Yesterdays blog post spoke about whether or not social media can drive a campaign for consumer packaged goods. In the comments section I responded to Jeremy Beyda by saying that value needs to be added to mundane products in order to stir up conversation. People are not going to simply talk about Crest without any additional compelling reason--why would they?
Today I saw this headline in Mediapost, "Old Orchard Using Social Media For Low-Sugar Lines". I got excited thinking I would have another social media campaign to discuss. I began to poke around the Healthy Living site as well as the blog and realized that the writer for Mediapost had put a spin on a press release that was not really implicit in the release itself.
I took a number of screenshots of the site and search results pages to see how well the campaign was doing (see presentation below...in order to see comments you will have to click through to Flickr) and I have to say that Old Orchard is missing the boat (we will see if they are at least listening to the conversation and respond to this post).
Here are some things I don't like about the campaign;
I hate to bash this campaign because they are doing so many great things for Diabetes (which hits close to home). Still, there is so much more they could have done. If the folks at Old Orchard want to give me a call, I would be happy to talk to you!
Today I saw this headline in Mediapost, "Old Orchard Using Social Media For Low-Sugar Lines". I got excited thinking I would have another social media campaign to discuss. I began to poke around the Healthy Living site as well as the blog and realized that the writer for Mediapost had put a spin on a press release that was not really implicit in the release itself.
I took a number of screenshots of the site and search results pages to see how well the campaign was doing (see presentation below...in order to see comments you will have to click through to Flickr) and I have to say that Old Orchard is missing the boat (we will see if they are at least listening to the conversation and respond to this post).
Here are some things I don't like about the campaign;
- NO RSS!
- If a tree falls in the forest and does not make a sound, did it really fall? If a site has no RSS, is it a blog?
- No Distributed Web Strategy
- This is along the same lines as RSS. I see no sign of carrying the conversation to social networks or anywhere that would make this conversation more visible. A microsite without a distributed strategy is like a picnic with no wine (sort of...well, let's just say it is bad)
- No Social Media Release
I hate to bash this campaign because they are doing so many great things for Diabetes (which hits close to home). Still, there is so much more they could have done. If the folks at Old Orchard want to give me a call, I would be happy to talk to you!