The Business Side of You.

Adding on to my last rant about internships I want to talk about the right way to get an internship. For that matter, maybe even a job. Don’t quote me  on the job part yet since I’m only graduating college. These, again are just thoughts. Take them as you will.

Understanding Business
As I mentioned in the last post about internships, most students are looking at it from a Me angle. What can internships do for me. That idea is often translated into the job hunt as well, where can I get a job? How much will they pay me? I need to be employed. While those things are all extremely important that doesn’t translate well for any future employer. Employers and companies don’t hire because it’s graduating season and they need more college graduates. They hire because they need more employees, they are growing or want great people to help bring in revenue. Lets face it, it comes to this: Companies make money. The easiest formula to help you achieve a position (internship or not) is to show this skill I’ve laid out in a formula: Yes, it’s scientifically proven and endorsed by my mother.

you + your skills at company = revenue now.

Companies don’t hire based on looks, your twitter following or your greek affiliation. SIDE NOTE: If a company hires you for any of the above you should probably shouldn’t work there.

Companies hire you or anyone else because they believe you or anyone else can help them make money. That is your role, to grow their business and become an attribute to their current structure.

When you take the view of gaining a job away from your self and show companies how they benefit by paying you, then you can understand business to some extent.

Understanding your role in a business and their culture is almost as important as your success. Once you realize how you can help grow a company the only thing you have to do then is implement.

Stop thinking about your future job as a personal needs and start thinking about it as your business solutions.

Emotions

There is beauty in vulnerability. Not because we can take advantage of it, but because we can see someone in their truest form. Kanye is a good example, for me at least. Even though he is a horrible singer, he manages to belt out tunes that you can tell come from the deepest parts of his soul.

There aren’t too many campaigns that really strike the human emotion cord but when they do, they ring deep. How do we, as marketers, communicators, advertisers, manage to strike that cord and really make something work. Not just for the sake of a dollar, but to really get a real message across. One that resonates within each individual. How can we, as an industry, create a message that is unifying across so many platforms that it manages to evoke one feeling from each individual?

I couldn’t tell you.

I’d like to think that truth and honesty steer us in the right direction. I believe that if we are behind our messages, genuine and believe it will benefit society that we may be able to reach others. Possibly if we understand human emotion, not just from a communications stance, but as people. Consider how you might feel the first time your son scores a touchdown in his little league football game. Or maybe how you felt when your daughter brought home her honor roll award. Maybe how you felt when landed your first job after graduating college. Or when you get that big break you’ve been looking for.

How do we make these emotions resonate in our messaging?

I think the T-Mobile’s Welcome Back video does a decent job and so does Katy Perry’s Firework video.

Gen Y: We Shop Therefore We Are

Edelman just released a study titled “8095ers” to show the correlation between this unique generation, brands and their purchasing habits.  Although Edelman’s and other pieces are interesting and have some “valuable” information tied to them I feel like there are some issues that aren’t discussed throughout any of the “millennial” research that is published, mainly the root of our being.

We are materialistic. Brand affinity and loyalty is a bullshit way of saying that we feel like we need to buy certain products to be labeled, stereotyped and type-casted into a mold we strive to be.

None of these studies went into the reasoning behind the correlation between what we buy and the prices we are “willing” to pay. These studies fail to show the connection between a pair of $300 headphones and “feeling good” or “trusting a brand.” Previously the idea of quality was a pair of handmade shoes or things that contain a personal story behind each item.

Societal Expectations

Products are becoming easier to obtain as price points go down. The idea of class through brands and products have come to an even ground where no one can judge based on products or material goods. Just as this has created less classism it also strengthens materialism.

Generation Yers are more worried about what products they have or what their friends believe is an acceptable cell phone. Instead of conforming to the “needs” and “ideals” of society we are conforming to the products of society. T

he reverberation of products and reviews isn’t because we are bettering our world, it’s because we judge others based on what we have more now than ever.

On Friday I sat in a room with about 15 high school juniors and seniors from the Tampa area. They were able to identify theme songs and sounds associated with particular brands faster than I can. It isn’t that they are “more knowledgeable,” they are bludgeoned with more advertisements than any other generation. Marketers and advertisers are subliminally reaching these students and they don’t realize.

