Keep Calm and Communicate

During an emergency or crisis situation a strategic communication plan should already be in place for any organization. Without a plan, a crisis could go from bad to worse. Our environment changes faster than we can keep up with and it is important to continuously revisit a communication strategy plan in order to ensure that it is in line with the pace of change. The growing presence of social media has created challenges for public relations (PR) professionals. The speed that consumers produce information goes beyond the speed by which PR professionals can respond to the incident. The audience is global and the information can spread rapidly. Client demand for advance preparation has increased dramatically. How do brands protect themselves and their reputations in the social media era?

We’re not in Kansas anymore Toto. Communication has changed and will continue to change. Crisis anticipation can assist with the development process of strategic communication planning. If an organization is not prepared in advance when crisis strikes, communication professionals are left organizing statements at the same time consumers are posting comments, videos, blogs and pictures related to the event. Being prepared to address a challenge quickly in a crisis is the key to maintaining a good reputation.

Crisis situations are often covered by the media but the internet has created ways to communicate with audiences directly and timely. The longer you wait, the more damage can occur.

On April 15, 2009, two Domino’s pizza employees in Conover, NC posted a video on YouTube that was filmed in the restaurants kitchen as a hoax.  The video was of a male stuffing cheese up his nose before he put it on a sandwich, farting on a piece of salami, and sneezing on cheese sticks, and then disguising the boogers underneath the cheese and boxing it up. His female co-worker filmed and narrated then posted the video to YouTube.  The video went viral with over a million views in three days. In just a few days the pizza chain’s reputation was damage by the careless acts of these employees.

Anti-Domino's comments began to spread on Twitter and other social media sources. The videos were reposted on other sites, including Good-AsYou.org. The site's founder, Jeremy Hooper, sent an e-mail to Tim McIntyre, vice president of communications for Domino’s Pizza. The Domino’s corporate team was also alerted within 45 minutes of the incident from a consumer affairs blog, The Consumerist.

At this point Domino’s officials had to determine how they were going to deal with the damage to the company’s reputation. Domino’s was criticized for remaining silent for the first 24 hours. Domino’s executives feared that an official press release issuing an apology may make more people view the video. Patrick Doyle, President of Domino’s U.S.A., responded to the video hoax by creating a Twitter account for the corporation and creating a YouTube video of his own to respond to the incident.

Other organizations may find themselves in similar situations and learn about crisis management and social media from this experience. The Domino’s crisis changed the way other corporations should deal with a hoax crisis. It brought attention to the importance of incorporating social media into a crisis communication plan. Domino’s remained silent when answers were needed. Domino’s did not respond quicker because they did not anticipate the pass-along value of the video. Domino’s was missing a strategy for digital crisis. There was no online surveillance or social media presence. What Domino’s did right was respond to the incident through traditional and social media. The video response from the CEO of the pizza chain on YouTube targeted to the core audience.

No organization is immune to crisis. The effects of social media are enormous. Harmful situations can arise from external or internal members. The benefits of using social media as a crisis communication tool can outweigh the risks. It creates a way of delivering time sensitive information quickly to the citizens. The ability to effectively communicate during a crisis can save a brands reputation.  Effective communication involves taking responsibility, stating the facts, timely communication and staying positive.

After the situation has settled down, post crisis evaluation is necessary to learn what went right and what went wrong. Implementing what was learned to the communication plan and continuously making changes to keep up with the constant changes in technology. Organizations today should monitor all content on social media sites. Make use of the programs that allow you to filter words that could possibly harm a reputation on the internet.

Creating a social presence prior to the crisis situation can also assist with a brand’s reputation. Consumers expect to be able to communicate directly with an organization via social media. The dialogue is also available for everyone to see. The organization should allow both positive and negative posts. They should address even the smallest complaints in a professional manner. Organizations should be sensitive to the power of social media and take action to protect their brand.

What examples do you have of a good or bad crisis communication response via social media? I appreciate you taking the time to read my post and look forward to your responses. 

Bull's Eye

Over the course of several decades advertising for various American companies and their products has become more targeted toward specific audiences. This targeting is due to various factors such as (but certainly not limited to) a decrease in newspaper and magazine sales, conservation of advertising budgets, and more importantly, the ever-expanding internet.  For this week’s blog, we will see examples of the differences in targeted advertising, and even event sponsoring, through the advertising habits of two major companies; Redbull and Major League Soccer. 

