Where is 3M in the Conversation About the Post-It Note Promotion?

This could not be defined news in any way at this point. The conversation around how 3M copied what could have been viral marketing created by customers for a promotional campaign is now two years old. [hat tip to Joe Jaffe]

Dozens of bloggers and media outlets documented the snafu. I searched on 3M's site for an official response to the posts, to the comments, to the conversation. Maybe I did not search properly, because I came up empty - and it is difficult for me to believe that everyone at 3M would stand behind a wall of silence on something that could have been such an amazing opportunity for their Post-it Note brand.

Look at the photos by Scott Ableman and then take a glance at the official 3M YouTube video and tell me if I'm not seeing double. Well, they did use a white Audi, Ableman's was a beige Jaguar. This is a brand that suddenly went from versatile, innovative, fun, to stodgy, unimaginative, who's having fun now? Why? Was it to save a couple thousand dollars? I cannot believe that for a moment. Really?

Maybe it was the need to come up with a cool idea and the intention was to work on a take off the original, but then they ended up looking identical? We could all make dozens of assumptions. Which in an of itself is already quite dangerous for the brand - and the sentiment towards the company's staff who engineered the viral element into a campaign.

David Meerman Scott has a balanced post about lessons learned and social media ethics. He lists (1) transparency; (2) privacy; (3) disclosure; (4) truthfulness; (5) credit. I am a member of many professional associations and each of them has a simple and clear code of ethics that all members promise to adhere to - PRSA, IABC, AMA, the alphabet soup. Not the mention a code of honor as human beings, etc.

The highlights in the discussion at Meerman Scott's blog touched upon too many topics to summarize. The general sentiment is a reflection of the image and experience that companies still project in the marketplace:

• concerned about profit - well as employees and investors we'd like profit, too. Probably not "only" profit, though. The current economic climate is a good example of thinking only about profit.
• not involved in social media because the lawyers say no - by all means, involve the lawyers, you pay them to advise you on business decisions, intellectual property, etc. The key word being "advise", not excuse. You still need to make the business decision.
• do not plain get it - take a look at any flier or any conference program almost in any industry today and the panels and sessions are filled to the brim with topics around social media. Lest it was not clear, we're not talking about tools here. This is about dynamics and how customers and people relate. Or would like to.

Ableman states in a comment that 3M's eMarketing supervisor was answering emails and then stopped. Well, that is like opening the door, then slamming it back on someone's face. If Joe Jaffe is pondering a post on this as well, we can rest assured that the discussion will continue. Where is 3M in this conversation? 

While it pains me to admit it, I am all too aware of the circumstances that may be wrapping a tight seal around the company's representation in the discussion. How can I help? Is there someone at 3M who'd like to be heard?

Comments

[David Meerman Scott]

Hi Valeria:

Excellent analysis here and thanks to linking to my stuff. One of the things that everyone learns at a young age is that you need to play by the rules. Many rules kids learn are written (sports, grades, etc.) Many are unwritten.

I've found that large organizations like 3M just don't even know there are rules. So I wanted to write down my set of rules. Others can add or modify as they like.

Take care,

David

[Jon]

Contrast this with the way Stride gum used Matt (WhereTheHellIsMatt.com).

Note to 3M: Real viral is actually talked about in restaurants and friends' homes, in many places OFF the net. This thing is 2 years old and i am just hearing about it(NOT viral) and and I'm only hearing about it on blogs, usually in a negative light(again, NOT viral).

Congrats to 3M for showing everybody how Not to do it.

[Valeria Maltoni]

@David - in my experience, many organizations have a hard time with rules that are not their own. There is what we call the "not invented here" bias. When we talk about social media, we talk about collaborative efforts - telling, sharing. Companies want to sell.

@Jon - Matt looks very entertaining. As for the viral thing - this stunt by Ableman had the potential to be viral, and fun. Instead, in the hands of a marketing manager, it has become a "campaign". I can see the difference, as I'm sure many do.

[Peter]

Valeria,

I sometimes find it hard to reconcile the talk of collaborative, telling sharing etc of new media with the negative behavior of those within new media.

I feel a sense of disrespect for those who
do not accept the invitation of new media. As you rightly point out there are many reasons for silence. Why not respect that without judgement.

I think a liitle compassion would help new media's brand.

This gets me thinking-

Does social media critique and examines the brand of social media - I wonder - to continue the metaphor of brands in a room - how long social media could hold a conversation before other brands had to be excused to go to the bathroom.

By the way, one possiblity is Post It is an enlightened brand - how could words improve on elegant and practical simplicity with locked in distribution and shelf position.

.