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- A really Goode Job
A good article suggesting that the Murphy Goode winery has already achieved its goals given the exposure their job posting had:
http://www.dailyfinance.com/2009/06/08/twittering-for-wine-how-to-run-a-million-dollar-ad-campaign-for/
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1746 - Reply by Gregory Dal Piaz, Jul 9.
How about St. Supery.
Brilliantly the swoop in and hire one of the most qualified of the applicant, who did not make it to the final 10.
http://www.pitchengine.com/stsupery/st-supry-welcomes-new-social-media-marketer-rick-bakas/17793/
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1147 - Reply by dmcker, Jul 9.
St. Supery isn't going to get the same pop-for-the-buck and brand awareness that Murphy Goode will for being first-to-market with this PR style. Murphy Goode has had family connections to O'Reilly, which is based in Sebastopol, so they've always had access to technical IT savvy and cutting edge trends. I used to like their whites OK, but haven't tried their reds since they went through some winemaker and ownership transitions this decade.
Hats off to them for their job competition, though. I'm sure they've already started to raise brand awareness considerably amongst certain demographic segments, and I'm impressed by several of the presentations in the top 10. They come off a lot fresher, more seemingly spontaneous and fun than maneuvers by an old pro. Yet another difference between Napa and Sonoma... ;-)
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011 - Reply by Raphael Santos, Jul 9.
it was an awesome campaign, I wanted to send in a video myself, I assure you though, I would not have won hahaha
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1746
- Reply by Gregory Dal Piaz, Jul 10.
Of course St. Supery isn't getting the advertising that M-G has but they did find arguably the best candidate. For free! And Rick has been tireless about promoting himself and the wine space so by hiring him before M-G finished their competition they've also stolen some of M-G's thunder.
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286 - Reply by adamlevin, Jul 10.
Another person leveraging the MG campaign for some exposure - http://www.sfgate.com/cgi-bin/article.cgi?f=/c/a/2009/07/10/BUJM18I79M.DTL
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3027
- Reply by Philip, Jul 10.
when kevin rose (with his million twitter followers) accuses you of screwing the candidates/audience, you've not managed your PR well
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1147
- Reply by dmcker, Jul 10.
It's still early days in 'social media', even though it may seem like there's already quite a bit of water under the bridge to people involved in MySpace, Facebook, and, yes, Snooth. I've always thought that Twitter and other platforms are quite vulnerable to massage and manipulation.
We may have various opinions about Jess Jackson and Jackson Family Wines, their products and business practices. Certainly a bit of cowboy in him/them, and an obvious attempt to leverage for cheap. On the other side, you've gotta wonder about the feeding-frenzy thug mentality evidenced by the "you're on my list, Murphy-Goode" comment from Leo Laporte. And I also would have tended to consider Martin Sargent a little overpowering for the position, if I were working for MG.
Even with individuals who are otherwise intelligent and thoughtful, these new social cybermedia can contribute to group-thinkism of a negative sort. How to structure them in ways to balance good networked intelligence against a prospective tendency towards demagogic populistic manipulation, emotionalism and stupidity (and other abuses as well, of course, such as in privacy areas) should be high on the agenda for people building new Web products, services and networks of a social nature.
Finally, while given winery spokesperson Caroline Shaw's frank attempts to admit culpability while trying to defuse things, I can't help but think that part of her must be remembering that famous quote by an unnamed Hollywood publicity flack: 'any publicity is good(e) publicity'.
Parenthetics are mine... ;-)
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66 - Reply by Jimmy Cocktail, Jul 11.
Heh, I found out about this the day before the applications closed and threw this clearly not up to snuff effort together.
http://www.youtube.com/watch?v=tjh3qltTWL8
However, it is what has prompted me to try my hand at this blogging thing, specifically about wine and food.
http://www.corrundum.net
And yes, this is shameless self-promotion.
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220 - Reply by ChipDWood, Jul 12.
What kinda sucks is that the work won't be appreciated until the one who wrote it, and felt it coursing through his bones, is long gone.
Kinda guess that's the way it's always been.
