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The following is a part of our One For the Creative Types Series. We are looking to help people transform their web presence from “starving artist” to “social media savvy entrepreneur.”
When people hear the term “social media,” they immediately think of tools like Facebook, Twitter, etc. without actually considering what these tools are all about. Using these social networks has become so ingrained into our everyday lives that many have never stopped to think – what is social media?
It may seem a little overzealous on my part, but I’d argue that social media is changing almost every aspect of our society. I have previously discussed how technology is leading us towards a more open society, as well as the privacy issues associated with this evolution. There is no doubt that social media is changing the way we do business. I think Brian Solis says it best:
“Social Media is not only changing how we communicate, we are also changing the culture of business from the outside in and from the bottom up.”Let me elaborate. Social media is starting to impact nearly all functional areas of business, including: marketing/sales, human resources, customer services, research and development, finance & accounting, and administration/IT support. I will provide you with an example for each:
Last week I promised to provide you with a questionnaire to help give you insight into who you are and exactly what you are trying to achieve. You can find the questionnaire here.
The Questionnaire
The questionnaire is by no means all-encompassing. The sole purpose is to get your ideas flowing about how you should go about spending your time in the social media space. In the end, time becomes your largest constraint. There is a method to my madness! Answering the questions will allow you to reflect and establish your voice accordingly.
I’ll admit, I’m not a huge sports fan. I think Sunday’s match up between Canada and the USA in Olympic Men’s Hockey, was the first time I’ve watched a full, televised game…Ever. But before you start throwing sweaty gym socks at me, I have to admit that I really, really enjoyed it. How could you not?! I can finally understand why sports is such big business.
Hockey aside, I’m not totally ignorant as to what happens in the world of professional sports, and who the players are. One name that’s always stood out is Steve Nash. I know he’s an amazing basketball player. I know that he didn’t even start playing basketball until he was in eighth grade, and that at a mere 6’3″ he beat the odds in terms of making it big. I even know that he’s a five time All-Star and two-time NBA MVP with career per game averages of 14 points and 7.6 assists. That’s right.
But when I picked up February’s Fast Company Magazine and saw him on the cover, I was intrigued. What business lessons could I learn from an NBA player?
It turns out that there aren’t many lessons we can’t learn from Steve. This reluctant “anti-brand,” household name, holds up in his off-court ventures as well as he does on the court.
Here are my Top 10 reasons we should all be a little more like Steve Nash:
1. He gives 100% – No one can call Steve a slacker.
2. He focuses on opportunities rather than setbacks – The man plays pro basketball despite the odds against him, namely height and a serious back injury.
3. He trains hard – Whether physically prepping for his day job, or becoming an intern at a marketing firm for the summer to understand this side gig, Nash isn’t afraid to get his hands dirty.
4. He’s not afraid of failure – He improvises on the court, and off. The man isn’t afraid to take risks.
5. He gives back – Remember when we were talking about corporate social responsibility a few weeks ago? Steve takes “giving back” to heart. The Steve Nash Foundation is a prime example of this.
6. He’s action-oriented – Rather than simply waiting for others to do the work, he takes on jobs himself, like writing scripts for commercials, and producing his own videos. He does it all. (See #4.)
7. He embraces change – Despite his reluctance to become a “brand,” he assumed the role with zeal when he saw how much good he could accomplish by doing so.
8. He’s a new media pro star – Production company (Meathawk Productions)? Check. Viral videos? Check. Twitter account? Yup. If Nash is doing it, maybe you should too.
9. He’s humble – With so many people feeling the need to “be somebody”, Steve exudes a reluctant celebrity status, marked not by the need to impress, but to make a difference.
10. He plans ahead – He knows he’s not going to play basketball forever, and has already assumed other roles to plan for this future. Staying innovative counts.
Steve is changing the game of business by making his own rules, and forging ahead with intent and creativity. How are you changing your game?
Spread the word! Cause marketing is good for your business.
It’s hard to bring things back to business as usual when the world is suffering in such plain view. There are always causes to support, funds to be raised, and people who will be in need. But this morning Haiti was rocked again by aftershocks, and the rest feels small to me again.
I mentioned last week that I had planned to be on a plane to Haiti for two weeks of humanitarian relief work, as of January 27. That trip has since been cancelled. I’m not going to talk a lot about me here, but since I had told you last week, I thought I would update the status of said venture.
But let’s bring this back to you. Why should your business care about Haiti, or any cause for that matter? Because it’s good marketing strategy.
Wikipedia says:
Cause marketing differs from corporate giving (philanthropy) as the latter generally involves a specific donation that is tax deductible, while cause marketing is a marketing relationship generally not based on a donation.
