On May 15, 2012, the social world came together IRL (In Real Life) in Montreal, Quebec to celebrate and discover the “State of Now” at the 140 Conference in Montreal.

@chieflemonhead, @peterfromottawa, @josepf, @gigi_peterkin, @debweinstein, @katmandelstein

The Speakers List (check them out on Twitter here) was packed with social media experts, business leaders and digital visionaries who came together to build a real and virtual network of expertise. The subject matter was vast and included digital media, social media, social PR, brand building, personal stories of triumph and so much more.

Deb Weinstein speaks on Social PR

Our own president, Deborah Weinstein (@DebWeinstein) spoke on Social PR and how it’s sink or swim in the age of instant news. We’ll be posting her presentation and a summary in a blog post soon.

The conference was held at Montreal’s uber chic and trendy Ex-Centris Cinema centre in downtown Montreal. At the 140 Conference, each speaker is confined to ten minutes to share their knowledge and passion on a subject of their choice. The entire Speakers Schedule can be found here.

Many of the speakers met IRL for the first time in April of 2011 when Strategic Objectives hosted a Canadian meet-up for the who’s who of the Twitterverse – from the Twitter tribe #usguys. The #140MTL Conference was an #usguys family reunion that brought together many of these same visionaries to meet, share, and learn all over again.

Beyond the speakers and the rich knowledge shared was a sense of camaraderie among the conference participants. This feeling of family and friendship is one of the biggest takeaways from any spectacular social media conference. Individuals who once only knew each other as @DebWeinstein, @peterfromottawa, @Milaspage and @Josepf were able to meet face to face. This reaffirms our relationships and passion for social media, outside of 140 characters behind our computer screens.

One of social media’s most powerful tools is the ability to network. As social media professionals and practitioners, we reinforce these relationships offline and IRL. As a strictly online community, we can only do so much – by bringing this community together to laugh, share, hug, eat, drink and enjoy each other’s company, we go beyond 140 characters to create new business contacts, friends, relationships, support systems, mentors, and more.

Social media has awesome power to spark new ideas, new relationships and new friendships. The key to maintaining these relationships is reinforcing them by taking the time to meet up, tweet up, and share ideas in person. Social media will bring you together, IRL will reinforce, but your passion will keep it going for the long haul.

We invite all our #140MTL friends & social family to share your fond memories and key learnings from the State of Now in the comments section below the pics!

Check out some of the pics from #140MTL here:

Happy Monday from the Toronto PR professionals at Strategic Objectives. Check out what’s trending for us this week…

SOCIAL MEDIA GOODIES

The Top 2 Reasons LinkedIn is Taking Over the World

If you haven’t been on LinkedIn in a while, you should head back – the service is getting better than ever and they’re constantly making improvements. But why are they taking over the world? Because LinkedIn provides two critical elements, according to Erika Anderson, a contributor at Forbes. Those elements? Social media creates person-to-person connections across the world and businesses need to operation nationally/internationally. You can read more here.

Facebook Warns that Shift to Mobile Devices Could Harm Business

So Facebook is pretty popular – you likely know somebody that has the service. Ok, that’s a major understatement – if you’re a smartphone owner, you know that accessing Facebook on your phone is as enjoyable an experience of being dragged through a field of barbed wire behind a pack of horses with the trots. It’s an absolutely terrible experience. Well Facebook’s grand excuse for that is that mobile can harm business – their number one challenge is making money off mobile platforms. Silly Facebook – you should be able to figure this out AND make money. Read all about it from the LA Times here.

Speaking of mobile….

18 Stats on the Mobile Market You Need to Know

Lots of amazing statistics and numbers in a delightful infographic that you can see here.

SOCIAL MEDIA BONUS ROUND

How to Cure Social Media Paralysis

Marketing on Social Media: You Should Probably Do This By Now

The 7 Habits of Highly Effective Social Media Marketers

Don’t Fall for this Sneaky Klout Trick Designed to Suck You In

How Backlash is Fixing Facebook Social Readers

LEADERSHIP CORNER

At Strategic Objectives, we talk about how we use the power of PR to turn regular customers into adorers… well how does that work for employees? This article from the Harvard Business Journal discusses the happiness of employees and how to leverage team members’ passions. Check it out here.

