Old Spice Reintroduces the Man's Man.

Old Spice. The scent is familiar and wraps your mind… you think… Grandpa? Well, not anymore.

The brand is iconic when American gentlemen think about male grooming products. When faced with new competitors and the rise of social media, the Proctor and Gamble brand has adapted and grown to successfully challenge the new guys, particularly AXE and the multitude of ‘metro’ man grooming products. Old Spice assessed their primary audience’s online activities and met them on their grounds.

Using a website, YouTube, Facebook and Twitter to manage their online presence has brought the “Old” Spice back into significance. Branding a new line of products that will “make you smell like a man, man” paired with hilarious marketing and advertising has rejuvenated the Old Spice brand and introduced a new female fan base.
Their Twitter account is just one of the many tactics Old Spice has used to further their branding strategy and engage with their audiences. The account is updated daily and creates a true dialogue with other tweeters through replies, video links, funny quips and other nonsensical man things that you can’t help but laugh at. Their fan base is rising and in regards to other major competitors, Old Spice has a leg up as they have more Twitter followers than AXE. Old Spice has successfully extended their market reach through this medium.

Old Spice has created a relaxed and entertaining branding campaign, reiterated through all mediums and producing consistent content that unifies their social media presence into something really… mountain fresh. An opportunity Old Spice could capitalize on could be to extend their tweet content to include what their competitors at AXE have done including: contests, giveaways, events and news.

Old Spice may not have reinvented the wheel, but they have adapted to the ideals of PR 2.0 and done it so very, very well.

Take a look at Old Spice through a different lens. See what my co-conspirators Pat, Eva, Ben, Ginger and Laura have to say about Old Spice and corporate social media.

Classic Jaymes Track... Video makes it.

LOOSEN UP THE COLLAR, KICK UP THE FEET AND WANDER!
ENJOY!




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PR, Social Media and Ford: The battle for the 5.0L

Ford’s public relations is on the ball. This much I know. With all the talk about Toyota and Honda recalls, little has been mentioned about Ford having the most recalls in 2009. Issuing recalls seem to be the ‘it’ thing right now, apparent throughout the media and Ford is capitalizing. Toyota is going to Twitter (literally, not tweet) to combat the problem… but that’s another conversation.

Okay, -believe it or not- we are faced with an energy crisis, rising gasoline prices and mobs of environmentally concerned folks pushing for hybrids, electrics, bicycles and social responsibility. And I’m okay with that.

The reality is that we are living through another horsepower war, reminiscent of the late 1960’s, where big engines, big power and cheap gas was plentiful. While those days are long behind us, those kids have grown up and auto makers are again competing for their dollars. The ultimate American sports coupe war has been raised from the dead and is hotter than ever. It has been ignited by the rebirth of the ChevyCamaro, the Dodge/Chrysler HEMI anything, and the Ford Mustang...

This places Ford in a very difficult position. While pressured to produce efficient vehicles (which they have done) Ford’s marketing and PR continued to ask its customers - the die-hards - what they wanted. In yet another solid example of PR and social media, Ford embraced the fan pages and groups on Facebook, the Mustang and Ford enthusiast websites, forums and clubs.

They joined the conversation…

They connected.

The audience spoke. They (we) wanted the notorious 5.0L back in their beloved Mustang. So what did Ford do to juggle this issue?

Ford built a new media website, promoting the 2011 Mustang’s 5.0L and “unsurpassed fuel efficiency” (…for a 5.0L engine). Ford balanced what we wanted and a lil’ something for ‘them’. Genius. The buzz on the internet suggests that Ford will be selling the 2011 Mustang as fast as they can make them.

I find it interesting that amidst the age of environmental consciousness and awareness that we still seem to play naïve between our actions today and its impact tomorrow. Guilty as charged, but mannn I want one.


Laugh now, Cry later.



What do you think about Ford’s actions? Awesome or Irresponsible?

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PR 2.0, the love child of Web 2.0 and Public Relations

There has been a renaissance if you will, in public relations. Known as PR 2.0, it breaks away from traditional public relations and marketing activities, best typified through the 1900’s as the archaic “man with the megaphone”. PR 2.0 has renewed credibility, exposed a newfound transparency, and opened communication previously marred by our society’s stigma of the PR industry. And it’s all because of the Internet, Web 2.0 and social media.

Social and digital media should be considered the love child of the Internet and Web 2.0. The development of Web 2.0 heightened interaction and shifted power on the ‘world-wide internets’ from traditional producers (businesses and organizations) to consumers as producers (think YOU; YouTube, blogs and Facebook). From a PR perspective it's important to remember that while Web 2.0 influences PR 2.0, PR2.0 is not Web 2.0 and was never intended as such.

The transition of public relations to incorporate social media has been no different than any other adaptation the field has encountered through waves of technological progress. Marshall McLuhan’s famous “the medium is the message” still holds true as public relations activities will continue to link customers and businesses yet the medium is PR 2.0. The easiest way to frame this relationship is to consider PR 2.0 as the vehicle public relations has used to adapt to the social and digital media phenomenon. PR 2.0 utilizes Web 2.0 and social media to change the
terms of engagement between business and consumer, allowing the PR professional and business to listen, learn and share with their audiences. This has revitalized interest in public relations and opened the door to two-way communication. As Deirdre Breakenridge explains, “PR 2.0 puts the public back in public relations”.

