In light of the recent tension from WikiLeaks and the holiday season, I find myself wondering, “Where is the love?” 

An article I read today from Fast Company addresses the recent embarrassing confidential information released by WikiLeaks, telling executive to remain guarded and assume the worst from those they don’t trust.  On the verge of the holiday season, I feel that rather than solely shielding ourselves against others, businesses and executive should take this opportunity to spread some cheer. 

This seems like an appropriate time to bring up an article I found on CNN.com called “8 feel-good websites to brighten you day”  which simply describes and provides links to 8 websites that can bring a smile to our faces.  The question is how can businesses create ways to make their customers and followers feel good, and in term stimulate good reputation and possibly sales?

While it isn’t exactly relevant for businesses to have RSS feeds of “happy news” for the day, maybe if we try to remind consumers that we’re people too with interests and concerns they’ll feel a stronger bond to the company.  Establishing a connection with followers is like making friends- sharing common interests and bonding over them.  Does an entire campaign need to revolve around making consumers happy?  Maybe for larger businesses where consumer reviews are easily found online, but for smaller businesses blogging, tweeting and even using Facebook can bring the extra humanism to a consumer’s experience.

As long as it remains appropriate, businesses shouldn’t be reluctant to share things they care about or ideas that they find interesting to stir conversation and thought.  Keep the thought in mind when working over the holidays, maybe the smallest pleasant gesture towards clients can create a big impact for your company’s reputation, as well as moving your clients to spread the cheer too!

Tina Walsh
Marketing Coordinator

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A few weeks ago I read an article from Fast Company called, “The Future of Advertising” that made me feel unnecessarily anxious about the future of marketing, rather than amazed by the transforming industry.  If you made it through the whole article (or if not) you may also feel this concern that seems a bit melodramatic in response to the digital age’s heavy influence on the future of advertising.  Let’s take a deep breath and dissect this down to the basics:

• Some marketers are freaking out (honestly) because of digital technology altering the way we advertise.  Former CEO of ad agency Marsteller, Andy Nibley[DW1]  stated, “Is there any industry I get involved in that doesn’t get destroyed by digital technology?”  Here is where the problem lies for all of the beyond-stressed advertisers out there- digital technology is not destroying the advertising industry, it’s changing it.  Mind you, these are big changes and a great amount of learning and resilience involves the success of moving through the transformation.  But acceptance is the key.  Digital technology will not destroy advertising, but it will force agencies to think on their feet and use raw creativity.  As opposed to destruction, the ad industry will expand and reach new possibilities that clients can only dream of, while marketers bring them to life.
• “The death of mass marketing means the end of lazy marketing.”  This statement leads me to question, when was lazy marketing ever okay?  And, not to be harsh, but good riddance to those who just wanted to squeak by, providing only the minimal services to clients.  The digital age has opened up the marketing industry to social media, websites, online ads, search, applications, and many other options now available for implementation.  With so many choices, visibility is not necessary on all fronts, just those that are effective.  Rather than mass marketing, the industry is moving into mass customization where marketers must determine what mediums work best for business and apply those practices, rather than spreading their budgets too thin.  Digital technology also enables consumers to be marketers, which can be rewarding or disastrous depending on the way marketers use the information.  Active marketers (as opposed to lazy ones) will find consumer reviews and leverage them by presenting the good and addressing the bad head on.  Anyone thinking Domino’s?
• It’s time to tighten up.  Not only as a result of the economy, but also the new tools available to marketers, cost-free.  Social media leaves many executives wondering why marketing budgets must increase, and feel a need to scale back on activities and talent.  Now more than ever is it vital for marketers to expose their creativity, as much of the industry scare is related to older, dare I say outdated and outmoded advertising (and thinking) models that haven’t kept up with the times.  Marketing as a whole is changing as digital grows stronger and stronger.  Creativity, talent, practicality and adaptability will be allowed to thrive.  Marketing isn’t a profession that requires formal continuing education, but the most successful are those who keep themselves ahead in the game.

 So, are you still anxious or do you feel a bit better?  Marketing and the advertising industry are certainly taking a drastic turn, but there is so much to take advantage of through the use of great new tools that simplify tasks and new ways to satisfy customers through social media.  Leveraging change, rather than rejecting it will be the ultimate divide between those who succeed and those who sink under the pressure of the digital revolution.

