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Opinion
The keyboard warrior of Twitter
In this guest post, NBN staffer Scott Rhodie writes an unofficial, personal view on his experience with a hostile Twitter critic.Last night I had a strange incident. While on Twitter I noticed someone saying that Australia’s NBN is already outdated. I wrote a small note back explaining they were incorrect.
And their response? The lovely gentleman (whose Twitter profile says: ‘Father of 5 kids, Loving Grandfather of 10 Grandchildren,and 2 Great Granddaughters. love to give heaps to Pollies and Poofters’) said to me: “Go and lick Gillards C*** out U commie Prick”
What's in a name?
In this guest post, Moensie Rossier wonders about the power of names for brands and marketers.
Brands have been having a bit of fun with names lately, not to mention a fair bit of success. Interbrand just named a headhunting firm Cloak & Dagger. And ‘Share a Coke’ showed how much power there is in a name.
The Coke campaign effectively short-circuited the usual mechanics of communication. It undoubtedly stroked people’s egos. But, I believe, its success stems from the fact that it directly and automatically affected people’s behaviour, rather than doing so indirectly by shaping attitudes.
Best ads from Super Bowl 2012
The Super Bowl is all done and a team from North America won. But as well as some sort of sporting event, it’s the world’s biggest advertising showcase. See the best of them right here… and please tell us what you think.
How to debunk media myths
In this post, UWS’s Ullrich Ecker, John Cook and Stephen Lewandowsky argue that cognitive science can help PRs form strategies in managing media misreporting.
A growing cohort of commentators has bemoaned the descent of contemporary political “debate” into a largely fact-free zone.
How about simply focusing on what consumers want?
In this guest post, Peter Mountford argues that brands should think more about what is really going on for consumers
Who here is hoping their favourite brand of toilet paper is going to be organizing a flash mob on their way home from work today?
What the Optus web copyright victory means
In this analysis first published on The Conversation, RMIT’s Marita Shelly examines the implications of Telstra’s defeat over the online rights to the AFL broadcast deal
This week’s Federal Court ruling that Optus customers are able to view sporting matches minutes after they are streamed live without breaching copyright is a landmark decision that alters our understanding of copyright law, and has significant implications for the AFL’s broadcasting rights deal.
Does Gina Rinehart’s bite of a chunk of Fairfax make her an oligarch?
In an article that first appeared in The Conversation, Mark Rolfe wonders whether the mining magnate’s move could turn Fairfax into something resembling America’s Fox network.
Australia’s richest person Gina Rinehart has moved to increase her stake in Fairfax Media, owner of The Age, Sydney Morning Herald and a number of radio stations. Rinehart has already shown her desire to play a role in public life, campaigning against former Prime Minister Kevin Rudd’s aborted mining tax. She has also demonstrated a willingness to make media investments to ensure her pro-business worldview is promulgated.
What does this latest move by Rinehart mean?
Gillard's Australia Day crisis
PM Julia Gillard’s media adviser Tony Hodges has been forced to resign over the Australia Day tent embassy debacle.
It came after it emerged he had revealed opposition leader Tony Abbott’s whereabouts, leading to both politicians being rescued by police in ugly scenes.
Mumbrella editor Tim Burrowes and advertising practitioner Jane Caro debate the topic on Weekend Sunrise’s masters of Spin segment:
The biggest cock-up I made in business
In this guest post, Chris Savage urges agency staff to live the brand.I still shudder when I think about how incredibly stupid I was when I made the biggest stuff up of my career. And then, 18 years later, I did it again. Do not make this mistake with your clients. Ever.
Hey Groupon. Thanks for fucking up email
In this guest post, Daniel Monheit warns that group deal overload is devaluing email marketingEmail marketing used to be fabulous. Back in the heady days of 2010, brands would work hard to build up well qualified databases, upon which they’d bestow carefully crafted correspondence filled with information, offers and incentives. The recipients, of course would be delighted: “Oh look! An email! From one of my favourite brands! And it’s 40 cents off at Woolies this week!”.
The staggering sway of Harold Mitchell
The Power Index today names Aegis Media chairman Harold Mitchell as the most powerful person in Melbourne. Andrew Crook profiles him.
Harold Mitchell takes pride in dispensing with the niceties. When The Power Index visited his South Melbourne private office before Christmas, fresh remains were scattered all over the boardroom table.
Share a Coke with… the moronic masses
The most-read story on Mumbrella last year, with not far off 100,000 page views, was a fairly humdrum yarn about the launch of Coca-Cola’s name-on-a-bottle campaign.The headline, “Coca-Cola puts people’s names on bottles in ‘Share a Coke’ campaign”, though hated by any self-respecting sub-editor, was loved by Google. And in rushed what can be politely described as the public.
Assumptions kill creativity
In this guest post, Gual Barwell disagrees that the sales success of the Old Spice social media campaign was overstated.Yesterday’s post from Cathie McGinn suggested the Old Spice campaign failed to connect with consumers. Based on the facts and figures, I disagree.
What Old Spice and Wieden + Kennedy has done and done phenomenally well is to create a franchise.