SO RETRO

Geeks, Rap, “Whoah, look at those graphics!” … Nintendo “intense”…

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SO DISTRACTED: SOMETHING TO CLICK ON

This was floating around the internet last week amongst PR professionals… 99 Problems But a Pitch Aint One

 

Here’s what’s trending for our Toronto Public Relations Agency for the week of May 7, 2012! What’s trending for you? Let us know in the comments.

SOCIAL MEDIA GOODIES

How Social Login & Sharing Affect eCommerce

This great infographic shows how you can increase key metrics by adding Social (Facebook, Twitter, etc) Login and Sharing buttons to your eCommerce site. While we don’t have an eCommerce site, there is valuable information on how to retain visitors to your site and turn a “plain visitor” to a “paying customer.” Check out the infographic on our Pinterest page by clicking here.

Should Community Managers Follow Back on Twitter?

There’s great debate as to whether or not Community Managers who represent big brands should “follow back” on Twitter. Individuals can participate in “follower churning” (follow a bunch of people and then unfollow the people who don’t follow you back) but the answer gets a little fuzzy when you’re talking about big brands. Ric Dragon presents the debate at MarketingLand here.

SOCIAL MEDIA BONUS ROUND:

For Brands, Social Media Shows Returns but Measurement Hurdles Remain

Marketers Attempt to Align Online Video and TV Campaigns

Does Paying for Twitter Followers Raise Ethical Questions?

LEADERSHIP CORNER:

The #1 productivity tool you’re not using is… a journal! According to an article by Dorie Clark, a contributor at Forbes.com, by keeping a journal, you develop great strategies to learn about yourself and improve your professional performance over time. You can record small wins, and it helps you realize that you are making progress. Read more about it here.

SO RETRO:

Car phones? Pfft! Who wants a phone you have to keep in your car! You could get this gem from Radio Shack…

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PR STORY OF THE WEEK:

It’s Time for Advertising to Take a Lesson from… PUBLIC RELATIONS!!!

A recent post from AdAge suggested that Advertising can learn a LOT from PR. You can read the entire article here but the following quotation really hammers home exactly what we’re doing with social PR here at Strategic Objectives:

In the same way that the mass-market culture of the 1950s created the need for brands, today’s social-technical culture is forcing brands to employ a new model for interacting with the public. A model based not in the slow-drip Chinese water torture of traditional advertising, but in the kind of focused dialogue that public relations specializes in.

How very, very true!

SO DISTRACTED: SOMETHING TO CLICK ON

Are David Bowie’s Ziggy Stardust and Tilda Swinton the same person? After viewing this website, all signs point to yes. Ladies and gentlemen, Tilda Stardust.

These photos come from the Tilda Stardust Tumblr.

 

Here’s what’s trending for the Strategic Objectives team of Toronto Public Relations professionals!

SO ANNOUNCED

Strategic Objectives is proud to have won ten awards at the CPRS ACE Awards! We are SO PRoud to work with some of Canada’s top clients and to bring home awards on their behalf for some of our amazing PR Programs. You can read about the 10 winning PR programs here.

SOCIAL MEDIA GOODIES

13 Things You Didn’t know You Could Do on LinkedIn

LinkedIn is a powerful force in the social media landscape and it’s often not taken too seriously in terms of daily interaction. LinkedIn is changing a lot of that and there’s quite a bit of potential with LinkedIn that you may not realize. Business Insider has the 13 most useful (but barely used) features of LinkedIn here.

How to Use Twitter for Business

First thing first – you must do research and develop a strategy. Throwing yourself into Twitter “just because” is the worst possible reason to join the service. Social Media Today offers a pretty comprehensive list of how to use Twitter for business but I would also add “Never Stop Learning” to it. As much as you THINK you know about Twitter (and Social Media), every day you will learn something small and every once and a while you will learn something bit. Read all about it here.

