Brooke Ehrhart, St. Bonaventure University IMC Student
David King, Director of Social Media for Gutenburg Communications
Brooke: Could you briefly explain where you work, what you do and how long you've been doing it?
David: I'm the Director of Social Media for Gutenberg Communications, a B2B PR firm with offices in New York City, Las Gatos, London, and Mumbai. I began working here just a few months after they opened the office in December 2008.
Brooke: Does the company you work for use social networking sites? If yes, which ones? How do you use these sites? Do you plan on using them in the future?
David: I help B2B brands use social media to enhance branding, increase lead generation, and gain mindshare. The role is equal parts strategic consulting (PPTs, planning, budgeting, discussing, proposals, meetings) and execution (writing blogs, tweeting for clients, etc.)
Because social media relies heavily on publishing written textual commentary/response/content online, it relies heavily on solid and conversational writing skills.
We have recently started blogging and tweeting as part of an overall project to improve the marketing we do for ourselves, but primarily my role is to help our clients engage in social media for their companies.
We're still working out a few kinks, but our blog has managed to very quickly get a fairly significant readership. Of course we will continue to use social media in the future - hopefully increasingly so - as it is quickly becoming an imperative for agencies to demonstrate through example their social media savvy.
Monday, October 26, 2009
Coming Soon: Droid Domination?
I feel sorry for networks that aren’t AT&T. Really, I do. I’m not sure if anybody will ever conquer the iPhone. The iPhone is a beast in the tiny smartphone forest that just eats up everything in its path. Should other networks even try to develop their own version of the iPhone or is this an impossible task?
Verizon Wireless doesn’t think so. In an article posted in AdAge, Rita Chang discusses how the network is starting to reveal their strategy for the Droid, which is basically their version of the iPhone, only better. The Droid’s website refers to the new smartphone as a “robot” and will literally get you out of any problem. A little dramatic? Yes, I think so.
In the Droid’s premier teaser ad, it aims all of its attention on the iPhone’s shortcomings. For example, the ad states that “iDon’t allow open development” clearly stating who the phone company is targeting. So far, those who have reviewed the Droid give it awesome reviews, saying, “The Droid is the most sophisticated mobile device to hit the market to date from a hardware standpoint.”
But lets get real. Nobody is every going to dethrone the iPhone. The Droid will probably be extremely popular within the verizon network, but will the Droid lure back those who left Verizon to own the iPhone? Experts say probably not. Actually, the only phone that has been able to lure people away from their current carrier has been the iPhone.
Some experts believe that by the Droid taking on such as strong competitor as the iPhone they are taking some major risks. In their teaser ad, Verizon starts rambling off negative features that the iPhone supports, also stating that “everything iDon’t, Droid Does.”
Do I think the Droid is going to overpower the iPhone? No. Not even close. It probably wont even knock the monster down one, teensy-weensy little knotch. What I do think this phone will do is keep people from leaving leaving Verizon to obtain the iPhone. Bottom line is Verizon has the best network in the country. A cell phone, although it is capable of doing many other wonderful things, is really meant to do one thing: make phone calls. Verizon has the fewest drop calls in the nation and people know that. Therefore, I think if they can produce a smartphone comparable to the iPhone backed up strongly with their fantastic coverage, they might stand a chance in the big, bad forrest conquered by the iPhone.
Verizon Wireless doesn’t think so. In an article posted in AdAge, Rita Chang discusses how the network is starting to reveal their strategy for the Droid, which is basically their version of the iPhone, only better. The Droid’s website refers to the new smartphone as a “robot” and will literally get you out of any problem. A little dramatic? Yes, I think so.
In the Droid’s premier teaser ad, it aims all of its attention on the iPhone’s shortcomings. For example, the ad states that “iDon’t allow open development” clearly stating who the phone company is targeting. So far, those who have reviewed the Droid give it awesome reviews, saying, “The Droid is the most sophisticated mobile device to hit the market to date from a hardware standpoint.”
But lets get real. Nobody is every going to dethrone the iPhone. The Droid will probably be extremely popular within the verizon network, but will the Droid lure back those who left Verizon to own the iPhone? Experts say probably not. Actually, the only phone that has been able to lure people away from their current carrier has been the iPhone.
Some experts believe that by the Droid taking on such as strong competitor as the iPhone they are taking some major risks. In their teaser ad, Verizon starts rambling off negative features that the iPhone supports, also stating that “everything iDon’t, Droid Does.”
