JWT’s decision to tap a PR professional to head advertising and digital agencies – good or bad idea

Posted on by unspun

Unspun thinks its the best idea since tempe but then again, he’s biased to the PR profession.

But JWT has taken a huge step in appointing former Ogilvy PR and Pulse boss Marianne Adamardatine to head its operations in Indonesia, that includes digital agency Mirium.

If it works it will open the doors to lots of PR professionals and possibly usher in a new way of communicating not dominated by the advertising mindset. If it fails, the I-told-you-so guys will have a field day.

Will it work or won’t it? What do communicators out there think?

For more information on the appointment go to my posting in the Maverick blog:

 

Finally a PR person to head a major advertising outfit

These are interesting times for the marketing communications industry and for public relations.

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Like all companies in this area, JWT have been experimenting with how to cope with disruption and media convergence. Their answer is an interesting one in Indonesia: appoint a Public Relations professional to head their team in the country.

Campaign has reported that JWT has appointed Marianne Adamardatine, who has led Ogilvy PR and Pulse for many years, and who was recently appointed by Ogilvy to be their Chief Growth Officer, to head JWT indonesia.

She “will be responsible for expanding the company’s capabilities in strategic brand building, digital transformation, customer experience, marketing automation and commerce activation, as well as driving thought leadership and building business engagement with C-suite clients to initiate integrated campaigns,” according to the company. This means she will oversee the advertising and digital operations, Mirium.

We believe this is the first time that someone from a PR, rather than an advertising background, has been appointed to the top position to a major advertising outfit…read more

Something to like: Friends of Captain Zaharie MH370 Facebook page

Posted on by unspun

If you are family or friend of Captain Zaharie, the pilot of MH370 that went missing more than 10 days ago and feel that much of what is being said about him was unfair, careless or plain sensationalism, what would you do?

You could face the media but that would be a huge strain. The pressure would be enormous, you would be subjected to a public inquisition and a small slip of the tongue could crucify you and reflect badly on the Captain. And even if you are good with the media you could still be subject to misinterpretation and misquotes.

Yet you feel that you need to set the record straight on some matters. In the captain’s case, some media reported that authorities raided his house and confiscated his home-made simulator when apparently the facts are that they want to the house and respectfully asked if they could inspect it. Th family cooperated fully and even helped to dismantle it. It was a picture of cooperation, not of authorities busting into the defensive home of a political fanatic.

What do you do? For Captain Zaharie’s family and friends their answer lies with starting a Facebook Page “Friends of Captain Zaharie MH370“.

FOCZ

It would have been better if they had identified who exactly was hosting the page to give it more credibility but under the circumstances this was enough and they have taken to providing information and clearing the air about misreports and misinterpretations.

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This is smart use of social media during a crisis-like situation and corporations would do well to take a leaf from the Captain’s family and friends for their own crisis moments.

And why not? The Internet now allows almost anyone to own their own media. You could, in short order, set up a blog or reconfigure your webpage, set up a Facebook page and a twitter account, or use your existing one with a particular hashtag to do what the Captain’s friends have just done.

What you can do then is post notes to inform or announce information, or correct misinformation. If you want to go further you could also post your own videoclips and even open up a “press room” where you take the media’s questions and answer them through the net. The journalists would not like this very much as it takes too much control out of them, but what choice do they have if that is the only source of timely information from you?

This is not to say that a corporation should eschew the traditional face-to-face interviews, briefings and press conferences but social media now allows you to have a medium where you too can be a broadcaster to take the monopoly of power from the mass media.

Yet this is something corporations don’t do enough when confronted with emergencies and crises.is it because bad habits are hard to break, or that they feel that they are not engaging enough unless you do things in the real rather than the virtual world?

 

 

 

 

 

 

 

Are Buzzers worth hiring at all?

Posted on by unspun

The real question that needs to be asked is: “Are Buzzers worth hiring at all?”

All but the most naive of Indonesia’s Twittersphere have come to realise that these Buzzers are all hired guns and will tweet on any product – politicians, soap, aphrodisiacs, milk, slimming powders, you name it – for the right price.

Knowing this they don’t believe them or are not influenced by their endorsers. So why pay for buzzers at all?

The reason why so many politicians and brand managers still do is that they are lazy and have no clue how to connect with today’s savvy, hyperlinked and skeptical audiences.

They can’t get their act together to figure who their actual audience is, what makes them tick and how generate their own content that is relevant and engaging.

So they take the easy way out and hire Buzzers. The question that arises here is why aren’t the CEOs wise to this and put a stop to this futile practice?

Media monitor gives Twitter advice to political parties | The Jakarta Post.

Political parties and politicians need to consider more than just how many followers as Twitter user has when looking at hiring “buzzers” for the 2014 general election, a media monitoring company says.

“The number of followers alone does not guarantee the success of engagement created via the buzzer. There are other factors to analyze and measure,” Awesometrics business analyst Hari Ambari said in an official release on Wednesday.

Awesometrics gave a number of examples, such as actor Ringgo Agus Rahman who charged Rp 5 million per message on Twitter to promote a campaign to his 1.7 million followers, while professional corporate worker Henry Manampiring could charge between Rp 5 million and Rp 15 million to “buzz” his 70,000-plus followers.

The comparison clearly showed that users with larger amounts of followers did not always receive higher prices for a “buzz”.

Hari said political parties and politicians who wished to use buzzers had to consider four other factors: the Twitter user’s potential reach, reputation, usual topics and engagement with their followers.