The Millennial Shift

We are changing the ideals of our society through shitty tactics and morals. Those in communications would argue this is good because hard work and practice pays off. I on the other hand, believe that it’s horrible. We are conditioning our young and current generations to spend $300 on headphones and question giving $5 or less to a charity.

Instead of separating people by color or religion, I feel like we are creating a divide through brands. All the iPhones on this side while the Androids go over here. Yea, we have loyalty to brands, because they “define” us. Yea, they say, “you’re good enough because you can buy a $400 cell phone.”

If this is how we are defining Millennials then I’m moving to Antarctica.

What Anna Wintour Can Teach SM

For those of you how have read my past stuff you know that I often get inspiration from movies and documentaries. I recently watched “The September Issue,” which chronicles the creation of the important issue of Vogue, the September issue..

Yes, I watched a documentary about Vogue. In my defense, it was more so about Anna Wintour and her domination of fashion and the magazine industry. Regardless, I’ve considered a take away, one that resonates with us social media folks, young and old.

Business is Business

To assume we can do something for the sake of doing it is just plain ignorance. With two anchors at Vogue, Anna Wintour and Grace, the lead creative director, they both offered a different view. Anna came headstrong from a progressive business angle while Grace looked at fashion as a work of art. At the end of the day Anna won. Not because she is the Anna Wintour, but because the magazine has to sell money. Art lasts only so long.

Social media is the same way. As a student, when I first entered the realm I was mesmerized by the idea of two-way engagement and openness that social media and the social web embraced. Now, as I get closer to graduation I realize while that is a major player, so is the bottom line. A social campaign that doesn’t accept the fact that revenue is somehow connected may be a failing campaign.  Just as it was in the documentary, the fight for what is right and what produces revenue will always live. Quite honestly, there never seems to be a balance.

Progressing Forward

As we move forward so should our work. Creating campaigns based on numbers from previous campaigns and reports creates a perpetual placement in your industry and in social media. Yea, twitter is cool, but what can you do with twitter that a competitor hasn’t done? Ann Wintour is quoted saying this about fashion:

“Fashion is not about looking back, it’s always been about looking forward.“

It can be said for social media and it’s value in business. If we continue to play within the confines of what has preceded we will only produce within those constrains. Basically, we should all follow suit with Old Spice. Not in the critical sense of, “hey lets all make people swan dive a man off of a boat and onto a bike.” It’s about breaking the already created mold as to what a campaign should be. Yea, you might be confined as to the mediums you use, but what hasn’t been done within those mediums? If we fail to progress gradually we will fail to progress as a whole.

Hope this is as interesting to you as it is to me. Thanks for reading.

WTF Transparency.

Lately I’ve been tackling these common buzzwords that a lot of folks in social media use. The word of day today, kids: Transparency.

Here is Mr. Webster’s definition of transparency in terms of business:

“characterized by visibility or accessibility of information especially concerning business practices.”

A lot of social strategies leverage the idea of transparency, which is good, but what isn’t good is how they skew this idea on the business end. Transparency isn’t something business can be, but is a product of clarity and the internet. Here is a made up example:

Wal-Mart produces their clothing products in China, where people work for eight cents an hour and Wal-Mart sells the product for $8. If the company were completely transparent they would openly tell you this. If they were transparent, Wal-Mart would no longer exist.

Wal-Mart doesn’t tell these things about their company, it’s detrimental to their brand and image. What happens instead, because of the real-time web, citizen journalists, reviews, social media and inquiring minds, we create a transparent Wal-Mart. Our stories, pictures and reviews of these companies shed light on true practices and create their new image, not company transparency.

Clarity

Clarity on the other hand, I believe, can produce the results that are desired by most companies, on their end. For instance, if Wal-Mart were clear on how they manufactured products, their locations and discussed the economics in those countries this might makes things better for those humanitarians. Is this some form of transparency? Sort of.

Quality communications and clear views and practices help companies fight this transparency battle. As a company, most social strategies say you must join the conversations, what better way to do so then to be clear?

