A big apology to the 12,000 socially engaged moms subjected to an April fool’s joke in poor taste
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 becomeperturbed 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.
There seems to be about 3 Billion Reasons to Leave Coal in the Stocking of Several Political Media Buyers for Wasteful Media Spending
Political advertising may potentially outperform holiday advertisers in hyper spending by November. Mediaweek reports that over, three-quarters of the $3 billion expected windfall will be spent in the final seven weeks leading up to November’s elections. Kantar Media released an expenditure showing that political ad spending is up over $160 million over the 2006 elections.
Kantar Media’s interpretation is that core advertisingis pacing better than expected for television and radio. They believe that this is a result of special interests in the retail, telco and financial sectors driving media spending. With the foreknowledge that Kantar is a division of WPP, and sister to marketing agency Ogilvy & Mather, who handles the media campaigns for several elected officials, including candidates in New York, I would submit a different theory, which is based loosely on my last blog post.
For those that do not know, media is purchased on a political rate which is higher than most other media rates, averaging about 20%+ in my experience, but could go potentially higher. Plus, all political campaigns have to pay the media networks upfront. This is compounded by several media networks dedicate only a certain percentage of airplay to political media plays, though there have been times that a politician’s message can be bumped by a higher paying candidate depending upon the network. Currently many of the political campaigns that I have had exposure to and in some cases the pleasure to work with have hit a tipping point in their persistence to spend heavily on only one or two media channels, with the biggest offenders being TV and Radio. I use the term "tipping point" as the point of inflection that the ability to gain any more voter support from this particular media channel is diminished exponentially, given you have already overly saturated the media channel to capacity.
My advice to politicians….
Use social analytics to create more effective messaging, but only to registered voters!
Track your political media, by using traditional media analytics to see what media is creating voter action.
Use multichannel marketing strategies to spread dollars where it is cheaper and more effective, across all media types that are relevant to your voters.
Get rid of, or spend less on political media that is not working.
Use convergence media tactics to get the most out of every dollar spent (IE if a potential voter calls in to make a donation, their phone number can be exported to an SMS alert list, they can be socialized into Facebook and Twitter, etc)
And if all else fails and your back is against the wall, with six weeks left in the campaign there is always Pay Per Voter Marketing!
Could a Stock Buyback of 2.9 million shares be a factor in TuCow’s Slow Response?
TuCows (NYSE AMEX:TCX, TSX:TC) , out in the pasture?! With possibly 6M consumers affected my Malware spread through popular web portals, ground zero for the Malware attacks came from a known vulnerability in OpenX’s Ad server. Among the affected carriers, TuCows, Pirate Bay, ESarcasm And AfterDawn among the effected carriers. According to Web security vendor Dasient, an estimated 1.6M ads may have been served daily. According to Adreka social analytics, appearances of social reports, earmarking the malware attack may have started as early as the over the past 96 hours, and may have begun it’s proliferation as easily as midnight, 11th of September 2010.
CyberInsecure reported that the malicious code was being loaded from external domains registered to an address in Russia and was targeted the Microsoft Windows Help Center vulnerability patched earlier this year, the successful exploitation led to a variant of the Bredolab trojan being installed on the victim’s computer. This threat is known a distribution platform for rogue antivirus programs.
TuCows general manager, Andy Walker, confirmed for ParetoLogic that the incident was the result of hackers compromising the OpenX server used by the company to deliver ads. “We detected the intrusion, patched the vulnerability in OpenX and resolved the issue quickly,” the company representative noted. According to Adreka’s Social Monitoring, the OpenX vulnerability issue was known as early as May, 2010, as reported by dozens of active OpenX communities, programmers, and malware boards.
Moreover, less than 12 hours ago, my attempts to access the TuCow’s main site and affiliate pages resulted in AVG halting my systems infection. So exactly why was the largest software company in North America, out to pasture when their systems, webmasters, and millions of consumers were being affected by a massive malware attack?
Granted it a cow’s top speed, is 5.5 mph, so TuCow’s should get there in ½ the time? – LOL
As a question, NOT AS AN ACQUISITATION, could the deadline for TuCow’s slow response come in the wake of the company trying to push their existing investor base to sell 2.9 million shares back to the company in a Dutch auction, what expires on September 17th 2010? According to their own financial release, dated September 9th 2010, TuCow’s intends to commence a modified “Dutch auction” tender offer to repurchase up to 2,900,000 shares of common stock, representing approximately 5.1% of Tucows’ outstanding shares. The tender offer is expected to commence on Friday, September 17, 2010 and to expire, unless extended, at 5:00 P.M., New York City Time, on Tuesday, October 19, 2010. Tucows also announced that it has terminated its normal course issuer bid commenced in February 2010 pursuant to which Tucows has repurchased 3,409,300 shares of common stock.
