Buzz Canuck
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Reply | Original | Permalink | Share | TweetGood points. And good for them acting fast but this is 2.0 - they should move quicker on that promise on their front page: "We are listening to you, and we know that's the best place to start as we move ahead. More to come on that." Golden marketing opportunity for them.
Reply | Original | Permalink | Share | TweetI think moms are way to sensitive. Come on there are many moms who thought it was good. But there are always the angry cranky moms or people I should say that want someone to blame or take anger out on and it happens to everyone who does something even remotely controversial and I see none here. Its just a fact that you cant please eveyone all the time deal with it
Erik
http://www.freefor15.com
Reply | Original | Permalink | Share | TweetThe somewhat ironic part of this is Johnson&Johnson; are considered leaders when it comes to social media and their products (at least in terms of medical products).
Considering the roadblocks social media faces when put against pharma marketers (believe me, i know, i work in the industry), I'll agree with you in a way. Those who are on the fence about using it will now be doubly unsure and those who are against will back up their case with this example. Those who are for it though, will shout it from the roof tops as why they should be out there getting involved in social media.
In the end, I guess I liken it with a kid already hesitant about water that falls into the pool at a young age. The kid will either get over his fear having faced it or it will become something that haunts him forever. No matter what the kid will have to face water, either to watch all his friends swimming at the beach or being thrown in for whatever reason.
Is this a bad thing? Not really. Can the Web be a mod-mentality? Sure. Put enough people together and there's a chance it will happen. Can J&J; recover? Most definitely. By shutting down the campaign and relaunching, they will show they listen to their audience and can gain respect by doing so. In effect, it's their post-market testing...just in a very public way...or in a completely opposite move they could of stuck to their guns (and what I'm hoping was positive pre-market testing) like EA has done with videogame Spore faced with backlash over DRM.
Reply | Original | Permalink | Share | TweetI completely agree with you and even one of your commenters, Christie.
In a guest post I wrote at www.portagemedia.com/socialcommentary I even referenced the fact that I thought it was a mob mentality as well and that there are far better uses of our precious time in the social media space than for an ad that didn't hurt any children or moms in the making. ;-)
Thank you for sharing your insights.
Reply | Original | Permalink | Share | Tweetвау дайте две
Reply | Original | Permalink | Share | TweetI don't even know if this was a social media debacle. The retraction of, and then the apology for, unsavoury ads is nothing new.
What this case shows is the power of social media customer service. This is probably the first time social media has caused the retraction of an ad and, if Motrin wants to make lemonade out of the situation, they'll start exploring ways to engage in customer feedback over social networks-especially Twitter.
Then everyone can be smug about the power of social media, because two-way customer communication is a situation where everybody wins.
Reply | Original | Permalink | Share | TweetVery well said. I wonder how much of the hand-wringing about this came as the result of a 'mob mentality' ... where fence sitter were drawn in to support the 'against' side mainly because everyone else seemed to be doing it.
At the worst, the uproar about the ad (the key message of which was that Mom's experience pain from carrying kids - nothing unique there - and that Motrin is a way to ease the pain - and that's bad?) is likely to cause a backlash against creativity. This could easily become a watershed moment in making an already very "uber-sensitive" mindset become even more restrictive. Now all but the bravest marketers are going to worry about this kind of outcry and yet another layer of political correctness will creep in.
Reply | Original | Permalink | Share | TweetТС: ++
Reply | Original | Permalink | Share | Tweet"...at the end of the day, [social media] is a tool, a conduit not the end objective for a company who wants to participate."
All marketing practice areas are named by their 'tool' or 'medium' e.g. TV, print, out-of-home, web. So it follows that the practice of marketing through social media would be called "social media marketing".
I do agree that it is only one area where word-of-mouth conversations occur but it's one of the fastest growing areas and I believe one of the most marketing friendly and measurement friendly.
BTW, it's validating to hear someone else refer to social media as a conduit. http://tinyurl.com/66vvfq
Reply | Original | Permalink | Share | TweetAwesome, slightly scary, test. I'm going to reference it in an upcoming article in NZ Marketing Magazine. Thanks for the post!
Reply | Original | Permalink | Share | TweetThat's a great post! I've been exploring WOM, its uses and the different types in my blog and i like the way it's been borken up by WildFire. It's crucial to make a distinction between 1st level WOM which is directly generated by the company and genuine WOM which is a result of real interest in a product, service or idea.
Reply | Original | Permalink | Share | TweetI certainly do read around to find out what the "best" might be in some folks' opinions, but I also post on my blog info that I find, to hopefully help other folks out with their purchases.
Reply | Original | Permalink | Share | TweetInteresting but beats me why everyone thinks that "Words" and "Mouth" are as important as what other folk do...
Even more contrarian, I know
Reply | Original | Permalink | Share | TweetBut there is one key metric that gets white washed a bit -
However before we drool over that statistic, next quote; (emphasis is mine)
….survey of more than 2,200 **Internet users**
Yup - Internet Users
Lets go back to business plan 101.
Who is your customer? - and tell me where does he or she hang out?
I personally know one large organization where the decision makers use of the Internet is limited to one or two icons that their IT Staff have placed on their desktops. (You know, the ones who ask tech support how to turn ‘On’ the Internet.)
I go into a little more depth on this here: http://elliotross.wordpress.com/2008/10/30/blogs-influence-purchase-behavior/
Reply | Original | Permalink | Share | TweetI actually as I read number 11....and again as I wrote this comment. Scary.
Reply | Original | Permalink | Share | TweetVery interesting article! Its good to know that opinions rate high in the top.
Reply | Original | Permalink | Share | Tweetsean moffitt. can't get enough of that guy.
Reply | Original | Permalink | Share | TweetOK.
I am just at the top of marketing pretender
Which as I am an business tech chap, not a marketing chap - I don't think is too bad.
In my case I would define it as knowing enough to "know what I don't know."
Yet knowing enough to ask the questions!
Regards
Elliot
Reply | Original | Permalink | Share | TweetColors! This is the purple year!
Reply | Original | Permalink | Share | TweetLooking up.
Try standing in a busy street and look up for no reason ... amazing who does it too.
Reply | Original | Permalink | Share | TweetI'm not sold on building a community around a brand. I think it happens organically and by accident when a company produces a great product or service but I don't think it works for companies to try and catalyze the process. Interesting topic for thought though.
Reply | Original | Permalink | Share | TweetI wish I could see Russia from my house...
Reply | Original | Permalink | Share | TweetJust cross your fingers that the polls are correct, and then we won't have to hear 90% of these words ever again.
Reply | Original | Permalink | Share | TweetIronically, most of those come from Palin! that shows that her ability to repeat herself has 1 purpose: stick with people which is good and bad. Personally I find that it shows little acuity and depth of thoughts coming from her.
Reply | Original | Permalink | Share | TweetHey Sean, great job moderating! It's always a challenge when there's a real crowd, but I think you kept us focused and hopefully delivering some real value to the audience. Well done!
