04/27/2012

This week I had the amazing opportunities to particiapte in two "taking online offline" experiences. Experiences I would never had if it were not for Diva Marketing, blogging and of course social media. Friendships I would not have made if I had not take a risk.

Toby Wise Women _EverywhereI  joined BBF Lynn Epstein as part of Everywhere's, a social media marketing firm, ongoing Wise Women series where women share their stories with the Everywhere staff.  The other was at digital agency Engauge where I was part of a blogger influencer discussion with about 10 other women. Toby Engauge Blogger Influence 4_12

 

We had wonderful, interesting discussions. As you'd expect, if there was disagreement people were gracious and considerate.

I've been living in the digital world for almost 8 years (Diva Marketing celebrates it's 8th year in May). OMG! that sounds like something from the Matrix. The reality is, at least for me, it's more E.T.. Not as scary and if you're open to possibilities beyond your safe world magic can happen .. including new friendships, opportunities and inspiration.

Before, as Neo says in the Matrix, "anything is possible" and you can collect the benefits from socal media, you have to step out.

Talking to new bloggers this week at the Possble Women conference I was reminded that one of the risks in social media participation opens the door for people to "talk back." In the the offline world, where you are face-to-face and see expressions and body language, that usually doesn't present a big challenge.  Jimmy Choo _ 124katimadtn_large_1_master_black

Girlfriend, I well understand those new Jimmy Choos can be wobbly when you first try to walk in them. Shh .. don't tell anyone but my first comments I was so nervous to post I must have rewritten them at leat half a dozen times. It was with a deep breath that I clicked on the comment publish link.

Kris Ruby, in his MSN Business On Main article, asked nine entrepreneur for their advice on how to handle anonymous negative comments. Skip over and take a look .. and then come back please.

Audrey hepburn little-black-dress_2Considering different opinions, hearing new points of view is part of our on-going learning experiences .. online or offline. If you do disagree and add your voice to the converstation, please keep in mind that your words are taken to heart .. be kind. Kindness is the new little black dress!

 Let's Have FUN!

MSN Business On Main/Diva Marketing Small Business Tip Contest ~ Win $100!

Your challenge is to share 1 idea on the new little black dress .. social media kindness. How can we ensure that if we if we agree to disagree we treat each other with respect and consideration?

Rules of MSN The Business on Main/Diva Marketing Social Media Small Business Tips Contest 

1. Post your tip for how to use social media for branding on this Diva Marketing post And on this MSN Business On Mail Post

2. Identify your post on Business On Main with the words Diva Marketing. Important! If you don't post on MSN BOM and indicate Diva Marketing in your comment you cannot qualify for the $100 prize. 

3. Winner is at the pleasure of Diva Marketing with the help of Max, of course!

4. Contest ends midnight May 11, 2012.

5. You must be at least 18 years of age

6. A valid eMail address must be included on the "Post a Comment Section" of your Diva Marketing comment. (How will I know where to contact you to send your check?)

This wraps up my blogger relations series with MSN Business On Main. Hope you enjoyed the contests and the added resources that MSN Business On Main provided to Diva Marketing's post. My lessons learned were it forced me to write more and to think outside of the box to ensure that the content created stayed true to Diva Marketing's mission of sharing learnings about social media marketing. 

Diva Marketing is part of an online influencer network for MSN Business on Main. I receive incentives to share my views on a monthly basis. All opinions are 100% mine.

04/23/2012

Microsoft Pin It To Win It SweepsakePinterest, the darling of food and fashion pinners, is on a hyper growth slope with brands that at first glance have nothing to do with "life style" e.g. business-to-business, technlogy, software, finance, miliatry, staffing companies and more. Hop over to my Pinterest brand board .. Brands Beyond The Expected to see 101 (and counting!) examples.

As we've seen with Kotex (Diva Marketing interview with the brand manager and agency) brands are exploring ways to engage with customers that go beyond a pin and comment.

Contests are hot hot hot on Pinterest. When I came across an interesting sweepstakes from Micrsoft I wondered if Pinterest contests could really work for tech companies. BJ O'Hare, social media lead for Microsoft Hardware Team, graciously agreed to tell us the back-story in a Diva Marketing Mini Case Interview. Thanks to Kristina Libby for the intro.

BJ OHare_MircoSoft_DM interviewAbout BJ O'Hare - BJ O’Hare is the Social Media Lead for the Microsoft Hardware Team. Over the course of her career, BJ has combined her passion for interpersonal engagement with her enthusiasm for technology to develop expertise in the realm of social media and marketing.

In her current role, BJ is responsible for the management of all Microsoft Hardware social channels including its Blog, Twitter Handle and Facebook page, which she worked to launch in late 2011. She also collaborates closely with Windows and its social channels, particularly its Pinterest page. 

Diva Marketing/Toby:  Of all the tactics Microsoft could have chosen to create awareness for its new mouse designs, which by the way are very cool and fun, why Pinterest?

BJ O’Hare/Microsoft: Pinterest is a great way to virtually express yourself and be creative. The new mouse designs are very expressive and appeal to people looking for ways to personalize their everyday life, so Pinterest was a good fit for this Microsoft Hardware campaign.  

Diva Marketing/Toby: Were there other social networks/social media and/or marketing initiatives included in the campaign? 

