U.S. businesses are sitting on unprecedented amounts of capital right now. In many sectors, business has generally come back enough to make a little money. Not enough to hire people again. And certainly not enough to spend some of it on marketing. Perish the thought! Continue reading
Tag Archives: social media
A while back I had a cynical take on a survey of Facebook users. This survey made it appear as though noble intentions were the most popular reason to “Like” a brand. Subsequent offline conversations suggested that this kind of consumer behavior was not only true but predictable. The reason? All marketing is relationship marketing and always has been. This brand loyalty check-to-cheek dance was just the logical extension of what we’ve seen in advertising for decades.
Undoubtedly, much has been and will be written about Nestle’s very public social media gaffe. And that’s how it should be. They screwed up with a spectacular flash of idiocy that would make John Edwards blush. Most of what I’ve seen so far centers on the specifics of what they did wrong. It was a lot of things, and they were very wrong. However, in an attempt to be constructive, I’d like to suggest some guidelines that could have saved them from the heat they are taking now. Here are five rules I believe they (and every company that participates in social media) should follow:
1. Don’t delete comments unless absolutely necessary. Comments have a near sacred place in social media. Editing or deleting them is serious business and should be done only as a last resort. Specific threats or abusive or especially profane language can be good reasons to delete a comment. And even then, many of those are judgment calls. Otherwise, let the community communicate in the space. Policing people who are changing your logo for their profile picture is a lose-lose proposition, as Nestle’s Facebook experience has shown us. Even if you could win a legal battle over copyright infringement, you’ll never take all these people to court; and you end up looking like a bully. Pick your battles. And be sure they are worth fighting in the first place. Continue reading →
Privacy in the digital age has always been a two way street. But if you’re on Facebook, you have new neighbors. Millions of them.
So, I hear the economy is turning around. Indicators are indicating. Pundits are…punding. And we’re also being told that the last facet of the economy to rebound will be the jobs. The conventional wisdom (horribly over-simplified for effect) goes like this:
- ACME Manufacturing’s orders slow down due to the sluggish economy.
- ACME lays off workers.
- Economy slows down more.
- ACME lays off more workers.
- (Insert more of the same here.)
- Economy begins to heat up.
- Orders grow at ACME, but current workforce keeps pace.
- Economy continues to heat up.
- ACME is not able to keep pace any more, and is forced to add to their workforce.
And…scene! Continue reading →
Though it doesn’t happen often enough, I am always encouraged when advertisers invoke the truth in their marketing. So the recent Domino’s Pizza campaign caught my attention over the holidays. Living in a wheat-free household, I don’t order take-out pizza very often. But I’ve had my share of Domino’s pizza over the years, along with Papa John’s and Pizza Hut. I never harbored the notion that I was getting gourmet cuisine in that oil-soaked cardboard box, but I was always hungry before it showed up and not hungry afterward.
The premise of the campaign is that Domino’s corporate asked for and received customer feedback on the taste of their pizza. Well, the news was not good. And the TV commercials feature actual Domino’s employees recounting some of the negative feedback. They acknowledge it. And they talk about the action taken to combat their problems. This is accompanied by a guarantee that, if you don’t love it, you get your money back. Continue reading →