As a past investment banker and now current media evangelist, you have to ask the question, unless their technology team was completely out to pasture, could long term financial gain been the catalyst for a Cow Speed Response, in relation for all other systems effected?
Digital Social Listening Detects a Global Attack of One of the Webs Largest Software Sites!
Reports began coming in September 14th that TuCow’s (AMEX: TCX) may have been affected via Ad Malware from blog sphere reports as detected by Adreka, Inc, using social digital listing tools. Tucows (originally an acronym for The Ultimate Collection of Winsock Software, a name which has long since been dropped) has been is one of the few companies that survived the destruction of the dot bombs, only to now fall victim to a new enemy, 3rd party malware, which their systems are, at this moment, currently distributing, possibly either undetected or not being discussed by their management given their publicly traded status. At this hour, the company has not made any statements, shutdown their Ad Servers, or hosting network.
Compounding the danger, TwoCows is perhaps best known for its popular website directory of shareware, freeware, and demo software packages available to download. A system of mirror sites is maintained to allow the traffic to the site to be distributed among several worldwide server locations. The 3rdparty Malware may have effected it’s an extensive reseller network, which services over ten million domain names, millions of mailboxes for a network of over 10,000 web hosts, ISPs (Internet Service Providers), and other resellers around the world. It can only be speculated that in the past 48 hours, TuCows, may have inadvertently infected millions of computers of Windows visitors to their software, email, and associated websites though a vendibility exploited via a 3rd party advert being served across TuCow’s entire network. The exploit will download and run a malicious file, a variant of the Bredolab Trojan. Upon execution it will unpack its code and try to connect to various remote addresses through the HTTP protocol for downloading and executing other Trojans, which results in a pop up frenzy of advertisements then usually fake antivirus or antispyware scanners (like PC Antispyware 2010). This potentially leads to a second problem of potential credit card fraud.
This is not the first time we see a high-traffic website being used to distribute malware. The bad guys always go for Achilles’ heel, and what looks like an innocuous advert can trigger a wave of nasties. This is why for networks big and small, third-party advertisements must be verified carefully, otherwise this is the kind of things that can happen. Though the lack of response, admittance, or lack of actions on behalf of TuCow’s is very unsettling. As of this evening TuCow’s systems still remain affected with the Malware spreading, and TuCow’s traffic base is exponentially decreasing as virus scanners and web browsers begins to alert web traffic of the potential danager. As a publicly traded company, news travels from the social sphere, to consumers, to Wall Street fast than most think.
I was experimenting with twitter’s tweet to mobile platform, and what started out as a great user experience, quickly turned into a reenactment of Laurel and Hardy famous 1927, Who’s on First. Like ICQ, Apple, Friendster, YouTube, and even Google, started with a simple user experience and heavy beta testing prior to releasing their “non-beta” version of their products.
In a world so socially connected, incredibly impatient, and highly competitive, there is rarely a second change for those that perform poorly of a better alternative. Luckily for twitter, very few companies are in the position to compete well, with the exception of the notables in the social space, Facebook, Google Buzz, etc.
So, this was my great Tweet to Short Message Service (SMS) experience…..
Me (John Cataldi): I texted “JohnCataldi to 40404”
Twitter: Johncataldi Welcome to Twitter! Reply with SIGNUP to begin. Already on Twitter? Reply with your USERNAME. (Std msg rates apply. Reply with HELP for more)
Me: SignUp
Twitter: Great! You just need a username. This is how you’ll be known on Twitter. Reply w/ the username you want to use. (max 15 characters, no spaces, like Tweetie113)
Me: Johncataldi
Twitter: Johncataldi is taken ( Is it yours? Reply w/ ITS MINE How about Johncataldi1? Reply w/ YES if that works, or a different username you want to use.
Me: It’s mine
(This is where my personal Twitter/ SMS train wreck was about to begin…. my Iphone, Iscrewed the text by auto correcting the spelling, and added the ‘s to “it’s”, instead if “Its”)
Twitter: It’s mine is taken ( Is it yours? Reply w/ ITS MINE How about Mine327? Reply w/ YES if that works, or a different username you want to use.
Twitter: Hi, @Mine. Reply w/ your password to register this phone to your Twitter account. (Password is case sensitive! Phone may capitalize the 1st letter)
Me: Ahhhhhhhh no
Twitter: Oops! That password is not correct, try again. Reply w/ your password. Forgot your password? Go to twitter.com to recover it.
