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Thought Leadership Thursday – How to Find the Right Social Network for Your Business

jdolan@capstrat.com (Jay Dolan) — Thu, 10 May 2012 17:33:39 -0400

Once again, it’s Thought Leadership Thursday!

I’m often asked, “Which social network is right for my business?” While I wish there was a one-size-fits-all answer, it’s not that straightforward. Do you select a mainstream social network like Facebook or Twitter, or a more focused effort on a smaller network like Quora?

Deciding which social media platform is right for your business – and where you can ultimately spread thought leadership – depends on one thing: where your audience is.

Find your Social Media Audience

Your audience is comprised of the people who will have the biggest impact on your social networking efforts. Finding this audience may be the most time intensive part of deciding on a social network, but the research done here will have a long-lasting impact. Here are a few tips to keep in mind while researching your audience:

Set your own preferences aside – You may love Pinterest, but your customers may love Springboard. Look at multiple social networks, even unfamiliar ones, to see if potential audiences are waiting for you.
Start searching – The search tools for Twitter, Facebook, and Google+ give immediate access and insight into what people are saying right now about your company and your products, if they are saying anything at all.
Use directories and lists – User- generated lists and directories are a boon to finding audiences online. Dig through directories like Klout, Followerwonk, and Twellow to locate your audience.
Look at your competition – Do your competitors already have a social media presence, and if so, how successful is it? Don’t be afraid to use your competition’s social channels against them to find influencers and audiences.

Facebook has over 800 million users with more than half of them logging in daily. 500 million Twitter users send 290 million tweets daily. There are 48 hours of video uploaded to YouTube every minute. Your audience is online.

Now go and find them.

If you have a question you’d like Capstrat’s social media team to answer about establishing thought leadership through social media, feel free to post it on our Facebook wall, or seek us out on Twitter.

Read more Thought Leadership Thursday articles:

The Case for Comments
Three Steps to Developing a Content Strategy
Introducing Thought Leadership Thursday

Or read more Social Media articles.

There's No Place Like Home

Capstrat — Mon, 07 May 2012 00:24:43 -0400

I was feeling reflective this weekend. So I put down all my digital devices for a moment and sat down on the back porch. I got to thinking about the word “home” and what it means to me today. I’m sure it means different things to different people. For some, it’s about the familiarity and comfort of being among your “things” and the security of going about your daily routine. It’s about feeling grounded in a hectic world. I too, find value in all this. But when I really get down to the heart of it, home is more than a physical location.

Home is a treasure chest full of snapshots and memories. It's somewhere that you celebrate your successes. It’s also somewhere that you grow and learn about yourself and about how to treat others. It’s where you challenge yourself and fall down and skin your knee. It’s where you learn how to pick yourself up and keep going. It’s where you come to realize your shortcomings and your strengths...and learn to embrace both.

Most importantly, it’s where you spend time with those that shape the person you will ultimately become. For me, home does not have to be the physical place that you grew up or where you currently live. It’s more about the cumulative experiences you have with those individuals that have influenced your life. Those individuals that at different moments, have both comforted you and pushed you to be a better, stronger version of yourself.

I feel so fortunate to have experienced my own personal definition of "home" with some very special people and places throughout my life thus far. So before I pick up my smart phone again, let me ask you this. In this digital day and age, what does the word "home" mean to you? As technology has advanced, has your definition changed?

Selling The Scream

Capstrat — Fri, 04 May 2012 07:02:56 -0400

Maybe you’ve heard about an iconic, over licensed, 19th century piece of art recently sold for a whopping price tag. The art history nerd in me is compelled to examine the recent sale of Edvard Munch’s The Scream and try to understand why that much, now?

After yesterday’s record sale of $120 million, one of the four versions of The Scream is officially the most expensive artwork in the world. The expressionistic pastel from 1895 was estimated to go for about $80 million, but two determined bidders battled to force the final price up to $119,922,500 including commission. Recession be damned.
In the past couple of decades The Scream, which depicts a genderless figure, hands pressed to head against a sky of vibrant swirling colors, has shown up everywhere. From punching dolls to coffee mugs to editorial cartoons it’s attained the highest level of status in popular culture. Oddly enough, the iconic Ghostface mask from the popular Scream series of horror movies is based on the painting. Makes sense.
Versions of The Scream have been the target of several high-profile art thefts. Most recently happening in 2004. Shortly after, M&M's candies began using the painting in ads for its dark chocolate candies and offered a reward of two million M&Ms for the painting's return.
It’s interesting that this century-old work is probably seen now more than ever through people’s email and on their desks. I think it’s a thumb in the eye to the Lords of Cubeville who ask more and more of employees daily. The work is the high brow Dilbert. We’re somehow comforted that this poor soul is our primal scream proxy.

