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04.07.10 Adding Consistency And Leverage To Your Social Media Strategy  By Jay Baer This is the best ad I've seen in months. The chronically bad Minnesota Timberwolves NBA franchise has this sign in the Twin Cities airport:  Bravo. Talk about an ad that's chock full of truth and authenticity. The team's record for the last five years: 2009-10 (14-60) so far 2008-09 (24-58) 2007-08 (22-60) 2006-07 (32-50) 2005-06 (33-49) In fact, the Timberwolves have won a playoff series only one time in their 21 years of existence. Thus, acknowledging the mistakes of the past is certain to resonate with a fan base more prone to eye rolling than belief that "this will be the year". And That's Where the Story Ends But, the genius of this approach begins and ends with the sign. The ad asks us to visit timberwolves.com/manifesto. Doing so reveals finely honed, groan-inducing marketing copy that clumsily tries to build a bond via forced humor and shared humiliation. But then it gets even worse. A visit to the main T-Wolves Web site finds absolutely none of the humility and forthrightness that made the original ad so compelling. Instead, it's the standard sports franchise drivel, including ads for home equity loans above the team logo. Yep, that'll get fans in the seats.  Continue reading this article. About the Author: Jay Baer is a tequila-loving, hype-free social media strategy consultant and coach. An online marketing pro since 1994, he's worked with more than 700 companies, and 25 of the Fortune 1000. He's one of the world's most popular social media bloggers, creator of the 8-step Social Media Strategic Planning Process, and the Twitter 20 series of live Twitter interviews. He spreads his "think tools last, not first" message around the country like a digital dandelion, speaking to conferences, small groups, or passers-by. Check out his blog at Convince&Convert. |
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