by Stephanie Fasulo | Jun 12, 2013 | Branding, Interactive, Latest, Social Media
As most people have heard, former CIA technical assistant Edward Snowden became an overnight household name and acclaimed “whistle blower” when he decided to inform the public about a government database that collects our private information.
Any analyst at any time can target anyone,” Snowden said. “I, sitting at my desk, had the authority to wiretap anyone, from you or your accountant to a federal judge to even the president if I had a personal email.”
A million different thoughts ran through my mind. But mostly, I wasn’t surprised at all. The government has always been one step ahead, collecting our information for years to protect us.
But you can’t deny that social media helps government agencies collect our information much more efficiently as we give it right to them. But it’s not only government officials whom have our seemingly private information at their fingertips.
Private companies – big online businesses – Facebook, Twitter, and LinkedIn have our information because we are freely giving it to them. At any time these multi-million dollar companies know which cities we live in, what we’re interested in and who our friends and family are. Oh, and that picture of your meal you posted from the restaurant down the street? You just told them where you are.
Everything is uploaded to a giant server in a private company where we only assume the information is protected and our lives are private, as possible.
But as people working in a social media environment, making our money influencing each other on Facebook, Twitter, Instagram and LinkedIn – is it too late to turn back? Could you give up the social influence you’ve built on the Internet? The businesses we’ve built, the reputations and our clients? Would we be okay giving up social media if it ever inflicted on our overall privacy and wellbeing?
A part of me thinks it may be too late. Too late to step back and unplug social media from our lives even though we know it brings a sense of danger to our personal security. There are start-up companies every day, building and being inquired, all promising to bring social media to corporate environments. As ethical as these practices may be, we have to at least be aware of the possibility of every company dipping into social media our private information is being spread further and further away from us.
CNN reported some social media reactions to the CIA whistleblower: http://www.cnn.com/2013/06/07/tech/social-media/snooping-web-reaction/index.html
@mattdizwhitlock #NSACalledtoTellMe that after 4 trial memberships on eHarmony I probably should just give up.
@IIzThatIIz #NSACalledtoTellMe What Happens in Vegas, stays in our Utah data center.
@andishehnouraee The most important question: How will my presence on #PRISIM affect my @klout score?
It’s a scary thought to think that it may be too late to turn back from the social media presence we all work towards daily. If we monitor what information we put online, maybe you can better protect yourself but it’s always best to stay informed. So, what do you think?
by Stephanie Fasulo | Jun 5, 2013 | Advertising, Branding, Latest, Social Media
A crabby situation!
Mr. Clean seemed to have had a long day a couple of weeks ago being attacked by giant crabs. He literally had a crabby situation on his hands! I wonder which line of cleaning products he used to clean up that mess. I can imagine giant crabs leaving quite a disaster, more so for the social media manager! However appalling this jaw-dropping hacker scenario may be, it’s sadly something every company should be aware of when jumping into managing online brands.
Most marketing communications departments have a process for internal or external crisis – but how many people ever face the actuality their Twitter or Facebook account might get hacked!? Why wouldn’t you think that? It’s the internet and that’s what the “bad guys” use the internet for causing havoc and unleashing giant, man eating crabs!
There is obviously a bad side to being hacked, other than facing the humiliation of very bad advertising on a global scale, your account loses the quality and authenticity you’ve been working so hard to attain. You’ll probably lose followers or your followers will help share the hacker’s message by telling all their friends about it. I found out about Mr. Clean because my friend Tay posted that picture above on her Facebook page commenting “hackers at it again”. She was blasé about the whole thing because she’s in public relations and understands social media challenges. But the majority of followers won’t be!
So how can we, professional communications people, protect ourselves against being hacked and keeping our online brand reputations in tact?
Variety is best
It’s always best to have a very difficult password to protect the Facebook and/or Twitter account. In many cases have a log of passwords safely stored and try and make them, where possible, different for each account.