I guess all of this is to say we marketers pushed the value of that piece to record levels. Not the bidders.
Even an art history geek like me struggles to name another Edvard Munch work. Several other works by him in the same sale failed to reach their low estimates and in one case, not at all. So it’s the screaming that’s valued, the Munch. When classical art becomes part of popular culture, it’s perceived as more valuable. Mind you, the new owner doesn’t get royalties from licensing. The Munch Foundation can still paste it everywhere for money. But I guess when the new owner goes to sell it, they can rest assured it will have great promotion behind it.

Capturing Eyes Beyond The Couch

milardi@capstrat.com (Melissa Ilardi) — Thu, 03 May 2012 17:04:30 -0400

Everything we’ve been reading and experiencing as we plan and place on and offline buys, continue to suggest that TV and online video will continue to merge – and at a rapid pace. A recent Digiday poll, only confirms what we already know - How we think about video is changing.

It’s so important that when we dream up of how an ad will look on a beautiful 52 inch LCD screen, we also think about every other size, down to one in the palm of your hand. Considering how a :30 will play out as a :15 is equally important. These eyeballs are just as important, and in many cases more impressionable, given the personal nature of our beloved ‘devices’.

Unified measurement is still a concern, but soon it should be ironed out. Planners need to press on, and not wait for the perfect measurement tool, or we are going to miss reaching key audiences. The brand engagement with the audience, holding something that is so personal to them is just too important not to capture.

Thought Leadership Thursday: 5 Tips to Effectively Pitch Bloggers

Capstrat — Thu, 03 May 2012 16:23:36 -0400

In last week’s edition of “Thought Leadership Thursday,” Angela Connor stressed the importance of showcasing knowledge through comments on blogs and news stories. Before that, Jay Dolan provided “Three Steps to Developing a Content Strategy.”

It is crucial to develop your own voice in comments, posts and other content to establish thought leadership. But sometimes outsider third party endorsement is just what you need to elevate public opinion.

Once you narrow down a list of influencers, you must tailor your approach to resonate with each.

Here are five tips to effectively pitch your story:

1. Connect with influencers on social media: Familiarize the influencer with yourself as an individual, not necessarily the brand or company for which you are pitching. Follow them on Twitter and file them under a Twitter list with an attention-grabbing name. Interact with their content if appropriate.

2. Take time to get to know them and their content: Sure, you have already vetted the blog. But for the pitch, understand their voice and their distinct point of view. Match the formality or informality of your language to theirs. Mention a relevant or recent featured topic.

3. Only pitch relevant information: Make sure the blogger and their audience would gain something from your pitch. Do they currently do something that aligns with what you can offer them? If they feature a weekly Q&A, suggest an interview. If they do regular giveaways, elicit a product review or contest partnership. By making their job easier, you will be one step closer to a featured post.

4. Follow up: If you do not hear back on your first attempt, try again. Make sure you do not send the same message and do not reply to your first email. Be polite. Bloggers are busy and things slip through inboxes. On the flip side, do not badger them incessantly or they won’t consider working with you now or in the future.

5. Keep in touch: Once you have built a relationship, keep up with the influencer. Read their content and interact once in a while. You may have the chance to pitch them another story. Treat them as you would a former colleague or business contact.

Some influencers get pitched tens, hundreds or even thousands of times per day. By following these five steps, you will give yourself a leg up on the competition and a larger span of thought leadership.

Read more Thought Leadership Thursday articles:
The Case for Comments
Three Steps to Developing a Content Strategy
Introducing Thought Leadership Thursday

Or read more Social Media articles.

Thought Leadership Thursday: The Case for Comments

aconnor@capstrat.com (Angela Connor) — Thu, 26 Apr 2012 17:07:42 -0400

It’s week three of 'Thought Leadership Thursday,' where our goal is to provide ideas for establishing thought leadership online, particularly through social media. Last week, Jay Dolan touched on developing a content strategy and the week before that, we launched the series with finding your target audience on Twitter.

This week, we're focusing on sharing your knowledge through comments.

