“There’s only two people in your life you should lie to… the police and your girlfriend.”
There are two simple rules brands must follow when a customer asks a question on any social network:
– be honest
– don’t be dishonest
Easy. But let’s start with a Freudian analysis.
Young children ask an average 4,566 questions a day. “Why this?”, “Why that?” and so on. Now, unless you are a heartless loveless and soulless being, you will try to answer at least to half of the questions. In this phase, two types of parents can be seen: the ones who try to come up with the right answer, and the ones who just come up with something – a half-truth, a lie, a who-cares-she-is-gonna-forget-about-this-anyway, a complicated half-lie which doesn’t really help and makes things look even more intricate, a whole plain big load of bulls**t and other countless ways to avoid that sad “Daddy doesn’t know (and doesn’t have an Internet connection), sweetheart…”
If you do it in the privacy of your own home, you’ll have to justify your behavior to your wife and kids, but if you are a brand on social media, your lies are likely to be exposed to millions, and eventually collect comments and reactions that won’t help your reputation.
Case 1 / Sky Movies HD
I believe trolling can be a useful and interesting activity, from a sociological point of you. Provoke someone, and see what happens. Action / reaction. Some brands are good dealing with that, some are bad, some are honest.
Some time ago I was listening to some music on Spotify. As I am a cheap person, I still use the free account, which means you have a limited amount of features, and every three songs there is someone trying to sell you something, with a cheesy ad.
So I decided to complain on Sky Movies HD’s Facebook page.
Here’s the reply. I quite like it.
Case 2 / Campari
The guys at Campari describe themselves as the skippers of “uniqueness”. It doesn’t seem so in the following post, in which a young lady pointed out the image is surprisingly similar to another brand’s JPEG.
Here’s the original, from Molinari Sambuca Italia:
And here’s the rip-off:
What do they do after she left the comment? They hide it from the page.
She finds out, and tell the guys “You hid my comment?? double #faillllllllllllll”. After a little while, the comment magically reappeared, with this reply: “Hi ____, our apologies, for some reason your link triggered our spam filter and hid your comment automatically. In response to your comment: we did not intentionally create a similar post, what can we say? Great minds think alike! J”
Now, if that is not a big, fat, shameless, impudent, cheap, insolent, brazen, blatant lie, then I am Diego Armando Maradona.
What do you think?
Back in the 1980s, people used to visit exotic places and take a gazillion pictures with big black squared point-and-shoot cameras, then come back home, invite people over, give them crackers, salty biscuits and pistachios, show them the gazillion pictures, and bore them to death.
Here’s me riding a camel. Here’s Jen posing in front of the Great Pyramid. Here’s our driver, Rashid, eating ice cream. Here’s Fritz, a German fellow traveller, dancing to Lady Gaga, on the boat, during the Nile cruise.
And so on and so forth, multiplied by a gazillion times.
We already spent some time explaining why Burberry, AKA one of the toppermost social brands ever, AKA the reference when it comes to all things digital marketing-related, is surprisingly weak on Pinterest (and Instagram), when they talk about London.
I mean, London is not exactly like Hull – two streets, three pubs, fish & chips shop, that’s it – so why are they always posting pictures of Trafalgar Square, Westminster, Tower Bridge and other rather unoriginal stuff?
The only explanation is they hired a team of social media veterans – meaning they are a bunch 75-year-olds accountants with a passion for colourless clichéd holiday photography.
Now, my point is: do you want to show London’s vibe, its characters and countless shades of Majesty and Beauty, in an original and unique – yet organic mummy-friendly – way? Then get inspired here:
Tips, food, places, photos of sheep roaming next to Canary Wharf, parks and green spaces, iconic design, healthy eating, tilt-shift photography, vintage, art and characters. Of course, this is not the perfect Pinterest account, the one scientist will study in the future and social strategists will talk about for many years to come. Yet, although this is not a a £4.95 billion business – like Burberry – they inform and entertain and tell the story of a great place, in a very pleasant way.
What do you think?
So, Pope Benedict XVI resigns, and the Internet goes mad. Not your typical Monday morning.
From Obama-inspired posters to witty tweeting cats, everyone has got something to say.
(picture courtesy of Fast Company)
Jokes about the economic situation and unemployment appeared everywhere.
As usual, book retailer Waterstones came up with some very smart tweets.
But the best is yet to come, as betting agencies ride the wave, and start calculating the odds – who’s going to be next? The Ghanaian guy, José Mourinho, Balotelli, Bono? Only God knows.
What do you think?
Last night I had a lovely chat with Sennait Ghebreab, a lovely young lady working as an international account executive, at Matthew Williamson. After a few drinks I tend to talk about my personal life and – I don’t know why – photography. Sennait first listened politely to my personal life-related issues, then told me about her favourites SS 2013 fashion ad campaigns.
1. Givenchy / Mert Alas & Marcus Piggott
2. Lanvin / Steven Meisel
3. Alexander Wang / Steven Klein
4.Balenciaga/ Steven Meisel
I personally prefer last year’s campaign, which I find AMAZING.
5. Out of competition / super partes: Marc Jacobs / Juergen Teller
Once again, I prefer the punk-ish little sister campaign – Marc by Marc Jacobs, by Juergen “THEBESTEVER” Teller
What do you think?
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