Defend – Twitter’s Free Speech That Isn’t

Situation – Twitter has come under fire the past few days for suspending the account of a journalist that posted negative comments about NBC and posting “private email information” despite the fact that the email information was available for the public on NBC’s own site.  The story took an interesting turn when it was revealed that a Twitter employee alerted NBC and guided them through the complaint process. Clearly this crosses multiple lines.

Solution – This embarrassing gaffe has several bright spots. Certainly it gives twitter publicity and the ability to get a message out. Getting the right message out is more vital than ever. Creating a written, visible and available policy for Twitter employees is the first step. This must outline that it is not the employees responsibility to “guide” someone or company through the complaint process. Second, admit the wrongdoing to the journalist (they have admitted this, kinda). Acknowledging the wrong and highlighting how they will address this in the future. Twitter already has a policy in place, but they clearly violated their own policy in this instance. That cannot be allowed. Twitter was built on the promise of freedom of speech, and they attempted (unsuccessfully) to muffle some of the speech. Lastly, they need to address the dispute process. To suspend an account without being able to dispute the suspension is unfair, to the point i might call it unAmerican. Twitter needs to define the line between corporate sponsorships and the foundation of twitter values. If they continue to act in this way the consumer will certainly realize this and find other more free speech friendly avenues to use.

Defend – Olympic Stand Against Athletes

Situation - The International Olympic Committee has a made a strong stand against athletes promoting the brands that sponsor them. The IOC is hiding behind the vale of Rule 40, limiting the amount of advertising an athlete can participate in shortly before or during the Olympics. Olympians have begun to fight back, standing out strongly against the rule. They argue that the brands that sponsor them are the only reason they are able to compete in the games, since US stipends for athletes is slim to none compared to other countries. The athletes contend they need the sponsor dollars in order to continue to compete in Olympic games. Olympic athletes have band together, even starting a twitter trend using #wedemandchange.

Solution – The IOC needs to understand the impact this rule is having on the athletes. With the IOC earning an estimated 6 Billion dollars from London 2012, they need to reevaluate Rule 40. The IOC needs to find a way to incorporate athletes and their sponsors. This can be accomplished through Twitter. Instead of having 3 or 4 large sponsors, incorporate multiple sponsors throughout the games, allowing athletes to recognize their sponsors. Keeping athletes from promoting their sponsors through the new types of social media is archaic. IOC must learn to adapt to new media and find ways to better incorporate it into the Olympics.

Attack – Microsoft, Seizing the Smartphone

Situation – Microsoft’s smartphone marketshare has dropped .4% since the beginning of the year. With Samsung and Apple as leaders in the industry it leaves little room for Microsoft to launch a new OS and capture marketshare. Despite gaining favorable reviews for their OS 7 Microsoft has been unable to crack into the smartphone marketplace.

Strategy – Microsoft needs to aggressively attack the marketplace. While Samsung and Apple battle it out in the courtroom, Microsoft can capitalize on the distraction. One thing Microsoft must do is partner with a phone manufacturer (ZTE for example) and start to launch a wide arrangement of phones touching multiple price points (similar to what Samsung has done). With mobile OS 8 set to launch late this fall and Windows 8 set to launch around the same time, Microsoft will be able to successfully bridge the gap between computers and smartphones. Continue to work behind the scenes while Apple and Samsung slug it out in the courtroom.

Microsoft also needs to target a particular market and begin to focus on them. Small business would be ideal. With the fall of blackberry, small businesses are now open territory. The ease of use between Windows 8 and OS 8 creates a perfect niche market to serve. Once they have successfully penetrated the small business market, they will be able to expand through word of mouth, and by shifting marketing to other groups.

“The opportunity to secure ourselves against defeat lies in our own hands, but the opportunity of defeating the enemy is provided by the enemy himself.” Sun Tzu

Defend – NBC’s Epic Olympic Bungling

NBC has come under extreme fire on the twittersphere and Facebook (actually every social media there is) for their epic mishandling of the Olympics this year. The real problem isnt just how they have handled the negativity, it also is how they have responded to it. Not only has NBC failed to acknowledge there might be a problem, they instead have blamed it on the olympians that “spoiled” it. This is an arrogant strategy. Instead of recognizing the problem, owning up to or addressing it, they instead are passing the blame. Ignorance does not create bliss in this instance.

