An interesting case study has recently emerged in New Zealand that underscores the power of social media… and how it must be wielded CAREFULLY.
National Business Review (NBR) chose to leverage social media to promote its 40th Birthday via a competition of sorts. Entrants were asked to submit a brief story on how they would celebrate winning their own weight in Veuve Clicquot Champagne. The entry implied a popular vote process, and entrants jumped on board via their social networks to solicit support for their entry. A brilliant move by NBR and by Veuve Clicquot – to motivate its audience to leverage their social networks to promote the 40th Birthday. Cheers from here for the idea!
But the story does not end so well for National Business Review (or Veuve Clicquot). After one particular entrant appeared to run away with the popular vote, NBR indicated it would take the top ten voted entries and have a judging panel choose a winner. Fair enough except… NBR did not make this clear to the entrants in advance.
What is one of the most important elements of a social media strategy? TRANSPARENCY. And this is where NBR failed.
The fallout is beginning to reach a fevered pitch in New Zealand as bloggers and mainstream media are now berating NBR for its lack of transparency. True to the nature of social media, the court of public opinion is speaking out and it’s not pretty. A few comments from blogging community:
The postings continue and now a dedicated Facebook page has been created as a result of the situation, with further comments propogating throughout.
Do you suppose this was the result that NBR anticipated when it launched the campaign? NO. Could this have been avoided? YES.
NBR failed the transparency test when it built the campaign. If there is one thing we learned from the TGI Friday’s “Woody” campaign of 2009, it’s that you must set clear expectations and be able to deliver upon those expectations. It took TGI Friday’s 10 days to fix their redemption mistake, but they made good on EVERY promise… even though it cost them a few extra $$ along the way.
NBR and Veuve Clicquot opened the social media door when they created the campaign. The best move they can make now is to create extra space on the podium, include the popular vote winner and celebrate. Maybe next time they will plan their social media strategy more thoroughly, and make sure that the rule of TRANSPARENCY is heeded.
What failed social media campaigns have you experienced? How did they fail you?
EDIT- Five days after the social media eruption occurred, NBR posted this apology and awarded the popular vote winner a grand prize as well. A graceful apology with a bit of humor, it is interesting that NBR states it did not intend to “compromise transparency.” No doubt a lesson learned by NBR in how to properly engage in the social media environment.
Dr. Colin N. Clarke is a senior strategist for The Flint Group who studies how and why people choose to consume information. Follow him on Twitter @colinnclarke or on Facebook at Facebook.com/cnclarke.
Okay, you must be thinking, “My God! This ad guy is off his rocker!” But, before the powers that be pick up the phone to call HR, allow me to explain.
We are constantly inundated with advertising that annoys us, as it is obviously trying to separate us from our wallets. You don’t have to be on Times Square or the Vegas Strip to be suffocated by it. Radio ads seem to turn up the volume on their own. The surprise flyer on your windshield stops your heart for a second because you think it may be a parking ticket. Credit card offers appear like they are actually important. SPAM mail. Door-to-door sales. It comes at us from every direction.
However, why is it that people watch the Super Bowl in anticipation of the TV spots? Even water cooler talk sometimes starts with, “Did you see the ad about the …”
When advertising entertains and feels relevant, it piques our attention. Good advertising flows with our daily lives to the point we don’t realize we are being sold to. It almost feels natural.
Now that I have made my point, perhaps it is appropriate to change the title of this posting. Because, the truth is this: PEOPLE HATE BAD ADVERTISING.
When it comes to creating a social media strategy, there is one, often overlooked piece of the puzzle that falls through the cracks. The who is doing what piece of the puzzle.
I work with clients to create communication plans and digital strategies that usually include some form of social media. I often get an objection when the social elements of the program are introduced. Something along the line of “we tried a blog but it wasn’t a success” or “we have a Facebook page, but it isn’t doing anything for our business.”
Who’s Doing What?
