Ke hōʻino nei nā Pundits Pepa Pūnaewele i ka Pūnaewele Pilikino

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Ua hana hewa anei ʻoe ma ka pāpili? Ua hana wau i kekahi mau mea (a hoʻomau e hana iā lākou). ʻAʻole hewa nunui, akā hewa iki ʻole. Ua hana wau i nā ʻōlelo noʻonoʻo ʻole i hiki ke hōʻalo ʻia. Ua hoʻohewa wau i ka poʻe aʻu i mahalo ai no laila manaʻo lākou he poʻo poʻo wau. Māhele wau i ka politika - hewa ka grail hemolele o nā pāpili kaiaulu. Hoʻohui pū wau i ka ʻoihana a me ka leʻaleʻa ma loko o kaʻu moʻokāki a me nā helu pilikino.

Pono wau e omo i ka pāpili kaiaulu.

E noʻonoʻo ʻoe ... akā he olakino koʻu ma hope a hana hou ʻia nā hoaaloha a me nā pilina ʻoihana i kēlā me kēia lā. No nā mea aʻoaʻo, ʻo wau nō hana hewa ʻana i nā mea āpau… Akā ke hana nei. A ʻo kahi malihini hoʻi, nā hoʻolālā Highbridge Ke hoʻouka nei no nā ʻoihana e hana nei i kahi hoʻihoʻi maikaʻi i ka hoʻopukapuka. ʻO kahi mea i hōʻalo ʻia e kekahi mau kūkākūkā media.

Ua kākau wau ma mua e pili ana transparency versus ʻoiaʻiʻo no laila ʻaʻole wau e hoʻokau i kahi lio make ma aneʻi (uh-oh… mai kāhea iā PETA). Akā huhū loa wau ke ʻike wau i kahi kūkā nūhou e lawe i kahi ʻoihana i kahi hana no ka hana hewa hewa ʻole.

ʻO Coca-Cola ka mea hōʻino hou loa. Ua hana lākou i kahi bot Twitter no kā lākou #MakeItHappy hoʻouka kaua, e wehewehe ana i kāna kumu i kahi hoʻokuʻu nūhou:

Hoʻopili i nā neg nego hoʻolaha e hoʻohaumia nei i nā hānai pāpili a me nā pae ʻōlelo ma o ka pūnaewele

Wow ... kahi hui e hoʻāʻo nei e lawe i kahi hauʻoli iki i ka honua. He hana hoʻoikaika kuni paha ia no laila aia kahi wahi o ke kūʻai ʻana wili ma luna. Akā ʻo ia kā Coke hoʻolālā hoʻolālā no nā makahiki he nui ... e ʻike ʻia ma hea kahi mau mea hoʻomanaʻo maikaʻi. Weliweli loa, ʻeā?

ʻĀ, ʻo Gawker's Adam Pash, i hana i kahi bot Twitter e tweet laina mai Adolf Hitler's Mein Kampf a loulou iā lākou me ka #MakeItHappy tag. Ua holo ka hana. Ua hoʻonāukiuki ʻia ka bot o Coca-Cola e hoʻolaha i ka ʻōlelo a Hitler a hana i nā kiʻi nani me ka #MakeItHappy tag no ʻelua mau hola.

Ua kau ʻo Gawker i ka stunt a ua aloha ka Pūnaewele iā ia. Ua lawe ʻo Coke i ka bot.

Ua aha aʻe? Ua kuʻi ka pūʻulu pāpili kaiaulu iā Coca-Cola no kā lākou lawena lawena hewa. Ua heluhelu au ia ma loko o kaʻu hānai - piha i nā hoaaloha a me nā hoa e kūkākūkā ana me nā ʻoihana ma kā lākou papahana kaiapili. Hana i kahi hulina o #MakeItHappy a me Twitter a ʻike ʻoe i kaʻu e manaʻo nei. Serious ... kuʻi lākou iā lākou.

