PubClub: Social Media Case Studies, Part II

February 28, 2010 at 10:04 PM (Events) (, , )

I realised that not only did I have to run out last night to #SoxUp, but my post was also getting a little long, so I figured I’d break the PubClub event into two posts.  Feel free to read up on the first half before checking out this post.

gather logoAfter Mr. Goodman’s case for Comcast, it was David Woodrow’s turn to step up to the plate.  He possibly had one of the best points of the evening: negative feedback is the best opportunity a brand has to step up.  In the real world (or on social media sites focusing on consumer products such as Gather, Inc.), everyone is not going to love you, your product or your brand.  People say not-so-nice things.  If the product is of any worth, chances are other consumers will fight down a bad review or two.  Alternatively, occasionally a brand does screw up and get called out on it.  The best course of action?  Not hiding behind wussy excuses, that’s certain.  Apologise sincerely, vow to make it up to the consumer and then deliver beyond expectations, perhaps?  Sounds like a good way to build stronger brand loyalty to me!

Kel & partners logoMeagan Ellis was the one panelist who was narrating from an agency perspective. “Us agency folks have all had them,” she began, “the client that is so uninteresting or small-scale that creating a Facebook fan page accomplishes nothing.”  Kel & Partners had a start-up that was, to put it politely, pretty boring.  Traditional media wasn’t interested in the product, and the Facebook fan page had maybe 50-some-odd members. Because the following for such a product didn’t exist, Kel & Partners had to create one. Through Twitter, the PR team was able to find people who would be open to such a product, follow them, engage them in conversations, and finally draw them to the brand’s own page.  After attracting enough attention via new media, Kel & Partners were able to use those hits to turn heads within traditional media, and today, the product receives countless hits.

kaspersky labFor Kaspersky Lab, jumping on the social media bandwagon involved a bit more hesitation: as an international company, staying consistent with community engagement across different cultures and timezones would require the efforts of more than one company representative.  Jennifer Jewett pointed out that these people couldn’t just be PR pros.  They had to be social media-savvy.  And eager.  In fact, the latter two qualities far outweighed the first.  Social media is a full-time gig when you’re doing it for a company, so you’d better know what you’re doing and have fun with it in the process.  Rather than dragging the corporate communications team into the Twitter ranks, the company stumbled across some employees from a diverse assortment of departments who were already tweeting across the Interwebs about goings-on with the business.  They realised that social media is restricted to no one.  Through using Twitter, one formerly unknown Kaspersky employee was suddenly being quoted in major publications because he was able to respond to public queries instantly.  And he enjoyed it.  Why torture one employee with new responsibilities when another one has already taken them on voluntarily?

Most of what I heard at the event was material I had learned in school.  However, it not only helps to be reminded every now and then, but it also strengthens the credibility of strategic social media usage when you see folks discussing the benefits in the real world.  PubClub, thanks again.

Today’s Tunes
The Fame, Lady Gaga
LP, Landon Pigg
Garden State, Various Artists

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