PR How-To: A Top Media Trainer Reveals The Dos & Don’ts of Press Interviews

March 5th, 2010 by Tami Comments »

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One of the best things about doing what I do is the awesomely talented people I get to collaborate with. Jim Cameron, the best media trainer in the business, is president of Cameron Communications Inc., and one of the folks that I feel fortunate to know and work with.

As a brand storyteller, I work closely with my clients to help get them focused on what their story is and how to tell it to their stakeholders to ultimately help them achieve their business objectives. Jim is my go-to guy for getting my clients fully prepared for the media. It’s such a treat to watch him work, but it’s even more gratifying to see our clients transform into great spokespeople who can easily handle an interview with Diane Sawyer as they can with The New York Times. For a few examples of top interview segments we’ve lined up for clients check here.

Since Jim’s input is always invaluable to the process and spot on for me, I asked him to share some of the key fundamentals with Buzzcloud:

Jim, why do people generally fear the media?

It’s the fear of not being in control.  But not all media interviews need be frightening.  In fact, knowing how to get your message across to the media can do a lot to actually promote your business.  The trick is to be prepared.  Questions aren’t ‘obligations’, they’re ‘opportunities’.

You must go into every media encounter with your own messages… two or three points that you want to get across regardless of the questions you’re asked.  What that message is depends a lot on who is reading / viewing / hearing the interview and when.  You should tailor your messages for that audience in terminology they can easily understand.

So, you are saying what works for a print interview won’t work for a TV interview?

Not all media were created equal.  Print interviews, for example, are much harder to control than broadcast despite their lack of intimidating cameras and recorders.  Print reporters take advantage of this seemingly conversational approach and can keep you chatting for hours… if you let them.  You must set the guidelines for interviews:  who will speak for your company, on what issues, where and when.

Radio interviews offer an opportunity to narrowly focus your message to a particular demographic or psychographic niche audience reached by the station you’re on.  On call-in shows you’ll have plenty of time to deliver your messages… even from the comfort of your own home, as stations now can have guests by phone as well as callers.

Television is perhaps the most challenging of the media because of its brevity, complexity and reach.  Even a lengthy interview may be distilled down to a “sound bite” of but a few seconds.  But, with training, you’d be surprised at how much information can be conveyed in that limited time… and how well you can control what gets electronically quoted from your interview.  Being a visual medium you’ll want to keep viewers focused on your message rather than your flashy attire, ineffective body language or shifty-eyed glances off-camera.

Remember this mega DON’T?

Here are a few media DO’s and DON’Ts from Jim’s Media Training Workshops:

  • Know the points you want to get across in the interview.  Build a bridge of words from the reporter’s question to your messages… and deliver them several times during the interview.
  • Don’t be afraid to admit that you don’t know the answer to a question but instead offer to find the answer and get back to the reporter before their deadline.  Never respond to questions based on unfamiliar facts.
  • Don’t be rushed into answering.  Don’t feel obliged to fill “dead air” after a tricky question.  Just pause, think… and then answer.
  • Avoid professional jargon.  Keep your message simple, but not condescending.
  • Find out as much as you can about the reporter and his/her story before you agree to be interviewed.  Have they covered your business and its issues before?  Who else are they talking to for this story?  Do you really want to be in that mix?  You can always politely decline an interview.  Nobody can force you to talk if you don’t wish to.
  • On TV, always dress your part, projecting a cool, clean-cut professional image.
  • Don’t look into the camera.  Instead, look at whomever is talking.  Avoid the temptation to look at the monitor or acknowledge other distractions out of camera range.  And remember:  you are always potentially on camera, even if someone else is talking.  TV Director’s love “reaction shots” of your expression or body language when someone else is verbally skewering you.
  • Project your messages with enthusiasm.  That attitude is contagious.  And if you’re not excited about your message, the reporter and audience never will be.

With a little practice, these interviewing skills will become second nature.

Jim’s bottom line: having a proactive media strategy and the proper training to handle any media situation can help promote your business, and take it to the next level.

