Having now had a closer look at the #LRNY tag, its clear that the thing hasn’t really worked. The reason is that Land Rover have failed to notice that a successful conversation has two mandatories – an ability to listen and an ability to speak. Land Rover is doing neither – and its paid tweeters are doing nothing more than say “wow- aren’t Land Rovers really nice, please look at this website”.
As a result the space is filled either with people like me talking only about the fact that the space exists, or, more latterly, people complaining about Land Rovers. I can’t even see a twitter identity for a Land Rover person to respond in any way to what people are saying on the tag although a chap called Keith Rhodes seems to performing some official function.
Its a shame really because having generated all the attention this could have been an interesting initiative. However, the exercise bears all the hallmarks of having been invented by a traditional media / advertising / digital agency who can see no further than simply trying to own a channel and place messages within it.
Lesson – don’t think Channel, think Content, Conversation, Community. That’s what social media is all about (and it is also what most traditional agencies are institutionally incapable of either understanding or delivering).
UPDATE: I have looked back at the twitter stream to see how it all started a couple of weeks ago. I few things struck me. First – the proforma statement
Hey car fans, my background is sponsored by Land Rover! Watch the video from the NY Auto show http://bit.ly/1KOx7s l
looks rather sad when you see them all lined up together – so obvious – shame LR couldn’t have encouraged them to say something in their own words. Second, it is clear than one of the paid-fors @powerwomenmag gets very upset that their background gets changed, but perhaps more disturbingly, the person who appears to be the key protagonist in all of this @keithrhodes states
2010 Land Rover first look video on YouTube. Video was created by a consumer who got into the reveal. http://bit.ly/1KOx7s
I looked at this and thought “in your dreams son”. The idea that a ‘consumer’ got into the press reveal and was the person responsible for posting this video smells very fishy to me – especially when you check out the YouTube profile of said ‘consumer’. A more plausible explanation to me was this was a piece of astroturfing.
Hmmm. It gets worse.
See also update re further analysis