tag:blogger.com,1999:blog-40173217702542732472024-03-05T21:19:26.404-05:00The Marketing Society BlogThe Marketing Societyhttp://www.blogger.com/profile/13503553604013121491noreply@blogger.comBlogger160125tag:blogger.com,1999:blog-4017321770254273247.post-64539511231266651702013-04-02T10:16:00.002-04:002013-04-02T10:16:26.596-04:00Adventures in Advertising on ISPThis past spring break, I along with the rest of the junior class got to jet off to Singapore, Santiago and Barcelona for ISP. For those that don't know ISP stands for international studies program and it is an opportunity for juniors at Stern to learn about global business first hand. While on these amazing trips all over the world, many juniors captured photos of unique and different ads that we saw. Posted below is a small taste of what we saw. Enjoy!<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjx0pa6qP-4yxiptsE3bX1sNLuLWWzOjMIIwylODjPRryLQGovIb1IwKUMIDMYUs5dv7PLI8MzH1HBPKNHPSznL_TDALLAXIEX2ngos7RclM0T211ZuJPmD6YE0jHQFW8t2HEw5gmIhAhha/s1600/noname.jpeg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="240" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjx0pa6qP-4yxiptsE3bX1sNLuLWWzOjMIIwylODjPRryLQGovIb1IwKUMIDMYUs5dv7PLI8MzH1HBPKNHPSznL_TDALLAXIEX2ngos7RclM0T211ZuJPmD6YE0jHQFW8t2HEw5gmIhAhha/s320/noname.jpeg" width="320" /></a></div>
Cigarette Packing in Santiago, Chile<br />
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<a href="http://loopc.am/arielegance/loops/store-ad-from-singapore?post_id=1555980087_4528451020110#_=_">Gif of a store display in Singapore</a></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiwxGE24wfzyFa2GrAtDXA3-XaFmUBltBUMLx1tlcuDRCtnTg6gZwctRt_i2Rjo0hvgTKmDyhxSDarjjaXh5GE-G7mH5t1dUUJ5aTi3JqkBx7-EjzJmK7GmQWPpdDAX8eCYZ5ZkSiTVwIxM/s1600/IMG_0720.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="240" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiwxGE24wfzyFa2GrAtDXA3-XaFmUBltBUMLx1tlcuDRCtnTg6gZwctRt_i2Rjo0hvgTKmDyhxSDarjjaXh5GE-G7mH5t1dUUJ5aTi3JqkBx7-EjzJmK7GmQWPpdDAX8eCYZ5ZkSiTVwIxM/s320/IMG_0720.JPG" width="320" /></a></div>
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Subway advertising in Singapore</div>
Ariel Stolbunhttp://www.blogger.com/profile/12509822800290051613noreply@blogger.com1tag:blogger.com,1999:blog-4017321770254273247.post-16183534639812658942011-11-12T12:32:00.002-05:002011-11-12T12:42:45.227-05:00American Express Panel Recap<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiY1IlxPgM8yKUWPK_hG9vC4YvF6Ihr5Vu3Lwp65HNRxg1jGdlDGsxWvYE1Xfs6aFkQLIfk0IfgMK_iXnbRKLpZ8ltO4EGF7DmHU6wR5yvDO2XNDvCBSO12fG09PKlO0mvZ0v0ZcZis75Nm/s1600/IMG_1103.JPG" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 320px; height: 240px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiY1IlxPgM8yKUWPK_hG9vC4YvF6Ihr5Vu3Lwp65HNRxg1jGdlDGsxWvYE1Xfs6aFkQLIfk0IfgMK_iXnbRKLpZ8ltO4EGF7DmHU6wR5yvDO2XNDvCBSO12fG09PKlO0mvZ0v0ZcZis75Nm/s320/IMG_1103.JPG" border="0" alt="" id="BLOGGER_PHOTO_ID_5674166166073935634" /></a><br />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.Ariel Stolbunhttp://www.blogger.com/profile/12509822800290051613noreply@blogger.com0tag:blogger.com,1999:blog-4017321770254273247.post-39853938298077466212011-11-05T13:54:00.003-04:002011-11-05T14:02:44.560-04:00Blogger Panel Recap<div>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. </div>Ariel Stolbunhttp://www.blogger.com/profile/12509822800290051613noreply@blogger.com0tag:blogger.com,1999:blog-4017321770254273247.post-55153420831155974622011-10-30T17:16:00.002-04:002011-10-30T17:19:14.795-04:00A Cynical Yet Resonating Take on Steve Jobs' Death<a href="http://static.guim.co.uk/sys-images/Admin/BkFill/Default_image_group/2011/10/21/1319219866559/Tributes-to-Apple-co-foun-007.jpg" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img style="display:block; margin:0px auto 10px; text-align:center;cursor:pointer; cursor:hand;width: 460px; height: 276px;" src="http://static.guim.co.uk/sys-images/Admin/BkFill/Default_image_group/2011/10/21/1319219866559/Tributes-to-Apple-co-foun-007.jpg" border="0" alt="" /></a><br /><span class="Apple-style-span" style="color: rgb(51, 51, 51); font-family: arial, sans-serif; font-size: 12px; line-height: 15px; background-color: rgb(255, 255, 255); "><h1 style="padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; margin-top: 0px; margin-right: 0px; margin-bottom: 2px; margin-left: 0px; border-collapse: collapse; border-top-color: initial; border-right-color: rgb(0, 97, 166); border-bottom-color: rgb(0, 97, 166); border-left-color: rgb(0, 97, 166); font-family: georgia, serif; font-size: 2.166em; line-height: 1.154; width: 460px; border-top-width: 0px; border-top-style: initial; background-repeat: no-repeat no-repeat; ">The deification of Steve Jobs is Apple's greatest marketing triumph to date</h1><p id="stand-first" class="stand-first-alone" style="padding-top: 0px; padding-right: 0px; padding-bottom: 34px; padding-left: 0px; margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; border-collapse: collapse; font-family: arial, sans-serif; color: rgb(102, 102, 102); font-size: 1.333em; line-height: 1.25; width: 460px; background-repeat: no-repeat no-repeat; ">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</p></span><span class="Apple-style-span" style="color: rgb(51, 51, 51); font-family: arial, sans-serif; font-size: 12px; line-height: 15px; background-color: rgb(255, 255, 255); "><div id="content" style="padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; margin-top: 0px; margin-right: 0px; margin-bottom: 10px; margin-left: 0px; border-collapse: collapse; float: left; font-size: 1.166em; line-height: 1.357; width: 460px; background-repeat: no-repeat no-repeat; "><div id="article-wrapper" style="padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; border-collapse: collapse; position: relative; background-repeat: no-repeat no-repeat; "><div id="article-body-blocks" style="padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; border-collapse: collapse; background-repeat: no-repeat no-repeat; "><p style="padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; margin-top: 0px; margin-right: 0px; margin-bottom: 13px; margin-left: 0px; border-collapse: collapse; font-family: arial, sans-serif; background-repeat: no-repeat no-repeat; ">The deification of <a href="http://www.guardian.co.uk/technology/stevejobs" title="More from guardian.co.uk on Steve Jobs" style="padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; border-collapse: collapse; color: rgb(0, 86, 137); text-decoration: none; background-repeat: no-repeat no-repeat; ">Steve Jobs</a> 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.</p><p style="padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; margin-top: 0px; margin-right: 0px; margin-bottom: 13px; margin-left: 0px; border-collapse: collapse; font-family: arial, sans-serif; background-repeat: no-repeat no-repeat; ">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.</p><p style="padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; margin-top: 0px; margin-right: 0px; margin-bottom: 13px; margin-left: 0px; border-collapse: collapse; font-family: arial, sans-serif; background-repeat: no-repeat no-repeat; ">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?</p><p style="padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; margin-top: 0px; margin-right: 0px; margin-bottom: 13px; margin-left: 0px; border-collapse: collapse; font-family: arial, sans-serif; background-repeat: no-repeat no-repeat; ">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. <a href="http://www.guardian.co.uk/technology/apple" title="More from guardian.co.uk on Apple" style="padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; border-collapse: collapse; color: rgb(0, 86, 137); text-decoration: none; background-repeat: no-repeat no-repeat; ">Apple</a> 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 <a href="http://www.guardian.co.uk/technology/ipad" title="More from guardian.co.uk on iPad" style="padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; border-collapse: collapse; color: rgb(0, 86, 137); text-decoration: none; background-repeat: no-repeat no-repeat; ">iPad</a> 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.</p><p style="padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; margin-top: 0px; margin-right: 0px; margin-bottom: 13px; margin-left: 0px; border-collapse: collapse; font-family: arial, sans-serif; background-repeat: no-repeat no-repeat; ">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.</p><p style="padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; margin-top: 0px; margin-right: 0px; margin-bottom: 13px; margin-left: 0px; border-collapse: collapse; font-family: arial, sans-serif; background-repeat: no-repeat no-repeat; ">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.</p><p style="padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; margin-top: 0px; margin-right: 0px; margin-bottom: 13px; margin-left: 0px; border-collapse: collapse; font-family: arial, sans-serif; background-repeat: no-repeat no-repeat; ">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.</p><p style="padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; margin-top: 0px; margin-right: 0px; margin-bottom: 13px; margin-left: 0px; border-collapse: collapse; font-family: arial, sans-serif; background-repeat: no-repeat no-repeat; ">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 <a href="http://www.nytimes.com/2011/10/01/opinion/you-love-your-iphone-literally.html" title="" style="padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; border-collapse: collapse; color: rgb(0, 86, 137); text-decoration: none; background-repeat: no-repeat no-repeat; ">You Love Your iPhone. Literally</a>. 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.</p><p style="padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; margin-top: 0px; margin-right: 0px; margin-bottom: 13px; margin-left: 0px; border-collapse: collapse; font-family: arial, sans-serif; background-repeat: no-repeat no-repeat; ">The truth? In many ways Apple is just another very profitable company, which <a href="http://www.guardian.co.uk/technology/2011/jul/20/apple-profits-up-iphone-sales" title="" style="padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; border-collapse: collapse; color: rgb(0, 86, 137); text-decoration: none; background-repeat: no-repeat no-repeat; ">in July announced</a> 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 <a href="http://www.guardian.co.uk/world/2010/may/27/foxconn-suicide-tenth-iphone-china" title="" style="padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; border-collapse: collapse; color: rgb(0, 86, 137); text-decoration: none; background-repeat: no-repeat no-repeat; ">last year</a>. 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. <a href="http://www.chinalaborwatch.org/news/new-352.html" title="" style="padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; border-collapse: collapse; color: rgb(0, 86, 137); text-decoration: none; background-repeat: no-repeat no-repeat; ">According to China Labour Watch</a>, 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 <a href="http://www.nytimes.com/2011/10/02/theater/mike-daisey-discusses-the-agony-and-ecstasy-of-steve-jobs.html" title="" style="padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; border-collapse: collapse; color: rgb(0, 86, 137); text-decoration: none; background-repeat: no-repeat no-repeat; ">said</a>, also in the New York Times, Jobs could have done something about this. He could have really changed the world. He chose not to.</p><p style="padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; margin-top: 0px; margin-right: 0px; margin-bottom: 13px; margin-left: 0px; border-collapse: collapse; font-family: arial, sans-serif; background-repeat: no-repeat no-repeat; ">(Tanya Gold, <i>The Guardian</i>)</p></div></div></div><div id="related" style="padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; border-collapse: collapse; float: right; width: 140px; position: relative; z-index: 50; background-repeat: no-repeat no-repeat; "><br /><div class="related-content" style="padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; border-collapse: collapse; border-bottom-color: rgb(255, 255, 255); border-bottom-width: 20px; border-bottom-style: solid; overflow-x: hidden; overflow-y: hidden; background-repeat: no-repeat no-repeat; "><div class="bd" style="padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; border-collapse: collapse; background-repeat: no-repeat no-repeat; "><div class="two-col edge" style="padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; margin-top: 0px; margin-right: 0px !important; margin-bottom: 0px; margin-left: 0px; border-collapse: collapse; float: left; overflow-x: hidden !important; overflow-y: hidden !important; width: 140px !important; background-repeat: no-repeat no-repeat; "><ul class="l1d" style="padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; border-collapse: collapse; list-style-type: none; background-repeat: no-repeat no-repeat; "><li style="padding-top: 2px; padding-right: 0px; padding-bottom: 7px; padding-left: 0px; margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; border-collapse: collapse; border-top-style: dotted; border-top-width: 1px; border-top-color: rgb(153, 153, 153); background-repeat: no-repeat no-repeat; "><div><br /></div></li></ul></div></div></div></div></span><span class="Apple-style-span" style="color: rgb(51, 51, 51); font-family: arial, sans-serif; font-size: 12px; line-height: 15px; background-color: rgb(255, 255, 255); "><p id="stand-first" class="stand-first-alone" style="padding-top: 0px; padding-right: 0px; padding-bottom: 34px; padding-left: 0px; margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; border-collapse: collapse; font-family: arial, sans-serif; color: rgb(102, 102, 102); font-size: 1.333em; line-height: 1.25; width: 460px; background-repeat: no-repeat no-repeat; "><br /></p><p id="stand-first" class="stand-first-alone" style="padding-top: 0px; padding-right: 0px; padding-bottom: 34px; padding-left: 0px; margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; border-collapse: collapse; font-family: arial, sans-serif; color: rgb(102, 102, 102); font-size: 1.333em; line-height: 1.25; width: 460px; background-repeat: no-repeat no-repeat; "><br /></p></span>Emmetthttp://www.blogger.com/profile/01007098810107461105noreply@blogger.com0tag:blogger.com,1999:blog-4017321770254273247.post-88060521161698247572011-10-28T16:08:00.003-04:002011-10-28T16:14:28.957-04:00Dean Menon Comes to Marketing Society Recap<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhr5x9CI_Rj4IWFITejqFglKK7Za9guRt74EuX3H7CcBcF_UCAAWFZN2rdTTMps5jyGnic_GbpYVyn6ZadSykMSTSM48obhvqA88AvAJS4dogZYZFVYZ4eHJM1XHcgE6iG7aSZ4VfURXoUf/s1600/IMG_1095.JPG" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 320px; height: 240px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhr5x9CI_Rj4IWFITejqFglKK7Za9guRt74EuX3H7CcBcF_UCAAWFZN2rdTTMps5jyGnic_GbpYVyn6ZadSykMSTSM48obhvqA88AvAJS4dogZYZFVYZ4eHJM1XHcgE6iG7aSZ4VfURXoUf/s320/IMG_1095.JPG" border="0" alt="" id="BLOGGER_PHOTO_ID_5668638801409513794" /></a><br />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.Ariel Stolbunhttp://www.blogger.com/profile/12509822800290051613noreply@blogger.com0tag:blogger.com,1999:blog-4017321770254273247.post-44846650524281954972011-10-17T22:49:00.004-04:002011-10-17T22:57:15.080-04:00DoSomething.org Marketing Society Recap<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhSWUsacf1H7oDQVSzR_SRKs5dj477DPUDE7_zMQ6qXN84PrVhS_lpIc3qUfgOh5rgUqxBZEIH9hNM9VgJUw__3u4ZpGditT0aldCVW4ACNoJNKs9_zP7BqWB1XOa1rDdUOoN1Ta4G8fXmt/s1600/IMG_1081.JPG" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 320px; height: 240px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhSWUsacf1H7oDQVSzR_SRKs5dj477DPUDE7_zMQ6qXN84PrVhS_lpIc3qUfgOh5rgUqxBZEIH9hNM9VgJUw__3u4ZpGditT0aldCVW4ACNoJNKs9_zP7BqWB1XOa1rDdUOoN1Ta4G8fXmt/s320/IMG_1081.JPG" border="0" alt="" id="BLOGGER_PHOTO_ID_5664660815569351330" /></a><br />Today we co-sponsored an event with Net Impact's Major Series where we got to hear from the COO of DoSomething.org, 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.Ariel