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  • dbinkowski 9:00 am on August 29, 2011 Permalink | Reply
    Tags: , intern   

    Get Me To The Schmoo 

    Unfortunately this happens all too often at companies: We need to prove that social media delivers a return before we can invest budget in these sort of programs. Pretty chicken and egg, right? The fortunate part is that it’s easily correctible; if you set up your social media programs and measurement properly you can determine the ROI.

     
  • dbinkowski 12:45 pm on August 26, 2011 Permalink | Reply  

    Upcoming Speaking Engagements 

    Since it’s Friday and everyone’s talking about Hurrican Irene, I figured it’d be a good time to slip in some shameless self promotion for a few upcoming speaking gigs in New York City. You know, provided it’s not flooded:

    September 16, 2011
    PRSA’s T3PR: Theory, Tactics and Technology for High Tech Public Relations
    New York, NY
    Technology Crisis. Digital Age.

    October 26, 2011
    ACI’s Focus on Social Media, Business, Technology and the Law
    New York, NY
    Measuring Social Media’s Value to Your Business Processes in Order to Justify the Investment

     
  • dbinkowski 10:56 am on August 8, 2011 Permalink | Reply
    Tags: , jason alexander, narcissism, psychological disorders, social media experts, spike jones   

    Facebook Use May Lead to Psychological Disorders in Teens 

    This Mashable article reminds me of the Gen Y “Make me famous” syndrome, where Jason Alexander once said:

    I once went to speak at a school, and there was a 16-year-old girl. And the girl says to me, “You know what? I don’t care what I do, I just want to be famous.”

    And I thought, you know, I should really just shoot her in the head because it would serve two things: It would make her famous as the girl that Jason Alexander shot in the head, and it would, you know, spare the world of the banality of the rest of her life.

    And as my friend Spike Jones points out, this may be true of social media experts as well.

     
  • dbinkowski 9:56 am on May 3, 2011 Permalink | Reply
    Tags: promosexuals   

    5 Signs You’re Dealing With A Social Media PromoSexual 

    “You talking loud, but you ain’t saying nuthin…” – The Fugees

    A single, former co-worker, Dad friend of mine posted a link on Facebook the other day that caught my attention and at first I thought it was about Social Media Celebrities. The blog post was really about the single urban professionals who on the surface are into being in a relationship but realistically they really aren’t interested in being involved at all; while I can’t directly relate to this dating phenomenon, I can say that I see similar behavior online from the Promosexuals in the social media industry – on the surface you think “Wow, they must touch a lot of client business” when in reality they have no agenda other than promoting themselves. Here are the sure-tell signs that you’re dealing with a promosexual.

    (More …)

     
  • dbinkowski 5:35 pm on March 17, 2011 Permalink | Reply
    Tags: ,   

    SXSW Influencer Throwdown Recap 

    This past week in Austin I organized and spoke on a panel called “Influencer Throwdown: Defining and Debating Influence Once and For All” with some marketing friends. Here’s a good recap of the session and a few quotes:

    The panel began with some discussion around celebrities and how they are perceived as influencers.  The big (obvious) example used was Charlie Sheen.  Does he have influence?  The panel was split on this, and they each had their opinions on it.  David Binkowski cited that 8% of Americans trust celebrities.  I would tend to agree with him.

    And we spent a lot of time discussion this:

    (More …)

     
  • dbinkowski 9:00 am on February 8, 2011 Permalink | Reply
    Tags: kenneth cole   

    Kenneth Cole Proves Any Press Is Good Press 

    Last week the folks at Kenneth Cole, and perhaps Kenneth Cole himself, set off a firestorm among the twitterati and mainstream media when they decided to try and hijack the “#Cairo” hashtag to promote an upcoming Spring collection. “PR blunder”, “Social media gaffe” and other forms of pseudo outrage ensued, with the media jumping on board to help amplify the noise in the social media echo chamber. For those of us familiar with how influencers, including those on the internet and mainstream media, may – or may not – actually influence the general public, we waited. We waited to see what the outcome would be without overreacting or making worthless predictions. The result? Check it out after the jump.

    (More …)

     
  • dbinkowski 8:41 pm on January 25, 2011 Permalink | Reply
    Tags: community manager, community manager day   

    Yesterday Was “Community Manager Day”. Now Where Are My Coupons??? 