Digging deeper into the failure, many times it is because the business did not understand who is doing what. The blog was a failure because posts were not written on a regular basis. The Facebook page was a failure because they were not engaging their audience, they were just collecting names. As my colleague Jay Baer preaches, social media is not about collecting names, it is about activating your fans. That can only happen if you know who is doing what.
It can get complex depending on the size of your social media program, but here are some tips to help make sure you’re managing social operations appropriately:
If you are blogging, create an editorial calendar. You don’t need to know the what, just the who and when.
Again with the blogging, make sure your blogger or bloggers want to do it, if they are forced into it, you won’t get your posts on time.
If you have a Twitter account, set up a CoTweet account to help manage interactions, and define who is responsible for interaction.
If someone asks a question in a social space, make sure you have an expert on hand that can answer the question if it gets too technical for the day-to-day social listener.
If you are being badgered by someone that continues to post off-topic or negative comments in your space, what is the plan to engage them, and who is going to do it?
If you have a Facebook page, know who is responsible for engagement. Who is responsible for adding content? Photos? Videos? It might be different people for each task.
Who is monitoring social spaces where you don’t currently have outpost? There are tons of free and paid tools out there that help you to monitor the conversations taking place.
Take a look at the Social Media Responsibilities Worksheet we use at the Flint Group. Hopefully it will help you figure out who is doing what.
I had an interesting conversation with a client last week regarding a very successful digital campaign. Successful and measurable. Bonus.
We started talking ROI, future campaign budgeting, and the hazards of completely moving away from traditional media. This particular client has seen solid success and increased sales by largely focusing on digital media with a strong emphasis on social media. But, the audience for the product is very niche, easy to segment, and prone to online, super-savvy digital consumers.
We’re hearing it loud and clear. The temptation is to shift traditional media budgets from broad-based awareness activity, to very targeted, segmented and measurable non-traditional media. So what’s the answer? It depends on the objectives of the campaign.
I like digital media. I like the fact that I can see exactly how a campaign is performing in real time. I like that prospects and customers can interact with a brand. However, there are many things that impact that interaction. Typically there is a certain level of awareness and trust that precedes an interaction. That is where traditional media continues to make a powerful difference. Basically, you have to look at the entire scope of the campaign, consider the integration and determine the points of interaction. We want to lead consumers down a path to purchase by using an impartial media mix.
It is smart to always consider print, television, radio, billboard to possibly play a part in a campaign. Think about how you personally look at brands and receive messages. What are you subconsciously picking up as you drive by a billboard? What magazines do you browse through? How often do you read the newspaper? And at what point do you go online when considering a purchase? When you do go online, what are you looking for? Is it product information? Product reviews? Specs? Options? Pricing?
That experience and the timing involved vary by what you are purchasing, how large of a purchase it is, how long the sales cycle is, etc. In order to reach you, different mediums need to be leveraged at different stages and tie back into the objectives. It’s the same with every product or service we promote. It’s the blend of outreach that gleans the best results.
With every channel, measure, evaluate and adjust as you go. Because we have more opportunities to look at campaigns in real-time, we want to use that information to our advantage. We shouldn’t be thinking of digital at the expense of traditional media. Instead, think of how the two work in tandem.
I encountered a billboard posted by a reputable national insurance company that said, “For all your insurance needs.” My immediate thought: “Really, that’s the best you can do?”
The statement, “For all your [insert term here] needs” is overused, ignored, and irrelevant yet multitudes of businesses continue to use it. To prove a point, out of curiosity I ran a Google search for the term, “For all your needs.” 1.15 BILLION results! So by using the term, you essentially are saying you are just like 1.15 BILLION other businesses out there… no big deal.
Think your business is unique enough to get away with it? Think again. You can search for pretty much ANYTHING with the, “For all your needs” statement and find millions of results and other businesses just like yours using it to generalize their services… and scoring no points with customers along the way.
I once worked with an esteemed copywriter who would bristle whenever he saw or heard the term, “For all your needs.” He would flat out refuse to include it in anything he wrote. He would say, “How do they know what I need? It’s impossible for them to have everything I need!” He had a book where he kept examples of ads that used the term and as you would turn page-after-page the statement would become more and more irrelevant. A wasted opportunity to share a meaningful message with a customer.