Stolbunhttp://www.blogger.com/profile/12509822800290051613noreply@blogger.com0tag:blogger.com,1999:blog-4017321770254273247.post-42814249504833146302011-10-16T11:29:00.002-04:002011-10-16T11:36:15.724-04:00Porter Novelli Meeting Recap<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi7vg85p0aZtGXzgL6S1O4mapjxcEo8_O7VCA_hRimVz0NbSVa6OySjDj5aHenFVj3VEjm-wRZiF9Rws3J-3yTaGZkKVq4A0vWBjY3p4MHZhVhvOCKQrQMYwjKp8J0quBbfcH6Q0a6BI2J9/s1600/IMG_1073.JPG" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 320px; height: 240px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi7vg85p0aZtGXzgL6S1O4mapjxcEo8_O7VCA_hRimVz0NbSVa6OySjDj5aHenFVj3VEjm-wRZiF9Rws3J-3yTaGZkKVq4A0vWBjY3p4MHZhVhvOCKQrQMYwjKp8J0quBbfcH6Q0a6BI2J9/s320/IMG_1073.JPG" border="0" alt="" id="BLOGGER_PHOTO_ID_5664114188451236114" /></a><br />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.Ariel Stolbunhttp://www.blogger.com/profile/12509822800290051613noreply@blogger.com0tag:blogger.com,1999:blog-4017321770254273247.post-7894904633268879032011-10-10T18:53:00.004-04:002011-10-10T18:59:01.082-04:00ABC Research comes to Marketing Society<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiBPEFek5bM1qlXyExAwXKAxB6_T8VBGXG_O_Hc5P-HaF1clmhbZG4Xy1lXPVw5piHkyvCQYzJ7ZKbGY6sldf_oftf_FaqKbe7iac8tdm6zkVaegM7lFGN_j7zcZeD1aB5rnFqoMimYo_6T/s1600/IMG_1061.JPG" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 320px; height: 240px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiBPEFek5bM1qlXyExAwXKAxB6_T8VBGXG_O_Hc5P-HaF1clmhbZG4Xy1lXPVw5piHkyvCQYzJ7ZKbGY6sldf_oftf_FaqKbe7iac8tdm6zkVaegM7lFGN_j7zcZeD1aB5rnFqoMimYo_6T/s320/IMG_1061.JPG" border="0" alt="" id="BLOGGER_PHOTO_ID_5662001834932129490" /></a><br />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.Ariel Stolbunhttp://www.blogger.com/profile/12509822800290051613noreply@blogger.com0tag:blogger.com,1999:blog-4017321770254273247.post-69719287471211461472011-09-27T22:57:00.001-04:002011-09-27T22:58:42.736-04:00Don Draper Invents Facebook Timeline [VIDEO]Spot on, as always Don. <div><br /></div><div>http://mashable.com/2011/09/27/mad-men-facebook-timeline-mashup/ </div>Emmetthttp://www.blogger.com/profile/01007098810107461105noreply@blogger.com0tag:blogger.com,1999:blog-4017321770254273247.post-66464964197270589542011-09-23T14:21:00.003-04:002011-09-23T14:33:45.192-04:00Marketing Society Meeting Interbrand Recap<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgAEftvstx7Cw4y_RWoFGO1PUjZe1kWcmuJTJwsrLSLOJq0hrVEMOB9IL4dV1J5C0vOCaiQykevnpihjVupU5ir6FLfaY9Wzhoj85xQXLTAKobd2Q9lk8MYMg56u1UYkckuqYiDoag1JwxG/s1600/IMG_1044.JPG" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img style="float:left; margin:0 10px 10px 0;cursor:pointer; cursor:hand;width: 320px; height: 240px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgAEftvstx7Cw4y_RWoFGO1PUjZe1kWcmuJTJwsrLSLOJq0hrVEMOB9IL4dV1J5C0vOCaiQykevnpihjVupU5ir6FLfaY9Wzhoj85xQXLTAKobd2Q9lk8MYMg56u1UYkckuqYiDoag1JwxG/s320/IMG_1044.JPG" border="0" alt="" id="BLOGGER_PHOTO_ID_5655625023871276386" /></a><br />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.Ariel Stolbunhttp://www.blogger.com/profile/12509822800290051613noreply@blogger.com0tag:blogger.com,1999:blog-4017321770254273247.post-88408043049622082042011-09-20T20:23:00.004-04:002011-09-20T20:30:48.833-04:00Recap from Marketing Society Kick-OffLast 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.Ariel Stolbunhttp://www.blogger.com/profile/12509822800290051613noreply@blogger.com0tag:blogger.com,1999:blog-4017321770254273247.post-74516075118985807972011-09-19T20:33:00.003-04:002011-09-19T20:43:25.869-04:00London Fashion Week Digital Marketing...Deja Vu?!<span class="Apple-style-span" style=" color: rgb(71, 71, 71); line-height: 17px; font-family:Arial, Helvetica, sans-serif;font-size:13px;"><div class="description" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background- background-position: initial initial; background-repeat: initial initial; font-size:13px;color:transparent;"><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 18px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(71, 71, 71); line-height: 21px; background-position: initial initial; background-repeat: initial initial; font-size:13px;"><span class="Apple-style-span" style="line-height: 17px; "></span></p><h1 style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 25px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; font-weight: 600; clear: both; line-height: 32px; background-position: initial initial; background-repeat: initial initial; "><span class="Apple-style-span" style="color:#000000;">(from MASHABLE Business 9.19.11)</span></h1><h1 style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 25px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; font-weight: 600; clear: both; line-height: 32px; background-position: initial initial; background-repeat: initial initial; "><br /></h1><h1 style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 25px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; font-weight: 600; clear: both; line-height: 32px; background-position: initial initial; background-repeat: initial initial; "><a href="http://mashable.com/2011/09/19/london-fashion-week-digital/" class="headline source-org" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; font-size: 25px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(30, 89, 142); text-decoration: none; -webkit-transition-property: all; -webkit-transition-duration: 0.2s; -webkit-transition-timing-function: initial; -webkit-transition-delay: initial; background-position: initial initial; background-repeat: initial initial; ">How London Fashion Week Is Going Digital</a></h1><p></p><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 18px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(71, 71, 71); line-height: 21px; background-position: initial initial; background-repeat: initial initial; "></p><p style="margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px Helvetica"><img src="webkit-fake-url://99B739A7-C534-4D26-AF2B-5927238CE906/Topshop.png" alt="Topshop.png" /></p><p></p><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 18px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(71, 71, 71); line-height: 21px; background-position: initial initial; background-repeat: initial initial; ">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.</p><hr style="display: block; height: 1px; border-top-width: 1px; border-right-width: 0px; border-bottom-width: 1px; border-left-width: 0px; border-style: initial; border-color: initial; border-top-style: none; margin-top: 0px; margin-right: 0px; margin-bottom: 24px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-right-style: none; border-bottom-style: dotted; border-left-style: none; border-width: initial; border-color: initial; border-bottom-color: rgb(204, 204, 204); "><h2 style="margin-top: 24px; margin-right: 0px; margin-bottom: 24px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 16px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; font-weight: bold; background-position: initial initial; background-repeat: initial initial; ">Real-Time Access</h2><hr style="display: block; height: 1px; border-top-width: 1px; border-right-width: 0px; border-bottom-width: 1px; border-left-width: 0px; border-style: initial; border-color: initial; border-top-style: none; margin-top: 0px; margin-right: 0px; margin-bottom: 24px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-right-style: none; border-bottom-style: dotted; border-left-style: none; border-width: initial; border-color: initial; border-bottom-color: rgb(204, 204, 204); "><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 18px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(71, 71, 71); line-height: 21px; background-position: initial initial; background-repeat: initial initial; ">Following <a href="http://mashable.com/2010/09/09/fashion-week-twitter/" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(30, 89, 142); text-decoration: none; background-position: initial initial; background-repeat: initial initial; ">partnerships with New York Fashion Week</a> for the past couple of years, <a href="http://mashable.com/category/twitter/" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(30, 89, 142); text-decoration: none; background-position: initial initial; background-repeat: initial initial; ">Twitter</a> 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.)</p><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 18px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(71, 71, 71); line-height: 21px; background-position: initial initial; background-repeat: initial initial; ">The British Fashion Council (BFC) is working closely with the service to promote conversation around LFW using the hashtag <a href="https://twitter.com/#!/search/%23LFW" target="_blank" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(30, 89, 142); text-decoration: none; background-position: initial initial; background-repeat: initial initial; ">#LFW</a>, and by mentioning the official <a href="http://www.twitter.com/LondonFashionWk" target="_blank" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(30, 89, 142); text-decoration: none; background-position: initial initial; background-repeat: initial initial; ">@LondonFashionWk</a> 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.</p><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 18px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(71, 71, 71); line-height: 21px; background-position: initial initial; background-repeat: initial initial; ">“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.”</p><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 18px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(71, 71, 71); line-height: 21px; background-position: initial initial; background-repeat: initial initial; ">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.</p><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 18px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(71, 71, 71); line-height: 21px; background-position: initial initial; background-repeat: initial initial; "></p><center><img src="http://4.mshcdn.com/wp-content/uploads/2011/09/Screen-shot-2011-09-19-at-9.58.15-AM.png" alt="" title="Burberry tweet" width="471" height="236" class="aligncenter size-full wp-image-739497" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; border-style: initial; border-color: initial; background-position: initial initial; background-repeat: initial initial; " /><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 18px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(71, 71, 71); line-height: 21px; background-position: initial initial; background-repeat: initial initial; "></p><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 18px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(71, 71, 71); line-height: 21px; background-position: initial initial; background-repeat: initial initial; "></p></center><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 18px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(71, 71, 71); line-height: 21px; background-position: initial initial; background-repeat: initial initial; "></p><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 18px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(71, 71, 71); line-height: 21px; background-position: initial initial; background-repeat: initial initial; ">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.</p><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 18px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(71, 71, 71); line-height: 21px; background-position: initial initial; background-repeat: initial initial; ">Beginning Monday at 4 p.m. BST (11 a.m. ET), the brand will be <a href="http://mashable.com/2011/09/19/burberry-twitter-tweetwalk/" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(30, 89, 142); text-decoration: none; background-position: initial initial; background-repeat: initial initial; ">posting Twitpics</a> 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 <a href="http://mashable.com/category/facebook/" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(30, 89, 142); text-decoration: none; background-position: initial initial; background-repeat: initial initial; ">Facebook</a>, <a href="http://www.burberry.com/" target="_blank" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(30, 89, 142); text-decoration: none; background-position: initial initial; background-repeat: initial initial; ">burberry.com</a> and China’s Twitter and <a href="http://mashable.com/category/youtube/" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(30, 89, 142); text-decoration: none; background-position: initial initial; background-repeat: initial initial; ">YouTube</a> equivalents.<a href="http://web.stagram.com/n/burberry/" target="_blank" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(30, 89, 142); text-decoration: none; background-position: initial initial; background-repeat: initial initial; ">Burberry’s Instagram</a> 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.</p><hr style="display: block; height: 1px; border-top-width: 1px; border-right-width: 0px; border-bottom-width: 1px; border-left-width: 0px; border-style: initial; border-color: initial; border-top-style: none; margin-top: 0px; margin-right: 0px; margin-bottom: 24px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-right-style: none; border-bottom-style: dotted; border-left-style: none; border-width: initial; border-color: initial; border-bottom-color: rgb(204, 204, 204); "><h2 style="margin-top: 24px; margin-right: 0px; margin-bottom: 24px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 16px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; font-weight: bold; background-position: initial initial; background-repeat: initial initial; ">Taking Digital Into the Offline Space & Vice Versa</h2><hr style="display: block; height: 1px; border-top-width: 1px; border-right-width: 0px; border-bottom-width: 1px; border-left-width: 0px; border-style: initial; border-color: initial; border-top-style: none; margin-top: 0px; margin-right: 0px; margin-bottom: 24px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-right-style: none; border-bottom-style: dotted; border-left-style: none; border-width: initial; border-color: initial; border-bottom-color: rgb(204, 204, 204); "><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 18px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(71, 71, 71); line-height: 21px; background-position: initial initial; background-repeat: initial initial; ">The British Fashion Council has revived its <a href="http://www.londonfashionweek.co.uk/digitalschedule_ss12.aspx" target="_blank" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(30, 89, 142); text-decoration: none; background-position: initial initial; background-repeat: initial initial; ">digital schedule</a> 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.</p><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 18px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(71, 71, 71); line-height: 21px; background-position: initial initial; background-repeat: initial initial; ">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 <em style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; background-position: initial initial; background-repeat: initial initial; ">Vogue</em>.</p><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 18px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(71, 71, 71); line-height: 21px; background-position: initial initial; background-repeat: initial initial; ">Bonus video content is also embedded throughout event spaces, which can be pulled up with augmented reality app <a href="http://www.aurasma.com/" target="_blank" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(30, 89, 142); text-decoration: none; background-position: initial initial; background-repeat: initial initial; ">Aurasma</a>. The LFW logo and aspects of <em style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; background-position: initial initial; background-repeat: initial initial; ">The LFW Daily</em> newspaper, including its covers, come to life when scanned, for instance.