"You can't build a reputation on what you're going to do." - Henry Ford
I love this quote. It can be unpacked so many different ways. Your reputation is based on what you've done. You harm your reputation by talking big and not acting. And if we turn the quote around - you can build your reputation on what you've done - that you have control over your reputation.
I'm not sure the last statement has ever been entirely true because you don't really own your reputation. Your reputation belongs to those who are interested in you. In the rapidly expanding world of social media, that seems to be more and more true.
How do you manage your online reputation? One way is to know what's being said about you.
Some really interesting tools have recently come online that allow you to see what's said about you on forums, blogs, twitter, etc.
One cool tool is aptly called Spy. Type your organization's name in the search box and see what comes up - and when it was said.
14.1.09
Real-world Action with Social Media
Our clients are asking more from social media than ever before. No longer is it enough to place a link to Facebook on your site, or to provide an RSS feed. The challenge, particularly for those clients who need to connect with their users in the real world (and which clients don't?) is: how do we use our online social networks in the offline world?
It's a really important question. One of our clients has found that their online networks are a great place to engage with users, and now they want to move their networks from connectivity toward knocking on doors, organizing events, contacting their members of parliament.
How you succeed depends on a number of factors. Some questions to think about are: who is your target audience? what do you want them to do? what do they feel comfortable doing? and what might they do if given the chance?
I will share one finding here: properly designed online functionality and features can motivate offline behaviour. Notice in the picture below how MyBarackObama.com invites, prods and provides options for different kinds of people who want to be engaged in real-world activity (in this case, supporting Obama's run for president). Notice the "Neighbor to Neighbor" section with direct calls-to-action, and the wide spectrum of ways to support the cause in the "Making a difference". Each of us may wish to make a difference, but we may be better suited for certain activities over others. The user interface acknowledges this.
Visit mybarackobama.com to learn more. You'll need a US zip code to sign up to explore.
It's a really important question. One of our clients has found that their online networks are a great place to engage with users, and now they want to move their networks from connectivity toward knocking on doors, organizing events, contacting their members of parliament.
How you succeed depends on a number of factors. Some questions to think about are: who is your target audience? what do you want them to do? what do they feel comfortable doing? and what might they do if given the chance?
I will share one finding here: properly designed online functionality and features can motivate offline behaviour. Notice in the picture below how MyBarackObama.com invites, prods and provides options for different kinds of people who want to be engaged in real-world activity (in this case, supporting Obama's run for president). Notice the "Neighbor to Neighbor" section with direct calls-to-action, and the wide spectrum of ways to support the cause in the "Making a difference". Each of us may wish to make a difference, but we may be better suited for certain activities over others. The user interface acknowledges this.
Visit mybarackobama.com to learn more. You'll need a US zip code to sign up to explore.
Anarchistic Graphic Designers from Berlin
Seeing as how I spend a solid 60-75% of my life in Photoshop, I loved seeing these images. Some deviant graphic designers in Berlin decided to overlay giant stickers of Photoshop panels onto Britney Spears, Leona Lewis and Christina Aguilera posters in the subway.
Full article at Brand Infection.
6.1.09
Using Social Media to Engage (and Keep) Customers
Or, free advice for Ford Motor Company
I am quite fond of my Ford Focus station wagon. It's (relatively) fuel efficient, big enough to put the snowboards and/or the dog in the back, and isn't bad looking. But it's a 2000 model year with pretty high mileage, and there is a problem with the fuel pump that makes the engine shudder around 2000 rpm. Ford could address this problem with an intelligent and diligent use of social media and help turn its fortunes around.
I visited a number of message boards and forums to find out what I could about the shuddering engine and there I learned the fuel pump was probably at issue. Message boards for Ford cars are pretty ferocious places. It felt like one out of two comments on the fuel pump ended with the contributor stating he (almost always men) would never buy another Ford, or that he planned on suing the company.
Now, this is a problem for Ford. But if Ford was to look at the issue differently by engaging with these angry users, they could turn the perception of the company around. Hostile posters could be turned first into advocates, and second into customers for new Fords.
Here is how Ford could do it:
1. Meet these angry users head-on at the message boards with an offer and an acknowledgement that they have had problems with fuel pumps. Maybe the offer could be a reduced price for a new pump, or a free tune-up if they bring the issue to a Ford dealer.
2. Monitor responses: do the users appreciate the offer? If so, provide a way for them to help get the news out to other motorists. Do they dislike the offer? Sweeten it by listening to what posters are saying.
3. Consider these motorists as possible new customers: help them get their old Ford fixed up so they can move to a newer car. Let them know about changes in the more recent versions of the Focus (I believe they are more fuel efficient, offer better handling, come with good financing options, and from what I've read they have great fuel pumps).
