Social Networking in the Workplace |
A recent U.S. study showed concern among business executives that the use of social networking in the workplace can lead to undesirable outcomes, citing productivity and damaged brand reputation as the leading reasons. As a result, many employers are blocking employees from specific social networking sites, but what they may be missing out on is the opportunity for employees to utilize social networking to build relationships and a company’s brand. It’s a double-edged sword with very sharp edges. The study found that 40 percent of companies technically block their employees from accessing social media while at work, while paradoxically, the overwhelming majority of executives feel social networking sites are an important business tool. (Source: Russell Herder And Ethos Business Law, August 2009) Highlights of the survey:
The use of sites like LinkedIn can be very useful for employees and business executives alike, as this site is aimed more at a business audience than a recreational one. For example, I recently received a voicemail about a possible new business opportunity. I took the name and number down, searched the contact on LinkedIn and instantly had a business background about the person contacted that me. From their page, I was able to view link to their company’s website (which was not coming up on a Google search) and return the call within a half an hour with at least a rudimentary knowledge of the company’s business. Being in the client service industry, this is a valuable tool which I would like all my employees to have access to. I also want my employees to talk to their contacts about the new and innovative things happening here, as it builds our reputation and our brand. It can become a tool for recruiting and endorsement. Ah, but there’s the other edge of that sword, disgruntled employees can also demean and defame the brand. So each company exec needs to weight the pluses against the minuses; potential lost productivity through overuse and abuse and possible brand damage vs. possible increased business intelligence and brand reputation enhancement. Social media like any other business tool (such as internet access, phone calls, photocopier, etc.) should be part of a formalized policy to ensure the privilege is not abused with clear parameters for use regarding when and how these sites can be accessed as well as what content can be posted while on company time. It won’t be perfect, but we have to start somewhere. - Jim Kabrajee, Partner, jimk@marshall-fenn.com |
Creative of the Week |
We created this ad for the Maple Leafs program at the Air Canada Centre. It reflects the 30-second ad we created for the LCD screens at the venue. |
Creative of the Week |
This campaign ran in Gay Bi-Sexual Lesbian Transexual magazines to communicate that Harrah’s properties in Atlantic City are a perfect getaway for the GBLT community. |
Super Bowl Ad Round-up |
It’s Super Bowl Monday, the day everyone gets to play creative director – no one more so than bloggers. So, in keeping with this world of lowest common denominators, Creative Director James Dunlop and Senior Art Director Steven Kim offer opinions on some of the interstitial highlights of Sunday’s game. In case you missed them, click here to see all of the ads in a new window.
The Careerbuilder spots are funny. “Job Fairy” has a rather lame fairy jobmother trying to re-create a guy in different career positions, all of which suck. And “Worst Seat” depicts the collegiate antics of an annoying co-worker as a reason to find a new job. But during a period where many are out of work, and others are just grateful to have a job, these spots seem to miss the mark. – JD
A wonderful campaign. I know, I know, talking babies isn’t new. We’ve seen it before. Yet this campaign by E-Trade continues to make me laugh with witty dialogue and seamless post-production. In this installment, our hero baby apologizes to his girlfriend on video chat for not having called last night because he was too busy diversifying his portfolio. His girlfriend replies, “Oh and that milkaholic Lindsay wasn’t over?” He denies, but of course, but guess who inadvertently pokes her head in at the end. All I can say is I have a new favourite word: Milkaholic. – SK
This is a really nicely written spot. I love the almost automaton, lifelessness of the subjects we see as the voice lists all the points to which men have agreed to acquiesce. It’s a manifesto that concludes with being able to drive a Charger. I’m not even a Dodge guy but I can relate to the insight: mans’ real estate has been systematically eroded to the point where little is left. Hey, isn’t Dodge a Chrysler product? Wow, hard to believe Chrysler didn’t bugger this up. – JD
I admit, I’m a sucker for anything that has anything to do with Chevy Chase. Which is why this spot resonated with me and made me laugh along the way. But the idea is solid as well: a fake ‘Vacation’ trailer starring the Griswold couple that drives you to homeaway.com where you can find vacation homes. Great link to brand and great use of celebrities. And a helpful explanation on ‘complimentary water.’ – SK
Coke has two spots in this year’s Super Bowl pool. The Simpson’s parody is okay, but I prefer “Sleepwalker” where a guy sleepwallks from his tent, Mr. Magoo-like, through the dangers of the African veldt, to a fridge where he opens bottle of happiness. As an execution, the Simpson’s spot is an undoubtedly a better deliverer of the idea: Open Happiness. But the freshness and originality of “Sleepwalker” makes us laugh and isn’t that what Super Bowl ads are supposed to do? – JD