This may be a new concept to you if you’ve never posted comments on blogs or news stories, but when you have a plan and do it strategically, it can pay off big. I've gotten several interviews for stories and made great connections as a result of posting thoughtful, well-informed comments I posted on blogs. Simply put, comments yield opportunities.

The first thing to do is determine what topic or topics you'd like to be associated with and then identify some of the top bloggers and journalists writing about those topics. Read their content daily and add something of value to the conversation in the comments section. Do this often.

In most cases, before you post, you will have the opportunity to include your name, a URL and your email address. When clicked, your name will link back to the URL you provide. This is a great place to post the link to your blog if you have one. If you don't have a blog, you can leverage the space in the comments box by including your name and title after your comment, and even your Twitter handle if you're hoping to land new followers. You can also link to your website, LinkedIn Profile, YouTube Channel or any other web property you'd like to promote.

Your goal would be to share unique insights when possible and demonstrate a command for the subject matter, keeping in mind that you never know who is reading. Your comment could also catch the attention of the author who could ask you to guest post or feature your comment in a future post.

You won't see success overnight, but if you commit to trying this for 2-3 months, and posting comments on a consistent basis, you will get recognized in some capacity. If nothing else, the search engines will start seeing your name more, and that's not a bad thing.

Remember to always post thoughtful comments that elevate the quality of conversation and include your name and title. You'd hate for someone to love your comments and have no way of finding you.

So try it. It works.

Thought Leadership Thursday: Three Steps to Developing a Content Strategy

jdolan@capstrat.com (Jay Dolan) — Thu, 19 Apr 2012 17:45:18 -0400

Once again, it’s Thought Leadership Thursday!

Last week, my colleague Angela Connor wrote about four ways to build a targeted audience on Twitter. If you’ve started with her tips, you’ve been reading what your target audience on Twitter is talking about. By now, you’re probably wondering how you can influence these targets.

To speak to them in a way that resonates, you’re going to need a content strategy.

Thought leaders don’t follow. They lead through original content, curation, and research. A content strategy will help you decide what to write, what to share, and when to do it. . It will also help you create blog posts , tweets, and Facebook photos that help you meet your business goals.

Here are three steps to get you started with your content strategy:

Create an editorial calendar: How much original content can you produce daily, weekly and monthly? You’ll need to figure out what you’re capable of creating. This plan will probably be different for Facebook, Twitter, blogging, and any other social networks you’re participating on. You may even want to consider creating a conversation calendar with topics on which you’d like to initiate as a part of your content creation.
Develop a curation plan: To be a thought leader, you don’t need to create every piece of content yourself. Sharing news, resources, and information that is relevant to your audience can be just as insightful as a well-written blog post and you get credit for leading them to it. Don’t forget to evaluate whose content you you’re sharing. Does it come from a competitor? Does it mention you? Does it help you, your audience, or both?
Review and analyze: Review your content at least every thirty days. What got the most comments and shares? What got the least? How was each piece of content promoted? There are many different ways to measure the effectiveness of social media, and a robust analysis will help you determine how social media is moving the needle for you and your business.

Content creation, curation, and analysis are essential to becoming a thought leader online. You must lead people with the content you create and share. Together, these three steps of a content strategy will get you started positioning yourself as a thought leader.

9 Ways to Measure Social Media

jdolan@capstrat.com (Jay Dolan) — Wed, 18 Apr 2012 10:20:06 -0400

What is social media doing for your business?

If you can’t answer that question, you’re not measuring social media effectively.

Aligning social media metrics and analytics as part of your overall business goals will ensure you effectively use your time available for social media. It will also give you an idea of where you are right now and what needs to be done to make your social media work for you.

Here are nine ways to measure how your social media campaign is performing:

