Ethics and Brand Building In the Digital Age
Recently, I went after a job on a client that made a huge environmental blunder decades ago which has tarnished their reputation ever since. At first, I was hesitant, but then I did more research and learned the client had donated an incredibly large sum of money to charity and is working to improve their sustainability practices. During the interview, the strategy director mentioned the client knows they need to improve their sustainability practices - not just talk about it for PR's sake, but actually do good things.
As marketers, we're faced with this dilemma on a regular basis. We can feel good about working on clients like Nike, Google and Starbucks - knowing we're pushing not only a superior product but supporting sustainability or even an innovative employer. But the real opportunity is in getting those clients who once put profit first and foremost, to put customers first. It's getting those organizations who didn't care about sustainability to become more sustainable. Or those who weren't innovative to change their organizational structure to support innovation. It's getting the person who was a total jerk - the guy who said "my way or the highway" to realize that kind of behavior doesn't get him friends in this day and age. Is it black and white? Are certain organizations not worth helping? Is a culture of greed or lack of values so engrained that as marketers, we're better off letting them die as brands or can they be saved?
Or in the words of Olivia Pope's father on Scandal, are we, as cultural strategists, here to bring clients into the light?
Some Girls Like Super Heroes And Some Boys Like Dolls
This video is amazing and this girl is a genius.. for a 4 yr old?!http://i.cdn.turner.com/cnn/.element/apps/cvp/3.0/swf/cnn_416x234_embed.swf?context=embed&videoId=bestoftv/2011/12/26/erin-riley-girls-viral-rant.cnn
Does Sex Sell? A look at A&F
I've spent the last few days at my parent's house, going through all my worldly possessions and trying to get rid of things I don't use. I can proudly say I have three bags of clothing to donate on top of the two huge bags I donated a few months ago. I digress.
For years, I've had two racy Abercrombie & Fitch catalogs that I've been meaning to sell on eBay but can't remember the last time I actually looked through them. One was purchased the year I graduated high school, and then next, the year I graduated college. They definitely upped the ante for the 2003 version. I flipped through them with a perspective of someone who's lived in NYC for 5 years (i.e. have seen it all) and have worked in the photo industry, etc. etc. They still shocked me even in the world of True Blood, celebrities showing their vaginas and overt sexuality everywhere. There's no question that the Bruce Weber photographs are beautiful and sexy - but seriously, are they at all appropriate given A&F's target market? This year they've brought the catalogs back. Using overt sexuality and nudity to sell clothing to teenagers just seems lazy but this doesn't surprise me considering the clothing lacks imagination as well. I have a skirt that looks exactly like one of their skirts shown on their website - except it's in a garbage bag to be donated and is Gap circa 2007. And plaid? Really? A quick google search of A&F and the banned catalog revealed that their stock fell at the end of 2003. 
So hopefully I'm not being a total hypocrite by giving ya'll a taste of what I'm talking about but let's be honest - sex sells. I'd say these are NSFW but I'm assuming all of you are out for Labor Day weekend. Here's to America! And our labor force!
I kind of wonder if Ryan McGinley didn't just flip through a A&F catalog before he went out shooting. He's got that whole - beautiful, naked people running through the woods thing going at least. If you'd like to see more of these images, (and believe me, there are more) you can purchase the catalogs via eBay here and here. The 2003 version has a lot more nudity but the 1999 version is just as beautifully shot with interviews, etc. It was hard to let them go but I need to pay for things like - oh.. Miami Ad School, a new computer, living.. you get the idea.
Marketing and Social Media Advice from Natasha Attal via Marketing by Deepak
I came across this interview on my friend Natasha's site. Actually, Natasha and I met via the internet after both attending an event during Social Media week. Isn't Social Networking grand? I thought she gave some valuable advice on marketing ones blog and using social media. I recognized when I met her that she seemed ambitious and savvy then went from just starting a blog to starting her own company in a few months. Very impressed.
Here's the interview via Deepak Gupta:
About Natasha Attal
This is an interview with Natasha Attal, social media and inbound marketing consultant with Composure Marketing. She blogs on the company website about inbound marketing strategies and ways to leverage social media networks to help businesses expand their presence online. She can be found on Twitter @NatashaAttal or you can email her directly at Natasha@composuremarketing.com.
What did you do before becoming a social media marketing consultant and how did you get into that industry?
