Halftime during a Basketball Game calls for a “Tweet”

Twitter’s popularity is rising among people in all different fields such as celebrities, politicians and athletes. Cyclist Lance Armstrong provides updates on the frequency of his anti-doping tests and posts pictures from his training rides and NBA star Shaquille O’Neal gives away free tickets to fans. The latest craze that has received a lot of attention is the fact that Charlie Villaneuva, NBA basketball player for the Milwaukee Bucks posted a “Tweet” from his mobile phone during halftime of a critical game. He posted “In da locker room, snuck to post my twitt. We're playing the Celtics, tie ball game at da half. Coach wants more toughness. I gotta step up."

According to an article on Foxsports.com, coach Scott Skiles was perturbed when he found out that his top player was on his mobile phone and not focusing on the game. "We made a point to Charlie and the team that it's nothing we ever want to happen again," Skiles said after practice Tuesday. "You know, (we) don't want to blow it out of proportion. But anything that gives the impression that we're not serious and focused at all times is not the correct way we want to go about our business."

But according to Charlie, he didn’t think he did anything wrong and was completely focused on the game. As he noted, he had to “step it up” and he did just that by scoring several points and ultimately, this allowed the team to hold the final playoff spot in the Eastern Conference. He denied any comments that alluded to the idea of him not being focused on the game.

Although Charlie is one of the best athletes to follow on Twitter because he is consistently active, engaging and amusing, it is unnecessary that the professional NBA basketball player post “tweet” during halftime. Isn’t playing ball and the stress associated with it enough? Die hard fans might disagree and enjoy the behind the scenes and live scoop.

Charlie’s response to all this chatter was “we’re talking about Twitter here. We should be worried about Orlando.” In fact, I have to agree that this all this drama was silly. But I am sure that Charlie has learned his lesson and won’t be posting “tweets” during any games.

CRM to the Rescue

Due to declining readership and revenue, many media companies have been struggling to stay relevant and ultimately, stay in the game. With so many eyeballs gravitating to the Web, many print publications have lost their fan base and have been forced to build engaging websites with fresh content. As a result, Time Warner, Disney and other media companies are experimenting with customer relationship management programs in an effort to retain their relevance. However, traditional media lag behind their online counterparts in collecting customer data.

Media companies are trying to figure out the best strategy to keep their consumers happy. They are also trying to package the content in a way that will provide the most value to their loyal customers. “Newspapers, magazines and media companies in general have to start thinking about what con­tent they reserve and what they don't,” said David Rosen, SVP at San Francisco-based Loyalty Lab, a provider of on-demand customer loyalty technology. “By asking people to sign up for digital con­tent, for example, and to be part of the brand, it creates a deeper sense of engagement. That then becomes a marketing platform as opposed to an advertising plat­form, which is what media com­panies have now.”

Creating a relationship with its best cusomters is a strategy that rings true for Disney, the world renound company that children and even adults adore. According to a recent article in the DM news, Disney has launched a comprehensive membership program called D23 that includes a subscription to a new quarterly publication, offers to attend special events and purchase exclusive merchandise, access to exclusive online content and a membership certificate and card. Additionally, the Disney.com/D23 fan site will feature Disney news, exclusive feature stories, blogs, a collectibles boutique, special event information, and other content. A statement form the company explains that D23 refers to the year 1923, which is when Walt Disney opened his studio in Hollywood. The program is the first official community for Disney fans and a one-year membership costs $74.99 according to a statement from the company.

The driving reason why companies are willing to invest in these loyalty programs is because they want to continue the conversation with their loyal consumers. Ultimately, subscribers have to feel that a relationship with the brand is really worth paying for. Rosen agrees and says, “Here's a case where a media company is taking a lesson from the direct marketing industry. By providing structured value [to its cus­tomers], Disney will ultimately see higher levels of conversion and engagement across the entire franchise.” With this sophisticated communications program and community, Disney is able to understand what their customers are willing to pay for and reward with items that are of interest to them. As the infamous character Donald Duck would say, "Nothin' to it!"

'Smoking Smarties'

Companies are aware that people who are using their brands in unconventional ways will make sure to spread the word via social networking sites and by posting videos on YouTube. The catch is that the end result can be either positive or negative. A positive example would be the buzz that Diet Coke and Mentos received with the infamous experiments. A negative example would be all the press that Smarties is getting due to the latest videos that have been posted on YouTube called “How to Smoke Smarties.”