BJ O’Hare/Microsoft: It was promoted on various Microsoft Facebook & Twitter pages as well as Microsoft blogs. It was also a discussion topic during a Windows Tech Tuesday #winchat which is a weekly Twitter chat held by the Windows PR and social media teams from 12-1pm PT on Tuesdays. The chats cover a variety of topics from partner products to consumer trends. To participate in a chat follow @windows or @windowsblog and the hashtag #winchat.

Diva Marketing/Toby: How did Microsoft create initial awareness of the sweepstakes?

BJ O’Hare/Mircosoft: We announced the sweepstakes by partnering with the Windows team and promoting the campaign on various Microsoft Facebook & Twitter pages and on Microsoft blogs and continue to promote on those channels.

  • We also add new images every few days so there are fresh pins for people to use so they will continue to stay engaged with our boards.

Diva Marketing/Toby: What were your goals for the sweepstakes?

BJ O’Hare/Microsoft: Our main goal was to generate awareness of the new colors and artist designs through engagement with an audience that is active on Pinterest, and looking for colorful and rich assets to decorate their boards with.  We also wanted to increase followers of our boards and generate repins. Microsoft mouse
Diva Marketing/Toby: Can you share a high level of the results?

BJ O’Hare/Microsoft: We generated awareness which resulted in an increase of followers and re-pins.

Diva Marketing/Toby: Were the results what you had expected? Can you tell us why or why not?

BJ O’Hare/Microsoft: The audience that uses Pinterest is interested in images that they can use to decorate their boards. This was a successful campaign and allowed users to do that through repinning Microsoft mouse designs. We were successful in generating awareness and increasing our followers and repins by using colorful and stylish images.

Diva Marketing/Toby: Did you do any analysis of the pins/boards for consumer insights e.g. Designs most pinned, pin/board descriptors, etc. If so what did you consider?

BJ O’Hare/Microsoft: We did some simple analysis which included designs vs color images pinned, repinning the contest pin, pin & board descriptors, and group of images vs single item images. We are also doing some analysis on product images vs lifestyle images.

Diva Marketing/Toby: I noticed that the contest board is now the last board on the page. When the contest was running was it the 1st board? Also, do you plan to keep the contest board or delete it like Kotex did with theirs?

BJ O’Hare/Microsoft: When the contest was running it was in the first row of boards so it was clear to see. We have new sweepstakes we’ve run since Spring Inspirations and now currently Mother’s Day which is the 1st first board you see. We are building our long term strategy for what the presence of contest boards looks like after the contest has finished.

Diva Marketing/Toby: If you were to redesign the campaign, in retrospect, what would you do differently?

BJ O’Hare/Mircosoft: When using Pinterest as a platform to promote campaigns, each will have a variety of different tactical components that will work.  For this campaign, we achieved what we set out to do.

Diva Marketing/Toby: What lesson learned can you share with us?

BJ O’Hare/Microsoft: Pinterest is a great way to virtually express yourself and be creative.  Since we had such great artists that designed amazing art on our mice, Pinterest proved to be a great vehicle to promote this initiative.

This was a collaborative effort between the Microsoft Hardware and Windows teams and may not be representative of what other teams at Microsoft are doing with Pinterest.

Pinterest Pinning For Business Learning Series 

To learn more about our Pinterest contest, please visit the Windows Team Blog. If you’re interested in learning more about Microsoft Hardware and Windows, please explore the following:

Microsoft Hardware

Microsoft Hardware Blog

Microsoft Hardware Facebook

Microsoft Hardware Twitter

 

Windows

Windows Team Blog

Windows Facebook

Windows Twitter

04/20/2012

Friday Fun is Diva Marketing's virtual happy hour from cosmos to Jack to lemonade. A waiting for the weekend playground time to be sophisticated-silly. Or sometimes just plain silly. A time to go off topic.

Truly wonderful the mind of a child is. - YODA, Star Wars

What do children have to do with social media marketing? Nothing. Everything. 

When was the last time you attempted to try something new without benefit of strategy, research or group consensus? Even outside of a work environment adults incorporate these three safe guards to make decision.  Stay with me on this one. 

We even use these safe guards when we're taking a fun family trip. Strategy: What will you pack? We need a (planning) list. Research: Are the reviews on Yelp more credible than on Trip Adviser? Group Consensus: Let's vote. Who wants to go to the beach and who wants to go to the mountains?  

I know what you're thinking. "Hey, Toby you've been talking to us for the past 27 billion years about the importance of planning and strategy." Well, it's really been only 8 which in social media years is just about 27 billion years so I guess you're right.Dandelion_seeds_being_blown

Sometimes I think we think too much and the innovative ideas blow by us like danilion seeds. 

Our friends at MSN Business on Main have some interesting content posted about young adults who dived into business. One is a video about how two college pals created a summer job, College Hunks Moving Junk (love the name!), that morped into a mulit-million dollar business.

At the time their risk was small .. a start-up for the summer. Sure there were learning and growing pains that might have been avoided if a plan and research had been in place but would the business exist? 

The other is an article fostering entrepreneurship in young children and quotes Dr. Cathy Ashmore, founder, Consortium for Entrepreneurship Education. I had the pleasure of taking part in the intial planning session (oops! that word) for the Consortium Forum 2012, 30th year education in entrepreneurship conference, taking place in Atlanta in November. Truly an amazing event that I encourage anyone who is involved in teaching children about entrepreneurship to attend.

I can't help but wonder how many children might have followed a different path if they had been given the confidence and told it was okay to catch a few danilion seeds blowing in the wind. Innovation first. Planning second.