</p><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 18px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(71, 71, 71); line-height: 21px; background-position: initial initial; background-repeat: initial initial; ">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 <a href="http://www.topshop.com/londonfashionweek" target="_blank" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(30, 89, 142); text-decoration: none; background-position: initial initial; background-repeat: initial initial; ">topshop.com</a>. In addition, the retailer is hosting public, in-store workshops with figures such as Yvan Rodic of style blog <a href="http://facehunter.blogspot.com/" target="_blank" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(30, 89, 142); text-decoration: none; background-position: initial initial; background-repeat: initial initial; "><em style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; background-position: initial initial; background-repeat: initial initial; ">Facehunter</em></a> and Alexander Fury of<a href="http://showstudio.com/" target="_blank" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(30, 89, 142); text-decoration: none; background-position: initial initial; background-repeat: initial initial; ">Showstudio</a> to shed light on the world of fashion and film in the digital age.</p><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 18px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(71, 71, 71); line-height: 21px; background-position: initial initial; background-repeat: initial initial; ">On the luxury side, Burberry is continuing its <a href="http://mashable.com/2010/09/21/burberry-retail-theatre/" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(30, 89, 142); text-decoration: none; background-position: initial initial; background-repeat: initial initial; ">Runway to Reality events</a> 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.</p><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 18px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(71, 71, 71); line-height: 21px; background-position: initial initial; background-repeat: initial initial; ">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 <a href="https://twitter.com/#!/search/%23popofcolor" target="_blank" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(30, 89, 142); text-decoration: none; background-position: initial initial; background-repeat: initial initial; ">#popofcolor</a> hashtag.</p><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 18px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(71, 71, 71); line-height: 21px; background-position: initial initial; background-repeat: initial initial; ">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.</p><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 18px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(71, 71, 71); line-height: 21px; background-position: initial initial; background-repeat: initial initial; ">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.”</p><hr style="display: block; height: 1px; border-top-width: 1px; border-right-width: 0px; border-bottom-width: 1px; border-left-width: 0px; border-style: initial; border-color: initial; border-top-style: none; margin-top: 0px; margin-right: 0px; margin-bottom: 24px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-right-style: none; border-bottom-style: dotted; border-left-style: none; border-width: initial; border-color: initial; border-bottom-color: rgb(204, 204, 204); "><h2 style="margin-top: 24px; margin-right: 0px; margin-bottom: 24px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 16px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; font-weight: bold; background-position: initial initial; background-repeat: initial initial; ">Online Initiatives</h2><hr style="display: block; height: 1px; border-top-width: 1px; border-right-width: 0px; border-bottom-width: 1px; border-left-width: 0px; border-style: initial; border-color: initial; border-top-style: none; margin-top: 0px; margin-right: 0px; margin-bottom: 24px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-right-style: none; border-bottom-style: dotted; border-left-style: none; border-width: initial; border-color: initial; border-bottom-color: rgb(204, 204, 204); "><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 18px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(71, 71, 71); line-height: 21px; background-position: initial initial; background-repeat: initial initial; "></p><center><img src="http://8.mshcdn.com/wp-content/uploads/2011/09/topshop-tumblr.jpg" alt="" title="topshop tumblr" width="640" height="313" class="aligncenter size-full wp-image-739613" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; border-style: initial; border-color: initial; background-position: initial initial; background-repeat: initial initial; " /><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 18px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(71, 71, 71); line-height: 21px; background-position: initial initial; background-repeat: initial initial; "></p><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 18px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(71, 71, 71); line-height: 21px; background-position: initial initial; background-repeat: initial initial; "></p></center><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 18px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(71, 71, 71); line-height: 21px; background-position: initial initial; background-repeat: initial initial; "></p><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 18px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(71, 71, 71); line-height: 21px; background-position: initial initial; background-repeat: initial initial; ">Further online initiatives in time for the fashion week season include the unveiling of a <a href="http://www.harrods.com/the-review/?icid=HP-the-review-150911" target="_blank" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(30, 89, 142); text-decoration: none; background-position: initial initial; background-repeat: initial initial; ">new online magazine</a>from luxury department store Harrods; a blog called <a href="http://www.everythingbutthedress.com/" target="_blank" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(30, 89, 142); text-decoration: none; background-position: initial initial; background-repeat: initial initial; "><em style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; background-position: initial initial; background-repeat: initial initial; ">Everything but the Dress</em></a> from accessories brand Kurt Geiger; and the launch of <a href="http://topshop.tumblr.com/" target="_blank" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(30, 89, 142); text-decoration: none; background-position: initial initial; background-repeat: initial initial; ">Topshop’s Tumblr</a> in a bid to provide a “new and very visual way” to inspire consumers.</p><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 18px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(71, 71, 71); line-height: 21px; background-position: initial initial; background-repeat: initial initial; ">Lastly, nine of the UK’s most influential bloggers — including Kristin Knox of <em style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; background-position: initial initial; background-repeat: initial initial; ">The Clothes Whisperer</em> and Laetitia Wajnapel of <em style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; background-position: initial initial; background-repeat: initial initial; ">Mademoiselle Robot</em> — are collaborating on one super-blog called <a href="http://thestyletribe.com/" target="_blank" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(30, 89, 142); text-decoration: none; background-position: initial initial; background-repeat: initial initial; "><em style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; background-position: initial initial; background-repeat: initial initial; ">Style Tribe</em></a>, under the Glamour.com umbrella. The mag is also launching a competition to find a 10th contributor who will join the lineup for next season’s shows.</p><div><br /></div></div><div class="post-actions" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; overflow-x: hidden; overflow-y: hidden; line-height: 22px; background-position: initial initial; background-repeat: initial initial; "></div></span>Emmetthttp://www.blogger.com/profile/01007098810107461105noreply@blogger.com1tag:blogger.com,1999:blog-4017321770254273247.post-17842360165476772412011-09-19T20:28:00.002-04:002011-09-19T20:31:03.602-04:00Social Media and Your Identity<div>WHY MAINSTREAM SOCIAL NETWORKS COMPLICATE OUR IDENTITIES</div><div><br /></div><div><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif; color: rgb(71, 71, 71); font-size: 13px; line-height: 17px; "><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 18px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(71, 71, 71); line-height: 21px; background-position: initial initial; background-repeat: initial initial; "><span class="intro" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; background-position: initial initial; background-repeat: initial initial; "><img src="http://6.mshcdn.com/wp-content/uploads/2011/01/mashable-op-ed-220-37.jpg" class="alignleft" style="margin-top: 0px; margin-right: 10px; margin-bottom: 10px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; border-style: initial; border-color: initial; float: left; background-position: initial initial; background-repeat: initial initial; " /><span class="intro" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; background-position: initial initial; background-repeat: initial initial; "><i style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; background-position: initial initial; background-repeat: initial initial; ">This post reflects the opinions of the author and not necessarily those of <em style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; background-position: initial initial; background-repeat: initial initial; ">Mashable</em> as a publication.</i></span></span></p><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 18px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(71, 71, 71); line-height: 21px; background-position: initial initial; background-repeat: initial initial; "><img src="http://9.mshcdn.com/wp-content/uploads/2011/09/multiple-identities-360.jpg" class="alignright" width="275" height="" title="Identity Image" style="margin-top: 0px; margin-right: 0px; margin-bottom: 10px; margin-left: 10px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; border-style: initial; border-color: initial; float: right; background-position: initial initial; background-repeat: initial initial; " /><em style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; background-position: initial initial; background-repeat: initial initial; "><a href="http://jamiebeckland.com/#axzz1Qb7OSwo5" target="_blank" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(30, 89, 142); text-decoration: none; background-position: initial initial; background-repeat: initial initial; ">Jamie Beckland</a> is a digital and social media strategist at<a href="http://www.janrain.com/" target="_blank" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(30, 89, 142); text-decoration: none; background-position: initial initial; background-repeat: initial initial; ">Janrain</a> 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 <a href="http://twitter.com/#!/Beckland" target="_blank" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(30, 89, 142); text-decoration: none; background-position: initial initial; background-repeat: initial initial; ">@Beckland</a>.</em></p><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 18px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(71, 71, 71); line-height: 21px; background-position: initial initial; background-repeat: initial initial; ">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.</p><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 18px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(71, 71, 71); line-height: 21px; background-position: initial initial; background-repeat: initial initial; ">But as anthropologist Herbert Spencer describes in his <a href="http://en.wikipedia.org/wiki/Social_organism" target="_blank" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(30, 89, 142); text-decoration: none; background-position: initial initial; background-repeat: initial initial; ">theory of the social organism</a>, society is a system of interrelated parts that operate interdependently. Social media users understand that concept intuitively, and segment their relationships accordingly.</p><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 18px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(71, 71, 71); line-height: 21px; background-position: initial initial; background-repeat: initial initial; ">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.</p><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 18px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(71, 71, 71); line-height: 21px; background-position: initial initial; background-repeat: initial initial; ">The current social media environment has evolved to reflect this reality. It is made up of a number of independent social channels (<a href="http://mashable.com/category/facebook/" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(30, 89, 142); text-decoration: none; background-position: initial initial; background-repeat: initial initial; ">Facebook</a>, <a href="http://mashable.com/category/twitter/" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(30, 89, 142); text-decoration: none; background-position: initial initial; background-repeat: initial initial; ">Twitter</a>, <a href="http://mashable.com/follow/topics/linkedin/" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(30, 89, 142); text-decoration: none; background-position: initial initial; background-repeat: initial initial; ">LinkedIn</a>, <a href="http://mashable.com/follow/topics/foursquare/" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(30, 89, 142); text-decoration: none; background-position: initial initial; background-repeat: initial initial; ">Foursquare</a>, 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.</p><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 18px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(71, 71, 71); line-height: 21px; background-position: initial initial; background-repeat: initial initial; ">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?</p><hr style="display: block; height: 1px; border-top-width: 1px; border-right-width: 0px; border-bottom-width: 1px; border-left-width: 0px; border-style: initial; border-color: initial; border-top-style: none; margin-top: 0px; margin-right: 0px; margin-bottom: 24px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-right-style: none; border-bottom-style: dotted; border-left-style: none; border-width: initial; border-color: initial; border-bottom-color: rgb(204, 204, 204); "><h2 style="margin-top: 24px; margin-right: 0px; margin-bottom: 24px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 16px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; font-weight: bold; background-position: initial initial; background-repeat: initial initial; ">How Google+ Makes Social Networking More Confusing</h2><hr style="display: block; height: 1px; border-top-width: 1px; border-right-width: 0px; border-bottom-width: 1px; border-left-width: 0px; border-style: initial; border-color: initial; border-top-style: none; margin-top: 0px; margin-right: 0px; margin-bottom: 24px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-right-style: none; border-bottom-style: dotted; border-left-style: none; border-width: initial; border-color: initial; border-bottom-color: rgb(204, 204, 204); "><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 18px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(71, 71, 71); line-height: 21px; background-position: initial initial; background-repeat: initial initial; ">The <a href="http://mashable.com/follow/topics/google-plus/" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(30, 89, 142); text-decoration: none; background-position: initial initial; background-repeat: initial initial; ">Google+</a> 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.