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 Stephanie Fasulo | May 3, 2013 | Advertising, Branding, Business Success, Creative, Interactive, Latest, Social Media
So you have an idea for a social media campaign, and you’re thinking of all the millions of people you’re going to attract using Twitter, a blog or Facebook – it’s so exciting! But hold on one second, you have to ask yourself the easy questions first to be guarantee long-term success. Product vs. store branding online have obvious similarities but need to be managed differently.
Product branding online and store branding online are similar because both need to reach a specific audience, tailored especially to the individual needs and wants of the company and/or client. A product can have a fan base and followers who will support a social media presence just the same as a store ( i.e. grocery stores, furniture stores, hair salons, or retail outlets ). Product and Store branding have the same goals when trying to target specific audiences.
Content
The content for products and stores, obviously tailored to the social media strategy, can fall under similar categories and actually intertwine between lifestyle, health and beauty, healthy eating, environmental facts or fashion tips.
Ex. Ikea Canada Stores vs. Organic Make-Up Brushes.
Environmental ideas (gardening DIY idea above) on Ikea Canada’s Facebook page and the organic makeup brush products both can share similar content because they are targeting people who support the ideas, beliefs and culture of the brand they’re promoting online. With this said, both products and stores need to keep a pulse and a keen eye for the market, what’s current and trending. Both will pull in great results with these similar online branding strategies.
Products go out; customers come in.
But there are some differences between product and store branding and they’re worth remembering. The first, and most important, is a store online presence should come from the location itself. The store is a place where clients can see what’s going on, learn about in-store promotions and, with luck, be enticed enough to visit through social media efforts.
Products can be sent out, given to customers through a blog. This way online visitors can get what you’re selling right in their hands. However, with store branding you need followers and supporters to come in and see your store, see the products on your shelves and experience the service you provide. That should be taken into consideration when branding online for the greatest success. Do it right and reap the rewards!
by Lisa Wedmann | Apr 3, 2013 | Branding, Business Success, Latest
Networking: Where Business Meets Social
Networking should be an important part of your Marketing mix. It provides a great opportunity for relationship building, brand awareness and lead generation. Networking in itself can be a full-time job if you let it. Time is a scarce commodity these days. People are so busy these days that they are looking for ways to combine their business with socializing, and looking to attend networking events that will help them achieve their business goals while building effective relationships at the same time. So how do you choose which events to go to? It is important to attend the events that will provide you with the best value for your time. Effective networking demands that you know who you are and what you want before you can effectively communicate and establish a mutually rewarding, sustainable relationship with someone.
I am constantly amazed by some people that lack common sense, so here are some tips (in no particular order) that will help you with successful networking.
Be Minty Fresh
Have you ever talked to someone after they’ve had a tuna fish sandwich and raw onions? It’s not pleasant! Brush your teeth. Suck on a mint. Chew gum. Just don’t be that stinky breath dude.
Listen
When you’re in a networking situation it is not all about you. Focus your attention on the speaker and concentrate on what is being said.
Don’t Sell
You know how it drives you crazy when you walk into a store and the clerk immediately jumps on you and tries to sell you on something when you don’t even know what you’re looking for yet? Don’t be like that crazy clerk and start pitching right off the bat.
Ask Questions
Find common ground and see how you can be of value to the person you are talking to. Ask people what they do, who they know, where they’ve been, how can you help them. They may not be in the market for your particular product or service at this time but you may be able to connect them with someone that can help them with what they are looking for and vice versa.
Mingle
It is great catching up with old friends and acquaintances; but if you really want to maximize your result see out someone that you have never met before and introduce yourself.
Be Yourself
People like to do business with people that they like, so be genuine.
Be Prepared
Make sure you have enough business cards for everyone in the room. There is nothing worse than making a great connection and not having a single business card left to give them.
Take Notes
Jot a note on the back of the business card about your conversation. This will make the follow up process much easier!