Lemonade Day girls-pink-yellow-lemonade-stand-150x150If you're interested in helping children explore the path of owning a business skip over to Lemonade Day a nonprofit that offers an ".. experiential learning program where communities across the nation unite to teach youth how to start, own and operate their own business through a lemonade stand."

Let's circle back .. what do dandilions, summer jobs, lemonade stands and children have to do with social media marketing? You connect the virtual dots and tell me!  

That’s the real trouble with the world, too many people grow up. - Walt Disney

 Diva Marketing is part of an online influencer network for MSN Business on Main. I receive incentives to share my views on a monthly basis. All opinions are 100% mine.

04/06/2012

Jessica robyn facebook_1 1_12 _5Jessica Robyn, a typical millennium and 7-year Facebook member, has not seen any of the new time lines for brands.

You see, on January 13, 2012 Jessica disabled her account and began an experiment of "Life Without Facebook."

This quasi social media reality series with Gen Y Jessica Robyn takes us into her world of Life Without Facebook where she offers her insights into the questions: Why? What now? How do you exist without Facebook?

Read Jessica Robyn's Life Without Facebook ~ A Veiw From Gen Y Interviews Part #1 Part #2 Part #3 Part #4  

We found it interesting that Jessica's posts have been the basis for talking points for parents to discuss Facebook with their children. Brand managers have also gained insights.

We also discovered people were not only curious about how Jessica is living without her online peeps, but how her friends are reacting. We thought it would be fun to ask a few so we formalized the process into an online survey. 

Here are a few comments from the question - What was your your reaction when you discovered I disabled my Facebook? 

"I was very skeptical. Porter was ALL about facebook in her hayday."

"I couldn't believe it."

"I thought it was cool since I had disabled mine before in the past."

 Diva Marketing/Toby: Your friends were really supportive of you disengaging from Facebook.  Although some people thought it was a joke. But they miss you. Did anyone’s comments surprise you?

Jessica Robyn: I laughed a lot reading Greg’s answer that parents being on Facebook ruined it. It’s funny cause I think out of all my friends my dad was one of the first to join Facebook. That is why I was glad there were so many privacy settings. 

Diva Marketing/Toby: I found it interesting that it wasn't one of your friends who want to see you back on Facebook but someone from the boomer generation , Auntie Kaye. - “Holy cow, how will I be able to see what is going on in your life?” 

Why did you think that is? What are you doing to stay in touch with Auntie Kaye?

Jessica Robyn: I think Facebook is just an easier way to at a glance find out what a bunch of people are doing at once and what’s new in their lives. I know Auntie Kaye liked seeing pictures of what I was doing and who I was out with so clearly that hasn’t been happening. We have emailed and talked on the phone to keep in touch.

Diva Marketing/Toby: You’ve been off Facebook for almost 3 months now. Have you missed anything, other than chatting with your friends, from not being on Facebook?

Jessica Robyn: It’s weird cause I wasn’t really missing Facebook or thinking about it until a few weeks ago.

One of my close friends was throwing a surprise party for another one of our mutual friends and I found out about a week or so after that I wasn’t invited. She called me a few days later to apologize explaining that she and another person planned the party mostly via a private facebook event and she forgot to let me know outside of that resource.

I know at the time I wasn’t physically out or around as often (I sprained my ankle and have been recovering), but I had still been in contact with her via text message and email. I wasn’t on her mind during those conversations to invite me. To be honest, I was a little hurt, but I was also expecting something like this might happen.

Diva Marketing/Toby: Your friends have given you all sorts of suggestions for when you should go back on Facebook:

One year from the day you gave it up. 365 days of life without fb!

When you feel like you can use it on your terms. Don't get sucked into anything you don't want to!

Totally up to you. It is more a part of a younger person's world- but not essential. Certainly a nice resource to have- but not at the expense of meaningful relationships.

What do you want to say to them?

Jessica Robyn: I think the one year idea is interesting, but I have no idea if that will happen. I think a few of my friends know me well enough, are supportive, and also understanding which is why none of their responses shocked me.

  • I will reactive my account at some point and hopefully whenever that happens it won’t be as big of a part of my life as it previously was and I can manage my time on there better.

Jessica Life Without Facebook Tweet Bubbe

@JessicaRobyn on Twitter

04/03/2012

Recently Jay Baer asked a question on his blog that led to over 100 comments. Based on an interview that Guy Kawasaki conducted with INC Magaine, Jay wanted to know, "Is social media strategy required or redundant?"  As I began to join the comment thread, I realized that my response was a "post" and not a "comment." Toss of a pink boa to Jay for inspiring this post.

From the content on Diva Marketing, you can probably guess which side of the fence I'm on. Not to make things more complicated, but especially in social media marketing, you can't expect to build a strategy without first understanding the "tools" e.g. blogs, Facebook, Pinterest, LinkedIn, Twitter, etc. etc. etc. 

Much of our learning about social media/networking is derived from experience and experimentation.

When a new social network tool hits the virtual scene making the decision to include or not to include and when takes you down a different road than if you were to incorporate email, advertising or public relations. Why? Glad you asked.

Answer: We have no history to base our decision. At the early stage there are probably few examples from specific industries or customer bases. Dare I say it, at this point in the game there are no "best practices." It's not a surprise that many marketers take the wait and watch approach

Although I agree strategy is critical, in order to determine if a technology should be considered you must first understand the tool. Although most social networking platforms include some sort of engagement and sharing features, each new category tool is slightly different. Each also brings a unique set of benefits and challenges.

I created a 4 step, call it a road map, to help you think thought the process. Let's use the newest darling of the social networks -- Pinterest as an example.

