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Posts Tagged ‘YouTube’

You could have a very successful business, but being unaware of what not to do could end up tarnishing your reputation or destroying your company all together.

Along with Burger King, there were other instances of failure by companies attempting to use social media innovatively. Skittles for example changed their website homepage to their Twitter feed. It was a constant update of other people opinions but it was passive and not engaging – most importantly, they forgot about their audience and the need to reach out to them to establish the relationship, not the other way around.

This already breaks most of the guidelines I’ve shared before…. They led with a tool. There was no push to create a sense of community with added value in their social media tactics,  or to show interest not only in what your audience says but respond to them – generate a lasting connection deeper than brand recognition. They didn’t show you are listening, or build trust. Another element Skittle’s tactic is missing is transparency; it’s not a look into the company as a whole or into the life of the CEO – there’s no face, no value to the Twitter feed, when they aren’t interacting as well.

What you need to avoid when using social media to build relationships with stakeholders… Even if you aren’t going to implement a social media strategy, you want to listen to what your audience is saying; they are going to talk about you no matter what, avoiding it would only be a missed opportunity. Secondly, if you are going to respond to your audiences’ comments and interact, don’t be fake- you need to be a real person, with real intentions of establishing a relationship. However, you don’t want to be too “real” as to overstep the boundaries of the already established guidelines of these online communities – be an informed user. You also want to avoid thinking of this relationship as a short-term goal or a means to a sale. This means that you should not be thinking in terms of selling your product, but instead, understanding your audience so they make the decision to invest, buy, or follow your brand. Also, your company needs to approach social media together as one; avoid different teams using different media and sending different messages. Lastly, do not forget that you are trying to accomplish a goal with your social media presence; therefore you must have a way to measure your progress.

But it is most important to remember- you’re biggest mistake is fearing the use of social media. Yes, it does take time, experience, and extra responsibility and yes, it does put the power in the hands of your audience.  The risks do not outweigh the benefits. The value of transparency and more intimate relationships is greater than be afraid to allow your employees too much access to the internet during work hours. The negative criticisms are important feedback to work with in terms of bettering your company. A law suit is little to be afraid of if everyone has the right training on social media etiquette and as long as your guidelines for social media interaction reflect those already in place in your organization, the power to have a voice won’t be abused.

Skittles has since changed their website, full of YouTube videos, links to their Facebook and Twitter, eye-catching pictures and invitation to interact. This is a more successful way to engage your customers – plus, it’s an experience where you can almost “Taste the Rainbow!”

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As we all know by now, social media opens up new doors for businesses large and small; but who is pushing the limits and creating their own opportunities and becoming a “Big Brand” in the new world of social media?

Blendtec’s “Will it Blend?” campaign promotes its blender and similar products on YouTube as a way to market in low cost manner. Tom Dickinson, the CEO, attempts to blend objects such as an iPhone, 50 marbles, an air soft gun with bee bees, all of which end up as dust. These videos are short, silly portrayals of how this blender will work with anything you throw into it. Blendtec’s YouTube videos, also Facebook and Twitter pages,  were successful in setting their products apart from others like it in a creative and innovative way using social media that resulted in positive feedback and increased business.

Burger King is another company that has been testing the waters of social media, and marketing in general for that matter. I’m sure you all have seen the string of “Whopper Virgin” commercials on TV and perhaps even visited the website; well, following this campaign they began a Facebook application where you could sacrifice 10 friends by removing them from your friends list, to win a free whopper. The application quickly gained over 20,000 users who sacrificed over 200,000 friends. However, because of privacy issues, Facebook had to take away the application. Burger King did use a different concept than social network users are used to though, because instead of inviting friends to the app or gaining new friends, which is what these networking sites are intended for, they had you delete friends to promote the legendary Whopper.

Another great example of testing social media is Ford when promoting their new Fiesta. They gave 100 people, in their twenties, each models of the car in hopes that they would share their experiences with it over a six month period. None of their volunteers had any experience with advertising and this tactic was especially more risky than those of Blendtec and Burger King, because they were not sending the messages, their customers were. This I think is the true nature of social media, allowing the audience to have control of the messages. Ford could have received a great amount of backlash and a huge tarnish on their reputation, but in this economy and struggling times, they sought to start from the bottom, let the people do the talking for them and hope for the best. It was complete transparency into their flaws and into the true “Ford experience.”

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