Do I think the Droid is going to overpower the iPhone? No. Not even close. It probably wont even knock the monster down one, teensy-weensy little knotch. What I do think this phone will do is keep people from leaving leaving Verizon to obtain the iPhone. Bottom line is Verizon has the best network in the country. A cell phone, although it is capable of doing many other wonderful things, is really meant to do one thing: make phone calls. Verizon has the fewest drop calls in the nation and people know that. Therefore, I think if they can produce a smartphone comparable to the iPhone backed up strongly with their fantastic coverage, they might stand a chance in the big, bad forrest conquered by the iPhone.
Monday, October 19, 2009
Getting Filled In With Linkedin
To be quite honest, I’m getting a little sick of social networking sites. I don’t see the benefits of setting up accounts on five different sites, unable to keep up to date with all of them, rather than dedicating all your time to one or two. I believe in quality, not quantity. Of all of these sites, however, I believe the one that holds the most meaning and produces the most benefits for its users would be Linkedin.
According to an article entitled “Linkedin for Dummies” some of the benefits of using this social networking site is networking, hiring, posting jobs, getting business advice as well as saving and making money. What makes this site different from the rest is that Linkedin is a business networking site rather than one like Facebook, which is normally used for recreational purposes and catching up with friends. It’s a good idea to be logged into both sites, Linkedin and Facebook, because that way your have a two sites to separate your personal life and your work life.
The article gives insight to how a person can really utilize Linkedin and enhance their career. An interesting piece of advice that the article gave was when the author stated that when completing your profile, you should make it less formal. Your profile gives potential colleagues and employers a quick glimpse into you as a person. They get all of that on your resume. Here, you really have the opportunity to be funny, creative and to show your personality. It’s appropriate to add your education and work experience to your profile, but it’s also alright to have a little fun with it as well.
It is very important to maintain a personal relationship with all of those you’re connected to. It isn’t a good idea to accept invitation from somebody you don’t know, nor is it a good idea to send an invitation to somebody you don’t know. Another great piece of advice this article gives is that when sending an invitation to some body don’t forget to personalize the message. It shows the person that you’re really interested and care about forming a relationship.
One of my favorite parts is the recommendation feature on Linkedin where people who have met you can give comments on you as a person and add anything you may have missed. I cannot tell you how many times I’ve filled out a resume and forgotten something I’ve done in the past that is relative to my career or could be interesting to a potential employer. That is why it is always a good idea to chat with people who know you when looking for ways to describe yourself. Just one other aspect that makes Linkedin fabulous!
Wednesday, October 14, 2009
My Main Man, Mark
Person: Mark Inman
Employer: St. Bonaventure University
Employer: St. Bonaventure University
Describe who you work for, what it is you do and how long you've been doing it?
I work for St. Bonaventure University. It's a swell place. I work in social media, produce video, write press releases, et al. I've been here for 15 months.
Does the business you work for use social networking sites? If yes, which ones?
Yes. Facebook, Twitter, YouTube, LinkedIn, Blogger, and Flickr and Delicious to a lesser extent.
How and for what purpose do you use these sites?
A new publishing medium, a quick way to converse with people interested in SBU, and to identify (and address) trends and needs of such people.
Do you believe you effectively communicate with your consumers?
As a publishing medium, I think we use social media well, but there isn't enough conversation on Facebook and Twitter. Tell your friends to start commenting on stuff on the SBU Facebook page. :)
What are some of the benefits of using social networking sites?
For SBU, it's easier to know wants of prospective students as well as alumni concerns. It also facilitates friendships at a rapid rate among freshmen groups.
Will you use/continue to use these sites in the future?
Yes.
I work for St. Bonaventure University. It's a swell place. I work in social media, produce video, write press releases, et al. I've been here for 15 months.
Does the business you work for use social networking sites? If yes, which ones?
Yes. Facebook, Twitter, YouTube, LinkedIn, Blogger, and Flickr and Delicious to a lesser extent.
How and for what purpose do you use these sites?
A new publishing medium, a quick way to converse with people interested in SBU, and to identify (and address) trends and needs of such people.
Do you believe you effectively communicate with your consumers?
As a publishing medium, I think we use social media well, but there isn't enough conversation on Facebook and Twitter. Tell your friends to start commenting on stuff on the SBU Facebook page. :)
What are some of the benefits of using social networking sites?
For SBU, it's easier to know wants of prospective students as well as alumni concerns. It also facilitates friendships at a rapid rate among freshmen groups.
