First Mover Advantage – Now With FREE PR!

Brandweek reported on Skittle’s move to make their homepage a wiki.  I was directed to a twitter page rather than their wiki page, but the point is clear:  whether or not they achieve their goal of “leveraging what we think are the key consumer social media touchpoints”, they have received a tremendous amount of free publicity (positive and negative) from this.

Rather than rush to copy what Skittles (brilliantly) did, think of taking a bet and FULLY adopting a social media technology boldly and brashly to get some good publicity for your organization.

Here are key considerations:

Here are some free ideas to exploit:

What other ideas can you think of?  What will it take to get as much value in the technology as in the publicity?

Posted on March 2, 2009 at 4:21 pm by Ben Foster · Permalink
In: Strategy · Tagged with: , , , ,

4 Responses

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  1. Written by Sevick
    on March 2, 2009 at 10:55 pm
    Permalink

    First! Evar.

    On the topic. I think the best use of social media is not to create targeted sites for a particular brand or company, but communities (however niche) where discussion can take place, and then be “listened to”. I mean I like Skittles and all but I don’t know what there is to tweet about them.

    For example, in your restaurant example, take the focus off the specific restaurant recipes, although that may be a good way to lure them to your site. Instead encourage users to share their favorite recipes/ingredients/menu they use most in their own cooking… and thus might like to see on the menu in their favorite dining establishment.

    Good first post & good luck with the blog!

  2. Written by Sevick
    on March 2, 2009 at 4:55 pm
    Permalink

    First! Evar.

    On the topic. I think the best use of social media is not to create targeted sites for a particular brand or company, but communities (however niche) where discussion can take place, and then be “listened to”. I mean I like Skittles and all but I don’t know what there is to tweet about them.

    For example, in your restaurant example, take the focus off the specific restaurant recipes, although that may be a good way to lure them to your site. Instead encourage users to share their favorite recipes/ingredients/menu they use most in their own cooking… and thus might like to see on the menu in their favorite dining establishment.

    Good first post & good luck with the blog!

  3. […] Make your updates a source of information to help your fans make a purchase decision.  Sorry Skittles, not much you can do here…however Guitar Center, pay attention.  A great Guitar Center status […]

  4. […] What You Should Learn From: A PR play is not Word of Mouth […]

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