</p><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 18px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(71, 71, 71); line-height: 21px; background-position: initial initial; background-repeat: initial initial; ">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.</p><hr style="display: block; height: 1px; border-top-width: 1px; border-right-width: 0px; border-bottom-width: 1px; border-left-width: 0px; border-style: initial; border-color: initial; border-top-style: none; margin-top: 0px; margin-right: 0px; margin-bottom: 24px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-right-style: none; border-bottom-style: dotted; border-left-style: none; border-width: initial; border-color: initial; border-bottom-color: rgb(204, 204, 204); "><h2 style="margin-top: 24px; margin-right: 0px; margin-bottom: 24px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 16px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; font-weight: bold; background-position: initial initial; background-repeat: initial initial; ">Social Networks Come With Baggage</h2><hr style="display: block; height: 1px; border-top-width: 1px; border-right-width: 0px; border-bottom-width: 1px; border-left-width: 0px; border-style: initial; border-color: initial; border-top-style: none; margin-top: 0px; margin-right: 0px; margin-bottom: 24px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-right-style: none; border-bottom-style: dotted; border-left-style: none; border-width: initial; border-color: initial; border-bottom-color: rgb(204, 204, 204); "><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 18px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(71, 71, 71); line-height: 21px; background-position: initial initial; background-repeat: initial initial; ">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.</p><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 18px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(71, 71, 71); line-height: 21px; background-position: initial initial; background-repeat: initial initial; ">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.</p><hr style="display: block; height: 1px; border-top-width: 1px; border-right-width: 0px; border-bottom-width: 1px; border-left-width: 0px; border-style: initial; border-color: initial; border-top-style: none; margin-top: 0px; margin-right: 0px; margin-bottom: 24px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-right-style: none; border-bottom-style: dotted; border-left-style: none; border-width: initial; border-color: initial; border-bottom-color: rgb(204, 204, 204); "><h2 style="margin-top: 24px; margin-right: 0px; margin-bottom: 24px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 16px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; font-weight: bold; background-position: initial initial; background-repeat: initial initial; ">Multiple, Smaller Social Networks Are Inevitable</h2><hr style="display: block; height: 1px; border-top-width: 1px; border-right-width: 0px; border-bottom-width: 1px; border-left-width: 0px; border-style: initial; border-color: initial; border-top-style: none; margin-top: 0px; margin-right: 0px; margin-bottom: 24px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-right-style: none; border-bottom-style: dotted; border-left-style: none; border-width: initial; border-color: initial; border-bottom-color: rgb(204, 204, 204); "><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 18px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(71, 71, 71); line-height: 21px; background-position: initial initial; background-repeat: initial initial; ">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 <a href="http://www.avc.com/a_vc/2011/08/indentity-authentication-and-provisioning-them-online.html" target="_blank" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(30, 89, 142); text-decoration: none; background-position: initial initial; background-repeat: initial initial; ">writes</a> 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 About.me are built on maintaining them.</p><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 18px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(71, 71, 71); line-height: 21px; background-position: initial initial; background-repeat: initial initial; ">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 <a href="http://www.linkedin.com/groups/Droid-Phone-Users-Group-2440011" target="_blank" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(30, 89, 142); text-decoration: none; background-position: initial initial; background-repeat: initial initial; ">Droid Users group on LinkedIn</a> may be interested in a device’s productivity benefits, while the <a href="http://www.facebook.com/pages/Droid/188569971132" target="_blank" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(30, 89, 142); text-decoration: none; background-position: initial initial; background-repeat: initial initial; ">Droid Facebook Fans</a> may be more inclined toward gaming apps.</p><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 18px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(71, 71, 71); line-height: 21px; background-position: initial initial; background-repeat: initial initial; ">Additional narrowly cast identities, in fact, become the key to <a href="http://mashable.com/2011/06/30/psychographics-marketing/" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(30, 89, 142); text-decoration: none; background-position: initial initial; background-repeat: initial initial; ">understanding the psychographics of users</a>. An individual who explores a <a href="http://www.sailnet.com/forums/cmps_index.php" target="_blank" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(30, 89, 142); text-decoration: none; background-position: initial initial; background-repeat: initial initial; ">sailing forum</a>, and is also an expert in the <a href="http://www.tivocommunity.com/" target="_blank" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(30, 89, 142); text-decoration: none; background-position: initial initial; background-repeat: initial initial; ">TiVo community</a>, 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.</p><hr style="display: block; height: 1px; border-top-width: 1px; border-right-width: 0px; border-bottom-width: 1px; border-left-width: 0px; border-style: initial; border-color: initial; border-top-style: none; margin-top: 0px; margin-right: 0px; margin-bottom: 24px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-right-style: none; border-bottom-style: dotted; border-left-style: none; border-width: initial; border-color: initial; border-bottom-color: rgb(204, 204, 204); "><h2 style="margin-top: 24px; margin-right: 0px; margin-bottom: 24px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 16px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; font-weight: bold; background-position: initial initial; background-repeat: initial initial; ">How To Create Marketing Value in a Multi-Node Social Landscape</h2><hr style="display: block; height: 1px; border-top-width: 1px; border-right-width: 0px; border-bottom-width: 1px; border-left-width: 0px; border-style: initial; border-color: initial; border-top-style: none; margin-top: 0px; margin-right: 0px; margin-bottom: 24px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-right-style: none; border-bottom-style: dotted; border-left-style: none; border-width: initial; border-color: initial; border-bottom-color: rgb(204, 204, 204); "><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 18px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(71, 71, 71); line-height: 21px; background-position: initial initial; background-repeat: initial initial; ">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 <em style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; background-position: initial initial; background-repeat: initial initial; ">toward</em> their defined identities: Facebook for friends, LinkedIn for business, etc. They do not represent interests or values in any significant way.</p><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 18px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(71, 71, 71); line-height: 21px; background-position: initial initial; background-repeat: initial initial; ">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.</p><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 18px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(71, 71, 71); line-height: 21px; background-position: initial initial; background-repeat: initial initial; "><em style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; outline-width: 0px; outline-style: initial; outline-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; background-position: initial initial; background-repeat: initial initial; ">Image courtesy of <a rel="nofollow" href="http://www.istockphoto.com/mashableoffer.php" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(30, 89, 142); text-decoration: none; background-position: initial initial; background-repeat: initial initial; ">iStockphoto</a>, <a rel="nofollow" href="http://www.istockphoto.com/user_view.php?id=127925" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; border-top-width: 0px; border-right-width: 0px; border-bottom-width: 0px; border-left-width: 0px; border-style: initial; border-color: initial; font-size: 13px; vertical-align: baseline; background-image: initial; background-attachment: initial; background-origin: initial; background-clip: initial; background-color: transparent; color: rgb(30, 89, 142); text-decoration: none; background-position: initial initial; background-repeat: initial initial; ">mammamaart</a></em></p></span></div><div><br /></div><div><br /></div>http://mashable.com/2011/09/01/social-media-identities/Emmetthttp://www.blogger.com/profile/01007098810107461105noreply@blogger.com0tag:blogger.com,1999:blog-4017321770254273247.post-18258664521159981182011-09-18T12:45:00.001-04:002011-09-18T12:47:04.837-04:00Saks Names First Ever CMO<span class="Apple-style-span" style="font-family: arial, helvetica, sans-serif; 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padding-right: 0px; padding-bottom: 0px; padding-left: 0px; font-weight: bold; font-size: 36px; letter-spacing: -1px; ">Saks Names Denise Incandela Chief Marketing Officer</h1><div id="author-container" style="margin-top: 5px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 10px; padding-right: 10px; padding-bottom: 8px; padding-left: 10px; width: 300px; border-top-width: 1px; border-top-style: solid; border-top-color: rgb(29, 29, 29); border-bottom-width: 1px; border-bottom-style: solid; border-bottom-color: rgb(29, 29, 29); font-family: Georgia, Times, serif; font-size: 14px; line-height: 1.3; text-transform: uppercase; text-align: center; "><em style="text-transform: none; ">By</em> <a href="http://www.wwd.com/wwd-masthead/david-moin-1616461" style="border-top-style: none; border-right-style: none; border-bottom-style: dotted; border-left-style: none; border-width: initial; border-color: initial; color: rgb(29, 29, 29); text-decoration: none; border-bottom-width: 1px; 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margin-right: 0px; margin-bottom: 10px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; color: rgb(29, 29, 29); font-family: Georgia; font-size: 15px; border-top-style: none; border-top-width: initial; border-top-color: initial; border-bottom-style: none; border-bottom-width: initial; border-bottom-color: initial; "><div class="landscape-image-container clearfix" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; display: block; "></div><div class="article-copy" style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; "><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; line-height: 1.3; ">Saks Inc. has promoted Denise Incandela to chief marketing officer of Saks Fifth Avenue, a new position at the firm.<br /><br />Incandela will continue to serve as president of Saks Direct, which saw comps gain 50 percent in the last quarter. The company projects it will need more distribution fulfillment capacity by mid- to late-2012 and is considering e-commerce for the retailer’s off5th.com site, which is currently an informational site, Incandela said previously. Recently, the luxury retailer launched a regular flash sale site at saksfashionfix.com, after testing the flash sale format for months on a sporadic basis. In 2009, saks.com began shipping to multiple countries.<br /><br />“Denise is a proven leader, a strategic thinker, and a great executor who has led the development and extraordinary growth of Saks Direct,” said Stephen I. Sadove, chairman and chief executive officer of Saks Inc. “Denise’s experience in maximizing and capitalizing on customer insights, data analytics and digital marketing will be of tremendous value in driving more integrated marketing initiatives across our lines of business.”<br /><br />Incandela joined Saks Fifth Avenue in 1999 and held the titles of senior vice president of business development; group senior vice president of Saks Fifth Avenue, and executive vice president. Prior to joining Saks, she was a consultant at McKinsey & Co., working in the retail practice and with Saks Fifth Avenue, which was a client.<br /><br />Incandela will continue to report to Sadove. Kimberly Grabel, senior vice president of marketing, will report to Incandela. Terron Schaefer continues as executive vice president and chief creative officer, reporting to Sadove.</p><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; line-height: 1.3; "><br /></p><p style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; line-height: 1.3; ">http://www.wwd.com/retail-news/people/saks-names-denise-incandela-chief-marketing-officer-5165560?src=twitter </p></div></div></div></span>Emmetthttp://www.blogger.com/profile/01007098810107461105noreply@blogger.com0tag:blogger.com,1999:blog-4017321770254273247.post-37805808485988343232011-09-13T23:42:00.002-04:002011-09-13T23:46:53.152-04:00Newsletter 9.11.11: Marketing NY Fashion Week<!--StartFragment--> <div class="Section1"> <p class="MsoNormal"><!--[if gte vml 1]><o:wrapblock><v:shapetype id="_x0000_t202" coordsize="21600,21600" spt="202" path="m0,0l0,21600,21600,21600,21600,0xe"> <v:stroke joinstyle="miter"> <v:path gradientshapeok="t" connecttype="rect"> </v:shapetype><v:shape id="_x0000_s1027" type="#_x0000_t202" style="'position:absolute;" filled="f" stroked="f"> <v:textbox style="'mso-next-textbox:#_x0000_s1027'/"> </v:shape><v:line id="_x0000_s1028" style="'position:absolute;flip:x;z-index:251657728'" from="9pt,-108pt" to="495pt,-108pt"> <![endif]--><span style="mso-ignore:vglayout;position:relative; z-index:251656704"><span style="position:absolute;left:8px;top:-109px; width:491px;height:121px"> </span></span></p><table cellpadding="0" cellspacing="0" align="left"> <tbody><tr> <td width="0" height="0"></td> <td width="155"></td> <td width="335"></td> <td width="1"></td> </tr> <tr> <td height="5"></td> <td colspan="3" align="left" valign="top"><img width="491" height="5" src="file:///Users/jakewilson/Library/Caches/TemporaryItems/msoclip/0clip_image001.png" shapes="_x0000_s1028" />By Emmett Wilson, Industry Manager</td> </tr> <tr> <td height="87"></td> </tr> <tr> <td height="29"></td> <td></td> <td width="335" height="29" align="left" valign="top" style="vertical-align:top"><span style="position:absolute;z-index:2"> <table cellpadding="0" cellspacing="0" width="100%"> <tbody><tr> <td> <div shape="_x0000_s1027" style="padding:3.6pt 7.2pt 3.6pt 7.2pt; text-align:left" class="shape"> <p class="MsoNormal" align="right" style="text-align:right"><span style="Myriad Pro";font-family:";font-size:10.5pt;color:white;">SUNDAY, SEPTEMBER 11, 2011 – ISSUE 1<o:p></o:p></span></p> </div> </td> </tr> </tbody></table> </span> </td> </tr> </tbody></table> <!--[if gte vml 1]></o:wrapblock><![endif]--><!