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Hacking Burger King, social content and this week’s bits and bytes

It’s finally happened. The awesome colleagues in Sainsbury’s Washington have pulled off a great version of the current Harlem Shake craze. Even better: it’s for Red Nose Day so watch it and donate!

The advertising campaign is dead – A must read article in the Harvard Business Review about how the campaign-based model of advertising, perfected over decades of one-way mass media, is headed for extinction. The Oreo moment at this year’s Superbowl is seen as just another reason why advertisers should act more like newsrooms, reacting to current events not only in real-time but with useful and appealing content. What to do? Create just the right piece of content at the right moment by bringing the day’s zeitgeist together with your brand ethos and your audience’s expectations.

Memories and brands – A fantastic and inspiring report by Franck Sarrazit, Global Director of TNS’s Brand & Communications practice about how we make memories and what that means for brands.

Bang with Friends – Remember the scene in ‘The Social Network’ where Jesse Eisenberg’s Zuckerberg hot-flipflops it back to his dorm to add the ‘Relationship status’ field to Facebook profile pages after realising that in real life, there’s no easy way to see if someone is available or not? Well, I can’t believe it’s taken this long, but there’s a new Facebook app called ‘Bang with Friends’ that takes things one step further. Boasting to have already generated 100,000 ‘hook ups’, the app allows you go through your friends and mark the ones you’d like to, well, bang. Unlike other Facebook apps, this one works in private, matching friends that have expressed a mutual interest in, you know, banging each other. Once matched, the two prospective friends with benefits are notified by email and go about their business…

Source: Bang with Friends

Meanwhile, people on Facebook are hiring fake girlfriends so that they can change their relationship status to ‘In a relationship’ and make their lives seem romantically complete – even if it’s just virtual. WTF.

Social content that works – An excellent presentation by @JeremyWaite from Adobe about the social media purpose pyramid – or why social media does six things really well: emotional messages (entertain, challenge, inspire) and rational messages (inform, solve, educate). Jeremy notes that understanding what motivates people to share is at the heart of every successful social marketing campaign.

You could argue though that there should be one more element to the social media purpose pyramid, one that LinkedIn capitalised on these last few weeks. Social media provide you the perfect platform to brag about how great you are. A simple enough email then from LinkedIn to their users congratulating them that they are one of the most viewed profiles on the network. That ego boost was gratefully accepted and shared by many LinkedIn users, resulting in over 80,000 tweets mentioning individual greatness. TechCrunch takes a closer look at the LinkedIn email campaign (HT @tomparker81).

The King is hacked – Another week, another Twitter disaster. This week it was Burger King’s account that got hacked (apparently their password was ‘Whopper123’) and while it did get them 30,000 new followers in one day, it probably wasn’t worth the hassle/brand damage. Of all the many articles, Gizmodo probably has the best summary, including the wonderfully smug tweet from McDonald’s saying they had nothing to do with the hack. The lesson is clear: use a strong password, change it regularly and don’t use the same password for all your accounts.

How to create a strong password? XKCD has the answer.

Source: xkcd

A quick side note on hacking – this interview on the BBC with Jeff Jarvis was supposed to feed into the usual media panic of ‘oh my God, we’re all getting hacked’. It doesn’t quite go to plan. You can almost hear the Facebook PR team cheering in the background…

Also: is the Beeb really that precious that it feels it needs to cut an interview short because the interviewee has used such vitriolic insults as “crap” and “BS”?

Creative CVs – Could you get your whole CV across in 6 seconds? Aspiring journalist Dawn Siff has published her CV on Vine. Other recent advances in CV formatting have brought us Philippe Dubost’s Amazon page and Sonya William’s eBay page. Meanwhile, Enterasys – a wireless network provider – is considering applicants for a six-figure senior social media position, but no paper résumés will be accepted. Instead, the company has decided to recruit solely via Twitter.

And finally: You had one job.

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The Harlem Shake and this week’s bits and bytes

Sainsbury's Giraffe Bread
Source: Sainsbury’s

What does Sainsbury’s have in common with Apple, Zappos, Trader Joe’s, the Ritz-Carlton and Lexus? According to Business Insider, they’ve all shown examples of big businesses actually getting it right. Some really wonderful stories, all showing that going above and beyond customer expectations will generate a lot of positive sentiment towards a business.

