Personal Branding Tweet Up

On December 9th, I attended the Personal Branding @ Work Tweet-Up presented by Dan Schwabel with a panel of guests. I expected a similar presentation to the one I had seen Dan give at Emerson College. However, I was pleasantly suprised when I learned of a social media panel that would take place at the Tweet-Up. Listening to the panel gave me more insight specifically into the personal branding in a work situation.

Such issues like personal Facebook and Twitter accounts were discussed along with individuals in charge of an entire company’s social media presence. What happens when this person leaves the company? Does the company own the rights to all the individuals Tweets? All of these issues were addressed and perspectives were given by a range of professionals in the industry. Here’s a sample video of Schawbel speaking at the Tweet- Up:

Now that I have experienced this type of panel discussion Tweet Up, I was amazed at how many people were on their Iphones, Tweeting during the panel and checking in with Foursquare. It seemed almost as if half of the people weren’t listening to the presentation and so focused and updating their Twitter accounts about being AT the event instead of participating.  Having experienced this type of Tweet Up, I would like to expand and try out Steve Garfield’s Boston Media Makers.

Boston Media Makers seems like a much more intimate and relaxed atmosphere where personal conversation and interaction would come through.

Personal Portfolio

As my social media course at Emerson comes to an end, I’m putting together a portfolio of sorts to reflect on my learning and see where I want to expand this in the future. This is such an exciting time in the marketing world with the inclusion of social media and I’m eager so see where the future takes us. A recap of some of my favorite blogs from the semester are linked below:

Whole Story- My review of Whole Foods Blog  where the impressive amount of fan interaction is discussed along with directly taking input from the customers.

Social Media Homerun for Boloco- Highlighting the impressive social media tactics of a small chain of New England based, inspired Burrito restaurants.  As an Emerson student, Boloco has become part of the campus culture, and it is hard to enter a class and NOT see someone enjoying Boloco food.

What if Bubblicious was launched today?- A look into what social media tactics could be utilized if Bubblicious was launched in today’s world. It’s amazing to dive back into the past and see how drastically product launches could change when modernized with today’s changing technologies.

Take a look at this video explaining social media in the most simple of terms to get a greater sense of this powerful conversation :

I plan to continue my learning to further explore the concept of crowdsourcing, which is fascinating in it’s ability to cater so specifically to what is demanded by audiences. Many companies are utilizing this technique and agencies are being created such a Victor and Spoils that deal directly with crowdsourcing.An intriguing position in the social media world would be to further explore crowdsourcing and its new impact in the market. Being able to deliver exactly what consumers want is something which is of great merit. I’m currently helping a start- up jewelry business explore the marketing world and have begun to utilize forms of crowdsourcing to further define merchandise and new product options. This is further described in detail on my LinkedIn Account.

However, as much as one can praise social media, not everyone is aware of its vast benefits yet. Skepticism still remains. It is important for social media guru’s to be able to explain the benefits and rationalize why money should be spent on it. Take for example addressing a CEO to explain why investing 10% of their budget of social media this year is crucial:

1. Investing a budget for social media will undoubtedly increase sales. Social media creates conversation and more presence for a brand online. The more easily your brand is seen and involved directly where the consumers are, the more success your company will have.Social media can gain crucial insights from consumers increase customer experience and sales.
2. Social media can gain crucial insights from consumers increase customer experience and sales.Take a look at this case to see how something such as Twitter integration can uplift sales.
3. Social media can help to create new ideas and stay top of mind among consumers. Take a look at Starbucks and what they are doing to become a top company in the social media sphere.
4. Social media can increase overall awarneness and reach the consumer right at the moment of need
5. Social media can be analyzed and measured so results of a social media campaign are justified and repeated. Take a look at this article to see how to track your social media analytics.

Seth Godin emphasizes the importance of social media conversations saying:

Conversations among members of your marketplace happen whether you like it or not. Good marketing encourages the right sort of conversations.

It’s also always important to keep up on the newest trends, so take a look at what social media gurus say the next big thing is: Social Media

Social Media Kings: Ed Boches & Chris Brogan Provide Insights

Taking a look at some influencers in the social media community, my entire social media class  at Emerson is exploring the blogs of Ed Boches, Chief Creative Officer and Chief Social Media Officer of Mullen, and Chris Brogan, President of New Marketing Labs.  I have seldom come across a marketing student at Emerson who isn’t familiar with these two because there is no reason you shouldn’t be. If you want to be in the know about social media, these are your guys.

