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Thursday, November 27th, 2014

google adwords logo 175x75 custom $6 Google AdWords Campaign Lands Dream JobFor anyone looking for a new job (pay attention college grads) or trying to get that next big sale and running into a roadblock because you can’t get the attention of a key decision maker, check out this brilliant job search strategy by copywriter Alec Brownstein.

  1. Brownstein used Google AdWords to target Ad Agency Creative Directors on Madison Avenue in New York
  2. He bet 15 cents per click that these Creatives were no different than the rest of  us self absorbed people who Google ourselves
  3. What the CD’s saw when they Googled themselves was a personal ad from Brownstein – BRILLIANT!
  4. Young & Rubicam offered him a job!

Note: Brownstein’s Google Job Experiment YouTube video has been viewed over 500,000 times!  Rock on Alec!

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Simultaneous Use Mobie Computer TV 300x225 Guilty on All Three CountsNERD ALERT!

This chart shows that nearly 30% of U.S. consumers use their cell phones and/or computers at the same time they watch TV.

And, I have to say that I’m guilty on all three counts and possibly four, because I can hold a conversation at the same time – at least I think so – but, don’t ask my wife!

The integration of marketing messages across platforms is becoming more critical by the minute – as well as the ability for Brand’s to create clear, easy to understand and remarkably meaningful communications.

Keep this chart in mind the next time you try to pack 60 seconds of vanilla milkshake copy into a 30 second television commercial!

Source: Experian Simmons DataStream 4.13.10

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fish on wall 192x133 custom Social Media Mistakes by Tiger and ToyotaTypically, in times of crisis, most brands fail in their communications before the crisis explodes not during or after it happens. Then, long after the explosive facts are out, whatever a brand does to quell the unfortunate act never seems to be quite enough.

And today, in this ever changing and rapidly growing Social Media Marketing environment we all live in you can get yourself into a whole bunch of trouble.

Two cases in point…Tiger Woods and Toyota.

On Tiger Woods’ Web site, you’d think nothing’s wrong with his brand.

You can read all about Brand Tiger’s accomplishments and of course buy a ton of stuff. On Facebook, you can also buy Tiger’s Stuff, but 1.3 million fans can’t communicate via Facebook anymore. Well they can (sort of) to posts back in November, but Tiger has not responded. Plus all I can see are positive notes of support.  Is Brand Tiger jsut keeping the good and editing out the bad?

Tiger’s been “off the Facebook air” since November 6, 2009. In fact, when you click through to Facebook at times there are no comments since. Tiger is supposedly hiding out in a sex rehab bunker..I mean clinic…so why no more news? An apology? A simple update?

Now Toyota is underway with its largest recall ever and has looked foolish and disorganized in its scrambled up mess of communications. Sure they’ve been “backpeddling” (no pun inteneded) off and online and its certainly not easy while battling legal, economic and staff issues, but tough, they’re a big boy company.

But, you’d think Toyota like Tiger would know better.

Toyota only has about 77,000 Facebook fans and you’d think they’d have a ton more than Ford (79,000), Chevrolet (65,000) and Subaru (31,000 – would have thought they’d have a lot more) and other but they don’t. Heck, Harley-Davidson Motor Company has an amazing 467,000 Facebook fans.

Both Brand Tiger and Brand Toyota Web sites all talk about how great their brands are with no or little regard to their misgivings and what they’re doing to fix things.

Why was it so hard for both brands to fess up early and often – not to mention…don’t do bad things in the first place!

So much about crisis management is learned by all of us at a young age – well, hopefully its taught to us by good, caring parents – such as:

  • Be good
  • Don’t lie
  • If you do something bad (we all do), own up to it immediately in person, apologize and say you’re sorry and promise to make things (and do them) better and promise to not repeat your behavior

When you were a kid, wasn’t your punishment greater and more harsh when you put off owing up to it?

In these ever changing times of social media marketing, it’s more important than ever to have a crisis management plan, because something bad will happen to your Brand – it’s not a matter of if, it’s when.

Here are a few crisis management rules to follow:

  1. You never make friends in crisis, so build your friendship databases and trust bank deposits NOW
  2. Create and continue to work on extensive, ongoing social media outreach efforts
  3. If/when something happens bad to Brand You (Company), come clean, be visible and approachable and meet things head-on.
  4. Tough times never last, but tough people do. To that point, when times get tough you need to reach out to you loyal fans, customers, employees, vendors etc., but you need to create that fan base and it doesn’t happen overnight
  5. The best PR campaign and highest paid strategists can’t prevent all of the mudslinging and brand damage – preventive maintenance is key

Take a lesson from David Letterman’s confession here. Brilliant!

As a wise man once said to me, “That fish wouldn’t be on the wall, if it didn’t open it’s mouth!”

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text to give 214x170 custom The Kids Are Alright Part IIIn an earlier post, I reported that it was great to see the Gen Y kids driving the tremendous outpouring of financial support for Haiti relief via texting.

I’m happy to report that the American Red Cross “Text ‘Haiti’ to 90999″ campaign has raised $24 million to date. See the DMNews story here.

Think about this campaign for a moment. It has achieved some amazing accomplishments – in a short period of time – since this devastating earthquake hit Haiti just last week on January 12th:

  • $24 million has been raised via $10 individual donations to help the Haitian people – 1/5th of the amount the American Red Cross has raised to date – breaking all records by a huge  margin.  Reference note: After Hurricane Katrina – a mere 4.5 years ago – the ARC only received $120,000 via texting – and Katrina occurred on American soil!
  • The ARC has built a valuable mobile text database for future marketing communications and financial appeal efforts
  • The ARC’s core donor base skews older and texting gave the Gen Y folks an easy, quick and convenient channel to offer their support (marketing lesson – treat different people differently)
  • The campaign execution of  the ARC and its mobile firm partner mGive was flawless – amazing too – considering the fact that they started to work on the texting campaign the evening of the earthquake
  • The viral goodwill spread of the “Text ‘HAITI’ to 90999″ campaign in Social Media channels such as YouTube, Facebook and Twitter (100K tweets/retweets)

I’m far from being in the Gen Y segment, but I did text a donation to the ARC and will tell you that it was easy for me to participate. As important, I felt comfortable donating because of the supportive and reinforcing messages I saw on TV news and various high profile broadcasts such as the NFL playoffs and the Golden Globes.

Also, after texting the shortcode “HAITI” to 90999, I was asked me to respond “yes” to confirm my donation and then I received a nice comforting thank you too – nice touch.

This overwhelmingly positive experience led me to spread the ARC’s good word and to feel more comfortable using this channel in the future.

Strong brand promise, ease, convenience, simple message and trust are the hallmarks of success for the ARC’s texting campaign and they could be put to good use for your brand’s future success too.

Photo by CollectiveGood.

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