This Season, Social Is The New Black

Editor's Note: The following is a guest Marketing Mulligans post written by Philippe Guegan, vice president of strategy and engagement at Big Fuel, a New York-based social media and branded content agency that takes brands from Content To Commerce, and appearing recently in MediaPost's Social Media Insider. It is an excellent, well-articulated commentary in which Guegan explains how the rise and prevalance of social media closely mirrors the explosive proliferation of digital marketing several years ago, and why social is fast becoming less about experimentation and more about regular production. It's definitely worth spending a few minutes to read...
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Fashion victim, fashionista: these are words not easily applied to me. However, I have learned one valuable lesson over the years by observing an industry that's always on the lookout for the next big thing: if you wait long enough, past trends and patterns will make a comeback.

This is exactly to the case with social media right now. As all things social start to mature, the same evolution that took place in the digital marketing industry only a few years ago is emerging: social is fast becoming less about experimentation, and more about regular production. In fact, production is the key word in many ways, which I'll come back to a bit later.

In recent months, a noticeable shift has taken place among the clients and prospects we've talked with at our agency. They fall roughly into three categories: those still experimenting with social media, those using social media consistently as a tactical add-on to their marketing activities, and those trying to make social a more central, strategic component of their marketing efforts.

As we approach 2011 budget deadlines, more and more marketers are trying to switch gears and move from using social as a tactical add-on to making it a core component in their overall efforts. Small, medium and large companies want to know how they can streamline, automate, budget, and measure social media and social marketing. How can it move from a series of handcrafted singular projects to a more consistent, more repeatable, more predictable undertaking?

We have clear answers to that. The key challenge remains implementation.

Marketing integration may have been the Holy Grail for advertisers over the last 15 years, yet the agency world became increasingly fragmented during that period of time. Many agencies that initially dismissed digital as a peripheral activity are now bent on not making the same mistake again with social.

Agencies rightfully see social as central to the future of marketing and work to develop in this space as fast as they can. Yet each agency, each discipline, looks at social through a very narrow lens that only puts the emphasis on their original core competencies. And, this is what really spells trouble for marketers.

Back to the issue of production, as mentioned earlier: It is tempting to draw parallels between social content production/earned media on one hand, and advertising production/paid media on the other hand. However, the comparison can be misleading in many ways. There are at least five key differences in social that every marketer should bear in mind:

1) Forget one-size-fits-all messages targeting "lowest common denominator" audience. Recognize that fragmentation is here to stay, and embrace it at every step.

2) Frequency and freshness of content matter more than production values. Increase your execution capability and move to rapid-fire, low-cost production cycles.

3) Campaigns have a limited shelf life, but quality content is a valuable and reusable asset. Build your library for the long term and ensure that you will be able to do "reruns."

4) Stop thinking (and budgeting around) campaign flights and push marketing. Start thinking about ongoing engagement. Audiences can no longer be turned on and off on demand.

5) In a genuine two-way, real-time conversation, it is hard to separate the production arm from the distribution arm. Your brain is connected to your mouth for a reason.

Larger creative and media agencies have legacy economic models built around scale and size that make it difficult to adapt and operate profitably in a world of exponentially fragmented audiences and touch points. When it comes to social, the question is not whether "they get it," but whether they can evolve to become as fast and nimble as marketers need them to be. Even Web agencies, in spite of their digital DNA, can sometimes struggle with things like video production or labor-intensive, low-tech conversational engagement.

The long-predicted new marketing paradigm is finally here. Marketers need to start thinking, behaving and organizing themselves as content producers who treat engage consumers as audiences, instead of fully outsourcing this function to external publishers. Content is still king, after all.

A new species of agencies is emerging to deliver solutions that meet this new paradigm Built from the ground up to meet the new realities of turnkey content production and distribution, agencies with a studio mindset and roots in video program production and distribution can create a competitive edge from a creative, execution and dissemination standpoint.