Top B2B Firms Gaining 230% More Leads via Social Media Than Peers

Network! Network! Network! That’s how new leads and new biz is found – and thanks to social media, networking is becoming easier than ever. Read more from MarketingProfs.com here.

SOCIAL MEDIA BONUS ROUND

Social Media Now Rules Promotion

20 Essentials to Power-Up Your Social Media Strategy

Google+ is Better Than Facebook and Why It Doesn’t Matter

LEADERSHIP CORNER

Inc Magazine is one of the best resources for “leadership-based” material and deliver top-notch reporting in an easy to digest kind of way. Geoffrey James spent some time a few years ago interviewing some of the most successful CEOs in the world in order to discover management secrets. He discovered that there were eight common elements or “core beliefs” that were shared among them. Read these eight core beliefs here.

SO RETRO:

At Strategic, we love retro TV ads. This one for Country Time Lemonade from 1978 is one of the cheesier ones from the era. Aye yaye yaye… Stray observation before you click the link: one attempt at starting that motorcycle and you deserve a lemonade break?

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A GOOD CHUCKLE:

From Angel to Cologne, here are the Top 10 Twitter Spelling Mistakes you don’t want to make.

SO DISTRACTED: SOMETHING TO CLICK ON

Really this should just be the best website of all time. “Dear Photograph” is a website that links photographs from the past to the present. It’s a pretty simple concept: hold a photograph from the past up in front of the place where it was originally taken; take a second photograph; add a sentence of dedication about the photograph – the results are amazing. Check out dearphotograph.com. (Warning, you might get a little misty in the eyes).

The Cover of the "Dear Photograph" Book - You can find more info at http://book.dearphotograph.com

 

Would you give it all up to travel for a year….and get paid?  Survey says 77% of Canadians would leave their current position to accept a once-in-a-lifetime paid opportunity to travel for a year and 85% of Canadians say that being a Paid Vacationer would be the ultimate dream job!

This research was Strategic Objectives’ creative inspiration to develop a breakthrough national PR campaign to support a nation-wide search and dream job of a lifetime: Transat Holidays Vacationer for a Year!  Job specifics: Fly. Tan. Blog. Get Paid!

Transat Holidays would pay one English-speaking and one French-speaking Vacationer to travel to 12 destinations in one year and report back on their adventures to a global audience via blogs, photo diaries and video up-dates.  Compensation would include a competitive salary, with all travel and related expenses paid.

Our three-phase, 15-month strategy showcases the power of PR to build an awesome campaign to launch, build and maintain nationwide buzz and excitement for more than a year!

Our program launched in October 2010 and invited Canadians to enter a competition to become Transat Holidays’ Vacationer For A Year.  Transat expected a few hundred entries; more than 2,000 were received!

To continue the momentum, the field was narrowed to 10 top applicants and Canadians were invited to vote online for their favourite candidate. Transat Holidays received thousands of online votes!

On December 7, 2010 we shared news that Kate McKenna of Oakville, Ontario was hired as Transat Holidays’ English-speaking Vacationer For A Year.

We continued PR outreach with Kate as our star for 12 months including SKYPE interviews, Media Tours and media appearances.  We also arranged for a leading travel journalist to accompany Kate on her travels to Greece.

Our PR program delivered strong brand-building awareness and demonstrated PR’s key role in a 360° marketing program.

Check out this rave review from Travelindustrytoday.com on January 6, 2011:

“There was a huge following of people who not only felt like they were travelling with Kate, but planned vacations based on her blogs and videos.   She has heard back from shop keepers who have been told by visitors that their trips were motivated by Kate. She considers it an honour that people trusted her with their vacation plans.”

http://www.travelindustrytoday.com/web/index.php?option=com_k2&view=item&id=13329:liberated-and-empowered-transat-vacationer-for-a-year-is-back-home&Itemid=14

Here are some results for this amazing and unique PR program:

  • 108,900 kilometres travelled;
  • 111 video blogs;
  • 92 million media impressions (Canada’s population is 34+ million);
  • 325+ media reports;
  • 2,000+ original video job applications and;
  • One Vacationer with the dream job of a lifetime…what an adventure!

