There is no ‘I’ in ‘News’ …or is there?

There shouldn’t be. But the term ‘news’ and ‘news organization’ have been bent and/or stretched (however you prefer to make tangible the concept) a great deal recently.

We’re living in bubbles of same-mindedness. We seek shelter and prop up our own opinions among the like-company we keep, thereby shielding ourselves from the reality of mounting differences of opinion.

And now, there are a lot of ‘I’s’ in the ‘news’. …And ‘we’ and ‘us’ and ‘our’. ‘News’ wants to fit in, so, it’s adopted our lingo and stakes out a view on EVERYTHING.

Like much of what we love/hate lately, we have social media to thank.

More specifically, the norms of communication and expression that have evolved online over time.

We used to Surf the Web. Now, we scroll our Feed.

‘The’ to ‘our’. An important distinction. We used to be a site 'visitor'. Now it’s OUR wall, MY post. Our ‘likes’ add to an algorithm to show us more of the same as we ‘unfollow’ that which we don’t agree.

But what’s Social Media got to do with News Media?

We stopped coming to them, so they came to us.

The number of followers and engagement on social media opened new avenues for monetization and suddenly, every story was a chance to attract eyeballs and add dollars. Organizations had to get crafty; their headlines and taglines had to fit the pithy, conversation-style of the platform.

Click Bait, disguised as Opinion, parading as News.

That’s what we’re left with. Cases in point:

Stop it.

Inanimate publications taking (and LEADING with) specific opinions... No story, no headline, just conversational-style, common language click bait. I know these are just fluff pieces, but that’s what I have a beef with.

They think if they use enough of the latest buzzwords and catchphrases, they can ‘blend in’ and have their voice heard among the scroll of conversation! Posts can be enticing without reeking of such desperation. Consider:

“GALLERY: The Obama Family: their Years in the White House”
Possible teasers: How many do you remember? -OR- Which are your favorites?

“INAUGURAL PLAYLIST: A Compilation of Music from the Artists Confirmed to Perform”
Possible teasers: How many names do you know? -OR- A veritable who’s-who of who?!s

Still punchy click bait, but at *least* they don’t appear to take a stance.

DO research and adjust, posting on the TOPICS your audience cares most about. (You are a business, after all).

DO structure posts in quick, easily-in/easy-out, digestible sound bites suited for the hyper-short attention spans of the internet era.

DON’T Do the Readers’ Job

Leave the OPINIONS to US. It will give us something new to add on the re-share. (That’s more clicks, more eyeballs on your story, you know). Help us help YOU. 

Social Media Dos and Don’ts in the Face of a Brand Mishap

I’ve been thinking a lot about the evolution of social media as a method for brand communication. Specifically, how it should react in the event of a PR nightmare.

While more traditional advertising channels are rigid – TV/radio pre-recorded, print/billboard, pre-printed and placed – digital can be real-time and responsive.

And with that, comes the HUGE responsibility to do so.

Social can’t be all carefully crafted and canned like its traditional channel counterparts. Its fundamental premise begs of users to be quick-witted and casual, to provide an on-going, authentic dialogue that takes into account real-time global news and perceptions on brand.

Case in Point: Malaysia Airlines.

As a recent example, let’s consider how Malaysia Airlines (MAS) used social media before, during, and after the loss of MA370.

Before MA370 ever left Kuala Lumpur

All systems go. MAS used social media as you’d expect any airline to. They played up back-banter with happy fliers while trying to quell hot-headed tweets re: lost baggage and cancelled flights. They shared radiant photos from exotic flight destinations and high-impact, brand-affirming stories of engaged employees and loyal travelers.

Finding a new voice while trying to find a plane

A quick change in altitude. When Beijing-bound Flight 370 vanished without a trace on March 8^th, the airline’s social media profiles immediately swapped full-color logos and image-rich cover photos for solid bands of gray. The feel-good stories ceased with a clear, deliberate shift in intention from promotion to that of reporting facts and clarifying rumor.

Returning to protocol post tragedy (the tricky part)

Mayday-mayday!! MA370 is (still) a HUGE global story of human interest! 239 people are missing without a trace and presumed dead. What’s Malaysia Air doing? Asking its twitter audience to choose between a sunrise and sunset.

Wait. Those aren’t the same waters you lost a plane in earlier this year, right?

They’re also trying to launch and promote hashtags like #MHJourney and #MHMoments (where ‘MH’ is their IATA airline designator). What current ‘journey’ or ‘moment’ with MAS does NOT remind you of the missing jetliner?

Here’s a smattering of recent posts. You don’t have to be a professional comic to come up with dark, clever retorts to any one of these:

I’m glad SOMEONE had a smooth landing! #whereisMAS370
What QUESTIONS do you think #MA370 passengers should have thought to ask?! #BESTjourney How about the South Indian Ocean? “Memorable experiences” flying #MAS, that’s for sure!