 

The Buzz about Buzzers in Indonesia

Posted on by unspun

So here we have it, the widespread use of buzzers in Indonesia to push the products or brands of companies.

The questions marketers need to ask before they embark on their next foray with buzzers are these:

  1. What competitive advantage is there for their brand when their competitors are all also doing the same – paying buzzers to endorse or “create buzz” around a product or event?
  2. Is there any credibility in it at all given that everyone using social media knows that buzzers are guns for hire and are a promiscuous lot? If there isn’t, what’s the point of using the buzzers?
  3. Are brands squandering their resources by using buzzers, since it is transplanting the old world practice of using Key Opinion Leaders to influence others? That idea is grounded in Edward Bernays’s theory of Influencing the Influencers that is at least 85 years old. A lot has happened since then, specifically the social media that renders most things transparent and demands authenticity and relevance from brands
  4. Shouldn’t brands focus more on how they can use social media to create a great customer experience for their audiences instead?

 

In Indonesia, buzzers not heard but tweet for money – RTRS
23-Aug-2013 04:00
By Andjarsari Paramaditha
JAKARTA, Aug 23 (Reuters) – In Indonesia’s capital Jakarta, a buzzer is not an alarm or a bell, but someone with a Twitter account and more than 2,000 followers who is paid to tweet.
Jakarta is the world’s tweet capital and advertisers eager to reach the under-30 crowd are paying popular Twitter users to spread their word through social media, starting at about $21 per tweet.
While celebrity endorsements via Twitter are common worldwide, Indonesia is unusual because advertisers are paying the Average Joes too.
These Twitter “buzzers” send short messages promoting brands or products to their followers, usually during rush hour, 7 to 10 a.m. and 4 to 8 p.m., when Jakarta’s notorious traffic jams create a captive audience with time to scan their mobile phones.
Jakarta has more Twitter users than any other city In the world, according to Semiocast, a social media market researcher, and Indonesia is home to the world’s fourth-largest population, with half the people under 30. All ingredients for a social media marketer’s dream.
“Indonesians love to chat. We love to share. We are community driven as a culture. For us it’s very easy to adopt social media because it is a channel through which we can express our opinions,” said Nanda Ivens, chief operating officer at XM Gravity Indonesia, a digital marketing unit of London-listed advertising giant WPP Group WPP.L.
For advertisers, using Twitter buzzers is a way to personalise the pitch, connecting someone who may have a special interest in a product with like-minded potential customers. A local photography buff, for example, would be a good target for a camera company.
An effective social media campaign will generate real conversations and genuine endorsements, said Thomas Crampton, Hong Kong-based social media director at advertising firm Ogilvy. But one issue with paid buzzers is that they may be seen as endorsing something only for the money.
“It’s not going to be transparent to the people reading the Twitter feed whether they’re being paid, and that’s not very honest,” said Crampton.
“The followers will see that this guy is for sale. It’s really like talking to a friend. If your friend is being paid to tell you something then a) you wouldn’t consider that person your friend and b) you’re not going to believe them.”

MEASURING SUCCESS
PT Nestle Indonesia, a unit of global food company Nestle SA NESN.VX, counts teenage pop singer Raisa (@raisa6690) and heartthrob actor Nicholas Saputra (@nicsap) among its brand ambassadors. They recently tweeted their experiences at a large Sumatra coffee plantation in a campaign supported by hired buzzers who were retweeting the celebrities’ comments and other sponsored messages from the company.
The challenge is measuring success.
“We do have quantitative measurement, which is the number of followers, the number of likes and the number of clicks,” said Patrick Stillhart, head of the coffee business at PT Nestle Indonesia. “But how do we relate that to brands and sales? There’s left a question mark.”
Stillhart said the company uses social media for more than a dozen brands and about 15 percent of its advertising spending goes to digital media. Apart from Nestle, competitor Unilever Indonesia UNVR.JK also followed similar path for their products.
Sometimes things go wrong.
Prabowo (@bowdat), 33, who quit his day job two years ago to scout for buzzers, recalled one cautionary tale about tweets meant to promote an Android product 005930.KS that were sent through a rival BlackBerry BB.TO or iPhone AAPL.O device. Followers could see the gaffe because tweets often include an automatic tag indicating how the message was posted.
Stand-up comedian Ernest Prakasa (@ernestprakasa) fell afoul of the “twitterverse” last year while promoting the Mini Cooper, a popular car made by BMW Group BMWG.DE
“There was a viral video. The idea was, I had to pretend to be locked in a container for several hours and then I escaped with the car. I was asked to act as if I was captured,” said the 30-year-old, who charges advertisers 7 million rupiah ($670) for 10 tweets.
Some of his friends didn’t realise it was an act, and began retweeting he had been kidnapped. They were furious when told it was an advertising gimmick.
“I was cursed at, accused of only trying to create a sensation. I had around 15,000 followers so I didn’t think it could become big. But I also learned that whenever this sort of fiasco happens, stay silent. It won’t last more than two days. Something new will come along and people will forget anyway.” ($1 = 10,490 Indonesian rupiah)

(Additional reporting by Jeremy Wagstaff, Editing by Jonathan Thatcher and Raju Gopalakhrisnan) ((andjarsari.p@thomsonreuters.com)(+62 21 3199 7170)(Reuters Messaging: andjarsari.p.thomsonreuters.com@thomsonreuters.net))