Tech PR Gems - Topaz Partners Social Media and PR Blog &#187; Marketing

Technorati Tags: AT&T, Facebook, iPhone, Mobile, mobile visual search, QR codes, Timeline

The Damage is Done – What should Komen do next?

Tom Francoeur — Tue, 07 Feb 2012 18:21:55 +0000

Erik Sass asks that very question in Mediapost’s Social Graf blog. It was refreshing to read his post because rather than placing blame or expressing disbelief that such a PR disaster could occur, he gets right to the point of now that the damage is done, how can Susan G. Komen for the Cure recover? I also like how Sass keeps a clear eye on what everyone wants regardless of political affiliation, which is to stop breast cancer from killing people. Although this PR firestorm has brought some questionable fundraising practices to light, it’s undeniable that Komen has made a significant impact in the fight against breast cancer. I’ve seen a lot of Tweets, Facebook updates and blog posts stating that Komen has irretrievably damaged its brand by alienating both anti-abortion activists and Planned Parenthood supporters. Initially, I agreed with these sentiments, but now I think there’s almost always a chance for a brand to recover, and in the case of Komen, I’d like to see that happen as soon as possible so they can get back to what they do best.

Look at Toyota, for instance. They were in a publicity nightmare due to “unintended acceleration” resulting in deaths and injury, although what caused those incidents has yet to be determined. The company has taken a long term approach, using multiple marketing channels to communicate their commitment to solving the problem and to tell stories of loyal customers who are sticking with them. Komen should do the same. Refocus on their population. Tell true stories of Komen making a difference in people’s lives. Get that story out via mass media and social media channels. Repair the disconnect that seems to have occurred between Komen’s executive management and the grass roots supporters who are the lifeblood of the organization.

There are many people that Komen will never get back. Thankfully, other organizations in the fight against breast cancer can benefit from their contributions. But that doesn’t mean Komen can’t recover some of the people they’ve lost while still growing their organization through the countless number of people who unfortunately have been and will be impacted by breast cancer. As long as Komen stays on message with their core audience, there’s nothing to stop them from getting back on track and even going beyond what they’ve achieved already.

What do you think Susan G. Komen should do to repair the damaged brand?

Technorati Tags: Detroit Free Press, Komen, Mediapost, PR, Susan G. Komen for the Cure

PRobecast 136: Co-Sleeping Ad Controversy, Overstock’s O.co and Biebs Paternity Suit

Alison Raymond — Thu, 17 Nov 2011 18:42:20 +0000

In this episode of PRobecast, Renatta Siewert and Caitlin Smith join me in discussing Milwaukee Health Department’s new co-sleeping ad campaign, O.co reverting back to Overstock.com and Justin Bieber’s paternity suit being dropped.

Milwaukee’s Co-Sleeping Ad Controversy – The city of Milwaukee’s Health Department is under scrutiny after its recent ad campaign warning parents about the dangers of co-sleeping. Their advertisement shows a baby sleeping next to a knife – not the normal picture you get in your head when thinking about an infant dozing off. The Commissioner of Health says that while the image is shocking, what is more shocking is the fact that 30 developed and underdeveloped countries have better infant death rates than the city. However, some parents are outraged and think that co-parenting is a good bonding ritual between mothers and their child. Is Milwaukee in a PR-mess that it can handle? How should the city move forward?

Overstock Backs Off O.co Name Change – About six months ago, Overstock.com started branding it O.co – in online ad, tv ads and during sporting events. They’re reverting their branding and bringing back their Overstock.com messaging because a “good portion” of those watching to o.co ads, started going to o.com. Obviously, that is a problem. Some experts are saying that by going back to Overstock.com branding, for the time being, is going to cost a lot of brand confusion with their customers. What do you think?

Justin Bieber’s Baby Drama– Looks like Justin Bieber might not have as much baby mamma drama going on as he has had in recent weeks. Mariah Yeater, the 20-yr old that accused Biebs of fathering her 4 month year old child, has quietly dropped her lawsuit. According to Yeater’s lawyer, his client was receiving death threats and decided to pursue privately. How do you think Bieber’s PR camp handled the allegations? Is this girl just looking for 15 minutes of fame?

Now it’s time for the PRobecast PR Power Ranking – which is when we go around the room and pick the story that we think ranks the highest PR-wise – meaning any aspects of PR could be the reasoning behind the pick. Is it the story itself, good data that was used, what’s getting the most pickup, was it a good PR move the company made, etc.

