Don’t Just Keep Your Head Above Water, Take Tweeting Lessons

Don’t Just Keep Your Head Above Water, Take Tweeting Lessons

Social media is a powerful way for politicians to distribute information and also engage with constituents in real time. With that comes the risks of magnified and costly missteps.

After sporting his personal Twitter handle for less than 3 weeks, a Québec politician recently found himself in troubled waters.

François Legault tweeted that:

“girls attach less importance to salary than do boys”.

Loose Tweets Sink Ships

Reaction to the controversial tweet was swift and included qualifiers such as “dinosaur”, “sexist” and “clumsy politician”.

Guy A Lepage, talk show host, actor, comedian, and producer (with Oprah-like influence) jokingly tweeted that

“Monsieur Legault’s Twitter account has been hacked!!!! (in any case, that’s my hope for him)”.

In turn, Monsieur Legault fired back at his critics:

Caption: “What’s sexist about saying that women attach less importance to salary than men when making a career choice?”

Beware of the Siren Song of Self-Justification

The resistance to apologizing does all sorts of bad things professionally.  The longer issues are left unaddressed, the deeper the resentment and the harder it is to move forward.

Monsieur Legault didn’t back down to any of his critics and a review of his timeline shows a multitude of defensive clarifications. No apology or “Politwoops ” retraction for him.

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The original version of Politwoops was developed by the Open State Foundation of The Netherlands to follow the country’s members of parliament and town council representatives. Several international versions of the site exist.

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Une tempête dans un ver d’eau – storm in a tea cup

Prevent Tweet Storms

Simply introducing people to a new platform and then leaving them to their own devices is a recipe for disaster.

With the prospect of a provincial election on the horizon, Monsieur Legault and other Québec politicians, and their respective parties, should hone their social media skills … and possibly opt for some coaching to make the most of their foray in social media waters.

Every organization needs to have some way of monitoring social media either by humans or by automated tools so that they can be alerted to a crisis situation and be ready to respond.   Keep an eye on social media and be prepared to respond if something needs immediate attention.

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OOPS:  More on social media blunders and how to recover from them

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Social Media Incident in Wild Rose Country

The wild rose is the official flower of the province of Alberta.

In a recent too-close-to-call election campaign, Alberta’s Progressive Conservative (PC) party saw how quickly things can go off the social rails.  A PC staffer took to her personal Twitter account in response to a promise from the Wildrose Party to introduce new programs and services aimed at young families.

From her personal Twitter account, Amanda Wilkie directed a tweet at Danielle Smith, leader of the Wildrose party:

“If @ElectDanielle likes young and growing families so much, why doesn’t she have children of her own?”

Immediate Outrage

Danielle Smith had undergone several unsuccessful fertility treatments in an effort to have children.   PC leader Alison Redford ended up apologizing to Smith.  Within hours, Wilkie removed  the tweet and deleted her account. She was promptly fired.

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Drowning?

Beware of virtuous and destructive cycles.  Don’t let social spiral out of control.  Invest in social media coaching for you and your brand.  Don’t just keep your head above water, take tweeting lessons.

Simply Providing Social Tools = Failure

              • A “provide and pray” approach has about a 90% failure rate
              • Radical benefits result from delivering social solutions
              • A social media solution is the right tools targeted at a defined purpose

Source:  “Taking a Strategic Approach to Social Media”, Gartner Research Webinar by Carol Rozwell and Nick Gall

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Additional Insights

United-States:  An Election on Facebook: Old Media Enters New World via NPR [video, audio, transcript]

Do “likes” on Facebook translate to votes? Howard Kurtz and Lauren Ashburn of Daily-Download.com examine that issue with Ray Suarez and also explore why traditional news outlets are partnering with social media sites this election year.

Instant Friends – Just Add Water

Don’t be fooled by false friends … it has been suggested that the Romney campaign is buying followers to catch up to President Obama’s giant social footprint?

