20 posts…and then some
We were tasked to post about topics featured in class, namely, how the new media frontier impacts has revolutionized the way people communicate with each other, and as a result, how brands can interact with us.
What a difference 9 weeks makes! With a list of future posts still dancing within my head, I feel like a blogging addict. I will likely take a few days off after this class concludes on December 28, but I will be back in 2010 with more updates. Until then, please look me up on cyberspace at the links below:
Also, please check out my Blogroll at the right hanf side of my screen. These are links to my fellow classmates blogs. Great insights, definitely worth a look. I am proud to be associated with a talented group of individuals from across the globe.
In keeping with our viral video discussion, here is a special video….ABBA’s Happy New Year video. 4 million views on YouTube and counting! I wish you all a Happy, Healthy, and Safe New Year.
Donna
p.s. Go Mountaineers ! Good luck at the Gator Bowl!
Toyota Recall – Canadian bloggers need not post?
I think by now we’ve all heard that Toyota has had a serious consumer safety problem with accelerator pedals. The pedals would become stuck while driving, and caused the deaths of 12 people. Toyota’s initial response was “just throw out the floor mats.”
Needless to say this did not sit well with anyone….the media, consumers, and above all the blogging community. After a public relations nightmare, the company agreed to recall 4 million vehicles in the United States. If you go to the web site, you’ll see a link about the Floor Mat Campaign (still no mention of the word “recall” on the home page!).
On top of all of this, it seems that Toyota forgot to notify Canadian vehicle owners about the recall. On November 19th a Canadian blogger commented that although a detailed letter was sent to 4 million US vehicle owners, nothing was been communicated to Canadians. Although car sales have slumped across North America, Canada’s CBC news predicts that sales of Toyota products in Canada will approach 200,000 for 2009. Still a pretty large number to risk injury or worse.
According to a statement by Toyota Canada,
“There is no risk of accelerator-pedal entrapment when compatible Toyota and Lexus Canadian-designed, all-weather floor mats are properly used in the affected models as they are different in design and material composition from the Toyota-supplied mats in the U.S.”
However, after even more bad online coverage by both the media and the blogging community, Toyota did a complete 360 on its position of Canadian vehicles. On November 27th, Toyota announced that the company will extend the recall to Canadaian consumers to fix accelerator pedals for 209,000 vehicles in the country.
What went wrong? Toyota’s failure to track online statements about the company caused a crisis situation to get worse. Blogs are not limited by geography. By missing the conversation, Toyota has seriously hurt its brand in the eyes of consumers across cyberspace.
What went right? As blogs are open to the world, they create an open conversation about critical issues. With pressure from a diverse mix of publics including consumer groups, the media, government, and bloggers, companies can be pressured to do the right thing.
RSS: Really Simple Strategy
Unless you’re like me and you’re posting like a fiend to get your assignment done for your master’s class on time, you may not have as much of an opportunity to post on your website or blog every day.
On the flip side, are you overrun with blogs and news sites you frequent? For example, I just perused the Advertising Age Power 150 Blogs, and thought my head would spin with so many resources.
In either of these cases, why not consider an RSS feed?
Say what? If you’re not familiar with the acronym, you’re not alone.
More likely, you’re probably familiar with the little orange button you’ll see all over cyberspace.
The RSS stands for Really Simple Syndication. According to its entry in Wikipedia (more on that below), “RSS is a family of web feed formats used to publish frequently updated works—such as blog entries, news headlines, audio, and video—in a standardized format.”
Pushing Data Out
The internet is hungry for fresh content. One of the simplest ways to get traffic via RSS is to use a blog. Each time you update your blog, the RSS feed will give readers a sample of your content and a link to your blog for more information.
Blogs sites (such as WordPress) are fairly user friendly tools, and can be a quick way to publish RSS feeds. By categorizing your blog by date and topic, RSS directories can be used to promote your blog.
Streamlining Data In
What about the information overload from so many newsources and blogs? RSS feeds allow you to choose to get update notifications delivered directly to you through a news reader of your choice (Google, Yahoo and Microsoft all offer these services).