    Social Media Club hosted its second annual “Community Manager Day” yesterday, a time for celebrating those who have to work the front lines with consumers on behalf of their companies. For those living in a cave, a Community Manger is a person that, on behalf of their company, spends time curating, creating, listening and strategizing where, who, what, when and how to talk to people online. Think about that last statement for a second: they are responsible, sometimes without agency or internal staff support, for looking at every single conversation online that mentions their company and its products in order to ensure that what’s being said is accurate and fair (in addition to many other things). On a daily basis these brave souls have to deal with disgruntled customers while balancing brand messaging, internal politics and procedures, legal, establishing credibility and having a personality – not to mention a life.

    The down side to this equation is, well, pretty much everything. They’re the hero to those consumers they can help, an online celebrity to their peers at industry conferences, and the goat to those customers they can’t respond to within minutes because they made the callus decision to take a shower today. They plan content calendars for a brand’s Facebook page, only to have it hijacked by coupon trolls hunting for the latest bargain, a fiery customer complaint or any number of things that happen outside of their purview but always end up in their lap.

    These are the folks up late, rise early, respond to a company’s constituents at all hours of the night and have to put up with a lot of internal political and budgetary tug o’ war to get simple things done, like agree to spend money on a monitoring solution. Sure the job can be exciting and the highs can be high, but it’s not an easy job by any means and the lows can be low. Insomnia, acid reflux and stress are all part of the job if you let it get to you. One former community manager I know actually landed in the hospital with a bleeding ulcer. The web is a stressful place, where anonymous (and sometimes not so anonymous) cowards can hurl personal insults and put downs and one-sided, bull-headed arguments without recourse. Community Managers also get to work with those that love the brand, so it’s not all bad. They get to play with the latest technology, gadgets, web 2.0 tools and network with some pretty cool people in Austin. That being said, there’s a constant trade off of positives and negatives.

    If you’re a marketer working with a Community Manager or an agency that has Community Managers internally, I highly recommend you stop by and say “thank you for everything you do” on a regular basis. And don’t ask for a coupon.

     
  • dbinkowski 9:30 am on July 23, 2010 Permalink | Reply  

    Old Spice Social Media Buzz Doesn't Equal Sales 

    For the love of God, put your shirt on.

    For the longest time I used to think that PR agencies didn’t get social media. “Give me impressions!” was the public relations mantra because it meant that they could easily transfer their knowledge of publication circulation multipliers into the emerging field called “social media”. Screw the long tail, screw review web sites, screw message boards and all of the other “unimportant” groups online because “they don’t have reach”.

    “We want to take on the ad agencies head on!” was the PR agency rallying cry, and even though most ad agencies are going down the wrong route, and no matter how many decks you presented to them that this gimmick marketing was the wrong approach, they continued to push to ignore the long tail, ignore communities and ignore what actually drives sales. What’s come full circle is that the coveted social media reach play online that ad agencies have been great at have one thing in common: they don’t work.

    (More …)

     
    • quikness 2:31 pm on July 23, 2010 Permalink | Reply

      I was at a roundtable discussion recently where i brought up the report that this campaign hasn't translated into sales and got a pretty good response from one of the other attendees: deodorant or soap isn't something you rush out to buy. You buy it when you run out.If Old Spice can keep this train rolling for another month or two they just might get the sales uptick they're ultimately looking for. And by all accounts, that seems to be what they are trying to do. Its like an all out assault.

    • Marc Meyer 3:23 pm on July 23, 2010 Permalink | Reply

      Maybe we need to hear from P&G or Wieden. What was the purpose? If it was Buzz only-then it was a home run. If it was to drive sales to a product that still smells the same as it did when my Dad wore it..then we know the answer. Riddle me this, how much of this social blitz was actually about the product?

    • dbinkowski 5:01 pm on July 23, 2010 Permalink | Reply

      Shouldn't the goal always tie back to sales? The rest is just noise and stuff that the trades and award-givers go nuts for.

    • c2cmom 10:48 pm on July 23, 2010 Permalink | Reply

      Yes, the success should be tied to sales and business impact, and ditto quikness. I disagree that they missed their mark and audience. Old Spice succeeded in resurrecting a tired product to hotness. Hot guy with sense of humor = sexy for millions of wives and girlfriends across the country. While Twitter and YouTube are immediate mediums, the use of deodorant and bodysoap have a slower cycle, and are not purchased on a daily basis, like say, coffee, which could be measured and evaluated within maybe a week. Besides, who purchases deodorant or body soap for most households? 😉 Old Spice at BlogHer makes a lot of sense to buoy the brand and continue the buzz among the women purchasing the wash.Mark, if that's the case, I bet there are millions of 20-something or 30-something year old gals with subliminal memories of the security and manliness of their dads with Old Spice. As right or wrong as that may be . . .;-) On the other hand, that could also be why they weren't focusing on the scent in this campaign to reinvigorate the brand.Either way, when I was on a panel about why and when moms choose to talk about brands and products via social media at the Yahoo! Mother Board Summit last week, as soon as I mentioned the Old Spice campaign, the room of 60 educated and thoughtful women from around the country – many of whom I imagine have disposable income – lit up momentarily. Sharing hubbies and old boyfriends whom used it, laughing about the different videos. Bullseye. Ya know what else? I actually stopped to check it out (price, scent, ingredients) while at CVS for cotton balls today. Not proud. Not ashamed either.

