The Dark Side of Social: How to Respond When Things Go Wrong

At CCC, we’re big believers in the power of social media and the value that it can provide to your brand. However, you need to understand the darker side of social so you’re prepared for anything that could go wrong or reflect your brand in a negative light.

Velvet Heart Promoted Tweet
Velvet Heart was trying to promote its new arrivals for spring, not trend with a mass shooting.

Recently I was on Twitter and noticed the name of a nearby town trending (regionally). I clicked on the link to see why it was trending and discovered a mass shooting had occurred at a retirement village. (My thoughts and prayers are with this community during this difficult time.)

While scrolling through the feed, I saw a promoted tweet advertising a retailer’s new spring arrivals. I was included in the audience targeted in this campaign, so the tweet showed up in my feed — no matter what I was viewing at the time. The advertiser had no say where its targeted audience members saw its tweet. (For more on Promoted Tweets, click here.)

Last week, I saw a news story about a guy who blew his lower leg off while shooting a lawn mower packed with explosives. As usual, an ad played prior to the video on the news site where I watched it. AT&T didn’t ask for its ad to play prior to a graphic video, but that’s when I saw the ad and its brand.

“A brand can’t control the message in the way it once did but it can still have influence.” –Jeff Barrett, CEO, Status Creative

These examples both point to why some brands and companies are so afraid of getting social — loss of control. On social media, it’s impossible to control every aspect of the message about your brand.

I’m not trying to discourage you from joining the conversation — just the opposite, in fact. If you’re a part of the conversation, you can help guide its direction and speak directly to your online community.

What if I hadn’t known that advertisers don’t control where Promoted Tweets show up? A user may have tweeted the advertiser expressing her dissatisfaction that the company would try to profit off a tragedy. That’s why you need to be aware of all the possibilities before jumping into something like Promoted Tweets. You can respond to say that you only chose to promote a tweet to a targeted audience, and did not use a trending hashtag or phrase inappropriately. If you’re not active on a social platform where a discussion breaks out about your brand, you can’t help set the record straight.

“While you can’t control the conversation,  you can participate and give fans a firsthand account of what’s going on at your company.”

Don’t worry about controlling every aspect of the conversation about your brand. Be prepared and know what you’re doing before jumping into social media in general, or a specific area, such as Facebook advertising or Promoted Tweets. Have a plan, but be prepared to adjust it as necessary.

Social media may not be easy for brands, but it’s worth it. Getting social can start a conversation that takes your business to new heights!

Are you struggling with your social media strategy, goals or execution? Let’s talk. We’d love to help you join the conversation and shine the spotlight on your brand.

Getting social (day or night),
Jaime

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Share the Luck of the Irish with Your Clients & Employees

Whatever your background, we’re all Irish on St. Patrick’s Day!

St. Patrick's Day revelers enjoy the celebration
St. Patrick’s Day by Courtney Collison via CC BY-SA 2.0 http://bit.ly/1QVmT1J

Here’s how to share the spirit of this holiday with your business family:

  • Throw an Irish potluck — Ask employees to bring their favorite Irish-themed foods for a festive event in the office. If you’re throwing a last-minute shindig, order in from your favorite Irish restaurant. Hand out fun promotional items, such as four leaf clover-printed sunglasses, green hats or four leaf clover beads. Remind everyone to wear green and punctuate the event with some fun Irish music (or March Madness)!
  • Enjoy March Madness during a St. Patrick’s Day Happy Hour — Invite your employees and/or clients to Happy Hour at your favorite local pub. Cheer on your favorite men’s college basketball teams (or the ones you picked on your bracket) with an ice cold Guinness in hand. If you’re feeling lucky, pick up the first round of drinks along with some hors d’oeuvres. Enjoy the camaraderie as you survive the roller coaster ride of the NCAA Tournament!
  • Hold a Luck of the Irish Contest — Invite your clients to participate in a themed contest celebrating this popular holiday. Anyone who places an order receives a mystery discount or gift. You can hold the contest digitally with a well-designed landing page, email marketing and social media promotion. Take the contest offline with direct mail, scratch off tickets and in-person visits. Don’t forget to create a hashtag and encourage clients to post their winning tickets on social!
  • Bring the Irish Spirit into Your Office — Encourage employees to wear green along with festive accessories. Reward the most festive, creative and other categories of your choice with gift certificates to your local pub, lunch delivered in the office or a day (or afternoon) off. Throughout the day, highlight your festivities on social media so fans can get to know the faces behind the scenes and see your fun culture.

