First Came Chris Daughtry, Quickly Followed By Weezer, MGMT, Eric Cartman, And Now, IMO, Topping Them All (Except Maybe Cartman’s Rendition, It’s A Tough Call) The One & Only Christopher Walken. What Do They All Have In Common? They’ve All Spoofed Lady Gaga’s Hit Single “Poker Face.”
So…What is it about Lady Gaga, and this song in particular, that lends is self to such memeticmimetics? There is something undeniably unique about The Lady & Her Music. Her Style, Performance, The Catchyness of the tune…all of which make for User Generated Recreations. But it’s rare, and a privilege, when other artists or media producers spoof one’s work. Even in jest, most blatant mockery subtly suggests some degree of respect and admiration. If Family Guy or South Park ever made fun of one of my creations, I’d take it as a compliment.
Marketers & Advertisers Strive To Impart These Qualities On Their Content. To Provide A Template On Which Consumers Can Build, a Body of Material Ripe For The Creative Masses To Restructure, Remix, Reinterpret, Re-contextualize…and spread.
So what is it that she (or her team of producers and publicists) does, to lend her brand to such virality?
My Good Friend Rachel Feigenbaum, A CUNY PhD Student, Has An Interesting Thought:
When a person hears it [Her Music] you can’t help but admit that it’s catchy and fun. But when you realize what the lyrics are, what you’re singing, it’s embarrassing that you actually enjoy something that sophomoric, so to cope we make fun. [It's a] Social Defense Mechanism. People find that humorous it’s why she’s successful. She’s crazy and out there, but its fun and funny. It’s being so ridiculous, that it’s entertaining. For Her, Tactful Talentlessness becomes true talent and she’s thus she brings a new dimension, and with it success, to an otherwise superficial music career & by superficial I mean a lack of lyrical and musical depth.
When I asked My Friend & Colleague Jess Greco that same question, she responded:
Historically, pop culture is pop culture for a reason- it is constantly being referenced. She’s original, shes doing things that are slightly ridiculous, and thats what is getting her attention. And these are the things that often turn into the internet memes that we’re so obsessed with nowadays. And a big part of this are the the references, just like The Office and The JK wedding dance video. Why Other Artists & Producers? Maybe Because they want to be part of the phenomenon? I dont know. They want to play off someone else’s attention to get their own? But I feel like that applies to any person, not just celebs.
Personally, I get excited when celebs reference other celebs. It compounds the impact on the consumer/viewer and makes them feel like they’re part of this inside joke.
Could it be that simple? Is this authentic originality engendering producer-to-producer parasitism? Or is this something much more a psychologically complex? Is her brand Built, from the top down, to be so well suited for spoofing and these cultural memes, arguably one of marketing’s holy grails?
Watch The Videos…& Please Let Me Know What You Think!
In Keeping With My New Friday Tradition Of Polls & Videos – Because Who Are We Kidding, No One Wants To Digest Any Serious Content On Friday…Anyway, as most of us spent yesterday needlessly captivated by an empty balloon soaring across the Colorado & and woke up to TWITTER LISTS – Here Are My Two Latest Surveys & Video For Your…Um…Enjoyment?
And… Last But Not Least:
Oh…And If You ARE In The Mood For Some Good Serious Reading, Check Out:
By now, most of you have heard about the original @Drew auctioning off his Twitter Handle to benefit the Live Strong Foundation. I’m sure you’ve also heard about & Drew Carey and his series of increasingly generous bids – now potentially reaching $1,000,000 – should Mr. Carey’s Current Account Accrue a total of 1,000,000 Followers – Effectively Attributing a $1 Value to each person.
I’m not breaking any news here – but I would like to make a comparison, even if it’s an obvious one. If you recall, it wasn’t too long ago that Ashton Kutcher, Oprah, and a slew of other celebrities pathetically riding their diamond studded coattails, joined the ranks of Twitter Personas, despite some vehement protesting that they do (and still do) nothing to add value to the community. Which isn’t to say that there aren’t celebrities who DO engage with their followers, ala The New York Jets, Dave Matthews, Ellen DeGeneres, Jimmy Fallon…and others
However, it takes but a quick look at Mr. Demi Moore Willis’ recent posts to see he’s just broadcasting, adding little to no value, using twitter no differently than he would any other medium.
