Everybody is jumping from one social media forum to another looking for that magic marketing mix. The economy is in a recession and will be there for a while longer. Meanwhile everyone is trying to keep market share or ,at the very least, not let it drop like an ATT call. What happens next is marketing/PR/advertising firms throw the social media mix on the wall and sees what sticks. Here is an article to my point that I read today from the website socialmediatoday.com, "Using Twitter for the wrong reasons", by Matt Rhodes
I just read about the Twitter plans of DiGiorno Pizza in the US. It’s a perfect example of getting over-excited about social media and putting the technology before the strategy.
Here’s a brand with the tagline “it’s not delivery, it’s DiGiorno” and yet in order to create some Twitter Buzz they are planning to “deliver” pizza to influential Tweeters.
Is there a better example of fogetting brand values and the brand message for the sake of a quick bit of buzz?
They talk about building engagement, yet if they’re really after online engagment they ought to be thinking about sustainable conversations and relationships. Not one-off Tweetups.
I’m all for trying out Social Media and giving things a go, but this is so clearly off-message that I can’t believe it’s been thought through. It’s stinks of traditional PR/ad agency thinking applied online.
I just read about the Twitter plans of DiGiorno Pizza in the US. It’s a perfect example of getting over-excited about social media and putting the technology before the strategy.
Here’s a brand with the tagline “it’s not delivery, it’s DiGiorno” and yet in order to create some Twitter Buzz they are planning to “deliver” pizza to influential Tweeters.
Is there a better example of fogetting brand values and the brand message for the sake of a quick bit of buzz?
They talk about building engagement, yet if they’re really after online engagment they ought to be thinking about sustainable conversations and relationships. Not one-off Tweetups.
I’m all for trying out Social Media and giving things a go, but this is so clearly off-message that I can’t believe it’s been thought through. It’s stinks of traditional PR/ad agency thinking applied online.
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