You then select the Web sites from which you want to receive information and the content will be delivered automatically to your RSS reader.
Either if you are a reader or a marketer, RSS offers an efficient means to build an effective means of two-way communication. Companies are using RSS for a variety of reasons, ranging from public relations to one-click product deals
For a brief tutorial on creating an RSS in plain English, here’s a great YouTube video:
A word about Wikipedia:
Wikipedia is the free online encyclopedia that is open to the public for editing. The site was launched in 2001 and has grown to include millions of articles in a variety of languanges. There are significant concerns about the quality information that has an open architecture for editing. However, Wikipedia has become one of the most popular resources, and is reported as being the eighth most-visited Web site in the United States.
With real time editing, Wikipedia does not have a formal review process. As a result, every article can be called as accurate as those who have taken the time to write or edit it. Although Wikipedia (and the growing number of individual “wikis” for specific topics) continus to grow, research from an extra source is always a good idea to get your facts straight.
Can a mattress be social? Tempur-Pedic becomes buddies with Facebook and Twitter
This is one of the first commercials I have seen in a while that directly linked Social Media with a product. Mattress Company Tempur-Pedic (the squishy mattress with the handprint) has a new “ask me” television campaign to drive potential consumers to Facebook and Twitter sites to get a first hand look at what “actual Temper-Pedic owners” are saying about the mattresses. Tying in social media directly with an ad has been done before yes, but this one caught my attention as it so closely ties in social media directly with the product’s TV ads.
Curiosity got the best of me, and I just had to check out what people are saying. Currently Temper-pedic has 3,396 fans on Facebook. Tempur-Pedic’s Twitter presence is fan based only, I could not find a page dedicated to the company through a keyword search. One of the first Google hits on Tempur-Pedic and Twitter came up with a comment by consumer Gretchen Rubin, who claimed that the company’s pillows had a horrible smell. I guess that proves the posts are real, but if I was the CEO of Tempur-Pedic, it’s probably not the first impression I would want of the company.
Back to Facebook , the replies I read were positive, save one from Nicole Brown on Christmas Eve. Ms Brown is a current customer and made a comment that she is looking for sheets that better fit her mattress. Tempur-pedic was on its game, and sent a reply with a recommendation for something that may help her in less than 24 hours. The Tempur-Pedic reply was on Christmas Day no less! That’s exceptional customer service!
Based on replies on what customer’s are saying, I wouldn’t mind giving Tempur-Pedic a try. However, like fine jewelry and luxury automobiles, you get what you pay for. On December 22nd, fan Betsi Lynch called her Tempur-Pedic the “best $7,918 she’s ever spent.” Now that’s some pricey sleep!
Costs aside, there are lots of consumers that desperately need a comfortable mattress due to back problems or other physical limitations, and I’ll bet this sort of product that would be perfect for them. Kudos to Tempur-Pedic for taking a brave step into social media to keep the dialong between clients and potential clients going.
You can check out the Tempur-Pedic ad here:
http://www.facebook.com/video/video.php?comments&v=1204137496205
Teens and Facebook: Permission to stay connected or risk to employers?
Today’s teenagers were born into an era in which they never knew a world without TiVo, internet or chat rooms. Whether at school, work or band camp, kids are social in person, and they take their expectations on remaining plugged in wherever they go. Will their habits succeed in the workplace, or crash and burn?
This month Junior Achievement and accounting firm Deloitte released a survey report about teenagers and their expectations about social networking habits on the job.
In our mobile society this probably would not come as much of a surprise to anyone:
The report found that 88 percent teens surveyed use social networks every day, with 70 percent saying they participate in social networking an hour or more daily.
More telling however, was that half (58 percent) said they would consider their ability to access social networks at work when considering a job offer from a potential employer.