I started working as a Marketing and Sales Associate at a commercial real estate brokerage firm after graduating from NYU and developed a strong interest in the marketing side of the position. Whether you are marketing a building for sale or a product or service, the same rules typically apply – focus on the strengths of what you are selling and constantly find creative ways to reach out to your target audience. After several years working in commercial real estate, I found myself interested in how social media could impact the businesses I worked for and assisted various companies in the integration and implementation of social networking sites. I eventually started consulting full time and starting my company, Composure Marketing, to expand my outreach to different industries.
What tools of the trade do you use throughout your typical day and how do they help?
I have used Twitter and LinkedIn significantly to grow my business and reach out to industry professionals and clients. Twitter offers a valuable resource for people and companies to connect with other like-minded individuals. LinkedIn has also been a great tool in that you can follow Groups of interest and engage in conversations either through group discussions or the Q&A feature. These sites can only be effective if you truly network with people and connect further. The most valuable relationships I have built on these social networks have been when I took the additional step and called the people I have “met” online to learn more about them and their business.
I cannot help notice how many people call themselves social media experts. Are they just throwing the title around or are there really that many experts out there today?
I cringe when clients call me their “social media guru” or “expert” because I just don’t like the term. I am constantly learning about the social media landscape and it encompasses so many different networks – is it really possible for one to be an expert in using all these sites? I have a hard time believing that. What I do know is that when I work with a client I focus on one thing: their goal in entering social media or expanding their involvement and finding a strategy that will allow them to reach their target audience. I rather call myself a social media evangelist than a guru or expert. The term has been overused and does not carry much power anymore.
Some of our readers are up and coming social media “experts.” What advice can you give them and how can they get that seal of approval of becoming an expert in the industry?
Follow the “right” people and companies that you can learn from – Some social media blogs to read include Jeff Bullas, Mike Volpe, Altitude Branding, Outspoken Media, and Pamorama. Other great resources are the Hubspot.com and Radian6.com. They offer a multitude of social media guides and often post interesting case studies to review. Hubspot offers a 16-hour course through their Inbound Marketing University and it covers topics ranging from SEO and blogging to social campaigns and tracking engagement.
Comment on blogs – This is a great way to leave comments and establish yourself as a valuable voice in the industry. Don’t leave comments that say “great post” or “good information. Thanks.” Leave comments with more valuable content that will allow people to see that you have interesting insights to share. This will allow you to connect with the blogger and his/her readers.
Read Books – If you want to learn about social media and inbound marketing strategies you should read books on a regular basis. There is always more to learn as social media changes daily. Three books that I have found useful include the following:
- The New Rules of Marketing and PR by David Meerman Scott
- Social Media Metrics: How to Measure and Optimize Your Marketing Investment by Jim Sterne
- Inbound Marketing: Get Found Using Google, Social Media and Blogs by Brian Halligan & Dharmesh Shah
What kind of tips do you have in writing stories for our Readers?
The biggest misconception about blogging is that you have to be a writer. The truth is that you don’t have be a journalist to blog and share your opinion. My biggest tip to your readers is to be authentic and write what they are passionate about. They should engage with their readers and post topics that ask questions and make their audience think. The title of the article or blog post is also very important – make sure it has the necessary keywords and will catch someone’s eye. People scan their social network and blog feeds quickly and will on read your post if it grabs their attention. Numbered lists and question topics are quite popular and make it easy on the reader to read in a streamlined fashion.
Posted by Deepak Gupta.
New York City Guide to Surviving Unemployment
Many people have been wondering what I've been up to since my position was eliminated. They've wondered why I've been so busy. So I tell them that job searching is a full time gig and the most effective ways to get leads is to network. The last time I was unemployed, I wasted so much time blindly sending off resumes only to finally get a full time job from a random connection. Attending networking events is not only more effective but keeps my spirits up. On top of that, many of us are capable of paving our own way and providing skills that we already have on a freelance basis. I can't tell you how many casual bloggers turned "pros" I've met that now work or run their own sites. Or marketers with only a few years of experience now consulting in how to effectively integrate social media.. or PR gurus who are in demand..
In this economy, you'll be ahead of the game doing all these things while employed, giving you the opportunity to stay on top of industry trends, meet new people and potential hires (hello recruiting bonus!) and.. learn something new!
Join an industry organization. But don't just join it - attend the events, get involved, and join a committee within the organization.
