Tag Archives: campaign

Caveat Emptor – Social Media Influence, the Frye Fest and Reputation Management

This is not an echo of these words of P. T. Barnum – “As a general thing, I have not ‘duped thePT-barnum world’ nor attempted to do so… I have generally given people the worth of their money twice told.”, but rather these “Every crowd has a silver lining.”

Every generation has a Bernie Madoff, a Kenneth Lay, a Donald Trump who beguile the seekers of vast wealth, inclusion, distraction or any combination thereof to part with their money.

For Millennials, at least for this end of April 2017 weekend, it seems that person is Ja Rule, née Jeffrey Atkins, rapper, and creator of Bahamian Ponzi Scheme also known as the Frye Music Festival*** 2 May update – Federal Trade Commission violations cited and lawsuit filed.

Like so many before him Ja Rule was successful in his scam (or “not a scam” as he claims) for two reasons, he understood the raw vulnerability of the masses (even privileged ones willing to spend upwards of $250,000) and created a compelling campaign leveraging LOTS of young beautiful women (gaining more than 800k views) whose only claim to fame is to have built very successful personal brands making them social media influencers as a means of monetizing that vulnerability for personal gain.

frye

The influencers (I think the term shills is more appropriate) among them Kendall Jenner (nearly 22m Twitter followers),  Bella Hadid (more than 750k Twitter followers), Em Rata (more than 1m Twitter followers) made out like bandits with paychecks reported to being $250,000 to stand around, or lounge in bathing suits adorning the eye with a promise of ‘come play with me’. Using Instagram they promoted, and promoted, and promoted and in doing so the money poured in. Sex, as ever, sells.

Kendall Jenner made 250K off of promoting #fryefest ,

Yesterday, April 28th, Ja Rule (allegedly) tweeted and someone posted a screen grab to Instagram that the Frye Festival was all a big ‘social experiment’ to test the mettle of participants in a Hunger Games like scenario of adversity. (Some of the related posts include drinking their own urine to survive.)

#fryefestival • Instagram

Time will tell how short the memory of the public is, and whether by association these women have negatively impacted their credibility and their future earnings, and whether Ja Rule will be the subject of both a Class Action lawsuit and criminal charges for fraud.

This goes back to my last post, less than a week old, about ethics and reputation management. The nature of social media is that everything good or bad plays out in real-time. In our Wild, Wild West of social platforms there is broader issue for Twitter and Instagram and Facebook to consider – if ‘sponsored content’ results in an abuse of the public trust by hosting the influence peddling content are you complicit?, and if so, are you culpable?, should you distance your business further from such content and somehow shift the juncture of revenue generation? If a post subsequently results in bullying, terrorism, human trafficking, stalking, domestic violence, fraud, wrongful death, or murder have your policies enabled such to take place? Will any of these potential tragic events subsequently amplified to audiences approaching 600 million people globally result in lawsuits for ‘pain and suffering’? Corporate communications professionals should be involved in risk assessment, and not simply for the sake of reputation management or avoiding crisis management. I hope that this weekend legal, executive and communications teams at various social companies are meeting to develop (or expand) policies and legal protections.

The public clamors for social influencers to more carefully examine their choices of endorsement deals, a fairy tale ending which will never happen. It is the idolization of the rich and infamous which brought these individuals to Exuma and they need to take personal responsibility for their choices.

In closing, Caveat Emptor

If you enjoy my blog please consider ‘buying me a cup of tea’ in your currency via PayPal to livelikeadog@gmail.com and then, please do share the blog with your friends on Facebook, Google+ and Twitter – I am @TeresaFritschiTo order my book, please click on the cover art of my book below, thank you! 

#IstraKT – Commarglo – Social Media Marketing – Čarobno!

Bill Ellis, Abundance (horse chomping at its bit).

While we still deployed our pre-marketing content in concert with the previous 10 weeks’ teams, I have been like a horse chomping at its bit for the last two months waiting for “our week” of the #ShareIstria contest to begin.

The #IstraKT team (of myself and my business partner Ken Herron), set our feet onto Istrian soil 24 July. Officially commencing at 00:00:01 25 July and ending 23:59:59 31 July we planned our week (when our social media efforts would actually count toward the competition) to be as though we were actually running a marketing campaign for the Istrian Tourist Board, and not simply capturing images of our experiences as scheduled by @VisitIstra.  We also recognised that our differentiation would be in providing vastly different content on various social media platforms from those efforts we had witnessed with more about Istra herself (and no selfies!) which would hopefully be more evocative and offer greater depth realising epic amplification. To say we are pleased with the results would be an understatement. No one will know who actually won the #ShareIstria contest until the Istrian Tourist Board (ITB) announces the results on 1 September.  That expressed, we know that regardless of the outcome, we ran a fabulous social media marketing effort for the ITB and are rightfully proud of our contribution to their campaign.

Screen Shot 2015-08-07 at 11.52.08 amFor the time being let me share our analytics from Twitter. I feel that we should level set for anyone reading this along the lines of investment prospectus fine print, ‘previous performance is not indicative of future earnings’.

We planned for every eventuality (save for a serious lack of sleep and dropping my laptop shattering the screen on Wednesday night) and we executed nearly flawlessly. At the end of our week we had delivered a combined 3577 tweets resulting in 27,137, 344 impressions. 1321 (36.95%) of our tweets included hyperlinks, but interestingly enough the tweets with the most engagement were those which provided a convergence of old school marketing and social media. Our pic#wishyouwerehere postcard effort for the person who created the most amplification for #IstraKT team each day was a huge success – clearly there is something rather charming and nostalgic about getting a physical postcard from a faraway place which beats an Instagram hands down.

pic (1)A six-second Vine video of our liaison Goran earned over 800 views before the contest ended (and resulted in two proposals of marriage for him, he’s already happily married but was flattered) and it currently has realised more than 1620 loops.  (“Comments included “Is he single?,” “I like!!!.” and “Yummers!”)

The video from our visit to the Gustolato “Dream Lab” most clicked through for their website. We created a #loveletter video which served to wrap up our efforts in a very pretty package (even if you have never visited Istra you should cry it’s so beautiful!).

In the end, the estimated value we created for ITB is something north of $500,000.00.  Yes, we did it for the experience, for the bragging rights, to showcase what (agency) Commarglo and (tool) Outbox Pro can do, for a chance to win the €10,000, but mostly, now, we recognise that we really did all of this because we have fallen under the spell of Istra. We would like, very much, for you to take our experience and visit soon. 

If you enjoy my blog please do share the blog with your friends on Facebook, Google+ and Twitter – I am @TeresaFritschiTo order my book, please click on the cover art of my book below, thank you! 

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