This is also not to say that he’s using twitter any differently than 90% of the rest of the popular platform’s patrons. However, he made a point to garner followers and attention, ‘racing’ CNN to reach 1 million and make the history books – and has since done absolutely nothing with that accomplishment, or his fan/follower base. All that influence – just going to waste.
Meanwhile – Drew Carey’s going to get a million followers (probably, maybe?), and even if he can’t interact with each and every single one – he’s still engaging, adding value to the community by validating their existence, giving them a reason to follow him other than to voyeur on mundane celebrity activity – he’s giving them VALUE – $1 to be exact. Thus enabling every single one of his followers to contribute to a charitable cause just by lifting a finger and without even having to donate any money themselves.
And what does Mr. Carey get out of this? He certainly doesn’t need the additional attention any more than Kutcher, the guy hosts “The Price is Right.” Sure he gets some added PR and a bit of an ego boost – but it’s costing him up to a million dollars.
This whole situation begs us to compare the two and their respective endeavors to reach one million followers – Ashton’s was vain, self serving, and ultimately pointless. While Drew Carey’s is clearly altruistic, not only donating his own money for a good cause but also rallying the masses and facilitating their involvement in charity, in the simplest possible way, through both traditional and new media. I think we have a winner here.
This then begs another question – how will Mr. Carey’s actions impact nonprofits and charitable organizations in their use of social media? Initiatives designed to raise attention for a given cause can elevate a charity from relative obscurity to a zeitgeist phenom with people dedicating their Facebook statii to Breast Cancer Awareness Month, en masse, or Greening their twitter profile picture to reflect the political situation in Iran.
Further, Microdonation campaigns have used the Twitter ripple effect and apps like Facebook causes to refocus attention from low quantity, high volume donations from philanthropic giants to relying, instead, on individuals, average Joes & Janes, donating in small increments but also in great magnitudes.
Now a new method makes the foray into the fray – something of a spin on celebrity endorsements and PSAs with a bit of 90’s domain squatting thrown into the mix, albeit with a more benevolent agenda in mind.
Back on the Ides of April ’09, CNN set what could have been a terrible precedent when they purchased the CNNBRK account, potentially opening the doors for malicious squatters to register for brands’ preferred social media profiles and hold them for ransom. [Note - @cnnbrk has been ridiculously inactive of late – wonder if CNN is regretting that decision]
Personally, I’m curious to see if Mr. Carey’s Actions will catch on – is auctioning off popular twitter accounts a viable means of raising money or is this a one-time deal?
It also calls into question the role of celebrities on Twitter – how should they be using twitter? If they can accrue a vast number of followers with relative ease (or $) do they have a responsibility to activate those followers?
Since Friday Is Usually A Light-Hearted Day, I Figure It’s Best To Keep That Mentality on The Blog & Stick to Short Sweet Posts, No Heavy Stuff. So I’m Launching “Friday Polls” Every Friday I’ll Aim To Capitalize on Current Events Without Doing Any Actual Work Or Generating My Own Content By Surveying My Readers and then Offering A Fun Video or Some Random Thoughts to Top It Off. Here are today’s:
Despite my initial desire to respond, for some reason or another, I never took the time or simply forgot. The article recently resurfaced in a brief flurry of online dialog and once again drew my attention – Why is their so much Twitter Hate, especially amongst journalists at reputable media powerhouses like Newsweek. so I’ve crafted a rebuttal:
Dan – You make some good points, but you’re clearly lacking an understanding of the direction in which our cultural interests are shifting, namely, the increasingly micro-targeted and smaller scale interaction between consumers and producers, niche audiences and publishers of content with such a specific focus that it automatically establishes a relationship between themselves and their readers, as it caters to their individuals desires.
That’s what Twitter does – it allows people to form their own content creation communities. The lines between producer and consumer go from blurred to nonexistent. Celebrities & CEOs once on higher ground, off-limits to the masses, now stand on even footing, interacting as equals, obviating the need for paparazzi and mainstream media, I wonder if your vehement criticism and narrow-minded view of the platform stem from the fact that it will one day (soon) displace you and your journalistic brethren who fail to embrace the medium as not just valuable to ‘Us,’ but essential for you.
The posts on Twitter that you refer to as inane or stupid are publishers and producers relinquishing control of their material to their audiences. After all, their reader/viewership is what gives these individuals value, so the greater the control one can give them over content produced, the more likely that content will be received positively by that audience.
If people want it, who are you to say it’s ’stupid’ simply because it’s different than what you want? If people can make money or increase their personal brand and value by catering to the wishes or the their audience or population at large, they’d be stupid NOT to do so.