World map free digNew Social Media Network Road Map

I.  Before You Begin Questions

1. Does the brand lend itself to social visual content/communication?

2. Do we have the resources e.g. time, people and budget to create and maintain?

3. Will our customers and prospects enjoy and use this tool? Note: Your answer to this may be "yes" but your customers may not be using the technology yet. Now would be a good time for early learnings and testings. 

4. Is our culture open to learning without direct ROI? Note: In the early stages of a social media technology don't fool yourself that you know where the real benefits will occur. 

5. What unique issues might your company face? For Pinterest that might include: Terms of service, copyright, pinabilty of your own visuals. 

II. Tool Specifics Incorporated Into Enterprise Social Media Guidelines 

Example social network: Pinterest

Note: We'll assume that your company has created Enterprise Social Media Guidelines. If not here are some examples.

Note: These are not strategies 

1. What type of graphics are appropriate and which are not?

2. What type of sites will you pin from and which will you avoid?

3. How will you manage Terms of Service and copyright?

4. How will links to your pins be handled?

5. How will attribution be acknowledged?

III. Create A Whisper Campaign

1. To learn in a (relatively) safe environment, I encourage clients to explore and experiment with the tool by creating a page that does not relate to the company, brand or aspects of their personal lives that they don't want to share in a public forum.

Perhaps it's about a hobby, favorite sport or your favorite shoe designer. Not only will you have an understanding of the logistics but of the culture .. critical in social media/networks. Have fun, learn and when you're done feel free to delete the page. 

2. Don't have time to develop your own knowledge base? Find support through a consultant who has done the ground work and understands not only the tool but how it can support your brand, your culture and that of the social network. She can share critical learnings as she guides you to avoid mishaps in a new social networking space. 

 IV. Strategy 

Now you're ready to hit the strategy route.

You know the drill here: goals/objectives, metrics, content and the beat goes on ..  Keep in mind there are two ways to incorporate social networks into your marketing or business plan.

1. Stand alone - the social network is maintained as a long-term tactic.

2. Integrated - into other initiatives e.g. advertising campaign, trade show, new product launch campaign. For the most part, integrating social media into an imitative has a beginning, middle and end.

An example is the Pinterest Kotex Campaign where the boards were deleted after the campaign was over. (Diva Marketing Post: Kotex + Pinterest + Innovative Campaign) Or for a trade show the social media/networking elements may live forever on a special micro site.  Luggage free dig

Good luck on your next social media adventure! 

 Grapic credit: taoty / FreeDigitalPhotos.net

Grapic credit: digitalart / FreeDigitalPhotos.net

03/30/2012

Pinterest_creative KotexSeems we can’t turn a virtual corner without bumping into a post about the hottest social network Pinterest.

What started as a playground for mostly women to share life style images is morphing into a serious business platform. Many brands, B2b, B2C, as well as, nonprofit and even the military and higher ed are pinning.

Recently I was contacted by an Israeli agency about a Pinterest campaign that they launched for Kotex: Kotex Inspiration Day.  Smoyz logoThe strategy capitalized on Pinterest in an innovative way beyond brand pins on a board. Let’s call it a “Pinterst” relationship strategy a la blogger relations. In fact, it might be the first. But I can assure you it will not be the last.

Yael Linen-Zuchman, CEO of the agency smoyz, kindly agreed to fill us in on the back-story, offer her insights about the strategy and share some lessons learned. 

Yael Linen-ZuchmanAbout Yael Linen-Zuchman, CEO of smoyz. She is a 30 year-old who graduated with a BA in business in 2009 at IDC Herztelia Israel. She established smoyz, a creative agency in 2010. She's "always looking for the next (simple yet brilliant) big thing."

About smoyz. A creative agency founded in 2010. smoyz is an agency for unique marketing on New Media, specializing in creative and novel content activities and building optimal platform for the brand on the web. Eran Sion – Digital Marketing Manager at Hogla-Kimberly

In several questions Yael asked Eran Sion, Digital Marketing Manager at Hogla-Kimberly to share his views. We have a unique view of the campaign from two perspectives: the brand and the agency.   

 

Diva Marketing/Toby: Yael, let’s start at the beginning. How did the idea to reach out to pinners come about?

Yael Linen-Zuchman/smoyz: To communicate the launch of "Kotex Design" designed pads and panty liners by Kotex. We searched for an innovative social platform where women can express themselves freely and openly in a unique way.

Pinterest, and especially pinners, were found to be the best candidates because of the simple and brilliant (and not too invasive) way Pinterest works. In one simple action (pin) you can express yourself.

Diva Marketing/Toby: So, if I understand you, it seems that before you could reach out to women to give them the unique gifts from Kotex you first had to identify them and Pinterest was how you chose to do that.

Yael Linen-Zuchman/smoyz: That is correct!

Diva Marketing /Toby: Although you were going into a new area of social marketing… call it social visual communication, as marketers we seem to always be held to the standard of achieving goals/objectives. What were the goals/objectives that the client wanted to achieve for this program? 

Eran Sion/Hogla-Kimberly: Kotex is "the underdog brand" at the feminine category in Israel and Kotex logo therefore we looked for a unique and unconventional activity that will encourage Israeli women to talk about the products and rethink their habits and attitude towards the brand. 

Diva Marketing /Toby: Since this was a novel approach to Pinterest, what did you/smoyz want to learn from the experience that might have been different from Kotex’s goals?

