We do brand reputation and online reputation management and the number one thing we tell our clients is that if you don’t amplify your brand online — add some signal to the noise, if you will — then someone else will.  And, you can do this before you’re attacked or you can do it afterwards as an ORM campaign, which, like going to a plumber when your pipes burst, is generally much more expensive.  Better to maintain than to repair.  Here’s a great article from over on Online Publicity Journal that you should check out, Be Proactive – Don’t Wait Until Negative Press Finds You!:

The internet has allowed people who have normally been quiet to now have a voice, and sometimes a loud one. That voice can easily cripple your business model and stop or slow down revenues coming like a wrench thrown into the gears. One online complaint can send ripples very quickly through your business model.

Whistle blowing websites are everywhere and frustrated clients and customers are waiting for a reason to shout and make noise if things go sour with their experience. If you haven’t’ done any proactive online marketing and your reputation has not been tarnished yet than that is great. But all it takes one angry customer to ruin that good luck streak and you just never know when it could occur.

Many times it will be from an angry customer you have never even heard from who just didn’t even bother contacting you first to try to fix the problem. If you take a proactive approach right from the beginning you can allow yourself to build up a barrier and wall against new, fresh new negative publicity coming in. It is much easier to build a barrier for you business of positive information before negative press finds it way to your search results.

With consumer confidence down and online customers becoming more and more savvy each day more and more online shoppers want to see a squeaky clean online image. If they see any angry clients or customers it could easily trigger them to purchase or do business with a competitor. Online publicity is a very quick and easy way to start building a clean online reputation.

As others pick up your releases you will effectively add more content to your search results. As these links sit and age they become anchored into the search results making it much more difficult for any Rip Off Report and Pissed Consumer listings to make their way to your search results generated by someone search for your personal or business name.

Matt and I rushed this post tonight. I received the email three hours ago, IMed Matt, and we got it out now. I love blogging for this. I hope you enjoy this new post, Pepsi Apologized to Me For Its Suicide Ads:

Pepsi Apologized to Me For Its Suicide Ads
A close-up look at how the marketer is handling fallout from its controversial German ads

This week, PepsiCo got into hot water with more than a few folks after some suicide-themed ads many found offensive were brought to light. Here’s how they’re using social media to apologize to consumers—including me.

I received an email from B. Bonin Bough of PepsiCo, @boughb on Twitter, responding to my tweet about the recent post that Matt Creamer wrote a couple days ago, “Pepsi Opens a Vein of Controversy With New Suicide-Themed Ads”, about some ads that were run here in Germany in a lifestyle mag—ads Pepsi says it won’t run again after they received heavy criticism all over the web.

I’ll excerpt the first part of the email from Mr. Bough, who holds the title of director-social and emerging media and is based at Pepsi’s Purchase, N.Y. campus:

I saw your tweet and I just wanted to make sure I responded personally. We agree this creative is totally inappropriate; we apologize and please know it won’t run again. Also, thanks for the feedback and the Digg, it is important to discuss these types of issues.

My best friend committed suicide and this is a topic very close to my heart. So again I offer my deepest apologies.

Feel free to follow-up via twitter to me – @boughb or Huw – @huwgilbert or respond to this email.

Thanks, Bonin

I know you all think I am going to mock Bonin, but I won’t. I think this was a very bold and risky maneuver and worthy of praise rather than a tarring and feathering. And his outreach to me, a nobody, was accomplished within two days. When I replied to Bonin, asking if I might be allowed to post his email, he replied back that I could post his email but to try to “treat it kindly.” I hope I am.

I don’t think that Bonin knew that I blog for AdAge or that I know a bit about how the marketer is surprised about how well-traveled the ads have been. The old we-didn’t-think-anyone-here-would-see-it approach. Well, that’s the Internet for you. Someone passed along the scans of the PepsiMax ad, “One is a Very Very Lonely Calorie,” to the alert gang here at AdAge.

Within two days of tweeting, I received a note from @tweetmeme, a sure sign that my tweet had gone memetic (and that I had played at least a bit part in the mad traffic to the AdAge post as well as the resulting 40 comments.)