St. Patrick’s Day 2016: How the World Will Celebrate From Dublin to Tokyo

However you decide to celebrate, have fun! May the Luck of the Irish be with you and your business always.

Cheers,
Jaime

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How to Incorporate Reactions into Your Facebook Strategy

Facebook Reactions are here. Now that people are getting used to them, how can you incorporate them into your strategy?

How to incorporate Facebook Reactions into your strategy
Feel the love by incorporating Reactions into your Facebook strategy! Photo courtesy of Facebook

 

Here’s how to feel the love from your Facebook community with the new Reactions:

  • Share controversial or complex issues that are in the news and relevant to your page. Ask community members how they feel about the subject, now that they can respond with a greater arrange of emotion. This is also a good way to encourage thoughtful comments and discussion. (Just remind everyone to stay civil!)
  • Take the This or That? post in a new direction. Post two pictures — salted caramel brownie or chocolate chunk cookie, for instance — and ask fans which one they love. (They may like both, but they can only love one!) Add another element by sending samples to random people who voted.
  • Ask questions about people’s experience with Reactions so far or their thoughts on how they’ll use them in the future. Have you used the Angry button to direct anger at a person/brand or at content only? Should a brand block fans who use inappropriate emotions (i.e. Haha or Love on a post about someone dying)? Have you ever scrolled past a post because you couldn’t decide which Reaction button to use? Which Reaction button do you use most often?
  • Encourage fans to use the full range of Reactions on your posts, so you can use their feedback to drive future content. For example, if a topic elicits more love or wow Reactions, you may want to publish more content on that subject than one that draws only likes. It never hurts to reward community members who consistently make the effort to engage with your posts by utilizing appropriate Reactions and leaving thoughtful comments with prizes, samples or spotlights.

For now, Facebook is viewing all Reactions as positive engagement, a sign that someone wants to see more of your content. We’re hoping that more options increase engagement, especially with mobile users, by giving people quick ways to respond to posts and join a discussion (even if only in emoji). So encourage fans to utilize the newly available range of Reactions to help strengthen your relationships with your online community.

Your Reaction to Reactions

Have you seen a change in your engagement since Reactions were rolled out?

Do you use other Reactions regularly or is the like button still your go-to?

Have you not engaged with a post due to confusion over which Reaction to use?

Leave your thoughts or questions on Facebook Reactions in the comments!

Loving the new Reactions,
Jaime

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Does Your Social Media Strategy Need an Adjustment?

As I was getting adjusted at the chiropractor last night, a thought popped into my head. Your social media strategy is like your spine; sometimes it needs adjusted.

Computer Problems by CollegeDegrees360 via CC BY-SA 2.0
Computer Problems by CollegeDegrees360 via CC BY-SA 2.0

Why?

  • Your situation has changed. Something has happened in your world to change your objectives. Perhaps new leadership has taken over or your company has changed its core focus. Business, like life, is fluid, so you need to consistently reexamine if your strategy and objectives fit your current situation.
  • You aren’t seeing results. This is a tricky one, because social media is a long-term commitment. Knee jerk reactions and impatience will only hurt you in the long run. However, at some point you should start seeing results. If your results aren’t matching your expectations, either your strategy or expectations need adjusted.
  • You don’t have a strategy. It’s never too late to set a strategy, but don’t wait until you have a crisis on your hands. Sit down with the appropriate personnel and put a plan in place. Social media is an important part of the marketing mix. Don’t leave your results to chance.
  • Your expectations are out of line. I’m a big believer in dreaming big, but you need to be realistic. If you’re a startup, don’t compare your current social situation to Pepsi or Lady Gaga. One is an industry leader with an established, active online community (and million dollar budget), and the other is a rock star (who is smart and hires the right people). One day you may be one or both, but today you’re a startup. (In this situation, your expectations need an adjustment, not your strategy. However, a strategy change may help in the long run.)

