Using Social Media to turn failure into success
Social Media is a powerful tool connecting you directly to your audience. Still many brands and companies fail to unlock it’s mystery. So here it is, let me give you here, free of charge, The secret sauce for a successful social media campaign to increase sales and tighten retention: it’s being personal and honest. That’s it. Social Media channels are marketing channels that are unique by allowing a company or a brand to deliver a low-cost, customizable, message on a one to one level, using an honest approach, tone and message. Think about it as talking directly to your customer. Those who use social media to dialog with their audience just the way they would if they were to meet them at a park or on the way to the grocery shop – simple, honest, funny, direct – are the ones to gain success.
Here’s how 3 companies used the direct and personable nature of social media to turn failure into success:
The first story is about Chevrolet’s absolutely courageous, brave and admirable use of social media to deliver an honest message about a horribly humiliating mistake. Forbes’ Erica Dhawan @edhawan wrote a fantastic article about how Chevy turned”an Epic fail into a social media success:
“Chevrolet spokesman Rikk Wilde…presented a set of keys to MVP Madison Bumgarner. Stumbling over his lines, Wilde tried to describe the features of the Chevy Colorado Bumgarner. As he was presenting the keys, he said the truck “combines class winning and leading, um, you know, technology and stuff.”
Now that’s likely not the publicity Chevrolet had hoped for, but instead of looking the other way and pretending that the incident never happened, Chevy embraced the mix-up and tweeted an image of the truck accompanied by the words “Ya know … class leading technology and stuff.” Quickly #technologyandstuff and #chevyguy started trending, giving Chevy the kind of exposure every company could only dream of.”
Chevrolet was not afraid to use an informal, laid back, tongue in cheek, tone and message, which scored her high on social.
The second story is about how Oreo used Social Media’s immediacy, speed and the luxury of being culturally relvant, to capitalize on the SuperBowl blackout in 2013:
During the third quarter of Super Bowl XLVII when a power outage at the Superdome caused some of the lights to go out for 34 minutes, the sandwich cookie’s social media team jumped on the cultural moment, tweeting an ad that read “Power Out? No problem” with a starkly-lit image of a solitary Oreo and the caption, “You can still dunk in the dark.” The message caught on almost immediately, getting nearly 15,000 retweets (as of this writing) and more than 20,000 likes on Facebook – not quite Beyoncé halftime show numbers, but pretty impressive for a one-off joke made by a cookie. The ad was also posted on Tumblr by digg, with the note “Oreo won the Super Bowl blackout.”
Third victory belongs to IBM, who seemed to have been labeled as a dying dinosaur, made an impressive comeback, using social media channels and Watson. IBM used Social Media’s flexibility and immediacy to take over 3 knowledge domains: cloud, research and software – IBM took over more than 500 accounts on all social media channels (Facebook, Twitter, Pinterest, Instagram) that tie their name to the above knowledge domains, and using great imagery and hashtags, linked the IBM old, dinosaur name, to cool, mainstream American-Family activities such as cooking and sports. Using social media to talk about Watson, raised IBM from muddy waters into being current and relevant again.