- I joined AWNY last December, was invited into their Marketing Committee and became a mentor of social media, new technology, etc. for one of their well respected members. I also have a mentor and am co-chairing an event tonight! So I've made quality connections and because I've made myself visible, people will hopefully put a face to my name.
Not all networking takes place at Happy Hour.
- For the past two years, I somehow found myself on the mailing list for likemind. I vowed to attend one of the 8am coffee hours but once the date rolled around and the clock struck 6am, I rolled back to sleep. Last Friday, I finally ignored my "resistance" and took the faithful F train all the way down to West 4th Street where I met an incredibly interesting group. There were photographers, social media experts, an art director/pattern maker turned website editor, model turned writer turned product developer and the list continues. In fact, one of the attendees was someone I had seen ask Seth Godin a question during his Linchpin book signing last winter. She declared she wanted to be an Account Planner (of all professions!) but didn't know where to start. He advised to her gather a team and work over the weekends, to which me and my neighbor promptly raised our hands. Hmmm.
Go to an event/party by yourself.
- Yes, meeting strangers can be exhausting, but you're more likely to make connections if you're forced to.
Anytime you're invited to a party, book signing, gallery opening, talk, etc. GO.
- You can always go to the gym another time cause you're never going to lose those 5 pounds anyway. The worst that can happen is that it sucks and you leave. The best that can happen is that you meet your future employer, lover, best friend or great idea.
Be open minded.
- So you happen to have an MBA, are working but not satisfied in your job. Go to the next NY Tech Meetup and you'll surely meet startups looking for financial advice. You have your JD but can't find a job without experience - go to an entrepreneurial Meetup. And the world is your oyster.
The nitty gritty.
- Get your elevator speech down pat. Can you describe what you currently do and what you want to do in one punchy, positive, clear statement?
- Read, read, read. I have a (rational) fear of awkward silences. Fortunately, I read the NY Times most popular stories, various websites on technology, marketing, advertising, etc. so I can shoot the shit on basically any current topic. Thus, I am able to make connections, keep up with the conversation or lead it into an interesting place if things go stale. When all else fails, politely shake their hand, get their card (if interested) and head to the bar for another drink.
Any other tips? Please add comments!
New York Tech Meet Up Recap
And here it goes. Once again, I spent the last few days running from meeting to meeting, event to event and still don't have time for the gym. Go figure. But another lesson on branding and customer service done right; I finally received my fancy scale from Gilt. Over a month ago, right after I got Thomas, my scale broke. Thomas sat on it for lengthy periods of time while he was hiding under my bed. At the same time, Gilt listed a fancy scale that calculates your body fat percentage. I know. Why would I want to know that? In any case, I ordered it, not realizing it would take 5 weeks for delivery! But through email, was able to re-route it to my apartment and received it just in time to learn... drum roll please... that I weigh exactly the same I did 4-5 weeks ago. Victory.
Okay. I digress.
My first rookie mistake was that I had a fake name on my Meet Up name tag - "MissMoll" my internet "handle," not realizing we'd get pre-made name tags. #Fail. Secondly, I was never able to sell my 2nd ticket but the event was well worth the extra $10. The FIT auditorium was PACKED. Highlights and commentary: The mid 40's crowd talks about Generation Y as being tech savvy and they complain they're entitled and don't pay their dues. Sounds like they're threatened. NO. Actually, the Xers and Baby-Boomers should really be worried about the kids just graduating college. They're the tech savvy ones. Wait. No.
A sixth grader confidently presented how he created his gaming software to a room full of 500+ tech savvy New Yorkers. Yeah. I know.
That's where this world of technology is going. So a recent college grad introduced the next generation of Facebook meets Match meets Chatroulette. Not entirely unique but I'm sure there's a need for it because the college kids want their own thing and let's face it, both my parents are on Facebook. Randomdorm.com and Goodcrush.com. See a larger list of new ventures on NYTM.org along with videos of their demos. I was particularly impressed with Bit.ly's presentation of their latest website re-design. I can't imagine why you'd want to use any other website shortner. With bit.ly you can track your users by demographic, have a record of how many hits your link gets and a whole host of other features. It even goes through their system so you can be assured a bit.ly link isn't connected to a virus, etc.