Yesterday, Kerry gave a great example of cause marketing (although you might argue that because a donation was involved it wasn’t pure CM). Lou’s Cozy Grill in Belleville, Ontario ran a promotion to raise money for Haiti relief. The benefit is two-fold: money raised for a good cause and great PR for Lou’s. Who doesn’t like a win-win?
I’m loosely classifying this under “cause marketing” because even though it wasn’t strategically executed, I love the fact that they gave it a shot. I don’t know how much money they raised, but I’ll remember their effort, and I’ll swing by to grab a coffee. While I’m there, I might buy a sandwich, or grab breakfast–whatever. The point is that consumers want to know that the brands they align themselves with support a vision beyond their own bottomline.
A clearer example is found in the actions McDonald’s restaurants implemented to support and promote the World Wildlife Fund’s Earth Hour initiatives. For example, all Canadian McDonald’s restaurants turned off their roadside pole signs and roof beam lighting to conserve energy for Earth Hour. The support wasn’t monetary–it was action driven. McDonald’s was trying to build a reputation as a socially responsible organization, and both McDonald’s and WWF benefited from increased awareness. That awareness translates into dollars. It’s an indirect root to acquire sales and revenue, but it’s good business.
And that’s where you step in. Does your marketing plan allow for cause marketing initiatives? What organizations do you align yourself with? Are you maximizing these low-cost opportunities for PR?
If not, we can help. Contact Engine Communications today to shift your marketing plan into high gear.
Well, today is my last spin class at the gym – Mindful Movements. I never thought that I would be able to keep it up, but I have!
I will admit, though that I did miss 2 classes for being sick, and two more classes for movie night (oops)…but all in all I don’t think I’ve done too badly! It actually was one of the tougher things I have done for myself recently, so I will give myself a pat on the back and a “good job Kathy – you rock”.
The instructors are very knowledgeable, and have been very supportive. They do an awesome job at motivating me that’s for sure! They definitely have made my experience a positive one. In saying that, I’ve decided to continue with the gym in January!
They are working on their new schedule at the moment, but it should be up on their website very soon, if you are interested in treating yourself to a new healthier you for the New Year. I’m looking forward to it.
2010 – Bring it on!
Take a look at the Engine Communications Facebook Fan Page today as well. We’re discussing the ‘facelift’ that Gatorade is getting in 2010 with a mini-case study by Bryna.
Coffee. Check.
Music. Check.
Articles to inspire. Check.
A list of what I’m reading this morning:
AdvertisingAge’s Book of Tens – The ten best of everything media, design, marketing, and more. If you’re in any creative field, this is a must-read. If you’re not, it’s still a must-read. So read it. Now.
Fast Company: Mr. Social – I have to admit, I always wondered what Demi saw in him. How Ashton Kutcher has proven me wrong, and why he matters to the future of social media.
The New Yorker: Branded a Cheat – I’ve been trying to avoid the Tiger gossip machine, but for us PR/marketing types, this is going to be a case study. Put down the US Weekly, and pick up the New Yorker.
Wired: James Cameron and Avatar – What James Cameron’s epic new film means for movies, media, and the future of communications.
Ad Week 2010 – I’m not so much reading this as I am madly planning my itinerary. But if we’re talking inspiration, then I can hardly leave it out.
What are you reading? Who’s inspiring you today?
Kerry Patrick, Marketing Associate
This is an easy one for me. My mentor would most definitely have to be Cassandra Bonn. I kind of fell into this industry and was quite fortunate when Cassandra took me on as her protégé in her home office of The Market Place. When I initially started working for Cassandra, it was only a few days a week, with the intension of taking care of the routine office duties that were becoming too cumbersome for her to manage with a growing business. As it turned out, I was able to offer more than just that.
I was flying as a full time flight attendant at the time, and raising three young boys–very busy to say the least. With her expanding business, Cassandra took on a partner, Rene Dick, an exceptional and very talented creative designer, to offer a full service marketing and advertising company, now known as Engine Communications. Rene was also instrumental at bringing out my creative side and making me feel like I could do just about anything! They now required someone full time, so I made the difficult decision to give up my job flying and work full time at Engine–a decision that I have never regretted.
Cassandra is brilliant at what she does, with her key talents in marketing and advertising. She is truly remarkable at forging solid client relationships, and she can sell just about anything to someone who has everything! Ideas flow from Cassandra like water from a fountain, her mind is always going and she loves a challenge. She is always more than willing to help out and when asked to share some creative inspiration, she does just that, with ease and enthusiasm. Cassandra no longer owns Engine (she sold it to our current Big Cheese, Shaun Levy, whom you heard from on Tuesday), but she is still very much part of my life, as a colleague, a mentor and a friend.
I really love what I do and I look forward to a future in this industry, where I will continue to learn and grow with each passing day. Thank you Cassandra, for all that you have taught me, I value your time and knowledge, cheers to you for helping me find my new niche in life–for now!