Here is another example:

Minute Maid wants to outsource the purchases of oranges from another country. This country offers the same quality oranges for a lower price. They quickly and effectively explain their shift, as it will be a better move to create quality orange juice for a lower price, thus benefiting the consumer. Minute Maid explains all angles of their choice and how it will better their company and consumers.

Is this the best choice for Minute Maid, probably not, but they are clear on their decision and communicate it effectively. That is where clarity comes into play and can suppress negativity.

The Blend

The ideas of transparency vs. clarity tend to blend together, I admit. But understanding where transparency comes from is more important. Wikileaks didn’t happen because the government wanted to be transparent in all facets. It happened because someone wanted that information to be known. Clarity on an issue, principle or stance can alter the level of “transparency” a company has.

Your thoughts? Ideas? Comments? I’d love to hear ‘em.

Engagement: What It Is & Should Be

What is engagement? Aside from becoming cliché, I believe as a future communications professional I have an idea as to what the industry “norm” might be. I do know, however, that as a consumer first, the word “engagement” means something different. Maybe by stating what it isn’t will help dissolve the problem.

Engagement is not:

• A thank you on twitter
• A quick customer service rep conversation
• A follow on twitter
• Asking to like something
• Requesting to join a group
• Asking to take pictures and post them on a fan page
• Buying from a website
• A track-back from a link
• Posting articles in my news feed
• Suggesting pages
• Writing blog posts with no comment interaction
• Pushing your product
• Just saying thank you to a blog comment

Like I said in my last post, companies should look to integrate their clients and consumers in their strategies. Everything I’ve listed above is one-way marketing. Even though it is in a “social space” that doesn’t mean a company, brand or product is engaging.

A Consumer’s View

Engagement, as a consumer, should involve multiple parties: one being the company/brand/product, their environment and consumers. Engagement isn’t telling us where a sale is tomorrow, that is, however, helpful. Engagement is asking us what we think about our newly purchased products. And if we don’t’ like those products give us an explanation or outlet that meets the needs and then follow up again. These FREE social spaces were not meant to be a virtual customer service outlet in the middle of users. With that said, companies/brands/products should follow people for the sake of following. They should message because I had a concern. Engagement happens more than once.

People are more inclined to promote, purchase and recommend a brand that they trust or believe in. A good rule of thumb for online marketers: You talk to strangers and engage/interact with people.

How do you engage with people? Your friends? Your audience? Your community?

Interactive, from a Gen-Y perspective

I recently applied for an interactive marketing internship via a “cover tweet.” It was a cool, new way to apply for an internship and it got me thinking. What exactly is interactive marketing? What does it mean to be interactive?

The Mediums

A lot of companies ask consumer to like their Facebook page and or follow on twitter but what does that do? Yea you can like a brand but that does nothing but infiltrate your news feed. Domino’s is a good example. Why the hell would I want to take a picture of my pizza? I just want to eat it. A great piece from PSFK talks about this idea of “interaction” in advertising and marketing.

Companies have things wrong. In my opinion, as a Digital Native, it seems that since they are on Facebook they are being “interactive” when in reality they are just meeting us on a platform. Like they did with print, radio and television. Just because marketers meet us there, doesn’t mean that they are interacting.

What seems to happen is most companies just show their face in these social outlets. Their idea is that since 500 million users are there we should be there too. Unfortunately that isn’t enough. It is like going to a networking party and not speaking. It is equally as useless as if you didn’t go in the first place.

A great campaign makes you

feel empowered to do something.

Old Spice had a great campaign. They showed personal interest. They offered a user incentive: “If you ask us a question, we will respond.” Old Spice found a way to interact with their users. Did it increase views, brand recognition and all that jazz? Hell yes. It was the epitome of interactive. Here are some stats, in case you are curious.

An example, feel free to take it:

A coffee company wants to send a message to consumers that they are being eco-friendly. All of their paper coffee cups are produced with recycled paper. Instead of just using signs they decide to integrate something a bit more tech savy, QR codes.

