Most people prepare for the Superbowl by making sure their reserves of chips, dip and beer are well stocked.  Certainly, our VP of Insights and Research at MWW Group, Doug O’Reilly, is doing just that.  But he also prepares by making sure he knows American’s interest in football vs. advertising before kickoff.  So on Friday, he took a survey of 400 18-34  year olds (because, hey, isn’t that all marketing programs focus on…even though I’m pretty sure us 40+ year olds have more money) and found some results sure to tick off your football fan purist friends.

Basically, there were three key findings (charts below):

• First, advertisements and the game itself are in a dead heat for the reason people watch the Superbowl with 71% saying they were interested in both the game and the commercials.   Of course, we wonder how many are true fans as 61% also saidthey were watching it so they can know what everyone is talking about the next day (hey, you don’t want to be a social leper in th 18-34 year old age range).
• Second, we were interested in what they were already talking about…were they at least talking more about football while they can still speculate as to the better team?  Apparently not.  It’s a virtual dead heat at while 32% were talking about the game more, 28% were talking about commercials more and 35% were talking about both equally.   So now not only are the commercials entertaining, they are as buzz worthy before the game than the game itself.
• Finally, while we can see articles about advertisements all over the news, we wondered what social networks were helping spread the word.  Not suprisingly, Facebook was the most popular but did not dominate.  YouTube, the source of all pre-released advertisements, was second.  In third was Google+, though some may have confused it with Google, followed by blogs and then Twitter (though the spread between the last three is not huge).

Maybe you don’t find these results shocking but think of it this way: If the trend continues, then in a few more years more Americans will rush to get the bathroom during the game so we can get back in time for the commercials (a question for next year’s survey).

To what degree to you have an interest in the following parts of the Superbowl? (Before or after – whether or not you watch it)

Do you tend to discuss the game or the commercials more with your friends?

We then asked where they might have read about one of several brands on different types of social media properties.  Sure, Facebook was the most popular but it did not dominate.   For all those Google+ skeptics, it came in third (though some may have simply been thinking of Google..still).

Last week, if you had asked me to name the top 10 most revered and valued brands on the planet, Susan G. Komen for the Cure would have been among them, if not near the top.

But this week? Not even close.

It’s unimaginable to me that an organization that had cultivated such goodwill among people from all walks of life could make such a colossal misstep in cutting funding to Planned Parenthood…and then restoring it just a few days later.

Seriously, what are they thinking?

And I’m not even talking about the politics here…we can debate whether it was a politically-motivated move or, as CEO Nancy Brinker asserts, a new policy aimed to maximize grant money. That’s not the issue.

The issue is public relations, or lack there of. How could a brand that seemed so bullet-proof could screw up so royally?

No one should have been shocked at the outcry on social media against this decision, least of all an organization like Komen whose success has been built largely on community-building and fundraising through social media. They knew the potential power of the social media machine, yet they seemed so ill-prepared for the backlash….which is exactly what they got…in spades.

In this day and age, nothing is hidden. Everything is out in the open – whether or not you pull back the curtain yourself. Transparency is key… and without it, you’re done.  And that’s even more so for cause organizations. If the public views you as more interested in your brand than the cause you champion – especially a cause as personal and emotional as cancer – they’re going to lose trust.

You can’t build that trust back overnight. Today’s reversal of the decision and subsequent statement is a good start, but frankly it may not be enough. That doesn’t mean it’s impossible for Komen to rebound as a brand, but it’s going to be a long climb back into my top-ten list and that of the scores of corporations who fund them and the millions of men and women who have previously supported them.

While some are anticipating, even cheering failure, I, for one, hope he makes it.  What JC Penney’s is doing under Ron Johnson’s leadership, may have huge implications on the department retail industry as a whole.

The biggest overhauls are yet to come, but the changes in pricing and promotions mark a dramatic shift in focus from product to customer. For example, with fewer one-off promotions (more than 500 in 2011 alone), and more predictable sales and price structures, JC Penney is making it easier for customers to get the best deals on their schedules – something we’ve come to expect in our Groupon world.