Follow Up
Send a follow up email, or pick up the phone and call, within 48 hours of meeting. Remind them of where you met, what you discussed and set up a time to have a more in depth conversation of you can be of assistance to them. So many people forget this step. Don’t be that guy!
Connect
Follow them on Twitter and/or Facebook. Send them a request to connect on LinkedIn. You never know what kind of opportunities that you may attract through a networking event!
by Matina Singh | Feb 1, 2013 | Branding, Interactive, Latest, Social Media
It wasn’t so long ago that when you ran a contest the only way people could enter the contest was to take the time to fill out an entry form and then whether mail it in or drop it off in a ballot box. The Internet has made things easier, but still, the consumer has to find their way to your website. Social Media properties such as Facebook has added a layer of ease to the process: Consumers are already on Facebook engaging and talking to their communities. More importantly, consumers have join in and subscribed to contest and promotional sites such as Red Flag Deals or Contest Forums. If the promotion looks interesting enough, clicking on a link that takes the consumer to a contest landing page and asks them to fill out an online form, isn’t that big a deal.
It doesn’t make any difference what type of business you have; running a contest on Facebook is a powerful and effective approach in building awareness, and engagement as well as generating more followers. As appealing as it may seem, Facebook contests can only be effective if it is properly promoted.
Here are 5 simple ways to get the best out of your Facebook contest:
1. Timeline photo
Your timeline photo can be used to tell people about your contest. Not only is this a ‘premium’ advertising space for your contest, there will also be an update to your fans about the changes of your timeline photo. A well-designed timeline cover is a good alternative to promote your contest.
2. Promoted post
In general, only 16% of your Facebook fans see your wall posts. Facebook enrolled the Promoted Post option, where a specific post can be promoted to reach a higher audience. If you recall that caused quite a stir in the business and corporate communities. However, it is here and the fact is that it can cost as little as $5 to reach your community target to get them engaged.
3. Advocate engagement
Have you noticed a particularly engaging fan that frequently shows support for your brand? Engaging with these fans to participate and promote your contest is an effective way to instantly build buzz. It is a form of word-of-mouth marketing that we all know can be influential.
4. Cross promote
Broadcast your contest on Twitter, Youtube, Pinterest, Linkedin and any other Social Media. Your audience is everywhere, so if you do not promote everywhere else, then your contest is probably not reaching its maximum potential.
5. Choose the prize that fits
Instead of offering some big-ticket prize that doesn’t relate to our business, how about giving away one of your own products? If your business is sevice-based rather than product-based, offer the winner a free month of service. The goal of a contest is to find more people who are interested in your business, not just a prize.
That said, here is a very good examples of a Facebook contest…and how you can leverage the impact and reach of Facebook.
Being Human: The Salman Khan Foundation is a registered charitable trust set up by Salman Khan (famous actor in India) for helping the cause of the underprivileged in two main areas: education and healthcare.
The timeline photo changed before the launch of the contest:
The Teaser Campaign Approach: Get your audience curious by adding some pre-promotion. Here we can clearly see the brand is trying to get engagement from their fans by asking and not telling their consumers what the was coming. They have to wait 4 days to find out….
Build and Leverage the Momentum.
In this case, each day a new count down image was posted. The Foundation got their consumers intrigued and made them come back to see the comment, what was new and that all leads to greater engagement.
The Grand Finalé… The Day of the Draw….
Finally here! A total of 31,416 likes, 1,124 shares and 6,170 comments were received! Fans were encouraged to create an outfit for the celebrity and from those comments a 3 random people would win.
Everyday another Timeline photo was posted promoting the new clothing line of Being Human.
Closing the loop… showcasing the winners:
A perfect end to show that this was not only a promotion stunt but the winners actually got to meet the celebrity.
Do you have a favourite contest that ran or is being run right now? Share with us any other great contests that you have seen on Facebook here. We’d love to know!