Sales – If you’re a retailer, you can measure the sales that come as a result of traffic referred by social networks. Brick and mortar stores can use coupons and promotions to see if online promotions drives offline action.
Leads – For many companies, the sale might not come right away. Instead, measure the number of leads and the leads that resulted in sales
Audience – Your goal may simply be to increase the reach of your PR and marketing messages. If so, you can not only measure the number of likes and followers, but also the reach of those posts and the number of people talking about them.
Engagement Rate – Want to know if your messages are successfully capturing your audience’s attention? Calculate how engaging they are. Add up the number of likes, comments, and clicks on a piece of content. Divide that sum by the total number of impressions. The number you’re left with is your engagement rate.
Influence – Your content may be engaging, and you may have a large audience, but that doesn’t mean it’s doing anything for you. To establish yourself as a thought leader, you’ll need to measure how much of your content is being shared and used as a springboard for other people and businesses’ content. Shares, retweets, reblogs, pingbacks can all be used as a way to see how effective you are as an influencer.
Volume of conversation – Sometimes you need to know how many people are talking about a subject. Measuring the total number of mentions of specific terms will tell you the volume of conversations taking place.
Share of Voice – To be the voice of your industry, you’ll need to calculate how much of the conversation you are generating through what you say and others are saying about you. Calculate your total social media mentions for a particular term against those of your competitors to find out who is dominating the conversation.
Site and Referral Traffic – If you’re using social media to drive traffic to a website, you’ll want to be watching these numbers closely. Look to see which networks and updates in particular are driving people to your website.
Sentiment – Are you loved or hated? Use social media mentions to inform your research. Many sentiment measuring tools are not that accurate, but they can give you ideas of where you stand.

Those metrics won’t apply to every business and every business objective, but at least one of those can be measured to see how social media is affecting your businesses goals.

How are you and your business measuring the effects of social media?

Introducing Thought Leadership Thursday

aconnor@capstrat.com (Angela Connor) — Thu, 12 Apr 2012 14:36:41 -0400

Everyone wants to be a thought leader. The go-to source for information related to their industry. They want to be the first person reporters think about when seeking a source. They want their names and businesses associated with industry know-how and expertise. They want to be recognized. They want to be THE ONE!

When we work with clients at Capstrat, we often find that they have mountains of content that could help establish them as thought leaders online. They just don't see it as that. Many have employees who have written books, and are true experts in their field. They have whitepapers, surveys, research reports and other valuable content that isn't being used in their favor. They possess loads of internal knowledge but sharing it with no one.

When we make that content top of mind and show them how it can work for them through social media, and put them on a path to do it with consistency, good things start to happen:. A CEO becomes a popular, sought-after blogger, an executive is being noticed at trade shows from their YouTube videos, and interview requests start pouring in as a result of a Facebook live-chat series.

Establishing thought leadership online, particularly in the social space can yield unforeseen opportunities for individuals and their businesses. But it doesn't happen overnight. It takes time and serious commitment.

So, today, the Capstrat social media team is launching, "Thought Leadership Thursday." Each Thursday, you will find helpful information and quick tips that support your goal of becoming a thought leader. We will share some of the tools we use and offer tried and true tactics that have worked and continue to work for us.

In this series you will hear from Jay Dolan, our social media strategist; Hannah Harrill and Leigh Morrison, our social media account executives, and me.

Today, for our inaugural post, I offer this: Four ways to build a targeted audience on Twitter. What most people miss about Twitter is this: you have to have to find the people who are interested in your content or whom you'd like to do business with to make it worth your time and theirs. All followers are not created equal, and having a following of 10,000 who could care less about your business is a complete waste of time.

So without further adieu, here are my four tips:

Search for your targets by title. If you want to get in front of cardiologists, find them. Use Followerwonk or Listorious. Focus on your target and no one else. it works.
Identify relevant tradeshows and conferences you plan to attend or have attended in the past. Follow the organizers and forage their existing lists. Follow the hashtags even if you can't attend.
Follow the journalists who write about your areas of expertise. They are looking for sources and story ideas on Twitter. Follow the news organization's new handle and the reporter's themselves. If you have to choose, go with the reporter. The hStart a conversation with them.
Identify your competitors and watch them like a hawk. Who are they following? Who's following them? If it's public, it's fair game. Don't be ashamed to do this. It is a must.

I hope you find these helpful and plan to come back next Thursday. If you have a question you'd like us to answer, feel free to post it on our Facebook wall, or seek us out on Twitter.

Tweet to @Capstrat

Ever heard of a social drinking app? Meet 'drinklobby'

aconnor@capstrat.com (Angela Connor) — Wed, 11 Apr 2012 14:24:44 -0400

Just when you thought there were no original app ideas left, you thought wrong.

If you've ever wanted to have a New Year's Eve toast with a friend in a different city, state or even country...you'll be able to do just that come midnight, January 1, 2013, thanks to a new social drinking app called drinklobby.

