This week I take a look as social media gone wrong. Last year in Toronto, Canada a social media campaign for a horror movie had to be taken off the Internet after it resulted in numerous phone calls to the police. The promotion was for the movie The Saw 5 and was run by LionsGate. People could go onto the movies website www.saw5.com and download the recording of a fake phone call, which they then used to prank call friends and even random strangers. The whole problem with the campaign was the user could actually type in a persons name and state they were holding a loved one (whose name they could type in and the voice would generate).
The script went like this, "Hello, [ Your Friends name ] . Do you want to play a game? You think it's over but the games have just begun. I'm here with your friend [ Your Friends Name ]. My work will continue in a way you never saw coming. You won't believe how it ends.”
The people at Saw probably thought that the phone call would be interactive and promote the movie, however this is once social media campaign that backfired and did more damage than good. There are tales of once lady having a stroke after picking up the phone call http://www.thestar.com/News/GTA/article/519775. There were numerous articles in the paper and on the news warning people these calls were not real via a public service announcement. The police ultimately ended up shutting down the campaign.
Why did this campaign go wrong? Not everyone knew about it so they were tricked and worried by it, it verged on illegal activity (threats), the people behind it did not anticipate the results of the campaign. Did Lionsgate really think people were not going to call the police after receiving such disturbing messages? Or maybe they wanted the police to get involved, to generate buzz in the media? This tactic wasted police time that could have been better spent dealing with real crisis. When launching a social media campaign it is very important to look into your audience and consider legal and ethical implications.
Monday, August 24, 2009
Thursday, August 13, 2009
How PR practitioners get their story made into an issue, the Kiva case
This week my class and I had a discussion about the media setting the agenda. What is really newsworthy and who decides what stories are important, what are the issues that people care about. One of the main goals of public relations practitioners is to get media coverage! The field is largely about attention seeking. How can you get into the media if you are working for an organization with a limited budget? How can you get coverage on a story that seems to have been told a million times before? Let’s say you are working for a not-for-profit group and want to get the issue of poverty covered in mainstream media in a first world country.
How can you as a PR person get people to pay attention to an issue “over there’ in another country. I think humans often choose to ignore problems they don't think they have control over or an ability to change. It is much easier to turn a blind eye than to subject yourself to painful issues and then feel helpless in ending conflicts. As PR people we can empower and unite our audience by giving them the tools to solve these problems, or at least begin to make an impact. The issue must affect your audience directly. By holding an event (30 hour famine, earth hour) PR practitioners have successfully created awareness, got media coverage, and mobilized their publics to act.
I came across an organization I really like last year, Kiva. (http://www.kiva.org/) The mission statement or goal of the group is “lend to a specific entrepreneur, empowering them to lift themselves out of poverty.”
The website is a perfect example of social media connecting a public to a groups cause. I can go online, search stories and look for someone I want to lend money to (via online banking). There are many people looking for loans to open a business. In the past, I have tended to lend to women on the site that are looking for funds to open clothing stores or markets. The problem for the people on the site is there is nowhere to apply for loans, which is where overseas contributors come in. The best part iof Kiva is once you donate to someone and they open a business and are successful, you get your money back from them! Along the way Kiva users take pictures and update (blog) about their business status.
The website was mentioned on Oprah Winfrey and as a result donations increased significantly. Why did the producers at Oprah cover this story? Oprah is interested in world issues, poverty is a topic which she covers often on the show in order to create awareness. I think Kiva was covered because it was able to turnthe larger issue of poverty into a relatable problem which the audience felt they could actually do something about. This was done through the use of social media. "Kiva is the world's first person-to-person micro-lending website, empowering individuals to lend directly to unique entrepreneurs around the globe. “ (http://www.kiva.org/) PR is about moving audiences to act, and that is exactly what happened with the sucess story of Kiva.
What other issues could gain media coverage through similar methods?
How can you as a PR person get people to pay attention to an issue “over there’ in another country. I think humans often choose to ignore problems they don't think they have control over or an ability to change. It is much easier to turn a blind eye than to subject yourself to painful issues and then feel helpless in ending conflicts. As PR people we can empower and unite our audience by giving them the tools to solve these problems, or at least begin to make an impact. The issue must affect your audience directly. By holding an event (30 hour famine, earth hour) PR practitioners have successfully created awareness, got media coverage, and mobilized their publics to act.
I came across an organization I really like last year, Kiva. (http://www.kiva.org/) The mission statement or goal of the group is “lend to a specific entrepreneur, empowering them to lift themselves out of poverty.”