The great thing about this approach is Ford could do it all for the cost of some smart young web folks surfing, monitoring, listening and responding to what is actually happening on the ground. They could get customers into their service centres, and then on to showroom floors.
Now then, if Ford likes my advice, they are more than welcome to put me behind the wheel of a new Focus.
I am quite fond of my Ford Focus station wagon. It's (relatively) fuel efficient, big enough to put the snowboards and/or the dog in the back, and isn't bad looking. But it's a 2000 model year with pretty high mileage, and there is a problem with the fuel pump that makes the engine shudder around 2000 rpm. Ford could address this problem with an intelligent and diligent use of social media and help turn its fortunes around.
I visited a number of message boards and forums to find out what I could about the shuddering engine and there I learned the fuel pump was probably at issue. Message boards for Ford cars are pretty ferocious places. It felt like one out of two comments on the fuel pump ended with the contributor stating he (almost always men) would never buy another Ford, or that he planned on suing the company.
Now, this is a problem for Ford. But if Ford was to look at the issue differently by engaging with these angry users, they could turn the perception of the company around. Hostile posters could be turned first into advocates, and second into customers for new Fords.
Here is how Ford could do it:
1. Meet these angry users head-on at the message boards with an offer and an acknowledgement that they have had problems with fuel pumps. Maybe the offer could be a reduced price for a new pump, or a free tune-up if they bring the issue to a Ford dealer.
2. Monitor responses: do the users appreciate the offer? If so, provide a way for them to help get the news out to other motorists. Do they dislike the offer? Sweeten it by listening to what posters are saying.
3. Consider these motorists as possible new customers: help them get their old Ford fixed up so they can move to a newer car. Let them know about changes in the more recent versions of the Focus (I believe they are more fuel efficient, offer better handling, come with good financing options, and from what I've read they have great fuel pumps).
The great thing about this approach is Ford could do it all for the cost of some smart young web folks surfing, monitoring, listening and responding to what is actually happening on the ground. They could get customers into their service centres, and then on to showroom floors.
Now then, if Ford likes my advice, they are more than welcome to put me behind the wheel of a new Focus.
27.11.08
Geopepper Ups the Ante: Social Networking Hits the Streets
If you’ve got a PC and a pulse, chances are pretty good that you’ve also befriended Facebook or MySpace, been Linked In, or been known to Flickr, perhaps even Twitter, from time to time.
Social networking may seem ubiquitous these days, but it hasn’t truly been everywhere. There’s always been a physical distance between you and your social networks. Until now.
Imagine if you took them wherever you went. Imagine if you knew when one of your “friends” was just around the corner. Imagine if you were given a heads up when one of your big clients was also at the airport waiting for a flight. Imagine if you were notified when you were passing one of your contacts favourite restaurants or coffee shops.
Sound futuristic? Well, it may be. But it’s also here now. Global communications leader and BSL client Alcatel-Lucent has already developed a solution to make all of this — and much more — possible. Geopepper is their location-based service (LBS), and it’s closing the gap, bringing you and your social networks together with new opportunities to connect like never before.
Let me give you a few examples of what this technology can do:
1) Location-based social networking. You can allow your friends and contacts from your existing social networking sites to ping your mobile device with geographically based messages. These can be personal (Since you’re in the area, check out this fantastic used book store!) or business related (Just arriving? Don’t forget we’re meeting the clients at 3:00).
2) Proximity marketing. Say someone has opted-in to receive marketing messages on their cell phone that fit their interests. When they come within a kilometre of your business, they could be sent a Geographic Messaging Service (GMS) message (Widgets 50% off at 123 Elm Street). Since they’re already in the neighbourhood and have indicated an affinity for widgets, they are much more likely to stop by. The same applies whether we’re talking about coffee or cars. The term “street level advertising” will soon take on a whole new meaning.
3) Travel info and guides. Imagine touring around London and having tourist and/or historical information pushed out to you as you approach points of interest. (Big Ben! Parliament!) It’s like having a tour guide in your pocket, without all the awkwardness that would probably entail.
The possibilities are exciting — and virtually endless. You can learn more in this Geopepper video.
14.11.08
Go Green: At the Office
From the caretaker to the CEO, every employee has a responsibility to work towards greener pastures. And there’s good news! Retrofitting your office helps more than just the environment. It can increase your bottom line and contribute to a healthy, low-impact workspace.
Here are a few tips for 'greening-up' the office:
1) Delete unnecessary text from emails before printing. A long email exchange can lead to several pages, which needlessly wastes paper when all you're trying to print the most recent message.
2) Instead of printing a web page, bookmark it or save the page.
3) Use the size-reduction feature offered on many photocopiers. Two pages of a book can often be copied onto one standard sheet.