Don’t pass around passwords
If you’re managing client accounts, don’t give them the passwords. They may want it to check in on what you’re doing, but it’s best if one person has access and can maintain relationships with true followers and keep an eye on internal hackers sending inmail, or posting spam. Someone without regular knowledge about an account may open messages flagged as spam and they wouldn’t even know it!
Open an email or not
In most cases hackers access through the webpage hosting sites, but for more secured accounts such as Facebook or Twitter, internal messages sent as spam can be the link a hacker needs to break into your account. Be watchful and cautious.
When Mr. Clean was hacked imaginably it was embarrassing, however, Mr. Clean’ social media manager chose to leave the hacker’s content and make a joke about it.
Burger King was probably the most memorable hacker attack as tweets explained they had been sold to McDonalds and even changed the profile image to the McDonald’s logo! But in a strange turn of events the community of Twitter thought it was the funniest thing and the story went viral. Once back on track, Burger King shouted out to its new followers and all was well in the world again.
Hacker situations are very real and very personal. As a social media manager I couldn’t imagine being hacked but I will prepare for it. Even though some people may take it lightly, I highly doubt clients or businesses will. I think the best way to deal with a hacker is to acknowledge it and go on with the show. And for the mean time, I’ll be keeping my eyes peeled for those mean, giant crabs!
by Miriam Hara | Jun 4, 2013 | Advertising, Branding, Creative, Latest
What makes for bad advertising? The answer is simple.. and often it’s not in the brief, because there wasn’t one! Ultimately what consumers see as the result is often the cumulation of poor direction, bad decisions and no creative brief outlining the brand’s basic position, the reason to believe and competitive landscape.
Way too often I find print ads selling their features and not educating and concentrating on benefits; or billboards featuring paragraphs rather than clever succinct statements and visuals inspiring curiosity…. and my all time favourite, TV ads way too concerned on providing entertainment value at the expense of the brand and benefit. When ever I see any of these, I always wonder what the brief looked like to begin with.
Before going any further, let me acknowledge that I can hear it from here…. the outcry… “but it’s what the client wants!” Well, that may be true, but as Creative Professionals, I believe it is our role to accommodate our clients’ wishes but also to advise them in making the best marketing decisions possible to avoid some of the symptoms of bad advertising. If a brief isn’t provided, then provide one…before you start on creative. Only then can you direct any creative discussion rationally.
Let’s face it, bad advertising only results in unsuccessful marketing and very poor ROI. It has been my experience, when presenting to clients, that once you explain the reasons why you shouldn’t do something and yes, even invest in showing them what is being compromised, clients really do get it.
Throughout my career I have often been asked by marketing professionals what I think of an ad (no matter what channel) that they or their organization just created. My answer is always the same,“what was the brief?”. Creative must come from the brief. The brief must be accurate, clear and pertinent… If a brief was not written, the ad assessment will be dependent on a number of criteria, many of them subjective…and a moving target. When I see ads that actually get to the marketplace without a clear single focused message…. I really wonder who did it…and what happened….and why.
Advertising isn’t about pretty pictures and for it to work there are certain protocols that need to be followed. At times it can be challenging, I get that…. but isn’t that very challenge the reason we as Creative Professionals are in this particular industry… Am I right?
As Creative Professionals we are often faced and given mountains of information to decipher and create a single succinct statement that speaks to the end benefit, the reason to believe, the unique selling proposition. As designers, we are given too many visual elements AND the logo (if there is only one!), along with too much information…all to be incorporated in a layout that has to have a visual flow directing the consumer’s eyes to make sure that the main message is delivered. The challenge remains the same in each one of these instances…a single focused message.