    • Peter Çoopèr 9:21 pm on July 24, 2010 Permalink | Reply

      Yeah, because all forms of marketing and branding are about selling products within weeks of exposure. Or not. This is a long term game.

    • Soup 9:22 pm on July 24, 2010 Permalink | Reply

      I bought deodorant today and laughed when I saw the Old Spice. I didn't buy it because I don't like how it smells. Simple as that. Loved the campaign though. Being entertaining doesn't make me want to buy your product unless your product is entertainment.

    • Kelly Whalen 12:40 am on July 26, 2010 Permalink | Reply

      The news that it didn't turn into sales was prior to the latest viral campaign. Based on what I read the 7% down figure was from June 2009-2010. The past month Nielsen reported a growth of 107% in sales.Despite getting the facts mixed up (don't worry not blaming you-it's going around!), I understand your points, but have to disagree.I'm the one that does the shopping for almost everything in the house including my husband's body wash, and it's what I picked up while I was in the store this week mainly because of the campaign.I'm betting they will do the donation, since Alyssa did use her vast following, and time to respond to the campaign.I would welcome an Old Spice guy appearance at BlogHer, though I'm sure it would cause mass hysteria.

    • Kelly Whalen 12:40 am on July 26, 2010 Permalink | Reply

      The news that it didn't turn into sales was prior to the latest viral campaign. Based on what I read the 7% down figure was from June 2009-2010. The past month Nielsen reported a growth of 107% in sales.Despite getting the facts mixed up (don't worry not blaming you-it's going around!), I understand your points, but have to disagree.I'm the one that does the shopping for almost everything in the house including my husband's body wash, and it's what I picked up while I was in the store this week mainly because of the campaign.I'm betting they will do the donation, since Alyssa did use her vast following, and time to respond to the campaign.I would welcome an Old Spice guy appearance at BlogHer, though I'm sure it would cause mass hysteria.

    • Motherhood Uncensored 12:56 am on July 26, 2010 Permalink | Reply

      No hot guy on a horse is going to change the fact that it smells like crap. I agree that it was aimed at the wrong crowd. No doubt, it's funny and somewhat entertaining, but would it make me or my husband (who buys his own darn body wash and deo) go out and buy it? No way. They were banking on stats (and maybe rightfully so) that women do all the household buying. So maybe I should be offended that Old Spice thought I'd be so swayed by the sexy man to run out and buy it for mine.I've heard differing numbers on whether this campaign actually did well or not, but overall, I think it did well for brand awareness, but changing what's been ingrained in our heads over the years “Old Spice is for old dudes,” I still think that.

    • dbinkowski 8:54 pm on July 27, 2010 Permalink | Reply

      Well, they quickly rushed to the trades to justify their campaign and reported sales were up. However, the fact that the product is also heavily discounted wasn't really mentioned. In a crap economy, cheapest product wins, not “those with the most tweets”.

    • karimkanji 3:14 pm on August 27, 2010 Permalink | Reply

      David,

      You say it was a failure but you use only opinion and not facts. What about the increase in sales that was reported? Would love your thoughts and analysis on this.

      kk

      • dbinkowski 4:56 pm on October 11, 2010 Permalink | Reply

        Thanks for the comment! There are two facts that are true:

        1. The brand was heavily discounted during this time period. Social media or not, consumers are looking to save money and a 1/2 price item within a category doesn’t need social media to sell.

        2. The ROI of this campaign has yet to be proven. Yes, there were sales and yes they used social media, however at what cost and what return? Until those factors have been added in it’s way too premature for the agency that created it to be pitching trades on what a huge success this was by simply showing Nielsen data on sales. If the product was a loss leader then it’s not a “win” IMO.

  • dbinkowski 9:30 am on July 23, 2010 Permalink | Reply  

    Old Spice Social Media Buzz Doesn’t Equal Sales 

    For the love of God, put your shirt on.