Both blogs skew to a similar audience, which ultimately includes those interested in social media or wanting to learn.  stay up to date on the next big thing. However, Brogan’s straight to the point and upfront blogging appeals brings in a slightly different audience who want a no frills take on ideas.  From reading posts and listening Brogan speak to our social media class at Emerson, Brogan isn’t afraid of sometimes challenging and controversial posts. Boches provides a hub for a community of learning often uses the inclusive “we” when posting and invites a sense togetherness flowing in posts. Both styles are necessary in the blogosphere to gain a range of opinion and gain differing perspectives.  One aspect I highly enjoy from both bloggers is the constant use of questions to the readers, engaging and asking for a conversation. Boches and Brogan both want to know the insights of their readers and have a conversation rather than just giving an output of information. Boches explains his blog as a place to “Explore new ways to engage, inspire and motivate consumers when they’re the ones who are really in control.” Whereas Brogan, “Advises businesses, organizations, and individuals on how to use social media and social networks to build relationships and deliver value. In evaluating these two, both blogs honestly deliver on the stated goal and offer relevant, engaging, and trending information and opinions that effectively live up to both goals.

I found Boches’ post about approaching clients differently on social media to hold great value. Social media is still on the rise, and unfortunately isn’t accepted a giant force in marketing to everyone yet. Boches offers intriguing and alternative topics that will most definitely engage a client to listen rather than just shrug of social media as a trend. With that being said in another post, Boches asserts “In another year, every company will post on Twitter, collect fans on Facebook, broadcast on its YouTube channel, and share content on a blog” I fully agree with how quickly social media use with expand, but I’m not convinced every company will become engrossed in these outlets. It will be interesting to see where the new year does take us and how much social media will explode in the future.

A particular post I found intrguing is where Brogan offers ways in which events can use social media, which can help boost attendance and create a lot more buzz. This is an interesting topic as it approaches the challanges that social media really isn’t social because everyone is always on their computer or phones. I think the new boom in Tweetups also shows just how social media promotes personal interaction and brings people together. Also offering insights into actual time spent on social media, Brogan offers a breakdown for time management how much time to dedicate to different facets. As a student it is always hard to gauge how much time individuals and companies should dedicate to social media. I’m not sure I can put an actual breakdown on personal usage as  it seems like a more organic process at this point.  It is essential to dedicate a good amount of time, but how can we gauge each individual section when new updates contstantly occur?

Both Boches and Brogan shed light on the most relevant and vital information on social media, and I highly recommend checking out both if you want to be in the know and gain valuabel advice!

Get a creative variety with the Vimeo community!

When it comes to online video sites, YouTube is obviously a force that has taken the web by storm, being a main source for online videos for a long time. However, as video began to be such a huge impact, many other sites caught on to the enormous possibilities of online video sharing. A site I regard highly in this category is Vimeo. Vimeo presents itself as “A respectful community of creative people who are passionate about sharing the videos they make. We provide the best tools and highest quality video in the universe.” This seems like a huge statement to make, but there quality is by far the best I have come across as far as video sharing goes.

Entering the site, I immediately notice it has a much cleaner visual appeal than Youtube. The site is further split into categories, groups, channels, projects, and high def to make it easier to take find specifically what you are looking for. Vimeo uses social media perfectly, connecting users through not only comments, but also through groups, channels, recommendations etc. There are over 24,000 groups, which  brings a sense of a mini communities within a larger community to fit users specific interests. When entering the specific group you can view videos, contribute to the forums, see new members/ member profiles. The profiles don’t get overly personal such as a Facebook, but let you give  detail about yourself, what videos you’ve uploaded, what you liked, who you are connected to. This brings a more personal appeal rather than a profile just involving age and location.

I think Youtube could directly benefit from this mini community idea of connecting users with similar interests. Vimeo has groups ranging from music, animation, science & tech, to activism. No matter what your interests are, Vimeo allows you to find other users with similar interests and connect to their videos and comments. As reviewed on Oneupweb, Vimeo gave an avid snowboarder plenty of high quality videos where YouTube couldn’t offer this. YouTube has so many videos that it’s so hard to connect and sift through spam comments and low quality  in order to get the experience you are looking for. YouTube currently has channel, but there isn’t a real sense of community and connection such as with Vimeo. Vimeo gives the feel of a greater community even through something as simple as staff recommendations. Sharing content from the site to other social networking sites is also seamless and embedding to a blog is simple as well. I personally find Vimeo a much greater outlet for creative work where I know I can find interesting and unique videos by simply entering one of the groups in one click. Vimeo is personalized and tells who was involved in the video, the director, music etc. I have noticed, especially at Emerson, more students using Vimeo to share videos on other networks such as Facebook and Twitter. YouTube needs to find that personalization between users in order to be more of a social network that creates conversation.