JIM CAMERON is President of Cameron Communications Inc. in Darien CT.  He has trained hundreds of CEO’s, authors and celebrities for everything from “Sixty Minutes” to The Wall Street Journal.  An award winning journalist and former News Director at NBC, he was also the founder of JFORUM, CompuServe’s online service for journalists.  He can be reached at (203) 655-0138, on the web at www.mediatrainer.tv or by e-mail at JIM@MEDIATRAINER.TV

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Who Are You?

February 24th, 2010 by Tami Comments »

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Best-selling author and blogger Seth Godin said, “It’s not who you are, it’s what you say.”

Seth has been inspiring me, like so many others, for years.  I found myself thinking about this “law” of his from his book small is the new big because it is more relevant today than ever.

In my profession, I help businesses of all sizes and shapes define who they are.  And in that process, I help them get relentlessly focused on what makes them different.  By using this as the foundation, you have to be really honest about who you are and what you do.  For brands, this bit of clarity can make a world of difference in their marketing efforts, and ultimately, if we do our job right, it will help drive business results as well.

The recent media circus of late — Tiger Woods, Conan O’Brien, NBC, Obama, Healthcare, Economy…pick a topic! — also shows us that current times require a bit of an edit to Seth’s statement.  We now live in a society where you damn well better know who you are because it’s just as important as what you say.

Turn back the clock 2 years.  I bet everyone felt comfortable with who they were and where they were going — the sky was the limit, money was cheap, and America offered opportunity and no limits. Today, it’s a different story.  We are a country under pressure.  As a result, every household, business and  brand — even if you are one of the lucky ones (Target, Honda, Whole Foods, Pepsi, J Crew, etc.) — is being forced to learn what it means to live by the New Normal.

Consumer psychology and behavior have changed dramatically and perhaps permanently.

As a brand if you haven’t tackled the “Who Are You?” question in the past 6 months, it’s time to revisit it. Owning your story means developing it over time and keeping it fresh and relevant when the marketplace shifts.

At TMG, we’ve developed a strategic brand audit process that examines a brand’s key driver. By knowing what drives your brand — is it a process? is it an experience? is it a competitive infrastructure? — then we can develop an integrated media, marketing and communications strategy relevant for current times and influential among target audiences to help you achieve your business goals.

When you look to your communications experts and ask them, “Do we know who we are?,” you need to feel confident that they are answering from a deep understanding of your brand identity and that they aren’t just rehashing your brand narrative.

The marketing landscape has changed – and it’s more exciting than ever. With the social web providing so many new tools, the barrier to high-touch engagement is now much more cost efficient. As Mashable reports today Fortune 100 companies are utilizing these tools — and that’s progress for all involved.

One can achieve great results quickly — including honest feedback from customers or prospective ones. Traditional media and marketing tactics are still important and provide a tremendous amount of value. When an integrated marketing and communications plan is developed and properly executed, the questions of Who You Are and What You  Will Say line up to a compelling story. One that your stakeholders gravitate to, and one that helps you grow your business in today’s new world.

Tell me: who are you?

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Tiger Talks.

February 19th, 2010 by Tami Comments »

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Tiger on CNN Today

Having just watched the Tiger Woods press conference on CNN, I wanted to briefly close the loop on this sad topic, and continuing PR disaster for the golf great.  The biggest question today’s event raises for me, from a PR standpoint, is why did it take this long? All of this could have been said within days and no longer than a week from when the news broke in November.  It was scripted and felt more like a box he simply needed to check off as part of his therapy. At times it lacked any sincerity at all.

While he made statements about being sorry and being accountable for cheating on his wife and putting his family in harm’s way, he also went on to take shots at the media for stalking his wife, his children and his mother. In these statements, he sounded angry. He sounded arrogant. It all could have been dramatically different if he didn’t go radio silent when the news broke over Thanksgiving weekend.  As I’ve said before, if you own your story and commit to telling it — regardless of what the story is — than the media will not be as motivated to hunt, stalk and fish for the sordid details. If you go into hiding, as Tiger did, then guess what? The media — because you are the greatest golfer in the world, for god’s sake — will go around to whomever is connected to you. There should be no surprise, or even anger,  from Tiger Woods over this. Yes, he has some serious trouble in his personal life, but the lines get blurred when you mess up as he did, and then continue to comport yourself in the manner he did. We can debate for days about whether he deserves privacy during such a heated and emotional time. But this is Tiger Woods we’re talking about — so the point that he gravely misses here is, you have to answer to so many different people other than your family.  There are those in your profession. Your sponsors. Your Foundation. The public at large who has supported you throughout your career. Your staff, your peers, your friends, and so on.  The best way to confront all these different groups, as well as be accountable for your actions, is through the media. Love them or hate them, they are your gateway to Peace or Hell.

