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I picked up a tweet from Jean-Philippe (JP) Maheu, CEO of Publicis Modem, about a great execution by Nike on a Facebook video.  I have a lot of respect for JP, having followed his career and hearing him speak several times, most recently at the last Kellogg School of Management Marketing Conference.

So, I naturally hit his link to the video to see how good this execution was.  I was instantly Shocked, however, to discover that the only way I could view this video was to FIRST click “LIKE” on the FB Fan Page.  Let me make this perfectly clear.

Nike made me commit to Liking their video BEFORE they let me see it.

Nike requiring users to click LIKE before they could view their video

Nike requiring users to click LIKE before they could view their video

So… I clicked “Like” and then was permitted to watch the video.  To Nike’s credit - it was a beautiful execution.  Once of the best I have ever seen.  A lot of time, thought and money went into creating this stellar “mini movie” and it is well worth the watch.  That being said, I would have certainly appreciated the option of clicking “Like” after I had a chance to view the movie.

What makes this even worse is the way Facebook auto-broadcasts your feelings to the world.  So my forced “Liking” of the Nike video was broadcast to all my friends.  Of course the folks at Nike knew this would happen - that’s why they did it.  They’re not stupid.  Maybe a little shady, but not stupid.

Message broadcast after Nike's trick

This is a classic example of a big company smoking the social  media bong and getting high on the power of the medium.  They then go out and break the rules like a bunch of underage kids taking their dad’s car out for a spin, hoping they don’t get busted by the cops.

Nike, consider yourselves Busted.

UPDATE: MAY 24, 2010

When I originally wrote this blog, I was under the impression that the “Like” was related specifically to the video…much because the video instructs you to click on “Like” in order to watch it.  The Like button actually is a standard Page feature found commonly around Facebook.

How does this change my outlook?  Well, it does change it a bit.  Had I realized this, I could have surfed around the Nike page a bit, determined if I Liked the page and then decided if I liked it enough to click on Like and see their video.  So, instead of Nike cheating, I would say they are actually being foolish.  They are actually deterring people from watching the video that they spent thousands to produce, as Wassan commented below - she would have just skipped the video and not clicked “Like”. It reminds me a little of the blog post I wrote about a company who wanted me to fill out a huge form in order to watch their commercial.

There is another piece, however, that is more shady.  Nike is not very forthcoming about what clicking “Like” does.  According to Paul Adams who commented on this blog, my clicking on Like now gives Nike the ability to push stuff through my News Feed.  Not sure if this is Nike being shady or Facebook privacy / security being poor… or both.

So…. I change my original position.  Nike is not Cheating, but they’re on the line.

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I’m a FourSquare user.  Either you are thrilled about that, you have no idea what I’m talking about or you hate me because you use Gowalla.  Whatever your opinion of FourSquare or location based applications, I have three distinct examples of how FourSquare has impacted my life.

1. I’m a celebrity?

Some days I work from a Coffee shop in uptown Westerville (Ohio), called Java Central.  It’s quiet, comfortable, has free WiFi, great coffee and an attentive staff.  Besides, for some reason ever since college, I’ve been able to concentrate really well in coffee shops.  In fact, until yesterday, I was the “Mayor” of Java Central.  I just got publically ousted from this position by @ajlattimore!

Anyway, about a month ago, I “checked in” to Java Central on FourSquare and went about my business, face in my computer, headphones in.  About 2 minutes later a young woman I had never met before walks up to me and says “Aren’t you Tom Williams?”  Quite surprised…and feeling a bit like a celebrity, I said yes I am.  It turns out that it was Hannah DeMilta, a graduating senior from Otterbein college who had been following me on twitter.  She had seen me “check in” on FourSquare which I normally have replicate through to my twitter account.  We had a brief conversation about how cool FourSquare was and then resumed our separate lives.  A few days later, I checked in at Java Central again.  Hannah saw it and invited me via twitter to come to a mixer (students and agencies) down the street.  I gladly accepted.  Not only did I have a wonderful time meeting some very high quality students and prospective employees but I made two business connections that may turn into sales.

