Posts Tagged twitter

Motrin, Social Media, and the Brand Manager’s Bad Day


Brand Managers have a new world to live in. No longer can they sit back and decide such things as when, to whom, where, and what information they will deliver to the world. They must now worry about how quickly they may need to respond if something goes terribly bad. Social media has reduced the feedback cycle time to seconds, not weeks or months. Reaction time is so short that any misstep will cause brand value to plummet faster then the price the rare spiders at an arachnophobia convention.

Blog Social Media Buzz

I ran across a marketing blog post (Motrin Babywearing Ad/PR Debacle) and it referenced Motrin ad and baby carriers. I was curious. Normally I would not go hunting down this type of discussion but for some reason this caught my eye. I viewed the YouTube ad and posted a comment on the blog.

TweetDeck Global Search

Continuing my curiosity, I used my TweetDeck (Twitter Interface) to set up some global searches for hashtags and phrases I thought relevant, and wow, did I get flooded with feedback. I specifically searched “#motrin OR #babycarrier OR #motrinmoms” for the hashtags. I also searched for “motrin OR babycarrier OR motrinmoms” thinking I would also capture all the people not using hashtags.

Firestorm an Understatement

My TweetDeck makes a sound each time it updates the deck, in this case my two searches. Those two columns of information have not stopped updating all day. There are some very angry moms out there and they are using Twitter to express their rage. There are also a bunch of folks that are very apathetic to this ad that can’t seem to understand why everyone is so upset.

Either way, there is a brand manager out there that is eating Motrin like candy right now …. wishing this firestorm would pass.

Good Hunting,

Post Post Update

Since I originoally put out this post there have been some interesting videos that have surfaced that I thought would be of interest.

Motrin Ad Parody: The entire Motrin Mom (motrinmom) episode could have been avoided if this ad would have been released because the negative and positive responses would have done nothing but improve the brand standing ….. and make a bunch of people laugh themselves wet.

Mad Motrin Mom Tweet Video: Here is a 9 minute YouTube video showing some of the responses posted by #motrinmoms moms on Twitter!

Outraged Baby-Wearing Mama: First of all, if this is outrage, then I don’t want people showing up and my house because I’m afraid how they’d label me! This is actually one of the best responses I saw given the firestorm on Twtiter.

Noise To Signal Cartoon

Found this great cartoon about the brand manager’s bad day!

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Jott Thought: Posting to Twitter…


Jott Thought: Posting to Twitter is as easy as making a phone call and there’s no internet connection required. listen

Powered by Jott

Expanded: Jott’s ability to transcribe voice to text and publish it to a service like Twitter opens the door to posting with your phone that would otherwise be very dangerous. With a speed dial to Jott, you could easily tweet that you’re stuck in traffic, while never having to fumble with a numeric keypad or micro keyboard of your blackberry or iPhone.

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Business Twitter Ideas


I’ve been reading some interesting posts on Twitter tweets with the tag marketing and I have been trying to understand the relationship between the two. Mind you, I loved the posts, just not sure about how some people tag their work. No biggy really, but I wanted to see if I could come up with some examples of how Twitter could be used to create a brand, (personal or corporate), and if not, just have some fun with it.

First let me start by saying the two posts that got me thinking about this topic are Twittiquette by Ron Shevlin and Twitter for Business — What’s Appropriate? by philbernstein

Fun Stuff – BOSS Tweet

This idea, I originally, came up in the 90’s as “BOSS Cam” in which you place a wireless video camera on your boss’ forehead and can see where he is all the time on a PC window. I’ve adapted this concept to Twitter Tweets, but it does require a RFID implementation of sensors throughout your campus and RFID markers in your security cards used to gain access to buildings and rooms.

With this implementation you will get BOSS Tweets when the following happens:

  • Parking Lot Entry – The Boss has arrived – you have about 15 minutes to look busy.
  • Building Entry – You now have about 7 minutes to make your office look like you’re really busy.
  • On the floor – Have your boss’ cup of copy ready in hand and ready to give
  • Movement Tweet – he’s moving about the building and you know where.
  • Mining Tweet Alarm – uncomfortable levels of methane are in his office, STAY AWAY! (methane monitoring equipment sold separately)
  • BOSS BOSS Tweet – your boss just met with his boss, HIDE – WORK IS COMING YOUR WAY!
    • Note: use Movement Tweets to evade your boss for the entire day if necessary.
  • Parking Lot Egress – time to stop hiding from your boss and get some work done real quick and go home.

OK, another example of American ingenuity and exceptionalism in the can!

Branding Exercise – Project Tweet

In this example, your team has landed a new client. You want to impress on them how great your company is, and especially how great they are at projects like the one the just won. You explain to your new client that you will be using Twitter to keep them updated as the project progresses through the different stages of project management.

Some things they can expect to see in the Project Tweet:

  • Meeting Titles – and who attended
  • Meeting action items – post meeting
  • Key milestones or meeting action items delivered
  • Gratuitous comments from the team stating how smart the client was for picking them!
  • Documents updated on the shared project library
  • Lots of positive statements with the client’s staff names included so they are all sitting around waiting for their names to show up on a tweet.
  • “Hey check this out” messages asking them to head to the team web site and review something

I know some of the themes of twitter BLOG posts have been about ‘too much’ tweets, but in this scenario, the more tweets focused on the project, the better you look.

Good Hunting,

See Also

Twitter’s Design Flaw

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