Registration is now open for the Social Media Management Training Series in Newport Beach, CA, October 5-9, 2009. This is the last time in 2009 that the entire series is being offered.
Take the whole series or mix and match the individual classes to suit your needs.
We are delighted that Illinois State University has accepted our non-profit fellowship, the Gerard Seat, for this five-course series in Newport Beach.
Susan Mernit, social web and journalism goddess, is heading up this first teaching event for the Public Media Collaborative on May 1 at the University of San Francisco. It is free to people affiliated with a “mission-driven” organization. The workshops are in collaboration with the Journalism Innovations II conference.
I’m just learning about the Public Media Collaborative and have joined the wiki and the Facebook group to explore deeper. In the meantime, this event not only looks like fun, but is heading in a direction I strongly believe in – social media literacy for all.
The three free sessions are:
There will be a Spanish language track as well.
More information is at Susan blog here. Pre-registration is required and you can register here.
Public Media Collaborative is planning another event in July for non-profits, community organizations and community activists. Join in if you'd like to contribute or learn. Then share!
Yesterday I presented this so-titled short 30-minute learning webcast for Knexus, a UK-based company that offers rapid learning for marketing professionals. I’m pleased to say we have partnered with them this year to present a total of four social media webcasts on some aspect of integrating social media into marketing.
In this first one, I presented six very simple, practical ways to integrate social media into corporate marketing. Each one provides the opportunity to tap into social media but in a way that is non-threatening to the corporate culture, yet begins the process of introducing the value of social media.
These simple tactics are straightforward and don’t require formulating a full-on social media strategy – these are easy and free, or near-free, ways to simply jump in. That said, nothing replaces the bigger benefits of - and requirements for - sound social media planning and strategy. These do though begin to orient the organization to social media thinking.
The Simple, Practical Social Media webcast is available on-demand at the Knexus web site. Full access requires purchase, but a sample of it is available for free. Tell us what you think.
Upcoming live webcast is scheduled for April 22, titled my long-standing mantra: "It's Sociology, Not Technology." Come join me!
Replace it maybe, but Motrin should have not been so quick to take it down.
If you have no idea what I’m talking about – see my Harper’s Index style post on the dust up. In a nutshell, Motrin released an ad that got lots of attention over the weekend while offending some in Motrin’s target market.
If I were advising Motrin, I would have advised them to keep it up, but to jump on the opportunity immediately to lead and manage. Turn it around on a dime into a conversation about :
1) what was offensive (content or tone);
2) why;
3) are they addressing an issue for baby wearers correctly – but in the wrong way;
4) are there other issues they should be addressing;
….and here is the big one:
5) LEAD the vocalizers into solutions for Motrin and maybe ultmately
into helping Motin shape a better campaign (which might be suitable for
carrying forward into print and offline).
Taking the ad down from the Motrin web site is meaningless from a practical standpoint – the ad is up on YouTube as are the inevitable response videos. I downloaded a local copy to use in presentations. It’s out there. Taking it down doesn’t mean a thing.
Leave it up and do the postmortem together. Get out of crisis communications stress mode. Manage and most importantly, lead your customer. So much more value could be gained from that than taking it down could ever.
Jeremiah Owyang of Forrester believes the conversation wasn’t so robust that it would adversely affect Motrin in searches. I say that is short-sighted thinking (and a disappointing analysis to read from Forrester) - the equivalent of “we dodged a bullet.” Motrin didn’t dodge a bullet, they angered some of their customers and, in the perception, betrayed a trust.
What is especially worth noting to all marketers is that the Motrin campaign is being characterized as a “social media campaign.” But it wasn’t really intended to be. It was "just" an ad on their web site. But socialized media certainly turned it into a "social media campaign" - and really fast.
This post was moved here from its original location.
In the spirit of Harper's Index
Motrin Mom's Edition: #motrinmoms First 24 Hours
Number of hours for #motrinmons to reach #1 on Twitter on November 16: 1:56
Hours for the first response video to be uploaded to YouTube: 3
Views on YouTube for Motrin Makes Moms Mad: 2,507
Number of response videos to Motrin’s video ads on Youtube: 8
Video minutes recapping 1st hour of #motrinmoms twitter posts: 9:15
Number of AllTop’s “top mommy bloggers” who posted about the ads: 9
Posts about Motrin’s ads tracked at New Old Moms Club: 55
Anti-Motrin stores set up on CafePress: 1
Number of anti-Motrin products offered: 6
Baby-wears Flickr Groups set up: 1
Google search results for motrin moms: 3,500
Screenshots of ad at Small Dots: 7
Number of posts with transcript of ad: 1
Taxi staff proactively monitoring Twitter: 0
Responses on J&J’s blog: 0
Value of J&J’s Motrin and Children's Motrin advertising account to agency, Taxi: $18 million
Hours until Motrin.com went offline: 20.5
Znetlady