The website is a perfect example of social media connecting a public to a groups cause. I can go online, search stories and look for someone I want to lend money to (via online banking). There are many people looking for loans to open a business. In the past, I have tended to lend to women on the site that are looking for funds to open clothing stores or markets. The problem for the people on the site is there is nowhere to apply for loans, which is where overseas contributors come in. The best part iof Kiva is once you donate to someone and they open a business and are successful, you get your money back from them! Along the way Kiva users take pictures and update (blog) about their business status.
The website was mentioned on Oprah Winfrey and as a result donations increased significantly. Why did the producers at Oprah cover this story? Oprah is interested in world issues, poverty is a topic which she covers often on the show in order to create awareness. I think Kiva was covered because it was able to turnthe larger issue of poverty into a relatable problem which the audience felt they could actually do something about. This was done through the use of social media. "Kiva is the world's first person-to-person micro-lending website, empowering individuals to lend directly to unique entrepreneurs around the globe. “ (http://www.kiva.org/) PR is about moving audiences to act, and that is exactly what happened with the sucess story of Kiva.
What other issues could gain media coverage through similar methods?
Monday, August 10, 2009
The Fashion Industry and Social Media
This week I explore the fashion industry and the influence social media has had on it. I have noticed lately that more and more designers and fashion houses are engaging with their target audience via the Internet.
Did you know fashion companies hire social media strategists?
The whole premise of fashion is that is reflects back what is happening in society, its issues, politics, and movements are often the inspiration for collections. As our world evolves with social media it is no surprise the fashion industry would be on top of the movement. Many people recognize with the economy the way it is, social media is a cheaper option than traditional advertising for companies to explore. But why do establish successful companies need to adopt social media? An ad campaign in Vogue magazine will get many eyes. I wonder if a mention from Vogue Magazine on Twitter could achieve similar results.
Luxury fashion rises from haute couture which dates back to Paris in the nineteenth century. The premise of couture lies in the individual and the unique. High fashion originally catered to the same trend. It was for the elite, unobtainable for many. It could be due to the rise of the celebrity endorsements or simply the increase in advertising, but at some point high fashion became more visible to the general public. Through print more and more people became familiar with fashion houses and logos, Gucci, Louis Vuittion, Fendi, Chanel, Prada… the average person today can picture these companies logos and identify their signature material, pattern or silhouette.
The fashion industry is always changing and evolving. It was only in the last decade that online shopping existed. Sites like EBay created a marketplace aside from traditional stores. Today, more and more designers have Facebook fan groups, forums and blogs. Many of these initiatives are created by PR and communication professionals and have a specific goal in mind, to create buzz about a new product launch, to inform its fans of trends, but mostly social media initiatives are taken on to build reputation and a community.
The first fashion giant to join Twitter was Louis Vuitton. There are now Twitter profiles for Betsy Johnson, http://twitter.com/xoBetseyJohnson
Karl Lagerfeld, http://twitter.com/Karl_Lagerfeldand countless others.
Who would have thought Coco Chanel would go digital.
I came across a very interesting interview with Luxury Society co-founder Imran Amed recently on business of fashion. http://www.businessoffashion.com/2009/07/luxury-society-and-the-social-media-revolution-in-wwd.htmlAmed explains how companies have to adapt to social media and actively listen to consumers as much as they “sell” to them. He states that when using social media, It is not effective to simply post links to products weekly and expect them to sell themselves. Amed points out “It’s about social listening: using the tools to listen to the conversation and take feedback. The real meaning of your brand lives in these conversations.” What better way to receive feedback from a target market than through social media.
Oscar De Renta builds on this,““Customers can feel like they are part of the brand’s extended family, and therefore the brand itself, while the interactive element further deepens that relationship,” said Alex Bolen, chief executive officer of Oscar de la Renta. “These characteristics address and satisfy that ‘tribal’ part of the fashion consumer — the way in which people identify themselves by the brands they buy.” http://www.digital50.com/news/126896The premise of social interaction sites such as Facebook are to connect and build and maintain relationships. If high fashion brands like to think of themselves as a clique or community they need a forum to do this.
One great example of an excellent social media campaign is Juicy Couture “Club Couture”. It allows users to click and create outfits for themselves and email them to friends. http://www.juicycouture.com/shoponline/clubcouture/pg1 This is a prime example of engaging and interactive audience. The company benefits by seeing what colours and pieces users are interested in and customers feel they have choice and individual options.
I think Twitter and the like have created a social space for the fashion industry where feedback is constant on ongoing. It is up to companies to use the tools to listen instead of just promote products. Social media works so well with fashion beacause fashion is largely about being innovative and creative.
Did you know fashion companies hire social media strategists?
