Socially Adept

Under Armour Wins The Z List Experiment with Power of Pink

Almost exactly one year ago, I started "The Z List Experiment" with a belief that at some point big brands would start paying attention to bloggers no matter how big their audience is.  I had some lofty expectations, but was confident that a few targeted posts would eventually capture the eye of someone and warrant a response.  Last month, one of my initial three brands finally took the time to touch base!

UNDER ARMOUR!

A month ago, I was contacted by Allison at MWW (UA's PR Agency) regarding the companies Power in Pink campaign.  Exactly one year ago, I wrote about the campaign as I thought it was a great platform for injecting Social Media initiatives.  This year, Under Armour is doing it again and the micro site looks great, but the Social Media is still a bit lack luster.  Here is the info on the campaign from Allison:

"The campaign is similar to last year’s, so you are probably already familiar with the program, but here are some of the main details: Under Armour is encouraging survivors and women currently living with breast cancer to share their inspirational stories of strength and survival at www.underarmour.com/powerinpink as part of their Undeniable Survivor Search. Under Armour will select three stories of undeniable courage to become the new faces of the “Power in Pink” campaign and star in national magazine and online advertisements and in-store visuals. Stories will be accepted through April 30, 2008."

I encourage everyone to visit the site and if you have a story to tell, please tell it.  I also encourage Stephen Battista or other members of the UA Marketing team to read "Marketing to the Social Web"... I believe you have a copy? : )  Give me a call when you want to talk about how Social Media can fit into your plan.

So, to wrap up, kudos to Under Armour and MWW for your blogger outreach.  As someone who works in social media instead of just talking about it, I appreciate the effort and time.  On occasion, taking a minute to touch base with the little guy can yield big rewards!

On another note... I never updated anyone on my UA cleats.  Durability is great as they lasted 40+ games so far.  However, they looked better in the box then they did on my feet.  A+ for performance and durability, C- for looks.  Oh, and the new cross trainers looked good in the commercial, but not so hot on the website.

(My apologies to Allison for taking so long to post and to my readers for being absent for so long.  Things have been busy and quiting smoking is no joke!) 

Blogger Outreach is a Waste of Time

...if you're not paying attention and being memorable!  For the past two years, I've seen countless amounts of posts about the appropriate way to pitch bloggers.  Many of these posts are the same, but occasionally, it's nice to have a reminder that short cuts won't work.  Today, Matt Dickman posts about the topic from his perspective.  In his post, Matt revisits tactics that should be common knowledge for many people by now, but sadly, it isn't.

I spend a great deal of time investigating the best approach for establishing relationships with Bloggers.  As a Marketer, my goal is to help introduce my clients to Influential bloggers not solely for the purpose of covering news and products, but to help start what I believe will be, and should be, a lucrative relationship.  As you can imagine, there are often many challenges.  Whether it's time, identifying the appropriate individuals to participate, or standing out from the crowd of PR people who are throwing releases over the fence, there is always a need for something new and fresh.

I'm a big believer that PR Agencies and Professionals should definitely be adopting blogger outreach activities.  It's important to keep Influential bloggers informed and provide them with opportunities to engage with the brand.  However, Social Media open opportunities to build relationships beyond the traditional press pitch, release and pre-brief.  Essentially, the PR agency is only capable of taking the conversation so far.

So what do I mean by that?

Sending press pitches and releases to bloggers is a wise idea.  Especially if you've adopted the Social Media Press Release idea.  Pretty pictures can always grab attention, but it's no more personal than the traditional pitch.  Sure, it makes it easier for the blogger to access all of the content they need to post about your news, but does it encourage a conversation?  Most of us should know by now that conversation creates relationships.  If I deliver a monologue to an audience of one while holding up a few photos and logos am I likely to establish a long lasting connection?

As a former PR guy, I always viewed pitch writing as a creative opportunity.  A way to flex a bit from the standard press release.  However, it was still just text...and maybe it's just me, but I don't connect well with text.  Every once in awhile someone will send me a pitch about their new product or service and I'll read the email a few times and visit the site to check it out, but when I close my email, it's lost and gone forever.  Before you know it, it's old news.

When thinking about blogger outreach, it may be better to think small.  Instead of creating a list of 200 bloggers to reach out to, try focusing on the key 15-20.  If you're target list is too big, how can you customize each pitch and participate in the conversation?  If you're only contact a handful of people, isn't it possible to come up with a rich experience that makes you stand out from the crowd?

Absolutely!  By leveraging marketers and creative resources, you have the power to make a statement and be memorable.  Why confine yourself to the small box that is text?  Too often, we as marketers spend too much time thinking about the bigger conversation.  How do we reach the masses using social media?  How do we leverage Influencers to deliver our message to potential customers? 

We should be more micro in our thinking.  How do we have the conversation with the one person who is conversing with many?