The SMH's readers (are wrong) editor
We are now about five months into the reign of Australia’s first readers’ editor. And I don’t think it is working.
It struck me at the time of Judy Prisk’s appointment to the Sydney Morning Herald that the fact that her boss was editor-in-chief Peter Fray was not going to be ideal if she was going to be the independent voice of the reader.
The emperor's new fragrance: Old Spice’s campaign failure
In this guest post, Cathie McGinn slays a sacred cow of 21st century marketing – the highly awarded Old Spice campaign.One of the biggest myths of recent times (by which I mean a story of great heroism and triumph we’d all like to believe but deep down know to be untrue) is the Old Spice social media campaign. It’s been much lauded and awarded as an example of outstanding content, a creative and collaborative way of connecting with consumers and driving a record increase in sales.
King of Shaves: rude and spammy
Dear King Of Shaves Australia, thank you for your tweet inviting me to vote for you in the FHM Awards. Here’s why I won’t be voting for you:
- You didn’t say please.
- I have a beard.
- You’re spamming like a fucktard.
Good luck in the competition though.
Tim Burrowes
August 11th, 2010 at 9:40 am
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Comments
11 Aug 10
10:32 am
Lolz@Tim.
Excellent use of the term Fucktard.
11 Aug 10
11:23 am
Yeah I got one of these as well and promptly told them to piss off. What a terrible way to run a social media campaign. Very stupid.
11 Aug 10
11:26 am
more’s the point, its just not the best razor. it’s hopeless at reaching the top of your philtrum.
11 Aug 10
2:19 pm
Hi Tim
Paul CEO from King of Shaves AUST here. We were delighted to be shortlisted in the shaving category in the FHM Essentials Awards and we just thought we would tweet it and let some people know about it.
I am still learning the so called social media rules (only tweeting since end of May) and how we can engage with guys that shave – Sorry Tim I thought I could get you to lose the beard!
Not really a social media campaign but a message to approx 40 tweeters half of whom already follow us. The balance to marketing media and people we thought would be interested and of course maybe get a few votes. Not sure if this would be classified Spam in twitter.
Anyway thanks Tim for following us and Scott thanks for the DM about how you like our products – thought you might like to vote
And to Steve regarding the problem of getting under the nose with our Azor. Yes a few people have had this problem and all you need to do is pull you nose back with you 2 fingers – not a good look in the mirror but it works – also the mark 2 blade rolling out in the next month in Australia has a thinner bar on the top to solve the problem so you won’t get the sideways looks from your girlfriend. Actually DM me and I will send you one out to try
A can’t comment on fucktard as I am not so sure what this is
The
11 Aug 10
2:38 pm
Hi Paul, I beleive its a retarded Fuckwit but for the record you don’t sound like either..
11 Aug 10
2:40 pm
Reading this article just proves to me that no one still gets social Media in my mind. I think the main issue here is Social media snobbery. Paul Irwin, good response.
11 Aug 10
2:52 pm
Paul,
Thanks for the kind offer. For some reason I can’t DM you on Twitter (I’m guessing because you don’t follow me), but am happy to buy a mark 2 to try it out. I’m a big fan of KoS, and really wanted to love mark 1, but it was severely disappointing. Hope mark 2 lives up to the promise.
Cheers
Steve
11 Aug 10
2:54 pm
That was a close shave for everybody. Case closed.
11 Aug 10
2:57 pm
And to say thank you for your comments and feedback please click thru to
http://www.shave.com.au
for a 50% discount on all king of shaves razors, shave gels, skincare etc as well as free delivery until 15 August.
Enter the promo code MUMBRELLA right at the end where you enter your details.
Paul Irwin – King of Shaves Australia
11 Aug 10
3:00 pm
Completely Fucktarded
11 Aug 10
3:02 pm
If people like this word they should follow George Parker over at AdScam.
http://www.adscam.typepad.com/
He uses it in nearly every post.
11 Aug 10
3:10 pm
Fantastic thread.
The social media strategy might have not initially worked but the social listening and consequent engagement definitely did.
Well done Paul. I am going to your site right now.
Marc
11 Aug 10
3:11 pm
Oh, amd I am tweeting this thread right now too
Marc
11 Aug 10
3:12 pm
steve email me your details to paul@shave.com.au and I will get you one to test out
11 Aug 10
3:16 pm
King of Shaves: Rude and spammy http://bit.ly/cj6Pra Fair comment. Good thread. Great response from CEO. Social engagement in action
Marc
11 Aug 10
3:24 pm
Well done Paul. Lovely engagement
11 Aug 10
3:29 pm
Very impressed at your return serve Paul. Very nicely handled. Good engagement and honesty.
11 Aug 10
3:36 pm
Aren’t we being a bit precious? Is it only the so called (and self professed) ‘experts’ who are allowed to enter the hallowed halls of social media? This guy dips his toe in the water and you try to cut off his leg!
And don’t try and tell me this was constructive feedback. You’re just having a dig. Plain and simple.
Enjoy the view from your high horse.
