I felt that Todd Defren of PR Squared raised an interesting question about marketing tactics by the Commotion Group that I decided to post my thoughts here instead of lumping into my weekly articles. Briefly, the Commotion Group posts “fake comments” to videos to create a sense of controversy, while deleting any negative comments.
Frankly, there’s no argument here. Today’s social media values authenticity highly. The Blair Witch Project was a game. Because it was the first to leverage the Internet in an unique marketing campaign (ploy?), people took it as truth. According to Todd’s post, one of the original producers commented:
While we were building out the (Blair Witch) website and the community, we always knew we were walking a line, but we decided we were not going to try and hoax people outright. The regular members of the Blair Witch community … knew it was a work of fiction … We were not trying to fool anyone …
What the Commotion Group is doing is creating a false impression to dupe viewers into believing that the content is something worthwhile viewing. It isn’t.
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Here is this week’s of interesting articles. Have a great Thanksgiving. Yum Yum, I can taste them giblets now! =) You can click on the Weekly Articles tag for previous issues or subscribe to the Weekly Articles Feed:
The Power of 150… or Not? – Mack Collier of Viral Garden brings up a good point of how AdAge is leveraging the Power of 150 list. Maybe it’s a case of another company not understanding the full power of social media?
<What do Tulip History and Web 2.0 Have in Common? – Check out this humorous history lesson from mrontemp blog. Thankfully, I don’t like flowers – my lucky husband!
Going Deep into the Blogosphere – David Meerman Scott highlights an interesting site – DeepBlog.com – for finding popular blogs in certain niches.
Astroturf Can Burn Baby – John Blossom of Shore Communications writes about PR agencies still working their way around social media. He highlights the issue of “astroturfing” – pretending to be a satisfied customer when posting online. My perspective – learning about social media is no longer an excuse for doing one’s homework and understanding the rules of the road.
Lessons on Customer Service – Jeremiah of Web Strategy put up an amusing post about his experience with Real, Delta Airlines and PeopleSoft. Sometimes, it’s good to pay attention to what is being said about your brand online. Kudos to Real for responding so quickly. Now only if Jeremiah can help me with Citibank’s stupid emails – read my rants here, here and here. Jeremiah also retells a story about his Uncle Ted’s experience working with prospects. You never know who will become your best customers.
And When Negative is a Positive – Marketing Pilgrim provides an interesting perspective on the power of negative reviews. They demonstrate that your customers care enough to write a negative review and can even provide good competitive intelligence on competitors.
PR’s New Tools – This article comes courtesy of the Marketing Profs Daily Fix. Looks at how multimedia can enhance your PR program. All good advice – so who’s going to do all of this work! =)
SMRs for New PR? – Lena West of InfoWorld highlights the pros and cons of the social media release. And in her wise words, “And remember, no amount of ‘social media-ization’ can make a news release exciting. A crappy news release is still a crappy news release.”
Technorati Tags: Astroturfing Blogging Customer Service Marketing Pilgrim MarketingProfs New PR PR Public Relations Social Media Social Media Press Release Web Strategy The Viral Garden Weekly Articles
TechCrunch Boston Checked out the TechCrunch Boston event while in town for a family gathering. Was a little bit difficult to find because there was Boylston Place and Boylston Street.
Thankfully, we found someone who mentioned it was the old Alley Cat Bar, a place that my husband knew. With my husband’s help, we found the event and helped another attendee get there too.
Met Dave from mZinga, which launched at the event. Interesting company because they took a very successful LMS company and combined with a knowledge management company. They are bringing in an interesting business model and expertise for developing, monitoring and valuing social networking within companies. Their advantage is experience in services and methodology from the LMS space. Will be interesting to see how they leverage this experience with mZinga.
Checked out an online poker tournament company (don’t remember name) – wasn’t sure if the model will work. Little wary of making money on advertisement.
With over 700 people in attendance, open bar, and an after party at a nearby Irish Bar (yeah, in Boston?), I wonder if there will be more written about the Web 2.0 Exuberance.
(Photos: Mike Arrington (top), IDG Ventures (bottom)
My apologies – I am having the damndest time getting the links to work. You can click on the Weekly Articles tag for previous issues:
Share and Share Alike – Todd Defren of PR-Squared brings up a good point that sharing information is integral part of social media.