According to the press release, drinklobby is a "unique social enjoyment tool, unlocking for iPhone users a whole-new exploration of the world of beverages." But it's more than that. It's also a drinks recommendation engine and database for keeping track of what people drink, a wish list and portal for user reviews of all kinds of drinks. (Alcoholic beverages only for now, but coffee, tea, and other beverages are on the horizon, which is a differentiator among others out there.)

I can't say that I ever thought I'd need such an app, but it is intriguing, and in the social and mobile space, intriguing can really take you places.

If you're wondering why this app came to be in the first place, here's a quote from one of drinklobby's creators, Cesar Guinovart:

"Drinking is an inherently social activity, and the world is more connected today than ever before. I created drinklobby because I want people to continue to interact and have fun by sharing drinks through social media. It appeals to everyone from lovers of White Zinfandel to connoisseurs of fine Bordeaux; basic beer drinkers and lovers of local micro brews, sippers of fine whiskies and aged Single Malts and consumers of Cosmos and intricate mixed cocktails."

Once you download drinklobby, you can log in with Facebook (of course) or through drinklobby itself. I've played around with it a bit but given the fact that I am at work, I do not have an alcoholic beverage in front of me to share at the moment, though I suppose I could review a couple I've had in the past. On second thought, I think I'll wait until coffee and tea have been added to the mix to play it safe, but I'm sure others will have a blast sharing their spirits with friends.

Here are a few other features of interest:

Drinking Buddies – Find friends and start saying "Cheers!"
Drinks Feed –"Check-In" to the social drinking app with a drink, upload a photo, and let others know where you're enjoying that tasty beverage! This feature shows a live feed of what's being enjoyed right now, and allows users to "Cheers", "Comment" or "Add to Wish List."
User Profile – A user's profile stores all of the beverages they've consumed in the past (which might, of course, be a little scary!). Users can also upload a photo of the label, a rating and review, making it easy to find that wine again.
Wish List – Click on others' drinks or enter a new beverage and save it to a Wish List
Ratings – Rate and review drinks! Make those reviews public and share with other drinklobby users
Win Trophies – Be a BrewMaster, or a Cork Dork! drinklobby rewards points and trophies for posting both drinks and comments and keeps a point-based leader board between Drinking Buddies.
Facebook & Twitter Integration – Share experiences with potentially millions of other social drinkers beyond the social drinking app!
Discounts on Beverages – Using location-based services, see where your friends are enjoying drinks! Upcoming features will offer personalized discounts to suit tastes and through Foursquare integration, location.

If drinklobby decides to hire a community manager, I'm sure the applications will be plentiful.

I think this is one to watch.

If you're releasing a new app, launching an online community, or doing anything cool in the social space, or would like to...Capstrat's social media team wants to know. Send us an email at socialmedia@capstrat.com, or connect with us on Twitter via @Capstrat. You can also read our blogposts, here.

Students Teach an Old Goat New Tricks

tcoats@capstrat.com (Todd Coats) — Sat, 07 Apr 2012 20:12:38 -0400

Capstrat’s sixth annual student networking night is on April 12th. Each year, I’ve expected my duty is to give advice to noobs. And each year, I’m reminded that they repay the favor to me in spades. They teach me I’m never too old to learn new lessons.

The program was originally designed to give area graduating seniors an edge as they hit the job-hunt pavement. They interact with Capstrat professionals and clients in a casual environment where conversations and debate flourish. They get the real story. The stuff not taught in classrooms. Each year the program grows bigger. Now it’s one of the most popular and most rewarding events Capstrat produces.

As the event evolves, I’m more and more surprised at how prepared these students actually are for the “real” world. Certainly more prepared than I was entering the job market 26 years ago. Unlike me, these students have it together. Back when I was in their shoes, I had it all figured out and couldn’t understand why idiotic agencies weren’t blinded by my talent as much as I was.

So, I got over that quickly.

Let’s face it, today we have a preconceived notion of millennials. But the students I’ve met through the Student Networking Night are different. They aren’t saggy-bottom “Brahs” nor are they dreamy-eyed ninnies. They are sophisticated about the world, attuned to the nuances of today’s communications toolbox, have aspiration to make good as well as do good and they know nothing replaces hard work. Nothing. This is one of their last opportunities to get a pass and they take full advantage of the conversation and contacts.

All good ideas¬ each of us should remember no matter where we are in our careers.