Sadly, Tiger took this moment in time, today, to break his silence and pick a fight.  Having the media on your side, Tiger, is a crucial component to helping you rebuild your life. They are your window to the world, and vice-versa. Respect that, or you will continue to the lose the media game.

What do you think — did Tiger do anything to start repairing his image today, or more damage?

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Pepsi: When Doing Good Means Getting It Right

February 9th, 2010 by Tami Comments »

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True leadership sometimes means being unconventional. It takes creativity, and the ability to keep forging ahead, even if you don’t get it right the first time.  Not too long ago, Pepsi was getting slammed in the media, much of it on the social web for how it courted influential bloggers and consumer media reporters about its new brand redesign.  Many reports focused on “What’s the point?” or how the campaign didn’t feel authentic, or that it didn’t hit the right note, with many bloggers simply feeling Pepsi’s efforts were a waste of time and energy for all involved. Like this example filed by a well-known social media blogger. Well, based on Pepsi’s latest initiatives around the Super Bowl, I would say the brand listened to the blogosphere, and has redeemed itself, big time.

Starting with the Pepsi Refresh Project which debuted on January 29, to its over-the-top Pepsi Fan Jam that kicked off Super Bowl weekend in South Beach, clearly the brand went back, did its homework, and brilliantly put its resources and focus on its #1 asset: customers. With the Refresh Project, Pepsi is giving away millions of dollars through public grants aimed at doing good. Anyone can submit ideas where people can vote, and win money for their idea/cause. The brand is spending millions on the social web, Facebook and Twitter, specifically, to spread the word and generate engagement.

“Our idea was that this year we’d try to shift the marketing and communications to something that’s truly walking the walk,” said Lee Clow, chief creative officer and global director for media arts at the Pepsi-Cola agency, TBWA Worldwide in Los Angeles, part of the Omnicom Group.

I was in Miami over the weekend on business, attending the OchoCinco Mansion Party where my client Kesha Nichols and her dance troupe Sugar & Spice performed for the hot sports celebrity crowd as we rolled cameras for an upcoming project with Ish Entertainment. We had the opportunity on Friday night to attend Pepsi’s Fan Jam in South Beach, a free concert with performances by Justin Bieber and Rhianna.  Rhianna was incredible and the entire event which took place on Friday night was simply a prelude to Pepsi’s newfound, spot-on consumer engagement. By focusing on the consumer in this marketing go-round, and shunning traditional pricey ad spots during the Super Bowl game, Pepsi was suddenly in the spotlight as a brand that gets it. Refreshing. (Pun intended.) But the event also spoke to my inner brand geek, as I was fully aware of being part of a brand experience. One that not only felt good, but supported the idea of doing good. And that was cool.

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First, Rhianna was on fire, she looked awesome, and people were going wild for her set of crowd-pleasing chart toppers. I’m not a fan of hers really, but she was unstoppable and truly captivated the crowd that stretched for what seemed liked miles on the beach. Regardless of the fact that I was there as part den Mother and part “member” of Kesha’s hot dancer posse, and that we were suddenly escorted up to the stage “at the director’s request” — the concert was being broadcast live on VH-1 — the event itself was pure branding magic. It was exactly the special brand experience that today’s consumer craves and expects.

