Marketing Mojo With Stephanie Fierman

The New York Metropolitan Transit Authority’s (MTA) “If you see something, say something” initiative may have more power than the average communications program.

On the day of the Times Square bomb scare last month, street vendor Lance Orton mentioned this exact phrase during a press interview and, as echoed by Advertising Age, this is the kind of unaided recall that “marketers and ad agencies dream of.”

And if you think about the fact that the campaign is as much a public safety announcement as anything else – not typically the kind of advertising likely to lodge in your happy-brain – the feat is even more impressive. High five, MTA!

What’s also particularly notable about this effort, though, is the largesse with which the city has handled it, agreeing to license the slogan… for free. Today, 54 organizations are using “…see something, say something” in public awareness campaigns all over the world.*

This action is somewhat refreshing, based on the State’s history of enthusiastically protecting its own intellectual property. New York State lawyers, for example, have reportedly filed more than 3,000 complaints over the past several decades against those infringing on the infamous “I ♥ New York” logo. That takes a lot of time and a lot of money.

But the “If you see something…” isn’t exactly a soaring homage to the State worthy of such rigorous defense – and maybe the State simply realizes there’s a lot more at stake today than ever before.

I also like to talk about the MTA’s openness because it reflects the reality of what I would categorize as today’s open source marketing environment. In all the scrambling companies are doing to get this on Twitter or launch that on Facebook, the most impermeable truth has yet to sync in with many: the Internet and – perhaps most profoundly, social media – is changing our world. The power to define and control a brand is shifting from corporations and institutions to individuals and communities.

In other words – if you want to view it “negatively” – you can’t keep a lid on anything anymore. And if you want to view it positively, what would happen if you made some of your brand elements “open source?” Could you benefit? Could your fans benefit? Could the world benefit?

There are very real reasons that brands need protection, but consider the massive exposure companies have received when they’ve “flipped the funnel” and handed over their brands to loyal, excited customers:

Frito-Lay first invited consumers to make their own Super Bowl commercials in 2006. Today, “Crash the Super Bowl” is a craze that’s generated hundreds of millions of impressions on its own and the commercials themselves are fan favorites every year.

Ford famously favored social media for the launch of its Fiesta to much fanfare. Fanfare in this case equaled more than 5 million YouTube views, 3 million Twitter impressions and 50,000 interested prospects, 97% of which did not own a Ford at the time. Numbers a CEO could love.

Coca-Cola invited global consumers to design their own Coke bottles on the road to the Beijing Olympics.

New Balance created an amazing digital campaign for its 574 sneaker collection. In every box of unique 574s, the purchaser would find a special Polaroid that s/he could then match to one of 480 mini shoe stories at http://574clips.com. Click here to watch one of my favorite 574 films embedded in the original post I wrote about the initiative. Oddly mesmerizing.

And of course, there’s the mack-daddy of them all, the Mentos eruption. First demonstrated on TV in 1999 and made famous by an NPR story in 2006, a Mentos eruption is what you get when drop some Mentos into a bottle of Diet Coke. If you cannot view the video here in this post, click HERE to see the truly funny video of several Mentos/Diet Coke “experiments” conducted by two friends. This video became a phenomenon, with nearly 12 million views on YouTube alone. Mentos generated over $10 million in online buzz and a spokesperson said the brand was “tickled pink by it” (perhaps because they generated $10 million in online buzz…).

What would happen if you opened up your brand? Even B2B brands have fans: what positive outcomes could you create by inviting users to create something of their own based on your assets? Would they be impressed? Would they tell friends, and feel a unique and personal loyalty to you? And what’s the worst that could happen (paging Skittles…)?

Not a lot. Big upside, though. So think about how you might be able to draft users to carry your brand all over the Web and farther into their own lives. You may like where it takes you.

* But of course this IS New York, so even the most serious problems will be subject to some wise-guy behavior: check out the funniest “If you see something, say something” parodies HERE.

Mojo readers know that I follow two wise marketing/business cartoonists and like to share their work once in awhile. On my second blog, Marketing Observations Grown Daily, it’s David Jones’ Adland. Here, it’s Tom Fishburne’s Brand Camp.

Both offer observations that – in a very tiny space – say volumes about just how goofy this business can be. 

