Clinton & Obama: A lesson of losing control of your brand

Many of my colleagues (Mitch Joel, Shel Holtz, Valeria Maltoni) and I frequently speak to members of PRSA, IABC, and advertising agencies explaining as best we can how consumers now own the brand. Good will increasingly cannot be bought and the political season is giving us striking examples of the mechanics of how "web 2.0" - "new media" - "social media" (choose your buzz) have changed the landscape of both business communication and brand marketing.

Frank Rich has this in today's New York Times editorial page:

The Hallmark show, enacted on an anachronistic studio set that looked like a deliberate throwback to the good old days of 1992, was equally desperate. If the point was to generate donations or excitement, the effect was the reverse. A campaign operative, speaking on MSNBC, claimed that 250,000 viewers had seen an online incarnation of the event in addition to "who knows how many" Hallmark channel viewers. Who knows, indeed? What we do know is that by then the Yes We Can Obama video fronted by the hip-hop vocalist will.i.am of the Black Eyed Peas had been averaging roughly a million YouTube views a day. (Cost to the Obama campaign: zero.)

Ed. Note: Video inserted at the end of this post to save you a click-thru.

I have two points to make. First is to note the extreme shift in balance of power as to who controls your brand. Hillary is trying, some would say desperately, to control her brand and essentially trick people into voting for her. She (along with Bill presumably) are convinced they are the best for the country. The country, increasingly, is demonstrative otherwise. She can spend money and stage "staged" events with planted questioners, but we have learned as consumers of media as well as of products, when someone is "faking it up." (My favorite way to describe the traditional art of advertising's dark side.)

Second, one of the best measurements of how well your brand is being received, is the way that people play with it. Are they promoting you or are they disparaging you? It is not that hard to tell these days.

The great opportunity for business is that we can learn from the political season. We can observe how losing control can be tragic, comedic, and/or a fast trip from relative obscurity to leader of the pack.

Footnote Observations

1. It is still early on the date of publication of Frank Rich's editorial (cited above) and there are over 500 comments already posted. People have opinions and they want to share them.
2. My mom, a lifelong Republican, said she would consider voting for Obama before McCain because, "Obama has class." In this age of communication transparency, things like class definitely can shine through all the traditional mud-slinging.

Blog Recommendations from Bare Feet Clients

I've been having these fun interactions with our clients, in part to get them involved and excited about new media and fundamentally to have them pay atention to their invoices and pay us promptly!

This past month I offered Amazon.com gift cards to each client who responded by telling me at least one blog they read and why they love it. Most surprisingly, very few actually responded. Those who did though are over-achievers; many included more than one blog.

So here's some fun new linky love!

Knowledge is Bliss Marketing
I know it might sound self serving but I love creating my own blog because it makes me think about what kind of help my clients really, truly need.

Tim Ferris 4-Hour Work Week
I especially love tim ferris blog on the4 hr. work week. Oh don't I WISH!
- Alison Bliss

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Ask the VC
I read AsktheVC.com religiously because the posts come from real VC's, many VC's contribute (different perspectives) and it seems that the information is always relevant to our company and it is accurate.I have learned many things that I use regularly from AsktheVC.com.
- Andy Alsop, Packet Analytics and Network Security Blog

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Yarn Harlot
I read the knitting blog YarnHarlot.com every single day. I just love Stephanie Pearl-McPhee. She's the total Rock Star of the knitting world. She's funny and wry and I feel now like I know her personally.

Real Simple blog
I also read the Real Simple blog nearly every day, just bc I find it useful and the editor has a great "voice" that I feel is very accessible. Speaks to me as a working mom.

37 Signals
I also read the 37Signals product blog bc I'm obsessed with their products and the creative ways people use them. (Ed. note: we use the fabulous Basecamp software to manage all of our client projects.)