In fact, this concept takes us back to your obsolescence. As a journalist, you are used to answering to yourself and other internal authorities. But at many big brands are learning, control over content is no longer in your hands (if it ever really was), it’s in the hands of the masses. Telling the public what they want to hear that or what they’re saying is stupid won’t change the fact that you are losing control. Sorry to break it to you…but until you embrace the stupidity of twitter and other likeminded platforms, you are destined for a short-lived career.
Personally, the reporter’s, bloggers, and journalists whose work I read on a regular basis are those that converse with me on Twitter. Those who tweet, not just about what story they’re writing, but about eating lunch or hating on a movie – mundane, maybe. But not stupid – and do you know why? Because it humanizes them. It acknowledges that they are just like the rest of us, or, more accurately, that the rest of us are just like them, acquiescing to the degrading boundaries between producer and consumer. That’s why I don’t read the New York Times or Newsweek, cover to cover, but I do read the articles and stories written by media personalities I know, I like, and with whom I relate and identify. Such is the direction in which media is heading – one of niche audiences and targeted content, personal branding, and relationship building. As a reporter whose entire industry is in the throes of upheaval – I’d suggest rethinking your definition of “stupidity”
“Sponsored Tweets” – The mere mention of the phrase sends chills down our collective spine and carries with it a stigma whose weight rivals that any other related to the platform, amongst it’s power users. We cherish the site as one of the last remaining media to hold out against advertising, so it’s no surprise that losing such freedom would have many of us reeling at the very thought of allowing those evil advertisers to invade our precious territory that we’ve protected for so long.
Yes, I know that’s a bizarre sentiment coming from a Social Media Manager/Strategist at an Ad Agency. And I’ll admit, maybe that’s changed my perspective a bit, as the concept no longer seems as scary to me. Don’t get me wrong, I don’t want to see brands flooding the medium with promotional content, via tweet or banner ad – trust me, I’d be the first to abandon twitter if that were to happen. However, I’m sure there’s a way that it can be implemented in a non-abusive, noninvasive, way.
I’m writing, not to advocate the practice because of anything I’ve done or plan to do, rather, with the intention of on opening up a conversation that, I hope, will de-stigmatize this sensitive issue, following 2 recent experiences with different forms of sponsorship/advertising creeping into tweets – each with it’s own spin. After all, despite our feelings about pervasive marketing, many times it’s what allows us to enjoy the content we love – whether on TV or online. As of now, Twitter’s business model, despite the new Advertising Friendly Terms Of Service, has consisted of nothing more than selling off bigger and bigger chunks of the company as they desperately try to identify a viable means of revenue generation – but we all know this already.
A few weeks ago I signed up to participate in this controversial program. It’s not super new – most of you have probably heard about it already or even considered or experimented with it. Well, I pushed it off for a while, but eventually signed up & quickly forgot about it. Then, about 2 weeks ago, I received a DM informing me of a sponsored tweet opportunity. I clicked…and the tab sat open in my browser for about 3 days while I pondering the implication of participating, of disseminating a sponsored tweet to my followers (I still hate that word, not that it doesn’t provide a nice ego boost or reinforce the idea that Aerocles is some sort of deity or demiurgic figure worthy of worship…but come on…can’t we think up a better term?). Will my followers get upset? Will they feel deceived? Will they understand my experimentation or desire for that extra $3.50 (#recessionexcuse)? Most of all – Will anyone even notice?
I tweet like 100 times a day – would one 10am tweet with a link – looking pretty much like the rest of my posts – except with the necessary disclosure of the fact that this particular tweet is ‘sponsored’ – catch anyone’s eye as notably different?
I talked about it with a few people before hand – and their main concern seemed to be the issue of deception and disclosure. People follow me because they trust that I am feeding them useful information – vetted by me and marked with my stamp of approval. I get that. That’s pretty much the reason why I start following anyone else – they add value, whether through information or entertainment. So does disseminating a sponsored tweet devalue my presence? As long as it’s not often and clearly disclosed, I deemed it acceptable. So I did it. And guess what – several people clicked on the link. A few others asked me what a sponsored tweet was. And no one complained. No one said “Hey Dave, That was a bad Idea, I’m going to Unfollow you now.”
