Bridging Two Worlds

A conversation about online media and what it means to your organization

Archive for the ‘Interesting’ Category

Take a virtual trip to New Zealand

Posted by B2W on June 1, 2009

For a nice break, take a little trip through New Zealand with Ruth by checking out www.trenzblog.com.

Ruth is in New Zealand with Tourism New Zealand – visiting some of the great sites of the country and will be blogging, on Twitter and on Flickr until June 12. Take a virtual visit to New Zealand – you can even post comments, ask Ruth to check something out for you or tell her your NZ travel experience!

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Social Media, For God’s Sake!

Posted by B2W on May 20, 2009

Post by: Ruth Atherley of AHA Creative Strategies

It seems the head of communications for the Vatican has embraced social media. In a news release issued yesterday by the Catholics Communications Network, Fr Federico Lombardi SJ, Director of the Holy See’s press office, encouraged communicators to meet the challenge of using the Internet to engage positively to further the Gospel message of the Church.

This followed Pope Benedict XVI’s call for the Church to speak to “the digital generation” – and from what we can tell, pretty much the only way to do that is through technology. Now, full disclosure – I am not Catholic and I am suspicious of large, organized religious groups. But in reading the release, it made me wonder whether the Church is interested in social media because it provides a real opportunity to have a conversation or they see it as a “marketing” channel.

The Vatican has a YouTube Channel, it has Vatican Radio, it even has Vatican Television. One of the things about what they are doing currently is that it is all  “information out”— it’s not a conversation.

It will be interesting to see how the Catholic Church joins the conversation. According to a USA Today story, on May 24th the Vatican is going to launch a new website (pope2you.net) developed to engage youth. They even have some iPhone Apps on the way.

Now – whatever your spiritual or religious beliefs, think about the impact of the Catholic Church using social media. I mean, this is an organization that dealt with some very serious issues in the past, its reputation is not exactly about being open and transparent about these issues or even some its day-to-day operations. Using social media and saying you want to create interactivity is a big thing, and it isn’t just about getting out there, it’s culture changing. And I think that it will be interesting to see how they use social media – as a broadcast platform or as a true interactive, community building effort.

Anyone can say they are embracing social media and use the tools, but what is the strategy and how will you respond when your stakeholders or community starts to include you in the conversation – both good and bad. That’s where it matters.

Posted in Interesting, Social Media, The Worldwide Connection, Things That Make You Go hmmm... | Tagged: , , | Leave a Comment »

You Don’t Know Chuck

Posted by B2W on May 13, 2009

Post by: Ruth Atherley of AHA Creative Strategies

Common Knowledge is an excellent resource for not-for-profits (and organizations) that wants to leverage the Internet and create conversations with stakeholders.  While it does focus on not-for-profits, it has solid business applications for online tools and the site is worth a browse.

There is a very interesting blog post by Joel Bush on the site entitled “You Don’t Know Chuck,” which focuses on the actions of fans that want so stop NBC from cancelling the show Chuck. It seems the fans are focusing on the show’s sponsor Subway and buying up six-inch turkey and meatball subs by the thousands. (I don’t watch the show, so am not sure of the relevance of this.)

However great this show of support is, it isn’t translating to an audience for the show. This is somewhat reminiscient of the approach fans of the CBS show Jericho took when that show was cancelled – they sent over 40,000 lbs of nuts to the network because they were “nuts” for the show. CBS did listen to the fans and kept the show on, but the audience didn’t grow.  So, it ended up being cancelled.

The Common Knowledge blog lists some key points/lessons to learn from these events that are very important. One of the most interesting, I think, is that your most vocal online supporters may not be representative of your stakeholder base. The online community is very important, but we are still in a stage where many people are just getting used to the online world and to having a voice. They might be reading, but not yet participating.  Understanding how to build your relationship with your community is challenging and it needs to be approached strategically. Understanding where your stakeholders are online and how vocal or participatory they are is key.

