When it comes to social media, it's all about relationships, relationships, relationships (to borrow the timeless expression about real estate). What's exciting about social media is that these relationships can no longer be Potemkin's Villages constructed by companies. They can't be cardboard cutouts of engagement. These have to be the real deal.
Regarding "why corporate social media fails" - that's the issue. Being real. Real is what builds the relationships. Real demands that companies trust their consumers as much as the consumers trust them and their products (and the money they spend on those products). We socialmediaphiles can type till we're blue in the fingers, but companies have to trust their consumers. Really.
The reason why is that they don't have a choice anymore. That's not nearly as apocalyptic as it sounds. It's an exciting time to be in marketing! Embrace change, Corporate America/World. You'll gain ground vs. your competitors because of it.
Monday, June 28, 2010
Sunday, June 20, 2010
Update about no updates
It's a cop-out, I know, but I had a tough couple of weeks of illnesses; not mine, but rather my family and my feline companion.
The family are fine, but my cat didn't make it. The show must go on. I suppose that would constitute my observation about marketing as well as life. Sometimes despite your most valiant efforts in [life/marketing] you get overtaken by other events; then you get back on stage and do your damnedest.
The family are fine, but my cat didn't make it. The show must go on. I suppose that would constitute my observation about marketing as well as life. Sometimes despite your most valiant efforts in [life/marketing] you get overtaken by other events; then you get back on stage and do your damnedest.
Monday, June 7, 2010
Humor: making it work
Still on the hunt for the best B2B voice, but wanted to dive in on a great, underrated consumer campaign: the Travelocity Gnome campaign. What's working?
1. Voice and message balance. The creatives really nailed the slightly edgy, self-deprecating humor that resonates with the online-savvy, 25 - 45 crowd. Humor has to identify and "be one" with the audience--but not offend. This Travelocity does deftly.
2. On-message. Inserting humor is comparatively easy, but it's tricky to use humor without distracting from the message. The Travelocity campaign manages to walk that fine line successfully, for the most part.
3. Social media elements. The Facebook component of the campaign has been simple and easy, pitting 2 locations against one another for voting. Plenty of terrific photos. Once again, the humor and personality is present but not over the top.
4. Differentiated. Competitors like Expedia are taking themselves very seriously. Travelocity gets the creative advantage of being the underdog--and they're using it well.
I confess I originally thought that the Gnome would be short-lived. I'm looking forward to seeing what comes next from McKinney.
1. Voice and message balance. The creatives really nailed the slightly edgy, self-deprecating humor that resonates with the online-savvy, 25 - 45 crowd. Humor has to identify and "be one" with the audience--but not offend. This Travelocity does deftly.
2. On-message. Inserting humor is comparatively easy, but it's tricky to use humor without distracting from the message. The Travelocity campaign manages to walk that fine line successfully, for the most part.
3. Social media elements. The Facebook component of the campaign has been simple and easy, pitting 2 locations against one another for voting. Plenty of terrific photos. Once again, the humor and personality is present but not over the top.
4. Differentiated. Competitors like Expedia are taking themselves very seriously. Travelocity gets the creative advantage of being the underdog--and they're using it well.
I confess I originally thought that the Gnome would be short-lived. I'm looking forward to seeing what comes next from McKinney.
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