Tweet Me

Admittedly, I was once a Valentine's Day hater.

More than ambivalent, I often got up on my soap box and fought the anti-consumer love holiday. Why pay for a card for someone to remind them that you love them? If you truly loved them, wouldn't they already know and not need the reminder? Why buy chocolates? Hasn't it been eternally proven that woman crave chocolate every waking (and non-waking) moment? Why buy flowers? Shouldn't a blooming bit of flora compel you to bring some home to your loved one whenever the impulse strikes?

In 2009, it was stated that 70% of couples cohabitate, even before marrriage. That's a whole lotta love going around. So, if Americans are sooo lovey dovey, why the holiday?

See, I obviously have a lot of pent up aggression against the holiday. Mostly, I despise the fact that the holiday makes it "okay" to ignore your love one's need for adoration and spontaneity all year long and lets them get away with it by bringing home a cheesy heart shaped box of truffles and a corny card written by someone in a cubicle rather than written from his/her heart.

Worst of all, the holiday makes girls like me, swallow their words and succumb to typical girl mode and beg her boyfriend to participate in the holiday. Who wants to be alone watching all of the other girls stare at their BFs over candlelight through the window of a fancy restaurant, or wants to watch a chick flick that reminds you of the love you aren't feeling at the moment? Who wants to be left out of anything, ever?

And even sadder, imagine the effects on those who aren't participating by choice. Those without someone to hold onto? Imagine what this soul-sucking, consumer America holiday does in just one day to thousands of human psyches'. That's just plain inhumane.

Until the holiday is officially abolished, we will all participate, in order to prevent the ultimate letdown.

So, if I must participate (since I doubt with all that's going on in the world, I can manage to knock the holiday in a few short weeks), I choose to participate the most modern, non-old fashion way possible.

No, I'm not going to rent a flying car and hang out with the Jetsons...

I will be TWEETING my sweetheart and I encourage you to do the same. Think I'm crazy? Well, the classic sweetheart candy doesn't. They are actually jumping on board with social media and paying attention to the new communication outlet.

This year, the classic chalking candy won't only offer messages like "Love Me" and "You and Me," they will also say "TWEET ME."

Just as this candy has been an American staple for all school children and grown ups alike, they are affirming with sugar, that social media is relevant and broad enough to provide a heart with "tweet me" on it in their V-Day mix.

Another component of this addition, includes an iPhone app that allows participants to send virtual Sweethearts - Tweethearts- with personalized messages that can appear on someone's Twitter page. Fun.

As a huge supporter of social media and the relevancy of twitter, I ask, if you must, continue this money hungry holiday, do it with twitter and sweethearts. And then, Feb 15th, let's start the campaign against Valentine's Day for next year and remember to say I LOVE YOU when the feeling actually strikes (your heart, not the calendar).

Happy New Year... Now Give me Your Wallet

Dear fatties of the world, financially frustrated, semi alcoholics and chain smokers,

It's me, the New Year, and I'm here to collect on your resolutions.

New York Times writer Stuart Elliot wrote, "Every January, Madison Avenue gets into the betterment business, unleashing a flood of advertising that seeks to take advantage of the impulses among consumers at the start of a new year to improve themselves."

January, in my opinion, is the month where you are rewarded for having a bad habit and wanting to change it. It does nothing for those people who prevent that bad habit from controlling them every day of the year. For example, I like staying physically active, so when I was offered a corporate deal for the gym at my new job, I immediately signed up without shopping around for deals. The gym was important to me and so I invested in it. However, if I were lazy and didn't join a gym, yet got the urge to do so in January - when the resolution guilt month rolled around - I could have joined one of the MANY gyms now offering a reduced rate and no joining fee. THAT hardly seems fair. Coupons are abundant for the unmotivated this month.

January is also the month that reminds you that your habit is indeed a BAD habit. For example, have you noticed that nicorette is suddenly more interested in speaking to you? Or how Jenny Craig's spokescelebrities are popping up all over your morning shows? It's not a coincidence.