Every business is built on some point of differentiation, be it price or quality, service or product line, convenience or style. Every brand stands for something, so let your communications be about your differentiation. In most cases you have likely invested significant time and money to cultivate a point of differentiation for your business, so let it show. Communicate it clearly in everything you do. In your service, your marketing, your direct communications and your advertising.
Make your message meaningful and memorable. Your customers will appreciate knowing what makes you unique.
If you attended the 2009 Hatling & Flint Circus party, you may have heard the horrible news that Barbie was launched from the cannon and got trapped in a tree.
Original footage has been lost. This is not the actual Barbie.
Despite our efforts, she could not be rescued. We tried and tried with no avail — we had to count our losses. We watched autumn turn into winter, winter to spring, and now, spring to summer.
She has been through turbulent wind, pelting rain, bitter cold temps, freezing blizzards, blinding snow and scorching heat. She survived plagues of bugs, threats from squirrels and cuttings from territorial birds.
We’re still not sure how she got out of the tree. With thoughts of another winter on the horizon, she may have been a jumper. The birds may have grown tired of her purple tutu and big smile. Maybe the tree grew tired of her constantly perfect posture. Either way, she was back on solid ground. Once on the ground, she had the ants and a riding lawn mower to contend with. Luckily, Bill saw a purple ballet costume and stopped the mower just in the nick of time. We don’t know the events of that Thursday in July, but we do know that she landed on the padded lawn with that expression and pose that only Barbie could hold.
An excited Barbie. Once on the ground, she had a hard time leaving her tree.
Through all of this, she hasn’t lost that sparkle in her eyes or that big, genuine smile. Her clothes may be a little tattered and sun bleached, but by golly, her hair is still perfectly coiffed.
The healthcare industry faces many challenges over the next few years as the implementation details of the newly enacted Patient Protection and Affordable Care Act (PPACA) are completed. While health reform is still a work in progress, one thing is certain at this time – all healthcare companies need to better engage their consumers.
The prediction is that healthcare will become more consumer-driven over the next several years. As with many industries in today’s age, the key to brand loyalty is developing a customer-centric organization that is relationship-based. When communicating with healthcare consumers you need to keep in mind the “what’s in it for me” mantra. Communication is more effective when it is patient-centered — responsive to their needs, values and preferences.
One-to-one conversation
Today’s consumers can see through slick marketing campaigns; they reward brands that fit into their lives and are authentic and helpful. As a healthcare marketer you need to constantly be asking “what is your need” so you can get to the one-to-one conversation with a patient and prospective patient and explain to them “we can meet your need and help you.”
To successfully engage your consumers, your communications should be:
Personalized – tailoring leads to better engagement and increases the likelihood for behavior change while generic communications are impersonal and sometimes perceived as irrelevant.
Proactive – anticipate your consumer’s questions and provide context, direction and relevant messaging proactively rather than wait for the consumer to seek out information. Multi-channel delivery ensures better response; delivering the right message at the right time in the right manner.
Clear and Useful – use clear language (think seventh grade literacy level); clarify the purpose of your communications and explain complex concepts; use purposeful graphics to reinforce understanding; include summaries to provide quick and easy access to the most important information; provide resources and tools that help consumers better manage their own health and make informed decisions. Consider conducting a communications audit on your current communications materials to see if they are clear, useful and map back to your brand positioning.
Supportive – remind consumers of the tools and resources you have available for them; establish like-minded communities that allow individuals to share ideas and encourage their peers; make connections that are mutually beneficial to everyone.
Measurable – quantifiable results ensure better ROI so you should analyze performance at every stage and compare to your baseline and desired outcomes; regularly monitor all areas in terms of structure, process, strategies, tactics, and outcome measurements to ensure you are continually building a better relationship with your consumers.
I know this sounds easier said than done, but with a committed team, clearly understood communication objectives, a solid plan, and the right technology and tools, you can lead the way in the new patient-centered healthcare system.
