Big Brands Don’t Always = Bad

Public Relations, Social Media

In response to the ever-increasing barrage of branded messages in our culture, many tune out entirely or have actually made the assumption that big brands are equivalent to the axis of evil or the evil empire. Now, there are cases where some big brands have had questionable or downright lousy ideas and caught flack but the fact that someone is encouraging me to like their brand or buy a product doesn’t make us adversaries. I actually do want some of the products these brands offer.

Every so often, there are some efforts that I really like that can significantly improve the brand in communities the company serves. I’ve been watching the current Pepsi Refresh Project with interest. It made a big splash when Pepsi decided to forego its traditional Super Bowl ad presence to invest $20 million into social media. As the project formally launched this week, I began to hear of ideas all across the country and I like a lot of them. I’ve seen some creative plans that could genuinely improve the lives of hundreds or thousands of people. According to Jill Beraud, CMO and president of joint ventures for PepsiCo Americas Beverages, “this is the people’s project, it’s in their hands,” and I hope that proves true.

One element I’ve seen this first week is participation and engagement from a lot of younger people, which is a wonderful trend. Each generation seeks ways to express themselves and make change in the world in a manner that fits their values, style, and ideals. With a chance to find some elusive funding like this, many bright young adults may view this as a viable way to chase their goals. Will it work for all of them? No, but some will be given the chance to try and that’s a tremendous opportunity.

I don’t know how this effort will work out. Maybe it’ll produce dramatic change through a handful of the funded programs. But, even if it doesn’t change the world, the fact that Pepsi is giving this a shot impresses me. Are they hoping for a boost to their brand and improved sales? Of course they are, but who cares. Only time will tell if this effort enhances the connection that consumers have to the brand but to write off big brands on principle and take on an “us versus them” mentality is foolish. At its best, strong brand loyalty works both ways and an effort like this one might actually benefit thousands more through the programs that are ultimately funded.

Let’s see what happens…

Disclosures- I’ve not been paid or otherwise compensated in any way by Pepsi related to this post. I have had many of their products over the years but that cuts both ways… Diet Pepsi is great but I’m still not over the trainwreck known as Crystal Pepsi.

Photo- Courtesy L. Marie via Creative Commons

The Social Media Poker Table

Business Communications, Social Media

One of my favorite movies is Rounders (1998) which features Matt Damon as a young poker player who has a gift for the game. How could this possibly have any relation to social media? In one of the scenes, the main character travels to Atlantic City to get back into the game after taking some time off. Once arriving, he finds a table filled with all the local players from his underground club in New York. One of the players notes, “You know, if we wanted to take each others rolls, we could have just stayed home.”

I thought about this for a while in the sense that many communications and marketing professionals who are big proponents of social media may feel the same way at times. If you find yourself always reading information and chatting with the same community members, it may be a sign that you’re staying too close to home (so to speak.) If you’re chatting online with the same people you see on your blog who are the same people you’re meeting at a conference, you’re missing one of the great opportunities for growth that social media can provide.

The ability to meet and learn from others who are physically far away from you and, just as importantly, professionally far from what you do is essential if you’re really going to grow. If you’re a PR person, reach out to a marketer or salesperson who will approach a customer relationship with a different viewpoint. Find an economist that will drive you identify the financial impact of your ideas. Consider seeking out a copy editor who can help you improve your writing through tips or developing a genuine relationship. Or find another colleague who thinks differently than you do in terms of tactics and strategy.

There is nothing wrong with building strong friendships and supporters within your community, it’s actually critical to have that too. However, there are so many quality ways to improve your skills via social media. I encourage everyone to resist the urge to succeed in building a community and relaxing too much into a comfort zone where you’re not challenging your own thinking and continuing to grow.

I Want it Now- The Veruca Salt Theory

Business Communications, Public Relations, Social Media

It’s human nature to want things, it really is. I understand the desire to always have the latest and greatest ‘it’ as well as anyone. However, while thinking about that concept in terms of communications, it’s an urge that professional communications pros need to restrain when it comes to identifying the right strategy for an organization. We can’t allow ourselves to want for anything and everything like the wonderful Veruca Salt character, “Hey, Daddy, *I* want an Oompa Loompa! I want you to get me an Oompa Loompa right away!”

The Veruca parallel actually started in my mind when I was having a discussion focusing around social media (SM) and the opportunities that can be gained by playing an active roles in the SM space. Now, let me be crystal clear here, I thoroughly enjoy and believe in the power of social media. I’m not a huge naysayer that believes Twitter is a bunch of people posting where they went to lunch but I am saying that not everyone has to have a major Facebook or Twitter presence.

The first step any organization should take is looking clearly and honestly at their overall goals. At that point, the organization and their agency/consultant/staff should look at how to create the optimal mix of social media, sales, marketing, advertising and PR come together to make a real difference to the organization. In many cases, SM makes a great deal of sense especially for companies that have a strong consumer element. If you’re customers and audience are there, then it’s a no-brainer that you should be too. If you’re customers aren’t there…well, I’d figure out where they are.

As communications pros, we can’t just chase the latest shiny object we see. If we are to provide good counsel and leadership, you have to remain focused first and foremost on the ultimate goals of any organization and that may include saying no to a Veruca Salt in your own group. It’s hard sometimes (who wouldn’t want an Oompa Loompa of their very own) but it’s ultimately that smart, strategic counsel that will pay off for you and your organization or clients.