Tina Walsh
Marketing Coordinator

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Aside from the traditional media attacking The Gap as a result of its sudden and drastic logo change, social media tops off the attack with @GapLogo and @OldGapLogo, parody Twitter sites stirring up buzz by arguing their sides of which logo should come out on top.  The uprising against the new logo became so strong that Gap finally went back to its original logo, tweeting,

“We’ve heard you.  We only want what’s best for Gap.  No crowd sourcing, but the Blue Box is back”

The respective responses from @GapLogo and @OldGapLogo:

“This is for you, @Gap.  Take me back!  Please! Listening to Take That – Back for Good ♫ http://blip.fm/~xcfd3”

“Well…looks like my work here is done.  Peace.  I’m out”

Parody accounts on Twitter are not new to the world of social media, but their targets and uses continue to transform into tools for voicing concern and distaste with many large corporations aside from the Gap.

Two examples of parody Twitter accounts that target corporations include @BPGlobalPR and @ceoSteveJobs.  @ceoSteveJobs pokes fun at issues that Apple faces, including iPhone4 complications, mediocre service from AT&T, and the highly intimidating persona of Steve Jobs.  @BPGlobalPR is much graver, as it eerily makes jokes from the point of view of BP executives, such as

“In Space, nobody can hear you scream. So quit hollering and taking pictures you stupid astronauts! http://ow.ly/21saV”

While humorous, does the account move beyond the zone of poking fun and spreading awareness to simply using fear and dark sarcasm to inform?

I do not follow any parody Twitter accounts at this time, nor have I begun to follow any of the parody accounts discovered from the creation of this post.  While humorous, it’s unsettling to me to participate in the negativity that such accounts promote.  I stand behind the idea related to @ceoSteveJobs and @GapLogo and @OldGapLogo that if you don’t like the product, then don’t use it.  Regarding more serious issues, such as that of the gulf crisis, I would rather focus my energy on efforts that directly foster progress and improvement. 

The flip side of such accounts is that they offer informational content.  Viewing a parody account informs the reader of all activities taking place for the corporation—and none of the information is sugar coated.  Rather than searching through news sites, viewers can simply click on articles within tweets to learn more about the corporations’ latest happenings.  The same can be said of shows such as The Daily Show and The Colbert Report.  Both shows use satire and comedy to inform people to stir thought and engagement in current events.  These Twitter parody accounts can serve they same purpose, but I wonder if sometimes the snarkiness takes away the value?

What is Twitter’s take on the creation of such accounts?  They fully support users’ self expression, so long as they do not abuse the Terms of Service and make an effort to follow the guidelines for parody accounts.  Guidelines include creating a username and profile name that are not exactly similar to the parodied item, the bio distinguishes itself from the real identity, and communication with followers and users is not intended to deceive or mislead.  This is where the difference between Twitter parodies and shows like The Colbert Report lies; there is transparency with the shows, and the honor system with a policy for good behavior on Twitter.

What does this mean for corporate executives of medium to large sized businesses? Businesses will have to monitor the popularity of parody accounts, or perhaps avoid their creation in the first place by satisfying customer grievances before they assemble/congregate into hate groups.  For companies like BP, the issue goes far deeper (pun intended) than customer service, but following social networks that parody the company are a good place to connect to what people think and feel about their brand.

Tina Walsh
Marketing Coordinator

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I recently attended a webinar and read an article that took somewhat opposing sides about today’s marketing: a need for measurement and too much of a science.  Both arguments leave me wondering; Didn’t marketing always have both?  It’s not a one trick dog. 

David Lavenda, blogging for Fast Company, wrote that marketing today is too much of a science, and new methods of measurements have limitations.  He believes the marketing budget can only be reduced so much, and breakthrough innovations require “radical ideas to difficult problems.”  Lavenda stretches this argument too far, pointing out that descriptions for marketing job positions now include words, like “metrics,” “track,” and “measure,” but marketing positions involved in analysis and measurement are not new or any emerging trend.  There certainly have been breakthroughs regarding marketing analytical tools, such as the previously described Twitter analysis dashboard, HootSuite.  But CEOs aren’t suddenly concerned over a company’s budget allocation; marketing departments have always been required to provide some sort of results, or they wouldn’t be able to provide evidence of their budgetary needs.

