social media the good, the bad, and the ugly
DESCRIPTION
Case Studies of Social MediaTRANSCRIPT
Sponsored by:
Sponsored by:
Summary
Motrin’s baby-as-fashion accessory ad that
created a lot of comment among moms in the
blogosphere, also created a teaching moment
about how social media can be used to monitor,
respond and even prevent such a negative
response from Social Media.
Motrin’s parent company, Johnson & Johnson,
issued a statement apologizing missing the mark.
Response: Johnson & Johnson should have used various social media channels that had responded to the ad to state their point of view and or apologize directly to that channel audience.
Sponsored by:
The Ugly – Case Studies
Summary
Earlier this year the New York Times reported that Amy
Jussel the founder of ShapingYouth.org wrote an email to
Target that their current ad featuring a young girl was
completely inappropriate. The ad show a young woman
displayed across the Target bulls-eye logo with the center
of the bulls-eye being at the center of the young girl
crotch.
Word of this exchanges quickly spread in the blogosphere
but Target continued to hold its ground while
communicating its position when asked for.
So what happened to the ad? The campaign continued
for its duration.
Response: Target maintained its position that ad was not demeaning and ran the ad until its completion. Blogosphere continues to frown on this.
Sponsored by:
The Ugly – Case Studies
Summary
In a MediaPost article, it was discovered that 2
people that were traveling the country in an RV
and blogging about their experiences for staying
in Wal-Mart parking was actually a paid gig by
Working Families for Wal-Mart (WFWM), an
organization launched by Wal-Mart’s public
relations firm Edelman. WFWM paid for the RV
and all travel expenses, rerouted the trip’s original
plan, and plastered a logo on the RV’s side.
Though a banner ad announced WFWM
sponsored the site, it did not divulge Wal-Mart
paid for the couple’s RV, gas, food and other
expenses.
Once the blogosphere discovered this reality it
began the negative campaign of how Wal-Mart
could sponsor these bloggers without exposing
the fact that they were endorsed.
Response: Wal-Mart should have been transparent from the beginning to avoid public online backlash.
Sponsored by:
The Ugly – Case Studies
Summary
This is the ‘grandma’ of them all if I may add when it
comes to company and in this case celebrity faux pas in
negative social media reactions. Wikipedia actually has a
dedicated page describing this event in full detail. I will
give a summary of what happened.
When a photographer took an aerial photograph of
Barbara Streisand’s California home on the coastline she
sued him for $50 million to not allow the photo to be
publicly viewable. The photgrapher claimed he was
photographing beachfront property to document coastal
erosion as part of the California Coastal Records Project.
Of course as the photo got out on the internet it all went
down from there as news of the story broke out the image
spread like wildfire through the internet and the lawsuit
news caused more damage than it did good in Streisand
trying to protect the photo.
Response: Don’t draw attention to a negative effect from Social Media. Once again listen and communicate your position to put out the flame.
Sponsored by:
The Ugly – Case Studies
7
Sponsored by:
Sponsored by:
Summary: Yahoo! once the powerhouse of the internet has had numerous failed attempts at launching and maintaining its social media channels.
Sponsored by:
The Bad – Yahoo!
Why? Instead of investing in innovative solutions to leverage its large audience and focus on what it does best, it has adopted a ‘me-to’ strategy.
Wins
Sponsored by:
The Bad – Yahoo!
Photo Sharing – Tagging culture
Social Events
Social Bookmarking
Blogging Social-network
Comparison in Social Networking
Sponsored by:
The Bad – Yahoo!
Losses
Sponsored by:
The Bad – Yahoo!
Question/Answer Network
Blog Building Community
Best of Web – Never Leveraged for
Social Media.
Live Video Community
Video Editing Community
Karaoke Community
13
Sponsored by:
Sponsored by:
Channels
1. Micro Blogging
2. Online Video
3. Photo sharing
4. Social Networks
5. Internal Community
Sponsored by:
Channels – Micro-Blogging
Summary
• Create external communication tool for customers.
Sponsored by:
Channels – Micro-Blogging
Results as of November 2008
twitter.com/attnews – 870 followers (240 updates)
AT&T's Official Newsroom Twitter Feed
twitter.com/OnwardSmallBiz – 216 followers (176 updates)
AT&T Onward Small Biz. Connect. Learn. Share. Grow.
twitter.com/attblueroom – 1,579 followers (499 updates)
Webcasting live from music festivals all summer, and bringing exclusive
artist content to music fans
Sponsored by:
Channels
Micro Blogging
Online Video
Photo sharing
Social Networks
Internal Community
Sponsored by:
Channels – Online Video
Summary
Create multimedia tool for customers to
follow ATT&T marketing initiatives, celebrity
endorsements of products and “How-To’s:
on devices and products.
Youtube.com/ShareATT
Sponsored by:
Channels – Online Video
Results as of November 2008
Channel started March 2007
Videos Watched: 4,500+
Channel Views: 19,750+
Subscribers: 350+
Total Videos: 175Sponsored by:
Channels
Micro Blogging
Online Video
Photo sharing
Social Networks
Internal Community
Sponsored by:
Channels – Photo Sharing
Summary
Allow customers to view photos of various
endorsement celebrities and events such
as:
Rock The Vote
Nelly Webcast
AT&T USA Gymnastics
Team USA Basketball
iPhone 3G store launch
Flickr.com/photos/shareatt
Results
23 Photo Albums
500+ Photos
Sponsored by:
Channels
Micro Blogging
Online Video
Photo sharing
Social Networks
Internal Community
Sponsored by:
Channels – Social Network
Summary
Allow customers to have a central location to
access multiple social streams for the ATT&T
brand.
facebook.com/pages/ATT/8576093908
Results
535 “Fans”
Billboard for social websites throughout ATT&T social
network.
Flickr
Youtube
RSS Feeds
“Work with Me” – HR recruitment
Sponsored by:
Channels – Social Network
Facebook Statistics as of November 2008
General Growth
More than 120 million active users
Facebook is the 4th most-trafficked website in the world (comScore)
Facebook is the most-trafficked social media site in the world (comScore)
User Demographics
Over 55,000 regional, work-related, collegiate, and high school networks
More than half of Facebook users are outside of college
The fastest growing demographic is those 25 years old and older
Maintain 85 percent market share of 4-year U.S. universities
Sponsored by:
Channels
Micro Blogging
Online Video
Photo sharing
Social Networks
Internal Community
Sponsored by:
Channels - Internal Community
Summary
Create internal community for over 300,000 ATT&T global employees.
Development time – 2004-Present
Phase 1 (2004 – Present)
Sharepoint
Phase 2 (2007 – Present)
Enterprise Wiki, Blogs
Professional Profiles
Bookmarking
Communities and Forums
Sponsored by:
Channels - Internal Community
Results
Over 37,000 Collaborative Sites growing at 124%
Over 4 Million Documents Housed and Managed
User Awareness of 98% of Total Population
Average 8 Million Page View per Month
Intranet Replacement
Documented Reduction of Staff (Web Developers)
Servers Retired (Cost Transformation)
Speed of Business and Decision Making
Sponsored by:
Thank YouPersonal:
www.cosguru.comTwitter: twitter.com/cosguru
Business:Email: [email protected]
Sponsored by:
BOSSdev Inc.Detroit | Austin | New York | Los Angeles York | Toronto
Social Media | Branded Flash Games | Virtual CommunitiesRich Media | Application Dev. | Website Dev. | Mobile Apps.
T 512 608 1460 | W bossdev.com