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New Oldspice Campaign: Social Media or Social CRM?


Posted by on July 19, 2010

Hello ladies! (this is only funny if you have seen the Oldspice commercials, otherwise this is a bit awkward for all of us…)

Over the past few weeks you may have seen that the Oldspice man has been responding to comments on youtube, facebook, and twitter by creating individual personalized messages for people essentially creating a type of collaborative relationship between the brand and the customer, but is the Oldspice campaign a social media campaign or a social CRM campaign?  It’s a bit hard to tell just by looking at the front end piece of what’s going on but based on what I have seen it looks like just a social media campaign.  Why?

It seems as though the goal of the Oldspice campaign was to build awareness and visibility,which it did quite well.  Since the personalized videos have launched Oldspice has garnered hundreds of thousands of facebook fans and tens of thousands of new twitter followers (and youtube subscribers).  However, as far as I can tell the campaign did not move beyond that first level of awareness.  I actually had a great chat with Brent Leary about this.  Brent and I agreed that a key difference between a social media and a Social CRM campaign is the deeper level of integration.  Social media is great for visibility and awareness but taking it further into actual influencing purchase decisions and driving a business result is where Social CRM comes into play.

So if the Oldspice commercial was a social media campaign, what would have been needed in order to consider it a Social CRM campaign?

Customer segmentation

A breakdown of their customers and prospects by variables such as purchasing habits, demographic information, how they use the internet, etc.  Something that really shows Oldspice who their customers and prospects are, where they exist online, and what they expect from brand interaction with Oldspice.  I’m not sure if Oldspice did this or not but it doesn’t look like it (based on the interviews/news pieces I have read)

Integrating/collecting the data (and measurement)

There were thousands of comments directed at Oldspice during the course of their campaign.  Oldspice responded to some of those comments but then what?  Were these interactions somehow being tracked or recorded in a CRM or database system so that Oldspice can “remember” these conversations and relationships at a later date?  Again, this was not apparent from anything I have seen and in an interview with the folks from Oldspice they said they weren’t sure if these ads would actually help people purchase more of their product.  Does Oldspice even remember who they created videos for or the thousands of commenters are?  Measurement is also important, at this point it looks like the key metrics that Oldspice is to measure success are short term such as followers, comments, and size of the network.

Customer strategy

I’m hoping Oldspice has this piece figured out although it’s not very clear yet what their customer facing strategy really is.  If you recall, SCRM does not replace the need for or the foundation of traditional CRM so without this foundation we can’t evolve.  Again, we are clearly seeing how Oldspice is changing their customer communication strategies but we need to move beyond just communication.  There is a lot that can be said here but I’ll leave this to the comment section.

The long term relationship

Now what?  Oldspice responded to many people but how is a long term relationships going to be created between the brand and the customers, prospects, or community?  It seems as though this was an ephemeral campaign designed for the front line of market awareness but again, what happens now?  What does the long term relationship with the customer (or prospects) look like?  After July 14th Oldspice abruptly ceased to respond to or interact with anyone.  It’s unclear where the customer fits into the long-term strategy of Oldspice.

I definitely think Oldspice did a fantastic job of generating awareness but I just didn’t see anything that goes beyond that initial step.  Social media is like the infantry in battle and Social CRM components are the drop ships, tanks, artillery, and aircraft carriers that make everything else happen.

I think it’s important to be able to identify a Social CRM initiative when we see one so that we can have these case studies and stories for other interested companies and practitioners.

What do you think?  Was this a social media campaign or a Social CRM campaign and why?

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  • Gregg

    Interesting question Jacob. I'd have to say social media campaign and maybe 'social influencers' campaign. I'm not so sure that a Social CRM campaign works for a P&G brand like Old Spice. I have a feeling that P&G accomplished exactly what they wanted to with this campaign. It seemed to me that the 'Old Spice Man' was clearly directed at women (buyers) in the 'ads' and then he was clearly directed at people who would help to take him even more viral than he had already become. So viral that they made the leap from the web to the local and national news shows.

    Take that to the supermarket or 'superstore' where shoppers are standing in front of a display shelf full of products from Old Spice, Gillette, Axe, Dial, etc. I have a feeling that at the 'point of sale' they are going see some very big numbers. I hope that they share them but I have a feeling they won't. Time will tell the tale though.