This week’s winner was Overstock. Too often brands have messaging that doesn’t work, and instead of addressing the problem – the messaging is never altered. While Overstock is still keeping O.co, they are addressing the problem by bringing back the more well-known Overstock.com URL. It’s a win-win for them. People know it and now consumers can get to their site.

Who do you think should have won?

Technorati Tags: Justin Bieber's baby, milwaukee's co-sleeping campaign, o.co, Overstock.com

PRobecast 135: Voting via Smartphone, Disney and YouTube deal & Social Media

Alison Raymond — Thu, 10 Nov 2011 18:21:26 +0000

In this episode of PRobecast, Renatta Siewert joins me in talking about the idea of voting via smartphone, Disney and YouTube’s $10M deal and social media not being one-size fits all.

Voting with a Smartphone – Did you vote on Election Day? A Mashable writer suggested that many people don’t vote because voting is inconvenient. There’s the time limit, the specific locations as to where you can vote – all these things can often be roadblocks and the reasoning behind people not voting. He suggests the idea that smartphones could change all that. With all the apps available, a secure application could be created allowing people to vote directly from their mobile device. With people now being able to purchase things via their smartphones, why not vote?

Disney’s Deal with YouTube – Disney and YouTube have put together a deal to produce co-branded video content. Disney is trying to attract a bigger audience by teaming up with the video giant. On the other hand, YouTube is trying to better their reputation with parents by teaming up with this family-friendly company. Is this a good move for both players? Will we see more companies trying to partner with YouTube?

Social media: Every Channel Doesn’t Need to be Tapped – An article in PRWeek discusses how when it comes to social media, don’t jump in blindly. Companies need to be strategic as to which forms of social channels they decide to join – and have a plan as to what their ultimate goal is. Having a twitter account that isn’t geared towards your target audience is not going to help your presence. Being on Facebook, but not having any information about your company isn’t going to grow your “like”ers. When it comes to social media, brands need to be smart.

This week we chose the Disney/YouTube deal as the story that comes out on top. This deal makes perfect sense for both parties, bettering the images of both parties. Disney needs to expand their audience and seem “cooler,” whereas YouTube wants to better its sometimes explicit image with parents concerned about what their children are viewing.

Who do you think should have won?

Technorati Tags: Disney and YouTube deal, How to use Social Media, Voting via Smartphone

PRobecast #134: Black Friday, Gmail iOS app, Kim Kardashian & Bieber

Renatta Siewert — Fri, 04 Nov 2011 14:14:30 +0000

In this episode of PRobecast, Justin Martell, Caitlin Smith and Avi Aronson join me in discussing the Gmail iOS app that is no more, plus how brands are using social media to monitor customer discussions about Black Friday. If you got up at 2 am to shop, wouldn’t you want your favorite brand to have fully-stocked items?? We also couldn’t avoid a rant or two about Kim Kardashian’s extremely short-lived “marriage”, plus Justin Bieber’s chance at Daddy of the Year.

Google yanks Gmail iOS app – Google’s much-delayed iOS app became available yesterday, but was pulled soon after due to bugs with the app. Why would Google publish an app with obvious problems? Did you download it, only to be disappointed?

Social media presents opportunities and dilemmas for retailers – If you woke up at 2 am for Black Friday mob shopping, wouldn’t you want your favorite brands to have a full selection of items available? We would here at Topaz! It’s up to the brand to monitor their social media channels, and if they’re not paying attention for the yearly craziness also known as Black Friday, it’s their loss with disappointed customers.

We also couldn’t help ranting a bit on Kim Kardashian’s “wedding” and “marriage”, along with The Biebs and his paternity test. We’re dying to know the results.

Have a great weekend!

Technorati Tags: Black Friday, Gmail, iOS, Justin Bieber, Kim Kardashian, PRobecast, rant

PRobecast 132: Blackberry Offering Free Apps, Dr. Pepper Ten’s Controversy, Lindsay Lohan

Alison Raymond — Thu, 20 Oct 2011 17:55:07 +0000

In this episode of PRobecast, Renatta Siewert and Caitlin Smith join me in talking about free blackberry apps, Dr. Pepper Ten and Lindsay Lohan’s trouble with the law.

Blackberry to give free apps to compensate for outages– Last week we discussed the Blackberry outages that effected users worldwide. Now, the company is offering users select premium applications free of charge that are supposedly worth over $100, along with one month free technical support to the company’s enterprise users. Is this enough for users to forget about the outage that was heard across the world?

