Every Monday I look forward to seeing the cartoon that Tom Fishburne comes up to start the week off. This weeks cartoon was another nail on the head for digital brand marketers everywhere.
Recently, I was working with a friend and she was asking about how to create a viral strategy for her product launch. My response – same as it always is when agencies or marketers ask this question – “Viral is not a strategy, it’s an outcome”.
Brands and their agencies spend a lot of time conjuring up “viral strategies” and on a good day about one percent actually go viral. And for the ones that do, it’s truly a combination of stellar creative, an excellent story and a payoff (for the consumer) that has a great and fun twist. And a many of the most successful viral campaigns are not what most brands would consider “brand safe”. For the brands that understand the differences between strategy vs. outcome and how to push the envelope of brand safety, the viral world is yours to enjoy!
“Should I stay or should I go now?
Should I stay or should I go now?
If I go there will be trouble
An’ if I stay it will be double
So come on and let me know!”
- The Clash
Although The Clash was signing about something a little different, do you think the inner monologue of Former White House Press Secretary Robert Gibbs may be a bit similar at the moment? There is a lot of buzz about Gibbs being pursued by Facebook to be their next head of communications. Clearly Gibbs is well suited for the role but methinks if Facebook really is after him, it is about much more than communications and more likely his deft skills at navigating the sea of lobbyist and policy makers in Washington D.C.
One simple reason why I could see Facebook wanting Gibbs is their road ahead may be fraught with lots of government regulation issues around online privacy, data collection, etc. An in-house expert, like Gibbs, would be a significant advantage in dealing with potential government issues that may be ahead in the US as well as the EU. And then there is the equity upside for Gibbs at the hottest pre-IPO company in the valley.
Then again Gibbs could also go and work for Obama on the “Election Campaign – Part Deux” But shhh…it’s all still a secret with Gibbs for now
And since you all know I really like to grok about Online Privacy, here is a great primer from the friendly folks at the IAB
Categories: Advertising, News, Politics, Social Media
Tags: facebook, FCC, IAB, online privacy, Politics, press secretary, robert gibbs, social media, The Clash, White House
