Puppy vs. Puppy

As the Super Bowl approaches, every major advertiser out there seems to be looking for a way to capitalize on the days leading up to the big game.  Personally, I've been waiting on the latest puppy ad from Budweiser.  I love dogs and puppies (like most of the rest of the civilized world), and Budweiser always tells a great story in the Super Bowl ads they run.

As I was eagerly awaiting this year's installment, along comes the GoDaddy version.  I didn't like it.  Oh, don't get me wrong, the puppy was adorable, but the whole message was very forced and awkward, and I'm not crazy about the idea of just shipping a puppy off to someone who spotted a picture they liked on a website.  And it was clear right away that a lot of other people didn't like the ad either.  In short order, Go Daddy nixed the ad saying they would run another one, and that they weren't really bad people.

Which leaves me wondering--was that ever the real ad or were they just doing that to needle Budweiser and/or capture some eyes and ears that otherwise would bypass them in a heartbeat?

The skeptic in me is pretty sure this was the plan all along.  What do you think?

Enchantment Book Chat #7 - Chapters 11 & 12

We've come to the conclusion of Enchantment!  I hope you've enjoyed the journey and picked up a practical nugget or two along the way.  The answers/comments for this blog post are due Thursday, May 8 at 9am.

Here are the last questions:

1. The principle of Underpromise/Overdeliver is a simple way to enchant. Have you experienced this as a customer?  Maybe you've made such promises as an employee?  As a customer how did you feel?  How about as an employee?
2.  What one key takeaway did you have from the "How to Enchant Your Boss" chapter?  What's the first thing you'll try as you start your professional career?
3.  Have you ever been caught by the Dopeler effect?
4.  What do you think of Guy's checklist?
5.  What's one thing you've done differently as a result of reading Enchantment?

Enchantment Book Chat #6 - Chapters 9 & 10

Chapters 9 and 10 focus on very different topics, but ultimately it all gets back to creating interactions that delight the audience, whomever they may be.

Here are the questions for Book Chat #6:
1. How did Guy's list of factors for increasing the enchantment power of websites and blogs jive with your own personal experience?  Anything he missed?  Any particular one that you find extra important in your own experience?
2. Did you find any new takeaways from Guy's points on Facebook, LinkedIn, and YouTube?
3. What did you think of the Japanese design principles?  How could you incorporate these principles in the work that you do?
4. Most of you are not far along enough to be the "boss" yet, but what points in the "Enchanting Employees/Volunteers"  did you find most important?  Perhaps you've experienced them from the other side of the equation or seen a characteristic or two in someone else that you would like to emulate.

Enchantment Book Chat #5 - Chapters 7 & 8

The deeper I go into this book, the meatier it gets.  Really good stuff all around.

Here are your questions for this Book Chat:
1. What do you think about the idea that true change happens at the middle and bottom of a society.  Where does that leave leadership?
2.  What is your favorite reciprocity principle?  Why?
3.  Of the team roles listed under "Diversify the Team" which team role do you think you play?  Which role do you aspire towards?
4. What do you think of Chris Anthony's personal story?
5. Which general principles of push technology are your favorites?
6. How will you change your presentation style, email communication, or Tweets based on Guy's recommendations?

Enchantment Book Chat #4 - Chapters 5 and 6

Chapters five and six point our attention to the implementation phase of enchantment. Two big tasks come with implementation--launch and overcoming resistance.  Both are huge hurdles for any business.

Questions for this Book Chat:
1. What brand can you think of that has a great story?  Even if you don't personally use or even like the brand.
2. Which is better increasing or decreasing the number of choices available to customers?
3. Generally college students are eager and willing to try new things.  When have you found yourself to be reluctant?
4. How have you seen social proof in action?  What happened and how were people influenced?
5. How important is it to enchant all the influencers?

Enchantment Book Chat #3 - Chapter 4

In Chapter 4 we learn about the importance of being prepared (the Boy Scouts were right), and the pitfalls that come if you aren't.

