Amy Newman 10/10/12 Amy Newman 10/10/12

"Worldulike": EU's Spin on Climate Change

"A world you like. With a climate you like." This is the European Union's attempt to rebrand climate change, hoping people will choose a "Worldulike."

The website presents case studies of organizations that have taken saved energy expenses and, in some cases, redirected funds to better use, such as education.

In a press release, Connie Hedegaard, European Commissioner for Climate Action, explains the new approach:

"We have a choice: We can ACT on our knowledge about climate change. Or we can sit idly by and watch as things get worse. Both options come with a price tag. So why not create a world we like, with a climate we like, while we still have time? With this campaign we want to focus the debate on the solutions and find out what is holding us back from applying them."

The name is already getting some ribbing from, for example, Roger Harrabin of BBC: "The campaign title ‘Worldulike' will doubtless raise eyebrows. The name is uncomfortably reminiscent of the British baked potato restaurant chain Spudulike."

Discussion Starters:

Do you think the EU's campaign will be successful in getting people to make better decisions about energy use-and in meeting the EU's goal of reducing greenhouse gases by by 80 to 95 percent by 2050? Why or why not?
Choose one of the case studies on the website. What makes the example effective, and how could it be improved?

Amy Newman 7/17/12 Amy Newman 7/17/12

Yahoo Selects (Another) New CEO

Let's hope this one sticks around. Marissa Mayer, former Google VP, will be Yahoo's sixth leader in just five years. Mayer follows Scott Thompson, fired for misleading academic information on his resume, and Carol-"I've-just-been-fired-over-the-phone"-Bartz (and two interim CEOs in between).

At 37, Mayer is a relatively young CEO-and she's pregnant. Due to deliver a baby boy in October, Mayer said of the board's decision to hire her, "They showed their evolved thinking."

The company's press release emphasized Mayer's technology and product experience, which analysts say indicates Yahoo's "going back to its Silicon Valley Internet roots."

Yahoo Co-Founder David Filo said, "Marissa is a well-known, visionary leader in user experience and product design and one of Silicon Valley's most exciting strategists in technology development. I look forward to working with her to enhance Yahoo's product offerings for our over 700 million unique monthly visitors."

Not everyone is optimistic that Mayer can make the changes required for Yahoo to succeed, and some dread another round of restructuring and layoffs.

Discussion Starters:

Read Yahoo's press release about Mayer. Considering the leadership history, did Yahoo do a good job in writing the release?
What's your view of Yahoo's board hiring a pregnant woman?

Amy Newman 5/22/12 Amy Newman 5/22/12

High School Group Performs "Wegmans, The Musical"

You can't pay for publicity like this. A high school drama class in Northboro, MA, chose food market Wegmans as their topic for a musical production. Students at Algonquin Regional High School were inspired by the local store opening in October, for which people camped out over night.

The Consumerist describes the history of "Wegmans: The Musical":

"'I was just feeling all around me the excitement and buzz about Wegmans. It seemed like an event, it seemed like a good idea to create a musical about,' their teacher told the Worcester Telegram.

"The show grew out of improv exercises earlier in the school year where students sang about Wegmans. Its plot centers on dueling twin brothers who work at Wegmans and at a competitor, and a spy sent to steal the secrets of Wegmans who instead falls in love with the store."

The local Wegmans store supported the students by donating shirts and sign for the set and by treating the cast to dinner after the show.

But Wegmans Corporate seems quiet. The company has an active Twitter account, but there's no mention of the musical.

Discussion Starters:

What would be an appropriate tweet for Wegmans to write about the musical?
If you were the VP of marketing for Wegmans Corporate, what, if anything, would you do to promote the YouTube video?
What, if anything, should Wegmans Corporate do to recognize the students?

Amy Newman 5/18/12 Amy Newman 5/18/12

GM Quits Facebook Advertising, But Why?

Ad Age and others are criticizing General Motors, not for quitting Facebook but for failing to get the most from the social network. The timing was unfortunate for Facebook, in the midst of its initial public offering, but there's little evidence that the withdrawal impacted Facebook's IPO success.

