Saturday, November 12, 2011

American Express Panel Recap

This past Wednesday Marketing Society had a panel from American Express. The panel consisted of all recently Stern graduates who had interned at American Express and then gone on to work there in Marketing. First there was a moderated discussion led by American Express' campus recruiting head. She asked the panel questions about their favorite and least favorite parts of working for Amex and to explain what exactly they do in each of their different departments. There was then a chance for any of the members to ask questions to the panel. Finally, after that there was time for all of the members to network with the panel and ask them any other questions.

Saturday, November 5, 2011

Blogger Panel Recap

This past Wednesday Marketing Society partnered with EEG (the Entrepreneurial Exchange Group) to co-sponsor a blogging panel. The panel featured three bloggers one from Thrillist, one from HackCollege, and the last from Swagger. There was a moderated discussion where the bloggers were asked questions like how did they get involved in blogging, how anyone can start a blog, and how blogs have turned into businesses. They exlpained how online advertising on blog works and the advantages and disadvantages to things like Google AdSense and direct promotion. It was cool to see the blogging perspective from all sides; fashion, humor, and lifestyle/city events. The biggest advice the bloggers had was to go into blogging with some sort of goal in mind and to never start a blog just to make money.

Sunday, October 30, 2011

A Cynical Yet Resonating Take on Steve Jobs' Death

The deification of Steve Jobs is Apple's greatest marketing triumph to date

It is not enough to love your products anymore; when the people who created them die, you are now required to enter a kind of spiritual decline yourself

The deification of Steve Jobs was swift and amazing, an app that rose only in death. Jobs is now America's Princess Diana, a figure of tragedy, representing transformation, Jackie Kennedy being too long-dead to do it, and Michael Jackson too weird. I find this strange, because Jobs's real legacy was the way in which people now routinely ignore each other in public because they are playing with their iPhones and iPads. As ever with a new form of communication, one of the things you can do is communicate your indifference better.

I had an iPhone but I was relieved to lose it because it swallowed so much of my time in pointless ways. I enjoyed following myself down a street, as a dot on a map, for instance, but all I was really doing was being both CIA operative and target in a tiny movie of my own life. I also think, as others have noted, that the products look like children's toys. Beautiful simplicity, say the fans, but more simple than beautiful, made for CBBC. The equivalent 40 years ago would have been blind adherence to the ideology of Habitat.

But I am in a minority. Jobs's death has stopped the clock. As the corpse cooled, all aspects of his life and legacy were detailed by a prostrate media. He is now, just a little too late to enjoy it, the world's most famous man, one pixel short of saviour. His memorial service last Sunday was covered by the broadsheets, who reported that the golden triumvirate of Bill Clinton, Stephen Fry and Bono appeared to mourn and rend their garments. This made me laugh, I am afraid, because if the question "Which global celebrities are most likely to attend the memorial service of Steve Jobs?" was asked on Family Fortunes the top answers would surely be – Bill Clinton, Stephen Fry and Bono. Who else could it be?

Some of the mourners, appropriately, tweeted their loss, which I am sure Jobs would appreciate, being the world's chief facilitator of manufactured emotions in 140 characters or less. The more general population, who are practised in responding to the media's idiocies, obediently responded. They were told they have lost something precious, and so the more credulous grieved. Logos representing Jobs's death were designed, circulated, fought over and abandoned. Apple shops became instant shrines at which iPads transformed themselves into representations of flickering candles, which was chilling because, as you know, computers can't mourn. Some iPads were, bizarrely, left at the shops as an offering, as if modern gods demand not chickens, but small electrical goods, to soothe their rages. (Dear God – please restore service!) I still suspect that Apple employees left them there and retrieved them when the cameras went home. To donate a £400 iPad to a billionaire's makeshift shrine is a very un-Apple gesture, because it is unprofitable. Others left apple cores, which is merely littering with a mad sense of purpose.