Not surprising, since this event took place at the start of the NFL’s biggest weekend, the amount of coverage (earned and paid) was everywhere. But the overall message, in my opinion, went far beyond “Drink Pepsi,” it was more about “Live your Life with Pepsi.” By supporting the brand with this level of marketing support that doesn’t have the standard :30 or :60 spot as its cornerstone showcase piece, and giving us a campaign that prominently features the brand experience front and center, is, to me, a sign that brands are really learning what the social media space is all about, as well as how to leverage it authentically. When that happens, it can be a really amazing thing for all involved. Just look at all the wonderful social causes people are rallying around on the Refresh Project website. I myself voted for one of the celebrity causes — Mark Sanchez who is involved with the Juvenile Diabetes Research Foundation because a friend’s daughter is Type 1. If he gets the most votes, the JDRF will get $100,000 – fabulous!

It’s the difference between staging a concert to a fake audience to film for a spot, and putting on a free concert for real folks that’s broadcast on national television – where the energy, experience and excitement are real. As a result, the engagement between brand and consumer is real. The experience can’t be replicated, each one is as unique as the last.

Bravo, Pepsi. You did good.

What brands do you think really “get” social media? Has there been a social media campaign that prompted you to get involved or act?

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No Brand is Impervious: Even Apple Makes Mistakes

January 28th, 2010 by Tami Comments »

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This is not a tech review. Plenty of tech reporters and bloggers out there will comb through the abundance or lack of features on Apple’s newest product launch of, perhaps the undeniably cool, iPad. But all of that is a non-starter for me. You see, first I can’t get past the name. And second, I was mesmerized by what was unfolding as Apple’s Steve Jobs was telling one story about the snazzy new debut of what looks like a giant iPod, and the social web was ablaze with commentary that was spurring quite another. The jokes were flying.

Quite frankly, I had to keep checking to make sure I got it right: Apple was now forever associated with feminine hygiene products…huh?! Could this uber-cool brand that seemed impervious to anything but branding excellence have taken this horribly wrong turn?

Yep.

The Wall Street Journal reported:

Within hours of the announcement, “iTampon” was a hot topic on Twitter. “iPad. Feminine protection for the future. And the future is now,” wrote one. Another: “So does this iPad thing mean that Apple has finally breached the gap between technology and feminine hygiene products?”

Also making the rounds in inboxes was an image of a sanitary napkin with Apple’s logo and the slogan: “iPad. Like a tampon. Only more expensive.”

Oddly, this is so ironic to me, as I’m gearing up to launch a campaign next week for one of my clients. Essentially, the cornerstone of this campaign is a proprietary research study we conducted where 1,000 affluent women from around the country were interviewed about their financial attitudes and behaviors in the wake of the recession. More to come later, but it’s a fascinating study, and one that reveals more and more women are controlling not only the purse strings, but are holding the CFO position in their household. Women have more money, more power, than ever before. In fact, the Bureau of Labor Statistics recently reported that for the first time in history, women will surpass men in the workforce. Their own customer research aside, surely, the R&D department at Apple keep up to date on current events and the national economy, right?

Here we have Steve Jobs coming out yesterday to announce to the world the debut of a snazzy new gadget called — in all seriousness and importance — the iPad. APPLE! It’s so bad, it’s funny. But not funny in a ha-ha way, funny in a “Hey, Apple, you are starting to lose your grip. Not only on your brand, but your audience kind of way.”

Anyone who knows or works with me, knows my mantra is “Own your story.” Owning your story means that when you stand up to tell it to the world, you’ve also done your homework. Somehow, I don’t think the Apple folks, Steve Jobs included, considered just how badly the name iPad would be as a story detractor. Or, did they profoundly underestimate the consumer mind-set? As far as I can tell, the comments and jokes weren’t coming just from the female gender. It was almost as if guys were looking at their Master of All Things Cool, and saying, “Really , Steve, you want us to carry around an iPad, and we’re all ok with this?”

What do you think?

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Coco Spreads His Wings

January 23rd, 2010 by Tami Comments »

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Ok, to wrap up this entire late night TV fiasco, let’s pause to reflect on just how classy Conan O’Brien is. Why? Because  here’s a person who has shown us that it is possible to be original. To be truly remarkable. How refreshing! His show last night was brilliant. I really don’t care if his ratings weren’t all that hot in the mere 7 months he took over the reigns of The Tonight Show from Jay Leno. From what we all know now, Conan is the real deal.

