Newsjacking: Increase your ‘bite size’ of the market

And then it happens again, to fulfill the vision of a wise gambler. With an odds of 175:1, Suarez bites for the 3rd time. This time he loses his sponsors, who are trying to distance themselves and minimize their loss of brand image.
But that was not the end of that story, this drove Twitter to go viral with almost 340k mentions. And brands didn't miss on this newsjacking opportunity.
That theme — bite this, not soccer players — was carried through by most brands who joined the fray. Below are few of the mentions:

·       Chew Trident. Not soccer players. #ITAvsURU — Trident Gum (@tridentgum) June 24, 2014

·       Hey @luis16suarez, if you’re that hungry, why not get your teeth stuck into something really tasty? pic.twitter.com/TPrPoC6ljt — Nando’s (@NandosUK) June 24, 2014

·       If only Suarez had Whataburger before the game he wouldn’t be so hungry. — Whataburger® (@Whataburger) June 24, 2014

·       Someone get #Suarez a burger. #ITAvsURU — Red Robin (@redrobinburgers) June 24, 2014

·       Hey @luis16suarez. Next time you‘re hungry just grab a Snickers. #worldcup #luissuarez #EatASNICKERS pic.twitter.com/3RAO537HjW — SNICKERS® (@SNICKERS) June 24, 2014

One might assume that only food or dental products company would join this bandwagon. JC Penny, with no related products, went with this pun, that fell flat.

·       Fangs for the memories, Uruguay. #URU http://t.co/Uhx0XqyAem pic.twitter.com/S2fzMsLhPQ — JCPenney (@jcpenney) June 24, 2014

Source: http://marketingland.com/brands-cant-resist-taking-chomp-luis-suarez-world-cup-bite-controversy-88768

Question is can Suarez piggy back on this social media stream to create a cool approach to damage control?

Facebook is the new Google?

Facebook hasn’t started a search engine. So please don't enter keywords in your user name text box just yet! What I am referring to, rather, is the new tracking system which Facebook released this past week. Now Facebook will be collecting Data not just from your Facebook account, but also from anywhere you visit on the Internet.
How does it do that: Facebook will track you on any website which has a ‘like’ button on it or any of Facebook code. Do you need to be logged in for being tracked? Nah, Facebook can now track you even when signed-out.

What is the level of abstraction: take a deep breath data-security freaks out there! Facebook is not selling your account identity to any of the online marketers (at least they say so). Instead, they will let marketers target a very specific, but anonymous, user base.  For example: Newly moved to Boston age group: 23½ to 40¾.

Is this something revolutionary that Facebook is doing? Absolutely not. Similar systems have been around since the dawn of this century. Facebook had to enter this market to improve its own ad placements.

Choosing the colors in which you are painted: Do you know what the INTERNET says about your BRAND?

The Problem: The Internet remembers everything which you have already forgotten. Consider your next job interview; chances are you were already “Googl-ed” and much of your online profile screened through for irregularities. This extends to everything in today’s world. One has to constantly monitor what is and isn’t being said about you. And when it’s your company’s reputation in the balance, the stakes are often even higher.

The Solution (FREE! one): 
For you: The creator of the problem has a solution in hand. Yes, that’s right, Google provides “Me on web tool” https://www.google.com/settings/me. This will notify you any time your personal data appears on the web.

For your Brand:  “Social Mention” Looks for the keywords/hashtags/mentions that are attached to your brand. I ran a query for Bloomberg, some of the key numbers that popped up are:
Sentiment - 14: 1 (positive: negative)
Reach - 26% (Authors referencing your brand)
Average mention every 2 minutes
***this numbers might vary over time.  http://tinyurl.com/le655fg

IFTTT for everyone: If this, then that; “Put the internet to work for you”, where user/brand can create rules (called recipes).  You may create your own recipes here to monitor any feeds about you or your brand and get an alert as mail.

Strike when the Iron is hot : Permissible marketing as a solution for sensory adaptation

"Sensory adaptation" due to heavy doses of marketing has already left the public desensitized. Most of us don't even notice these banners and flash pages anymore. 

Solution: permissible marketing. Search for "tie a bow tie"; top results come up from unknown sites.  Instead firms (like Brook Brothers, Jos A Bank) could build pages to drive traffic to their sites and use the real estate in their own ground to promote products. Instead of merely asking users to like  their page, companies should start interacting with users.
How to get the goose: once the company wins users' trust, then they may move to the "harvest post". To use farming as a metaphor, only crops harvested when ripe enough can be monetized. Getting "likes" might bring in good numbers for a few days but is not a viable long term strategy.

Source:

http://blog.hubspot.com/marketing/value-harvest-social-media-marketing