pitfalls and good practice examples of marketing through social media, including case studies from Unilever, Comcast, United Airlines, Greenpeace and General Mills.

1. Pitfalls and lessons in social media Sam Marshall sam@clearboxconsulting.co.uk @sammarshall on twitter www.clearboxconsulting.co.uk

3. Online strategy

5. A quick survey

6. How 2.0 are you? 1 point for each profile you have on MySpace / Facebook / Linkedin 2 points for each profile you have on Bebo / Habbo / Orkut 1 point if you’ve done a status update this week (e.g. Twitter / Facebook) 1 bonus point if you used the #online09 hashtag -1 point if you went “what’s a hashtag?” just then 1 point if you use an RSS reader 2 bonus points if you’ve used Yahoo Pipes 2 points if you own your own blog 2 points if you’ve ever put a video on You Tube 1 point if you commented on someone else’s blog or video post in the last 3 months 1 point if you have ever used a wiki 2 bonus points if you can name a wiki that isn’t Wikipedia 2 points if you’ve used social bookmarking (e.g. delicious, digg, stumbleupon)

7. How did you do? < 5 See the internet as a passing fad 5 – 10 You need to adopt teenage children 10-15 You’re part of the Groundswell 15-20 A social media butterfly > 20 I’m happy to let you give the rest of the talk

8. The Dove Story Images copyright Unilever ©

9. Dove Evolution Viral video launched on website Soon appeared on You Tube Viewed over 12M times in year after release 5000+ comments posted: “this has made me feel so much better about myself” “No wonder girls are having eating disorders! They think they can make themselves skinny and beautiful like the models do on advertisements when all this time they were Photoshoping an ordinary woman!” http://www.youtube.com/watch?v=iYhCn0jf46U

10. Dove evolution – Negative reactions Comments questioned the sincerity of the Campaign for Real Beauty vs. the positioning of Unilever’s Lynx / Axe products “uhm... both Dove and Axe are owned by Unilever. Dove ads are currently focused on the majority of disillusioned insecure women and Axe is selling to the majority of males who dream of a female archetype. Does no-one else think this is hypocritical and a tad screwed up?” – YouTube comment

11. Lessons Be ready to give up control No distance between your content and public’s comments Social media will cross boundaries The price of entry is nearly zero for everyone Parodies are published with just as much status on YouTube as the original E.g. Slob Evolution: http://www.youtube.com/watch?v=I0u0wWOMIsE

12. Dove Onslaught(er) Campaign Dove Onslaught was 2007 follow-up videohttp://www.youtube.com/watch?v=Ei6JvK0W60I Dove Onslaught(er)orchestrated by Greenpeace April 2008http://www.youtube.com/watch?v=odI7pQFyjso Lobbying to preserve rainforest from palm oil production Targeted Dove specifically

13. Lessons Be ready to give up control The price of entry is nearly zero for everyone Be ready to follow up Don’t treat channels in isolation

14. United Airlines Dave Carroll’s guitar was broken in flight Posted 3 songs about it on YouTube 6m views, 20k comments United called it “a unique learning opportunity” …after it appeared on CNN http://www.youtube.com/watch?v=5YGc4zOqozo

16. After publicity, they apologised quickly and tried to put things right

17. They did it in private to Dave Carroll

18. They only spoke to reporters on traditional media

19. Traditional media was fuelling the hits

20. They didn’t make any connection with their own YouTube Channel

21. The social media is probably the enduring mediaRef: http://www.socialmediatoday.com/SMC/109126

22. Lessons Be ready to give up control The price of entry is nearly zero for everyone Be ready to follow up If there's a backlash, join the conversation

23. Comcast Comcast are “taking what used to be an inbound call center and turning it into an outbound form of customer relations” that can also help spot problems before they get out of hand - Future Works PR USA’s largest cable co. Comcast was ranked bottom in a customer satisfaction index “Digital Care Managers” now monitor the web for comments about Comcast When a customer complained on Twitter, a care manager got in touch to help solve the problem Protest site Comcastmustdie.com agreed to close after Comcast dealt with 100s of complaints through its pages

24. Lessons Be ready to give up control The price of entry is nearly zero for everyone Be ready to follow up If there's a backlash, join the conversation Keep looking out for a groundswell

25. Example: SentimentMetrics

26. Lessons Be ready to give up control The price of entry is nearly zero for everyone Be ready to follow up If there's a backlash, join the conversation Keep looking out for a groundswell Don’t feel you have to own the community

27. Red Bull & Facebook Connect

28. Will it blend? http://www.youtube.com/watch?v=qg1ckCkm8YI

29. Lessons Be ready to give up control The price of entry is nearly zero for everyone Be ready to follow up If there's a backlash, join the conversation Keep looking out for a groundswell Don’t feel you have to own the community Be authentic

30. Authenticity Backlash “Wig Out” video for Sunsilk on YouTube received over 12M hits protests when revealed as ‘fake’ “I just don’t think playing tricks on your intended audience is a great way to build loyalty or warm feelings for a product.” Blog responses “sneaky” “They made it look real and that just makes me want to boycott their products.”

31. Lessons Be ready to give up control Understand that the price of entry is nearly zero Be ready to follow up If there's a backlash, join the conversation Keep looking out for a groundswell Don’t feel you have to own the community Be authentic Match the approach to the channel

32. Suave – In the Motherhood

33. Sophia’s Diary Online soap opera on Bebo Social Networking Site Sponsored by Sure Girl Characters also have Bebo profiles and friend lists 5m views in 2 weeks

34. Lessons Be ready to give up control Understand that the price of entry is nearly zero Be ready to follow up If there's a backlash, join the conversation Keep looking out for a groundswell Don’t feel you have to own the community Be authentic Match the approach to the channel Don't use social media to duck legislation

35. Millsberry.com

36. “…social networks spur young people to add brands as ‘friends’ and promote them to actual friends in exchange for free stuff. Such practices can turn kids into brand advocates, giving the brand a social status and identity appeal.”- Report from Center for Digital Democracy Legislation Using social media to bypass advertising legislation Link between snack foods and online games criticised US Federal Trade Commission investigating

37. And finally…

38. Lessons Be ready to give up control The price of entry is nearly zero for everyone Be ready to follow up If there's a backlash, join the conversation Keep looking out for a groundswell Don’t feel you have to own the community Be authentic Match the approach to the channel Don't use social media to duck legislation Tidy up

39. Tidy Up Second Life and the empty library American Apparel closed the doors Remember the half life of social media can be a long one

40. Summing up… Be ready to give up control The price of entry is nearly zero for everyone Be ready to follow up If there's a backlash, join the conversation Keep looking out for a groundswell Don’t feel you have to own the community Be authentic Match the approach to the channel Don't use social media to duck legislation Tidy up

41. Thank You Questions?

43. Building online communities

44. Online collaborationSam Marshall Director sam@clearboxconsulting.co.uk +44 (0)1244 458746 @sammarshall on twitter www.clearboxconsulting.co.uk