Corporate Eye

...compare, compete, excel

Archives for March 2009

Johnson and Johnson Want More of the Social Media Pie

Johnson and Johnson is a very popular, industry leading manufacturer of baby care products; baby lotion, baby oil, bath wash, baby equipment, and so on. They’ve been around for quite some time now, and are actively and aggressively jumping on the bandwagon with a new campaign that’s targeting mommy bloggers. They are using social media’s platforms like Facebook and Youtube, having mommy bloggers further their message and excite online users about their products.

Many corporate entities are realizing the force and the persuasion that mommy bloggers carry. They see that educated, professional yet domestic divas also have the ability to persuade audiences to buy particular brands. This is why they are actively pursuing them evangelize their products. Who else to blog about a product but the very users of them? Where else can you get an unbiased, real and truthful opinion about a product than from the very users who are serviced? After all, if the users are happy, the company is too. But, what’s the catch?

 The company is launching a “Big Bubblin’ Stars” contest on YouTube behind its recently launched bubble-bath product, offering a grand prize of $10,000 and a chance for the winner to become host of a channel launched in 2005. To enter the contest, moms upload three-minute videos of their kids.

Not really a catch, I wouldn’t say because it’s all enjoyable. I’d love the opportunity to videotape my kids (the hams they are) upload it to a social networking site, share it and secure a chance to win ten grand. Who wouldn’t? All moms love making pictures and videos of t heir little ones, so a boring time this shouldn’t be for anyone, including the moms who participate and the judges who judge the selections. But, how well will the campaign do?

Moms are all over the Facebook site, much to the delight of Facebook and to the advantage of Johnson and Johnson. Good news in that it means that their message will reach many more people in more of a “customized” fashion from people who know people. And, in this case, those other “people” are moms who are influential.

So does this mean that the folks at Johnson and Johnson recognize a good thing when they see it (as far marketing goes), or do they want more exposure in the social arena? Or both? Probably both!

Any solid company with a forward thinking marketing department realizes that they only way to grow is to go – go with the direction and trends that are happening right now, especially if they are sound. And right now, social media is quite sound and very profitable for most industries and lots of users. Johnson and Johnson is going to make a mommy winner very happy with this contest’s grand prize. There will be a lot of buzz going on as well on many Facebook pages. Which reminds me…I’d better go check mine now!

Do you think Johnson and Johnson are on to a good idea or the same idea re-packaged? Do you see any value in offering this type of incentive for the users? Or, is all the benefit for the company only?

http://adage.com/digital/article?article_id=135588

Skittles Website – Zany or Just Plain Crazy?

Skittles launched a new version of its website that Carole Walker, Skittles vice president of integrated marketing communications calls, “zany,” but just about everyone else calls plain crazy.

What’s the buzz about?  Rather than providing a traditional website that a consumer would expect to find after typing www.skittles.com into their browser search bar, consumers find this…

skittles_website_550px

What the heck is that, you ask?  Well, you’re not the only one. 

If the goal was to stir up a negative online buzz, then the Skittles marketing team succeeded.  If the goal was to meet customer expectations (or exceed them), as every brand’s goal should be, then the Skittles team failed.

You see, the Skittles team is trying to bring interactivity to its website by basically replacing the site with either a Twitter page (like the above version) or a Facebook page or even a Wikipedia page to which visitors can add content. 

So what do you think?  Clever, useful and whimsical as the Skittles team seems to think – or not?  I vote not. 

When a consumer visits your website, they’re looking for information.  They don’t have time to weed through a bunch of cr*p to get to the information they want or need.  Bottom-line, when your website causes consumers to stop and say, “What the h*ll is this?”  it’s not a good thing.  I’m all for adding interactivity to websites and allowing consumers to take control thereby deepening their relationships with a brand, but from the consumer perspective, my feeling is – give me the information I need, and give it to me now, or I’m going to look elsewhere.

My opinion, go back to the drawing board, Skittles. 

Your opinion?

Places I want to work (Surprise #1)

Home Depot Careers

As I surf around looking at Careers sites, I try to put myself in the place of someone who really might want a job at that company. For example: If I wanted to work at (say) Home Depot, how would I react to their Careers presentation?