Bare Feet Studios
Oh, and I read, at least weekly, the Bare Feet blog. Those guys are pretty smart.
- Meredith Schwartz, Here Comes the Guide

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Dances with Wool
She calls it Dances with Wool, letters from the Arctic Circle. I love it because this woman makes the most beautiful knitted garments, something I aspire to. She posts pictures of her works, and of the gorgeous outdoors where she lives in Finland. She has a calm, quiet writing style, and I like reading her entries because it slows me down.
- Sharon Carl, Here Comes the Guide

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Scratchy Bottom Racing International
It's the diary of a Father-Daughter projectto buy and restore an old TR7 for entry in the upcoming "24 Hours of LeMons" race (dedicated to cars that would otherwise be on the scrap heap). The main blogger is a young lady who grew up with her car-obsessed father, and in the process learned more than her fair share of what's under the hood. She and her dad have great senses of humor, and a lighthearted appreciation of cars, car people, their dog, and of course each other. It's heartwarming in an atypical way. I can't wait to see how it all turns out!
- Jolene Rae Harrington, Here Comes the Guide

Blog as Weather Report & ISP Status

We had a large winter storm here on Oʻahu last night. Power was off intermittently, but is now working.

Our main internet connection, via Oceanic Cable, is down. That includes TV service too - so we won't be watching any OC16 or HGTV today!

My internet service via my cell phone, the AT&T Edge network, is also down. Calling and internet services are both unavailable.

Our third redundant backup, EVDO service on the laptop from Sprint, is working and so Shane and I are taking turns on that.

If you need to reach us you may call our land line at 808-262-9409. That is working.

Funny that I did a Beach Walks with Rox episode yesterday on appreciating all those things that just work in the background for us. Even though our main pipeline (and somedays it feels like a lifeline) is down, I very much appreciate all the tech workers who are out in the rain trying to put it back together!

Will I see you Honolulu colleagues at MegaComm tomorrow?

I am speaking at MegaComm 2007: Hawaii 5.0, the combined PRSA and IABC Annual meeting on Friday, Oct 12 in Honolulu, HI. I've re-produced the conference info for you here.

I am going to try to find time to mention this case study from Robert French, among other things. Thanks to Steven E. Streight for the referral on Twitter. Leave us your comment if you have any free advice for PR and Communications experts.

Advancing the Communications Professional • Friday, October 12

This unique program is specially designed to equip communications professionals with up-to-date tools and strategies needed to effectively influence Hawaii's unique culture, employ rapidly changing technology, and transform the economy. Join us for an enriching half-day event and learn from some of the most experienced communicators in our state.

Friday Oct. 12, 2007 - 8 a.m. to 1:30 p.m.
Japanese Cultural Center of Hawaii
2454 S. Beretania Street
Honolulu, HI 96826
Google Map Link

REGISTER ONLINE NOW!

Registration and Continental Breakfast - 8 - 8:30 a.m.

Exploring the Brave New Underworld of Web 2.0 - 8:30 - 10 a.m.
Exploring the Brave New Underworld of Web 2.0. This session will cover blogging as a business communication tool, and examine the new models for today's web success. A fascinating case study on mini or mass multi-media marketing, highlighting the development of a rich website for the 2007 CD release of Israel Kamakawiwao'ole.

Steve Petranik, 24/7 - News Editor, The Honolulu Advertiser
Roxanne Darling, Bare Feet Studios
Chris Kanemura, Entheos Interactive

Cultural/Community Engagement - 10:10 - 11 a.m.
What does it mean to proactively engage communities? Why is it so important and how do you ensure you are successful? Successful community and cultural engagement can be the critical link to helping you achieving your business and communications objectives. Hear how Robbie Alm, Hawaiian Electric Company's senior vice president of public affairs, and Dawn Chang, principal of Ku'iwalu Consulting, have successfully navigated their way through this challenging arena, successfully building community support for their projects.

Robbie Alm, Senior Vice President of Public Affairs, Hawaiian Electric Company
Dawn Chang, Principal, Ku'iwalu Consulting

Employee Engagement - 11 a.m. to Noon
Internal communications is a vital tool for binding an organization, enhancing employee morale, promoting transparency and reducing attrition. Even more critical is having an efficient delivery mechanism. How do you manage and deliver internal communications efficiently and effectively? Hear how Brandt Farias, First Hawaiian Bank's vice president of marketing; Doreen Griffiths, Grant Thornton's managing office partner; and Mike Gonsalves, Hawaiian Electric Company's video specialist, champion the communication processes in their successful and vibrant organizations.

Mike Gonsalves, Video Specialist, Hawaiian Electric Company
Doreen Griffith, Managing Partner, Grant Thornton

Luncheon - Noon

Keynote Address: Convergence Media - 12:30 p.m.
Nate Smith, President, Oceanic Time Warner Cable

Welcome to the digital age, where the melding together of different media has resulted in a seismic shift in the way we view communication. Nate will share how media convergence has brought a new way of doing things and what it holds for the future.