Here’s how fast and furious social media works. The article was posted on AdAge at 4:36 PM EST on December 2nd. I read it and Tweeted at 6:16 PM EST the same day. And then I received said email from Mr. Bough at 5:21 PM on December 4. The lesson here is that social media has eyes everywhere and the network to make sure that advertisers can no longer hide stuff in niche markets. There is a word in intelligence about just this thing, and it relates to messaging and propaganda: backwash. Social media makes backwash inevitable. Here’s another one from Intelligence: blowback. Backwash leads to blowback.

There’s no way to isolate this kind of advertisement. And there is an inverse proportion between how badly you want your ad to remain niche and the sensationalism surrounding its discovery. It’s a really obvious point, but one still clearly worth stating: The internet makes it impossible for any marketer to control which geographies and demographics see any particular communication. You can’t even really control what media it appears in. Think you’re creating an edgy print ad that will only be seen in a German magazine? Think again. In the blink of an eye, your ad is on the web. You know, the world wide one. And all kinds of people are pissed off.

What I like about what “Bough, Bonin {PEP}” did here is that he responded almost immediately, rather personally, and opened himself up to us social media mavens. Bravo! Full marks. Another thing I like about his apology is that there is a very good chance that I am being played, that Mr. Bough is playing reverse psychology on me. Yes, he readily approved my posting of this message when I asked, which leads me to believe that the very act of clicking on the post right now is just going to help PepsiCo with an amazingly-savvy viral marketing campaign for PepsiMax.

My friend wrote the following email to me. I asked her if I might be able to post it and she said yes, as long as I make it anonymous:

So maybe you’ll understand my irritation. Yesterday I found myself defending feminism to a couple of otherwise fairly liberal women. I’m not yet able to articulate precisely what about this conversation I found most disturbing. I’ll spare you the details, but one of them was arguing that feminism didn’t accomplish anything because women have always been able to do whatever they wanted to. To me, this just displays astounding ignorance (and how do you counter that, really?). Both of them, however, were arguing, essentially, that a woman’s primary purpose is to have and raise children. Really? And they weren’t so subtle in what they thought of me by way of implication. (It’s very possible I was reading more into this than I should have.)Now there are certain circles where I expect this sort of bullshit (and this is by no means a slight on women who choose to have/raise kids). And I’ve been distancing myself from those circles as much as I can. But it doesn’t look like I cant dodge this issue much longer, seeing as it appears unavoidable even amongst purported liberals. I’m hoping that with these women at least–I probably won’t see them again until after the new year–the issue is dropped, particularly because I don’t really feel that, in a professional setting anyway, I can really say what I think, in the way I really WANT to say it.Why, why, why in this day and age are women still most valued–even among other women–not for their brains, their wits, their gifts, their abilities, their accomplishments, but for their uterus? I had no idea this line of thinking, is this country anyway, went beyond the usual suspects. I thought that being valued for who one is, man or woman, should be a given. Or am I just pissed as an inherently flawed person because I’m not a nurturer? And what should I say/do the next time I run into this sort of thing?

Firstly, I am honored that I was included in the email — I am the only boy — with the subject line, “You’re enlightened people.”Secondly, I studied feminist theory in college and have always been a proponent of equal rights for women as they choose to define it.Thirdly, I would really love to get a discussion going about this issue because it means a lot to me, to my friend, and to loads and loads of women who value themselves for “their brains, their wits, their gifts, their abilities, their accomplishments” and not just for their uteri.

This news is from the hasn’t this already happened before department?  Also, from the I can’t believe it took this long department. Via the Washington Post.

Yahoo chief executive Jerry Yang will step down, the company announced last night, as the once-highflying Internet portal struggles to steady itself in the turbulent environment for Web media.

Yahoo! should be one of the coolest brands on the block.  With Flickr and del.icio.us, Yahoo really should be #2 — and it could be #1 if it would stop with the self-loathing — and it is not. Why?  Because Yahoo isn’t nearly shameless enough to survive in the 2008 Internet.  It is no longer the world of wizened Unix gurus who would easily define what is and isn’t couth on the Internet. Yahoo! is stuck in the days when it was uncool to splash your own brand on the brands you own (so is AOL); Yahoo! is stuck in the Internet of the 90s, an Internet wherein being good enough was good enough.