Yael Linen-Zuchman/smoyz: We generally think the same as Hogla-Kimberly. We were looking for an activity that would generate buzz around the product/brand. My brief was to create the conversation and maintain the brand as the creator of the move.

Diva Marketing /Toby:  Creating a YouTube video to tell your story of the brand strategy was nothing short of brilliant. Note: if you have not seen the video it's worth a click and watch.

In the video you indicated that 50 women were contacted. Let’s dive into what many marketers would like to understand .. your process of the hows and whys. Now, we’re not expecting you to give away any trade secrets Yael but a high level over view would be great. 

How were the women identified? In other words was it done manually or through technology?

Yael Linen-Zuchman/smoyz: The women were identified by a few categories: viral, trendsetters and active on pinterest (many profiles on pinterest are open though not active enough to be relevant for this campaign). The women were identified first via social media monitoring and analysis technology  and then manually picked the most inspiring ones.

Diva Marketing /Toby: Did smoyz and Kotex develop a set of criteria e.g. age, country, type of interests, etc?

Yael Linen-Zuchman/smoyz: We looked for profiles / pictures that could creatively be transformed into "real life products."  

Diva Marketing /Toby: I guess it goes without saying, the women were from Israel (smile).  Was an “influencer” or “power pinner” part of your criteria? If so how did you define that e.g. by number of pins, followers, ect?

Yael Linen-Zuchman/smoyz: Yes, an influencer & power pinner were part of our criteria; we looked for profiles which are both active and both viral (followers wise).

Diva Marketing /Toby:  What were some of the challenges that you encountered?

Yael Linen-Zuchman/smoyz: The main challenge was to make the pinners cooperate with a commercial activity owned by Kotex. Because we were very accurate and relevant to the Pinners, we received fantastic collaboration.

Diva Marketing /Toby:  From the video it seemed as though the gifts were a surprise. I’m curious as to how the women’s addresses were located.

Yael Linen-Zuchman/smoyz: After monitoring an inspiring pin we prepared the gift and pinned a photo on our Pinterest profile (Get Inspired). Then, on each pin that we monitored we commented and added a link to the gift, in order to receive the gift all they needed to do was repin our photo.

The repin was a signal of their interest, the addresses were taken via personal message approach. We used both the @ symbol and both the pin & like in order to get their attention properly. 

Diva Marketing /Toby:  Your results were beyond impressive; especially since the women posted across multiple social networks. How did you track the analytics? Note: almost 100% participation.

Yael Linen-Zuchman/smoyz: Technical social media monitoring and manually monitoring these 50 women.

Diva Marketing /Toby: Yael , I’d love to see how the women positioned their pins? Can you share a couple of the Pinterest board with our community?

Yael Linen-Zuchman/smoyze: The profile we created, was deleted and no longer exist, that's why you can't see the photos. We decided to open the Kotex Pinterest "Get Inspired" profile temporarily and closed it after the campaign. (Note: Eran addresses this approach further below.)

Following are some of the women who participated in the Pinterest Kotex campaign.

Products I Love . My StyleLegally Blonde . Urban Wilderness

Diva Marketing /Toby: My friends (and I admit me too!) are so curious .. what were some of the presents that were in  the boxes? That must have been a fun part of the project .. making sure the gifts reflected the pinner’s interests.

 Yael Linen-Zuchman/smoyz: This was the most amazing part of the campaign. After locating each womens inspiration smoyz team went out for an inspiration treasure hunt.

We went to markets, malls, searched the internet..and finally bought 50 unique inspiring gifts. After buying these gifts artists designed on these gift the new kotex design look. Among the gifts:

Kotex_kittyA women pinning cat photos received two bowls designed and with her cats names. (Note: Maxie pup approves!)

A women that pinned sweets, got a kotex designed jar full of hearted sweets.

A women that pinned cupcakes & got kotex designed cupcakes.

A young girl pinned diaries & got a pocket diary with her name painted on the diary.

A women that pinned pastry-cooking stuff received a cooking kit designed with her initials.

Kotex_gift1 Kotex gift_2
Kotex gift 3

Diva Marketing /Toby: Yael what fun .. buying presents. I want that job! By the way, does Kotex have a Pinterest page? And if they do would you be so kind as to give us the link? If not are any plans in the works that you can share with us?

Eran Sion/Hogla-Kimberly: We believe that any activity on behalf of the brand, should give true value to our consumers and reflect the core values of the brand. The latest activity did just that. We are in a constant search for a platform that will enable us to provide added value to our consumers – It does not have to be a long lasting engagement, short term relations are also welcome.

Diva Marketing/Toby: Interesting approach to Pinterest and social media. Not only short term boards for campaigns but taking them down after the run of the campaign. Eran, I'm curious .. why wouldn’t Kotex want the long-term awareness that the board would bring?

Eran Sion/Hogla-Kimberly: The main goal of our digital platforms is to promote awareness to the brand and we support them constantly. Nevertheless it would be ambitious to create constant excitement on behalf of Kotex on a Pinterest profile; but due the success of the "Kotex Inspiration Day" activity, we will examine our long term presence on the platform. 

Diva Marketing /Toby:  Diva Marketing is all about learning from each other. Yael, would you please share a couple of the overall lessons that you learned?

Yael Linen-Zuchman/smoyz:

  • In my opinion New media marketing in 2012 is all about creating intimate moments with the brand.
  • These amazing platforms enable the brands to touch their audience in the most intimate way. 
  • Conventional advertising and marketing cannot stand alone today without a simple yet brilliant touch to blow people away and create a real organic engagement.

