Superman as the “The Red-Blue-Blur” Helps to Explain Social Media

The Daily Social Media Marketing Campaign News
By Howard Oliver, CEO, What If What Next

The Red-Blue-Blur is what Clark is before he becomes Superman. In the comics, Clark ran away and travelled around the world, learning about its many cultures, languages, and customs. Clark would secretly save people when he could, although he never had a costume or a superhero identity.

I spend a lot of time reading content about social media and Web 2.0 PR. I also speak to many senior marketing managers who do the same. As Top 10 List after Top 10 List whiz by you get the sense that you're just watching “The Red-Blue-Blur” and waiting for Superman to appear.

Where oh where are the case histories, strategies and tactics that really show how social media campaigns can creatively and cost-effectively solve complex marketing challenges? Can social media help relaunch brands? Can they be used to outflank competition? How can sales people be supported the field with social media campaigns that accelerate sales cycles and help to sell complex prodcuts? Should industry associations take the lead and establish niche social media sites associated with trade shows and conventions?

There are many interesting questions to pursue. Our whole sector needs clarity, needs super people with super ideas. Up, up and away!


About Howard Oliver
The founder and CEO of What If What Next, Howard Oliver ( for more than 20 years has been an entrepreneur, writer, thought leader, PR Guru, business development strategist, technology evangelist, manager and consultant for numerous service, industrial and high technology companies. Howard provides leadership in the application of Agile and Lean project management methodologies for technology enabled social media marketing and PR campaigns that deliver revenue, customer and alliance engagement, and media buzz. Clients in technology and other industries recognize him as a driven, highly creative and disciplined thinker. He also created the WebVoyaging® brand, a market engagement methodology that optimizes the deployment of cloud based, best-in-class marketing automation solutions. The WebVoyaging® process is inspired by the great visionaries who conceived of and built history’s great sailing vessels, which helped establish trade routes and created huge wealth. An accomplished business educator, Howard has recently created the WebVoyaging® Master Class, a training program for organizations interested in implementing Lean marketing automation solutions. Howard holds an MBA from Wilfrid Laurier University, and a Bachelor of Commerce degree from McGill University. Howard is an avid sailor and collector of books.

2 Responses to Superman as the “The Red-Blue-Blur” Helps to Explain Social Media

  1. It seems to me everything about social media is a blur. My favourite example of bad social marketing is one that some “Social Media Experts” claim as one of the largest successes.

    Much was made of Cadbury’s successful viral campaign from last year; Eyebrow Dance, which spent nearly 30 weeks on the top on-line viral charts. It was so “successful” that it was adapted for full TV rotation, which I I say was overkill. I was a long-term Cadbury Dairy Milk customer, buying 2 to 3 bars a week to satisfy my chocolate cravings since the original introduction of the “thick” bar format decades ago. But I simply can’t stomach them anymore and it’s all down to my personal distaste for the ad which is now linked to Cadbury’s in my mind, perhaps forever.

    The campaign may be a successful viral piece: There is a sense of whimsy,and the spot doesn’t take itself too seriously. It provides an escape, and features the classic “how did they do that?” and “Is it real?” response that many successful viral videos seem to employ. And, there is a deep musical connection which definitely has a positive association. For the music maybe, but for chocolate? At least there was a connection between Evian’s earlier viral Rollerbabies spots and water as a healthy drink. But eyebrows and chocolate – Enough already! Cadbury’s Eyebrow Dance may well have been a viral success, because it made me sick

    BTW, I now highly recommend Green & Black’s Organic Chocolate bars…a bit expensive, but worth every penny. And no gormless kids with epileptic eyebrows. Ironically they are owned by Cadbury’s now…

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s