Although the majority of teens surveyed stated they do not behave unethically while using social networks (83 percent), the report found conflicting information. Read on for some statistics:
- 40 % do not consider the potential reactions of college admissions officers
- 38 % do not consider the reactions of present or future employers
- 30 % do not consider their parents’ reactions.
- 16 % readily admitted to behavior that included posting content embarrassing to others, spreading rumors and pretending to be someone other than themselves, with a vast majority of them expressing regret later about doing so.
These figures provide some soboring statistics for employers. A lack of mindfulness can hurt a friendship, and yes, that can be costly to the individuals involved. But what if you’re a business owner? The implications of an employee’s post can put the costs (both financial and reputation) to a company beyond repair. The cost from bad pr, lost sales or even a lawsuit due to an employee’s action spreading rumors about co-workers or managers and leaking proprietary information can be overwhelming.
As the job force of the future puts such an emphasis on social media, additional training and education is required. As employers may be less familiar with social media tools than their young hires, they will need to consider enhanced training and communication relative to social networking in order to recruit the best and brightest. However, teens entering the workforce may also need to learn some lessons about ethical decision-making tools to help them understand the importance of behaving with integrity on- and offline. After all, once something is posted, it can live on forever.
Currently more than half of the companies surveyed by the Society of Corporate Compliance and Ethics do not have a social medial policy. Employers need to recognize that policies should be created sooner than later to avoid risk. I am a legal marketer by trade, and love the e-blasts sent by Jaffe Associates. I’ve provided a link for their published Social Media policy. This is a good sample, regardless of industry. But definitely work with your HR and legal department to make sure this is right for your company.
A little leg work now, and employers and recruits can interact with each other safely and effectively.
Viral Video: What a Week for Hewlett Packard
Christmas time is here, and what better gift under the tree for the family than a shiny new computer? Well, if you’re a representative of Hewlett-Packard (HP), this might not have been the most wonderful time of the year.
I caught a story on CNN yesterday about the latest viral video. In this case the video provides a problem for a company instead of the usual happy wedding dance or Susan Boyle’s latest musical number.
In the video, electronics store employees Wanda Zamen and Desi Cryer test out a webcam built into a HP computer. One of the selling points of the product is facial recognition in which the camera will follow the users face. In the video, Zamen and Cryer take turns in front of the camera. The webcam follows Wanda Zamen (who is Caucasian) as she moves in front of the screen. However, once Desi Cryer (who is African American) moves into the picture, the camera is still. Facial recognition and motion ceases to work.
With such an unusual product flaw, the pair decided to film the product’s shortcomings and post it on YouTube.
Zamen and Cryer chose to make the shot film for amusement of friends and family. In a statement on Mashable they remarked, “we thought the video was funny and decided to post it on You Tube. It was our intention to provide a good natured chuckle to our fellow man, and honestly we did not imagine that so many people would watch and react to the video.”
Wow. That good natured chuckle has now been viewed by more than one million people. The biggest problem? The title of the video reflects one of the remarks in the film- “HP computers are racist”.
A sitation like this could have spelled disaster for HP, who did admit to CNN that e cameras may have issues with contrast recognition in certain lighting situations, which could prevent the product working for individuals with different skin tones.
Instead of hiding its head in the sand, HP quickly reacted on its blog (The Next Bench), and posted a statement that “We would like to thank both of them for bringing clarity to the discussion via the (Mashable) statement they issued this week. I think it’s important for all of us to understand their intentions when they shot the video. HP continues on by saying, “we invite you to continue to connect with us here on The Next Bench or on Twitter at @HP_PC. We assure you that we are listening.”
We’ve learned that HP’s product is far from perfect. But by acting quickly and communicating to both Wanda and Desi, as well as the general blogosphere the company may have survived a public relations disaster. As a result, HP may still have a happy holiday after all.
Diversity Consumers & New Media: outreach for a happy holiday
With holiday season upon us, we are all scurrying to finish last-minute wrapping and shipping, baking and decorating. Retailers (both online and brick and mortar) are pulling out all the last ditch efforts to get people to spend, spend, spend.