So what does that mean for the PR professional? It means that due to increasing broadband connectivity, Web 2.0 and social media, the PR professional has new ways to communicate with audiences and a new medium to conduct the same (but think 2.0’d) activities. The one-way communication of the past has been replaced by online interaction, two-way dialogue and sharing. PR can tap into the sentiments of the global community and in effect, reestablish a business, product, or service to reflect the wishes of their potential or real consumers. It means that PR has changed, and here’s how:

- PR and building relationships is like Canada and hockey. PR 2.0 brings networking into the mix on a whole new level; online.
– No one can hide anything thanks to the Internet. Therefore it is essential that PR 2.0 practitioners embrace this and stay ‘real’ (transparent) with their audiences. People will see through the bullmish in “the age of awareness”.
– The idea of incorporating two-way communication, learning and sharing from Web 2.0 builds credibility. Introducing a new 3rd party endorser, PR 2.0 highlights the ‘blogger’ as the new go-to individuals, like the journalist in years past.
– PR 2.0 allows companies to better gauge public opinion, on a micro/macro level, whenever needed and at the click of the mouse. PR practitioners can proactively seek new and diverse audiences.

It is undoubted that PR has evolved to incorporate the potentials of Web 2.0 and social media, how pervasive it shall become in both everyday life and my aspiring public relations career is something I look forward to witnessing. If you haven’t already, you can connect with everything that is me by visiting here! I'm everywhere...

Apple's iPad, a farce or the future?

Maybe it was a busy news week around the world but really, when isn’t it? Is it just me? Or has Apple’s new iPad launched without the typical “Apple” media chaos? While complete with an unveiling by CEO Steve Jobs, I was surprised how little those around me, those in my sphere of influence, were affected.

While dubbed by some to be an “iPod jumbo”, the iPad was created to fill a niche between ‘netbooks’ and the iPhone. The 9.7 inch LCD screen links newspapers, magazines, video producers, game developers and book publishers together into a realm where technology and liberal arts converge. The iPad also opens up fresh possibilities on how content can be created, distributed and monetized. Check out an in-depth review of the iPad.

While it is seen as a small step for technology, it is a giant leap for Apple’s multimedia domination; where the hardware is the hook. For a look at Apple's smarts read this.

Here's a hilarious video from CollegeHumor.com

I did my research. The iPad has some pretty amazing features, and for about US$500-750 depending on the model, makes for a pretty handsome piece of gadgetry. But, always the buts… The iPad has been subject to much criticism, from tech aficionados and comedians alike.

Tech journalists the world over have noticed that there were some missing would-be features promised when the iPad was in development. To name a few:

• No jaw-droppingly new user interface
• No built-in camera
• No Flash support
• No user-replaceable battery
• No iPhone software 4.0 announcement

Here’s the link to the full article

Another of the top 4 whiffs

While it is clear that Apple has taken another step to secure the multimedia/computer/smartphone market, the iPad has some tough consumers to win over. I’ll reserve my jokes and qualms until I have one of those suckers in my hands.

43things.com has its 15 minutes

What do you want to do with your life? What would you like to accomplish? As we entered the New Year, thoughts gravitate toward your resolutions. I finally figured mine out, not to procrastinate. Hehe. 43things.com believes with any hope or goal, you shouldn’t have to go it alone!

43 Things or 43things.com is a social networking website that was launched New Years day, 2005. It is run by the Robot Co-op, a small company based in Seattle founded by blogger Erik Benson, Maktub keyboardist Daniel Spils, and former Amazon.com and Microsoft executive Josh Petersen.

Built on the principles of tagging, rather than creating explicit interpersonal links, anyone can create accounts and then list a number of goals, hopes and resolutions – conveniently limited to a list of 43. These goals are grouped and connected to other people through key words, terms or ideas.

For example, Losing Weight. Right now there are 17,000 people with this tag on their list.

Users can share success stories, cheer each other on, and even give up on their goals (hm). Users can also post photos, essentially blogging about their pursuits. 43things adds tips and tricks regarding New Year’s resolutions. I suggest everyone to take a look at what people want to do this year – it’s wicked funny.

The website design is very straightforward and user friendly, allowing a visitor to jump right in. One very cool aspect is the “popular goals in your area”. Where you can see what people around you are 'doing'.

While there is no clear “about us”, 43things lists guidelines that basically spell out the policies. So should you join? I’m not. For the same reason no one takes resolutions seriously in the first place. I agree that connecting with others sharing a common goal can be supportive, motivating and a place to share the struggle. But by early March I suspect all that remains are empty promises.

WHY? Because 43things is isolated from the rest of the social media world. While having an iPhone app, searching their respective Twitter and Facebook pages... I nearly coughed due to dust. 43things was considered a game changer when it was released however, the last Tweet was 10 months ago, and while having 1,600 fans, their Facebook fanpage had no recent posts, pictures or communication. The site boasts “Currently there are 2,130,631 people in 15,163 cities doing 1,658,588 things, including a “recently posted goal” on the home page, in large font, “eat a tampon.”

Are you kidding me? Who moderates this site?

Who is using it? Here’s a link to their demographics profile. I think 43things is relatively useless in the public relations industry. It can be used to obtain research information regarding people’s attitudes and goals for the New Year. Here is a good example : Market Research and 43things.com. It could also serve a product launch like a new diet plan. Personal trainers could find a group of dieters, fitness facilities looking to attract new customers... all because they found a niche of similarly connected profiles.

All in all, I think 43things has had its 15 minutes.

Here are what others have to say:

For a quick overview check this out
For an in-depth look @ 43things visit click here
Wikipedia
A video about 43things.com

Also check out Jen’s take on 43things.com

Don't forget to comment!