERSONAL GIFT: • I know what my friend would like • My friend doesn’t have to sign up for a coupon • My “feed” is pulled from Facebook
INFLUENCE SCORING What’s the Latest
GAMIFICATION What’s the latest
GAMIFICATION Create custom or pre-‐packaged social games
that reward users with real world perks
SOCIAL SHARING What’s the Latest?
SOCIAL TELEVISION What’s the Latest?
INFLUENCER TWEET
COMING SOON
FEDERAL & STATE LAW
FTC: false adverJsing
CAN-‐SPAM
FCC: statements made on
air (and to whom) SNOPA: protecJon for employees
• DIRECT REWARD • SPONSOR MAKES MONEY WITHOUT LEGAL VIOLATION • LEVERAGES SOCIAL MEDIA
• RIPE FOR FRAUD • REQUIRES PRIVACY SCREEN • POTENTIAL CAN-‐SPAM • PR ISSUES IF RULES UNCLEAR
REFER A FRIEND PROGRAMS….
• GENERATES CONTENT AND SALES • VIRAL EVEN FOR NON-‐ENTRANTS • CREATES UGC FOR LATER USE • PROMOTES LOYALTY • ANCILLARY
• PUBLIC VOTING MAY BE ILLEGAL • POTENTIAL COPYRIGHT ISSUES • GO WITH THE WINNER? • OWNERSHIP CHALLENGES • MUDDY R&D? • LOW TURNOUT
• IN DEPTH VIRAL MARKETING • INCREASES PRESS • TAKES ADVANTAGE OF EXISTING TALENT AND “STREET CRED” • LEVERAGES RELEVANT HI INFLUENCE PEOPLE • CHEAPER THAN HIRING.
• FTC DISCLOSURE RULES APPLY • RELINQUISHING CONTROL MEANS MESSAGE CAN STRAY • STRUCTURE COULD RESEMBLE EMPLOYMENT CONTRACT • REQUIRES MANAGEMENT OF LOOSE CANNONS
Creates traffic Allows for “treasure hunJng” Rewards true fans Allows exposure for exhibits Allow for maximum virality
Limited parJcipants Could create “zoo” Requires a camera
• SPONSORS MAKE A SALE • SALE IS NOT TRIGGERED UNTIL POPULARITY ACCESSED • CAN LIMIT OR UNLIMIT DEAL • INCREASES TRAFFIC ON SOCIAL MEDIA SITES
• BAD POTENTIAL PUBLICITY • GIFT CARD LAW APPLIES • CUSTOMERS MAY NOT UNDERSTAND TERMS, LEADING TO PR PROBLEM.
AVOIDING PITFALLS “uh oh… am I in trouble?”
TIP:�
Section 5 of
the FTC ACT:�
influencers
should
disclose RelaJonship must be disclosed or company liable
CONTESTS AND SWEEPSTAKES MUST BE ADMINISTERED THROUGH APPS ONLY (NO “LIKE” OR “COMMENT” PROMOTIONS).
NO FACEBOOK ACT CAN BE REQUIRED
NO USE OF “LIKE” AS A VOTING MECHANISM
NO FACEBOOK ENDORSEMENT
THE PIMP-‐DADDY OF SOCIAL MEDIA SITES
Tip:
• No foul lan
guage
• No rapid-‐fir
e spamming
TIP: • Discourage mulJple accounts.
• Discourage spamming and mulJple retweets.
SOCIAL MEDIA GONE WRONG horribly horribly wrong
….. and WHAT WE LEARNED
PRACTICE POINTER: THINK THE WORST, THEN ACT
If it’s not your campaign, you cannot control the message
If the message is bad, consider whether change is warranted
PRACTICE POINTER: NEVER PENALIZE THE CONSUMER
PromoJons and coupons should be clear that pre-‐screening event will happen If a contest, rules should state that brand must be held in “posiJve light.” Popular vote should never fully govern results of a UGC promoJon Expect “gaming” of the system Admit your mistake and turn it into posiJve PR
“THIS PRETTY WITH INK DESIGN IS AWFULLY CLOSE TO VISTAPRINT’S”
Defensive, nasty reply backfired!
PRACTICE POINTER: BE TRUTHFUL, EVEN IF IT HURTS
Don’t try something you cannot pull off
Always be authenJc
If you cannot airact an audience, it’s probably not your audience
August, 2011 Seiled for a
“chicken check”
PRACTICE POINTER: PLAN FOR A “HIT”.
Viral means return can be huge
FTC won’t want to hear “I ran out”
While supplies last isn’t always a cure-‐all
Consider “the OPRAH factor” when hiring a celebrity (no, really… remember the beef?)
State law requires enough “on hand” to reasonably accommodate
Downloadable coupons and codes should have daily limits
Unique promo codes are advisable Internet is worldwide, so place appropriate geographic limits
Quantas Fleet Grounded After Union
Stops Talks. Mayhem Ensues
TEST
Microsoft’s using a worldwide tragedy as a marketing opportunity. Oh, and 100K? @bing #bingcheapbastards
PRACTICE POINTER: TIMING IS EVERYTHING.
If bad intent can be construed against a marketer, it will
Defensive postures will be laughed at, mocked, and shared
Viral Bad is worse than nothing
PRACTICE POINTER: INTERNAL EDUCATION IS IMPORTANT
AGs frown on lack of preparaJon – it’s not an excuse
Know you technology (mayorships can change hourly)
Date-‐stamp promoJons and limit to first “winner” per day
Tell staffers about the promoJon before it’s released
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