Archives for posts with tag: social media

Not that people need another way to tell everyone the mundane things that they are doing, now they can do it on fire.

I was on Twitter this afternoon and found this tweet in my feed:

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The tweet (in case you can’t read it) says: “Your name. In flames. Click here to make it awesome.”

It is a simple tweet that caught my attention. Even better for Doritos because I don’t even follow them. Their subtle tweet-ad caught my attention because it sounded cool. Like who wouldn’t want to see their name in flames? So this is what I found when I clicked through.

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You simply type your name into the box and it turns it into flames. You can then share it with friends via Twitter or Facebook. The only problem with this is that if you write anything more than 9 letters long it cuts it off. So if you have a long name you’re kinda screwed.

All in all it is a great tool that has a shelf life of about a month before everyone gets bored with it. But during that time it is going to increase the exposure of Doritos’ new flavour. I think it is a good idea, although it won’t last long it will serve its purpose well. It would be nice to see a longer type box that is longer than 9 letters. Also if they can extend the “burning” idea a little further it would be better.

You can check it out here.

This is the trap that social media advertising falls into, or better yet dilemma. People will find this interesting, but then annoying. There is no middle ground when it comes to things like this. The trick is hoping it gets popular quick, then dies out before it gets annoying. Once it is annoying people aren’t generally thinking “hmmm, I could go for some Doritos right now.” They’re thinking, “Again!” It would be great for Doritos to extend this campaign gradually. Thus bringing people back because there are new features and things that it can do.

But in the end I have two final things to say: first is that Doritos Inferno nachos are pretty tasty, and secondly is that I would like to know where I can find a flame font?

Advertisements

Copy’s fate has long been doomed. So claims some people. However, I disagree. No not because I would have to rethink my chosen career, but because that is not the way communication works.

Communication is done through media. Media vary in purpose and methods of delivery. Such as Twitter vs Instagram. Both media operate in the same way however. They both communicate thoughts packed into messages delivered via media. This means that words are a method of communicating. Therefore copy will live as long as we can see. Which at that point we will have to rely on brail or telepathy.

So as a result there are some ads and media where copy is purposeful. Conversely there are media where images and images in motion are better. Both serve a purpose, and both are visual media. Which leads me to what copy or language actually is. Words are pictures themselves. I know, not a profound statement. However it is important to note. This is because of what I believe the copywriter’s role actually is. Their job is not reliant on whether there are words to write, but whether there is a message to communicate. Seeing as how advertising can be defined as a method of communication, and media as the delivery of messages, copywriting is purposeful.

So in short: it is only the media that is changing, not communication.

It’s annoying when people throw up their arms and say “It’s the end!” Those who succeed in any business look down the road and learn from the past, rather than throwing up their arms in defeat. Recognizing patterns helps you know what will most likely happen. So keep you ear to the ground and your eyes open to new ideas entering the marketplace. Social media is a copywriter’s dream. Finally a set of media that engages conversation, which is what advertising is when it works effectively.

The one ad that is the most remembered from the previous Superbowl is Oreo’s. Their media buy was $0, and yet it was the most effective, the most talked about (especially outside the ad world, where it counts) and the most remembered. It worked because it was timely and relevant. It connected the brand brilliantly with the power outage, and the conversation that was taking place on social media. The core of the ad’s message comes from the line of copy that linked the brand to the event.

Copywriting isn’t dead. It is just evolving, like everything else in our world all the time.

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“Likeable Social Media” by Dave Kerpen

Like many business-esque books they have an elaborate subhead that describes the book, and this one is no different. “How to delight your customers, create an irresistible brand, and be generally amazing at Facebook (and other social networks).” That pretty mush sums up what the book is about, which allows me to discuss other things.

Likeable social media

The book’s purpose is to educate its readers about social media. Today many people use social media, but how many use it properly? The main and obvious message about our times and one that Kerpen highlights is that the Internet is a two-way medium. There are many companies who understand this, and many who don’t. This book demonstrates how success for a company will be determined in the future. Branding isn’t going to necessarily going to be determined by whether a person engages with your company, but what they think about it.

Now what did I mean by that last comment? Take my relationship with Mozilla, more specifically Firefox. I like Mozilla’s brand and what they offer to the marketplace, however, I don’t use Firefox or any other Mozilla product for that matter. Therefore although I don’t use the brand I think highly of it. Is that a bad thing for Mozilla? No, not really. Mozilla benefits from me thinking highly of them. I will in turn talk about it in a positive way to friends, and I might even mention them in a positive way on a blog post. Although they don’t have me directly as a customer, they have me as an influence. That as I understand it is social media’s role. Being likeable is primary. Sales will follow crowds.

Dave Kerpen goes into this extensively in his book Likeable Social Media. He also has released another book called Likeable Business. I have yet to read it however so I won’t comment on whether it is good or not. Instead I will just post a picture.

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Dave Kerpen owns a company cleverly called Likeable Media. They specify in social media and helping their customers learn how to engage their audience in this newish medium. www.likeable.com

They have a great blog about social media on their website, as well as an informative Twitter feed @LikeableMedia

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