As you might expect, this is not the first time I’ve posted one of Tom’s cartoons about social media.  Enjoy!

‘Seen the new Pringles campaign yet? Check out the new post on my second blog, Stephanie Fierman: Marketing Observations Grown Daily.

There’s a real reputation-meets-revenue battle happening online.

Today, any advertiser with a Google AdWords account can buy virtually any keyword to advertise its own goods, regardless of whether said advertiser has the rights to use the word.  This is particularly troublesome for companies that have spent decades burnishing brand franchises and consider the associated names and words to be reputational assets of great value. 

If you go to Google right now and type in “LVMH” (the owner of numerous brands including Louis Vuitton and Hennessy), one of the sponsored ads shouts “Designer Handbags 70% off,” with a URL that includes the Louis Vuitton name. That has LVMH steamed and the company sued Google in Europe for trademark infringement.

Well the ruling is in… and it’s a split decision, advantage: Google. Upon Google’s appeal of earlier rulings (that didn’t go its way) the highest court in the EU has determined that - on its face – the mere fact that an LVMH-protected word is available for sale by Google does not mean that Google is in violation of LVMH’s trademark rights. 

Specifically, the court has said that the search company is not violating trademarks if (a) its automatic ad system is judged to be “merely technical, automatic and passive” in its operation, and if (b) the company is not aware and cannot be expected to fully police all the words that advertisers purchase.

Since computers are programmed by humans, I would argue that the first point is debatable, but there it is.  It was not a flat-out win for Google, however, as the court also ruled that Google must remove said ads if the brand owner formally complains about an advertiser infringing on its marks.  If Google fails to do this, the court says it won’t be so helpful in protecting Google’s revenue stream the next time around.

The court also reinforced that Google could be held liable for selling keywords that openly encourage or facilitate counterfeiting, which is a win (or at least a booster shot) for brand owners.  And lastly, the court also clarified the responsibilities of advertisers who mustn’t, by “using such keywords, arrange for Google to display ads which do not allow Internet users to easily establish from which undertaking the goods or services covered by the ad in question originate.”

I don’t know about you, but if I’m an advertiser that gets into hot water for legally buying a word that Google sold to me – and I’m not trying to sell knock-offs – I’m naming Google in my legal response.

LVMH has been on the attack re. this issue for a long time all around the world, and must fight infringement in all possible sales channels. It has sued (and has won), for example against eBay in the past.  And  LVMH was front and center in the effective elimination of a thriving Louis Vuitton counterfeit trade on Canal Street in New York City.  After this ruling, the company will flood Google “Don’t Be Evil” Inc. with complaints until the search company will at least have to question what (and how much) it is defending by taking on massive legal expense (and bad PR) in order to make money from advertisers leeching off others’ trademarks.

And speaking of buying Louis Vuitton knock-offs on the street, a LVMH board member asks what may be the most probative observation yet: ”Under trademark law anywhere in the world, brand owners have the right to stop third parties from using their names. “Why make an exception for the digital world?”

 As the division between online and offline “worlds” continue to disappear, why indeed?

Is Santa the best marketer ever?

Think about it:

Long-term reputation management: No Tiger Woods problems here. Ever.  Do you think that Coca-Cola worries that it might go to sleep one night and wake up to find a sex tape of Santa on the Web? Have you ever noticed that the whole “Mommy kissing Santa Claus” business never seems to go past a certain point (paging Charlie Sheen…)?  Nope, not gonna happen.  Santa is one reliable dude.

Brand promise and channel integration: No matter where you go, you receive the same disciplined message.  Movies, television, email, radio, social media, Web, snail mail, music, retail… You get the same message everywhere and each channel builds upon and reinforces the others.  He’s big, he’s fat, he wears a red suit and he gives you what you ask for on Christmas Eve. Not December 23. Not December 25. It’s December 24. Every year. The end.

Never any hidden charges:  There are no Congressional committees convening to discuss whether Santa is taking advantage of consumers.  There is no small print.  You are not likely to be subscribed “accidentally” to a magazine simply by unwrapping a gift beneath the tree.  Santa’s pricing appears to be entirely above board. And somehow, shipping is always free.

