Reverb Day 3

I missed the first two days, but to be honest, none were as enticing as this one. The prompt you may ask?

“December 3 – Moment. Pick one moment during which you felt most alive this year. Describe it in vivid detail (texture, smells, voices, noises, colors). (Author: Ali Edwards)”

My moment was in January, the 11th to be exact. The first day I moved to New York City. It wasn’t the hauling tons of crap three blocks into my apartment that got me all jittery. It was this:

Yea, that was the view from my room. It wasn’t that I had this amazing view but that I’ve finally made it. It was something that rushed through me faster and deeper than anything ever before. My dreams were an arms length away.

Then it happened again, but this time, serenity:

Central Park. A friend, Marlin, and I decided to go hit the park on a warming “winter” day. It was that transition period between winter and spring. My first view of central park and this is what I get. Someone upstairs loves me.

Then it happened again. I felt alive one more time, this time through tears. I’ve never felt the same way about a place, a house, an apartment, a home. I stumbled across this video toward the end of my stay in New York City.

This stupid blog won’t let me post the video for some reason but check it out Empire State Of Mind III (Remix). Yea, I cried when I watched it. I was extremely upset I was living a city I fell in love with. On top of that, I walked the streets and lived in SoHo, where a lot of this video was shot. The guys playing in the fountain (1:07 minute mark) were at NYU, where I went to school. The shot of the New Museum (hell,yes! building at 1:21 minute mark) is where I first met THE Steve Madden (sort of met…) after my first legit NYFW show. Or the subway street performer, Broadway & Prince on the RW (yellow line) (2:52 minute mark) who I would see everyday going to and from work. He was the nicest man I’ve ever met, one hell of a guitar player too.

I know they asked for one moment, but I can’t use just one. I was really alive when I was in NYC. My friends, memories, hard times, all made me feel ALIVE.

Oh yea, I still get all teary eyed watching that video. It reminds me where home is.

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.

Sociology of Social Media

Today, I have 809 followers. But does that really mean something? For all I know most could be spam bots and keyword hounds, but who’s counting, aside from Twitter. This post isn’t about me; it’s about our natural habits to follow those with glory and “spotlight.” Once again, we show our weakness as a society to care more about those in the limelight than those really making things happen. So, with that said, who really does matter?

“Thought Leaders”

Who is a thought leader? What makes them one? Do they have to be a CEO, Principal, President or some high standing figure, right? Or to be a thought leader you must be someone of high stature, make tons of money, be a Harvard grad, know someone, or a combination of those mentioned and other things not attributed in this post? Are they a thought leader because they get book deals and have hundreds upon thousands of followers? It is all a big pile of nonsense.

“Thought Leaders” should be more like Brian Solis. In my honest opinion I believe he is a thought leader in the communications industry.

• Regularly postsing about “new media,” “social media,” PR, communications on his blog.
• All compelling pieces; studies and things of that nature.
• He is the author of multiple books.
• Does incredible work speaking with people.

He works. He writes. He is pushing the industry forward. Kudos, Brian.

Leaders

105+ million users power Twitter. Facebook, 500 Million. Who really pushes those platforms? The users of course, but a certain group I call Leaders. A few names come to mind immediately: David Spinks, Lauren Fernandez, Sydney Owen, Ted Rubin, Andrew Norcross, Jenny Blake, Nate Erickson, Samantha Ogborn, Denis Crowley. Why? I’ll tell you:

• Built a strong community of friends and “followers” from the ground up.
• They have always interacted through the mediums with EVERYONE.
• Write thought-provoking pieces.
• Push the envelope in a multitude of areas.
• They aren’t just social media whores!

The Rest of Us

We are the though leaders, too. We’ve innovated through these social mediums to use them outside of their intended purposes:

• Twitter chats.
• Social reforms through Facebook.
• Growing our network.
• Connecting others.

Things become “trending topics” because we make them. On the same token, we make these “though leaders” who we decide. We should re-evaluate who the thought leaders really are and thank those in our community for presenting valuable information instead of automated links upon links and affiliated content.

More on why I think those listed are awesome here.

Toy Story 3, technology, and the crap hole we are heading in.

We have cell phones that are computers. Facebook is the ultimate platform for internet consumption, and Google searches finds results for queries you haven’t even thought of yet. We no longer are living creatively. We are living adaptively. Which isn’t bad but it means the end is near.

This post stems from the movie Toy Story 3. I hope you’ve seen it if not jump ahead to the Toy section because I give the idea of the movie here. Andy is grown up. He is forced to ditch his toys because the social norm says he is too old to play and needs to do grown up things. He adapts rather than creating a new idea, taking toys to college. For me the movie is more than that. It shows where and when we are torn from our creativity. The day we are given electronics and depend on them is the same day we drown our personal imagination and creativity.

Technology = Adaptology

Yup, I just made a new word. Adaptology. Quote me. We learn how to adapt in life, we make changes for the better or worse and do what we can. Technology is guilty of harboring the adaptivity as a lifestyle. We know think through adaptation versus thin air. We, as humans, think to make something better rather than making something brand new, which isn’t bad, just tiresome. I’ll elaborate through toys.

Toys- Here is where my Toy Story idea circles back.