--[if gte vml 1]><v:shapetype id="_x0000_t75" coordsize="21600,21600" spt="75" preferrelative="t" path="m@4@5l@4@11@9@11@9@5xe" filled="f" stroked="f"> <v:stroke joinstyle="miter"> <v:formulas> <v:f eqn="if lineDrawn pixelLineWidth 0"> <v:f eqn="sum @0 1 0"> <v:f eqn="sum 0 0 @1"> <v:f eqn="prod @2 1 2"> <v:f eqn="prod @3 21600 pixelWidth"> <v:f eqn="prod @3 21600 pixelHeight"> <v:f eqn="sum @0 0 1"> <v:f eqn="prod @6 1 2"> <v:f eqn="prod @7 21600 pixelWidth"> <v:f eqn="sum @8 21600 0"> <v:f eqn="prod @7 21600 pixelHeight"> <v:f eqn="sum @10 21600 0"> </v:formulas> <v:path extrusionok="f" gradientshapeok="t" connecttype="rect"> <o:lock ext="edit" aspectratio="t"> </v:shapetype><v:shape id="_x0000_s1026" type="#_x0000_t75" style="'position:absolute;" wrapcoords="-32 0 -32 21458 21600 21458 21600 0 -32 0"> <v:imagedata src="file://localhost/Users/jakewilson/Library/Caches/TemporaryItems/msoclip/0clip_image002.jpg" title="header" cropbottom="3197f"> </v:shape><![endif]--><span style="mso-ignore:vglayout;position: relative;z-index:251655674"><span style="position:absolute;left:-18px; top:-117px;width:542px;height:119px"><img width="542" height="119" src="file:///Users/jakewilson/Library/Caches/TemporaryItems/msoclip/0clip_image003.png" shapes="_x0000_s1026" /></span></span><span style="font-family:Constantia;"><o:p></o:p></span><p></p> <span style="font-family:Constantia;mso-fareast-font-family: SimSun;mso-bidi-Times New Roman";mso-ansi-language:EN-US; mso-fareast-language:ZH-CNfont-family:";font-size:12.0pt;"><br /></span> <p class="MsoNormal" style="margin-right:9.0pt"><b><span style="font-size:13.0pt; mso-bidi-font-family:Constantia;mso-bidi-Traditional Arabic"font-family:";font-size:14.0pt;">Fiat Gets Fashionable<o:p></o:p></span></b></p> <p class="MsoNormal" style="margin-top:0in;margin-right:9.0pt;margin-bottom:0in; margin-left:9.0pt;margin-bottom:.0001pt"><!--[if gte vml 1]><v:shape id="_x0000_s1029" type="#_x0000_t75" style="'position:absolute;left:0;text-align:left;"> <v:imagedata src="file://localhost/Users/jakewilson/Library/Caches/TemporaryItems/msoclip/0clip_image004.png" title="Screen shot 2011-09-13 at 1"> <w:wrap type="square"> </v:shape><![endif]--><img width="236" height="144" src="file:///Users/jakewilson/Library/Caches/TemporaryItems/msoclip/0clip_image005.png" align="left" hspace="9" shapes="_x0000_s1029" /><span style="font-family:Constantia;font-size:5.0pt;"><span style="mso-spacerun: yes"> </span><o:p></o:p></span></p> <p class="MsoNormal"><span style="font-size:11.0pt;mso-bidi- font-family:Constantia;font-size:12.0pt;">Fashion’s Night Out at Gucci. Champagne? Check. Mouth-watering models? Check. Awkward tourists climbing into a Fiat 500? Uh…Check! Far from a PR stunt, the unorthodox display just inside Gucci’s 5<sup>th</sup> Avenue store was the debut of the new partnership between the two iconic Italian brands. In past Gucci-Fiat campaigns, luxury has failed to rub off on the car company’s practical, modestly priced products. This time, Gucci’s creative director has created a bold campaign that will better integrate the two brands. Not only will interlocking G’s appear on the Fiat 500’s wheels, but Gucci will be launching a highly anticipated accessories line incorporating Fiat’s red and green racing stripe.</span><span style="font-size:13.0pt; mso-bidi-font-family:Constantia;font-size:12.0pt;"> </span><span style="font-size:8.0pt;mso-bidi-font-family:Constantia;font-size:12.0pt;">(Huff Post Fashion)<o:p></o:p></span></p> <p class="MsoNormal"><span style="font-family:Constantia;"><o:p> </o:p></span></p> <p class="MsoNormal" style="margin-right:9.0pt"><!--[if gte vml 1]><v:shape id="_x0000_s1030" type="#_x0000_t75" style="'position:absolute;margin-left:274.5pt;margin-top:12.75pt;"> <v:imagedata src="file://localhost/Users/jakewilson/Library/Caches/TemporaryItems/msoclip/0clip_image006.png" title="Screen shot 2011-09-13 at 1"> <w:wrap type="square"> </v:shape><![endif]--><img width="237" height="200" src="file:///Users/jakewilson/Library/Caches/TemporaryItems/msoclip/0clip_image007.png" align="left" hspace="9" shapes="_x0000_s1030" /><b><span style="font-size:13.0pt;mso-bidi-font-family:Constantia;font-size:14.0pt;">Tiffany & Codes<o:p></o:p></span></b></p> <p class="MsoNormal" style="margin-top:0in;margin-right:9.0pt;margin-bottom:0in; margin-left:9.0pt;margin-bottom:.0001pt"><span style=" ;font-family:Constantia;font-size:5.0pt;"><span style="mso-spacerun: yes"> </span><o:p></o:p></span></p> <p class="MsoNormal"><span style="font-size:11.0pt;mso-bidi- font-family:Constantia;font-size:12.0pt;">By combining guerilla marketing with the newest digital tactics, Tiffany & Co. was able to draw thousands of visitors to its 57<sup>th</sup> St. Store this Fashion’s Night Out (I know- I was there!). Though I was drawn to the event simply by the desire to see and be seen, I can guarantee that a throng of Thursday night’s guests had scanned the QR codes that had been distributed that morning in four strategic Manhattan locations. Yes, the codes appeared on cookie icing. And yes, they were handed out by 16 Audrey Hepburn look-alikes. Can you say brand recognition? <o:p></o:p></span></p> <p class="MsoNormal" style="margin-top:0in;margin-right:9.0pt;margin-bottom:0in; margin-left:9.0pt;margin-bottom:.0001pt"><span style="font-size:8.0pt; mso-bidi-font-family:Constantia;font-size:12.0pt;">For more on FNO marketing, see </span><span style="font-family:Constantia;"><a href="http://mashable.com/2011/09/08/fashions-night-out-digital-guide/"><span style="font-size:8.0pt;mso-bidi-font-size:12.0pt;">http://mashable.com/2011/09/08/fashions-night-out-digital-guide/</span></a></span><span style="font-family:Constantia;font-size:11.0pt;"><o:p></o:p></span></p> <p class="MsoNormal" style="margin-top:0in;margin-right:9.0pt;margin-bottom:0in; margin-left:9.0pt;margin-bottom:.0001pt"><span style="font-family:Constantia;"><o:p> </o:p></span></p> <p class="MsoNormal" style="margin-right:9.0pt"><b style="mso-bidi-font-weight: normal"><span style="font-size:13.0pt;mso-bidi-font-family:Constantia;font-size:12.0pt;">Burberry Finds a New Model</span></b><b style="mso-bidi-font-weight: normal"><span style="font-size:14.0pt;mso-bidi-font-family:Constantia;font-size:12.0pt;"><o:p></o:p></span></b></p> <p class="MsoNormal"><span style="font-size:11.0pt;mso-bidi- font-family:Constantia;font-size:12.0pt;">A strategic model, that is. As if there were any question about the where fashion marketing is headed, Burberry has just allocated a whopping 60% of its latest marketing budget to social media. For its new women’s fragrance, Burberry Body, the luxury brand rolled out major Facebook, Foursquare and Youtube campaigns. The socially savvy tactics generated 225,000 sample requests from Facebook users, 57 million hits for its Youtube ad and sent complimentary bottles to the Foursquare Mayors of 21 Burberry locations.</span><span style="font-size:13.0pt;mso-bidi-font-family:Constantia;font-size:12.0pt;"> </span><span style="font-family:Constantia;"><a href="http://fashionablymarketing.me/2011/09/burberry-digital-marketing/"><span style="font-size:8.0pt;mso-bidi-font-size:12.0pt;">http://fashionablymarketing.me/2011/09/burberry-digital-marketing/</span></a></span><span style="font-size:8.0pt;mso-bidi-font-family:Constantia;font-size:12.0pt;"> <o:p></o:p></span></p> <p class="MsoNormal"><span style="font-size:8.0pt;mso-bidi- font-family:Constantia;font-size:12.0pt;"><o:p> </o:p></span></p> <p class="MsoNormal"><b style="mso-bidi-font-weight:normal"><span style="font-size:13.0pt;mso-bidi-font-family:Constantia;font-size:12.0pt;">New Platform off to a Runway Start</span></b><span style="font-size:7.0pt; mso-bidi-font-family:Constantia;font-size:12.0pt;"><o:p></o:p></span></p> <p class="MsoNormal"><span style="font-size:11.0pt;mso-bidi- font-family:Constantia;font-size:12.0pt;">Lyst.com has just launched an exciting new platform that will surely take Fashion Week by storm. Following each show, this Twitter-like Runway Tracking feature will display images from the collection, and viewers will be able to “follow” their favorite pieces and items. In the coming months, followers will be notified the second their items debut on the racks. Prouenza Schouler, Diane von Furstenberg and Oscar de la Renta are among the A-List designers already participating. </span><span style="font-size:9.0pt; mso-bidi-font-family:Constantia;font-size:12.0pt;">(PR Newswire)<b style="mso-bidi-font-weight:normal"><o:p></o:p></b></span></p> </div> <!--EndFragment-->Emmetthttp://www.blogger.com/profile/01007098810107461105noreply@blogger.com0tag:blogger.com,1999:blog-4017321770254273247.post-23200521571094748582011-05-02T08:35:00.003-04:002011-05-02T08:39:17.431-04:00Euro RSCG Event Recap<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjtYWjWhZ0V76aQ22A8irWeUwOHN1CyPNDIHJLYaydiZZlKJSAnqkZ7Y_JmS87iZVE29io8dd5gyWtjhnvtbauNauN_B5_Pic09uv6Mag1hTBNmbKfhemTJB_u1xG3YYAzF9HpOJ200vao/s1600/CIMG0833.JPG" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img style="display:block; margin:0px auto 10px; text-align:center;cursor:pointer; cursor:hand;width: 240px; height: 320px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjtYWjWhZ0V76aQ22A8irWeUwOHN1CyPNDIHJLYaydiZZlKJSAnqkZ7Y_JmS87iZVE29io8dd5gyWtjhnvtbauNauN_B5_Pic09uv6Mag1hTBNmbKfhemTJB_u1xG3YYAzF9HpOJ200vao/s320/CIMG0833.JPG" border="0" alt="" id="BLOGGER_PHOTO_ID_5602097101865032418" /></a><br /><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhB4PPoChzUOVSMg3qsaawkZJvbkd7F4Vb-waWMaFdqNAW33ass4_VmuPgv3lT8n_NplH3lInJhAjLjNxsgH0_7yyDH7PHIbUm9fijLX-4_5iUJz95NzKPeKbGKdML1gBM5tR3BQ0fR5qQ/s1600/CIMG0831.JPG" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img style="display:block; margin:0px auto 10px; text-align:center;cursor:pointer; cursor:hand;width: 320px; height: 240px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhB4PPoChzUOVSMg3qsaawkZJvbkd7F4Vb-waWMaFdqNAW33ass4_VmuPgv3lT8n_NplH3lInJhAjLjNxsgH0_7yyDH7PHIbUm9fijLX-4_5iUJz95NzKPeKbGKdML1gBM5tR3BQ0fR5qQ/s320/CIMG0831.JPG" border="0" alt="" id="BLOGGER_PHOTO_ID_5602097101003913810" /></a><br /><div>Brian Weston (Account Director ) - Euro RSCG 4.27.11</div><div><br /></div><div>What do you think about when you hear ‘Home Farming’?</div><div>- Victory gardens</div><div>- Herbs etc.</div><div><br /></div><div>What is a key trend now?</div><div>- We are in a midst of a gardening renaissance – it is a better way to eat and live and it has caught</div><div>on in the mainstream media</div><div>- Even if some people don’t do gardening, it is a aspirational activity for many</div><div>- Farmers markets have more than tripled in the last 10 years</div><div>- Example: The Food Fight with Jamie Oliver who has been trying to change the way people eat at</div><div>home and at school</div><div><br /></div><div>Why now?</div><div>- Behavioral changes: people stay at home more; they put off major purchases, use coupons,</div><div>lower the heat, reduce travel, buy more store brands, search for bargains online, make meals</div><div>from scratch, and conserve household goods.</div><div>- Strong obesity trends amongst US adults</div><div><br /></div><div>How has this impacted marketing?</div><div>- Often companies use words such as ‘basic’, ‘simple ingredients’, ‘sun’ even if their products are</div><div>not healthy. There are no FDA requirement of using the word ‘Natural’</div><div>- Marketers have started to use more of these codes due to renewed interest in Nature cues</div><div><br /></div><div>We saw an opportunity</div><div>Marketing now is not about the messages, it is about delivering experiences. People do not want to be</div><div>educated about products on Facebook; it is about offering a valuable experience. If they learn more</div><div>about your product in the meantime, that would be optimal.</div><div><br /></div><div>Triscuit</div><div>-Delicious, addictive.</div><div>-Also has negative profile – could be dry and salty</div><div>-Been around for 100 years</div><div>-Uses 3 ingredients</div><div>-100% wholegrain</div><div>-Targets 35-44 year old women: she values quality relationships. She is part of a fast growing</div><div>demographic on Facebook and likes to share photos online, she still sends electronic greeting</div><div>cards.</div><div><br /></div><div>So how does a brand like Triscuit stand out in the sea of sameness- become a brand of action.</div><div><br /></div><div>Home Farming Movement</div><div>- Paid integration onto The Ellen Show</div><div>- Homefarming.com – consumers don’t just want to enjoy a product, we have to give people</div><div>value and show them what it means to be in something -> give consumers information about</div><div>when and how to plant different vegetables and herbs (gardening for dummys idea)</div><div>- Offer little rewards that can be shared on Facebook</div><div>- Use Facebook as a link- most people, especially target market, do not use more than one social</div><div>network platform</div><div>- Ongoing blogger outreach- looking for online websites e.g. about heath & wellness, parenting,</div><div>gardening etc, and look for conversations about gardening and sustainability and talk about your</div><div>product in a way that it is not spam – add value to their conversation</div><div>- Home Farming Day in 2011 with live webcasts</div><div>- Placement of Triscuit seeds in gardening stores – seeds in the biscuit – picked the ones that</div><div>were most easily planted because not everyone is skilled in gardening</div><div>- Urban Farming partnership – created and funded 65 community/urban farms</div><div><br /></div><div>How have we done so far?</div><div>- Over 30000 registered homes and counting</div><div>- 462 million unpaid impressions</div><div>- United States Department of Agriculture talked about Triscuit as an example of what is good in</div><div>marketing now</div><div>- Helped to contemporize the brand: it is more than just a snack, improved taste perception,</div><div>became company who cares about the environment, delicious way to eat healthy</div><div>- Sold more crackers by gaining new customers, increased share, base velocity of growth</div><div><br /></div><div>Closing Thoughts</div><div>3 things brands need to do now that they didn’t have to as much before:</div><div>- Integrity-if you do not perform ethically there will be a backlash that destroys all your previous</div><div>good work</div><div>- A Point of View – how does products intersect with people’s lives</div><div>- Courage- be prepared for a lot of negative feedback. E.g. on Facebook page</div><div><br /></div><div>The social cause does not necessarily have to match the product, it should not be too focused on marketing, otherwise it will be boring and people will not take notice</div><div><br /></div><div>There might always be contradictions but what it comes down to is do you champion good social behavior through marketing.</div>Kyle Graynorhttp://www.blogger.com/profile/14022286832689174502noreply@blogger.com0tag:blogger.com,1999:blog-4017321770254273247.post-72037499711425831792011-04-21T15:13:00.001-04:002011-04-21T15:23:14.842-04:00Joel J. Ehrlich Event Recap<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEheou0_dIZopvWsbCnyjA9wg-7JDTH1ULrvkJBIesehsPDhFsSKc4stL-RB0o5KqBEzl_lnZnMLVA3DPMCp4VjQWJyPQ5vAROF2lbPQ7ZHPLzJ0KMeyIM1aKIOrq0rzWii7_pt3rFonZrY/s1600/CIMG0828.JPG" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img style="display:block; margin:0px auto 10px; text-align:center;cursor:pointer; cursor:hand;width: 320px; height: 240px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEheou0_dIZopvWsbCnyjA9wg-7JDTH1ULrvkJBIesehsPDhFsSKc4stL-RB0o5KqBEzl_lnZnMLVA3DPMCp4VjQWJyPQ5vAROF2lbPQ7ZHPLzJ0KMeyIM1aKIOrq0rzWii7_pt3rFonZrY/s320/CIMG0828.JPG" border="0" alt="" id="BLOGGER_PHOTO_ID_5598119460065348306" /></a><br /><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi_K7kg13fC5DEonePA6u1sCusZuPnQDpc16crCZWZT1me07yaI2E_0-mqyCnanDzZYAJOQboQ0qGVGAH6hAlt1m7l94ZmODzaJth1weCor9CBIJu2nLdP7inobb-eD3clcOiywEJUT2VU/s1600/CIMG0826.JPG" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img style="display:block; margin:0px auto 10px; text-align:center;cursor:pointer; cursor:hand;width: 320px; height: 240px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi_K7kg13fC5DEonePA6u1sCusZuPnQDpc16crCZWZT1me07yaI2E_0-mqyCnanDzZYAJOQboQ0qGVGAH6hAlt1m7l94ZmODzaJth1weCor9CBIJu2nLdP7inobb-eD3clcOiywEJUT2VU/s320/CIMG0826.JPG" border="0" alt="" id="BLOGGER_PHOTO_ID_5598119458169091234" /></a><br /><div style="text-align: center;"><div style="text-align: center;">Joel J. Ehrlich- President of The Harmony Group LLC</div><div style="text-align: center;">4/20/11</div><div style="text-align: center;"><br /></div><div style="text-align: left;">What Is Marketing?