Buond television advertising and Carpisa's scouting-recruiting campaign. Two examples to keep in mind for those who want to communicate in the era of Social.
Towards the end of summer 2017, two promotional events in Italy led to talk of the following: the television advertising Buond Motta and the scouting-recruiting campaign of Carpisa.
** by Emanuela Zaccone
In the first case it was shown a typical context of a happy family according to stereotype – house in the country, mother engaged in household chores – in which a petulant child burst in asking for a substantially healthy breakfast. The mother claimed that nothing similar existed and, certain that she could not be denied, she invoked an asteroid on herself if she had been in error. At that point a meteorite came to crush her. In the following of the spot the same thing happened to the father. A few days later on Facebook Buond launched an automatic generator of objects-which hit to create Gifs with users' proposals to hit the mother or father. Since the launch of the first spot a critique of online criticisms has been generated, for a total – according to data released by Matteo Flora of TheFool – of 25,000 conversations on social media. Searching for Buond on Google is also on the rise, while the markedly social rite of the alignment is being consummated: there are those who capture the irony of Buond's move and those who are indignant because their mother – the untouchable symbol of Italian civilization – has been hit by the sensitivity of many children and, lastly, chosen an object that would evoke scenarios between the terrorist and the lapocalyptic.
The Carpisa case marks the end of "as long as we talk about it"
Between complaints to the guarantors, attempts at dialogue between the two parties and rivers of posts that explain Buond's advertising choice, the chorus of purch begins to arise, if we talk about it. In the same days or less, Carpisa launched a campaign in its stores: those who would have purchased a product would have had the opportunity to apply for a one-month internship at the company, upon presentation of a communication plan.
Carpisa thus becomes the symbol of the depreciation of professionalism, of the lack of respect for work in our country and finally of the exploitation of those in search of it. While most of the users on social media criticize Carpisa's position, others justify it the choices arguing that you are accustomed to a similar situation and that you have to adapt to find work. There is even a short circuit between the two cases: many spontaneously apply to work for free (!) For Motta, declaring that at least they – unlike Carpisa – are creative and would therefore be more desirable.
The 4 steps that return
In any case, even for Carpisa the chorus of the purch begins to rise immediately if we talk about it. There seems to be a sort of process that replicates in any similar situation:
1) An event that generates conversations spreads virally on social media regardless of the means of departure
2) Opinions on social media become the subject of further discussion on blogs, newspapers and television broadcasts
3) Possible real time marketing activities by other brands
4) Levento is reduced to a purch if we talk about it.
This last aspect, taken for granted and considered as the sum of practically any action on social media, is actually the real problem: social media are generators of conversation, but this in itself is not the end of communication, at least not only.
Online reputation made of quality
While online debates contribute to determining a brand's reputation, the latter cannot feed itself and is not defined by the number of conversations. It is not possible, after more than 10 years of social media marketing, to continue to think that it is better, for better or for worse. The reputation of a brand is part of its identity and of the relationship it wants to establish with its users / customers, reducing the latter to useless and in many cases harmful vanity metrics generators.Justifying any action as long as you talk about it means mortifying the same creative drive that underlies it.The reputation of an online brand is part of its image: respect for the brand's objectives must guide every action, regardless of the channel on which it is carried out. Above all, consistency with brand values must be part of the process. Otherwise we reduce marketing to an abacus and social media users to interaction makers.
** Emanuela Zaccone: Digital Entrepreneur, co-founder and Marketing & Product Manager of TOK.tv. He has over 10 years of experience as a consultant and lecturer in social media analysis and strategy for large companies, startups and universities. author of Digital Entrepreneur: principles, practices and skills for her own startup (Franco Angeli, 2016) and Social Media Monitoring: from conversations to strategy (Flaccovio, 2015).