4) Photocopy and print double-sided
5) Do less on paper, more online. The greenest paper is no paper at all, so keep things digital and dematerialized whenever possible:
- Keep files on computers
- View documents on-screen rather than printing them out
- Send emails instead of paper letters
6) Printouts destined for the trash (or recycling bin!) may have more life in them. Don’t throw out those messed-up print jobs or obsolete reports – reduce them in half (or quarters) and turn the blank reverse into notepaper.
7) Water is a precious resource. If you have extra drinking water after a meeting and before you go home, use it to water a plant.
8) Turn your computer off when you leave for the day. Otherwise, you're still burning energy even if you're not burning the midnight oil (Check with your IT department to make sure the computer doesn't need to be on to run backups or other maintenance).
9) Use 'screen sleep' or hard drive sleep modes that turn on automatically. Unless you have these energy-saving settings enabled, your computer is consuming higher-than-necessary quantities of electricity when it's not in use (and we're not referring to your screensaver, which protects your screen but does not reduce electricity usage).
10) Use paperclips instead of staples. Staples seem small and insignificant, but attached to discarded reports and printouts, they are ending up in landfills every year, refusing to biodegrade. Paperclips are eminently reusable, and using the dog-ear method may seem kind of juvenile, but it works in a pinch and creates zero waste.
11) Use recycled materials. When using paper is necessary, use recycled paper and envelopes that have been processed and colored using eco-friendly methods. Use pens and pencils made of recycled materials, and refillable pens and markers are preferable to disposable ones. Use biodegradable soaps and recycled paper or cloth towels in the bathroom and kitchen, and provide biodegradable cleaners for the custodial staff. Buy in bulk so that shipping and packaging waste are reduced, and reuse the shipping boxes. Recycling printer cartridges is often free, and recycled replacements are cheaper than new ones.
12) Use dry noodle sticks (like spaghetti cut in half) to stir your coffee instead of using plastic spoons or sticks.
13) Switch your lights. Compact fluorescent light bulbs (CFLs) are three to four-times more efficient than standard incandescent bulbs. Also, encourage employees to maximize natural lighting and to turn off lights when leaving a room.
14) Re-use supplies whenever possible. Don’t throw away that file folder if it is still usable!
15) Use an electronic agenda rather than a printed calendar.
These are many great ways for an office to 'Go Green', and we look forward to hearing about what energy-saving and earth-friendly practices your office uses!
Here are a few tips for 'greening-up' the office:
1) Delete unnecessary text from emails before printing. A long email exchange can lead to several pages, which needlessly wastes paper when all you're trying to print the most recent message.
2) Instead of printing a web page, bookmark it or save the page.
3) Use the size-reduction feature offered on many photocopiers. Two pages of a book can often be copied onto one standard sheet.
4) Photocopy and print double-sided
5) Do less on paper, more online. The greenest paper is no paper at all, so keep things digital and dematerialized whenever possible:
- Keep files on computers
- View documents on-screen rather than printing them out
- Send emails instead of paper letters
6) Printouts destined for the trash (or recycling bin!) may have more life in them. Don’t throw out those messed-up print jobs or obsolete reports – reduce them in half (or quarters) and turn the blank reverse into notepaper.
7) Water is a precious resource. If you have extra drinking water after a meeting and before you go home, use it to water a plant.
8) Turn your computer off when you leave for the day. Otherwise, you're still burning energy even if you're not burning the midnight oil (Check with your IT department to make sure the computer doesn't need to be on to run backups or other maintenance).
9) Use 'screen sleep' or hard drive sleep modes that turn on automatically. Unless you have these energy-saving settings enabled, your computer is consuming higher-than-necessary quantities of electricity when it's not in use (and we're not referring to your screensaver, which protects your screen but does not reduce electricity usage).
10) Use paperclips instead of staples. Staples seem small and insignificant, but attached to discarded reports and printouts, they are ending up in landfills every year, refusing to biodegrade. Paperclips are eminently reusable, and using the dog-ear method may seem kind of juvenile, but it works in a pinch and creates zero waste.
11) Use recycled materials. When using paper is necessary, use recycled paper and envelopes that have been processed and colored using eco-friendly methods. Use pens and pencils made of recycled materials, and refillable pens and markers are preferable to disposable ones. Use biodegradable soaps and recycled paper or cloth towels in the bathroom and kitchen, and provide biodegradable cleaners for the custodial staff. Buy in bulk so that shipping and packaging waste are reduced, and reuse the shipping boxes. Recycling printer cartridges is often free, and recycled replacements are cheaper than new ones.
12) Use dry noodle sticks (like spaghetti cut in half) to stir your coffee instead of using plastic spoons or sticks.
13) Switch your lights. Compact fluorescent light bulbs (CFLs) are three to four-times more efficient than standard incandescent bulbs. Also, encourage employees to maximize natural lighting and to turn off lights when leaving a room.
