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 | 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.
by Miriam Hara | Mar 11, 2013 | Advertising, Branding, Business Success, Creative, Latest
Suffice to say that in any business, client happiness amounts to a happy business– your business. In the advertising world where business marketing meets conceptual communications …objectives, strategies and creative all need to be integrated to provide the one strong solution … it’s important to keep the following in mind to earn client happiness!
This should be your mantra: KNOW THEIR BUSINESS. It’s the equivalent of being prepared when you go to an interview. You must do your homework. Research their market, the industry, the competitive landscape and the product offerings. Remember trust must be earned, so if you’re not prepared and you don’t offer up a knowledge base of their playground…clients will get nervous about entrusting their product, service or brand to you.
Be a partner and not a supplier. Be accessible and make yourself a constant resource. In today’s speed of business, marketing teams, brand managers and marketing directors feel the need to rely on external resources to get the job done…and done well. Be that external resource. How? Ask to be part of the strategic process. Keep current on industry news or competitive information. Send them articles of interest or highlight key opportunities that may be pertinent to their company’s or brand’s success. Watch their back… and they’ll only be too happy to invite you in their inner circle to get the value of your insight!
Don’t tell them what they can’t do, tell them what can be done. As an advertising or brand agency it’s your job to sensitize them to the issues at hand, the potential problems of a certain initiative or concept…but if you leave it at that, that’s one more thing that they need to solve. If you want to keep your clients happy, provide solutions. You not only need to highlight the potential risks, you need to provide solutions to deter that risk. That’ll make them happy!
We all know it, we all think it. Everyone is a marketer, everyone is an art director, everyone thinks their creative. Often I have been directionally briefed. I get asked to deliver on a pre-decided tactic… “We want a direct mail” or “we need an advertising campaign”. Clients often know what they want, and they should. Afterall, they are the keeper of the brand. However, it’s our job to push the envelope and to ask the questions that may provide a hidden nugget, a new perspective, a different tactic. Our role as a brand advertising agency is to know about the next best thing about…well advertising and creative. So the rule of thumb…give clients what they need to see. Only then will they be receptive to a different approach and evaluate what you can bring to the table… making you again a partner in their business.
Prepare to WOW. It’s good enough is never enough. Go in with concepts and solutions that will WOW them. When presenting creative campaigns it’s important to go that extra mile. Understand the potential and limitations of each of your creative solutions and speak to them. Wow them, not only in what they see before them, exciting concepts, but in your thought process and preparedness to answer questions and provide insight.
One word. CARE. Ultimately that’s really the one word that wraps up all previous points. Care enough to matter. It’s about client service. There you have it. The secret on how to be a successful business. What is client management if it isn’t about keeping the client happy. And what makes clients happy, what keeps them that way is pretty straight forward.
No matter what client services you offer, ultimately there is one factor that will keep them coming back, delivering on your promise, promptly, effectively and consistently. Client Happiness is guaranteed to make your Business Happy. It’s a perfect marriage.
by Miriam Hara | Mar 4, 2013 | Advertising, Branding, Business Success, Events, Latest
There’s a lot out there about how business has changed over the last decade, let alone 25 years. During the course of our journey leading to this point, suffice to say, 3H Communications has not only seen many changes… it has embraced them. My earlier blog written last week speaks to those business changes. Here, I would like to talk about the ‘business staples’ that have provided us with the ability to meet the challenges of change head on, maintaining our credibility and growing the business.
1) There is no “business as usual”
Each brand, business and company is unusual… and each comes with its own personality, culture, character, challenges… Just like a person! This is a thinking perspective that 3H Communications has always implemented. Perhaps this perspective is a result of 3H’s strong marketing focus and the fact that we had never set out to be an industry specific agency. Specializing in marketing creative, we work in all industries, all media, and all channels. That has enabled us with lateral and forward thinking assisting us in identifying business patterns.
2) Passion is essential
No matter how many changes there are in business and how often business changes, the necessity of maintaining passion for the industry, for the people, for the product and for the business is essential. Just like business is unusual, a business led without passion, is led without drive. Drive is the force that allows us to focus, to work towards success… to deliver results.
3) Relationships are the cornerstone
With all the change in technology and how individuals and business communicate today, it’s easy to say that one on one relationship are no longer valid. I would beg to differ. We send out e-zine, e-newsletters; we comment on LinkedIn and set up lead generation tools on web sites; we offer e-books and feature case studies, all online, all though technology… all with the aim to establishing relationships… so we can call, meet and develop the relationship. The tools that we used in the way relationships are established, formed and even fostered may have changed…but the essence of cultivating relationships is still monumental.
