Well, the Olympics have come to an end (sigh). The closing ceremonies are over and have successfully spiced up my life. But the completion of the games have left a void in my nightly television routine I have gotten quite accustomed to over the past two weeks. I’ve now had some time to reflect on the proud moments, the incredible athletes, and, of course, the tear jerking Olympic commercials that oftentimes deserve gold metals.
What struck me the most was the huge role social media played in this year’s games. The New York Times even referred to it as the “Socialympics”. There have been some highlights (following the athletes as on their road to Olympic stardom was inspiring), but there have also been some social media mishaps.
Here are some of the lessons we have learned that can be applied to your business or brand’s social media so that you don’t accidentally commit “social suicide”:
Greek Olympic triple jumper, Voula Papachristou, was ousted from the games and was ineligible to compete after tweeting racially hurtful comments about fellow African athletes. Not only did she get the boot, but she put a rather large dent in her personal brand.
Dick Raman, CEO of BrandReact, says, “the lesson here is think before you tweet. Because social media is instant, people sometimes don’t realize that things written in the heat of the moment have a lasting effect even in the Twitterverse.” Remember: social media is instant and permanent. This also validates that age old adage: If you don’t have something nice to say, don’t say anything at all.
Photographs by Stanley Chou/Getty Images; Michael Buckner/Getty Images.
Here’s another example: Olympic Soccer player Hope Solo and Brandi Chastain got in a twitter cat fight over Brandi’s guest commentating during a match. Their back and forth was more painful to watch than the final seconds of swimming.
The lesson here may be obvious, but it’s vital: don’t talk smack about your competition. You’re better off letting your brand, products or services speak for themselves than bashing your competitors. Keep it classy.
I’m already looking forward to the next round of Olympic Games and all of the glory and controversy it is sure to bring. Until then, I’ll be keeping an eye on my social media and carefully monitoring my twitter posts.
We love our teams. And are well-known for getting behind them. Win or lose, they can count on a loyal fan base to be there for them. Cheer them on. Believe in them.
We have another team to get behind. When they suit up—it’s dressed up. They are the mighty, fighting Business Leaders of Michigan.
The players are players at the top levels of their games. So you have the participation of Bill Ford, Steve Gorman, Mary Sue Coleman, Jim Hackett, Steve Kircher, Mike Jandernoa and 75 others of equal strength and expertise. And each is fighting for, defending a recognized area of strength and potential in Michigan. Natural Resources. Life-Sciences. Higher Education System. Mobility/Automotive. Engineering. Logistics.
They’re representing Michigan on trade missions--nationally/internationally, to policy leaders, in our communities–wherever it will benefit Michigan’s economy and job growth. They’re all over it.
Brogan & Partners is proud to have worked with our clients Doug Rothwell and Kelly Chesney at Business Leaders of Michigan to create a video Michigan Turnaround Plan: Blueprint for a New Michigan. Check it out. Maybe you’ll be inspired to get behind the team.
Lions. And Tigers. And Pistons. And Red Wings. And Spartans. And Wolverines. And Business Leaders of Michigan. Oh! My!
After you take a look at the video, share your vision for the New Michigan on Facebook and you’ll be entered to win some great prizes.
I just finished reading “Start Something That Matters” written by founder of TOMS shoes Blake Mycoskie. I picked up the book after learning that Brogan & Partners was featured in a call-out box. Blake recognized us for our long-standing tradition of honoring mistake of the month with a $50 reward. Each month at our agency meeting, while celebrating our hero of the month and our BVP (Brogan Values Perfectionista), we also share the mistake of the month. The only rule—you have to nominate yourself. Celebrating mistake of the month has helped contribute to our open and honest culture while also helping others to avoid making the same mistakes.
This is just one of the many traditions that makes our company truly great. When I walked in the doors 18 years ago, I never dreamt that I’d be working for the same company today but what I’ve found inside our walls is a spirit and an energy that inspires me every day. Whether it’s helping a company with a branding reboot, building a snowman for the Friendship Circle, raising money for breast cancer, walking for the Rainbow Connection or holding a party to benefit FORCE, our Board of Directors and employees are continuously thinking about how they can make a difference in this world. In our day to day worlds, we are working with our clients to make a difference in their companies—some of which we’ve worked with for over 20 years. This year we celebrated our 27th year in business and we are looking forward to the next 27 years. Big thanks to our clients, friends, neighbors and employees who are the reason we are able to continue doing great work. Wishing all of you much success in 2012 and beyond.
What is the future of location based marketing? How far can it go, and what will it be capable of doing? While there are many possible uses for location, I think the best use going forward will be found in loyalty programs.
The most successful integration of location and loyalty can be found with popular New York dessert chain Tasti D-Lite. The company created a loyalty program designed around social media interaction. Clients can opt-in to a program that enables social media notifications through the use of their TreatCards. When enabled, the use of the loyalty card automatically sends a tweet, updates your status on Facebook or checks you in on Foursquare, earning you extra rewards points. Not bad for letting your friends and followers know that you are enjoying a chocolate ice cream cone, and who knows maybe they’ll come join you and have one themselves.
If you don’t want to actually carry your TreatCard with you, don’t worry, there are apps for that. The best example of this idea can be seen in an app called CardStar. In July 2010, CardStar began integrating Foursquare into the application. This allows users to check in on Foursquare while using the CardStar app, sharing their location and experience with friends, and hopefully influencing others buying decisions.
