Tag Archives: social media

The great thing about social media is that is let’s you meet your brand’s fans. The bad thing about social media is that it can you end up talking only to your fans.

One of the great things about social media is that it let’s you meet your brand’s fans.

The ones who think your brand is just awesome!

So much so that it may occupy a disproportionate amount of their brainspace.

We all have brands that we simply looove. I, for example, am a superfan of Kerrygold butter. I haven’t yet liked them on Facebook but I would. It’s just amazing that butter. No, really. I mean, just look at it.

products_butter_salted-butter

And it’s very tempting to spend all your time talking people who you KNOW love you. Of course it is. We’re only human.

The danger is that we will fixate on this geyser of adoration and affirmation and forget that our real task is to convert the non-avid lovers. The ones who currently don’t really give a fig.

And I fear this is one of the attractions of social media to marketers.

Not to blow our horns (cue: blowing of own horns!) but looking back on it, I think this idea we did for Wheat Thins a few years back was a good demonstration of how you can amplify your existing fanbase’s love to reach the non-avid user and so create new love.

(Blowing of horns, geysers of adoration, creating new love. Dr. Freud to reception!)

You can see the video here.

Wheat-B

Social Media. Is it bullshit?



B.J. Mendelson has written a provocative new book on this subject. It’s titled, rather succinctly, Social Media is Bullshit. So we can fairly guess which side of the argument he falls on.

I have to say I am firmly in his camp. And have been for years. Despite the fact that we at The Escape Pod have had some jolly good times via social media.

Oh yes. Fun was had.

What a lot of marketing and ad folk (including myself at one point) fail to realize is that the Internet changed everything and the Internet changed nothing.

People are still people. You still have to pick up your dog’s poo, and you better make damn sure the basement sump pump is in good working order.

And as the Internet shifted and morphed and shrank over the years there emerged a cottage industry that fed off the marketing community’s insecurities and uncertainty that were created by all this change.

Lack of experience created ignorance. And that ignorance created a vacuum that was rarely filled by those most qualified to speak on the subject. Oh no, it was filled by new media “experts” who had opened FB accounts months before you did.

But back to the book. You can download the first chapter here.

I’m leaning towards buying it myself. If only to leave it on the agency reception coffee table.
And prove how we hated social media before you hated social media.

Using social media is a lot like editing a very small regional newspaper

Because we’ve done some high profile work that utilized social media at The Escape Pod, we sometimes get asked about it.

Questions like “what should we do with social media?”

And the answer is embarrassingly simple: do something.

Everyone and every brand has its own constituencies. And its fans.

Somebody out there loves you. Engage that person. Build your fanbase.

How do you that?

Be yourself.

Pretend that you are writing and editing a very small local newspaper.

Missing cats and thefts from cars and DUIs and deaths and new store openings. It might not sound like riveting stuff but it can be if you live in the area. This is the stuff of local newspapers.

Similarly, while it might be earth shattering that you are opening a new office in the west coast or you are introducing a new spicier flavor of chip, it is of great interest to your fan(s). So tell them.

Don’t edit yourself too harshly. Just be yourself.

You can’t wait for the big story, just like the editor of the Moosehaven Herald can’t.

The big story might never ever come. So put out all the little stories that are staring you in the face. Make it up as you go along. You’d be surprised at what you can pull out of your ass when you have to!

The goal of social media should be harness what’s already there and use it to make more friends for you or your brand. And see where that takes you.

There’s no magic bullet.

But if you do happen to find a magic bullet, take a picture of this alleged magic bullet. And put it on your blog. And post a link to your blog on Twitter and FB.

Maybe make a video of yourself firing the magic bullet. That would be cool. Create an event.

Engage the magic bullet community!

There’s huge interest in magic bullets I’m guessing.

This was nice

On Monday night one of our new spots for Wheat Thins aired during the People’s Choice Awards on CBS. And minutes later, Wheat Thins was a trending topic on Twitter.

We’d kind of hoped for something like this to happen so it was extremely gratifying that it actually came to pass.

Social media can be a lot of fun.

Cheers to all involved in this very exciting campaign.

Have a great weekend.

Social Media is energy

Just found this over at Ben Kay’s awesome blog. He saw it on this lovely blog. The wonderfully named Hirsutegentleman.com

It’s a video of Gary Vaynerchuk, the wine guy who used social media to turn his family’s wine business in New Jersey into a juggernaut and himself into a star. I’d heard of Gary and seen his book CRUSH IT! at the airport bookstores.

As i suspected, Gary Vee is quite the dynamo. To say he is energetic is like saying Steve Jobs has the occasional good idea. The video is two years old now. But it’s well worth watching. Gary is right on all counts. Especially the bit about us only getting one life.

A year or so ago I was on a panel of ad and tech types talking about social media. Someone in the audience asked me what social media was. After a millisecond of thought i blurted out “social media is energy”. And I liked the sound of that answer. As did everyone there. Because that’s what it is. Individuals putting one foot in front of the other on a daily basis. Every tweet is a thought. And a thought is little bit of mental energy. Every blog post makes you a better blogger. and a better writer. Every link is a friendly gesture. It all adds up over the long run.

I have frequently observed that the most successful people are quite often the most energetic too. They live their lives with a sense of urgency and purpose. They know what they want. And they want it NOW.

My first job in advertising was writing for one of the legends of the biz. And he had a frightening amount of energy and focus. I remember my first encounter with him was this. I knocked on his office door and meekly said “Can I ask you a question?”. He spun around in his chair and shouted “You already have! Now get out of my office”. So I left his office. Lesson learned!

Another ad legend Bill Bernbach observed that while the right doesn’t always displace the wrong, the energetic will always displace the passive. I have personally found this to be true many times. I like to think of myself as being passionate about what i do. To the unpassionate this can be interpreted as simply having too much energy and basically being annoyingly shrill and single-minded. To challenge me you have to have at least as much passion/energy. Which can be hard if you’re not as passionate as me. That doesn’t make me right, it just makes it more difficult to challenge my opinion. Because I tend to go all in as they say in poker. Forcing myself to have an attitude about things stirs me up. It forces me to think hard about what I’m doing.

Gary Vaynerchuk clearly goes all in all the time.