As filmmaker Morgan Spurlock discusses in his TED Talk, “The Greatest TED Talk Ever Sold,” companies have several issues to work with when advertising their product. Spurlock refers to fear, danger, uncertainty, and basically the loss of money as factors that determine when, where, and how companies advertise. Companies are losing half of their advertising budget on parts of the public who have no interest in their product. This is especially true with products that really have more of a specific audience. For example, the Maybelline beauty product company would possibly consider it a waste to advertise their new lip glosses in “Men’s Health” magazine.  The audience for “Men’s Health,” as the title suggests, are largely male who the majority of would more than likely have no interest in purchasing Maybelline products. Not only would a majority of the audience not be interested, but the number of people reading magazines has greatly decreased over the past decade.

    

“The Economist” published an article on June 24, 2004 discussing the slump in advertising and how many companies had started pushing their product more and more online and through sponsoring events.  A big example of a company that has advertised through the sponsoring of events is Redbull.  In 1987, Redbull was sold for the first time in Austria. Founded by Dietrich Mateschetiz, Redbull has significantly expanded and changed its market over the past 26 years. One of the most significant, brilliant, and memorable ways in which Redbull marketed its product early-on to the American public was by targeting college students. Redbull sent young, positive representatives out to college campuses to hand out free cans of Redbull several times a year. Not only did Redbull send representatives who were around the same age as the college students they were targeting, they sent them often, repeating their marketing. However, another big draw to this product was that they also gave away cans for FREE. The tactic was genius; drive around to college campuses in remodeled Mini Coopers covered with the Redbull logo, with a large fake Redbull can attached to the back, and hand out energy drinks to students who had to stay up all night studying.

      

Redbull also targeted groups that, by definition, were energy junkies. Video gamers, athletes (see any and all X-Games advertising…), and even young, hip celebrities who were staying out all night partying on reality shows (see Paris Hilton, Lindsey Lohan, etc). Redbull, in a sense, became the Gatorade of adrenaline junkies, whether it was through sports or technologically related. Every group that Redbull now sponsors deals with high energy, high intensity activities, such as skateboarding, mountain biking, motor racing, and even music festivals. This makes Redbull a great example of targeted advertising, because unlike original advertising tactics, Redbull has pushed their product on a guarantee. 

Years ago, advertising companies put their brands and products in newspapers, magazines, billboards, and other places where everyone could see them. This was great in terms of having a large audience to potentially convert to your product and/or brand. However, advertising companies started to realize they were wasting half their budget on a large audience when a large percentage of this audience did not relate to what they were selling. By targeting a specific group of people who need exactly what your product is said to provide, a company is basically guaranteeing a sold product.  Furthermore, by sponsoring events for groups of people, such as sporting events, the Redbull company is not only advertising their product, but they are creating a market of dependency. Why drink coffee before a bike race when you have free cans of Redbull as far as the eye can see, that offers a higher energy content with more appealing colors on the container? Redbull is targeting groups that specifically require exactly what their product gives. Not only are they targeting these groups, they are also creating whole events and tournaments where Redbull is the only energy source, and it is, in a lot of cases, totally free. 

     

Another enterprise that has recently become very successful in the online market is Major League Soccer. Birmingham, Alabama is home to several accounts for MLS teams such as AC Milan, Barcelona, and FC Bayerrn to name a few.  MLS has discovered that advertising online, specifically on facebook.com has become a huge success because they are able to target specific fan pages that are basically guaranteed purchasers of their product.  The World Soccer shop on Facebook has 1.5 million followers.  This is a specifically targeted audience of fans who are more guaranteed to purchase a product based on their favorite team, etc. Not just because a company is pushing the product in the face of the consumer. The fan is emotionally tied to the product and the team, therefore emotionally drawn to purchasing the product. Much like the energy needs of those who consume Redbull, these soccer fans are drawn to the instant gratification of social media advertising from Major League Soccer pages, whether they are on Facebook, Twitter, etc. A jersey for their favorite team is one click away. Even more important in sports advertising online is post-championship sales. MLS products are pushed on fan pages such as World Soccer Shop on Facebook after important cup games. I spoke with an account manager for MLS in Birmingham who told me her company assigns a certain number of leagues to each account and the manager for that account is responsible for pushing advertising on social media for things such as post-cup win jerseys, to even the newest cleats the players are wearing. This particular manager said there has been a decline in their advertising on television and on radio because it is more cost-beneficial to advertise via social media to specific fan groups who are most likely to buy the product, rather than the whole, general public.

