By Vilan Trub, Business Wire
Half a million views in a single day, and counting, is no easy feat. A news release from Nintendo this week accomplished just that, and every communications pro should take note of the basic reasons that led to such grand visibility.
Before the digital revolution, a hero was born by the name of Mario, and this hero had a nemesis named Bowser. Bowser started off as a Koopa King who breathed fire, but much has changed. On May 20th, 9am Eastern Time, Nintendo of America announced via a Business Wire distributed news release that Doug Bowser was named as the new Vice President of sales in America. Clearly the two Bowsers are not one and the same, but the irony was not lost on Golin, the PR agency handling Nintendo’s communication management. They identified and utilized the humorous angle that presented itself and converted it to visibility gold. Over 500,000 views, including over half a million views alone of just Doug Bowser’s photograph, is making this an industry defining news release.
Especially significant is that 60% of the traffic is stemming from social media. People are actively sharing this content, driving awareness through the roof. Doug Bowser is now a star and Nintendo can be seen almost everywhere online. The press release is having a moment right now, but why?
Journalists, media professionals, news consumers, they are all eager for interesting and relevant content. Golin found a way to satisfy their target market’s needs by understanding the basic elements of a release. What could have been a regular announcement about a new hire was instead turned into a story. The story was about the irony of a company hiring a man who shares his name with a notorious character the company is known for. The headline didn’t read Doug Bowser as New VP of Sales.
[caption id="attachment_73107" align="aligncenter" width="237"] (Doug Bowser, VP of Sales, Nintendo of America)[/caption]
The decision to omit Doug was a conscious one aimed at waking the reader up by tapping into their sense of humor. The announcement was professionally written but maintained a lightness, playing on the intended readers’ nostalgia and lingering interest. The release included multimedia, both Nintendo’s logo as well as a crisp headshot of Doug Bowser. Readers could see what a real life Bowser looks like, and they did, over half a million times.
Nintendo set a precedent with this release but it doesn’t mean other companies need to start developing video game characters then hiring employees with the same names. The lesson learned here is that every release has a story and the process of writing an announcement needs to start with identifying a story that can grab the reader’s attention. That story is your company’s story and if it connects with readers, it will be shared and reshared all over the internet.
If Bowser can be VP of sales at Nintendo, maybe Coca Cola can find a Draper to run creative.
The Nintendo release had significant coverage by mainstream media. Some examples include:
[author] About the Author: Vilan Trub is a copywriter for Business Wire focusing on printed collateral, web content, sales presentation, digital ad creative, white papers and more. He has written for media outlets such as the GlobalNewsNetwork.us, RealGM.com, Manhattan Review and AccessGroup Holdings, where he was a pivotal member of their launch. Vilan is a graduate of Queens College with a degree in History and began his career as a writer developing concepts and scripts for projects ranging from digital media to feature films culminating in a position as post-production supervisor for 50 Cent on his directorial debut Before I Self Destruct. [/author]
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Content, content, content. It’s all we hear about lately. But what kind of content should you producing? Where? When? And how do you know if it’s doing what you need it to do… i.e. how do you measure it?
Join Jennifer Nycz-Conner (@washbizjen) of the Washington Business Journal, Shelly Kramer (@shellykramer) of V3B, Daniel Cohen (@mrdancohen) of RedShift Writers, and Fay Shapiro (@fayscommpro) of CommPRO.biz, as they discuss the ins and outs of content. They’ll discuss how to create smart content that works, best practices in content measurement, and how to use those metrics in improving your content strategy.
Be prepared for a fast and fun chat. Remember: all you need to do to join is bring yourself, your Twitter handle, and the hashtag! And make sure you’re following all our guests and, of course, Shonali (@shonali) prior to the chat.
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By Todd Murphy, Vice President, Universal Information Services
In the fast moving world of reality TV, where family fortunes can be made overnight, a simple news cycle has the ability to bring all that to an end. No doubt you’ve been exposed to the controversy regarding the Duggar family. One of TLC Network’s flagship programs, 19 Kids and Counting, has come under strong criticism since Josh Duggar revealed he has sexually molested underage girls, including some of his sisters featured on the show.
