Friday, 27 August 2010

DISSECTION


One of the lessons of the past week and the great Veuve Clicquot scandal was that it showed what an incredible force for communication and change that the social media has become.But you have to know h0w to use it as it is a pretty unruly and hungry beast with a very short attention span.

This is best exemplified by just who ended up carrying the story.

Take for instance this tweet

latest: JancisRobinson @bustedblonde Congratulations! Social media have the power to leech multiple kilos of Veuve C from tight fists. bit.ly

Thats gold in social media. Jancis Robinson has 40,000 followers on twitter. They are all people who have a serious interest in wine and food around the world. And she likes New Zealand and New Zealand wine.

So who were responsible for the story gaining a foothold in the social media. At the core were the bloggers. Whaleoil ( who started and led the whole campaign , his ability to get stories into the mainstream media is now well established), Kiwiblog, and Cactus and a host of other bloggers who quickly followed suit, were central to the story getting legs. They all have considerable weight in social media, while for the purposes of this campaign BustedBlonde just has the weight!
Many of them twitter and facebook as well. So its about using multiple channels and quickly.
You have to be bloody nimble and it helps if you have a core team as we did.
So did we have a plan? Nope not really. Just some ideas and some tactics. Its very organic and you need to have faith in your intuition.

Then came facebook. That cant be underestimated and its like an infection and of course there is Twitter. If you want to get your message out quick and it gets onto someone site who has 40,000 followers like Jancis then you have critical mass very quickly.

Take for instance this.

August 26 at 1:03pm
I see NBR finally responded!
I briefed a US mate of mine, Colin Clarke, who is commentator on social media strategies and he wrote this, I should let him know NBR has made a move. Well bloody done you. http://marketingsense.wordpress.com/2010/08/25/when-a-social-media-campaign-goes-bad/
marketingsense.wordpress.com
An interesting case study has recently emerged in New Zealand that underscores the power of social media… and how it must be wielded CAREFULLY.
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So this happened two days ago and and already the analysis of the clicquot competition and the social media response and its impact are flying around the world at lightening speed.


And then there were the emails. And by all accounts there were a few direct to NBR ( we have seen some). And of course TV3.

It defies all the old rules of PR. Its not about planning its more about plotting. n.

So whats the damage to NBR? - bugger all we reckon. As soon as they made amends and publicly people were heaping on the praise for the putting right.

And Veuve? Well the damage might last a bit longer. They were involved in a competition that was supposed to be all class.
I havent seen the winning entry but I bet its all lovely and worthy and romantic . It will tick all the brand boxes for Clicquot.
However the competition was so badly designed and executed that it ended up being all about ass. It provoked crassness. Then when the judges got crassness and not just from our entry but dozens of others as well, things went pear shaped.

For us Champagne is all about fun. And for the last couple of weeks we have had lots of it.
And we have learnt quite a bit as well.








1 comment:

Inventory2 said...

Oi! Don't give DPF any kudos; he was one of the very last bloggers to get on board with this, beaten to the draw by Cactus, Whale, Clint, Keeping Stock and Gonzo.

The Penguin gets enough hits without praising him for something where he was very much a Davey-come-lately!