Is it ever acceptable for a dictionary to be a dick on social media? 

Manning your organisation’s social media control decks is both a blessing and a curse.

On the one hand you’re in the privileged position to be the sole voice of the company. Whether you spend all day responding to customer service queries or exercise your poetic licence to raise awareness, there’s no limits to how digital channels can be used.   

That’s the message you push in job descriptions anyway. The honest truth is that you have to bat away some curveballs sometimes. And, the bigger the brand, the more frequently you have to be ready to strike. Day in, day out, sometimes it’s tempting to just tell it like it is. 

At least that’s what US dictionary brand Merriam-Webster did last week. Sharing words of the day and language facts with its 124,000+ Twitter followers (over 6,000 more than the Oxford English Dictionary to put it into context), it tweeted a link to an article posing the question: Can ‘mad’ can be substituted for ‘angry’?

 It all started with a question 
The original tweet generated over 500 shares, but the story didn’t end there. Gabriel Roth, senior editor of political magazine Slate, jumped off the back of this question and began comparing the brand to an easygoing parent. On the surface they’re everything you’ve ever wanted but in the end you begin rebelling against them due to a lack of rules. 

Odd? Yes. Funny? Yes. Called for? Not really. But, if Twitter was reserved for relevant content, it’d be less than half the size. 

What’s brilliant about this entire social media exchange is Merriam-Webster’s six-word direct reply to Gabriel: No one cares how you feel.

 Merriam-Webster owned Gabriel Roth on Twitter 

The mic-drop of social media marketing, the community manager was able to sum up everything I was thinking while reading up on the story on PR Daily with pure swag. And, I wasn’t the only one to appreciate the droll humour, as it’s accumulated over 17,000 re-tweets in less than a week. 

Gabriel has written about his experience of being publically ‘owned’ by the brand, questioning that once a company isn’t worried about the impact its actions could have on its bottom line or reputation, all rules go out the window. 

Some would say that’s when the real fun begins. All of a sudden, the company is in control of the conversation – not the consumer. And, in this case, it gains all the kudos and none of the drama. 

That’s not to say Gabriel hasn’t gained from this exchange. He’s picked up notoriety (standard 15 minutes of fame), followers and article views. But, while he continues to respond to the viral after effects, for Merriam-Webster it’s back to business as usual. My hero. 

It just proves that the best types of PR can’t be planned. It’s trusting your best players to steer the ship, using gut instinct to manage the waves and see you through to the other side of the storm. In Merriam-Webster’s case, it didn’t even consider putting its life jacket on. 

That’s what makes this brief breakaway from convention so brilliant. 

How would your brand fare in a conversation like this? Replicate at your own risk. 

Why Captain Morgan’s right to challenge the US Constitution

We all know that most brands are good at PR, but very few are effective at adding value to the wider conversation. They’re frightened to have an opinion for fear of rocking the boat and alienating their customer base.

Of course, companies can also push the boundaries too far. Think Paddy Power who just doesn’t give a ____ (any bets on what I’d like to write?) But, those that sensibly align with issues, which are relevant to their audience, stand to gain talkability, loyalty and column inches. 

Interestingly, Captain Morgan hasn’t just scrolled through Google Trends to find a topic to get behind. Instead, it’s done its homework and began campaigning to change the US Constitution to engage Millennials

 Captain Morgan for President? 
Having identified that people under the age of 35 cannot serve as President of the United States, it’s started a movement by petitioning to change the law – all for the price of an advert in the New York Times, a hashtag (#Under35POTUS) and some digital video spend.

 Captain Morgan puts pen to paper 
At a time when the political agenda is rife; not just down to the Clinton vs Trump battle but the Brexit aftershock too, it’s a shrewd move by drinks brand Diageo. Especially when you consider that the pool of customers this campaign is relevant to is considerably smaller, given that the legal drinking age in the US is 21. Perhaps that’s the reason this social experiment is a slow-burner for the brand – with little over 3,500 / 100,000 signatures on the White House petition secured to date and a campaign tweet generating just 35 re-tweets so far – but I don’t think it matters. It’s significant that the Captain is even starting the conversation.

