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I’ve been in the communication business a long time; now well into my second decade. Though I’ve witnessed many changes as the profession has evolved – most of them positive – there are also several industry characteristics that seem to stubbornly resist progress, almost like anachronisms. These aren’t so positive. Granted, this is just an unscientific tally from my personal perspective, but here is a list of communication quirks, or habits, that I’m surprised to still be seeing in the workplace:
- I’m amazed at the prominence of much-maligned PowerPoint as a communication tool. Even harsh critics seem to use the tool – with minor variations and embellishments – even as they attack the platform. Despite the introduction of plenty of new technology and platforms over the years – including more dynamic PP tools like Prezi and new visual options – the tried-and-true model remains ubiquitous.
- Interactive, digital 3-D environments like Second Life have a very low profile, and usage, despite the early hype and promise. A few cutting-edge firms use the platforms for a wide range of communication activities (including secure, enterprise versions for internal use) but many pros seem to have little awareness or interest in this technology.
- Corporate communications content is almost devoid of humor, which is so prominent in our digital lives and a key ingredient in the best marketing and entertainment campaigns. I understand some topics are serious, but the PR industry seems to have a deathly fear of humor that fuels work that is needlessly boring and forgettable.
- I still see much more “push” communication – or talking to/at our audiences – than “pull” activities, where users can access information they want, when and where they want to. Genuine conversation – which can be fostered through a range of new social media tools – is even more rare.
- Many companies still have no social media strategy. And I’m not talking about a proactive, intervention plan. Many don’t even have a defensive, passive social media program – with a basic employee policy and/or rudimentary monitoring.
- While the internet is truly global – a virtual community where distance and borders are irrelevant – many companies are still surprisingly insular and lack basic knowledge of global communication trends and differences. (One example: no awareness or recognition of the dominance of languages other than English on the Internet.)
- With apologies to my friends in IT… most IT departments in organizations remain a reluctant partner and barrier to progress, rather than a technology leader or facilitator. Yes, they have to consider costs and risks. But IT’s lack of attention to new technology and thin excuses (we can’t support that third-party platform) has made the function less relevant in many organizations.
- Finally, perhaps the most surprising…too many professionals still lead with a tactic at the expense of strategy. It’s the old shoot, fire, aim adage…with a checklist mentality focused on deliverables and activity and not on driving impactful, relevant objectives. The new version – “can you set us up with a Facebook page” – is simply an updated variation of pushing out the old employee newsletter (without clear purpose or metrics.)
Like in any industry, it can be hard to change entrenched habits. And our bosses or clients – senior executives – are often the ones pushing back on untested, new approaches. But if we hope to position ourselves as smart, agile consultants we can’t fall back on excuses and inertia.
Through my career as a communication professional, one mantra that’s provided me with sustained inspiration and direction is the need to consider all five senses while communicating. In other words, though we tend to spend most of our time in written words (only using sight) there is benefit in using other senses as appropriate – particularly sight and sound – to try to reach and affect our target audiences. As it happens, I got a great reminder the past few weeks of the impact and effectiveness of compelling visuals.
First, I finally joined the Pinterest bandwagon. I’d heard the increasing buzz about the booming site (or app?) from peers and friends alike, and now use it regularly to “pin” and share a wide range of images. I’m still not sure if it’s a fad or adds any lasting value to the on-line conversation, but from my perspective the images (most of them photographs or posters) are as compelling and informative as the best blog posts or Twitter comments – though it’s true the format limits the detail and nuance the images can convey. Still, I’ve discovered several stories and campaigns – including the much-hyped KONY story – through their Pinterest “windows.” And for what it’s worth my peers and friends have a much richer understanding of my personality and preferences from my selection of images.
The past few months some of the best blog posts I’ve read – or seen – involved info-graphics on a wide range of topics – ranging from the growth of the Internet to the DNA of social media. And by the way, they are much more compelling, memorable and user-friendly than equivalent white papers on similar topics. Check out this one as an example. I’ve also noticed a strong trend towards peers and friends sending me (or posting) photos and videos – often with little or no text.
