Placing Ads: Jericho Command

Forbes recently ran a pick-up story that called it what we called it days ago: the largest viewer protest in television history. With well over 1,000 registered members at Jericho Rally Point, more than 80,000 petition signatures, and about 19,000 pounds of nuts shipped to CBS by NutsOnline alone, it is quickly becoming the largest social media protest in history.

On Tuesday, the increasingly structured Jericho fanbase is poised to move their message into the mainstream whether news outlets pick up their story or not. They are running a full-page ad in Variety magazine. The advertisement, one of several the fanbase will buy, will drive visitors to Bring Jericho Back, a Web site that includes links to relevant sites and contact numbers at CBS.

The ad, which includes story clips from The Los Angeles Times and WebProNews.com, will be accompanied by a banner on the Variety Web site. But the fans won't stop there. They are already raising money to purchase another ad in The Hollywood Reporter and shopping bigger publications.

Such ads will no doubt rally even more to their cause, helping it reach the tipping point when a movement becomes mainstream. Rumblings across the Internet hint that may happen soon for Jericho. Message board comments on unrelated sites demonstrate people who never watched the show are anxious to join.

"I want to be part of the greatest network protest in history," they say.

While Find The Boots suggests that CBS ride the viral marketing storm a little longer, I remain unconvinced this is a prudent choice for the network. Leaving mainstream media like Newsday with nothing more than rumors that Jericho "might" make next season's fall lineup or be wrapped up in two hour movie only motivates the Jericho fan base.

The longer CBS waits to respond with anything definitive, the more likely it will have to address its decision to a mob of angry fans outside CBS headquarters. In such a scenario, competing stations would have no choice but to cover the story, solidifying CBS Entertainment President Nina Tassler's call to cancel the show as the worst decision in network history (even if she reverses it). Such a label would be unforgettable, given that the public tends to be unforgiving of executives who respond too little, too late.

Sure, some people think I'm giving too much credit to the fans; even one of my best "social media" friends said I was nuts to give the Jericho story so much attention. I disagree, but only because I have the advantage of understanding what this might mean.

Having had contact with one of the two Jericho fan base leaders, I'm convinced things will get worse before they get better unless CBS comes to the table soon. The once makeshift fanbase has developed into a well-structured movement with two leaders, 10 commanders, several dozen lieutenants, and thousands of fans. In the last few days, they've added international commanders as well.

The two leaders have taken time off from work, dedicating almost 18 hours per day to the cause. The rest of the command base dedicates anywhere from 4-12 hours a day, every day. Most of them meet on the CBS Jericho forums, which demonstrates how once a network creates a social community, it's not easy to undo.

Since the beginning, they've also picked up several members with lobbying backgrounds and marketing knowledge. And, they are occasionally given tips from members of the media, like Jericho fan and popular BlogTalkRadio personality Shaun O'Mac. In fact, the NUTS campaign origination is credited to his first show covering the story.

According to Schumi07, one of the two designated command leaders for Jericho fans at Jericho Lives, the NUTS campaign means much more than a historic viral marketing effort. It represents "millions of uncounted fans that the Nielsen ratings system does not accurately represent."

It also reveals how much heart these fans really have. When asked what was the biggest surprise since the campaign began, Schumi07 mentioned several, including her rise to a leadership position.

"I'm surprised I'm one of the two leaders because I just wanted my TV show back ... I can't speak for everyone, but the entire core command probably feels the same. None of us have never fought for a TV show before," said Schumi07. "The other surprise is that Nina Tassler responded to our campaign within 48 hours. We know Nina Tassler likes the show."

Schumi07 added that she is most amazed by the dedication of the command group and the fans. Even on iTunes, they are winning. After a single request, the season finale of Jericho moved from 87 to 43. When she looked this morning, it had climbed, and continues to climb, even higher.

Still wondering why I find this fascinating? Jericho fans have raised the bar on social media mobilization. So if you're in business, it's something worth watching because next time it might not be a show that customers decide to stand behind.

Making Memes: Thinking Blogger

I have to admit that I've never been one to swim in the sea of memes, but when this one came from Sleeping Kitten - Dancing Dog! by Theresa Hall, I was honored. Hall is one of the nicest bloggers I've stumbled across in the world of social media. So I accept the honor.

