7 major brands of social media marketing errors and experience

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This article is from Socialbeta Anonymous content contributor, thank you for your contribution, this article translates from 7 unbelievable social media moves;
-For a negative comment on Facebook's homepage, Nestlé 's response has been so inappropriate: a vigorous attack on the web and a stern threat warning;
-In all 500 strong companies, Dell is the first to use Twitter to sell its products directly;
-BP oil has used a very incorrect approach to its Twitter account bpglobalpr;

Social media--the most complicated and easily misunderstood, but also one of the most revolutionary things in modern marketing development trend. There is no doubt that many brand companies have seized the current opportunity, in the social media began its own brand marketing. At the same time, it also exposes a large number of companies to the social media generally lack of correct understanding of the facts. They are aware of the importance of using social media for branding, but do not fully understand how to use social media properly, ignoring the right to use social media for brand marketing is a very complex business, and thus lead to a serious waste of resources and time.

Here are seven examples of social media marketing for brand use, hoping to help companies and brands that are exploring and trying social media marketing.

In the spring of 2010, Nestlé was indirectly involved in environmental disputes as it was exposed to its purchases of palm oil by destroying Indonesia's tropical forests. A comment on Nestle Facebook's public home page condemning and questioning the issue, Nestlé 's official reply to the negative comments, and gave the user a serious warning.

Why do we think Nestlé 's coping style is unbelievable? On the one hand, the fact that the brand is so openly responsive to the user's accusations and inquiries in a very intense and emotional way is a reflection of the reality that the brand is too hasty and less valued on Facebook than it is in other areas. Nestle's comments on Facebook, which were never reviewed before they were released, directly contributed to the incident.

In addition, Nestle has a very strict management mechanism for all promotional campaigns and promotions to avoid any sound or event that is not conducive to branding. Why don't they do it for social media? Only a simple post audit mechanism can solve such problems simply.

In the June 2007, people were just using Twitter as a new service to express their feelings and ideas in 140 words. The brand is only using Twitter to post new information or other latest brand product information. No brand or company has ever fantasized about Twitter to help make a profit. And in fact, what Twitter can bring. Not only is it so easy for many users to use it.

Of the top 500, Dell was the first to step out of the incredible leap. They were the first to sell their products on Twitter. The official @delloutlet on Twitter followed a blaze in Twitter, with rising popularity. Dell has brought its 15 million followers with Twitter, and all of these users have ended up spending on Twitter. As a result, Dell's annual sales were nearly 1 million dollars. Over the next six months, sales rose by one-fold to $2 million trillion,

For a big brand like Dell, if you pay the capital, add thousands of computers and servers to run Twitter and have enough fans, then you need to complete the sales performance metrics. It's not difficult at all. This is what big brands take the lead in using social media to enjoy.

Skittles an unprecedented feat, and it pioneered the prediction of what kind of interaction people would prefer. Skittles thought of a idea, using candy as the title, so that users can interact with candy online. So they made a comprehensive revision of their website. In a purely interactive form, and is associated with all the topics on Twitter that refer to Skittles, real-time display on the site. The result is surprisingly successful, people really like such a novel and interesting way of interacting with the extreme, more and more users have come to the site, and linger. Facts tell us that people cannot refuse to have a new and interesting experience.

However, it is strange that Skittles has made a successful start, but has no continued input and attention to its website. They have no choice but to update all of their Twitter-related users on the Web site without filtering or skittles. This makes many bad words and malicious content appear on the site more and more. This has left many parents anxious to ban their children from visiting the Skittles website. I think it is not difficult for Skittles to take action in time to solve this problem. But surprisingly, they didn't make any response at all. Maybe it's just that they think of this web2.0 world too simply.

Many big brands have such concerns. Think that simply can not take into account all the Internet on their own brand of the user's speech, see See not come, let alone one by one audit, one by one reply, it is impossible. But. Best Buy is done and they know the challenge. Fully prepared to devote to social media. The official account on Twitter @twelpforce all the customer service, trying to be able to answer every user's questions and comments.