I’ve talked about the growing trend of second screening. 80% of Twitter users in the UK us the service via their mobile – or to put that differently, they tweet from the sofa and while they’re on the move. Twitter recognised this and even published a book on the link between TV and Twitter – how people talk about what is happening on telly while it’s happening. Not a big surprise then that Twitter acquired a social analytics start-up that measures just those two things what’s happening on TV, and what’s happening on Twitter.

The Harlem Shake is the newest Internet meme to take the world by storm. The 1-minute videos have already amassed over 44 million views on YouTube in two weeks. The meme is a combination of a track by Brooklyn-based DJ Baauer that was released in 2012 and the popular dance move from the ‘80s, both called ‘Harlem Shake’. It all seems to have started with a video by DizastaMusic where a group of people wearing bizarre outfits dance to the an extract of the track. Since then, the meme has mutated slightly, with videos now following the pattern of one person dancing while the rest are either going about their business or there’s no one else in shot. Then, once the lyrics kick in, everyone goes into a frenzied dance off. Completely mental but obviously brilliant fun for those taking part – and YouTube. There have been versions from Westpoint Cadet’s, the Norwegian Army, Western Uni students and the British Army. My favourite has to be this one from two DJs who incorporate their entire audience.

Cheeky Valentine’s Day advertising from Ikea in Australia: a free baby cot (some assembly required, I’m sure) for babies born on 14 November 2013. All you need to do is show them the coupon and a birth corticated.

Source: Coloribus.com

A great stunt from Nivea in Germany for the launch of their new ‘Stress Protect Deodorant’. Titled ‘The Stress test’, the stunt plays out in real time as an unsuspecting passerby is photographed and their image used to create newspaper splashes and breaking news reports showing that same person as the main target in a nationwide manhunt . It’s an idea that’s been done before in different guises but I think this execution in a German airport, bringing together a host of extras is excellent. You can really see the panic in their eyes increase, especially when the PA system announces in minute detail what they are wearing. And they say Germans don’t have a sense of humour…

Econsultancy provides a good overview of some of the common pitfalls for brands and their social media initiatives. In summary, stay away from campaigns that are only geared to gaining followers, promoting a purchase, offer a lame prize, or only serve to make something simple more difficult.

And finally: Love reading the Guardian but can’t quite come up with an appropriate comment? Try the random Guardian comment generator.

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Digital dualism and this week’s bits and bytes

Source: mediabistro.com

It’s not often that a study in a journal on ethics gets much attention outside of academia, but if your study finds that PR professionals are in fact guiding the ethical decision making in organisations, that’s a different ballgame. In fact, when properly understood and practiced PR is ethical by its very nature.

Another week, another social media meltdown. After HMV it was Applebees’ turn in the US to go up in flames in front of the eyes of the world, in real time. A long post by RL Stollat on his blog, it goes through the timeline of how it kicked off and all the mistakes that the Applebees social media team were making in excruciating detail.

Who doesn’t love to hate corporate jargon? We all do. And I’d argue we’re all guilty of it at one time or another. Econsultancy has pulled together a list of horrors where, I’ll be honest, I don’t know if I’d be able to refrain from slapping some sense into the speaker. I mean, ‘phablet’? Really? Apparently this is such a problem in PR, that digital agency Twelve Thirty Eight have created the ‘Buzz Saw App’: a web-based tool that strips out all the jargon, providing you with the total number of buzzwords used and a percentage score.

I have nothing but love for Lego. They just get this social thing. Just in case you didn’t think they were awesome enough already, to celebrate their 55th anniversary, they came up with a series of 55 minimalist posters of nursery rhymes, stories and pop culture references — all in glorious Lego! See how many you can get right – this is not just your average, boring ‘like-bait’.

It’s social media philosophy time – hooray!

Two articles by @nathanjurgenson caught my attention this week. The first is about the phenomena of digital dualism, where he argues that the scale of how people see their interactions with digital extends from one extreme – strong augmented reality, where they see as digital and reality being the same thing – to the other – strong digital dualism, where digital and reality are kept strictly separate. Confused? Read his post and take the digital dualism test (personally, I feel most comfortable at the mild augmented reality end).