14) Re-use supplies whenever possible. Don’t throw away that file folder if it is still usable!
15) Use an electronic agenda rather than a printed calendar.
These are many great ways for an office to 'Go Green', and we look forward to hearing about what energy-saving and earth-friendly practices your office uses!
7.11.08
Iridium is Officially Everywhere
From a brand perspective, Iridium is very well known all around the world, for two reasons. The first reason is a good one. They are the maker of superior satellite phones – ones featured in movies like James Bond, where our hero is magically connected from the middle of nowhere. The second reason is less complimentary. They have been previously recognized for their audacious vision of global connectivity sending them straight to the brink of financial disaster. But that was then. This is now. Their vision remains audacious. They own the only true global communications network, built from the top down. Their satellites and devices have succeeded brilliantly, serving solutions to maritime and land-based markets all over the world. This is where we come in. Iridium has initiated a strategy to revitalize its brand globally. From the launch of new products to corporate re-branding, Iridium wants the world to know that their highly successful company is poised to become the global leader in providing reliable, critical lifelines. Iridium is indeed everywhere.
20.10.08
Branding and the "R" word
An interesting story in the New York Times today about the 98th annual meeting of the Association of National Advertisers. Some marketers - actually the biggest names in the business - feel a responsibility to help get us through this financial mess.
“The consumer is sitting at the bottom of a bunker with his head in his hands, wondering if it’s safe to come out,” Jez Frampton, global chief executive at Interbrand, an Omnicom Group agency specializing in corporate and brand identity, said during a general session of the conference.
“It’s up to us to stimulate demand in the marketplace again,” he added.
What do you think? Read more Resolved to Keep on Marketing, Even in Tight-Fisted Times
“The consumer is sitting at the bottom of a bunker with his head in his hands, wondering if it’s safe to come out,” Jez Frampton, global chief executive at Interbrand, an Omnicom Group agency specializing in corporate and brand identity, said during a general session of the conference.
“It’s up to us to stimulate demand in the marketplace again,” he added.
What do you think? Read more Resolved to Keep on Marketing, Even in Tight-Fisted Times
16.10.08
Cooking as Visual Art
“I have invited Ferran Adrià because he has managed to create his own language, something that has turned into a very influential issue on the international scene. This is what I am interested in, I don’t care if people consider it as an art or not. It is very important to mention that the artistic intelligence does not depend on the format; we should not relate art only with photography, sculpture, painting…, neither with cooking in its most strict sense. But under certain circumstances, cooking can also be considered as an art.”
- Roger Buergel, Artistic Director, Documenta 12, Kassel, Germany
Ferran Adrià is the influential chef - some say most influential in the world - from El Bulli restaurant in Cala Montjoi, Catalonia. I urge you to look through the general catalogue of dishes the restaurant has prepared from 1983 to 2005. Interestingly, the introduction to the catalogue begins with a classic information architecture dilemma: how do you categorize things? For El Bulli, food falls into "families" - follies, morphs, tapas/dishes - names almost as poetical as when and how they are served.
Visit the catalogue here
- Roger Buergel, Artistic Director, Documenta 12, Kassel, Germany
Ferran Adrià is the influential chef - some say most influential in the world - from El Bulli restaurant in Cala Montjoi, Catalonia. I urge you to look through the general catalogue of dishes the restaurant has prepared from 1983 to 2005. Interestingly, the introduction to the catalogue begins with a classic information architecture dilemma: how do you categorize things? For El Bulli, food falls into "families" - follies, morphs, tapas/dishes - names almost as poetical as when and how they are served.
Visit the catalogue here
9.10.08
Social Media Site Increases Support for Canada's Wilderness
The Big Wild - an initiative founded by the Canadian Parks and Wilderness Society (CPAWS) and Mountain Equipment Co-op - has been leveraging the viral benefits of online social media in the hopes of growing support for its cause.
The Big Wild refers to the part of Canada that is still in its natural state. And the vision is to keep at least half of Canada's public land and water wild forever. The hope is to achieve this through education, fundraising, and support and encouragement for the public to lobby decision-makers.
The social movement launched this past Spring, with guerrilla marketing stunts in Victoria, Vancouver, Calgary, Edmonton, Winnipeg, Toronto, Ottawa, Montreal, Quebec City, Halifax and St. John's that introduced Canadians to its social networking site, www.thebigwild.org/
The site allows Canadians not only to learn about Canadian wild spaces in need of protection, but encourages supporters to share stories, videos and photos about their own wilderness experiences. This keeps the site real, personable, and fresh. People can truly feel a part of the project and gain a sense of pride. The prizes available for various ways of getting involved only increase the incentive to participate.
To complement the online components of the campaign and keep the viral message going offline as well, Mountain Equipment Co-op is selling (by small donation only), green Big Wild shoelaces.
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