I had not heard of this new fad, so when I read my Ad Age Daily email and saw the headline “Smoking Smarties Videos Create Blaze of Unwelcome PR”, I was curious to read what was going on. In case you have not seen them yet, here is the video clip:



Apparently, there are many more videos of teenagers giving lessons on how to smoke smarties in the correct way. Although most of the videos are old, this video has sparked interest in a number of people and is number one on Google’s results page when you type in “smarties.” The big hit and the one that comes up most frequently in organic search is filmed by YouTube youngster "baller4life," aka Titus, which was created in December 2007.

While the video is old, the article explains that it is a simple case of exposure. Last week the video was featured on BuzzFeed and then on Monday appeared on CollegeHumor; the popular video-gamer destination G4tv.com's "Attack of the Show"; and the "Late Night With Jimmy Fallon" blog. And so began the rise of Titus' 1 minute, 38 second Smarties-smoking tutorial. I don’t know about you, but it seems outrageous that these people or sites would mention these videos in a positive manner. Are teens and people supposed to think these videos are cool? We’re talking about smoking here, and using a candy to demonstrate that. Seems pretty pathetic.

Luckily, the marketer of Smarties agrees and does not support these videos or viral communications. "It's certainly not endorsed by us. We don't endorse smoking, but we can't control what people do out there," said Eric Ostrow, VP-sales and marketing for Ce De Candy, the owner of the Smarties brand. He said he's been aware of the YouTube videos for more than a year, but Ad Age's query was the second call this week -- and the only one he's ever received regarding the videos.

Since participating in social networking sites and posting videos to YouTube are common activities for everyone including 15 year-olds with access to webcams, companies are going to have to brace themselves for the worst case scenario. That being said, they also need to be paying attention to what is being said on the Web, social networking sites, the trade journals and of course, word of mouth. In the case of Smarties, the brand is being connected to the act of smoking, and the company is distancing itself and denying any connection.

Pete Blackshaw, Executive VP of Nielsen Online Digital Strategic Services said “by Ce De speaking out and saying it doesn't condone the activity, is doing about as much as it can right now. For every time we have a Coke/Mentos, we need to keep in mind the equal opportunity of social media. It can go both positive and negative," he said, adding that one of his concerns for Smarties now is the video showing up at the top of a Google search. "That's where you could start to have a problem with general consumers getting the wrong idea. ... I know we all like a positive story ... but the real story in social media is how brands are challenged and eroded by it."

Although companies wish they could get positive PR from people performing stunts and finding unconventional uses for brands, they must figure out a way to deal with the opposite effect. Unfortunately, this means that every company and brand is fair game. Beth Snyder Bulik, the author of the article, gives advice about what to do if people are messing with your brand online:
1. Don't fight it. Trying to cajole, warn, threaten or even sue someone who is misusing your product or making a joke will only come off as heavy-handed. "Maybe some Neanderthal thinks that they can control this, but the reality is no one can," said Pete Blackshaw, exec VP of Nielsen Online Digital Strategic Services. And antagonistic attitudes will only invite more criticism and mocking.
2. Survey the extent of the problem. Is it a small group of jokers no one will take seriously or a more reputable group? How damaging is what they're saying or doing? That is, are they completing maligning the product and associating it with extremely unsavory behavior? Or is it just goofing around?
3. Turn to your social-media crisis plan. And if you don't have one yet, develop one.
4. Be open with employees. They use social media too and likely already know about it. But make sure to discuss what's happening and give them the information you want conveyed (for instance, what to say if a friend asks at a party, "Hey, what's up with all these kids smoking Smarties?").
5. Respond accordingly. At the very least, have a prepared statement for any media calls. Make sure it is available to all senior executives who may be queried. And make sure to respond as quickly and as transparently as possible to any direct questions from your customers.

Addicted to Twitter

As I mentioned in a previous post, posting your every thought on the popular networking site can get you in trouble. But some people have admitted that they are addicted to the site and can’t stop Twittering.

