With the proliferation of social media, more and more organizations are realizing its value as a marketing and public relations tool. As such, we now have a multitude of examples that provide lessons on what to do and not to do when it comes to social media campaign planning and execution. We’ve recently seen two great examples of both.
Old Spice launched a campaign in Februrary around the Old Spice Guy with a television ad themed, “The Man Your Man Could Smell Like.” This initial ad campaign recently climaxed this month with a flurry of 180 YouTube videos personalized for fans and celebrities alike. The original ad attracted 19 million views, with this latest “Old Spice Responses” campaign resulting in 5.9 million views and 22,500 comments, all since the middle of July.
What’s great about the campaign is how Old Spice and marketing agency Wieden + Kennedy used viewers to go viral, noting that brands don’t make viral videos, users do. To achieve viral success, they not only sent customized video responses to random individuals, but also to celebrities like Alyssa Milano and Ellen DeGeneres. The campaign also took a positive approach, offering valuable, but funny advice, as opposed to a shocking or over-the-top attitude to help the content go viral. This approach made people want to be a part of the experience.
On the other hand, in an effort to be seen as edgy and youthful, Dr. Pepper launched a Facebook campaign in the U.K. with ad agency Lean Mean Fighting Machine (LMFM) that used Chat Roulette as part of April Fool’s jokes by “punking” users, showing them a cheerleader to get their attention then switching her out for someone less desirable. Later, LMFM led a campaign that gave consumers a chance to win £1,000 if they allowed the brand to take control of their status updates on Facebook. This campaign eventually offended a 14-year-old girl (and her parents) with an inappropriate message.
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Recently, I was honored to be asked to give a lecture at the 2010 Four Star Debate program at King’s Academy near Amman, Jordan by Gen. Tommy Franks, The Academy of Leadership & Liberty at Oklahoma Christian University and the National Center for Policy Analysis.
The topic given to me was communication, one of the four pillars of leadership as defined by Gen. Franks. The audience consisted of approximately 40 high school students from the United States and the Middle East. Other speakers included Former U.S. Ambassador to Saudi Arabia Robert Jordan, as well as two-time Olympic Softball Gold Medalist Michele Smith. Needless to say, I felt the pressure to perform.
As I began preparing my remarks, a lot of thoughts came to mind.
First, the students I was to address are all digital natives. They were born into an age where communication technology has been a primary tool they have used to learn. Understanding how to make this technology work to their advantage is a huge benefit.
“How many of you had cell phones by age 12?” I asked.
Nearly every hand raised.
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It can sometimes be hard to find a timely topic for this blog. Thanks to LeBron James and Cleveland Cavaliers Owner Dan Gilbert, a backseat-driving PR goldmine dropped in my lap.
Here’s a recap: James is regarded by many as the NBA’s brightest star. From his first day in the NBA, James’s star power has been so strong that folks from CNBC often talked about the economic benefits he brought to Cleveland, a city hard hit by recession. Free agency came calling this year, and the James sweepstakes was narrowed down to several teams, including the Cavs, Miami Heat, Chicago Bulls and New York Knicks.
Typically, when free agents sign a contract, they release a media statement. James, however, scheduled a primetime ESPN special to announce he’s joining the Heat. Within seconds, Cleveland fans disowned him, Facebook lit up and President Obama released a statement (OK – the last part didn’t happen). The most common knock against James was that he publically embarrassed his home state by announcing on live television that he was leaving.
But it didn’t end there. Apparently confusing owning a franchise with owning a human being, Gilbert wrote a scathing letter about James and posted it on the Cavs’ website. While James and Gilbert both made mistakes, James comes out on top, and I’m sure the Boys and Girls Club of America appreciated the $2.5 million raised from the ESPN special.
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A recent article in the Wall Street Journal said that people who watch busy multimedia presentations remember less than those who take in information in a more sedate and focused manner. Adding to my growing anxiety, it said that people who juggle many tasks are less creative and less productive than those who do one thing at a time.
It’s always fun to talk about change intellectually, but when it comes right down to it, we are all creatures of habit, and significant change makes us all more anxious until it becomes part of who we are
So, it helped to understand that while the Internet is revolutionizing the way the world works, the anxiety about change is not new. I learned that every increase in freedom to create or consume media, from paperback books to YouTube, alarms people who are accustomed to the restrictions of the old system, convincing them that the new media will make young people stupid. This fear, the article said, dates back to at least the invention of movable type.
“As Gutenberg’s press spread through Europe, the Bible was translated into local languages, enabling direct encounters with the text; this was accompanied by a flood of contemporary literature, most of it mediocre. Vulgar versions of the Bible and distracting secular writings fueled religious unrest and civic confusion, leading to claims that the printing press, if not controlled, would lead to chaos and the dismemberment of European intellectual life.”
Sound familiar?
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“Billboard in Oklahoma says parking meter invented there. Reason #200 why I hate Oklahoma.”
This recent tweet from one of my former Dallas colleagues caught my eye. Having lived in Dallas for the past 10 years, I’d heard my fair share of Okie jokes, but this tweet really made me stop and think about my own home state pride. It’s something I never considered I had in my first 23 years of living in Oklahoma. I wasn’t ashamed of my home state; it was honestly just something I never thought about—until last year.