To a lesser extent, another TLC show suffered when John and Kate Plus 8 exposed a very complicated and public divorce. It is no stretch of one’s morals to understand how the Duggar controversy is much more damaging, and at the very least much more reprehensible. But beyond the stomach churning nature of this issue, there are key lessons to be learned on how to kill a brand. In this post I’ll point out how crisis management public relations can play a role and steps that should be taken.
Do note, my perspective as a media monitoring and measurement service provider comes from the perspective of what the public sees. Our products and services allow us to watch all the media mentions related to a topic, then measure the impact for those stories. In a case like 19 Kids and Counting, there is very little positive news, but how that news is handled can often determine outcomes.
So it appears the Duggars are done. TLC has dropped the show amid “a heartbreaking situation”. I’m sure those who were molested will not shed a tear over this, nor will those who advocate for the safety of our youth. Beyond the scandal, offense, and potential crimes, how this was handled from a public relations perspective reminds us of three key points. There are many more issues to consider when managing a crisis, but these three are at the top.
What other crisis management tips do you have in your plan, or counsel your clients on. Please share!
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Memorial Day, sun, humidity and inappropriate office attire. If you are a traditionalist, you can now break out the white. But along with white clothes and accessories comes the problem of what is appropriate wear for the office. Your company may or may not have an official policy on this. Many companies now follow a casual dress rule. To help with this issue, here are some guidelines:
1. NO shorts.
2. NO flip flops.
3. NO logo tee shirts/muscle shirts.
4. Don't bare a lot of skin.
5. If you are in an environment where jeans are ok, don't wear sloppy or cut-up denim.
6. While sandals are acceptable in some offices, no one should hear you 'clicking' down the hallway. Sandals can show your toes, so think pedicure time.
7. Be careful with fabric. You should not be able to see through the fabric and it should not be overly wrinkled.
8. While a light summer scent can be refreshing, it can become too much very quickly.
Cars and tote bags are a summer blessing. Just pack your work clothes and away you go. If you can't take the heat (or the air conditioning) it's a great solution!
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By Jonah Engler
In real estate, the name of the game is listings. Buyers are great, but to make it you need listings. Did you know that Big Data is already busy helping you achieve your real estate listing goals? It’s true. Check this out….
Imagine your ideal client is futzing around online. He or she lands on social media. Suddenly, your listing agent ad pops up, and because they are interested, they click it. The next day you shake hands on your way to a solid commission. Meanwhile, across town, another soon-to-be client is clicking the same ad. How did that happen? Big Data.
There are multiple levels of this sort of data-driven operation. Each level involves complex clues woven together as only Big Data analysis can do it. In one instance, your potential client has been browsing using keywords such as “real estate” or “sell my home.” Algorithms on his social media site “remember” that history and connect it with your advertising perimeters.
But, Big Data can go much deeper. Your new client was identified as a likely home seller due to multiple other factors including time in his home, the home’s market value and the fact that his son just got accepted to State University. All of these factors spell: home seller.
But without Big Data analysis there is nothing out there that can connect all these dots, especially in real time, in order to put your name and number in front of a likely client.
And this is just the tip of the iceberg. The real pot of gold with Big Data is in the details about the potential client that they would never disclose until after they have hired an agent. Details that can help the potential agent decide whether or not that client is a good fit for them.
Consider, if you specialize in large property and ranch homes. Do you want to spend your afternoon talking to someone who only wants to see waterfront…or would you rather spend that time with a client you have a better chance of selling? Or reverse that…what if you could corner the market on transplants moving from your state before they ever start packing? With Big Data, that sort of detailed client analysis is no longer science fiction. That’s the marketing dynamics of right now.
Jonah Engler is a multi-faceted investor, including in real estate.
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