It’s a shame it took such an embarrassing turn of events for NBC to create an accidental opportunity for Conan to really show us what he is made of. And boy, did it resonate with people everywhere. (Also refreshing…yay! for the human race.) We are captivated by the man, not the network. Execs knew all along this was Conan’s character, and they should’ve given him the wing-span to shine. Read Time”s review of his last show as the Tonight Show host here.

“All I ask is one thing, and I’m asking this particularly of young people that watch: Please do not be cynical. I hate cynicism. For the record, it’s my least favorite quality. It doesn’t lead anywhere. Nobody in life gets exactly what they thought they were going to get. But if you work really hard and you’re kind, I’m telling you, amazing things will happen.”

I can’t wait to see where this Free Bird lands next. It’s exciting to see we’ve got real people in the entertainment industry — the world — with values, talent, and pure grit.

For those of you who might have missed it, here’s Conan’s final comments and the song that follows.

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Conan: My PR Hero, and A Lesson In Owning Your Story

January 13th, 2010 by Tami Comments »

Conan O’Brien knows how to make us laugh, but now he has won my PR heart.

Why?

Because he knows how to be a man, and he isn’t afraid to step up and do what he believes in.  So classy. Sadly, this is a rarity in today’s world.

Check out his statement that he released himself through PR Newswire today.

Love it.  Love his openness and honesty. Love how he is owning his story even if it means giving up his dream.

The way this is playing out, there is going to be major Leno backlash if he lets Conan walk, and he takes the Tonight Show timeslot for his lackluster show (wouldn’t it be awesome if, in response, Jay released a statement that he will happily “let” The Tonight Show with Conan as host remain in its 11:35pm slot?) Come on, Jay…you’re holding all the cards here. Show us what you’re made of. Oh yeah, joke’s on you: you already have.

Jay is washed up. Conan is where it’s at.  Poor Jimmy Fallon.

Here’s the statement:

PR Newswire: news distribution, targeting and monitoring

Statement from Conan O’Brien

UNIVERSAL CITY, Calif., Jan. 12 /PRNewswire/ — Conan O’Brien released the following statement.

People of Earth:

In the last few days, I’ve been getting a lot of sympathy calls, and I want to start by making it clear that no one should waste a second feeling sorry for me.  For 17 years, I’ve been getting paid to do what I love most and, in a world with real problems, I’ve been absurdly lucky.  That said, I’ve been suddenly put in a very public predicament and my bosses are demanding an immediate decision.

Six years ago, I signed a contract with NBC to take over The Tonight Show in June of 2009.  Like a lot of us, I grew up watching Johnny Carson every night and the chance to one day sit in that chair has meant everything to me.  I worked long and hard to get that opportunity, passed up far more lucrative offers, and since 2004 I have spent literally hundreds of hours thinking of ways to extend the franchise long into the future.  It was my mistaken belief that, like my predecessor, I would have the benefit of some time and, just as important, some degree of ratings support from the prime-time schedule.  Building a lasting audience at 11:30 is impossible without both.

But sadly, we were never given that chance. After only seven months, with my Tonight Show in its infancy, NBC has decided to react to their terrible difficulties in prime-time by making a change in their long-established late night schedule.

Last Thursday, NBC executives told me they intended to move the Tonight Show to 12:05 to accommodate the Jay Leno Show at 11:35.  For 60 years the Tonight Show has aired immediately following the late local news.  I sincerely believe that delaying the Tonight Show into the next day to accommodate another comedy program will seriously damage what I consider to be the greatest franchise in the history of broadcasting.  The Tonight Show at 12:05 simply isn’t the Tonight Show.  Also, if I accept this move I will be knocking the Late Night show, which I inherited from David Letterman and passed on to Jimmy Fallon, out of its long-held time slot.  That would hurt the other NBC franchise that I love, and it would be unfair to Jimmy.

So it has come to this: I cannot express in words how much I enjoy hosting this program and what an enormous personal disappointment it is for me to consider losing it.  My staff and I have worked unbelievably hard and we are very proud of our contribution to the legacy of The Tonight Show. But I cannot participate in what I honestly believe is its destruction.  Some people will make the argument that with DVRs and the Internet a time slot doesn’t matter.  But with the Tonight Show, I believe nothing could matter more.