Brand advocacy: Think of all the parents who read stories about Santa, take their children to see Santa, tuck said children into bed on Christmas Eve with the promise that Santa will soon arrive with presents… Santa has a virtual army of adults carrying his message each and every year, in the exact way that will have the greatest positive impact on each individual child.  Wow!

Long-term view of the customer relationship: Santa is committed to NPV, and everyone’s NPV is BIG.  If you’re a  kid, he wants you to tell other kids what he gave you.  He wants you to talk to your parents and grandparents about what you want.  He wants you to bring your friends to meet him.  And when you grow up, he encourages you to invite him into your home and buy extravagant gifts in his name.  Santa: the ultimate “cycle of life” promoter.

Customer targeting and personalization: If you ask Santa for a bicycle, you’re going to get a bicycle.  You might also get socks, but if a bike is your preferred method of transportation, you won’t get a wagon by mistake. Further, Santa is very likely to build the bike in the exact color you specify. 

A message of “giving back” that’s attainable and not too sanctimonious:  Be nice, get your gift.  Be naughty, and you’re on your own.  No chest-beating, no lectures, no threatening.  Everyone knows the rules, and the rules don’t change.
 
Attributes powerful enough to overcome controversy: Santa has a problem that I don’t think any other brand has ever experienced – that is, some people don’t even believe he exists! You may not like a brand like Reebok, or Microsoft, or Hanes, or whatever, but you wouldn’t think of denying their very existence on the planet. And yet, the core attributes represented by Santa transcend even this existential challenge. Even those who ”know” he doesn’t exist still enjoy the gestalt of the brand.  Name me a pizza chain or a department store or TV manufacturer who can say the same.

I could go on (ultimate loyalty program, no channel conflict, efficient manufacturing, distribution and customer service support…), but you get the idea.

Though another Christmas has past, perhaps we should all look to Santa for guidance in 2010.  After all, his operation is well-loved, profitable, always in growth mode and he never loses customers.  I’d be happy with that.

For more marketing thoughts and ideas, check out my second blog at Marketing Observations Grown Daily.

So I walked around all last week, turning the Tiger Woods debacle over in my head, wondering if I had anything to add.  Hadn’t everyone already piled on?  Probably.  And even the thoughts I want to share with you aren’t particularly new, but that doesn’t mean they’re not worth saying.  Again. And again.

Thought #1: what should be public is now private, and what should be private has been made public.  This is an expression borrowed from Ellen Hume, currently an Annenberg Fellow and a world-renowned journalist, teacher and television commentator, among other things. 

Ellen was also the founder of PBS’s Democracy Project, which focused on citizen involvement in public affairs and was, in part, an effort to more fully leverage all the channels beyond television (that were available even in the late 90’s) in ways that tapped in to those channels’ special capabilities.  The Web is great for providing more in-depth detail than one can deliver on television, for example.

When Hume made this public/private statement, she was making the point that we seem to prefer using 24-hour channels, like the Web, to dredge up every salacious, personal detail about everything and everyone, no matter how ultimately truthful or additive to the story such details may be. By the time we beat said details to death, who even knows what was true or not but, man, what a ride.  Think Tiger here: private details that are now gruesomely public, like a neighbor claiming the golfer was snoring on the lawn and the 911 call heard ’round the world.

Contrast all this with TARP.  Could you explain what TARP is in 25 words or less? How many beneficiaries can you name? How many of them have paid back the money? What is the name of the popular American economist and Nobel Prize winner who has been particularly outspoken and critical of the program? Do you know approximately how much the U.S. government has handed out to date?

I could not answer all of these questions, but I do know that Tiger Woods’ wife used a wedge to smash in his car windows.

After you include Fannie Mae and Freddie Mac, the U.S. government has doled out over $1 TRILLION in our money. The state of the financial markets has an impact on this country, and an impact on you.  Tiger’s mistresses? Not so much. But dang it all if some knucklehead isn’t updating this story every 20 seconds. 

What is public is private and what should be private is public.  Conduct yourself accordingly.

Related Thought #2: The math doesn’t work anymore. Once something is brewing you can hope for the best, but act, please, assuming the worst.