The second, is a follow-up piece to the digital/reality scale and the consequence of more and more people living in total augmented reality. Instead of watching your favourite band play your favourite song, you’re filming in on your smartphone to be posted later on YouTube. Instead of enjoying the view from the peak of that mountain you’ve just climbed, you’re taking a photo to share with your followers on Instagram. Instead of having a good old chat with a friend, you’re tweeting that great one liner you just came up with. Nathan argues that like photography before it, social media changes the way we perceive the world. Have you ever asked yourself: “Holy crap, this thing I’m doing/I’ve seen/I’ve heard/I’ve read would look great on my [insert social media profile of choice]? He writes: “social media users have become always aware of the present as something we can post online that will be consumed by others”. Or, asked in the form of a question: Are we more concerned by our own social media history, that we forget to enjoy the moment?

The aptly named Creativity Online recently posted a collection of 10 projects from 2012 that expertly combine creativity with technology – while keeping the customer front of mind. The list includes some great examples from retail, my personal favourites would be Red Tomato’s Pizza Fridge Magnet button. The button is given to the only the best customers and programmed with their favourite order – all they need to do is press it and their order is delivered.

Then there’s Hellmann’s Recipe Receipt, where customers in Brazil who bought Hellmann’s mayo at a participating supermarket would get a recipe using Hellmann’s and the other items they’d bought printed on their receipt (HT @cdceniza).

In this week’s videos of the week, the new Mercedes CLK will make you want to make a pact with the devil to get it and all the sexiness that comes with it – but watch the clip before you sign away your soul. Also, my apologies for not already including this last week, but I just had to include it.

Microsoft launched this clever Internet Explorer ad for all the children of the ’90s. The snappy wristband thingies? The 56k dial up modem? The chunky yellow water-proof Walkman? And the pinnacle of awesome, the Supersoaker? I loved them all. Will the clip make me switch to Internet Explorer and turn my back on Chrome? Who knows…

And finally: the best think you’ll read this week (besides this email, of course): Simon Rich’s fantastic short story ‘Sell Out’ from the New Yorker (HT @TomParker81). So good, I immediately bought Simon’s book afterwards.

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#SocialBrands – my thoughts and slides

Today I had the great pleasure of speaking on behalf of Sainsbury’s at the Social Brand Conference in London. A packed day of brands and agencies talking about all things social media. From best practice customer service, content strategies, legal frameworks and ROI – there was just so much information to take on board and digest.

I spoke about how in today’s digital age, every crisis is now social, global and viral. I’ve embedded my slides below, but before I get to that, I wanted to put to paper some of the thoughts and inspiration from the other speakers that stayed with me.

Hats off to @Larssilberbauer from Lego for the work that his team has been doing. I’ve mentioned them on my blog before and I was very excited to hear first hand about how they go about social. What stuck with me the most was his deceptively simple approach to developing a social media strategy for Lego: If you understand people to be hard-wired to be social, then you have to understand what your customers social needs are. In the case of Lego, this is the need to build together and to show off that sense of pride you have when you’re completed your creation. Combine your business strategy with your customer’s social needs and hey presto, you have a social media strategy.

The results speak for themselves – just check out Lego’s brilliant “Brickmented Reality” campaign.

Lars then went on to talk about the simple yet entirely brilliant Lego social media driver’s licence. Put simply, a day-long course at the end of which Lego executives have to pass a theoretical and practical exam on social media. And much like any driver’s licence – if you mess up, it can be taken away from you.

A big theme of the day was that of agile social media teams (or SWATT – Special Weapons & Twitter Tactics, thank you @Jeremywaite for that bit of awesomeness) that sit somewhere between PR and Marketing and are not only plugged in to the big events and news stories of the day, but have the authority and resource to develop creative content for their brands to be a part of the bigger conversation.

With the Superbowl powercut fresh in people’s memory, no wonder then that it was Oreo’s ‘You can still dunk in the dark’ Tweet – created, approved and posted within minutes of the lights going out.

Other examples were Lego’s tribute to Neil Armstrong, Spec Saver’s cheeky ad on the back of the Eden Hazard/Ball boy incident and some more from the Superbowl:

@Jeremywaite provided the best definition of ‘Return on Investment‘ I’d ever heard at a social media conference: the actual definition of the concept, which was a very pleasant surprise.