Besides, what's not to like about about the Thinking Blogger award? It was started by The Thinking Blogger earlier this year after he noted: Too many blogs, not enough thoughts!

Well, finding blogs with thoughts is easy to do when you know where to look. Here are five thinking blogs, some that I've mentioned before (and a couple new ones):

The Recruiting Animal. Love him or hate him, he'll make you think.

Media Orchard by the Idea Grove (Scott Baradell) always makes communicators think twice (his 10 Dumb Things That Smart Communicators Do is a classic!).

The Buzz Bin. There is no doubt that Geoff Livingston's blog is one to watch. His Great Blogs of Fire! posts always include pointed picks.

Find The Boots by BoonDoggie recently rounded out some CBS "errors" in handling the Jericho fan movement. I haven't bought into every thought, but his recent post (and others) gave us pause to think.

David Airy is a recent Blogcatalog find of mine that makes design worth thinking about.

So there you have it. Five thinking blogs. All with real merit.

If I were going to give an honorable mention, I might have included Nina Tassler (if she had a blog). Not for blogging as much as it might inspire her to give Jericho some second thoughts. The total nut count is closing in on 15,000 pounds. And that's just from one store.

So now that these five fine folks have been added, they can accept by choosing to participate. It's easy ... just cut and paste the rules:

Congratulations, you won a

If you choose to participate, please make sure you pass this list of rules to the blogs you are tagging.

The participation rules are simple:

1. If, and only if, you get tagged, write a post with links to 5 blogs that make you think,
2. Link to this post so that people can easily find the exact origin of the meme,
3. Optional: Proudly display the 'Thinking Blogger Award' with a link to the post that you wrote (here is an alternative silver version if gold doesn't fit your blog).

That is the thinking blogger's meme. Just please remember to only tag blogs with real merits, i.e. relative content, and above all - blogs that really get you thinking!

Remembering Jericho: Back Lot Projects

Rarely have I have worked on a communication case study for the Copywrite, Ink. blog that so clearly galvanizes an audience as the CBS cancellation of Jericho. Sure, we’ve covered a few under-reported stories that have caught the attention of hundreds of readers; some who stay on long after the specific story fades into obscurity. But the CBS Jericho story does not attract hundreds. It attracts thousands. It does not seem to be fade away, but rather grows stronger every day.

As Jericho fans have taken to publicizing our case study in social media and crisis communication, we’ve covered it on more consecutive days than any other topic. Why? Analytics alone demonstrate the value of this very smart audience. They read long, deep, and come from all over the nation (and world). Some have even taken to searching past communication posts, looking for ideas.

I’m not the only place they are looking. While I have not verified these facts, Jericho-On-CBS has published some startling numbers: Jericho was the most watched show for CBS online (450,000 hits a week); Jericho delivered the highest rating in a Wednesday time slot in seven years; and Jericho frequently beat the competition in its time slot despite going up against some tough contenders. (This does not even consider how many fans watched reality shows like American Idol live and then saved Jericho on their DVRs for later.)

If all this is true, then CBS Entertainment made a mistake claiming that the show had lost steam based on ratings. It seems more likely that Jericho simply didn’t fit into CBS’s new fall line-up, purported to be hipper and edgier than past efforts. From a branding standpoint (before the backlash), it makes sense. But from a customer-centric standpoint (after the backlash), it does not.

In some ways, I appreciate where CBS might have been coming from. Some of our colleagues and online associates have cautioned me (using my own words in fact) that quantitative measures (number of visitors) should not overshadow qualitative measures (number of prospects or regular reders). In other words, they’re wondering when I might get back to a broader mix of topics. I have something else planned for tomorrow, but I just don’t know. If something breaks on Jericho, then Jericho is it. Yes, again.

You see, as I learn more about the Jericho fans, they continue to amaze me in how well they’ve come together. One said I made them sound like geniuses, recognizing that public relations professionals and political consultants might be envious of their efforts. Sure, I know in many cases these fans stumbled unto some of it, but that’s just part of the American way. We stumble upon lots of things. More to the point, however, I like to believe that imagination is more important than knowledge and this case study might prove it.

CBS is using its knowledge to justify canceling the show. The fans are using their imagination to save it. The huge volume of orders for nuts, 9,000 pounds at last count, is only a sliver of the number of nuts sent as social media has embraced this story along with a growing number of mainstream media outlets, especially dailies, entertainment weeklies, and local CBS affiliates.

