By B.L. Ochman
Chobani has only been around for six years, but it’s already is the largest selling Greek yogurt in the United States. Social media marketing has always been a big part of the brand identity.
At the 2014 Sochi Olympics, there was a severe Chobani shortage because Russia blocked the shipment of 5,000 containers intended for the U.S. Olympic team, demanding a ridiculous amount of customs paperwork.
Senator Chuck Schumer got involved, telling the Russians to “get past ‘nyet’ and let this prime sponsor of the U.S. Olympic Team deliver their protein-packed food to our athletes.”
But Chobani declined to comment. Wisely, as it turns out.
Chobani’s chief marketing and brand officer Peter McGuinness told Digiday that the company was conflicted about it, but didn’t leap on the Sochi Winter Olympics’ “great yogurt blockade” as a real-time marketing opportunity
“We didn’t have to do so much with it. You can argue it’s as a missed opportunity, but organically it spread more quickly and more genuinely — 100 million impressions on Twitter and 380 million impressions overall. I don’t think we missed an opportunity. That was $70 million of media value, unpaid.”
During the games, Chobani also denounced Russia’s anti-gay stance – pretty unusual for brand! “We’re young and entrepreneurial,” McGuinness said, adding that Chobani wants to contrast itself to the big brands it competes with in every way: “culture, communication, the way we make our products.”
It’s refreshing to hear a brand stand not be afraid to take a stand, or shoot its mouth off.
By B.L. Ochman
Here are my tips on how to find – and learn from – great content on GooglePlus.
- Start on your Google+ Homepage, click on the Explore tab, which takes you to a page where you can enter #Hashtags describing the content you want to find.
- In this example, I entered #glutenfree which took me to a page with content about glutenfree cooking and showed me several related tags that I could explore.
- Posts about #glutenfree populate the page and you can explore the ones you find most interesting. From there you can
* add people and pages you find interesting to your circles,
* see who they have in their circles,
* learn what communities are available on the topic you’ve searched
* see what events are scheduled on the topics you selected
- Janice Mansfield caught my eye and her profile shows that she has more than *1.1 Million* followers, and that she’s the chef at the website Real Food Made Easy, and the creator of House Made cocktail bitters and syrups – all of which have links from her GooglePlus page.
She also teaches cooking classes using Google+ hangouts at ChefHangout.com. These are Interactive cooking classes that you can follow in your own kitchen. You pay for them on her website and then get the URL for participating in the class Hangouts on Air.
When you sign up for one of the classes – which cost between $20 and $25 and are one hour long – you also can share your choice with your followers on Twitter, Facebook and Google+.
Her Google+ presence is a great example of integrated marketing. She has used her G+ page to drive her followers to her website, blog, and her products and paid classes.
And, equally importantly, she has given her SEO a huge boost by originating, tagging, claiming authorship and sharing her Google+ content with over a million people.
Lots to learn just by doing a little exploring. Your turn!
Beyond Social Media Show, Episode 37, March 1, 2014
Worst Digital Cases
- Stupid Brands
- Top Factors In Startup Failures
- O’Hare Airport’s Social Deafness
Best Digital Cases
Shiny New Stuff
The Daily Numbers
Movie & Song References In Subject Lines
BEYOND SOCIAL MEDIA SHOW
BEYOND SOCIAL MEDIA HOSTS
By B.L. Ochman
While most brands are still trying to figure out how to use social media, a new video from Coca-Cola is mocking our social media addition (guilty!) and suggesting that we need The Social Media Guard – which looks just like those big plastic cone collars that vets put on dogs to keep them from licking wounds. Because then, we can’t look down at our phones. We’d actually have to look at real life and interact with the people around us. What a concept!
In its first week on YouTube, the video got more than 2.3 million views, 13.4K Thumbs Up and 1300 Thumbs Down, as well as more than 4,000 comments.
The video description suggests that there’s no better way to share a real moment with someone than with a Coke. Well, I don’t know about that, since they’re laden with sugar and caffeine, but hey, you have to give them credit for having a sense of humor.
The description says: “Did you know that the world spends 4 millions[sic] years online every month?
If you’re watching this video on your mobile phone, it’s time to put it down. Look around you, there is probably someone special you can share a real moment with..”
By B.L. Ochman
Inspiring and humble Alice Herz-Sommer, the world’s oldest Holocaust survivor has died in London at age 110 – just a week short of attending the Academy Awards where a film about her life, “The Lady in Number 6: Music Saved My Life,” is nominated for as best short documentary.
Remarkably, she said, even after surviving the camps, where she was imprisoned with her young son, “I never hate, and I will never hate,” she says. “Hatred brings only hatred.”
The wonderfully upbeat and optimistic Alice began each day practicing Bach and Beethoven for three hours, so, she said, she won’t forget the music. “I am alone but not lonely because my life is rich with music. Music saved my life,” she says in the film.
“We all came to believe that she would just never die,” said Frederic Bohbot, producer of the documentary “The Lady in Number 6: Music Saved My Life.” ”There was no question in my mind, ‘would she ever see the Oscars.’”
RIP beautiful soul Alice Herz-Sommer, Nov. 26, 1903 – Feb. 23, 2014
Barry Feldman, the brilliant proprietor of Feldman Creative, interviewed me in a Google+ Hangout on Air about why marketers need to pay attention to GooglePlus.
That’s the official interactive guide to all the sessions – Feb 17 – 21, 2014. And What’s Next Blog Readers get 30% discount on passes to NY Social Media Week