Funniest Thing at the Newseum in D.C.
Posted by Jeordan on April 7, 2010
The place was pretty depressing overall: death, destruction and tragedy everywhere. They sure could use a few content strategists to bring a little bit of balance to the Newseum. At its best, news also inspires, enlightens and entertains.
The best thing I saw was this Pony Expess recruitment poster, which made me chuckle. Tough job. Would anyone (who was sane) apply after reading this pitch?
Sent from my iPhone
Applying Coca-Cola’s Social Media Principles to Your Business
Posted by Jeordan on March 29, 2010
Coca-Cola embraces the 5,000 or so conversations it estimates people have daily about the company on social media channels.
That’s why their Online Social Media Principles provide a solid framework any company could use to help employees determine what’s allowed and what isn’t in online conversations.
The most important part of the guidelines is the distinction Coca-Cola makes between employees speaking “on behalf of the company” and employees speaking “about” the company.
Here are five principles Coca-Cola urges employees to follow in personal or unofficial online activities where they might speak “about” Coca-Cola.
1. Adhere to the Code of Business Conduct and other applicable policies.
2. We do encourage you to participate in the online social media space, but urge you to do so properly, exercising sound judgment and common sense.
3. If you come across positive or negative remarks about the Company or its brands online that you believe are important, consider sharing them by forwarding them to the internal email address that you have been provided.
4. Let the subject matter experts respond to negative posts. … Avoid the temptation to react yourself.
5. Remember NEVER to disclose non-public information of the Company (including confidential information), and be aware that taking public positions online that are counter to the company’s interests might cause conflict.
Coca-Cola has more expectations of official online spokespeople speaking “on behalf of the company.”
1. Be certified in the Social Media Certification Program.
2. Follow our Code of Business Conduct and all other Company policies.
3. Be mindful that you are representing the company. As a Company representative, it is important that your posts convey the same positive, optimistic spirit that the company instills in all of its communications.
4. Fully disclose your affiliation with the company.
5. Keep records. It is critical that we keep records of our interactions in the online social media space and monitor the activities of those with whom we engage.
6. When in doubt, do not post. Associates are personally responsible for their words and actions, wherever they are.
7. Give credit where credit is due and don’t violate others’ rights. DO NOT claim authorship of something that is not yours.
8. Be responsible to your work. The company encourages all associates to exercise sound judgment and common sense to prevent online social media sites from becoming a distraction at work.
9. Remember that your local posts can have global significance. Keep that “world view” in mind when you are participating in online conversations.
10. Know that the Internet is permanent. Once information is published online, it is essentially part of a permanent record.
What do you think of the guidelines? Does your company have a social media policy?
Viral Videos Delight Audiences, Boost Brands
Posted by Jeordan on January 31, 2010
Done right, and with a bit of luck, a viral video can yield millions of views, a heap of media buzz and maybe even some sales.
But these catchy films also let people see the humanity of your brand. Video content can make people feel good about you, your company and your products. And those positive vibes are priceless.
Here are some examples I like.
Dancing Inmates Promote Michael Jackson’s ‘This Is It’
Sony is banking on hundreds of prison inmates performing a dance routine inspired by the Michael Jackson documentary “This Is It” to sell copies of the film’s DVD.
156 Countries Sing Together for the Starbucks Love Project
On Dec. 7, Starbucks posted this feel good video of people around the world singing “All You Need Is Love.” They also launched Starbucksloveproject.com, where visitors can upload webcam videos of themselves belting out the song. Brew up some good feelings and, hopefully, lattes will sell.
Coca-Cola Smiles Thanks to ‘Happiness Machine’
This video captures the unscripted reactions of college students as a Coke machine doles out free soda, pizza, flowers, balloon animals and more. You can’t help but feel good watching this.
Piano Stairs Take Volkswagen to the Top
The Fun Theory inspires the audience, encouraging people to come up with fun ways to do the right thing. Watch all the videos at TheFunTheory.com, and you’ll learn how the amusing campaign earned Volkswagen a fun new ethos.
Sony Celebrates JK Wedding Dance
Sony could have laid down the law, demanding that this couple strip out Chris Brown’s song “Forever” from their wedding video. Instead, Sony saw the millions of viral views as a chance to sell more Chris Brown music. Smart move, Sony.
Share Your Favorite
Which one of these do you like best? Do you have other examples of viral videos that are helping brands? Leave me a comment and share your thoughts.
ABOUT
Jeordan Legon
Content Strategist
For over 10 years, I’ve been helping companies tell a story that is relevant. The views expressed on this site are mine alone and don’t necessarily reflect those of my employer, Chevron.
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