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.

Dr. Pepper later apologized and no longer works with LMFM. This shock value-based campaign backfired. Lesson: when you’re testing the boundaries of good taste, the chances that something could go wrong are extremely high.

The best defense against such risks is a clearly thought out plan of action that spans the life of a campaign. For example, take a look at the tag lines for each campaign.

Old Spice – We make anti-perspirant and laughter.

Dr. Pepper – What’s the worst that could happen?

The difference is obvious. Using new media in interesting ways is just one aspect of successful branding. Consider the following tips before launching a social media campaign:

• Listen: Before you or your company can be a part of the conversation, you need to know what people are already talking about so you can determine how best to contribute.
• Know who you are: Successful companies are the ones that have gotten us interested in their story to the point where we want to share it with others.
• Set rules of engagement: Make sure your company has a social media policy in place that offers guidelines to your employees on the appropriate way to engage in online conversations.
• Determine objectives: Decide what your objectives are before diving into tactics – “we want a viral video” is not an objective.
• Set your metrics: Don’t enter social media until you know what you want to get out of it. Success can include building buzz, more website traffic, increased blog subscribers/leads, etc.
• Consider costs: It’s free to set up a Facebook page or send tweets, but think about staff costs, external fees, supplementary advertising and monitoring software.
• Engage genuinely: Once you decide on what platform you want to engage, do so with sincerity, responsiveness and positivity.
• Access success: Since you already have decided on what success looks like, examine what went right and what could be improved.

Old Spice has set the bar high. Can your next campaign measure up?

These e-patients turn to online health resources to find information in preparation for, or even in place of, doctor visits. While these popular sites can instruct worried parents on how to treat a simple cold or tummy ache, they can also create unnecessary confusion and anxiety about unlikely diagnoses.

In fact, of the 61 percent of American adults looking online for health information, six in 10 of those e-patients say their most recent Internet search actually affected their decision on how to treat an illness or condition.

To help solve the potential problems posed by this wealth of online information, health organizations, hospitals and physicians should consider this old adage: “If you can’t beat them, join them.”

Health care organizations and professionals are beginning to realize their patients’ desire for quick accessibility to medical advice and are creating out-of-the-box solutions, like digital visits, where patients can submit online questionnaires describing symptoms and receive an online response from their physician, including a diagnosis and prescription or a request for them to make an appointment for further examination.

More commonly, patients are connecting with physicians through password-protected portals to refill prescriptions, schedule appointments, obtain test results and e-mail their doctor. Some physicians even conduct virtual visits with the use of computer cameras or use e-mail to track the status of long-term conditions, such as diabetes.

Another way for health care professionals to connect with patients is through the most popular social media channels, including Facebook and Twitter, to provide helpful tips or dispel common medical myths.

Because 90 percent of patients with Internet access want to interact with their physicians online, and one third of those patients would be willing to pay out-of-pocket for this convenience, the marketplace is most likely headed in the direction of increased online health care capabilities.

As a result of this trend, medical providers should be cognizant of potential risks of online diagnoses, patient confidentiality issues and the new liabilities this technology could pose.

Physicians now have an opportunity to establish themselves as tech-savvy, responsive health providers willing to offer a more convenient doctor-patient relationship for Internet-savvy patients and, in turn, increase their e-patient satisfaction.

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.

Second, I thought about how the world had changed over the past decade. These young men and women were less than 8 years old on Sept. 11, 2001. A speech about communications looks significantly different in 2010 because of social networks, digital distribution, the democratization of creative tools and software, as well as the rise of the global marketplace.

After a great deal of contemplation, I came up with the six traits of a leader communicator in 2010. I argued that a great leader communicator must possess all if he or she hopes to be effective at the highest degree.

• Credible – Are they believable and experienced on the subject they are speaking about?
• Articulate – Can they express their viewpoints with clarity and confidence?
• Attentive – Do they regularly pick up additional knowledge through written and verbal one-on-one communication? Are they thoughtful enough to change their mind as new information becomes available?
• Informed – Do they have the ability to put context around the content?
• Transparent – Are they telling the truth now, and is it the truth later?
• Engaged – Are they interesting enough to keep the audience engaged?