Just this past week, a smart person I know looked at a situation in which it was possible that Company X might encounter negative press if information having nothing to do with the company was misinterpreted in the media. So this smart person did what smart people are trained to do: s/he attempted to thoughtfully quantify Company X’s exposure – for example, how many individuals might actually be impacted by the event. Everyone comfortably concluded that the answer was not very many.

That used to be a good answer. Not anymore. Now it only takes one person with a high-speed Internet connection and a beef to let millions of people know what he knows or what he thinks he knows. Dell poo-pooed Jeff Jarvis.  United ignored Dave Carroll. Comcast disregarded Mona Shaw.  One blogger with an agenda attempted to trash a model’s reputation.   An anonymous jerk on JuicyCampus.com started a vicious tirade about female Yale Law School students.  Are you next?

It takes one person to start a fire you will not be able to control.  And some form of this content will remain on the Web forever. For-e-ver.

Forget about intelligent, rational assessments of how big something might become.  By the time it’s big, it’s too late.  It could be one anonymous email, or an angry spouse or a dissatisfied customer.  Move quickly when a crisis arises, or else.

So what I hope Tiger, you and I now have in common is an understanding of the gigantic reputational risks that now exist, given the Web and a 24 hour news cycle.  My advice to normal people is to build a positive reputation online before something happens, so it’s there as a counterbalance to any threat that might arise.  I never thought I needed to recommend that one should also attempt to avoid totally avoidable, stupid acts that could unravel everything a person has built, but hey – a fresh reminder never hurt anyone.

Mojo readers know that I’m hooked on a couple wonderful marketing/business cartoonists and like to share their work now and then.  On my second blog, Marketing Observations Grown Daily, it’s David Jones‘ Adland.  Here, it’s Tom Fishburne’s Brand Camp.  Enjoy!

As some of you know, I’ve really started to wonder how we can possibly ingest the fire hose of information that comes at us every day. The obvious answer is that we can’t. Brits know it, tweens know it, experts know it.  And yet… on it comes, leading one to either eliminate it – unsubscribe to an email newsletter, sign off Facebook, stop watching Real Housewives of New Jersey (oops, sorry – that’s mine) – or somehow filter out what we don’t want.  Some call this phenomenon the ”attention economy.” 

In the attention economy, a wealth of information creates a poverty of attention and a need to allocate that finite amount of attention over a rising level of noise.  In other words, it becomes increasingly important to make choices, to become more discriminating, to understand the value of our thoughts and our time.  So while I may watch reality TV because I like it, it would never dawn on me to voluntarily invite a continuous information stream into my skull that I neither want nor need. I recently wrote a post on this topic as it pertains to Twitter, arguably the Web’s newest, most popular time suck.

Well here’s another upside-down concept from the Twuniverse:  Twitter Karma.  If you’re not on Twitter, you don’t have a clue what this would be. But if you are, you may know what’s coming…

On Twitter, you follow people whose thoughts interest you, and others may follow you for the same reason.  Twitter Karma refers to those whom you follow who do not follow you back. This means that you’ve elected to see every tweet of theirs and they have not reciprocated. Some people find this to be rude: so rude, in fact that they unfollow individuals who – after a respectable amount of time – didn’t follow them back.

Wait – what? This is a problem? Did I go to sleep and wake up back in the 3rd grade?

We’re grown-ups. Each of us has her own unique interests, profession and curiosities. Each of us has goals of expanding his knowledge in different directions. So if I follow you on Twitter because you have a point of view I find valuable, why would I expect you to reciprocate (and consider it a compliment) if you don’t need what I have to say? Maybe someday you’ll be interested… but not now.

I do not take offense, but make no mistake: I’m supposed to.  By implication, those who do not reciprocate are ingrates and creeps.

Twitter karma feels precisely like one of those mean little games children play. Move on.

Look, here’s my point of view: if you’re on Twitter, chances are you’re a reasonably confident person who has something to say. I doubt you need or want an insincere slap on the back from someone who felt pressured to offer it.

This is the only life we get, people. You only have so many brain cells: use them wisely. Be choosy. Mandatory school books or work stuff aside… take in the information you need and want. Leave the rest. By doing so, we not only grow… but maybe we do increase the likelihood that we’ll have something to say that others will want to “follow.”

