marketing, Web/Tech

So what did we learn from US Airways incident?

Another classic example on how organizations can totally screw their social media if they did not monitor activities carefully. US Airways became the latest victim to social media disaster. It is a little funny how social media can help to promote a brand. … but in an instant can cause so much damage as well.

I believe the biggest problem here  giving such an important role in the company to someone who doesn’t have the expertise to do it. Which means I’m pissed with the people who hired this person not the person who made the ‘mistake’. In this case I don’t believe the community manager  deserves to keep his job. IF the link was copied and pasted that would be top of mind for the rest of the day you wouldn’t paste anything without double and triple checking it… unless you’re insane.

If the photo was uploaded the twitter photo preview would have hinted at the content of the photo. Regardless of HOW it got there I’d like to know what kind of community manager doesn’t check their accounts for over an hour when those kind of notifications are coming in. Come on. …Negligence is not an accident and this person will likely repeat that all over again. Copying and pasting is where I have the biggest issue, I feel like if you had copied and pasted a VAGINA you wouldn’t forget it; for the rest of the day you’d be like, if you’re a company  going to invest in social media  commit to it or don’t do it but hiring inexperienced kids or interns to be the voice of your brand is never a good idea.

 

marketing

Cannes Chasers vs. Brand Builders

Just read this from the newspaper .This article provides interesting facts on basic knowledge about how advertising agency work. This may become my future source of livelihood.

There are two schools of thought in the creative
departments of ad agencies today: The Cannes chasers and the brand builders.

Cannes is the genre of out-of the box creatives,
whose adherents, mostly the new young generation of ad writers, whose big
ambition is to win awards in the most famous hall of them all, the Cannes
Festival, the Oscar of advertising.

Brand builders are more traditional. They are
driven by sales and market performance, at least 30 years of experience in
advertising doing brand building. They work in partnership with companies
applying the multidisciplinary requirements of marketing and communications
strategy. Winning awards is immaterial to them. Awareness of brand message and
market gains are.

Both schools worship the goddess of creativity.
But their attitudes and outlook differ in creating advertising.

Cannes wannabes are licentious and rule breakers,
obsessed with execution. They presume that the advertising will manage to
deliver a brand message regardless of whether the creative execution is
irrelevant or relevant, strategic or general. The selling job will be done by
the distinctiveness of the advertising rather than the distinctiveness of the
brand benefit.

Think –out-of-the-box. Intrusive, Interruptive.
These buzzwords are the big criteria in creating ads intended for Cannes.

Brand builders think more rationally in creating
campaigns. They try to secure the efficiency and effectively of their ads with
consumer tests on both the product / service and its communication execution
before launching the campaign. The marketing department and ad agency have a
historical knowledge of the brand’s progress to help them adopt the best
practices and avoid mistakes of the past.

Brand builders are long-term planners not
peripatetic job hoppers or bounty hunters. They acquire tenure and create a
body of work necessary for brand building. They attach great value on brand
equity as a long – term positioning but constantly enhancing competitiveness
through product & service improvement and the spinning off of variants to
generate trial and new usages.

Cannes fans have few actual demo cases. Most
Cannes creations are either local or regional award winners but rarely
represent mainstream products and services in the huge Philippine mass market.
They are usually done for small or medium advertisers with no real equity or
size to consider. Still others are tactical ads whose messages are short – term
flashes in the pan and are not part of grand design of a product’s and services
long – term image. Although they claim high attention, their results in the
market are fleeting and short-lived. As soon as the ad is withdrawn consumer
demand is also withdrawn, demonstrating the quick wear out and easy surfeit of
interruptive ad executions.

When creative writers of the Cannes species hit
the jackpot in the market place, they are called geniuses. If they bomb out,
it’s plain stupidity. Several market dynamics are challenging the new
generation of creatives to pursue the Cannes route. Among them are the thick
advertiser clutter, the evolving sophistication in consumer aesthetics and
visual literacy, the fickleness of consumers due to the quick birth and death
of a myriad new products and services.

The age of discontinuity predicted by Peter
Drucker in the early sixties is here. So is the age of short attention span.

