SUXORZ recap and preview
Thursday, February 4th, 2010
Thank you for rocking the SUXORZ last night at the Roger Smith Hotel as part of Social Media Week NYC!
For those of you who didn’t make it, you can rewind the tape here: http://search.twitter.com/search?q=suxorz.
Here’s the deck with all the examples of terrible social media advertising.
Here’s the current map of the SUXORZ mob, attendees, panelists and alumni. The house was packed from screen to bar, and I apologize to folks in the back for the early amplification problems.
To recap: By a landslide, the winner of last night’s SUXORZ was Ian’s “unmoderated Tweets” nominee. Winners of individual rounds were: BL’s nominee “Old Spice’s Crusty armpit” (I’m still traumatized), Steve’s “Ryan Air’s abusive response to customer feedback” and BL’s “TimeWarnerUnCares.”
Comparing last night with the SUXORZ we did in ’08 and ’09 at the wonderful SXSW festival in Austin, I think everyone’s expectations for the industry went up this year. Surreptitiously paying bloggers to flatter your brand, a major theme in past SUXORZ, has either stopped or gone underground. But fully disclosed stupidity still abounds, as we saw with Charmin, InsidetheBCS, Old Spice, Habitat, Ricola and Mars Candy. We saw that a social media campaign isn’t a date, it’s a marriage, when Agent Provacateur got dinged for its campaign hiatus. And we saw that experimentation can bring acclaim — Ford City Keys — or concerted kvetching, as with Gawker BloodCopy, PETA and Current TV’s twitter bid. We agreed, yet again, that you should NEVER underestimate the social media urge to f*ck you if your back is turned, as demonstrated by the profanely Tweeting billboard and NFL livetweets.
Most importantly, we saw last night that social media is now understood by any sentient media professional to be an essential part of any company’s relationship with its customers. In prior years, we focused on sins of commission. Now sins of omission in social media — Toyota, Comcast — can earn major SUXORZ. As Ian put it, “how is Toyota putting a full page ad in the New York Times ‘talking with your customers?'”
Looking through the lens of this year’s SUXORZ panel, I think 2009 was the year that social media advertising and marketing grew up. Or at least stopped wetting the bed.
Don’t let the dream die. Our mission never sleeps. SUXORZ are being perpetrated around us daily. While the average bozo dozes, we must remain vigilant. A young professional in the next cubicle over is right NOW scheming to screw up a profoundly beautiful social experience (aka the social web) with some $150,000 scheme to pay 250 tweeps to wear pantyhose while swimming in Lake Erie and drinking your client’s grape juice.
Walk over to that cubicle and say “SUXORZ 2011!” Then ask: how can we celebrate people’s interactions rather than polluting them?
Meanwhile, it’s your duty to chronicle travesties you witness in the SUXORZ Facebook group.
(A nice visual summation of the evening: an even mix of learning, laughing and libating.)
From the archives: Scott Monty’s take on SUXORZ March 2008.
Update: At Brandfreak, Todd Wasserman adds good color and illustrations from the evening.