  

Targeting specific audiences via social media has contributed to huge changes in marketing. Social media has led the way for the organization of consumers. Various groups exist online for different likes and hobbies. Digital media has basically brought the mountain to Muhammad in terms of making it incredibly easy for companies to find exactly which groups like their products and, therefore, the companies are able to target those audiences more successfully. As we can see, those companies are becoming even more involved in the groups who consume their product, either by sponsoring events centered on the consumers, or by easing into their social lives via online sites such as Facebook, Google, and other social, heavily trafficked areas on the Internet. 

Lead to Win

Last Sunday Super Bowl XLVIII was aired. As a New Orleans native, I was rooting for the Denver Broncos because Peyton Manning’s father Archie Manning played for the Saints. I also wanted Peyton to catch up to his little brother, Eli Manning, in Super Bowl wins. I was really looking forward to watching the commercials and the half-time show with Bruno Mars and The Red Hot Chili Peppers (RHCP). Half-time was excellent. It was ironic how the Chili Peppers sang Give It Away Now because that is exactly what

it looked like Denver was doing with this football game. The commercials were mediocre this year. Like the Seahawks, Budweiser seemed to be the only one playing the game with the “Puppy Love” and “A Hero’s Welcome” commercials. They both pulled at our heart strings.

The rest of the football game was a washout. The Seattle Seahawks won their first Super Bowl game by dominating the Denver Broncos, 43-8. They set a Super Bowl record for most playing time with 59 minutes and 48 seconds. The Seahawks looked comfortable and at ease the entire game. What an incredible performance by such a young team. The victory was particularly sweet for head coach Pete Carroll, who was fired in 1994 by the New York Jets, led the New England Patriots for three seasons and again was let go. He took over at the University of Southern California and won two national titles. Four years after taking charge in Seattle, Carroll was lifting the Vince Lombardi Trophy in celebration. 

The interviews after the game are what caught my attention. The sportscasters were talking about Pete Carroll’s “Always Compete” philosophy and kinder, gentler coaching style. His vision was to fundamentally change the way players are coached. He wanted to find out if he went to the NFL and really took care of the guys, really cared about each and every individual, what would happen? In my mind I am thinking the terms “kind” and “gentle” do not go with football. Football coaches are known for screaming and blowing up on the sidelines. I’m used to seeing coaches like Nick Saban yelling and pushing around the players when they mess up.

The Seahawks practice yoga as part of their mandated workouts.  Carroll monitors their sleep patterns. In Seattle, there's an entire staff designed to look out for players. All Seahawks players are encouraged to use the support staff the way employees in the business world rely on a human resources department. Their sports psychologist, Mike Gervais, leads meditation sessions and instruct the players to "quiet your minds," "focus your attention inwardly" and "visualize success." Sounds like a spa for football players to me.

Carroll wanted to create an environment where people could “find their best, stay at their best, foster their best for the people around them so that everybody can join in." One of the things Carroll has learned is that he must find his own ways in which his messages will resonate with his players. He believes in love. He believes in redemption. He believes in finding the best in the people around him and challenging them to find it at all times. He treats them with respect.

Carroll has developed the culture and mindset of his team to adopt the philosophies of his own Win Forever doctrine. In Carroll's words, "what Win Forever means ... is aspiring to be the best you can be, or as I like to refer to it, ‘maximizing your potential.' But Winning Forever is not about the final score; it's about competing and striving to be the best. If you are in this pursuit, then you are already winning."

Carroll appeals to players’ strengths, opens their eyes to the possibilities and challenges them to reach their potential. When things settled down that Super Bowl Sunday night, Carroll was asked for an explanation of the belief structure he inhibits and passes on to his team. He said “Helping people be the best they can be, it does not matter what you are talking about. Football, or business, or families – the language and the intent and doing everything you can to help them. I can understand why that does resonate, and I’m very excited about that, because I know that the message goes beyond football.”

Pete Carroll’s leadership skills are a great example of what everyone could learn from to bring out the leader within them. Leadership success always starts out with a vision. Effective leadership is essential to any organization's success, but the qualities of a great leader are hard to define. Great leaders give much thought to what they are most passionate about. Those are the things they pursue, rather than money or prestige. A leader must create and communicate meaning for others by sharing a personal vision that is compelling and inspiring. Communication must be clear, honest, and personal. Ensure audiences truly hear the message you are trying to present. Carroll had a vision. He communicated and practiced that vision with his team to lead them to their first Super Bowl win.