Diva Marketing /Toby: In the tradition of Diva Marketing interviews,  you get the last word. So the virtual stage is yours .. wrap it up any way you’d like.

Yael Linen-Zuchman/smoyz:  Would it be cheesy if I quote my most favorite one? Simplicity is the ultimate form of sophistication -- Leonardo de Vinci

Pinterest Pinning For Business Learning Series 

03/30/2012

Friday Fun is Diva Marketing's virtual happy hour from cosmos to Jack to lemonade. A waiting for the weekend playground time to be sophisticated-silly. Or sometimes just plain silly.

  • If you don't have a dream how you gonna have a dream come true? - South Pacific 

Social media is built by people who dream and create. Two qualities of what I think of defines the entrepreneurial spirit.

Even if you're not developing a new social widget or strategy, but are exploring and using social media, I believe you have some of that spirit. You're thinking in new ways, trying a different approach.  Toss of a pink boa to you! By the way, in an innovative imitative Babson College is asking people to define "entepreneurialship." 

Entepreneurs inspire. We look at their accomplishments and perhaps we're encouraged to take our dream one step further. We look at the lessons learned that they pass along and take a few to heart. Perhaps we'll stumble over one less rock in the road. I'd like to introduce you to a couple of people who took a chance and are making their dreams come true .. some beyond their own expectations.

Think that fashion and bargains are just for divas. Think again. Jason Ross, founder of JackThreads tapped into guys who want to be cool on a budget. He built an eCommerce sample site ..with a twist. It was members only. Every aspect, from the products to the photography reinforces the brand value and promise.  Jackthreads

"We're kind of like the Robin Hood of men's clothing, minus the grand larceny and the pointy hat." - Jason Ross. MSN  Business On Main has a great interview with Jack. Worth a click and a watch. @jackthreads JackThreadsFacebook 

This week in Atlanta, the Digital Divas, a SIG of the AiMA (Atlanta Interactive Marketing Association), brought together a panel of women entrepreneurs.  Lynne Laube, President and Co-Founder, CardlyticsCaroline Van Sickle, Founder/CEO, Pretty in My Pocket and Kris Zagoria, founder, Moxie Interactive shared their stories and lessons learned of taking start-up companies to multi million dollar enterprises. 

I find it interesting what people take away from a speech. In tweets, here are some what the audience found inspirational. 

Digital divas tweets_1Digital divas tweets_2

Let's Have FUN .. You Can Win $100!

MSN Business On Main/Diva Marketing Small Business Tip Contest

 Your challenge is to share 1 idea on what inspires you when it comes to tapping into your entrepreneurial spirit.

 Rules of MSN The Business on Main/Diva Marketing Social Media Small Business Tips Contest 

1. Post your tip for how to use social media for branding on this Diva Marketing post And on this MSN Business On Mail PostIf you don't post on MSN BOM and indicate Diva Marketing you cannot qualify for the $100 prize. 

2. Identify your post on Business On Main with the words Diva Marketing

3. Winner is at the pleasure of Diva Marketing.

4. Contest ends midnight Saturday April 14, 2012.

5. You must be at least 18 years of age

6. A valid eMail address must be included on the "Post a Comment Section" of your Diva Marketing comment. (How will I know where to contact you to send your check?)

That's it .. now it's your turn! Wouldn't $100 a great way to say thank you to You? 

Looking forward to your ideas!

Thanks Rob for the edit!

Diva Marketing is part of an online influencer network for MSN Business on Main. I receive incentives to share my views on a monthly basis. All opinions are 100% mine.





 

03/26/2012

Computer woman _2
Sometimes the smart people can be the most naive when it comes to social media and social networks.

In the post I wrote on employee personal branding I offered the premise that an employee's digital personae will likely be affilated with their employee's brand during, as well as after, employment ends. Hold that thought please.

When I teach, especially social media workshops, I make every attempt to create what I call a "social media offline environment." As with social media online, although I have material to present, listening and sharing play important roles. Adults learn best from peer-to-peer interaction and people are generous to share their own lessons learned.

I want to pass along a story that a participant, a small business owner, shared of how she discovered one of her managment employees felt his job was boring and un-challenging. Let's call the business owner Ruth and the employee Bert.

To frame this, the guy was in his early thirties and not at the beginning of his career path. He had been using Facebook, Twitter and LInkedIn for personal and professional use for several years. One afternoon at work, he dropped a seemingly innocent remark on his Facebook wall (privacy setting set to allow friends only) that he was bored with his job and was looking for a new position. 

You can easily connect the series of dots and dashes. A "friend" who wanted to be helpful to his friend's job search efforts, copied the update and sent it to someone who sent it to someone who sent it to the business owner.

As Ruth told our class, sometimes the best intentions of placing what you think is the right person in the right position just don't work. When she read Bert's post she had a lot of emotions. She was angry. She felt betrayed. She also was concerned about the perceptions people might have of the company, as well as, the job that she would sooner than later have to fill. 

Her company was a small business where she tried to create a trusting environment. Evidently Bert didn't feel comfortable discussing his concerns with his manager or even with her. Ruth was at a cross road at how to handle the sitution. Was she not utilizing Bert's capabilities? Should she find another opportunity for him? Hop over to MSN On Main for some ideas on how to identify "diamond in the rough employees" that you may be overlooking. 