There has been speculation about my going to another network but, to set the record straight, I currently have no other offer and honestly have no idea what happens next.  My hope is that NBC and I can resolve this quickly so that my staff, crew, and I can do a show we can be proud of, for a company that values our work.

Have a great day and, for the record, I am truly sorry about my hair; it’s always been that way.

SOURCE Conan O’Brien

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Authenticity, For Real

January 5th, 2010 by Tami Comments »

Three cheers for SPECIAL K, the 54-year-old cereal brand from Kellogg! Come on, who doesn’t know about the “Special K Challenge,” right? I bet at some point in your life, regardless if you’re a woman or man (although 65 percent of its consumers are women), you tried it. Now, just in time for the new year, here comes a refreshing twist that takes the concept to a whole new level. And it’s a good one. (Have you caught the new TV ads yet?)

Today’s advertising column in The New York Times, Pitching a Product, Without Showing It by Andrew Adam Newman reviews Special K’s latest advertising effort …which is an excellent example of a brand that knows who it is, understands its customers inside and out, and is embracing the new marketing normal: authenticity. As Newman points out, Special K unveiled a new ad campaign this week featuring 6 real women they found while doing consumer research describing fitness goals. The campaign, which even though is essentially about weight-loss, isn’t about the “end result” from dieting, but rather reveals the vision these real women have at the beginning…how do they want to see themselves? What are their challenges? What’s really important? In one woman’s case, she wants to show her young daughter “that mommy feels confident.”

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Six different spots blanketed the airwaves during the national morning television news shows, and what makes the campaign, in my opinion, incredibly fresh and unique is that not once do you see a logo or product shot.  Unlike Dove’s Campaign for Real Beauty, the Special K ads are not about featuring “idealized women.”

Leo Burnett, Chicago produced the commercials. And despite the rather predictable problem/solution set-up, the execution works incredibly well throughout.

Quoted in the NY Times piece, Jose Alberto Duenas, vice president for cereal marketing in the U.S. at Kellogg, said showing no Special K products or logo in the ads was unprecedented for the brand.

“We’re trying to be faithful to giving real women a place to declare victory without the piece feeling overwhelmed by what the brand brings to the table,” Mr. Duenas said. “If you want to make a connection, you have to give consumers a chance to take part of the spotlight. Authenticity is what we’re looking for.” Bravo.

There’s even a new website that goes more in-depth on the personal stories of these women, and features resources, tips and information designed to help women plan their own victory. What I like about this even more is that it’s an integrated effort, a mix of traditional spots on TV and an online component that’s interactive, and user-friendly. It’s meant to surround the consumer, yes, but in a softer way that isn’t all about “look how cool my brand is” and more about “we’re a brand that gets you, we’re a brand that puts you first.” The follow-through is flawless.

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From a branding perspective, I love this campaign.  It’s relatable, it’s inviting, it’s not slick. It’s not perfect. Even better, as the marketing world is all a-Twitter about social media and the role that “being authentic” plays, here is Kellogg taking it a step further. They get it, and they aren’t afraid to embrace it. Remember, this is a brand that’s been around for 54 years! They are doing all the necessary work to stay in touch with today’s consumers, and taking the steps –bold ones, even — to stay relevant in their lives. Special K, as a result, is more than just a cereal to the consumers who purchase it. It’s their “weight-loss partner” or their “self-confidence booster” — it’s the “healthy lifestyle” brand. As Newman’s article points out, they take a soft sell approach with incredible appeal, and thus, rejuvenated the brand to have real meaning. We can all learn from that. I wish Kellogg the best with their brave efforts. Looking at your business and marketing plan for 2010, are you taking bold steps or baby steps on the path to authenticity?

P.S. Can you take a guess as to what will be on my grocery list this weekend?