Best Buy and Customer Service in the Same Sentence? – MarketingPilgrim writes about a good customer experience. The tons of comments seems to indicate that the typical experience is less than stellar. But who knows, maybe Best Buy will start with business customers, which may slowly invade the in-store experience… Nahhh – I was just kidding!
Where’s the Short Cut to Timbuktu – inmedia Public Relations Blog has an interesting post about media list building. As I’ve said before, don’t rely solely on the media databases. Augment the research by reading the publications online or in print.
LinkedIn for the Unconnected? – CenterNetworks posted this article by Drama 2.0 regarding the value of social networks, specifically LinkedIn. Interesting piece about the value of social networks and who’s truly participating.
You’re Invited But… – Robert Scoble has an interesting point about attending the Google announcement of Android. When looking at early adopters and tech geeks, I think blogs like Scobleizer and TechCrunch should be given equal weight with the “big guys.” It’s about knowing your influencers…
Google’s PR comes across as “only caring about big bangs.” Last week I was in the Open Social press conference. Everyone else in the room worked for a big-name media outlet. Business Week. Wall Street Journal. Los Angeles Times. CNET. Barrons. etc. etc. Even TechCrunch was relegated to a phone-based seat and wasn’t in the room. That tells me that Google’s PR doesn’t get the value of small people. In fact, if you were tracking the mentions of that press call you’d have seen my use of Twitter during it got mentioned many times on blogs. Google’s PR didn’t seem to even understand why Twitter was important. They also kept me from using my video camera during the press call (the only reason I got video is cause I carried a cell phone with me — they asked me to leave my professional camera out in the car). Compare that to presidential candidate John Edwards who let me film, even on his plane during “off times.” And he has a Twitter account too.
Listen to Me Now! – Paul Dunay posted an interesting podcast between Jim Nail, chief strategy and marketing officer at Cymfony, and Pete Blackshaw, executive vice president at Nielsen Online Strategic Services. Jim and Pete discuss what conversational marketing truly is – it’s more than just surveying people or putting up a blog. It’s about how to “engage” and “sustain” conversation beyond just the dollars and cents.
Being Social Does Help – I’ve gotten to know Tom Pick through his blog and he consistently provides actionable counsel for B2B marketing. In this most recent post, he outlines his experience with social tagging. I’ve used some of his tips for my personal blog and I’ve seen some modest results as well. And if you’ve wondered about the effectiveness of social media, check out this post from Mack Collier of The Viral Garden.
To Be Ethical Or Not is the Question – Shel Horowitz authored a guest post on the IAOCblog about a Blogger Code of Ethics. Hmmm, what disclosures should I be making now?? =P
Technorati Tags: Best Buy, blog ethics, conversational marketing, Customer Service, inmedia, media lists, LinkedIn, Paul Dunay, press conference, Scoble, social media, social networks, tagging, Todd Defren
Here is this week’s of interesting articles. You can click on the Weekly Articles tag for previous issues:
Dell Pulling Out All the Stops – According to Now Is Gone, Dell is taking social media/conversation a step further with the launch of Dell Shares – an investment relations related blog. Maybe transparency and conversation is currency for this economy. Hmmm, consider buying some Dell stock.
Digging It – Pro Net Advertising provides some simple tips for creating an interesting digg title. I haven’t tried venturing onto Digg yet, so if you have other helpful hints, let me know. When New Best Practices are Old - CK brings up a good point about a recent B2B marketing best practices report that was just published. From her perspective, these reports merely add to the echo chamber of what is believed to improve a product launch, versus truly unveiling best practices on what is happening around us. She plans to unveil her top ten best practices shortly.
Ninja Tracking Skills – I just started reading Distilled and they’re providing me with some interesting tricks for tracking web traffic. Very nifty indeed. So where’s my num chucks and stars…
What Does Language Say About You? – Lois Kelly posted an interesting article on the IAOC Blog. Lois points out how our writing reflects who we are. She analyzed writing from three different CEO blogs and brought up some interesting points.