It’s not the first time a Diageo drink has spoken out. Smirnoff has long ‘come out’ as a supporter for same-sex marriage using the slogan ‘Every pairing is perfect.‘ Since then it’s continued the crusade, taking ownership of the topic to become a thought leader, by partnering with BOB to create limited edition #LoveWins vodka bottles in the colours of the Pride flag.

But don’t be fooled. This isn’t a call for brands to pluck issues out of thin air and stick them in a communications strategy. Just because something’s popular, doesn’t mean it’s positive. American Apparel and GAP are both guilty of using natural disasters to push products which, quite rightly, were rejected by the public. (Even as I type this I can’t believe those marketers thought it was a good idea!)

At Prime Time our advice is to start small. Use social monitoring to see what your customers are talking about and brainstorm some ideas about where you naturally fit into the conversation. Then marry this up with what you could actually say that’s worth listening to. 

Now, excuse us, while we pour a drink and research how to become an American citizen. We’ve got work to do. 

Andrew Castle serves double fault after making ‘sexist’ comment

It was only earlier this week I professed my ‘voice crush’ for Andrew Castle. I don’t know why, but Great American Songbook tracks sound so much better on Smooth Radio when he introduces them. 

So, I was disappointed to hear he’d been dubbed ‘Creepy Castle’ after making an unnecessarily sexist comment during the Marcus Willis vs Roger Federer match at Wimbledon. 

Wimbledon commentator Andrew Castle makes a sexist slip-up 
He commented on Willis’s girlfriend’s looks saying: “It’s a pity my dentist doesn’t look like that,” and quickly felt the wrath of upset viewers who called him out on social media for his sexist remarks. 

But, the real problem is how he failed to nip the issue in the bud. 

Rather than ‘smoothing’ things over by apologising, he decided to reply to a particular tweeter who asked him to just concentrate on the tennis – branding her ‘earnest, humourless and probably no fun at all.’ 

Since when is it acceptable to ‘serve’ sexism with a side of bitterness?

 Andrew Castle's bitter tweetI’ve previously blogged about the importance of social media silence. Rather than adding fuel to the fire, celebrities, brands or individuals should use the time wisely to:

  • Review the situation: What’s happening? What impact is this having on the brand? 
  • Resolve the situation: What’s needed? Plan next steps to reduce any negative impacts
  • Reflect on the situation: What could’ve prevented this happening in the first place? What processes need to be out in place to learn and develop from this? 

As Castle’s spat continued, and a small number of complaints rolled into the BBC, he then proceeded to apologise in the most insincere way possible

“Obviously never mean to upset anyone. If I did then I apologise.”

Perhaps he thought he had nothing to worry about after winning support from Jennifer herself who tweeted him to say she’s taken no offence to the comment – something he shared on Twitter to help with his defence.

 Jennifer rushed to Castle's defence 
Wimbledon has already moved on from the incident, but the media hasn’t. The Guardian, Independent and Mail are just a few titles which have run the story ‘nursing’ the issue – which has divided Twitter users. 

Some say it’s lecherous. Others say it’s a compliment. I just agree with those who say it’s irrelevant. 

His role is to add value to the tennis and light-hearted banter, addressing women’s looks, shouldn’t be part of his remit. 

What do you think? Will Castle learn or make a double fault again later on in the tournament?

Twitter allows brands to target users through emoji

My friends all know that I love three things: Bulldogs, Michael Jackson and emoji (order subject to change).

I can’t help it – each one makes me smile, lifts my spirits and puts a spring in my step.

And, I’m loving that the latter is still riding high with users and brands alike. A trend that’s set to continue when Unicode 9.0 updates its offering with 72 new images on Tuesday 21 June.

