Comments for Can someone please explain...?

Comment on Hyundai: Uncensored or Unbelievable? by jlsimons

jlsimons — Thu, 29 Jul 2010 14:22:15 +0000

I think one of the things Ford did right was choosing already established social media storytellers who had large audiences and who were not car types. Their credibility with their audiences was on the line. They got the use of the car for 6 months and the spotlight, but the Fiesta Movement was just one aspect of their social media personas. Plus, they knew how to create their own narratives, and therefore did really cool things with the cars, like delivering Meals on Wheels and visiting soldiers. Thanks for the comment, Keith.

Comment on Hyundai: Uncensored or Unbelievable? by jlsimons

jlsimons — Thu, 29 Jul 2010 14:17:36 +0000

Thanks for the comment, Luxury Dealer. I’m not shocked, shocked to discover that misleadership is going on here. I am arguing that social media needs to live up to a higher standard because the consumers who participate in it are demanding it from advertisers. And the Hyundai Uncensored campaign, because it has chosen to use social media in addition to broadcast because of the benefits of engaging with customers, has to accept the higher standard to which it will be held. Purely traditional advertising got away with saying outrageous things, and maybe they got nailed under Truth in Advertising standards, but not frequently. Consumers have the instant ability to react to misleading claims in social media.

Now, as far as the Dennis Hyundai blog, nothing is wrong with offering to pay someone to be in a commercial. If they disclose that their “customer testimonials” are compensated, then they’re playing by the rules. If they don’t, they’re being misleading. When paid spokesman or actors are used in testimonial advertising, white hat advertisers identify them as being paid. (And when they don’t, they can face consequences, as happened with Walmart’s “Wal-Marting Across America” fake blog fiasco.)

In terms of holding any and all advertising to a higher standard, that of honesty, respect for the consumer, and some degree of creative quality, I hold all advertising to that standard. Fake testimonials are just as repulsive as fake product benefit claims.

In terms of assuming that Hyundai test drivers opinions are false, I do not say that, nor do I assume it. There was no need to fake anything, or to lie. It’s about selective inclusion as it relates to a claim of being uncensored. If they’d said “Unscripted” that would have been totally cool. But they said Uncensored. And it’s not.

Finally, I don’t run AdSense on my blog. Not that I’m against it. I just don’t.

Comment on Hyundai: Uncensored or Unbelievable? by Keith Manzella

Keith Manzella — Thu, 29 Jul 2010 13:20:45 +0000

I completed a course in Social Influence Marketing at NYU a few months ago and one of the special guest speakers was a girl who was a “Fiesta Agent.” From listening to her experiences I would say you hit the nail on the head with your comparison of the two campaigns. She said she had total freedom to blog whatever she wanted about the Fiesta, in fact it was encouraged. (Now, granted she was given a free car so just how bad were her reports going to be!) but still, the campaign rang true.

Comment on Hyundai: Uncensored or Unbelievable? by Unknown

Unknown — Thu, 29 Jul 2010 06:06:22 +0000

It’s called advertising…is this really a shock? The ads are no less credible than this sites attempt to hide the fact that it generates content in order to have visitors click on adsense in order to make money. As far as the Dennis Hyundai blog, what is wrong with offering to pay someone to be in a commercial? What is so offensive to you or your readers about that? Because the jist of the campaign is about someone’s opinion of Hyundai? You immediately assume it is false??? How naive is that? Suddenly other advertising that doesn’t focus on “an opinion or a review” is credible and should be held to a lesser standard?

Comment on In social media, it’s not the size that matters by jlsimons

jlsimons — Fri, 25 Jun 2010 13:12:49 +0000

I have an echo? Does it have an accent? I always wanted to have an echo with an accent! Thanks for the comments, A Fan.

Comment on In social media, it’s not the size that matters by A Fan

A Fan — Fri, 25 Jun 2010 13:10:19 +0000

You make a lot of sense and my writer friends echo your advice. Thanks

Comment on In social media, it’s not the size that matters by jlsimons

jlsimons — Fri, 25 Jun 2010 13:08:13 +0000

Whew! Thanks Josef. I’m glad I don’t have to keep up with this continually evolving social marketing stuff. I’m still trying to get a handle on that new-fangled “Direct Marketing” thing.

Comment on In social media, it’s not the size that matters by Josef Katz

Josef Katz — Fri, 25 Jun 2010 12:40:37 +0000

Didn’t you get the memo? Social media is just a passing fad. Once the internet fad passes so will the social media thing and we will go back to the “Golden Age” of TV, Print and Radio advertising….

Please, please, please blog about any calls you get.

Comment on In social media, it’s not the size that matters by jlsimons

jlsimons — Thu, 24 Jun 2010 15:40:14 +0000

Actually, publishing and social media make a great synergy, A Fan. Take Marrus, my artist friend I've written about now and again. She has a large, committed following thanks to Live Journal and Facebook. So when she published her autobiographical book, Lightsurfing, her community was already waiting for it. Take a lesson from Marrus: don't wait to engage your community until you want something from them. Engage with them all the time, in an honest and meaningful way, and then when you do have something for them, they're more likely to care.

Comment on In social media, it’s not the size that matters by A Fan

A Fan — Thu, 24 Jun 2010 15:29:44 +0000

You’ve convinced me. If the publishing bug lands on me again, I’ll join the social media world.