Socializing Within the Enterprise - Read/Write Web has an interesting article about the use of social networking within the enterprise. This article raises what tools can/should be used in the enterprise and when. Personally, just more ways to have information overload =)
Brand Consumer for the Fan-sumer - Jeremiah Owyang does a great breakdown on MySpace and Facebook. This raises interesting questions for the brand marketer in each of us.
Search and Ye Will Find – First, congrats to Tom Pick for being named one of the top marketing blogs to watch. His article about how to truly leverage SEM is just an example of his approach to B2B marketing. Congrats again Tom!
Here’s this week of interesting articles. Enjoy!
What’s Your CEO’s Name? Seth Godin brings up a good point about the accessibility or permeability of a CEO to his/her customers. But since we only use the phone line for the fax, I guess I won’t have to worry about telemarketers in the future. Now, how do I get a hold of the Citibank CEO again…
What’s the Story Morning Glory? I’ve been reading Collaborative Thinking from Mike Gotta. He has some interesting thoughts. His most recent post highlights the backstory on products and the relation to corporate responsibility. This highlights how transparency is becoming an important component of every facet of business; thereby, enabling consumers to trust and participate with your brand, company and product.
What are You Doing on November 8? David Meerman Scott posted about this totally free event to hear from some of the best marketing gurus out there. Great way to get leads and phone charges for the sponsor, Conference Calls Unlimited. Heck, I actually remember the article, “A Brand Called You,” when it was first published in Fast Company. Does this date me?
Leave out the Welcome Mat Allen Stern of CenterNetworks did an interesting test of the power of welcome. For those coming from social sites, Allen greeted them with a welcome [site name]. Through his test, he increased the number of subscribers and ad clicks from these visitors. From a PR perspective, this raises some interesting questions in terms of how “social outreach” can have an impact on your client’s/company’s site traffic.
Tweet Tweet – Be Sweet B.L. Ochman writes about some Twitter dos and don’ts. Why do I have a feeling more people will be following in her footsteps? Frankly, I haven’t started this and don’t know if I want to get mired into another time suck! =)
Telling a Story Through Social Media Now Is Gone wrote how they posted a slide show from American Red Cross (I assume this is a client or someone is directly associated with the organization) regarding the recent fires in San Diego. The article highlights some thoughts before jumping into social media – all good PR tips.
So You Want Face Time? I like MarketingSherpa – they provide good, basic insight on how to leverage new tools for marketing and PR. Today’s lesson – how to market yourself and your company on Facebook. Damn, this means I probably have to spend more time on Facebook, which I was trying to avoid from an online reputation perspective.
Shorter Sentences Please I attended an internal seminar that said optimal sentence length was no more than 16 words. (16 words exact!) Mike Volpe of Small Business Hub highlights this for readability of online copy. Now to cut down my paragraph length pitches…
As people who have read my blog, I have a bone to pick with Citibank regarding their email marketing tactics and, in my opinion, poor customer service (see here and here). I still don’t understand how they are voted one of the best.
Mack Collier at The Viral Garden wrote about Dell’s turnaround in the social medium. If only Citibank could follow suit.
Simple ways to provide better service and participate:
Monitor and respond to any posts about Citibank
Respond to snail mail letters with a letter, email or phone call
Provide an unsubscribe service for those who have cancelled accounts (FYI – I was required to change my profile settings to stop the emails which I can’t do since I cancelled my
- Allow your customer service representatives to automatically cancel email notices instead of quoting a 30 day period for stopping correspondence. Obviously, this didn’t work either. Didn’t you know that email is NOT snail mail? An ability to go into a database and delete my email shouldn’t be so complicated.So I’m officially starting my Citibank Watch. How many days before I 1) hear back from Citibank and/or 2) get them to stop sending me useless email messages I can’t unsubscribe from.
Here are the dates:- # of days since my first letter to Citibank: 90 Days
# of days since writing to William R. Rhodes, CEO of Citibank: 29 Days
I’ll try to do an automatic clock. If you know of a simple code that I can add, please send me an email.
Cece Salomon-Lee is director of marketing for ACTIVE Network, Business Solutions division, and author of PR Meets Marketing, which explores the intersection of public relations, marketing, and social media.
This blog contains Cece's personal opinions and are not representative of her company's.