Corporate  creates 5 videos that shows the origin of their cups. It proves to the consumers that they are taking a step in the direction of environment awareness.

Now, each cup is printed with a QR code and quick direction on how to access the information behind it. ! of the 5 videos that corporate made is attached to the QR code. Consumers now have to interact with the product. There is some incentive to them because they get an inside view or behind-the-scenes look as to how the product they are drinking from is made. This makes them feel like they are apart of the brand. It creates brand clarity.

There are many ways to create interaction between consumer and a brand, but being on Facebook isn’t the only thing. You have to do something that really resonates with people, with your constituents.

Even though there are multiple “strategy” ideas I feel like they all follow suite: create accounts, be present, and “engage.” This idea of “engagement” has been misinterpreted from sheer overuse of the word. Engagement isn’t just talking; it’s incorporating the consumer with a product or company. Make them feel apart of your brand. Basically, humanize your product, brand, or company.

Have any thoughts? Hate what I’m saying? Ideas? I’d love to chat.

Social Media Week = Awesomesauce

This past week was by far my best week in New York City. Thank you, Social Media Week.

The week was filled with different panels covering a variety of topics in the online space and how socialized web is effecting current and future media. Listening to panels and going to the insanely awesome after parties was amazing.

My greatest memory was working the door for the Digital Somethings event.

It was the VIP party for SMW on Monday night. Needless to say you needed an invite, and it’s pretty obvious I didn’t get one. Thankfully Damien messaged me asking if I would man the door. I gladly said yes.

What did this do for me? I feel like I showed some important people I’m willing to work. I hope they feel the same way too. Damien is a great guy, who gave me an awesome opportunity. That one doorman gig landed me endless handshakes and introductions. I met Jeff Pulver. JEFF PULVER!!

“The Future of Journalism” was my favorite panel. Thinking about the future of journalism and what it will bring newbie’s and veterans will be interesting, Vadim and Sree created a fantastic presentation that made me question my previous change from journalism to public relations.

All the nights were equally fulfilling, I learned so much from each panel and the people I was lucky to meet. Here is a shout out to all that I met. Why? Because they don’t realize how much this means to a lil’ ol’ college kid like myself. So thanks, to:

Damien Basile

Digital Somethings

Brian Solis

Leora Israel

Oz Sultan

Phil DiGiulio

Rachel Kay

Scott Beale

David Trahan

Adam Ostrow

Sree Sreenivasan

Nick McGlynn

Stuart Tracte

Elisabeth Rosario

Zeb Dropkin

Jeff Pulver

Kyle Studstill

David Spinks- thanks for hanging with me most of the week.

Heather Damico

Seamus Condron

Teresa Cantwell

Vadim Lavrusik

Daniellesaid

Amy Vernon

Sharon Feder

Tameeka Time

These are just a handful of people, so if I forgot to mention you on the list. Please know that your presence still made an impact. Thanks again!

How I Dominated My Internship Search

In a previous post, I discussed how students should pick an internship that is right for them, rather than apply to the masses and go wherever they can. The things I spoke about in the post I used and it got me four interviews: three agencies and one clothing line. Here is how I did it.

Before I began my search, I decided what industries or areas I wanted to work in. I knew I wanted to work at an agency with multiple clients or in fashion. So I applied at 3 agencies, all of which have multiple clients and one in-house position for a clothing line, it also fell in the realm of fashion PR.

I did my research, both on the companies and the people with whom I’d be sending my letters and resumes. I became familiar with each company, their focus, and their clients.

After choosing where to apply, I catered my cover letter to those positions. Read the description and requirements for each position and made separate cover letters for each. All of my cover letters had the same idea: Why I am the ideal candidate.

I didn’t want to send in the “I’m writing to express interest in ________ position.” Employers read those everyday. Figured I’d spice it up.

I told them why I’d be great for the position. I didn’t just write my experiences, but how my experiences would help their company and how I can be beneficial, even as an intern. I hit them with the good stuff and I made sure it was seen first in my cover letter. I made sure that my cover letter and resume were relevant to one another, but didn’t cover the same stuff entirely.

After a little waiting, I received follow-up e-mails from all four places. Interviews were schedule and the ball was rolling.

