Zeus of Marketing


Archive for August, 2011

Irene: The Hurricane that Wasn’t, Using Social Media to Dominate the “Airwaves”

Not Gone with the Wind

Major social networks like Facebook  and Twitter  may have lost a big opportunity to position themselves as a truly unbiased and local source of information media network. Google + had no chance at this time due to its lack of critical mass activity. Facebook still fared well as the de facto leader. But, since neither network created a special application,  any company with a strong Facebook page fan following could have generated strong awareness and loyalty wins this weekend.  Let me explain, first by a schedule of what happened this weekend from a Manhattanite perspective:

Saturday, August 27, 2011:

Regular Media: 5:00 AM- 12:00PM Every broadcast and cable news network reporting about strict evacuation rules in the north east, particularly, NYC.

Social Media: 5:00 AM-12:00PM: Every Facebook (FB) friend posting on my wall, either telling me that things were not as bad as they appeared on tv, or asking me if I was still alive or having to evacuate my pre-war building in Manhattan Upper West Side (you should see some of my funny responses).

Regular Media 12:01PM-6:00PM: Every broadcast and cable news network reporting about how danger was still imminent in the north east.

Social Media 12:01PM-6:ooPM: Yours truly, spending an inordinate amount of time explaining to friends and family that everything was OK and that it was not even raining in NYC, also posting and in-boxing friends in North Carolina,  Long Island and Connecticut to ensure that they were all OK.

6:01PM-12:01AM IBID – More of the same, regular media being sensationalist, Social Media friends and acquaintances assuring each other that everything was OK and that media reports were greatly exaggerated. Even jokes started being cracked in statuses (unfortunately not appropriate for reproduction in this post)

Sunday August 28, 2011

Regular Media- All Day:  Every broadcast and cable news network trying to explain how important preparedness was and how every politician (including President Obama) was about to have a live press conference to pat themselves and their constituents in the back for a “crisis averted.”

Social Media- All Day: Sample of friends’ posts:

  • Elizabeth from Colorado: “I just love Facebook. It actually provided a more realistic update from my peeps in the east coast about Irene over any network, CNN or Weather Channel. Glad to know my peeps have survived. I know not to count full victory; since Boston and north are still dealing with it. Best to all!”
  • Linda from Long Island: “love facebook. As someone who was alone during the hurricane, it helped me feel as if my friends and family were right there with me… No kidding. This social networking thing is greater than just the socializing.”
  • Steven from Connecticut: “Everything OK in CT, intermittent power losses and some rain but family OK”
  • V from Fort Lee, NJ: “UPDATE: power is on, no broken trees, light drizzle, a little windy…..LIFE GOES ON !!!
  • J.R. from Manhattan: “Dear Mr/Ms [insert favorite politician here] stop using the Hurricane that wasn’t as a diversionary tactic and focus on solving the real issues”

Here’s the opportunity:
Now imagine if a national brand like Coca Cola or arch rival Pepsi, or maybe your own brand or existing regular media network, would have created a special application on their page with a map of the eastern seaboard where “fans” could click to find out the general sentiment of that part of the US regarding Irene’s effects. Tell me who would have scored MAJOR customer goodwill points?

I´ll end it here this week, I am sure you can use your creativity and imagination from here and take this suggestion to the next level. In the meantime, please remember that you can still help me with my “Mad” Social Media experiment (http://jrgrana.com/blog/?p=707)

Stay tuned for my next blog.  In the meantime, please share your thoughts below; I appreciate each and every one of your insightful comments, and I promise to pay extra attention to any opposing point of view. You can also contact me via email: zeus@jrgrana.com, Twitter: @zeusofmarketing and Facebook: Zeus of Marketing. You can also find additional contact information via LinkedIn:http://www.linkedin.com/in/jrgrana

 

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1 comment August 28th, 2011

“MAD” Social Media Experiment : Open Letter for your Votes

A Latino in Mad Avenue in the 60's!!!

I  just emailed the “letter” below to almost everyone in my Yahoo contact list. If you are lucky (or unlucky enough) to know me, chances are you received a copy. Since I consider all the readers of my blog close friends I want to extend my request for votes to you as well. To get you in the “IN” of my plans, my ultimate objective is to write an article about Successful (or not) use of Social Media via multiple channels. I am using this weekend to ensure that I cover all the major channels (email, LinkedIn, Facebook, You Tube, Twitter, Text, even Google + – Click in any of highlighted “channel” to go directly to it) in my plight. My apologies in advance to those friends that will be receiving this via all channels – please give me a “poetic license” in the name of Social Media research.

Here´s the letter:

Dearest friends, family and acquaintances (I know, I must want something):

Lately, I have been paying attention to a campaign tie-in between Banana Republic and the TV show Mad Men. Overall their execution of the campaign has not gone smoothly to say the least.