Emoji knows no prejudice. It offers fair-game for commercial and non-profit organisations, big and small; inviting everyone to think more creatively. Chevrolet, Dogs Trust and, most recently, Cosmopolitan are just a few companies using the icons to connect with users in a fresh way.

It was just a few weeks ago I threw down a gauntlet for New Look (a brand which features emoji regularly in its subject lines), challenging the fashion retailer to personalise my communications with the correct race.

Will New Look be the first brand to personalise content by race?
But, perhaps we’re closer to this milestone than I expected.

Twitter’s set to celebrate World Emoji Day next month (17 July) by giving brands the chance to build campaigns targeting users based on their emoji use. For example: Tweeted a burger icon recently? Burger King could now follow up on this by offering you a discount. Or, if you’re frequently sharing your ‘frustrations’ with an aubergine, Durex might help meet your needs (ahem).

Personalisation, based on factual information (ie, location, interests, buying history etc) is no longer a choice for brands, it’s an expectation. In its simplest form, all organisations should be addressing consumers by their first name, but anyone who’s anyone knows the scope is far wider. The biggest challenge is to strike the balance between useful and creepy data usage.

But, targeting based on sentiment, feelings and expression is fresh and novel for Twitter. Unlike Facebook, which encourages people to express themselves via a range of reactions, emoji is a quick win for the micro-blogging site.

But brands will have to determine if infiltrating online conversations with authentic and relevant responses to trigger brand awareness is enough. 

Sorry chatbots! Automated responses won’t (or at least shouldn’t) be good enough for this mechanic.

Twitter transforms emoji into keywords for campaign targeting
With Twitter canning its ‘buy’ button to focus on other areas of the business, sales results will be limited.

But, that’s ok, there’s much more to gain. Here’s Prime Time‘s predictions:

  • Increase in bespoke hashtag-emoji combinations to help brands to interpret users’ sentiment more effectively
  • Improved social media listening tools to help brands react to people’s moods within minutes
  • Brands to integrate more emoji into its marketing materials to trigger brand affiliation
  • Increased competition between brands to see which can respond to users’ moods most effectively eg fast food chains

How do you feel about brands listening in and jumping off the back of your tweets? Leave your comments below.

Sulking on social media could bag you a Snickers’ bargain

What is it about confectionery brands that blend so well with creative agencies?

Whether it’s their risk-averse attitude, willingness to focus on features and angles beyond their product or simply having complete confidence in knowing their customers’ needs, I want some. Now.

Last year Cadbury’s gorilla advert was voted the nation’s favourite and, more recently, it landed on its feet again with a successful Milk Tray Man re-launch. That’s in addition to Nestlé’s KitKat giving customers an extra finger free of charge and creating white-noise campaigns to force fans to take a break.

But, that’s old news now. As part of Snickers Australia‘s continued ‘You’re Not You When You’re Hungry’ campaign, it’s teamed up with 7/11 and the Melbourne Institute of Technology to use Twitter to vary the price of its chocolate bars depending on how happy social media users are.

That’s right – the Hungerithm measures negative sentiment on Twitter and updates product prices hundreds of times each day, based on how upset people are.

Snickers Australia's Hungerithm analyses negative sentiments on Twitter
To put it simply, sulking will lead to a significant drop in price at any Australian 7/11 store, when users redeem their treat using a mobile-friendly barcode generated by the campaign website.

Technology and partnerships aside, this project is ‘spot on’ for the brand – encapsulating its personality, persona and values which it’s neatly packaged up for its quick-witted ‘shoot-from-the-hip’ audience.

As I write this post, the current Twitter mood is ‘frowny’ (which I can definitely agree with having done a lot of travelling today), meaning Snickers’ stock is currently at $0.99.

Snickers Australia's cool campaign could land customers a bargain
But, it’s interesting to note that, despite having thousands of followers, Snickers has relied on word of mouth to spread the marketing message. Since the PR trail began with industry articles on The Drum and Mashable today, it’s not posted a single organic tweet. Instead, it’s opted to pin a third party one.