Dr. Pepper’s ‘Manly’ Drink – So a new advertising campaign for Dr. Pepper Ten is causing quite the stir over the internet. Many are saying the campaign is sexist. The ad starts out with a man in fight/war gear running through a jungle shooting laser guns, saying that the new beverage is “10 manly calories” and is not for women. This ad was developed after research found not many men opted for diet beverages. Do you think the way Dr. Pepper went about advertising this was wrong?”

Lindsay Lohan might be going to jail – Lindsay Lohan is, once again, in trouble with the law. This time her probation is being revoked and she will be forced to complete 16 hours of community service at the morgue. Apparently, this spawned from her being kicked out of the Women’s Center for not showing up 9 times. The judge also said that she doubted Lindsay had visited her shrink once a week – something she was required to do. If you were Lindsay’s PR rep, what would you have her do. Can she save her image?

This week Blackberry won. I mean, they tried. We don’t necessarily think their peace offering was effective, but they did try putting themselves in a better light by offering a few premium applications to users.

Who do you think should have won this week?

Click To Play:

Technorati Tags: Blackberry's free apps, Dr. Pepper Ten, Dr. Pepper's new ad campaign, Lindsay Lohan might go to jail, sexist advertisements

PRobecast 131: Misleading Advertising, the Recent Blackberry Outage & BoA’s new charges

Alison Raymond — Fri, 14 Oct 2011 12:40:33 +0000

In this episode of PRobecast, Tony Sapienza, Renatta Siewert, Sam Friedman and Justin Martell join me in talking about Ford’s and Chrysler’s misleading advertising, the Blackberry outage and Bank of American’s new charges.

Ford’s and Chrysler’s Misleading Advertising Campaigns – Ford Motor Co. and Chysler Group are have had complaints to the FTC over misleading advertising that lead some of the general public to think their vehicles are made in the USA – particularly the Chrysler 300 and the Ford Edge. Apparently, these models are assembled in Canada and often have Mexican-made parts, which go against Chysler’s “Imported from Detroit” tagline and Ford’s radio spot that advertised it being an American car. What do you think of the companies’ advertising their cars as American?

BlackBerry outages spread to North America – Across the world, Blackberry users noticed an outage in their services – one of the biggest outages yet. Since the European infrastructure failed, emails and messages sent were so backed up in the RIM systems, it caused outages in the US and in Asia. With outages happening a couple times a year, people are rethinking keeping their Blackberries, opting to upgrade to a DROID or iPhone. Can Blackberry keep up?

Bank of America sharpens messaging about new fees – Last week Bank of America announced a $5 monthly fee for debit card users – causing public outrage. They now have repositioned their messaging, explaining who will be charged with this fee and how it can be avoided. According to this PR Week article, a recent survey found 36% of Americans have “very little” or “no” confidence in US banks. While BoA is saying this new fee is to recover lost revenue, do you think consumers will look to bank elsewhere?

This week it was a 4:1 vote – Blackberry. With the general population being so dependent on technology, especially mobile, Blackberry needs to make sure outages like this don’t happen again. This one on of the biggest stories of the week and had people questioning whether or not they should still be used, and that is why this story won as the Power Ranker.

Who do you think should have won?

Technorati Tags: Bank of America's Fees, Blackberry outages, Chrysler and Ford advertising, misleading advertising, RIM

PRobecast 129: The death of self checkout, Foursquare campaigns and Facebook

Alison Raymond — Fri, 30 Sep 2011 12:51:58 +0000

In this episode of PRobecast, Tony Sapienza, Renatta Siewert and Justin Martell join me in talking about how people don’t want the help of tech in grocery stores, Neiman Marcus’ Foursquare campaign and Facebook’s changes.

Big Y Ditching Tech for Human Interaction – A recent study shows that more and more people are opting not to check-out at the self check-out line at the grocery store and instead go to the cashier. A study from the Food Marketing Institute has found that only 16 percent of shoppers use these self check-out lanes and now Big Y has recently announced they are ‘bagging’ these lanes. With a society so addicted to technology, this surprises me. Will people start calling their friends and family rather than taking more time to text them? Will we see other trends where people prefer human interaction rather than tech?