Look, I’m a stone-cold Marketer.

I get why MAS would want to put this tragedy behind them and get back to the glamorous world of shameless self-promotion.

At first glance, it’s just disrespectful and in poor taste.

But beyond that, it’s also confusing. You want to ask, was marketing not clued in!? Do they not know MAS lost a member of its fleet a few months ago!?

It’s just naïve to be so brazen with the promotions in the face of a very recent, very clear product fail.

There are no definite rules here.

No algorithms to follow, plotting size of tragedy with length of marketing moratorium. We’re all learning as we go, praying we never have to make the call ourselves.

Still, here are a few down-and-dirty suggestions to start.

Draw a Clear Line

Communicate your intention to shift gears before you actually do it.

No one likes a blind-side. Hire a passionate writer to craft a rich letter or produce a heart-felt YouTube video and broadcast a final apology. One that honors the past, owns fault, and recommits to your roots with a promise to survive and thrive. Don’t forget to test for goose bumps.

Start Small

Before you decide to flip back on the promotional power grid, maybe consider first a feel around in the dark? Listen to social media. What’s the buzz and prevailing sentiment regarding your brand?

If it’s still hot with rage, delay.

And Build

When you finally do return to your “regularly scheduled program,” cut the frequency and soften the tone. Social media is rich with human emotion and your brand voice should come across the same; moving on but irrevocably changed by the event.

And whatever you do,

Don’t pitch softballs to all those cynical twitter super users and haters!!

Challenge every tweet. Comb through those 140 characters again and again, pressure testing for even the slightest chance someone might misconstrue intention or grab hold of a double-entendre and run with it at your expense. People love to kick ya when you’re down. It’s a pandemic and everyone wants their jab to go viral.

Social media in the face of brand implosion.

Can you think of any other examples of the good, the bad, or the ugly?

Have a great long weekend, everyone. :)

-DS

Nothing new at this year’s Super Bowl

Building hype for commercials – what an age we live in!

For the last few years, advertisers have used social media teasers in hopes of cultivating additional interest and intrigue for impeding Game Day ads.

From obscure behind-the-scenes photos or video to full-blown commercial-length preview spots, advertisers who committed to the Big Game made sure you stayed glued to the screen for their 30-seconds of fame.

But this year, previewing the WHOLE commercial spot!?

Tebow for T-Mobile, a Full House reunion over spilled Oikos, a Cheerios first, Clydesdale puppy-love, and Audi’s Doberhuahua. (Just to name a few)

I was browsing YouTube last Friday and the Volkswagen ‘Wings’ spot even popped up as a rollover.

At $4 million per 30-seconds, you’d think advertisers would want to keep things under wraps as long as possible. You know, really get their monies worth!

There is plenty of time to “go viral” POST game day! Seriously, why spend so much cash on a creative repeat?

Why advertise during the Super Bowl at all?!

Enter the brilliance of Newcastle Brown Ale.

So the promotion of Super Bowl advertising is evolving…fast.

If everyone’s Game Day ad is going to run BEFORE Game Day, there’s gotta be a way to capture similar hype and just skip the placement (and GYNORMOUS cost) all together.

And that’s precisely what Newcastle did.

First of all, ever heard of ‘em? I hadn’t, but again, NOT a beer drinker.

Their “If We Made It” campaign is pure genius.

The whole premise was built around the notion that Newcastle had every intention of producing a spot for the Super Bowl, but then didn’t. It was too expensive, the story concepting process was mismanaged, (never mind that Budweiser basically owns the Super Bowl).

Popping up nearly a week in advance, the campaign’s hub, www.ifwemadeit.com, is self-deprecating humor at its best.

Video testimonials by:

• Actress Anna Kendrick, sitting in hair and makeup, going off on the brewer while doing a little self-diagnosis in the process. “I’m hot. But, like, ‘Beer Commercial’ Hot?”
• Former NFL wide receiver Keyshawn Johnson takes us through a story board of how he was to provide voice over for a skateboarding cat. “Bad decisions. Bad management. Bad Newcastle.”    
• A series on a focus group session where Newcastle gauges REAL audience reaction to the ‘concept.’ “It’s just all the worst trends. Feels a little desperate.”

But they didn’t stop there.

On Super Bowl Sunday, Newcastle watched the actual ads along with us, ‘recreating’ a selection of them via storyboard animation. Selected ads that Newcastle made more ‘MEGA HUGE’ included Wonderful Pistachio, Chobani and GoDaddy (twice), just to name a few.

Brilliant.