ROI%  = ((revenue gained – investment) / investment) x 100

That definition coupled with his 1 slide social media report (Who is saying it? What are they saying? When are they saying it? Where are they saying it? and Why are they saying it?) will prepare you for any budget meeting with the CFO.

Finally on to @BruceDaisley from Twitter who showed a great clip about how the news of the recent helicopter crash in central London was shared on Twitter. The visualisation clearly shows how initial tweeters are at the centre of the story at the start, but then the power of trusted sources on Twitter during breaking news events such as Sky News and more prominently BBC Breaking News become hubs for the news (as I’m sure both Sky and the BBC will be happy to learn).

My mind is still buzzing from all the input, inspiration and ideas so I’ll leave you with my take on crisis comms.

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HMV’s Twitter meltdown, a masterclass in multimedia storytelling and this week’s bits and bytes

Pinch, punch, first day of the month – it can only mean our monthly look back at @SainsburysPR’s favourite tweets from January 2013.

And while we’re on the topic – Sainsbury’s has landed on rank 6 in the FTSE 100 social media index (up from 27th last year!). The report highlighted Sainsbury’s strong presence across all six channels in the index, especially the YouTube channel with its variety of content from recipe tutorials to playlists on its involvement in the Paralympics and with Fairtrade. Sainsbury’s use of Twitter and how we engage our corporate and consumer audiences through dedicated accounts @SainsburysPR and @Sainsburys was also seen as a reason for the strong performance.

Over on Escherman’s blog, @andismit takes a look at which journalists you should follow on Twitter. He uses data from Twitonomy to look at how The Guardian’s tech editor Charles Arthur uses Twitter (does he RT? Does he @? When is he most active?). This leads to a number of suggestions for how PRs should engage with journos on Twitter. It starts to get interesting though when Charles responds in the comments to the post and provides his own view on how to use Twitter – very useful to read his point of view and also goes to show that while using and understanding data is increasingly important for PRs, it should not be trusted in blindly.

In what ‏@marcusleroux from The Times called the most entertaining parting shot since Stephen Pollard left the Express, HMV’s official account @HMVtweets gained 10,000 followers in the space of a few hours yesterday as a an employee live tweeted the firing of over 100 employees. Apparently, HMV HR had started internal redundancy meetings with the marketing teams, including the person responsible for their social media account. The tweets were quickly deleted, but not before they’d been screengrabbed and retweeted all over the world. The social media manager behind it all later posted her motivations from her personal account. I’ve pulled together a summary of it all together in a Storify about the #hmvXFactorFiring.

You should always read things carefully. Especially when you retweet them, as Capital Hotel learnt when they shared what they thought was a positive review by Jay Rayner with their followers. Oops (HT @tomparker81).

Everywhere there is talk about the old media world dying. Interesting then that it is old media institutions like Forbes and the New York Times that are blazing a trail for the rest of the publishing world. Forbes offer a great insight into the changing of the guard that is evident in both the technology used by the journalists as it is in the their mindset in a great piece titled Inside Forbes: A New Wave of Digital Journalist Is Showing a Profession the Way Forward.

But what really blew my mind is this brilliant project by the New York Times about an avalanche at Tunnel Creek. Titled ‘Snow Fall’, it is already being seen as a seminal piece of work in terms of online storytelling techniques. It combines videos, animation and audio around one specific event and pulls it all together through some beautifully written and exceptionally harrowing narrative to deliver what is an entirely engrossing online experience. Truly magical in its implementation as it keeps perfectly the balance between tech and storytelling. Bottom line: PLEASE LOOK AT THIS. IT IS ABSOLUTELY MAGNIFICENT. I can also highly recommend the Q&A with the author of the piece, John Branch (HT @davidjstocks).

Vine, Twitter’s new 6 second video app launched last week. Imagine Instagram without filters and instead of a photo you record a short video. I played around with the new Vine app myself and also had a look at how brands are starting to use it.

Image credit: Vine

Remember Foursquare? That app where you check in and get to be mayor of a location if you check in most often? Well as someone who was once the mayor of my local pub, my local coffee shot, my local Sainsbury’s, Sainsbury’s Head Office and a number of other places – I never really saw the point. Why? Businesses just weren’t rewarding check ins or mayorships. Launched in 2009, it’s taken them four years to finally come up with an app that allows business owners manage specials and view analytics. We’ll see if that will make checking in worthwhile…

Videos of the week

“Push to add drama by TNT – the sequel”

and “The Replacer”

Awesome. And you gotta love the Fargo reference in the second one.

