Posts Tagged ‘marketing strategy’
The hydra upon you: Hype and its dangers for public relations and marketing
Today’s post is a continuation of Silos, silly season, social.
The many-headed hydra and key messages
If you believe in dialogue, if you believe in the multiple digital channels that can help convey key messages, then you know the potential for communications. Still, there’s been so much noise during the iPhone 5 announcement, you might wonder why the heavens haven’t opened up and why we aren’t being visited by angels of innovation blessing all things with an “i” before them.
Never mind that sales are being reported as a disappointment.
In the post-Facebook IPO era, best practices, truth and open communication should be reinforced as the way to communicate. Sustainability as a strategy looms large.
Hype is a many-headed hydra. When all the hydra’s heads are talking at once, which one will consumers believe? What are the key messages? Is it just confusion?
Do target audiences believe they have a part in the conversation, or is it just the heads of the hydra talking to themselves?
Just as I’m writing this, a connection of mine, Mark D’Cunha posted this on LinkedIn:
Ears that do not listen to advice, accompany the head when it is chopped off.
— African proverb
Media is a wonderful creator, but what it creates, it can take away.
Satire and blowback:
Reputational damage is best avoided in the first place
When people start satirizing a brand en masse, what does it say about a brand’s future business potential?
Some outcomes are beyond even the most careful planners’ control.
The blowback from the Facebook IPO resulted in a ton of reputational damage, left many who talked about Facebook’s short-term growth potential looking a little ridiculous while reinforcing the long-term thinking of those who understand what P/E ratio means.
Companies have bottom lines. Attenion has to be paid to profitability.
Still, attention also has to be paid to whether a brand can wear out its welcome. How much is too much?
informalDefinition of hypenoun
[mass noun]
extravagant or intensive publicity or promotion: his first album hit the stores amid a storm of hype [count noun] a deception carried out for the sake of publicity: is his comeback a hype?verb
[with object]
promote or publicize (a product or idea) intensively, often exaggerating its benefits: an industry quick to hype its products they were hyping up a new anti-poverty idea
Origin:
1920s (originally US in the sense ‘short-change, cheat’, or ‘person who cheats etc.’): of unknown origin
Credit: Oxford online dictionary
IPO gaga and the misvaluations from Mars
If you’ve followed what’s happened to the Facebook brand since IPO, you’ve more than a clue about what could happen in a less-than-best-practices environment. From a risk mitigation point of view, when the crowd’s gone gaga, there’s definitely potential but also a proportionate increase in exposure.
What happens with Facebook is still unwritten. What’s sure is that amidst the feeding frenzy of negative news post-IPO, there were also stories working hard to portray potential, still. If public relations around the Facebook IPO had been conducted differently, less energy would’ve had to be directed toward rehabilitating the Facebook brand.
Facebook isn’t the first nor will it be the last to suffer from its own success. When hype goes out-of-control, it ceases to be good public relations, good marketing. Because target audiences are left with the feeling of being had.
This is sort of like a salesperson thinking of her potential clients as “marks”. Maybe the naming of things creates destiny. Clients are people.
Growth: The greatest investment the world ever knew was the investment in you
Audiences are made up of individuals. When they get together, they have awesome power. It doesn’t matter if they’re internal or external.
If you invest in treating people like smart human beings, they’ll invest in you.
I’ll be continuing posts on Silos, silly season and social. I’d like to share them with you.
Related articles
- The ongoing downward Facebook spiral: An absence of best practices and transparency
- Wedbush Admits To Hyping Facebook Stock Prior To IPO (valuewalk.com)
- Facebook Really Was the Worst IPO of All Time (fool.com)
- Heavy is the crown: Is Apple its own worst enemy? (johnrondina.wordpress.com)
- Silos, silly season, social: Inflating or informing the target audience? (johnrondina.wordpress.com)
Silos, silly season, social: Inflating or informing the target audience?
Open, honest, sustainable communications in multiple universes
The target audience is expanding as fast as the digital universe.
In one and two posts, I touched on how the target audience is vast and how writing and strategizing for those audiences is changing.
Abandon good journalistic practices and you’re bound to upset someone: Even just stating an opinion.
What’s your strategy? How many groups do you want to appeal to?