Me: No not mine… JohnCataldi
Twitter: Oops! That password is not correct, try again. Reply w/ your password. Forgot your password? Go to twitter.com to recover it.
Me: JohnCataldi
Twitter: Oops! That password is not correct, try again. Reply w/ your password. Forgot your password? Go to twitter.com to recover it.
Me: JohnCataldi
Me: JohnCataldi
Twitter: (And then the Twitter Whale Grew Silent, never to txt me again)
In a perfect world the application would have worked flawlessly! However in my world, I am guilty of texting while driving, during on a conference, with sticky thumbs from my latte, in the midst of changing lanes, and pondering if I can reach my notebook in the back seat. So I am sure, a tiny bit of the error may have been with me….. BUT, “The Twitter”… LOL, should have given me a reset button… a newbie mobile mistake… which bring me to John’s 10 rules of mobile development.
John’s 10 Rules for Mobile Marketing and Application Development
1) Most phone platforms have specific testing tools included in the (System Developer’s Kits), which makes it easy to install, run, and TEST your applications.
2) Always test your application on top carriers and mobile platforms. Does that mean you have to go out and by a crap ton of phones on multiple carriers, No! You can use mobile emulators to get you 99% of the way there, though I would highly suggest heavy beta testing using the android, iphone, and blackberry devices. The auto text correcting MAY cause a large % or your users to curse your name, but this would have been missed by an emulator.
3) AVOID ANY SYSTEM RESPONSES THAT IS MORE THAN ONE WORD <<<OR>>> THAT TRIGGERS MY FREAKEN AUTO-SPELLER TO ADD IN AN APOSTROPHE!
4) Never go over 160 characters, at least not in 2010. First, if you have more to say, use the phone…. Hmmm, I don’t know…AS A PHONE! Secondly, some phones can do extended text but this is achieved by stringing 3 normal messages together giving you a total of 480 charcters, what you may not know is that the recipients carrier (your customer) and your mobile gateway (your mobile service provider) will charge both of you as if they were 3 messages, which is good for AT&T, bad for anyone not on a unlimited texting plan. Moreover, If you push your client over their mobile limit, your customer could be charges $0.20 per text message, which may not seem like much… but it adds up quick.
5) Everyone needs a “GET OUT OF APPLICATION HELL CARD”, so as part of the system auto-response, I would have said…
Twitter: Oops! That password not correct, try again. Reply w/your password. Forgot your password? Go to twitter.com to recover it. Reply w/RESTART to restart the session”
As exampled above, we are still at the standard SMS is 160 characters, and it gives your consumer the coveted out.
6) Don’t do MMS (multimedia messages), as a mass marketing tool, at least not yet. Yes, MMS is cute, and I love getting them… ok, not really, but I love sending them by the tens of thousands, so no MMS’s please, but unlike SMS, there is no standard for MMS cross carrier, which means that a majority of your MMS messages may not be delivered, cut off, distorted, or sent to the user as a downloadable link. This means if they do not have a smart phone, with web browsing capabilities, they may have to wait until they get home to download via the carrier’s website. But if you’re set on MMSing the masses, do it by carrier, and in this case, purchase a phone from each carrier for testing.
7) Always make it EASY to opt-out of the database. PLEASE PAY ATTENTION KGB.com, once I opt-out of your database your dead to me, there is no reason to be a clingy, creepy, text stalking, ex-girl friend.
8 ) NEVER, EVER SELL YOUR DATABASE! I don’t care what your terms of conditions say, your consumer will always agree with them, because they NEVER read them. Anyway with that said, the mobile phone is sacred, if you upset your consumer and they find out it’s you, it does not take a rocket scientist to know regardless if your legally right, you’re going to kill your brand name and most likely your revenues from your consumer base virally spreading your bad reputation via their mobile device. Moreover, it’s going to harm those that do mobile marketing illegitimately.
9) Have at least 5 people read your test message before you send it out. Depending on age, gender, and a few other factors, your message could get a giggle at your expense.
“OMG, M8 u 1, a drwing 2mro 4, 4 tix 2 Ldy Gaga, b 10th 2 call…..”
Did someone go to the wiki SMS short code directory and attempt to text SMSease? The scary thing is that this message was actually sent to over 3,500 listeners!
10) Lastly, less is more. There is no need to text your customer base 3x a day, not only will they get upset, but your message loses its effectiveness and sincerity.
There are many other things that can be done to grow your mobile database exponentially, but we’ll leave that for another day. If you liked the article, please feel free to comment, use, and share the knowledge.
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