They have also introduced a contest to give away a walk-in role in the show to the person to receives the most votes. I would love to write a story about the campaign from a consumer perspective as well as a marketer perspective. To do this I would appreciate your vote to get me to the show.

Please click on the attached AMC link and vote for me (registration to vote is quick and you can opt out of any further emails from Banana Republic or AMC to make sure there’s no spam consequences to your act of kindness):

Click here , or copy and paste the following url into your browser window:

http://madmencastingcall.amctv.com/browse/detail/446b1e1a038f4756b34098dbd4507e030b2ae1c9

Note – The site asks you to log in – once you do using your google, yahoo, twitter or facebook accounts – you do not have to enter any other information other than your Cable/Satellite provider – no need to upload a photo or anything else. Vote early and often,  just found out that you can vote once a day.

I think I can play the part - I'll change the vodka for whiskey

To increase the probability of making it happen, please enlist your most trusted friends, family and acquaintances in your contact list – ideally this could be a viral case study (and a book) – hey if Justin Bieber could write his memoirs at 16  – how could a forty……  not write his  (Laugh out loud , or as millennials say these days  hahaha or LMAO) . HELP ME GO VIRAL

For additional background on my writings and research so far on the Banana Republic/Mad Men campaign you can visit my blog  click here, or copy and paste the following url into your browser window:

http://jrgrana.com/blog/?p=657 .

Also in my Facebook page at:  http://facebook.com/zeusofmarketing

Thank you in advance for your time and consideration. I Will definitely keep you posted.

Cheers

Jesús (Mad Man Zeus) Graña

PS:  Vote early and often. Just found out that you can vote once a day. You can vote for more than one person if you so desire and/or have other friends participating

PPS: I know some of you worry that I may be tipping my hand by publicly announcing my objective  – but trust me, as a strategist, I have considered various scenarios and will be glad to review with you in a more private communication method. You can also contact me via email: zeus@jrgrana.com, Twitter: @zeusofmarketing and Facebook: Zeus of Marketing. You can also find additional contact information via LinkedIn: http://www.linkedin.com/in/jrgrana

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1 comment August 20th, 2011

Successful Marketing = Flawless Execution

Madly Confused?

I seldom post outside my regular schedule, but when I see an opportunity to remind my colleagues about the tenets of marketing, I am sure to grab it right away. In my years of experience, a successful marketing launch requires a relentless look into detail and the ability, as humanly possible, to force the integration of chaotic detail into a flawless rendering of a beautiful concerto. It’s like we were Beethoven composing the famous 5th Symphony while being deaf (but wait, he did).

With this in mind, I want to share with you my real life case study from a consumer perspective over the past few days. I will let you judge for yourself, and definitely welcome your feedback/comments.

HEADLINE:

Banana Republic has gone social with its Banana Republic –  Facebook  Get Mad Campaign

What seems right from a teaser campaign perspective:

Outdoor Advertising Spotted: August 6
AP Press Release: August 10
Facebook Page seen: August 10
Store Availability:  August 11

What definitely seems wrong:

Outdoor Advertising Spotted: August 6

Columbus and 72nd Street

Outdoor ad information to link into Facebook page: None
Probability that a “fashionista” will go into the store 2 blocks away to find out about it: 99.9%
Date I personally visited 3 Banana Republic Stores (I look great in 60’s fashions): August 7
Knowledge of sales team about Mad Men style introduction: Zip
Confused consumer: Me for one – Imagine the 100’s of thousands additional ones out there.

See where I am heading?

Furthermore;
If you are tying a major launch to an event such as a TV Show, wouldn’t you want to time it as close as possible to the hype surrounded by new news? In reality:

Mad Men Season 4 DVD Release Date: March 29, 2011.
Mad Men Season 5 Premiere: March 2012.

Last time I checked my calendar, it was August 10. When is the last time you thought about Don Draper and company?

Net:

Like I said before, I’ll let you be the judge.  Lets focus on being “Beethoven-like,” not succumb to hype for hype’s sake. Trust me – the ROI will follow – no need to attend one more webinar to learn how to do it.  I can’t wait for the published results (if they ever share them), from where I stand. I say it is a miss.

Stay tuned for my next blog.  In the meantime, please share your thoughts below; I appreciate each and every one of your insightful comments, and I promise to pay extra attention to any opposing point of view. You can also contact me via email: zeus@jrgrana.com, Twitter: @zeusofmarketing and Facebook: Zeus of Marketing. You can also find additional contact information via LinkedIn: http://www.linkedin.com/in/jrgrana

 

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8 comments August 10th, 2011


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