The program earned two CPRS (Canadian Public Relations Society) Toronto 2012 ACE Awards including Gold in Media Relations and Bronze in Digital Communications and will pick up an IABC/Toronto 2012 OVATION Award of Merit in Media Relations at the International Association of Business Communicators Gala in Toronto on Wednesday, May 30.

The Martin Luther King Jr. Memorial in West Potomac Park, Washington DC

Imagine activating the Power of PR to help make the world a better place. Imagine having the power to truly make a difference!

At Strategic Objectives, we live this dream every day and now we’ve been recognized for what we consider our PR JOY. Last week, I attended the #prncsr PR News Corporate Social Responsibility (CSR) Awards luncheon in Washington DC on behalf of Strategic Objectives where our agency was recognized as the only all-Canadian member of the PR News Top Ten CSR A-list 2012. We are SO honored as this recognition is for the many innovative Social Good programs we have developed collaboratively with our clients.

EVP, Judy Lewis at the CSR A-List Awards

Many of the best brands in the world were celebrated at the conference.  I was so inspired to be in a room with hundreds of senior marketers and corporate citizens who agree Doing Good is Good for Business.  They understand how it bonds staff, stakeholders and customers in a common vision. They have proven that communications can power positive change, give back to communities, and help those in need.  They believe that social responsibility is now integral to best practices in business. Why? Because it builds trust, loyalty and is good for the bottom-line.

The Body Shop was inducted into CSR Hall of Fame for its values-driven approach to business. I was invited to say a few words on behalf of the brand. The Body Shop adheres to 5 core CSR pillars: Against Animal Testing, Support Community Trade, Activate Self-Esteem, Defend Human Rights and Protect our Planet. In Canada, we have been the PR voice for its Values Campaigns for more than 25 years.  We have learned that a key to PR success is to provide a simple way for media, stakeholders and the public to participate and show their support. Why? Because doing good makes you feel good; and this company and its products are dedicated to doing just that. The Body Shop understands that a commitment to simple human communications that strike a balance between the heart and mind compels individuals and the public to take action.

The Body Shop ground-breaking campaign to help stop S*x Trafficking of Children and Young People won in the category of Human Rights/Social Justice. 50 countries participated in this global effort.  In Canada more than 570,000 signed an online petition calling for a national plan of action to help stop s*x trafficking. Celebrities including Rob Lowe, Robert Pattinson, Uma Thurman and Margaret Atwood provided their celebrity endorsement and personal handprint. A petition of seven million signatures were delivered to the United Nations to encourage governments everywhere to take action to help stop s*x trafficking of youth. The campaign led to 14 countries around the world committing to adopt new legislation that would combat and stop the sex trafficking of youth. Now that is Communications producing Action!

 

 

There was a common theme among comments from award winners which ranged from JetBlue Airways, Southwest Airlines, Honda and Hyundai to Timberland, Amex, banks, beverages and even the Cartoon Network which ran an admirable Stop Bullying campaign:

  • Be authentic; Do Social Good programming because you believe in it and want to give back
  • Involve your stakeholders and experts on the issues
  • Social responsibility is not a niche tactic, it should be part of your corporate culture and an integral element of business and motivation
  • Support it with awareness efforts that are honest and accessible designed to engage people and move them to action.

I have a dream and I am so lucky to be able to use of power of Strategic Objectives PR excellence to assist great companies and brands in telling their stories and contributing to make the world a better place.

Team @SO_pr celebrates with our CSR A-List Award

By Judy Lewis, Executive Vice President, Strategic Objectives. Follow us on Twitter @SO_pr.