A simple, solid spot that probably didn’t disappoint many Megan Fox fans who’d been anticipating it as much as the big game all winter. The slapstick take on her celebrity and her assets is effective. And, despite what all 16-year old boys might be thinking right now, I like how she was used in the spot: Sparingly. In essence her screen time bookends the story allowing ample time for comedy in the middle. Now if only she could be as funny as Betty White. – SK
BBDO New York has come out with another good Snickers spot. Working to the idea “You’re not you when you’re hungry” they use Betty White to depict a guy underperforming in a friendly game of football. It’s simple, entertaining and insightful. I only wish they hadn’t followed their formula of a reprise quite so slavishly, because even Abe Vigoda being violently tackled lets us down after that great moment with Betty White. Now if they’d exhumed Bea Arthur …. – JD
GoDaddy also has two contributions to the mix this year. I loved this campaign when it first came out, but I really think it’s run its course. “News” is another execution that ends with a hot news chick loosening her hair and preparing to disrobe, and then suggesting we go online to see what happens next. But we’ve seen this before with the female motorcycle cop and it just feels old. “Lola”, about an effeminate football star who uses GoDaddy to start his business, is so bad even flies would hesitate to lay their eggs on it. – JD
I hate almost all car advertising and this is definitely one of them. Well maybe ‘hate’ is a strong word. I’ve certainly seen worse. But what I don’t like is how predictable this ad is. In the first few seconds you hear a voiceover: “There’s the Mozart Piano Sonata….” juxtaposed against beautifully lit close-ups of automotive sheet metal in a factory. So immediately the secret is out: This is an ad for the Hyundai Sonata. And to suggest at the end that this car now comes with better paint than Mercedes-Benz? Really? Is this even true? Okay, I’ll give them the benefit of the doubt and say it is. It’s still not a credible claim that is going to motivate me to gravitate me to this brand. – SK
Like the GoDaddy spots, Google’s ad is done in-house. Unlike GoDaddy, this is really good. (After Dave Letterman’s ad for the Late Show, I think this is the best spot from Sunday night.) There was a time when in-house agencies produced weak stuff but not any more. In an age of digital media, this spot uses TV to provide a simple demonstration that’s beautifully crafted. My only question is: why is Google advertising at all? – JD |
Creative of the Week |
Hand sanitizers were placed around Mount Sinai Hospital to encourage people to help control the spread of the H1N1 virus. |
Creative of the Week |
This Holiday Card was mailed to donors who gave to Mount Sinai Hospital as a reminder to do their part in controlling the spread of the H1N1 virus. |
Measuring Online Papers |
Why was there surprise when the New York Times announced it was going to begin charging for its online edition? Readership of the paper version is down 3.2%. Ad revenues for the paper version are down. The cost of newsprint and transportation is up. Their online version gets more than 18-million unique visitors — every day! The New York Times is not unique, all newspapers are having trouble. The National Post only publishes online on Mondays. The top ten newspapers in North America all experienced online growth last year, and a decline in their pulp versions. Soon, all papers will be charging for access. It’s inevitable. They simply have no other choice. But overall readership of online versions will decline as a result. Many people browse several online news sources each day. When the publishers begin charging, the public will be more selective and quality publications will remain vital. But what does this change in online readership mean from a measurement standpoint, particularly for clients and agencies? From a PR perspective, there was a simple formula for assessing the impact of a printed article on a client’s business or products. We simply took the circulation numbers for the papers as the number of impressions, and some multiplied it by 2.5 under the misguided belief that each printed copy of a newspaper was read by 2.5 people. This number has more to do with the wishful thinking of PR people than anything based on empirical measurement. Our Media Director actually laughed when I asked her if there was any validity in the 2.5 multiple. So, now that online impressions can be measured and if a publication cooperates, views of a specific article can be accurately assessed, what does this do to the valuation of media coverage for a company or its products? The value of a news item has also been based on its position in the publication. We can console clients that a negative piece is buried at the bottom of page 26, or gloat when a new product launch is featured “above the fold” on B1. Unlike hard copy versions, online papers change their front pages frequently during the day and they often do not mirror the line-up of the print edition. Some people connect directly to a specific article and never see the homepage. Media monitoring and valuation by PR professionals has turned a corner, and we need to be offering our clients a much more insightful and accurate way to judge the effect of earned media. Monitoring the media is certainly easier in an Internet world, but the job of correctly assessing the real value to our clients requires more work and better in-depth analysis. We have to balance online impressions versus print and we have to delineate for clients the value of each individually, not merely lump the numbers together. We’re finding new ways to evaluate coverage for our clients and the result is a much more accurate analysis. - Paul Chater, Partner, paulc@marshall-fenn.com |
The Article Says What? |