</div><div style="text-align: left;">- Everything that happens from a point when a product is manufactured and produced to when it</div><div style="text-align: left;">is purchased.</div><div style="text-align: left;">- EVERYTHING to make someone buy something</div><div style="text-align: left;">- The real fun of marketing is observing consumers as though you are a psychologist</div><div style="text-align: left;">- It is so important. E.g. most people in the US do not know who the US Secretary of Defense is,</div><div style="text-align: left;">whereas people in Europe would know straight away. What is the problem? Lack of marketing.</div><div style="text-align: left;">- Constantly changing.</div><div style="text-align: left;"><br /></div><div style="text-align: left;">What Do You Need?</div><div style="text-align: left;">- Learn to be comfortable asking questions and asking the right questions-best way to learn about</div><div style="text-align: left;">people</div><div style="text-align: left;">- Don’t get caught up in the academic approach to marketing</div><div style="text-align: left;">- Need to know the subtleties and need to know everything – make sure you are constantly</div><div style="text-align: left;">checking marketing resources/blogs etc (list of recommended resources at the end of notes)</div><div style="text-align: left;">- Should take a psychology class to understand how the brain works</div><div style="text-align: left;"><br /></div><div style="text-align: left;">How Did Marketing Begin?</div><div style="text-align: left;">- In order to see the future, you must be a student of the past</div><div style="text-align: left;">- Example of when a woman wanted to pick up a man, she left foot prints in the sand. This is</div><div style="text-align: left;">marketing herself – there is clear direction and purpose</div><div style="text-align: left;">- About bringing people and products/services together</div><div style="text-align: left;">- Must open the door for an emotional connection and attachment, understanding the</div><div style="text-align: left;">psychological insides of a human being.</div><div style="text-align: left;"><br /></div><div style="text-align: left;">Key Trends</div><div style="text-align: left;">The consumer is the most important - they control everything.</div><div style="text-align: left;">- They have the power to dictate where, when, how and from whom something is delivered. This</div><div style="text-align: left;">is new for marketing.</div><div style="text-align: left;"><br /></div><div style="text-align: left;">Content delivery and access is changing – delivering content to be noticed using media, which is how</div><div style="text-align: left;">you get marketing to people, it is the delivery system and the tool to communicate something. People</div><div style="text-align: left;">want to be entertained.</div><div style="text-align: left;">- Branded entertainment – delivering an experience e.g. product placement in a movie. These</div><div style="text-align: left;">can work really well and have great potential (check out Batman Onstar). However, celebrity</div><div style="text-align: left;">endorsements also have problems because they can easily become ‘lame’ or ‘stupid’ or viewers</div><div style="text-align: left;">get caught up with celebrity rather than the product. There are more mistakes in this area than</div><div style="text-align: left;">other areas in marketing.</div><div style="text-align: left;">- Digital Media – taking already existing content or newly created content and delivering them</div><div style="text-align: left;">electronically.</div><div style="text-align: left;"><br /></div><div style="text-align: left;">Tools are changing</div><div style="text-align: left;">- IPTV- Internet Protocol TV, TV channels are delivered online and give viewers opportunity to</div><div style="text-align: left;">interact with media and information. Future = more interactive commercials.</div><div style="text-align: left;">- Mobile marketing- bigger use to be better but it is not anymore</div><div style="text-align: left;">- Social Media is growing extremely fast but has pitfalls – people don’t know how to use it</div><div style="text-align: left;">properly, too many assumptions and people forget about platforms.</div><div style="text-align: left;">- Marketing in Games – growing very fast and using more product placement, understanding</div><div style="text-align: left;">where people spend money. 18 billion dollars was spent on virtual dollars.</div><div style="text-align: left;"><br /></div><div style="text-align: left;">Changing demographics and targeting</div><div style="text-align: left;">- Largest growing is Hispanic population (50 million out of 313 million US population), African</div><div style="text-align: left;">American at 13%. Need to know their family values, where they live etc</div><div style="text-align: left;">- Aging populations</div><div style="text-align: left;">- Marketing to children</div><div style="text-align: left;">- Marketing to women – role of women becoming more prominent in society, but still maintaining</div><div style="text-align: left;">role of making household decisions</div><div style="text-align: left;">- Micro-targeting using hyper-local marketing</div><div style="text-align: left;"><br /></div><div style="text-align: left;">Recommended Resources</div><div style="text-align: left;">- PR2.0</div><div style="text-align: left;">- Mashable</div><div style="text-align: left;">- Blogstorm</div><div style="text-align: left;">- Seth Godin</div><div style="text-align: left;">- Duct Tape</div><div style="text-align: left;">- The Marketing Minute</div><div style="text-align: left;">- PSFK</div><div style="text-align: left;">- Trendhunter</div><div style="text-align: left;">- Marketingvox</div><div style="text-align: left;">- What’s Next Blog</div><div style="text-align: left;">- Social Media Explorer</div><div style="text-align: left;">- I Believe in Advertising</div><div style="text-align: left;">- Only Dead Fish</div><div style="text-align: left;">- Grokdotcom</div><div style="text-align: left;">- Emergence Marketing</div><div style="text-align: left;">- Brandflakebreakfast</div><div style="text-align: left;">- Brandautopsy</div><div style="text-align: left;">- TechCrunch</div><div style="text-align: left;">- AllThingsD</div><div style="text-align: left;">- AVC.com</div><div style="text-align: left;">- http://sethgodin.typepad.com/</div><div style="text-align: left;">- Fourhourblog.com</div><div style="text-align: left;">-Logic + Emotion</div><div style="text-align: left;">-Ad Rants</div><div style="text-align: left;">-Web Strategy</div><div style="text-align: left;">-Brainsolis.com</div><div style="text-align: left;">-Brand as Business Bits</div><div style="text-align: left;">-Marketing Pilgrim</div><div style="text-align: left;">-Church of the Customer</div><div style="text-align: left;">-WSJ</div><div style="text-align: left;">-NYT</div><div style="text-align: left;">-Brandweek Magazine</div></div>Kyle Graynorhttp://www.blogger.com/profile/14022286832689174502noreply@blogger.com0tag:blogger.com,1999:blog-4017321770254273247.post-34628415503769761132011-04-18T21:39:00.003-04:002011-04-18T21:54:13.444-04:00Marketing Panel With Pepsico and Dunnhumby Event Recap<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjno9XEzCmTcpHy5PqrHJVwNb0UR-wLqc7FwzrOmJ5duLId3t_x_Y769XgMVfZ8Lrb1WRv_ZgK8Scbe8gF0w6QqvVweZLkLw4wnIqu8bY7128Iz7bZF4L_G7XkJccfE01aVMTUVhCVbYsE/s1600/CIMG0823.JPG" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img style="display:block; margin:0px auto 10px; text-align:center;cursor:pointer; cursor:hand;width: 320px; height: 240px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjno9XEzCmTcpHy5PqrHJVwNb0UR-wLqc7FwzrOmJ5duLId3t_x_Y769XgMVfZ8Lrb1WRv_ZgK8Scbe8gF0w6QqvVweZLkLw4wnIqu8bY7128Iz7bZF4L_G7XkJccfE01aVMTUVhCVbYsE/s320/CIMG0823.JPG" border="0" alt="" id="BLOGGER_PHOTO_ID_5597103925483012850" /></a><br /><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgO04mKGQ1EosegN73NecZFUFY6clupJ-s1IJZkAgX8vmhThvSMfC3Lbsae3DhBWp6Gx1Nj5fHHpp-W-fcZAeFhdPIHFJ7-K1qznjyZdBVLujyj7BemBDLM1kmqoq-z4t6ASiXFlHM589o/s1600/CIMG0822.JPG" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img style="display:block; margin:0px auto 10px; text-align:center;cursor:pointer; cursor:hand;width: 320px; height: 240px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgO04mKGQ1EosegN73NecZFUFY6clupJ-s1IJZkAgX8vmhThvSMfC3Lbsae3DhBWp6Gx1Nj5fHHpp-W-fcZAeFhdPIHFJ7-K1qznjyZdBVLujyj7BemBDLM1kmqoq-z4t6ASiXFlHM589o/s320/CIMG0822.JPG" border="0" alt="" id="BLOGGER_PHOTO_ID_5597103919005313906" /></a><div><br /></div><div><u>Summary of Q&A</u></div><div><br /></div><div>There are so many different professions within the marketing field, how did you narrow down the</div><div>options to the one you’re working in now?</div><div>- Many of the panels members did not necessarily start with a major in marketing, they ended</div><div>up working in their current field mostly through their other interests, for example data mining,</div><div>math, technological platforms etc. which lead them to an interest in marketing.</div><div><br /></div><div>What are the biggest challenges you face in your job and how did you overcome them?</div><div>- Establishing yourself in a large organization, understanding acronyms, Investing and continually</div><div>building trusting relationships with clients</div><div>- Comes with experience, also remember to get the little things done and done well</div><div><br /></div><div>What skills do you think is most important to get hired?</div><div>- Ability to adapt to change and try a different way of doing things. The world of marketing has</div><div>shifted to being more data-driven, and there are always new channels that didn’t exist before</div><div>- Make sure your social profile is corporate-friendly</div><div>- Need to be digital savy- understanding all the different platforms</div><div><br /></div><div>How important is an MBA?</div><div>- Could help in the long-run working for a large organization</div><div>- Everyone is more balanced in a small organization</div><div>- MBA could offer more networking and broader benefits</div><div>- Overall they don’t feel there is a correlation between years spent in school and how successful</div><div>they are within marketing</div><div>- However more specialized fields e.g. data mining etc. having a MBA could be a huge advantage</div><div><br /></div><div>How different is working in NYC compared to working somewhere else?</div><div>- In reality the difference is not wide, NYC has a faster pace, longer hours and more concentrated</div><div>central talent pool, more pressure to perform – these could drive innovation</div><div>Working in NYC usually means working at Headquarters and therefore means have to be more</div><div>professional, chances of bumping into CEO etc.</div><div>- Depends on what you’re looking for and where you grew up (if you come from a big city, you</div><div>might find it easier to transition)</div><div><br /></div><div>Do you feel the current social media platforms will mature faster than we expect, and new platforms</div><div>will be needed? Do you think there is still great potential in platforms like Facebook and Twitter?</div><div>- All these new channels have great potential, all along the spectrum</div><div>- Facebook is only scratching the surface of what they could achieve. Facebook is so integrated in</div><div>everyone’s lives. There are so many applications of this data that we have not even seen yet.</div><div>- Usually these platforms have a 2 year timeframe with Facebook and Twitter as exceptions.</div><div><br /></div><div>-</div><div><br /></div><div>An interesting factor to consider is when you get to the generation that does not want to be on</div><div>the same platform and the same network as their elders e.g. parents</div><div><br /></div><div>How available are positions in your company and how competitive are they? What are the promotion</div><div>possibilities?</div><div>- Dunnhumby always has open positions at entry levels and to move up to because the company</div><div>is growing. Promotion opportunities- there are lateral, international opportunities etc</div><div>- It is really competitive, but if they find the right people they will make space and find jobs</div><div>for them. It is a really tough market place but there is huge value of just being yourself and</div><div>understanding why you want to work there.</div><div>- Often the basics are overlooked by candidate e.g. stock question: what do we do?</div><div>- If you are passionate then it is hard to be successful, then it is not about competition but where</div><div>you want to work?</div><div><br /></div><div>Do you ever question what you do?</div><div>- It is normal to be attacked – crisis communication</div><div>- Important to question and to understand issues people may have, sometimes have to anticipate</div><div>what people would ask</div><div>- Proud of making the brands that people love, better</div><div>- Sometimes it is important to question what you do in a different way – take a step back and</div><div>think that in the grand scheme of things it doesn’t matter that much in the sense that people</div><div>don’t die (compared to police or firemen)</div><div><br /></div><div>What are some of the frustrations of working in a multinational company?</div><div>- It is always harder working with someone on the other side of the world compared to someone</div><div>sitting next to you – instructions have to be very specific, video conferencing etc</div><div>- Need to figure out cultural differences</div><div>- But being in a multinational company is good because clients are global, helps when the office is</div><div>filled with international people</div><div>- Challenges will become less problematic for people in your generation because you grew up</div><div>with the technologies</div><div><br /></div><div>In your opinion, is it better to have good grades or good networking?</div><div>- Usually there is minimum GPA so getting the position you want might be more difficult but that</div><div>is where networking can help</div><div>- If you can work for free, it is good to get the experience.</div><div>- Personal relationships with people you want to work with are very valuable. Try blogs of people</div><div>you want to work for or work with, and engage them in conversation. You can learn more about</div><div>their business.</div><div>- However, important to have personal life experiences because sometimes college is the only</div><div>time you get to do them- and what takes you from being a candidate to someone that is hired is</div><div>the stories and things you can reference</div><div><br /></div><div>What is one thing you wish you knew before working?</div><div>- Having perspective in the sense that recruitment is not as scary as people make it out to be, it is</div><div>just about understanding the company and proving that you can be a part of their solutions</div><div>- Money comes with a price- don’t lose sight of yourself and make sure you are doing something</div><div>you enjoy because as responsibilities grow it only gets harder to fake if you don’t enjoy it</div><div>- Do not be timid about reaching out to organizations and trying to get somewhere</div><div>- Hard to get back to the things you wanted to do e.g. Peace corps, if you get chance to do what</div><div>you want, just do it</div><div><br /></div><div>What is your favorite project?