Crafting effective micro-content for Facebook involves several key considerations to ensure the content resonates with the audience and drives engagement. It's crucial to keep the text concise, ensuring it is provocative, entertaining, or surprising.
Result: The stock price dropped 10% costing the airline $180m.
Response: On July 6 2009 Dave released a song called 'United Breaks Guitars. It received 150,000 hits on its first day. It has been viewed over 15m times today.
Background: Dave Carroll lead singer for Sons of Maxwell band was travelling on UA and his $3,500 Taylor guitar was broken whilst in baggage.
Statements
Customers don't do business with your org chart - David Vap, Oracle
Stats
Oracle Survey 2014:
93% surveyed said CX is a top priority in their organisation on 37% have an active CX initiative
86% stop doing business with organisations after one bad experience
One quarter of people will post a negative post on social media after just one bad experience.
Executives found that negative social media comments can lower an organisations turnover as much as 20%
twitter Storytelling
AMC: What is the call to action here? Do I love the Rock? Shall I watch the video? or do I buy the tickets?
LACOSTE: Treating the customer like an idiot. Not everyone wants to shop. Link goes directly to web site.
TACO BELL: They just get it, don't they! Trendjacking
NETFLIX: Simplicity works
ADIDAS: Cool pic, right tone for the audience. Owns it.
Facebook Storytelling
QUESTIONS TO ASK WHEN CREATING FB MICRO-CONTENT:
Is the text too long?
Is it provocative, entertaining, or surprising?
Is the photo striking and high-quality?
Is the logo visible?
Have we chosen the right format for the post?
Is the call to action in the right place?
Is this interesting in any way, to anyone?
Are we asking too much of the person consuming the content?
Bad
PHILIPPINE AIRLINES: Irrelivant image, missed opportunity. Too many calls to action.
ZARA: Short and sweet copy but what does the link do? Also the image isn't clear particularly on mobile
SUBARU: Boring text, Poor photo, No logo
AIR CANADA: Lucile Garner Grant died at 102. She was their first ever flight attendant. It failed because the post was text heavy and should have been a picture post.
MERCEDES BENZ: No logo and too much text
Good
TWIX: Fun, good image, only the logo missing.
AMTRAK: Turning an otherwise dull image into an interactive fun post. The brand responded with witt and good humour to responses.
MINI: Great voice, cool pic, could be better with logo.
VICTORIA'S SECRET: Good dramatic photo, Good copy, Direct link
JEEP: Posted a pic of a fan who was attractive in a Jeep with the wind in her hair. What was missing was a slogan on the image.