Neiman Marcus’ Foursquare Campaign – Neiman Marcus is launching a campaign on Foursquare to promote its annual shoe and handbag event – hiding 15 Nancy Gonzalez clutches at 15 of its 41 stores. When a customer checks-in on Foursquare, they will be told whether they are in close range of the hidden clutch and where to find it. The first to find the clutch wins. In total, Neiman Marcus will be giving away 56 clutches because they will also be picking at random lucky winners who checked in. Do campaigns like this help promote the Neiman Marcus brand? Will we be seeing more companies do campaigns like this?

What’s up with Facebook? – Everyone has been up in arms with Facebook’s recent changes to people’s feeds and profile page. However, Facebook will be changing once again with the launch of Timelines and Open Graph. Timelines will pull everything you’ve ever posted (or what people have posted on your wall) all into in e-scrapbook that people can easily browse through once on your profile page. Open Graph has customizable actions and gestures that will allow applications to post things you are doing online – and offline, depending on the application. Is this going to far?

This week, Neiman Marcus’ Foursquare campaign won. Noting that a younger demographic isn’t normally their target audience, the use of Foursquare to bring in new customers is a great campaign. While Tony and Justin aren’t normally into clutches, everyone appreciated the creative aspects of this campaign – and agreed it makes the Neiman Marcus brand look more favorable to consumers.

Who do you think should have won?

Technorati Tags: Facebook and privacy, Facebook's Open Graph, Facebook's Timelines, Foursquare camaigns, Neiman Marcus, self checkouts

PRobecast 126: T-Mobile/Radio Shack, Social Media and Education and Stalking on Facebook

Alison Raymond — Thu, 04 Aug 2011 20:42:22 +0000

In this episode of PRobecast, Renatta Siewert joins me in talking about how T-Mobile will no longer be under contract with Radio Shack, how social media is being used effectively in classrooms and a man how got 4 years in prison for stalking women on Facebook.

T-Mobile and Radio Shack Break-up – T-Mobile devices will no longer be available at Radio Shack locations after an apparent “breach in contract.” Radio Shack will now be teaming up with Verizon Wireless come September 15th. While most brands, people… entities, attempt to make their split amicable and PR-friendly, this duo seems to be doing the opposite.

Social Media & Education- While social media isn’t completely embraced in the classroom, certain schools across the nation are incorporating social media and mobile devices into their curriculum. The theory behind this is that these new ways of participating are encouraging kids to pay attention, making them aware of what they post and who their audience is. A principal from NJ said that kids are coming into the classroom bored and disconnected and social media is a way to get the students’ attentions.

Man gets 4 years for Stalking on Facebook – A man is currently getting 4 years in prison for stalking women on Facebook, figuring out their email passwords and sending explicit pictures of the women – which he found by trolling their email folders. This brings up the bigger issue of making sure your private information isn’t available to everyone on Facebook or other social networks. While social networks are often thought as places to connect with friends – odd people are lurking on them as well.

This week social media in the classroom won because like it or not, kids are online and using technology more and more. There is no way to stop it – so why not embrace it and integrate education into their use of it?

What do you think?

Click To Play:

Technorati Tags: education, facebook stalking, learning, Radio Shack, Social Media, T-Mobile, using social media to learn

PRobecast 125: Shark Week, Intel on Education, Casey Anthony

Alison Raymond — Thu, 07 Jul 2011 20:21:45 +0000

In this episode of PRobecast, Justin Martell and Paula Slotkin join me in talking about the social media tactics behind Shark Week, Intel’s classmate PC and the Casey Anthony verdict.

Shark Week’s social media campaigns: Good use of social media: The Discovery Channel has been running multiple social media campaigns to promote Shark Week which starts July 31st. Starting last year through a YouTube campaign, they are now also promoting the week through video and twitter contests. Last year, there were approximately 91,000 tweets related to Shark Week.

Intel’s classmate PC: Intel has created the classmate PC, which is a high-function, low cost laptop which is designed to be able to take on a beating, and still be able to provide children with the educational tools they need for school.

Casey Anthony: The news that shocked the country this week is that Casey Anthony was found not guilty of the murder of her daughter Caylee. Immediately people flocked to social media to express their outrage with the US justice system. This morning she was sentenced to 1 year in jail for lying to police and prolonging the search for a child who had already passed. What do you think of the verdict? Do you think that Casey is going to cash in on this when she is out of jail?

This week the Discovery Channel won with its impressive social media campaigns around Shark Week – they’re multifaceted and well-thought out.

Do you agree?

Technorati Tags: Casey Anthony, classmate PC, Discovery Channel, Intel, Shark Week