If Yahoo! was trying not to become gauche or become an ugly American in the Europe of the Internet, then it was successful! Yahoo! has become irrelevant. At least people hate Microsoft & AOL. Hell, I have nothing at all to say about Yahoo! except I adore del.icio.us and Flickr.  How could the owner of two of the Internet’s coolest properties never be able to harnest the gravity of these two major celestial bodies and slingshot themselves into #1?

Maybe there is too much modesty, not enough braggadocio, in the halls of Yahoo!  Maybe if you look closely, Yahoo! is the company that does no harm and does no evil.  Maybe the company who’s motto is “Don’t Be Evil,” is actually pretty shameless and far from modest. Maybe on the modern Internet (and in modern business) it is more important to say you’re doing good, being good, and being modest than it is to actually be modest.

Yahoo!, Yahoo!, Yahoo! please try your darnedest to spend more time sharing yourself with the world and less time being the best of the good citizens.  Google is absolutely shameless when it comes to all the good work they’re doing.  They are not keeping their religion to themselves, they’re not praying quietly to themselves in a bare cell, away from prying eyes!  Google is on the soapbox!  Google is bragging!  Google is sharing the Holy Spirit with the world!

If you keep on slipping those alms into the alms box of Internet Good Works by dark of night you will actually become irrelevant.  Nobody is against you but nobody is for you, either. Nobody cares.

What’s worse, I don’t think enough people even really think much about Flickr and del.icio.us being Yahoo! properties.

Yes, you make folks become Yahoo! members, but that’s not enough. In DC and Virginia, everyone has a Safeway card but nobody like to shop at Safeway — it’s only because Safeway makes it super-easy to become a member.  There is no brand loyalty, there is no passion behind the brand (OK, OK, Safeway Select pasta sauce is awesome — it is like Safeway’s Flickr), even if everyone has a Safeway scan card on their key ring.

Anyway, Yahoo!, I am so sorry for the rant.  Oh, also, why is it that all of my geeky friends in the Zope and Python world all want to work for Google and not for Yahoo!?  How come all of my PHP and MySQL friends ache to work for Google and not for Yahoo!  How pissed you must be to suffer that Google drank your milkshake.  They took you toys!  You, Yahoo!, where supposed to be that success story!  I mean, you were the first search engine, after all!  You were the first directory, right?

Well, it is time to get off your pity pot, kick Jerry to the curb, and again become the Yahoo! I have known you since 1994 and have loved you (although I have not used your email address since Gmail came out, sorry) and I really want you to get you some smarts.  Give me a call at +1 (202) 352-5051 or +49 (0)151 52579077 — I would be more than happy to try to help you turn this ship around!

Viel Glück

I don’t think that anyone can explain anything to Sara Palin. Does anyone know what her IQ is? I know that the United States sees a rugged individualist out fighting bears and wolves in the wilderness whenever she looks at herself in the mirror. Ignorant ruffian is not the source of our Constitution or our Bill or Rights.

None of the founders of this country were ruffians and all fancied themselves to be both men of letters and of the people. Diplomacy, freedom, liberty, and self-determination are things that came from the foundry of Enlightenment.

Americans mis-remembers their history: the founders of our country were not the same people who settled the continent on the shoulders of Puritanism, they were revolutionary humanists! The were men who valued the rights of man above anything else, believing men to be worthy the responsibility of being stewards of both a Nation and each other. Worthy of a democracy!

I don’t know what people think smart is, but I don’t count street smarts when it comes to world politics and diplomacy. Are we in an anti-intellectual, anti-thought, anti-rational US now? Is being a maverick better than being wildly capable. I value intellect, education, training, capability, creativity, compassion, altruism, generosity, humanitarianism more than most.

You know, good rational thought. A good sense of logic and fairness. A deep background in philosophy, history, civics, poetry, literature, and the law. We always forget — or fail to state — that Barack Obama is a Harvard-educated civil rights lawyer! This is a blessing in a world wherein we, the United States, are single-handedly dismantling the same rights, protections, privacies, and freedoms that our founding fathers, soldiers, and Americans have been fighting and dying for since we were born as a nation.

One’s mind is only knowable through the things one expresses, be it in writing or spoken word. After taking a bunch of multiple-choice tests, one’s left only with one’s capacity to communicate.

I really don’t know what to say except there are even brilliant people in my career who have trouble writing a good sentence. In communications and PR, well-written messages, conveying complexity, simply, are so valuable yet so under-valued. While I have not yet read The Age of American Unreason, we’re too close to our own dumbing-down and have become what we fear in other countries: intolerance.