It's official: Social is now well beyond a passing marketing fad. Amid this environment, marketers find it increasingly challenging to differentiate brands, products and messages. The push for a constant flow of newness is becoming a key operational requirement -- just like in the fashion industry. One thing is certain: social is the new black.

Philippe Guegan is vice president of strategy and engagement at Big Fuel. Philippe previously spent more than 15 years planning, implementing and measuring digital and integrated marketing programs at several marketing agencies.

© 2010 Media Post Communications. All rights reserved.

The Efficacy Of Alcohol Promotions In The Digital Age

Even in the era of successful, attention-seizing digital marketing and social media campaigns, consumer packaged goods (CPG) marketers remain fervent proponents of expensive product sampling programs — by mail, in store, and at special events — because it puts offerings directly in the hands of consumers, increases trial, and creates short-term spikes in sell-through.

Now, we can debate the advantages and disadvantages of product sampling all day long, as I did in my recent blog post concerning WHEATIES® Fuel. However, traditional brand management theory holds that consumers are likely (but not guaranteed) to try a product if given to them at no cost, and almost equally as likely to buy it, particularly if its regular size is offered at a substantial discount (via a coupon). In the end, marketing experts agree, this process usually leads to increased sales of the product, although the size of the increase varies widely. It all makes sense, and it's a tried-and-true technique that's been employed by CPG manufacturers for over 50 years. In fact, sampling programs are practically must-haves for all new consumer product introductions... from peanut butter, to disposable cleaning wipes, to men's deodorant.

But here are two interesting questions: 1.) What if the consumer product is a beer, wine, or spirit, instead of a breakfast cereal or laundry detergent? 2.) Do the same rules, dynamics, and end results apply? Perhaps...but let's explore this further.

I got to thinking about this last night as I attended a monthly mixer, held at a popular local high-end steakhouse, for the Camarillo Chamber of Commerce's Young Professionals Group. Upon entering, I was bombarded by in-restaurant signage, lighted premium items, large table tents, and an attractive bevy of girls wearing solid black, super tight-fitting attire, sporting trays of free shots, and swarming the restaurant's patrons, most of who were over the age of 55 (this restaurant is located adjacent to a retirement community). No, this promotion wasn't for Miller Lite, Jägermeister, Jose Cuervo, Johnnie Walker, or some new trendy, super-premium vodka; it was for Hpnotiq (pronounced "hip-not-ic"), the distinctive blue liqueur which blends vodka, cognac, and fruit juices, and is bottled in the Cognac region of France. It was a successful promotion, at least for me: before I knew it, I had two nice pens that light up (blue, of course), two lighted lapel buttons (also blue), four free shots (valued at $7 each), and two T-shirts. Not a bad haul.

I knew Hpnotiq had been around for some time, but I decided to investigate further. Hpnotiq was the brainchild of Raphael Yakoby, a 26-year-old college dropout from Long Island, New York, who created the spirit in 2001 after seeing a blue perfume bottle at Bloomingdale's. Within one year of its introduction, it became popular in New York's trendsetting nightclub scene. Originally distributed by Great Neck, New York-based Wingard, Inc., Yakoby sold the Hpnotiq trademark and the distribution rights to Heaven Hill Distilleries, Inc. in January of 2003 for a reported $50 million. Heaven Hill also distributes dozens of other alcohol brands, most notably the Christian Brothers line of brandy, cognac, and related products. For the record, Yakoby is still in the liquor business. In 2007, he created NUVO, a pink vodka and sparkling wine liqueur packaged in an elegant, tapered square bottle that looks more appropriate for a high-end perfume than booze.