Essentially, J.C. Penney is attempting to make the department store relevant to the customer once again. The customer experience isn’t something retailers have had to think about in the past – it used to be the visit to the department store WAS the experience.

The department store still holds a treasured place in our consumer culture. There will always be something special about wandering the different sections, trying on and trying out new things, and walking out with the shirt or the product that fits best. It’s an experience that online shopping just can’t offer.

But times have changed. We have more options as consumers than ever before, and we’ve come to expect different things. In today’s digital age – where people are shopping while juggling multiple mobile devices – to matter more, department stores will have to combine the emotional experience of in-store shopping with the convenience and customization online retailers are able to offer.  That means more personalized stores, more options for social engagement, and competitive pricing.

Johnson appears to get it…he’s done it before leading Apple’s retail stores before coming to JC Penney in November 2011. (You can see his full resume here). Time will tell if the Apple store format can translate to the department store, but I think it’s worth the try.

Even if Johnson achieves overwhelming success, the reality is, online shopping is not going anywhere. Consumers will continue to look for the greatest value in both cost and time spent, no matter if it’s online or in-store…or both at the same time.

But the company’s $800 million bet that shoppers will take another look at the department store experience this year is worth the gamble. And if Johnson is right, the pay off could be huge.

Visit www.whitehouse.gov/SOTU for the most up-to-date schedule.

Thursday, January 26^th Office Hours Schedule

• 3:00 p.m. Native American Issues: Kimberly Teehee, Senior Policy Advisor for Native American Affairs
• 4:00 p.m. Small Business Owners: Christine Koronides, Senior Advisor for Economic Policy, National Economic Council
• 5:00 p.m. African Americans: Danielle Gray, Deputy Assistant to the President for Economic Policy
• 6:00 p.m. Asian American Pacific Islanders: Chris Lu, Assistant to the President and Cabinet Secretary

Friday, January 27^th Office Hours Schedule

• 9:00 a.m:. Disability Issues: Kareem Dale, Special Assistant to the President for Disability Policy
• 10:00 a.m.: Rural Issues: Doug McKalip, Senior Policy Advisor for Rural Affairs
• 11:00 a.m. Foreign Policy: Ben Rhodes, Deputy National Security Advisor for Strategic Communications and Speechwriting
• 12:00 p.m. Education: Roberto Rodriguez, Special Assistant to the President for Education Policy
• 1:00 p.m. Health: Jeanne Lambrew, Deputy Assistant to the President for Health Policy and Nick Papas, Assistant Press Secretary
• 2:00 p.m. Energy: Heather Zichal, Deputy Assistant to the President for Energy & Climate Change and Dan Utech, Deputy Director for Energy Policy
• 3:00 p.m. Consumer Protections: Brian Deese, Deputy Director National Economic Council
• 4:00 pm The Economy: Jason Furman, Principal Deputy Director National Economic Council
• 5:00 p.m. Job Opportunities: Portia Wu, Senior Policy Advisor for Mobility and Opportunity Policy
• 6:00 p.m. Urban Issues: Racquel Russell, Special Assistant to the President for Mobility and Opportunity

Monday, January 30^th

• President Obama participates in a Google+ Hangout from the White House. Ask your question now at http://youtube.com/whitehouse.

This was just one example of how Tuesday night’s speech was more than just a blueprint for our nation’s future – it was a blueprint for the future of our democracy.

I’ve made the point in previous posts, but it bears repeating: digital tools are revolutionizing not just how citizens engage with their democracy, but how decision-makers and government can engage with constituencies. It’s a two-way dialogue, and never has that been as prominent as it was before, during, and after the President’s address.

This isn’t the first time – the administration is highly active on Facebook and Twitter, and I was just down in Washington a couple of weeks ago to do a tweet-up with Jon Bon Jovi on the importance of summer jobs for youth. But Tuesday night, the White House took these efforts to the next level, offering an enhanced viewing of the State of the Union on Whitehouse.gov that included graphics and highlighted statistics. Next Monday, President Obama will take part in a Google+ hangout. You can see other opportunities for engagement here.