My best personal anecdote of the power of visuals is about a simple photograph. While working several years ago in a global organization undergoing a massive transformation (both cultural and structural) we convinced the CEO to focus on several stark, bold photographs to convey the key themes behind the change. Over time these photos became widely recognized and even used as unofficial brands for the various facets of the program. One photo in particular – a fish jumping from a safe, small bowl of water into a larger one – came to symbolize the essence of the company’s revolution and was prominently displayed in the CEO’s office as a reminder. Of course, there was content behind the photo – without meaning using photos can easily invite sarcasm and even parody.
I’m not the only one thinking about this visual trend; this blog post in AdAge argues the shift to visual is part of a greater cultural trend sparked by technology: Smarter devices are prompting more occasions for people to create and consume visual content, while social media is encouraging that content to be shared on multiple platforms.
While the use of strong visuals and design has long been a best practice in advertising and entertainment (which could be described as both a form of marketing and communication), it remains nascent and uneven in the PR industry. For many organizations, the focus on visuals (and related emphasis on graphic design) is limited to primitive PowerPoint slides and esoteric debates about fonts. Even simple internal branding or program collateral is rare in many corporate settings. Where visuals exist, they are too often functional and lacking attention to creative, original design. (When is the last time you’ve seen content on bulletin boards with any hint of imagination and visual originality?) Video also seems limited in many companies – at least in terms of internal use – despite the fact new technology makes shooting and editing content ridiculously easy and inexpensive. Even photography seems to be an after-thought in communication platforms and plans. Years ago this might be explained by the cost of design and printing, but in this digital age there is no excuse for the paucity of pictures.
While one could argue the external world bombards us with too much visual stimulus – think a Blade Runner dystopia where imagery overload drowns out even compelling ideas – many organizations are stuck too far in the other direction. In a commendable effort to avoid hype and be direct, they have become too serious and formulaic, even boring. Another possible factor behind this visual gap is the lingering firewalls between related disciplines like marketing, IT, design and PR. While it seems like a no-brainer to walk down the hall to your marketing team to leverage them in an internal promotion – one of many examples of potential cross-pollination – it seems to be a rare occurrence.
The result of this lack of visual imagination is predictable: many internal communication programs have limited resonance and impact on employee awareness and engagement. While our focus as communication professionals should always remain the message, we need to expand our thinking about how we communicate with our audiences. The power of images is too potent to ignore.
Well, another one bites the dust. Add one more name to the long list of organizations undone by poor decisions and even worse crisis management. In the space of one week the Susan G. Komen Foundation – famous for being the brand behind the ubiquitous pink campaign against Breast Cancer – has done serious, perhaps irreparable damage, to its reputation and brand. Check out this article in Fast Company for a good summary of the imbroglio.
The Komen leadership team did so many things wrong it’s difficult to know where to start. Let me try…
- Think before you act – First and foremost, if you are going to make a policy decision that will have a big impact on your operations, make sure there is a solid rationale behind the change. The argument used by Komen for the suspension of payments to Planned Parenthood – that changes were dictated by a new policy prohibiting organizations under investigation from funding – appeared disingenuous. Buried in the policy legalese – our desire was to fulfill our fiduciary duty to our donors by not funding grant applications made by organizations under investigation – is the reality that the “investigation” in question was seen by most as a partisan witch-hunt by one anti-abortion member of Congress. Observers were further led to believe the dramatic impact of this policy on Planned Parenthood was a mere coincidence.
- Don’t try to bury the story – The story of the policy change broke with an article by Associated Press, and quickly picked up steam on Twitter and Facebook before becoming a top story for traditional media outlets. The Komen team didn’t announce the policy broadly – presumably trying a stealth approach – preferring to inform it’s various affiliates directly. (By all accounts Planned Parenthood was not informed in advance of the change.) When the story broke Komen leaders were slow to react, and their initial responses were brief, formal and defensive. Some PR observers suggest the battle was lost in those initial 24-hours, when Planned Parenthood mobilized its fans and led a smart, vocal PR counter-offensive.
