25 May 2011

Marmite



When I teach my clients Crisis Management I always wear my PR hat and remind them that every cloud has a silver lining. Marmite, love it or hate it, today are proving that point.

Marmite has been banned in Denmark due to a change in the food regulations and Marmite has been quick off the mark asking fans of the brand to take to their social networks to campaign against the ruling. A Twibbon has been created, (a badge for your profile on twitter)to show support for Marmite and the jokes are spreading thick and fast.

The whole of Marmite's marketing campaign is based around the fact that people have a strong reaction to their product. People either love it or hate it, and those who love it stick together, well, they do online anyway.

You can watch the audience grow and the social media antics unfold at Marmite's account on Facebook with it's 635,138 followers and in the last hour they have set up a new Twitter account currently with 422 followers. You can monitor the brand on Twitter with the hashtag #marmite, let's see how quickly the numbers on the accounts increase.

It will be interesting to see what unfolds, I doubt that the Danish government will change their mind about the product but will Marmite see a rise in sales in other countries as a result of all this attention?

Time will tell but one thing is for sure, the team who look after the social media have been quick off the mark, creative and are using humour and the fact their customers are loyal to the brand to turn what could have been a damaging situation into a golden opportunity.

Update - It is 6 hours since I wrote this post and the FB page for Marmite now has 654,066 likes - if I wrote the number down correctly earlier that's an increase of 18,928!!!!! Wow! Twitter has a tiny increase  in comparison with an extra 200 followers but Marmite is trending in the UK.

Feel free to contact me if I can help with your social media strategy or just to say hello.

18 May 2011

A Secret community



PostSecret is a social network with a twist. Started in 2004 by Frank Warren as a community arts project PostSecret has become a worldwide phenomenon with books, exhibitions, tours and an enormous online following, with over 350 million page views on the website that is updated every Sunday.
PostSecret offers individuals the chance to anonymously share their hopes, fears, desires, weaknesses and goals with the world. Anyone can fill out a postcard revealing their secret and post it to be published online. There is a discussion forum where people can chat and offer advice and the website also links to helplines and support networks.
PostSecret is unusual in that some of the content could be considered quite depressing, even the stiffest of upper lips would wobble at certain postcards, yet it is hugely popular and captivates the audience. There is a real sense of community here amongst the confessions of strangers.
Its success lies in the simplicity of the idea and the fact that the audience have an emotional reaction to the content. The reaction could be positive or negative but the connection is strong enough for the audience to share it with their social networks. The latest blog has been shared on Facebook 106 thousand times and the Twitter account has 385,475 followers.
Any business using social media should be aiming for the audience to care enough to share its content, to recommend their brand, promoting it to their peers, friends and family in a positive light. Marketers who run “RT to win” competitions on Twitter have a short shelf life in my opinion, it’s so boring!
Be original, focus on the customers need, provide thought provoking content, inspire people, make them laugh, make them feel something and you’ll be miles ahead of your competitors.