What I liked about the service is that when creating your profile you can outline the topics you’d be ok with, or interested in, tweeting about. Making the sponsored message custom tailored to the Twitterer’s (or Tweeter’s depending on the regional dialect of Twitterse that you speak) personal interests and preferences – thus keeping the content aligned with the rest of his/her tweetstream, to a degree. Not only that, but the participant has the ability to write the sponsored tweet his/herself, and decline opportunities if they disagree with the message, brand, or website they’d be promoting
That said, I’ve posted 2 sponsored tweets, raking in a grand total of $6 (though I’ve since upped by price to $5 a tweet). And I still haven’t received any negative comments for doing so.
Then there’s Last.fm’s Song Tweets. After I ran out of free plays on my Pandora station (WHY DID THEY DO THAT???) I crowdsurfed crowdsourced of course, asking my twitter friends what they use for online radio. I tried a few of the suggestions and found Last.fm to my liking. Once I had my station set up, I realized I could sync my station with twitter, in such a way that if I tag a song as “Loved,” it would tweet the name of the artist and song with a #lastfm hashtag and links to the both the song on last.fm’s site and on amazon.com, so people could purchase the individual track or album. In this approach, the sponsored tweet is entirely in the hands on the Twitterer and obviously in line with his/her taste in music and caters to people’s desires to share their preferences.
What They Have In Common:
They are both Opt-In
They are both ‘ads’ meant to direct followers to a website make a purchase – but reflect the specific Tweeter’s preferences and interests.
So….What do you think? Are these viable means of Advertising on Twitter? How Can Twitter capitalize? Should they be taking a percentage or commission of some sort? Should I be rewarded by Amazon on a Pay-Per-Click model for anyone who buys a song or album as a direct result of my tweet?
Aerocles’ Thought of the day:
New At-Work Strategy: Keeping My ‘Lost in Deep Thought” Look Plastered On My Face – It Stops People From Interrupting My Procrastination…
First off, here’s one video and two ads that I think are amazing:
Secondly, Obama Campaign Aside (Thanks Ken), I Have Some Advice For Reluctant, Hesitant, Ignorant, Brands: & The Rest Of The Universe (Marketers Take Note)
Dear Universe: Email Marketing Is DEAD. D-E-A-D DEAD. Eaten By Worms & Resorbed Into The Internet From Whence It Came. Accept It!!!!
When’s the last time you received an email from a store and that actually motivated you to get off your ass and go to the outlet or even spend money on their website. Social Media has slain the Monster of Direct Email Marketing. Not That It Doesn’t Have It’s Spammy Counterparts – Auto-DMs, Facebook Messages From Branded Fan Pages…etc.
Here’s how it’s going to work – You Exist. Online. As Long As I’m AWARE of where you exist (which is another matter altogether), rest assured, if i want to be updated on your company news, I’ll opt it by subscribing to your twitter feed, read your blog, or fan you on Facebook. And then I’ll visit you when I decide. Not the other way around. End Of Story. Disagree with me all you want, it won’t make you any righter. And if it’s not clear that this is the future you’re resisting, just give it a few months.
Brands that don’t embrace Social Media as a way to reach their goals (no, you don’t have to give up) will fail. The purpose of, and results once generated by, email marketing, can still be accomplished – Except now through this new and scary interface call the interwebs. Traditional BROADCAST Advertising still has it’s place. But Email just isn’t one of those. In My Mind, and I’m sure I’m not the only one who thinks this way - An Email from McDonald or Starbucks or The Gap (I haven’t thankfully, I’m just arbitrarily choosing widely recognized brands for argument’s sake) is equivolent to the spam I receive about Acai Berry Weight Loss, Penis Enlargement Pills, And Cheap Watches – Garbage.
And I’m being nicer than I should – I’m 24, I’ve seen successful email marketing. But try emailing a 15 year old & they’ll laugh at you. That’s not how people engage brands anymore. Truth. Statistics be damned.
On a less frustrated note, here are some awesome reads you should definitely check out:
I Can’t Tell You How Excited I Am To See Google Sidewiki’s Potential Actualized. Unfortunately, As Marketers Have Done With Facebook, Twitter, YouTube, (MySpace – Remember Her?) And Every Other Facet of “The Social Web,” Sidewiki provides yet another means for those who just don’t ‘get it’ to exploit the system and barrage us with broadcast, branded, messaging.
Until now, this usurpation of online communities and the manipulation of our fundamental human desire to generate content and share information has been limited to custom-tailored (if we’re lucky) invasions of specific platforms or desperate attempts at creating their own.