As for quality, Vimeo definitely stands up to its promise as the highest quality video, take a look for yourself.

heart from laurent clermont on Vimeo.

Amazon puts YOU in the sales position.

Social media is no longer just a means of connecting friends through the internet, it has expanded into so much more now to include sales. It’s no suprise that companies have caught on to the great potential of utlitzing these networks to sell products. One company I found using a unique method of refferal selling is Amazon. They not only use Twitter to get sales, but now they also have Amazon users doing the selling for them. Through the new feature from Amazon Associates called “Share Through Twitter” the Amazon user posts a link to their Twitter account, and if the link is clicked and item purchased, the user gets refferal rewards. Amazon is putter their customers in the drivers seat and creating a win win situation for both parties, a smart and somewhat controversial move. Anyone can take advantage of this simple way to gain a little extra money and here’s how.

Emerson Needs to Step Up to the Social Media Plate!

As a student at Emerson College currently taking a social media class, it is interesting to analyze Emerson’s use of social media and interaction on these networks. Much to my dismay, it seems that the college isn’t as involved in these new media networks as I would have expected from a Communications school. There does seem to be a foundation on which the college could grow and create much greater interaction between the college, students, perspective students, alumni and parents. However, significant effort must be made to improve this basic foundation in order to continue to represent the college as innovators of communication. Staying up on technologies and new means of communication is essential for Emerson to stand out and keep the claim as innovators of communication, especially to those interested in the college. If I were a senior in high school interested in Emerson, I would be a little put off if I found out the college’s Twitter page had no updates and no communication. Emerson is a prominent college in Communications, but so many others schools have already established a huge presence on social networks. Why is Emerson lagging in this department and what can be done? Well, let’s take a look at the good and the bad.

Here’s the bad news first:

• Emerson DOESN”T have a blog. This is a huge problem as blogs are a great way to connect and create open communication. Emerson could be updating on things happening on campus and trying to gain insights from students. Guest blog post from students or even student highlights would create a greater sense of community.
• The Twitter account is inactive. Emerson has a good amount of followers, yet they follow no one and have not one update. This is in no way benefitting Emerson or its students. A company that has an inactive Twitter account distorts brand image in the mind of the consumer, and this is doing the same for Emerson. Twitter is an easy and quick way to keep open communication and update everyone on important information. This is an essential outlet Emerson isn’t taking advantage of that in the end will hurt the school if it isn’t built up.
• The Emerson Facebook Fanpage doesn’t add any connection of communication with fans. The updates are the same as those on the website and there is conversation between fans and the school. Half of the tabs on the page are blank and the other half have virtually no content on them. How is this supposed to engage fans and make them come back to the page?

Now for the good news:

• I am a personal fan of Emerson’s Tackboard system that allows students to post info on roommates, films sets, selling etc. This is at least a step forwards in creating a hub of student communication and networking where there was none before. This also used to be only assesible from a link on the website, but now there is a feed on the main website. This can be greatly expanded upon and revamped, but it is at least a step in the right direction.

 

• The addition of a social media class to the cirrriculum is also a great step in the right direction. Giving students the opportunity to learn and be able to implement the new technologies in social media is critical. The college should take a hint from this semester’s social media class,  and learn a thing or two about open communication and coversation.

• The Emerson Facebook Fanpage in my opinion doubles as good and bad for Emerson. The good being the establishment of a solid amount of fans and fan contribution to the page. With this already established fanbase, Emerson has the perfect opportunity to grow and expand through interaction and engagement on the page. Being able to gain a fanbase is half the battle, and Emerson has been able to do that with a very basic page. Improving this page will create a much greater prescene for the college and remain relevant to the lives of perspective students who use social networking as a main means of communication.