Image source: Failposters

And finally: anybody who has ever spoken to me about QR codes knows I hate them and, given the chance, will go on a rant full of colourful language. Mainly because of the half-arsed and poor executed implementation. Generally I point people to the brilliant Pictures of People Scanning QR Codes but our very own @SimonLP has started curating these wonderfully painful examples of QR Code fails on Pinterest so I shall from now on point people who mention them there.

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How brands are using Twitter’s Vine

So here’s a wee video of Momo and I running in sub-zero temperatures along the Schuylkill River trail in Philly.

Why is that (possibly) important?

I took the video with Twitter’s new 6 second video sharing platform Vine. Available on iPhone only for now, the app encourages users to record short clips made up of even shorter clips. The UI is really simple, Twitter is integrated (obviously) and it doesn’t play well with Facebook (obviously) – all you really need is an idea and/or a cute subject.

Like Momo.

Vine isn’t even 24 hours old and already we’re seeing Brands experimenting with this new short form video format via their Twitter profiles.

Nothing earth-shatteringly ingenious or clever:

  • showing off their products and services,
  • offering a behind the scenes look at their employees, or
  • providing an interview snippet to entice fans into watching the whole thing.

But they’re showing willingness to try something new and most importantly, they’re having fun with it. Interesting also, that the brands values/identity clearly shine through in those little vignettes.

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Facebook’s Graph Search and this week’s bits and bytes

Using the example of the horrific helicopter crash in London this week, the Guardian looks at how traditional news outlets and broadcasters now use social media and photos posted to Twitter to cover the news – and what implications that has for image copyright: In the past, such material was called user-generated content, or citizen journalism. Now it’s just Twitter and everyone should be aware of the rules of engagement.

The National Retail Federation conference took place in New York this week and Reuters has been very taken by ‘smart screens’ that (a la Minority Report) know who is looking at them and display targeted information from ads to deals or their online shopping basket. Forbes focused on what eight retail CEOs have planned for 2013. Good news: Omni-channel and mobile are here to stay.

With their Track My Macca’s app, McDonalds really hit the nail on the head this week. The app tracks the ingredients in the food you just bought through some nifty use of augmented reality, geo-location and time information – basically allowing you to plug in directly to McDonald’s supply chain data. Social media integration allows you to share the burger you just ate and tracked on Facebook. You can download it from the app store here although I doubt it works outside of Oz (HT to @TaraSThompson).

Twitter released a report this week showcasing the tweeting habits of people while they watch television in the U.K. Why is Twitter important for TV? Well, if you’ve been reading my weekly bits and bytes, you’ll have read about ‘second screening’. Here are some stats to help you understand why the two go together like fish and chips: 60% percent of the U.K.’s 10 million active users tweet while watching a television program and 40% percent of all tweets mention TV in some form. Download TV Twitter Book ‘Tune in with Twitter’. It’s free.

It was all about Facebook this week: they launched their version of Skype/Face-Time but the big news was all about the launch of the ever so creepy ‘Graph Search’ to take on Google. At first, it will allow you to search people, places, photos and interests – before spreading to every bit of information on the network. So for example, rather than search for a Chinese restaurant in London, you could now search for a Chinese restaurant in London that your Chinese friends who live in London like. Mashable has used the Graph Search and learnt, for example, that Google employees like Pink Floyd, while – slightly more seriously, USA today looked at how businesses can use Graph Search to their advantage. Me personally? I think this is yet another reason to make sure you regularly spend time learning the new Facebook privacy settings, think twice about what information you share and remember that on any free platform such as Facebook, you are the product.

Oh yeah. MySpace finally relaunched. With a little help from Justin Timberlake and his new single. Which is horrible and why I don’t have more to say about the new MySpace.

Don’t call an iPad a mobile device. Stats from comScore show that 90% of iPad use happens in your own home, 40% in public locations (most likely café’s and on trains and around 30% at work. Or as Business Insider puts it: they’re home PCs that are a little easier to carry around.

