Social Media - Join the Conversation (Prt. 2)

A couple of weeks ago, we discussed the topic of social media/Web 2.0. The goal was to get you thinking about how it’s impacting your business and what you can be doing to join the “online conversation.” We even offered some resources for those who are still trying to figure out what social media actually is.

The purpose of this blog entry is to give you some tactical ideas for consideration. But before you start your corporate blog or rush out to create a podcast, be sure to set some concrete goals. Like any smart business plan, your social media strategy has to have defined outcomes.

Once you set some goals, here are some tactics for consideration:

1) Create a corporate blog. Lots of mainstream companies are utilizing blogs to communicate and interact with customers. More importantly, blogs are a great tool to listen to your customers, address concerns or perhaps get the next big idea. Here are a few to check out: Boeing, GM and Google.

2) Create a community where brand loyalists can go to share stories, make suggestions and socialize with other people who love your products. Check out My Starbucks Idea.

3) Actively review blogs and other social networking sites that talk about your industry, products, services, etc. Join the conversation, but never as an anonymous third-party that raves about how great your products are! Most sites recognize companies and will allow them to have a voice to provide commentary or defend a criticism.

4) Create a Podcast that shares useful information about your product or service. Load it to your Web site for people to download and share with friends.

5) Create a LinkedIn or Face Book page to connect with other business professionals or consumers.

6) Reach out to your most loyal customers and encourage them to “evangelize” your brand in social media outlets and product rankings.

If you’re interested in learning more about social media, read this post from BusinessWeek.com, “Social Media will Change Your Business.” Or, get a copy of Groundswell by Charlene Li and Josh Bernhoff.

As always, feel free to give us a buzz if you want to chat. We can help you join the social media revolution!

-Brian M.

Boomer's Barbecue Sauce

Our latest online poll tested your knowledge of athletic endorsements. Here was the question: “Athletes Endorse Everything from Soda to Foot Care Products. This Athlete Launched His Own Line of Barbecue Sauce to Raise Money for Cystic Fibrosis Research.” If you answered Boomer Esiason, you weren’t alone. Roughly 71% of our readers answered the question correctly. Another 28% misfired thinking it was Doug Flutie.

Put A Little Love in Your Brand

I saw a great article from Brandweek recently, Good Things Come to Brands that Give. Whether it's a person or a corporation, who can argue that only good can come from giving back to those in need? And as the article states, while it's true that many corporate giants like Coca-Cola and Starbucks give back with deep pocket donations, the reality is the positive impact by a company's generosity is not measured by the company's size.

At Celtic, we are very proud to celebrate the first anniversary of our agency's philanthropic division, Elevate. Elevates’s purpose is to “lift up” the community in which we live, work and play. We work with charitable, need-based organizations within our community. We also assist families and individuals that are suffering from a unique set of circumstances and require immediate assistance. Our direct contribution is working with organizations and individuals to donate our time, treasure and talent.

So remember, giving back can be good for both your heart and your brand!

And We're Live in 5, 4, 3, 2, 1

From fashion to music, we've seen countless examples of old - and sometimes extinct - things become new and popular again. Take live commercials for example.

Up until the 1970s when shows became pre-recorded and the idea of a single sponsor was replaced with multiple advertisers, live commercials were king of TV advertising ... and before that, radio advertising. Ed Sullivan, Jack Paar and Johnny Carson all did live commercials.

But in an era where millions of dollars are invested in marketing communications to assure that one's brand is top consideration when a consumer purchase is at stake, it's more important than ever that brands get creative to standout. ABC recently announced that "Jimmy Kimmel Live" will integrate live commercials into each episode of the late-night program beginning in May. "The Tonight Show with Jay Leno" has already tested with live commercials, and due to their success, will be including them more into their format.

Sometimes a new great idea doesn't always have to be new in the traditional sense ... sometimes it's simply taking an "old" idea and putting a "new" spin on it.

-Kurt. L.

Green Printing

There's a lot of talk these days about "Going Green.” What does that mean and how can one person, family or business truly make a difference? Going Green can refer to any number of measures we take to try to lessen the negative effects on the environment. For purposes of today’s blog entry, I’m going to talk about a new environmentally-responsible printing process that’s taking root in our industry.

The process is being led by the Forest Stewardship Council (FSC). The FSC is a non-profit organization that encourages environmentally and socially conscious use of the world's forests by industries that manufacture wood and wood products (including paper). The FSC is supported by leading environmental organizations like the National Wildlife Federation, Nature Conservancy and Sierra Club.