We don’t even see that our own personal behavior as a country, supposedly protecting us from tyranny and “wrong-doers,” is making us tyrannical!  We’re sacrificing many of our freedoms of a perception of safety.  Safety from what? After 9/11, there is not been a brutal follow-up of discotheque bombings, the like of which marred 1980s Europe. We have not had to suffer any of what the UK needed to suffer under the IRA. We have not needed to avoid city buses the way Israelis sometimes do during real and present threat.

Since 9/11, nothing’s happened.  Nothing. And don’t even suggest that our democracy is 100% sealed against such things and that our military intelligence, our domestic intelligence, our federal and local police, our FBI, and our special operations commandoes can protect us were there another bold and well-funded attempt against any place in our continent. Impossible! Nothing’s happened.

And yet, our civil rights, our freedoms, and our personal privacy is constantly being eroded and threatened just because people are scared out-of-proportion to the real and present threat. Hell, we’re not being stolen from, we’re actively pursuing perceived security at whatever cost is necessary. Egad.

Back to writing. Back to communication. Back to anti-intellectualism. The problem is: people don’t know what “bad,” “wrong,” “imprecise,” “inarticulate,” or “confusing” writing is. I don’t buy the “anti-East Coast” thing. Mid-West universities are some of the best. There’s Rice and Austin even in TX! I see people pissing and moaning about how they need to use “SMS shorthand” on Twitter because Twitter keeps your microblogging posts under 140 characters. Well, I am “restricted” by 140 characters, too, as are we all; however, I use complete sentences, never blaming Twitter’s 140 limit!

I agree that one needs to read and read to become a better writer. It is like that in everything, including painting and photography. My dad was a shooter. He told me, “to know good photography, one must both shoot, shoot, but also look, look, look!” When your job is to communicate, “knowing social media” isn’t enough. We win gigs because we can communicate exceptionally. I don’t know German yet. I would never consider doing PR in Germany unless I hired exceptional writers and thinkers.

In America, yes, but around the world, subliteracy abounds. I love Frank Luntz’ tagline: “It is not what you say, it’s what they hear.” Understanding comprehension is key to controlling the message. When I started on USENET in ’93, it was still an ivory tower in many ways. You would win or lose argument threads through precise argument.

If I didn’t think my USENET post through, I would have my argument — my post — picked apart. The argument is every bit as important to communication and persuasion — the process and proof — as is the truth you’re trying to convey.  Not being able to think through one’s own political or esoteric argument as well as being incapable of parsing and comprehending another’s argument is what is getting the United States into such a mess.

If you can’t map historical context, rigorous research, and experiential perspective to current events, you’re liable to be manipulated or persuaded against your will based on your emotions or fears instead of logic or reason. Yes, there is a sucker born every day, and it is my passion to do my best, day by day, to avoid being that sucker.  I recommend that we all try to check the facts, the history, the recommendations, the logic, and the reason of all of the news and political discourse that we’re listening to right now, in these few days before the U.S. General Election.

Are you thinking things through or are you carrying someone else’s ideas, convictions, or beliefs?  Do you even have your own?  What do they even look like?

I quickly realized that StumbleUpon is the coolest and hottest social bookmarking service nobody has heard of.  I love it but I don’t nearly use it enough: either as a stumbler or as a marketer. I found this on Blog Marketing Journal and thought I would open it up to you:

In case you are not familiar with the concept, StumbleUpon allows you to pay for visitors to your pages, five cents per visitor or click. The question is, do you consider this to be a simple form of paid advertising, or paid social bookmarking.

I have done some experiments with paid Stumbling and what BMJ says is true:

If you set a limit of $20 per day, you will get 400 visitors. They may stay on your page or they may spend five seconds and disappear. Where the situations changes is when they thumbs up your page. That’s a stumble and can lead to more than just the 400 visitors.

So, in this case, content is key, and good content will result in conversions and interest.  If you just throw money at it without thinking your content or strategy through, you will be disappointed with the results, especially since there’s nobody on the planet more savvy than the gang from StumbleUpon — these are earl-adopters and are just the people you want to love you but these are the worse people to piss off. Just because you’re paying to have your content promoted doesn’t mean that people are prevented from digging the content down (thumbs-down) or writing scathing comments.