This Is The Face Of Mitt Romney’s Fake Twitter Followers by Elizabeth Flock via US News

Social Media Smoke and Mirrors: Buying and Selling Fake Followers (Politicians Do It, Too) via @MarketingProfs includes [infographic]

The Dynamic Duo

@MichelleObama: Saturday, people all across the country will be registering voters and reaching out to their neighbors. Join in: http://t.co/w8Cyz5NS –mo

Related Posts

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Cafélina uses Royalty free images.

Cross Media Optimization with QR Codes

Mobile social networking is surging and calls for new user paradigms and behaviors … but nothing kills faster than poor execution.  Mobile methods to engage the customer are expanding, making control of the engagement a higher priority for maximum reach and effective conversion.

Don’t be too quick to dismiss the usefulness of QR Codes.  Naysayers usually narrowly describe them as “QR codes in ads”.  Before deeming QR codes ineffective, consider them in a broader spectrum than B2C advertising.  Armed with a specific goal and positioned in the right medium, they can be highly effective.

Be very clear with your mobile-social goals:

  • What are you trying to accomplish?

  • Who are you trying to reach?

  • What’s your success target?

x2x universes | What’s your perspective? and how can mobile-social support your marketing goals?

B2B : Business-to-business (B2B) describes commerce transactions between businesses, such as between a manufacturer and a wholesaler, or between a wholesaler and a retailer.

Business-to-government (B2G, sometimes BtA or business-to-administration) is a derivative of B2B marketing and often referred to as a market definition of “public sector marketing” which encompasses marketing products and services to various government levels – including federal, state and local – through integrated marketing communications techniques such as strategic public relations, branding, marcom, advertising, and web-based communications

e-Government:  The four types of e-government services are Government-to-Citizen (G2C), Government-to-Business (G2B), Government-to-Employee (G2E), and Government-to-Government (G2G).

Business-to-Consumer (B2C, sometimes BtC)   is a term that describes communication and trade relations between companies and private individuals (consumers).

BYOD : Here, There and Everywhere

Coupled with the BYOD movement overtaking the business world, there’s an opportunity to capitalize on mobile-social behavior in many settings.

  • Bring your own device (BYOD) is an alternative strategy allowing employees, business partners and other users to use a personally selected and purchased client device to execute enterprise applications and access data. Source: Gartner Glossary.

For 2012, Deloitte forecasts that smartphones will influence $159 billion in retail sales.

Deloitte’s Study is based on a survey of United States consumers about how they use their smartphones to shop today and measures the impact of smartphones on in-store sales. This includes in-store sales driven by consumers’ store-related smartphone activity such as product research, price comparison or other mobile application use.

Deloitte Technology, Media and Telecommunications Predictions 2012

Kasey Lobaugh, direct-to-consumer and retail multichannel practice leader at Deloitte Consulting LLP, New York comments on the findings:

  • Smartphones will influence 19 percent of retailers’ sales by 2016
  • Smartphone shoppers are 14 percent more likely to convert and make a purchase in the store than non-smartphone users.
  • If a consumer is using a retailer’s mobile app, they are 21 percent more likely to convert in the store
    • “This shows the power of owning that interface with the consumer as opposed to allowing them to go to a third party interface while in the store.”

Read more at Mobile Commerce Daily

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CaféLina QRart code designed by Jean-Michel Roblin of Ineoscan.com | scan drives to CaféLina blog

More QR Market Research

Gartner Webcast Archive : The Gartner Hype Cycle Special Report: What’s Hot for 2012 hosted by Jackie Fenn, VP & Gartner Fellow Emeritus.

QRart:  According to Gartner (as of July 2011), QR/color code is positioned in the early “slope of enlightenment” stage with an 2-5 years estimated time frame to full mainstream adoption (i.e. reaching plateau of productivity).

Following are 3 examples of cross-media optimization with QR Codes:

        1. Walgreens: mobile app adoption

        2. Fandango: mobile tickets sales

        3. Shoebox: increase Facebook fan base

Walgreens

In its qrcode101 approach, Walgreens cleverly directs customers to the Walgreens’ Mobile App with built-in QR scanner versus an independent QR scan application.