Does your social strategy need an adjustment? We’d love to discuss your current situation and objectives to see how we can help you get social. Contact us to discuss your strategy or ask a question in the comments below.

A chiropractor’s (and brand’s) best friend,
Jaime

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Super Bowl 50: Winners & Losers on the Big Stage

We know who won on the field, but who won the battle of the brands? Here’s our take on the winners and losers of Super Bowl 50 advertisers.

“If it doesn’t sell, it’s not creative.” -David Ogilvy

Portraits by Jeep for Super Bowl 50
Jeep’s ads, including Portraits, were on point.

Winners

  • Give A Damn, Budweiser: First, the King of Beers spent $5 million on a PSA condemning drinking and driving. 👍 Second, they featured none other than Dame Helen Mirren, who is known for portraying strong, frank women, and she didn’t mince words. Third, for every #GiveADamn mention, Budweiser donated $1 toward safe driving programs. Drinking & driving is a serious problem, and the ad’s timing was perfect.
  • Ultrasound, Doritos: This ad held our attention, featured the product prominently and made us crave Doritos! It makes sense for a snack brand to advertise during the big game, and this year concluded the company’s strong 10-year run of crowdsourced commercials. Doritos crunched its way to being the second most mentioned brand on Twitter during the game.

  • Portraits & 4x4ever, Jeep: The auto manufacturer scored twice this year. Portraits grabbed our attention with black and white images of Jeep owners that looked like they were captured on a (vertical) smartphone. More importantly, the brand spoke to its core audience in both spots, recognizing that Jeep owners crave experiences and live an adventurous, off-road lifestyle. “We don’t make Jeep. You do.”
  • The Longest Chase, Toyota: “Wait. Is this a Prius?”  Toyota wanted to convey that the all-new 2016 Prius isn’t just a comfortable ride. How do you do that in a fun, entertaining way? Have four buddies rob a bank, have their getaway car towed and outrun police on a wild, multistate chase. Speed, handling, gas mileage, spacious interior… #GoPriusGo
  • Storm’s a-Brewin’, Death Wish Coffee: The self-proclaimed maker of the strongest coffee in the world won this year’s Small Business, Big Game contest by Intuit, and its spot didn’t disappoint. Vikings? A raging storm? A day of reckoning? On brand for a company that uses a skull and crossbones in its logo. Two thumbs up for the prominent product and website placement at the end.

Honorable Mention

  • Esurance: You may have noticed that the online auto insurance company only advertised during the pre-game (when price tags are a little lower). So how did it steal the show? By enticing Twitter users to retweet its brand-appropriate tweets to enter to win big $$. Esurance was the most mentioned brand on Twitter during the game (835,101 tweets — 4x that of #2, per Amobee Brand Intelligence) and even trended on Facebook — with a Twitter contest.

Losers

  • #puppymonkeybaby, Mountain Dew: This bizarre ad reinforced that all publicity is not good publicity. Yes, people were talking about it, but most of it wasn’t good. We love puppies, monkeys and babies, but combining them doesn’t excite us — or make us want to drink MTN DEW Kickstart. After this commercial, we’re staying as far away from it as possible.

  • A New Truck to Love, Honda: Don’t get us wrong; we love Queen. But be honest: Did you actually remember which company ran this ad? Or were you just singing along to a great song? So were we, but that’s tough to justify the hefty price tag ($10 mil?).