The whole premise of fashion is that is reflects back what is happening in society, its issues, politics, and movements are often the inspiration for collections. As our world evolves with social media it is no surprise the fashion industry would be on top of the movement. Many people recognize with the economy the way it is, social media is a cheaper option than traditional advertising for companies to explore. But why do establish successful companies need to adopt social media? An ad campaign in Vogue magazine will get many eyes. I wonder if a mention from Vogue Magazine on Twitter could achieve similar results.
Luxury fashion rises from haute couture which dates back to Paris in the nineteenth century. The premise of couture lies in the individual and the unique. High fashion originally catered to the same trend. It was for the elite, unobtainable for many. It could be due to the rise of the celebrity endorsements or simply the increase in advertising, but at some point high fashion became more visible to the general public. Through print more and more people became familiar with fashion houses and logos, Gucci, Louis Vuittion, Fendi, Chanel, Prada… the average person today can picture these companies logos and identify their signature material, pattern or silhouette.
The fashion industry is always changing and evolving. It was only in the last decade that online shopping existed. Sites like EBay created a marketplace aside from traditional stores. Today, more and more designers have Facebook fan groups, forums and blogs. Many of these initiatives are created by PR and communication professionals and have a specific goal in mind, to create buzz about a new product launch, to inform its fans of trends, but mostly social media initiatives are taken on to build reputation and a community.
The first fashion giant to join Twitter was Louis Vuitton. There are now Twitter profiles for Betsy Johnson, http://twitter.com/xoBetseyJohnson
Karl Lagerfeld, http://twitter.com/Karl_Lagerfeldand countless others.
Who would have thought Coco Chanel would go digital.
I came across a very interesting interview with Luxury Society co-founder Imran Amed recently on business of fashion. http://www.businessoffashion.com/2009/07/luxury-society-and-the-social-media-revolution-in-wwd.htmlAmed explains how companies have to adapt to social media and actively listen to consumers as much as they “sell” to them. He states that when using social media, It is not effective to simply post links to products weekly and expect them to sell themselves. Amed points out “It’s about social listening: using the tools to listen to the conversation and take feedback. The real meaning of your brand lives in these conversations.” What better way to receive feedback from a target market than through social media.
Oscar De Renta builds on this,““Customers can feel like they are part of the brand’s extended family, and therefore the brand itself, while the interactive element further deepens that relationship,” said Alex Bolen, chief executive officer of Oscar de la Renta. “These characteristics address and satisfy that ‘tribal’ part of the fashion consumer — the way in which people identify themselves by the brands they buy.” http://www.digital50.com/news/126896The premise of social interaction sites such as Facebook are to connect and build and maintain relationships. If high fashion brands like to think of themselves as a clique or community they need a forum to do this.
One great example of an excellent social media campaign is Juicy Couture “Club Couture”. It allows users to click and create outfits for themselves and email them to friends. http://www.juicycouture.com/shoponline/clubcouture/pg1 This is a prime example of engaging and interactive audience. The company benefits by seeing what colours and pieces users are interested in and customers feel they have choice and individual options.
I think Twitter and the like have created a social space for the fashion industry where feedback is constant on ongoing. It is up to companies to use the tools to listen instead of just promote products. Social media works so well with fashion beacause fashion is largely about being innovative and creative.
Monday, August 3, 2009
Social Media and Corporations
Welcome to my page!
This blog will focus on corporations increasing use of social media as a way of reaching their key public(s).
In recent years, the media has shifted from traditional forms (television, radio, movies) to being a more interactive two way model of communication (with the rise of the Internet). As the media changes, corporations must adapt to new mediums or risk loosing their audience.
I am interested in looking at big organizations as well as not-for-profit companies and researching how they have chosen to use social media and whether or not this has been beneficial for them. This blog will provide links to interesting and current social media campaigns that I come across.
My topic was inspired after I was hired at a company based on my ability to use social media. My former boss realized that the generation of today receives their media in a much different way than she did growing up. She wanted to keep up with the times and reach a new younger audience through Twitter, Facebook, LinkedIn etc. (all websites I will be explaining and referring to in my blog).
This blog will focus on corporations increasing use of social media as a way of reaching their key public(s).
In recent years, the media has shifted from traditional forms (television, radio, movies) to being a more interactive two way model of communication (with the rise of the Internet). As the media changes, corporations must adapt to new mediums or risk loosing their audience.
I am interested in looking at big organizations as well as not-for-profit companies and researching how they have chosen to use social media and whether or not this has been beneficial for them. This blog will provide links to interesting and current social media campaigns that I come across.
My topic was inspired after I was hired at a company based on my ability to use social media. My former boss realized that the generation of today receives their media in a much different way than she did growing up. She wanted to keep up with the times and reach a new younger audience through Twitter, Facebook, LinkedIn etc. (all websites I will be explaining and referring to in my blog).
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