According to an Adweek poll, Twittering is increasingly part of mainstream culture. In fact, some ad world CEOs have joined in on the fun such as JWT's Bob Jeffrey, AKQA's Tom Bedecarre, EVB's Daniel Stein, Deep Focus' Ian Schafer and Big Spaceship's Michael Lebowitz. These top CEOs have taken the opportunity to promote themselves and their agencies. Additionally, they’ve admitted that they find Twittering just plain fun. "I can lose myself in it," said Lebowitz, whose "bigspaceship" account has nearly 3,000 followers.

It seems as though people need to filter and re-read their Tweets before posting them. Tweets and status updates can spread beyond your inner circle of friends and family to competitors and frenemies. According to the article, Ketchum director James Andrews also threw caution to the wind when, in January, upon landing in client FedEx's home city of Memphis, Tenn., he Tweeted, "True confession, but I'm in one of those towns where I scratch my head and say, 'I would die if I had to live here.'" FedEx, needless to say, was not amused. (Relations between the two are now fine.)

Not only do people need to filter their Tweets, they need to be as transparent as possible and sensitive to the fact that current and potential clients are out there reading and listening. No client would feel comfortable if their agency of record or account team were Twittering about client-sensitive information.

I agree with Marian Salzman, CMO for Porter Novelli, when she says, "It's public communications, so you're still very aware.” She described herself as ‘obsessed’ with Twitter. "[CEOs] just have to realize that [Tweetering] is very different than talking to a close inner circle."

Although Twitter is a less formal medium of communication in the business world, readers are still disgesting CEOs comments and forming their own intepretations of the Tweets. CEOs and management need to be aware of this and understand how these messages are portraying their businesses.

The Digital Landscape in Italy

If you have ever visited Italy, it is likely you will agree that people are more relaxed and not connected to the digital world and their mobile devices 24/7/365. Italians break for siesta, visit cafés for Internet access and stop for a shot of espresso on their way home from work. As such, it is quite different from the fast-paced, multitasking American way of life, which consists of eating lunch at your desk, emailing and talking on the phone at the same time and working until the wee hours of the night. But who is complaining?

Studying abroad my junior year of college in Florence, Italy gave me a taste of living in a city that was serene. I remember feeling out of place and strange when stores, banks and the post office would close for siesta. But after a few weeks, I was completely adjusted and got used to taking it slow. Coming back to the United States was a different story.

My journey to Italy began in 2001, which seems like ages ago. Since then, a lot has changed especially in the digital realm. While I was there, it was a daily chore to go to the local Internet Café to send email to friends and family back in America. Needless to say, all we did was email and leave to tour the beautiful city. Visiting websites such as MySpace, Facebook and Twitter were not daily routes and unheard of at the time.

Although I miss Italy very much and promised myself and my fiancé that we would go back, I have often wondered what has changed in terms of their technology and acceptance of social networking. That being said, when I came across Kara Swisher’s blog entry on All Things Digital I was engaged with the story, especially since she discussed the digital trends and the popular conference “Tutto Cambio, Cambiano Tutto?” That roughly translates into “Everything changes, but should everything change?”

Kara indicated that Internet penetration is much lower in Italy then elsewhere in Europe and television still dominates most media. She attended the conference in Italy and said the following: “’We’re 2,000 years old’ is something you hear a lot from people as an explanation for approaching everything, from social networking to iPhones to anything interactive, with some wariness. While most people here note that they like Facebook, pronounced ‘FAY-sa BOO-ka,’ hardly anyone sees the point of Web 2.0’s trend du jour, Twitter (‘TWEE-tur’).” While few people have heard it, those that have don’t use it.

What surprises me the most is how fast Americans have embraced these websites and social applications and have made them part of their daily lives, while Italians are moving at a leisurely pace. Even though I mentioned earlier that the Italian lifestyle is much slower, it seems like they would want to at least keep up with popular social networking sites, especially when other countries in Europe have adopted them. I am always amused when I hear that Italian designers define the fashion trends and style guides for the fall and spring seaons, but when it comes to other aspects they lag far behind.

For more information, check out Kara’s interview with several Italians at the conference:

Think twice when you use your cellphone. Advertisers are vying for your information.

We all know that advertisers will do just about anything to stick their ad in your face. Tracking consumers on the Web has been an effective medium that allows advertisers to target ads based on collected information. However, if you think the pop up ads on your computer screen are annoying, brace yourself for what is coming down the pike. Cellphones are going to be the device that gives advertisers your interests, habits and location. Since cellphones are used for a variety of activities such as playing games, downloading applications, sending instant messages, browsing the Web and emailing, it has become the latest and potentially extensive way for advertisers to aim ads at consumers.