Either way, I encourage you to install the Firefox or Internet Explorer plugin and start playing with it — you need to register first, of course. I also encourage you to throw some money at the pay-to-play paid StumbleUpon advertising scheme — it is amazing fun and if you have any cool content at all, it is so much more rewarding that trying to game digg or even organically start StumbleLove — if you’re not really into Stumbling (I have friends who actually spend their evenings Stumbling in lieu of TV) then paying to get started is a very good idea and worth a test — you can check out the FAQ first:

Overview

• How does StumbleUpon work?
• Can I see a demo of StumbleUpon?
• What kind of content works well with StumbleUpon?
• Where will my content appear?
• How can I get Viral Marketing from StumbleUpon?
• Do I need to create an ad?
• What am I paying for? What do I get?
• How is this different from PPC, pops, banners…?
• Why doesn’t StumbleUpon do pops, banners…?
• How does StumbleUpon prevent click-fraud?
• I have a suggestion/question/feature-request, who should I contact?
• Is StumbleUpon right for my business?

Features

• How can I target a specific audience?
• What kind of traffic volume can I expect?
• How can I increase how much traffic I get?
• Can I set spending/traffic limits?
• Can I use tracking code?
• My Google Analytics / Urchin stats don’t match. Why the difference?
• What frequency caps does StumbleUpon use?
• Can I promote multiple URLs?
• Can I create multiple campaigns?
• How long does it for a new campaign to start?
• How can I tell if my campaigns are performing well?
• What kind of reporting is available?
• I want a Run of Network (RON) campaign – how do I do that?
• How do I target just a certain city, but not by topic?
• How can I target multiple topics/demographics?
• How do StumbleUpon members know that my site has been sponsored?
• Can I make any changes to my campaigns?
• How long does the review process take?

Content Guidelines

• Are there any content restrictions for the URL’s submitted?

Payment

• What forms of payment does StumbleUpon accept?
• How long before my funds are active and traffic is delivered?
• What is the process for requesting a refund?
• How long does it take for refunds to be issued?

Your Account

• I forgot my password, how do I get it back?
• One of my campaigns was not accepted, what can I do?
• Can I stop or pause one of my campaigns?
• How can I rename my campaigns to better organize them?
• What is Approval rating?

Contacting StumbleUpon

• Questions about StumbleUpon Advertising?

I am freshly home from ten days in the UK. Most of the time was spent in Oxford while attending a conference at the University; the rest was spent with delightful friends nearer to London.

I am pretty sure that it’ll be easy to get over this particular brand of jetlag. Coming east to west is supposedly easier than the other way around.

What an amazing opportunity I had over the last ten-days. I spent the last five of them in Oxford; I spent the last five days as a participant of the first Renaissance Weekend outside the US. It was particularly amazing. Firstly, I stayed at Pembroke College’s student housing, Stairway 10, room 11. A very handsome student cell, I must add.

Some of the highlights I can share, as the Weekends are strictly off-the-record, is that I was honored to attend a Banquet Dinner in Charles I’s Parliament as well as the Dining Hall as featured in the first Harry Potter movie. Tudor Hall was built in 1529 and sits lovingly in the arms of Christ Church College.

On Friday last, I supped at the Bodleian Libray. The Bodeleian is supposedly the oldest library still in existance. The Library of Congress is a modern attempt at replicating the Bodleian. And of course, the Bodleian is also the library featured in Harry Potter as well.

Every morning, I tried to get up to eat breakfast in Pembroke Hall, but failed all but twice. The grounds of Pembroke and the grounds of all of the colleges of Oxford are amazingly lush and unforgivingly beautiful.

It seems odd but its true that everybody carried a sense of the seriousness and tradition of the University of Oxford — or at least the fellows of the University’s colleges.

The tourists and locals were plenty happy with going to the nightclubs and getting very pissed and eating huge pitas of donner kebab and chips; as did I on the nights when the youngins of Renaissance and I ran amok, enjoying the wet cobbled streets and the euphoric nature of the weekend and the collection of souls.

During the days, we collected in the Examination Schools wherein we discussed any number of topics, all of which were off-the-record and as such, amazingly open, honest, truthful, and expressive in much the same way that everyday isn’t.