My wife and I were sitting outside Eskimo Joe’s during a trip back home for an Oklahoma State football game, and we decided right then and there that we wanted to be back in our home state. We noticed that we missed the little things we took for granted while living in Oklahoma, from the pace and quality of life to an overall appreciation for how Oklahomans treat each other. A five-year plan became a five-month plan, and in November we were officially Oklahoma residents again. What we didn’t truly realize was the dramatic changes and progress that both Oklahoma City and Tulsa had undergone during our 10-year absence.
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It was the battle of Nike versus Michigan State University fans using the social media powerhouse, Facebook, as their megaphone. At stake was whether MSU would replace its 30-year-old Spartan logo with a redesigned Nike creation.
MSU alums, students and fans became aware that the university planned to change the current logo when a new version was uncovered in January on the U.S. Patent and Trademark Office Web site. MSU’s athletics department soon found itself facing angry fans that were fiercely loyal to its current logo.
Fans created a Facebook page, “The Old Spartan Logo.” Within a few weeks, more than 63,000 people had joined. To put that number in perspective, The Oprah Magazine page has less than 7,500 fans. Even beloved basketball coach Tom Izzo became involved when he publicly berated fans opposed to the change, “For all of you out there complaining, shame on you.” (That included yours truly, a 2003 alumnus.)
In the end, the fans on Facebook won. Athletics Director Mark Hollis announced Feb. 5 that MSU’s current logo will not change. Nike will still design new uniforms, bringing all MSU athletic teams into a unified look, but the logo will stay untouched.
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If you ever rode on a subway in America before Apple’s iPod debuted in October 2001, then you remember that people were listening to Sony Walkmans or (gasp!) nothing at all. Go to any bus station or train station today, and a huge percentage of riders will have the little white Apple ear buds protruding from their ears. The iPod is a very popular gadget for the top socioeconomic classes. Studies show penetration still has a way to go with lower groups, but we haven’t heard anyone at Apple complaining.
Now, think about today. If you travel to any airport, ride public transportation or have spent the night at a hotel before, then you have seen printed newspapers in use. Today marks a major change for printed news as we know it.
Apple introduces their Tablet to the world today, aka the Kindle Killer (much to Amazon’s dismay), at an exclusive event in San Francisco. We’ll know more as reviews come in, but book publishers have been scrambling in recent weeks to make sure their electronic books are available, and I’m sure newspaper publishers will be next in line to sign up. Finally, journalism has a tool that could make paid content the new normal.
Whether you live in Tulsa, Oklahoma or Timbuktu, the Tablet is being billed as the electronic tool that will change how consumers receive their news, interact with social media channels and change how we all read books.
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Drivers of Ford Motor Co. models will soon be able to hear what friends are Tweeting thanks to new technology, the automaker announced last week. The announcement quickly sparked a debate about whether it would improve driver safety or distract us even more.
Ford’s public relations team positioned the announcement as a way to enhance safety, because drivers will no longer have to take their eyes off the road to check their cell phones. In partnership with Microsoft, using technology called Sync, automobiles will read Tweets aloud through the vehicle’s speakers.
Here’s how it will work. New models of the Ford Edge and Ford Focus released later this year will be the first of the company’s lineup to have this new technology. (The autos will also be armed with Pandora Internet radio, which will allow drivers to create their own customized radio stations.). The Edge and Focus will take a drivers’ mobile devices and Sync (hence the name) information into their systems. Drivers will then use voice commands to tell the models when they want to hear Tweets.
Here’s a nice spot for a friendly disclaimer. I come from a Ford family – we buy them, we’ve worked for them and I was born in Dearborn, Ford’s world headquarters city in Michigan.
All of that aside, I still think it is a brilliant move for the company.
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Journal Record – June 17, 2009
The question posed to Maj. Gen. Mark Graham was innocent enough.
You see, a group of us was eating breakfast with Graham, U.S. Army commanding general of Division West, at Fort Carson, Colo., recently as part of the Joint Civilian Orientation Conference (JCOC) hosted by the secretary of defense. Graham is a high-achieving career Army man who has been stationed around the world, including three stints at Fort Sill in Lawton. His daughter graduated from the University of Oklahoma last month. He received his MBA from Oklahoma City University and considers Oklahoma his adopted home – as much of a home as a general in the U.S. Army can have.
I had met Graham only about 20 minutes earlier when he loaded onto our bus at the gates of the base. The tall, sharp-looking and fit general has a full head of gray hair, but doesn’t look a day over 50. His self-effacing humor was evident immediately when he commented on enlisting in the U.S. Army 31 years ago and, in an offhand manner, said he was thinking about making a career of it. I immediately liked this guy. Forget the Hollywood image of generals barking orders, dropping privates to do 20 push-ups or giving tirades to flunkies over the ETA.
This guy was a legit leader. You could feel it.
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“Get off my bus NOW! Move, move, move,” shrieked Drill Sgt. Garcia from the gallows of his lungs to our unsuspecting group of civilians who were left (intentionally) unattended on a bus at the Marine Corps Recruit Depot (MCRD) awaiting our next briefing. As the sergeant violently and loudly entered, chatter and laughter came to an abrupt halt and our group of successful civilians participating in the Joint Civilian Orientation Conference (JCOC) class 77 snapped to attention. The air of authority a United State Marine Corp drill sergeant commands is unmistakable.
Within seconds, I found myself in the peculiar spot of experiencing the first two minutes of basic training boot camp as an enlisted man, one of 21,000 just this year, in the United States Marine Corp.
“You will not look at me. You will look straight ahead. Click your heels together. SIR, YES, SIR. Say it soldier! LOUDER!”
Sir, YES, sir, I replied in my best Forrest Gump voice.
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