Obviously, alcohol distributors spend millions of dollars annually on guerrilla marketing and sales promotion programs just like Hpnotiq's to drive sales and brand awareness of specific products. But do they actually generate the desired results? In some cases, absolutely, but much of it has to do with consumer behavior, alcohol consumption patterns, and venue and audience dynamics. Consider the following:

• Cordials and liqueurs do not typically exhibit the same consumption characteristics as beer, wine, and select staple spirits, such as vodka, gin, and rum. Cordials and liqueurs are viewed as more appropriate for special occasions, or for sipping a single glass after dinner -- not consumed in multiple servings or mass quantities. In addition, these spirits are just not as popular as they once were years ago, although one can argue that Hpnotiq's initial success defied this convention.
• Not all bars are created equally, and as with any marketing activity, venues must be carefully selected to match the audience of the alcohol brand. In the case of last night's promotion, the venue and audience were all wrong for Hpnotiq, which claims to "make every girls' night out a little more fabulous," and is obviously targeted at women 21-35. Need evidence? Take a look at the brand's official Website and Facebook page, as well as the image above. Outside of my gathering, the steakhouse patrons skew toward senior citizen age (55+) because of its proximity to the retirement community, and therefore, lie well outside of Hpnotiq's core demographic. Definitely not a good fit.
• There must be an incentive to purchase the product in the future, such as a coupon, or a call to action to register consumers online so they may be targeted in the future. Hpnotiq had none of this.
• Most bar promotions for alcohol brands are all about fun, free/cheap booze, free branded stuff, and interacting with hot babes -- not really about "selling" the product. They're great for sampling and trial. Product information is limited. Most of the women I've talked to who've been hired for these gigs know very little about the products themselves; they simply regurgitate whatever they've been told by the promotions company retained by the distributor, and that's very little. Next time you see a Jägerette, ask her about the product; I bet good money she doesn't know much about it other than what it tastes like.
• Historically, alcohol promotions in bars and nightclubs have proven to be EXCELLENT tactics for increasing brand awareness, but additional marketing is required to convert that awareness into sales. Just the way it is.

When it comes to alcohol sales promotions, it's apparent that the same rules and dynamics that apply to CPG product sampling are not in play here, and as a result, they require additional strategies and tactics to generate sales increases. There's no question that Hpnotiq is a unique, highly-differentiated offering with excellent branding and strong marketing assets. But last night's program was at the wrong venue and with the wrong audience: a recipe for disaster.

And when that occurs, no amount of branding or money can save you. As Hpnotiq says in its tagline, it must "Live Louder," and engage in more appropriate target marketing, if it wants to succeed in the long term.

Fame Monster Lady Gaga Continues To Rule Social Media, Viral Marketing Universe

For those keeping score at home, celebrities, professional athletes, and other noteworthy personalities continue to attract record numbers of Facebook and Twitter followers, as well as YouTube viewers. It's hard to believe that, in today's day and age, music artists such as Lady Gaga, Justin Bieber, and Britney Spears can garner more followers and eyeballs than other, and seemingly far more important, individuals such as President Barack Obama, Warren Buffett, or Nancy Pelosi. It's both impressive and mind boggling...all at the same time.

Need more proof? As reported today by Mashable and countless other print, broadcast, and online media outlets, Lady Gaga's YouTube viewership (i.e., total views of all her videos on the service) has just hit the 1 billion views milestone, with Bieber a close second at just over 962 million views. The Fame Monster announced the news via her Twitter stream this morning, as can be seen below:

Bieber is expected to hit the 1 billion mark on November 1. Incidentally, Bieber still holds the the record for the most-viewed YouTube video of all time for his smash hit song “Baby,” which has 366.5 million views as of this morning:

Yet Another Example Why Proofreading Is Of Critical Importance: Part II

Need more evidence that proofreading is absolutely paramount in the marketing and communications process? Then look no further than this gem, which I snapped with my BlackBerry several weeks ago:

This lousy, unprofessional banner was placed in the storefront window of a new computer repair retail location situated in a local shopping center I frequent a great deal. At the time, the store had not opened yet. I even called the number listed on the banner to offer the owner my services prior to the grand opening, but I never received a response. The obvious questions: how could the owner miss such a glaring mistake, and how did the banner manufacturer not catch this before producing it????

