[ swarm theory ]

If you haven’t heard about the major bru-ha-ha regarding the Motrin ad/video - you will (besides reading about it here:). I’m not sure when the witch hunt began, but I think it was sometime Saturday? I saw the first Twitter tweet early Sunday morning, and at that time, it was still a small crowd of (virtual) protesters. As hours passed, the crowd started picking up major steam, and took to the (virtual) streets in record numbers by the afternoon.

So, what was the rage all about? Best I can tell, a small number of women who viewed the ad/video on motrin.com took major offense to content - something about mom’s wearing their babies as a “mommy badge” when they have them in sling, backpack, or similar. I think the mob was taking the angle that Motrin was trying to position - the nurturing action of carrying an infant in a sling - as being similar to a status seeking fashionista carrying an expensive handbag? The ad then goes on to say something about how the strain can lead to some major back pain - and that taking Motrin will keep you going strong.

The offensiveness of the ad design, content, delivery, and overall message, is really just personal opinion. Personally, I took no offense to it, and neither did my wife. But this post is not about the ad creative, it is about a milestone in “new media” history, and one I believe will become the first major case study moving forward regarding corporate use of social media.The first, and most obvious point, is power of the crowd. Multi-channel SM technologies are now in place, allowing for global distribution of public opinion - in real time. We saw the impact SM had on the election, and now we’ve seen its strength as “brand police”. Just as important, however, is the reaction from Motrin. Here is the official email that was sent individual mob members:

I think this response letter was perfect. The Motrin response was quick (and on a Sunday), personal, targeted, responsible, and completely transparent. Initially, I thought it may have been too conceding? But looking at the letter more closely, especially the line “Please know that we take your feedback seriously and will take swift action with regard to this ad”, it becomes apparent that Motrin really does understand that the customer is now in charge. A hard lesson to learn, but one that will help guide all corporate new media marketing.

Because they stepped up and dealt with the situation head on, I am now totally pro Motrin. I have gone from being completely indifferent about them, to having found affinity with the brand. They took the power back.

—————————-

Scott Templar is a digital business strategist and can be followed on Twitter @scotttemplar

Ever wonder about the specific tactics that social marketers are using? The graphic below is from Omniture - and it breaks down specific channels/strategies currently being used by social marketers.

I predict that these numbers will double within the next 12 months. SM channels provide the lowest cost of entry, and if done correctly, the highest impression value. However, as marketing departments trim the fat and move social, it will be interesting to see if brand value increases or decreases as a result. I believe the social media shift will either (completely) open up communication between brands and consumers (if done correctly), or provide an opposite effect - and cause resentment toward brands that tread on the social space (if done incorrectly). There won’t be a middle ground.

Moving into social media should be done with caution, as part of a strategic marketing plan. Brands must be prepared, and understand that the “new media” has its own standards/best practices - and breaking these can result in negative engagement with the consumer. I suggest partnering with a consultant or agency that specializes in social media marketing. The “participatory web” now determines what your brand means, and since the social media belongs to them, you must follow the social rules of engagement. BTW…these “rules” are not written anywhere - they are known only by the users, and continually change to meet the needs of the SM channels. Caveat venditor!

View a great presentation regarding international use of social media.

—————————————-

Follow Scott Templar on Twitter @scotttemplar

Brands pay millions trying to get slogans and brand messages to take off, and more often than not they never stick. These days, a major factor is the strength and influence that social media has on trends - supporting the belief that a brand is not what you (corporation) say it is, it is what they (public) say it is. The reason why one spontaneous message takes off, while a strategic one doesn’t, is often debated. During last nights presidential debate, some key “tipping point” ingredients seemed to emerge.

First, there was a massive television audience, with access to multiple networks and viewing options. Second, access to the internet via high speed connection on your computer or mobile device. Third, a multitude of digital communication tools - phone, SMS, MMS, email, chat, social networks - allowing for fast conversations to friends and groups with similar interests. Now, throw just the right ingredient into the pan - and shazam, you’ve got yourself a trend.

Last night that perfect ingredient was John McCain’s constant use of the words “Friend and Friends” when addressing the crowd and the American people at home. I was on Twitter while watching the debate (along with a million other people), and you could start to feel a crowd swell every time he said it. All of these social media factors came together at just the right time, and today we have a trend. The phrase “Not McCain’s Friend”, is the hot election topic on Twitter today, and the quick-to-move entrepreneurial folks at Cafepress have already started selling t-shirts and other swag.

What a cool time to be alive (even with all the global economic and political trouble that we are currently experiencing). Never before could you actually watch innovation taking place right before your eyes. As my mom would say…”amazing”.

—————————————————————

Scott Templar is a digital media, marketing, and commerce consultant and can be reached at info@scotttemplar.com

The following presents a pretty strong evidence that companies should have social media strategies as part of their marketing mix.

An overwhelming majority (93%) of online Americans say companies should have a social-media presence, and 85% believe these companies also should be interacting with consumers through social media, according to research from Cone.

The 2008 Cone Business in Social Media Study also reveals the depth and breadth of social media interaction with companies. Some 60% of Americans interact with companies using social media, one in four interact more than once per week, and 56% feel both a stronger connection with and better served by companies when they interact via social media.

Asked about specific types of interactions, respondents said:

* Companies should use social networks to solve their problems (43%).
* Companies should solicit feedback on their products and services (41%) via social media.
* Companies should develop new ways for consumers to interact with their brand (37%) through social media.
* Companies should market to consumers (25%) using social media.

“The news here is that Americans are eager to deepen their brand relationships through social media,” said Mike Hollywood, director of new media for Cone. “It isn’t an intrusion into their lives, but rather a welcome channel for discussion.”

Other findings:

* Men are twice as likely than women interact frequently (one or more times per week) with companies via social media (33% vs. 17%).
* One-third of younger, hard-to-reach consumers (age 18-34) believe that companies should actively market to them via social networks.
* The wealthiest households (household income of $75K+) also believe that companies should seek to reach them via social media.
* Two-thirds of the wealthiest households and the largest households ( those with three or more members) feel stronger connections to brands they interact with online.

——————————————————————

Content provided by www.marketingcharts.com About the study: The 2008 Cone Business in Social Media Study was conducted online, September 11-12, 2008 by Opinion Research Corporation. It surveyed 1,092 adults comprising 525 men and 567 women 18 and older.

—————————————

Scott Templar is a digital media consultant and can be reached at info@scotttemplar.com

A friend mentioned  Moosejaw today and so I thought I would check in with them to see what they have been up to on their site.  I love the whole Moosejaw vibe - it is a nice break from the traditional approach seen on 95% of the top ecommerce sites.  First off, they are located in Michigan so that makes them kick ass right there.  Second, they really do kick ass.  Multi-channel extravaganzo baby.

Check out some of their social media channels:

Facebook   Myspace   Flickr   Moosejaw Rewards

——————————————————————–

Scott Templar is a digital media consultant consultant and can be reached at info@scotttemplar.com