I had an opportunity to meet, spend time, and get to know people who differ from me in age, religion, education, socioeconomics, politics, gender, race in an environment where none of that matters. And it doesn’t, as hard as that might be to truly accept.

It is a very rare experience; its an experience that is in fact not just a whole greater than the sum of its parts but in fact its a whole that is exponentially greater then the sum of its parts.

I have more to share, but this is good for now.

Posted Aug 06, 2002 – 12:53 PM

After a smashing time in London. Well, a bleeding bloody humid smashingly hot brilliant time in London, I was off to Oxford University.

I am here for Renaissance Weekend, which is terribly dead sexy.

And I am being put up in Pembroke College‘s student housing. If you enter the main door to the College, walk into the courtyard, then turn right, go through to the other courtyard, then walk around to the right, you will reach a final door before the soda machine. That is stairway 10. I am in there. Then after pressing the little double-secret security dongle into its wee little receptor, one may enter.

Climb the stairs up up up until room 11, and that’s me. I have a wee little student cell, a shower, a WC, and lots of closet space. And a brilliant view of the surrounding areas.

There seems to me to be fewer spires here than I might have imagined. Am I thinking about Yale or am I remembering Cambridge?

Yesterday, I offended the lovely Miss Annabelle Lambert of C-People as I was more interested in the Honda African Twin and the other Dual-Purpose enduro motorcycles than I was the Tower of London and other acid rain-addled hostorical pieces.

She was lovely, though, and indulgent. She took the piss out of me something awful, which means she quite likes me friendwise. So, that’s a brilliant thing.

Earlier that day, I was able to pop up in enough time to get to the gym with Audrey. She is mad mad mad, but in a brilliant way. She might have started a fire in that gym. Yes, she is very sexy and delicious to look at — true; but what I mean is that she was spazzing on the elliptical machine. Very literally, her feet were moving fast enough that they spun around like a cartoon Wyle E. Coyote, her legs merely blurry circles.

She was also quite funny because she was dancing around passionately, her arms pumping, her hands gesticulating, and her body glistening with all the labor. She could have powered Vegas that morning. I teased her mercilessly.

Unconsciously, I took to the Erg. I pulled pretty hard and was able to do the 2000m in 00:08:07.2. Mind you, it was 7am. Funnily, the erg is the only thing besides running that they boys are willing to do for cardio. When I mounted the elliptical next to Audrey so as to tease her, I looked over and all the ergs were being used. Mind you, there was only one boy who had any form. Maybe not all Brits row.

Obviously not, with that form!

I spent the rest of that day trying not to fall over dead from the heat. There are zero A/Cs apparently in the UK. And besides, everybody has such a stiff upper-lip that I was the only Londoner with bad enough form so as to sweat profusely. I burned through t-shirts. When the weather is like this, I always recommend buying GAP stock as I will be purchasing an average of 2,000 t-shirts-a-day, so as to replace my poor dead soldiers.

Oxford is fly. More stories to come.

Posted Jul 31, 2002 – 04:09 AM

Just to be clear, when you blog it is not the same as taking the piss out of your boss and the job down at the pub. Blogging is public and universally-accessible so you will be discovered and probably fired if you bite the hand that feeds you.

The other morning NPR had an article about a Brit git who said that he wrote in his blog as if he were down at his local with his mates. This included a lot of vitriolic pissing about his awful boss and crap job. He was indignant when he was kicked to the curb.

Here are some recent articles outlining how “on the dole” blogging smack about your job might put you, lad, as well as some very useful advice.

Washington Post: Free Expression Can Be Costly When Bloggers Bad-Mouth Jobs

CNN Money: Have a blog, lose your job?

SFGate: BLOGS Beware if your blog is related to work

ZDNet Australia: Google blogger: ‘I was terminated’

INVESTORS.COM: Blogger booted by Google

Scotsman: Bookshop worker first to be sacked over internet ‘blog’

If you don’t like your job, just quit; otherwise, I highly recommend nipping down to the pub for real and getting rid of some of that rage. In the pub your insufferable pissing and moaning is ephemeral; on the Internet, your words are forever.

And if you are an employer who wants to find out if your employees or folks in general are blogging about you and what they are saying, pop me an email or call me and I would be happy to talk to you about some very effective solutions indeed.