How to unpick this? Grief as a global phenomenon is not new. It is essentially media-led (it fills and sells papers) and it always leaves a bitter taste, because for every stranger you think you mourn, there is a friend you forget to remember. These relationships are false and imagined and always created with the rich and powerful, which makes me wonder if it is the lifestyle, not the life, we praise when we turn to Jobs. It is ordinary bowing before power, just rather odder because the Apple products have a bright marketing sheen of democracy – we are all equal before the world wide web – which is ridiculous, considering how few can afford them and how aggressively the company protects its software.

But I have not seen it for a CEO before. Could it be that the eulogies for Jobs are a new expression of pure materialism? It is not enough to love your products; when the people who created them die, you are required to enter a kind of spiritual decline. What does it mean to weep for the inventor of the iPhone? For me it is Apple's greatest marketing triumph and the very opposite of a spiritual experience.

This is easy for Apple to manage, as newspapers inexorably ease from editorial to advertorial. There are now, quite often, double page spreads about yogurt, and worse things than yogurt. The reason is profit. Recycling press releases is cheap, because PRs are unlikely to libel their own clients. Just last week I received an invitation, via email, to plug a product which would heat my swimming pool, if I had one, which I do not. A new swimming pool heating system is not in itself news, but a news hook is attached, making a broader point in hope of making it into the paper – UK entrepreneur confirms luxury market is buoyant despite global recession. I am invited to lunch with supermarket PRs, to dine in restaurants for free and sometimes to try out beauty serums, or, as I call them, slimes. These are products in search of a page, and they are not news.

No, this the churnalism so wonderfully detailed in the Guardian journalist Nick Davies's obituary of the newspaper industry, Flat Earth News. It was rampant in the life of Jobs, and at his death it achieved a kind of apogee. Last month the New York Times ran an editorial entitled You Love Your iPhone. Literally. It argued that people respond similarly to images of the Apple logo and images of the Pope; iPhone users, the author stated, after performing tests on babies, literally loved their iPhones. I was shown this editorial by a PR. Even he was amazed that a company should get such coverage or, to give it its proper term, idiotic drooling. Again, this is odd, because the technology Jobs created is destroying newspapers. It makes me wonder if my trade has developed, en masse, Apple-themed Stockholm Syndrome. We love our murderer.

The truth? In many ways Apple is just another very profitable company, which in July announced that its revenues were $28.57bn, up 90% year-on-year, with profits of $7.31bn, up 124% year-on-year. It is visionary in its products and marketing techniques, but conventional in its working practices and goals. It is, like most world-munching corporations, a feudal hierarchy. There is nothing visionary in transferring the manufacture of your products from the US to China, and subcontracting the work to other companies, thereby circumventing labour laws, as Apple did 10 years ago. The working conditions of those who manufacture the products are appalling and ill paid. Not even the glorious design of whichever number iPhone we are on now could keep the "cluster" of suicides at the Apple supplier Foxconn's main manufacturing plant in Longhua out of the news last year. Overtime in these factory cities is often forced, not voluntary, and with every article puffing the i-Must-Embrace-the-Future-Or-Die, there will be more forced overtime as the factories race to meet demand the newspapers create. All the horrors are there, if you look for them. According to China Labour Watch, Apple pays just £3.99 for the production of your £600 iPhone, and it is the workers who pay for their – and our – greed, so we can tweet and be moving dots on a map. As Mike Daisey said, also in the New York Times, Jobs could have done something about this. He could have really changed the world. He chose not to.

(Tanya Gold, The Guardian)

Friday, October 28, 2011

Dean Menon Comes to Marketing Society Recap

This past Wednesday we were lucky enough to have Stern's new undergraduate dean, Geeta Menon, come and speak to the Marketing Society. Dean Menon was a member of the Marketing department faculty for over 20 years and was at one time advisor of the Marketing Society so it was nice to hear her perspective about marketing. This meeting was different than our usual ones as it was not Dean Menon giving us a speech or lecture it became a dialogue between the dean and all the members in attendance. She asked us what we did in Marketing Society and what we go out of being members. She also asked us to give her our wishlist of things we would like to become a part of Stern. It made for a really nice and interesting discussion and everyone on both sides learned a lot.