2. The future is now

I had a meeting with Ryan Squire at OSU Medical Center a few months ago.  Ryan instructed me to call his cell when I arrived at the building so that he could come down and get me since the building is secured.  I pulled into my parking space and checked into the building on FourSquare.  After buying my meter ticket and placing it on my windshield I began walking towards the building.  I did NOT take out my iPhone.  I did NOT call Ryan.  I knew he would be waiting for me because he would see that I checked in on FourSquare and come down automatically.  He did.  The entire process happened so quickly and so smoothly it startled me.  Ambient Awareness folks.  It’s real.

3. O’Hare Airport

Recently I flew into Chicago’s O’Hare airport from London.  Of course, I checked into O’Hare on FourSquare!  I had a 5 hour layover so I found a small desk with a plug and got to work.  About 90 minutes before my connecting flight was to leave for Columbus I saw on my iPhone that my friend and colleague, Mike Whaling, from 30Lines had just checked into my Terminal from California.  I didn’t have Mike’s phone number so I just navigated his profile on FourSquare and called him directly through the application.  When he answered, he already knew I was there because he checked out who had checked in on FourSquare and saw me.  We quickly realized that we were on the same Columbus-bound flight, met up at the gate and had an enjoyable conversation.  The outcome of that conversation was some possible business that Mike may be able to throw my way.

I know that some people are afraid to give away their physical location on FourSquare, Gowalla or Twitter.  But for me… the risk is well worth the reward.

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LinkedIn Recommendations - Valuable or Waste of Time

January 20, 2010

My LinkedIn profile is only 85% complete and sadly, it’s going to stay that way for as long as I can foresee.  Why?  Because I don’t have any recommendations on LinkedIn.
Now before you start feeling sorry for me - like I’m some kind of friendless Schmuck who no ones likes, realize that this is largely [...]

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Companies that Blog increase Web Traffic, Inbound Links and Indexed Pages

August 25, 2009

Last week, HubSpot published an interesting piece of research on small companies who blog compared to those who do not.  Their findings support what we have seen with our InnoBlogs clients: Blogging makes your business Rock!  HubSpot looked at data from over 1,500 clients and found that the average company who blogs has 55% more [...]

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Will Tweedeck save Twitter from Facebook?

April 9, 2009

I downloaded the new version of TweetDeck today and something immediately caught my eye…

Notice anything?  Like…..that little Facebook checkbox?
You’ve probably noticed that Facebook recently changed it’s main page to look just like a tweet stream.  This was their response to the massive following twitter is receiving.  Many people immediately declared the Death of Twitter! …But [...]

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KASCAC Presentation - SM for Recruiting

March 23, 2009

I had the honor of hanging out in Kentucky for a brief time last week and speaking to a group of admissions professionals at the KASCAC conference.   My presentation covered the 3 pillars of implementing social media for recruiting:
Start with Strategy and be sure you begin “at the end” with your goals in mind.   [...]

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MyCollegeBlogger in the Press

February 10, 2009

One of my favorite higher ed. bloggers is Karine Joly. I have been reading Karine’s blog “CollegeWebEditor.com” for several years now and it’s always thought provoking and on-point with the latest in Higher Education.
I had the pleasure of spending some time with Karine at the AMA Symposium on Higher Education in Chicago this past November.  [...]

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eTech Social Media “Unconference”

February 3, 2009

Unless you have had the privilege in participating in one of these, you may be asking yourself, “What the heck is an UNconference??”
An unconference is where you get a bunch of people together who want to learn something and then scrap the panel and kick the speakers out the door.   Let’s face it, lectures are [...]

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Social Media Experiment: #NACAC08

October 21, 2008

Did you stop by the InnoGage booth at NACAC this year? NO??? That’s funny…me neither.

The InnoGage team decided to get a little nuts at NACAC this year. Instead of putting up a booth and waiting for people to walk by, we decided to be the eyes and ears of hundreds of people both at [...]

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Starting a Social Media Campaign

October 6, 2008

NACAC 2008 was a very interesting experience for me.  I have been in web marketing and social media for years now, and it still amazes me how little attention is given to the subject.  As more high school students - who have grown up with social media as part of their lives - graduate, many [...]

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