This is a blueprint for how government officials and politicians can more effectively engage their constituents in the digital age. But it’s also a pertinent example for how executives and speechmakers of all stripes can activate their audience and reach new ones. If you’re a CEO, think about how you could offer enhanced viewing to engage consumers, investors, employees – all stakeholders – around important announcements and milestones.

Speeches will never go out of style, but smart social media strategies can make your words matter more.

Seeing her interacting with constituents who survived that fateful day, you can’t help but be amazed at the incredible progress Gabby has made in the face of such enormous odds.

But it’s a bittersweet moment – yesterday, Rep. Giffords announced on YouTube that should we be stepping down from Congress this week to continue her recovery and do what she believes is in the best interest of the people of Arizona.

She thanked her constituents for the opportunity to serve as their voice in Congress, a voice which has been effectively silenced. The gunman didn’t end Gabby’s life as he intended, but he did end her voice in Congress, and with it the voice of the Arizonans – Americans – who elected her.

This is a tragedy of its own merits. Gabby had a bright future in Congress, and while she may return to public life eventually, but we’ll never know how her absence will change the course of this country.

With Gabby’s voice gone – at least for now – from the U.S. Capitol, we must use our voices as Americans to ensure that the level of discourse in politics is befitting of her bravery and grace, and that we finish the work that she began.

I was there with fellow member of the White House Council for Community Solutions, musician Jon Bon Jovi, to do a tweet-up about the importance of connecting young people with mentorship, teaching soft and hard skills, and providing employment this summer and beyond.

A summer job means hope, future, respect, and better lives for the nearly 7 million young people who, right now in the United States, don’t attend school or have a job.  Several of these young people were on hand at the event to share their stories, and what they said was exactly in line with what Jon Bon Jovi and I heard on our listening tour this past summer. Young people want jobs…they want opportunity. They are optimistic, they want to be seen as the hope for the future, not a burden to be dealt with.  But they don’t often know how to find the programs and help they need, or they have a past that gets in the way of their future.

Think back on your own summer jobs when you were young  – whether it was mowing lawns, caring for neighbor’s children, interning in local government, or flipping burgers – those jobs taught us discipline, work ethic, time management, budgeting – life skills that made us better employees and in some cases, eventually, employers.

But the recession has driven youth unemployment up to unprecedented levels. Only 25 percent of teens were employed this summer.  Where are young people learning these important skills?

The answer is, they aren’t. And it’s a dangerous trend for the future prosperity of our country. A “disconnected” youth will make about $400,000 less than their working, educated peers over a lifetime, along with other implications.

There are things we can do to put all young people on the right track. It might be difficult to think about summer jobs in the middle of winter, but those of us who run our own companies should be thinking about it now and planning ahead. If all the small and medium businesses provided just one internship or opportunity to one disadvantaged youth this summer we could change millions of lives.

Why wait? Provide one or two opportunities this winter. Something to think about…

To learn more visit www.dol.gov/summerjobs.

Kodak tried to innovate to survive, moving into inkjet printers and digital cameras, neither of which would prove too profitable. In fact, Kodak invented the first digital camera. But being the first does not always mean you’ll outlast. It’s a constant process of evolution. And it’s no longer enough to diversify your product line or rely on trust alone – Kodak had that in spades; a company must also build relevance, 24/7.

For example, MWW Group has worked with Nikon for more than a decade to help them matter more to younger audiences, some who may not have even developed film in their lives, and drive the conversation offline and online.  Nikon recognized long ago the need to build upon their trusted brand to create relevance in the marketplace.  These insights and changes have been an important factor in  the company’s recent successes.

Kodak is a cautionary tale, not just for the camera industry, but for all companies, companies like Google and Apple, who despite their current success, may one day face extinction. Kodak was in many ways the “Google of its day”… but inevitably, todays turn into tomorrows. Things change. And companies have to be ready and willing to change with them – not just add new products to the catalog. If you don’t matter…well, you go bankrupt.