Will you use/continue to use these sites in the future?
Yes.
Chattin' it up with Cutco
Person: Kathleen Donovon
Employer: Vector Marketing, Cutco Cutlery
Describe who you work for, what it is you do and how long you've been
doing it?
I work for Vector Marketing Corp. and my job is to promote the product
they sell - CUTCO Cutlery. I've been working here for 9 1/2 years.
doing it?
I work for Vector Marketing Corp. and my job is to promote the product
they sell - CUTCO Cutlery. I've been working here for 9 1/2 years.
We just started testing the waters with social networking sites, but
it's really all new to us. We currently are using Facebook and Twitter.
How and for what purpose do you use these sites?
Again...we've just started using the sites. For now, we using them
simply as a way to communicate with our stakeholders. We're NOT using it
to aggressively promote our company.
Do you believe you effectively communicate with your consumers?
Because we're a direct seller, our best communication comes from our
sales representatives who are doing in-home demonstrations. From the
public relations side, recent TV appearances have generated a lot of
buzz about CUTCO.
What are some of the benefits of using social networking sites?
From our brief experience with it, it allows us to respond quickly and
directly to consumers concerns. It also allows us to quickly post
important information.
Will you use/continue to use these sites in the future?
Yes.
Tuesday, October 13, 2009
Twitter: It's Quality, Not Quantity
When I was first asked to sign up for Twitter, I was very apprehensive. The whole idea of a social networking site that posts a person's updates seemed a little stupid because I already had a Facebook account to do that for me. But, it was free and I did it anyway.
I'm not going to pretend that I fully understand the Twitter craze that is happening at the moment, but the article How to Get More Twitter Followers: Some Methods That Work helped me get that much closer to figuring out the point of all of this.
The author says that it isn't what you do on Twitter that matters, it's the attention you give you're account everywhere else that does. There are plenty of websites out there that give advice on Twitter etiquette but Maki doesn't believe this is where users should be placing their attention. Maki looks at the top users on Twitter who have the most followers and says the reason these people are successful on Twitter has nothing to do with how they tweet. It's what they're doing outside of Twitter that is driving people to their account.
Basically, you aren't going to get popular by setting up an account on Twitter. You already have to be popular to become popular on Twitter.
Your Twitter profile is like any other website, and if you want people to go to that website you need to "drive traffic to your profile." Maki came up with, in my opinion, brilliant ideas to drive people to your account. A few of my favorites were organizing a contest through your twitter account and including a link to your profile in email/forum signatures. If you have any other presence on the web, you need to make sure that it is somehow linked to your Twitter account.
Another point that I found interesting was how Maki states is isn't necessarily how many followers you have, it's how you interact with the ones you do have. It's all about quality, not quantity. It is a lot easier to stay connected with a couple hundred followers, rather than a couple thousand. It is much better for your brand if the consumer feels a personal connection and a sense of relevance rather than feeling like one in a million.
You need to make your account the first place people look when signing into Twitter. This isn't as easy as just following as many people as you can click on. You need to make these people feel connected and engage each follower as much as the next one. Twitter is a great networking and communication tool for a company that is looking to stay connected to their consumers. And hey, while living a country that is going through a recession, the number one reason to sign up for Twitter: It's free!
Wednesday, October 7, 2009
Is Apple The Only One That Has It Right?
It's an Apple world and we're all just living in it.
According to an article by Michael Fleischner on Marketing Scoop entitled “Where Has All The Good Marketing Gone?,” the only effective marketing Fleischner witnessed this past year has been from Apple backing his claim up by stating “How do I know? I own 3 iPods.”
Why someone needs three iPods, I don’t know. Bill Gates probably doesn’t even have three iPods. Regardless, Fleischner brings up some pretty interesting points worth discussing.
He starts off by bringing up a very important question: “What drives the consumer more, the product or the marketing?” Fleischner gives the cop-out answer of both, but I agree with him. Initially, it’s the marketing that gets the consumer to the store to buy the product. Then, it is product itself that keeps the consumer coming back for more.
Great marketing convinces the consumer that they cannot live without the product. According to Fleischner that is what Apple has done with its brand, and I cannot disagree with that. I see people getting into arguments day in and day out over what is better, a Mac or a PC. A Blackberry or an iPhone? I’ve gotten into a few of these arguments myself.
