Social Media: A Success

Well, they may not be the first, but they have done it. Yes, IKEA and their Swedish agency F and B, are showing us that those Swedes have brilliant ideas other than delicious red fish.

While many brands have forged over the border into new media - social media - IKEA just used the medium with amazing success - during this fall of 2009. I have been leaning towards video clips and twitter thinking that they should be the favored social media children, but Facebook just caught me off guard.

Forsman and Bodenfors invented this priceless campaign, to engage customers and make them aware of the store's opening in Malmo, with simple steps and HUGE visibility:

1. Created a traditional facebook account for IKEA's store manager Gordon Gustavsson
2. Posted 12 pictures of showrooms (from IKEA of course) in his photo album
   
3. Used the concept of TAGGING PHOTOS - the most popular function on Facebook. (Think about it, you can tag photos that aren't even yours... that's how much people love it.) In fact, knowing this, they allowed 12 weeks to pass where others could tag themselves in the storeroom pictures.
4. Here's the engagement: The first person to tag themselves as each IKEA product was rewarded that product in return for their participation

(WATCH THE VIDEO ABOUT IT ALL POSTED HERE)

Why is this so genius? Why did it receive any recognition?

Well, FandB did what any good ad man does... they used what was innately already provided. A. People like participation - especially for a prize (People quickly started writing IKEA and engaging with the brand asking for them to post more showrooms and lengthen the tagging contest). AND B. When someone conducts activity on Facebook, an alert is shown on that person's wall and their friend's homepages.

Therefore, each time that someone tagged themselves in Gordon's photos, they not exposed themselves to IKEA products, they also exposed IKEA to their friends and their 'facebook friends' (we all have them, but would never invite them to dinner).

This simplistic act of brand engagement makes so much sense it's almost ingenious. I am not only personally inspired to find clever campaigns within this framework, I am excited to see what my peers find out too.

An early Christmas

Rockefeller Center's CHRISTMAS tree arrived yesterday and began the holiday season for all children, young and old. As we begin to see commercials and the aisles at grocery stores and convenience stores warp into red and green, our Xmas spirit tingles within. By Thanksgiving, we will be ready to BURST and explode with Christmas cheer that very next day.

But as we anticipate this coming holiday, there is someone who is celebrating sooner than most. Last weekend, 5-year-old Noah Biorkman received gifts and cards with family and friends. Why so soon? This Michigan child has been diagnosed with a fatal disease: stage IV neuroblastoma. He is currently in hospice and his family didn't want him to miss the holiday season.

Diagnosed when he was three, this may be his last Christmas. In order to make this sad truth more cheery, the family is welcoming xmas cards from the public to brighten his time. Cards may be sent to: Noah Biorkman, c/o 99.5 WYCD, 2201 Woodward Heights Blvd., Ferndale, MI 48220-151.

Everyone knows someone who has been touched by tragedy. There is no reason why this little boy should miss the magic of Christmas; please help.

Brands Have Feelings too

I've been doing a lot of thinking about social media and brands lately. This post will be a little bit of a stream of consciousness but I promise that within my clouded mind is a point:

First of all, social media (ie Twitter, Facebook, etc) is a NEW medium. It cannot be optional as it is the reason paper sources are becoming obsolete (that and our obsession with going green - when will those Metro paper guys get the message and realize that we are not taking their dirty papers because we enjoy checking our news online as we come to life with our Venti coffees in the AM??)

So, having accepted that this is NOT A TREND, I repeat social media is NOT a trend, we must examine its worth.

It is not just a way us wipper snappers chit chat with our peers and post pictures of epic weekends. Nor is it just a way for our parents to reconnect with the kids from fifth grade they didn't even talk to in the first place. It is a space to interact with information.

There are LOADS of informational sites about how to use social media to your advantage. Today, I clicked to this that and another thing and came across this list of 25 social media tips. Intrigued, I began to read to see if I knew what was up.

Number one on the list is what I've been screaming from my soap box, score one for me.

• Never forget that the groundswell is about person-to-person activity. You are not speaking as “the company”, but as a person. Most companies don’t know how to do this, and it takes a lot of practice to find that voice and feel comfortable with it.

The verdict is still out on whether or not social media belongs to PR or Advertising. But, while both arms of the industry are currently accepting ginormous checks from their clients to act on their behalf, they both need to know the lay of the land.

Social media allows people to CHOOSE to interact with brands, they click, follow, friend and become a fan all on their own. It's word of mouth, without oral words. So, if they are interacting with brands on a medium intended to connect people, then the brands must act as a person... much like the Progresso commercial where the woman thinks she is calling her PERSONAL grandmother.