Ad Age calls GM's Facebook presence, for which the company spent $30 million, "wrong" and "boring," with the following examples of posts:

We're excited to announce the return of a V-8 powered, rear-wheel-drive performance sedan to our robust U.S. lineup, the Chevrolet SS!" (Well, of course you are. Maybe you should ask us if we're excited.)
"Check out this picture of our Chairman and CEO, Dan Akerson." (Don't know about you, but I go to Facebook hoping to see the Chairman of GM's picture.)
"Just wanted to let our millions of Facebook fans know, we're still here, and we 'like' you back!" (OK, thanks for checking in.)
"GM is full of history and classic cars that we all know and love." (Uh huh. That's so exciting.)
"Check out our latest Faces of GM video to find how John uses what he does at the race track to make the cars he works on even better." (Wake me when it's over)
"Ever wonder what happens with leftover scrap metal from our vehicles?" (Umm, no, can't say that I have)
"Happy Administrative Professionals Day to the women and men who keep our offices and dealerships running all across the globe! Thanks for all you do each and every day." (I'm sure they felt very rewarded by this post.)
"We're thrilled to announce that Chevrolet sold 1.18 million vehicles worldwide in the first 3 months of 2012." (Of course you're thrilled. But we don't really give a damn.)
"Hey GM Fans! Let's have a little fun before the weekend begins... What's your favorite current GM vehicle and why?" (Whose idea of fun is this? And the reason we have to have this fun is that GM is not online during the weekend, even though the Internet is, and always has been, 24/7, 365 days a year. Yes, even weekends. Hint: you want to make some trouble for GM? Post on Facebook and Twitter during the weekend. They won't see it til Monday.)
"It may be Friday the 13th, but we think of it as just another day for you to drive your GM vehicle." (We live to drive our GM vehicle.)
"One in four Buick Veranos sold have worn the most colorful hue offered, Crystal Red Tintcoat." (If that's not thrilling, tell me what is.)

For another view, Reuters critized Facebook, saying that the company didn't adequately sell GM on the benefits of paid ads. The article explains GM's decision this way:

"GM dropped its Facebook ads because they were less effective than other options such as Google's AdSense, the sources said. Facebook's ads garner about half the clicks per page view, a measure of effectiveness, compared with the average website.

"Moreover, Facebook's ad prices were expected to rise after the company's IPO. Ad prices are set in auction and vary depending on the target audience."

Discussion Starters:

What's your view? Did GM fail to take full advantage of social networking on Facebook, did Facebook fail to deliver, or is there another story here?
Regardless of the decision, how could GM have done a better job engaging customers on Facebook? Rewrite a few of the company's posts, above.

Amy Newman 5/3/12 Amy Newman 5/3/12

Kraft Mac & Cheese Thanks Facebook Fans

Kraft Macaroni & Cheese hired an a capella group to show appreciation for the 4,632 fans who "liked" its Facebook page. Sung by The Yellow Jackets from the University of Rochester, the song is a great example of connecting with customers in a creative way.

The video is cute, but so far it has only 11,000 views after a week. Why hasn't it been more popular? Will it go viral still?

Amy Newman 4/24/12 Amy Newman 4/24/12

Apple's Impressive Second-Quarter Results

With strong sales of iPads, iPhones, and Macs, Apple reported a 94% increase in year-over-year sales (compared to second-quarter a year ago).

In a company news release, CEO Tim Cook said, "We're thrilled with sales of over 35 million iPhones and almost 12 million iPads in the March quarter. The new iPad is off to a great start, and across the year you're going to see a lot more of the kind of innovation that only Apple can deliver." The news comes within a month of reports that Tim Cook is the highest paid CEO, raking in $278 million last year.

The news sounds good, but a closer look at the data shows that sales are down from the first quarter (click for the PDF).

Discussion Starters and Assignment Ideas:

Do you believe that Tim Cook's salary is justified? Why or why not?
Rewrite Apple's news release for employees. How would you adapt this message to an internal email?
Imagine that you're presenting the second-quarter results as part of a PowerPoint presentation to shareholders. Convert the table to a few charts to show the results more visually. Which data would you choose to include?