Marketo held a webinar titled, “What the CEO Needs from Marketing,” featuring the opinions of Phil Fernandez, CEO of Marketo, and Umberto Miletti, CEO of InsideView.  Fernandez felt marketing currently lacked the proper measuring tools to confidently inform CEOs of revenue results from campaigns and admitted to trusting his sales team more as they “have the metrics.”  He suggested that for marketers to build stronger trust with CEOs, they should propose to reduce the marketing budget, and find ways to measure revenue resulting from marketing efforts.  Fernandez makes a marketing department sound like a detached part of the business- the artsy cool kids who won’t share details and simply express themselves through their work. 

I’m painting a stereotype of course, but for a business to be successful, its executives and departments must work cohesively towards similar goals.  Marketing naturally should provide certain measurements depending on the tactics implemented, but even more vital is the communication between marketing (and sales executives and customer service) and CEOs, so that all parties are aligned on programs, expected outcomes, and the metrics that matter most to the business.  Proper communication enables CEOS and marketing executives to strike a balance between science, art, and accountability to satisfy both sides.

Tina Walsh
Marketing Coordinator

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In an increasingly competitive setting for landing employment, social media provides a useful tool for prospective interviewees gaining information about their possible employers.  Mashable.com shares an article that gives useful tips for interview preparation moving beyond a corporation’s website by analyzing blogs, Twitter pages, and LinkedIn.  Do any of these tactics cross the line between company research and invasion of employee privacy?

From each section, I’ve pinpointed some of the most important takeaways:

LinkedIn

A company’s LinkedIn profile offers information, such as new hires, specialties, and related companies where past employees may have previously worked.  Research of the LinkedIn profile helps interviewees develop more insightful questions to rise during the interview, along with possible personal connections to the company that one may not have realized existed.  Helpful questions to ask oneself when exploring a firm’s LinkedIn page include,

“How long do most people stay with the company?  Where do they go after?  Do all current employees share similar credentials?”

Corporate Blogs, Facebook, and Twitter

Companies may have news releases and relevant information on their website, but how do they directly communicate with their audience?  Many firms share their progression on campaigns, events they plan to attend, and articles or news on topics they find interesting and significant through Facebook and Twitter accounts.  Corporate blogs offer a more detailed view into common thoughts and opinions the firm wants its followers to consider.  Contemplate the objective of a company’s blog: Does it focus on its own accomplishments and events, or does it communicate information that relates to a certain subject that isn’t the company itself? 

Employee Blogs and Social Networking Accounts

Employees are the key drivers of an organization, so their personal blogs and social networking accounts provide insight about the way they may go about handling their work.  This information can be especially useful for determining how well one may fit with the company, but should not be plunged into too deep during the interview, as it may be unsettling for interviewers to discuss their personal life in a business setting. 

While it may be beneficial to follow executives of an organization, I feel it is almost an invasion of privacy to track down employees from a site, like LinkedIn, and then access their personal thoughts through Twitter or Facebook.  It’s certainly important to understand a firm’s general environment to determine fit, but it becomes eerie when an applicant finds themselves walking into an interview recognizing and knowing the employees, when the knowledge is not reciprocal.  There is a part of me that doesn’t want to understand the company too much more than they understand me, especially on a personal level.  Think about the opposite side of these tips; a firm can now search its applicants on Facebook and Twitter, tapping straight into their personal lives.

With companies using resources like Facebook and Twitter for corporate promotion, it only makes sense to dig a little deeper and find more information.  Competition is fierce, and it will be interesting to see the way that individuals fare through gained knowledge from these sights, as well as the way firms will manipulate them to attract the best applicants.

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Networking may seem like a difficult idea for some people to grasp. It may be scary for others. However, it doesn’t need to be either. Networking should be easy and natural. It is not about making a sale or signing on a new client, it is about building a relationship. Various events for networking allow you to connect with people you may have otherwise not met or encountered.  You might learn of a new job, a new opportunity, find a business partner, a new friend, or an idea for a new business venture.

“Networking is the process of building and maintaining relationships. Networking isn’t sales and sales isn’t networking. It’s a lifestyle, not a work style. The best networkers don’t know that they’re networking, because for them it’s a way of life.” – Susan RoAne

Recently I attended The Ultimate Networking Event, held at Chima Brazilian Steakhouse, in Philadelphia. I expected there to be a customary setup of tables and chairs, along with a stage area for the speaker. None of these items were present. It was more of an informal space, the only tables that were available were for the bar area, the appetizers, and various pamphlet giveaways. Because there were no tables or chairs, people had not choice but to mix and mingle. This set up clearly forced some individuals out of their comfort zones.

