Why Midas Shoes has no idea about Social Media
Midas Shoes? I bet you have no idea who Midas Shoes is… and you are right for not knowing that brand.
Midas shoes is just another brand of shoes, but the difference is that that type of shoe was the shoe that Prime Minister Julia Gillard was wearing the day of the horrible attacks by Aboriginal protesters on the last Australia day.
So if you are reading this from outside Australia this is the deal:
Prime Minister gets attacked by a gang of protester. Bodyguards panic. She falls. She looses 1 shoe. The Shoe brand is Midas Shoes. The name of the specific style is “Glorify Shoe”
Anyway… so you think.
DAM, now their marketing department is going to get smart…. now is the time to really promote something interesting, specially when the protesters decide to take ransom the shoe and put it to “auction”.
But no.
Instead the marketing department has decided to “fix” the problem and launch a new shoe with an ankle strap to prevent the Prime Minister will shoe their shoe again.
VOILA!
That’s it ladies and Gents… welcome to wasting energy and how not to do Social Media.
So why Midas Shoes sucks in Social Media?
Let’s see
1. They announced the new shoe long after the protest. Nobody cares about the bloody shoe now. The time it takes for a PR marketing department to “plan an strategy” is simply to long. People don’t “react” to staged PR moves.
2. Nobody really cares about Midas Shoes.
If midas shoes has some previous followers, then they could have use their followers-groopies-fans-buyers to spread the news about a new shoe… but the fact is Midas Shoes has 281 followers in Facebook and 19 in Twitter.
Yep: You read it right. Even I have more followers in Twitter and I DO NOT USE TWITTER.
3. The amount of sales of the new shoe since last week is 14.
OMG. 14? So you have national exposure and everyone was wondering what type of shoe the Prime Minister wears and you still can’t sell more than 14 shoes?
YOU HAVE a website! You have people looking for Shoes… you have people wondering what’s the name of the Prime Minister shoe… and you sell 14???????
This clearly shoes that marketing departments and managers still fail to realize that you can’t create buzz or followers from one event. Instead you need to create followers NOW, so when an event like this happen… your followers can make it viral.
But you can’t depend on IMPOSSIBLE EVENTS to get people to follow you, specially when the main event is: Look who unreliable my product is that the Prime Minister ends up shoeless in the middle of the road.
The amount of shoes sold since last week is 14 (ARE YOU KIDDING ME?)
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Gabriel Machuret
I'm an SEO professional living in the South Coast of NSW - Australia. SEO is what I do... I'm not a web guy, or a webmaster, or a designer... I just do SEO ;) Love it. Enjoy it and I still have fun doing it.
2 / 1 / 2012 11:28 pm
Hey Gabriel, I am new to your blog, but was really very much impressed with your post. It was really an interesting read! I liked the way you used Midas shoes to tell the importance of creating followers to market the product. You have clearly made me understand the right approach to use social media for marketing. It was sad to hear that instead of having such a good platform for marketing, the Midas Shoes marketers were not able to make most from it! Thanks for sharing this wonderful article with us!
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Gabriel Machuret Reply:
February 1st, 2012 at 11:36 pm
thanks for stopping by Jeo. Glad you enjoyed the post. I wrote it 10 minutes before running and picking up the kids from school
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2 / 4 / 2012 1:07 am
Hi, Gabriel! Fun post you have here
Midas Shoes is not the only one who doesn’t know yet how to maximize the power of social media. Midas Shoes had lots of opportunities to market online, they should’ve seized every inch of it.
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2 / 12 / 2012 6:45 pm
Excellent article, too true!
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