Welcome to Failure Club
I’m not even going to waste time digging out the name of the originator of the quote about failure. It may have been Thomas Eddison when inventing the light bulb.
It went something like this “each failure is a step closer to success”.
He probably said it more eloquently than me though – he was pretty smart.
It got me thinking, having seen what passes for news in social media these days, that we too often celebrate mediocrity in social media because something made a headline, or a cool brand did something/anything.
Take the rosy glasses off though and ask yourself, “was that REALLY” a good execution? Did it genuinely use insights in a valuable way? Did it generate any discernible ROI other than the old gem “reach”?
Oreos’ 2013 Super Bowl blackout for example, is a perfect example of a good idea, done at an opportune moment which now seems to have created a whole new sub-sector of the social media industry – and why? Brands around the globe are trying to mimic this idea – yet Oreos themselves in the 2014 Super Bowl, decided AGAINST doing anything real-time.
Did anyone see any stats as to the impact of blackout biscuit? What about 4/5 years ago when ASOS launched the first ever Facebook shop? It came down (understandably) with NO evidence as to how it worked. Yet everybody decided to jump on the F-commerce bandwagon.
I totally understand confidentiality but how can you learn from even the most vague or modest successes? Why not learn from what DIDN’T WORK?
Enter ‘Failure Club’.
Failure Club may in itself end up being the new definition of the term ‘failure’, but I want to bring together, regularly (monthly perhaps), a small group of social media professionals to share their horror stories. To learn in a way they may never have done before.
Explain your challenge, approach, solution, what happened (or what didn’t), open it up to the floor and see what you MAY have done better or differently. Perhaps highlight the biggest failure you’ve seen this month.
Either way, you’ll certainly learn something have a laugh (and a drink) and a good old moan.
Confidentiality will be essential (maybe we even have a shakily tattooed “Code of Failure” etched in to our thighs) but only bring what you dare to share. I don’t want people getting in trouble!
What happens in Failure Club stays in Failure Club.
Learning from failure can be one of the most valuable things we do, and if it fails – well at least we’ve learnt that talking crap can still be a good laugh.
Location TBC, but a projector and booze is likely to be important.
If you’re in, let me know below in the comments or drop me an email at paul dot fabretti at gmail dot com.
Once I’ve got more details I’ll send more info.