    For the longest time I used to think that PR agencies didn’t get social media. “Give me impressions!” was the public relations mantra because it meant that they could easily transfer their knowledge of publication circulation multipliers into the emerging field called “social media”. Screw the long tail, screw review web sites, screw message boards and all of the other “unimportant” groups online because “they don’t have reach”.

    “We want to take on the ad agencies head on!” was the PR agency rallying cry, and even though most ad agencies are going down the wrong route, and no matter how many decks you presented to them that this gimmick marketing was the wrong approach, they continued to push to ignore the long tail, ignore communities and ignore what actually drives sales. What’s come full circle is that the coveted social media reach play online that ad agencies have been great at have one thing in common: they don’t work.

    (More …)

     
    • quikness 2:31 pm on July 23, 2010 Permalink | Reply

      I was at a roundtable discussion recently where i brought up the report that this campaign hasn't translated into sales and got a pretty good response from one of the other attendees: deodorant or soap isn't something you rush out to buy. You buy it when you run out.If Old Spice can keep this train rolling for another month or two they just might get the sales uptick they're ultimately looking for. And by all accounts, that seems to be what they are trying to do. Its like an all out assault.

    • Marc Meyer 3:23 pm on July 23, 2010 Permalink | Reply

      Maybe we need to hear from P&G or Wieden. What was the purpose? If it was Buzz only-then it was a home run. If it was to drive sales to a product that still smells the same as it did when my Dad wore it..then we know the answer. Riddle me this, how much of this social blitz was actually about the product?

    • dbinkowski 5:01 pm on July 23, 2010 Permalink | Reply

      Shouldn't the goal always tie back to sales? The rest is just noise and stuff that the trades and award-givers go nuts for.

    • c2cmom 10:48 pm on July 23, 2010 Permalink | Reply

      Yes, the success should be tied to sales and business impact, and ditto quikness. I disagree that they missed their mark and audience. Old Spice succeeded in resurrecting a tired product to hotness. Hot guy with sense of humor = sexy for millions of wives and girlfriends across the country. While Twitter and YouTube are immediate mediums, the use of deodorant and bodysoap have a slower cycle, and are not purchased on a daily basis, like say, coffee, which could be measured and evaluated within maybe a week. Besides, who purchases deodorant or body soap for most households? 😉 Old Spice at BlogHer makes a lot of sense to buoy the brand and continue the buzz among the women purchasing the wash.Mark, if that's the case, I bet there are millions of 20-something or 30-something year old gals with subliminal memories of the security and manliness of their dads with Old Spice. As right or wrong as that may be . . .;-) On the other hand, that could also be why they weren't focusing on the scent in this campaign to reinvigorate the brand.Either way, when I was on a panel about why and when moms choose to talk about brands and products via social media at the Yahoo! Mother Board Summit last week, as soon as I mentioned the Old Spice campaign, the room of 60 educated and thoughtful women from around the country – many of whom I imagine have disposable income – lit up momentarily. Sharing hubbies and old boyfriends whom used it, laughing about the different videos. Bullseye. Ya know what else? I actually stopped to check it out (price, scent, ingredients) while at CVS for cotton balls today. Not proud. Not ashamed either.

    • Peter Çoopèr 9:21 pm on July 24, 2010 Permalink | Reply

      Yeah, because all forms of marketing and branding are about selling products within weeks of exposure. Or not. This is a long term game.

    • Soup 9:22 pm on July 24, 2010 Permalink | Reply

      I bought deodorant today and laughed when I saw the Old Spice. I didn't buy it because I don't like how it smells. Simple as that. Loved the campaign though. Being entertaining doesn't make me want to buy your product unless your product is entertainment.

    • Kelly Whalen 12:40 am on July 26, 2010 Permalink | Reply

      The news that it didn't turn into sales was prior to the latest viral campaign. Based on what I read the 7% down figure was from June 2009-2010. The past month Nielsen reported a growth of 107% in sales.Despite getting the facts mixed up (don't worry not blaming you-it's going around!), I understand your points, but have to disagree.I'm the one that does the shopping for almost everything in the house including my husband's body wash, and it's what I picked up while I was in the store this week mainly because of the campaign.I'm betting they will do the donation, since Alyssa did use her vast following, and time to respond to the campaign.I would welcome an Old Spice guy appearance at BlogHer, though I'm sure it would cause mass hysteria.