</div><div>- Reshape blog and social media strategy for Pepsico</div><div>- When a small project gets implemented and impacts the whole corporation</div>Kyle Graynorhttp://www.blogger.com/profile/14022286832689174502noreply@blogger.com0tag:blogger.com,1999:blog-4017321770254273247.post-26736865315020307892011-04-07T15:58:00.002-04:002011-04-07T16:03:48.425-04:00BBDO Event Recap<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhsWinQOx0QCe6oACGPBDXpht9LVv2xLwPt1T5CA11_hJCWOSw0lRODhFlvvSlSXj9CGT8yf7gtE3VDDnGt87apBbbCYlgSJSFdE_jDDyanYpME7KpRt3UoYvY1Vapj-XhBp2Zdtv-fJt0/s1600/CIMG0820.JPG" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img style="display:block; margin:0px auto 10px; text-align:center;cursor:pointer; cursor:hand;width: 400px; height: 300px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhsWinQOx0QCe6oACGPBDXpht9LVv2xLwPt1T5CA11_hJCWOSw0lRODhFlvvSlSXj9CGT8yf7gtE3VDDnGt87apBbbCYlgSJSFdE_jDDyanYpME7KpRt3UoYvY1Vapj-XhBp2Zdtv-fJt0/s400/CIMG0820.JPG" border="0" alt="" id="BLOGGER_PHOTO_ID_5592934632915787058" /></a><br /><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhYV72Bk-mXLo71WNcxDntZuNhN7hewhYh6wPLhTooen3BYozp8vLeyQ9C8v2knwh223SID_nV7TVF-Sx4XXA9DkICfSCQ5iGAFErJowPja5EGb9oNWRZdnHSuHeHi0I4C2FDUugkmWCn0/s1600/CIMG0819.JPG" onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}"><img style="display:block; margin:0px auto 10px; text-align:center;cursor:pointer; cursor:hand;width: 400px; height: 300px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhYV72Bk-mXLo71WNcxDntZuNhN7hewhYh6wPLhTooen3BYozp8vLeyQ9C8v2knwh223SID_nV7TVF-Sx4XXA9DkICfSCQ5iGAFErJowPja5EGb9oNWRZdnHSuHeHi0I4C2FDUugkmWCn0/s400/CIMG0819.JPG" border="0" alt="" id="BLOGGER_PHOTO_ID_5592934620691801762" /></a><div style="text-align: center;"><u>BBDO</u></div><div style="text-align: center;">4/06/11</div><div> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt"><u>Background<o:p></o:p></u></p> <p class="MsoListParagraphCxSpFirst" style="margin-bottom:0in;margin-bottom:.0001pt; mso-add-space:auto;text-indent:-.25in;mso-list:l0 level1 lfo2"><!--[if !supportLists]--><span style="mso-ascii-font-family:Calibri;mso-fareast-font-family:Calibri; mso-hansi-font-family:Calibri;mso-bidi-font-family:Calibri"><span style="mso-list:Ignore">-<span style="font:7.0pt "Times New Roman""> </span></span></span><!--[endif]-->BBDO has 287 offices in 79 countries</p> <p class="MsoListParagraphCxSpMiddle" style="margin-bottom:0in;margin-bottom: .0001pt;mso-add-space:auto;text-indent:-.25in;mso-list:l0 level1 lfo2"><!--[if !supportLists]--><span style="mso-ascii-font-family:Calibri;mso-fareast-font-family:Calibri; mso-hansi-font-family:Calibri;mso-bidi-font-family:Calibri"><span style="mso-list:Ignore">-<span style="font:7.0pt "Times New Roman""> </span></span></span><!--[endif]-->It stands for Batton, Barton, Dustine & Osborn</p> <p class="MsoListParagraphCxSpMiddle" style="margin-bottom:0in;margin-bottom: .0001pt;mso-add-space:auto;text-indent:-.25in;mso-list:l0 level1 lfo2"><!--[if !supportLists]--><span style="mso-ascii-font-family:Calibri;mso-fareast-font-family:Calibri; mso-hansi-font-family:Calibri;mso-bidi-font-family:Calibri"><span style="mso-list:Ignore">-<span style="font:7.0pt "Times New Roman""> </span></span></span><!--[endif]-->BBDO is the most awarded agency network in the world since 2007</p> <p class="MsoListParagraphCxSpMiddle" style="margin-bottom:0in;margin-bottom: .0001pt;mso-add-space:auto;text-indent:-.25in;mso-list:l0 level1 lfo2"><!--[if !supportLists]--><span style="mso-ascii-font-family:Calibri;mso-fareast-font-family:Calibri; mso-hansi-font-family:Calibri;mso-bidi-font-family:Calibri"><span style="mso-list:Ignore">-<span style="font:7.0pt "Times New Roman""> </span></span></span><!--[endif]-->The ad agency in Mad Men is inspired by BBDO</p> <p class="MsoListParagraphCxSpLast" style="margin-bottom:0in;margin-bottom:.0001pt; mso-add-space:auto;text-indent:-.25in;mso-list:l0 level1 lfo2"><!--[if !supportLists]--><span style="mso-ascii-font-family:Calibri;mso-fareast-font-family:Calibri; mso-hansi-font-family:Calibri;mso-bidi-font-family:Calibri"><span style="mso-list:Ignore">-<span style="font:7.0pt "Times New Roman""> </span></span></span><!--[endif]-->Examples of clients: Starbucks, HBO, The Economist, Mars, Campbell, Bank of America</p><p class="MsoListParagraphCxSpLast" style="margin-bottom:0in;margin-bottom:.0001pt; mso-add-space:auto;text-indent:-.25in;mso-list:l0 level1 lfo2"><br /></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt"><u>HBO Case Study<o:p></o:p></u></p> <p class="MsoListParagraphCxSpFirst" style="margin-bottom:0in;margin-bottom:.0001pt; mso-add-space:auto;text-indent:-.25in;mso-list:l0 level1 lfo2"><!--[if !supportLists]--><span style="mso-ascii-font-family:Calibri;mso-fareast-font-family:Calibri; mso-hansi-font-family:Calibri;mso-bidi-font-family:Calibri"><span style="mso-list:Ignore">-<span style="font:7.0pt "Times New Roman""> </span></span></span><!--[endif]-->Constructed outdoor film campaign, of a cube. During the night each side of the cube shows a different angle of the film. Viewers would have to see the film from 4 angles to understand the story properly. These shots were filmed simultaneously.<u><o:p></o:p></u></p> <p class="MsoListParagraphCxSpMiddle" style="margin-bottom:0in;margin-bottom: .0001pt;mso-add-space:auto;text-indent:-.25in;mso-list:l0 level1 lfo2"><!--[if !supportLists]--><span style="mso-ascii-font-family:Calibri;mso-fareast-font-family:Calibri; mso-hansi-font-family:Calibri;mso-bidi-font-family:Calibri"><span style="mso-list:Ignore">-<span style="font:7.0pt "Times New Roman""> </span></span></span><!--[endif]-->The cube directs people to the online website which has more film clips and material. When people watched all the clips the viewer is then rewarded with a final payoff film.<u><o:p></o:p></u></p> <p class="MsoListParagraphCxSpLast" style="margin-bottom:0in;margin-bottom:.0001pt; mso-add-space:auto;text-indent:-.25in;mso-list:l0 level1 lfo2"><!--[if !supportLists]--><span style="mso-ascii-font-family:Calibri;mso-fareast-font-family:Calibri; mso-hansi-font-family:Calibri;mso-bidi-font-family:Calibri"><span style="mso-list:Ignore">-<span style="font:7.0pt "Times New Roman""> </span></span></span><!--[endif]-->Good example of non-linear interactive campaign<u><o:p></o:p></u></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt"><u><br /></u></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt"><u>True Blood Case Study (Original HBO Show)<o:p></o:p></u></p> <p class="MsoListParagraphCxSpFirst" style="margin-bottom:0in;margin-bottom:.0001pt; mso-add-space:auto;text-indent:-.25in;mso-list:l0 level1 lfo2"><!--[if !supportLists]--><span style="mso-ascii-font-family:Calibri;mso-fareast-font-family:Calibri; mso-hansi-font-family:Calibri;mso-bidi-font-family:Calibri"><span style="mso-list:Ignore">-<span style="font:7.0pt "Times New Roman""> </span></span></span><!--[endif]-->The first season of True Blood was a huge success for HBO, the challenge HBO gave BBDO is help sell True Blood Season 2 on DVD or Blu-ray. This is an increasingly hard task as most people no longer feel the need to purchase physical copies of their favorite TV shows. They tackled this by suggesting that watching True Blood Season 2 marathon experience will transform the viewer.</p> <p class="MsoListParagraphCxSpMiddle" style="margin-bottom:0in;margin-bottom: .0001pt;mso-add-space:auto;text-indent:-.25in;mso-list:l0 level1 lfo2"><!--[if !supportLists]--><span style="mso-ascii-font-family:Calibri;mso-fareast-font-family:Calibri; mso-hansi-font-family:Calibri;mso-bidi-font-family:Calibri"><span style="mso-list:Ignore">-<span style="font:7.0pt "Times New Roman""> </span></span></span><!--[endif]-->Created TV, print, flash banners, and rich-media banners (these were interactive so people can type in their own experiences and their own confessions on how watching True Blood ‘transformed’ them)</p> <p class="MsoListParagraphCxSpMiddle" style="margin-bottom:0in;margin-bottom: .0001pt;mso-add-space:auto;text-indent:-.25in;mso-list:l0 level1 lfo2"><!--[if !supportLists]--><span style="mso-ascii-font-family:Calibri;mso-fareast-font-family:Calibri; mso-hansi-font-family:Calibri;mso-bidi-font-family:Calibri"><span style="mso-list:Ignore">-<span style="font:7.0pt "Times New Roman""> </span></span></span><!--[endif]-->Blu-ray live feed technology, which allows viewers to connect to Facebook. The technology changes the Facebook status picture the more the viewer watches the show. It also detects viewing habits and changes Facebook status accordingly.</p> <p class="MsoListParagraphCxSpMiddle" style="margin-bottom:0in;margin-bottom: .0001pt;mso-add-space:auto;text-indent:-.25in;mso-list:l0 level1 lfo2"><!--[if !supportLists]--><span style="mso-ascii-font-family:Calibri;mso-fareast-font-family:Calibri; mso-hansi-font-family:Calibri;mso-bidi-font-family:Calibri"><span style="mso-list:Ignore">-<span style="font:7.0pt "Times New Roman""> </span></span></span><!--[endif]-->4 million impressions, DVD and Blu-ray sales soared and surpassed performance of season 1 sales</p> <p class="MsoListParagraphCxSpLast" style="margin-bottom:0in;margin-bottom:.0001pt; mso-add-space:auto;text-indent:-.25in;mso-list:l0 level1 lfo2"><!--[if !supportLists]--><span style="mso-ascii-font-family:Calibri;mso-fareast-font-family:Calibri; mso-hansi-font-family:Calibri;mso-bidi-font-family:Calibri"><span style="mso-list:Ignore">-<span style="font:7.0pt "Times New Roman""> </span></span></span><!--[endif]-->Broke records for HBO box sales, until the Pacific was released.</p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt"><u><br /></u></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt"><u>Q&A<o:p></o:p></u></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt"><b style="mso-bidi-font-weight:normal">What is it like working for such a big agency?<o:p></o:p></b></p> <p class="MsoListParagraphCxSpFirst" style="margin-bottom:0in;margin-bottom:.0001pt; mso-add-space:auto;text-indent:-.25in;mso-list:l1 level1 lfo1"><!--[if !supportLists]--><span style="mso-ascii-font-family:Calibri;mso-fareast-font-family:Calibri; mso-hansi-font-family:Calibri;mso-bidi-font-family:Calibri"><span style="mso-list:Ignore">-<span style="font:7.0pt "Times New Roman""> </span></span></span><!--[endif]-->Around 500 people in the New York office</p> <p class="MsoListParagraphCxSpMiddle" style="margin-bottom:0in;margin-bottom: .0001pt;mso-add-space:auto;text-indent:-.25in;mso-list:l1 level1 lfo1"><!--[if !supportLists]--><span style="mso-ascii-font-family:Calibri;mso-fareast-font-family:Calibri; mso-hansi-font-family:Calibri;mso-bidi-font-family:Calibri"><span style="mso-list:Ignore">-<span style="font:7.0pt "Times New Roman""> </span></span></span><!--[endif]-->Difference depends more on the clients rather than size. The accounts vary a lot, some have a lot of personnel and some have well laid-out hierarchy structure e.g. Bank of America</p> <p class="MsoListParagraphCxSpLast" style="margin-bottom:0in;margin-bottom:.0001pt; mso-add-space:auto;text-indent:-.25in;mso-list:l1 level1 lfo1"><!--[if !supportLists]--><span style="mso-ascii-font-family:Calibri;mso-fareast-font-family:Calibri; mso-hansi-font-family:Calibri;mso-bidi-font-family:Calibri"><span style="mso-list:Ignore">-<span style="font:7.0pt "Times New Roman""> </span></span></span><!--[endif]-->It does not feel so big because the company culture is quite loose and the company has bars.</p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt"><o:p> </o:p></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt"><b style="mso-bidi-font-weight:normal">What did you do before BBDO that makes you qualified for the job?<o:p></o:p></b></p> <p class="MsoListParagraphCxSpFirst" style="margin-bottom:0in;margin-bottom:.0001pt; mso-add-space:auto;text-indent:-.25in;mso-list:l1 level1 lfo1"><!--[if !supportLists]--><span style="mso-ascii-font-family:Calibri;mso-fareast-font-family:Calibri; mso-hansi-font-family:Calibri;mso-bidi-font-family:Calibri"><span style="mso-list:Ignore">-<span style="font:7.0pt "Times New Roman""> </span></span></span><!--[endif]-->Wasn’t the most qualified, she started in a small media company and worked a lot on spreadsheets</p> <p class="MsoListParagraphCxSpMiddle" style="margin-bottom:0in;margin-bottom: .0001pt;mso-add-space:auto;text-indent:-.25in;mso-list:l1 level1 lfo1"><!--[if !supportLists]--><span style="mso-ascii-font-family:Calibri;mso-fareast-font-family:Calibri; mso-hansi-font-family:Calibri;mso-bidi-font-family:Calibri"><span style="mso-list:Ignore">-<span style="font:7.0pt "Times New Roman""> </span></span></span><!--[endif]-->She left and wanted to go into digital because it is such a flourishing area.</p> <p class="MsoListParagraphCxSpLast" style="margin-bottom:0in;margin-bottom:.0001pt; mso-add-space:auto;text-indent:-.25in;mso-list:l1 level1 lfo1"><!--[if !supportLists]--><span style="mso-ascii-font-family:Calibri;mso-fareast-font-family:Calibri; mso-hansi-font-family:Calibri;mso-bidi-font-family:Calibri"><span style="mso-list:Ignore">-<span style="font:7.0pt "Times New Roman""> </span></span></span><!--[endif]-->More about how you sell yourself e.g. learns fast, digital savy and cannot be afraid working in big agencies like this.</p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt"><o:p> </o:p></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt"><b style="mso-bidi-font-weight:normal">How do you convince clients who do not revolve around digital to use digital marketing?<o:p></o:p></b></p> <p class="MsoListParagraph" style="margin-bottom:0in;margin-bottom:.0001pt; mso-add-space:auto;text-indent:-.25in;mso-list:l1 level1 lfo1"><!--[if !supportLists]--><span style="mso-ascii-font-family:Calibri;mso-fareast-font-family:Calibri; mso-hansi-font-family:Calibri;mso-bidi-font-family:Calibri"><span style="mso-list:Ignore">-<span style="font:7.0pt "Times New Roman""> </span></span></span><!--[endif]-->Even if brand does not really revolve around digital, at the end of the day it is about getting the word out. Digital is the more prolific way of doing this. It no longer makes sense to just look at the traditional methods.</p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt"><o:p> </o:p></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt"><b style="mso-bidi-font-weight:normal">Do you feel people with an undergraduate business degree are more confined; is it harder getting into creative and making an impact on creative work?<o:p></o:p></b></p> <p class="MsoListParagraphCxSpFirst" style="margin-bottom:0in;margin-bottom:.0001pt; mso-add-space:auto;text-indent:-.25in;mso-list:l1 level1 lfo1"><!--[if !supportLists]--><span style="mso-ascii-font-family:Calibri;mso-fareast-font-family:Calibri; mso-hansi-font-family:Calibri;mso-bidi-font-family:Calibri"><span style="mso-list:Ignore">-<span style="font:7.0pt "Times New Roman""> </span></span></span><!--[endif]-->A lot of different people with different backgrounds add to the diversity of BBDO. <b style="mso-bidi-font-weight:normal"><o:p></o:p></b></p> <p class="MsoListParagraphCxSpMiddle" style="margin-bottom:0in;margin-bottom: .0001pt;mso-add-space:auto;text-indent:-.25in;mso-list:l1 level1 lfo1"><!--[if !supportLists]--><span style="mso-ascii-font-family:Calibri;mso-fareast-font-family:Calibri; mso-hansi-font-family:Calibri;mso-bidi-font-family:Calibri"><span style="mso-list:Ignore">-<span style="font:7.0pt "Times New Roman""> </span></span></span><!--[endif]-->People from business schools tend to be more involved in strategy and media. <b style="mso-bidi-font-weight:normal"><o:p></o:p></b></p> <p class="MsoListParagraphCxSpLast" style="margin-bottom:0in;margin-bottom:.0001pt; mso-add-space:auto;text-indent:-.25in;mso-list:l1 level1 lfo1"><!--[if !supportLists]--><span style="mso-ascii-font-family:Calibri;mso-fareast-font-family:Calibri; mso-hansi-font-family:Calibri;mso-bidi-font-family:Calibri"><span style="mso-list:Ignore">-<span style="font:7.0pt "Times New Roman""> </span></span></span><!--[endif]-->However, no matter which background you come from you will always have an impact on creative work.<b style="mso-bidi-font-weight: normal"><o:p></o:p></b></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt"><b style="mso-bidi-font-weight:normal"><o:p> </o:p></b></p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt"><b style="mso-bidi-font-weight:normal">How did you land the HBO accounts? Do you have a choice?<o:p></o:p></b></p> <p class="MsoListParagraphCxSpFirst" style="text-indent:-.25in;mso-list:l1 level1 lfo1"><!--[if !supportLists]--><span style="mso-ascii-font-family:Calibri;mso-fareast-font-family:Calibri; mso-hansi-font-family:Calibri;mso-bidi-font-family:Calibri"><span style="mso-list:Ignore">-<span style="font:7.0pt "Times New Roman""> </span></span></span><!