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.

Elyazgi is responsible for managing accounts, conducting research, writing, developing campaign strategies and planning special events for clients as a senior account executive. She also coordinates Saxum’s Step Up program, which provides a $50,000 pro bono service grant to one Oklahoma nonprofit each year. Elyazgi graduated with distinctions from The University of Oklahoma with a bachelor’s in journalism and mass communications with an emphasis in public relations and a minor in Arabic.

As media relations supervisor, Janssen oversees writing, communications and media outreach for Saxum accounts, focusing on strategic media placements that reach clients’ objectives. She also oversees the firm’s social media presence and conducts trainings for clients in traditional and social media. Janssen brings a multimedia and journalism background to Saxum, after graduating summa cum laude from the University of Oklahoma with a Bachelor of Arts in journalism and a minor in Spanish.

Leonard serves as an account executive at Saxum, focusing on account support and management, with a particular emphasis on Saxum’s health care clients. She also has experience using social media communications tools to effectively reach target audiences and garner media coverage for clients. Leonard graduated with academic distinction from the University of Oklahoma with a bachelor’s degree in journalism with an emphasis in public relations

Triana leads the Saxum Intelligence Department, focusing on conducting research, writing and gathering information of interest to Saxum’s clients. As a media relations specialist, he also supports Saxum’s media efforts through strategic expert positioning of Saxum clients. Triana graduated from The University of Oklahoma with a bachelor’s in journalism and mass communication with an emphasis in public relations and a bachelor’s of business administration in finance.

About Saxum
Saxum provides integrated strategies in public relations and marketing for clients at the local, regional and national level. Saxum also provides creative services through its wholly-owned subsidiary Maxus Creative. With offices in Oklahoma City and Tulsa, and a presence in Austin and Dallas, Saxum is ranked 13^th of 135 independent public relations firms based on annual revenue growth by O’Dwyer’s PR Services Report and is a member of IPREX, one of the world’s largest international public relations networks. For more information, visit www.saxumpr.com.

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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.

I’ve been to hundreds of events. Ground-breaking events, ribbon-cutting events and inauguration events. I’ve been to weddings, and I’ve been to banquets. I’ve been to rallies, and I’ve been to meetings. I bet you have, too.

I’d be hard pressed to remember details about any of them. The majority of them have been remarkably unmemorable. So why would Saxum spend our money and our time on an open house reception for our new office in Tulsa?

Our objective for last night’s open house was simple – make it memorable.

When you put creative minds together and throw out the traditional PR playbook to solve problems, good things happen and memories are made. Sustainable solutions mean campaigns that ultimately change public perception.

Good public relations is so much broader than making introductions, securing articles in the local paper and working political connections for board positions. If you say “contribution” and I say “oversized check” or if you say “grand opening” and I say “ribbon cutting” then you’ve hired the wrong firm. The days of hiring agencies only for traditional services is coming to a close. Today’s firms must be creative, serious, transparent, measureable, responsive, resourceful, thoughtful and effective. Or we get fired.

Saxum has a fresh approach to public relations, marketing and advertising. We believe good ideas can come from anywhere, and no matter if they are expensive or free, they must be memorable. We believe social media is a requirement for communicating, not a choice. We know that your brand and your reputation are tied together – and a reputation must be protected. We believe a crisis is a real possibility for all organizations, and a plan must be in place to deal with it. We have invested in telling our clients’ stories with video because people learn in different ways, and written content is just one means of communication. We understand that sustainability and corporate social responsibility are not options, but an essential part of any strategic marketing program.

Five years from now if you ask any of the guests who attended our open house if they remember anything, I bet they’ll say “yes.” Our objective was simple, yet it was strategic. We do things differently.

Like this…

A big thank you to Light Opera Oklahoma for partnering with us for last night’s experience. We are thrilled to be in Tulsa and look forward to making many memories together.