  • Breathe, Michelob Ultra: Was it just us or were you a little confused by this spot too? We get that Michelob Ultra targets athletic and fit people, not your stereotypical beer drinkers, but there had to be a better way to show that — and drop $5 million.
  • What We Were Thinking, Quicken Loans: We’re all about technology making things easier but should applying for a mortgage be that easy? Maybe the biggest purchase of your life shouldn’t be done while waiting for your food at a restaurant. This commercial seemed to imply that an app could fix our economy overnight, which seems ridiculous. Let’s not #RocketMortgage our way into another recession.
  • Great Loans for Great People, SoFi: We touched on startup SoFi heading to the big game previously. While admirable, we’re not sure that its ad was the best way to spend 20% of its annual marketing budget. The company’s looking for a pretty specific customer, and the Super Bowl might not have been the best way to reach that market. We love fellow small businesses and startups (even ones with deep pockets), so we hope we’re wrong here.

That’s our take on the winners and losers of Super Bowl 50. Congrats to the Broncos and every advertiser who sees a legit return on its investment. As a wise man once said, “if it doesn’t sell, it’s not creative.”

Join the Post Game Huddle

Do you agree with our advertising winners and losers?

Would you advertise during the Super Bowl if you had the budget?

Were you on social media during the game? What platform were you on the most?

Still craving Doritos (and Death Wish Coffee),
Jaime

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Want Your Business to Flourish? Kill Your Sacred Cows

What’s holding your business back? Probably a sacred cow.

Death to all Sacred Cows: How successful businesses put the old rules out to pasture
Death to All Sacred Cows is a business book worth reading, no matter what business you’re in.

A what?! You’ve heard them before — those magical sayings in the business world that savvy businessmen and women everywhere regard as sacred.

The customer is always right.  √
Teams create the best solutions.  √
Always trust your research.  √

Here’s the problem with sacred cows: always and never are rarely a good idea in the business world, a place which is constantly moving, changing and adapting.

“Businesses that only look to the past to guide their futures can be doomed to failure. In a rapidly changing world, anything dated tends to be dangerous.”

We’re not saying to forget your traditions or roots; they shouldn’t be the sole decision makers within your walls. You need to make decisions based on the current situation by looking at all of your options. Making decisions based solely on past successes can cause a company to be afraid to take risks or try new things. Success breeds success, until it doesn’t.

“The point is, in order to prepare for the future you need to unchain yourself from the strictures of the past. Let the past help and inform you; just don’t let it hold you back.”

Here’s one of our favorite sacred cows: the customer is always right. Don’t get us wrong; customers are critical to the success of your business. You need people to buy your products and services. We’re lucky to work with some great customers at CCC, but that doesn’t mean they’re always right. (Neither are we.)

Unless your business operates in an industry we’re not aware of, your customers are human beings. Human beings are fallible (yep, all of us), so customers are not always right. Of course, you want to provide the best customer service and experience in the world. You need to review each situation and understand when a customer is being unreasonable or is just plain wrong. (It happens, but if you work with great people, it doesn’t happen often. 🙂 )

“We’re just saying that slavishly kowtowing to the idea that the customer is the ultimate authority on how your business should operate is a surefire way to wind up with an inoperable business.”

In conclusion, use your brains. If you’re smart enough to run a business or be a successful businessman/businesswoman, trust your gut and decision-making skills. Don’t hide behind a sacred cow; it will kick you in the face eventually. (And read Death to All Sacred Cows for sound business advice and pure entertainment.)

Your Feedback
What is your favorite sacred cow to kill?
Have you read Death to All Sacred Cows? What’s your feedback?
What other business books would you recommend?

Eat, Pray, Love — In Business Too
Blink: The Power of Snap Decisions & First Impressions
Winning as the Underdog: Turn Your Weaknesses Into Strengths

p.s. I’m not being paid to recommend this book. I just enjoyed it that much!
p.p.s. No real cows were harmed while writing this article (or the book, to my knowledge).