The FSC has established forest management standards to ensure environmentally friendly practices are used in the production of paper products. The organization focuses on three key areas, including forestry sustainability, recycled wood fibers and the respect of native peoples land rights.

At Celtic, we work with FSC-certified printers and vendors. When requested, we quote projects to be printed using the FSC standards. If a company wants their customers to know they're supporting environmentally-responsible practices, one way to do this is by printing company materials such as brochures, annual reports, press kits and other collateral using FSC-certified vendors. If this method is used, the FSC trademark may be printed on materials, further demonstrating a company’s commitment to environmental responsibility.

So on Earth Day 2008, take a few minutes to consider how you can lessen your impact on the world. Whether it's turning off the lights, starting a recycling program or using FSC-certified papers and printers for your next project, you can make a difference!

If you'd like to learn more about this process, just give us a call. We’d love to help you out!

-Claire R.

They're G-r-reat!

Who's the most iconic mascot in the breakfast cereal aisle? According to a recent survey on our blog, Tony the Tiger (Kellogg's Frosted Flakes) is the hands down winner. Tony received more than 80 percent of the vote in our poll. The next closest was Snap!, Crackle! & Pop! (Kellogg's Rice Krispies) coming in a 20 percent.

Did you know that Tony the Tiger was originally created in 1951? To learn more about this cereal legend, check out Ad Age's "Top 1o Advertising Icons of the Century" for other interesting facts and stats.

-Brian M.

Interviewing Olympians

United States Olympians from every sport gathered at the Palmer House Hilton in Chicago this week for the U.S. Olympic Team Media Summit. Media outlets from across the country were well represented, over 450 credentials were issued. I had a unique opportunity to assist with USA Swimming and the United States Olympic Committee (USOC) interview room. Beginning at 9:30 a.m. on Monday, April 14, Olympians entered our studio to answer our human interest, “get to know you” questions. Specifically, they sat in a chair with boom microphones above them and answered the questions I asked them.

I’m sure nearly everyone watches the Olympics or at the very least has a favorite event that they are passionate about. But chatting with all of the athletes from essentially every event gave me a renewed interest in the games. Being able to ask the athletes things such as “how did they get started,” or “what gives you that extra motivational edge to remain at such an elite level” and hearing their wide variety of responses was more than fascinating to say the least. A lot of them really opened up about what goes through their heads before their events, their superstitions or how exhausting training can be.

It was great to hear from swimmers, softball players, archers and tae kwon do athletes alike just how important the Olympic Games are to them. And of course it’s always a thrill to have the “behind the scenes” access of how the interviews are conducted and administered. For one thing, we had to be quick. Since there were so many members of the media present, each athlete would stop by a respective interview room for only six minutes. Sometimes two athletes from one particular sport would come in at the same time, meaning we’d really have to rattle our questions off in a fast manner. When we were done for the day and the cameras were off, the interviews will be transferred to digital files and made available for everyone to see.

Be sure to check out the U.S. Olympic Team site and get to know some of the athletes that will be representing the USA in Beijing for the 2008 Games…and pay extra attention at how well the questions were asked!

-Todd F.

Social Media - Join the Conversation (Prt. 1)

We recently ran a survey on our blog asking visitors if they've added social media strategies to their overall marketing mix. The vote was split right down the middle...50 percent a piece. The response really comes as no surprise. In fact, some clients are aggressively adapting social media strategies as a means to "evangelize" their brands, while others are trying to get their arms around the concept. If you’re still on the fence, not quite sure what to do, let’s take a minute to discuss the topic of social media and how it’s impacting your business.

First, what is social media? In a nutshell we’re talking about on online community where information is shared and content is posted and managed by the users themselves. For those that are new to the game, YouTube is a great example. It’s one of the most recognized social media sites on the planet. YouTube is a place where people can post and share videos. In turn, people can comment on those videos and share with others.

YouTube is just the tip of the iceberg in the social media world. There are blogs, Wikis, podcasts and countless online communities where people dialogue, share information and make recommendations about products and services.

If you’re a business that likes to “control the message,” social media is a frightening proposition. The thought of people posting content about your brand, products or services may keep you up at night. Whether you like it or not, your customers are online right now discussing the great product they just purchased, or the crummy service they received from your customer service department. Scary hey?!?!