 

Here’s what’s trending this week for the Toronto PR team at Strategic Objectives

SO ANNOUNCED: TORONTO’S HOTTEST VENUE FINALLY REOPENS

Strategic Objectives is SO PRoud to partner with The Bay, Canada’s leading retailer to relaunch the historic Arcadian Court. Now known as Arcadian, this gorgeous space is home to Arcadian Court and the new Arcadian Loft. On Friday, the SO team welcomed journalists and other members of the media for a sneak peek into the year-long renovations. For more information click here. Even Arcadian Court Barbie was on hand to take part in the festivities:

SOCIAL MEDIA GOODIES

Why You Could Be Prosecuted for Posting Olympics Photos to Facebook

So the Olympics doesn’t seem to understand Social Sharing… Athletes are NOT allowed to tweet photos of themselves with products that are not official Olympics sponsors or share photos/videos from inside the athletes’ village. Fans are also not allowed to share photos of themselves having a good time… breaking the rules could be a criminal offense. What a ludicrous and stupid thing. London 2012, we hereby dub you “Buzz Killington, esq.” Read the entire article from Mashable here.

How Social Media is Replacing Journalism as a News Source

News breaks at 7pm one evening and by the time it has a chance to hit the morning papers, it’s VERY old news. The 24 hour news cycle is being replaced by the 24 minute news cycle. According to a study, over 50% of people have learned about breaking news via social media rather than official sources. You can read it all on a snazzy infographic here.

LinkedIn’s Biggest Competitor is a Facebook App that Just Hit 25 MILLION Users

“What’s ‘Branch Out’?” is something commonly heard from friends and coworkers. It’s LinkedIn’s biggest competitor. It has its strengths and its drawbacks but it’s poised to take on LinkedIn in a very big way. Read it all here.

SOCIAL MEDIA BONUS ROUND:

The 5 Mistakes Press Release Writers Make

4 Ways to Create Brand Content that People Actually Care About

Top 10 Mobile Advertising Campaigns of Q1

7 Steps for a Successful Social Media Campaign

SO INSPIRING:

The Dalai Lama issued 18 rules for living. These include rule breaking, how to make mistakes, alone time and more. You can read it all here.

PR STORY OF THE WEEK

Heineken is Promoting Dog Fighting? That Can’t Be Right…

This photo popped up on the internet:

It shows a dog fight, seemingly promoted by the Heineken banners. Would Heineken really promote dog fighting? Not likely. But that doesn’t mean the internet went on an immediate frenzy. Holy smokes! Talk about crisis management – this one is insane. Fans took to Facebook and traditional media to voice their outrage. Heineken responded in the wee hours of the morning shortly after the photo was posted to express its shock and horror stating that they “are aware of images of dog fighting circulating online including our branding. We do not support such cruelty and are urgently investigating”… Heineken did issue an official statement on their home page but Ragan’s PR Daily outlines three valuable lessons from this weird crisis. You can read it here.

SO DISTRACTED: SOMETHING TO CLICK ON

Movies will never be what they used to. Here’s what would happen if they tried to pitch “Back to the Future” today.

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Here’s what’s trending for the Toronto PR professionals at Strategic Objectives.

SOCIAL MEDIA GOODIES:

Google+ Rolls Out a New Look

Before we get to the article, there’s a small matter we need to take care of.. and that is this:

Yes the running joke in the land of social media is that Google+ is a desolate wasteland… but they did redesign it… which, if we’re continuing the analogy means that they put some lipstick on the rocks. Mashable sums up the redesign here.

Pinterest is Now the 3rd Most Popular Social Network

After Facebook and Twitter, Pinterest is #3… and new users sill need to request access! That’s crazy! In March, Pinterest received 104,415,903 visits. Even President Obama is pinning away on the social sharing site. It’s very surprising that such a young network has gained such popularity but it IS very addictive. Read the entire report from Venture Beat here. Also, be sure to follow Strategic Objectives on Pinterest here.