11 Aug 10
3:43 pm
Awesome response. If I was cynical, I’d say ‘nice set up’…
Seriously though, kudos for the effort and delivering a peace offering in terms of the discount… I’d just run out of KoS oil (first time I’d bought it and am now a convert) and this was a good opportunity to re-order. Plus, I bought a bunch of other stuff to a total value of forty – sorry, twenty – dollars.
Of course, I’m about to tweet about it as well…
11 Aug 10
3:51 pm
I have to say that from a female point of view this has been a very interesting thread – especially considering all you guys are not only being a tad precious about social media attempts but also about shaving! Metrosexuality reigns supreme!
11 Aug 10
3:57 pm
@Alison F,
‘All you guys’?
FTR, I tend to nurse a nice manly 3-day stubble before I hit the KoS products, by which stage my razor needs all the help it can get.
And I had no idea what the hell a philtrum was until I wikipedia’d it.
Plus, it’s advertising… your male colleagues are generally going to be either hairy hipsters or vain metrosexuals.
Am I being too sensitive??
11 Aug 10
4:24 pm
Alison
If you knew the horrors of facial shaving rash, you’d understand
BTW, you might want to check out KoS products yourself – my wife once ‘borrowed’ my gel and now uses nothing else…. says its the best for shaving her legs
Cheers
Steve
11 Aug 10
4:45 pm
Yes it was well handled by KOS.
It just crossed my mind that KOS could have set this whole think up. I just hope that it turns out that the quick turn around was not planned all a long. Called me skeptical but spamming Mumbrella and Scott R is sort of asking for it.
Well played KOS either way.
11 Aug 10
4:49 pm
As mentioned in the Twitter stream of last night’s #SMCSYD we ask brands to be transparent and honest in the social media space and Paul has demonstrated this well – what a shining example of how to handle negative feedback – good on you KOS
11 Aug 10
4:56 pm
Hi Paul, you sure the promo code works? I just went through the entire process and didn’t come across anywhere to enter it so didn’t get the discount…
11 Aug 10
5:08 pm
kimota – its there and it works. on the right hand side of the payment page.
11 Aug 10
5:17 pm
Bugger – how did I miss that? If I couldn’t spot that when I’m looking for it – should I even be in charge of a razor close to my face?
Can’t complain, the prices are still good anyway!
11 Aug 10
5:25 pm
Fucktard to Fucking Legend!
Well handled and a great way to create engagement – I never knew KOS did hair product or bodywash.
I’d be interested in seeing the takeup rates to the special offer once it expires.
Also, can’t underestimate the power of Mumbrella in the media/social world!
11 Aug 10
5:30 pm
Lazy.
11 Aug 10
5:31 pm
Kimota
No worries about missing the code, your not the first – email me your order number and I will sort out 50% credit to your card
Will let you all know how many took up the deal end of week as some may be interested
Paul – King of shaves – paul@shave.com.au
11 Aug 10
5:32 pm
PWNED!
11 Aug 10
5:45 pm
@Matt ‘the power of Mumbrella’ Think I just threw up a bit in my mouth
11 Aug 10
6:12 pm
Well I hadn’t heard of King Of Shaves but now I have
11 Aug 10
6:31 pm
So nobody contacted KOS for a point of view before publishing & the CEO acts gracious even in the face of an insult.
-20 repetitive msgs given the scale of twitter doesn’t constitute large to me.
#If you send large numbers of duplicate @replies; (spam via twitter)
Use your social media sheriff badges for good people that’s what the spam button is for.
11 Aug 10
10:36 pm
Great thread just tweeted in. Great response from Paul Irwin.
12 Aug 10
8:54 am
I bought one of the new King of Shaves razors.
Worst razor I’ve ever bought.
I used it twice. It now sits in the cupboar and I’ve returned my Quattro.
12 Aug 10
9:49 am
Benn
Thanks for the feedback even though not positive.
Of course everyone is different and have different views of our Azor, most have been positive including on Channel nine A current affair where one of the trialists rated it the best shave of his life.
Love to send you out our new Sensitive Azor as well as our yet to be released Azor M to see what you think of them – email me your details and I will send you them paul@shave.com.au
12 Aug 10
10:09 am
For those interested…they are great shavers too!
12 Aug 10
12:50 pm
I’m writing a post using words such as engagement, take up, social media and tweet.
Can I get a free Azor M for my husband?
13 Aug 10
5:39 am
Classic!
13 Aug 10
1:24 pm
MM
I think I have a few more sitting in my Office so email me your address and I will send you an Azor M to test out – paul@shave.com.au
17 Aug 10
4:26 pm
Ha ha ha I am still laughing at the title Fucktard, will be using that word on future fuckwits that have acted even more stupid, thanks Mumbrella!
19 Aug 10
11:01 am
Very Funny. Big ups to KoS. In market that big with the resources you have the fact you keep getting up and fighting is huge.. Good luck. Great products by the way.
25 Aug 10
11:06 am
Impressed with Paul’s response. Good lesson in (small scale) crisis comms!
Basic lesson – being genuine works wonders.
3 Sep 10
3:42 pm
Just for the record, by sending me an Azor and some KoS product, Paul has probably got himself another customer, as I liked both and was impressed by how he dealt with the whole situation.