Archive for January, 2010

Some times my love of books and my love of marketing just meet.

Read this first post on PockeShops entering of a new era. Even better, even brighter? I hope so!

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Anyone loves celebrity gossip right? Wrong. But anyone likes to think/read/hear about people they see as celebrities!

With fame comes perks, but more so responsibility and the “right” for people to have an opinion about your personality. I’m not applauding either, I’m just calling it the way I see it.

Andy Warhol coined the “15 minutes of fame” expression, something that people tend to call “15 seconds” nowadays. Regardless, god knows we’re close to actually getting our 15 minutes. Not only because the entertainment industry is bigger than ever – but because we’re constantly creating small duck ponds where people can know and admire each other.

Twitter is one pond – given, it’s quickly being flooded – and there is actually people that are part of the “twitterati”. Some of them are famous for other reasons (and might even be seen as a twitterati for the wrong reasons), but many of them are a force to be reckoned with on Twitter, and much because of Twitter.

I’ll give you some examples from the areas were I move – SEO, SEM, web analytics, social media marketing etc. Avinash Kaushik is one of my “idols”. He’s has a lot of smart things to say, is very credible and in many ways a person to admire. Have you heard of him? (chance are you have, after all, you’re reading my blog 😉 ) And Peter Cashmore at Mashable? Or Anna Talerico? I dare say, none of these people are celebrities – but all of them are pond-celebrities. Known and reputable in their area of expertise, by people that want to be in their business, and people that want to make money of that business 😉 If you know them, that probably means they have a stake in your success. Either you want to employ them, be employed by them, learn something from them or sell something to them. It’s not a matter of me being cynical – it’s a matter of networking!

You’re nothing without a network, and through connected people you have a good chance of expanding your own.

Compare that to being a  a pop musician, TV personality, fashion blogger etc – you might have tens of thousands of readers/viewers every day – most of them with an opinion of you, all of them a part of your income, but non of them with a stake in your success. No reason for them to reveal their identity, and so easy for them to air their discontent with you (or more probably, themselves).

Personally, I think haters are a sign of celebrity status. And although to some it might be alluring to be know by “everyone”. Given the real perks (acknowledgment,  discussions, though leadership, job offers…) I would pick being a pond-celebrity any day! The only risk is, if you’re prone to drama – remember not to poop in you own pond 😉

So, what do you think?! Are there other important distinctions in celebrity status? Does the “normal” kind of celebrity trump the pond-celebrity in any way? Might there even be a reason to NOT strive for acknowledgment from “fans”?

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Sweden’s beloved (and hated) H&M got caught doing the doo doo in New York.

To be honest, Wal-Mart got caught too…but they had a spokesperson saying “Strange, I will HAVE to investigate this” or something of the sort… H&M made the journalist call someone else, that then didn’t answer…and OH-OH, who got to be the bad boy in this?!

The HUGE problem I see is actually not that it happened! The ENORMOUS problem is that H&M has a Corporate Responsibility executive employed(!!) And that they have only been able to say this on their Facebook Fanpage:

H&M is committed to taking responsibility for how our operations affect both people and the environment. Our policy is to donate any damaged usable garments to charity. We’re currently investigating an incident in a NY store that is not representative of our policy. We will follow with more information as soon as we are ab…le. H&M’s US sales operation donates thousands of garments each year through Gifts In Kind Int’l.

You probably won’t be able to find it – it took me 4 clicks 12 hours after the statement. My first reaction was “damaged”?!! – this clothes weren’t damaged before you slashed them!

So WHAT is the issue?! Well, totally disregarding the cruel and NON-responsible way this H&M store handled old and unsellable items – H&M has had all the chances to make amends!
Please just say, “This is appalling, we will certainly go to the bottom of this!” and then publish your corporate responsibility strategy (One you MUST have if you aren’t make “corporate responsibility” into fashion as well…)

Everyone can make mistakes, and a world-wide company will most definitely make them. But, you MUST find a way to handle PR in social media! Hint: it’s not via your PR agency… Social media is about participation, not control!

If you don’t like it, don’t EVER ask us for “our opinion” that is “very valuable” to you – you won’t like the answers!

——- update 11-01-10 —–

See this in the light of a bigger issue at SEO & Social media by Jesper Åström – H&M’s twittering has bothered me for some time, since they seem to think it’s just another “spray&pray channel”, but maybe they’re just suffering from the issues raised by Jesper. Maybe they should even get Jesper & Honesty to help them out!

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