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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Each new technological convenience, such as smart phones, portable tablet computers and free wireless internet at every corner, makes the Internet more and more accessible to “e-patients,” or health care patients searching for online diagnoses, treatment options and other health care information.
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.”
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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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I’ve been to a ton of receptions. Political receptions, anniversary receptions and meet and greet receptions, to name a few. I’ve been to more receptions than I can remember.
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.
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It’s an exciting time for Saxum Tulsa. The last few weeks have been among the most fun in my career, doing everything from hiring staff and landing the best office space in Tulsa (We love you, Brady Arts District!), to whirlwind meetings across the state, writing proposals and working with our outstanding clients.
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.
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OKLAHOMA CITY – Saxum, a multi-dimensional creative, public relations and marketing firm, announced today it has selected Big Brothers Big Sisters of Oklahoma (BBBSOK) as the recipient of the firm’s $50,000 pro bono service grant for 2010-2011.
“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.”
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I was 25 years old when I started Saxum. Looking back, it was pretty presumptuous for someone who had been out of college only a minute (my term now, not then) to think that I could add value to would-be clients. Never one to think much about the competition, I was always somewhat offended by being called the “young” firm back then.
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.
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For most people, there is a standard checklist when preparing for an interview. It goes something like this:
- Update resume, and research job hunting tips for your industry.
- Update profiles in LinkedIn, and make sure there is no inappropriate content on Twitter or Facebook.
- Search for jobs in your industry (in our industry, places like PRSA in Oklahoma City or Tulsa).
- Write terrific cover letter that is customized for the position.
- Wait for an interview.
- Practice answering the tough questions.
- Interview for the position.
- 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.
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I consider myself a “social butterfly,” so networking comes naturally to me. My parents never met a stranger, and I’ve inherited that trait. Prior to joining the Saxum team, I worked for the Tulsa Metro Chamber. I mention this because chambers are seen as the “kings” of networking. They’re always bringing businesses together and providing opportunities to network. During my career, I’ve picked up some networking tips I thought may prove to be helpful for those just starting their careers.
Make a good first impression. Exude confidence, be friendly, offer a firm handshake and smile. Relax and let the conversation flow. Practice the art of “small talk.” It pays to just chat and take the time to get to know the other person better. Ask them about their business, where they are from, etc. Expressing a genuine interest in another person and their life helps makes them feel comfortable in a new environment. How else are you going to connect with that person? And isn’t that what networking is all about? Hint: people like doing business with people they like.
It’s not all about you and your business. You need to be genuine and interested in what others have to say. Ask questions, listen to their responses and find ways you can help them out. Then, deliver. When they need your service, they’ll remember your favor. The absolute worst “networkers” – and I use that term loosely – are those who seem hungry for your card and then make a dash for the door. While they may become a topic of conversation for others at the event, it’s highly unlikely they’re going to walk away with any new business.
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After reporting to a public relations office five days a week for the past six years (three of those years at Saxum PR), last year I ventured to a new office space – in my home. Making the switch from an agency account lead to a do-it-yourself freelancer is not uncommon in the PR industry, but it is an adjustment.
Here are a few lessons I’ve learned along the way
Establish a routine- As humans, we thrive on routine. Think of the fussy toddler who missed his usual daytime nap. Adults are no different – except that we may not roll around, kicking and screaming, on the floor as much.
In an April 1 interview with National Public Radio, Tina Brown said, “When my magazine Talk folded, it was very hard for me to get readjusted to not flying out the door in the morning and having my little routine: stopping at that coffee shop on the corner, picking up the paper. You think of them as chores, but actually when you’re not doing them you feel somewhat at a loss.”
For me, the biggest loss that you have to regain as soon as you start working from home is a routine.
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