Tag Archives: branding

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Corporate Fan Pages: When you come to a conversation, have something to say

Logo altered in protest of environmental damageSalon had an interesting post about some trouble Nestle ran into on their Facebook fan page. You can read more there, but here’s the gist: environmental groups are accusing Nestle of driving rainforest destruction through their purchase of palm oil. They buy palm oil from Indonesia, where enough forest is being cleared to threaten orangutans with extinction. Nestle has a fan page on Facebook, and orangutan lovers started posting complaints on it.

Shortly thereafter, the moderator posted:

To repeat: we welcome your comments, but please don’t post using an altered version of any of our logos as your profile pic — they will be deleted.

If you know anything about the internet, then you know that this message was the worst possible thing Nestle could have posted. It’s the Streisand Effect – if you try to hide something on the internet, it suddenly becomes a lot more interesting, and you only draw more attention to it. This is so basic to the sociology of the web that if I were hiring someone to do social media work or PR, that would be the first question in the interview.

The Salon article catalogues some interesting exchanges between the Nestle admin and Facebook users, culminating in this announcement:

Nestle: This (deleting logos) was one in a series of mistakes for which I would like to apologise. And for being rude. We’ve stopped deleting posts, and I have stopped being rude.

A trip to the fan page now shows nothing but altered logos and calls for boycott. The Salon piece concludes that the real shame of this whole exchange is that the admin acted like a human being, actually talked to people, and is probably in big trouble for it – and if not, Nestle will be less likely to do anything like this in the future, retreating to boring press releases and spokespeople.

I think the real lesson to be learned here is that when you show up to a conversation, you actually need to have something to say.

Nestle is trying to take advantage of the fact that there’s a lot of people out there who really like their milk chocolate, or really enjoy KitKat bars. They’re using social networking sites to encourage people to talk about chocolate and KitKat bars, remember how much they like them, and hopefully buy more. This all makes sense and is a lot more engaging and cost effective than TV ads and the like. But once you start people talking, you cannot control what they are going to say. That’s not how conversations work, even conversations attenuated into new formats like Facebook wall posts.

So no people are accusing you of hating cute orangutans, what do you do? You need to be able to say something:

  • We didn’t know, this is what we’re doing to fix this.
  • This isn’t true, here’s why.
  • There’s no other suppliers, but here’s what we’re working on to substitute or work around the problem.

Hell, if you think you can get away with it without losing more customers, even saying “Who cares about monkeys, we gots to have our delicious sugary snacks!” is better than saying nothing or trying to edit the conversation in progress. Having some kind of ethics really matters here.

But if you can’t say any of these things… well, just shut everything down. Stop trying to build equity in your brand and concentrate on making the cheapest candy because your company obviously doesn’t understand the point of building a brand or cultivating passionate customers.

Creating a Favicon

My site's favicon, blown up to ridiculous proportions Nelson reminded me today that I didn’t have a favicon for this site. I took a few moments and created the amazing little pencil that’s sitting in the address bar above.

For all the non-techies and new webmasters out there who have stumbled across this page, a favicon is the little icon that show up next to a web site’s URL and next to the page’s title in your bookmarks. They’re very small (16 by 16 pixels) but they can add a dash of branding to your site and are a helpful visual signal for bookmark navigation, increasing the information scent.

Want to create your own favicon? You can draw one pixel-by-pixel at this site, but I’d recommend busting out Photoshop and creating one yourself. Try to pick initials, a logo, or an object that can be expressed very simply – I used an apple for Mealographer, for example. You can go as simple as a couple of squares that fit your site’s color scheme and still create a memorable association for your users.

Modern browsers like Firefox allow you to use .gif and .png files directly, with some code like this:

<link rel="shortcut icon" type="image/png href="http://www.jasonmorrison.net/favicon.png" />

That means you can have an animated favicon… just make sure you’re doing it for some useful or artistic purpose, otherwise you will annoy your users.

From what I’ve heard Internet Explorer still has some issues, so you may want to use the older .ico format. This site will convert the image for you.

<link rel="shortcut icon" type="image/ico" href="http://www.jasonmorrison.net/favicon.ico" />

If you want to get really crazy, you can use Javascript to dynamically alter the favicon, which is great if you want to play Defender on the smallest display ever.

Here come the iPhone killers…

DSCN1935-1Nokia has announced a new phone, the N81, which looks suspiciously similar to a certain Apple phone.  What’s more, Nokia is launching a music download service which will allow people to download songs directly to the phone, instead of going through iTunes on their Mac or PC as iPhone users must.

Is this a bad sign for Apple?  Does it mean Apple had merely a fleeting lead over the competition?

I wouldn’t worry too much.  Nokia is a successful company that makes some great phones, but  Apple is playing a completely different game, the game that Motorola played with the Razr.  When it first came out, people heard about the Razr, they knew what it was, and they knew it was very thin and stylish.  After the success of the Razr other manufacturers came out with thin phones, but apparently copying the form factor and giving the device a serialnumberesque name is not enough.

My guess is it will be the same with the iPhone – every time Nokia tells the press and customers “The N81 is just as great as the iPhone” people will hear “Mumble mumble great mumble iPhone.”  I’m not a marketing expert, but it seems like a branding mistake to me.

The real way to steal the iPhone’s thunder is to figure out what people would like to do with a mobile device and an internet connection and better support that user experience.  From the review on Gigaom, I’m not sure that’s the case here.