A great spot from @a_little_wine: Helen McGinn, a former Tesco wine buyer quit London to live in the New Forest and turned a weekly email to friends on wine suggestions into an award-winning blog Knackered Mothers Wine Club. Red Online spoke to her about how it happened and Helen’s tips for blogging.

An impressive/mind-boggling look back at 2012 by Pingdom: How many emails were sent during 2012? How many domains are there? What’s the most popular web browser? How many Internet users are there? Find out on their blog.

And finally: The White House responds to a petition on its website to build the Death Star (HT @tomparker81 and all of the world’s Star Wars geeks).

Weather permitting, I will be in Philly next week. I might or might not pull together these here bits and bytes. I do however, plan to eat many Cheese Steaks.

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Blogging, improving breaking news at Twitter and this week’s bits and bytes

@SainsburysPR

Starting off with exciting news from the Sainsbury’s digital corporate affairs world, I am super excited to say that we have finally been granted official ‘blue tick of awesomeness’ status by Twitter for our @SainsburysPR account (thank you @simonlp). Equally exciting is the launch of the lifestyle PR team’s blog, where Kathryn and her team will be bringing you all the news from the world of fashion, home and entertainment. The first post provides a sneak peek at the Spring/Summer 2013 home & lifestyle show.

While we’re on the topic, here’s an excellent 8 point guide to blogging that not only sums it up perfectly, but also shows how it’s different from writing a press release or an article. From the importance of tweetable and descriptive headlines, writing upside down to inviting comments with questions and opinion – if you blog for work or privately, this is a must read, print, laminate and stick to the wall kind of document.

Twelve Thirty Eight have produced their annual review of PR jargon and practices that piss off journalists. Not too many surprises there I don’t think, but a good read with quite a few car-crash examples of what not to do in PR. Condensed here in The Guardian’s Greenslade Blog if you don’t want to go through the whole PDF.

Ideas of Year are looking for just that – creative ideas from the Great British PR industry – to showcase some of the best stunts, social campaigns, quick and simple media stories. At the end of the process, around 100 of the finest examples will be compiled in a coffee table book that’ll be published with PR Moment in March 2013. So if you have a campaign to enter, complete this form and submit it by January 20.

Hasbro came out with a clever PR campaign this week, asking fans of Monopoly to vote on which of the classic tokens will never pass go again. The Guardian and The Mirror have covered the story and Paddy Power made the wheelbarrow odds on to be axed, with the cat tipped to replace it. Head over to the official Monopoly Facebook page to save your favourite token!

Lego have been on a roll in regards to customer service recently and this week has been no exception: A boy lost his new Lego toys in Sainsbury’s. He wrote a letter to Lego asking them if they’d replace the toys. Lego’s response is pure customer service gold. The original Tweet has been shared thousands of times, ITV and other media outlets have picked it up, and I don’t have to tell you the importance of quick, empathetic, helpful, human customer service in a viral world.

Must watch video of the week: The totally epic, OTT, 3 minute clip for The Guardian and Observer Weekend™ featuring none other than Hugh Grant (really). Turn up the volume, sit back and enjoy (HT @TomParker81 and @tarasthompson).

Check out this excellent print campaign from Expedia using airport codes and luggage tags. Makes me want to book my next flight and check in – although LHR PHL LHR doesn’t really spell anything.

The guys at Oddbins are back and running yet another marvellous promotional campaign. After their cheeky anti-Olympics campaign in the summer, they’ve now turned their attention to four groups of people who, in 2012, did not always receive the love that they probably deserved. Throughout the four January weekends mothers, bankers & journalists, Germans (YES!) and gingers will take turns to receive 10% discount. I am getting ready for the German weekend.

We all know that the place for breaking news is Twitter. Something happens and people instantly come to Twitter to search for a keyword – often without getting much context. Looks like Twitter are looking to wrest that role of context provider from media outlets using a combination of clever algorithms and dedicated people: they are working to improve the search function with a real-time human computation engine that helps identify search queries as soon as they’re trending, sends these queries to real humans to be judged, and then incorporates the human annotations back into Twitter search results.

Still on Twitter, those crazy cats at @SolihullPolice are at it again, providing their followers with the best comedy crime fighting you could possibly squeeze into 140 characters.