Seriously, when you consider it costs $4 million for 30 seconds. And that’s just placement, never mind all the costs associated with the spot’s production…

Newcastle spent less, built MORE and, by most estimates, stole a huge handful of exposure and acclaim at this year’s Super Bowl.

…without actually producing a spot FOR the Super Bowl.

Hats off, Newcastle! Can we expect a Part 2 in 2015?

Happy Monday,
-Daniel :)

Afterthought: What’s next in the Super Bowl Advertising Evolution?

If everything is previewed in advance, how will marketers in the next 3-5 to 10 years REALLY secure (actual) Game Day impact?

Answer: Total Shock and Awe

Think mega-huge giveaways, a total change in brand or positioning – no previews or warnings, no hints whatsoever we’re talking Beyoncé surprise-album-dropping-at-midnight hysteria here.

Brands have dabbled with it already. Denny’s Free Grand Slam breakfast in 2012. Really two this year: U2’s “Invisible”, given for free in support of (RED) and eSurance’s $1.5M post-game spot savings giveaway.

Every brand, each more shocking then the last (all, no doubt, with paths into social-share). But wouldn’t that make for a thrilling night of TV? Almost like watching a high-stakes sporting event, or something!

Can’t wait. :)

The 'real winner' at the Grammys was Arby's?!

Give me a break.

I can’t stand how news outlets feel the need to sensationalize everything.

Case in point: this week’s marketing/social media pubs.
Subject: An Arby’s tweet out to singer/song-writer Pharrell Williams.

In case you missed it:

Cute, right?

Sure. But Arby’s was by no means the 'real winner' at the Grammys simply because they tweeted about a hat. They didn't 'slay' anything! (Yea, those are how some of the headlines are phrasing it).

It was a reasonable association between brand and fashion statement.

It was on-point, cute, comical, and timely. I’ll give them that.

But, oh wow – the interaction went exactly as you’d hope one in twitter would.

Let’s be honest. Brands can be a PAIN to follow. Always talking about themselves – what’s new in THEIR world, why THEY’RE the greatest. Sort of like the worst humans you follow, right?

And try as they might to be cute and creative (some undoubtedly doing better than others), it all eventually boils back to self-promotion.

Because that’s what BUSINESSES (have to) do.

Arby’s is (still) just a fast food enterprise. 

Are we supposed to tip our hats to Arby’s (pun INTENDED) because in this particular instance, their aim was not directly business related or self-promotional?

…Because it felt human?

Why not just follow more humans!?

I wonder,

• How many new followers did it provide Arby’s? 
• What will happen with retention when they go back to non-stop product pitching? 
• And most importantly, how many more Beef ‘n Chedds did it sell?

You’re thinking, “Alright, grandpa – you are WAY too young to be this cynical about brands interacting on social media!”

Right?

OK, maybe I am being a bit too harsh.

We’re all marketers, learning to walk the social media tightrope together. The exposure cost seconds to place and pennies to craft, so who can argue with opportunity cost?

It’s just that so many other brands have done it before – they’ve broken character, provided modest laughs, we all move on.

It’s not a new tactic, just Arby’s turn to hit the tenderly-tossed softball!

And just to be clear, I’m not against brands getting cheeky with customers online.

Tweets from businesses can be casual and conversational. They can be cynical, callous, or coy. They just have to jive with the brand they represent.

Of all communication channels, social media is the most anthropomorphic. It should be your brand, PERSONIFIED!

But just like the best characters in literature, movies, and TV, I expect solid, thought-out, consistent (twitter) character development!

Not loose comedy, once in a million tweets.

Ya with me!?

TGIF
-Daniel :)

 PS: and pubs, don’t give me that bull about it being a “slow news week” – we’re DAYS away from Marketing’s biggest stage! (rants and raves on Super Bowl strategies to come)

What the FK, BK?

Same King, new Kingdom.

That’s right. The King of Burgers (if only by name), just a few weeks deep in unveiling their new HEALTHIER Satisfries^TM, is taking promotion to a whole new (read: confusing) level!

I guess their #WTFF guerrilla campaign didn’t gain the momentum BK had hoped?

Chicago - W. Wacker Drive

Their latest cry for attention, a faux re-branding from “Burger” to “Fries” King, began to unfold Tuesday via social media.

And they’re dead serious! (At least at one location)...

Fries King -- As seen through Social Media...

To set the record straight, the 3^rd-string fast food kingdom is NOT really changing its name. Apt at garnering attention on the many realms of social media, the hubbub tucks nicely with BK’s raucous, counter-culture personality.

And while it definitely generated buzz, we remain skeptical of the results.

Man, they REALLY want us to try these fries!

Let’s face it; the fast food burger market is as stale and mature as they come.

Everyone knows the Whopper; they either like it or they don’t. And while the introduction of new bacon sundaes may have intrigued, they aren’t the type of stuff you can build a sustainable business on.