Social media informs a consumer. It doesn't provide a coupon, sell something or shove information down an unassuming citizen's throat. They decided to be a part of the brand and now you are communicating with them on a personal level. Is it your 10th birthday? Celebrate. Don't offer a discount, just say it's your birthday and you've made a brand connection. You brand name has shown up on your consumers homepage or live feed (on thier computer, mobile phone, etc). You have not only appeared to them but to whoever is looking at their information. Simple, free, personal - the way brands began.

Now that you're speaking as a PERSON (not a corporation - You are not General Mills, you are the voice behind Tony the Tiger), remember you are just a person... you speak with one voice to one person at a time. Not everyone can be MLK Jr. Whoa there turbo. Make a personal connection - like in real life (that thing that happens when you're not starring at something that requires a power source). Be sincere, realistic, humble yet goal-oriented.

Now that you're human, remember, not only can you listen to criticism and praise (and adjust from there - yes the modern focus group is oh so free - *factor in the fact that people have a different voice when they type than they do when they talk to their mother or best friend*), you can now respond to critism.

Here is where the caution lies; you must remember that while you quack like a duck and look like a duck, you are not a duck (metaphor for human, duh). Instead, you are a brand and there is a LOT of money behind your mighty name. Do not respond in a pettty manner, sticks and stones blah blah blah. Get it together buddy. You have feelings and so does your brand. Protect your brand by responding as if you just did consumer research and respond by changing something within your brand, not wtih a response online.

There, no crisis communications specialist necessary... just don't mess up.

Social media is a TOOL just like everyother medium we've used in human history. PR pros will use it to tell a story (tell it like a story, not a pamphlet that noone wants to hear). Ad pros will use it for buzz to suppliment their campaign. Strategy is involved. It is a low-involvement commitment to whoever you choose to interact with
BUT
it is not low-involvement in term of perception and risk.

Strategy is necessary. Presenting your brand in a personable way is strategic, not lazy. Be smart. Don't hurt your brand's feelings.

Dear Santa,

Here is the letter I sent Santa (i.e. my family email contacts today)....


Dear Santa,

I've been a real good girl this year. I got good grades, I was a good friend, I graduated from college (yeah Santa, it's been a long run but I'm still a believer), I moved to NYC (like you always knew I would since you know my dreams), and now I'm working a big girl job and trying to land an even better one in the meanwhile. I brush my teeth and make my bed. I even save my pennies!

That's where you come in... All I've got is pennies and I'm living one of the coolest parts of my life! I'm already half blind without these contacts and one day I'm gonna be really old and just want proof of how cool my life is now. Yup, you probably guessed it big guy, all I want for Christmas this year is a camera! What's that you say, what happened to my other cameras over the years... they all broke... too much fun was had.

But, I'm a big girl now. I want MORE... videos, zoom, RED (you'll see), and confidence that comes from holding the coolest, most exquisite camera EVER. I know you're really busy and that kids have started asking for techno toys instead of stuffed bears and toy cars. So, to help out the elves I thought I'd give them a picture of what I wanted... save time with brainstorming and all.

You can find it right here you high-tech Christmas man: http://www.time.com/time/specials/packages/article/0,28804,1933520_1933522_1933477,00.html

I know you'll think it's expensive... good thing you live in the North Pole with all your lil workers! But, if you run out of time putting all the bells and whistles on this thing, I don't mind finishing the work... just have the print department print out a bunch of green bills (I'm in NYC Santa), and I'll find the rest on a money tree someday.

Thanks for helping me get closer to my dream Santa, I know everyone at home would be happy if I sent them some pictures sometimes.

Don't worry, the cookies at my house will be homemade... no break & bakes here!

Merry Christmas,

Gabrielle

My Top Website List

I was recently browsing Time Magazine 'Lists' and came across one about the 50 Top Sites of 2009. I'm not sure what the rhyme or reason is behind them or if someone just got a really fun assignment, but I found it interesting. I further googled other top lists and realized that if I were to make one, I'd have some necessary additions...

This is how it went:

TIME MAGAZINE's List:

Way to be creative guys... sites like Yelp, Flickr, Amazon, Netflix, Youtube, Twitter and Skype were included. These, to me, are givens. Anyone reading their Time magazine online and not in paper format knows these sites and wasted their precious time reading this flash article to find out things they already knew. We internet users want MORE, we crave the limitlessness of our technilogical world. Some interesting ones were:

• Popurls - a cornicopia of top news from social media and traditional media
• Academic Earth - free lectures from major universities... for lifelong learners, sorry no degree rewarded
• SuperCook - tell it what you have and it will tell you what you CAN have, goodbye chinese takeout
  

And ones I can live without: Delicious, California Coastline, Craiglook (they reorganized Craigslist and said it was basically ghetto... I happen to like the simplicity and peace sign of this digital market) and Get High Now.