Monday, October 17, 2011 Marketing Society Recap

Today we co-sponsored an event with Net Impact's Major Series where we got to hear from the COO of, Aria Finger. Ms. Finger talked about the importance of cause marketing as well as the way non-profits need to brand themselves to stand out. She showed clips to represent different types of cause marketing from both for-profit and non-profit companies. We also discussed the different things we associate with for-profit brands versus non-profit brands. At the end of the meeting, along with a quick Q & A, Ms. Finger helped us brainstorm ideas for the Good Project and what we can include in our call to action video for Water Collective that we are filming during Wednesday's Good Project meeting.

Sunday, October 16, 2011

Porter Novelli Meeting Recap

This past Wednesday, the Marketing Society had Israel Mirsky, the EVP of Emerging Media and Technology, at Porter Novelli, a PR firm. Mr. Mirsky talked to our members about why PR is becoming the most important marketing tool a company has. He also explained the major differences between PR and advertising. As well as share with us the ways PR is changing how marketing works and will continue to do so in the future. Throughout his presentation he welcomed questions and there were quite a few very interesting question and answers along with even more questions once he concluded his formal presentation.

Monday, October 10, 2011

ABC Research comes to Marketing Society

Last Wednesday, we were lucky enough to have a speaker named Charles Kennedy who is the SVP of Research at ABC Televsion. While everyone munched on sandwiches and cookies from A New Creation Bakery, Mr. Kennedy told us all about what it is like to work in market research specifically for a major television network. Mr. Kennedy spoke about the new shows premiering on ABC this season and we discussed Pan Am vs. The Playboy Club. After Mr. Kennedy's talk there was a Q & A where a lot of good and interesting questions were asked. It was a great event with a huge turnout.

Tuesday, September 27, 2011

Don Draper Invents Facebook Timeline [VIDEO]

Spot on, as always Don.

Friday, September 23, 2011

Marketing Society Meeting Interbrand Recap

This past Wednesday we were lucky to have Kim Lundgren Senior Director, Strategy from Interbrand come speak to us about what Interbrand is and what they do. While all the members munched on dumplings Ms. Lundgren spoke about Interbrand's believe of "Creating and managing brand value." She explained that Interbrand is one of the world's largest brand consultancy firms and they work with many well known brands like AT&T. At the end of Ms. Lundgren's talk we had a really dynamic Q & A where a lot of interesting and informative questions were asked. It was a great meeting and we had over 50 people attend! Everyone get excited for next week when we have Red Bull coming to speak.

Tuesday, September 20, 2011

Recap from Marketing Society Kick-Off

Last Wednesday was The Marketing Society's official kick-off event! We started out the meeting by introducing the eboard and talking about our social impact initiative, The Good Project. Once lunch, chicken or lamb over rice, arrived there was a short break before we resumed to play Brand Bingo. Brand Bingo is where there are pieces of famous logos or slogans projected on the screen and everyone had to try and guess what the companies were and see which ones were on their bingo boards. There were a few tricky ones but in the end we had quite a few bingo winners! Sorry for the lack of pictures this week in all of the kick off excitement I forgot to actually take any but promise every post from now on will have a few.

Monday, September 19, 2011

London Fashion Week Digital Marketing...Deja Vu?!

(from MASHABLE Business 9.19.11)

How London Fashion Week Is Going Digital


London Fashion Week, which kicked off Friday, is showcasing an increased commitment to all things digital this season. Designers and retailers are giving consumers around the world better access to shows and events than ever before through live, online showcases and digitally enhanced retail experiences.

Real-Time Access

Following partnerships with New York Fashion Week for the past couple of years, Twitter is focusing on London Fashion Week for the first time this season as part of a wider drive for the UK market. (Twitter opened an office in the capital earlier this year.)

The British Fashion Council (BFC) is working closely with the service to promote conversation around LFW using the hashtag #LFW, and by mentioning the official @LondonFashionWk account. The account tweets live updates from backstage and front of house, and hosts a series of Q&A sessions with guests such as BFC chief executive Caroline Rush and Newgen designer Louise Gray.

“The real-time nature of Twitter makes it a great way for people to find up-to-the minute information about events they care about … [including] London Fashion Week,” says Rachel Bremer, Twitter’s European communications director. “We’re really excited about how the British Fashion Council and brands like Burberry will be using the platform to help people all over the world feel like they’re sitting on the front row.”