Customization in the Age of Crowdsourcing

With the rise of social media and its expansion throughout all media platforms, there has been a wonderful increase in connection between customer and consumer. Whether it be an @reply directly to a customers question or complaint, interaction on blogs, or posts on facebook fan pages, consumers are now able to get a more personal connection than ever before. As it goes with the saying, “The customer is always right,” many companies have jumped on the crowdsourcing bandwagon to gain insight or ideas directly from their customers. Crowdsourcing is a relatively new term coined by Jeff Howe in an article in Wired Magazine in 2006. Crowdsourcing, according to Howe is defined as “The act of taking a job traditionally performed by a designated agent (usually an employee) and outsourcing it to an undefined, generally large group of people in the form of an open call.” There has been some controversy over the subject on how this can be threatening to a business , but I think it is a beneficial practice for both a business and customer. Having a say and seeing the direct results definitely brings loyalty in my personal opinion. One of my favorite businesses based entirely off of crowdsourcing is Threadless, where all the designs are submitted by customers and rated by users of the service. This is a great way to utilize the talents of a customer and create a two way benefit in the process.

Now, most companies don’t utilize crowdsourcing to the extent of Threadless, but still have it incorportated into the business. A few examples that particularly peaked my interest were those involving personal customization and seeking creativity from customers. Jones Soda label customization as well as Adidias shoe customization puts the design in the hands of the customer and can bring about some great ideas. In today’s market, customization is on the rise as everyone wants their individuality to show and bring a piece of their personality into the products they use, especially in clothing. For a company such as Zappos, utilizing this customization option could create even more word of mouth and bring in a flood of new users, especially from the younger demographic. They could set up polls on the company blog and gain initial feedback on ideas to see what customers would be looking for most. Also, with the Zappos Twitter account gaining mass attention, the company could use this as a main platform for idea generation for a customization effort. Asking questions directly to bloggers and followers about customizing products/ making customized products available could further increase Zappos’ standing in the social media world.

This idea of crowdsourcing and individuality even expands into viral video through YouTube as many Threadless submissions such as this one are posted:

Putting some of the power in the hands of the customer will effectively create loyalists and feel a deeper connection to a brand.

 

 

Twitter vs. Facebook Updates for restaurant and food establishments!

With the surge of social media platforms today, these are now forms of connecting individuals to peers, celebrities, businesses etc. Although these networks such as Twitter and Facebook are usually thrown in the same category, the concepts are quite different. As a user of both, my usage on each is different especially when it comes to status updates. In a recent post by Dana Boyd, she stresses the differences between these two sites concerning status updates. With Facebook, updates are posted to your wall, commented on, liked etc, but your Twitter wall is all your own without the clutter of all the Facebook abilities. As Dana points out in her blog, your Twitter page is “truly the product of their self-representation, not the amalgamation of them and their cohort.” Facebook and Twitter both have definite benefits, especially when it comes to status updates both socially and professionally.

Let’s look at something like a restaurant business on these social network sites. Here are some ways to effectively use Twitter and Facebook to create communication and further awareness for your eatery.

The neat thing about Twitter is it’s mobility. Sending and receiving updates via text is available even for those who don’t have internet access on their phones. Updates can take this into account and utilize the fact that followers may already be on the go. Here are 3 ways to utilize this mobility:

• Update about a specific promotion happening for a certain time period: For example, Berryline, the delicious yogurt eartey in Boston could say “Come to our Harvard location between 4-8 today. We are giving out free samples of a new flavor!”

• Update about traffic in the restaurant, wait times, when there are open: For example, Redbones in Somerville could tweet: “Plenty of open tables now, come in before the dinner rush!”

• Send an exclusive update to start a real life conversation: For example, Kickass Cupcakes could update “Come to our shop today and ask for “extra sweetness” for 10% off your purchase!”

Whereas Facebook can take advantage of people coming on the stay and spending a good amount of time there. Here is where you can take form great connections and get great input from customers.

• Ask what they would like to see more: Again, Berryline could come to their facebook page and ask “What yogurt/ topping combo is your favorite”

• Update with a link relevant to your restaurant or cuisine offered: Redbones could then come to their Facebook page and update “Redbones featured in the globe for winning first prize at the food festival this weekend”
• Update on happenings and ask for input: Kickass Cupcakes could then go to their Facebook page and update “We are testing out a new cupcake for Halloween! Any other flavors besides Pumpkin we should consider”

 

 

 

 

 

 

 

What If Bubblicious Was Launched Today?

It’s hard to imagine a world before Facebook, Twitter, Myspace and all other social networking sites that have completely changed the market. It seems preposterous that a company would launch a product today without including social media into the promotion mix. So, what if an age-old product was launched in today’s world? What could a product such as, Bubblicious, do if they were to launch today? Bubblicious is a gum brand introduced to the U.S in 1977 by Cadbury Adams, a subsidiary of Cadbury. As most people know, they offer a wide range of fun flavors for gum chewers, my personal favorite being Watermelon Wave!

