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Capitalizing on Twitter & other Social Media Tools: The Old Spice Example

Esha — Wed, 14 Jul 2010 02:10:11 +0000

For those who weren’t on Twitter today, I regret to inform you that you missed the buzz, snapple, crackle, and pop Old Spice created with a very impressive campaign. In my opinion, they completely reinvented themselves by going after a completely different market, the younger, “hipper”, social media-savvy market.

This has been one of the most creative Twitter campaigns yet - it was certainly very successful. It was an excellent example of the guerrilla marketing opportunities social media Websites, like Twitter offer.

In short, what they did:

1) “Promoted” ‘Old Spice’ as a “trending topic” (“x” = Twitter lingo)

2) Throughout the day, they replied to tweets using personalized videos. (observation: they targeted many social media heavyweights, who would further spread the word, ie Kevin Rose, founder of Digg.com)

3) Their Twitter campaign was an extension of their current marketing campaign (TV ads). In their reply videos, they use the same concept and actor (aka “Old Spice man”) from their TV ads

4) Their content was entertaining, relevant, fresh, and out-of-the-box, which made it viral. Most importantly, they got the attention of their target market (as well as celebrities, including “top influencers” on Twitter, like Ellen Degeneres, Ashton Kutcher, and Isaac “Biz” Stone (co-founder of Twitter), who helped them further spread the word by joining the conversations).

They did this through simply listening to their target market and responding to them using SM tools readily available.

Have a look at some of the content from this campaign:

Kevin Rose tweeted: “Day 6 of the fever/pneumonia, first day I’ve felt semi normal, fever @ 99F, now back to bed, enjoy your saturday all, make the most of it!”

Old Spice Man’s reply:

Additional content from this campaign:

1) Old Spice’s YouTube Channel: http://www.youtube.com/user/OldSpice

2) Old Spice’s Twitter page: http://twitter.com/OldSpice

3) This link includes info on how the videos were made: http://bit.ly/9SboAd

Twitter Poll

Esha — Mon, 12 Oct 2009 22:36:05 +0000

The chief distinguishing feature offered by social media over traditional forms of media is its idea-sharing capabilities. For example, communication with the masses can be imparted via a 140-character précis on a recently popularized, micro-blogging tool, Twitter. More and more people are now leveraging this new tool. So, why do you use it?

Follow me on Twitter: www.twitter.com/eshacitp

I’m back

Esha — Sat, 26 Sep 2009 00:31:40 +0000

I apologize for the absence. I will be undertaking a new initiative. That is, to blog more often!

-Esha

New York City

Esha — Sat, 06 Dec 2008 19:13:01 +0000

Traffic + Crowds + Numerous yellow cabs = The Big Apple. OK, I suppose a less cynical person would notice there is a lot more to New York City than just the traffic.

My short trip to Manhattan included a visit to: the Financial District, Federal Reserve, United Nations, Wall Street, Times Square, Rockefeller Center, amongst other tourist destinations. I am a little embarrassed to admit, but yes, I also had the opportunity to pose with notable celebrity… wax figures at The Madame Tussauds Wax Musuem, located in Times Square. It was fun.

My fav was the United Nations Headquarters. Our group received a tour, wherein we had the chance to see artwork, which has been gifted from countries around the world. We also had the opportunity to view some of the ornate Chamber rooms, where discussions on global issues were underway. It was amazing to see how a truly international organization, with such great influence, operates.

All in all, the lights, the pace, and the aesthetics of the City inspired me. For those pursuing a career in photography or filmmaking, your portfolio is simply incomplete without a hint of NYC primarily due to the aesthetics of the location…

Wall Street

Rockefeller Center

United Nations Flag

Times Square

First photo of Wall Street

(Blurry) View from "The Top of the Rock"

The Most Effective Speaker

Esha — Thu, 24 Jul 2008 20:13:03 +0000

I recently attended a conference wherein I observed six influential speakers share their views on a topic. The topic was rather new to me. It was interesting to see how each speaker shared their wisdom. Each speaker delivered information through distinctive communication styles. The cultural and speaking style differences were evident and distinct. Some speakers made more of an impact over others.

The most effective speaker:

The speaker that stood out had a good sense of humour, he was audible, he spoke with passion, which gave him a certain level of genuineness, he exuded confidence, it was clear that he had a very deep comprehension of the topic and that he was prepared to speak, he provided hand-outs, he interacted with observers, he told stories – he had the gift of the gab. Also, when others spoke, he took notes and showed interest. And he asked for feedback at the end.

The poor characteristics observed were: too self-absorbed wherein they did not interact with the audience, some were inaudible when they shared crucial information, and questions were answered with hesitation, poor posture.

I think strong communication skills come from practice and respecting feedback and constructively improving your presentations based on audiences’ comments and response. I think observing good speakers speak can also help. Taking the good points and emulating them will provide you with a basis for how you want to present yourself.

Esha

New Initiative at the University of Ottawa

Esha — Thu, 12 Jun 2008 18:44:23 +0000

Universities across Canada and the United States have provided students the opportunity to boast their comprehension of business functions learned in the classroom through transferring their skills into management consulting for local businesses. These management-consulting clinics have been successful for years.

The value brought to the table with such initiatives are quite evident, in the sense that, small businesses are given a more affordable option and students are given the chance to put their minds towards challenging work.

For example, the TMC Consulting Clinic (www.consultingclinic.ca), in association with the Telfer School of Management at the University of Ottawa, is a new initiative, which will be run by undergraduate students (they work with a Head Mentor, Dr. Bruce Firestone). An Advisory Board made up of professors and volunteer professionals is also available to support the students and provide assistance as required. Not only does student consulting allow students to network and gain valuable work experience, local organizations that cannot afford to pay an arm and a leg for management consulting work now have an alternative wherein they receive quality work at a fraction of the cost.

Esha