"There are no social media gurus—we’re all learning as this is evolving." -Alex de Carvalho
How good you get at social media depends on how much you’re doing it. Like biking or swimming, we all have our own styles. What’s more important is learning the culture, not necessarily in how you do it.
So, social media: is it a challenge or opportunity?
Social networks are like the air. It’s a place you live in 24 hours a day. Your online identity is connecting to others all the time. It’s not a campaign or a tactic. Especially if it’s successful, it lives on everywhere.
Social media is already in your marketing mix, whether you’re using it or not. People are already talking about you online.
Let's talk about the Kentucky Fried Chicken campaign. Get free grilled chicken by visiting the website, downloading a coupon and printing it for free chicken. The demand was amazing. Some franchises did not cooperate. Other issues emerged. Very quickly, people on Twitter began talking about it in a very negative light. @Kfc_colonel got on Twitter and began replying. They started with a traditional campaign and ended up using social media to rectify the situation.
Example 2. Dominoes employees posted 4 two minute videos on YouTube of doing disgusting things to pizza. Yikes! On Dig, “Don’t eat Domino’s pizza” was hugely popular.
“Any idiot with a camera ad an internet link can do stuff like this...and ruin the reputation of a brand that’s nearly 50 years old” - Tom McIntyre, VP of Communications for Dominos
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