Archive for ‘Politics’

January 15, 2015

Think twice about using the #MLKday hashtag to promote your brand – remember last year?

MLKday

The day this blog post was published, January 15, 2015, would have been Martin Luther King Jr.’s 86th birthday. Each year, Americans observe a national holiday on the third Monday of January to recognize Dr. King and the American Civil Rights Movement.

Marketers, PR folks, and advertisers are always looking for ways to get their message in front of as many eyeballs as possible. Often, this means trying to piggyback on an existing major event, celebration, or holiday. A great example of this was Oreo’s famous “You can still dunk in the dark” tweet sent during the power outage at Super Bowl 47. It was clever, timely, and a bit funny as it made light of an awkward situation. The Super Bowl blackout had nothing to do with cookies, but after this tweet, it did.

MarCom professionals can run into challenges when they apply this strategy to events with a very serious nature: Remembrance Day (Common Wealth Nations), Veterans Day (US), Martin Luther King Jr. Day, etc. Brands run the risk of looking too opportunistic as they try to cash in on the importance and sacrifice of others.

Last January, several public figures and brands made questionable (to put it nicely) social media posts trying to cash-in on the popularity of the #MLKday hashtag used to recognize Dr. Martin Luther King Jr. Day. Reviewing a few of these missteps from last year has led me to three key thoughts on the subject.

The tone of your message should match the spirit of the observance

As a brand, you should seek to create and share content that serves to match and even enhance, the serious nature of the holiday. A few examples from last year that missed the mark:

1. Book a party bus for MLK Day?

2. The infamous “Freedom to Twerk” event that was planned for the good folks in Flint, Michigan drew attention to itself after the promoters Photoshopped Dr. King’s head onto a body of a Man wearing a gold watch, chain, and medallion while making what appears to be a “west side” hand gesture. After this poster gained notoriety, the party was eventually cancelled. Several people weighed in on the issue, including MLK’s daughter, Dr. Bernice King, who was appalled by the poster.

FreedomtoTwerk

3. Sarah Palin’s tasteless political grandstanding starts with quoting Dr. King’s “I have a dream” speech, and concludes with her telling President Obama “no more playing the race card.” Yikes.

You may not be as funny as you think

Humour is tough. Attempts at humour during otherwise serious situations may be interpreted as your brand’s attempt to make fun of, or devalue the purpose of, the event.

1. This misguided tweet from Nyquil reads like a joke that didn’t quite hit the mark.

2 & 3. Two other notable attempts at humour came from the Chive, and a pornographic website. In both instances they used humour in a way that some would consider distasteful, but considering that the source of these jokes were the Chive and a pornographic website, they pretty much lived up to expectations. Instead of posting these attempts at humour on davidhallsocialmedia.com, I’ll let you google those two tweets yourself.

Don’t make a big stretch to connect your brand with the event

This is obvious self-promotion. It looks insensitive, self-interested, and opportunistic. If you are going to run an MLK Day promotion, make sure it makes sense within the context of the observance. Be aware of the nuanced difference between an event designed to celebrate as opposed to one dedicated to recognize something. What the heck do potato stamps, cereal,  apples, diapers, or a day at the salon getting pampered have to do with the civil rights movement?

PamperesMLKday

This Pampers Facebook promotion is particularly cringe-worthy because (as a current diaper customer) I can tell you that 10 rewards points is what you get for buying about $5 worth of baby bum wipes. They almost couldn’t have offered less.

For any organization thinking about joining the #MLKday trending topic this weekend, I encourage you to focus on respect, not referrals; honour, not sales; legacy, not leads; person to person, not business to business; and to make sure your content reflects the nature and tone of the observance. Without question, Dr. King serves as a hero to millions of people around the globe, and is absolutely a hero of mine.

November 25, 2012

Talknowledgy Podcast #108: Black Friday, American Thanksgiving, the business cost of slow performing websites, and more

Phil and Dave talk turkey on this week’s show with coverage of Black Friday and the role Facebook played in this year’s Presidential turkey pardon. We also take a look at foursquare’s dismal 2012 revenue predictions and the latest in the Apple vs Samsung saga.

We have two Hashtag Fails of the week this week. First, we chat about Lindsey Stone’s tasteless Facebook photo that got her in hot water with her boss. We also look at slow performing websites and how much it costs businesses annually when their sites take longer than three seconds to load.

And finally, our YouTube (anti)Hero this week is Nicole Westbrook. Her video “It’s Thanksgiving” has become the third most disliked YouTube video of all time, and it was only released on November 7, 2012.


