Baseball Clubs Using Social to Engage Fans and Doing It Well, Very Well

Major League Baseball Embracing Twitter and Facebook – NYTimes.com.

I’m not a huge baseball fan, but this is a great piece on how the Chicago Cubs are using social media to engage their fan base, not by just offering great deals but providing content that is relevant to them. The money quote is:

“If your focus is revenue and your content reflects that, I don’t believe that’s a wise strategy,”   said Kevin Saghy, adding: “That’s not why people are there. They’re there to converse. So we’ve taken the other approach where it’s definitely a priority for us, it’s something we track, and I can say from 2010 to last year, as we got more involved and offered better content on our platforms, we quadrupled our revenue. So we’re up about 300 percent.”

Does a “Slut Walk” Help or Hurt the Cause?

Grassroots activists in want to redefine the word “slut.”

The movement to protest the culture of victim-blaming began in Toronto where the first SlutWalk was organized to protest a police officer’s comment that to avoid being sexually assaulted women should not dress like “sluts.”

These marches have since been organized around the world and one will hit the streets of Hamilton, Ontario in two weeks.  But will the walks achieve their goal, or simply reinforce negative stereotypes?

“The word slut is used to make women feel uncomfortable about how they’re presented to the world and to shame (them), and make them feel they need to police their bodies and police their sexualities in the way they express themselves,” said SlutWalk founder Nikki Wilson, 22, who is from Hamilton.

“We want the word slut to represent a person who is confident in their sexuality, somebody who likes sex and isn’t afraid of talking about that, who isn’t afraid of expressing that.”

According to SlutWalk Hamilton’s Facebook page, more than 800 people are planning on attending the march, which will begin at City Hall at 2 p.m. and then go into Hess Village and end at the Central Police Station.

“These marches have been a great success and they definitely send a message,” said Sparklight President Joseph LaMountain.  “But I question the wisdom of wearing fishnet stockings and other provocative clothing.  While sex generates media coverage and awareness, it could also reinforce some of the negative connotations the group is trying to eliminate.”

SlutWalk organizers could take a lesson from the gay and lesbian community.  They’ve sought to tone down some of the more outrageous behavior in an effort to “normalize” homosexuals in the eyes of the general public.  Over time, this strategy has contributed to increased acceptance of same-sex relationships in American society.

The Zombie of Public Awareness Campaigns

According to the National Institutes of Health, 20 percent of Americans sleep less than six hours each night.  This can lead to mistakes in the workplaces, costing American businesses billions of dollars each year.

That’s why the Better Sleep Council (BSC), a trade association representing the mattress industry, declared May as national “Stop Zombieitis!” awareness month.

The BSC sought to use social networks to identify and educate those who complain of the symptoms of “zombieitis” – feeling like death, exhaustion, irritability, and a slow gait.

“Linking sleep deprivation to zombies is a clever idea, especially for a social media campaign,” said Sparklight President Joseph LaMountain.  “Millions are sleep deprived and zombies are a popular online meme, so this was a great opportunity for BSC to reach a wide audience with its messages.”

But that hasn’t really happened.  The campaign website was not intuitive and took several visits to understand.  Their three YouTube videos were seen fewer than 700 times while the “Stop Zombieitis” Facebook group counted fewer than 600 friends and hardly any engagement with members.

“What the BSC discovered is that it takes more than just a clever idea for an awareness campaign to work,” LaMountain said.  “Putting a couple videos online, creating a Facebook page, and hoping that your video goes viral is not the best strategy.”

As representatives of the mattress industry, the BSC could have aggressively reached consumers through retail outlets, manufacturers lists of customers and delivery trucks.  They could have used targeted online advertising (Facebook and Google AdWords) and reached out to niche “horror” blogs to gain traction.

“Social media is a great tool for reaching people,” LaMountain said, “but it’s not enough to simply post your content online and wait for the masses to arrive.  It has to be part of a comprehensive marketing and communications plan if it’s going to work.”

Craig Strent is a Master Marketer

“This isn’t rocket science.”

That’s how Craig Strent describes the marketing behind his business, Apex Home Loans.  His smart strategy and inexpensive marketing tactics have built Strent a very successful mortgage loan business.

In 2010 Craig originated more than $100 million in loans.  This ranked him#54 nationally and for 9th time in the last 10 years, he was named one of the Top Mortgage Originators in America by the Scotsman Guide.

If you think he has a big advertising budget, guess again.  “Ninety percent of people don’t remember the name of their loan officer 12 months after their house closes.