On another note, given the passion of these fans—and their focus on Subway—I wonder if there isn’t something that Subway could do to further connect with this passionate community if the show does get cancelled. Webisodes perhaps? Maybe an online/in-person event sponsored by Subway that provides fans with the chance to interact with cast and crew? There is some opportunity here for Subway. It will be interesting to see what they do with it.

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You Don’t Send Me Flowers Anymore

Posted by B2W on May 12, 2009

Post by: Ruth Atherley of AHA Creative Strategies

Apparently there is an issue brewing on Twitter about Mother’s Day. It seems that some moms didn’t receive the flowers that their loving children ordered from FTD.

The smart people at TechCrunch are all over this and have a great blog post about the issue. They also did a sentiment analysis of the issue using twendz. According to the TechCrunch post, FTD has sent emails to people affected by this and offered them a discount on their purchase.

1800flowers also appears to have had an issue with delivering last weekend. The difference is that 1800flowers is engaging with disgruntled customers via Twitter. I searched and couldn’t find any response from FTD on Twitter and, according to the sentiment analysis by TechCrunch, 1800Flowers is benefiting from connecting directly with unhappy people on Twitter.

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The medium IS the message – at least for now

Posted by B2W on April 22, 2009

Post by: Ruth Atherley of AHA Creative Strategies

Craig McInnes had an interesting opinion article in The Vancouver Sun yesterday with the headline: Digital pictures are the tattoos of the Internet: You wear them forever. It is a great headline, a good piece and worth a read.

In the article, McInnes talks a little about Ray Lam, NDP candidate for Vancouver-False Creek and the Facebook photos that led to his resignation. He also mentions Sharon Smith, Mayor of Houston, B.C., who had a photo of her wearing only her chain of office show up online. There are many instances and incidents—political, corporate and personal—where inappropriate comments, images or videos have shown up on the Internet. McInnes is right, even if you pull them off your Facebook page, blog or website, chances are they are still out there somewhere and accessible.

We talk to clients a great deal about this new and unedited world when we consult on brand/reputation management as well as how to deal with an issue or crisis online. It’s a part of who we are today as communicators, professionals and people.

One key point that I think hasn’t been talked about a lot yet is that right now, it seems that the medium is the message – or at least provides news value. Ashton Kutcher takes on CNN and the discussion surrounds the ethical use of Twitter and whether Kutcher represents the “common” person. Somehow the story that this “stunt” (for lack of a better word) did something good for charity. Oprah starts to Tweet and pundits wonder if Twitter has jumped the shark. Never mind that Oprah is highly influential and does some good things for the world and might use Twitter to create positive change among her followers.

I think one of the most interesting cases of the medium overtaking the message is the miracle of the crash landing in the Hudson River by the US Airways pilot. There were some great stories about the miracle landing, the amazing abilities of the pilot and how the story was broke on Twitter. All good news stories. What I didn’t see much coverage on was the reason the plane crashed or much focus on that key point – THE PLANE CRASHED.

Right now, an organization that starts to use social media has a good chance of generating some coverage – good or bad – about their use of social media. Are they using it right, what does it mean for the organization, it is a good or bad thing for that particular tool?

Oprah on Twitter, oh my goodness, it’s gone mainstream and that’s a shame – cry the purists and early adopters. And I can see their point, to a degree. But aren’t these tools being developed to create opportunities for all of us to communicate?

Perhaps Oprah will use the tool more as a broadcast medium to send out messages rather than join the conversation. Personally, I give her more credit than that. However, if she does use it only as a one-way megaphone to talk at people, then either her specific community will either accept that form of communication from her or they will abandon her. At the core of it, usage depends on what your stakeholders and/or community will or won’t engage with. It’s all about them.

Social media has opened the door for real conversations. Some smart organizations realize the value of embracing the fact that the consumer now has a strong voice. These organizations also support, encourage and collaborate with their communities.