It's not a simple one or two-day question and answer. This is the world's largest retailer on one of the most popular social web sites on the planet, challenging every day nearly all the problems of 17亿来 users from around the world! It's also not as easy to send the same answer to a different questioner every day--but to answer all the questions in the shortest possible time.

Since Best Buy has done it, why are so many other brands that are not as big as what we buy? It is disappointing that there is no brand other than Best Buy.

In the summer of 2009, when people became aware of Twitter, Facebook became more and more unusual (in July 2009, Facebook announced that its users were 2.) 500 million, if someone suddenly came up with an idea: "Why don't we sell some special tickets on Twitter?" "If you are a decision maker, how would you respond to this proposal?" Excited？ Excited？ or confused? (Can not imagine how users should use 140 words to do the booking ticket?) Or do you think the idea is not reliable? Is it not reassuring to sell air tickets in such a "less formal" place? ）

Do you know how Jet Blue responds? Yes, they readily embraced the creation and really began to implement it. They officially launched JetBlue Cheeps on Twitter, offering a special offer for the remaining tickets. The remaining tickets are very limited, usually only 25 a day, but the price is very attractive, about 19 dollars a piece. At the time, JetBlue's idea was that perhaps people would book tickets on Twitter when they could not buy a ticket for a rainy day. Finally, this approach has been surprisingly successful. They have more than 92,000 fans on Twitter, which has exceeded their estimates for selling the remaining tickets. And, the company only needs to send an employee to cope with all this work. Imagine how much the cost of an employee would be? But what pays you back is an excellent route to the remaining ticket sales. It's definitely worth it!

Since then, JetBlue has launched a "All for you Can Jet (AYCJ)" Ticket service on Twitter. Now they are starting to sell potential customers online. Want to see how they're doing? Click Link: FACEBOOK.COM/AYCJ

Who could have imagined that a bath-gel brand--old Spice could have been so cleverly rewarded for its great success? With such a clever recruit to sell bath dew, Old Spice really let me admire. Their creativity was very simple, and a strong black man was taken to take a TVC ad. Then, a series of viral videos related to this negro are posted on the web. They've done it!

This subversion of the traditional way of advertising, so that users can be particularly impressive, such a TVC, to leave the audience reverie, imagine if there is any chance and the black have more interaction? So, such a human imagination of the virus ads. The Old Spice attracted nearly 25 million of the audience to participate.

For an advertisement, the result is undoubtedly a great success. 25 million network coverage, just because this is a unique idea, this is the social media so that you could not imagine the charm. I can't believe it, why are other brands unexpectedly?

I don't want to insult the BP jokes. It's just that for brands like BP, their Twitter approach is a bit inappropriate. At that time, they opened a very low-key Twitter account called @bpglobalpr, after the opening of the account, they did not good management, but suddenly in the account of the public to the small companies to sue for trademark infringement.

Poor BP did not realize. Now, not 10 years ago, for the accusation. Legal disputes such as litigation can be publicized as a news. Now it's 21st century, it's a social new media era. The news of the infringement of the trademark. will soon reach the ears of outlaws. And the result? As you can see, there are more advertising signs that illegally embezzle the BP trademark are openly in front of us. As a result, BP's PR department has also been negatively evaluated.

These successes, or failures, are a very clear warning to us: we must bear in mind that brands need to pay more attention to social media strategies, which is about the survival of a brand. The example of success is not so much a template to follow. We also see that there are still a lot of companies, even the entire industry (for example, fishing, agriculture, business-to-business, etc.) are not involved in social media at all. Of course, only by the brand of their own social media to explore, learning, to find a truly suitable for their own successful social media marketing strategy.

Source: http://www.socialbeta.cn/articles/7-unbelievable-social-media-moves.html