- Don’t ignore social media – The failure of the Komen team to acknowledge, and adequately respond to, the uproar on social networks is seen by many as the biggest failure in their crisis management strategy. The outrage was swift, viral and overwhelmingly negative. Many of my female “friends” on Facebook, some big supporters of Komen over the years, expressed their disappointment and disavowal. The Komen team did use Twitter for updates (largely repeating their canned messages) but anchored their response through more traditional “push” channels like written statements and YouTube videos. To make matters worse, they were accused of scrubbing the most negative responses from their branded Facebook pages and websites.
- Remember who you are – Somewhere along the way it appears the Komen team forgot they were a charity whose stated purpose was promoting the health of women – including poor women – and that they are a non-profit dependent on their supporters and fans for revenue. Their funding decision – at best an awkward decision based on dubious legal reasons – and their subsequent response seemed totally at odds with the feel-good, compassionate image of their brand. Whatever the merit of their decision, the impact of cutting off thousands of women from low-cost access to breast screening was anathema to their stated mission.
- Listen to others, not your own story – One lesson that Karen Brinker and team may still not have learned is that stubbornly repeating an argument that few believe is not courageous, it’s counter-productive. In fact, the Komen team continued their defensive, almost defiant stance even as several officials resigned in protest – surely not a good sign. Even after reversing it’s decision, Komen tweets and comments stubbornly continued to defend their original decision and argue politics was never a factor. The battle had been lost, but the lesson was not learned.
- Back what you say – The Komen team never provided solid evidence to counter the strong circumstantial evidence, supported by claims from former staffers, that the reason for their policy change was political. It didn’t help that previous statements and recent tweets by new policy VP Karen Handel made it clear she was an ardent critic of Planned Parenthood.
- Don’t treat people as idiots – Perhaps the most egregious error by the Komen team in this crisis is their attempt to position the response to the policy change as positive, even as any casual observer could see the overwhelmingly negative social media reaction and related media coverage. This blatant attempt at spin was as misguided and incredulous as it was ineffective.
- Build and protect your goodwill – Another potential factor in the quick fall from grace for the Komen organization was that its goodwill may have eroded over the past few years due to some very uncharitable behavior – including its hard-ball legal stance against any hint of copyright infringement. The brittle, arrogant demeanor of Komen founder – and main spokesperson – Karen Brinker probably didn’t help their cause.
Of course, Komen did have the wisdom to change their decision – albeit belatedly and without totally letting go of their delusional narrative. In fact, they continue to be defensive about the “incorrect presumption” behind their ill-advised policy, and pointedly did not promise to renew the cancelled grants to Planned Parenthood.
Every year, I pay close attention to Mary Meeker’s annual presentation on internet trends. Meeker, one-time analyst at Morgan Stanley and now partner at Kleiner Perkins, has become famous (some would say infamous) for her internet analysis and market projections. Her presentation and commentary is always worthwhile for any PR professional – particularly given the critical and growing impact of the Web and technology on communications and advertising.
Once again, my reaction to Meeker’s analysis is focused not so much on her conclusions, which are cogent and important, but in the apparent gap between technology trends and the state of corporate communications. Allowing the caveat that my perspective is totally subjective and anecdotal (based on recent first-hand experience with perhaps twenty organizations largely based in North America) I see some notable gaps.
Let me start with a snapshot of relevant trends from Meeker’s presentation:
- Globalization – More than 80% of users of the world’s top internet properties (including Facebook and Google) live outside the United States. In 3 years, China added more internet users than exist in the U.S.
- The Web is social – Social networkers around the world now outnumber internet users.
- Mobility – Mobile technology (led by 3G Smartphones and the unprecedented adoption of tablets) continues to grow at historic rates. Mobile search and access to social networks is growing rapidly. Mary suggests the mega-trend of the 21st Century is the empowerment of people via mobile, connected devices.
- Digital content – User interfaces and digital content is moving from text and icons to a new combination of sound/touch/video. Content is now accessed, moved and altered through a simple touch on the screen.
- Content aggregation – Content is increasingly being packaged, and accessed, though sites that aggregate rather than create original content.
Now let’s compare each of these trends to what I typically see in my communication work:
- Globalization – Most companies struggle with truly global communications, and rarely make a concerted effort to ensure their content is representative and relevant across their international locations. Call it the HQ syndrome. Many don’t bother to address the most obvious challenge of foreign language in their corporate outreach; English is the default language, even in organizations with a majority of staff outside North America.
