Aug 022012

How are you using rituals and values to create celebrated divisions in your online community? Even offline communities break down into tribes – which is the last step of my 12 step online community strategy framework. Swarms or tribes or Teams or whatever you want to call them are united on Purpose (the purpose of the community) but divided on Values (the options/variables). In other words, we come together on a topic but divide on how it should be addressed. This creates story, interest and passion. In a politically correct world, marketers fail to address fundamental value issues such as where do you stand? CEOs don’t speak up, advertising is pushing product not brand equity. As we enter into the social economy, we learn that those that stand for nothing fall for anything (Alexander Hamilton)  and that is not what your consumer wants from you. To take it further, if you have access to a publishing medium, you had better stand for something:  all that is necessary for the triumph of evil is that good men do nothing – Edmund Burke. Where is your online community strategy making strong statements? Where is your social media campaign clearly identifying with a community value? And I don’t mean a 10% discount on your products… Vote #TeamSilkCharm now! :P

Chickfila recently announced that gays weren’t welcome at their stores. That would be a brand putting out their value systems. So John Goodman and the team at Funny or Die hijacked the KFC brand and put out an alternative brand value. That would be humans doing what they do best – choosing what side they are on. *laughs*

NASHVILLE, Tenn. (BP) — In Rock Hill, S.C., Wednesday, customers were waiting 75 minutes for a Chick-fil-A chicken sandwich, when they could have driven down the road to McDonald’s and been in and out in five minutes.

About 50 people wait outside a Chick-fil-A in Kansas City, Kan., waiting to get inside on “Chick-fil-A Appreciation Day.” Across the nations, Chick-fil-A restaurants were packed. Photo by Malachi O’Brien

It surely seemed strange to at least a few observers, but the folks in Rock Hill — and at jam-packed Chick-fil-A restaurants across the country — were making a statement, standing up for a chain that has been criticized by media members, politicians and activist groups because of Chick-fil-A President Dan Cathy’s support for the biblical definition of marriage.

“Chick-fil-A Appreciation Day,” as organizer Mike Huckabee called it, may have been more successful than even he envisioned. More than 625,000 people had signed up on Facebook to participate, and it seemed that each one came — and brought a friend
(via Baptist press)

So KFC should’ve done this video themselves (?) but it’s probably better someone else did as KFC would’ve toned it down.

Every time you see a TV show with TeamJoel or TeamChristina or you play a computer game with Alliance vs Hordes, or Vampires vs Zombies just remember that it’s part of the marketing strategy. Because you unite people on the Purpose (to watch an audition show) but divide them on values (who should win) you create tension and interest. How often do you see that in advertising or marketing in general (not sports marketing) ? Is it all either good (aspirational) or bad (fear) and nothing in between. How can you divide your community to conquer them hmmm?

If your community is up in arms about something and you have nothing to say, you are irrelevant and wasting your time, personnel and money attempting to participate. Time to man up (or woman up). Social Media marketing is fun and important and more interesting than counting banner ads and Facebook Likes.

NOTE: For the purposes of this article, I’m not pro or anti gay. I am as much interested in anti-gay Chick-a-fila Appreciation Day rite of passage as I am in the KFC parody for pro-gay support. However personally I would buy KFC. Except I’m on a diet so I have to go find some pro gay marriage tuna and salad. :(

PS If you still aren’t convinced, and believe everyone just wants to get along in social media,  I want to ask you – #TeamFacebook or #TeamTwitter or #TeamGooglePlus? yeah, thought so. :D

via Laughing Squid

UPDATE: Chick-A-Fila introduces a Hate Sauce :another parody. Amusing if it wasn’t sad. Sad if it wasn’t amusing. You choose. #AndThatsThePoint

Apr 172012

How to make $10million in one weekend of tweeting. Is Social Media just people mucking around on Facebook with their mates or does Social Media make share prices go up or down? Tell your CEO to get a basic understanding of ROI in online community discussions and activities or pay the price.

Feb 062012

Forbes Magazine recently very kindly named me in the global Forbes Top 50 Social Media Influencers. I thought I would repay the compliment by listing in order of Influence, the top 500 Australian Journalists by influence in social media. Editors should really pay attention – if the journalists are not connecting with readers, having their content distributed through communities, are they fulfilling ALL of their brief (to communicate stories that will be read and discussed by Australians)? At the moment, social media influence is in the hands of industry experts who write (original source) or find (filter) stories and then Continue Reading…

Mar 022011

You can create your own online newspaper from online community content using – so I thought I would create a social media newspaper from the tweets of Australian journalists. I made a list of 500 journalists on Twitter, now their tweets dynamically update my online newspaper. Cool eh? Quis custodiet ipsos custodes, indeedy. If you would like to see what these journalists are tweeting about on Twitter go to @SilkCharm/australianmedia But if you like the pretty newspaper below, go to – there is a morning and an evening edition. Like this:Like Loading…

Oct 212010

Cinema goers get punk’d by Hoyts and Saw7. I just love it when companies stop being politically correct, worrying about heart attacks and being sued, and just go totally EVIL on their customers.

Oct 192010

What is Social CRM? Cloudcenter created Rainmaker to merge your Google Contacts with a social CRM tool – pulling and pushing info from LinkedIn, Twitter and Facebook. The business and personal voice combined as we become more social. CRM with bells!

Oct 052010

Want to find Twitter followers based on their location, or bio information? Want to find and follow social media lists that influencers in the online community have curated? Read on… Listorious holds the key

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