Creators, not Content

Paul Isakson blogged yesterday about advertising that does, rather than dictates. The conversation inspired me to post some ideas I've been kicking around about brand ambassadors that create content on their own vs. the content created for brand-driven contests.

Paul is an authority on natural brand ambassadors--after all, he was @don_draper, the original Mad Man on Twitter. AMC didn't have to ask viewers to come up with user-generated content; for a minute, they shied away from it because it was so new to them. Instead, Mad Men inspired a few passionate individuals so much that they gave their free time to the brand. And the Mad Men were so fun to interact with! If brands focused on nurturing relationships with these existing brand ambassadors, the content they create would overshadow any user-created video contest submission.

Natural Brand Ambassadors: Creators

• Natural brand ambassadors are already blogging and creating compelling content.
  
• They are viewed as authentic, not a marketing gimmick, because they are initiating the conversation.
• Brand ambassadors will keep creating long after any submission deadline has passed.
• By acknowledging the work of these creators, the brand comes across as responsive and appreciative. Social media makes it simple and cost-effective for brands to seek out and respond to their content.

User-Generated Contests: Content

• Don't get me wrong, contests and content-focused strategies have different value. A one-time call for submissions will generate PR and word of mouth spike instead of the steady low buzz of loyalists. But will that spike hold up in the long run?
  
• Spoofs and parodies can outnumber the valid entries. Remember the Tahoe ads? Eek...
• Everyone and their puppy has held a video/design/remixing contest at this point. Until marketers come up with something revolutionary, they're playing copycat.

First example: Obama and McCain. John McCain's campaign was so infatuated with Joe the Plumber that they invited supporters to explain on YouTube why they were Joe the Plumber. Sure, some diehard Repubs uploaded their American dream story, but another flood of Obama supporters filled the "I am Joe the Plumber" search results with parodies. Those on the fence may have been turned off by the blatant marketing gimmick.

Meanwhile, Barack Obama didn't ask for content; he nurtured his creators. Through social media, Obama gave his supporters opportunities to connect and create. He interacted one-on-one and let his supporters own a piece of his brand through text message updates and volunteer opportunities. Two of my favorite things that he got back in return:

Next up: Apple and Microsoft. I know Softwear isn't user-generated, but it's still content-focused instead of ambassador-focused. But check out the Apple t-shirts that fans have already naturally created. More authentic--and more interesting designs. Microsoft's bid for users to explain why they're a PC also seems flat and boring to me. Wouldn't that have happened on YouTube anyway without them demanding it? Some great parody came out of that, too: here's a fun one.

I'd like to hear your thoughts, including how Twitter is playing into this idea. Also, are there UGC contests that do work better than a strictly creator-focused strategy? Ideas, please!

@Why_Arent_You_Protecting_Your_Brand_On_Twitter: um hai?

Mad Men were on Twitter. Then they weren’t, and our industry scoffed at AMC for not acknowledging great brand ambassadors. Now they’re back, and I’m wondering: Why are entertainment brands still overlooking Twitter?

Social media profiles are the new URLs—if you don’t snatch up your name, someone else will. We’ve already mentioned that NBC has done a great job with the character blogs on The Office, but they shouldn’t have let Dwight or Michael’s Twitter profiles get ninja’d. Or Gossip Girl—that show revolves around text updates! Wouldn’t it make sense to grab @BlairWaldorf and @SerenaVanDW before someone else did and the brand was out of your hands?

What fictional characters would you follow on Twitter?

Mad Men on Twitter

@don_draper and @joan_holloway have made their way onto Twitter as a new promotion for AMC's Mad Men. They have already done some really awesome promos like the Sterling Cooper business cards and the NYC subway wraps, but their smart and clever use of Twitter is something brands or other television shows should take note of.

Why is this so great? Let's check it out.

• Don and Joan, and I'm sure others will follow, are consistent with their character personalities and don't push show times or other Mad Men promos. Example: from Joan "Home from a night at PJ Clarke's. Carol is being a pill."
  
• They interact with each other in their Twitter feeds, not just with crazy Mad Men addicts like myself.
  
• They both requested to follow me back in less than an hour.
  
• They talk about other characters of the show (Mr. Sterling and Betty from Joan's most recent updates).
• They respond to most of their replies (at least from what I can tell).
• I now have another distraction that allows me to obsess over Don and Joan. Top score!

I would imagine that it won't be long until other networks start getting their characters involved with more social media.  The Office has done a great job with their blogs, but I think receiving updates from Dwight throughout the day would be great. Although looks like Michael Scott might have already been Twitter hijacked...unless NBC is just waiting out for the start of the new season.