Biggest Moments in Social Media Marketing

BIGGEST >MOMENTS IN SOCIAL MEDIA MARKETING 2012's WINS |FAILS As the worldwide social media audience grows, the impact of wins and fails is amplified. Win, and your victory is that much sweeter; fail, and your disgrace will be played out on an extremely large, virtual public stage. A SNAPSHOT OF SOCIAL MEDIA USERS Internet users who visit social networking sites by age: 92% 73% 38% 57% 18-29 30-49 50-64 65+ What happened Response Platform #WINS While the wins don't generally reach the level of notoriety of the fails, most generated a viral response and positive publicity that would make any PR team drool. Dollar Shave Club TY A NEW COMPANY with an offbeat approach to the pedestrian business of selling razor blades, Dollar Shave Club, received a huge bounce from its viral YouTube video. The ad included a bear costume, the phrase "Our blades are f***ing great" and a smackdown of tennis great Roger Federer. MORE THAN 7.7 You Tube MILLION VIEWS Nike 77% 16,000 ® o NIKE'S CAMPAIGN honoring everyday athletes targeted London billboards and the social media MORE THAN boost in & Facebook page sphere during the 2012 Olympics; positive feedback outpaced that of official sponsor Adidas. interaction during the Olympics TWEETS Sephora SEPHORA ENGAGED customers with its "15 Days of Beauty" promotion on Facebook and by placing MOBILE APP DOWNLOADS EXCEEDED 2 MILLION iPads and iPod Touches in retail stores to drive mobile traffic. Honda HONDA, turning social media convention on its head, offered $500 to the most HONDA REACHED THE MORE THAN 5.5 MILLION active Pinners on Pinterest to take a 24-hour break (called a Pintermission) from the site to promote the new CRV. Winners created a board about the activities they followers of the high-powered Pinterest users, plus no doubt thousands of others. engaged in during their day off. 'Bully' movie TY TO PROMOTE A MOVIE about the MORE THAN impact of bullying on families, The Weinstein Co. launched a social 31,000 media campaign that also brought celebrities onboard. FOLLOWERS Awareness helped change Motion Picture Association of America's rating of the film from R to PG-13 #FAILS Naturally, the fails get more attention than the wins. These gaffes absorbed attention and generated reaction, retweets, reposts and media backlash. McDonald's MCDONALD'S hoped to generate some heartwarming anecdotes with promoted tweets around the hashtag #McDStories. Instead, the CAMPAIGN PULLED WITHIN TWO HOURS Twittersphere echoed with viral tweets about fingernails found in Big Macs, baby chickens being scalded alive to make McNuggets and consumers hospitalized with food poisoning. In early 2013, McD's again flirted with social media failure with a campaign asking readers to share their stories of how they eat the company's sporadically appearing McRib sandwich. Chick-Fil-A A DUSTUP OVER CHICK-FIL-A donations to anti-gay charities enflamed passions on both sides of the issue, with much of the debate THE COMPANY DENIED playing out on the company's Facebook page. After Chick-Fil-A was inundated with negative posts, a profile purported to belong to a teenage girl defending the company was revealed to be a hoax account. While the PARTICIPATING IN ANY SCAM company has denied any involvement in the fake profile, it's still never a good day when your company's name is used in connection with the words "Facebook profile hoax." American Apparel AMERICAN APPAREL offered a COMPANY promotion for Sandy victims, sending this email: "In case you're bored during the storm, 20% off everything for the next 36 hours." Those 36 hours would prove to APOLOGIZED and said the ad came "from a good place of trying to keep the machine going-for the sake of our employees and stakeholders." be devastating for the East Coast, as Sandy crashed ashore, killing more than 130 people, leaving more than 4 million without power and causing billions of dollars in property damage. Kitchen Aid DURING THE SECOND COMPANY DELETED THE presidential debate, in response to a comment President Barack Obama made about his OFFENDING grandmother and health care reform, the official company Twitter account dispatched the following: "Obamas gma even knew it was going 2 b bad! She died 3 days b4 he became president. #nbcpolitics" tweet and immediately apologized; individual responsible meant to post tweet to individual account and wasn't allowed to tweet in the future for Kitchen Aid. Celeb Boutique CELEB BOUTIQUE'S official COMPANY Twitter account dispatched: "#Aurora is trending, clearly about our Kim K inspired #Aurora dress :)" In reality, the trend was a reference to the mass shooting the same day in Aurora, Colo. DELETED the offending tweet and apologized. Wait a minute! Social media platforms themselves experienced a few fails in 2012. Here are the most egregious: Facebook IPO May 18 Facebook IPO trading sets record IPO volume Like Share Comment |May 20 Nasdaq 'embarrassed' over Facebook trading issues Like Share Comment |May 21 Facebook drops below $38 IPO price Like Share Comment | May 22 Investors sue Nasdaq over Facebook IPO Like Share Comment May 22 The Facebook carnage continues Like May 22 Facebook among the worst big U.S. IPO starts in 5 years Like |May 23 How Facebook's IPO was fumbled Like Share Comment May 23 Knight Capital: Facebook trading losses may rise to $35 million Like | May 23 Underwriters make $100 million on Facebook IPO Like May 23 Lawmakers look at Facebook IPO deal Like |June 4 Facebook stock down almost 30% Like Share Comment |June 6 Nasdaq plans $40 million payout for Facebook losses Like Share Comment Twitter stumbles at the Olympics July 30 As America succeeds at the Games, back home all the talk is of #NBCFail July 30 Journalist writing about #NBCFail tweets outs NBC exec email address July 31 #NBCFail: Backlash as Twitter locks out reporter Guy Adams July 31 Twitter 'sorry' for suspending Guy Adams as NBC withdraws complaint SOURCES USA Today • NPR • New York Daily News • LA Times • AdWeek • Forbes.com • CBS News • Huffington Post • The Telegraph • Mashable.com AdAge · Wall Street Journal Washington Post • Twitter • The Independent • The Guardian Fast Company · Econsultancy imediaconnection.com automarketingblog.com mba-in-marketing.com