    • http://www.thefutureorganization.com jacobmorgan

      I think a SCRM campaign can work for pretty much any brand or any company in existence. Perhaps they did accomplish what they intended to and at the end of the day that's really all that matters. I'm just looking at this purely as a way to separate scrm and sm. Even though this was not a SCRM campaign there is nothing wrong with executing a well planned social media/marketing/branding campaign; those of course can also dramatically impact the sales of a product. However, if the product sucks or if people don't like it for whatever reason, then no amount of swan dives are going to fix that problem.

  • http://dresramblings.com Andre Natta

    One hopes that it's only the first step of a long-term relationship but I'm doubtful it was more than a one-time push – short-term engagement if you will. I enjoyed watching the videos a lot though it probably won't convince me to try Old Spice anytime soon (even though I wasn't necessarily the target audience).

    The hype was raised and the tweets and comments were sent, though there has not been one from the Twitter account since a quick note to Alyssa Milano last Friday. It's a Social Media campaign pure and simple. It's a shame too, since they have an opportunity to get real feedback from us more than ever before.

    • http://www.thefutureorganization.com jacobmorgan

      I think we are definitely on the same page. I guess that's the difference between hiring social media “experts” to come into a business and hiring folks that truly understand crm and how to make the most of these relationships and social interactions. Oldspice did do a great job in terms of getting eyeballs but at the end of the day the question remains…so what?

  • http://marktamis.com Mark Tamis

    I'd say the campaign extends social media marketing and adds a interactivity part to it, which is the novelty here. The series have nothing to do with gaining a deeper understanding of the customer needs and expectations and was not designed to build long-lasting engagement – and it was never intended to be so.

    Following the success in the number of eyeballs being exposed, they will not have any actionable insights on how to 'tweak' Old Spice to meet the expectations of today's consumers – only an idea of what type of advertising works now until the next viral vid comes along. Remember the fad of 'yestermonth', the Flashmob? Next!

    The use of the word 'campaign' actually says pretty much everything here.

    • http://www.spirospiliadis.com/ Spiro Spiliadis

      Mark you make a great point which i believe they did not follow through, one way they could of followed through was to build their own scrm platform like http://www.civicnation.ca and get that deeper understanding,

      It could of been the perfect one two punch for them, because they did garner attention, but they didn't have an intention that was valid or noteworthy, using the civic example, a scrm strategy would of been to build a platform specifically to cater to the attention, by opening the door to who is the current cusomer, and who would want to be, also it could of lead towards gaining valuable insight by expanding on the conversation…

      bottom line here is they built the bridge but they didn't build the platform.

  • http://www.jesushoyos.com/ Jesus Hoyos

    a social media campaign — did not see any community platform from them about how to be part of the brand, collaborate with others, where to buy it, no email follow up, no landing pages with a CRM, etc… but it is a great social media campaign… a very clever one.

    Like Mark Tamis wrote: The use of the word 'campaign' actually says pretty much everything here…. this campaign should be extended to get to know the consumer and generate the demand with a continuing Social CRM strategy… if the have community of their own and invite others to participate and use the social channels to drive traffic and conversations to the community… then it could be part of a Social CRM strategy

    • http://marktamis.com Mark Tamis

      the campaign can actually be a 'foot in the door' to get people to congregate around the brand or the social object which is this ad campaign. missed opportunity.

      • http://www.thefutureorganization.com jacobmorgan

        Yep, which is what I mentioned in the post, the campaign does a great job of awareness and visibility but doesn't move beyond that.

    • http://www.thefutureorganization.com jacobmorgan

      Definitely agree with you on this, this was a short term strategy with no evidence of anything long term. Of course one could argue that twitter and facebook are a type of community platform.

      It certainly was a great social media campaign though :)

  • 1114organic

    I would think this round is just a social campaign. They have to let anyone younger than 40 know who they are first. I think it would make sense for the follow up to include some sort of scrm. If they tried scrm before i think the participation would have been very low

  • http://mobthink.com/ Rab

    This campaign was aimed squarely at raising awareness of the Old Spice brand to a younger, hipper demographic. They are also battling for the cool factor in the minds of that younger demographic against some edgy competitors that have gained mindshare in recent years through with more traditional advertisements. How many 18-32 are now going to give Old Spice a try? This was your dad's (maybe even granddad's) deodorant and P&G clearly wants to change that perception.

  • Florian Hofmann

    This campaign was a hot, good old viral-marketing campaign but not a social campaign.
    The goal was to shout out the news but not to listen / to interact with customers. The fact of spreeding the viral Campaign into social networks never makes the campaign social.

    This Blog-Content ist great – i´m living in Germany and doing rigth the same stuff. Go for a oint ventrue:-)?

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