5 Social Media Metrics that Matter NOW!

Quality, Demographics, Popularity, Views, and Conversation! This is how social media practitioners should be measuring ROI when it comes to their social media projects. At Strategic Objectives, that’s exactly what we’re measuring and exactly what we’re monitoring. Check out the report from Information Week here.

SOCIAL MEDIA BONUS ROUND:

Facebook buys Instagram for $1 Billion

How to Put a Price on Facebook Friends

LinkedIn Rolls Out New Targeted Follower Tools for Marketers

6 Ways to Acquire New Customers via Social Media

SOCIAL GOOD

April 10th was TOMS’ 5th Annual One Day Without Shoes. Folks around the world were encouraged to kick off their shoes and raise awareness for what it’s like for kids to grow up without shoes. Strategic Objectives was SO PRoud to support our client on this project. You can read all about it here.

PR STORY OF THE WEEK:

Messed up your accounting? Just blame it on the fact that you’re a young company. That’s what a Groupon exec did in response to a Financial times reporting asking about accounting irregularities. Well here’s the thing Groupon – not every young company is in the middle of an IPO with a $17Billion valuation and a $1B/year revenue – YOU are. This week, Groupon was BLASTED for their immature excuse for their accounting irregularities. Their pathetic response, lots of links, and a great backgrounder can be found from PR Daily (the folks who recently published our Bald Barbie article) here.

SO DISTRACTED: SOMETHING TO CLICK ON

This is from Belgium. No explanation necessary.

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Our Strategic Objectives team was thrilled to kick off our shoes and raise awareness for our client, TOMS, and its fifth annual One Day Without Shoes on Tuesday, April 10. From barefoot meetings and lunches to hosting the media at a frigid, outdoor Toronto event – all without shoes – we threw the ‘no shoes, no service’ code out the window and rocked pretty pedis and wacky socks for an entire day.

@SO_pr goes without shoes so kids don’t have to

We are so proud to PR TOMS shoes. A fashion industry original, social good activist and pioneer of the One for One™ movement, LA-based TOMS gives a new pair of shoes to a child in need with every pair purchased.

One Day Without Shoes is a global awareness event conceived to explain the importance a pair of shoes can have on a child’s life. This year, more than 25 countries participated, and celebrities around the world took off their shoes in support of the initiative, including Charlize Theron, Rachel Bilson, Michelle Branch, Anthony Kiedis, Sam Trammell and many more!

Canadian Television Personalities Go Without Shoes. ET Canada Host Angie Smith (@bumbalina) L and CTV Ottawa Morning Live Lianne Laing (@liannelaing).


Our PR support included:

  • Coast-to-coast media relations
  • Engaging Canadian celebrities and broadcast personalities
  • Coordinating interviews
  • Hosting media at the Toronto event
  • Twitter

 

Taking it to the streets

Despite the cold temperature and occasional freezing rain, our support for One Day Without Shoes extended far beyond our office. We joined TOMS in the heart of Toronto, at Yonge-Dundas Square, to participate in a public event, where people were invited to check their shoes, take in local artists and visit creative kiosks, including:

  • Unplugged acoustic performances by Canadian rock bands: Branko from Dinosaur Bones, The Balconies, Sandman Viper Command, Poor Young Thing and Whale Tooth.
  • Chalk Master Dave Johnston creating a 3D barefoot sketch
  • Flip book movie-making
  • Film screenings of people participating in One Day Without Shoes around the world
  • Custom TOMS tote bags to carry your shoes
  • Pen pal station to write letters to children in need

Although our feet were cold, our hearts were warm, because this once-a-year opportunity gave us and the world the chance to empathize, and feel the pain, for people in need who go without shoes.


The media was very generous in their coverage. Check out some of the stories below:

MTV.ca

The Fashionist

The Huffington Post

Digital Journal

In early January 2012, a small Facebook page made big news when it suddenly went viral. The page, “Beautiful and Bald Barbie! Let’s see if we can get it made” was conceived to ‘move’ Mattel to produce a bald Barbie doll to help young girls who suffer from hair loss due to cancer treatments, Alopecia or Trichotillomania with self-esteem issues; or to help girls who have trouble coping with their mother’s hair loss due to chemotherapy.

