Groupon

Curator News Feed: July 5, 2013

Happy Independence Day from all of us at Curator! We celebrated a little early by putting together our own Star-Spangled Spotify playlist, and proceeded to blast it in the office earlier this week to really rev up our creative American spirits. It's a little eclectic to say the least, but then again so are we. Bonus points if you can guess who submitted what. Perhaps you'll enjoy our links of the week while simultaneously giving our playlist a spin. Happy Friday!

Neil Diamond

Happy 25th Birthday to Nike's 'Just Do It,' the Last Great Advertising Slogan, Adweek. It's not only our country's birthday this week, but Nike is about as American as you can get, so I'd say it's fine to celebrate both together. What's really interesting about this article is how Dan Wieden came up with this famous slogan—watch the second video, people.  – Maria

The 30 Most Creative Social Media Marketers, Business Insider. We've all seen a lot of these viral social media campaigns, some have even been past links of the week, like the Lowes vines. This is a great look at the powerhouse folks coming up with them. I love the diversity in their thinking and looking at the kinds of approaches they take based on the brands. I think my favorites from this list have to be Allstate's Mayhem and Oreo. What are yours? – Chelsey

'Normal' Barbie By Nickolay Lamm Shows Us What Mattel Dolls Might Look Like If Based On Actual Women, Huffington Post. What would Barbie look like if she were based on the average American woman? Artist Nickolay Lamm used the measurements of an average 19-year-old woman to create a 3D model. The comparison is really jarring, and makes me wonder whether publicity like this will negatively impact the brand, or whether Mattel's iconic doll is so beloved by brand loyalists that it won't do much damage. What do you think?  – Noelle

The Dieline Awards 2012 WinnersThe Dieline. I wanted to share the Dieline packaging awards from 2012 as the 2013 winners will soon be announced. So, here's some creative inspiration for the day (and some pretty amazing branding). – Kendra

Photo Credit: Stranger & Stranger

Photo credit: Stranger & Stranger

Former Groupon CEO's new album aims to impart ‘business wisdom’PR Daily. So many things about this album, entitled "Hardly Workin,'" intrigue me. I kind of love the fact that ousted former CEO and Founder Andrew Mason is putting himself out there in such a big way. And, no, it's not a joke. But it gets better: he plans to drop business lessons in with his beats, aimed at educating millennials entering the workforce. There's no way I'm not going to at least take a listen. – Megan

Teens aren’t abandoning social. They’re just using the word correctly, Medium. A friend shared this link on Facebook, one of my most frequently used social networks. The piece explores results of a recent study from Piper-Jaffray that asked teens to share “their most important social networks.” According to the study, some of the older, established networks like Facebook and YouTube are experiencing a dip in significance among teens. The writer, Cliff Watson, digs into what’s really going on as teens move on to newer services like Snapchat or Kik. The entire piece is a great read, but here’s the sentence I keep mulling over in my head – “Kids aren’t leaving social networks. They’re redefining the word ‘social.’ Rather, they’re actually using the word with the intent of its original meaning: making contact with other human beings.” – Ann Marie

Vine update for iOS adds redesigned camera, 'revining,' and channelsThe Verge. With Instagram video on its heels, the Vine app moved quick with their recent iOS update! I've made a personal goal to improve my video skills and this update makes it easy. My favorite feature? The ghost button where a light shadow of your previous clip is shown so you can line your next shot up perfectly! With clever updates at this rate I might keep my Instagram video very limited. Well played, Vine. – Brooke

How to Use Google+ to Expand Your Business Influence, Social Media Examiner. Why Google+? If you're thinking that the "more active users than Twitter" claim sounds a little fishy, you're right, but it's still worth your time. For one thing, it's becoming more and more baked-in to search, meaning pages with more followers will be ranked higher in organic Google searches. For another, people are probably already there talking about you, meaning you should be there to respond. Last but not least, some of those people are people who aren't on the other networks you frequent, and engaging with them means a positive gain in your overall social footprint. Once you've gotten started and filled out your profile a bit, check out this link for how to optimize. — Paul

Groupon Out Daddy’d GoDaddy

Groupon Logo

Once again, GoDaddy.com showed up to Super Bowl 45 with its spectacularly brainless T&A spots meant to polarize and scandalize the millions of viewers gathered to watch this world championship of brand advertising. Surprisingly, it wasn’t Danica Patrick’s hair flipping and bad acting that had people seething. It was Groupon’s parody ads about saving the whales (or not), preserving Tibetan culture (or not) and rainforest deforestation.

I’ll let other folks debate whether these ads were in good taste. Here, I’ll simply offer 3 tips that might help Groupon’s CEO Andrew Mason when he debuts next year’s Super Bowl spots.

1)      Warm up the 12th Man. Groupon has zillions of customers who are out there singing the praises of Groupon every day. These brand evangelists are basically an extension of the Groupon staff. And yet when the ads aired and Twitter went up in flames with angry Groupon Tweets, there were almost no messages of support from your fans. Why? Because barely anyone knew the punchline. Come Sunday night, no one was telling Groupon’s story. Instead, the critics told *their* version of Groupon’s story all night long. Next time, let some of your biggest brand advocates in on the joke, too. Groupon users are a social media savvy bunch. They are active on Groupon’s discussion boards, they Tweet, they share information on Facebook. Share with them the story of what you’re trying to accomplish with your ad campaign and they’ll have your back when the Twitter mob comes calling.

2)      Don’t Forget Your Special Teams. It’s hard to get angry at people who save the whales, protect the rainforest and rush to the aid of an oppressed people. These are noble causes that most of us can get behind. If you’ve got friends like Greenpeace, The Tibet Fund or The Rainforest Action Network, tell us! But perhaps more importantly, have them vouch for you. By Monday, Greenpeace posted a blog entry explaining the Groupon/Greenpeace collaboration. Then came the response from buildOn, and by Tuesday Rainforest Action Network had also shared some very candid (and somewhat critical) feedback. Wait...I feel like there was one more...who are we missing...hm... But for most, this seems too little, too late. Next time, work with your allies ahead of the big event and help them find ways to put the work your doing into context for your audience and theirs. Seed them with ideas for their organization’s blog and invite them to guest post on your own. Invite them to post a message on Facebook or brainstorm Twitter messages to post over a longer period of time. If the partnership is significant enough, determine whether there are opportunities for them to participate in media interviews.

3)      Read the Blitz – Be Ready to Call an Audible. How did a company that is fueled by social media buzz get caught so unprepared? As the storm on Twitter raged on, everyone from CEO @AndrewMason to the @Groupon local reps went silent for hours and hours. During the game, anyone who visited Groupon’s Facebook pages got…crickets. A glance at the Groupon discussion boards showed plenty of comments from angry viewers, but nothing from the company. These are powerful tools to tell people not just about your daily deals, but also about your story – how you began as a cause-based website called The Point, the collaboration between your organization and the charities, why these charities matter to your customer. Next time, help your staff use all of these tools to contribute to the conversation happening around Groupon’s brand. I have to wonder whether there would still be seven pages of angry comments on the discussion board if someone had honestly answered that first question of, “What were you thinking?!”

And on a related note, if the overwhelming feedback from customers is telling you that your message was ill-received, you may want to take a closer look at what you said, and engage in sincere dialog with your critics on why they are offended and what you can do to change that.

We don’t expect this to be the end of Groupon. In fact, it's TBD whether this post-game buzz will turn out in their favor. We’re just hoping the next time they take the field, they’ll be more prepared.