Social Media in 2012
As is routine, the first half of January bring forth predictions from experts in every realm of life. It’s important to know what these experts project for the coming year while maintaining a balanced view fueled by one’s own experiences and perspectives.
Earlier this week, instead of placing myself in the middle of my family members’ various, swirling activities, I chose escape.
I sat in my robe in a quiet corner of my kitchen; reading glasses perched on my nose, and immersed myself in The Economist’s The World in 2012 issue, more specifically the article Sharing the Power of 2012. It went beyond the obvious statement about the future of social media – that information sharing via social media is transforming relationships on every level – with an interesting and alternative view to the common held notion that more time online is leading to alienation from the kind of face-to-face community building of the past.
Instead, the article, (without a byline, or I would credit the author), spoke of a new paradigm of relationships strengthened via social media – a paradigm where “sharing” online via social media supports more involvement, engagement and “in person” community action than ever before. The author credits a recent Pew Institute study that sites Facebook users are more than 2X as likely to participate, in person, in a political meeting or community rally. It’s a dynamic that has been demonstrated through recent social movements like The Arab Spring or the Occupy Movement.
In short, it suggests what starts online does not stay online.
For me and my colleagues, it reinforces our perspective on social media as a communication medium. Information and dialogue through these channels should be integrated with other communication mediums to take someone through a process whereby they express interest, increase their understanding, and are motivated to take personal action, both online and offline. Sometimes that requires an opportunity to express your opinion and the comfort of knowing you are not alone – something that online communities, and dialogue, supports so well.
When individuals find a community of like-minded people united by an issue online, they will feel more empowered to transfer their interest, and their actions, offline and in person, to the opportunity or issue at hand.
So Much Strategy Behind “I’m Sorry”
I have always driven my family nuts by analyzing the strategy behind various marketing communication programs or products.
I can’t watch TV without devoting too much analysis to the commercials. I often say aloud whether or not I think an ad worked or how it was made or what creative technique was used to get my attention. So basically, I don’t watch TV anymore. And I am in good company because stats suggest less and less people are watching TV and more are searching for both information and entertainment online. Which is why I feel compelled to give huge kudos to the marketing minds behind the Johnson & Johnson “Triple Sorry” campaign for O.B. Tampons.
OK fellas, bear with me. Sometimes, I see something that reminds me of why I love this business. And this week, it was the “Triple Sorry”. But as is my folly, instead of just appreciating it, laughing, and wanting to share it with my women-folk, I analyzed the strategy behind it. I have no inside information on the success, but I do have 25 years of thinking about marketing communication strategies and based on that, I think it’s brilliant.
Here’s the short of it. Johnson & Johnson failed to provide adequate stock of O.B. tampons, retailers could not stock the shelves, and loyal customers could not find the product for a period of time. What is clearly a marketing and sales crisis that likely resulted in a decrease in sales, frustration and loss of trust among retailers and customers turning to other products, the “Triple Sorry” addresses crisis management, brand loyalty, incentive marketing and will probably result in increased sales — all through an online, personalized apology.
But its not just an apology. It’s everything many women would want — being serenaded by a handsome fellow (wearing white pants no less), showers of rose pedals, white doves and the expression of commitment tattood on your guy’s bicep. This comes all as a way of expressing an authentic apology directly and personally to each and every customer and offering to earn their trust again through a plea to give “O.B.” another try.
It’s the kind of brilliant that makes me wish I could have been part of the team that went through the strategic planning process of knowing what they needed to accomplish, what the customer needed to respond and how to deliver it in a way that is consistent with the company / brand equity. I know once these key questions had answers, the creative brainstorming would have been both free and intense. And to have a client that put the problem on the table and did not restrict the marketing experts from creating a solution — it’s what all of us in this business dream of every day we come to work.
Visit obtampons.ca/apology — type in your name or that of your favorite gal — and be patient while it gets up the nerve to say “I’m sorry”.
Our Company’s Sustainability Headline
We work with a number of clients across the country with health and environment goals, but know it’s as important to spend time focusing the lens on our own organization’s contributions to sustainability. One action we’ve taken recently as a company in that regard is identifying, measuring and reducing our carbon footprint through the Climate Smart program.
This week we attended the second of three training sessions focused on reducing our greenhouse gas emissions. We started the session off with a fun, brainstorming exercise. We were asked to create a news headline that encompassed our company’s big goal or vision for the future; something to shoot for five, 10, or even 20 years out. Vancouver’s vision to be the greenest city in the world by 2020 was one example.
We came up with two headlines that encompassed some of our organization’s sustainability goals. Our first headline – Marketing Company Brings Rooftop Produce to Market – focuses on a vision we’ve had for rooftop herb gardening and composting.
The second headline – Communication Solutions Finds its Place in the Sun – is a play on words regarding our “Place in the Sun” video for the City of Kamloops. It refers to a much larger and long term vision where our company would be based out of a solar-powered office space.
This exercise was just what we needed to get the ball rolling for the remainder of the session where we brainstormed ways all participants in the session could reduce GHG emissions. Who knows, one day in the future updates on this blog may be coming to you from a solar-powered office. And the timing for our brainstorming couldn’t be better. We also just learned our local city council just voted to make it mandatory for all new homes to have solar hot water “readiness”, joining 36 other BC municipalities who have made similar commitments.
What is your company’s sustainability vision? What would your “headline” be?
Communication Solution’s Kate Stebbings highlights merits of professional accreditation
As strategic marketing and communication professionals, it’s always gratifying to know our expertise and experience is supporting efforts to raise the bar within our industry. This month our Director of Strategy, Kate Stebbings, is featured in the International Association of Business Communicators’ (IABC) publication Communication World, discussing the merits of the IABC Executive Accreditation Seminar (EAS), an intensive week long accreditation option for communicators who have at least a decade’s worth of experience in the field. Kate became accredited through IABC in 2007 and has volunteered her time for the past two years serving as the Director of Business Development for IABC’s Accreditation Council. Read the article.