Having read a couple of interesting articles on influencer marketing recently (including ‘Is it time to call bullshit on influencer marketing?’ by Dom Burch via The Drum) perhaps the brand’s simply admitting that, although it may have the ideas, it recognises it doesn’t have the [natural] distribution methods to cascade its stunt out to the widest-possible audience. Mashable‘s 7m Twitter following dwarfs Snickers’ 4,000, so, in that respect, it’s definitely thought this one through.

Overall, the Hungerithm is a smart piece of social media. It gives the consumer everything (cheap chocolate) for absolutely nothing. No hashtag required; just insane honesty about how they’re feeling.

Although, I do wonder how Snickers Australia could get this digital execution so right, when KFC made such a mighty meaty mistake last month!

What are your thoughts? Are you hungry for more?

MTV opens up a new series of Cribs with Snapchat

It’s been 36 years since The Buggles declared that video killed the radio star. Yet since MTV launched in 1981, it’s been pivotal in bringing popular music to the masses – giving iconic artists such as Bon Jovi, Bryan Adams and Prince a rock and roll platform to sing from. 

But, there’s a long-running joke that the MTV channel(s) don’t play music videos anymore – favouring original programming and much-loved sitcoms instead. Think Geordie Shore, Awkward, Jackass and, my personal favourite, Catfish.

In a bid to retain its portion of the youth market, MTV’s turning to trending social media networks to engage audiences. 

That’s right everyone: MTV Cribs is coming to Snapchat!

MTV Cribs returns - in the palm of viewers' hands 

Returning on the brand’s Discover channel as a weekly show 16 years after launching, celebrities will give self-guided tours of their mansions from next month.

Not only does this cut costs for the broadcaster – eliminating the need for expensive film crews – but also gives a viewer a more intimate experience with their idols. Win-win. 

Statistically, that viewer will be one of the 100 million users from its niche 18 to 24 year-old demographic. And – recognising that people want to be involved, informed and entertained in a matter of seconds when using the channel – brands are being forced think of bespoke and creative content ideas to stand out against the likes of competing editorial providers e.g. Daily Mail, Buzzfeed and People Magazine.

Known and famed for its content creation, MTV’ll definitely be well-placed to tell Snapchat stories to fans that are ‘switched on’ to the format. And, it’ll have some practice when it airs an eight-part sex and relationships series online next week called Pants Off

It’ll be interesting to see what success looks like to the brand. I’ve recently noticed it’s invested a lot in Instagram, besides Snapchat, which is great for awareness. However, it offers limited analysis or incentive to drive people back to its website or TV channel. 

This suggests it’s willing to continue diversifying to ensure it maintains its relevance for social media savvy audiences who demand snackable and convenient updates. 

The video star has been under threat for years, but has Snapchat finally killed it? 

Watch this space to see how it ‘plays’ out. 

KFC’s sexist tweet gets followers hot under the collar

KFC Australia has given a whole new meaning to the brand’s ‘finger-lickin’ good’ slogan after posting a sexually-charged tweet earlier this week.

Declaring the post #NSFW, KFC posted an image of a couple sat on a sofa, with the woman leaning into the man’s lap reaching for a [pixelated] object. Now, I’m no detective, but I’m guessing it’s…Colonel Sander’s chicken. 

Seriously, take your mind out of the gutter!

 KFC Australia's #NSFW tweet 

Unfortunately, the social media team’s 23,000+ followers found it sexist – and weren’t afraid to say so. 

From cries that the post was encouraging rape culture to jerk chicken innuendos, KFC soon realised the post hadn’t generated the reaction it expected. Under pressure to appease its public, it apologised before deleting the original tweet – but not before it’d been re-tweeted over 1,000 times.  

Personally, I don’t think this social media faux pas will feature in the top 10 digital fails of all time, but it’s a good opportunity to ask: what can we learn from brands’ online hiccups?