Clara Mercer, marketing manager for the BFC, says that the digital push this season is designed to expand LFW’s geographical reach. “London has always been at the forefront of innovation in the industry, and we’re aiming to continue that by using technology in a way to promote our designers further to global markets,” she says.

Meanwhile, Burberry – always one of the highlights of the London Fashion Week schedule when it comes to digital – is set to introduce consumers to further innovations through its social media platforms.

Beginning Monday at 4 p.m. BST (11 a.m. ET), the brand will be posting Twitpics of every look from its Spring/Summer 2012 collection on Twitter, moments before the models hit the runway. Mobile-friendly livestreams are being hosted on Facebook, and China’s Twitter and YouTube equivalents.Burberry’s Instagram account is being taken over by photographer Mike Kus, the most-followed Instagram user in the UK, for the duration of the show. The show’s album will later be made available on iTunes through its on-demand service.

Taking Digital Into the Offline Space & Vice Versa

The British Fashion Council has revived its digital schedule of livestreamed shows and fashion films this season. This time content is curated under different themes, such as ready-to-wear and accessories, to make it easier for consumers to follow the areas they’re interested in.

The same videos airing online play for a second time on an LED billboard at the entrance to LFW’s Somerset House headquarters, as well as a new space within the tents known as “the cinema.” In addition to rolling films and daily designer highlights, the cinema is also hosting live Q&A sessions with some of the film’s creators, including Jaime Perlman, art director of Vogue.

Bonus video content is also embedded throughout event spaces, which can be pulled up with augmented reality app Aurasma. The LFW logo and aspects of The LFW Daily newspaper, including its covers, come to life when scanned, for instance.

Topshop is also playing video of the nine shows its hosting at a purpose-built screening room in its Oxford Circus store. These can also be accessed online through In addition, the retailer is hosting public, in-store workshops with figures such as Yvan Rodic of style blog Facehunter and Alexander Fury ofShowstudio to shed light on the world of fashion and film in the digital age.

On the luxury side, Burberry is continuing its Runway to Reality events in 46 stores globally this season. Those invited will once again be able to watch the show live, and then pre-order certain items from the collection via in-store iPads, for delivery within just eight weeks.

Meanwhile, U.S. brand Kate Spade is pushing the launch of its new Sloane Street store in London with a guerrilla marketing campaign. The brand delivered flowers to influential London-based bloggers, encouraging them to wear the flowers to enhance their fashion week wardrobes and to tweet using the #popofcolor hashtag.

The Museum of London is also aiming to bridge the gap between the online and offline space this season. The museum released its collection of early twentieth-century fashion photography from the studios of Bassano Limited and put it online for public access. More than 3,000 glass negative plates documenting clothing, fashion and accessories, and taken between 1912 and 1945 are included.

Hilary Davidson, curator of fashion and decorative arts at the museum, says that the Bassano collection was chosen because of the “rich range of content” it proves. “The wonderful images reveal a lost world before professional models, Photoshop and strong brand control.”

Online Initiatives

Further online initiatives in time for the fashion week season include the unveiling of a new online magazinefrom luxury department store Harrods; a blog called Everything but the Dress from accessories brand Kurt Geiger; and the launch of Topshop’s Tumblr in a bid to provide a “new and very visual way” to inspire consumers.

Lastly, nine of the UK’s most influential bloggers — including Kristin Knox of The Clothes Whisperer and Laetitia Wajnapel of Mademoiselle Robot — are collaborating on one super-blog called Style Tribe, under the umbrella. The mag is also launching a competition to find a 10th contributor who will join the lineup for next season’s shows.

Social Media and Your Identity


This post reflects the opinions of the author and not necessarily those of Mashable as a publication.

Jamie Beckland is a digital and social media strategist atJanrain where he helps Fortune 1000 companies integrate social media technologies into their websites to improve user acquisition and engagement. He has built online communities since 2004. He tweets as @Beckland.

People are naturally social creatures. That’s what makes social media such a powerful concept. Social media channels allow human beings to sort themselves into groups and factions seamlessly, and maintain intimate relationships at greater distances than ever before.