According to The New York Times, there was a story about the power advertisers are finding in using GPS as well as other details about user profiles, pulled from “smartphones” like the iPhone and Blackberry, to send highly targeted messages to customers— as granular as sending a coupon for an NYC restaurant when the phone sends up a GPS signal about a user’s location on Broadway and 42nd. The story notes that advertisers are willing to pay a steep price when they know they’re hitting just the right consumers.

The capability for collecting information has alarmed privacy advocates. “It’s potentially a portable, personal spy,” said Jeff Chester, the executive director of the Center for Digital Democracy, who will appear before Federal Trade Commission staff members this month to brief them on privacy and mobile marketing. He is particularly concerned about data breaches, advertisers’ access to sensitive health or financial information, and a lack of transparency about how advertisers are collecting data. “Users are going to be inclined to say, sure, what’s harmful about a click, not realizing that they’ve consented to give up their information.”

While a mobile device holds a great potential for advertising, I have to admit that this is taking it a little too far. The thought of advertisers knowing every move that I make and then reaching me on my mobile phone is extremely intrusive and unnecessary. I truly hope that consumers fight back on this one. Since it’s common today for consumers to cause a ruckus when they are not satisfied, I can only hope that the troops rally on this one. However, this seems like wishful thinking on my part.

Social Media and the Workplace

It has become the norm today for people of all ages to participate in social networking. I’ve become accustomed to reading status updates on Facebook and each time I wonder why certain people feel the need to tell everyone that they are tired, hungry, thirsty or ready to party. As a member of Facebook, I can honestly say that I’ve only added one status update and that was to tell my family and friends that I had the best weekend ever—I got engaged to my boyfriend of five years. I thought that special moment deserved a mention. It was the one stop shop for everyone to find out, including my coworkers.

Posting friendly messages to these social networks is harmless and sometimes comical. But what happens when someone posts status updates to Facebook or “tweets” about client meetings and goals? Heather Rast, an avid member of the social networking space describes her real-life story of how social media involvement affected her corporate career. As a follower of Joe Pulizzi’s blog Junta42Match, I came across his interview with her and was shocked. Since social networking is a hot topic these days, I felt this interview was worth blogging about and passing along to friends. Additionally, I learned a few things and have made a mental note for any future use of social networks. You might want to do the same.

According to the interview, Heather explains that the company she was working for didn’t have a social media policy. She says,”Because of my level of responsibility, I thought it within my purview to choose methods for generating interest among outside parties about what my team did, and what we had to offer. I used Twitter to share ideas like ‘Just had a great client meeting. I think they’re understanding what a SEM campaign can do for their short-term search goals.” However she also stated that she never mentioned a client by name and never detailed any client project.

Apparently, people at the company didn’t agree with her approach and decided to selectively cull certain Tweets and Facebook status updates and presented them to executive management. They claimed that she was sharing confidential client information and using poor judgment.

While Heather is no longer with the company that questioned her social networking activities, she is proud to say it was worth the fight and she would do it all over again. She now works for a company that has full disclosure of her blogging and Twittering and they support her writing and sharing with others openly.

At the end of the interview Heather give some lessons that will stay with her forever:

Heather’s Lessons Learned:

• “Be very intentional about what I write anywhere. Have awareness about if the first and the fourth (example) sentences were stripped away, could my idea be misinterpreted, or used against me?”
• “Have a healthy respect for dissenters. Threatened people will resort to surprising behaviors. Take actions to preempt their plans by being as transparent as possible.”
• “You are replaceable, and your achievements are only as noteworthy as your weaknesses are few. Bad things can happen to good people.”
• “Isolate what is really important to your career/professional happiness. Then make sure you’re working at a place that truly allows you do those things. Life’s too short to just work somewhere; find that career that offers fulfillment.”

Check out Joe’s blog for the full detailed interview.

Many companies do have workers that participate in the social networking space for the good of the company, but the important point is that they’ve also made an effort to have guidelines in place. IBM and Edelman are some of the companies that have such policies. People have to be aware of what their own company guidelines are and think twice before they publish information for the world to read in the social networking space.