--[endif]-->There are always openings every year when people move up, you have to interview for them.</p> <p class="MsoListParagraphCxSpLast" style="text-indent:-.25in;mso-list:l1 level1 lfo1"><!--[if !supportLists]--><span style="mso-ascii-font-family:Calibri;mso-fareast-font-family:Calibri; mso-hansi-font-family:Calibri;mso-bidi-font-family:Calibri"><span style="mso-list:Ignore">-<span style="font:7.0pt "Times New Roman""> </span></span></span><!--[endif]-->Depends ultimately on your fit with the needs of the client, so you do not have a choice.</p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt"><b style="mso-bidi-font-weight:normal">What is the most difficult part of your job?<o:p></o:p></b></p> <p class="MsoListParagraphCxSpFirst" style="text-indent:-.25in;mso-list:l1 level1 lfo1"><!--[if !supportLists]--><span style="mso-ascii-font-family:Calibri;mso-fareast-font-family:Calibri; mso-hansi-font-family:Calibri;mso-bidi-font-family:Calibri"><span style="mso-list:Ignore">-<span style="font:7.0pt "Times New Roman""> </span></span></span><!--[endif]-->Hierarchy of the organization. BBDO is more vertical than the company she came from, which is more horizontal. So decisions sometimes take a long time to get made. It is a challenge making sure things go where they need to go.</p> <p class="MsoListParagraphCxSpLast" style="text-indent:-.25in;mso-list:l1 level1 lfo1"><!--[if !supportLists]--><span style="mso-ascii-font-family:Calibri;mso-fareast-font-family:Calibri; mso-hansi-font-family:Calibri;mso-bidi-font-family:Calibri"><span style="mso-list:Ignore">-<span style="font:7.0pt "Times New Roman""> </span></span></span><!--[endif]-->Client time. Working at an agency like this can require interaction time with clients outside of standard 9-5. Must always make time for clients, being patient and making sure you make the right decisions. Must also need to be on tap all the time.</p> <p class="MsoNormal" style="margin-bottom:0in;margin-bottom:.0001pt"><b style="mso-bidi-font-weight:normal"><u>Contact Information<o:p></o:p></u></b></p> <p class="MsoNormal">Email: <a href="mailto:Hannah.park@bbdo.com">Hannah.park@bbdo.com</a></p> <p class="MsoNormal">Telephone: 212 459 5031</p></div>Kyle Graynorhttp://www.blogger.com/profile/14022286832689174502noreply@blogger.com2tag:blogger.com,1999:blog-4017321770254273247.post-58944957077412900962011-03-24T01:16:00.001-04:002011-03-24T01:17:09.062-04:00Mktsoc Alumni Mingle<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh3Tw2xfxBsVbxsHY50_aZcVXVpk73Ihol_gwlGpkY-U99LIgduEthRFE2tnxHCpRwz6wqYmpeOfQrjFMUdrVVxFKbwelmgoxCh67iH8CwCOY5QgTtnC29Yq8eEV7zU1Mm8vDYnDhn9R8M/s1600/alumni_mingle_student_invitation.png"><img style="display:block; margin:0px auto 10px; text-align:center;cursor:pointer; cursor:hand;width: 400px; height: 346px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh3Tw2xfxBsVbxsHY50_aZcVXVpk73Ihol_gwlGpkY-U99LIgduEthRFE2tnxHCpRwz6wqYmpeOfQrjFMUdrVVxFKbwelmgoxCh67iH8CwCOY5QgTtnC29Yq8eEV7zU1Mm8vDYnDhn9R8M/s400/alumni_mingle_student_invitation.png" border="0" alt="" id="BLOGGER_PHOTO_ID_5587511107614220178" /></a>Kyle Graynorhttp://www.blogger.com/profile/14022286832689174502noreply@blogger.com0tag:blogger.com,1999:blog-4017321770254273247.post-61813847649922282432011-03-23T20:33:00.002-04:002011-03-23T20:36:15.411-04:00Sawhorse Event Recap<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhAnzsEhGMfDrCbnSzyhMz4LCComE6OoSLHE44LBEmVTMAFAAWLhIXCtwSIlGGp2cNI8fotjL5lzPoCozxrH1Wn_QSAHe5BhW35z2WmZ51opDUMC2E22AKgRhL3dR6eDsKX6l0kSZB22Xw/s1600/CIMG0818.JPG"><img style="display:block; margin:0px auto 10px; text-align:center;cursor:pointer; cursor:hand;width: 320px; height: 240px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhAnzsEhGMfDrCbnSzyhMz4LCComE6OoSLHE44LBEmVTMAFAAWLhIXCtwSIlGGp2cNI8fotjL5lzPoCozxrH1Wn_QSAHe5BhW35z2WmZ51opDUMC2E22AKgRhL3dR6eDsKX6l0kSZB22Xw/s320/CIMG0818.JPG" border="0" alt="" id="BLOGGER_PHOTO_ID_5587438627285254066" /></a><br /><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiymT3Y0baXDjuhoZUi9nXmTr1DDjSglK0gw_2Eue5fCmjArngx0ahjX9LrnxG8MhEW-EBVp3UQfyfmgl8USRRaT8Axzs8n5PIBvBR-u8x7c3j8rWwDVGrYBA4V6rJtbicjHsUXP8qzX4E/s1600/CIMG0816.JPG"><img style="display:block; margin:0px auto 10px; text-align:center;cursor:pointer; cursor:hand;width: 320px; height: 240px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiymT3Y0baXDjuhoZUi9nXmTr1DDjSglK0gw_2Eue5fCmjArngx0ahjX9LrnxG8MhEW-EBVp3UQfyfmgl8USRRaT8Axzs8n5PIBvBR-u8x7c3j8rWwDVGrYBA4V6rJtbicjHsUXP8qzX4E/s320/CIMG0816.JPG" border="0" alt="" id="BLOGGER_PHOTO_ID_5587438619984371650" /></a><br /><div><br /></div><div><br /></div><div style="text-align: center;">Sawhorse Media</div><div style="text-align: center;">3/21/11</div><div style="text-align: center;"><br /></div><div>Main Point</div><div>When we think of marketing, we often think of creating marketing plans and positioning the product to</div><div>be sold. But times are changing and there are a new generation of firms that focus on offering products</div><div>in such a way that other people and entities automatically market for them. This can be achieved if</div><div>there is incentive and a way for people to pursue their own pursuits (star vehicle).</div><div><br /></div><div>Background</div><div>- Sawhorse Media founded by Greg Galant</div><div>- Started first business in high school: helping businesses close by plan and create websites</div><div>- Continued to work on different projects and internships during college e.g. CNN</div><div>- He then started Venture Voice, which is a podcast that discusses how entrepreneurs build their</div><div>businesses.</div><div>- He created News Groper, a network of blogs by humor writers to imitate or fake the blogs</div><div>from celebrities. However the company faced the problem of getting to the next level because</div><div>resources were low and only the staff is trying to promote it. Celebrities also did not like the</div><div>idea.</div><div><br /></div><div>Shorty Awards</div><div>- An award ceremony for Twitter – for people who create the best tweets.</div><div>- Within 24 hours there were a lot of posts on Twitter about it. Within 2 days they were getting a</div><div>lot of media coverage as a lot of journalists and media are on Twitter</div><div>- Realized that they have created a platform to showcase talents of others. Since a lot of people</div><div>wanted to get onto this platform, they were marketing for the awards. E.g. Suze Orman CNBC</div><div>humor video.</div><div><br /></div><div>Sawhorse Media’s Other Social Media Platforms</div><div>- Muck Rack – list journalists by publication so people can search them up on Twitter and follow</div><div>them. Started with 100 journalists but soon others were asking to be listed on the website.</div><div>- Globalquad- lists Twitter users of a list of universities so it is possible to follow them.</div><div>- Listorious – search engine for people on Twitter. People requested to be listed on it and this</div><div>process helped to market the website.</div><div><br /></div><div>Q&A</div><div>The platforms Sawhorse Media creates are mostly for Twitter, are they considering other social media</div><div>sites?</div><div>- Shorty Awards never called “Twitter Awards” to not discriminate.</div><div>- Current Shorty Awards has added non-Twitter awards e.g. Tumbler or Foursquare</div><div>- Facebook is mostly private and therefore hard to achieve</div><div><br /></div><div>How did Listorious become popular?</div><div>- Launched the same day as Twitter Lists. People told their friends about Twitter Lists and must</div><div>therefore also tell them where to find these lists.</div><div>- Partnership with Twitter- leveraged Shorty Awards relationship to help partnership for Listorious</div><div>- Listed 10 different domain names to ensure it will be found</div><div><br /></div><div>What is it like working with the Twitter Platform?</div><div>- Compared to others, API easy to use</div><div><br /></div><div>You majored in Philosophy; how helpful was it for his career?</div><div>- He started by majoring in business but it felt it didn’t feel it is that practical</div><div>- He found it helpful when in the selling and marketing stage because there are no scientific</div><div>empirical evidence, have to rely on other skills to push an idea</div><div><br /></div><div>Some people criticize Twitter because of the low quality of tweet content and more people post only</div><div>to get more followers. How does this impact his operations?</div><div>- This is both problem and opportunity</div><div>- Problem because people pay to get nominations so there is more pressure to anticipate these</div><div>issues and use algorithms to combat it</div><div>- But opportunity – more noise means it is more meaningful finding the “best of” of the content</div>Kyle Graynorhttp://www.blogger.com/profile/14022286832689174502noreply@blogger.com0tag:blogger.com,1999:blog-4017321770254273247.post-2604910093975100102011-03-10T13:57:00.003-05:002011-03-10T14:01:47.423-05:00Rosetta Event Recap<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEibJ7tjxBp-Op82emfeRWeHoeuYTQeLpGYHKNiZCqQfKy1yKtYTbhYacl1bWkkrfzLrXQm3Tg477akvi83fCgLlI2vMrq5u9NEeGDnN_8wnUtNLy_hvFKPCEzYnNN7zlVhal1UDe12KCxI/s1600/rosetta.png"><img style="display:block; margin:0px auto 10px; text-align:center;cursor:pointer; cursor:hand;width: 320px; height: 240px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEibJ7tjxBp-Op82emfeRWeHoeuYTQeLpGYHKNiZCqQfKy1yKtYTbhYacl1bWkkrfzLrXQm3Tg477akvi83fCgLlI2vMrq5u9NEeGDnN_8wnUtNLy_hvFKPCEzYnNN7zlVhal1UDe12KCxI/s320/rosetta.png" border="0" alt="" id="BLOGGER_PHOTO_ID_5582528171861495714" /></a><div style="text-align: center;">Rosetta</div><div style="text-align: center;">3-9-2011</div><div><br /></div><div><br /><div>Check out some of their featured work on their website: <a href="http://www.rosetta.com/">http://www.rosetta.com/</a></div><div><br /></div><div>Background</div><div>- Started 12 years ago as a consulting company. Most of the people who work there originally</div><div>came from a brand management or classic consulting background.</div><div>- They decided to change their strategy when they realized they wanted to do the designing in the</div><div>marketing campaigns as well. They expanded through partnerships and acquisitions.</div><div>- 3 main areas within the company: strategic insights, ideas and programs, and technology</div><div>- Huge client list spanning across diverse industries e.g. consumer products, healthcare, financial</div><div>services, communication, emerging markets</div><div>- Usually work with big companies</div><div><br /></div><div>Consulting</div><div>- About providing expert advice to influence strategic decision making</div><div>- 4 key components: (consulting side) classic consulting and change management, (marketing</div><div>side) analytics, and insight generation</div><div>- Process after client comes to them for consulting advice (usually a 10-12 week process)</div><div>1. They will look at the size of the opportunities</div><div>2. Competitors- involve a lot of research and presenting information in a digestible way to business</div><div>leaders</div><div>3. Looking at options- ways of testing this include concept interest evaluation, pricing and analysis</div><div>4. How it will look like – create mission statement to creative team so they can create solutions to the issue.</div><div><br /></div><div>Account Management - Working with an Agency</div><div>- Account management is in the middle of the 3 main areas within the company: strategic</div><div>insights, ideas and programs, and technology. Work with creative team to address issue client</div><div>presents, working with brand team to make sure there is no misalignment of goals</div><div>- Often will be given the scenario and they will have to fill in the blanks</div><div>- Use of PLAVIX example to demonstrate how account management works, in this example they</div><div>had to create a solution that fit the criteria of consumer focus, fit new government legislation</div><div>and a new website feeling. Creation of new site.</div><div><br /></div><div>Working with Rosetta</div><div>- Relaxed environment</div><div>- Good reputation</div><div>- Extensive client list</div><div>- A downside of consulting is traveling and for junior members of the firm, Rosetta tries to limit</div><div>traveling</div><div>- Projects and work can range quite broadly depending on the project and client</div><div><br /></div><div>-Starting out in the company usually means working on analytics and number crunching so you</div><div>can understand how to find trends and relationships in data.</div><div><br /></div><div>Internship Process</div><div>- Rolling application on website</div><div>- Full time positions available as they conduct full-on recruiting processes</div></div>Kyle Graynorhttp://www.blogger.com/profile/14022286832689174502noreply@blogger.com0tag:blogger.com,1999:blog-4017321770254273247.post-68644748462808637602011-03-08T19:43:00.003-05:002011-03-08T19:47:18.878-05:00Getting Free Stuff to Tweet? Yes PleaseIt turns out that mac and cheese has been trending on Twitter lately. Kraft's nimble marketing arm decided that this was the perfect opportunity to advertise their own mac and cheese, and they are running a "jinx" campaign to take advantage of the popularity. If two people mention mac and cheese, Kraft will send a link to both of them, and the first person to click the link will get free products! The person will also get a free shirt, so you KNOW I'll be participating in this event.<div><br /></div><div>For the full article: <a href="http://adage.com/article/news/kraft-treats-tweets-mac-cheese/149298/">http://adage.com/article/news/kraft-treats-tweets-mac-cheese/149298/</a></div>Kyle Graynorhttp://www.blogger.com/profile/14022286832689174502noreply@blogger.com0tag:blogger.com,1999:blog-4017321770254273247.post-21295250158796032382011-02-23T00:14:00.001-05:002011-02-23T00:16:52.890-05:00Dr. Pepper launches new MANLY drink...Dr. Pepper is launching a new diet drink with the tagline "It's Not For Women". What do you guys think about it? I'm still not sold on the idea of a diet drink for men, and I'm not sure this commercial really relates to guys (it seems over-the-top and cheesey).<br /><br />http://newsfeed.time.com/2011/02/22/no-girls-allowed-dr-pepper-launches-manly-diet-soda/?xid=rss-topstories&utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+time%2Ftopstories+%28TIME%3A+Top+Stories%29Sandhya Kasturihttp://www.blogger.com/profile/14396787135439162656noreply@blogger.com0tag:blogger.com,1999:blog-4017321770254273247.post-44636798087306205092011-02-23T00:13:00.000-05:002011-02-23T00:14:35.416-05:00The Think Tank!<span style="color: rgb(0, 0, 0);font-family:trebuchet ms, arial, verdana, sans-serif;color:#222222;" ><b>T3: The Think Tank</b></span><span style="color: rgb(0, 0, 0);font-family:trebuchet ms, arial, verdana, sans-serif;color:#222222;" ><span class="Object" id="OBJ_PREFIX_DWT134"><br /><br />WEDNESDAY</span>, FEBRUARY 23th<br /></span><span style="color: rgb(0, 0, 0);">12:30pm - 1:45pm </span><br /><span style="color: rgb(0, 0, 0);">UC-24</span><span style="font-style: italic; color: rgb(0, 0, 0);"><br /><br /></span><span style="color: rgb(0, 0, 0);">Come hear from T3 (The Think Tank), an independent digital marketing and advertising firm that works like a think tank and ranks among AdWeek's Top 100 Agencies.</span><span style="color: rgb(0, 0, 0);font-family:trebuchet ms, arial, verdana, sans-serif;color:#222222;" ><i><br /><br /></i><span style="font-family: georgia;">Also joining us will be Mickey Katz from </span><span style="font-family: georgia;" class="Object" id="OBJ_PREFIX_DWT135"><a href="http://campusfood.com/" target="_blank">campusfood.com</a></span><span style="font-family: georgia;"> to talk about an exciting internship opportunity. In the meantime get $5 off your order with check out code NYUAMA5 (expires </span><span style="font-family: georgia;" class="Object" id="OBJ_PREFIX_DWT136">2/23/11</span><span style="font-family: georgia;">).</span></span>Sandhya Kasturihttp://www.blogger.com/profile/14396787135439162656noreply@blogger.com0