“So which attribute is most important?” I asked.

A spirited conversation broke out about which trait was most critical to being a leader communicator. Each attribute was argued for and against. It was decided that there was not a right or wrong answer – they all are important.

A young lady raised her hand at the end.

“I think you missed one,” she said. “Passion.”

She’s right. To be a true leader communicator, you have to be passionate about the subject matter you are trying to communicate to truly be effective.

The experience in Jordan was a once-in-a-lifetime opportunity. The students in the program are likely leaders in the future of our world. I am glad to have played a small part in their education.

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.

Sure, James could have notified Cavs officials before the special. But Gilbert clearly loses the PR battle. When PR pros meet with clients, we always ask about the client’s target audience. Gilbert’s target audience has to be players, because they put fans in the seats, and fans produce revenue. What championship-caliber player wants to play for an owner who calls the game’s biggest star shameful, selfish and narcissistic? I have to believe the Cavs’ PR team was either not informed of Gilbert’s letter or were too busy in crisis mode to think straight. How else could a letter like that be posted?

Kudos to players like Oklahoma City’s Kevin Durant, who quietly signed an extension with the Thunder the day of James’ announcement. PR blunders surrounding James’ announcement make players like Durant and organizations like the Thunder look better and better every day.

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?

We are living through a similar explosion of publishing capability today, in which digital media can connect the more than 1 billion Internet users worldwide with the click of a mouse. The article contends that this linking of minds and information will free up time for us, giving the educated people on the planet a trillion hours a year of free time to spend doing things they care about. If we spent the bulk of our time in the 20^th century watching television, then that tiny fraction of time freed up now from consumption to participation can create enormous positive effects.

Think about the time we used to spend researching things that were important to us personally and professionally. Now, if we have a question about our health, or the capital of some obscure country, we can find the answer on the Internet in a matter of seconds. Is some of this information mediocre? Probably. But the article contends that while of course there is a lot of dumb stuff online, there is also lots of dumb stuff in book stores.

On the other hand, one can relate to the concerns of those who contend that the innate bias of the human brain is to be distracted. Our predisposition is to be aware of as much of what’s going on around us as possible.

Optimists contend that the task before us now is to experiment with new ways of using a medium that is “social, ubiquitous and cheap, a medium that changes the landscape by distributing freedom of the press and freedom of assembly as widely as freedom of speech.” Pessimists contend that our mental discipline is in jeopardy.

I’m with the optimists.

A recent study, titled The Next Generation of American Giving, cites that the majority of fundraising targets older, more mature donors, but this segment of the population is quickly shrinking. Nonprofits are going to be forced to attract a new generation of donors. Generation Y, or the Millenniums, is a growing segment of the population with more than 71 million people compared to the 41 million Generation Xers before them.

The study also reports that matures give, on average, $1,066 per year to 6.3 charities, while baby boomers give $901 per year to 5.2 charities. Generation X gives $796 on average to 4.2 charities, and Generation Y gives $341 to 3.6 charities.

So the question is, how do we persuade Generation Y to give more? Consider the following recommendations to help attract young donors:

1)      Host events that appeal to younger audiences. Each year, Allied Arts hosts their “ARTini” fundraiser, an event inspired by dedicated young professionals in the Oklahoma City metro area. This year, the event raised more than $20,000 to support arts programs in central Oklahoma.

2)      Reserve a seat for them at the table. Set aside designated seats on committees and boards for young professionals. Get them excited about your cause. Vilakazi, a foundation focused on improving the lives of South African children by helping provide more access to education, health and athletics, is an organization motivated and started by young individuals. Their entire board is made up of individuals under the age of 35. Last month, Vilakazi hosted an event, Wine for Wickets, with affordable tickets starting at $25 to draw a younger crowd.

3)      Encourage small giving. It’s important to promote consistent giving. Every little bit counts, even if it’s just $10 a month. The United Way of Central Oklahoma encourages contributions as small as $5 a month, which is less intimidating for a young professional who is trying to establish a sound financial base. It’s also important to highlight volunteer opportunities for those who can’t afford to give just yet. Chances are, they will start to contribute when they can.