Given this news, I’m putting more even faith in the fans of Jericho, even if CBS has yet to realize it might do the same. Last night, after deadlines were met, my team put together the “Remember Jericho” image as a thank you to all the fans who have popularized our case study. And, we’ve added it to a few T-shirts in our almost-ready-for-primetime online merchandise store.

As a thank you to the fans, especially Jericho Lives and Jericho Rally Point, and to ensure I remain an communication observer (my family and many team members are big fans of the show; they are the ones who encouraged me to write about it to begin with), any proceeds beyond the base price set by Cafepress.com will be donated to the NUTS campaign. If the campaign should end, then we’ll donate it to an appropriate charity. I don’t want to detract from the funding efforts of our campaign elements nor do I want to want to make money on their efforts. (If I release a book by year’s end as planned, you can always consider that instead, as the Jericho story will be included).

The link to the Jericho T-shirts is at Back Lot Projects. Just a few tidbits about the shirt: it’s an adaptation of a vintage World War II war bonds poster, which we thought was fitting with Memorial Day almost weekend upon us and the all the patriotism that seems to surround the show. The ‘Remember Jericho 07’ line plays off another historic rally cry in American history (Remember the Alamo). But besides all that, it was fun to make.

In closing, if not every future post is Jericho focused, keep in mind that we track case studies for a long time, so there will always be another post unless we close it out. We’ll also keep adding updates in the comments. In the interim, if you are a fan and like the image, feel free to use it for non-commercial purposes.

Until then, good luck! And, what else? NUTS!

Shipping Nuts: NutsOnline For Jericho

After most New Jersey businesses had long locked their doors and headed home yesterday, NutsOnline was busy filling orders and fielding e-mail questions from social and mainstream media at midnight. Its total volume shipped was up 15 percent in three days.

Sudden surges in orders, especially around holidays, is nothing new for a third generation nut company founded by “Poppy” Sol, a hard-working 22-year-old with a can-do attitude on the brink of the Great Depression. But today, and for the past several days, nothing is business as usual for Jeffery Braverman and his family-owned business.

“On Friday we noticed a few orders coming in that looked kind of weird,” said Braverman, about the sudden run on nuts for CBS. “But then we Googled around and caught wind of some “NUTS” campaign and a few blogs had linked us as a place to buy them.”

If you are unfamiliar with the “NUTS” campaign, it is one of several grassroots efforts by the fans of the recently cancelled CBS series “Jericho.” Although Braverman was not a fan of show, he was curious about what seemed to be a growing movement across America. So he posted a small entry on his company’s blog and thousands of fans quickly demonstrated their appreciation.

“Then, the fans said they were looking for some kind of discount,” said Braverman. “So we decided to come up with a mechanism for Jericho fans to pool orders and get the most bang for their buck.”

Since responding to Jericho fans as part of the company’s long-term commitment to enthusiastic customer service (the polar opposite of how fans say they view CBS), large pooled orders being shipped to CBS have doubled and doubled again. Some customers place specific one-pound orders, but many are opting for an inventive $5 contribution.

Braverman also added a dedicated Jericho page and provides fans regular updates and a total accounting of all orders shipped to CBS.

What started as 1,000 pounds of nuts per day has steadily increased to 2,000 pounds. Today, Braverman anticipates that total might double. Given NutsOnline isn’t the only shop shipping nuts to CBS, it’s anybody’s guess how many nuts just might be stacking up in the CBS mailroom.

“We weren’t fans (of Jericho), but we are now!!!” adds Braverman enthusiastically, saying that he intends to start watching it as soon as he has a chance. “My cousin just watched a show online and he says it is great!”

Like Braverman, our team has been amazed how handfuls of fans quickly put together the largest show protest in television history. These fans are loyal, smart, self-funded, and increasingly organized. In addition to drawing from the 8 million strong Jericho fan base, they are securing fans from other shows, appealing to how those fans might feel if Heroes, Lost, or similar shows were let go like Jericho.

Within days, they’ve demonstrated better media savvy than most working public relations professionals, capturing write-ups in the Los Angeles Times, Chicago Tribune, MediaWeek, and a growing number of mainstream media outlets dazzled by their commitment to save the show (not to mention the novelty of the NUTS campaign and other ideas). They’ve even raised eyebrows among some political consultants with their ability to pull together a highly motivated campaign team and employ social media better than many presidential candidates.