I have to admit, I can’t wait until this phase is over and social media is seen as what it is – another tool in the communicator’s tool belt. We can do some great things with the organizations we work with – both as in-house communicators and consultants. Don’t let the buzz around it all push you away from looking at what will work for you. 

 

Posted in Demystifying Online Communications, Interesting, Marketing Communications, Social Media, Things That Make You Go hmmm... | Tagged: , , , , | Leave a Comment »

Domino’s Delivers Charges

Posted by B2W on April 16, 2009

Post by: Ruth Atherley of AHA Creative Strategies

Domino’s has created a YouTube response to the issue that they recently faced regarding what we have now heard was supposed to be a “hoax” video on YouTube.  There were several videos made by the two young people who worked (past tense) at a Domino’s franchise in North Carolina. (See our previous post on this.)

Domino’s takes a very interesting approach to this issue – and in my opinion, it’s a little over the top.  Depending on what kind of policy Domino’s has, maybe these young employees didn’t realize how wrong this was. Don’t get me wrong, it’s a stupid, stupid thing to do, but not only have they been fired, according to Domino’s USA President Patrick Doyle, there are warrants out for their arrest.

Here are some of the phrases from the video:

  • We are taking this incredibly seriously.
  • This was an isolated incident.
  • The two teen members have been dismissed and there are felony warrants out for their arrest.
  • The store has been shut down and sanitized from top to bottom.
  • We’re re-examining all of our hiring practices to make sure that people like this don’t make it into our stores.
  • We have auditors across the country in our stores every day of the week.
  • The independent owner of that store is reeling from the damage this has caused.
  • It sickens me that the impact of two individuals could impact our great system.

I want to point out that I was not a part of managing this issue and don’t know all the details. This review of what I see is armchair quarterbacking, but it is also what I perceive as a consumer.  

I like that he was taking this seriously; it is a serious issue. It was very important to say that this was an isolated incident and that the teens have been dismissed.

I don’t know what they know and was not privy to how many complaints that they received or what the loss of revenue is but these two teenagers did a stupid thing. They should be fired, but felony warrants? (Mail Online is reporting that the two have been charged with distributing prohibited foods.)

It was important to let people know that the store was shut down and sanitized from top to bottom. (Although using the term “bottom” is kind of ironic…if you saw one of the videos.) I also think it’s important to let people know that there are auditors in their stores ensuring the cleanliness of the kitchens and that this is part of their ongoing policy and not just because of this incident.

I really think they need to look at what their social media policy is—or define one—rather than create hiring practices to make sure people like these two kids don’t get hired by Domino’s. Is this even possible? I expect that employees at Domino’s are like other fast food chains – many of them are young adults. We have all heard of these types of stories at fast food restaurants – so I am sure this kind of thing happens more than we think. I would love to believe that a hiring practice could remove this type of thing from all restaurants. If Mr. Doyle comes up with it, he should share it with the world!

It’s a new world; people do silly things on videotape and upload it to the Internet. Before this sort of thing happens, let’s give employees the knowledge of what is or is not appropriate and the repercussions if something like this was to happen.

Perhaps Domino’s might have said that we are now implementing a social media policy and are going to assist our franchises in working with staff so that they understand the damage that can be done by what they might perceive as a “hoax.”

I expect millions have seen the videos by now. The charges will now have hundreds of millions of people around the world searching these videos out. This will create further damage the Domino’s brand.

To me, it seemed like Domino’s used the heavy hand of “THE MAN” here and it could have used a little finesse. The words used were very powerful and created a strong emotional reaction in me – including fear for these poor, and not so bright kids. In this video, Mr. Doyle sounds angry. Maybe he could have gone to the gym and got rid of a little bit of his anger before taping the video. I get that he is taking it seriously, but I didn’t leave with a positive feeling about Domino’s after that video.

It may have been more effective to have this video done in an interview style or have Mr. Doyle speak directly into the camera. Having him read from a teleprompter didn’t allow for a connection to happen for me. 

