tom spano - goombal - webcongress san francisco 2014

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

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# M Y N Y P D

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# M Y N Y P D

• ORIGINAL GOALS:

• Good will

• Engage the community

• Build audience via Twitter hashtag #MyNYPD

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# M Y N Y P D

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# M Y N Y P D

• WHAT HAPPENED:

• Complete loss of control

• Hashtag hijacking

• Terrible ROI and negative metrics

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# M Y N Y P D

• WHY:

• Know your audience

• Timing

• Be careful what you wish for

• Escape plan

• Learnings

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K N O W YO U R A U D I E N C E

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T I M I N G

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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

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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?

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R O N A L D G E T S A M A K E OV E R

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A U T O T W E E T FA I L

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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

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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

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T H A N K YO U

• Questions?

• @tomspano on LinkedIn & Twitter

@tomspano #wcsf