  • For more on Walgreens Cross-Media Optimization, check out the following SlideShare Companion.

Fandango

“Mobile purchases now comprise 27 percent of Fandango’s overall ticket sales.”  |  Jessica Yi, chief product officer at Fandango | July 2012

Source:  Mobile Commerce Daily

Shoebox aims to increase its Facebook Fan Base

What QR code integrations have caught your eye?

Additional Information:

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Cafélina uses Royalty free images.

What You Should Know About QR Code Hype

Recently, I attended a live Gartner webcast “The Gartner Hype Cycle Special Report: What’s Hot for 2012” hosted by Jackie Fenn, VP & Gartner Fellow Emeritus.  In the hour long webinar, she reviewed the hottest new technologies and trends in this year’s Hype Cycles as well as which technologies will generate the most value and opportunity.

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As it turns out, QR/color code (what I refer to as QRart) is one of the hottest opportunities with a high benefit rating. According to Gartner (as of July 2011), QR/color code is positioned in the early “slope of enlightenment” stage with an 2-5 years estimated time frame to full mainstream adoption (i.e. reaching plateau of productivity).

Pete Basiliere,Tomoko Mitani and Sandy Shen provide analysis for the QR/color code portion of the most recent Hype Cycle for Emerging Technologies, 2011 report (pages 64-65).  They note that QR code adoption has been steadily increasing in North America since late 2009.  Following are a few excerpts from that section of the report:

Advice for marketing departments: QR/color codes are more than a link to a Web page. Think through the entire campaign and ideally provide unique landing pages for each application of the QR/color code. While public disclosure of campaign successes will be limited, monitor the spread of QR-enabled mobile devices, observe how your competition is using the technology and begin testing customer reactions to the codes.

Business Impact: Relatively advanced in Asia, the use of QR codes is poised to take off in North  America once the tipping point — a sufficient number of enabled mobile phones balanced by marketing campaigns employing QR codes — is reached. QR codes have the potential, when used in an integrated marketing campaign that leverages their unique capabilities, to drive significant revenue by providing the instantaneous response to user queries that enable calls to action that print cannot offer on its own.

  • Benefit Rating: High
  • Market Penetration: 5% to 20% of target audience
  • Maturity: Early mainstream

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The analysts note that unlike classic QR codes that simply sit off to the side of a page and take up valuable space in printed advertisements or on product packaging, QRart can be incorporated within the overall design without detracting from the image aesthetics.

This is exemplified in the work of @YiyingLu

Custom Wall Graphics for Austrade at the Computer History Museum by @YiyingLu

You can view @YiyingLu ‘s latest projects, including ‘Custom Wall Graphics for Austrade at the Computer History Museum’ and ‘Custom Wall Graphics + Promotional Badges for Startup Debut @ CES’ at http://blog.walls360.com/yiyinglu-latest-qr-art-projects/

Patrick Donnelly of QRarts captures the essence of QR/color codes perfectly when he states

“Forget everything you have heard about QR codes up to this point. The promise of QR can only begin to be realized by thinking of how they relate to both user experience and media integration. Everyone knows QR codes can help you get from A to B. However, the journey is part of a much bigger movement where mobile is converting impressions to interactions on a personal and a trackable level – which is rather remarkable.”

Read more of Patrick’s post at How to convert impressions into interactions on mobile.

Gartner’s estimation of a 2-5 year time frame to full mainstream adoption of QR/color code may reflect that, unlike what Patrick states – not “Everyone knows QR codes can help you get from A to B”.  As QR code readers become more pervasive on North American smartphones and bundled in mobile applications (e.g. Starbucks), the link from A to B will realize its full potential. Truly a visionary, Patrick Donnelly sees applications well beyond activation of print media.

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Will we soon see them appear on TV screens?

Additional References & Information: