TMM Sponsor Spotlight: Mambo Media – What do ‘modern’ marketing, the NYPD, and Oreos’ have in common?

| May 9, 2014

Siouxsie Jennett and Lisa Peyton at #tmmHappyHour

On the last Tuesday of every month Thoroughly Modern Marketing hosts  #tmmHappyHour in the plush lobby of The Nines hotel, offering experienced and aspiring marketers the chance to network, relax, and have fun.

Last week we were delighted to host our first agency sponsored happy hour with Mambo Media. I had a chance chat with President and CEO Siouxsie Jennett about the key elements of ‘modern’ marketing, a social media campaign that recently made the news, and her favorite social media moment from last year.

 

What makes Mambo a ‘modern’ marketing agency?

We have developed award winning methodologies for every aspect of modern marketing including social media, search, website development, and marketing automation. The foundation of these methodologies is steeped in metrics, and we believe it’s imperative to constantly test, learn, and assess KPI’s. We try to avoid focusing on vanity metrics such as the number of followers and dive deeper into the analytics to see if programs are achieving our clients’ business objectives.

The NYPD recently launched a twitter campaign (#myNYPD) to promote a positive image and connect with locals. They were caught off guard when it was hijacked, and the hashtag was used widely to illustrate cases of perceived police misconduct and brutality. The campaign spread to other cities with citizens using #my[city]PD hashtags to raise issues locally. Police Commissioner Bratton (NYPD) then released a statement indicating that the department was completely surprised by the reaction, but would continue the campaign as planned.

How would you diagnose this situation? What went wrong? Do you agree with how the situation was handled? If not, what would you do differently?

It is important to be very thoughtful when putting campaigns together because this type of thing happens across the board. You are using a global channel, so best intentions can be misinterpreted or hijacked, as they were in this case. Planning needs to be deliberate and comprehensive in understanding what the potential crises could be. If they were really surprised by this they weren’t paying attention. We see this often when people with great intentions start a campaign without realizing that every brand has detractors. Savvy detractors can commandeer the whole campaign to your detriment.

I would set up a special fund for victims of police misconduct/brutality. If people are interested they could donate to this page, partner up with anti-violence groups, and turn this into a positive thing. They [NYPD] have an opportunity to be thought leaders here. While they are not currently positioned for this, they could seize the moment.

Can you talk a little bit about how to plan for this type of occurrence?

Whenever we [Mambo Media] start working with a client we establish the tenets of our methodology. A key component of this methodology is crisis identification and communication planning. We evaluate existing plans, or we make a new plan based on our experience and best practices. It is critical to have someone on the front line capable of identifying what is a crisis, and what potential crises might be looming. Then you need an escalation policy so that the person on the front lines can bring it to someone above him/her to decide ‘this is important, let’s keep an eye on it’ etc. You need all of this planning in place before you start communicating in social media so that you are prepared, so that everyone on the escalation ladder knows that they will be called and why they will be called. In these plans we often include cell numbers and emails so that the person on the front line can even go straight to the CEO and say ‘we have a problem here’. We include Lawyers and PR consultants as well.

Name a social campaign that really stayed with you. What did you like about it?

The Oreo campaign for the Superbowl last year: “You can still dunk in the dark”. I use that in my class to demonstrate a well planned and coordinated team. They had a crisis communication plan so they could get out of the weeds and decide ‘what can we do right now’. While everyone else was figuring out what to do, they took it to the next level. That’s what we want for our clients. I imagine them in a dark room with flashlights on saying ‘okay people, what can we do?’ and someone said ‘you can still dunk in the dark’, and they said ‘hey, that’s brilliant!’. It’s important to be set up for spontaneous success: if you have the small stuff under control you can think about the big ideas.

Lastly, are you currently hiring?

YES, YES, and YES! We are looking for geniuses. We are looking for very smart people who can adapt quickly, think strategically, are not afraid to try new things, and understand how important the data is at the end of the day.

Mambo Media is an award winning agency operating at the intersection of technology and marketing; bridging the gap between traditional and digital marketing, pioneering data driven solutions, and maximizing resources and budgets for their clients. The team has been helping clients plan for spontaneous success since 1996.

Join us for the next #tmmHappyHour on May 27 2014 at 5 PM at The Nines Hotel in downtown Portland.