Robin to the sandwich’s Batman, fries are the full-time side item, part-time snack that can bring new business! Seriously, there’s like 15 choices for sandwiches, but only 1 side item EVERYONE wants (and it’s not those mushy apple slices).

The change in monikers is BK’s plea with the most skeptical McDonald’s and Wendy’s loyalists that have yet to try the new fry – (and that fry better BLOW minds if it hopes to secure repeat traffic).

“We couldn’t make it in burgers, so we’re focused on fries!”

But flip that burger and you’ve got yourself a real pickle of a marketing dilemma (HA!).

By saying they’re king of fries, is BK conceding to burgers that aren’t all that stellar? What about all the efforts made to reinvent the sandwich side of the menu board last year? Quality ingredients, flame broiled this and that? All lies? You aren’t home of the fry unless the burger moves out.

Wait, what was that about a Bacon Sundaes?

That’s right, we blogged about BK last summer when they were amidst a significant overhaul of their menu; BBQ burgers and pork, and bacon dropped on top of everything (including sundaes). While competing chains were focused on attracting the more health-conscious, it was as if BK was bucking the trend, opting to make a direct appeal to calorie junkies and cholesterol addicts everywhere.

Not even a year later, they’re touting the healthiest fry? Which market are you after? Because you can’t be all things to all people (that’s Marketing 101).

And lastly, (or perhaps it should have been FIRST and foremost), you NEVER toy with the LOGO!

The LOGO is sacred! It’s like America’s flag; don’t tread!!

Aside from MAYBE April Fools, you don’t change your brand “just for fun”.

First, it dilutes the impact of a real change (ain’t that right, Yahoo!?). And second, it’s just confusing. We are a dumb people, U.S. consumers. Give us one thing to look at. That’s it, that’s you. Now don’t change it unless you want us thinking you weak.

Note: BK was on our New Logo Wish List for 2013 – (this is NOT what we had in mind).

PS: Have YOU been SATISFRIED?

Has anyone tasted ‘em? Chicago is a golden arches town, so I have yet to walk myself over to the one, single location downtown. Let me know what you think! (I swear the advertising didn’t work on me). :P

Twitter hacks ain’t so bad.

Seriously!

First Burger King, then Jeep – last week was HUGE in hacking.

Both accounts seemingly breached by the same outfit (@DFNCTSC – a Twitter account with no tweets; apparently stands for Defonic Team Screenname Club – a collective of hackers once associated with breaching Paris Hilton's T-Mobile account in 2005).

No doubt both will bring up serious concerns over cyber security and corporate protocol around social media. But really, how bad were these two most recent hacks?

@BurgerKing – Mon. 2/18, approx. 12 noon EST.

The hack alleged a takeover by McDonald’s, however in-eloquent. Tweets rambled on for nearly an hour before Burger King/Twitter finally caught on to the act, suspending the account and blocking delivery of new lascivious tweets.

@Jeep – Tue. 2/19, approx. 1pm EST.

Jeep’s hack followed similar suit, intimating a business takeover by Cadillac (nameplate under GM). Again, tweets were far from funny – nonsensical ramblings and obscure drug and gang references. And the folks at Chrysler were “back in the driver’s seat” before the afternoon was out.

So, why is it good?

It doesn’t negatively impact brand value. – Quite the opposite, actually. Members of the twittersphere can immediately recognize a hack, and just like that, disconnect any negative sentiment that may arise from offensive language. Instead, it seems to stimulate a sense of empathy and reality for the account, re-engaging users upon the  legit owner’s return.

It adds followers. – Burger King gained 30k followers; Jeep gained a (more) modest 3k. And isn’t audience growth one of the most important things? Like when celebrities decide to self-destruct in 140 characters or less, people tune in for the drama, but getting ‘em to stay is another story. Again, content is king and the pressure is on to retain new minds.

So, while we’ve established that the brand gets something with their hack, what do we readers get?

Not much.

Is it too much to demand a higher breed of comedy?

More satire, less sass. – Acting like McDonald’s purchased its arch-nemesis is a great concept. But the intimation stopped there and the predators opted for messaging no more thoughtful than that of a novice, self-involved amateur user. Superfluous street slang, cheap drug humor, and poor spelling don’t feel like a McDonald’s run Burger King Satire – and that’s what new followers tuned in to see.

How about a Ronald vs. King Mascot face-off? Maybe a Big Mac/Whooper menu mash-up? Get creative in a way that McDonald’s would NEVER in a real Burger King take-over!

Makes you wish these hacking outfits could add a few über-creative marketers, even comedy writers to the payroll. It would make their reign more entertaining and engaging.

Where should I submit my résumé? :)