My latest post for Forth Metrics takes inspiration from the recent BrewDog/Diageo battle, and explores how even a small business can throw big stones with the right strategy in place…
This week saw provocative craft beer company BrewDog hit the headlines, as allegations emerged that Diageo had abused its position as sponsor of the British Institute of Inkeeping (BII) awards to prevent BrewDog from winning Bar Operator of the Year. Misguided Diageo executives are thought to have threatened to pull all funding for the BII should its fledgling competitor beat it to first place.
My latest guest blog for the lovely folks over at Support Your Local Cinema examines the issue of ‘trust’ in digital media – how to win it from your followers, and in turn how to convert those followers into your biggest fans. Thank you to digital expert Ewan McIntosh for sharing some top tips and advice.
Here it is…
Retail Giant challenged a selection of UK fashion bloggers to post an outfit each day for a week showcasing items from their new collection. One of my favourite bloggers was among them. (Again, I don’t want to name names as I’d prefer to respect their privacy, so will call them Fab Fashion Blogger.) The blogger who got the most votes on Facebook won a trip to Paris. Sounds simple, right?
Wrong. Every day for six days, Fab Fashion Blogger won the style challenge by a massive margin. On day seven, she lost.
The following morning, Retail Giant put up a post congratulating Fab Fashion Blogger and declaring her the winner. A post they promptly removed an hour later, sheepishly admitting they didn’t quite understand their own rules. In fact, the winning blogger was the one who attracted the most votes on any one single outfit. Something that was not made clear at all in the rules.
Here’s what I think this shows. Retail Giant was more interested in getting a truckload of ‘likes’ on Facebook than it was in showing its own products in the best possible light. When will companies learn that it’s better to have 10 genuine fans than 100 flakey followers?
To my mind, it backfired, as complaints came flooding in. This is the kind of cynical engagement with social media that sets companies back a mile in their customers’ eyes. It’s at best a waste of their marketing money and at worst a damaging insight into their corporate greed.
Top image from here
As a featured blogger on EU cinema network Support Your Local Cinema, I have just penned an article exploring how social networks can be utilised by businesses.
The article draws on the lessons I have learned as editor of Channel 4 social network 38minutes. I have focused on the following opportunities:
- Forging new collaborations
- Accessing industry contacts
- Lobbying for change
- Free advertising
- Real-life connections
I have also included some top tips for managing your social media presence as a business.
Read my full article here.
Image by SPazzø on Flickr under Creative Commons