So, what could Bubblicious do with social media? I mean it’s just gum after all right? Well, when I think of Bubblicious, I can’t help but imagine blowing giant bubbles with the gum. A company like Bubblicious is all about the good taste of the product, but also the fun experience when chewing as well. An effective way to get this across to consumers would definitely be a viral video contest. People could submit homemade videos of their best bubble blowing action on youtube and voted on in order to win a prize.Who doesn’t love a bubble blowing contest? There are already a number of people uploading their own contests on youtube. If a year’s supply of gum was involved, I bet all those orally fixated consumers would have fun coming up with some great videos. This connects to the general fun experience the brand is committed to.

Similar companies have taken the viral video contest approach as well. Most recently, Microsoft had their Windows 7+ You= Success video contest in which videos were submitted highlighting consumers experiences with Windows 7 and how it helped them. Videos are an essential means of communication in today’s market. After all, seeing is believing.

Another effective means of communicating the fun brand would definetly be through Twitter. Bubblicious could obviously take advantage of creating an exciting Tweet update such as “The Daily Bubble.” Updates on new flavors, promotions or general fun facts is always a great way for a brand to connect with the consumers. Products such as Trident Gum and Ollie Pop Bubble Gum currently use Twitter as a means of communication with customers. Everyone has their guilty pleasure brands they like to follow on Twitter, and with just the right mix of updates, interaction, and “Daily Bubbles,” Bubblicious could hit it big in the gum market.  Today’s gum market seems so concerned with health and low calories, and it’s about time we get more gum that will promise bursting flavor and a fun experience!Bubbilicous stands out in the fun gum market and can even be found mentioned in blogs relating to fun colored handbags.

I hope you all go out and purchase some Bubblicious gum now. I’ll leave you with the greatness that is old Bubblicious commericals:

Schawbel Gives the Key to Unlock Personal Branding Success

In recent years, the world has been able to witness the transformation of blogging from an online journal to personal journalism and valuable information sharing. As with this transformation, a group of elite bloggers has been able to rise from the clutter and make an incredible impact on the blogosphere.  One blogger of particular importance that stands out in my mind would have to be Dan Schawbel and his Personal Branding blog. Topping Ad Age’s Power 150 Marketing blogs at #20, Dan Schawbel is definitely a force to be reckoned with. Schawbel is also the author of Me 2.0: Build a Powerful Brand to Achieve Career Success, and the founder of Personal Branding Magazine. Clearly, Schawbel knows a thing or two about personal branding, and has graced the blogging world with his extensive knowledge.

Schawbel first came into my radar last year when I attended a PRSSA event at Emerson College where he was a guest speaker. Giving extremely helpful must do’s and tips for creating our own personal brands, Schawbel was genuine in helping our future success. Following this event, I began to frequent the Personal Branding blog and am always able to find useful information that I can easily implement in my own life to start creating my own personal brand. One post in particular I keep bookmarked to reference is the Top 10 Rules for Having a Strong Personal Brand. Schawbel’s writing is inspirational and always leaves you feeling positive, looking to use these tips to start your own brand. I was initially surprised at how someone so young could have made such an impact and become a leader in personal branding already. When becoming more familiar with Schawbel’s work, I became more thankful for his youth as it made everything seem more achievable and more relatable.

The Personal Branding blog is unique in that it is both informative and gives constructive advice that will most definitely help your future. There are numerous contributors on the blog who all donate crucial advice and shine light on the art of personal branding. As of recent, Schawbel has been focusing a lot of posts on interviews he has done, which are extremely interesting and often inspiring. Recently, Schawbel interviewed Daniel Brusilovsky, a highly impressive 16-year-old entrepreneur and contributing writer for TechCrunch. Schawbel is able to bring a focus on the youth and those who will become the future in the business, where other bloggers are so consumed with the now. The Personal Branding blog doesn’t only focus on the seriousness of the future, Schawbel does take time out for some fun on the site. The brand matchup game gives the blog a playful break from future focus and allows entertaining interaction between contributing bloggers and readers.

Anyone reaching out to Schawbel and the Personal Branding blog from a marketing or PR standpoint should keep in mind to always BE REAL. Schawbel can spot an imposter from miles away! The blog is laid back and real, be genuine in your approach. Remember Schawbel is still a part of the new generation, so come with fresh information that will appeal to the NOW. AND, if all else fails strike up a conversation about the Austin Martin AMV8 Convertible, Schawbel’s dream car.