- The Web is social – Despite the tremendous growth and opportunity of social technology, many organizations still hesitate to introduce even the most basic social platforms (such as internal blogs) despite the fact most intranet platforms now come with built-in social capabilities. Even fewer encourage and train their staff to be online ambassadors or interact with customers. Some organizations have yet to introduce employee Web policies.
- Mobility – Despite the proliferation of mobile devices, only a hand-full of companies I’ve worked for/with use company-supplied or personal devices for communication purposes, and that is often limited to text digests. Even organizations with many remote staff and/or manufacturing environments where workers don’t have access to computers, mobile outreach is limited. Many companies still ban use of iPhones or other Smartphones that aren’t officially supplied.
- Digital content – Text pushed out via email is still king in corporate communications, with a surprising paucity of original video content, and even less packaged audio (though I’ve seen…or heard…some innovative programs that leverage podcasting and DVDs to train or inform staff.) The ubiquitous Powerpoint slides, which can now feature interesting visuals and compelling design, are often limited to busy, generic text. Photos are becoming more common, but there is rarely a proactive program designed to help create and share original photography. In terms of interfaces, I’ve yet to see an intranet (or many external websites) that’s anything close to the iconic, visualized interface used by many technology providers.
- Content aggregation – Too many companies still believe in the build-it-and-they-will-come come mantra, limiting their online presence to official corporate sites with dubious prospects. (The obvious exception is companies that market and sell online.) Most content on corporate sites is usually produced by the organization, and often self-serving. On the internal side the same trend applies, but with even less access to external content or feeds. Usually, a fairly rigid hierarchy of approved authors prevents staff from being active content contributors.
Even allowing for aversion to risk and cultural differences across workplaces, I’m surprised our profession appears so out of step with emerging trends. From personal experience, I know it’s difficult to go against corporate inertia, but we risk losing our credibility and relevance if we don’t counsel our clients/leaders to consider these trends and look for opportunities to innovate and improve.
It’s rare a day goes by without another example of an employee getting fired or reprimanded for posting something inappropriate on their Twitter account, or a company being forced into damage control due to an off-color comment or tone-deaf message. I read this example of Congressional staffers and their ill-advised Twitter chatter this morning. There are countless other blunders that have generated heated coverage – ranging from political scandals (hello Tony Weiner) to marketing snafus. All this noise usually creates two concerns, or conclusions, with many of my clients:
- Social media is very risky for organizations…probably too risky
- It’s very difficult to regulate and monitor social media interaction
As I’ve written before in this blog over the years, I think the fears of social media are overblown and misdirected. Yes, social media platforms like Twitter and Facebook allow content and commentary to spread globally quickly – whether it’s positive or critical. But a cursory review of the most celebrated social media snafus (including the one referenced above) reveals that in most cases the controversy could easily have been avoided with basic common sense: Don’t lie. Don’t use inappropriate language or content. Be nice. Play fair. I would argue these are the same guidelines employees would use with any other workplace forum or channel (including company email.) In fact, I am often amazed at how ridiculous and ill-advised these controversial posts are…causing me to ask rhetorically what were they thinking?
The issue of monitoring and managing social media outreach is also surrounded by misconceptions. Companies can use a wide range of user-friendly tools to monitor the Web and track posts, triage comments or questions and identify emerging trends. With regard to organization, many of recognized social media leaders use a small, dedicated team and simple planning process to direct their social media efforts. In other words, this doesn’t have to be that overly costly or complicated. The barriers to entry for social media are very low for individual and institutional users alike.
Rather than blaming social media channels – which are inherently neutral and provide incredible platforms for robust, real-time conversation with millions of users – company leaders should spend more time selecting and training their staff, and determining the strategic purpose of their social media activities (even if they are mostly passive and reactive.) These steps don’t have to be onerous. Many of the most successful companies actively using social media – notably Dell, IBM, Best Buy and Starbucks – have clear and simple policies and objectives. And determining if and how you want to get involved can (and should) be shaped by due diligence and strategic planning.