We're all still in a time of evolution and experimentation, so where we'll be two years from now is still anyone's guess.  The one thing we do know, is how do we measure success?  How do we justify the budget spend to create materials solely for 15-20 people?  Why should I spend $10k for creative to deliver the message to such a small audience when I can spend the same amount and pitch 200 bloggers?

I think it would be wise for all of us to start thinking about the real value.  Reaching out to 200 bloggers is risky.  If you're approach is too standard, you could be the next person featured on Jaffe Juice for your poor pitch strategy.  Additionally, what is your success rate for coverage?  10% maybe 20% depending on the quality of your news.  Essentially, the majority of your spend produced zero results.  Sure, you've only spent $50 per Influencer contacted, but the resulting coverage cost $1,000/$500 per hit.

Now, if you reach out to 15-20 key Influencers with a rich experience that starts the conversation, you're odds for success may be much higher.  Based on your approach, Influencers may be willing to cover your news as well as the unique way you approached them.  Assume that of the 20 Influencers included in the campaign, half of them covered your news via a post on their blog, the numbers look like this: $500 per Influencer contacted and a coverage cost of $1,000 per hit.

Hmmmm?  Interesting.  And this doesn't even take into account the conversation that would occur with the influencer (which is much easier to manage on the small scale) and the distribution of more rich materials instead of a press release.  Same costs, same coverage, better results.

Something to think about.  Feel free to send me a message with any ideas or thoughts...after all, we are all still learning and evolving! 

Social Media Still Under Utilized and Recognized

Social Media is still bubbling under the surface like lava... it's hot and can burn your brand to the point of no return.  Everyday, things bubble to the surface... some cool off but others remain.  As 2007 ends, many bloggers will reflect on social media and consumer generated content over the course of the year.  There have been vast improvements and significant strides, but we're not even close to where Social Media will be at the peak.

Recently, while visiting California, I had an opportunity to catch some new shows on TV that I normally don't watch.  There were countless references to YouTube and blogs and I couldn't help but swell up with excitement.  Even today, after being in the space for quite some time, I enjoy hearing mention of social media on traditional network shows or splattered all over the newspaper.  Below are two instances that really stuck out to me over the weekend.

• While watching the "Speed" channel one evening (a sentence I never expected to write) there was a special on the Barret-Jackson Car Collector Events.  During the hour long program, car customizers and auctioneers were discussing the life behind Barret-Jackson.  The main focus of this show centered around one car customizer who had placed his classic up for auction.  However, when the Barret Jackson auctioneer dropped the gavel too quickly and sold the car at a bargain $300,000, the owner of said car was quite peeved.  So peeved, in fact, that he took it to the blogosphere.  Just goes to show all of us that the community lives ever where and the power of one blogger can ruffle up enough dust to the point where a response is required.
• While watching MSNBC, Jim Cramer was shouting about his new book and Mad Money.  I am familiar with Jim and appreciate his knowledge and advice, but I don't spend to much time watching him as he is almost as mad as Charlie Moore... in a crazy way.  However, during the interview, he referenced a YouTube clip that he is featured in that received over 1,400,000 views.  No question, a significant amount, but interesting that he mentioned the view count.

Anyway, there is still so much more to come and the majority of people born before 1980 aren't even close to participating yet as the barriers to entry are still a little high for many.  Educating the consumer and removing the fear that has existed for so long with so many will be key in the coming years.  Quality content that answers the "What's in it for me" question will continue bringing the consumer in and opening up the world for conversation.  After all, there has to be a reason to join and keep coming back and that can be different for every person.  2008 will surely see more great social media tools, but even 12 months from now, we still won't even be close to where we are going... it's going to be good! 

You Have 4 Days to Save Your Brand

Jackie Huba, author of Citizen Marketers and The Church of the Customer Blog posted yesterday on the recent education CompUSA received regarding the power of social media.  It took a mere four days for one customer’s complaint to gain national attention on Foxnews.com.  Four days!

Considering several other situations like this have occurred with well known brands, it’s hard to fathom that a CEO would respond to a customer with essentially a “tough noogies,” but that is exactly what occurred here.  Huba’s post is a hard lesson for many business leaders who feel that social media and customer evangelism issues can be tackled on an as needed basis.  All too often, organizations find themselves behind the 8 ball when the fire storm of customer service issues spreads.  Instead of being able to have a conversation, they are forced to run damage control.

Could this issue have been avoided?  Absolutely!  Organizations need to realize that any type of communication they have with customers today, whether it is on the phone, in person or in writing will find its way beyond that one customer and into the hands of multiple customers.  Although the conversation appears 1-to-1, business leaders need to begin seeing those conversations more like this 1-to-1-to-3,000.

