Posts filed under 'Twitter'
February 24th, 2010
It’s been difficult to avoid Lady Gaga the last year. She has become a worldwide hit – even my 2 year old son likes Gaga and wants to watch her on Youtube. Gaga is mostly known for her music but what I think is impressive is her ability to market herself. Instead of leaving the her marketing up to her record company she has literally taken control of her own marketing channel, especially the social marketing channel. Currently she has 2.8 million Twitter followers, 5.2 million fans on Facebook and 110 million views on Youtube.
What is impressive is that she has quickly been able to capitalize on the audience first and foremost by selling a huge amount of records. She has gone further with her brand and expanded it by going into collaboration with Mac Viva Glam and producing a lipstick, a line of headphones with Monster/ beast by Dr. Dre, and she has become the creative director for Polaroid.
The lessons from her work are good examples of a previous post about building channels. She has built a Gaga channel and she keeps feeding info through the channel, rather than building a new channel for every new project. This has made it easy for her to focus her dialogue and feed her marketing messages into the channel. I know most companies can’t create the global hype somebody like Gaga can create, but many companies have just as many devoted fans as Gaga in terms of their loyal customers and can build an audience.
January 27th, 2010
As dialogue moves online between companies and customers and back between customers and companies, knowing who you are actually talking to becomes less transparent. I think this is a problem both for companies and consumers, and undermines the value of a growing online dialogue.
What we recommend to our clients is to have a transparent policy in covering all online interactions out of and into the company. A good example is Coca-Cola’s 10 Principles for Online Spokespeople:
1. Be Certified in the Social Media Certification Program.
2. Follow the Code of Business Conduct and all other Company policies.
3. Be mindful that you are representing the Company.
4. Fully disclose your affiliation with the Company.
5. Keep records.
6. When in doubt, do not post.
7. Give credit where credit is due and don’t violate others’ rights.
8. Be responsible to your work.
9. Remember that your local posts can have global significance.
10. Know that the Internet is permanent.
What this illustrates is that even a large global company like Coca-Cola can implement easy-to-understand and remember policies, which in 10 points make all employees part of the company voice. I really like that they only allow comments with full disclosure of company affiliation. It’s wrong not to do so and I think in most cases people quickly discover “under-cover” representatives.
I recommend to consumers to do the same, as it will encourage a fair dialogue and, if you are afraid of saying and using your own name, it is most likely better not to say anything at all. There are exceptions and I will finish off this post with a link to a story about a women who with a fake Facebook account caught her husband cheating.
November 23rd, 2009
I have not found too much information lately to inspire me to write more blog posts. Maybe it’s the lurking holidays that have minimized the flow of information or I have developed a case of writer’s block. Now it seems like Twitter has helped me. I found a little inspiration today as the future of Twitter has been on my mind and I am still trying to get my mind around the idea of where it will take us.
Firstly, I think there is no reason that Twitter and similar services will ‘go away’, just like the Internet did not ‘go away’. We are social and we love to be social. The success of Myspace, Facebook, Linkedin and Twitter supports the thought that connecting with people online gives us meaning in life. However, the challenge for business is to find ways to utilize the massive amounts of data and insight created between the billion of users. There are already examples of companies doing this but not on a large scale.
The other aspect I think we will see develop is the level playing field. Everybody can have a voice as the technology is easy to use, especially the ultra-simple layout of Twitter. The monopoly on information distribution is constantly broken down and we have seen the first victims already, with rapid declining revenue in several printing and media businesses. This change I think is a good example of “creative destruction” with a positive spin as we see new ways to communicate with more voice for the individual and companies.