Beware someone doesn’t put a new frame around the picture you’re trying to paint
But how will you stop them? Better yet, you shouldn’t be trying to stop them. You should be encouraging the discussion by representing your organization, company, etc., yet you have to consider that those voices are really allies. The target audiences that don’t agree with your philosophy aren’t enemies. They are the best feedback money can buy. Together, you’ll communicate better.
Listen. Learn. Offer your messages.
In a recent post, I blogged about how Kelly Heinrich reframed and tactically subverted Apple’s Siri ads to advance her own cause. Fair game. She’s speaking for her organization and about a tool she uses, and how she feels about what may have gone into that tool.
In the post-Facebook IPO era, best practices are more important than ever. When you read media that gush with nothing but too-good-to-be-true positives, you might wonder:
Now, what inspired this piece?
Don’t do the disservice of thinking of your target audience as if they were “sheeple”. They’re not.
Audiences are alternate and expanding universes in themselves. Ever-changing. Ever-moving. They are chaos-out-of-order and order-out-of-chaos. The ultimate shape shifters … and I mean this in a complimentary way.
When audiences start feeling suspicious about what they’re reading or hearing, damage ensues.
The iSky’s the limit
Right now, there is rampant speculation on how many iPhones Apple will sell first week despite a delay in availability. The avalanche of information is often highly speculative. There’s a fair share of Apple criticism going on, too — especially, at the time of writing, on Google+, much of it centring on innovation, litigation and old-fashioned satire.
The media’s full of talk. But there’s less talk about how many hedge fund managers are in and out of Apple stock and other variables. The momentum may continue. Then again, now that my dog has an iPhone, you have to wonder how many bones the market can bare.
Humour aside … (I have no dog).
When we are heavily vested in something, does it make our thought processes clearer? The momentum may continue.
But for how long? How many stories do you remember that never end? The markets can be a collection of short stories. What everyone aspires to is the collection of stories, or the novel that can sustain the reader (investor, stakeholder).
Ask Warren Buffett. When it comes to long-term track records, long-term thinking and valuation, very few can trade demonstrated philosophies with Buffett.
More suprising? … Buffett wonders why more don’t live his own philosophy.
The short-term hype machine and the damage done
When you talk about the kind of hype Facebook and Apple (have) generate(ed) at times, you really have to think about the variety of audiences, how that hype might be interpreted in the future, how some audiences might take issue.
How some audiences might become active.
Amongst all the noise, are critics starting to look more interesting and is Apple itself looking less interesting?
When hype gets to a volume so loud that there’s barely room to hear all the different voices pushing positive news, some begin to wonder if the creative thought process has died. Never make a promise you can’t keep. The problem is, as hype sets in, sometimes those you wanted to recruit as influencers will make the promises you can’t keep for you.
Promise something to the digital universe and you better deliver.
Deal with the world the way it is, not the way you wish it was.
— John Chambers
Silos, silly season and social continued:
The hydra upon you: Hype and its dangers for public relations and marketing
Related articles
- Would You Pay for Fake Positive Reviews?
- Here’s How The Internet Felt about the iPhone 5 Launch (Forbes.com)
- Siri, What’s “sustainability”? (johnrondina.wordpress.com)
- A crisis of ethic proportions (wsj.com)
- Heavy is the crown: Is Apple its own worst enemy? (johnrondina.wordpress.com)
Siri, What’s “sustainability”?
“Man is the creator of change in this world.” — Steve Jobs
How will Apple speak to its growing audiences, sustainability issues and public perception?
Just sustain it
Admit it.
Sometimes, you just scan the headlines, right? And they impact on you, right?
Take a look at this one:
Siri, Do You Use Slaves?
Would you want this headline related to your product? Even if you are the biggest company in the world by market cap — or maybe, especially because you are.
Heinrich’s headline (it’s a link) made very clever use of John Stewart and The Daily Show. As Apple’s market cap has grown, so has the target placed on its brand.
And why not? Didn’t Apple make its marketing focus Microsoft (the market cap leader at the time) for years? When you become the biggest company by market cap in history right now (see below article), you have to expect this.
(By the way, The Daily Show’s taken on Apple before.)
Heinrich understood how to reframe Apple advertising well. She used a guerrilla headline to attract attention to her cause.
Expanding. Digital. Universe. There are a lot of target audiences out there.
Apple’s stepped away from greening its brand. It’s supply chain has been held up as wanting.