Having worked for years with the franchisees of Thrifty Car Rental and Dollar Rent A Car, I received a strong dose of entrepreneurial spirit. But never in a million years had I dreamed I’d be part of the entrepreneurial world through helping to launch the Tulsa branch of Saxum, a creative public relations and strategic marketing firm.

Lucky for me, I’ve had great support from the Saxum troop, particularly from our newest team member, Chris Oden, formerly with the Tulsa Metro Chamber, where she served as executive director of TYPros (Tulsa Young Professionals). If Chris O. wasn’t already accomplished enough, she was recently named an “Achiever Under 40” by the Journal Record for her accomplishments as one of Oklahoma’s talented young leaders. Then she also made Oklahoma Magazine’s “40 Under 40.” The awards are stacking up on the many shelves in our new building.

We are up and running smoothly in the new Tulsa office at 200 E. Brady. Tom Wallace and his crew at Wallace Engineering are very welcoming, and we appreciate them greatly. Not to mention the added bonus of being smack-dab in the middle of a lot of exciting things happening in Tulsa.

Where else can you walk a block down the street and grab a hot dog from a street vendor near ONEOK Field? It’s hard to do that outside of NYC. 

Speaking of the new place… Our open house for Saxum Tulsa is scheduled for this Thursday, June 24. We are expecting a full house. If you are interested in joining us, please let us know! Click here for more information and to RSVP.

If you’re lucky enough to make it, you’ll be in for a big surprise!

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.

“Saxum is pleased to add Big Brothers Big Sisters of Oklahoma to our client roster,” said Saxum CEO Renzi Stone. “We look forward to a year-long partnership with this dynamic statewide organization, based in Tulsa. They have an important story to tell that we are excited to help share in the communities they serve.”

BBBSOK has offices in Tulsa, Oklahoma City, Bartlesville, Claremore, Stillwater, Ada/Shawnee and Norman.

Step Up is a grant program that will provide BBBSOK with access to a suite of integrated public relations, marketing and creative services at Saxum that will include a combination of strategic counsel, media relations assistance and select creative services.

“We are so thrilled to have been chosen for the Saxum Step Up grant,” said Sharla Hall Owens, Big Brothers Big Sisters of Oklahoma CEO. “We know that with Saxum’s expertise and guidance, the next year will be full of new opportunities to raise awareness for Big Brothers Big Sisters of Oklahoma and, ultimately, positively impact the lives of thousands of children in Oklahoma.”

BBBSOK was selected with the help of recognized community leadership, who guided the selection process. Step Up Advisory Board members include Ann Felton, chairman and CEO, Central Oklahoma Habitat for Humanity; Deborah McAuliffe Senner, president and CEO, Allied Arts; Bob Ross, president and CEO, Inasmuch Foundation; and Rachel Klein, senior director of marketing operations, United Way of Central Oklahoma.

About Saxum
Saxum provides integrated strategies in public relations and marketing for clients at the local, regional and national level. Saxum also provides creative services through its wholly-owned subsidiary Maxus Creative. With offices in Oklahoma City and Tulsa, and a presence in Austin and Dallas, Saxum is ranked 13th of 135 independent public relations firms based on annual revenue growth by O’Dwyer’s PR Services Report and is a member of IPREX, one of the world’s largest international public relations networks. For more information, visit www.saxumpr.com.

About Big Brothers Big Sisters of Oklahoma
Big Brothers Big Sisters of Oklahoma is a donor-supported volunteer organization that provides vulnerable children with a caring adult mentor and friend who, through a professionally supported relationship, stand in the gap to change their lives. In 2009, Big Brothers Big Sisters of Oklahoma served approximately 2,500 children. Independent research shows that the positive relationships between youth in the Big Brothers Big Sisters program and their Big Brothers and Big Sisters have a direct, measurable and lasting impact on children’s lives. The program is proven to improve children’s odds for succeeding in school, behaving nonviolently, avoiding drugs and alcohol and breaking negative cycles. To learn more about Big Brothers Big Sisters and how you can change how our children grow up in Oklahoma, visit www.bbbsok.org.

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