For more information: Call 585-7931 x105 or email darcies@hawaii.rr.com or Patrick Williams at email patwill9@gmail.com

Links from Rox’s Talk at PNME

Here's the link to my talk at PNME

I am giving an overview of the many things to consider for business video podcasting - from technology to audience interaction. Hope you'll join me in Ballroom A - and there will be a DVD for sale afterwards.

CC Chapman - Social Networking Expert
Jim Kirks - The Clip Show
Viral the Show
Blip.tv
Mefedia
Revver
Sherwin Smith - MotorKultTV.com
Seth Godin - author
Richard Burns of Culture Catch
Todd Cochrane - Geek News Central and Raw Voice
Steve Garfield - Videoblog Pioneer
Spices of Life
Doug Kaye - Podcorps
Matthew Ebel - Musician
Jen Myronuk - Fireant and Odeo
Bruce Sharpe - Levelator
Joel Mark Witt - MarylandZoo.tv
Mark Rotblat of Tube Mogul
Chris Brogan - Co-founder of Podcamp
Laura Athavale Fitton - Pistachio Consulting

I'll post the presentation file later!

The Business Value of Blogging, #356

It seems the insight and discussions around blogging in the biz-0-$phere have a long ways to go before being done. The Wall Street Journal put up an e-debate today between Alan Meckler of Jupiter Media and Jason Calacanis of Weblogs Inc. The third millennium is revisited here by a “failure to communicate.”

I found this topic over at GigaOM.

Really, the whole point of this debate was something of a canard I think because there are basic fundamentals that can predict the answer. Duh. Take any activity or enterprise, and for now, there is a predictable response curve aka pyramid: a few will make it to the very top by whatever measure you choose to use, and the rest will be happy or miserable at various steps down below, depending on their nature and their goals. Leave it to traditional media to pick a blatantly silly and almost irrelevant topic to engage two influential thinkers.

However! It highlights something I think about almost every day. The digital divide between those who are embracing the internet and those who are either ignoring it or dismissing it.

I don't want to be an agist, but I think older people who were raised on last century business practices are really having a hard time "getting it." To get it means, in my mind, not having any guaranteed idea where the internet is taking us and how it is transforming our lives, not to mention the business landscape. That is one of the subtle and striking observations I notice when reading these sorts of articles as well as talking to clients. And mind you, I am 53 so I have the tendency towards status quo too. But as I rebelled against it then, I am reveling in the potential of the internet now.

If you get it, you don't have to predict it. You are just open to the possibilities and you are in on the game. The jock is no longer the shoe-in; the nerd may win by sheer force of personality.

If you don't get it, you dismiss the game as temporary and insignificant. Read this dismissive comment from Alan Meckler, CEO at Jupitermedia, "an Internet media research and marketing firm:":

"Blogs are really the "diaries" of yesteryear." No actually they are the opposite. Diaries were highly guarded caches of personal secrets and gossip. Blogs are highly public fonts of (mis)informed (both) opinions backed by supporting citations with the power to affect elections among other things. Not to mention direct revenue generators of various proportions.

To which Jason replied: "You are correct that the majority of folks are not going to make a living from blogs, but that's because they choose not to try, not because they couldn't. If folks focus in on a niche and own it there is a good chance they could make half a living from blogging."

The internet truly does bring more power to the people. If you're a person, you too can enjoy more power by participating on the internet.

My bottom line is that it's not life threatening if you don't get it. One of the most powerful aspects of the internet is that it has allowed us to bare our souls and insecurities and come out stronger on the other side. You're actually on the road to getting it by admitting you don't get it. And that's altogether different than thinking you get it, and then dismissing it. You got that?

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COMMENT:
AUTHOR: Mary Schmidt
URL: http://www.maryschmidt.com
DATE: 04/20/2006 02:32:02 PM
Um, I think I got it. Or, at least I know that I don't got it, but I know what it is. Or, something like that.

I agree that it could be partly a matter of age (and I'm 48, so I'm not age-bashing here.) I was talking to an older colleague this week about blogging and the Web, and while she said she wanted to learn more, she then said "I'm amazed when you tell me about all you do on the Internet. I just don't have the time to play on the computer all day." Of course, I called her on the "play" and she quickly backtracked, said she didn't mean it that way. Freudian slip there, methinks.

But, we all have to find our own level - in life, business and technology, don't we?