So what can you do to join the online conversation? For starters, you can post content on sites like YouTube, Flickr and others. We’ve been doing it for years. So have the world’s biggest brands. Virtually anyone you can think of posts commercials, short films and other interesting content on sites like YouTube. Some of the stuff is really creative and entertaining. One of our favorites is a Buick video featuring Tiger Woods. To date, it’s been viewed more than 2 million times. Talk about the power of viral marketing!

But posting video on YouTube is "101." Smart companies are actively blogging, podcasting and creating online communities where people can go to interact with the brand and talk to others with a shared interest.

But before you jump in the social media pond, you need to step back and get a better understanding of how it’s impacting your business. You need to do your homework.

To get up-to-speed on the social media world, read this post from BusinessWeek.com, “Social Media will Change Your Business.” Or, get a copy of Groundswell by Charlene Li and Josh Bernhoff. Devote some time to researching and understanding the impact of social media, then check back in a couple of weeks for Part 2 of our story about this subject. We’ll share our ideas on what you can be doing online to join the conversation and connect with customers.

-Brian M.

Ideas Come From People, Not a Department

I just read an article in Adweek recently called "Is it time to Phase Out the Creative Function? Why Departments and Dynamic Duos No Longer Get the Job Done"

Somewhere in the article was a philosophy that I personally subscribe to. That being, that creative thinking is not the sole responsibility of a department. Now I've had the privilege to be around some great creative folks who came up with some brilliant ideas ... but I've also witnessed great thinking come from clients and colleagues who on paper, have never been assigned to a creative department.

For example, a great account person is not simply an effective project manager ... they are a generator of ideas. Their job is not to simply hand off the ball to someone else. Their job is to make a "strategy" smarter, and "execution" flawless. In fact, Celtic's belief is that "execution" - when done correctly - should be very creative. It's a key part of the creative process where you can actually take an original idea, and through great execution and creative thinking, make the final idea even better.

Toyota is a great example of a company that truly understands that great ideas can come from anywhere, and from anyone. One Million - That's how many new ideas Toyota implements every year - and it is expected the one million ideas come from every level of the organization ... from the factory floor to corporate offices. I highly recommend the book, The Elegant Solution ... it's a great read about Toyota's understanding of the creative process, and where these ideas should come from - FROM EVERYONE.

-Kurt L.

Agency Awards?

As advertising agencies, we all have different reasons for entering awards shows. After a recent showing at an awards banquet for the Business Marketing Association (BMA), it was clear to me that some agencies solely enter to fill their trophy cases and to stroke their own egos. For me, it’s a great opportunity to see how our marketing strategies and creative executions measure up against our peers, and in turn, continues to push us to deliver fresh, creative ideas to our clients.

At the end of the day, it’s an agencies responsibility to produce results for their clients, not fill trophy cases – this is the true measure of an agencies success.

-Al E.

Timing is Everything

The 2008 Pulitzer Prizes Winners for Journalism were announced this week. Congratulations to the Milwaukee Journal Sentinel’s own David Umhoefer who took home a prize in the local reporting category.

But, my favorite winner this year is a piece that was developed by Gene Weingarten at the Washington Post. Weingarten wrote an article that asked the following question: Can one of the nation's great musicians cut through the fog of a Washington D.C. rush hour? The answer, in short, is NO.

Weingarten set up a performance by Joshua Bell, an internationally acclaimed violin virtuoso, in a DC subway station. Bell played for 43 minutes on a violin that was handcrafted by Antonio Stradivari in 1713 (estimated value = $3.5 million). Nearly 1,100 morning commuters busily shuffled by on their way to work as Bell played his heart out.

The results? Just seven people stopped to listen to Bell for at least one minute...he made $32 and some change (deposited in his open violin case).

This is for a guy who has played for Kings and Queens all over the world and whose talents can easily command $1,000 a minute, according to The Post.

Check out his performance here.

Just goes to show you that in life (and in marketing) timing is everything.

Are you getting your brand or product in front of the right people at the right time? Or, are your potential customers ignoring your efforts and simply “walking past” – unaware of what you can provide for them?

-Bill B.

Annual Reports - The Corporate Year Book

We just completed a 2007 annual report for one of our clients, Bucyrus International. After working on the project for the better half of six months, it got me thinking about the purpose of an annual report and its significance in a company’s history.

