RE: Social Support #Fail

Thanks to the team over at Software Advice we came across this blog post written by Analyst Ashley Verrill highlighting common mistakes companies make on twitter. So as self proclaimed social media gurus we felt it was only right that we provide our two cents.

One point from the article that we liked was “Silence is NOT Golden.” To us, nothing shows greater ignorance than one-way communication. It’s like that person you know who talks and talks and never ends up listening to what you have to say. You know that person, or worse, it’s you!

Obviously you can’t respond to everyone and companies that do this tend to appear robotic. See our very own Christine’s slightly exaggerated Valentine’s Day complaint to Dunkin’ Donuts.

Picture 4

 

What you can’t see is the dagger; Christine used the broken heart emoji, which evidently cut to the core of whichever employee was operating the DD twitter account. The response has a bit of an artificial feel to it, but Christine was happy so its purpose was served. We would have LOVED to see a sarcastic response due to the slight exaggeration on Christine’s part (see Bodyform).

The article concludes with the following question, “To Respond, or Not to Respond?”  This answer isn’t so cut and dry. Back when we initially discussed mock reviews and trolls, we acknowledged two types of negative comments- the sarcastic, and the displeased (ordinary customer service complaint). Leaving customer complaints alone can make you appear ignorant, while ignoring a mock review or “troll” may leave you better off.  However if your company decides to respond, it needs to be calculated.

In fact, some mock reviews have helpful elements.

EXAMPLE: “Hey thanks for the confusing product! The directions were so long I grew gray hairs reading it.”

Of course they could have been nicer. But maybe they have a point.

YOUR REPLY: “Thank you for the response. You can find video set up examples on our website to speed up the process!”

This can help you avoid sustaining conflict and look more mature for having a coherent and helpful response.

It is difficult to determine the right way to respond to mocking in social media. So when you’re not sure how to handle it, contact us.

 

Olympians Grabbing More Than Medals

Going For Gold

Grabbing headlines and gaining followers on social media is smart for Olympians looking to profit post Sochi. Marketers crave high profile athletes so while winning gold is your best bet to get sponsored, increasing your social presence is a close second. By catching the wave of social media that the Winter Olympics provides, athletes can increase their personal brand perception.

Twitter Medal Winners

Lebron James, Usain Bolt, Michael Phelps, Missy Franklin, Alex Morgan, Gabby Douglas, and Ryan Lochte are all athletes who profited greatly post 2012’s London Summer Olympics. We decided to take a look at the current winter olympians and their social media presence and come up with some medal winners.

dc-info-olympics

Honorable Mentions

Olympian

Twitter Handle

Tweets

Following

Followers

Bode Miller, Alpine Skiing

@MillerBode

601

96

85.1k

T.J. Oshie, Men’s Hockey

@OSH74

1644

170

248k

Julia Mancuso, Alpine Skier

@juliamancuso

2316

170

73.7k

Mikaela Shiffrin, Alpine Skiing

@MikaelaShiffrin

606

172

28.4k

Gracie Gold, Figure Skating

@GraceEGold

1713

471

90.9k

Shani Davis, Speed Skating

@ShaniDavis

352

35

23k

Meryl Davis and Charlie White, figure skating

@CharlieaWhite
Meryl_Davis

2021
(combined)

151
(combined)

136.4k
(combined)

Lindsey Jacobellis, snowboard

@LindsJacobellis

1219

187

9878

Jamie Anderson, snowboard slopestyle

@Jme_Anderson

1825

324

48.1k

Ted Ligety, alpine skiing

@tedligety

1178

158

55.1k

Gus Kenworthy, Skiing

@guskenworthy

1173

193

111k

Ryan Kesler

@Ryan_Kesler

799

144

254k

Don’t see your favorite athlete? Here’s a link where you can find all the American athlete’s twitter handles.

If you prefer Instagram over Twitter, Gizmodo, compiled a list of 19 Olympians who are must follows.

Happy Watching! Go USA!

Why Women Rule

dc-info-womenThe power of the purse

It’s been widely reported that the drivers of global economic power are changing, and a great report from the Harvard Business Review called “The Female Economy” validates this point. Women now control or influence over 64% of purchases worldwide and over 72% in the U.S. They earn $12 trillion in the global workplace and control about $20 trillion in consumer spending.

When David Ogilvy famously said, “The consumer isn’t an idiot. She’s your wife,” he could have added, “And she’s about to change the world.”

But wait, as they say, there’s more.

More evidence

Women-led businesses are reshaping the economy itself. We recently helped Aetna Health target women-led businesses with a marketing program that spoke to female CEO concerns about the workplace: prenatal care, maternity leave, employee wellness, workplace safety, and workplace childcare.

On global fronts, there’s emerging evidence of women-led businesses outperforming male-led businesses. The Economic Times of India reported that 9 companies run by women outperformed 30 other leading Indian blue chip companies run by men. And the Top 50 US companies either founded by women or that have female CEOs nearly doubled their revenues in a 2-year period 2009-2011, outperforming male-led competitors.

So what’s a marketer to do?

There’s no shortage of insights about how to market to women. So allow us to boil down to the points we feel are most relevant.

Inspire millennial women. Gen Y women – and men – are optimistic and seek meaning. Showcase the side of the brand that reaches higher and farther. Focus on big ideas.

Make sense and save time for Xers. Gen X women have kids. They have jobs, friends, spouses, and lots of social engagement. Be conscious of her time. Present solutions.

Make a positive impact. Demonstrate (with sincerity and veracity) how your brand is changing the world in small meaningful ways. Focus on individual communities – because that’s where the female head of household lives and shops.

Cultivate connections. Encourage sharing of content that has a mission, i.e. causes and social issues that women find relevant. Create affinity brand programs with partners where there’s a real synergy, and then showcase it.

Think beyond pink. The Susan G. Komen for a Cure phenomenon is amazing – and a bit over-patronized. Look for original causes.

Make sure the brand promise is kept. The emotional connection you forge with female consumers needs to be real. The cautionary tale is Pontiac, which years ago, advertised to women that their cars were economical, reliable, and durable. Reality: Not. And now? Pontiac is dead as disco. So fulfill your promises, and don’t be afraid to take credit for it.

Frost Bites: Our Top 5 Cold Films

 

dc-info-coldfilmsFighting cold with more cold

To keep the bitter cold from making you bitter, here’s our Top 5 Cold Movies. Our advice: Watch while sipping an Irish Coffee.

The classic: Doctor Zhivago

There’s cold, and then there’s Russian cold. Check out the landscape scenes in the trailer for the David Lean classic and it’s enough to make you say “лед.”

Stallone at his peak: Cliffhanger

Stallone climbs Colorado rock faces barehanded, in shorts, and with a script that was skating on thin ice to begin with. Our analysis: He probably needed the help to act cold.

Cold and really gross: The Thing

Arguably Jon Carpenter’s weirdest movie (which is saying something), this feature was shot in part in British Columbia near Alaska. It’s not for everyone.

Paul Newman is cool in Nobody’s Fool

Paul Newman delivers one of the coldest, oldest, grumpiest and most entertaining performances of his career, set in the town of North Bath, NY.

Cold War Cold: Ice Station Zebra

Rock Hudson, Jim Brown, and Ernest Borgnine in the arctic, racing the Russians to a very remote, very cold weather station. What could go wrong?

Join us for a hot cocoa whenever the time allows. Or share you favorite cold weather movies now.