But, hey. If you’re squeamish about unfollowing a “mean girl” (or guy) on Twitter, sort folks on TweetDeck.  It’ll change your Twexistence.

So I was sitting in a meeting just a few days ago, and someone I like and respect said something about “the long tail.”  A couple people sort of nodded, and I thought, “Oh my, are people still talking about that?”

You see, I am and always have been… a long tail doubter.  It’s true.  I’ve never said it out loud because the book was so very popular and the concept was picked up everywhere and it spread like wildfire, so I just kept my doubts to myself.  For two years.  Until now.

But first, a bit of history to catch us up to the present day.

Chris Anderson, editor of Wired magazine, made a huge splash with The Long Tail, which was first published by the magazine in 2004 and then as a book in 2006.  In a nutshell, the long tail theory says that the abundance and ease of choice on the Internet has shifted sales potential from a small number of mainstream “hits” (at the front of the demand curve) toward a near-endless number of lesser-known choices at the tail.  The term refers to the orange section of the demand curve shown here:

Furthermore, because retail economics restrict stores to carrying only the best-selling products, items that have already been created and have either lost their mojo or were never popular in the mainstream in the first place are pushed out – along with their sunk costs.  But lo the Internet, with its infinite “shelf space” makes every product discoverable and ready to be purchased.  The book has become something of a holy document in the Internet community where companies (“from Amazon to iTunes,” says Anderson on his website) want to find a way to sell old songs, movies, videos, ringtones, on-demand books and television shows from their infinite Web warehouses.  Case studies flew up everywhere. 

Personally, I thought it was bunk.  Or rather, I thought the concept vastly overdramatized the effect of a small minority of “committed seekers” dedicated enough to something (comic books, that lost Marvin Gaye song, Civil War spoons…) to search for and purchase a category’s flotsam and jetsam.

When I looked around, in fact, it seemed that the rest of us were doing quite the opposite.  The New York Times’ Most Blogged, Most Emailed and Most Searched lists.  Top TV Shows, Top Music, Top Movies on iTunes.   Amazon.com’s influential Sales Rank, and its Bestsellers list (updated hourly).  The Netflix Top 10.  To me, the Internet appeared to be herding users more aggressively toward blockbusters, not away from them.

Like I said:  I kept this then un-hip and un-scientific opinion to myself.

Now there’s a professor at Harvard Business School who has researched the long tail. Based on sales data for online video rentals and songs, Professor Anita Elberse verifies my gut: not only do hits continue to be just as important online as they are online, but the Web is actually magnifying attention on the winners.

Elberse also discusses what she and others view as an incorrect subjective assumption that Anderson made when building the long tail, which is the idea that people want to go their own way.  They don’t want to listen/watch/read what everyone else does, and would rather wander down an untrodden hallway of the Web and find an otherwise discarded gem.  Who is he kidding?  Elberse cites additional research showing how intensely social people really are: how we like sharing experiences with others and that the mere fact that others like something makes us like it even more. 

And confirmation has come from another interesting source, as well.  Neil Howe, widely considered to be the expert on Millenials, draws a broad distinction between Gen X and this new influential group – the generation driving the most development and change on the Web. Among other things, while Boomers and Gen X “individuated,” born-in-the-80s Millenials gravitate toward the social:  chat rooms, instant messaging, Facebook.  They enjoy being with each other, forming friendships and shared preferences.  Rather than acting independently, Millenials who spend time customizing content on the Web do so for the purpose of sharing it with others (hello, YouTube). 

                                         (Click on the graphic for a larger view)

Howe says it is and will be “the most connected generation in world history,” and that their preferences will only solidify the popularity of mainstream, popular brands and products.Finally, Elberse and The Wall Street Journal’s Lee Gomes also believe that the Internet/tech community unconsciously may have wanted to back the theory because it flattered its citizenry.  Long tail strength would fortify the value of new digital assets created outside the walls of institutional, cultural power (let’s build a pet robot in my garage, shoot a video for YouTube and get rich!).  And bloggers drank the Kool-Aid, they say, because the long tail promises an audience for just about any goofy comment out there.  This is all probably true, but it’s a little sketchy so I’m not going to dwell here.

But I am very, very happy that some respectable people with significant research refute the long tail theory.  Because – while I may not be a Millenial – I do like company.