    • Kelly Whalen 12:40 am on July 26, 2010 Permalink | Reply

      The news that it didn't turn into sales was prior to the latest viral campaign. Based on what I read the 7% down figure was from June 2009-2010. The past month Nielsen reported a growth of 107% in sales.Despite getting the facts mixed up (don't worry not blaming you-it's going around!), I understand your points, but have to disagree.I'm the one that does the shopping for almost everything in the house including my husband's body wash, and it's what I picked up while I was in the store this week mainly because of the campaign.I'm betting they will do the donation, since Alyssa did use her vast following, and time to respond to the campaign.I would welcome an Old Spice guy appearance at BlogHer, though I'm sure it would cause mass hysteria.

    • Motherhood Uncensored 12:56 am on July 26, 2010 Permalink | Reply

      No hot guy on a horse is going to change the fact that it smells like crap. I agree that it was aimed at the wrong crowd. No doubt, it's funny and somewhat entertaining, but would it make me or my husband (who buys his own darn body wash and deo) go out and buy it? No way. They were banking on stats (and maybe rightfully so) that women do all the household buying. So maybe I should be offended that Old Spice thought I'd be so swayed by the sexy man to run out and buy it for mine.I've heard differing numbers on whether this campaign actually did well or not, but overall, I think it did well for brand awareness, but changing what's been ingrained in our heads over the years “Old Spice is for old dudes,” I still think that.

    • dbinkowski 8:54 pm on July 27, 2010 Permalink | Reply

      Well, they quickly rushed to the trades to justify their campaign and reported sales were up. However, the fact that the product is also heavily discounted wasn't really mentioned. In a crap economy, cheapest product wins, not “those with the most tweets”.

    • karimkanji 3:14 pm on August 27, 2010 Permalink | Reply

      David,

      You say it was a failure but you use only opinion and not facts. What about the increase in sales that was reported? Would love your thoughts and analysis on this.

      kk

      • dbinkowski 4:56 pm on October 11, 2010 Permalink | Reply

        Thanks for the comment! There are two facts that are true:

        1. The brand was heavily discounted during this time period. Social media or not, consumers are looking to save money and a 1/2 price item within a category doesn’t need social media to sell.

        2. The ROI of this campaign has yet to be proven. Yes, there were sales and yes they used social media, however at what cost and what return? Until those factors have been added in it’s way too premature for the agency that created it to be pitching trades on what a huge success this was by simply showing Nielsen data on sales. If the product was a loss leader then it’s not a “win” IMO.

  • dbinkowski 10:09 am on July 8, 2010 Permalink | Reply
    Tags: , , influencer project, izea, , , todd and   

    Fast Company’s Influence Project Is A Complete Sham 

    For anyone following this meme on Twitter, Fast Company recently launched a site called “Influence Project”, where they’re essentially pitting online “influencers” against one another to vote for their influencer ranking. The Project is being pushed left and right on Twitter and Facebook and I’m sure elsewhere, but at this point I’ve tuned out from it, not because I don’t want to vote for my friends but because it’s like watching cattle being lined up onto a conveyor belt only to be lead to slaughter.

    (More …)

     
    • Jeff Tippett 3:59 pm on July 8, 2010 Permalink | Reply

      Trolling around for posts on the Influencer Project. Thanks for posting.

    • Anna Viele 7:48 pm on July 8, 2010 Permalink | Reply

      I was wondering what that was. Makes sense. They will still need content producers, but they won't need people who make a business of showing people who the influnecers are, or how to be influential, or whose business is “influence.”

    • Krista Neher 10:21 pm on July 9, 2010 Permalink | Reply

      Great post! Part of the issue is that REAL influencers rise to the top naturally through their actual influence whereas in most of the examples you mention it is more about a popularity contest. The most popular people (or those who can be bothered to harass their friends to vote for them) are not usually actually the most influential.Additionally, many companies who try to leverage influencers totally miss the mark by assuming that “influencers” will pimp their audiences in return for free product. Real influencers have it because they don't do that (and they probably also have better things to do then harass people to vote for them).On a side note, we should launch the Social Media Cool Kids Awards – to enter you have to link to my site 10 times and also drive your friends to my blog to vote. You also have to give me your entire email address book to add to my mailing list. You In? </sarcasm>

    • dbinkowski 4:32 pm on July 10, 2010 Permalink | Reply

      Exactly. Most influencers online don't move cases, bottom line. They're good at gaming the system but they are but a sliver of a consumer's overall purchase decision. I think smart marketers know better, though, because even in our space most of the “Top” thinkers don't get any respect; it's typically the unemployed and junior folks helping them maintain their status vs., oh, I dunno, any major brand giving them props for great thinking or work.

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