I hoʻokahi makahiki i hala aku nei, ua hana wau i kahi hōʻike ma Social Media Marketing World kahi aʻu i helu ai i nā hewa pāʻoihana kaiaulu nui i helu ʻia ma nā pūnaewele ʻoihana a ua hōʻoia wau ʻaʻole hoʻokahi hopena i hopena hopena i ka inoa. Serious - ʻaʻole hoʻokahi.

Makaʻu make nui nā ʻoihana i nā hewa o ka pāpili kaiaulu. ʻIke ʻoe no ke aha lākou e makaʻu nei i nā hewa o ka pāpili kaiaulu? Ma muli o ka hoʻowahāwahā ʻana o kēlā me kēia kākāʻōlelo kaiaulu i kā lākou koʻokoʻo a me nā koho pālua ʻelua i kēlā me kēia ʻōkuhi a lākou e hoʻouka ai a pau me kahi kuhi hewa. ʻAʻole nā ​​hopena o ka hoʻouka kaua e hōʻeha i ka inoa o ka ʻoihana, ʻo ia ka paʻi ka mea e hoʻopuka ai nā mea kūkākūkā media e hoʻohilahila i ka crap mai iā lākou.

ʻAʻole i hana ʻo Coca-Cola i kekahi mea hewa me kā lākou papahana bot Twitter i kūpono i ka hopena a nā pundits i pane aku ai. Inā makemake ʻoe e lawe i kekahi i ka hana, e lawe iā Gawker i kahi hana. ʻO IMO, ʻo Adam Pash kahi dick no ka hana ʻino ʻana i ka hoʻokūkū a me Gawker no ke kaena ʻana no ia mea i hiki ai iā lākou ke pāʻani gotcha e like me kahi ʻōpio prepubescent. Hiki iaʻu ke noʻonoʻo e ʻakaʻaka ana lākou e like me ka ʻōlelo mua a Hitler i hana ai iā Coke's Twitter feed.

E Gawker ... ulu aʻe.

ʻO kaʻu ʻōlelo aʻoaʻo i nā ʻoihana

ʻO ka manawa kēia nou e hele aku ai i ka hōʻeha me kēia ʻōpala. Pale aku i kāu mau lama, hoʻoponopono i kāu mau hoʻolālā, a neʻe i mua. ʻO ka hoʻololi kupaianaha i ke kūʻai aku ʻana a me nā pāpāho i lawe ʻia e ka pāpili kaiaulu ka hiki iā mākou ke kamaʻilio pololei i nā mana. Ke noi nei ka honua no ka maopopo a me ka nānā i loko o nā hui a lākou e hana pū ai i hiki ai iā lākou ke manaʻo maikaʻi he waiwai ke kālā a lākou e hoʻolilo nei. Me ka transparency hiki mai ka makaʻu, akā E hana hewa ana ʻoe. A maikaʻi kēlā!

ʻAʻole hiki iā ʻoe ke wānana e hack ana kekahi dick i kāu hoʻolaha pāʻoihana kaiaulu hauʻoli me nā ʻōlelo a Hitler me ka paʻakikī āu e hoʻāʻo ai. ʻO ka maopopo he mea maʻalahi ʻoe i nā hanana e like me kēia, akā e like me kāu hoʻomohala ʻana i kahi hoʻolālā e hoʻokō i ka hoʻouka kaua, hiki iā ʻoe ke hoʻomohala i kahi hoʻolālā no ka wā e hewa nā mea.

Makemake au e ʻike i kahi pane o ka lehulehu mai Coke i haʻi i ka honua i kā Gawker hana i ka hana a kā lākou huakaʻi e hoʻāʻo nei. E hōʻike wau i ke kaumaha i ka hele ʻana o kahi ʻoihana media i nā haʻahaʻa e hoʻohilahila ai i kahi inoa. E lawe wau i ka hoʻouka kaua a noi i ka poʻe e kākau iā Gawker a hōʻike pū i ko lākou kaumaha.