Compare this to how JetBlue handled a huge issue a few years ago. This isn’t the best produced video and then CEO David Neelman trips over a few words, but he comes across as sympathetic, believable and authentic. This response video works, in my mind. Domino’s…not so much.

I would be interested in hearing other perspectives.

 

Posted in Interesting, Issues and Crisis, Social Media, Things That Make You Go hmmm..., What Were They Thinking? | Tagged: , , | Leave a Comment »

#Amazonfail

Posted by B2W on April 15, 2009

Post by: Ruth Atherley of AHA Creative Strategies

Thanks to Chris Brogan (@ChrisBrogan on Twitter) for this link to a blog post by Clay Shirky. It is a thoughtful, interesting and informative post on the challenges that Amazon faced this weekend. It is worth a read. 

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What Social Media & The Grieving Process Have In Common

Posted by B2W on April 8, 2009

Post by: Ruth Atherley of AHA Creative Strategies

There is an interesting gap in knowledge and acceptance when it comes to online/social media in some organizations. I have seen a range of emotions about it from some senior executives (including communicators). And it hit me the other day – it’s not much different than the stages of grief that are often cited.

First we have denial. – Oh come on, this is just a trend. It will all work itself out and go away. Look at the dotcom boom and crash. This is all just a bunch of technology that has no business case for our organization. None of our stakeholders are using social media, right?

Then anger. – How are we supposed to add this to our plate? What do you mean our competition has 10,000 followers on Twitter and the CEO blogs everyday and LOVES it! What next? I just can’t keep up! How are they making money anyway…and why should this matter to us?!!! I will just pass this off to an intern and it won’t matter.

Followed by bargaining (or as we liked to call it the “pilot project”). – Ok, I will approve a small budget to try it this once. But <INSERT your supreme being here> (God, Universe, Board of Directors, Shareholders, etc.) if I do this – and it works, you need to give me help. And by the way Director of Communications, I think this falls under your department, don’t you?

Onto depression.Well, it worked…(sigh). We got responses from our stakeholders – and they’re excited about this opportunity to have an authentic conversation with us. I am beginning to realize the value – and what it all means (sigh). For the next month or two, I am not going to look at the report on the pilot project and just let it sit on my desk because I know there is so much to do and I don’t know where or how to start.

And finally onto acceptance, which can even lead to hope! This is by far the most exciting and rewarding stage – both for the organization and the individual. Realizing that not only is social media here to stay, but used strategically there is real value in it. The understanding that there are communities of people – decision makers, influencers, supporters – that want to interact with people in their organization dawns and it is exciting. Here is where you begin to embrace the fact that the world has changed and start to recognize the opportunities that come with this paradigm shift.

Below are a few random examples of how the world has changed.

In this report, a judge in the U.S. had to recently rule on a juror’s use of Twitter during a trial.

Here, a judge allowed a reporter to cover a federal trial using Twitter.

And here are some stats on the growth of Twitter and Facebook.


Posted in Demystifying Online Communications, Interesting, Marketing Communications, Social Media, Things That Make You Go hmmm... | Tagged: , , | Leave a Comment »

Can Big Media Control Google Content?

Posted by B2W on April 7, 2009

Post by: Ruth Atherley of AHA Creative Strategies

TechCrunch has a very interesting article entitled “The Whining Sound You Hear Is The Death Wheeze Of Newspapers.” It’s well worth a read.

The article discusses how some large media organizations are accusing Google of “stealing” their copyrighted content. It also links to another TechCrunch post about the Associated Press declaring that it will now police the Web and “develop a system to track content distributed online to determine if it is being legally used.”

There is a huge challenge in trying to police the Internet and, while I am not a copyright expert, it seems to me that some of these large media conglomerates are spending an awful lot of time, energy and money on trying to control the Internet instead of focusing on creating a new, interactive and collaborative business model.