The main and most important purpose of any annual report is obviously to share the financial status of a company from year to year. If you take a step back and look at it … in its rawest form … the annual report is a corporate yearbook. We may not be voting for the Most Popular or signing the inside with best wishes for an exciting summer, but we can draw similarities with its purpose. It’s a stage of life frozen in time. It’s a recap of everything accomplished over the last 12 months. It’s a comparison from the previous year. It’s a reflection of the company’s personality at that present time and goals for the future. And after you’ve read through it, you proudly display it on your bookshelf in chronological order as a keepsake and move on to the next stage in life.

Sound familiar?

-Jodi P.

The Next ‘Big’ Thing?

We in the advertising industry are always thinking of ways to get our clients' brands more exposure. How can we create an ad that really makes a lasting impression on someone? Is it a funny radio spot, or a clever TV commercial? A full-page, full-color newspaper ad always catches a lot of readers attention. But sometimes, something so unique, and literally so big, jumps out and begs for the attention of a captive audience. A London based agency is creating 5-acre flat billboard ads in open fields near major airports around the globe.

Check out this picture posted on Newsweek.com.

Just think of all the eyeballs that are staring out of all the incoming and outgoing flights from major airports in metropolis’ like Dubai, Paris, Toyko and soon, Denver, Phoenix and Atlanta. People will have no choice but to see the company’s advertisement. It’s so off the wall it just may work. I imagined myself flying into the Denver airport and seeing an enormous ad in a field below. I’d make a point to Google the company once I’m at the hotel. It’s just the latest example of all of the truly unique opportunities that exist in the world of advertising.

-Todd F.

Recession Proof

Pick up the paper or watch the evening news and it looks like the sky's falling. Rising gas prices...the collapse of the subprime market...the burst of the housing bubble. If you didn’t know any better, it would appear that the world’s coming to an end.

News flash…it’s not.

In fact, there are tremendous business opportunities out there. And for marketers who are smart, there are golden opportunities to build market share, brand equity and customer loyalty.

Let me draw an analogy to the stock market. If you’re a long-term investor, there are some wonderful deals to be found in the market. Buy now...reap the dividends down the road.

It’s the same with marketing. If you’re a short-term thinker, you’re cutting your budget to hit some bottom-line number for the quarter or the year. If you’re a long-term thinker, you’re investing now. Why? When the market heats up again (which it will), you’ll be miles ahead of the competition. While your competitors sit on the sidelines, you’re in the game building your brand and making connections with customers. You're pounding the drum and everyone hears it!

The last thing you want to do is go dormant during a down turn. When times get tight, your customers need to know you’re alive and well. Plus, there are some tremendous deals out there. Media outlets, direct mail houses and other service providers are looking for work, which means it’s a buyer’s market. You’ll get some great bang for your buck.

Bottom line…stay out there! If you don’t, you run the risk of disappearing.

If you’re looking for some practical tips and articles on how to thrive in a downturn, check back over the next few weeks. I’ll post some of my ideas along with those of other long-term, strategic thinkers. I’d also like to hear from you. Feel free to post some of your ideas.

-Brian

Tough as Nails

In October 2007, more than 2,200 families lost their homes to the Southern California wild fires, resulting in more than $1 billion of property damage. Often the fire's path spared nothing, destroying personal items and valued possessions that could never be replaced.

Shortly after the fires died, stories began to pop up about safes that had made it through the fires, some of which raged at temperatures exceeding 2,000 degrees. One of our clients, Liberty Safe out or Payson, Utah, had several safes make it through the infernos. Once the fires subsided, customers were able to crack open their safes and recover personal items, not to mention important documents and papers that would help piece back their lives.

To help document some of these amazing stories, Celtic's creative team went to Southern California to shoot a product video that included footage of the fire's aftermath, along with interviews with fire victims who found some refuge thanks to their Liberty Safe keeping important personal items safe from the fire.

Check out the video...

No Foolin'

A friendly reminder that today is April Fool's Day. Look out for all the typical office pranks and "Tom Foolery" that goes with today.

Already this morning I received an email from a trade magazine that puts out a daily e-mail alert. They had to retract a story that ran this morning because it came from a bogus press release. The company who distributed the release thought it would be a funnyApril Fool's Day joke...not so funny for the media outlet that reported it!

If you're looking for some good ideas on how to trick your coworkers, here’s a Web site that offers the “Top 100 April Fool’s Day Hoaxes of All Time.” Check out #4…it’s my personal favorite and relates to the advertising industry.

Stay alert!