Because 50% of mortgages turn over every 5-7 years, Craig’s strategy is to “stay connected with my current clients.”  That way, when they need a new loan, they call him.  Here’s how he does it:

  • Email: He sends 18-22 messages per customer per year, each of which contains important information about housing and interest rates.
  • Mail: Four times a year customers get a letter with a rate quote and on their birthday, a card with a scratch-off lottery ticket.
  • Phone: Craig sends a weekly voice mail (aka robocall) to 100 local realtors about current mortgage rates.  He calls it “archaic” but he insists it works.
  • Personal: Craig volunteers 2-3 times a week in his community and has played on the same  roller hockey team for 15 years.

(I hope you noticed social media didn’t make his list).

Craig also stays top of mind by standing out from the crowd.  “I’ve bought and sent thousands of lottery tickets to my clients,” he said.  “And it’s the one thing they never forget.”  One won $500.

And Craig doesn’t have a marketing team, though he did just hire an intern.  He programs email up to a year in advance and uses a service for market information.  He calls it a “Set it and Forget it” approach to marketing.

I call it smart.

Should your intern run your social media? Maybe not.

When I was in Austin at the SXSW conference, I heard the fabulous communications expert, Peter Kim. In addition to other social media stories of a “fail,” this one was his best.  So when I saw this on his blog today, I had to replay here. It’s just too good to miss. You can follow him on Twitter, @peterkim.

Here’s what “fail fast” looks like

Earlier this year, Chrysler made a bold statement to the world, airing the Imported From Detroit commercial during Super Bowl XLV in February 2011. The ad created buzz in the ad world, political circles, and the entertainment industry, while helping drive a 191% increase in month-over-month sales of the Chrysler 200, the car featured in the ad. Unless you hate America, it’s hard not to feel proud of the United States and one of its core but beaten down industries after watching the full two-minute spot.

A month later, this tweet publishes one morning from Chrysler’s official Twitter account:

@ChryslerAutos errant tweet

Auto blog Jalopnik broke the story and here’s what transpired in rapid succession:

  • @ChryslerAuto tweets “Our apologies – our account was compromised earlier today. We are taking steps to resolve it.”
  • post to the corporate blog clarifies that an agency was responsible for the tweet and the employee responsible for the action was terminated.
  • News breaks that Chrysler fires their social agency of record.

The root cause here might have been technology failure, user error, lack of process (publishing) control, and/or temporary lapse of cultural connection.

Within the 48 hours, an iconic brand gets a black eye, an agency loses a major account, and a person gets fired: nothing good for those directly involved. So where’s all the praise for failing fast? 

The answer is there is none. This mistake could happen to anyone, but most likely to someone who much younger, and a little less experienced with your brand, your audience and your goals and objectives for your mission. So I ask you, would you let your intern run your social media campaign? Maybe not.


Newt’s Presidential Launching Pad?

Newt Gingrich has been out of office for more than a decade. But he’s running for President? This National Journal article by Alex Roarty teh web of groups around Newt, and how he may use them in a 2012 White House bid…

He’s a 67-year-old with jowls and has a résumé that includes three wives and nearly 20 years in one of the nation’s least favorite institutions. He hasn’t held elective office in more than a decade. He’s been around so long that he defined the face of the last Republican revolution (in 1994). To reach the White House, he must overcome a field of fresher faces with larger political bases—not to mention more than a century of history that says there’s no path down Pennsylvania Avenue from the House of Representatives to the White House.

But for all of his drawbacks, former House Speaker Newt Gingrich, who on Thursday became the first major Republican figure to formally declare his interest in the GOP presidential nomination, still possesses something his foes can’t match: a network of businesses, political action committees, and media contacts that provide him relationships across the conservative movement. He owns or chairs five notable groups, which alternatively showcase his fundraising muscle or connection to the party’s grassroots activists. His 2012 candidacy, which faces significant challenges, could turn on whether he can mobilize that network into a formidable asset.

Continue reading

T-Mobile’s Royal Wedding Spoof Nets 21M Views

From this week’s edition of AdAge Digital:

The royal wedding is now a distant memory, supplanted in the national consciousness by a one-time most-wanted terrorist, but the views keep coming for T-Mobile, whose “Royal Wedding” topped the Viral Chart, with 8.4 million views.

That’s 21 million since it was posted a week before the blessed event, for anyone who’s counting, making it one of the more successful video efforts so far this year. The video was good enough to drag another past T-Mobile hit back onto the chart, T-Mobile Dance, last seen on the chart in November.

As we noted last week, the T-Mobile video was well-timed, well-executed and connected to an even bigger viral hit, the JK Wedding Dance, which at this point is well past 65 million views on YouTube.

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