The fact that some have made mistakes using social media platforms is an indictment of the culprits, not the technology.
Universal McCann’s latest “Wave” global report – which they claim is the longest running and largest study dedicated to social media – provides an essential statistical benchmark on the evolution of social media. The key findings this year are no surprise: the survey of thousands of global internet users confirms that social media remains an explosive, dynamic phenomenon that is changing how we interact, think, feel and behave. This particular study focuses on how brands are engaging with consumers in social media.
The big takeaway from this study is that data suggests there is huge demand for a more social, interactive relationship with brands online. Almost half of active internet users – who collectively visit social networks 1.5 billion times every day – are joining brand communities. This is occurring despite a steady decline of users visiting “official” company websites and the prominence of peer-to-peer brand recommendations. In short, consumers increasingly want to engage with brands in social media, but on the right terms. The key, according to the report authors, is to identify the kind of relationship users want with brands, and to create corresponding social media programs. Put another way, companies must understand the needs and motivations of consumers as a critical first step in their social media planning. The catch is that these needs differ widely by country, topic (or category) and audience – so brands should seek granular information on their target consumers to detail their habits and preferences. This approach means selecting the platform or network comes last, not first. And that doesn’t mean returning to the hard sell, which still remains anathema to many internet consumers.
Here are other highlights of the survey:
- Social networks have become more embedded in our everyday lives as the range of online activities and frequency of usage continues to increase;
- Social media use varies widely depending on geography and user demographics;
- Users have a wide range of motives for accessing web platforms, and select different platforms for different purposes. (Again these motives vary widely by geography.)
- Though penetration among 16-24 year olds remains highest, the 25-34 age bracket has seen the biggest jump in usage (from 52% to 70% in 3 years);
- Social networks have become the main forum for social interaction, even bypassing face-to-face contact;
- Content sharing continues to be popular, though it’s now occurring on a wider range of platforms;
- Personal blogs and forums are losing some traction, but are also becoming more specialized and targeted. Micro-blogging, on the other hand, has quickly grown into a mass market activity;
- There’s been a significant shift to accessing social media through mobile devices and applications;
- On the brand front, primary reasons for joining brand communities (usually on social networks) include learning about the brand/product, getting advance news on products, and gaining access to free content.
Over the past few years I’ve had numerous discussions with clients and peers about the dramatic disruptions caused by new social media technology. In the early years, in particular, not everybody accepted the premise that these changes were in fact occurring, or driving fundamental shifts in how people gather and share information. Well here we are, several years into the so-called Web 2.0 revolution. If nothing else, what has become widely acknowledged – even among the most recalcitrant naysayers – is that we are truly living in a digital world.
Indeed, a recent article by McKinsey provides another layer of accumulating empirical evidence that global consumers are increasingly communicating and conducting business through digital devices. This study mirrors a recent report by Forrester (presented at SXSW 2011) that suggested employees – most of them wired, social networkers – were increasingly using their technology within the workplace, firewalls and rules be damned. [FYI: both these articles may have restricted access and require registration.]
Here are some highlights of the McKinsey study:
- Nearly 50 percent of US online consumers are now advanced users of smartphones, social networks, and other emerging tools—up from 32 percent in 2008;
- Social networks, particularly Facebook, are emerging as the dominant digital-communications channels. For people aged 34 and under, they already are the preferred channel (by minutes of use per day), displacing e-mail, texting, and phone calls. Social-network use, growing swiftly among all segments of our survey population, has doubled among those over 55;
- As the usage and processing power of smartphones increase in tandem with the rising speed of 3G and 4G data networks, mobile devices are invading the domains of single-purpose gear such as game consoles and portable media players, as well as PCs. Smartphones are also becoming the device of choice for e-mail, Web browsing, and product research;
- As digital platforms multiply, consumer video-viewing habits continue to change. Among our survey respondents, 69 percent now view videos on their PCs and 33 percent on their smartphones;
- Only 24% of respondents are considered “traditionalists”, or consumers who are less interested in internet browsing and social networking and are more likely to read print newspapers.