As our in class discussion continued, it was became more obvious that the bigger issue for Ruth was the trust that she felt had been broken. In social media we talk a lot about building trust in the digital world. However, sometimes we forget that trusted relationships are continuously being played out in on-line public forums. We can impact people (and organizations) casually mentioned in a tweet, update or even a pin. Often these people don't belong to our merry band of of Follwers, Likes, Friends, Connects, Pinees, or well .. you get the idea.

In this situation we have three smart people who were naive about the impact of social media. Bert of course. Ruth who should have offered training and established guidelines to her staff. The third is Bert's friend who was only trying to help find a a pal a new job. 

Lessons Learned: There are no gated communities on-line. Don't post what you don't want passed along. Employers it is critical to teach your employees good social media/networking etiquette and periodically remind them of your corporate guidelines.

You do have social media/networking guidelines? Excellent! I knew you did. Just in case you want to freshen them up .. here's a post with links to many examples.

I left off the ending purposely. Wondering how would you handle the situation?

Diva Marketing is part of an online influencer network for MSN Business on Main. I receive incentives to share my views on a monthly basis. All opinions are 100% mine.

Graphic credit: David Castillo Dominici / FreeDigitalPhotos.net

03/20/2012

Do you remember Tom Peters’ innovative Fast Company article The Brand Called You?

Computer womanBack in the ‘90’s Peters presented what for the time was an unusual concept: employees could position themselves, within their organizations, as though they were a brand.  His idea was employees were more than cogs in a corporate wheel. By taking a lesson from how marketers branded products people could successful manage and grow their careers. 

There have been volumes written about how to create a “personal brand” including right here on Diva Marketing posted in 2009. However, social media and social networks have added an interesting dimension. 

What if ..

  • your employer helped you develop your personal brand to the benefit of both you and them?

What if ..

  • then you both leveraged the credibility, visibilty and goodwill of each to create a an earned halo effect that supports and aligns your values and the company's brand promise? 

Answer: You have an Employee Personal Branding Strategy.

Enterprises which place a value on encouraging employee branding, experience multiple benefits. For instance it strengthens corporate branding both internally and externally. When an organization helps its employees create their brand for mutual value, from the company’s  point of view, many positives can occur from decreasing business costs to increasing market awareness.

Six Benefits of Employee Personal Branding

1. Industry knowledge transfer which may decrease training costs

2. Trend identification which may present new product development and sales opportunities

3. Stronger collaboration with subject matter experts which may increase  logistic efficiencies

4.  Increased leadership development which may decrease recruitment acquisition costs

5. Employees can serve as brand champions increasing visibility within the industry and building important relationships with customers, prospects, influencers and thought leaders.

6. Improved corporate brand perception which can positively affect not only marketing goals,  but improve recruiting top people to the organization by becoming a more desirable place to work. This is the ultimate “halo effect.”

Employee personal branding is a aspect of social business that I believe will become increasingly critical as employees take for granted using social networks, like LinkedIn, to cultivate relationship building opportunities.

On the flip side, organizations are neglecting low cost ways to increase brand awareness, credibility and goodwill through the people who know their brand the best .. their employees.

I am excited to be working with Bernie Borges to create an important training workshop sponsored by the American Marketing Association: Personal Branding within in the Corporation. Please enjoy this podcast where Bernie and I take you on a deeper dive of this exciting concept. 

Update: After my conversation with John Cass, I'm adding one more 

What if ..

  • the "halo influence" of employer/employee continues even after you leave an organization. Why not work together to create a mutual beneficial employee digital presence .. for the present and the future?

Graphic credit: ymajestic / FreeDigitalPhotos.net

03/08/2012

  • In real life, strategy is actually very straightforward. You pick a general direction and implement like hell. – Jack Welch 

Strategy freenetwork
As BBF B.L. Ochman recently reminded me, social media has been around, and included in varying degrees (!), as a business initiative for the past ten years. Although most marketers agree social media is not a fad there is still a debate on what is social media. Is social media a strategy or is social media a tactic?

Just One Crowd Sourced Question

I was curious to understand what and why marketers thought on this issue and thought it would be a great question for Diva Marketing's sometimes series: Just One Crowd Sourced Question.

I reached out to people within social networks and invited them to reach out to their networks and answer .. just one question. It's a quick turn around .. a few days to respond. The goal, of course, is to bring you diverse opinions so we can learn together. 

Let's frame the question with a high level overview of strategy and tactics. The following is from Euromed Marseille School of Management, World Med MBA Program - Information Systems and Strategy Course

"Strategy and tactics are about means and ends: they bridge the gap between our vision of the future and our day to day decisions. Both strategy and tactics are about deciding the means by which a goal is reached. Ultimately the goal of strategy as a concept is to find a rigorous and systematic way of making these decisions."

Or put another way .. strategy is identifying which song to sing and tactics are identifying how to sing it. Then sing it out loud and strong! 

Crowd sourceOut of the 17 responses received, most people felt that social media was both a strategy and a tactic.

It was interesting that several marketers considered social media to be neither. They came up with their own creative descriptives ranging from "a corporate culture and state of mind to a platform and communications tools."

 Is Social Media A Strategy or Is Social Media A Tactic?

Social Media Is A Strategy

1. Social media is a strategy for communicating and engaging in/expanding dialogue with your brand's consumers/advocates/constituents. Sure, it's one tactic for broadcast marketing messages, but successful use of social media includes using it as a customer service, just as much as a marketing, tool.