Amy Newman 2/2/12 Amy Newman 2/2/12

Facebook IPO Letter and Other Communications

As analysts value Facebook in anticipation of the initial public offering, let's look at some of the company's internal and external communications. One interesting message is a poster, distributed around Facebook's offices to keep the employees focused during the IPO. This photo is of Mark Zuckerberg's desk, which he posted on Facebook (and more than 71,000 people found worthy of "liking").

Zuckerberg's letter to potential investors describes the vision, mission, and priorities of the company. Mashable compiled ten "standout quotes" including the following:

"At Facebook, we're inspired by technologies that have revolutionized how people spread and consume information. We often talk about inventions like the printing press and the television - by simply making communication more efficient, they led to a complete transformation of many important parts of society. They gave more people a voice. They encouraged progress. They changed the way society was organized. They brought us closer together."
"Simply put: we don't build services to make money; we make money to build better services."

Quotes such as the last, according to Mashable, make Facebook "sound like it's set out to deliver presents and free education to underprivileged children."

James Pennebaker, psychology department chair at the University of Texas, analyzed Zuckerberg's letter and compared it to other CEOs' IPO letters. According to Pennebaker, the letter revealed the following about Zuckerberg, reported by Forbes:

"Zuckerberg's word use 'suggests someone who is driven by very high rates of need for achievement' but low rates for building wealth or social affiliation, Pennebaker concludes. 'Most of the Zuckerberg letter is emotionally distant,' the researcher adds. 'There are very few personal pronouns (which typically signal an emotional cognition to other humans) and virtually no I-words except for a couple of paragraphs in the middle of the letter.' Emotive words such as 'happy' or 'sad' are rare, too."

Pennebaker also found, "The author is very much in the here-and-now, as opposed to deep analysis of the past or even directions for the future."

Discussion Starters:

Compare Zuckerberg's IPO letter to Zynga's. What differences do you notice, and how do you account for them?
Is the letter consistent with your view of Facebook? Why or why not?
Do you buy Pennebaker's analysis of Zuckerberg's letter as "emotionally distant"?

Amy Newman 9/4/11 Amy Newman 9/4/11

iPhone 5 (Lost in a Bar...Again) is Thin and Has Holographic Display (Not)

You've heard it before: a guy walks into a bar and loses an iPhone. Apple devotees get a glimpse of the iPhone 5 the same way they heard about iPhone 4: presumably because someone accidentally left one in a bar.

PR strategy side, the new (fake) iPhone is rather stunning: the size, laser keyboard, and holographic display may impress even the most diehard Droid user.

Discussion Starters:

Do you believe this is a publicity stunt for the new iPhone? If so, why doesn't Apply just issue a press release like other companies?
Does the product hype make you more or less likely to want the iPhone 5? Will you wait on line overnight for it?

Amy Newman 8/27/11 Amy Newman 8/27/11

Insurance Companies Communicate Before the Hurricane

Allstate is getting out ahead of the chaos: in an email to customers, the company offers suggestions for preparing for Hurricane Irene. The company's website offers additional advice. (Click to enlarge).

State Farm also offers advice for customers on its website. The "Disaster Response" page lists these tag lines:

State Farm Has Unmatched Disaster Response and Recovery
Ready to Respond to Hurricane Irene

Discussion and Assignment Ideas:

Why would the insurance companies communicate before the hurricane? What do they have to gain?
Compare the two companies' web communications about the hurricane. Explore both sites and identify differences in approaches and assistance offered. Which do you think works best and why?
In an email to Allstate or State Farm, offer your advice for improving its communication. Use examples from the competitor's website to support your points.

Amy Newman 8/9/11 Amy Newman 8/9/11

Will New Facebook App Replace Text Messaging?

Facebook's new smartphone app, Facebook Messenger, allows Facebook users to text each other. The app continues Facebook's move to replace other communications: Facebook Message, introduced in November, aims to be an email substitute. As Mark Zuckerberg said, "E-mail is too formal. . .Think of the friction of trying to think of the e-mail address and think of a subject line, write 'Hey Mom,' at the top and 'Love, Mark' at the bottom." With its capability for group texting, Facebook Messenger is also an attack on Google+.

