Langham steps in to calm online storm
Published: May 28, 2009
Hong Kong - Langham Hotel is today rethinking its approach to marketing in the social media space after a series of viral videos caused an online storm.
Following yesterday's blog about Langham's online campaign "Big Deal" and a series of damning Twitter posts, Langham today (26 May) responded by removing links the videos on YouTube and through its agency partner's website SO-U.TV. The hotel group added that it will not continue with the second phase of the campaign.
In a statement, Langham said it was disappointed that the satirical nature of its social media campaign was misunderstood.
The campaign was its first foray into the social marketing space and Langham admitted that it was received with "mixed results".
"While we're pleased that we've generated discussion in the forums with the videos we've created, we were disappointed that the satirical tone of the videos was misunderstood in some circles."
"As a result of the potential to magnify the tone in a direction that was not intended, we have decided not to continue with this campaign.
"It was clear that some of the comments made in the blogosphere were at odds with our principles as a responsible multi-national hospitality company that values and celebrates cultural differences and understanding," the statement said.
Langham said the campaign was a valuable lesson in communicating cultural differences in the social marketing environment and understanding the power social media holds.
"As marketing professionals, we have no doubt about the potential this communications tool has to drive buzz and booking traffic.
"While we want to be innovative in our marketing as a hotel company, sensitivity to our audience's reactions during concept development and future campaigns will take this into account."
This is an incredible case study on social networks and how corporations can lose control in this space. However it shouldn't give comfort to the social network Luddites - and start them banging their drums about social networks being the end of structured media, structured marketing and structured advertising - I mean it is, but that's a good thing. The lessons are test the ideas outside the hothouse of the marketing team/agency/PR meeting room before you launch so you get some fresh perspectives on it and can assess how the "real" world feels about your great ideas. Just because it is social media and it's the new world it doesn't mean the old rules and robust testing shouldn't apply. This is the world we live in now and it's ok to make some missteps while we are all learning the ropes... just don't hang yourself with them.
Goodness me. Throwing a 'viral' video at unsuspecting people is NOT a social media campaign. Where is the feedback from the community to share stories of 'madness' situations, where's the opportunity for people to vote on the best ones. Where's getting people invested so that they can't wait to see what pops.
If that's not done in advance, then people are guessing. Guessing is not a viable strategy in social media - and nobody should be surprised if this is a result...