If you liked the show, feel free to subscribe to this blog or our RSS feed to make sure you’re always up-to-date with Talknowledgy. We’ll be back in a little while!

November 17, 2012

Talknowledgy Podcast #107: BB10, Ron Swanson’s Movember video, talking trash with athletes on Twitter, and more

Right off the top of the show we discuss BlackBerry 10, Pinterest brand pages, and Facebook’s rumoured job board.

This week’s “Creepy or Awesome?!” is centred on the recent Twitter outrage when big man Pau Gasol from the NBA Lakers missed the last shot of the game handing the historic club yet another early season loss.

Our YouTube Hero this week is Ron Swanson’s pro-Movember video encouraging men to keep growing their “mos” and raise money for men’s health. It also has some guest appearances from cast members from “The Office”.

Finally, a military sex scandal gets our #Hashtag Fail of the Week. That’s right, the sloppy use of email clients may have lead to the infidelity bust in the David Petraeus scandal.

If you liked the show, feel free to subscribe to this blog or our RSS feed to make sure you’re always up-to-date with Talknowledgy.

November 11, 2012

Talknowledgy Podcast #106: Donald Trump, Microsoft, Instagram, and Shoppers Drug Mart All Earn a #Fail

A lot of #fail being handed out this week! Before we get to that, we start with the social media reaction to President Obama’s win in Seg 1, and also touch on Hurricane Sandy and Halo 4.

In our second segment, NBC allows you to buy stuff you see in television shows using a smart phone app – Creepy or awesome? We also take a look at the decidedly not awesome comments made by the CEO of Instagram this week.

In our third segment, Obama is so happy about his win he’s singing about it. It’s our “YouTube Hero of the Week!”

And finally, in seg four we dish out the pain with fails going to Donald Trump, Microsoft, and Shopper’s Drug Mart. Tune in and find out why!

If you liked the show, feel free to subscribe to this blog or our RSS feed to make sure you’re always up-to-date with Talknowledgy.

November 3, 2012

Talknowledgy Podcast #105: Hurricane Sandy, Movember, Uncle Drew, Star Wars goes Disney, social gaming, and more

Plenty to chat about in the world of news this week. We kick off the show by discussing the social media and tech implications of  Hurricane Sandy, the most popular Halloween candy on social media, and the launch of Movember.

In our “Creepy of Awesome?!” section we look at a new Facebook rumor – Users may be able to place classified ads to display to their friends on the social media giant. The main difference between this new feature, and the existing marketplace function, is you now have to pay to have your ad seen.

Our “YouTube Hero” this week is Cleveland Cavaliers guard Kyrie Irving. He reprises his role as Uncle Drew in a Pepsi Max commercial posted to YouTube this past Tuesday. The first video he did, posted May 2012, received 16 million views. Adding to the interest, Irving himself, wrote and directed both commercials.

Uncle Drew: Episode 2

And we couldn’t go a full show without touching on the US Presidential Election, so here’s our Bonus YouTube Hero this week, courtesy of The Simpsons:

Our “Hashtag Fail of the Week” is near and dear to Phil’s heart. Disney announces a new Star Wars trilogy. What do you think super-nerd Phil has to say about that? Tune in to find out!

If you liked the show, feel free to subscribe to this blog or our RSS feed to make sure you’re always up-to-date with Talknowledgy.

October 28, 2012

Talknowledgy Episode #104: Horses and Bayonets, iPad Mini, Windows 8, RunPee, Iron Man, #BaldforBieber, and more

We have a packed show this week. In the first segment we talk about the final US Presidential Debate – “horses and bayonets” and “the 1980s called”. We also check in with the big tech announcements this week: New iPad (4), the iPad Mini, Blackberry 10, and Windows 8.

Have you ever needed to run out of the theatre to go to the restroom or grab another bag of popcorn? Well, there’s an app for that. This week’s “Creepy or Awesome?!” features an app that tells you when the best time to leave the movie. What do you think?

Phil also checks in with Fiaaz Walji RE: phishing, and we talk about the 25 worst internet passwords. Spoiler Alert: “password” is #1.

Our “Hashtag Fail of the Week” features bald Bieber fans…is it a hoax? Finally our YouTube Hero pits Gangnam Style: Halloween Edition vs the theatrical trailer for Iron Man 3.

 ————————— VS —————————

If you liked the show, feel free to subscribe to this blog or our RSS feed to make sure you’re always up-to-date with Talknowledgy.

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