It doesn’t matter if Apple’s competitors are using the same supply chain (some aren’t and others are paying a lot more attention to sustainability issues.) As concerns over its closed system, sustainability, patents, etc., increase regarding the Apple brand, it’s likely we’ll see more media stories, more anti-Apple posts, challenging, satirizing or taking a negative position on Apple.
Right now, it’s hype season. The iPhone 5’s coming out. Biggest market cap in history a few days ago — ok, so that wasn’t correct, but …
When you become the biggest corporation, you’d better consider the competitive threats. Big market cap means big target audiences. Audiences have opinions.
Remember BP? Remember “Beyond Petroleum”?
When BP CEO Tony Hayward began massive cost-cutting at BP, it’s focus on sustainability went out the window. What happened in 2010 with the Deepwater Horizon Oil Spill will go down in history as one of the greatest of environmental disasters.
The disaster is now synonymous with the BP brand and a 50 per cent drop in stock price. It could have been avoided with proper risk mitigation. Sustainability leads to risk mitigation.
While Apple doesn’t face the same obvious dangers to its business that the oil industry does, it’s decision-making processes regarding sustainability may be moving in the same direction as BP. They’ve both spent a lot of time and resources in court.
Is innovation better done in the lab or in court?
iPhones have supply chain and waste issues, don’t they?
The big time: Siri, What’s “market cap”?
Audiences have opinions. Apple worked a philosophy that countered Microsoft’s, but Apple’s history isn’t going to fade away. It’s going to be subverted and used against the Apple brand. Apple doesn’t exist in a vacuum.
It’s made the big time.
Apple is awash in cash. It’s sheer size makes the company’s margins and business seem unsustainable. Doesn’t it make sense that Apple would move more toward sustainability? That it would want to improve its image from a sustainability/CSR perspective?
Isn’t that what leaders do?
Or do they litigate endlessly?
How does such litigation reflect on brand?
Apple has almost $117 billion in cash. Exactly the reason why people like John Stewart are taking on Apple. It’s not the “little guy”.
It’s a behemoth.
Like it or not, when you’re the biggest company in the world, stakeholders expect accountability. They expect a leader. Not just in innovation. Not just the “cool” of the product you’re creating.
But a leader in best practices, too. Across the board.
And “browning” your brand isn’t that cool. Especially when you spend cash litigating aggressively.
Stakeholders want what’s open and honest.
While Apple v. Samsung wasn’t related to Apple’s de-greening, it shows how aggressive audiences embrace issues and attack a brand accusing it of “brandwashing”.
What of a company’s own employees?
… organizations should maintain their commitments to
customers, the environment, human rights and
communities or risk significant decreases in
employees’ perceptions of their organization’s CSR
commitment …
Leaders?
Business leaders ranked the top three benefits of investing in or pursuing socially and environmentally responsible
practices as follows:
- Positive organizational reputation;
- Higher or sustained employee engagement; and
- Eliminate/reduce impact on the environment.
Does momentum last forever for the largest company by market cap? Not usually.
Global research conducted by Hewitt revealed that organizations with high engagement generated total shareholder returns that were 29% above average.
Above quotations from:
CSR as a Driver of Employee Engagement — Hewitt
As Costco CFO Richard Galanti has said about CSR:
It’s not about applying to the ‘beauty contest’.
Sure it’s about great products and profits, but it’s also about a corporate vision of a sustainable future — a sticky, feel-good sensation that stands for something beyond profit. It’s about who you are as a corporate citizen. About what your vision is for humankind.
After all, isn’t “man the creator of change in this world”?
With great power comes great responsibility.
— Stan Lee (creator of Spiderman)
- Samsung’s image doing just fine after Apple verdict, poll finds
- Did Samsung verdict hurt Apple’s reputation?
- Security researcher says Apple gadget hacking is a “privacy catastrophe” (economist.com)
- Apple’s rot starts with its Samsung lawsuit win (guardian.co.uk)
- Misleading and incomplete coverage of Apple’s ‘record’ value (cjr.org)
- Apple jurors grappled with complex patent issues that some say should rest with judges (washingtonpost.com)
- BP: “Grossly negligent and engaged in willful misconduct” (financialpost.com)
- It’s More Important to Be Kind than Clever (HBR.org)
- Wait! Now Someone’s Saying Apple Is NOT The Most Valuable Company Of All Time (AAPL, MSFT) (businessinsider.com)