Great creative needs a very clear message. Bad ads don’t have one… they have a few… all shouting for attention. Great ads are those that increase brand and service awareness, increase the knowledge of the brand or service benefits and inspire confidence as well. They inspire confidence because they are presented professionally and well. When a client wants to throw in the kitchen sink into the ad…. as creative professionals you do have 2 options. 1) Give in without a fight and create mediocre advertising, or 2) go the extra mile, show them the ad with the kitchen sink… and show them the single focused ad . More often than not, they will side with the value…the single
I invite you to talk to me…. Share with me your stories… the brilliant, the bad, the ugly and the win! I’d love to hear about them.
by Miriam Hara | May 29, 2013 | Branding, Latest, Social Media
It’s nice to see so many brands that were once fearful of plunging into social media finally dive in, at least on Facebook. Many brands and businesses have a Facebook page understanding that it is no longer an option to not have one. It is a “media” channel… and a way to build awareness, educate consumers and engage consumers through their buying journey.
Now that brands and business have a Facebook Page, how do they leverage it… and more importantly, how do they build a community… a strong one that will enable them to reap the benefits of this exciting social media marketing channel.
So how do you write relevant posts to build your brand community? Here are 4 rules you must adhere to.
1) Develop your brand’s voice. In the past the brand image was visual and often static. With the exception of those brands that could afford TV and radio, brand persona and character largely dealt with the visual. With Social Media, and especially with Facebook, brands have to have a dimensional brand voice so it is key to determine it before you start. Is your brand voice serious? Will it take on the one of a mentor or educator? Will your brand be personable, fun and/or dynamic? Whatever your brand’s voice style is, it’s very important to keep the tone of your voice consistent.
2) It’s not about selling. Every post doesn’t have to be about your business or brand…. actually, this may come as a surprise, but every post can’t be about your brand or business! It’s about the community your brand belongs to or rather, if created properly, owns. Understanding how your community feels, what they want to hear about is important. Let’s face it, brands and businesses have a Facebook Page because they need to be there… be seen and be part of their audience’s world. Make sure you take advantage of it in the right way!
3) Be engaging. That means that it’s not good enough to push out posts onto your Facebook Page. It’s about going to other Brand Pages or relevant pages and engaging with them. It’s about being responsive to your community and adding to their engagement. So if you have a wine store, or a winery, it would be good to like pages of boards such as chicken or beef…or other recipe sites. Maybe even “like” magazine Facebook Pages that in the past you have advertised in or plan to advertise in.
4) Be exciting. Launch a Facebook contest or better yet, if feasible, provide a determined number of free samples of your products or promote a sale that’s going on in your store. Yes, understandably, everyone loves free stuff and a contest…and more so on Facebook. However, think of it as a trial run that has 2 great benefits: 1) you can develop a very strong and current database that you then use to target on further specialty programs and promotions, and 2) This is a great way to get people to like your page! Through the duration of the contest or until they get their free sample, they get to see what your brand posts are all about. , By doing that you are showing them why they should continue to stay in your community. The only reason for them to do that is that they really really like your brand!
Once you develop a sound solid community then you can advertise on Facebook, to further build your brand’s community and build traction and excitement for your contests and your community. It would be wonderful to hear about some of your Facebook Page successes. Please share them here!
by Lisa Wedmann | May 28, 2013 | Advertising, Branding, Business Success, Interactive, Latest, Social Media
Most of us are familiar with Morse Code, that mystifying alphabet where letters are represented by a combination of long and short signals mostly called dashes and dots.
Typically we’ve seen Morse Code used in movies where the distress signal S.O.S, three dots, three dashes, three dots is sent and a rescue is made.
What made Morse Code so popular in movies is that it could easily be sent in a short time and get an immediate response. The tool was adaptable. You could use a hammer on a pipe or a flashlight. Whatever worked.
Poignantly when Morse Code was retired in the nineties, the French Navy’s final message was “Calling all. This is our last cry before our eternal silence.”
Obviously they hadn’t heard about Twitter where silence has been replaced by a deafening roar.
And talk about immediate response.
In 140 characters or less, Twitter provides a quick and easy way to get your message out to clients and potential clients.
OK I’m sold. What are you waiting for? Let’s get tweeting right?
Not so fast, before you do anything else you must develop a TwitterMarketing Strategy and Plan.
