While reading the New York Times last week I finally found the perfect financial instrument for me to invest in – bonds that pay dividends in chocolate. Chocolat Hotel, a UK cocoa grower and chocolatier, is offering ₤2000 and ₤4000 bonds to fund costs associated with the company’s ethical cocoa policy (including healthcare and farmer education). The bonds will pay investors the equivalent of 6.72% and 7.29% respectively in chocolate. These tasty dividends will be delivered in tasting boxes either six times a year for the ₤2000 bond or thirteen times a year for the ₤4000 bond.
After getting over my initial euphoric reaction to this investment opportunity started thinking about positive and negative issues that about this offering.
I do think it is an extremely creative way for a company to seek financing. And whether or not Chocolat Hotel successfully raises their desired amount of capital, this campaign has great marketing potential. It has already increased the company’s exposure in the media. Several online news portals have posted stories about the chocolate bonds, including New York Times, The Independent, Daily Mail, CBC News (Canadian Broadcasting Centre) and Australian Food News. Several blogs (including this one) have commented on the story as well (see links below). The campaign is also creating buzz on Twitter and other social media networks.
The campaign will increase brand exposure among loyal customers. In addition, the campaign might create awareness of the Chocolat Hotel brand among individuals outside the company’s traditional target audience. The international news coverage and social media buzz will increase the company’s brand awareness around the world. This could help the company expand internationally or draw visiting foreign tourists to their London shops.
So, will I buy a chocolate bond? I am not sure. It is not a practical investment for retirement accounts (like IRAs or 401Ks) – I want to eat my chocolate now, not wait until retirement to withdraw (eat) my earnings (chocolate). I could invest money from my savings, but for me ₤2000 a rather large sum to invest without monetary return. That said I will definitely visit a Chocolat Hotel shop next time I visit the UK!
June 8, 2010
June 5, 2010
The Value of Foursquare
If you are unfamiliar, Foursquare is a location-based social network. About two months ago I signed up and decided to try to figure it out. I checked in at a couple restaurants where I was having dinner with my husband. I added a few friends. Then I checked in at the marina where my dragon boat club practices. I earned two badges – a “Newbie” badge and an “I’m on a boat!” badge.
When I start using most new social media applications and services I get excited and become preoccupied with the new experience. Not so with Foursquare. The idea behind the application – continually sharing your location with others – did not appeal to me. I enjoy sharing information and staying in touch with friends and colleagues via Facebook and other social media networks and I often read information on Twitter; but, I do not need to tell the world where I am in real time. Foursquare did not get hooked me. It did not add value or entertainment to my life. So, I stopped using it and decided it was not for me.
Until now… I read a post on the New York Times Lede blog about how Chinese bloggers and activists are using Foursquare to mark their presence in Tiananmen Square and create a virtual gathering on the 21st anniversary of the government’s brutal killing of student demonstrator in that location on June 4th, 1989. A silent, virtual gathering! What a powerful idea!
Soon after the check-ins at Tiananmen Square began, the Chinese government censored Foursquare and blocked the application in mainland China. So, the virtual gathering made an impact!
I still may not choose to use Foursquare very often, but now I definitely see its potential value.
When I start using most new social media applications and services I get excited and become preoccupied with the new experience. Not so with Foursquare. The idea behind the application – continually sharing your location with others – did not appeal to me. I enjoy sharing information and staying in touch with friends and colleagues via Facebook and other social media networks and I often read information on Twitter; but, I do not need to tell the world where I am in real time. Foursquare did not get hooked me. It did not add value or entertainment to my life. So, I stopped using it and decided it was not for me.
Until now… I read a post on the New York Times Lede blog about how Chinese bloggers and activists are using Foursquare to mark their presence in Tiananmen Square and create a virtual gathering on the 21st anniversary of the government’s brutal killing of student demonstrator in that location on June 4th, 1989. A silent, virtual gathering! What a powerful idea!
Soon after the check-ins at Tiananmen Square began, the Chinese government censored Foursquare and blocked the application in mainland China. So, the virtual gathering made an impact!
I still may not choose to use Foursquare very often, but now I definitely see its potential value.
June 4, 2010
The Global PR Phenomenon
Last week I started following @BPGlobalPR, the spoof of British Petroleum public relations on Twitter. Reading these tweets offered a brief reprieve from reality on what has turning into a rather depressing news month (oil spills, Middle East violence, and economic instability in Europe). I was saddened and frustrated by the fact that oil had been spilling into the Gulf of Mexico for over a month and the repeated failures by BP to end this horrible environmental disaster. While the traditional media was doing their due diligence and covering the story with updated reports and live webcams, there was not as much online discussion or outcry as I felt the situation deserved. There seemed to be a void. Then I started reading @BPGlobalPR. The satire and outright frankness of the tweets offered the shimmer of a smile on an otherwise dismal situation without downplaying the travesty of what was going on.
When I began following @BPGlobalPR the account had just over 50,000 followers. Today their follower list is 123,000 and still growing. It is a testament to how fast information, news, and trends can spread virally. This is also an example of how, with the internet and a little creativity, anyone can affect public perception of a brand or entity.
And now, a phenomenon has begun. Following the Israeli attacks on the flotilla on May 31st, 2010, two new spoof Twitter accounts appeared – @IsraelGlobalPR and @HamasGlobalPR. Then soon after @UNGlobalPR, @GSGlobalPR (Goldman Sachs), and @ShellGlobalPR started tweeting. Now, @IranGlobalPR, @FIFAGlobalPR, @USAGlobalPR, and others have joined the fray.
@BPGlobalPR posted their first tweet on May 19th, 2010. In just over two weeks, not only has their influence in the Twittersphere exploded, but the phenomenon they started has also taken off. It will be interesting to see if it is a trend that gets incorporated into the social media culture or if it only remains in vogue briefly before disappearing into the bytes of the past.
But regardless of the longevity of this trend, it has proven one thing – public relations is no longer about one-way communications and controlling the message. In today’s interconnected world public relations also includes facilitating conversations and participating in the social web.
When I began following @BPGlobalPR the account had just over 50,000 followers. Today their follower list is 123,000 and still growing. It is a testament to how fast information, news, and trends can spread virally. This is also an example of how, with the internet and a little creativity, anyone can affect public perception of a brand or entity.
And now, a phenomenon has begun. Following the Israeli attacks on the flotilla on May 31st, 2010, two new spoof Twitter accounts appeared – @IsraelGlobalPR and @HamasGlobalPR. Then soon after @UNGlobalPR, @GSGlobalPR (Goldman Sachs), and @ShellGlobalPR started tweeting. Now, @IranGlobalPR, @FIFAGlobalPR, @USAGlobalPR, and others have joined the fray.
@BPGlobalPR posted their first tweet on May 19th, 2010. In just over two weeks, not only has their influence in the Twittersphere exploded, but the phenomenon they started has also taken off. It will be interesting to see if it is a trend that gets incorporated into the social media culture or if it only remains in vogue briefly before disappearing into the bytes of the past.
But regardless of the longevity of this trend, it has proven one thing – public relations is no longer about one-way communications and controlling the message. In today’s interconnected world public relations also includes facilitating conversations and participating in the social web.
Subscribe to:
Posts (Atom)