Listening is an essential leadership skill. Adults spend an average of 70% of their time engaged in some sort of communication, of this an average of 45% is spent listening compared to 30% speaking, 16% reading and 9% writing. (Adler, R. et al. 2001). An effective leader listens more than talks and probes more than pushes. Many successful leaders and entrepreneurs credit their success to effective listening skills. Richard Branson frequently quotes listening as one of the main factors behind the success of Virgin.

Few organizations today have sufficient leadership. Leadership is needed from more and more people no matter where they are in hierarchy. We need to understand the difference between the terms “management” and “leadership”. Management produces products and services by following processes such as measuring performance, problem solving, and job structuring. Leadership is about finding opportunities and producing change. It’s about a vision and people buying into that vision to take an organization into the future. Management and leadership are both crucial to successfully reaching your goals, but there is a difference. Great leaders focus on building their organization through the people, structure, culture and technology.

Leadership is about behavior. How do leaders act? There are charismatic and built-to-last leaders. Many think of charismatic leaders when considering the behavior of a leader. Charismatic leaders are passionate, inspirational, highly motivated to lead and they powerfully articulate their vision. Built-to-last leaders are gentle, soft spoken, rather shy, unobtrusive and good listeners. Some leaders fall into both categories. Leaders come in all different personalities. Whether you are charismatic or built-to-last always strive to be your best. Always compete. Win forever.

I look forward to reading your comments and questions. I promise to respond in a timely manner. 

The "Dusting" of 2014

A crisis is an unexpected situation or event. Every organization is vulnerable to crisis. Adequate internal and external communication plans are necessary to control the damage that is done and respond accordingly. Good leadership should anticipate crisis before it hits. Be prepared to tell it all and tell it fast. Crisis communication planning can help you deal with those unexpected events that may cause unfavorable publicity for your organization.

Let’s discuss the most recent crisis that the southeast was presented with on Tuesday January 28, 2014. The forecast called for a “dusting” of snow for central Alabama. Schools and businesses remained opened because the weather did not present a threat to the community. Much of the weather impact was expected south of Birmingham. The predicted “dusting” turned into a serious snow storm leaving thousands of motorist stranded and separated from their families. Schools closed in the middle of the storm. Buses tried to run, but were quickly turned around when they dangerously slid off the roads. Many children were stranded at schools overnight.

I personally was in the middle of this disaster. I was at work when the announcement was made that the schools would be dismissed. In the back of my mind was the word “dusting”. How bad could it be? With three children in three different schools, there was no way I was going to be able to sit through three car pool lines. I quickly informed the schools to send the kids home on the bus. As I got in my car, I could not believe the lines of cars trying to get out. It took 30 minutes for me to get out of the parking deck. I started to realize that this was more that a “dusting” when I finally made it to the road and my tires began to spin each time I hit the gas. Then I received a text from a co-worker advising that there was a 17 car pile-up on the parkway. The snow on the ground quickly turned in to a blanket of ice on the roads.

As I began to panic at the thought of the kids on the bus, I receive a phone call from my 12 year old daughter telling me that she was okay but her bus ran off the road and they turned around and went back to the schools. Then I received an automated call from the schools advising that the buses would not be running due to the dangerous driving conditions.  Once I knew that the kids were safe, I turned my car around and went back into work. I knew that if I tried to drive in that madness, I would crash my car and possibly get hurt. When I returned to my desk there was a corporate email stating that the company will remain open as a shelter for as long as needed. My manager announced for everyone to do what they felt necessary to do with their safety in mind. Then there was an announcement over the intercom system stating that the cars on the top deck should move because of the snow accumulation. I could not believe that I was about to spend the night at the office. Luckily, my co-worker convinced me to hike two-miles to one of her friend’s house and we camped out there. My husband was able to retrieve the kids and everyone was safe. A total of 1100 people were stranded at my place of employment.