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Category: Digital Marketing, Marketing Events, Portland Marketing Events, TMM Sponsor Spotlight, TMMPDX Sponsors

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Siouxsie Jennett and Lisa Peyton at #tmmHappyHour

On the last Tuesday of every month Thoroughly Modern Marketing hosts  #tmmHappyHour in the plush lobby of The Nines hotel, offering experienced and aspiring marketers the chance to network, relax, and have fun.

Last week we were delighted to host our first agency sponsored happy hour with Mambo Media. I had a chance chat with President and CEO Siouxsie Jennett about the key elements of ‘modern’ marketing, a social media campaign that recently made the news, and her favorite social media moment from last year.

 

What makes Mambo a ‘modern’ marketing agency?

We have developed award winning methodologies for every aspect of modern marketing including social media, search, website development, and marketing automation. The foundation of these methodologies is steeped in metrics, and we believe it’s imperative to constantly test, learn, and assess KPI’s. We try to avoid focusing on vanity metrics such as the number of followers and dive deeper into the analytics to see if programs are achieving our clients’ business objectives.

The NYPD recently launched a twitter campaign (#myNYPD) to promote a positive image and connect with locals. They were caught off guard when it was hijacked, and the hashtag was used widely to illustrate cases of perceived police misconduct and brutality. The campaign spread to other cities with citizens using #my[city]PD hashtags to raise issues locally. Police Commissioner Bratton (NYPD) then released a statement indicating that the department was completely surprised by the reaction, but would continue the campaign as planned.

How would you diagnose this situation? What went wrong? Do you agree with how the situation was handled? If not, what would you do differently?

It is important to be very thoughtful when putting campaigns together because this type of thing happens across the board. You are using a global channel, so best intentions can be misinterpreted or hijacked, as they were in this case. Planning needs to be deliberate and comprehensive in understanding what the potential crises could be. If they were really surprised by this they weren’t paying attention. We see this often when people with great intentions start a campaign without realizing that every brand has detractors. Savvy detractors can commandeer the whole campaign to your detriment.

I would set up a special fund for victims of police misconduct/brutality. If people are interested they could donate to this page, partner up with anti-violence groups, and turn this into a positive thing. They [NYPD] have an opportunity to be thought leaders here. While they are not currently positioned for this, they could seize the moment.

Can you talk a little bit about how to plan for this type of occurrence?

Whenever we [Mambo Media] start working with a client we establish the tenets of our methodology. A key component of this methodology is crisis identification and communication planning. We evaluate existing plans, or we make a new plan based on our experience and best practices. It is critical to have someone on the front line capable of identifying what is a crisis, and what potential crises might be looming. Then you need an escalation policy so that the person on the front lines can bring it to someone above him/her to decide ‘this is important, let’s keep an eye on it’ etc. You need all of this planning in place before you start communicating in social media so that you are prepared, so that everyone on the escalation ladder knows that they will be called and why they will be called. In these plans we often include cell numbers and emails so that the person on the front line can even go straight to the CEO and say ‘we have a problem here’. We include Lawyers and PR consultants as well.

Name a social campaign that really stayed with you. What did you like about it?

The Oreo campaign for the Superbowl last year: “You can still dunk in the dark”. I use that in my class to demonstrate a well planned and coordinated team. They had a crisis communication plan so they could get out of the weeds and decide ‘what can we do right now’. While everyone else was figuring out what to do, they took it to the next level. That’s what we want for our clients. I imagine them in a dark room with flashlights on saying ‘okay people, what can we do?’ and someone said ‘you can still dunk in the dark’, and they said ‘hey, that’s brilliant!’. It’s important to be set up for spontaneous success: if you have the small stuff under control you can think about the big ideas.

Lastly, are you currently hiring?

YES, YES, and YES! We are looking for geniuses. We are looking for very smart people who can adapt quickly, think strategically, are not afraid to try new things, and understand how important the data is at the end of the day.

Mambo Media is an award winning agency operating at the intersection of technology and marketing; bridging the gap between traditional and digital marketing, pioneering data driven solutions, and maximizing resources and budgets for their clients. The team has been helping clients plan for spontaneous success since 1996.

Join us for the next #tmmHappyHour on May 27 2014 at 5 PM at The Nines Hotel in downtown Portland.