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Aug 10, 2009

The Case of the Missing Wallet: How to Use Social Media to Save the Day

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I thought this was a really important article to repost on my blog and I’ve kindly asked the author, Kyra Savolainen to grant me permission to do so. If you’re still wondering about the power of social media, look no further. This one says it all. Thanks Kyra

Social Media win starts with a walk in the park

In late August, one of my most innovative clients successfully turned to social media to execute a manhunt. The man they sought was Steven Neil Crawford.

After lunching in Toronto’s Brant St Park, I returned to work holding a wallet with Steven’s name all over it.  A call to notify Toronto Police that the wallet had been found proved frustrating. So, I fired up my personal social networks in the hopes that at least one of my friends would be able to connect me with Steven. After a round of Google searches and call outs on Facebook and Twitter, a mutual acquaintance had yet to be found.

Meanwhile, Steven, a young post-production assistant at a local animation studio, was busy cancelling cards and wondering if his identity would turn up on some no-fly list in a year. He knew he had lost his wallet sometime during an exciting night out with friends, but didn’t know where. It looked like Steven might just have to pass the long weekend without his identification and other cards. (No lost wallet report was filed with Police.)

Social savvy Client to the rescue

Realizing that my own social reach wasn’t broad enough, I eyed the brand’s social media channels with hope. What better way to help establish this self-proclaimed ‘edgy and bold’ brand in the social space and prove the value of its motto based on non-conformist thought than to find Steven through its community of friends and fans online and reunite him with his property before the long weekend.

With one Tweet, the real social media rescue mission began.

“Hey Toronto, one of you lost your wallet (and I found it).  Anybody know Steven Neil Crawford?”

The brand’s friends echoed the call. Even @PepsiCanada threw in its support.

Success by numbers

The same message was posted to the official Facebook Fan Page. Results came fast, once the brand took up the cause of finding Steven. Within a day, a fan named Maria saw the call for help on Facebook and dug up a profile. It was a winner. (The requested reward? Gift cards from the brand.)

After contacting Steven and adding him as a friend on Facebook in order to verify his identity, I sat down with the eloquent youth in the same park where the wallet had been found. We chatted over a Client-sponsored lunch, touching on the lost/found/social media connection coincidence before barrelling off into more expansive, timely topics – it had been a full two days, afterall. (Aside: Who says there’s no such thing as a ‘free lunch’ or that social media is merely ephemeral hype? I pity the foo.)

In a matter of only 2 days, my client’s commitment to connecting with Canadians at the personal level clearly demonstrated the value of social media for brands and the public at large.  With just 220 Fans on Facebook and a Twitter following of less than 500 at the time of the event, Client X managed to demonstrate the true, simple value of social media to brands and the public at large.  We were personable, we were adventurous, we were helpful, and above all, we were social. And it worked. (And when I say ‘worked,’ what I really mean is ‘eat my dust, yammering display media.’)


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Jun 30, 2009

Michael Jackson – Rest in Peace June 25th, 2009

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It’s been awhile since I’ve written a post. Twittering and work has kept this blog at bay. But recent incidents have really compelled me to put down my thoughts on the keyboard.

I was on Twitter at 5:40 when rampant news about Michael Jackson’s supposed death started circulating. It was a bit of a frenzy on twitter as the community continued to post news articles, which were conflicting. No one jnew what to believe. TMZ first came out with the story but most of us waited for CNN to come out with an official word. It took a while to get through all the postings to figure out what was true. I called my sister to check the news to verify the reports..it took some time ..anyway, when it was all said and done and all news sources confirmed the inevitable it came with an overwhelming shock to me. I didn’t know what to think. I spent the next few hours just glued to the TV and my laptop just watching all my favourite videos and pouring over the accolades and reminiscence. I finally broke down Friday night…don’t exactly know why but I guess the realization that MJ was gone really hit home.

Let me step back…..I have always been a huge MJ fan. My reclusive childhood meant that going out with friends was a luxury, so I spent lots of time in front of the tube watching videos….specifically MJ, replaying the dance moves and mimicking the choreography, particularly the backslide aka moonwalk. My sister was a much better dancer than I so she was the standard I could only aspire to.

I still remember the Victory Tour 1984, Detroit. My sister and I won tickets through the local radio station. When the day finally came we showed up — one glitter glove on each of our hands, black jeans, white T-shirts and the signature single glove earing —- with keen anticipation when Michael would descend from his helicopter. When he did come on stage, utter frenzy erupted.  Our dance moves did not really play out since most of the fans, including my sister, were constantly screaming at his very presence. His style, his presence, his music was sheer genius. It was one of the most spectacular shows I’ve ever seen. Since then my love for this artist has not waned.

The controversy that raged some years back did not change who he was to me. I agree he was a still a child at heart that, however naive, wanted to make people happy either through his music or his philanthropy. His influence touched millions: artists, generations, young, old. Even the famed viral Cebu Inmate videos, which drew millions of views for the Thriller rendition drew attention 2 days after Michael’s passing with another tribute video for Michael of “We are the World”.

Ultimately, the man who lived, in my mind, equalled, if not surpassed, the influence of Elvis Presley. He died young and the pressures he must’ve lived with as a celebrity, as a man trying to shed the cloud of scandal and constant negativity, must have been overwhelming.  Very few people could influence culture as he did; could corral millions into doing good and making a difference with his deeds. This video is what he has encompassed as a human being. “Heal the World” by Michael Jackson.