By mid-January, the page grew from a couple of friends with a cause, to a movement of 100,000 plus. Naturally, the mainstream media picked-up on the story and by January 13, our Google News search for “Bald Barbie” generated more than 450 stories from news outlets around the world. This was amazing good news for the cause.

Far less amazing was Mattel’s response – they remained completely silent with NO statement whatsoever. Mattel’s tight lips forced the media to use the company’s most recent response to individuals proposing new Barbies, “Mattel doesn’t accept ideas from outside sources.” Mattel was SO absent from the social conversation that it seemed the brand was doing zero monitoring to see what was happening in the Barbie community.

You Snooze, You Lose

The social community was vociferous in noting that Mattel had nothing to lose and everything to gain from producing Beautiful and Bald Barbie. Considering their several questionable choices with Barbie in the past, see Tattoo Barbie, it only made sense for Mattel to be nimble and seize the day with the story when it broke – last January, four months ago. They could have produced the doll to support their Mattel Children’s Hospital (who knew?!), or as part of their limited edition collection. Instead, they did nothing.

Enter the competition, and proof positive that ‘you snooze, you lose.’ In early February, Mattel competitor, MGA – maker of Bratz and Moxie Girlz – announced its new line of “True Hope” Bratz/Moxie Girlz dolls at the American International Toy Fair in New York. It will feature six dolls, four girls and two boys, available for sale in June 2012. MGA will sell its “True Hope” dolls at Toys “R” Us and donate $1 from every doll sold to City of Hope for cancer research. Check out their news release here.

This week – some four months later – Mattel finally stepped up to the plate and announced the creation of a Bald Barbie Friend of Barbie for distribution to children’s hospitals and charities in 2013. Company spokesman Alan Hilowitz was quick to point out that Mattel did NOT create the doll in response to the Facebook page, but rather because “they helped us realize how important this was for us to do.” (?!?!?!)

Props for Your Community

With social media, it’s imperative to listen to your community, be responsive, be helpful and engage. Mattel completely failed to do so. And when they did respond, they totally failed to give their community credit for a great idea. In the four months it took Mattel to finally say “I do” to Beautiful and Bald (Friend of) Barbie, media coverage slackened and a competitor was able to claim Barbie’s space in the world of social good-doing. But the community never gave up.

While Mattel may ultimately reap praise for producing Bald (Friend of) Barbie, it’s important to note they ignored their community for four months. All they needed to do was to say “we’ll do it!” when interest exploded – last January. To ignore a brand community for four months is a lifetime when it comes to the news cycle and the world of social media.

Mattel clearly missed the boat, and a tidal wave of positive press and major sales, with this one. When it comes to being social, brands must be willing to listen, engage and react swiftly to their community. They must be trend-spotters and trend-setters and pounce on the next big thing, especially when your fans, who drive your sales, are giving you marching orders. Mattel’s slow response clearly demonstrates that the “we’re the company, we know what we’re doing” response has gone the way of the Dodo. Barbie fans called … Bratz answered.

Had Mattel been timely with a positive response to the call for Bald Barbie, they’d be happily driving their pink Beach Cruiser into the hearts, minds, and wallets of consumers. Instead, they minimized their opportunity to do social good and to do good by their community. It’s a cautionary tale that reinforces the need for brands to be nimble and seize the day, when your consumer knocks on your Dream House door.

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Deborah Weinstein (@DebWeinstein) is co-founder, partner and president of Strategic Objectives, an international award-winning, full-service public relations agency that delivers smart ideas and better solutions to many of Canada and the world’s leading brands. Headquartered in Toronto, Strategic Objectives is IABC/Toronto PR Agency of the Year 2011 and 2009. It employs more than 40 top public relations professionals, in addition to associates across Canada, and collaborates with Pinnacle Worldwide PR partners around the world.