I read a lot of blogs, follow a lot of people (but not too many!) on Twitter, spend time on Facebook, use Google, and spend far too much time on Mashable. From my perspective, content creators online are quick to credit and to link to others – including media outlets. Doesn’t this drive traffic to the media sites? Isn’t that a good thing? And – according to the TechCrunch article – there is a way for these big media moguls to stop Google from listing their content and it’s just one line of programming. So why don’t they…because they WANT people to find the news and click that link. It seems like they want to have their cake and eat it too.

One of the few “grown ups” in journalism that I think really “gets it” and is investigating how journalism and the Internet can create a mutually beneficial relationship is Kirk LaPointe of The Vancouver Sun. His blog is also worth following.

I love journalism. I grew up at Maclean’s and I have a huge respect for how the mind of a journalist works. We, as a society, need journalists to ask the tough questions, to research and fact check, to make complex subjects more understandable to those of us who are not experts in the field, and to bring perspective and balance to an issue. In my opinion, journalists are an important part of the fabric of our society. It’s not the journalists doing this…it’s the big business that has been behind the media for all these years.

The Newspaper Association of America is meeting in San Diego this week and according to a blog post by Jeff Jarvis, author of What Would Google Do?, he says that Google CEO Eric Schmidt will speak to them.  That will be an interesting discussion.

This is an interesting time. I hope the business of the big media companies doesn’t get in the way of true journalism and that the big dog media conglomerates can find a way to see the value of the Internet, bloggers and Google and the fact that this wide open approach to information, sharing and a global conversation is a really good thing. And if they put half as much energy into finding a way to make money from it as they do trying to control it, their world would be much less stressful. 

Posted in Demystifying Online Communications, Interesting, The Worldwide Connection, Things That Make You Go hmmm... | Tagged: , , , | Leave a Comment »

Can’t Touch This

Posted by B2W on April 6, 2009

Post by: Ruth Atherley of AHA Creative Strategies

I heard a little bit about the kerfuffle last week when First Lady Michelle Obama “touched” the Queen – which, according to reports, is a horrendous break in protocol. It slipped my mind for a few days, until I sat down to write today’s blog post and thought about what news events happened last week that are relevant to our Bridging Two Worlds blog.

Time ran a piece on it, as did countless other media outlets. I haven’t even checked the blogs yet. It seems to me that this is a perfect example of the old paradigm (respect because I said so, do what I say or you will be in trouble, etc.) and the new world colliding.

Michelle Obama reached out and touched the Queen in a gesture of affection or warmth. I certainly don’t know her motives, but Michelle Obama seems like a pretty touchy, hands-on kind of person – and the Obama Whitehouse is one that we aren’t used to. They blog, they’re on Twitter, they’re being as transparent as possible, they are doing their best to touch the people and—oh my goodness—encourage them to touch back, all from that big powerful place in Washington, DC. Who would have thought it could happen; human beings in powerful positions acting…well, human.

Times are changing—and as much as I appreciate the tradition and history of the monarchy—why is the rule still in place? Why is the Queen untouchable unless she extends her hand first? Who says she gets to go first? Why does she want to be removed from real people? What is the point of this piece of oh-so-serious protocol?

The world is changing and this style of “you should know your place and mine (which is better than yours) because I live and breathe rarified air above the commoner” status isn’t acceptable anymore. The same thing is going on with the brand reputation of your organization. If your organization stands back, aloof and out of touch, it is going to hurt you in the long run.

People want leaders and organizations to interact with them on an equal footing. We “commoners” are tired of being told what’s available to us and what isn’t. We want to work for and with organizations that become a part of our community, not ones that believe they are “untouchable” or “unreachable.” Control belongs to the consumer and good organizations will benefit greatly from this. It provides an opportunity to authentically connect with stakeholders, to hear the good and the bad, and to learn from both. Not so good organizations can use this as an opportunity to improve. As for the organizations that still believe that they will tell us what to do, how to do it and when to do it instead of engaging us in a conversation…well, let’s see where they sit in a year or two.

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