What do you think? How would you integrate location and geo-targeting into your marketing campaigns?
After receiving over 60 entries we have chosen the winner of the Michigan Business Reboot Contest. We were thrilled and overwhelmed with the amount of very deserving businesses that entered, which made our decision difficult. However, after carefully reviewing all the entries and interviewing finalists, the business we selected for the grand-prize of marketing and public relations services worth $75,000 is Mechanical Energy Systems (MES).
Mechanical Energy Systems has provided alternative energy solutions such as solar electric and water heating to homeowners and businesses. As pioneers in renewable energy products, the family-owned company is well-respected in the industry and is becoming one of the largest distributors and trainers of solar applications in Michigan. They were chosen based on their longstanding commitment to Michigan and dedication to innovation. We are excited to begin working with everyone at MES and look forward to helping them grow their business and their marketing initiatives.
Thank you to everyone who entered the Michigan Business Reboot Contest and helped make this a success.
As a recent advertising graduate, I can honestly say that one of the most influential books that I’ve read in the past year was not a textbook on advertising but instead, The Medici Effect: What Elephants and Epidemics Can Teach Us About Innovation by Frans Johansson. Those who have heard of this book or had the pleasure to have read it understand why I believe this book reinforces the basic reason why most of us enter the field of advertising. We all have ideas, perspectives, creative minds, or experience that has led us to believe that we would best be suited in an innovative and always evolving atmosphere.
In the Medici Effect, Johansson discusses how merging two completely unrelated fields produces breakthrough innovations that come together when old ideas intersect to create entirely new thoughts and perceptions. This book not only discusses how to find such intersections but also gives real life examples of how some of the biggest ideas have come from some of the most unexpected places.
In the advertising world, generating new ideas for our clients and thinking of innovative ways to get a message across are consistently things we are trying to improve and conceptualize. As Johansson points out, “creation comes from a combination of different concepts in a unique fashion and it is difficult to trace the origin of insight,” (p.67). I think that as a person in advertising, I need to be open to new ideas no matter where or whom they come from in order to continue to grow and succeed in my profession. After a while, people tend to build up associative barriers that can hinder their willingness to keep an open mind. For example, this book has pushed me to be more open to experiencing new things when choosing what I eat, how I spend my free time, the places I visit, and even the acquaintances that I make along the way. The Medici Effect urges people to interact with the unfamiliar. It is about breaking down old barriers and becoming submersed in new atmospheres, diverse people, and assorted occupations to come up with a truly new idea.
While doing social media training here at the agency, I finally figured out why so many people do not respond or follow on Twitter...
They don't know how!
Although Twitter seems pretty self explanatory, especially to those of us that were in college when Facebook and MySpace first hit the social media scene, that doesn't mean everyone can follow along and quickly grasp the concept. For those who need the extra help, it means there will be some research involved... yes, you have to google how to twitter. Sounds like a simple enough request, right? Wrong. Most people look to social media because it should be fun, easy and exciting... not one of those words implies having to LEARN first.
I can now say from experience, that little effort to learn something new goes a long way to gaining a positive new tool to promote your business and yourself. Do you disagree? I'd love to see your thoughts.
P.S. If you can't get somebody's attention through social media like this poor man, maybe you should try a new tactic!
"If the client won't buy good work--try great."
I didn't suggest this first. One of my bosses at DDB said it to me many years ago. I don't know if it was original to him. (John Noble. A funny, smart, irreverent man who said lots of good stuff. May he rest in peace.) It may have come from Bill Bernbach (May he rest in peace.) who was infinitely quotable and said many things worthy of stitching on a pillow or tattooing on your arm.
The creative gang bang. Don’t fret, it is nothing that would land me in a sexual harassment lawsuit. It is a Darwinian approach, common at most agencies, where the best work rises to the top through creative team (writer/art director) competition. Only now, with the proliferation of the internet, the concept is going global. Clients can post their creative brief and creatives do the assignment pro bono hoping they can win a grand or so for their time and effort. Is this a good idea? For a one-off, perhaps. Or for clients who have no relative brand identity. Or for clients that burn through agencies because they hate trusting anyone besides themselves. But while a former art director partner of mine is worried about the ramifications of such trends, this creative director is not. Great work comes from great relationships. Shared passion for the brand. Greater insight working together from strategy to focus groups to production. I would think clients would want an agency who was 100% invested and cared about the work working, the phone ringing, the web hits rising. And I’m glad I work at that kind of agency. So if you want to work with us, we’ll pitch you some great ideas. But we won’t pitch them through the internet.
What kind of marketing partner do you want?
All hospitals want to be innovative. Pioneering new technologies, treatments, and research is very important to them. But when it comes to innovative marketing strategies, hospitals are usually very conservative. They tend to play it safe and create ads that are category similar with either doctors, happy healthy people or tired testimonials. Our client Covenant Healthcare did something different. They said “yes” to a campaign that is truly a first in healthcare. Covenant’s differentiator is that they give extraordinary care to all generations from babies to grandparents. So one of the brand campaign concepts we created was to have kids deliver the message and talk about how Covenant will be there for them in the future like they are now. They loved it. Never in my 20 year career have I seen the agency, marketing client team, hospital executive leadership team, and every focus group all choose the same campaign as their favorite. There must be something special that connects emotionally across all these groups and all generations…and that’s exactly what we were shooting for. Here’s the spot, what do you think?