Begin with your marketing objective and build a Twitter strategy around that objective. What do you hope to accomplish with your Twitter Campaign. This is the most difficult to establish since your objective will set the tone and your approach to tweeting.
On the plus side having a strategy makes it easy to manage your account since you do not have to second guess yourself when sending out a message. This also makes it easier for multiple people to manage an account while keeping it consistent with company goals and branding.
In creating your Twitter Strategy and Campaign consider:
How will your landing page look? Will it include photos?
What is the name of your Twitter account? Will it reflect your business name and brand in a way that makes it easy to remember? This may seem obvious but is it easy to spell?
How will you get followers?
What are the keywords associated with your account? This is an important element since these keywords will attract the right followers.
What type of tweeters will you follow? Will you follow only those who work in your industry or will you include others?
How often will your post?
What type of information will you post? Will you post about specials or sales, news events or other comments about your industry?
Will you be provocative to stimulate feedback?
Will you block irrelevant or spam accounts?
What is your policy on “Favourites”? This is strategically important since each time you favourite someone’s content they are notified and your name is in front of them.
What are the rules for abbreviations? Will you develop a lexicon of common terminology and abbreviations for your business that you will use consistently to promote your brand?
Will you retweet and if so what type of information will you share?
These are just a few examples of what to include in your Twitter Marketing Strategy.
This is your first step in a quick and easy way to get your message out and you won’t even need a flashlight.
by Miriam Hara | May 22, 2013 | Branding, Business Success, Latest
Ever wonder how Google came up with its name? Did they think the name Google would become synonymous with information sourcing, referencing, mapping and everything in between? Is there some sort of history behind the name, or was it just a random choice?
Many business start-ups make much ado about what they should name their business… and so they should. Like everything else in business, you need to go through a process:
1) Define your business. What is it? What makes it unique?
2) Define your 3 to 5 year business objective. If you’re a consultant, it could be that using your own name is a good start…but what about after you start? If you want to eventually provide more than one to one consulting, maybe your name just won’t cut it.
3) Who is your target group? What’s their demographics…and don’t forget their psychographics.
4) Research the competition and see what names are out there in the same industry and geographical area. (Just Google it!)
5) Brainstorm and come up with a list of 10 names.
6) Take these 10 names and verify to see if the URL is taken, and if so by whom.
7) Verify if the name is trademarked within your industry and within your geographical area.
8) Get objective feedback for your top 4 names. Research for start-ups has become more affordable for business start-ups with software such as Survey Monkey and panel online advertising.
There’s much ado about the naming of businesses. I am of the opinion that the name is important, but what you do with that name is even more so. How are you launching? What media channels are you using? What’s your brand character, brand voice and how is that represented in your communications. Being first to market and being very visible when you are first to market is definitely the best approach to reap the benefits of longevity and recognition. Just to name a few: Kleenex, Coke…. and of course Google!
And just to close the opening thought of this post, I actually googled how Google got its name. Like all things in Google-like, I had many sources to choose from. The first link I clicked on was http://www.question.com/how-did-google-get-its-name-10903.html. Interestingly, I learnt that the definition of Google is quite appropriate for Google. The name Google is based on the mathematical term “googol”, coined in 1938 to equal 10100, a number larger than any practical counting operation would require.
From a wiki.answers.com, I also got more of an anecdotal story: In September, 1997, so the story goes, some Stanford grad students were helping Larry Page choose a name for his search engine. “Googolplex,” said Sean Anderson. (They’d already sensed how big this could become.) “Googol,” Page replied. Anderson, checking to see if the name was taken, typed g-o-o-g-l-e into his browser and made the most famous spelling mistake since p-o-t-a-t-o-e. Page registered the name within hours, and today, Google isn’t a typo, it’s a verb, one with a market cap of about $160 billion.
Fact or fiction, it doesn’t really matter…what matters is that Google provided an innovative product that revolutionized how information was being delivered to the masses… I doubt the notoriety or the business outcome would of been different if their name was Googol.
