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! 

Self Promotion Overkill - When Blogs Go Bad

I've been inactive for awhile.  In part, because I felt like I was reading the same thing over and over again on other blogs.  There were a few instances where I found people writing the exact same posts they wrote 6 months ago.  It became clear to me that some of the people I read regularly were starting to show their true colors.

Too often, people find success with social media, but don't have much behind it.  There are many people blogging about... well... blogging, but lack a marketing or advertising background.  I'm not saying that's necessarily a bad thing, but I've found that many people stop creating valuable content when the experience isn't there to fall back on.  Before you know it, blogs become a platform for this meeting, that book, another presentation or an upcoming event.  They don't really say anything.

After thinking about it, I realized that I was also guilty of this form of "creating content for the sake of creating content."  So, I've spent the last few weeks reading more personal blogs.  Diving deeper into the relationships that are built around bloggers who discuss life struggles and real emotion.  I needed to recharge by reminding myself what makes the space powerful.

During this "alone time," I learned that I don't have time for blogs dedicated to self promotion.  I felt a bit cheated in a way.  Blog post after blog post about individual activities and products.  For lack of a better way to say it, I was being "Interrupted."  No more thought provoking discussion.  Just a platform for telling an audience where you'll be next or what you'll be selling soon.  It followed me to Facebook, Myspace and Twitter and I realized there was nothing "social" about this relationship.

So, is it time to branch out and look for a new perspective?  Is there a new Influencer waiting in the wings that can offer thought provoking ideas?  I'm taking recommendations and promise that moving forward, I'll focus a bit more on my decade of account management experience instead of the same old thing, the same old way.

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.

Damn It Feels Good to be a Sellout!

My, oh my, how music has changed!

It wasn't too long ago when any musician that allowed their music to be featured in a commercial was branded as a sell out.  For many, the idea of including a single in a commercial meant certain death.  However, over the past 5 years or so, that thought process has completely evaporated.

With the rise of music downloads, the iPod, and satellite radio, bands aren't just facing a battle on Friday nights in the High School Gym anymore.  Everyday is a battle to get your music heard and garner enough popularity that warrants main stream radio play.  What better way to get your name out there than hitching your bands new single to a hot consumer item... like an iPod.

The release of the next gen iPod's has unearthed a new artist that is getting some major attention online.  Fiest's "1-2-3-4" is the song featured in the commercial.  Here are some stats for Feist's, a solo artist from Ontario, Canada:

• 749,335 plays of "1234" on her MySpace Page
• 171,384 friends on MySpace
• Appeared on Letterman 8/28/08
• Appeared on VH1 "Behind The Music"
• 2,316,947 YouTube views of the "1234" video

Although this is her second US release, I (for one) had never heard of her prior to the iPod commercial.  After finding the song a bit catchy, I searched for it online and found multiple sites dedicated to informing consumers of songs featured in commercials.  I found it here (love the name of this blog), but a simple search can lead you to any song featured in a commercial... like the Old Navy commercial or the Target Commercials.

After speaking with a few musician friends of mine, the change in perception is incredible.  Now, they are constantly asking if there is an online video shoot we are doing that could potentially feature their music.  If the video hits it big, so too will their song. 

Utterz Launches - Be Herd!

Utterz is the first way you can instantly blog your experiences, thoughts and ideas, anywhere, using all the capabilities of your mobile phone.  Located in Maynard, MA (gotta have blog love for the locals), Utterz officially launched this morning and announced a $4 million investment.  Although it's a bit "cow" focused, the concept seems pretty cool.  I'll be giving it a whirl today to see how it works out and if there is any room for it in my social networking arsenal.

Here's a link to the announcement in the The Boston Globe today.  Check out my "Utterz" (OK...that just doesn't sound good, but it's better than teats) username = SociallyAdept.  My first "Utter" is a pretty cool video with a Boston sports tie in.

For more coverage, check out Mashable.

Your Blog is Popular! So is everybody elses...

I've noticed a startling trend lately.  "I am the author of a pretty popular blog called _________ (fill in the blank).  Everybody reads me and I have lots of links.  Maybe you've heard about me?"  Well, no actually, I haven't.

In my career, I am lucky to work with and speak to bloggers from all over the country, from all walks of life, on a daily basis.  Many of these people are very humble and passionate about their blog.  Some are even utilizing their blog as their sole form of income.  I've also had the pleasure of chatting with bloggers that I believe are the most popular and found them to be unbelievably responsive, friendly and appreciative of links and mentions (David Armano, Mack Collier*, Paul McEnany to name a few). *click on Mack's link for a great post today

However, in some recent conversations, I've come across some bloggers who are flat out lying.  "My blog gets 25,000 hits a month!  I'm read by Seth Godin!  Joseph Jaffe gets ideas for posts from me!"

Be weary of these folks and make sure you do your research.  If someone claims that A-List bloggers are getting story ideas from their blog, they should also know that A-List bloggers are smart enough to link back to the content they reference.  Technorati will shed some light on the truth.  Meet a blogger who claims they have enormous traffic?  Check their rankings to see how they stack up.

So, you've done your research and found that your proud blogger friend doesn't have any links from A-listers.  They have reasonable traffic, but no one comments on their posts.  This is interesting... good content calls for interaction.  If you receive 25,000 hits a month, I would hope that at least one person was compelled enough to comment.

Am I the only one seeing this trend?  What is driving this need for validation?  Are there more bloggers out there looking for fame than committed to content? 

Talk amongst yourselves.

Can Blogging Derail Your Career?

No, I'm not talking about being "Dooced."  Let's say you're a young professional just starting out in the world of widgets.  In an effort to promote yourself and connect with a like minded community, you begin blogging about your experience (all be it only months) and your recent activities.  However, you haven't fully honed your skills and some of what you may post about seems trivial and/or incorrect in the minds of those in your field.  Can you be damaging your opportunities?

For the most part, I believe other bloggers recognize junior folks and realize that great ideas can come from anyone.  I also believe that good bloggers will take the time to educate the community and share experiences and insights without judgment.  However, if during a job search, a hiring manager or recruiter comes across your blog and disagrees with your point of view, have you hurt your chances for that dream job?

This is just another scenario where it is crucial to look at the entire body of work, not just one post.  Every blogger, no matter how popular, will put up a crap post now and again.  Every blogger will also change their stance on issues previously posted on as a result of community feedback.  It wouldn't be fair to judge an author on one chapter, would it now?

When considering how to leverage the blogosphere for employee research, marketing initiatives, research or anything else for that matter, make sure you take them for what they are worth.  My blog is only a 3% representation of me, but you wouldn't know that, unless you asked.  Just something to keep in mind.