Tag Archives | public relations

Should it say ”WARNING Shoking hazard” or ”WARNING anorectic hazard” on the Barbie doll package?

A photo taken in a toy store led to 367 additional shares and tons of angry comments and swearing today. It is a photo taken of a doll with extreamly skinny legs.

There is a sign on the package. Does it say ”WARNING Shoking hazard” or ”WARNING anorectic hazard”? Or what should it say?

Perhaps these dolls should come with a warning text, ”may cause serious eating disorder and faulty view of the female body..”

People seeing the photo on Facebook react and can hardly believe it’s true. Many blames the store for being unethical. Others blame our society, wondering where the world is heading.

The picture reminded me of a conversation I had with a friend last week. Jenny had posted a picture of some old barbie dolls on her wall with the text: ”Two of these are (at least) 25 years old, one is new – guess which one is new!”

The post was followed by wild guesses and assumptions, with lots of engagement from Jenny’s friends. Foremost the makeup but also the face shape made me guess that the middle was new, after changing my vote a few times. 🙂

Today, after I shared the image abowe, Jenny stripped the barbies for us (and added a Daisy to the collection – to the right) Here they are. The pale one is the new, the two on her sides are from the eighties.

Barbie seems to have been on a strict diet the last 20 years. Not only the legs are thinner, also the arms and face. And her neck is longer. Perhaps its a mutation from all the shopping she has done. Perhaps it’s not useful, or even fare, to blame one store or chain in Sweden, but you have to start somewhere. I wonder if Barnens Hus has monitoring for Facebook mentions, and in that case what they will do about this tomorrow.


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Mynewsday highlights – ”An inspirational kick in the ass”

This week I´ve been busy with Mynewsday, encouraging and monitoring the social media dialogue around the event.

Mynewsday, a day of seminars within pr and digital marketing, that Mynewsdesk arranged for clients and stakeholders, has been the main focus in my work for the last couple of weeks. My part being to manage the social media activities around the event, enabling and encouraging dialogue, making content available and monitoring what is said. We decided to keep to two central places for content sharing and interaction – the Event Newsroom, where we publish all the content before, during and after the event, and Twitter. We have also used Facebook, Bambuser, Instagram and Youtube.

My five highlights from Mynewsday and some thoughts about next year:

1. The rich interaction on Twitter.

Two days in a row, we hit the most trending topics on Twitter in Scandinavia for our hashtag #mnday. All thanks to the participants, gladly talking about the event on Twitter, sharing the content from the seminars with their networks. Since the event took place in three different cities, we were discussing the risk a risk to ”let the information out” beforehand. What if the last day would be empty, people having already taken part of the information? But as I hoped, it was quite the opposite. The people who had canceled earlier, were eager to ”uncancel” their bookings, when they saw the buzz and didn’t want to miss out. We also got some new guests, asking to join the party.

We had all together over 3000 tweets with the hashtag #mnday during the three days.

2. Great speakers and and content.

The guest speakers was warmly welcomed and highly appreciated. We chose not to invite any known Swedish speakers, but instead take a chance and invite some new acquaintances from Australia, though stationed i London. Adam Vincenzini and Joanne Jacobs. That was the right choice. Above 17800 views in the newsroom and almost 3000 views of the livestream (numbers updated the 6:th of november) we also broadened our own network of influencers.




3. New contacts – and interest from outside.

I have gotten to know some new interesting people that I will definately keep contact with on Twitter – both personally, from my own account, and from the corporate accounts. We got tons of questions and interest for the event from people picking up our conversation on Twitter and Facebook. The funniest example was when I quoted a colleague about investigative journalism, and the Head of the Swedish investigative journalism conference decided to take part in the discussion.

4. ”An inspirational kick in the ass”

a Mynewsdesk client called the event. I believe that is the nicest complement of them all, not only inspiring people but actually giving them the tools and confidence to make a change. This particular guy had gone right back to the office in the very same afternoon and updated their Mynewsdesk newsroom. Several persons created personal Twitter accounts, and newsrooms for their companies, during or right after attending the seminars.

5. Mynewsdesk People – internal boost

I think these days was a confidence boost for all the people taking part, from all departments. A nice collaboration exercise with a great result. We operate in a highly competitive market and our sales people sometimes feel insecure. As anyone we need confirmation that we are on the right track.

During Mynewsday, many of my colleagues got comments like ”it really shows that you like what you are doing”, ”you are so personal and relaxed, those red pants are hilarious”. One funny thing was the response from a visiting competitor, at that time choosing to jump into the conversation ”oh well, we are a little bit like that too, we also have flip flop Fridays” followed by silence. I am mentioning that because it is such a good example of what we are not. At Mynewsdesk you can be whoever you are and wear whatever you feel good in. And it is not the red pants in itself that gathers the people, it is the community of mutual interests and compassion, the love for what we are doing. The red pants are just a way of expressing ourselves, showing a belonging. About as far from ”flip-flop Friday” you can come, I would say.