I noticed one question that came up in each interview was, “What do you expect out of this internship.”

I was stumped at first. When are we ever given the opportunity to say what we want? The perception is that we have to climb the ladder, and that means doing the work no one wants to do.

My response? “I don’t want to be a coffee runner. I want to work. I want to be used. I’m free help I want to be taken advantage of, in terms of working with clients and assignments. I’m here to learn; I’m eager to take in everything.”

After all is said and done two places offered at the end of the interview. The other two are still making decisions. I have accepted a position with Factory PR, based on what I will be doing and possible opportunities after my internship.

Even though I won’t be working with the other organizations I responded with an e-mail asking to keep in touch and to consider me for future projects. I let them know I was available for volunteer, freelance, or contracted work as needed.

One thing I believe helped was this Web site. I gave them more options in terms of understand me. It gave employers an opportunity to see who I am, how I speak and any work related documents. The Web site added another dimension to my overall appearance.

Oh yea, none of them asked to see my portfolio.

Related post: The Right Internship for YOU

The Right Internship for YOU

If you’re like me, you’re still on the hunt for an internship. As public relations students, it’s imperative that we have experience under our belts prior to graduation. Without this experience, we won’t know what really happens in firms or corporate PR. As experience-hungry students, do we just take any internship we can get? Or do we have some say in it too?

While at a tweetup in San Diego, I had the chance to talk with Sarah Evans. She mentioned something about how, even though we are students, we should still take control over our internship hunt. It shouldn’t be about getting placed anywhere, but rather being somewhere that you want to be. I guess it goes with the quality vs. quantity argument.

TO SEND OR NOT TO SEND

One thing that I think works best is sending out custom cover letters and resumes.

I know this gets talked about often, but it isn’t utilized enough.

We all want the best internship out there, but what makes one better than another? Yes, a huge corporation might look great on a resume, but you might get more experience at a smaller company.

In internship postings, companies write down what they are specifically looking for by asking candidates to meet certain requirements. To make it easy, if you don’t meet the requirements don’t apply. Save your time and theirs. Instead, focus on writing an awesome, custom cover letter for a few internships rather than every posting.

RESEARCH & STUDY, NOT LIKE AN EXAM

In terms of public relations internships, anyone can memorize the client list and the services provided. What might work better for the position and your efforts are with in-depth research.

Once you’ve found one or two internships that you want, study. Figure out how large the organization is. Does it have hundreds of employees or just a handful? How much money does the company bring in per year? Who are the bigwigs, where did they go to college, what is their image in the community and industry?

SOCIAL MEDIA AT ITS FINEST

When you search for all the information listed above, there isn’t a one-stop shop. You’re going to have to dig. It might take a long time before you hit oil or you could strike in 30 seconds.

Google

Search the company, figure out the basics: company info, bios, CEOs, clients, etc.  Don’t stop there. Use that info to help you dig further. Also, use sites like Hoovers to figure out the size, gross income and additional information about the company.

LinkedIn

Search the contact person provided on the internship listing. Understand their previous employment. Are they are new to the industry or someone that has previous experience? Search their co-workers and their bosses. See where you might have commonalities with these people. It all helps to get the internship.

Twitter

Search the company and their employees on Twitter. They may be hugely into social media or not at all. If they are on Twitter, read their tweets. Who do they converse with? Who are they following and who is following them? Just because they have less than 100 followers certainly doesn’t mean you cannot benefit from the position. If you are into social media, then offer it as experience you can use to assist the company.

Blogs

With an increase in bloggers, every one has a voice; or at least the opportunity for one. This is your chance to dig for the dirt. You can find out what people are saying about the company. This will help you figure out the nitty gritty and find out if you really want to be an intern at that organization.

You are probably thinking, “How can all this help me before I even get the job?” It can, it all goes back to what Sarah Evans said about your fit. The more you know about an organization the better you can write a cover letter and resume for that position. Ultimately, you don’t want to be at an organization you don’t like.

If you don’t like the organization, don’t apply. When you do find one you really like, the additional research will help you land the internship and succeed while you’re there.