Interestingly enough, when I returned to the store a week and a half later, the offending error had been painted over in a non-matching shade of yellow, and new copy, outlined in black electrical tape, was in its place. How professional...

The moral of the story, beyond the simple need to proofread for idiotic spelling and grammatical errors? If you're going to spend the money to create any form of advertisement or piece of marketing collateral, such as this banner, please make sure it is professionally produced and manufactured. And if you make a mistake, don't cover it up with paint and electrical tape; simply make a brand new one! Argh...

100 Tips For Rocking Media Interviews

Editor's Note: The following is a guest blog post about media training authored by Sakita Holley, an experienced corporate communications strategist and president of New York, NY-based House of Success, a public relations and brand engagement consultancy. I've seen and read a ton of media interview preparation information and background materials in my career, but this happens to be one of the most succinct, well-written, and comprehensive reference guides on the topic I've ever seen. As a result, I am reprinting this here for the benefit of all Marketing Mulligans readers.
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Before An Interview:
~ Attend a media training session.
~ Make a friend of the reporter and remember that the reporter is not your audience, but a conduit through which you can get your message to key stakeholders…readers, listeners, viewers.
~ Research. Research. Research.
~ For non-television interviews, always ask if your conversation is being recorded.
~ To avoid being misquoted, bring your own voice recorder.
~ If you are nervous in front of the camera (or a lot of people), ask for a closed set.
~ Never lie.
~ Dark clothes look best on TV.
~ If you’re a good “get” for the media or your product/service is getting a lot of press, be very careful about what you post on Facebook or Twitter. It can AND WILL be used in news stories
(probably the headline).
~ If you can meet with the reporter before your interview, do it!
~ Anticipate the second day story and how you can be included in both.
~ Assume nothing.
~ If you’re doing an interview via satellite make sure your background is clean and your logo (if applicable) is present.
~ Prepare talking points in advance if you’re speaking on a complex issue.
~ Practice in advance.
~ Anticipate the possible questions.
~ Prepare for worst case scenarios.
~ Focus.
~ If possible, ask for questions to be submitted in advance.
~ Tell the reporter about off-limit topics. Don’t wait until the middle of the interview.
~ Remind yourself that it’s a conversation. Not an interrogation.
~ Eat a light meal before you go on-air. You don’t want to pass out or throw-up.
~ Smile.
~ Think about what you want to accomplish with the interview. Prepare accordingly.
~ Know your/reporter’s audience and tailor your messages accordingly.
~ Stand while doing phone interviews as it will allow you to keep focus and help you project.
~ Read/watch a reporter’s last 3 relevant stories/reports as they may reference them during
your discussion.
~ Monitor trends within your industry as these may be referenced as well.
~ Be on time.
~ Get a good night’s rest.
~ Respect deadlines.
~ Don’t be a snob. There are plenty of other experts out there.
~ Know what news is. (What’s important for your business may not be important for the
audience).
~ If you can’t put your message(s) on a normal sized post-it, they’re too long.