Communication convergence may be inevitable -- at least Facebook would like it that way. According to Zuckerberg, "We are trying to make it so that people don't have to think about this stuff," Zuckerberg said. "We are trying to make sure a message doesn't go to five different channels." Facebook would like users to have all messages in one place -- a worthy goal -- but is Facebook the center of it all?

Discussion Starters:

What are the implications of Facebook Messenger for business? How do you see business people using the tool, if at all? What programs may be developed for business people in the future?
What is your experience with FB Messages and Messenger? In what ways do these apps save time or make messaging easier?
How do you assess Facebook's promise to help users avoid sending multiple messages through IM, text, and email? Do the apps help choose the best option for a message (IM, text, or email)? What are the downsides?

Amy Newman 8/9/11 Amy Newman 8/9/11

Boeing 787 Dreamliner Ready for Service

Boeing's long-awaited 787 Dreamliner is ready for delivery to its first client, All Nippon Airways. At $20 million per plane, the Dreamliner uses 20% less fuel than its competitors, has cleaner cabin air, and debuts new lighting and design elements, such as button-controlled window lighting and touch-screen monitors for entertainment.

As expected, Boeing's press release fails to mention the years of delays. According to a Bloomberg report, the Dreamliner's delivery date had been pushed back seven times. A delay in January was caused by an electrical fire:

The setback follows a Nov. 9 electrical fire on one of the test jets that knocked out some controls and forced an emergency landing. Boeing suspended all Dreamliner flights for six weeks while it investigated the incident and redesigned parts of the plane. The first revised 787 was allowed to start flying again Dec. 23 for the company's purposes only.

Discussion Starters:

Knowing the history of the Dreamliner, do you believe that Boeing's press release is appropriate? Why or why not?
If you read believe the lines of the press release, do you detect any apprehension?
What are the risks to Boeing if the Dreamliner is delayed again? How could the company handle the situation; for example, what rationale could the management team give to explain further delays?

Amy Newman 7/6/11 Amy Newman 7/6/11

How "Awesome" Is Facebook + Skype?

Last week, in an Apple-style tease, Facebook promised an "awesome" announcement today.

The news is a video calling feature that Facebook users can access without a separate Skype account. The response seems to be excitement, indifference, and a little anger laced with betrayal:

Facebook, you can't do this to us. I have been loyal to you for years because you held out a tantalizing future where my only interaction would be with one-inch-square boxes that vaguely resembled my memory of what people once looked like. You promised me that I would never have to talk to anyone ever again.

According to the Washington Post, CEO Mark Zuckerberg no longer considers growth a metric of social networking. Rather, Facebook will focus on apps and mobile technology. This shift is convenient following some reports that Facebook is losing users.

Discussion Starters:

What do you think of Facebook's pre-announcement? Is this a clever marketing approach or just annoying?
In Chapter 1, we discuss the pending convergence of communication technologies. Do you see this announcement as a move towards convergence or something else?

Amy Newman 6/11/11 Amy Newman 6/11/11

42% of Sarah Palin's Emails Are "Uninteresting"

The buzz seems to be fading. According to the Guardian, 42% of over 6,000 pages of Sarah Palin's emails scanned as of June 14 are "uninteresting." Over 24,000 pages of the former governor of Alaska's emails have been released for public perusal.

Here are a few mildly interesting ones for business communication students:

December 6, 2008: Apparently, Palin didn't have access to the email account "Governor Sarah Palin."
March 10, 2008: Palin seems to care about following up with constituents.
February 17, 2008: Palin compliments her former director of boards and commissions.
January, 13, 2007: Many emails are redacted, causing a few questions.

Discussion Starters:

Why do you think Sarah Palin's email is of such interest to the press? Do you find her communications interesting? Why or why not?
Consider your own email communication. Have you written anything in the past year that you would regret if you saw it on Facebook?