4) The client is always first
No matter what else change… clients or customers are still first and servicing them in the way they need and want to be serviced still stands. Understanding the old adage, if you don’t take care of your client, someone else will has never been more relevant. With technology breaking down geographical borders, competition has never been fiercer…so servicing clients is the point of differentiation.
We hear it every day…The one thing about business that is constant, is change. So the one thing that businesses need to be is flexible. To adapt, to maneuver, to navigate. Being nimble and less cumbersome. That doesn’t mean to blindly follow all changes and trends. The need to assess and to research is still very essential…but decisions should be streamlined so that change is allowed to take place.
6) Business stance
The best offense is a great defense may be true in sports, but in business a defensive strategy is a losing one. Just look around at the businesses that are no longer. Business must always have a progressive strategy…because only then will it defend the market space it now enjoys, grow and prosper!
by Miriam Hara | Feb 25, 2013 | Advertising, Branding, Business Success, Latest
There’s been a lot of changes in the last 25 years, not only in the agency business but in business in general. I will be predictable and say it has all come about because of the computer. That would be right to a certain extent. However, I believe it’s the way in which business and people have embraced the computer and its technology that is responsible for the majority of the business shifts.
Here’s my list of what has changed at 3H over the last 25 years:
The space a designer needs: It really seems like yesterday I was trying to fit one more large drafting table in the studio… let alone purchasing one more Art Director Marker set and art pads and sketch pads to bring in a new designer. Gone are those days!
Our inspiration tools: Gone are the days of flipping through Creative Source or Illustration Guild books to get inspired for the next big idea. At 3H, we use to have a library of creative and resource books… now we have half a shelf…and that’s going too! Image banks are the tools of inspirations nowadays and there’s nothing wrong with that… until those images become the concept!
How concepts are presented: With the advent of the computer and printers, now mock ups seem complete and already done. Clients have a difficult time in processing that what is in front of them is “conceptual”… not complete. That even if we could purchase the image on our mock ups, artwork has to be created, images have to be prepped, copy has to be finalized… etc… At times, I lament over marker renderings where it was obvious the person in an ad was a place holder for an image of a person that was yet to be casted, chosen and photographed!
Time to develop: If the speed of business is fast and faster… the agency business is at warp speed! There’s a belief by business in general that since everything is computer driven, it should take less time. That is very rarely the case, if ever. Computers in the creative world have provided creative types and agencies with the ability to expand on the possibilities and to show them in more concise ways. It still takes the time it takes to come up with an idea and to develop it!
The definition of a designer: What really is a designer? In my way of thinking, designers need to be conceptual thinkers in the visual medium. This is just my opinion… but find, many designers today know technology and yet have no conceptual vibe. They rely on image to create a concept rather than using the image as a resource too. More and more the designers out of school today think inside the screen and not inside their minds! Again… my opinion.
Relationship building: Time is at a premium. With the speed of business coupled with, restructuring, right-sizing, down-sizing or whatever hip term is currently out there… clients don’t have the time nor the inclination to go for lunch. But for those of us who do have a relationship with our business partners (yes, I mean clients!), the relationship is stronger… texting, emailing and yes even face timing. It has allowed us to reach out in snippets…by the sentence, being integrated in the day to day fabric.
Cold calling: Cold zinging you mean! Getting someone on the phone to talk to you when they don’t even know you is more difficult. How we get leads… and follow up on them is totally different. On line lead generation, web site lead generation and e-zines are now the “in” thing to do in cold calling. That means efforts can be more streamlined both in time and money. A warm lead is much better than a cold one…so rather than spend your efforts and money on cold and warm alike, you can double your efforts on the ones that have expressed an interest…or following.
Brand reaching capabilities: The ways in reach we reach our target markets… and how niche we can go is astounding and becoming more so each and everyday. Through social media (Facebook, Twitter, Reddit, tumblr, Youtube, Linkedin), online properties, blogs, blogging, traditional media the options available to local, small, big and global advertisers are numerous and very exciting! Some of these channels don’t require design, but all require time and know how…that hasn’t changed a bit!
3H launched in 1988 with its corporate logo in Purple and Mustard. We had become synonymous with Purple because of our Mustard accents… and then we changed our accent to Titanium to speak to the digital and technology…to change our clients’ perception of what it is we do… but still remaining in the Purple so to speak. I am not sure what the next 5 to 10 years will hold, but I have often been heard saying “Complacency in business means death”… and I believe it.
Over the last 25 years, the ability to change has changed. Businesses are constantly looking for the new opportunity and are more than ever, open to the next best thing… even though embracing it still takes a little time.
A crabby situation!