If you enjoyed this post and wish there was so much more… Check out my daily blog at www.stephaniefiermanmarketingdaily.com. Thank you!

millenialslong tailLee GomesAnita ElberseMillenials Rising

BlogHer and Compass Partners have just released what may be the first significant study of women and social media.  FYI, in case you are not aware, BlogHer is a network founded by three female bloggers in 2005. Today, it is backed by Venrock and boasts 1,500 contextual ad-targeted blogs created by women. Yours truly posts pieces from this blog as well as http://www.stephaniefiermanmarketingdaily.blogspot.com to BlogHer on an increasingly-regular basis.

So back to the study…

BlogHer/Compass Partners surveyed a nationally-representative sample of 1,250 female Internet users plus 5,000 visitors to BlogHer. What they found is notable in sheer numbers, passion and experience:

* 36.2 million women actively participate in the blogsophere every week. 15.1 million do so by publishing (and reading/commenting) and 21.1 million (just) read and comment on blogs.

* 44% of female blog publishers maintain one blog and the remaining 56% write two or more. 56% have been writing for 2 years or less – I was surprised that this number was so low.  27% have been writing at least one blog for more than 3 years. Was “blog” even in my daily vocabulary 3 years ago?

* Women are so passionate about blogging that many say they would give something up rather than surrender their blogs, with 50% saying they would sacrifice their PDAs and 43% willing to stop reading newspapers or magazines to maintain their bloggy existences. They’d have to give up something, for sure, because 55% of blog publishers write and 56% of readers do so on 2 or more days each week. It helped to discover that only 20% are willing to give up chocolate (so at least we’re not all crazy…).

In the general Internet sample, 24% say they are watching less television, 25% are reading fewer magazines and 22% are reading fewer newspapers because they are so absorbed by the blog world. As would be expected, these numbers are higher for BlogHer members because they are significantly younger than those in the general sample (68% to 42% concentrated in the 25-41 age group, respectively). More than 50% consider blogs a reliable source of advice and information and claim that blogs influence their purchase decisions.

So what does it all mean?  Here are some conclusions and tips, plus what I see as a few gaps in the data:

* Me being me, I need to first point out the riskiness in considering blogs to be reliable sources of advice and information. Since I know that you’ve giving up everything else to read my blog… one need only point to my own experiences, the Obama-as-terrorist tale and the JuicyCampus disaster. What I would like to know: what percentage of readers seek to confirm a piece of information they’ve read on a blog from additional news sources (blogs and non-blogs)? How do you determine that a blog is trustworthy?

* This study would certainly imply that any party with a message to disseminate should consider blogging. What I would like to know: how closely do these opinions align to those of men? And does this trust extend only to blogs written by women “like me,” or does it extend to corporate/institutional blogs, as well?

* The time-shifting aspect of the study is fascinating and enough to get anyone’s attention. What I would like to know: what kinds of television programming, magazines and newspapers are women willing to swap out? Are they giving up hard news, or are blogs replacing pop culture information sources?

* 38% of blog publishers and 29% of blog readers say that blogs have influenced their decision to purchase goods or services. What I’d like to know: are there particular goods or services that appear to be discussed more/most on blogs? Are there any patterns we can discern as to the characteristics (e.g. complexity) of goods and services most discussed on blogs? If I’m the CMO of one of these widget companies, what is it about non-blog sources of information that I might be able to improve, and how can I build credibility in the blog universe?

* By design, the study specifically confirms that women trust blogs at a fairly high rate so, as a marketer, I’d think hard about how to leverage this phenomenon in other ways. For example, I’d consider companies that recruit female consumers to personally talk up products to other girls/women (such as Mr. Youth, Alloy and P&G’s Tremor).

And lastly, the #1 reason that female bloggers (65%) say they blog is for fun. 60% say they do so to express themselves and 40% to connect with “others like me.” In other words – even in this new and blogerrific world – it’s about them, not us. Marketers who make a connection that feels personal relevant for a female consumer are the ones that succeed. Those that don’t? We’ll be reading about them in the blogosphere…
bloggingwomen weblogsblogsocial media

If I’m just not writing enough to suit you, please check out my new *daily* blog at http://www.stephaniefiermanmarketingdaily.com.