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2010: The Year To Embrace Social Media for Your Brand

January 3rd, 2010 by Tami Comments »

Reading David Carr’s New York Times article today, Why Twitter Will Endure, I was struck by a simple thought: say what you want about social media, Twitter is one intelligent source for using the web efficiently. David does a great job at drilling down on how even a tuned in, plugged in, at times overloaded and busy journalist went from skeptic to advocate in the past year. And I agree with his piece, wholeheartedly. That’s right, in this age of connectedness, and access to more information than we know what to do with, much less how to process the multiple sources available to us, Twitter is the best way to cut down on surfing the ‘net or spending hours researching the essence of any topic because when everyone uses Twitter –and that is pretty much the case as usership approaches the 100 million mark — anything you want to know is instantly at your fingertips. That is incredibly valuable, regardless of what you are looking for or what you may be interested in. At any given moment. In real-time. It’s where breaking news breaks first, so as a media professional myself with a variety of clients from different business sectors, Twitter is my go-to source for keeping ahead of the curve, and in the know.

In David’s case, he shares:

“I have found transcendent tacos at a car wash in San Antonio, rediscovered a brand of reporter’s notepad I adore, uncovered sources for stories, all just by typing a query into Twitter.”

It’s this collective voice and eternal pipeline of information that will result in Twitter’s evermore usefulness, and therefore, longevity.

THE TIME IS NOW

Make this the year that you embrace social media basics, not just Twitter, but everything from blogging to Facebook, for your brand. Spend time figuring out your social media strategy and what tools make the most sense for your brand. If you are already building your digital footprint, congratulations! Take some time to evaluate what is working and what isn’t. Look at ways to take your community to the next level. How can you drive engagement, and really learn from your fans? Your customers? Your followers? What will you do with all the information you are discovering on the social web to make your brand’s customer experience better? What is your cost/benefit ratio? Have you peeked in on your competitors and looked at how they are leveraging social media tools for their brand? What can you learn from them?

If you are a marketer who has been reluctant to embrace social media, I hate to sound like a therapist here, but what is holding you back? Don’t you want to be wherever your customers are? The livelihood of your business depends on your ability to adapt, leverage and thrive in the new rules of customer engagement. Take baby steps, but step forward you must. Simply get yourself set up, and do nothing more than listen. Listen in on all the conversations that are happening. Find out where your customers are. Where the thought leaders of your industry are. Where interesting people are talking about the things that you care about. Trust me, you will quickly find out the beauty of social media. At some point, you will decide when you want to engage, and then the real power of the digital age will kick in for you. You will be part of a community building process around your brand, and you will be taking an important step to securing your future.

When people complain about social media like Twitter, for example, and say things like “I don’t really care what someone is eating for lunch,” they really aren’t taking the time to adapt to the modern age, and that unfortunately is like holding on to your rotary phone or refusing to buy a cell phone.

Sure, having all this access to all this stuff comes with the realization that we also now live in a world of major distraction and this can often lead to procrastination. It also means that the lines have blurred between personal life and professional life. But, the age of social media means that we are all one connected global community, and the world is more transparent than ever. People are sharing important information, as well as the experiences they are having. As marketers, we need to know which ones impact or influence our business. On the positive side, the cost to figuring out who your brand advocates are also just got a whole lot more manageable, as well as your ability to adapt or react to the experiences they are having. Like this one, from David’s article:

“Beyond the throbbing networked intelligence, there is the possibility of practical magic. Twitter can tell you what kind of netbook you should buy for your wife for Christmas — thanks Twitter! — or call you out when you complain about the long lines it took to buy it, as a tweeter on behalf of the electronics store B & H did when I shared the experience on my Blackberry while in line.”

The cost to ignoring this important cultural development? You do the math.

Bottom line: figure out how to tap into the power of social media to build your brand and your sphere of influence.

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The Year in Branding

December 26th, 2009 by Tami Comments »

by default 10BrandWeek posted an article that summed up their most read stories for 2009, and it seems fitting to share it here, as we embark on a new year. Let’s hope the standards are raised in 2010. I’m personally feeling more energized and creative than ever, and looking forward to working with great clients, on juicy initiatives where creativity, clarity and collaboration come together in exciting ways.

So, Happy New Year…let’s get to work and make stuff happen!

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Posted in The Latest Buzz

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