While Cannes chasers take the big leap of faith
(you can’t pretest rule-breaking ideas) brand builders enjoy the best of both
worlds. Cannes chasers have the upper hand in the intrusive aspect of
advertising. They are users of various figures of speech; hyperbole, wit,
fantasy, parody, lampoon, irony and double speak. In print they are minimalist,
shunning verbals, relying on visuals, an art director’s medium to convey
symbolic messages.

Both Cannes chasers and brand builders recognize
that one of the most powerful vessels of brand image and message is people’s
culture. Culture content is an excellent element to affirm brand’s affinitive
connectivity with the sociology of its consumers. It also reflects the
corporate personality and philosophy of the advertiser.

Marketing today is constantly facing the
challenges of relentless changes in technology, globalized economy, lifestyles
and the homogenization of wants and needs.

Today “ proprietary” properties are available to
any businessmen, information technology empowers consumers, retail chains wield
more power from path to purchase to point of purchase, pricing is the biggest
determinant in consumer purchase.

The question that advertising people nervously ask
is, “ will the brand be still important in the years to come?” what new role
will the manufacturer of goods take? After the unbundlings, will the ad
agencies be extinct?

Only one thing seems certain. The altar of
creativity will always be lighted, and the creators of sales messages will
always be around spouting new buzzwords.

Can Cannes chasers be brand builders? Yes, of
course. They know the rules. But clients must legislate. Can brand builders be
Cannes chasers? Difficult. It’s not their cup of tea, and they are not
daredevils.

marketing, perspective, Web/Tech

Unlike mega to the max goodbye MULTIPLY

That was fast, Multiply announced that they’re closing shop by May 31, 2013, barely a few months that they’ve changed the platform into a marketplace oriented one. I can only imagine how sad it must be for the employees and everyone who made an effort to relaunch it. Multiply began in 2003, stresses a “real-world” network of “fraternity brothers” , classmates and put emphasis on media sharing whether it’s photos, videos entries , which become a clicked to Pinoy fond ” Kodak Moments”. When they shut down the social network in 2012 the decision was to focus on two eCommerce markets: Indonesia and the Philippines, then believed to be growing markets for eCommerce.

A bunch of us would shift between Multiply going to Facebook and I’d like the personalization of multiply much better than Facebook and how it all seemed to me at least to be like our very own webpages. With our art / poetry / blogs / music / customized albums.I think the social media was losing money for them. unfortunately I don’t think Indonesia and the Philippines met its expectations, so now even that segment is closing down. Facebook killed the Multiply by means of despread good variety of connection options made Facebook a better vehicle that slowly expanded and provided similar services inevitably.

marketing, Web/Tech

Multiply’s letting go of its social functionality and devoting itself to e-commerce

Multiply is dead! Long live facebook!!! (or until the next bandwagon thing comes along and Facebook eventually fades away)I have until December to move my stuff :-p Multiply’s letting go of its social functionality and devoting itself to e-commerce for Indonesia and the Philippines.  In fairness to multiply (unlike friendster) they were able to transform into a newspecialization before they closed down their social part .I need to gather and save all my pictures uploaded in Multiply before it shuts down. Aaaargh!

I’m more frequently on facebook now , butthough I love it, it’s a bit too fast-paced. If you miss the conversation whenit takes place, that’s it. Social media progress, I’ve been on and seen the demise of Friendster, LJ and Multiply; never got into Myspace or Xanga too. It’s just interesting to chart the length of time involvement in these sites peaked and when — and why — interest flagged. Possible media research topic, my academe-based friends? 😀

marketing, Web/Tech

Poor girl —> Well if that’s the case then they lose their jobs once they reach 26. :P

What an Amateur. A young lady been subjected to criticism and online bashing the past few days because of this article she wrote (no less from the best and brightest of the social media world) .  The author received a lot of criticism for this. Seriously, how ignorant do you need to be to think that social media was invented with the launch of Facebook? That, alone, speaks volumes of the author’s lack of appreciation for and understanding of what social media is. She would be a BAD HIRE in my book. It DOES reek of arrogance, ignorance and the false sense of entitlement every kid her age/generation seem to possess. Instead of building a strong and positive social / online presence, she just dug her own “career”. The marketing mix might have changed, but the concepts/basics stay the same. It’s still about the basics/fundamentals.