Aia hewa o ka nohona kaiaulu hiki i nā ʻoihana ke hōʻalo, akā ʻaʻole e pakele i ka huhū o nā lapuwale ma ka Pūnaewele ʻaʻole kekahi o lākou.

ʻO kaʻu ʻōlelo aʻoaʻo i nā Pundits Pilikino Pilikino

Ke lawe ʻoe i kahi mana i kēia hana e like me kēia, ke luku nei ʻoe i kāu ʻoihana ponoʻī. ʻO kāu makaʻu-mongering a me kāu mau hoʻolaha ʻana no ke kōkua ʻana o ka brand iā ʻoe. Ke hoʻokele nei ʻo ia i nā ʻoihana hou aku e haʻalele i ka transparency a hoʻi i ka hūnā ma hope o nā lepili, nā slogan a me ke kālepa hoʻokahi ala.

Inā he kuni nui wau ʻaʻole maopopo iaʻu inā wau e hana pū me kahi kūkā kūkākūkā kaiaulu i lele i ka bandwagon e hoʻohilahila i kahi hui ma ka pūnaewele. Hana maikaʻi ka pāpili kaiaulu i nā ʻoihana maikaʻi loa e kamaʻilio pū me ka lehulehu, ʻaʻole i ka wā e noho ai lākou i nā lumi papa e pāʻani ana i kēlā me kēia ʻokoʻa i ka makaʻu i ka pou blog aʻe e kākau ai ʻoe inā hewa nā mea. Hoʻokū.

Kāohi i ke kūʻai aku ʻana i kāu lawelawe ma ka makaʻu a kūʻai aku, ma kahi o ka hoʻohiki pehea e hiki ai i nā ʻoihana ke hoʻololi i kā lākou inoa a kūkulu i kahi kaiāulu me kā lākou mea kūʻai aku.

6 Comments

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    Aloha Doug,

    Great article. I love the graphic — everything a supplemental piece of collateral should communicate without a word written. Bravo.

    I suspect one of the challenges of social media is compartmentalization, which is to say that there’s marketing, technology, design, copywriting, and so on; all the disparate elements of communication in an information society in its infancy.

    The Coke campaign presents an interesting paradigm, but as someone who wears all too many hats in the communications field, including resident technologist, I can attest to one simple fact when contending with the social media beast of burden: never, ever automate your communications for campaign work. You’re leaving them an opening. It’s the digital equivalent of going to war without bullet-proof vest — the casualty rate is going to be high if you have a high profile. It IS the Internet, after all: Anonymous, the Syrian Electronic Army, Lizard Squad, all hacker groups occasionally targeting corporate comms. This one just happened to come from an impish soul at Gawker.

    And then, of course, there’s the Bill Cosby social media fiasco. Wow.

    Chiding them, though, is similar to blaming a dog for getting into the kitchen garbage can: it’s in their nature. And if you leave the lid off the can, well — unfortunately (and I mean that sincerely — it shouldn’t be this way, but it is), that’s what you get: a mess. Still, it’s all education. Once you know the nature of something, you’ll likely have a better understanding of how to deal with it in the future. Perhaps better to lace a campaign with a bullet-proof vest (to belabor the metaphor) and curate it with humans (of course, that usually has built-in personnel issues, then).

    It’s a sticky wicket, this channel. Leave an opening and you’ll quickly find someone has a digital bullet with a brand’s name on it, another casualty of the Internet, another cautionary tale for communications.

    Thanks for making me consider other geometries of this situation with your article.

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    What a refreshing take – wow! #ShameonYaGawker

    It’s true that while social media gurus espouse the virtues of authenticity and transparency, they are severely against any topic that is even partially controversial – I know I steer clear from such issues, so kudos to someone like you for standing up for what you believe #HUGS

    Thanks Douglas
    ʻO Kitto

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