Let’s specify that Home Depot would not be a natural fit for me. Although I actually am very handy, and love tools–I’d be hard-pressed to work eight hours a day in a retail environment. (At least for more than a few weeks.) And for various reasons, I don’t think they would hire me! But I was surprisingly charmed by Home Depot’s Careers site, and found myself wishing that I could join “the team.”

What won me over?

  • A clean look that captures the company brand, but also adds a Careers personality.
  • Attention to detail—little things about the messaging that add up to a nice impression.
  • An inviting, inclusive emotional appeal that’s not too obvious.
  • A “bigger picture” view of opportunities with the company.
  • A feeling that the company respects job seekers.

Drilling down to specific sections of the page:
Home Depot Careers

First, I like the picture at top in the main area because the smiles seem sincere, not posed. Second, I like the picture because the diversity seems natural, not forced. And third—I like the effect of the whole composition, especially how the word “Passion” stands out and draws my attention.

Attention to design detail shows up with the reflection effects beneath the three smaller pictures. A simple touch, but it creates a depth and reality that wouldn’t be there if the images were set in flat. And care for messaging is evident in the headline question: “What Will You Build?” It uses the brand-appropriate metaphor of building in just the right way—to connect the Home Depot business model with my personal career.

The next bit of detail adds a little fun:
Home Depot Careers

Since video testimonials are found on so many sites now, the extra touch of a playful title (“Behind the Apron”) makes this feature stand out. And the photographs have active energy—especially the Merchandising high-five and that great attitude from the “Pro Sales Associate.”

Home Depot Careers
A big plus for me was the prominent list of Career options. As a Home Depot shopper, my image of the company was mainly about people stocking and selling in the warehouse-style stores. I hadn’t thought about EXPO Design Centers as part of Home Depot, or about opportunities in Installation, Call Centers, etc.

So this information expanded my perception of the company and made me think—wait, there might be a job fit for me somewhere in Home Depot after all.

Home Depot CareersFinally, I appreciated the easy access to tools and information provided on the left-side navigation bar. I get a quick impression that Home Depot has taken my needs into consideration, both as a site visitor and as a potential employee. They have provided a language choice and search functionality, and they are offering me information on customized employment programs, growth opportunities, and the Home Depot work environment.

Plus–the employee access gateway invites me to wonder what’s on the other side of that “Career Depot” button! And here we take a crucial step in engagement, because now I’m imagining myself as an employee.

All in all, Home Depot Careers doesn’t break any new ground—but it covers the basics very well and connects effectively with the visitor. So it’s made my very short list of sites that sell the company well!

Has Skittles Hijacked Social Media?

If you like the Skittles candies, with their strong, sour-and-sweet tastes, colorful and cool colors and the way they melt in your mouth, then you’re going to love this new idea that they’ve done of late.

Or, maybe you won’t.

Now, when you go to the Skittles home page, you will get a Twitter-type page and not your expectant custom site. No, don’t hit the back button. That may be an inconvenience as it will simply take you to the Wikipedia page for the Skittles write-up. Yes, Skittles is everywhere!  Still love it?

While I am just too impressed that they have tapped in to social networking this way, I am also a little taken aback at the way they’ve done it. In other words, I wish I could have been a little more prepared at what I got when I went to their site. I go Twittering every day, so when I went to the Skittles site, I thought I had inadvertently typed in the wrong address. No, I had simply been Skittled.

skittles

So, my next question is, what is their point? Do they want to promote the Twitter brand? Do they want people Twittering…or Skittle-ing? Do they even want traffickers talking about their brand, their site, the makeover or what? I’m sure that I, along with many other of my fellow bloggers, am helping them further their branding efforts and bring even more attention to their site. But, what is their desired end result?

Often in social media, you want to get people simply talking about you. Unlike in many public relations processes, in social media all attention is good attention, whether it’s positive or otherwise. What will happen with this idea is that people will become curious and will go to the site to see what all of the ruckus is about. People will be talking and Twittering/Skittling, linking and connecting. Social networking will be a glorious thing for them. And no doubt that Skittles has maybe hired a few professional online social networkers to get the party started. Whichever way they’ve decided to go with it, things will be buzzing for Skittles.

How do you feel about the new home page for Skittles? Do you think it will last a while or will people tire of it? Or will it ignite and spark the creativity in other companies and perhaps they too will start Twittering bands on their own home pages? Whatever their desired result is, most of it has definitely been achieved today, even with my post. Lots of attention there for them. Good job Skittles!