But as anthropologist Herbert Spencer describes in his theory of the social organism, society is a system of interrelated parts that operate interdependently. Social media users understand that concept intuitively, and segment their relationships accordingly.

For instance, you are not the same person at work as you are among friends on a Friday night. The things you talk about, the vocabulary you use and the friendships you maintain in different contexts are the products of years of learning how to interpret relationships cues. From flirting to non-verbal communication, the way we present ourselves to others is constantly shifting based on whom we are talking to, and why.

The current social media environment has evolved to reflect this reality. It is made up of a number of independent social channels (Facebook, Twitter, LinkedIn, Foursquare, etc.) that allow users to create and maintain separate and distinct parts of their identity with different social circles. For example, your friends are on Facebook, but you find business colleagues on LinkedIn.

This disconnect creates complications for anyone attempting to use social data to connect with customers or prospects. Where do you find the most appropriate audience? Do marketers need to maintain an ever-increasing number of individual social channels? How can we create a system that is scalable?

How Google+ Makes Social Networking More Confusing

The Google+ approach aims to simplify managing relationships, but ultimately fails because it works against people’s natural behavioral patterns. This is why Google+ faces an uphill challenge to adoption. Google+ allows users to define their own “circles” of contacts, like “High School Classmates,” “Family” or “Classic Car Fans.” The platform seeks to merge distinct interaction groups together into a unified experience. Users spend time creating the circles they want to share with, a tactic that helps push information into your contacts’ streams.

But the system breaks down once you try to consume content from a variety of different sources in your own stream. Suddenly, college roommates are mixed in with professional contacts, or people you’ve never actually met. This requires additional cognitive effort of the user to filter content by relationship, rendering the experience frustrating and confusing.

Social Networks Come With Baggage

Initial response to circles was positive, but was driven more by the temporal desire to refresh and bucket one’s relationships. Since Facebook’s popularity surge in 2008, people haven’t really been asked to categorize their friends in a social network. And naturally, in the course of three years, a user’s interpersonal relationships have likely evolved. Maybe you moved, and no longer see your old neighbor anymore, or your relationship has changed.

People grow, reinvent themselves, move to new cities and find new interests. Hanging on to your baggage from five years ago is actually a huge hindrance, and the psychic energy to maintain those old selves is more than we can cognitively manage. Therefore, we gravitate toward manageable and flexible social networks that change along with us.

Multiple, Smaller Social Networks Are Inevitable

In fact, since people are already comfortable managing multiple versions of their personas, it’s more likely that we will create increasingly narrow identities across multiple services, rather than defining ourselves on one platform. Fred Wilson writes about the nine identities he maintains on a regular basis, with full knowledge that this is just a smattering of the total personas he has created online. There’s much value in having distinct identities for different purposes — entire businesses like are built on maintaining them.

Marketers must learn to identify and adapt to these different identities. They inform the potential social media interactions between a customer and a brand. For instance, messaging and status updates for one product should be tackled very differently, depending on the social channel. For example, the Droid Users group on LinkedIn may be interested in a device’s productivity benefits, while the Droid Facebook Fans may be more inclined toward gaming apps.

Additional narrowly cast identities, in fact, become the key to understanding the psychographics of users. An individual who explores a sailing forum, and is also an expert in the TiVo community, seeks a unique perspective that no large umbrella social network can fully provide. For social marketing to succeed, it needs to study the myriad of contexts and networks in which people identify themselves.

How To Create Marketing Value in a Multi-Node Social Landscape

Unfortunately, the large social networks are too busy competing with each other to tackle the challenge of various user identities, of an evolving view of consumers aggregated across multiple identity platforms. Instead, social networks run toward their defined identities: Facebook for friends, LinkedIn for business, etc. They do not represent interests or values in any significant way.

The challenge for marketers, then, is to create this structure themselves. Businesses must dissect the various selves that people choose to represent them in any given interaction (or transaction). By tying together multiple identities, marketers now have the power to create a more nuanced, unified understanding of their customers than ever before.

Image courtesy of iStockphoto, mammamaart