Amy Newman 3/30/11 Amy Newman 3/30/11

FTC Fines Company for Fake Reviews

The Story

The Federal Trade Commission has fined Legacy Learning, maker of instructional DVDs, $250,000. Legacy's affiliates are paid commission when consumers buy Legacy products. The complaint accuses these affiliates of writing misleading reviews to encourage consumers to buy the products. In these reviews, the affiliates failed to state that they were paid by Legacy. The ruling follows FTC Guides, updated in 2009 to apply to testimonial advertisements and bloggers, particularly for social media outlets.

Discussion Starters

To what extent do you currently rely on reviews and other online posts when deciding whether to buy a product?
How do you decide whether an online post is credible?
Read the above summary of the FTC complaint (posted by the Bureau of Consumer Protection blog, a government website). After reading the sample reviews in the summary of the complaint, do you believe the FTC Guides are appropriate? Is the fine fair? Why or why not?

Assignment Ideas

Write a letter to small businesses in your community to warn them about this issue. How will you explain the FTC ruling and encourage business owners to operate within the Guides?
Working in small groups, identify criteria to determine the credibility of an online review. How can you assess objectivity? Or, what clues might tell you that a review is not objective?

Amy Newman 10/14/10 Amy Newman 10/14/10

Gates Foundation Offers Grants for Innovative Technology Tools

The Story

The Bill & Melinda Gates Foundation announced "Next Generation Learning Challenges," grants to improve postsecondary education through technology applications. Organizations can receive between $250,000 and $750,000 for their innovations. The Foundation's white paper describes how technology can achieve educational goals.

Discussion Starters

Who is the audience for the Next Generation Learning Challenge? What do we know about them that might help the Gates Foundation communicate this initiative and encourage people to apply for a grant?
What communication media could the Foundation use to reach their audiences?
How are the white paper and request for proposal (RFP) organized (download)? In what ways do these reports match the principles discussed in Chapter 10?

Assignment Ideas

Write a short article (300-500 words) explaining the grant opportunity. You may use the Foundation's news release as a starting point.
Write a letter tailored to one organization that might be interested in applying for a grant. The organization could be your college, a not-for-profit that focuses on education, or an entrpreneurial organization. Be sure to include why this organization was selected to receive a customized RFP.
Write a proposal for a grant. Think of an innovative technology tool that would meet the Foundation's goals. Review the request for proposal (RFP) and address the questions as best you can.

Amy Newman 10/3/10 Amy Newman 10/3/10

New American CEO Brings Good News for BP

The Story

Bob Dudley finally replaces Tony Hayward, the former CEO of BP. Hayward has been held responsible for the oil spill in the Gulf -- and for a host of public relations failures, which added embarrassment to the company. BP shares rose 3% on Friday as Dudley took the company lead and suggested that shareholder dividends, which had been suspended, may be reinstated.

Steve Jobs' Email: "Please Leave Us Alone"

The Story

Steve Jobs, CEO of Apple, is known for responding to emails personally. Although typically short, his responses are often unexpected and appreciated. But this week, a journalism student at Long Island University received a disappointing reply. For a school project, she wanted to understand how iPads could be used in academic settings. After leaving six unanswered voice mails for Apple's PR department, she emailed Steve Jobs. In a series of emails (download), he explained why he couldn't answer her question individually, ending with, "Please leave us alone."

Strong Earnings at Best Buy

The Story

Happy days (may be) here again. Best Buy's second-quarter earnings are up a remarkable 61%. This is good news the company can brag about, but some remain wary about consumer spending.

Read more here. Image source: laughingsquid.com.

Discussion Starters

How can Best Buy capitalize on this good news in its communication with customers, analysts, investors, and employees?
What are the potential downsides of Best Buy presenting a picture that's overly optimistic? How can company communicators temper their messages?

Assignment Ideas

As the VP of sales and marketing at Best Buy, write a memo to all employees reporting the quarterly results and congratulating the group on a job well done.
As the VP of the television division, one of the laggard groups at Best Buy, write a memo to employees in your division to share the results and help boost morale.
As the director of the notebook computer division, write a handwritten note to one of your employees who has done an exceptional job in the past three months. How can you, in a personal way, show your appreciation for his or her hard work? You may add your own details and examples.