She forgot that Hiring Managers are above 25! And to state that “every time I see a job posting for a Social Media Manager/Associate/etc. and find the employer is looking for 5 to 10 years of direct experience, I wonder why they don’t realize the candidates who are in fact best suited for the position actually aren’t old enough to have that much experience.” harbors her ignorance of the hiring process, and Social Media in business is not just about posting, and tweeting, and going viral.

Age has nothing to do with it… but the article just made it all about age. You’re either a good marketer or you’re a lousy one. 😉 Bottom line….it’s still all about marketing. Know your basics first. Social and digital are only channels…or as we were taught, enablers.There is a science to that, which involves analytics and your company’s overall digital strategy.  This reminds me of some young people I’ve meet two years ago who seem to think they are the bomb just because they are in “social” or “digital” part of marketing. Unless you have mastered the following:

–>You know where the social media campaign fits in the bigger digital strategy, and subsequently in the over-all marketing strategy, such that it will achieve the business objectives set forth by your company
–>Your social media and digital campaigns are profitable and have exhibited good Return of Investment (ROI)
–>You know how to do crisis management in your digital channels when negative publicity explodes
–>Your budgets are well managed and well spent
–>You have an enterprise-wide mindset (and not just on your digital/social/marketing department)
–>You have exhibited critical thinking in your decisions and planning
–>You know how to manage people and have exhibited good leadership skills (in short, they don’t leave/resign because of you)

I wonder how she will survive this, knowing that she has alienated all possible people who can hire her. I have to say though, she provoked a lot of people to react, and made her article (and her) viral. Now everyone is talking about her (which essentially is what social sharing is all about). She’s clever in that sense.

marketing, random thoughts

Happy Valentine’s Day! Cupcakes for your thoughts? :)

February  – it’s the month of love! How about some Valentine cupcakes from our good friend  “Kateri-Joy” for your special someone? 🙂 The language of love is spoken by the heart, with the overwhelming silence of the mouth. Happy heart’s day everyone, enjoy the day with your loved ones! ♥ I had a great time at the “Season’s of Love concert last night at Resort World” …Basil is still very good…Rachel Ann Go was great and The Company were still the best as ever! Songs were perfectly arranged! Great Valentine 2012!

general, marketing

It’s more fun in the Philippines! In fairness!

New campaign of Department of Tourism: “It’s more fun in the Philippines” is cute. Definitely an improvement over “Pilipinas Kay Ganda”. Switzerland? Philadelphia? It’s definitely more fun in The Philippines. Congratulations to the Secretary of Tourism, his staff and BBDO for making this campaign happen!!! Cute campaign. Now if only the rest of the country can live up to the promise, Then it would be more fun in the Philippines.So please stop looking for loopholes and just support this campaign. On a positive note… those  issues about the new campaign of Department of Tourism are good signs of its efficiency. With more issues, more people will be curious about it. Nevertheless, there is no such thing as bad publicity.

As “Mr.Jos Ortega”  said : ” In branding, the objective is to own a word or idea in the hearts and minds of the consumers. Department of Toursim is trying to own FUN. The job of marketing is to make sure that it happens. Sometimes somebody else can already own a word, but it is taken away by a more aggressive competitor. Offhand, Switzerland doesn’t even own FUN. Google FUN in 3 weeks time and I’ll bet majority of the first 5 pages will show Philippines. That’s the beauty of competition and marketing. I’d go on with it. I believe in the power of the Filipino digital community. We will own FUN ” .

But as if we really want to improve tourism in Philippines, we need more than marketing. We need infrastructure and improved systems. We have so many great destinations but it’s so freaking difficult to get there/make arrangements/get decent accommodations. I hope Department of Tourism will work with Local Government Units and help them figure out how to make their tourist attractions more accessible.

Other news : Starting January 16, 2012, it will be more FUN in the PHILIPPINES! The circus at the Senate Impeachment hearing begins!They have Circus Soleil … ‘Pinas has Circus Pasawei …Yes! And it’s going to be FUN!