Socially Adept

Pfizer's Lack of Assitance and Not All UGC is Worth Reading

I'm 3 days into my Chantix prescription and slowly adjusting to the loss of a close friend...cigarettes.  I've been a smoker for over a decade and have come to a point in my life when enjoying the things in life that will eventually kill you is probably not the smartest choice.  The first week of the medication states that you should continue to smoke, but it fails to tell you that you will get no enjoyment from the cigarette.  I learned quickly that smoking on Chantix is the equivalent to taking a drag and not inhaling.  Pointless.

When I opened the package, Pfizer included a credit card style promotion that drove users to a website for support.  There was some info about a phone number to call and support groups, but I can't be really sure because I just tossed it aside.  I just can't bring myself to go to a support group.

Tonight, I noticed a commercial by Pfizer that promoted www.mytimetoquit.com so I decided to check it out.  Talk about Pointless!  No fresh content, no community, no tips or user information, no blog, no nothing.  I completely understand that the Pharmaceutical Industry has serious regulations about UGC, but this is a topic that so desperately could use some conversation.  There are plenty of independent sites that provide the information I would be looking for, like this one, but I want more from Pfizer.  Why?  Do a simple search for Chantix...the results will depress you.

- 55+/- people have committed suicide while taking Chantix

- The actual success rate of quitting smoking is 22%, the same as "the patch" after one year

Etc.

Do I believe this stuff?  Well, it's a bunch of strangers with a chip on their shoulder against Pharma companies, so I take it for what it's worth.  However, I know people who have had unusual experiences while taking the medication.  This is reason to take pause.  However, everyone is different, so much of the information you receive even from the most trusted of sources should be carefully considered.  Just because one person experiences severe depression from the medication, does not mean that I will.  Considering this, what could Pfizer have done?

Is there a way that the Pharma Industry can leverage communities and discuss their products without violating regulatory requirements that adds value to a community knowing that every user will have a different result?

Absolutely!  Look at companies like Patients Like Me. (Full Disclosure: This is a former client).  If Pfizer was truly committed to helping people quit smoking, they would create a destination that allows people to come together and discuss their experiences on the meds.  Allow users to track cravings, triggers and relapses.  Since smoking is habitual, as My Time To Quit frequently points out, wouldn't it be helpful to show people how to track these instances so that they can identify trouble spots?  Would the community be willing to blog about their struggles and agree to not make specific claims about Chantix?  I think they might be willing. 

The decision to leave cigarettes in the past is a big step...one that may not work for me and many others...but many of today's smokers wont pick up the phone when they are feeling weak and I'm sure a good chunk of us would never go to a support group.  However, I'd go online and blog about it.  I'd micro-blog about it.  I'd watch a Google Maps mash-up that shows me how often people are craving a smoke all around the world, just to know how many people out there are feeling the same thing.

Pfizer...take the bull by the horns and start using your microsites and unique URL's to do more than push people to your product pages.  Trust me...it will be worth it for both your customers and your bottom line.

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! 

Who owns Social Media? Marketing or Communications?

Recently, we've seen some lackluster attempts to harness the power of social media from some pretty big brands.  Initial thought has been that companies are hesitant to invest in and commit to this type of initiative... even though it's been proven to work time and time again.  Building relationships with your customers is a no brainer at this point.  Consumers have learned to cut through the clutter and find the truth.  If you're putting genetically enhanced rice in your product, you'll lose customers.  However, if you address the issue with your core consumers and brand advocates, they may curb the potential for a mass exodus.

So, why the mediocre attempts to connect with consumers?

It seems that more and more brands are willing to make the investment and commitment, but can't seem to figure out the best way to connect.  After several conversations with people more intelligent than I am, the common consensus is that there are still internal battle's raging over who will own these activities, Marketing or Communications.

As social media touches both departments, understanding who will take on these activities is a greater challenge than anyone expected.  Marketing recognizes the power of reaching customers, but communicators (PR) see the space as a new way to deliver the corporate message.  So, who's right?  Who should control this space?  The answer:

Both!  Smart companies are creating special teams to navigate it's entrance into the space made up of Marketing, Public Relations, Technology, etc.  The creation of these "groups" are a big indicator to where Social Media is headed.  It won't be long before big brands spin off existing staff into a newly defined departments to handle these activities exclusively.  Maybe the gap between Marketing and Communications has decreased so much that it is irrelevant to look at them as separate anymore.

