Public Relations & Social Media Insight
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Public Relations & Social Media Insight
Social media, PR insight & thought leadership - from The PR Coach
Curated by Jeff Domansky
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Chevron gets brandjacked without writing a word

Chevron gets brandjacked without writing a word | Public Relations & Social Media Insight | Scoop.it
An Ecuadoran environmental group apparently started and promoted the hashtag #AskChevron, but Twitter users seem to believe the oil company created it.


The promoted trending topic on Twitter on Wednesday morning was #AskChevron, a hashtag similar to #AskJPM and #myNYPD, which resulted in social media disasters for J.P. Morgan and the New York Police Department, respectively.

Here’s the twist, though: Chevron seemingly has nothing to do with #AskChevron.

The company hasn’t tweeted the hashtag. Its Wednesday morning tweets, which were about its annual stockholders meeting, used the hashtags #Chevron and #stockholders, not #AskChevron.

The account that has tweeted #AskChevron the most is  @thetoxiceffect, an environmental group based in Ecuador. The group has a promoted tweet with an image listing transgressions that “Chevron is guilty of”:...

Jeff Domansky's insight:

this is a great social media and brandjacking case study with points of view from all sides and many lessons for brands and social media pros.

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Real-Time Social Media Marketing Process Doesn’t Need To Be A Paradox | Business 2 Community

Real-Time Social Media Marketing Process Doesn’t Need To Be A Paradox | Business 2 Community | Public Relations & Social Media Insight | Scoop.it

Real-time social media marketing can be incredibly powerful as it adds elements of context and relevance to your social media content and audience interactions. The challenge for many organizations is that existing processes can stand in the way of engaging and interacting with audiences in a timely manner.

 

Process by its nature takes time, and virtually strips organizations of being able to act in real-time. Opportunity identification, legal reviews, running approvals up the ladder, creative ideation, risk assessment, production, organizing and rallying a team to create content are a few of the factors that can grind execution of the best intentions to a halt. All of these components are important, but to capitalize on real-time opportunities on social media, certain planning and preparation will need to be in place. Also, in some cases, concessions or modifications might need to be made to your organization’s regular processes.

 

Following are a few suggestions and ideas for how you can prepare your organization to be equipped engage in real-time on social media:...

Jeff Domansky's insight:

This explains "real-time" social media marketing well and has excellent advice about how to be prepared to maximize it'simpact.

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Agile marketing: the 70:20:10 rule

Agile marketing: the 70:20:10 rule | Public Relations & Social Media Insight | Scoop.it

The 70:20:10 ruleTo borrow another popular concept, I would suggest thinking 70:20:10 makes sense. 70% of your marketing is the planned ‘marketing as usual’ activity. 20% of your marketing should be programmatic.I described this in more depth in a previous article but it is marketing that is more rules-driven and automated in response to various stimuli; so it is not planned, but it is responsive, and, typically, machine-driven and executed.10% of your marketing is purely responsive Oreo-style. For this you typically need people resource available....

Jeff Domansky's insight:

Some really good lessons and ideas from these marketing case studies. Key question is can you be agile enough in the future?

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10 Oscar-Worthy Examples of Brands Newsjacking the Academy Awards | HubSpot

10 Oscar-Worthy Examples of Brands Newsjacking the Academy Awards | HubSpot | Public Relations & Social Media Insight | Scoop.it

While many people are critiquing the $1.6 million commercials that ran during the Oscars last night, we thought it'd be fun to take a look at something a bit less expensive and a bit more inventive -- the real-time newsjacking that occurred last night during the broadcast over one of our favorite social networks, Twitter.

 

Newsjacking refers to the practice of capitalizing on the popularity of a news story to amplify your sales and marketing success. The term was popularized in David Meerman Scott's book Newsjacking: How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage. 

 

No less than ten brands went into high gear developing tweets that riffed on the Oscar broadcast as it happened. Much of this newsjacking was captured by the hashtag #oscarsRTM created by Edelman's David Armano. Follow along as we take a look at how some brands approached newsjacking...

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