Powered by Techsailor & Lucky 13

1. BAD SOCIAL MEDIA
MANAGEMENT
& HOW YOU CAN AVOID IT
20 June 2012

2. SPEAKER : LEON (C.K.) LEONG
20 June 2012

3. Singapore
A quick look at the statistics
of our Social Media scene
20 June 2012

4. “ 55% of Singaporeans are on Facebook
That is over 2.59 million users” - Socialbakers.com
20 June 2012

5. Singaporeans spend the
most time on Facebook
38 minutes and 46 seconds per session
Americans spend 20 minutes and 46 seconds
- Experian Hitwise
20 June 2012

6. Facebook:80% vs Straits Times:34%
Reach across Singaporeans aged 25-34
20 June 2012

7. Quick! Jump on! Don’t be left behind!
20 June 2012

8. What some
people are
doing…
20 June 2012

9. What’s
happening
to some
TROUBLE!!! people
20 June 2012

10. 5 examples
of BAD Social Media
Management
20 June 2012

11. The following examples and references to
brands and their case studies are intended
for educational purposes only
20 June 2012

12. #1: Lack of effective COMMUNICATIONS
I’m never
using this
“
brand again!
There is nothing more irritating to
consumers than leaving a message on a
company blog, Twitter or other site and
not getting any feedback.”
- Business.com in Guest Posts, Twitter
20 June 2012 12

13. #1: Lack of effective COMMUNICATIONS
I’m never
using this
brand again!
20 June 2012

14. #1: Lack of effective COMMUNICATIONS
“ Successful social
companies need to be
able to engage in
Bad customer service
1-way communications
their customers'
Lack of response
conversations
online.”
- ItsOpen
20 June 2012

15. #2: Mishandling a Social Media Crisis
I’m never
using this
brand again! “ Social media crises are on the rise,
but 76% of those that occurred
could have been diminished or
averted with the proper social
media investments.”
- Altimeter Group
20 June 2012

16. #2: Mishandling a Social Media Crisis
“
I’m never
Thanks
using this for the
brand again!
lesson in
manners but we
set the rules”
- Nestle (on Facebook)
20 June 2012

17. #2: Mishandling a Social Media Crisis
“ Focus on how to
be social, not on
how to do social.”
Blocking Comments
Lack of Response
Bad Mannerism (Rudeness)
- Jay Baer Censoring Public Content
20 June 2012

18. #3: Overpromising (...and under-delivering)
“
I’m never
using this Don’t say anything online that you
brand again! wouldn’t want plastered on a
billboard with your face on it.”
- Erin Bury, Sprouter Community Manager
20 June 2012

19. #3: Overpromising (...and under-delivering)
20 June 2012

20. #3: Overpromising (...and under-delivering)
Lack of pre-campaign planning Attempted to cover-up mistakes
Un-moderated forum of angry fans Not being genuine to fans
20 June 2012

21. #4: Hard Selling
Social Media is NOT a one-way broadcast!
20 June 2012 21

22. #4: Hard Selling
XX minutes left
to qualify for XX%
off!!!
Spam again. Can’t be bothered!
20 June 2012

23. #4: Hard Selling
“ Social Media is
about the people!
Not about your
business.”
Does not add value to your community
Does not boost your brand’s credibility
Does not build trust
- Matt Goulart
20 June 2012

24. #5: Violating the game rules!
“ WHAT?! You mean there are rules
on Facebook? And… what do you
mean by they will take our page
down???”
- A client
20 June 2012

25. #5: Violating the game rules!
1. Upload a Photo
2. Tag 25 friends
3. And WIN!
20 June 2012

26. #5: Violating the game rules!
“ We reserve the right to
reject or remove Pages
for any reason. These
terms are subject to
Running campaigns with
native Facebook functions
And other gory regulations…
change at any time.”
- Facebook.com
20 June 2012

27. Social Media
is a double-edged
sword!
20 June 2012

28. 5 steps
to a successful Social Media
Presence…
20 June 2012

29. with…
20 June 2012

30. #1: Set up a Social Media Presence
I’m never
using this
Prepare a
brand again!
Define a
list of Define a
process for
FAQs and response
handling
standard protocol
crisis
answers
20 June 2012

31. #2: Define Objectives and Target Audiences
20 June 2012

32. #2: Define Objectives and Target Audiences
• Generate hype about new
NTUC membership privileges
for people living in Singapore
amongst the working class
• Collect intelligence on
popular privileges
• Increase paid NTUC
membership base
No campaign starts without objectives & audiences
20 June 2012

33. #3: Prepare a Social Media Marketing Plan
• Social Media Marketing Campaign
Concept
• Social Media Platforms and
Applications
• Campaign Mechanics and Incentives
• Campaign Administration and Terms
& Conditions
• Campaign Advertising
20 June 2012

34. #3: Prepare a Social Media Marketing Plan
• Concept: Experience jaw-dropping new privileges at NTUC
• Platform/Application: Facebook, NTUC Privilege Voting
Application
• Mechanics: Facebook users vote for their favourite
privilege and virally refer their friends to vote.
• Administration: Administering contest rules, garnering
participation and managing contestant expectations
• Advertising: Facebook Advertising
20 June 2012

35. #4: Develop and Execute Social Media Campaign
20 June 2012

36. #5: Evaluate Performance
“ Don’t measure
what you can.
Measure what you
Added 11,000 Facebook Fans
Generated 2,000 votes
50% increase in online paid
should. NTUC membership from May
- Philip Sheldrake 2011 to June 2011
20 June 2012

37. #5: Evaluate Performance
Overwhelming demand and popularity for the
USS Privilege prompted NTUC to extend it to end of 2011!
20 June 2012

38. Summary
5 examples of BAD Social Media Management
5 steps to a successful Social Media presence
(with NTUC)
20 June 2012

39. DO NOT
use Social Media unless you
know how to.

40. Questions?
www.techsailor.com
Feel free to approach our valid colleagues
Brought to you by: &
20 June 2012