Comments on: A Great Campaign That Raises a Question of Social Media Ethics

By: Why Social Media Is a Waste of Time for Most Banks & Credit Unions : The Financial Brand: Marketing Insights for Banks & Credit Unions

Wed, 03 Nov 2010 09:26:24 +0000

[...] union execs. Perhaps it is this low tolerance for negativity that explains why some banks and credit unions try to game the system, “salting the mine” as it were with more positive, more favorable [...]

By: Out of Home Advertising

Out of Home Advertising — Tue, 12 Oct 2010 20:15:37 +0000

I agree, this is a good campaign!

By: The Financial Brand » Got a question? Ask Bill

The Financial Brand » Got a question? Ask Bill — Tue, 10 Aug 2010 08:03:45 +0000

[...] arise when agency staff present their work as content that has been crowdsourced from customers. In that article, a reader poll revealed that 42% of respondents believed it is okay to launch a crowdsourcing [...]

By: The Financial Brand » 12 technology trends shaping financial marketing

The Financial Brand » 12 technology trends shaping financial marketing — Mon, 11 Jan 2010 11:24:55 +0000

[...] [fill-in-the-blank]” contests and make-your-own TV contests. Just be careful that you don’t “salt the mine” with your own submissions, as one bank painfully [...]

By: The Financial Brand

The Financial Brand — Fri, 10 Jul 2009 18:09:29 +0000

The CU Times has another nice write-up on Coast Capital's campaign.

By: The Financial Brand » Blog Archive » ‘Fair fees,’ brought to you by ING Direct

Tue, 09 Jun 2009 11:23:20 +0000

[...] this year. Three weeks ago, The Financial Brand wrote about Coast Capital Savings tongue-in-cheek “I Love Fees” promotion which had a similar populist take on big bank [...]

By: Bryan Clagett

Bryan Clagett — Wed, 27 May 2009 15:30:45 +0000

I like the campaign concept very much. But is the client and marketing firm doing enough to stimulate member and consumer participation?

By: Mark England

Mark England — Thu, 21 May 2009 03:28:33 +0000

In this ad’s case it does not mater whether it is the bank or the agency making the ads, they are not testimonials. They are just a means to get the public engaged. We are so saturated with marketing messages that most of them are just white noise. This is just one new strategy to engage the public. Ethical advertising is there such a thing?

By: The Financial Brand

The Financial Brand — Wed, 20 May 2009 14:30:29 +0000

Good point Victor. It would have been pretty easy to solicit “starter samples” from the general public with this topic/campaign.

By: victorseo

victorseo — Wed, 20 May 2009 04:51:25 +0000

Disclosure and beta runs are so easy and simple it makes no sense to not use one or the other. This campaign hits so close to home to so many and is so strong, this question is academic FOR THIS CAMPAIGN. It would be a very different story on most typical campaigns.

By: The Financial Brand

The Financial Brand — Tue, 19 May 2009 21:44:24 +0000

Great suggestion Andy.

By: Paul Stull

Paul Stull — Tue, 19 May 2009 17:12:50 +0000

I am on a “salt” free diet. While I crave “salt” I know its not good for me so in this case I will have to regretfully give the idea of “salting” the mine a no go. Its all very creative, but something inside me says I should follow a higher calling.

By: Andy LaFlamme

Andy LaFlamme — Tue, 19 May 2009 15:30:25 +0000

As long as an employee of the company in question identifies themselves, and their motives, it is fine. If they genuinely are participating of their own accord and speaking about something they actually like/dislike the authenticity will come through.

However, I believe that a better idea for pre-population of a site is to run a closed beta of the site. Invite people who are willing to participate, but are not directly connected with the company producing/funding/maintaining the site. There are certainly better options for pre-population than to have agency and company employees fill the pages.

By: Denise Wymore

Denise Wymore — Mon, 18 May 2009 15:40:40 +0000

In this case, the videos are just fine – Why? Because NO ONE likes fees – so NO ONE is really “acting” although it would be hilarious and probably have more impact if you actually said “Paid Actor”

This reminds me of an ethical question I asked some time ago about Yelp.com. Was it okay for an employee to “cast a vote” for their credit union? For those that responded, the consensus was that it was fine. This particular employee was trying to get people to use Yelp in their market, was a big part of the Yelp community and therefore trusted AND identified herself as being an employee.

Hey – it’s marketing – it doesn’t HAVE to be true. Marketing is “creating the illusion we care,” right? LOL….insert smiley face.

Why does Free Checking look so much more elegant as “Free Chequing?” Now THAT’S marketing!

By: David

David — Mon, 18 May 2009 15:04:20 +0000

I guess the agency watched the long-running campaign by the Nationwide Building Society in the UK.

If I recall correctly, the fictional bank manager in a recent Nationwide ad also mentions tipping waiters.

I found most of Nationwide’s commercials funny.