Given this data, there seems little doubt that discussions on communication or marketing strategy, and more specifically social media planning, can start from the premise that the majority of our audience are digital natives, or largely wired and fluent in social media. And that cuts across geography, job and income level – though there are still important variations based on these demographic variables. In a sense, the conversation should now shift from if to how or what we need to do differently.
Of course, this has important repercussions for communication professionals, whether the focus is PR or internal communications. At minimum, we need to plan based on this new reality, and ideally take advantage of the emerging opportunities to use fresh, original strategies. I like the approach proposed in another recent McKinsey article that argued that in this digital age we are all marketers. As the headline puts it: “engaging customers today requires commitment from an entire organization – and a redefined marketing organization.” Here’s an excerpt:
For the past decade, marketers have been adjusting to a new era of deep customer engagement. They’ve tacked on new functions, such as social-media management; altered processes to better integrate advertising campaigns online, on television, and in print; and added staff with Web expertise to manage the explosion of digital customer data. Yet in our experience, that’s not enough. To truly engage customers for whom “push” advertising is increasingly irrelevant, companies must do more outside the confines of the traditional marketing organization. At the end of the day, customers no longer separate marketing from the product—it is the product. They don’t separate marketing from their in-store or online experience—it is the experience. In the era of engagement, marketing is the company.
This bold, innovative approach is a useful model for communication professionals. We must avoid falling into old patterns and timid ideas and instead develop new programs that are resonant and relevant to this population of digital natives. In short, we need to change. And we need to help our clients change. With the overwhelming evidence of the increasing reach and impact of new technology on consumers (including our employees and peers), there’s really no excuse for inertia.
Just read a really interesting article in AdAge that provides a post-mortem autopsy on the Kenneth Cole Twitter scandal…and subsequent redemption. There are two provocative arguments in the article:
- Social media has dramatically accelerated the usual steps and cycle of scandals, including quick resolution and forgiveness for those who take appropriate action;
- The new scandal pattern features a secondary wave or parodies of the original blunder…which sometimes generates more attention that the original event.
Based on some recent miscues propagated on/by Twitter, it would appear that companies can go from goat to reformed sinner much faster than before the advent of social media. And the deluge of content on networks like Twitter and Facebook inevitably helps push old news out of the spotlight. That said, I would argue that the outcome of the crisis – and ultimate impact on the brands involved – depends on the magnitude of the original error, as well as how promptly and cogently the company reacts. Kenneth Cole quickly apologizing for his ill-advised use of #Cairo in his original tweet cannot be compared to the massive BP oil spill crisis, or even the recent Taco Bell “where’s the beef” situation. For one thing, those events quickly spread across social several social networks and traditional media channels and an easy, quick resolution is not likely to occur. (BP, for example, is likely to face years of legal repercussions.) These other crises also raise more fundamental, serious questions about the companies involved. Kenneth Cole may have been insensitive, but he wasn’t accused of endemic incompetence, harm to consumers or corporate corruption.
Despite these caveats, communication professionals should be aware that old models and time-honored principles of crisis management – do you remember the “5 R’s”…responsibility, regret, restitution, resolution and reform – are being influenced by the technology and mores of social media. In nothing else, it appears that some crises will be played out at lightning Web speed. Whether that makes it easier or harder to manage is open to debate, but it’s fascinating to watch.
I am reminded on a regular basis of the gap between organizations leading the adoption of social media – who are embracing and shaping new trends and applications – and others who still seem hesitant to devote any resources or intellectual capital to the discipline. The latest example comes through the concept of listening. While some organizations are (inexplicably) barely paying attention to online dialogue, others are working hard to improve their listening ability and using the information to shape their customer outreach, products and even their business operations. They are listening with a purpose – to use the insights and information they gather to truly engage with their customers, critics and fans online.
A recent blog post by Brian Solis details the progress of companies like Dell and Gatorade, who have expanded the concept of a community manager – the model for many companies engaged in social media – to that of a social media command center. This command center model not only provides a more robust, integrated structure to monitor, analyze and moderate online dialogue – which can be a challenge for organizations with a global profile and thousands of daily mentions – but also helps the team to internalize and respond to the various inputs.