Developing a strategy prior to implementing social media ensures that your company has the resources/manpower to keep it running; that you have the tools in place to measure its value; that you'll know what to do with it with a crisis strikes; and that you get the bang for your buck integrating cross-departmental use (customer service department, communications department, user experience, operations, etc.). - Laura Bellinger @madamebelle

2. Utilizing social media is a strategy. Tactics are how you accomplish the goal. Interestingly the idiom for strategy is "tools of the trade". - JoAnn Hines Packaging Diva

3. Because it helps to get your name/product out in the world by a host of different means. - AmyJo

Social Media Is A Tactic

1. While you can have a strategy for your social media program, it is a tactic within your overall marketing tool kit. It should be one element of a complete business/marketing strategy that aligns with business goals and objectives. - Katharine McMahon @marketingbykat

2. I think it is more of a Tactic than a strategy. A strategy is what you need to do to implement your goal(s). The tactics are the How's. Moreover, I believe that Social Media is more of a connector - it's the glue that links the offline and the online efforts of your marketing campaigns, it connects you to your fans, would-be fans, competitors and general public. That is built-in market research right there. - Sue Duris President M4 Communications, Inc. 

3. Like other forms of 'marketing' or engaging with your customer, social media exists to bring you face-to-face, either in real time or virtually. The strategy of your business needs to be finding the best ways to serve your customers - the tactic is in using social media, among other tools, to achieve that goal. - Yvonne DiVita, Lip-sticking 

Social Media Is Both A Strategy And A Tactic

1. SM is a great tool (tactic) to achieve and meet goals, but it truly needs a strategy to be successful. Without the strategy, how do you know if the tool is working? - Rachel Simon @raksimon

2. Offense is strategic, Defense is tactical. I see the world of social as offense versus defense. Tactically, I see the defensive positioning of responding to comments about your brand. Strategically, I see the opportunity to remain in an offensive position - pushing social campaigns and predicting results so you can stage the next campaign (think business process flows for social campaigns). - David Favero @mdavidfavero

3. Social media needs to be addressed as part of every marketing strategy. With a coherent, cohesive strategy in hand, a tactical plan to execute social media is the next step. Hard to have any effective execution without connecting the dots to a strategy that advances the business case. - Nancy Chorpenning CSuiteAdvisors @CSuiteAdvisors

4. For most brands it is mainly a tactic that needs to be integrated into a larger marketing plans BUT, several smaller businesses are utilizing it as a full-blown strategy because of the cost barrier being perceived as being low.- Anon

5. Social is breaking down the walls in the market allowing buyers to engage in a collaborative buying process in peer to peer networks for decision support. Buyers are building a strategic business case to justify their recommended approach to solving business problems while building consensus to the decision with their teams.

If we are buyer-centric in our commitment to helping our buyers make better decisions then we need to find where strategic and tactical intersect. Tactical engagement in support of strategic relationships for business impact. – Judy Mod @JudyMod @SocialCouncil

6. Mmm.that's challenging because a Strategy (in marketing parlance) really should be an idea of how to execute a goal...like "nuke the enemy to achieve world dominance." And the tactic would be the tools you use to do this. So technically Social Media is a tactic, but surely there is some way to define social media as a strategy? Am I waffling here? – Anon

7. Social media may be a strategic marketing approach. The actual way you use SM is tactical.A marketing strategy might be to use SM to launch a new product. Actually posting your campaign on Twitter, Facebook, YouTube, etc. is a tactical exercise. - Maggie Buerger @getfamousfast

Neither A Strategy Nor A Tactic

1. Corporate culture, state of mind. For social media to be effective for a brand, it requires both the brand and its constituents to be willing to connect and engage. A brand that uses the tools just to promote misses the point of social.

On the flipside, brands that are willing to tell its story, listen to feedback, make the necessary changes AND defend certain key aspects of their 'personality' will eventually build trust and collaboration with their constituents which is the ultimate goal for any brand. - Jacqui Chew

2. Social media is a platform to communicate from one to many. Social media can be qualified as a medium for strategy or a tactic supporting a strategy if there is an objective for the platform. Without the two it is simply a Techology for publishing or consuming information. Peter Fasano @pfasano

3. Social media is a set of communication tools. Social media - media in which conversations can take place - is a set of tools in the communications toolbox. – Anon

4. It's a supporting arm of your marketing and communications goals. Not a strategy alone, but a strategic element that is comprised of many tactics. - Anon

Toss of a pink boa to everyone who shared their thoughtful insights!

My thanks to  Candace McCaffery for her post that inspired this Just One Question post.

Here's my comment on her post (add me to the Both list):

I believe that social media demands a strategy of its own .. not unlike pr or marketing or customer care or (fill in the blank).

Assuming that social media touches all aspects of an organization, it's critical develoip an over arching direction that integrates with all BU/departments/employees who are impacted by its intrusion (I use intrusion not as a negative). Without that high level focus how can the brand promise or values be consistently represented internally and externally? How can we use social media to support business goals and objectives? How can we incorporate it into campaigns and use it as a digital conversation tool that becomes an asset unto itself?

Social media has evolved into more than just a channel, communication outreach or customer service vehicle. I would suggest that the "tools" of social media e.g. social networks, blogs, podcasts, blogger relations, etc. are the tactics under the umbrella of social media strategy.

Social media has evolved to command the same respect as other marketing/communication disciplines to be consider a 'strategy."

Update: Thanks Damica Kombol for your contribution.

What are your thoughts? Do you consider social media to be a strategy, a tactic, both or something else?

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Grapic credi: tungphoto / FreeDigitalPhotos.net