Great tools and resources here.
You mentioned some examples of great DIY campaigns done well Oreo, Blendtec, are there any more worth mentioning? And are there examples of failures of what not to do when it comes to DIY marketing?
Dove always has good ones, although I don't know if that falls into DIY as they are highly produced ... but an example of trying to go viral that you probably don't want to replicate happened maybe 7-8 years ago in Boston with Aqua Teen Hunger Force and how they scared everyone in the town with their little signs
Even big corporations and celebrities sometimes miss the mark! Major corporations, including IKEA USA, Home Depot and even Pepsi have felt the bitter sting of social media condemnation, all thanks to unfortunate hashtags, spelling errors, poorly timed jokes, funny pictures that were anything but funny and even attempts at crisis control – defensive marketing that ended up being little more than Twitter rants. Three Examples:
Learned a Twitter Q&A promoted as #AskJPM was not such a great idea when the Twitterverse was in the ripe mood to slam financial giants.
Criticized when it promoted its whole-grain cranberry scone and healthy breakfast with a tweet shortly after the tragic Boston Marathon bombing that read, “Boston, our hearts are with you. Here’s a bowl of breakfast energy we could all use to start today.” The company did tweet a prompt apology.
Viral retweet of a pornographic image mistakenly shared from its Twitter account. The image was tweeted at least once in response to a customer who complained to US Airways in a tweet saying, “You ruined my spring break, I want some free stuff.” American Airlines, which is in the process of merging with US Airways, apologized for the inappropriate tweet. In US Airways defense, the tweeted porn ended up in the company’s Twitter feed by accident.
Final question! Are there lessons that companies can learn on approach, strategy or from the examples when it comes to DIY marketing?
Keep trying!!! Never give up and fully commit to a DIY content strategy that works for them. Even just the creation and managing of a blog can be a big step for some businesses...a step they must take.
Companies have to be OK with putting themselves out there. If you have a blog but have shut off the comments because you are afraid of them why bother? The economy is undergoing an entrepreneurial shift and at the core of that is failure and willingness to accept that...
Be authentic! Let people see who you are and what you have to offer. That authenticity almost always shines through.
Thanks for having us, Leah! Great chat.
Thanks so much for all you joining our chat! It will be posted a recap for you to later link to.
Thanks Leah, thank you everyone! Great chatting with you all!
Thanks Leah! Really fun...and a little exhausting! Thanks!!!!
Great chat with you all too!
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