During An Interview:
~ Be open to the reporter’s questions. The only way the public will know your side of the story is if you tell it.
~ Stick to three (3) key messages, major ideas or facts. Get them in early.
~ Stay on message.
~ Keep your answers relevant to the question.
~ This is the era of the soundbite, so be concise. Quotables increase your chances for additional coverage.
~ Be honest and straight forward.
~ Be positive.
~ If a reporter interrupts you before you finish your response, let them finish (#NoKanye). Continue your thought with, “As I was saying…”
~ On the other hand, if a reporter continually interrupts there may be a reason. Don’t run off
with the interview.
~ Ask for clarity if you don’t understand a question.
~ Pay close attention to body language and signals. Respond appropriately.
~ If a reporter asks several questions at once you might reply, You’ve asked several
questions…let me respond to the first one…”
~ Be friendly and smile when appropriate. Remember that you’re talking to a lot of people.
~ Interviewers like colorful language and clear examples –but keep it simple and conversational.
~ Avoid industry jargon, abbreviations and acronyms.
~ Don’t let a reporter put words in your mouth. You can say, “Actually, I meant…”
~ Don’t repeat a reporter’s terminology unless you want to.
~ Never repeat a reporter’s “buzzwords” unless you can do it to your advantage.
~ Avoid using no comment. Simply state that you can’t release the information in question and explain why.
~ Understand that “off the record” really doesn’t exist. Anything you say can be used…and probably will be used.
~ Don’t feel obligated to accept the reporter’s facts and figures, or to answer hypothetical questions.
~ Don’t guess. It’s okay to follow up with additional information or offer to direct the reporter to someone who knows the answers.
~ Don’t be afraid to ask a reporter to repeat a question if it is unclear.
~ Never lie.
~ Don’t be afraid of a silent pause when formulating your response.
~ Some silence is okay. Don’t feel pressured to fill the air. This is usually when people slip up and
say things they will later regret.
~ Let the reporter lead the discussion.
~ Breathe.
~ Listen carefully.
~ Body language is everything. On camera or off, sit up and lean slightly forward. Don’t swivel (I do this).
~ When standing, don’t move your feet, or sway (I do this too).
~ Be an active participant.
~ Be enthusiatic about your product or message. If you don’t care…why should I?
~ Don’t look at the camera, or monitor. Focus on the interviewer.
~ Speak a little bit louder than your normal conversational tone. Your facial expression and manner should match your topic. (Be careful about smiling during a crisis).
~ If you’re a good “get” for the media or your product/service is getting a lot of press, be very careful about what you post on facebook or Twitter. It can AND WILL be used in news stories (probably the headline).
~ Avoid one-word answers. Use full sentences.
~ Use memorable phrases.
~ Be yourself.
~ Speak with authority. You are the expert.
~ Assume nothing.
~ Loosen up. It’s okay to laugh (when appropriate).
~ If you’re doing a roundtable interview, don’t talk over the other guests. But defend yourself if necessary.
~ Control your temper.
~ Think before you speak.
~ Never use notes during a televised interview. Use them sparingly over the phone so you don’t sound like you’re reading from a script.
~ Focus.
~ Smile.
~ If you stutter or stumble, ask if you can repeat your answer. (Little bit more difficult for live TV. But do it anyway).
~ When talking to a reporter, avoid mentioning a competing newspaper or network.
~ When in doubt, be quiet.
~ Stick to the allotted time frame. Never ask the reporter for more time, let them ask you.
~ Don’t say negative things about your competitors.
~ Use different physical techniques to get your point across. (ie. hand motions, raising/lowering
your voice).
~ Don’t jump on anybody’s couch.
~ Avoid using foul language on camera.
~ Stay on topic. Don’t change the subject.
~ Provide anecdotes on how your subject matter relates to the bigger picture. How does it affect the reporter’s audience?
~ Back up your key messages with facts and examples.
~ Provide the WIIFM or “what’s in it for me.”
~ Never exaggerate or provide misleading information.
~ If you misstate the facts admit it immediately. You can say, “Sorry, I misspoke…”
~ Use sarcasm sparingly as it hardly ever translates well to print.
~ Don’t try to be creative. Focus on communicating your message.
~ You’re the expert. Remember that you know more about your business or industry than the reporter does or else they wouldn’t be talking to you.