And finally, we get to stickybits.com. This, I believe, is the real winner. You download an App that scans bar codes. You receive a physical packet of stickies with bar codes on the stickies (the size of a business card) and you can attach digital content to the bar code. So in theory, you can attach this bar code to the back of your resume (with a unique code) and attach a link to your website, upload your resume, etc. Your recipient can scan the bar code and access the information instead of going home and inputting the link to your website on his computer. So holy crap. You have an instant connection between the physical and digital worlds. Just imagine the implications for advertisers. Or think about how they can track the effectiveness of "guerrilla marketing," billboards, magazine ads, you name it. I think their biggest hurdle is getting people to understand how to use the service and distributing the stickers. Even Foursquare, with over a 1/2 million users, is something you have to get in the habit of using - checking in when you get to a location. And the motivation comes from essentially the social network equivalent of a pat on the back.
So that's my social media, marketing, advertising prediction of what will take off in May 2010 - or at least has a shot of revolutionizing how advertisers and consumers interact. What are your thoughts? Oh and P.S. Naturally I met some very cool people, got to hang out with a cool new friend who's sooo going places, and ran into someone I went to high school with! Just a typical, amazing, post break-up, post Birthday/laid off, full of inspiration- type of evening.
The Joneses
My friend worked on this film about 2 years ago and we've both been really excited for it to come out. So if you're interested in advertising, marketing, social media, trust in marketing.. etc. this is the perfect film to see. Oh and added bonus, it has David Duchovny and Demi Moore! According to my friend, Demi Moore was incredibly nice and professional.
[youtube https://www.youtube.com/watch?v=achUBX71Fj0&hl=en_US&fs=1&&w=640&h=385]
American Express Call Center
Just applied for an American Express credit card that gives me miles. I probably should have done more research in terms of what the best cards are for miles, but figured you can't go wrong with American Express. I was disappointed to discover my credit limit isn't terribly high at all, defeating the whole purpose of applying for the card and transferring a large balance.. But I'm sure they'll have other offers soon and at least I get 0% APR on new purchases. Anyway, at my job we're always talking about authenticity and customer service. Okay.. the entire advertising / marketing world is talking about those areas. I'm not sure if it was just the woman I spoke to or the general culture at AmX but this lovely woman asked me about the weather in New York, which led me to asking her where she lived, discussing the ancestry library in Salt Lake (where she works), and then discussing what I did. She had a genuine interest in her job and clearly found pleasure in speaking with people from around the country, learning about people. I was properly welcomed into the American Express family and I'm sure that is exactly the feeling they want me to take away.
Totally Inspired
So far Summer 2009 is marked by change: New apartment, new roommate, new neighborhood, new approach to life.. and perhaps a new career. I've been seriously soul searching about grad schools and where I want to go with my career, flying on the coattails of my new move. I'm hoping this momentum will also encourage me to tackle my eating habits as well. I'm considering either the BluePrintCleanse or seeing a nutritionist once and for all. My attempt to go gluten free mostly failed although I have cut back on grains. It's hard to give up a major, dare I say, important part of my life without a specific diagnoses. And then there's that whole 10 year high school reunion coming in November. Weight loss and getting in shape is definitely not something you can put off. Boo. But then again, what's a few hundred bucks spent on getting in shape when there's a high school reunion involved. Hmmm.
I digress.
Today I went to a super awesome work seminar led by Niall McKinney, a digital marketing guru. And yes, your suspicious are correct: he is a charming, intelligent Englishman and also the founder of UTalkMarketing, a British company about all things marketing. I'm starting to think that digital marketing is where I'm going at this point. I know, I know. So ADD you say. Well! I can finally now vouch thanks to a recent doctor's visit that no, I am not, in fact, ADD but rather, slightly obsessive compulsive. Hmmph! I don't know how I feel about that diagnoses. But I agree that I over think things and go back and question decisions I've already made. However, I do find it exciting to immerse myself in an industry that's actually growing. I'm sure that if I turned photography into an actual business, I'd lose my passion for it.
That's all. I'm off to read "Anna Karenina" so I can eventually read "The Power of Now," by Eckhart Tolle, "The Long Tail" and "Free" both by Chris Anderson, and finally "Outliers" by Malcolm Gladwell. Phew. Good thing I still don't have a TV but I've gotten by watching episodes of Merlin and The Philanthropist on Hulu. I don't miss the morning shows although it's possible I was on Fox 5 this morning being interviewed by the weatherman? about my choice to buy iced coffee. Oh and eventually study for the GRE's.
On that note. Peace and LOVE.