The CompUSA issue is the perfect example of why it is important to enlist the assistance of people who understand the social media space and the industry.  Although everyone may love your brand now, one person mistreated can cause a world of trouble in just four days.  Take the initiative and start the conversation with your customers before they feel compelled to tarnish your reputation and forever leave a negative footprint online.

(cross posted at DigTrends)

Nikon D80 - A Successful Blogger Outreach Program?

The blogosphere is buzzing right now about the Nikon D80 Bloggers Outreach Campaign conducted by MWW Group.  So far, everyone is very excited about receiving their D80 at no cost for 6 months…and why wouldn’t they be.  If you’re interested in a sample of the coverage Nikon has received as a result of this campaign, look here, here and here.

Once you have had a chance to review each of the three posts, ask yourself if you are now compelled to go out and buy a Nikon D80?  Did the coverage Nikon received focus on the benefits of the camera and why it is superior to other digital camera’s on the market?  Although Jaffe, Lewis and Mack are popular bloggers, does their recommendation convince you to purchase the camera?

If the goal was to receive mentions of the Nikon D80 within the blogosphere, then this campaign is extremely successful.  I, for one, sure know about the Nikon D80 now (it’s hard not to)!  However, I’ve yet to see coverage that’s compelling enough for me to buy the camera.  Would this campaign have been more successful if the Outreach Program was targeted at Photography Bloggers?

An excerpt from the comments on Mack Colliers, The Viral Garden: “One reason why I don't want to blog about the D80 itself is because I've never blogged about cameras before, so if I did so for the D80, that would mean the content I was creating here would have changed, based on my getting to use a D80.”

So, is the coverage this outreach is receiving positive for the camera and Nikon or for the approach that MWW has taken to generate buzz?

(Cross Posted at Digtrends)

Brand Advocates Don't Invite Anyone to Contact Them

Based on my previous posts, it's safe to say that I wouldn't mind being contacted by Under Armour.  I'd love to know what they are thinking of next.  Maybe getting into the sneaker market?  Anyway, just because I talk about Under Armour, doesn't mean that I want to be contacted by the warehouse e-commerce sites that sell Under Armour.

The other day, I received a communication from an online retailer that basically supplied a link to a store where I could buy Under Armour products.  Well, I already know where to go to buy Under Armour... and it's not your online store. 

Now, if they wanted to appropriately contact a blogger who is a brand advocate, they might think about seeing if I mentioned their online retail location.  Of course, I never have. 

Even still, maybe I've mentioned previously that I am a big online shopper.  I could understand that... I talk about Under Armour and I mention that I shop online all the time.  Unfortunately, I've never mentioned my online shopping habits. 

Lastly, they could have tried to locate something in one of my previous posts that let me know that they knew who I was and understood the editorial nature of this blog.  Unfortunately, the message they sent didn't even make sense to me.  I'd say it was generic, but it wasn't even that... it was random.

Anyway, I've made a promise never to call out an organization directly for failed outreach attempts, only because the concept is so new to most organizations and everyone deserves a free pass.  Let this be a lesson to any organization or agency looking to conduct blogger outreach... it doesn't take much to get my attention.  I don't receive hundreds of emails a day as a result of this blog, so when I do... I read through it and care about the conversation that takes place.  After all, that is the point of social media... starting a conversation.

Cultivating Bloggers - Is There a How To?

I've been an avid follower of Church of the Customer ever since I read Citizen Marketers a few months ago.  Today, Ben McConnell has a great post on The Myth of "Cultivating Bloggers."  I spend every day thinking about better ways to connect with Influencer's on behalf of my clients.  My goal is to lay the foundation for great relationships and hand them off to my clients to provide inside access to the blogger within the organization.  For anyone who thinks this is an easy task.... guess again.

Like Ben points out, sending traditional PR pitches is a waste of time and effort.  As many A-Lister bloggers will attest, they are already inundated with PR people sending out canned pitches that are irrelevant to their focus and audience.  For example, Joseph Jaffe recently posted about a good pitch he received and the approach that was used to get his attention.  The writing is on the wall, people!!!  They are telling you exactly what to do, which is something you won't find in other industries.

However, even though the writing is on the wall, effectively pitching an A-Lister takes time and effort.  I follow over 50 of the top bloggers to identify what they are talking about and what their specialty is.  Where do they work?  What do they do in their spare time?  What do we have in common?  My goal is not to have these individuals cover my clients (sure, it would be great if they did) but my goal is to learn from them and develop solid relationships.  Through them, I can help lead the agency I work for in effectively communicating with these valuable Influencer's, without interrupting them and wasting their time.

I agree with Ben's comments on helping clients "cultivate relationships with well connected customers" but would go a bit further in suggesting that your client won't always have this luxury.  At times, you will have to build relationships with Bloggers who aren't well connected because your brand is unknown.  You will have to pitch bloggers you don't know because of the current false expectations of the space.  Everyone is looking for numbers.  How many bloggers did you pitch?  How many covered the organization? What was our conversion rate?

