Tag Archives: advertising

Social Media Lessons of the Superbowl

Moonday Mania

a blog for authors, readers, and anyone crazy enough to read it

The Broncos were not in the Superbowl yesterday. But we watched it anyway. And it turned out to be a very exciting game! An extremely unusual power outage and all of a sudden those SF guys nearly pulled it off and we were hanging by the edge of our seats. But that’s not what I’m here to talk about.

Since my team wasn’t playing, I wasn’t really watching for the football. Until that last quarter. Okay, then I was really watching and cheering since it was such an exciting turn-around. But the thing I watched during the majority of the game were those famous Superbowl commercials. And there were two that were so similar, I have to bring them up here and show you a do and a don’t for your advertising.

The first one is an ad for Jeep. At first the commercial, which focuses on our veterans felt powerful. They used a good narrator with a strong, sympathetic voice. The pictures were emotionally moving. Your sympathies for veterans are stirred. And then you see the blaring product placement and you remember that this is not a commercial commemorating veterans service. It’s a commercial to promote Jeep


By the end my neighbor, who was watching with me, had her lips compressed and was shaking her head. Instead of making us like Jeep, it made us feel like Jeep had used the service members for it’s own promotion.

Do not use Social Media in this way.

Do not make your fellow loop or class or Facebook Friends feel like the only reason you are out there is to sell.

Another Superbowl commercial also used a similar type of structure, but they did it in a much more successful way.

Dodge paid homage to farmers. The narration was powerful, the pictures emotionally moving, and I didn’t notice the product placement until the very end. This is the way you want your friends out there to feel. Because ultimately, they are your friends. You  sell maybe one to two books a year. The rest of the year they don’t want to feel like you only care about them when they purchase.

I am on a particular loop where this is out of hand. We all know the perpetrators and skip their posts. That’s right. We pass over, don’t read, and delete anything they post. Why? Because  we know it’s just another ad for them. Another, hey, come by my blog or vote for me. Me! Me! Me! And when I say “we” I don’t mean it in the royal sense. This has come up at group discussions and many people have told me that they feel the same. Used.

Don’t use your friends. They are your friends most of the year and purchasers maybe one or two times a year. If they purchase, great! If they don’t, oh well. They are still nice people who come to your blog, retweet your comments, and who will rally around you when you post your no-good-very-bad-day on Facebook. Keep your friends close and if you make some sales, then that’s all gravy. Or cupcakes. Or bratwurst. Whatever you served at your Superbowl party. (We had mini-quiche and Thin Mints.)

Did you watch the Superbowl? Did you have the same emotional response to those commercials? Maybe the message in the Jeep commercial was so powerful the enormous machines blocking my view didn’t block yours and you got teary instead of irate. I’d love to hear from you.

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Don’t Should on Yourself

Moonday Mania

A blog on writing

Today, I’m excited to have Keri K. Silk as my guest. Keri’s new book on social media, Virtual Freedom: Stop Wasting Time on the Web – Get and Retain Customers Effortlessly will be available for purchase soon. For now there are advanced chapters available and a special bonus for Jessica Aspen Writes readers, check out the bottom of this post to participate!

Authors who have engaged in or been trained in Life Coaching will recognize the title phrase.  It means that every time you say the words “I should…” you are doing yourself a disfavor.  In creating a social networking/internet strategy that is unique to you and your writing –beware! Watch out for those times you are saying should.

I should social network is a huge one! Like the original .com boom and bust, everyone is leaping to social media as the latest and greatest.  It can be. But it can also be an enormous stress and time sucker.  It was originally meant to be fun. A way to find and keep up with old friends. A way to share photos, short updates, etc.

For a brief moment it was – just fun. Then the should stepped in.  It became a frenzy of activity for marketers. Authors were told they should have a social media platform.  But no one clearly explained what that meant.  Do you know why you have a platform? Do you know if it’s working? Do you know how to take the should out and make it fun again?

The first thing I do with clients (and the beginning of the book) is go back to the beginning.  There are several points to consider but the main two are: What are you trying to accomplish and Where is your best venue?

First the What — Are you trying to make a name for yourself before submitting works? Are you self published and trying to get the word out? Are you traditionally published and want to build on their media campaign?  Each what starts a different thread.

Instead of “the scattergun approach” coined by UY Creative Communications Managing Partner Maureen UY.  Take a moment to focus on thewhat you are trying to do.  Choose one that makes the most sense to your bottom line.

Now the Who — (Journalists is this sounding familiar?) who are you trying to reach? Now that you know the reason you are blogging, posting, tweeting…. Who are you doing it for?

The list for writers can be long: publishers, media, buyers, readers, other authors, yourself?  Just like the time you take to craft your writing, you want to take the time to craft your internet writings so that they directly affect the ones you want effected.

For example:  A Facebook page – opens with books that you have written. And you send out a LIKE MY PAGE post to subscribers.  Chances are they already have if they were going to.  And do you know what the purpose is of multiple LIKES? Is this bringing them closer to buying? Are they already buyers?

Perhaps this is followed with: Great News my Book is on Amazon at a new price.  If they have already bought the book – is this wasted effort?  Enough sales to those who have already purchased could turn them off and stop them from paying attention.  When the next book comes out – they would have been ready buyers but now they are off to other things.

Too much to think about? Not really.

Not when you create a simple strategy for identifying and cultivating the right social networks.  A simple strategy is quick to put into place and targets your posting, schedules some using pre-schedulers, allows easy access responding and creates the stream of interested followers that you need to achieve your goals.  Start with these to focal points – the What and the Who.

These will drive which social networks you choose.  Knowing these two things will allow you to free up time with targeted posting. It will also save you money if you are paying a web designer, printer or social media developer.  These two simple starting points are the beginning to creating you successful web based author’s platform or campaign. It can also help you decide if you even need one (yet).

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Keri K. Silk is the author of multiple articles and e-books. She is currently finishing Virtual Freedom: Stop Wasting Time on the Web – Get and Retain Customers Effortlessly.  Mention reading about it in this blog when you purchase the advanced e-copy chapters and you will receive a free 15 minute Strategy Session.  Go to www.virtualfreedomthebook.com and click the Buy Now button.

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