{"id":14779,"date":"2014-03-06T18:24:36","date_gmt":"2014-03-06T18:24:36","guid":{"rendered":"http:\/\/www.adviceinteractivegroup.com\/?p=9195"},"modified":"2014-03-06T18:24:36","modified_gmt":"2014-03-06T18:24:36","slug":"your-business-courts-disaster-by-following-the-ellen-degeneres-selfie-model","status":"publish","type":"post","link":"https:\/\/www.advicelocal.com\/blog\/your-business-courts-disaster-by-following-the-ellen-degeneres-selfie-model\/","title":{"rendered":"Your Business Courts Disaster By Following The Ellen DeGeneres Selfie Model"},"content":{"rendered":"

\"EllenEllen DeGeneres\u2019 Twitter-busting<\/a> Oscars \u201cselfie\u201d still has the world aflutter, with social media continuing to buzz about the interplanetary tweet. Many fans and followers marvel at the \u201csmart move\u201d by Samsung, a brand seen as nipping at the heels of Apple, cutting into sales of the vaunted iPhone with its Galaxy lineup. And with all of the attention given to the tweet, once again the doors have flung open to the \u201cviral\u201d debate, with companies large and small clamoring to find their lightning in a bottle.<\/p>\n

Let\u2019s put the kibosh on that thought.<\/p>\n

I\u2019m not old enough to be a curmudgeon, but my message to clients asking for help with an \u201cidea that goes viral\u201d is stern and unwavering:<\/p>\n

Your business doesn\u2019t need a viral idea. If the goal is qualified leads and conversions, what you need is a plan, one that keeps your brand top of mind with prospects and existing customers for the long-term.<\/p>\n

If that \u201cplan\u201d sounds like content marketing<\/a>, congrats. You are entirely correct. Your business needs the strong, sinewy muscle of a viable, well-thought-out marketing plan, not the flimsy tissue of a fly-by-night idea that leads to nothing but eyeballs and conversation.<\/p>\n

I liken the notion of \u201cgoing viral\u201d to the mobile toys placed in babies\u2019 cribs\u2014great for distraction; woefully inadequate at accomplishing anything of substance.<\/p>\n

\"Baby<\/p>\n

Here\u2019s three reasons the Ellen DeGeneres \u201cselfie\u201d business model is not one your company should follow:<\/p>\n

1. You don\u2019t employ superstars<\/b>. I\u2019m sure you have a talented core of employees, many of whom likely aspire to appear on Dancing With The Stars<\/i> (DWTS) or The Voice<\/i>.<\/p>\n

But unless you employ real stars, seeing DeGeneres\u2019 stunt as anything but a tired act made popular more than a decade ago with the advent of reality TV, is a mistake. DeGeneres is a hugely popular, successful actress who has a broad base of appeal and a sea of fans to match.<\/p>\n

It\u2019s no accident that Samsung and ABC chose her for the stunt. What we missed in all of the hoopla is it\u2019s less surprising that an idea involving a wildly popular star at a star-studded event went viral than it is that Twitter crashed. The latter is the closest thing to real news here.
\n<\/i>
\n2. Your business likely does not have millions of followers\u2014yet<\/b>. Look at the “selfie” again. Yes, you see DeGeneres, but you also see some of the most famous faces on the planet. Faces with A-List names, like Julia Roberts, Jennifer Lawrence, Jared Leto, Channing Tatum, Angelina Jolie, Meryl Streep, Kevin Spacey, Bradley Cooper, Brad Pitt, Lupita Nyong’o and Peter Nyong’o. These celebrities also have a large fan-base as well.<\/p>\n

A fan-base who is active on social media. A fan-base who can ensure that anything any one of them shares is re-shared tens of thousands of times over. See my point? This \u201csurprising,\u201d \u201cviral\u201d moment should be viewed as anything but a surprise.<\/b><\/p>\n

\"Ellen\n<\/p>\n

3. Your money is better spent elsewhere<\/b>. It\u2019s rumored that the \u201cselfie\u201d heard \u2018round the world cost Samsung \u00a0$20 million, which included sponsorship of the Oscars, the overall ad spend and the agreement to have the company\u2019s Galaxy smartphone appear prominently as part of the show.<\/p>\n

This type of \u201cproduct placement\u201d is nothing new, having been made popular in the 1990s as advertisers clamored to get their products noticed by attention-challenged teenagers.In recent years, however, video recorders have made ad-skipping a primary concern for advertisers, who\u2019ve pressed the gas pedal, going all-in with product placement on TV shows and movies.<\/p>\n

Leaving aside product placement for the moment, do you envision a large ad spend as wise for your business? Careful now. Before you answer, consider this: Large brands spend billions every year on ads to retain their top-of-mind positioning with consumers, not to juice sales.<\/p>\n

Coca-Cola, for example, spends $3 billion each year in advertising. Do you think they sell more sugary drinks because of it? No, they don\u2019t. The hefty expense is used as a protective mechanism against lost<\/i> sales and to promote brand awareness against rivals like Pepsi.<\/p>\n

\u201cAdvertising has no legitimate role in brand-building,\u201d wrote branding experts Al and Laurie Ries in The Fall Of Advertising & The Rise Of PR<\/i><\/a>. \u201cAdvertising\u2019s role is defensive in nature. Advertising can only protect a brand once it is established.\u201d<\/p>\n

Samsung likely won\u2019t sell any more Galaxy phones from the episode. (They certainly won\u2019t sell an additional $20 million worth of phones.) Their goal was to make a splash, gain momentum and further establish the brand as the \u201ccool, anti-iPhone\u201d option.<\/p>\n

For brands who do not meet the threshold of being multinationals with billions in sales, traditional advertising is certainly not the desired vehicle of choice. For a company such as yours, which is in the building stages, content marketing represents the smart way forward.<\/p>\n

Go ahead and marvel at the 2 million-plus tweets from DeGeneres\u2019s \u201cselfie\u201d episode. Just don\u2019t see it as a business model worth following.<\/p>\n

Let\u2019s stick to the business of creating successful companies<\/a>, one step at a time.<\/p>\n

Are you with me?<\/p>\n","protected":false},"excerpt":{"rendered":"

Ellen DeGeneres\u2019 Twitter-busting Oscars \u201cselfie\u201d still has the world aflutter, with social media continuing to buzz about the interplanetary tweet. […]<\/p>\n","protected":false},"author":7,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[4,11],"tags":[],"class_list":["post-14779","post","type-post","status-publish","format-standard","hentry","category-content-marketing","category-advice-interactive-group-news"],"yoast_head":"\nBusiness Courts Disaster by Following Ellen\u2019s Selfie Model | Advice Local<\/title>\n<meta name=\"description\" content=\"Think going viral is the best thing that can happen to a company? 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