The Content Strategists

A Social Media Case Study

This has been around for a little while, but it was new to me. Brilliant spoof of a Cannes film case study! Here’s the premise: In 2010 Canadian agency John St., Toronto took on its toughest challenge yet. Make Chelsea Bedano’s birthday party a success in an already cluttered birthday market. The results were astounding.


Friday Wrap-Up: Feb 18, 2011

Here’s what caught my eye this week:

Divide & Differentiate
– When crafting your message, don’t just consider what you stand for. Scott Goodson explains the pros of defining the enemy in What Is Your Brand Against?

Making Mistakes is Human – I love this story. It’s a reminder that we all goof up occasionally, but how we handle our mistakes makes all the difference in the world. Nice work Red Cross!

Context, Context, Context – Earlier this week Daniel Eizans talked about situational-behavioral context. The whole series about context in content strategy is incredibly informative, so read ‘em all!

The Social Media Stage – Collin Douma is a super smart guy. He’s also put out a great white paper called the Social Media Stage that outlines tools, best practices and protocols. Say no more. Download it.

Search’s Ugly Duckling – Link building has long been the tedious, uber-unsexy part of SEO. In case you missed it, last weekend JC Penney got caught trying to influence search rankings with old-school low-rent link techniques. This set off a flurry of articles about link building. I really liked Ken McGaffin’s piece about using PR to get links. And, Kelvin Newman has 51 essential link building tips.

Friday Fun
The Choddy: The Mullet of AdvertisingStop the Choddy is an movement to put an end to those formulaic commercials where celebrities and civilians stand in front of a bland background and advocate issues from starving children to chicken sandwiches. Still not sure what a choddy is, here’s a primer.  Watch the video.

Friday Wrap-Up: Feb 4, 2011

Here’s what caught my eye this week:

When the Shoe Hits the Fan – In the “What Were You Thinking” department, yesterday Kenneth Cole co-opted a nation’s misery and struggle for democracy to move some product. The original tweet has been removed, but you can see @brandbuilder’s screenshot here.  The Toronto Star has a few of the responses and over at AdFreak, the reader comments are even better than the post.  And, this just in, the Kenneth Cole tweet wasn’t just a tweet, it’s also in stores as a decal. Kenneth Cole, now completely taste-free. As my friend Kathryn of Zoonini pointed out, the only good thing to come out of massive PR gaffes like this is the parody Twitter account: @KennethColePR.  If you ever want the collective Web to go berserk, this fiasco serves as a primer.

Better-Informed Decisions, Better Websites – Paul Boag’s podcast is consistently outstanding. In this episode he talks about making better informed decisions about your website.  If you’ve ever wondered how to get clear on setting business goals for your site, this is the answer.

Be the Go-To Resource – Lee Odden always has great advice and tips and this is no different. Find out how content marketing makes small businesses be BIG online. And, before you go churning out content, read this and think about how you are going to separate the wheat from the chaff.

So Cute, So Evil This ad for VW’s new Passat is entirely too sweet for words.

Ya, But How Do You Pronounce “Hiybbprqag”? – Did you miss the Bing/Google squabble over search-results theft? Google apparently had some “Bing sting” operation going on that used the gibberish “hiybbprqag”. The search giant has claimed it caught Bing stealing its search results. This caused Bing’s Yusuf Mehdi to slap back, accusing Google of click fraud. The back and forth has reached such proportions that even Stephen Colbert commented that, “Evidently, hiybbprqag is a word meaning: you got served.” Now, a Google employee has used to recruit new employees. Soon a whole cottage industry of hiybbprqag-embroidered tea towels and hats will emerge.

Apropos of Nothing – If you happen to be in East London this Sunday and feel like your soul needs a little uplifting –and you have an equal desire to surround yourself with clowns– well Dalston’s Holy Trinity is the place for you. If you miss it this year, no worries, it’s an annual event.

Happy Friday! Have a great weekend, everyone!