In most instances, I don’t buy things because of the marketing (which is a terrible thing to say being an IMC major.) When I bought my iPod, I bought it because I needed something to exercise with that was light in weight and would hold hundreds of songs. I couldn’t even tell you if I saw an Apple ad before I bought it. I just remember watching everybody at the gym, holding their little portable media players and knowing I needed one too, not because of marketing but because they looked convenient and reliable.
One of the reasons Fleischner believes Apple’s marketing efforts have been particularly successful is their comparison of new Apple products with old ones they’ve sold in the past. You would think that the smart way of marketing your product to consumers would be to belittle the competitor, which in some instances Apple does. However, in many commercials, especially when selling a new iPod, Apple will talk about how the iPod Touch is better than the Nano. It’s brilliant. All of a sudden, the iPod you’re holding in your hand is inadequate and you run to the store immediately to purchase the shuffle.
Towards the end of his article, Fleischman starts to ramble off on bits of advice that appear to be stolen out of a Marketing 101 textbook. Marketers need to develop a relationship between the consumer and the product. The consumer needs to feel that they cannot live without the product. Although true, this is nothing I haven’t heard before.
I personally don’t know exactly why I buy a product. I think it’s a little bit of everything. Sometimes, I look for a product because I saw a really great ad and it resonated with me until I found the product in the grocery store. Sometimes, I buy a product because I know it’s the only one of its kind that actually works. Then there are times where I’ll pay double for a product, just because I love the brand and don’t care how much I have to pay to get it. Whether or not the product had an effective marketing campaign, I don’t care. All I know is I need it. Whoever planted that bug in brain did their job and they did it well.
According to an article by Michael Fleischner on Marketing Scoop entitled “Where Has All The Good Marketing Gone?,” the only effective marketing Fleischner witnessed this past year has been from Apple backing his claim up by stating “How do I know? I own 3 iPods.”
Why someone needs three iPods, I don’t know. Bill Gates probably doesn’t even have three iPods. Regardless, Fleischner brings up some pretty interesting points worth discussing.
He starts off by bringing up a very important question: “What drives the consumer more, the product or the marketing?” Fleischner gives the cop-out answer of both, but I agree with him. Initially, it’s the marketing that gets the consumer to the store to buy the product. Then, it is product itself that keeps the consumer coming back for more.
Great marketing convinces the consumer that they cannot live without the product. According to Fleischner that is what Apple has done with its brand, and I cannot disagree with that. I see people getting into arguments day in and day out over what is better, a Mac or a PC. A Blackberry or an iPhone? I’ve gotten into a few of these arguments myself.
In most instances, I don’t buy things because of the marketing (which is a terrible thing to say being an IMC major.) When I bought my iPod, I bought it because I needed something to exercise with that was light in weight and would hold hundreds of songs. I couldn’t even tell you if I saw an Apple ad before I bought it. I just remember watching everybody at the gym, holding their little portable media players and knowing I needed one too, not because of marketing but because they looked convenient and reliable.
One of the reasons Fleischner believes Apple’s marketing efforts have been particularly successful is their comparison of new Apple products with old ones they’ve sold in the past. You would think that the smart way of marketing your product to consumers would be to belittle the competitor, which in some instances Apple does. However, in many commercials, especially when selling a new iPod, Apple will talk about how the iPod Touch is better than the Nano. It’s brilliant. All of a sudden, the iPod you’re holding in your hand is inadequate and you run to the store immediately to purchase the shuffle.
Towards the end of his article, Fleischman starts to ramble off on bits of advice that appear to be stolen out of a Marketing 101 textbook. Marketers need to develop a relationship between the consumer and the product. The consumer needs to feel that they cannot live without the product. Although true, this is nothing I haven’t heard before.
I personally don’t know exactly why I buy a product. I think it’s a little bit of everything. Sometimes, I look for a product because I saw a really great ad and it resonated with me until I found the product in the grocery store. Sometimes, I buy a product because I know it’s the only one of its kind that actually works. Then there are times where I’ll pay double for a product, just because I love the brand and don’t care how much I have to pay to get it. Whether or not the product had an effective marketing campaign, I don’t care. All I know is I need it. Whoever planted that bug in brain did their job and they did it well.
Monday, October 5, 2009
New Social Media tools
Tracking is the new stalking.
There are ways to receive updates on anytime somebody mentions your name, or any other name you choose. Why anybody would want to do this for personal recreation, I don't know. However, I do see the opportunities it would give businesses who want to know what it's consumers are thinking. Or what their competitors are thinking, for that matter.
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