They’ve exhibited tremendous show loyalty, investing money that may have gone to former advertisers had the show not been cancelled. And, they are quickly learning how to organize everything from in-person protests to pricing full-page advertisements in Variety Magazine and USA Today. They’ve even encouraged some of the show’s stars to add comments on the CBS Jericho message boards — first Michael Gaston (who plays Mayor Gray) and then Brad Beyer (who plays Stanely Richmond).

In sum, there are dozens of lessons to be learned from this living case study: from the power of customer service as exhibited by NutsOnline (give customers what they want with nothing more than the hope NutsOnline will be remembered) to how social media might make an impact in an all-digital media age.

The bottom line: Jericho fans might be sending nuts to CBS, but they are hardly nuts themselves. For dozens of links to various spontaneously generated fan sites, check out our other Jericho posts here and check the tally the online petition created to save the show.

Landing Loudly: David Neeleman

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Ever since David Neeleman stepped down as CEO of JetBlue "to focus on more long-term strategic initiatives for JetBlue as Chairman of the Board," his famous blog, called a flight log, has stood silent.

The last post penned by Neeleman gives an outstanding welcome to Dave Barger as CEO, but leaves the people who enjoyed Neeleman's online presence one question unanswered: Will Neeleman's flight blog remain the last word of an airline founder who saw the value of social media or will Barger now brave the relatively untested waters of CEO blogging?

The question isn't so much for JetBlue as it is for any corporation that has taken the plunge. As more executives take to blogging or achieve near celebrity status as very visible spokespeople for their companies, it becomes crystal clear that very few have thought about a social media contingency plan.

What happens when visible voices become embroiled in controversy or step aside as Neeleman did? One would think the Robert Scoble story would have better prepared companies for such eventualities. Microsoft fared pretty well with a transition in 2006, but it seems like not all companies will.

While ADWEEK's May 21 article doesn't provide the answers, it does recognize a change in the perception of company branding with a renewed marriage between marketing and customer service.

"Blogs, online video, e-mail and mobile phones—not to mention company and brand ratings on sites like Amazon and Yahoo—give the average consumer an immediate, interactive soapbox on which to share how Company X let them down," writes Joan Voight. "In today's consumer culture, a humorous video on YouTube featuring a cable repairman sleeping on the job gets far more attention than the well-established American Customer Satisfaction Index from the University of Michigan—an index that due to its business press-oriented nature can't compete with the Web."

The article also mentions JetBlue Valentine's Day crisis and its efforts to employ a largely unproven social media tactic as part of its crisis communication strategy. In our case study, we noted that while the effort was to be commended, JetBlue only did everything almost right. Unfortunately for Neeleman, if you subscribe to ADWEEK's assessment that it was the "episode, dissected on blogs and elsewhere, even brought down the airline's high-flying founder and CEO David Neeleman," almost was not enough to win over JetBlue stakeholders, who seemed to think the easiest way to end the over-apologizing was to shuffle their spokesman off the stage (for awhile anyway).

Left behind is a flight log (blog) that will require some pretty big shoes to fill unless Neeleman re-emerges as the very verbal and likeable founder of the airline.

Indeed. The communication game has changed and executives are taking more heat over the attention they receive as their personal brands and actions sometimes eclipse the company they work for. As a result, some now have bigger targets on their backs as sacrificial lambs when things go wrong.

Some are shuffled around or let go for a single company slip like Neeleman or Jim Samples. Others are dismissed for what the Toronto Star, a few graphs down, calls terminal uniqueness (n. Psychological condition afflicting top executives suffused with a sense of omnipotence, until their bad behavior bites them in the behind) like Chris Albrecht, Julie Roehm, and Todd Thomson.

Sure, something is being done. You cannot pick up a communication-related publication today without reading about social media. However, far too many communicators are not sure what to do with all this information because they thought the opening rounds were nothing but a fad.

Unfortunately for their employers, this means mistakes—including leaving well-read blogs quiet because no one ever short listed possible replacements (or signed several executive bloggers/spokespeople to begin with)—will continue to be made until communicators realize that the fast-paced trend to become more customer-centric instead of product-centric means more social media attention on company executives, whether you ask for it or not. (Something CBS is discovering right now.)

