The Online Winner Is …
B.L. Ochman, for my money, is one of the better social media strategists around.
In this post, she critiques two online contests, finding one a clear winner … the other a distinct loser. Or, as she puts it: One rocks, one sucks.
Here’s an excerpt:
"Two current contests involving social media are a study in contrasts in the ways companies are rushing – like lemmings, it often seems – to jump on the social media bandwagon. The difference between the two in a nutshell: one contest says "tell us why we’re so great" and the other says "show us why you love your dog."
Dear agencies and CMOs: I’ll probably never know why so many brands try this ham-handed "what do you love about us?" approach, but unless your brand is one people are absolutely nuts about, they’d rather talk about themselves and their pets than talk about the many wonders of you."
The two brands at issue are Old Spice, the deodorant, and a tag-team effort by Dog.com and All-American Pet Brands, a premium dog food maker.
Clearly Ms Ochman is a dog lover!
If you read her analysis, you’ll find lessons for the aspiring nonprofit viral miracle worker!
Tom
P.S. I just wish the dog folks had worked in a cause-marketing connection with The Humane Society or ASPCA.
Behavioral Science Q & A
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