No surprise given murky privacy settings, tax affairs, Instafail, and the new Poke App, but Ad Age doesn’t like Facebook very much: Think of Facebook as a self-absorbed, petulant brat, one that doesn’t understand how to play well with others — users, investors, partners, competitors. Perhaps they should send that to Mark directly – it’ll only cost them a $100. That’s one way to monetise your social network… (HT @stangreenan)

And finally: a ridiculously well done Brad Pitt Chanel N°5 commercial parody featuring Johnny Depp (again, HT @stangreenan).

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The increasing power of PR and this week’s bits and bytes

A round-up of my favourite tweets mentioning Sainsbury’s in December kicks of this week’s update. You can check out November andOctober if you missed them.

The must read article of the week comes from Management Today and their look at the increasing power and influence of PRs. There’s a perception in some quarters that PR is just about transmitting a message. It’s not. It’s first and foremost about interpreting reality, reading the Zeitgeist. […] That requires some distance from the status quo. A good PR has to be a bit of an outsider and be prepared to tell people hard truths. I could just quote the whole thing. Trust me. You need to read this.

Last week I mentioned that I was looking for the top PR stunts of 2012 – well, here are some that caught my eye:

  • The BBC put together a look back at the top memes and viral videos of 2012, and of course we were chuffed to see that Giraffe Bread made it onto the list. Interesting to see the imbalance of planned vs. reactive – clear indication that you don’t make something go viral, it just happens.
  • One of France’s leading marketing bloggers Gregory Pouy pulled together a great slideshare deck of the best digital campaigns of 2012. It’s 82 slides long and includes videos as well as a key take away for each campaign so make sure you have a cup of tea ready before you tackle this bad boy.
  • Rich Leigh over at @GoodandBadPR did a brilliant job at pulling together his top 20 PR stunts and campaigns of 2012

What’s going to happen in 2013?

  • @AndrewGirdwood  pulls together 9 observations of where digital is headed in 2013. Point 9 sums it up nicely for me: In this increasingly complex digital landscape – a landscape that is evermore intertwined with offline – people, especially the crowds, are inherently unpredictable. Good marketers will recognise and adapt.
  • Meanwhile, The HuffPo looks at predictions for retail and mobile – note the schizophrenic nature of our relationship to our smartphone. It allows loyalty programmes access to people’s pockets but at the same time gives customers the ability to ‘showroom’.
  • 7 social media trends from Luke Abbot’s excellent blog
  • Vice magazine looks at the age-old journalistic practice of using event anniversaries as story hooks. Prepare to read the 2013 headlines today.

And as ever, for every positive summary, there seems to be twice as many ‘top fails’ compilation. Adweek put together the 20 biggest brand fails of 2012 and you have to admit – from Amazon spoiling a key plot point in a book, the Bic ladypen to Nestlé using a bear that looked suspiciously like ‘paedobear’ – there are some crackers. I wouldn’t have put the AMC theatres/Oreos cookies in myself though, that was just a bit of a banter between two branded Twitter accounts. Still, this is very much a top 20 things not to do in communications.

Through sheer luck, I came across a video by Minute MBA about the top three HR mistakes companies make (no handbook, withholding criticism or praise from employees and ignoring the competition) which led me on to another of their videos about what you can learn from Valve’s Employee Handbook. If you don’t know, Valve are the people that developed probably one of the greatest and genre defining games of all time: ‘Half-Life’. They went on to develop the gaming platform Steam and another mindbendingly brilliant game ‘Portal’. In 2012, Valve’s employee handbook was leaked and caused quite a stir in the gaming and HR world. So I found myself sitting at home, on a Saturday morning, totally enthralled by a employee handbook for a company that I wasn’t working for. Not only does the handbook do a great job at outlining what their company culture is like, it is really very funny! They promote a total lack of structure to promote creativity and to empower their employees to follow and create what they believe has value. A brilliant bit of work, well worth the read and I’m sure that handbook and company ethos is a big reason why they attract some of the best game designers and engineers in the world (the handbook has a prominent place on their homepage, in high and low res pdf).

Always a relief to see when your principles of dealing with negative customer comments online is mirrored by third parties. Social Media Today provide this great 12 point checklist on how it’s done.

Do you know what the world’s most active Twitter city is? Nope. Not that one. It’s Jakarta.

And finally: feeling the January blues? Then head over to the nicest place on the Internet and get a hug: http://thenicestplaceontheinter.net/

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