Not so great

The only down side for me, was not having the time to speak to people who I would have liked to meet face to face, since I had my nose deep down in the computer all day. My arms are actually still sore from twittering, two days after.

Another thing was some unhappy participants expecting coffee to be included for free, not only served during the morning and afternoon ”fika” as it was, but also after the free lunch and beverages that they were offered ;). I am sorry the expectations was not met on that point, we simply could not afford it in the budget. Next time we will inform better in the program!

Next year!

I hope one Mynewsday will never be the same. I’m not so much for routines and fade copies. This Mynewsday was great. It was great because it was the first of its kind and it was different, for us, with happy participants who now has a better understanding of our company and mission. I am convinced it has enhanced our position as the market leader in Sweden (also giving it for free, since these types of events are usually rather expensive to attend) It was also the most ”plastic” or mainstream marketing activity we have ever done. And that is not how we want to be positioned in the long run. I think next year’s Mynewsday should be something completely different. Something surprising. Perhaps a canoe adventure in the archipelago for mynewsdesk users, with fire camps and story telling.
What do you want the next Mynewsday to be like?  (comment in English or Swedish)

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Kan företag bygga nätverk? (SSWC 2011)

Här är en sammanfattning samt video från den session min kollega @ddesk (Kristofer Björkman) modererade på sswc 2011. Vi ville veta mer om hur de övriga deltagarna ser på huruvida företag kan och bör bygga nätverk.

Med bakgrund av hur den sociala webben och nya tjänster har förändrat möjligheterna för personligt nätverkande och gemenskap, tycks inte företagen ha hängt med i samma utsträckning i kontakter med sin omvärld. Därför frågar vi oss:

1. Kan företag vara sociala?
Kan företag skapa relationer och bygga nätverk? Har företag en social graf? Vilka sociala objekt bygger den sociala grafen i så fall på, är det företagsnamn, produkt eller ämnesområden?

2. Är det människorna inom ramen för företaget som utgör företagets nätverk?
Är det de personliga kontakterna som utgör företagets nätverk Är det då dessa individers sakkunnighet och ämnesområden som är företagets sociala objekt?

Det var stora frågor på 40 minuter, lite för stora visade det sig, speciellt eftersom det önskades både idémässig lösning och tekniska system för att ta hand om kontakterna.

Lite olika diskussioner tar form. Annika Lidne (@annika) tycker att vi behöver dela upp relationen i två nivåer. Där du kan ha en funktionell relation med varumärket, tex där personen vill ha ett enkelt svar på en fråga, medan den faktiska relationen sker mellan människor.

Sedan hamnar vi ganska snabbt i en diskussion om “ägandeskapet” av varumärket och relationerna. Bland andra, får vi höra värdefulla tankar från @annika (Annika Lidne) @fritjof (Fritjof Andersson)  (@bjornalberts) Björn Alberts och @Carnebro (Anna-Carin Carnebro) @tesas (Therese Göterheim) och @mikaelgreen (Mikael Green). Det pratas om risk och möjligheter som kommer med att individer tar på sig varumärkeshatten.

Alla har inte fallenhet för att skriva och prata för företaget. Det finns en anledning till att vi har kommunikationsutbildningar, som också de flesta i rummet har gått (det susar ett mmm) Kommunikationsutbildningar är bra, bekräftar vi. Men också att de ofta handlar om hur vi pratar innefrån och ut, medan tex präster och psykologer ofta faktiskt är bättre på att bygga relationer och hantera människor i oförutsedda situationer (Annika igen). Men när de avdankade prästerna som söker ny karriär som säljare har sinat så bör vi utbilda internt, och ge personer mandat för större frihet att kommunicera i sociala medier och uppmuntra delaktighet.

Kristofer kommer fram till  att vår gemensamma slutledning (jag tror att alla närvarande höll med) är att företagens nätverk, och sociala graf, kan sägas bestå av medarbetarnas sammantagna nätverk. Sedan vill han ha svar på tjänster och tillvägagångssätt för hur företagen kan nyttja dessa nätverk. Hur tar man hand om de här kontakterna som medarbetarna har? Hur vårdar man relationer som initieras i sociala medier?

Ja, det senare får vi inte riktigt något svar på. Hoppas att fortsättning följer…

Läs Kristofers egen uppföljning.
Fortsatt diskussion om om det personliga resp företagets varumärke.
Därför återvänder jag till SSWC och lärdomar av mina #fail som sponsor 2010.

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