You did your research and pitched the story. A journalist bit, so you set-up the interview with your client. After a couple rounds of media training, your client is ready for the interview. The big day arrives and everything moves flawlessly; the conversation is jovial and both the client and the journalist leave the room happy. A few days later, the piece appears in the media… and it’s not what you were expecting. Worse, it wasn’t what your client was expecting. Bad press happens. That’s not going to change. What has changed is the options open to PR people. Where a tightly-worded letter to the editor used to be a PR go-to, the expansion of interaction on the Internet and Social Media have enabled PR people to engage in a conversation created by the media. Most print/broadcast publications have an online version and most media Web sites allow for user comments. Disagree with something that’s said in a piece? Create a post that: 1) Identifies yourself 2) Outlines your perspective 3) Provides facts to support your case Properly executed, you can watch as the conversation in the comments section digests your post and – sometimes – turns around in your favour. Not strong enough? Have you considered recording – and publishing – the interview yourself (http://theflack.blogspot.com/2009/12/pr-insurance.html)? Of course, you need to make sure all parties are aware of your intention to do this well in advance. Modern resources have expanded a PR professional’s tool belt to the point that their actions after publication can have as big an impact as the original piece. - Chad Heard, Senior Consultant, chadh@marshall-fenn.com |
Your Mobile Phone is Now Your Debit Card |
In Asia and Europe, mobile phone users have enjoyed advanced features not yet available to those of us in North America. One of those features is making debit payments directly from a mobile phone. That feature is about to expand into North America. Google’s Android mobile operating system, for example, will soon offer a new debit system called mPayy that will simplify the purchasing process down to a press of a button on your smart phone. For some, this kind of transaction may seem unsecure, but the developers promise a level of encryption that’s better than traditional debit cards and meets a higher standard than that used by credit cards such as Visa and MasterCard. mPayy and its ilk will be a huge opportunity for mobile web sites that wish to conduct e-commerce transactions but cannot afford to build an extensive financial back-end. As more people access the web through their mobile device, we can only expect more commerce to be conducted there and, where there is commerce, there is advertising. The small screen is moving beyond a simple phone to become your computer, your TV and your ATM; that’s a lot of power in every pocket or purse. Our buying patterns are going change too as we will be able to purchase any item over the mobile web whenever and wherever it fancies us. It won’t be long before your date — over a latte at Starbucks — says: “Hey look, I just bought that killer 60-inch plasma screen TV I wanted. Can you pass the sugar please?” According to research firm IDC, an estimated $8-trillion of global commerce took place over the internet in 2009. That figure is expected to double by 2013 and much of that growth will be traced to mobile. Stay tuned to see where this is all heading. The next few years are going to have us looking at our mobile devices more and more and the marketing industry is going to have to stay on top of emerging trends. Maybe we should also be on the lookout for thumb exercises. - Jim Kabrajee, Partner, jimk@marshall-fenn.com |
It Starts and Ends with the Brief. But What’s in the Middle? |
I was asked last week: “What is the process you use to develop advertising ideas?” If I’d had an ounce of integrity I’d have answered: “Actually, there is no process.” There may be a process for developing a strategy; there may be a process for developing a media plan; but there is no process for giving birth to an idea. There never has been and there never will be. If clients knew that, they might almost be as scared witless as creative guys are when we sit down and start with a blank page. What helps, of course, is a tight brief. Clients who are used to seeing good ideas are also used to spending the time up front with the strategists and the account folk. They try to get the brief right. Because the brief helps us evaluate the merit of each idea. The best briefs are focused. There’s a consumer insight. There’s a tone that’s unique to the brand. There’s a single message with support points that prove it. And everyone agrees to it. I am sure some clients would prefer things if we had a more proven method. Maybe we could reveal it on a fancy chart with arrows and boxes and buckets and silos and feedback loops and checkpoints and all manner of obfuscatory baloney. The chart could have a very important sounding title, like “Developmental Matrix” and it could show how, through consumer ethnographic analysis, the idea starts as a small phrenological stimulus and then by some highly-evolved, labarynthine system it’s transmogrified into a grand, unifying concept. But that would be bunch of BS. How it really happens is like this: a writer and art director are locked in a cage. The creative director opens the cage door just wide enough to throw in five pounds of briefing documents, memos, research reports, and old ads. He slams the door, yells “I need this stuff by Thursday, and it better be good” and runs off to lunch with his assistant. (Well, okay, I don’t actually have an assistant. But you get the point.) So maybe what I should have said is: “Just bloody hard work.” - James Dunlop, Creative Director, jamesd@marshall-fenn.com |
