So, as you may have noticed the end of the failed to materialize according to the predications of one Harold Camping. This stunned, actually no one except, Harold Camping and a few thousand believers. As for myself, I believe I can speak for most that I’m happy that the apocalypse did not come to pass, especially since I spent May 21st 2011, rapture eve, completing my honey do list. Though in retrospect, by bucket list for my last day on may most likely preclude me from a happy entry to the great beyond without a lot of explanation. Not surprisingly, a few judgment day marketers did cash in.
So here is my top ten list of Judgment Day Marketers, who cashed in on pre-rapture dollars, May 21st on “End of the World” hype?
1. Camping’s Family Radio Network and associated media networks – for raising an estimated $100 million dollars in donations from true believers, as the unofficial agency of record, in promoting judgment day. Here’s an idea, pick another date… say October 21st 2011, and bank another few million.
Online and social media is drastically changing the fashion industry and the way consumers interact with fashion brands. Let’s meet the people that lead the fashion revolution online – fashion bloggers, new media publishers, entrepreneurs, industry insiders, fashion PR reps, and web savvy trendsetters.
Meet the leaders of marketing luxury, fashion, music, cosmetics, media, and other fashionably must haves.
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My name is John Cataldi, I am considered by many to me an authority on social media targeting, engagement, privacy, and on occasion social media edicate. I could blame my lapse of good judgment on a 16 hour work day, my belief that everyone shared my “office space” like humor, or a suggestion by a coworker on themes for a quick and funny April fool’s joke, fueled by social media. Though in hindsight, I can give no excuse for my lack of common sense for socially sending, by my estimate, 12,000 moms into a potential panic that nose picking or ingesting mucus could be linked to brain damage.
At approximately 3am EST, on April 1st, I had the epiphany to create a social media joke in about an hour. My caffeinated brain researched the subject of top April fools jokes, and I discovered that women were more susceptible to than their male counterparts. Looking at social trends and influencers within the female gender in association with lifestyle, first time to 30 something moms seemed to be the best grouping with viral potential. So I entitled a press release, completely as a farce, with no malice or intent whatsoever to do harm to anyone, “Child Nose Picking Linked to Brain Damage”, supported by such medical authorities as:
1. Dr. Derek Zoolander, Author of Bad Habits Make Bad Children and founder of the Center of Kids Who Can't Read Good
2. Dr. Carnero Attero – Latin for Cow Poop
3. The National Center of Scientific Data, Surveillance, Health Statistics (NCSDSHS) – Completely made that agency up
4. And a scary disease name, Early Onset Pediatric Rhinotillexomania Psychosis (EOPRP)
Using a home grown social media targeting engine and a semi-automated social engagement process, I targeted over 12,000 moms on 12 mommy based blogs, 210 mommy influencers, across 5 social networks. A random message generator engaged the moms as individuals and gave the appearance, and re-syndicated content from mom influencers increased target moms into engaged followers.
Regardless of the gaping holes within the content at face value, I mixed a lot of medical fact with fiction. So, the concept, unless you tried the validate any of the subject matter, was real enough to many to cause a mommy panic, and call the toll free 800 Nose Picking Hotline. Now moms, that were once panicked have, now become perturbed after hearing a prerecorded message the this is a April Fool’s joke, followed by the history of nose picking.
The net result, I have over 11,984 visited the article content, 45 moms called our pre-recorded hotline, and 12 moms referencing that I was a very bad man, though I am paraphrasing, 2 moms going into more detail while crying, all between the hours of 4-7am EST when the campaign began to pick up followers. I spent the better part of April fools morning, deleting the pranks social efectiness, recalling press releases, re-search engine optimizing bad content links, so that there is very little if any trace of this very bad prank left on the internet other than my own admittance that it occurred, with the exception of those that it may have affected.
For all moms affected by my stupidity:
1) I am truly sorry, I am a donkey ass.
2) As a father of two, I should have known better, if my wife had read the article, I am almost certain she would have called in, discovered it was a prank, and then hunted me down.
3) Please refer to point 1 again.
For social media marketers:
1) Don’t be a donkey ass
2) Think before you push a joke, taunt, or statement into the social space, because it could come back and haunt you.
3) Think, plan, bounce off social campaigns off of your target audience to see if your messaging has the desired effect.
I learned a valuable lesson from this experience and hopefully providing a good example to others of what not to do in social media. Take heed, not even witness protection could help you if you socially insult an army of moms.
I just generated over 100,000 friends, followers, and fans for 4 separate clients over the past 96 hours! The catch phrase immortalized by the Beatles “Money can’t buy me love”, has been repeated as the golden rule of relationships for decades by hopeful hearts and probably poor romantic novelists has now been proven a farce. What seemly separates social friend fishing as opposed to true personal interaction is the message relevance and method of continual, hierarchical engagement. The expected end result is not to collect friends, followers, and fans, but to create an army of like minded individuals that can be lead to a specific action. Whether that action is one of capitalism or cause, integrated socialization into any media campaign can create exponential results.
The idea of pay-per-friend came from my initial pay-per-call platform I built years ago, in which you only paid for qualified client calls generated from our advertising. Unlike pay-per-friend, pay per call is a one shot, one kill deal, when a call comes in the advertiser answers, the interaction is now over. Referral potential from a call in client is low. In a pay-per-friend model, targeted friend is engaged, we continue to feed the target client relevant interaction, which create additional interaction with the target friends circle of influence, thus semi-viral fellowship begins to grow exponentially.
Step 0: Start with the end in mind – simply put, in a perfect world what is the end result? Do you want 10,000 calls into the governor’s office? Change the perception of consumer confidence in a specific product or brand? Or promote your stock to those most likely to buy? All is possible, but the goals need to be set ahead of time.
Step 1: Set the stage / Client targeting via digital listening – this means selectively harvesting followership by listening to the interactions within the social sphere and create immediate engagement based upon the relevance of the conversation which compliments a per determined position.
Step 2: Socially class engaged as a leader or lemming – simply stated, does the engaged follower have their own following. Dependent upon the influence of the engaged participant, semi-automated to personal social interaction may be the best course of action, as opposed to the lemmings that will follow and syndicate a social conversation just to be a part of the group, cause, or conversation.
Step 3: Cross connect social, mobile, and traditional media platforms – Create tasks that help identify your social army, and allow you as the brand, advertiser, or agency to connect those identified as influencers to cross pollinate to other social mediums. The easiest way this can be achieved is to give influencers access to social, mobile, and ad mob tools to elevate their influence status.
Step 4: Seed social action and let leadership take form – plant a single seed in the mind of an individual, and potentially change the world. Carefully crafted and timely interactions will yield a predictive result. Those of social influence will lead an army of followers to an end action. Dependent upon the levels of influence of your social sphere, interactions can range from syndicated to highly personal.
Step 5: Create a rewards system – rewards can be a powerful motional tool, but like any compensation, the expectation must meet reality. Doesn’t promise and not deliver, or you will create a viral A coup d'état.
Step 6: Measure the social success, optimize and repeat – from step 0 to now, friends were engaged, mobilization occurred, and most likely new opportunities emerged.
Step 7: RECYCLE – Just because you won the war, does not mean you throw your army away!
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