Questions for Book Chat #3:

1. What/who is in your Enchantment Hall of Fame?  Which of the necessary qualities listed does he/she/it have?
2.  What is your reaction to Guy's trash can experiment?  What have you ever seen or tried that was similar?
3.  What company have you noticed that has "Removed the Fences"?  Or the flip side, what companies have built unnecessary fences that make doing business with them more difficult?
4.  Anything else from Chapter 4 that "enchanted" you?

Enchantment Book Chat #2 - Chapters 2B & 3

Here we go with round #2 on Enchantment.  I hope you are learning some key points from Guy.  I think someone's been quoting him on Facebook, so I'll take that as a good sign.

Questions for this time:

1.  What do you think of Guy's other Likeability factors?  I'm particularly interested in what you think of his encouragement to swear, especially when there is some perception in the world that swearing is for people who don't know what other word to use.  See previous post on the importance of a strong vocabulary.
2.  Do you know any Mensches?  Which characteristics does that person exhibit?

Everyone should answer:
3.  What is your positioning statement?  How did you arrive at your statement?

Enchantment Book Chat Chapters 1 & 2A

Hopefully you've begun reading Enchantment by Guy Kawasaki, and started thinking about "The Art of Changing Hearts, Minds, and Actions".

Here are the questions for the introductory items through the first part of Chapter 2. You do not need to respond to each question, but do give your thoughts and impressions after reading the chapter. (Feedback for this assignment should be go in the comments section of this post.  You have until the next Book Chat is posted to answer.) 

Here are some questions to help you get started.

1. What are your thoughts on his premise that, "When you enchant people your goal is not to make money..., but to fill them with great delight."
2.  What is a brand that delights you?  How is delight better than just good?
3.  What is your reaction to Guy's four factors that make a good first impression?

• Make Crow's Feet
• Dress for a Tie
• Perfect Your Handshake
• Use the Right Words

Book Chat - Chapters 14, 15, 16, and 22

This is our last installment of Book Chat for The New Rules of Marketing & P.R.  Although we didn't cover every chapter, hopefully you've done some exploring and thinking on your own.  Responses to these questions are due May 7, 2013 at 8am.

1.  What did you think of the concept of site personality discussed in chapter 14?  What sites do you think do a good job of reflecting their buyer's personality?
2.  The chapter on mobile marketing is very eye-opening.  Clearly marketers need to adapt their strategies to remain relevant in a mobile world.  In fact, the chapter makes it clear that other cultures are more mobile than we are!  What do you think of the statement from Christopher Penn that said, "You want to capture people when they're in the moment, especially if it's a retail or service experience, where you can help satisfy a customer.  You want to take advantage of that warm felling right then and there to capture them."  Has a brand ever reached out to you in the moment?
3. What would you do if somebody surprised you at the airport gate with a free upgrade, drink or snack?  What does KLM gain by these random acts of kindness?
4. There's an app for everything!  Have you ever used the SitOrSquat bathroom finder app?
5.  What did you think of the Amanda Palmer story?  What's your plan to make $11,000 using Twitter?
6.  Companies know that it is important to be "searched well".  Creating content, writing blogs, etc. to improve search results is something Doug Fouts of Xapsis mentioned when he spoke to us.  Blogs might not be the perfect choice for every brand.  What else could use that might have the same result?

Book Chat - Chapters 10, 11, and 12

In chapters 10-12 we are starting to get to the nitty-gritty of planning.  Actual ways to think about the customer, and develop programming specifically for different audiences.  Here are your questions!

1. Chapter 10 focuses on marketing in real-time.  How have you seen "real-time" marketing at work?  Was it successful or unsuccessful?
2. What are your thoughts on the Baked Relief story?  Are you inspired?  Motivated?  How could you take this idea and make it your own?
3.  Chapter 11 discusses the buyer persona, and even uses a college as an example.  If you had to create a buyer persona for Bradley University, what would it look like?  (Pick one of the five audiences and describe.)
4.  Setting aside politics for this one, what do you think of the section entitled "Obama for America"?
5.  In Chapter 12, which of the thought leadership tools have you used in the past?  What did you like/dislike about them?

Book Chat - Chapters 7, 8, & 9

Chapters seven, eight and nine focus again on the tools we have to communicate with our constituents.  Here are the questions for this edition of Book Chat.

1. What do you think of the conceptual change from press releases to news releases.  How does this change impact organizational strategy now and into the future.

2. You've probably seen the Mentos and Diet Coke video (if not, go watch it here).  What do you think of the way Mentos reacted to the situation?  Can you think of other brands that have similarly seized the day?

3. The Rules of the Rave are good reminders.  Which is your favorite and why?

4. Are websites more art or science?  What website have you visited recently that made you sit up and take notice, as opposed to just going about your business?

Book Chat - Chapters 4, 5, & 6

Chapters four, five and six, cover a lot of ground, but we'll dive in anyway.  Feel free to respond to any or all of the questions.

1. I referenced this in class today.  What do you think of the social media as cocktail party metaphor given in Chapter 4?
2. Where are you on blogs?  Do you read them?  What do you see as the function of a blog in today's world, both media and otherwise?
3. Visit the McDonald's social responsibility blog, Open for Discussion.  What is your opinion?  How does this blog play into McDonald's larger social media and promotional plan?
4.  Have you used Digg?  What do you like/not like about it?
5.  I think the premise on page 80 about marketing to people, even if you are a B2B firm is really important. What does that mean for how a companies communicates and behaves in the social world?

Spring 2013 Book Chat 1 - The New Rules

By now you should all have started reading the New Rules of Marketing & P.R. by David Meerman Scott.  

Here are the questions for the introductory items through Chapter 3. You do not need to respond to each question, but do give your thoughts and impressions after reading the chapter. Here are some questions to help you get started.

1.  What is your reaction to the concept of this book?  Do you think the rules have changed?
2.  What do you think about the "Long Tail" concept?  Do you think we still have a market of the masses, or is there a shift to many niche markets?
3.  On page 21, there is a quote from Jim Peterson, president of The Concrete Network, "Every business has information that can contribute to the education of the marketplace."  Do you agree?
4.  Are you surprised that The Concrete Network has as much content as it does?
5.  If we perceive marketing as publishing, what does that change about our behavior?

Book Chat - The Rest

This is our last Book Chat.  Please submit your answers by Thursday, December 6th.

As our book draws to a close, I think that Mr. Sernovitz gets down to some very simple and practical ideas. Not that the rest of the book was complex and difficult, but he drives at some core principles that will make all the other ideas doable.

1. Participate in the Conversation--I have always that customer service is as much or more important than everything else we do in a business.  I can wholeheartedly endorse, then, the idea that "Word of mouth is as much about customer service as it is about marketing."  What businesses can you identify that lives out this theme?  There actions are driven by a customer orientation and the other factors fall into place?

2. We've spent A LOT of time this semester discussing how important the write voice, tone, professionalism, know-how, etc. are all important to the organization's social media premise.  What do you think of the idea that the people with the most enthusiasm for the brand, whatever their role in the company, should be the ones in charge of WOM?

3. How do you think most marketing/PR/legal/executive management types would feel about social media being handled by the most enthusiastic people?

Book Chat - Chapters 6 and 7

The most striking thing about these chapters, for me, is the focus on simplicity.  I know that even when I try to do things simply, I end up cluttering things up somehow.  I think the imperative for the principles in these chapters to work, however, is the simpler the better.  The idea of portability is critical.  Just as it is easier in air travel to have only a carry-on, it is easier in marketing to lighten up, distill, simplify.

Here are your questions:
1. Besides those mentioned in the book, which brands can you identify with clear, simple, portable messages?
2. What did you think of the idea that "unexpected is an opportunity"?
3.  Do you feel a "sale" event is topic worthy?
4.  In chapter 7, the first word of mouth tool is "Ask people to spread the word."  Is it really that easy? Can you think of a time when just asking people to share had a good result.
5.  The idea of using a "secret" as a tool for talking intrigues me.  Have you ever been let in on a "secret" that you then shared?

Update and allowable talking point:  This is a recent post by Andy Sernovitz showing a recent example of the principles in chapter 6 and 7.  Read what he has to say, and feel free to use this in your comments.  CiCi's Pizza

Book Chat - Chapter 3, 4, and 5

This book is so practical!  Even though you may or may not have a job/project where you can work through the activities in Chapter 5, I'm sure you are thinking about talkers and who the best talkers for a brand might be.  In fact, you might be trying to identify if YOU are a talker, and if so, what kind.

Here are the questions for this Book Chat:
1. I love the WOM Marketing Manifesto.  What are the top three points here, in your opinion?
2. Think of the examples of the Bloomingdale's brown bag or the doughnut holes at Lou Mitchell's, what are the best examples you've seen of similar practices by businesses you patronize?
3. What did you think of the FreshBooks campaign?
4. From Chapter 5, are you a talker?  What kind?  For what companies/products/causes/ideas?
5. Thank yous are powerful.  Has a company every gone above and beyond to thank you or a family member or friend?

Book Chat 2 - Chapter 2

What I love about this book is the fact that it is so straight forward.  What I read about, I have experienced.  For instance, many companies have added online reviews for each product they sell, because that is now standard.  Just the other day I was shopping on some site (I forget which one) and there was no review function and I was blown away!  I do think companies have failed to see the social impact that occurs with these reviews, however.

Here are you questions for this round of book chatting:
1. What do you think of the concept of rating the reviewer as mentioned on page 39?
2. Do you think companies and people underestimate how far conversations on the internet can carry?
3. Page 45 really blows me away.  What are your thoughts on the idea that people who hear  about a bad shopping experience are less likely than someone who actually had a bad experience to set foot in a store? 
4.  Any feed back on this quote?  What companies do you interact with that follow this philosphy?
          Your only choice is to make sure that the experience people have with your company are positive ones.  Make good products.  Treat people well.  Earn their positive recommendation.
5. What is first call resolution?  Why is it important?

Fall 2012 Book Chat - Word of Mouth Marketing Prologue and Chapter 1

By now you should all have started reading Word of Mouth Marketing by Andy Sernovitz. 

Here are the questions for the prologue and Chapter 1. You do not need to respond to each question, but do give your thoughts and impressions after reading the chapter. Here are some questions to help you get started.

1. What are your thoughts on the Four Rules of Word of Mouth Marketing?
2. There are three reasons people talk about companies - what companies do you talk about?  For which of the three reasons?
3. What is the difference between organic and amplified WOM?  When is it a good time to use either form?
4.  Think about the "talkers" you know.  What do they talk about?  What gives each talker credibitilty in his/her topic?

Book Chat - Chapter 8

Chapter 8 brings us to the end of Socialnomics and some predictions for the future.  Here are your questions:
1. What is the shelf life of social conversations today?  What is the implication for companies as a result?
2. What do you think of Tony Blair's description of what it takes to be an effective communicator and leader?  How do you think these factors will influence this year's presidential election?
3. How will collaboration affect companies and its employees in the future?  What role will social media play?

Final thoughts about the book?

Book Chat - Chapters 6 and 7

One of the things that continues to fascinate me in my study of social media is people's behavior.  In some ways it seems that people are sometimes more consistent because we see them through social media.  At other times, it seems that people behave differently because of social media.  I think it's also interesting, then, to think about how companies are adjusting marketing strategies without always knowing which direction people are moving when it comes to disclosing more or less because of social media.

Here are your questions for Chapters 6 and 7:
1. What do you think of the concept of Social Schizophrenia?  Where do you see evidence of it?
2. Chapter 6 gives several examples of companies and teams that have mandated access or place restrictions on how employees and team members can post or what can be said.  How far is too far on the part of these companies?  What should be the balance between personal freedom and brand respresentation?
3. Social Schizophrenia occurs in companies too.  Why do businesses have such difficulty with the "one message"?
4. What made the Fantasy Football Today different in format?  What about the way the show was monetized, how was that a departure from the traditional structure?  Why did it work where the CNET show did not?
5.  Why was the Super Fan sweepstakes such an effective campaign?