Your favorite bookworm,
Jaime

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Movin’ on Up: Small Businesses Go to the Big Game

It all started with a groundbreaking company that just wanted to encourage more interest amongst girls in science, technology, engineering and math (STEM). Who could predict that Goldieblox would become the first small business to advertise during the Super Bowl?

GoldieBlox has changed the game.
GoldieBlox became the first small business to advertise in the Super Bowl in 2014.
Screenshot courtesy of Goldieblox.com.

In 2014, Intuit ran a contest to award one small business the opportunity of a lifetime — the chance to advertise during the big game. GoldieBlox won the contest, won the Super Bowl audience over with a great ad and has been growing rapidly ever since.

Breaking Through Gender Stereotypes: Are We Making Progress?

This year, it’s Death Wish Coffee Company‘s turn. The self-proclaimed Home of the World’s Strongest Coffee has an incredible opportunity to reach millions around the world in 30 seconds. As big fans of good coffee and fellow small businesses, we hope Death Wish Coffee Company becomes a household name after OWN IT airs during Super Bowl 50.

Death Wish Coffee Co is the 2016 winner of Intuit's Small Business, Big Game contest!
Death Wish Coffee Company is hoping to make a big splash in the big game with OWN IT.
Screenshot courtesy of Intuit’s SmallBusinessBigGame.com.

With small businesses starting to make appearances during the big game, it shouldn’t be all that surprising that one is making the trip on its own. Alternative lender Social Finance, also known as SoFi, is dropping some serious cash — 20% of its annual budget — to introduce itself to the world.

Here’s the catch: like most startups, SoFi’s ideal customer is a specific niche market —  qualified millennials who want to refinance student loans as personal loans. The company began to expand its offerings to mortgages and some consumer loans last year and expected these areas to overtake refinanced student loans as its largest areas of business by the end of 2015.

Still, is it worth it? Will SoFi’s 30-second spot reach enough members of its target audience (either directly or indirectly) to achieve its goals? While SoFi has a much larger budget than most startups and small businesses, the company is still taking a huge gamble to introduce itself to the world. Plus, the financial sector hasn’t been a major player in Super Bowl advertising of late. Will SoFi win big or lose it all to one ad?

If you had the budget to advertise in the Super Bowl, would you? Would it be the best use of $5+ million dollars for your company? I’d love to hear your thoughts. Please let me know your decision in the comments below!

p.s. What are your Super Bowl 50 predictions — winning team and advertiser?

Super Bowl dreamin’,
Jaime

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Content Marketing: Transforming Business Since 1895

Recently I had the opportunity to attend a big-screen showing of The Story of Content: Rise of the New Marketing. What a great story!

The Story of Content: Rise of the New Marketing by the Content Marketing Institute
Image courtesy of the Content Marketing Institute

If you’re not familiar, the Content Marketing Institute made a documentary telling the story of content marketing — past, present and future.

Yes, content marketing has a past, and I’m not referring to 2015. In fact, John Deere has been succeeding at the art of content marketing since 1895, when it introduced The Furrow. Some of the earliest printed ads were prime examples of content marketing before the ad industry switched directions.

So where are we today? Content marketing is all the rage, but like any other form of marketing, it requires a strategy and commitment. While you may receive extensive engagement on one piece of content, content marketing is a long-term strategy, not an overnight success story.

However, if you stick with it and do it right, you’ll become a valuable resource to your clients, partners and online communities.

Looking for inspiration? The documentary contains real-world case studies of companies in various industries succeeding in the content marketing arena today. We also welcome you to check out some of our past posts on the subject.

Is your company interested in developing relationships and creating value with content marketing? Let’s talk about a strategy that’s right for you.

What brand excels at content marketing in your eyes?

All about the content,
Jaime

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Mobile Marketing Customization 101: A Guide

All mobile marketing strategies are different—and some are better than others. Starting out on the right foot requires planning, but a slew of utilities capable of generating potent mobile strategies exist. The modern smartphone user is constantly connected, and approximately 60 percent of global mobile consumers utilize their mobile devices as exclusive Internet sources.

