Archive for November 18th, 2010

An online shaggy dog story

 John Lewis that doyen of the middle classes that has been a rock on the high street has managed to get itself caught in a whirlwind of public hatred and is a victim of an onslaught of online vitriol. What could it have possibly done? Scantily clad women, broken a religious taboo, questioned the validity of X-Factor? No, it is running a new Christmas advert.

It seems its new Christmas advert with the dulcet tones of Ellie Goulding and heart warming images of people buying presents for each other, had the audacity to show, for at least eight seconds, a dog living in its kennel in some snow.

This seemingly innocuous display of heart warming Christmas spirit (a little boy brings his pet dog a present) has generated over a 1,000 posts on their Facebook page and our understanding is they are under pressure to change the advert.

Is this the way the new world is going? Dogs live in kennels, always have done and always will. My chickens live outside, should I feel guilty? Should I bring them in? By posting this will I be targeted for not caring enough for my chickens and not bringing them in when it gets cold?

Social media is a great force for good and everyone should have a voice, but scenarios like this beg the question – at what point do you listen and at what point do you stand your ground?  

I for one think it is cute that the boy loves his dog enough to buy, wrap and deliver a present to a pet he obviously loves. He just doesn’t happen to want a great big shaggy dog wandering round his house.

When monitoring social media, context is everything and organisations need to have that in the forefront of their mind before they make any decisions. In this case, I think the course of action and response is clear. Brands need to know when to stand their ground and stay true to their original principles. Even if it means that some people will put them in the dog house (sorry couldn’t resist it.)

Look East

One of the benefits of this role is that other members of the team are continually jumping on and off planes to far flung places and in the place of some local chocolates bought at the airport it is always good to hear what they learnt. Recently, Catherine Cross our Director of Media Training returned from Kazakhstan from a week’s senior exec training.  Now, I hear you cry, what could I possibly glean from a country who only achieved independence from Russian 20 years ago?

Surprisingly more than you’d think.

Did you know that Kazakhstan has circa 1,500 media outlets, the majority of which have grown in the last decade? This is new media in its purest sense, but why should you care? Well these new emerging markets provide a fascinating insight into how media develops in the hot house of new technology. With no democratic print history to call upon, the country’s media has in effect skipped a generation while at the same time seeing media control shift from the state to powerful publishers with their own political agenda. Different masters, different ideologies, same pressures in striving for a free media.

So what can we learn from a media that only has a potential audience of 16 million? As one of the new emerging markets, with a surplus of oil and other natural resources it will not be long before the joys of Astana airport will be a regular topic on business travel forums.

Even more relevant for those of us involved in preparing clients for the media, my colleague’s experience really brought home how important focus and clear messaging is. With our highly developed media we are always looking for new ways to get our message(s) across in these new emerging markets where the pressure has shifted. If your message isn’t clear and focused, the journalist won’t be and the resulting coverage will be vague to say the least. Equally we are all prepared for the Paxman style of questioning, but an open-ended question with an inexperienced journalist can be just as dangerous. Drop your guard at your peril.

More importantly, research is key. Who owns the media, what is their agenda, where does your messaging fit with their overall objectives, who is their audience? These are all things that sometimes get taken for granted.

I am sure we all go through this process afresh every time we put our clients in front of the media, but sometimes it takes the cold, harsh winds of the Central Asian Steppes to bring it into sharp relief.

Next stop for Catherine is Russia in a couple of weeks – hope she has packed her big fluffy hat.