When it comes to consumer demographics, retailers are learning a message loud and clear:
Do not ignore minority consumers!
According to a Multicultural Report by research firm Diversity Affluence, African Americans possess $87.3 billion in purchasing power, Asian Americans possess $90.2 billion, and Hispanic Americans hold $104.5 billion.
So, how do businesses reach these very different audiences?
One way of communicating is definitely through new forms of media. A 2009 report by Big Reports found that although all demographics named cell phones as the most common new media item being utilized, Hispanics, African Americans, and Asian respondents replied with higher usage than Caucasian respondents.
Minorities also have a higher regular usage rate, and are more receptive to use their mobile device to play videogames, take/upload picture phones and use instant messaging online.
In addition, minorities who are active online have been found to be more active on social media sites than Caucasian citizens.
While in 2008, Facebook was secondary to MySpace, today, the roles have reversed, and most (but not all) minority groups have reported to prefer Facebook.
The exception to preference in Facebook relates specifically to Hispanic-speaking Americans, who gravitate to social media sites with a stronger established Latin American presence. Many prefer MySpace or Hi5 (strong in Latin America, allowing Hispanics in the U.S. a better opportunity connect with family members out of the country.
What to do?
It is anticipated that usage of social networking will continue to grow among all ethnic groups. Smart marketers will recognize that there is no “one size fits all” approach for a diverse consumer mix. By creating a communications strategy based on where target consumers interact, marketers and consumers will have a happy holiday season for all.
Social Networking: A new take on family dinner
Well, another Thanksgiving has come and gone. Most of us are fortunate to have been given the gift of a pre-determined social network with our families. In today’s mobile society, families tend to be scattered across the country and beyond. In these instances, a close relationship is challenging by early methods of phone call, letter or even email.
Sitting at the dinner table and listening to conversation gave a great perspective on how generations from teens to adults become more engaged with each other through social media. Tools such as Facebook and Twitter can bring individuals together by further creating an emotional bond between family members. How else would Aunt Francis know about niece Sarah’s adventures, experiences and stories at college, 4 hours away?
The beauty of social networking is that it can also bring the same closeness to consumers to brands as it has to family members. Effective branding helps create an emotional clarity about the product, service or company. Companies such as Ford, Coca-Cola and Southwest Airlines have built active social networking sites which allow a channel of direct communication to thousands daily. By doing so, these organizations have successfully accomplished three very critical items: brand familiarity, customer engagement and ultimately, brand loyalty.
Social networking tools allows marketers to develop innovative ways to make target consumers feel like they belong, making the possibility to form a tightly-knit community that bonds a group around an issue or product.
With an effective campaign, we can use social media to create a large Thanksgiving dinner table with outreach to thousands. The pumpkin pie is optional.
New media: an internal business communication tool
Well folks, it’s been too long since my kickoff launch of my blog. No excuses, but with a couple of large projects, a 40-50 hour work week doubled in hours, thankfully only for the short term.
As a part of my first post, what better option to consider than methods for effective time management with social media. By looking internally first, an organization can build an internal structure to allow for increased dialog and information sharing within a business.
Time is a precious commodity, and how organizations manage it has a great impact on their bottom line. Effective and efficient communications become even more critical in today’s down economy, as organizations are doing more with less.
The diagram below points to how social media can be used for targeting consumers, and it is my suggestion that this model may have value on internal use within a business first. If engagement is an objective of Social media, why not look at it as a tactic for engaging employees? For example, a blog can be a resource to quickly share information. By creating an online forum for frequently asked questions (FAQ’s) and methods for internal posts and updates by staff, resources can be posted to allow for efficient distribution of information.
Source: Awareness Networks, 2009
It’s a reality. Social media is here to stay. As marketers, we are expected to be familiar with the content and tools available and analyze them for their value in which to spend resources. By looking internally first, we may be able to re-energize employees during the downturn.
p.s. Expect more posts daily. Again, my apologies for being MIA. Also, better things ahead: I got engaged this weekend. Who knew that was coming?!