And finally January is the month that reminds you that your life COULD and SHOULD be better. The Lottery has introduced their "fat wallet" campaign just in time for people to start reevaluating their lives. Bus stop ads call out for people to "Get rich. Get FAT." This message clearly plays into the new year's resolution mentality and draws poor fools into stores to waste $10 on an instant win card with dreams of a brighter tomorrow. Sorry buddy, now your financial problems are even more problematic since you through away an amount equal to a month's worth of dinner or two round trips to and from work on the subway.

I am all for the advertising industry. It's my passion and a necessity in consumer America. However, ads the appeal to the weak-willed new year's resolution makers are borderline cruel. It's like taking candy from a baby or handing drugs to an addict. January should be redesigned by Madison Ave. It should be a month for them to showcase their resolutions... show the world how they aim to make it a truly better place. January should be about CSR and social responsibility, about Probono work.

Just as ridding the world of valentine's day may bring about true love every day of the week, ridding the world of new year's resolution advertisements for pills, gyms, self-help books, etc. may decrease those bad habits. Without a time of the year dedicated to changing your life, any day of the week may be good enough for a change. Imagine the possibilities.

No, PR Hasn't Killed Me (yet)

I didn't believe that anyone read my blog (except my mom of course) until I received a complaint that I had been neglecting it. So, here, for all three of you, is my post explaining where I've been and where I'm going (and taking you with me!).


This blog is coming at you from the Newsengine Associate at Euro RSCG Worldwide PR from my corner nook I like to call the 'Oasis'.


Yes, that means I completed my final job application with great success - totalling in with the recession application number of 150+. (My computer memory is thankful that that large folder will soon be purged from my desktop.)

As I begin my long, ever-changing career in the communications industry, I am thankful for the whirlwind the industry's in to keep things exciting as well as the constant that people will always want to communicate and will crave something bigger than themselves - in this case, the voice created by the collective, the media. (Yes, I studied anthropology too.)

I am part of an iniative created by Marian Salzman - top global trendspotter, current President of EURO PR and mastermind behind Porter Novelli's Jack + Bill (pop-up PR agency for Fashion Week) called Newsengine. This department is a compilation of working traditional and experimental social media - all done in real time. We are the go-to for to-the-minute brand strategy and communication. Yeah, it's a big title to carry around... but my team and I are thrilled to tackle the new territory.

Needless to say, there have already been lessons learned and late nights. Good thing motion sickness is only conducive to real rollarcoasters, because I am definitely on a figurative one.

Here are some things I've picked up and stored so far....

• You may make more money according to your contract but after NECESSARY health insurance and gym membership are taken care of, you basically make the same as the man you order a double-double from.
• Twitter is changing everything. It is the new first impression. Tread lightly.
• A hashtag (#) makes tracking a list on Twitter quick and reliable. I welcome the new media-monitoring.
• A TweetUp is the modern Satelite Media Tour (SMT) - Think online communication with a live broadcast found at a microsite.
• Internal clients are just as bothersome as outside clients (necessary evils at times) - just ask the art department dealing with us.
• Google Alerts is revolutionary, yet imperfect. Set up alerts for the same exact thing with two different accounts - you'll see what I mean.
• Blogging is the new Media (haven't I been banging this drum long enough already?) Cision (a media directory) now has zillions of bloggers listed as journalists (bc they are), whereas 2 years ago when I spent hours making media lists, they weren't an option.
• ReTweeting gives people credibility. Only make something you want to see bigger get bigger than it already is.

My brain is exploding with new concepts and ideas. It's nice to know that all of the blogs that I read and concepts I followed during my long, unpaid time off after school are paying off. I also love that social media is a job. What did the generations before me have to feel this way about?

I'll be back soon. I haven't died... I'm just busy (finally). Hope you're satiated for a while.

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