I was crushed to learn that this is fake

/Observations/, ,

BjURUXxIUAAGpTW

Despite how much I wanted it to be real, it turns out that this screen grab is fake. But trying to verify its authenticity reveals an interesting comparison of corporate run Twitter accounts.

I started by looking at the Cottonelle Twitter feed which reveals a boring one-way broadcast of corporate written marketing messages. It’s as boring as their product. No mention of this screengrab, though you can see the actual tweet that kicks off the war.

Then I had a look at the Charmin feed, where they recently tweeted that it was fake (I can only imagine that the “it” in question is the screengrab).

But then I had a look at the rest of their feed, and was surprised to see that there’s an actual personality here, and it’s entertaining. Here’s a funny tweet from earlier in the week:

 

Before today I didn’t have much of an opinion on this category beyond “not newspaper,” but now I am decidedly more fond of Charmin. Funny how that works, isn’t it?

PERMALINK

How Facebook Makes it Difficult to Reach your Audience

/Observations/, ,

This is an interesting look at the ingrained problems that advertisers have with reaching their audience on Facebook. Essentially if you pay to promote your page on Facebook, you’re going to end up with a largely diluted audience of disengaged followers. You’ll then need to pay Facebook again to promote your post  in order to reach your real audience.

Here’s the first video on how Facebook filters your newsfeed.

PERMALINK

How Quickly can we Convert Followers into Customers?

/Observations/, ,


Recently I was talking to a large, reputable organization about their marketing and communications efforts. When I mentioned that I’d want to ramp up their social media efforts to help build connections with younger members, they got a little uncomfortable. They pressed me for information. How would I use social media to grow their membership?

I explained that social media requires patience. There isn’t a direct do-this-to-get-clients technique with social media. It’s a communications channel that requires an authentic approach. No hard sells. You slip in your message sparingly. Only 20% of the communications should be self-serving.

But how, exactly, would I grow their membership with social media?

I left feeling a frustrated. I was talking to people that had expressed frustrations in building their membership, but they only wanted quick-fixes. What can we do to get new members tomorrow? They had ho interest in building a genuine, long-term, brand.

I wish more people would read this piece from Fast Company, Without The Right Message, Twitter Is No Better For Your Brand Than A Fax Machine. It really hits home with how I’ve seen many organizations use social media. A choice quote from the article that paraphrases an old advertising quote:

What this means in social media is sharing what is valuable to your audience, not what is merely valuable to you… Adding another social media channel to your network will not make an anti-social brand more social. It will simply increase your efficiency in alienating more people with greater speed.

That organization I was talking to? They had key questions about their brand that were unanswered. But they were too concerned with tomorrow to bother thinking about next year.

PERMALINK

Twitter 2011 Year in Review

/Observations/


I’m only about three four months late in posting this, but Twitter’s 2011 Year in Review is an illuminating look into the hot topics of the year. While the results are skewed slightly towards the interests of Twitter’s active user base, the big ones are still up there: Two and a Half Men, Japan, Rebecca Black, Charlie Sheen, and so on. The full site is worth a few minutes of time.

PERMALINK

Is it Time for Fedex to Overhaul their Brand?

/Observations/, , , ,

When one of your senior executives has to quickly produce an apology video, your brand is in real danger.

Along with many of you, we’ve seen the video showing one of our couriers carelessly and improperly delivering a package the other day. As the leader of our pickup and delivery operations across America, I want you to know that I was upset, embarrassed, and very sorry for our customer’s poor experience. This goes directly against everything we have always taught our people and expect of them. It was just very disappointing.

As an aside, if your name includes “III” or “the third”, you may come across a little pretentious when you speak to the masses.

This video, which appeared shortly before Christmas, is Fedex’s response to this video, which shows a Fedex driver throwing a box over a short fence, apparently while the recipient was home.


But that last video has nothing on this video of another misbehaving Fedex driver:

It’s probably time for Fedex to give some serious thought about how they can start delivering a better customer experience. A brand that doesn’t really understand how important it is to deliver that experience is a doomed one, especially with the voice that today’s consumers have.

PERMALINK

The Business Value of the Facebook Like

/Observations/


Social Commerce Today has a great summary of the value of the Facebook Like for businesses. Written by Adobe, the actual whitepaper is a little, um, prosaic. But the gist of the article is that the Facebook Like can be a very powerful and genuine tool that generates real-world sales.

PERMALINK

Facebook Fan Fail

/Observations/, ,


A great litte video that pretty accurately describes how many companies approach social media: begging you to ‘like’ through a megaphone. The whole series can be seen here.

PERMALINK

Rom Chocolate Case Study

/Observations/, , ,


A compelling advertising case study featuring national branding, social media, and challenging youth. Not much else I can say, you just need to watch.

PERMALINK

Trent Reznor Knows Consistency is Important to his Brand

/Observations/,


In two short tweets, Trent Reznor shows how savvy he is to key brand strategies. Consistency in your brand, regardless of the cost, is essential.

http://twitter.com/#!/trent_reznor/status/91521769332154368
http://twitter.com/#!/trent_reznor/status/91522745376059392

PERMALINK