Another list I found is a NY Times "Newsroom Navigator." This is actually helpful like it claims and not just fun/interesting... downside: not as interactive and pretty either. However, it lets you scroll or sort by category to get to useful, factual information FAST!

And now the GRAND FINALE! My top sites:

• Tastespotting: a digital potluck!
• Got Gabs: The internet's NUMBER ONE site for SUPER USEFUL information (wait, what?!)
• Weather.com: Yes, the weather man is hardly right but he's generally in the right ball park which makes all the difference when picking out the right outfit.
• Gmail.... who ever doesn't have this link, I want you to google it and invest a minute of your time to catch up with the rest of us.
• iTunes Store: it's online and it provides the means for me to say there is NO excuse for you to not have been watching MadMen
• Krop: portfolio website with creative job opps (check me out)
  

Like I said, Facebook/Twitter/etc are givens in this Al Gore created world.

What's your daily FAVE site?

PR Promo of the Day

Sometimes the best PR is from a citizen journalist, promoting from the heart... creating overflow PR efforts.
My cause today is Big Warm-Up. Give a coat, warm a heart.

The Big Warm Up is a Lands' End sponsored community outreach program that aims to provide coats for the homeless by asking able people to donate a coat at the Lands' End Shop at Sears as winter approaches.

This campaign was kicked off in Boston on November 2nd - where the Lands' End team has paired up with the Massachusetts Coalition for Homeless. It runs for the next 28 days nationally and needs your help! In Boston (Prudential Center), there is an installation with 786 figures representing those in the city without a coat. Imagine the number nationwide and worldwide. It may be easy to walk past someone asking for change, but try and ignore almost 1000 blank faces standing out in the cold.

Visit the interactive flash-site (link above) and you'll find heartbreaking photos but mostly statistics about people who are homeless in many different environments (the street, hospitals, recovery centers, etc.) If you need the facts in order to donate they are all there. Or, if you're going to get a new winter coat anyway, donate your old one and receive 20% off your purchase made at Lands' End Shop at Sears. (It's not JUST a marketing ploy... it will actually do some good.)

• Did you know that 3.5 Americans are homeless and 1/3 of that total is comprised of homeless FAMILIES?
• 1.3 million of our homeless are CHILDREN. (You can't tell me they all didn't try or have a drug problem... imagine if that had been you.)
  
• Today, 1,843 coats have been donated... not enough.
• Only 146 coats have been donated in the state of NY. There are enough people in NYC alone to give up an old coat to someone who will wear it everyday instead of the one day you will wear it to clothe all of NY's homeless.

Can't just give for the sake of giving? You'll get a unique code when you donate that can be traced back to where your coat was donated.

Also, promote the cause to friends by passing on word of mouth info, copying the link to people around the office or becoming a fan on Facebook. See social media IS the new media, and our slow but sure answer to world peace! (I may or may not have just watched Miss Congeniality.)

Fish and Wine?

Do you fall victim to the claim that red wine CANNOT UNDER ANY CIRCUMSTANCE be mixed with fish?

I DON'T.

However, I thought that it was just something grandmas had passed down to grandmas over the years and was founded in nothing more than conspiracy. (Don't go swimming for 30 minutes after you eat... Your face is going to stick like that...etc) I happen to enjoy red wine and I happen to enjoy fish; why should I not be able to combine my joys?!

Well, according to The Wine Lovers Page I scientifically am WRONG and cannot mix my red wine and fish.

Why you ask? Well, they found that IRON levels determine pairing. ScienceDaily concluded: "The findings indicate that iron is the key factor in the fishy aftertaste of wine-seafood pairings, the researchers say, suggesting that low-iron red wines might be a good match with seafood."

Pinot with your salmon, go ahead! But don't you dare mix that Merlot with your cod tonight! Grandma's watching! Turn's out 'all wines naturally contain some iron from the soil - 30 milligrams per liter is typical, according to Emile Peynaud's Knowing and Making Wine'. But some iron levels don't create that fishy taste that people thought pairing all red wines with fish did.

The study was conducted by pairing Asian dried scallops with a variety of wines. (Design flaw? That's not exactly a forgiving flavor to compete with...). The article suggests redoing the experiment with a variety of seafood and fish ranging from delicate and mild to dark and oil.

So moral of this fishy story?
Jury's still out... while there is scientific speculation that iron levels determine pairing possibilities, it's all based in a maybe not so smart experiment. So drink that heavy red wine with your grouper... but if it's fishy, they warned you!

Picture Social Media

Social Media is something that hasn't been decided on yet...

You all know how I feel about that (ABSURD! It's NEW, not OPTIONAL).

Check out this picture that describes selling social media as part of a campaign to companies that are not willing to jump on board:So teach the dino that maybe he wouldn't be a dinosaur heading for extinction if he wasn't so stubborn!