Something is happening here, and we’re not sure quite what is is. So sang the Buffalo Springfield. Well something is happening. There is a disconnect brewing between customer engagement with brands and their means of expressing themselves; what Henry Jenkins broadly called the dynamics of participatory culture. There is seems to be a new search internet reality taking hold and Google’s share price off a cliff did not arise in a vacuum but is part of a new search reality, something brands are going to have more difficulty controlling, both the dialogue and its appropriation. The smart phone era means the rules of monetization are changing. … As Tom Keene on Bloomberg put it, ” The new reality is that the hoi polloi of tech-nation do not make the rules.The customer does. And with a vengeance: For Google, Facebook (FB), Groupon (GRPN), and the rest seeking good, not evil, the customer has spoken.”
—Bloomberg Social Velocity alert for Google Inc. (GOOG)
Expected Postings: 11.9
Actual Postings: 411
Time Range: OCT 18 16:30-17:00 EDT
A BSV alert is triggered by an unusually high number of social media postings on a company. Run {BSV ‹GO›} to see more alerts.
-0- Oct/18/2012 20:45 GMT.
—Social Velocity Alert for Google (GOOG), Bloomberg News, Oct. 18, 2012
One of the great and useful Bloomberg functions is the Trading Envelope. It measures the sweat of the moment.—Image:http://www.lookingattheleft.com/2011/11/zuccotti-utopia-portraits-of-revolutionaries/
Bodyform made the best of a potentially bad situation, but an era of antagonism across platforms and media is upon us….(see link at end)…Brands often freeze up when they’re criticized on Facebook. U.K. maxipad maker Bodyform makes the most of it. A week ago, a man named Richard Neill posted a rant on Bodyform’s Facebook wall, humorously calling out the brand for false advertising—saying his girlfriend doesn’t have happy periods like those depicted in the ads, but instead becomes “the little girl from the exorcist with added venom and extra 360 degree head spin.” The post has gotten more than 84,000 likes. Rather than ignore it, Bodyform one-upped Mr. Neill with the video below, in which it pretends to fess up about its pathological lying. The clip is genius from the opening frames, as we see CEO Caroline Williams (actually played by an actress) pour herself a glass of blue water. “I think it’s time we came clean,” she says. “We lied to you, Richard, and I want to say sorry. … Sorry.” She goes on to facetiously explain why the company has used metaphorical imagery in its ads rather than focusing on “the blood coursing from our uteri like a crimson landslide.” It’s an inspired bit of writing and performance, capped off by a hilarious ending. And it’s brave to admit, even in the context of the joke, that your ads don’t tell the whole story. Read More:http://www.adweek.com/adfreak/maxipad-brand-goes-blood-brilliant-reply-facebook-rant-144500
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