Either way, it is imperative that someone take the lead internally when considering a foray into social media.  As a successful campaign or community requires much more than content, I would advocate for letting Marketing lead the initiative, but to be successful, buyoff from PR is necessary.  Over the next 12 months, we'll begin to see more and more changes externally and internally in terms of social media.  It's time for brands to truly make the commitment... not just throw up a community and hope that someone comes.  What a sad party that would be.

The Mobile Advertising Debate Rolls on

Awhile back, I posted on Third Screen Advertising (i.e. Mobile Phone Ads).  To be honest, I'm in favor of this offering as long as it's managed and the mobile phone owner has the option to control the ads being offered.  One way of managing this is via Bluetooth, like I mentioned previously.

In a recent article in the Boston Globe, details on how this type of advertising is occuring already are revealed.  Here's what I don't like as a consumer:

1) Don't send me bluetooth ads based on proximity beyond 5 - 10 feet (encourage me to walk into the store and see the offer.  At least this way you will know I am a qualified lead).  Or have something in front of the store so if my interest is piqued, I can turn on bluetooth to see the offer.

2) The best approach is to encourage existing customers to buy... not try to source in new customers from the street or other stores.  When I'm in the store, let me approach the billboard and see what the offer is.  I may buy another pair of jeans to save 15%.

3) Do not invade my phone with unwanted offers.  there is no need to send me a message without my consent.  Don't pinp me to tell me that if I turn on bluetooth I will receive a message

4) ADD VALUE!!!  If it's not a coupon or special offer, I won't care.  This is why greater distance proximity ads will not work.  A logo and a tagline will not encourage me to come shop and I don't want to receive 6 at a time

5) Don't let the carriers cash in by charging for bluetooth.  Even though bluetooth adds value, I wouldn't pay for it in it's current state

For a good blog on mobile advertising, check out Mobilitee.  I'm eagerly awaiting their thoughts on CTIA for 2007.  If 2006 was a big year for mobile advertising, 2007's show should be unbelievable!

Online Video Catagories - How Many Are There?

No online video is the same.  I'm not talking about clips from movies and TV - this is straight Consumer Video analysis.  As has been discussed many times before, there is no method or format for creating a viral video.  It's hit or miss.  With that said, here are some categories I have seen in the past and am interested in any thoughts on additional categories I may have missed.

1) Brand Obsession - Be it Apple, Coke, or Heinz there are consumers out there who express their love via video.  What's important to note here is that it is usually NOT the brand involved that causes the video to go viral.

2) "Check Me Out!" - The video talent show.  This one get's me every time!  If you can sing, I'll watch your video (like these guys).  No matter what your talent, there is always the possibility that your video can go viral.  And I use the term "talent" loosely - think Numa Numa... which leads me to....

3) The Kick in the Crotch - Embarrassing videos are bound to get some attention, but it can't be your traditional America's Funniest Home Videos kick in the crotch shot.  Shoot yourself in the foot while teaching gun safety and reap the benefits of instant notoriety.

4) "Did You See That?" - Capturing a once in a lifetime experience on video like the Battle of Kruger or a natural disaster is definitely worthy of a view.  (Be advised - creating a scenario similar to this for marketing purposes will backfire)

5) Cheap Thrills - Let's face it, sex still sells even in social media.  Take a peak at the top videos of the week on YouTube and 60% of them will feature a woman in a bikini. 

6) This is My Life - Personalities are still a big part of YouTube.  Personal Vlogs (whether real personalities or manufactured personalities) are still compelling. 

There are so many more (spoofs, weird, disturbing, etc.) that I can't capture them all here, but the big question is:

Is a viral video with 3 Million views more valuable to a brand or is a dedicated following of a vlog with consistent views of 100,000 return the better ROI?

Obsessed with "This Next/This World Activity Map"

I stumbled across This Next Blog a long time ago and loved the content.  Unfortunately, I never captured the feed and it was one of the many blogs and websites that fell through the cracks and off my incredibly large radar screen.  Until this week...

Not sure where I saw it, but I heard the rumblings about This Next/This World, a mashup of google maps showing people all over the world finding great purchases online.  It was launched last week and the reviews have been incredible - "MarketingVox, who dubbed us a ‘Marketer’s Wet Dream and Yahoo! Tech who said we are ” … easy to use and a pleasure to get lost in.” Awww, thanks. Wired also thinks we are pretty nifty saying ” (from This Next Blog)

For the past three days, I have been watching the map and it is absolutely amazing what people are viewing.  I would guarantee within 5 minutes you see something and say, "I want that... but I never knew it existed!"  If you're in need of a Hello Kitty Pet Carrier, Transparent Toaster (only concept, sorry), or a Zebra rug you can find it here!