Social media usage by businesses in Fargo, Duluth, St. Cloud, Grand Forks and Anchorage is increasing everyday and rightfully so. It’s a great way to connect and engage customers and prospects. And having a solid strategy to do so will allow you to move the needle and help you reach your goals and objectives for your social media program and your business.
With this increase in usage, however, HR directors are scrambling to govern social media activities by employees. This has led to companies large and small creating social media policies for their employees.
Mike Volpe from Hubspot takes a different look at social media policy development in his post Why Social Media Policy is Stupid. In his post Mike states “… the best “policy” is to hire smart people, give them the right coaching and training, set the correct culture around customer interaction, and then punish those who misbehave.” Although we have a social media policy for employees at Flint Group and have helped many clients develop social media strategies and social media policies, I kind of agree with him.
So what do you think, do businesses need a social media policy?
As social media strategist for Flint Group, I’m often asked how I can keep up with the rapid pace of social media. By myself, I certainly can’t. So besides relying on Josh, Andy, Jen, and the rest of the Flint team to help me stay on top of the trends, I rely on my Google Reader full of social media blogs. Let’s take a peek inside my nerd arsenal:
Convince and Convert • Social media marketing
These days you can’t throw a rock at the Internet without hitting a blog from a social media “expert.” But among the so-called experts, Jay Baer stands out from the crowd (and I’m not just saying that because Flint Group works with him). On Convince & Convert, Jay lives up to his promise of being a “hype-free” social media consultant with brilliant insight into social media strategy. Not to mention, he’s a really nice guy.
Nielsen Wire • TV and online statistics and reports
I started my advertising career in the media department, so I have a deep respect for numbers and metrics. Nielsen Wire regularly publishes useful statistics, from the top TV shows to the leading websites.
Mashable Social Media • Social media news and marketing
As the most all-encompassing social media guide online, Mashable is not where I’d send beginners to get an overview of social media. However, it’s an excellent place to search for specific information, and they have written a wealth of case studies, guides, and how-tos. Looking for a conference or social media event in your area? Check the weekly Mashable Social Media Events Guide.
Advergirl • Advertising and branding
Leigh Householder (better known as Advergirl) doesn’t post often, but when she does, it’s worth reading. She pumps her blog full of thought and insight, especially the series she has written on Getting Interactive, her Social Manifesto, and Advice for Newbies. Leigh contributes to What’s Your Digital iQ, which specializes in digital healthcare marketing. She’s also an incredibly kind person.
Lies, damned lies, and statistics • Statistics and commentary on all things digital
Dirk Singer of Rabbit keeps this blog full of the most recent social media news and statistics, along with commentary about why they matter. I especially appreciate the mobile/smartphone data he posts, and the commentary on news articles such as Time’s inclusion of Foursquare in their “worst inventions” issue.
Smart Brief on Social Media • Social media headlines in daily e-newsletter form
I guess this might be cheating, since it’s not actually a blog. SmartBriefs deliver the headlines daily to your inbox. A few seconds of headline skimming alerts me to trends and new campaigns from major players.
The non-profit group Deschutes Economic Alliance held a conference Monday at the Oxford Hotel in Bend. They introduced an initiative to develop a county wide plan attracting living wage jobs to Central Oregon. They’ve hired a company, Praxis Strategy Group to help research what needs to be done to create more jobs here.
Dr. Delore Zimmerman
President of Praxis, Delore Zimmerman said, “We are working with the Deschutes Economic Alliance in identifying some very focused areas where we can concentrate on how to make a difference here in the local economy.”
Praxis helps brings jobs to communities and regions by utilizing BEST PRACTICES and coordinating collaboration between business, government and universities. Based in Grand Forks, ND, Praxis has offices in Fargo, ND, Los Angeles, CA and Praxis Africa in Accra, Ghana. A local group of business people are funding the study.
The Flint Group are experts in marketing and communications strategies – planning, creative, media, research, advertising, public relations and interactive.
I encountered a billboard posted by a reputable national insurance company that said, “For all your insurance needs.” My immediate thought: “Really, that’s the best you can do?”