 

News reports showed thousands of cars crashed and abandoned along the highways. People were walking the streets in the freezing snow. Many slept in their cars overnight in subzero temperatures. Five people have been killed as a result of the storm, according to a report from Governor Robert Bentley's office. A Birmingham woman who crashed her car died in Perry County, a Wetumpka man and a 2-year old died in Elmore, and a train wreck killed two in Tuscaloosa. Many others were injured as a result of traffic accidents. Everyone was left wondering how the weather forecasters got it so wrong? Local meteorologists were beginning to receive negative comments from the public on social media sites such as twitter and face book.

A crisis communication plan was necessary for the news stations, schools and many organizations. Each had to react just as quickly as the snow hit the ground. The safety of the people was the first priority. News stations needed to report the facts against their inaccurate weather forecast and report it to the public using many mediums of communication. A news report was issued by the meteorologist, the website was updated, social media reports were made, and the information was broadcasted on the radio. Government official declared a state of emergency and called in reinforcement from the National Guard. Schools needed to advise the teachers what issues they were faced with, and then contact parents to advise that the schools were closing. Organizations relayed the conditions to their employees and quickly made accommodations for their employees.  

Once safety has been restored, the media had to face the public and face the facts. Local meteorologist, James Spann, issued a public apology for his forecast “bust” on his blog. He took the blame for his mistake, showed empathy for the people involved and tried to explain how this disaster happened. He kept a positive tone. He advised that he will be reviewing the situation over the coming weeks.

News reports focused on the positives that occurred as a result of the crisis. Many reports were of people helping people in a time of need. One popular report was of Doctor Zenko Hrynkiw who walked six miles in the snow to perform emergency life-saving brain surgery. Another is of baby Wynter Dobbins who was born at home because the ambulance could not get to her because it had crashed.

All of this could have been avoided with the right call on the weather forecast. After it is all said and done, everyone involved should reflect on what went right and what went wrong. Learn from the mistakes and make revisions where needed to better prepare for the next crisis. Take corrective action to prevent the crisis from ever happening again.

Viral Media

Social media has many sources of communication that businesses can use to promote their image. YouTube is the largest video sharing website and has become a key promoter for businesses around the world. Video marketing can be a very effective way of getting your message across to your customers. Video content that is entertaining, accessible and easily digestible is the perfect formula for today’s generation. People want to see things rather than just read or hear them. Creating a viral video is what online video creators aim for. For some, virality is the primary goal; for others it is a result of creating engaging content and effectively marketing it. A video is never guaranteed to go viral, but a few factors make it significantly more likely.

A YouTube video is more than a video. It is an opportunity to promote a product or service. When it comes to deciding about YouTube marketing strategies that work, there are certain things that should be considered. The marketing video should try to entertain or speak to people by creating an emotional response of any kind from the viewers. It will prompt viewers to share the video with others, thereby contributing to viral marketing of the product. You want to produce something that people will want to discuss with their friends and family. The title of the YouTube video should be something that grabs the attention of the Internet users and prompt them to watch the video.  Keep it short - The attention span of viewers on the Internet is very short. Promote subtly for better results.  

Dove’s “Real Beauty Sketches” video was one of the most popular videos of 2013, with nearly 54 million views on YouTube. It shares an incredibly powerful and positive message about the way women see their selves, which people felt compelled to share. A forensic artist drew sketches of women based on how they described themselves, and then draws the same image with strangers describing them. Many of the women described themselves in unflattering ways. The strangers’ sketches were closer to the way the women really looked. When I saw this video, I immediately shared it with my best friend. I wish that she could see herself through my eyes. She is a beautiful person, but she does not see herself as others see her.

Dove was subtle in promoting their brand. The only way you know that Dove is associated with this message is in the title and a flash of the Dove logo at the very end. This message speaks to people. It creates an emotional response. It grabs your attention and leaves you thinking. The relatability of the message cannot be ignore. Dove connected with the audience and the marketing technique was a huge success. 

 

Another popular way to connect with your audience is to make them laugh out loud. Kmart has partnered with DraftFCB to try to lift their image. The retail giant has attracted plenty of attention with its play on words. Kmart’s hilarious “Ship My Pants” video had over 20 million views; they followed that up with the “Show Your Joe” holiday ad with 17 million views, and the “Big Gas Savings”. Each of these videos had people talking. Kathy Lee Gifford and Hoda Kotb from the Today show featured all three of the above mentioned videos.