4)      Communicate with them on their own terms. Social media is a great way to reach different generation segments. Frequently update your Facebook and Twitter. Keep your supporters engaged, and provide them with a platform to respond and interact with your organization.

5)      Offer different ways to donate. In an always-connected world, it’s important for nonprofits to offer different methods by which to give, such as text messages, online, automatic withdrawal, etc. The recent Haiti earthquake provoked a wave of text contributions. The American Red Cross launched a viral campaign to collect contributions, totaling more than $8 million only weeks following the disaster.

By applying these simple strategies, nonprofits can attract younger patrons who will help sustain their organization before it’s time for the next generation to step in.

Most companies and industries will never have to face a crisis of this magnitude; however, the BP incident of 2010 will no doubt serve as a case study for business and organization leaders and public relations practitioners for years to come.

This is just one reminder that it is critical for companies and organizations to prepare for crisis, not only from an operational and safety standpoint, but also from a communications perspective.  I am sure there will be ongoing assessment of BP’s operational and communications responses. 

A few early thoughts on their crisis communications-

-          Safety: British Petroleum said they placed top priority on the safety of their workers, but comments from those aboard the rig are positive and negative.  Lesson:  The safety of your workers, neighbors and the general public must be top priority in everything you do. It’s not enough to just say it – it must be true. Also, remember your most important audience is your employees and their family members – don’t forget internal communications.

-          Responsibility: Parties involved in this incident are starting to blame each other, even before the problem is solved.  Lesson: Work with everyone involved to take care of the problem before debating who is responsible. The public doesn’t care as much about who is responsible, as getting the problem solved.

-          Transparency: BP and regulatory agencies are providing frequent updates, pictures, videos and maps to the public through traditional media, websites, Twitter and Facebook. Lesson: With today’s 24/7 coverage of the news, providing stakeholders with accurate information and frequent/transparent communications throughout a crisis is critical – even when the news is not good.

-          Third-party support: Although the best in the industry are probably working with BP to find solutions, comments from industry leaders/associations regarding historical safety records and industry standards seem to be lacking. Lesson: Ensure you have strong industry relationships and plans in place for public relations support from peers during a crisis. 

Although the American Petroleum Institute has information about the spill on its website, and some company leaders spoke up about the industry’s safety and environmental records, consistent and persistent key messages were missing. 

Without a strong coalition and communications plan in place for a major accident, the entire industry is going to suffer. The president has already ordered review and reform of the Minerals and Management Service (the agency that oversees oil and gas operations in the U.S.).

A lot of lessons will be learned from this crisis – first and foremost the importance of being prepared, from an operational and communications perspective, for emergencies, including your worst case scenario.

Recently, Saxum hired a professional services firm for some consulting. Sure enough, our small account was handed to a 25-year-old to serve as our account manager. Not too far removed from the days of being told I was too young, I found myself skeptically thinking that we had a “young” account representative.

Shame on me.

Five meetings later, I sat astonished at the resourcefulness, flair and confidence from this talented individual. It served as a good reminder that account managers can be just as effective (or ineffective) at 25 as they could be at 55.

For years, Saxum has called the head of our accounts, “leads.” The bad rap that young people get – no matter how talented – is that they are incapable of “leading” at a young age.

Hogwash.

We have client leads, whom we now call “client managers,” of all ages. The traits of a great client manager are embodied by their ability to work with a team who contributes to the account below their experience level or with different expertise, while also utilizing the resources and experience of those above them. The error in some agency models is in trusting the individual to “handle” everything – shown below in our graph.

The professionals who practice public relations, marketing and creative services can be found at all levels of age and experience. It is up to us to find the right fit that will get results for our clients.

1. Update resume, and research job hunting tips for your industry.
2. Update profiles in LinkedIn, and make sure there is no inappropriate content on Twitter or Facebook.
3. Search for jobs in your industry (in our industry, places like PRSA in Oklahoma City or Tulsa).
4. Write terrific cover letter that is customized for the position.
5. Wait for an interview.
6. Practice answering the tough questions.
7. Interview for the position.
8. Follow up with a handwritten thank you note.

