Some of the best ideas come from studying successful organizations and adapting their effective strategies, projects and culture for use in your own organization. But while success can often beget success, studying the failure of another company also has merit.
Analyzing where strategies went wrong and the root causes of unsuccessful initiatives can help associations learn how to avoid the same fate of another organization that had to be taught the hard way. It can also make the path to success much more clear.
Take for example two American companies and their not-too-distant attempts to corner the Canadian market that sputtered and faded away; Krispy Kreme Donuts and Target. Studying where these two behemoths went wrong can help associations tap into the realities of human behaviour and grasp what it takes to create a successful, engaging and sustainable social media plan.
Krispy Kreme, the favourite donut shop of millions of American, entered onto the Canadian stage with much fanfare in the early 2000s. While Krispy Kreme was initially successful and mounted plans for expansion, the love affair between it and the Great White North cooled off enough for the company to nix these plans. While the company’s plans for expansion have recently been renewed, they face a challenge in capturing the hearts and minds (and stomachs) of Canadians once again as smaller, gourmet donut shops have exploded in popularity over the last decade. While Krispy Kreme’s venture into Canada may not be deemed a total failure, its inability to realize its grand plans while vastly smaller competition prospered are a little embarrassing for an international chain with a big budget.
The social media lesson that can be learned by associations from Krispy Kreme’s floundering expansion in Canada is that quality matters a lot more than quantity.
Krispy Kreme produces millions of donuts a year and while many like how they taste, there is rarely any innovation or variation, which leads to a been-there-done-that attitude from consumers. On the other hand, smaller, gourmet donut shops use fresh ingredients to create unique pastries that pique the imagination of their customers, creating a brand and a product that can’t be found anywhere else. While their volume is less, their quality is higher and their return in greater.
Associations should create a social media strategy that seeks to produce content that is innovative, unique, engaging and valuable, even if they don’t have the resources to produce lots of it. Instead of daily tweets or Facebook posts that regurgitate press releases or quote magazine articles verbatim, create posts that use numbers, videos, visuals and testimonials to give members an experience they’ll want to be a part of and truly paints a picture of your association’s efforts to improve their lives. Make a movie trailer for the annual conference or put out a call on social media for a scavenger hunt within your association’s magazine. Whatever it is, be creative, be different, be focused on high quality content and be tuned into what members really want.
Target’s foray into Canada was one big mess, from beginning to end. The company opened too many stores, too fast and customers were greeted by empty shelves, poor deals and an underwhelming experience. While Target’s opening in Canada was much anticipated, the company fell short and Canadian shoppers went back to buying from their usual spots. The monster-sized chain lost money rapidly while the stores continued to decline and less than two years after the first Canadian Target opened, the company pulled out completely. Needless to say, it was a massive failure for Target.
Target bit off way more than they could chew with the Canadian expansion and the product suffered because of it. Associations would do well to remember this example and not repeat this mistake on social media.
While keeping up with the latest trends in technology and social networking is important for any organization, it is never a good idea to branch out onto new platforms too fast. For example, if your association has a successful Twitter account, you may be tempted to start an account on Facebook, create an Instagram account and develop a bi-weekly blog to capitalize on the engagement your efforts are generating. However, if this expansion is done too quickly and without a proper analysis of demographics, strategy, expectations, guidelines and available resources, you can end up watering down the quality of your content and driving away your target audience. Start slowly by creating a new blog and as that develops and as resources dictate, add another platform to your strategy.
Associations need to remember to resist the urge to jump on the social media bandwagon of a new platform because of its trendiness in the news. Stick with what made your digital media strategy work and look for incremental ways to branch out and develop relationships with your target audience in that way.