Strategy – NBC needs to hear the consumer. First step is recognizing the consumers need for information. In the 21st century, people have become accustomed to getting information immediately through a variety of sources. Time delay serves virtually no purpose (except maybe the Super Bowl halftime show — re: Janet Jackson nip slip), especially in the Olympics. Second, address the concerns of the consumer, don’t pass blame. If you are going to time delay (which has already been addressed) don’t say, “well be mad at the olympians for using the 21st century technology.” That is irresponsible and infuriating. Third, confront the issue. Acknowledge that there is a problem and see what can be done to fix it. Since you cant stop twitter, pinterest, facebook and the likes — GET RID OF TIME DELAY (that really solves all these problems).

One of the main issues that needs to be addressed, immediately, is NBC’s social media strategy and rule book. Blaming the viewer and athletes, failing to address the issue, upsetting more viewers really doesn’t help build brand loyalty and instead creates isolation.  Create clear concise rules to social media interaction. AND FOLLOW THEM. I recommend Michael Brito’s Smart Business, Social Business book for them. NBC wouldn’t be nearly as deep in it if they followed some of the rules laid out in it.

“If ignorant both of your enemy and yourself, you are certain to be in peril.” - Sun Tzu

Art of War – Manual For Success

As you may have noticed I make a reference to Sun Tzu and his book The Art of War throughout this blog. This book is essential to my philosophy and to my strategy. Having read this book several times over the last 10 years, every time i learn something new. I keep a copy of the book next to my desk and reference it before I make any move — in the workplace or in my personal life. The lessons described inside can be applied all throughout life, in every stage.

It is considered a valuable tool by many. The Department of the Army in the United States, through its Command and General Staff College, has directed all units to maintain libraries within their respective headquarters for the continuing education of personnel in the art of war. The Art of War is mentioned as an example of works to be maintained at each individual unit, and staff duty officers are obliged to prepare short papers for presentation to other officers on their readings. (Army, U. S. (1985). Military History and Professional Development.) In addition to the US Military, it is a common book used in MBA programs across the country.

The book covers nearly every situation you might encounter from Laying Plans/The Calculations to Weak Points & Strong/Illusion and Reality to The Use of Spies/The Use of Intelligence.  For these reasons and more, I highly recommend getting a copy from your local bookstore and referencing it before making any moves.

“If you know others and know yourself, you will not be imperiled in a hundred battles; if you do not know others but know yourself, you win one and lose one; if you do not know others and do not know yourself, you will be imperiled in every single battle.” – Sun Tzu, Art of War

Attack – The JC Penny Strategy

Situation – Six months after changing its pricing strategy, JC Penny has announced that it will once again change their pricing strategy.  This comes after shares dropped a resounding 20% upon release of Q1 reports. New CEO Ron Johnson pointed to a confusing new pricing strategy and ineffective commercials that “entertained, but didn’t educate…We thought simplifying 590 unique sale events into three types of pricing would be easier, but it turns out … customers and others found the pricing a little confusing,” he said. “Now we’re going from 590 to 3 to 1: The first price is the right price.”

 

Strategy – JC Penny needs to aggressively promote their new strategy through a new ad campaign immediately. This can be accomplished through a series of commercials promoting the new style of pricing and showing how JC Penny’s new pricing is better than the competitors (Macys). I would also include an aggressive newspaper ad campaign in addition to some radio airplay. I would also revamp the Facebook page to give customers who already like the brand a chance to see the new strategy. Create a video for youtube that shows the new pricing layout, as well as advertise on youtube in select channels with a 15-30 second ad that addresses the new pricing quickly and efficiently. Get rid of the entertainment over education style commercials. Begin to rebrand the JC Penny as the “the first price is the right price.” Conveying your message across multiple platforms will help educate the existing customer base along with lost customers (from the confusing pricing strategy) and entice new customers.

“Move swift as the Wind and closely-formed as the Wood. Attack like the Fire and be still as the Mountain.”  ― Sun Tzu, The Art of War