I need to do some more research on this, but this was just too good not to share!

 

Seth Godin's "The Dip"... $13?

While perusing the shelves at Barnes and Noble today for books to pass the time during my pending 13 hour plane rides to Hawaii, I stumbled across Seth Godin's "The Dip."  I've been following Seth's blogs for quite some time, so I immediately picked it up as a possibility.  My first thought was, "This could kill 45 minutes at the most."

Then again, great thought provoking content can come in small packages.  So I flipped over the book and saw the $13 price tag.  Now, maybe I am getting cheap in my old age, but I couldn't splurge the $13 for such a quick read (96 Pages).... Not without hearing from those who have read it.

So, before I hand over the $13 for "The Dip," I'd love to hear some thoughts from those who have read it.  (see...social media isn't only for larger purchases!) The reviews on Amazon lead me to believe I may have made the right choice putting the book back:

"OK, I keep buying Godin's books expecting more. But, all I get is content that seems like a well constructed blog posting. Seth is a very good writer and communicator, but this book added zero to my life."

Maybe I'll put the $13 toward Jaffe's forthcoming "Join The Conversation" or Larry Weber's "Marketing to the Social Web" (I'm hoping Larry will give me a free one though... since I work for him!)

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)

Zen and the Art of Corporate Blogging

Mack Collier over at The Viral Garden has recently started the "Company Blog CheckUp" series where he evaluates corporate blogs to determine how well they are doing in the social media space.  I love this idea and have since enjoyed speaking with Mack about the things he sees during his reviews and ways that consultants like myself can help improve the success of company blogs.

After a few email exchanges with Mack, I checked out his bio and his Linked In profile to learn that he is looking "to help companies find ways to empower and embrace their communities of customers as their marketing partners."

Considering this, I think it is a brilliant move by Mack to showcase what he can bring to an organization from a consulting standpoint by reviewing blogs on The Viral Garden.  It's only a matter of time before the likes of Kodak and others start thinking that having someone to assist them on a long term basis will only improve their presence in the social media landscape.  Why not enlist someone who has already invested their time in helping you succeed?

MTV Relying on CGM to Save Network

Last night's MTV Movie Awards was just another glimpse of how MTV has completely turned to Consumer Generated Media to help boost ratings.  After last years Music Awards where one "lucky" winner got to sing with Justin Timberlake, last nights Movie Awards showcased User Submitted Movie Spoofs, Vote on Lauren's outfit (from Laguna Beach Fame), and a few other features that received prominent exposure during the show.

Over the last few weeks (sorry for not posting during that time) we have been working diligently on producing some forthcoming videos for a new social media product (stay tuned) and also created one of the aforementioned video spoofs for the MTV Contest.  Unfortunately, we did not win a finalist spot and didn't attend the show.

The interesting thing about this contest was that some of these films looked like they spent a pretty penny on execution, and I am not the only one who thought so.  People were buzzing about how professional these spoofs looked and that they didn't really encapsulate Consumer Generated Media.  Sure, we are a Social Media Marketing and Advertising agency and we submitted our own spoof, but we shot ours for less than $200 in an effort to not discourage actual consumers from participating.  Who wants to go up against a Juggernaut that spent $20k on a movie spoof?

Anyway, MTV made it a point during the show last night to mention how much was spent on each spoof.  One of the finalists, a spoof on 300, featured a cast of 30-50 and was shot inside an airplane.  According to MTV, the person who submitted the film spent $600.  Is it possible?  absolutely.  Probable?  Not likely.  However, if you are passionate and know the right people, anything can be done for $600.

The question is, does the involvement of professionals in CGM contests defeat the purpose?  I don't necessarily think it does, but should advertisers and marketers tone down their talent to blend in, or use the full scale of their arsenal to attract eyeballs? 

To date, there has been some terrific viral videos for Sneaux Shoes and Ray Ban that have shown extreme talent, but not appeared over produced.  Maybe the appropriate question is, should professionals looking to submit video focus more on execution and script then visual effects?  Based on the success of YouTube, it would be hard to say otherwise.  After all, if a 16 year old girl talking to a camera can attract 10 million viewers, maybe content is King again...or there are more dirty old men out there than anyone ever imagined.