There are numerous benefits to this enlightened approach. Solis writes about the Gatorade team, which is able to adjust online marketing campaigns in real-time based on analytics and user comments. Dell’s command center, meanwhile, provides a centralized platform to coordinate the outreach of its online ambassadors, expert authors and customer service activities. Issues and potential emerging PR problems are quickly identified and assessed. Various social media platforms and programs are integrated and managed without attention to traditional silos and functions. In other words… you listen, you learn, you react and you adapt.
As Solis describes it, Dell has become the model of a truly social and adaptive organization. And it’s important to note this goes beyond a defensive posture to respond and react to individual customer issues; the ultimate benefit from engagement with online communities is being able to harness their opinions, ideas and wisdom on topics well beyond sundry product or service complaints. Perhaps the biggest lesson from the actions or Dell and Gatorade is that existing organization models and concepts are no longer effective in this age of social media – which transcends traditional disciplines like marketing, IT, research and public relations. Even appointing a few individuals as community managers is a stop-gap measure. It will be interesting to see how other companies manage their social media activities in the coming months. My guess is the gap between leaders and laggards will only get wider.
The folks at AdAge posted an article recently on what they (and others) have described as the biggest social media campaign of the year: Coca-Cola’s global Expedition 206 project, where three “happiness ambassadors” travelled the world to document people’s search for happiness. Based on many measures, this campaign was a huge success, with over 650 million media impressions and huge global audiences across the campaign platforms – notably in relatively immature Coke markets like China. (It likely didn’t hurt that Coke’s social media properties are already among the most popular in the world.)
It’s interesting to note that some observers – including a few commenting on this article – aren’t sold on the success of the campaign. A few critics questioned whether the program had actually translated into a spike in sales, arguing increased awareness or positive buzz was a soft, meaningless measure of ROI. Others claimed they had never heard of the campaign, suggesting the ratings might be hype.
But beyond the debate about evaluating success – which is a big enough topic for another post altogether – I see a few important lessons for all communication/marketing professionals in this campaign:
- Social media is about people and local markets – The Coke folks developed the campaign blueprint at HQ and leveraged a core team to coordinate the massive undertaking, but used a decentralized approach where local teams (and the personable ambassadors) had flexibility to implement and customize the outreach. It’s also worth noting the prevalence of informal video in this program – a popular and compelling format that is too often ignored in many corporate programs;
- Be open to learning and adapting along the way – The Coke team freely admits they were flying blind on many aspects of this program, and leveraged the insights and feedback along the way to adjust the plan;
- Dont’ wait for things to be perfect – It might surprise some that even a social media leader like Coke launched this campaign knowing their teams would have to stretch to implement the campaign (for example, requiring a higher level of coordination across marcom groups and forcing many local teams to become more familiar with social media). Sometimes a campaign is the impetus for organizations to raise their game and overhaul technology and/or process…and that’s not a bad thing;
- Face-to-face still matters – Coke used a wide range of virtual activities in this campaign, but complemented the robust online tactics with critical local meetings and testimony by the ambassadors, which in turn generated much of the digital content. The heart of this campaign – as it were – was the personal friendships and outreach of the 3 ambassadors on the ground;
- Engage partners in relevant communities – The ambassadors reached out to local bloggers, fans and reporters to support their local outreach and extend local word-of-mouth;
- Be creative - This campaign went well beyond the typical, relatively safe Facebook and Twitter outposts favored by more timid organizations. The result was a campaign that was bold in scope and also much more interesting and lasting in terms of content and coverage.
These lessons were similar to what I experienced at Dell as part of the core team that developed and launched the social media programs several years ago. There were many things we didn’t know when we started, but we never would have learned – or made any progress – if we had waited for the perfect situation. Our focus was on getting the basics right – our strategy, objectives and key principles – but positioned our efforts as a constant beta test…constantly assessing, innovating and improving. Like with Coke, our efforts forced the issue on many fronts (for example the introduction of new technology and upgrades in infrastructure.)
The frenetic, unpredictable pace of evolution in social media doesn’t allow for ponderous, diffident planning more common even a few years ago. Yes, planning and strategic rigor still matter, but they shouldn’t get in the way of great ideas.