Convo 1
Sidewiki, has, without a doubt, an enormous potential – one to utterly destroy any limitations or barriers on the “information sharing” currently allowed by the internet. We’re looking at the possible information exchange of exponential proportions. Unfortunately, I have a sneaking suspicion that this will be the tool that unlocks the whole of the internet to the pervasive, abusive tactics of irresponsible marketers.You know the type – the ones who build facebook pages that collect dust and twitter accounts that auto-follow and auto-DM promotional messaging.
I sincerely hope that Google has developed, within it’s algorithm, protection from this parasitism but I fear that these individuals, for all their irresponsibility, have one talent, namely, circumventing those protocols. Take a look at this video – What stops me from using sidewiki to just hop from site to page to blog, highlighting portions of text and promising readers further explanation, only to lead them elsewhere – a deceptive practice that seems to be aligned today’s spammy zeitgeist.
What do you think? Are you more excited for the evolution of the social web potentially facilitated by Sidewiki? Are you confident that Google has taken the necessary precautions to keep spammers from hijacking this tool and isn’t about to provide unlimited access to anyone who wants to litter your website digital post-it notes, maliciously intended, or otherwise?
If this is web 3.0 – I’m scared.
UPDATE: 9/24/09 – Check Out These Two Other Awesome Posts On The Topic:
Sorry To Break It To You Sears, But Putting Brett Favre In Your Commercials Would Have Been A Better Idea 4 Years Ago
A Proven & Long Standing Method of Branding has been to align your brand with a celebrity. An icon whose image you aspire to emulate or whose image you’d like consumers to associate with your brand.
I could mention a few examples, but there are so many I wouldn’t know how to choose. Athletes, Hollywood Stars & Starlets, Models, Musicians…Even Lindsay Lohan in the crux of her fall from grace, found her way into a Fornarina Spot (Whatever Fornarina is).
Bottom line – Iconic, Celebrity Spokespeople can do wonders for selling you brand and your product. But choosing the right person to endorse your business – Identifying the persona to which your target audience will relate & figuring out who you want associated with your brand – Therein Lies the Difficulty…Apparently…
It doesn’t seem like such a tough thing to do. I didn’t think it was. But Sears has proved me wrong. This past Sunday – Amidst My 8 Hours of Football Fandom (Jets HUUUGE Win over the Pats & The Terrible Cowboys Loss to the Giants) I saw, several times, as Sears’ Electronic Blue Crew (terrible name, IMHO) attempts to sell a one, Mr. Brett Favre, Legendary, Record Holding QB, Formerly of the Green Bay Packers, Formerly of the New York Jets, And Now Of the Minnesota Vikings, a new TV.
For those who’ve been living in an igloo up in Siberia for the last few years, Brett Favre has retired and unretired from the NFL what feels like 2 dozen times in the last few years (hyperbole acknowledged). Yes, I get that they’re playing off this fact in the spot by having Mr. Favre act a bit wishy-washy on his decision to purchase the TV and ending with a “No Regrets” Line”
I think that line of thinking is topical, relevant, and creative. The only problem is that when I see Brett Favre, I no longer think of someone who I respect and admire. I see Indecisive, Fickle, Desperately-Trying-To-Stay Relevant Douchebaggery.
Even Vikings Fans don’t seem to like Favre These Days (Feel Free To Correct Me If I’m Wrong). The Man Is A Legend Who Has Spent The Last Couple Of Years Tarnishing His Own Reputation With Ongoing Capriciousness. These ARE NOT QUALITIES I WOULD WANT TO REPRESENT MY BRAND.
Maybe you disagree…maybe you see the sears commercial and say, “Oh Brett Favre Wants to Buy From Sears…Oh, The Sears Blue Appliance Crew is Helping Ol’ Fickle Here Make Up His Mind…I’ll Buy From Sears.
But For Me – I see Brett Favre, and it evokes frustration, disappointment, even a bit of anger & lost respect. Now, I associate these emotions with Sears…
So where do you stand? Bad Play Calling By Sears to Star(t) Favre? Or Will Consumers Look Past His New-found Personality Flaws To His Glory Days – Making This A Win For Sears?
This has to be the most brilliant marketing ploy i’ve ever seen. It would definitely have worked better at the initial banking/mortgage crisis & market collapse. But I know of a few traders who will use this every day for the rest of their lives!
Special Thanks To Faris For Bringing This Video To My/Our Attention!