Filed Under: Human Interest, music, Uncategorized · Tagged: , , ,
Apr 9, 2009

How Social Media Challenges Traditional Thinking

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I often wonder what was the tipping point for social media? Why is it receiving more attention now than ever? It has always been there and those in the know — whether they are the tech savvy or the digital youth — saw its benefits much sooner than the rest of us.  But now it’s really gone mainstream:

  • Every radio station, newscaster, broadcast media has a Twitter account. My late night TV news station uses it as a crowd-sourcing mechanism to gauge immediate opinion on key news issues;
  • Charities/causes are popping up and its organizers are wising up to the fact that they can raise awareness and donations within hours of launching their campaign;
  • The newspaper industry is dying as consumers increasingly look online to find their news and information for free. As a result, a large scale shift in ad spend is expected in 2009 away from traditional print and broadcast to online. eMarketer verifies this transformation:

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  • Marketers have been told that this channel not only offers true measurability but it results in strong customer engagement and sustainability;

For someone like me, whose marketing roots have evolved from traditional mass to direct and database; then to online display, search and now social media –> my profound learning comes in understanding that it is a medium that continues to evolve and has yet to establish standards for marketers. I continue to hear that no one should have the right to call themselves “social media experts” and while I believe that is absolutely true, I will place my bets with those marketers and organizations who are using this medium everyday to establish their brand, and create a true understanding of their customers.  These guys practice what they preach. Other industry notables have gotten their names because they’ve seemingly held the answers to a space that was virtually untravelled by the mainstream. But I have yet to see any validation of their preachings.

Could it be that the new US President Barack Obama will be known as a key instigator in bringing this whole notion to the masses by his very acknowledgement of the pervasiveness and influence of technology and its ability to shape consumer perception and build incredible momentum?  The strength of Obama’s campaign and his revolutionary move into office are based on the ideals set by the Founding Fathers: Election for The People and By the People…. and NOT by the lobbyists or constituents who have traditionally influenced policy and government spend. He has seemingly abolished this practice and has brought on a new idealism of transparency (as per the video: White House 2.0: Social Media and Government Transparency)

As I evolve Ammo Marketing in Canada, the social media space is exciting and yet daunting. I have been able to convince some clients that traditional research does not compare to the unfiltered, unmoderated insights they will get from social media. The very research has opened clients’ eyes who become keenly aware of the honest commentary on their brands: the good..the bad…and the ugly.  This immediately creates a sense of urgency to jump into the conversation and clarify misperceptions and diffuse detractor comments.  Little by little, participation in this new media is slowly revealing its true worth: as a true engagement device that leads to a sustained dialogue and eventual impact on revenue.

One of my staff came to me today and was so excited to be in a ground-breaking and evolutionary space.  As someone who supports client initiatives by participating in relevant discussions, she is delightfully surprised by the willingness of people to embrace corporate presence and engage with them peer to peer with no strings attached. It’s amazing how much people are willing to tell you if you give them the platform to speak.  The results we’ve seen have been immediate. But be warned, it will take some time to fulfill that ROI. Effort must be consistent and committed. Consumers will become your advocates if you continue to maintain that connection and you openly respond to their concerns.

Christopher Barger, Director of Social Media, General Motors (http://twitter.com/cbarger) said it best: Look for the return on conversation…not immediately…but when it comes it will sustain itself long-term.


Filed Under: Politics, Social Networking, Uncategorized · Tagged: , , , , ,
Mar 6, 2009

Social Media Case Study: Even those with integrity can be banned

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I’ve been holding off writing this post for some time partly because I because I didn’t want my emotion coming through in the post.  I was truly hurt when I realized I was banned from a Mom site (which will remain nameless to protect the truly innocent), which, by the way, is an amazing site that caters to moms — working from home, professionals, stay-at-home moms –> a truly engaged community that readily contributes and share experiences with each other. It’s only now that I feel comfortable writing this because I want to portray a very pragmatic view of the incident that happened and provide a viewpoint that we all could learn from. It taught me a valuable lesson about the internet and some of the dangers of the social web.

It’s not worth rehashing the incident in detail. Suffice it to say, I feel I conducted myself with the utmost integrity but the situations were misinterpreted, and misconstrued. And although I rationalized and effectively (or so I thought) defended my position, it was apparent that this site  was unwilling to listen to explanation. I even had a friend and manager –> someone of  authority and status, vouch for me and help clarify the situation. But to no avail.

It’s quite defeating when I make repeated attempts to access the site and the following text is  on my screen: “Hessie Jones, you have been banned from (xxx site)”.  To this day I don’t know what went wrong. Anyone that knows me knows that I am someone of integrity and would never do anything purposely to manipulate a situation. My husband says I suffer from “everyone-needs-to-like-me syndrome” and  I will try incessantly to justify why I should be liked.

But now that I have some clarity, and less bitterness towards the situation I have come to realize that if I were in their shoes, I probably have done the same thing.  I’ve also come to realize that a “keyboard” that unites individuals across the social space cannot and will not ever really be substituted for face-to-face contact. Relationships can begin over the net but ultimately every one is a faceless, nameless entity. Who you are is ultimately determined by what do and and what you type onto your keyboard. We do not have the benefit of looking someone in the eye, or conversing with them face-to-face. We are unwilling to totally submit and trust individuals whom we haven’t formally met. In my case, the site was unwilling to give me the benefit of the doubt.

That’s why what you do and what you say can ultimately be held against you if you’re not careful. I would love to be asked back to the fold and start connecting again. Maybe this time I’ll buy lunch:)

Filed Under: Social Networking, Uncategorized · Tagged: ,
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