From the perspective of someone who interviews candidates frequently, there is a major item on the checklist that is often overlooked: preparing questions that you, the candidate, should ask the employer during an interview.  

If you accept a position with a company, and you know you will be spending the majority of your time every day at that company, don’t you want to make sure it is a good fit for you? Most people are so concerned with getting the job, they don’t stop to ask questions that will ultimately determine their future happiness.

Why are you looking for a new job in the first place? If it is because you are unhappy at your current job, you need to assess why that is the case. Do you feel like there isn’t opportunity for advancement, is your supervisor a micromanager, do you have to travel more than you would like? If so, shouldn’t you be interviewing your potential employer to make sure they fit your needs?

When people neglect to ask me questions during an interview, I assume it is because they are just looking for a job so they can pay the bills, and that they are not interested in finding out if our firm would be the perfect fit for them.  

I recommend that candidates research everything they can on a company prior to interviewing them (you should not ask a question that is easily answered by reading their website) and come with a list of specific questions.

Here is a list of general questions that could be used in most cases:

• What is your management style (or management style of the would-be supervisor)?
• Will this position allow for me to take initiative or will most of my projects be assigned to me?
• How would you describe the culture of the company or culture of the department?
• What qualities do you believe are the most important for a person in this position to have?
• Would I be involved in the budgeting process (if applicable)?
• Do you encourage teamwork and will the person filling this position work more with teams or on their own?

Demonstrating an interest (outside of the paycheck) in the job you are interviewing for will show the employer that you have initiative and that you are genuinely invested in ensuring this is a position you would like to hold for the long-term.

Adobe Flash is a multimedia platform popular for adding animation and interactivity to Web pages. According to Adobe, the Flash Player is the world’s most pervasive software platform, used by more than two million professionals and reaching 99 percent of Internet-enabled desktops and devices.

So, why doesn’t Mr. Jobs like Flash, and why doesn’t Apple use Flash on any of their products including the iPhone, iPod and iPad? Here’s the letter in a nutshell:

1. Adobe Flash is a proprietary system and not ‘open’ like other Web standards, including HTML 5, CSS and JavaScript.
2. Even though 75 percent of video on the Web is developed in Flash, most of this video is also available in a more modern format, H.264, and viewable on iPhones, iPods and iPads.
3. Adobe Flash was recently rated by Symantec for having one of the worst security records in 2009. Flash is the No. 1 reason Macs crash.
4. Flash drains battery life by needing to decode video in software, not in the hardware like many of the chips used in modern mobile devices.
5. Flash was designed for PCs that use a mouse, not for touch screens that use fingers.
6. Adobe wants developers to adopt Flash to create apps. Apple does not want developers to be hindered by a third party layer of software…ultimately resulting in sub-standard apps.

These seem like convincing reasons. Adobe CEO Shantanu Narayen doesn’t think so. In an April 29 interview with the Wall Street Journal, Mr. Narayen says that this debate has “nothing to do with technology” and is “really a smokescreen.” More than 11,000 Facebook users agree with Mr. Narayen.

Sure, there are positives and negatives to both products, and there are secondary issues at play. I asked one of our Web designers at Maxus Creative, Nick Sayre, who designed Saxum’s website and here’s his perspective:

“As a Web designer, my goal is to build websites with the most accessibility possible that look and work great, too. Flash has allowed designers to do things on the Web that were not possible before, but there are definite drawbacks to using it. For example, many Flash developers don’t provide an accessible alternative to their Flash content. This means that search engines like Google then can’t index information on the site, which hurts a site’s findability, or SEO. People with visual impairments that require the use of screen-reading software will also not be able to access such content. Ultimately, the Web is based on access to information, and Apple’s decision to not allow Flash will force designers to develop websites and applications that everyone can enjoy.”

In the end, both Apple and Adobe make great products, and innovation will continue to improve technology for the companies, as well as end users.