The numbers are growing, too. As mobile apps achieve dominance, new, creative marketing strategies emerge. Compiled lists of the world’s best mobile games have emerged, shedding light on the sheer magnitude surrounding our mobile culture.

Modern marketers need to create custom mobile strategies to stay afloat, using the best-available resources to reach their goals. If you’re new to mobile marketing, or if you’re redefining your strategy, customization is key. Check out our step-by-step guide below, and take advantage of a comprehensive, consumer-tailored mobile strategy.

Step One: Analyze Your Target Population

 Analyze Your Target Population

Mobile technology has enabled the new age of consumer-specific marketing. Unfortunately, analytical gathering tools are too strong. Too often, mobile marketers overshoot their audience, catering to the masses instead of much-in-need consumer segments.

Use analytics, and use analytics wisely. Target your consumer demographics, and look at the key statistics surrounding them. Consider the following questions, too:

  • What is your consumer’s smartphone of choice?
  • How many in-store visitors were directed via mobile?
  • What pages do your consumers visit?
  • What content are your consumers viewing?

 

Step Two: Make Your Website Mobile-Friendly

Your mobile website needs to be accessible. Customized mobile marketing can’t occur if the consumer is unable to garner feedback, connect to webmail lists, make e-purchases or store online points.

I’m sure you or someone you know has an iPhone, Android, Blackberry, etc. If you don’t have each of these devices handy, there are some really cool tools that you can use to see how your website would actually look and behave on just about any mobile device. Fifty seven percent of users say they won’t recommend a business with a poorly designed mobile site.

Such high numbers warrant a website cleanup. Fortunately, both Safari and Firefox offer innovative tools geared towards the web platform-minded. Streamline your user’s browsing potential to assist their entry to customized channels.

 

Step Three: Let Your Consumer Control Mobile Content

Let Your Consumer Control Mobile Content

Assuming your mobile strategy contains multimedia content—which it should, consumers should be able to navigate it with ease. Consumers love controlling their content, studies revealing that:
  • 86 percent of viewers skip television commercials.
  • 44 percent of direct mail isn’t opened.
  • 46 percent of website viewers state design is a determining factor.

All content on your platform should serve the consumer. Moreover, it should be flexible based upon their evolving needs. Customizable content isn’t customizable if it isn’t skippable, and a consumer dedicated to your mobile platform will reveal valuable information about useful media while exposing loose ends.

Step Four: Customize Via SMS

Customize via SMS

SMS marketing is one of the world’s leading developments. Text-to-vote platforms, in particular, are an emergent trend creating customized platforms able to promote relevancy and effective navigation. Your mobile strategy will jump miles if it includes such services.

Your SMS strategy should, however, offer opt-in options. In the same way consumers prefer mobile content, they heavily prefer SMS control. Make sure all opt-in services follow strict privacy guidelines, and never shove offers through their push notifications. Use analytics, divide your consumer base and show the consumer you, the marketer, know their wants and needs.

Step Five: Consider Wearable Technology

Wearables have made a big splash recently. Fitbits and mobile thermostats have redefined the way consumers engage daily life, and “Internet-enabled” objects will likely persevere in the future. Don’t wait. Hit off a customizable mobile strategy before the market rises.

Customizable marketing strategies tailor offers to the consumer’s wants and needs. They’re buyer-centric, and they generate appeal from astounding offers. Sure, location-based offers, QR codes and SMS coupons are important, but the best customizable platforms are emergent. To be an effective marketer, you need to be ahead of the curve. In-store offers, social media guarantees and email redemption amenities are fantastic tools, but your arsenal should be one of business climate surveillance, prospective reasoning and innovation.

Author Biography

Sophorn Chhay

Sophorn is an inbound marketer specializing in attracting targeted visitors and generating sales qualified leads. Through Trumpia’s mass text messaging automation solution he helps businesses and organizations communicate effectively with their customers or members. Watch Trumpia’s 5-Minute Demo on how to execute an effective mobile marketing strategy.