After An Interview:
~ Attend a media training session.
~ Never lie.
~ If you’re a good “get” for the media or your product/service is getting a lot of press, be very careful about what you post on Facebook or Twitter. It can AND WILL be used in news stories (probably the headline).
~ If the camera is shooting you in b-roll footage, make sure you keep the same body language that you used during the interview. (It isn’t over yet!)
~ Plan for a reporter to ask if there’s anything else you want to mention. Use this time to reiterate your key messages, or add a relevant tidbit to the story.
~ Ask the reporter to consider you as a source for future stories.
~ If a story runs without your quotes, follow-up to see how you could have done a better job at providing info.
~ Understand that an interview doesn’t guarantee a story. Stories get killed all the time.
~ Reporters are at the mercy of their editors. As a result, your story may not appear for weeks.
~ Anticipate the second-day story, and how you can be included in both.
~ Assume nothing.
~ Smile.
~ Be available for follow-up questions (often at the last minute).

© 2010 Sakita Holley. Reprinted courtesy of Sakita Holley and House of Success, Inc. All rights reserved.

Trick Or Treat: Snickers' Creepy Halloween TV Spot Scares Up Viral Marketing Success

I've mentioned this before on Marketing Mulligans, but it's often quite difficult for digital marketers to predict exactly which online videos will capture the imagination of consumers and go viral. At a basic level, viral marketing success is typically determined by offering short (because we all have limited attention spans), unique (i.e., never before seen by users), humorous (laughter is the best medicine), timely (current and relevant are a powerful combination), and entertaining (we all like to escape reality for a few fleeting moments) content. However, even with these elements nailed, many videos simply never catch on. Why? Because we, as consumers, are fickle, cynical, and judgmental.

But not here. And that is what makes Snickers' latest TV ad, simply called "Grocery Store Lady," such an intriguing case study. Created by New York-based BBDO Worldwide, the 30-second spot, if you can believe it, is the first Halloween-themed ad ever for the highly-popular candy bar brand, owned by worldwide candy conglomerate Mars, Inc. Instead of alienating consumers, the commercial's creepy (and in a non-Halloween way) has scared up tons of views and traffic on multiple sites, including BuzzFeed, Huffington Post, and Consumerist, and is generating scores of comments in the blogosphere and on social media platforms.

The ad is relatively straightforward. While walking down the candy aisle of her local supermarket, an innocent shopper, Mrs. Jensen, is accosted by a very tall and imposing Halloween-costumed figure (pictured below) with an unusual mask and disconcerting voice. The figure addresses the customer in a high-pitched voice, disturbingly caresses her face, and then throws a heap of Snickers bars into the frightened customer's cart. As the customer walks (read: runs) away, the figure turns to a small child who suddenly appears out of nowhere in the folds of her dress, and the kid says to the figure, "We're definitely going to her house."

Media reaction has been mixed. The Riverfront Times, an alternative news weekly in St. Louis, offers a very interesting take on the Snickers spot in which it points out there is a slightly "pervy undercurrent," but still heralds the brand's viral success and the broad consumer reaction to the ad. In a critical post on AdFreak, a popular Adweek blog, journalist David Kiefaber writes the "distressing 'Grocery Store Lady' ad for Snickers doesn't compel me to buy candy so much as call child services." And the Huffington Post calls the old lady figure "one of the scariest things we've ever seen."

Personally, I find the ad to be creepy and humorous at the same time, and it is also very different than any spot I've ever seen — and this is what ultimately accounts for the spots' viral marketing success. What do you think of the ad? Watch it yourself, and then feel free to comment below:

Need Help Navigating Social Networks and Online Communities? Follow The Yellow Brick Road...Or This Map

With the worldwide explosion in social media networks, online communities, and other technology-based platforms for gathering individuals with similar interests and opinions, it is extremely difficult to navigate one's way from one community to the next. If we only lived in the offline world, we would probably use a detailed map to specifically locate our destination, although we would most likely pull said map from a GPS or one of the countless online map services like MapQuest.

And that is why this is so interesting. Courtesy of xkcd.com, a Webcomic site created and managed by NASA physicist Randall Munroe, check out the following map which attempts to visually represent the hundreds of well-known, and not so well-known, online communities currently in existence in a fun and whimsical way:

Please click on the map for a larger rendering of the image.