Comments on: Uncampaigning

By: Is there a vampire in this Silo? « Media Bullseye – A New Media and Communications Magazine

Fri, 12 Feb 2010 17:15:40 +0000

[...] Shel Holtz and Todd Defren both recently had interesting posts about the difference between a marketing campaign and social [...]

By: rogerewing (Roger Ewing)

rogerewing (Roger Ewing) — Sat, 30 May 2009 20:00:14 +0000

Twitter Comment

Reading @TDefren - Uncampaigning [link to post] Marketers mistake social media for an advertising venue. Focus relationships.

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By: tammyRhoman (Tammy Homan)

tammyRhoman (Tammy Homan) — Fri, 29 May 2009 16:33:00 +0000

Twitter Comment

Short campaigns and relationships. [link to post] Did the Skittles/BK campaigns succeed?

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By: Greg Smith

Greg Smith — Thu, 28 May 2009 22:11:53 +0000

What’s this, then? Social Media marketing is all about long-term relationships. Seems I’ve heard that before. Oh, yes, it was in PR class about 20 years ago. What an eye-opener.

By: TDefren

TDefren — Thu, 28 May 2009 19:57:26 +0000

If the client is happy, no, it’s not a failure. BUT …

The exposure was a BLIP – a relatively big blip, at least in Skittles’s case – but a blip nonetheless. (FWIW I was clueless about the Denny’s promotion. So much for SuperBowl ads.)

I doubt Skittles needed the SEO juice. Pretty sure a search for “Skittles” would have brought up their website in the top 3 results, eh? And it’s not like their effort was helping with one-off SEO terms like “candy.”

The premise of my post is that you cannot create a long-term, revenue-helpful consumer outreach program with a stunt that only derives short-term “curiosity value.” That’s how CMOs get replaced every 18 months in this “what have you done for me lately” culture!

By: Mike Volpe - HubSpot

Mike Volpe - HubSpot — Thu, 28 May 2009 19:33:55 +0000

I agree that they could have done more. But I don’t think Skittles or Dennys think of them as failures. Both got a ton of buzz, lots of links (SEO juice!) and Skittles gained a ton of subscribers on Facedook and Twitter. Sure, Skittles should do a better job of engaging those subscribers.

But, both of these companies tried some inbound marketing and got a ton of exposure for far cheaper than just buying ads. (Skittles especially, since dennys also bought super bowl ads.)

I bet they are all really happy with the results. If the client/company is happy, is it a failure?

By: SeeboldMarCom (Ellen Seebold)

SeeboldMarCom (Ellen Seebold) — Thu, 28 May 2009 17:03:59 +0000

Twitter Comment

RT @elizabethsosnow "Long-term customer relationships don’t start w/short-term campaigns," via @tdefren [link to post]

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By: mopartnersceo (Gary M. Katz)

mopartnersceo (Gary M. Katz) — Thu, 28 May 2009 16:46:05 +0000

Twitter Comment

RT @elizabethsosnow: "Long-term customer relationships don’t start w/short-term campaigns," via @tdefren [link to post]

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By: elizabethsosnow (Elizabeth Sosnow)

elizabethsosnow (Elizabeth Sosnow) — Thu, 28 May 2009 16:40:08 +0000

Twitter Comment

"Long-term customer relationships don’t start w/short-term campaigns," via @tdefren [link to post]

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By: MelissaHourigan (MelissaHourigan)

MelissaHourigan (MelissaHourigan) — Wed, 27 May 2009 21:05:51 +0000

Twitter Comment

Reading: Uncampaigning by PR-squared [link to post]

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