How many of us had G.I. Joes or Barbies? They were plain and basic, we could change their clothes or accessories and that’s it. How much fun did we have with these toys? We created the scenarios that they narrowly escaped from. We made the most ridiculous things out of table and chairs. We made forts with sheets and pillow cushions. Both, for the record, are neither sturdy nor stable. But we made do. Point blank. We made the best with what we had, yes we adapted, but our creativity and imagination took us further. G.I. Joe adapted to having Barbie as his wife and the fact that she was taller. But we created the wedding on the North Pole of Mars. Yes, the North Pole of Mars. The benefits of these toys were not that they were intuitive and told us when crap needed to happen. It was because they were plain, we decided what happened and used that to our biggest advantage.

We cannot create with creativity, hence the root word in there. I am going to make a bold statement and say that this mashup of tech and social will slow down soon. The general publics attention span is only so big and adapting only lasts so long. Let’s stop making feature and start playing with boring toys.

If you think otherwise, tell me. I’d love to hear your side/opinion.

By the way, I LOVEEEED the Toy Story 3 movie. I cried like a baby.

Help? Please!

Is it odd that I like to have the   television on mute? For me, its   like that glow that I can sit with, doing whatever I’d   like, and not even noticing it for a second. Well, tonight. Tonight I write without that effervescent glow.

Since being back an in Tampa I was re-inspired. Working on my social, stealth start up is my big project this summer. It can only be summed up as a social network for college students; ha, so Facebook. But regardless I’m at a standstill, both in life and my current project. Things just haven’t been the same. I have NYC-lag, I think?So Here I am asking for your assistance. Yes, this cry of help is to you, the reader. I’m outsourcing my life, in some ways, and need your help.

Redundancy = Complacency.

I wake up, work, shower, read, sleep and somewhere in between I eat. That is a daily routine I’ve managed to work myself into. It is one that I despise. So, I’m asking you to conjure up a new routine or activity I can add to my day. Did I mention work is something I don’t need to do? By no means am I financially set, but a job isn’t a career, and this one definitely won’t get me into my career so its disposable. Life, however, isn’t.

The Not-So-Stealth Brick Wall.

As I said before I am embarking on a project. One that remains quiet until its release, which is yet to be announced. Thus far I’ve developed the designs and mock ups. I now need a coder. Someone who can help develop my skills or is willing to join the team. I’m not looking to outsource to third party, I want someone who envisions our idea and concept. I want someone who is willing to break out of the “I don’t know” and venture into the “I’ll find out.” I want someone who knows some code, but maybe not enough, but has the gumption to go ahead and dive headfirst. Or someone that knows it all. Either will work. Regardless I need your help to find one. Since Tampa, at least the corners I’ve searched, has resulted in 0.

With that, I leave you with this:

Any and all help, in either or all departments is greatly appreciated. I value my readers more than any google analytics will tell you. So anything you have to say, I’ll read and respond. Oh yea, Mom, thanks for reading, Love you.

Take me out of NYC, but can’t take NYC outta ME!

The dreaded “reflection post.” It stinks because I’ve missed New York City since the second I lugged my purple tote and body onto the train at Penn Station. But, I was out of money, so therefore, had to leave. Regardless, it was an amazing experience. The four months there cemented my dreams of moving to NYC immediately after graduation. But enough cute talk, lets get to the meet. What did I learn? what did I take away? Most of this isn’t pertinent to the PR or marketing industry, but more so to life.

Patience

Sounds funny, right. How did I learn patience in the fastest city in America? The “city that never sleeps.” Well, you have to wait for subway trains, cabs, traffic and the average slow walking, tourist walking in front of you on Broadway. It really shows me that no matter how fast I walk, there is always a time and place to catch my breathe. It created opportunities to think and really just to put things in perspective.

Central park is a great place. Sitting  on the Great Lawn isn’t just fun. It’s  surreal. You are in the middle of a  huge lawn, with no cares in the  world. You feel the soft, green grass  between your toes and fingers and  feel like you are nowhere, and love it.  You look up, and see buildings. Such  a serene and peaceful place that is  filled with positive attitudes and good  vibes is smack dab in the middle of  New York City. Your skyline from the lawn is that of corporate buildings, apartments and the city skyline. FYI I’m drooling right now.

People

According to this there are roughly 3.4 million NYC residents. I was lucky enough to meet the best people while I was there. I worked with crazy, smart people. I hung out with incredibly awesome people too. Living in such tight quarters you see the real emotions and attitudes of people. The straightforward attitude of New York residents is usually a bad thing, right? Wrong, its amazing. New Yorkers are the only people to tell you how awesome you are at the drop of a hat. They are the only ones to really tell you how they feel, and it’s usually a good thing too. The people I’ve met, which are too many to name (I love you all!) are wonderful. They are all my true friends. I’ve bonded with them quicker and easier than I would have imagined. Thank you all for making my time there great!

Overall, after paying close to $27,000 for my New York experience I’ve learned these things. NYU is overrated; it’s a college, geez. New York City enables passion, endurance, strength, and AwesomeSauce. It’s where I want to live, it’s where I want to grow old. It’s where I want to leave my legacy. It’s not a big apple, it’s a big, loving, beating heart. It continues to beat from the people who walk, bike, run, commute in and out to make their dreams come true. Thanks for making mine.