Know your audience 
KFC Australia uses its Twitter account to proactively distribute content as well as respond to customer service enquiries – and it seems to manage both tasks well, with a great sense of humour and tone. 

But, on this occasion, it misjudged its followers. If you’re classifying any posts as #NSFW, that’s your cue to check it’s appropriate, suitable, relevant and complements your overarching marketing strategy.

Be sincere 
We all know people who publically complain about offensive campaigns only add fuel to the PR fire. Even I couldn’t resist digging out Protein World last year.  

Essentially, if you feel the urge to ‘like’ the humorous responses and keep the conversations going, don’t. It’s far wiser to adopt a neutral position, rather than be perceived as misogynistic / sexist / chauvinistic etc. 

Just don’t take too long to apologise. Every minute that goes by suggests you don’t really care, and that you’re not in control. 

Get back on the horse
So, one of your tweets didn’t work out. But, that’s no reason to shy away from the control decks. 

If anything, spend some time planning great content to capitalise on your new-found attention and ensure people engage with you for the right reasons. 

This doesn’t just go for social media, but applies to your marketing and communications teams too. Ensure your company has a clear, integrated policy in place to handle negative comments along with a pipeline of evergreen content that can be rolled out at any time to help manage any hurdles. 

Scared you’re about to make a hash of choosing a hashtag? Check out our Prime Time classic on Penguin Books’ #YourMum campaign.

Sodo runs full steam ahead with its latest campaign

I know takeaway pizza doesn’t deliver the same authentic taste of Italy that I was lucky enough to enjoy last year, but it doesn’t stop me sometimes devouring a slice (or six – #NoJudgement). 

But, am I the only one who experiences guilty feelings when ordering? I scrutinise the calories, opt for low-fat cheese and order gluten-free bases where possible. Yet, thanks an initiative by a London pizza place, I’m now going to feel bad no matter what I order. 

Sodo has teamed up with a local running club which sees runners deliver pizzas to customers on foot. 

To eliminate the eco-friendly business’ carbon footprint, of course!

Ok… what else? 
Originally a one-off fundraising challenge, Sodo has decided to extend its success by re-launching it as a monthly event. 

Runners are captured on camera so customers can track their deliveries on Periscope – and even throw in some useful directions along the way. 

Who else knows about this? 
Sodo piloted this last year but, since building on the idea, the restaurant’s generated ripples of PR and media industry chatter

Is that all? 
From what Prime Time can gather, yes. But, we think this idea has so much potential, we’ve made some suggestions on how Sodo could carb-load off the back of this marketing magic even further. 

On your marks, get set, deliver:  

  • For business: Encourage customers to burn off any excess calories by ‘running’ the recyclable pizza box back to the restaurant within 24 hours for a money-off voucher. This will continue the brand’s sustainable ethos and create a loyal customer base.   
  • For PR: Sell-in a story based on the number of miles that need to be run to burn off an average Sodo pizza, and team with an influential nutritionist or personal trainer who can blog on ways diners can ‘takeaway’ the calories they consume. For extra kudos, invite a lifestyle journalist to do a shift so they can see what it’s really like. Or, work with a familiar heavyweight sports brand such as Adidas, which may be willing to sponsor the running team to bolster your marketing efforts.  
  • For social media: Pit customers against one another by encouraging them to share their orders online – with a bespoke campaign hashtag – to spread the word. The tweets or Instagrams with the most shares could either earn their runner a head start (against a ‘rival’ diner) so they enjoy their dinner quicker. Or, the customer who generates the most shares in a set time period could benefit from the restaurant making a donation to a charity of their choice. Either route will maximise opportunities for the brand to extend its reach, while leveraging its existing online community. 

What next? 
Executed in the right way, there’s a chance for this campaign to become more than just an attention-grabbing stunt and attempt to change consumers’ behaviour for the better. 

Try it out for yourself > 

Sodo Pizza runs full steam ahead with latest campaign