While I thoroughly enjoyed the Kmart ads, the risky ads also stirred up some controversy. Some people left negative comment on Kmart's Facebook page. It is impossible to please everyone. Sometimes bad publicity in inevitable. If you scroll through the posts on Facebook, you could see several negative comments left by dissatisfied customers. What is interesting is the manner in which Kmart is responding to the customers concerns.

posted to‎ Kmart

10 hours ago

WARNING! If you order from kmart.com or sears.com, and don't receive your order, be prepared for a long, frustrating fight to get your refund. 4 phone calls (this 1 I spoke with a "supervisor" also), 1 bad feedback, 1 month, & still haven't gotten a full refund. They keep issuing refunds, but they never show up on my credit card account.

Like · Comment · Share

Hermitssa  likes this.

   Kmart Lucy, thank you for bringing your refund issue to our attention. We’d be happy to address this. Please send the following information – contact #, screen name (Lucy Goodson Morrison), phone # used at time of purchase to kmsupport@searshc.com. Thanks.

10 hours ago

o     I'm having the same problem, Lucy. Its been a month now, and I have been speaking with a wonderful sweet lady at corporate. Ive been told that the refund was approved, but I have yet to see it show up in my account. Very frustrated as well.

8 hours ago

§  Kmart Cares Amanda, we thank you for posting. We will forward your post over to your case manager. Thanks, Liz.

8 hours ago

Communication professionals need to have a damage control plan ready for when bad publicity strikes their brand. Monitoring your brand online is a necessity today in order to be on the lookout for an irate customer or a disgruntled employee. An appropriate and timely response is very important.  Do not try to out-insult those who insult you. Do not argue. Your best bet is to listen to your customers’ needs, try to solve the issue, apologize and move on. Look at it as an opportunity to build better customer relationships by solving problems. Make it clear that the company is taking action to resolve the issue.
YouTube alone has more than 4 million views per day. Everyone is watching videos. Video sharing is a huge part of social media, and social media is a huge part of our lives. Video marketing has created an even playing field on which brands, business, and organizations can compete. Like Facebook or Twitter, video social media sites allow real-time feedback and interaction, allowing your brand to engage with the customers. Video is mobile and just one click away from people clicking the buy now button. The exposure that any company can get is amazing.

I look forward to reading your comments and questions. I promise to respond in a timely manner. Please share your favorite viral videos and tell me why you like them.

 

 

The Power of the Social Hour

The way we communicate with the public has certainly evolved over the last decade. While we still utilize traditional media sources such as print, radio, billboards and television; social media has made a major impact in the way we communicate. Social media is not a replacement for traditional media, but it has allowed a different type of marketing strategy that businesses cannot ignore. Organizations have incorporated the use of social media to reach higher levels of effectiveness and to better connect with their clients. Traditional media can help create brand awareness, but it does not allow you to engage with your audience. Social media has rapidly embedded itself into our personal and professional everyday lives.

Social media allows a more interactive experience than traditional media. Instead of filling out a survey, dropping your opinions in a suggestion box or writing a letter to the editor, consumers can voice their opinions on a product with the creators of the information immediately. Businesses can join the conversation with millions of consumers around the world everyday. Companies can monitor what people are saying about their brand, build relationships with consumers, educate them about products and services, and then making them love your brand. Consumers feel connected and become part of a social network, causing them to trust the product or service.

Individuals have a new ability to voice their opinions through social media. Word-of-mouth marketing is one of the most credible forms of advertising because people who do not stand to gain personally by promoting something are spreading the word based on their personal experiences. Combined with the social media, the word-of-mouth can be a powerful resource for the business market. Consumers can easily use social media to leave positive or negative reviews about a product or a service. These reviews can influence the buying decisions of potential consumers. Organizations can monitor what is being said about their brand and make policy changes where needed.  Websites like Angie's list is a word-of-mouth network, helping more than 2 million households find the best service companies in their area. If  you need a plumber, you can search the site for the best plumber in your town. You can read the reviews and rate the plumber, you could also share a review on Facebook, Twitter, Google Plus or YouTube. 

People look for opinion leaders to determine if a product or a service will work for them. Angie Hicks serves as a valuable opinion leader by maintaining a blog on her site. Opinion leaders (famous celebrities, journalists, bloggers, athletes) are active on multiple social media platforms and have the power to form opinions when it comes to our products. The majority of people are influenced by opinion leaders. They spread ideas and expand conversation. Angie is a real person who has a lot to say. She is a nationally known consumer expert who has issued calls for action in several areas. She has alerted consumers by freely discussing customer service experiences. She is also a strong advocate for accountability and fairness in the consumer ratings and reviews niche. In addition to her role as Chief Marketing Officer of Angie’s List, Angie is a sought-after guest on national news programs and regularly contributes consumer news and commentary to local and national news outlets.