Although the economy has been tough, over 100 individuals were out there networking, connecting, and attempting to build new relationships. At the beginning, we were told to relax, don’t expect to make a sale here and get to know people, which helped to level the playing field of expectations for everyone. The atmosphere was great for easily opening up new conversations with the person standing next to you. On the other hand, there were moments when it felt like there wasn’t enough space and the in your face aspect felt intense. There are no tables to escape to either. When I thought I might get a break by munching on some veggies, someone was there, ready to connect.

I met a photographer looking for opportunities to provide executive photos, and an executive coaching service ready to help develop the next business leader. I met insurance brokers, investment advisors, event managers, and credit advisors. It was a diverse group and infinitely fascinating to watch and learn the art of listening and learning, from one conversation to the next.

Networking is always important, but maybe even more so in this economy. Making an introduction is the first step. Swapping a business card is easy and quick at a networking event, but making a real connection and building relationships takes time. Events like these can help break the ice and pave the way for something unexpectedly good in the future.

Quick Tips and Resources

There are plenty of resources and tips out there to help people get better at networking and to enjoy it more. Here are a few that resonated with me:

Read Never Eat Alone for insight and advice on how to build a lifelong network and community of friendships and colleagues, by Keith Ferrazzi (with Tahl Raz).

• Don’t keep score: It’s never simply about getting what you want. It’s about getting what you want and making sure that the people who are important to you get what they want, too.
• Ping constantly: The ins and outs of reaching out to those in your circle of contacts all the time- not just when you need something.
• Don’t sell while networking. No one likes being sold. They want to connect and know that someone is listening.
• Acknowledge the people who help you.
• Help connect others.

Some Tips for Networking at Events

1. Go to an event with a goal in mind. Reward yourself when you reach it.
2. Be prepared and bring ample amount of business cards.
3. Look your best.  Dress with professional attire in mind and ask yourself, are you making a significant and memorable impression?
4. Listen. This is key in order to build a strong relationship with someone, and don’t expect to come away from the event with a sale or new client.
5. Take notes on the back of the business card you were just given. It shows you are listening and care about the conversation you are having.
6. Follow up in 1-2 days after the event. For everyday that goes by, you lose momentum.
7. Stay connected. Continue to correspond with the connections you made.

Learn other tips, tools, and more from The Training Resource Group.

Alexandra Talucci
Marketing Associate
RedZebraWorks

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On CNN Money the other day was an article about more experienced workers having to take hourly paid jobs that typically go to younger people who have no experience. This means the jobs that teenagers and college students typically qualify for are being taken by over- qualified people. The article claims that the unemployment rate for 16-24 year olds peaked in October at 19.2%.

One thing the article mentions that I never thought of is that because the younger workers are not getting the experience in these hourly paid jobs, they are missing out on building those basic work skills, such as communication skills, responsibility, and time management. This could be bad news for their career development. If people my age don’t have this, what are they going to put on their resume when they are looking for a job?

I remember my first hourly job was when I was 14 at the local ski resort. I haven’t been without a job since then, and I’m thankful for the experiences I’ve had. I worked for hourly paid jobs in everything from fast food, ice cream scooping, and even stacking wood. These are jobs that I included on my first resumes because I learned valuable skills that relate to any career path.

I decided to go to Drexel University for college because of the co-op program- I’ll have 1.5 years of work experience related to my major but the time I graduate in 2012. Again, I feel lucky that I’m having this experience of working, when people in my age group are experiencing a high unemployment rate.

If you’re in the group of 16-24 year olds is having a hard time finding hourly wage jobs, consider getting more involved in school. If you’re currently in high school or college, getting involved in organizations and groups is a great way to get experience. You can develop leadership skills, take on responsibility, and gain knowledge in an area you’re interested in.

I know getting involved in clubs and organizations usually doesn’t pay, but there is the added benefit of meeting awesome new people. Plus, if you take on an active role, it’s something that will stand out on your resume.

Julie Novak
Marketing Coordinator
RedZebraWorks

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