Twitter Failure and Success: Marketing Update 3/16/12

Twitter Failure and Success: Marketing Update 3/16/12

This week on the Marketing Update, Karen Rubin and Mike Volpe discuss wildsiderock.com doing it right, Kony 2012, vasectomy madness, #JayZSyncShow, and SXSW using homeless people as WIFI hotspots.

Episode #192 – March 9th, 2012
Intro
How to interact on Twtter: Include #MktgUp in your tweet!
On the show today is Karen Rubin (@KarenRubin) and Mike Volpe (@MVolpe)
As always, all the old episodes are in iTunes. If you like the show, please leave a 5-star review!
Anyone is welcome to come by the show to watch as part of the live studio audience – 4pm Friday
Question of the week: What’s one key reason why companies should use Twitter for business?
Headlines
Doing it Right

www.wildsiderock.com
Toucher & Rich: Metal Hub Headlines & Wallach Like A Hurricane
98.5 The Sports Hub was looking for a hair metal band found Wild Side’s website last Thursday
Today they appeared live on the show
Happy Birthday Mitt!

http://www.dailykos.com/story/2012/03/12/1073594/-Mitt-Romney-campaign-encourages-happy-birthday-tweets-for-Willard-a-hilarious-silence-ensues
From @dunster
Mitt Romney’s campaign yesterday on Twitter, urging supporters to tweet happy birthday wishes to Mitt Romney using the #hbdmitt hashtag
As of 11:46 AM ET, there had been just 19 uses of that hashtag over the past three days … and just eight of them had come from the Romney campaign’s tweet 14 hours earlier.
One of those eight came from the Romney campaign itself.
#HBDMitt Happy B-Day Mitt, Don’t forget to vote Ron Paul!
#hbdmitt I’m not good at baking cakes, but I’m sure you know lots of people who own cake-baking corporations.
Romney sadly invites corporations, his only friends, to his birthday party and finds they can’t wear party hats #HBDMITT
What to get rich, white guy with everything? More tax breaks of course! #HBDMitt
Marketing Takeaway:
Kony 2012
http://www.usatoday.com/news/nation/story/2012-03-11/jason-russell-kony-2012/53489294/1

Invisible Children, the non-profit group that made the film, started out with a simple narrative about an obvious villain, in this case someone who kidnapped children to serve as soldiers and sex slaves.
The group enlisted celebrities to spread the message. It relied on the exponential power of social media.
Filmmaker Jason Russell ends Kony 2012 urging viewers to tell 20 specific celebrities and 12 policymakers to tell the U.S. government, which sent special operations forces to Africa in October to help find Kony, to stick with the mission.
The film was posted March 1 and had 58,000 views by March 5, Tilton says. On March 6, Kim Kardashian sent a tweet with a link to the film to her 13 million Twitter followers, the same day Oprah Winfrey tweeted the link to her 9.7 million followers. That day, Kony 2012 hit 8.2 million views on YouTube, Tilton says. Views continued to grow over the weekend, from 50 million Friday to 71 million by Sunday. (And 80 million today)
http://pewinternet.org/Reports/2012/Kony-2012-Video/Main-report.aspx
Special polling and social media content analysis by the Pew Research Center tracks how the ?Kony 2012? video and information about it reached so many Americans in a relatively short period of time
Those ages 18-29 were much more likely than older adults to have heard a lot about the ?Kony 2012? video and to have learned about it through social media than traditional news sources.
27% of young adults first heard about it through social media such as Facebook or Twitter and another 8% learned about it via other internet sources. The internet was more than three times more important as a news-learning platform for young adults than traditional media such as television, newspapers, and radio. Some 10% of young adults first learned about the video via traditional media platforms.
For those ages 30-49, the mix of news sources was about even: 22% first learned of the ?Kony 2012? video from internet sources ? 15% via social media ? and 21% learned from traditional media sources.
Those 50 and older were much more likely to have learned of the video from traditional sources, especially television: 29% of adults ages 50-64 heard from television, newspapers, or radio, compared with 12% who heard via the internet.
For adults age 65 and older, 47% learned about it from traditional sources and 5% learned from internet sources.
Marketing Takeaway: (Something about story telling….or something about calls to action…or maybe both?)
Vasectomy Madness
http://yourlife.usatoday.com/health/story/2012-03-15/Vasectomies-up-during-NCAA-basketball-tournament/53552554/1
http://www.vasectomymadness.com/
According to the Cleveland Clinic, men are scheduling vasectomies so they can recover ? it’s usually just a day or so of resting and ice packs ? in front of the television, watching March Madness.
Dr. J. Stephen Jones, chairman of the department of regional urology at Cleveland Clinic, s

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