Advertisers are using opinion leaders to carry their message to influence its target group. They are using various social media venues such as Facebook or Twitter to communicate messages about their brands. Opinion leaders can communicate why an organization does what they do and spread their beliefs amongst a network circle. Simon Sinek explains in his video How great leaders inspire action that inspired organizations should communicate their message from the inside out.  People do not buy what you do, they buy why you do it. If we reverse our communication to explain why we do what we do, how it is done, then what you do; you will attract those that believe what you believe. This concept Sinek calls the Golden Circle, "a naturally occurring pattern, grounded in the biology of human decision making, that explains why we are inspired by some people, leaders, messages and organizations over others". 

Zappos online shoe retail store believes that happiness at work equates to happiness at home and focus on customer service results in repeat business. The company does not have a social media policy, employees are allowed to access their social media accounts anytime during work hours as long as the customer comes first. The Zappos culture encourages employees to include company information and opinions on their Facebook, Twitter, personal blogs and their LinkdedIn profile. Zappos is using social media successfully to promote their brand. They have set up their own Twitter micro site highlighting the company’s use of Twitter. All employees have Twitter accounts to help engage its brand. Zappos has dedicated page for Twitter on its site that is linked to every other page on the site with the words “What are Zappos employees doing right now?” Here we can find all Zappos employees’ most recent messages. Employees tweet about what they are dong at work and about interesting resources on and off the Zappos site.

Zappos uses a strategy called “fans-only content” where they reveal content only after someone has become a fan, such as the fashion images. Once you click the Like button, you get instant access to exclusive content, videos and special promotions. On Facebook Zappos’ has a “Fan of the Week” contest. They encourage fans to send in their photos using their Zappos box they receive in the mail when they make a purchase and other fans get to vote on the best photo of the week. Zappos highlights the fan of the week by posting their photo on the Zappos wall for all to see. The more you spotlight your fans, the more they will come back for more social interaction and the more likely their social circle of friends will want to get involved.

Social media is about engaging, interacting with the audience and involving the customer in the brand.

Feel free to leave you comments and opinions on social media tactics. I challenge you to post an example of how a business can use the power of the social hour in my comment section. The link to my blog is http://nicoleijohnson.blogspot.com/. I look forward to reading your responses.

Tipping Points

Tipping Points

Welcome to my blog, my name is Nicole. I was born and raised in New Orleans, LA. I studied Spanish at the University of Southern Mississippi. Currently, I am a Marketing Communications Coordinator at a major health insurance company. I decided that I enjoy working in the field of communications and want to learn more, so I enrolled Troy University’s Strategic Communications graduate program. I feel that continuing my education will help me excel in my current position and advance my career in the future. Over the next nine weeks, I will be posting weekly blogs about leadership and communication strategies.

Diffusion of innovation is the process by which an innovation is communicated through certain channels over time among the members of a social system. Some members of the social system will adopt the change immediately, while others may lag behind. Once we reduce the unfamiliarity of an innovation to the public they are more likely to adopt a change. A change agent is needed in order for the product to reach the “tipping point”, the point in which it spreads like wild fire throughout the population. Technology is continuously evolving; there is always a new trend.

I think of myself as someone who easily adopts the new trends. My 72 year old mother, I would consider a lagger when it comes to new technology. I always want to share pictures of my children with my mother since she lives in another state. We first tried getting her a laptop so we could email pictures to her, but she was always forgetting her password or could not get it to connect. Next, I convinced her to get a I Phone. Once I was able to show her how easy it is to use, she was on board. Now, I can text pictures of the kids to her and we can even facetime each other. For me the tipping point of the I Phone was the information provided in the advertisements promoting its new features. My mother required a conversation with me, someone she knows and trusts, in order to adopt the innovation.

There are many channels of communication that we use to spread information. Mass media can inform the public on the latest innovations, but it’s those face-to-face conversations within the social system that gets people to adopt the change. Once people see something working well for the people around them, they are more likely to follow in their footsteps.  

Please feel free to express your thoughts on the topics that I will cover. The link to my blog is http://nicoleijohnson.blogspot.com/. I look forward to reading your response.