So, unless social media is carefully employed as part of your company's overall strategy, sooner or later, you will be left with the wrong message, or perhaps, no message at all, where customers expect to find it. Whether "it" means a flight log or something else entirely. JetBlue. Case study closed.

Saving Jericho: Seven Solutions For CBS

If Nina Tassler, president of CBS Entertainment, is wondering why providing "closure to the compelling drama that was the Jericho story" does not seem to be enough to stop the hemorrhaging caused by the loyal fans of Jericho, she need look no further than the proven practice of crisis communication. Asking the right questions will always lead to effective solutions.

First and foremost, the network has to acknowledge something went wrong. Given the relentless activity at sites like Jericho Rally Point, Jericho Lives, and Save Jericho, something obviously did go wrong.

Add to these sites the increasing number of social and mainstream media outlets taking notice: film.com, SoundtheSirens, and TV Guide forums. Or try a simple "Save Jericho" search. That's all it takes to see the gravity of the situation even without the NUTS campaign. (We hope CBS donates to food shelters).

Since there is no question that the drama attached to save Jericho efforts will continue to catch fire, making the CBS decision sound like a comedy of one error after another, it's time to ask how the broadcaster can stop a siege of loyal viewers and then transform bad public relations into network performance.

Solution One: Make A Commitment. Since "ending" the show does not seem to be enough, give it a limited run commitment with six shows squeezed somewhere into next season's line up. The announcement would provide CBS enough breathing room to get something done besides husking nuts. Considering the show left off with a major battle between New Bern and Jericho, it would be all too easy to drop any actors who don't wish to come back.

Solution Two: Fast Track DVD Season One. Everybody heard Tassler say that CBS is a business, so then maybe CBS could act like a business. Fast tracking the first season of Jericho to DVD would revive the fan base lost during the midseason break, generate cash flow, capture new fans (because some will be curious to see what they missed), and provide a better measurement than ratings alone.

Solution Three: Restore Fans Online. Dozens of fans, especially "save Jericho" leaders, were allegedly kicked from CBS forums. If there is to be any hope to restore peace, they could be reinstated on the condition they do not spam other show sites. These fans are not the enemies, but rather CBS allies who never thought the network lost its edge (because it created the show they love). They are also the ones who might not vote up ratings, but they are very willing to vote with pocketbooks.

Solution Four: Merchandising. Merchandising remains one of the biggest misses for Jericho this year. CBS could reverse any lackluster or perhaps non-existent show merchandising by involving fans in the design process (maybe a contest). Some have demonstrated a knack for producing merchandise that needs no more than a little polish.

Solution Five: Public Relations. Bringing the show back now would be a big public relations coup that will be talked about for months by entertainment news outlets because it would represent a dramatic shift in industry thinking. As I often say on this blog, we cannot choose what people say about us, but we can choose how we react to it. The appropriate reaction is not to look at fans as raving lunatics, but rather as living proof that CBS can create endearing programs.

Solution Six: Drop Subscription-Based Videos. There seems to be plenty of evidence to support the idea that a monthly subscription to multiple shows is not going to work in the age of new media. Single purchase downloads are much more effective because they allow the consumer to make the choice. The network could potentially make more money and the fans would be happier. Apple, YouTube, and Joost have already set this as the standard for on-demand digital media.

Solution Seven: Learn From Past Mistakes. CBS is not alone. Mid-season breaks almost killed several shows this year. While mid-season breaks might be palatable for shows that are largely based on a single standalone episode like House, CSI, and Two And A Half Men, they clearly don't work with serials. When fans miss a week, they are less motivated to return.

So there you have it. With seven solutions, I believe CBS could be in a prime position to turn a public relations nightmare into next season's leader, especially as more people learn what it was about Jericho that the fans found so addictive.

To me, it all seems pretty easy to figure out. Jericho was much more than a sci-fi "fallout" thriller. For many fans, from what I've read, it was a testament to being a family-oriented American: a small town consisting of top-drawer actors struggling against the odds to remain loyal to the very best qualities this country can offer. Who can blame them for liking that?

In times like these, when government sometimes seems too polarized to show forward motion and the evening news focuses too much on people who make the wrong decisions, is it any wonder why a few million people found hope in the citizens of Jericho as they made sacrifices to make the right moral decisions? At least, that's the way I see it.