Unfortunately, many brands are lumping Social Media in with either PR or Interactive Advertising and it is necessary that we begin to educate them on expectations and separate new media from old media.  The conversations on this have been started, but are they making their way beyond the blogosphere and into the boardroom?

For additional thoughts on this topic, check out BL Ochman's What's Next Blog here.

The Currency of Blog Links - What Would You Pay?

In a client meeting last week, one of our astute colleagues began to discuss the theory of blog links as currency that bloggers are presently giving away.  This is not a new discussion, but it does deserve additional attention from time to time.  For instance, is linking to another blogger outside of your network a threat to your readership?  Can it be a mistake to have an A Lister link to you at the wrong time? 

An interesting item I noticed recently was the discussion of prizes for the Most Valuable Blog competition (MVB).  One of the potential prizes for the winner was an add to Jaffe's blogroll.  At first glance and for those not in the know, you might think "big deal."  However, I spent some time thinking about why this is extremely valuable and potentially, what it could mean for the winner.

Here are those thoughts:

1) As the conversation continues to evolve, more brands will start diving deeper into Social Media instead of just scratching the service.  Instead of drawing consumers in, brands will venture out to meet them on neutral ground.  How will they find like minded people???  Via blogrolls... follow the breadcrumbs!

2) Jaffe is ranked 2,846 according to Technorati and has been linked to by 766 people.  According to Compete (which is usually much lower than actuals) JaffeJuice averages about 3,000 visitors a month (this has to be higher).

3) In his blogroll (which is minimal compared to how many people are in his circle), he lists Micro Persuasion by Steve Rubel.  MP is ranked 106 on Technorati with 4,146 blogs linking to him.  According to Compete, MP averages about 12,300 visitors a month.

4) If the winner received recognition in a post from Jaffe, potentially, 3,000 people will view the bloggers name.  Rubel will clearly read the post and may share the winner in a post to his audience (12,300).

5) Considering the heavy weights in the competition (and the 33 bloggers who have mentioned the "Most Valuable Blog" competition) the audience for the winner, is potentially huge.  Of the 33 bloggers who mention the MVB, they average links from approximately 300 other bloggers.

So, what's the value of winning the MVB competition??? As all of the blogs contending are big players, the increase in audience may not be huge, but additional eyes are always a plus.  However, imagine if someone decided to run the "Most Valuable New Blog" contest!  What would that audience be worth.  Well, how much would you pay per click? 

To Be Continued...

Choose Your Agency Like You Would Choose a Doctor

Lee Odden, over at TopRankBlog, has a great post today about Getting Social Media Marketing Straight which is a must read for any biog brand looking at entering the Social Media space.  There is clearly some disconnect in understanding the community and it is important to understand the space when considering a consultant or an agency to work with your brand within the Social Media community.

I liken selecting an agency or consultant to selecting a Doctor.  Every big brand needs a Primary Care Physician (Traditional Advertising Agency, PR Agency) to help them bring their message to the consumer.  On occasion, you'll need to visit a specialist like a dermatologist to help you with a specific problem (Interactive Agency).  However, once the problem has been identified, both your Primary Care Physician (Advertising/PR Agency) and your specialist (Interactive Agency) will suggest that you meet with a Surgeon who specializes in your specific problem (Social Media Marketing Agency).

The current problem is, that you PCP and Dermatologist aren't recommending that you seek the help of a specialist.  Instead, they are telling you that they can help you with the problem.  The result is a huge scar on your brand like this one for Uncle Ben's that BL Ochman astutely points out.

Additionally, your PCP will tell you that they know the best people in the business, but in reality, they are pushing you to their partners instead of helping you get in front of the best people.  A Social Media Marketing Agency knows where the best people congregate and helps you join the conversation and make your own selection on who is the best for your brand.

There's more to come on this later...but food for thought when sending out an RFP.

Another Diesel Update

The good folks at Diesel have been sharing some information with me on the recent "Intimate Lock In" campaign that launched this week (thanks Miguel, Serena and Matteo!).  Below details the growth daily since the campaign launched:

22nd, monday: 36,146
23rd, tuesday: 58,664
24th, wednesday: 57,346

So far today, the site has logged close to 70,000 visitors.  There has been over 3,000 mentions on the web and there are approximately 18,000 different locations accessing the campaign.  I've been advised by my good friends at Diesel to "make sure I visit the site tomorrow night."  I am not sure what is going to happen, but with the end of this campaign, I would expect something exciting.  I recommend that everyone check it out!

The question I posed to Diesel, however, was how do they plan to maintain this traffic once the campaign is over?  Hopefully, I'll get some insight into this, but there are so many things they can do to maintain interest in the brand and encourage repeat visits.