entr 599

the future of social

Harrison

magicians 2 & 3

scaling: mistakes and solutions

mistake #1: “shallow 30 second ads”

• GM: Even though GM outspends each of these rivals [Ford, Chevy] in advertising by more than 50 percent annually, that effort is failing to help build sales. This is largely because GM is more comfortable with old-school marketing tactics that don’t work as well as some of the new online and social media tools.

mistake #2

• “When u make something w/pride, people can taste it” #McDStories

“The Coca-Cola.TV Project was created to reach the large and increasingly social youth market across Latin America. Through this, Coca-Cola is seeking to create meaningful connections by bringing the best in entertainment to young people, wherever they are, with programs such as Coca-Cola.FM and now Coca-Cola.TV; a key marketing initiative for 2012 and beyond.

"Adopting social media is a two way street"

• US-based online security company Symantec estimates that social media incidents cost the typical company $4 million over the year to July (2012).

• The group found that 46 per cent of incidents involved employees sharing too much information on public forums, while 41 per cent involved the loss or exposure of confidential information.

• More than a third of cases - 37 per cent - raised a company's risk of litigation.

• inside Coke corp, “there is a lot of miscommunication and miscoordination”

solutions

ford corp.

http://www.youtube.com/watch?v=95B5peRmd8A

lessons from magicians

• twitter bombs --> “chief listening officer”

• engage locals who know locals

• don’t beg for sales [old spice] --> “Oh no, don’t leave!”

• “Klout scores:” only trendsetters have access to platform

• “I’ll always remember it”

• “brand humanization”: add a face to the company

I got the chance to have a picture with

Novak thanks to UNIQLO executives.

links

• http://www.smh.com.au/business/cokes-social-experiment-goes-flat-20120301-1u466.html

• http://www.businessweek.com/articles/2012-05-21/gm-doesn-t-get-social-media

• http://blog.hootsuite.com/mcdonalds-social-management

• http://paidcontent.org/2012/01/24/419-mcdonalds-social-media-director-explains-twitter-fiasco

• http://india.nydailynews.com/sportsarticle/4c65c7ed73f0de1e724177a679aa16b4/priyanka-chopra-becomes-brand-ambassador-for-pepsi

• http://www.forbes.com/sites/meghanbiro/2012/08/29/who-owns-the-brand-you/

• http://www.dailynews.com/ci_21557759/market-forces-demographics-drive-price-scotch-whisky-skyward?source=most_emailed

• social.ford.com

• http://www.fibre2fashion.com/news/textiles-technology-news/newsdetails.aspx?news_id=115658

• http://www.mediamonitors.com.au/insights/blogs/categories/blog-global-connections/israel-folau-and-the-old-spice-guy-brand-ambassadors-in-the-modern-age

• http://www.nytimes.com/2011/09/11/business/at-colleges-the-marketers-are-everywhere.html?pagewanted=all&_moc.semityn.www