Kodak can emerge from this moment a stronger, more relevant company, like GM and others before them.  But it’s a wakeup call for all companies who continue to cling to past business practices – the future belongs to those who are relevant to their core audiences…and to those who matter more than their competitors.

With the first Republican primaries in our rear view and most candidates and reporters on their way to New Hampshire, I’ve seen a lot of people asking, including even @cspan: Did Iowa matter?

And I would add another question to the mix: did it matter more? Not in terms of whether it will impact the eventual Republican nominee or if it mattered more than New Hampshire or South Carolina or any other state…but did it matter more than it did four years ago?

I think the answer depends on what you’re measuring… if you’re measuring who won or who lost, the jury is still out.

But if you’re measuring the impact it will have on the media environment, the answer is yes.

Four years ago, when I wanted the latest coverage of the primaries, I turned on cable news or browsed stories on CNN.com.

But yesterday, despite the saturation of reporting from the mainstream media, I went directly for Twitter for the most recent updates and on-the-ground reporting from folks, including BuzzFeed’s @ZekeJMiller who just started the job. What Twitter offers isn’t cable news’ carefully packaged narratives, but off-the-cuff observations and knee-jerk analysis that really gave you the sense of what it’s like to really be in Iowa, media circus and all. It makes fun of the cable news hysteria.  And in 140 characters, there’s little room for partisan subtext and subtly – you know where they stand.

Another reason Iowa mattered more is because it was really the first glimpse we have into how election results will be reported. There’s still a hesitation to call an election too early…can’t shake 2000…but with Twitter you can see exactly who has the results when and who has them first.  Twitter is driving the cable news cycle, not the other way around.

But what I think is most significant…why Iowa matters most…is because it shows how far mainstream media has slipped in terms of relevance with ordinary Americans. Rick Santorum got the least coverage of all the candidates vying for the Republican nomination, yet he effectively tied the front runner. Just goes to show you that the only ones who will really decide the elections in 2012 will be the American people.

I predict that in four years, most folks will be getting, or at least complementing, their news with a Twitter feed or whatever comes after Twitter.  With Ben Smith moving to BuzzFeed, more candidates buying advertisements on Twitter…this is where it’s heading.

And I think that on balance, it’s a great thing for America. While we tend to tune into only cable news shows and read the papers that fit into and reinforce our worldview, I follow a lot of people on Twitter with whom I frequently and feverishly disagree. A variety of opinions, dissenting viewpoints, information without filter? Now, that’s democracy.

While this past year will go down in MWW history as a year of extraordinary achievement and iconic client wins, 2011 will be also be remembered for our new rally cry, management focus and point of view, something we call “Matter More.” Matter More is all about making our clients relevant to their core stakeholders, to create an emotional bond between a brand and its consumers. In essence, it’s about making our clients “matter more” than their competitors. Relevance is at the heart of every strategy, every program, and every measurement MWW created for our clients in 2011 and with great success.

In 2012, in order to win the battle over their competition, brands and companies will have to do more than just matter – they will need to matter more. More than they mattered yesterday…more than the competition will matter tomorrow.

That Matter More philosophy is what sets MWW apart from the pack, and what will continue to drive our success for our clients in the New Year and beyond. And it’s reflected in the culture we build for our employees, where they can feel their work, aspirations, and talents truly matter more here at MWW.

What matters to our clients and employees matters to MWW. That’s why we strive to do more for our communities, our industry, and in some small way, our world. For example, this holiday season we are supporting the Ronald McDonald House, Center for Food Action, the Network for Teaching Entrepreneurship, and Share Our Strength’s No Kid Hungry campaign.

So with the New Year firmly in our sights, we wanted to thank everyone who has made this year such an extraordinary success. If you thought you saw great things from us in 2011, we have even more in store for 2012. Stay tuned…

And from the MWW Group family to yours…happy holidays!

Happy Holidays from MWW Group! from MWW Group on Vimeo.