Mirror Mirror

Posted on by RichardAKent

Stan Rapp said recently, “This generation of consumers are the most narcissistic in history.”

Boy was he right. We all sit and polish our ‘Me’ brands with huge care and attention. Shall I change my profile picture (logo) for the umpteenth time? Sure we do.

It’s not a bad thing. That narcissism was always there, it’s just that now we all have channels through which to promote our ‘Me’ brands.

Firstly, isn’t it interesting what some people do with them? How many times do you see oblique status updates or tweets that are just begging for comments or re-tweets? I’ve been astonished how many times I’ve read a sad status update only to followed by “Aww hun. I’m here if you need to talk xxx”

Meaning, “I’d rather you kept it to yourself, but I want my brand to appear caring and concerned and I want to comment before the competition (I mean our other friends) do.”

Secondly, what does this narcissism mean for business?

Well, I believe it means that people (British people) are no longer shy about complaining. That quaint British trait. Their brands are protected by their screens and they no longer have to actually speak to people. Think about the work environment and that most poisonous development – cc’ing on email. A cowards charter to broadcast vitriol and blame! Screens insulate us and give us a shield behind which we can hide.

But, it’s not going away. To be successful in the future, businesses and organisations are going to have to accept the new reality and respond immediately to publicly broadcast complaints as well as positivity.

Old Spice tear up the rule book

Posted on by RichardAKent

I felt the same on Wednesday having seen the Old Spice campaign on social media, as I felt after Gorbachev and Reagan came out of a room at the White House all those years ago. The world will never be quite the same.

For a Brit, Old Spice means cheesy 70’s TV ads, so it was even more impressive for P&G and their agency, Wieden and Kennedy to succeed in the way they did.

In a nutshell, a series of TV ads run over the last few weeks introduced the brand character ‘I’m the Man Your Man Could Smell Like’. But on Wednesday the campaign was taken to a whole new level. Having seeded questions across social media for the last two weeks – “what would you ask the Old Spice man” 87 videos were recorded in Portland Oregon on Wednesday and broadcast live on youtube in real time. Staggering. As well as answering questions from influential twitterers such as Ryan Seacrest and Alyssa Milano (with whom he engaged in a 4 tweet video conversation) Old Spice man also answered those posted by average internet users who had posted their questions on Twitter, Facebook, Reddit and blogs.

The legacy of this campaign won’t be known for a time yet, but women creating a posting their own videos in response to Old Spice man, plus a ‘smell off challenge issued to the Old Spice man.

Is the this a sea change in the use of social media by big brands?

You’ll always find me in the kitchen at parties.

Posted on by RichardAKent

You know how it is when you’ve meticulously planned a house party? Chairs have been carefully arranged, playlist set and ready to go, lights dimmed to suitable level etc. etc.

And then the guests arrive.

They say their “hellos” and start the smalltalk. Politely accept a canapé and take their first drink. More and more arrive.

And then the early guests disappear. Gradually more and more people are congregating in the kitchen. People have loosened up a bit. Gossip begins to flow. Secrest are shared with strangers. THIS is where the real party is!

You can’t go in there and corral everyone back in. They’re likely to just make their excuses and leave early.

And so it seems it is with businesses and social media.

People are realizing that the really cool people, are hanging out in the kitchen – on Facebook, Twitter or on Blogs. Company websites – the host’s living room for the sake of this analogy – is where the party line (sorry!) is being followed. There’s nothing wrong with the living room of course. It’s beautifully designed, comfortable and feels just right. But more and more, people want the inside track – secret offers, direct dialogue, a proper and human reaction to a complaint or question.

The kitchen is now where the real party is happening.

LeBron ‘King’ James launches on Twitter

Posted on by RichardAKent

Anyone who has been following the free agency circus over the last few days will have heard that LeBron James has launched on Twitter. What makes this so stunning is the speed at which he was gathering followers. Whilst the two other main free agents – Dwayne Wade and Chris Bosh – continued to send oblique tweets giving no clear sign of what their plans were, LeBron kept his counsel – until Yesterday morning and the launch of @kingjames on Twitter. Within an hour he had 50,000 followers and by the end of the day had amassed over 200,000 once word got out. His opening tweet, gave away nothing of his plans – we wait until 9pm ET on ESPN for that, but what this move signalled was the central role that social now plays in all our lives.

As a new fan of the NBA and the Chicago Bulls, I have been riveted to Twitter since midnight on June 30th for any signs of where the King was going, hoping against hope that he was coming to Chitown. It had taken over my world! We now seek news from our peers rather than established news channels. We can talk to each other about these things, discuss and create our own rumours.

For now we wait for LeBron to decide, but the waiting room is now officially called Twitter.

Twitter feeds on Linkedin status updates. Is it just me?

Posted on by RichardAKent

Here’s a group discussion I started on Linkedin last week. It’s been really interesting to see how such a modest litle gripe of mine stirs such debate.

Something that has been getting a little irritating recently has been having to scroll through peoples personal activity and thoughts as they’ve linked their Twitter feed to their Linkedin status updates.

I’m delighted for you that you managed to cycle up a hill and I’m very happy that you’re becoming a father soon, or very sad that a family member is ill, but please! Even worse – family pictures are attached AAARRRGGGHHH!!!!

Where’s your dignity?

If you’re going to link the two, surely your business Twitter account is more appropriate? I see this sometimes and it’s fine, albeit a little self indulgent sometimes. If you haven’t got one, get one.

Surely Linkedin is for business updates to like minded contacts?

Am I alone in thinking this, or do others really want to know the details of our personal lives, or views on the whether Lebron is coming to the Bulls – Hope he does 😉