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The Discreet Brilliance of Chipotle Junk by Dan Weingrod

Chipotle’s new junk campaign is simply brilliant and almost too simple
 

A couple of days ago I saw an article on Mashable about a great new campaign by Chipotle that blew me away with its simplicity and elegance. The idea is simple: Forward your spam e-mail, (or frankly any e-mail), to mailto:nojunk@chipotlejunk.comnojunk@chipotlejunk.com and when the SPAM tally reaches 100,000 e-mails Chipotle will give away $10,000 to a The Lunch Box, an organization that supports healthy school lunches. This is such clever idea in so many ways I wish that I could steal it. At the same time it hits on so many great basics of social media that I’d love to be able to improve it. At the core of the idea is its utter simplicity and ease. Pick out a piece of spam, forward it and you're done. In return you receive an e-mail from Chipotlejunk thanking you and delicately inquiring if you would like to join their e-mail list. So why am I gushing about this? First of all I'm a huge fan of elegant executions: Take something you hate and quickly turn it into a feel-good moment for you and some kids, what can be better than that? Second, the frictionless level of interaction: Yes, a mere click would be easier, but dipping into the junk folder, clicking forward, adding an address and clicking send is pretty much second nature to us. Third, the smart connection built between “junk” e-mail and a fast food Brand that associates itself with quality organic ingredients. This creates a quick positive hit for Chipotle by associating its brand with positive nutrition, while moving it away from an association with “junk food”. Interestingly enough, Chipotle does not seem to be advertising this campaign in paid media, but it appears to have gained traction rapidly. As of today they have raised the "junk" ante ante from 100,000 pieces of spam to 500,000, but have also raised the reward to $50,000.

So how would I tinker with this apparent success? A day before I heard about ChipotleJunk I gave a talk about the elements of social media campaigns. As part of the discussion I used a slide borrowed from an excellent slideshare presentation by Alan Wolk “Your Brand Is Not My Friend”. I used the slide below to highlight what Wolk pointed to as some of the key components of Social Media campaigns. In my case, I added one additional component: Interaction – giving the end user the ability to share and collaborate.

Chipotlejunk cleverly provides entertainment and incentive, but while its interaction is in some ways its most successful point, a little more would not have hurt. For example, why not add a tag cloud on the microsite www.chipotlejunk.com. It would be wonderfully entertaining to get a cloud sampling of what junk we are all getting and contributing. We could find out if male anatomy words would ‘outstrip” female anatomy words, if Viagra beats Cialis or, if marketers are prime contributors, maybe “social media tips” would top the cloud. Another thought would be to create some level of personalization. Beyond letting the end user know that they had contributed give them an opportunity to return, engage and maybe even build competition around the contributions. This could take the form of a request in the thank you e-mail to add a username and avatar to a gallery or list which could tally the total contributions.

These ideas would be fun to execute, but would be icing on the cake of a clever, well executed Social Media campaign that shows us that sometimes success is all about simplicity.

Is email going away with the next generation? by Dan Weingrod

Facebook says that email is probably going away. That might be a good thing for Facebook, but is it a good thing for the rest of us?

Facebook’s COO Sheryl Sandberg recently announced at the Nielsen Consumer 360 conference that “email is probably going away”. Her claim was based on a recent Pew Internet study that she said showed only 11% of teens e-mailing every day.  Now 11% is a stunningly low number compared to the near universal use of e-mail among us older folk. It also indicates that the next generation is communicating more via social media, something that Facebook is more than happy to crow about. However a closer review of the data indicates that this is not as straightforward as it seems. It turns out that the study actually reported that 11% of teens used email to communicate with friends daily. This is an important distinction since another Pew report shows that68% of teens use e-mail at least occasionally.  But the question still remains, will a generation used to communicating via text and social platforms spurn the business communications tool of choice? The current assumption is that when teens grow up, get jobs, clean up their Facebook profile and re-record their mobile voicemail that they’ll be forced to also “grow up” and use e-mail more frequently.

I’m not so sure about that anymore. In 2008 a New York Times article profiled an IBM employee in the Canary Islands  who used blogging to replace e-mail to communicate with fellow knowledge workers. Of course it helped that he was a ‘social computing evangelist”, but he found that it kept him just as connected and helped his productivity. Yammer, a workplace communications tool that emulates twitter in a workgroup setting, has made a good deal of progress as a corporate communications tool. Google Wave, while not the product many had hoped for, still showed the length innovators are willing to go to move away from e-mail.

These tools have been created for the present generation as a response to the issues brought about by e-mail, especially the dreaded “reply all”. Email is just not good at collaborative conversation. Think about the decisions you make in replying to a threaded group email discussion. “Should I reply to her e-mail or his or to the most recent one?”, “Should I reply to the entire group or just individuals?”  These types of questions slow productivity and collaboration.  For the next generation the idea of open, group collaborative discussion as displayed in Facebook is already working in maintaining social relationships. It seems to me that it will be a small step for them to adapt these platforms to the formality and accountability of the workplace. When this happens it may not be on the Facebook platform, but it will bring about the rise of more social based communication and collaboration which could be more effective and productive than the daily toll that e-mail brings to us.

What do you think?

UPDATE:  Just saw via a tweet that Salesforce.com has created a new feature called "chatter". It's described as: "a brand-new way to collaborate with people at work. Where the status of important projects and deals are automatically pushed to you — so you're always in the loop". Sounds like the next generation is already here.