_{(If you want to attend this year’s Capstrat Student Networking Night go here: https://www.facebook.com/events/312368345477228/)}

Warning: Educated and Jobless

Capstrat — Thu, 05 Apr 2012 14:31:06 -0400

By Elizabeth Weinstein

I’ve heard baby boomers stereotype my generation, the millennials, time and time again. “Too connected to technology. Too disconnected from reality. Too unprepared.”

But we’re different than any generation before us. We’re ambitious, quick and we have smartphones.

To all of you skeptics out there: we aren’t all hopeless. We’re not so arrogant as to think that we have all of the answers. That’s why we need your help.

Insert miracle here: On Thursday, April 12, 2012, Capstrat will host its sixth annual Student Networking Night. This is an opportunity for college students to build their network with potential employers and gain valuable insights on how to make it in the professional world. Student Networking Night will provide the fundamentals for sustained social and professional development where students are given a "hand up" rather than a "handout."

This is no ordinary seminar where you sit, listen and take notes. Rather this interactive evening is creatively designed so that area professionals can interact directly with students and tell them what they really need to know.

This year’s theme, “Secrets Your Teacher Never Told You,” will give students the opportunity to hear from communications professionals. The classroom can only prepare you for so much. Sure, professors can teach you how to write a proper press release and how to analyze a case study, but is that really the extent of the skills needed to succeed in the communications industry? The workplace is constantly evolving. We need to learn about social media, how to blog and adapt to the changing news cycle.

These are the types of conversations we must have. It’s important to find out from those actually in the field what skills are relevant in today’s workplace.

Capstrat’s Student Networking Night will offer a deeper understanding of how to succeed in the real world. I hope you will join me and the more than 100 other students who have already registered to attend our April 12 event at Capstrat. For more details about the event or to register visit our Facebook event.

Finally, I’d like to say thank you to Capstrat. Thank you for caring. As an intern helping to plan this event, it is comforting to know that there are employers out there who see promise in my generation.

Have You Updated Your Facebook Brand Page?

aconnor@capstrat.com (Angela Connor) — Wed, 04 Apr 2012 11:56:28 -0400

In case you missed it, Facebook has made some pretty significant changes to brand pages.

It happened last Friday and if you didn't do anything to become compliant, chances are your page isn't very appealing at all.

If you had a default landing page, it is no longer the default. Users are automatically taken to what was known as your "wall" which is now your "timeline." The biggest element of the timeline is the cover photo, which takes up quite a bit of real estate on the page. But if you haven't created and uploaded a unique cover photo, your page appears to need a makeover.

We wrote about this in detail a few weeks ago in this post: "Breaking news: What you need to know about Facebook Timelines for Pages" and worked with several clients in advance to redesign their pages for the new Timeline format.

The screenshot below is the redesigned Start Here, Go Places.® Timeline, which can be found live, here.

You'll notice the four images representing what was once known as "tabs," directly under the cover photo. This is an area that needs attention as well and you have to keep in mind that there will only be four visible at any given time. Since Start Here, Go Places.® just launched a new app called "From Passion to Paycheck", that app is one of the four, along with a link to a custom landing page. Facebook has decided that the photos and number of likes will take two of the four slots so that really only leaves you with two. You can have up to 12, but only the four will be visible to those who don't click the arrow to see more.

It really does behoove brands to embrace these changes, like Start Here, Go Places or risk being left behind. Remember, with this new layout, you get one chance to make a first impression.

If you need help transforming your page, email Capstrat's Social Media Team at socialmedia@capstrat.com.

It’s A Girl's World – Take Advantage Of It

lwessel@capstrat.com (Lindsay Raplee Wessel) — Tue, 27 Mar 2012 08:39:16 -0400

As a female caregiver, the woman is usually the one scheduling appointments, taking note of important health news and consulting providers regarding health concerns – for her and her loved ones.

So in a time when healthcare organizations might be wondering where to fit in the world of social media, perhaps the answer is right in front of them: Connect with women.

A 2011 Media Badger report finds that while men and women are spending a relatively equal amount of time on social media channels (though women still 6 percent more than men), women are far more engaged with social media than men. Forty percent more females share content on social media sites than males. And 28 percent more women are more likely to respond to comments and messages in microblogs.

This data supports the fundamental sociological theory about how women tick – we’re naturally more social, crave interaction and gravitate toward community, which makes social media a perfect fit for reaching us. So what makes for a female-friendly social media strategy?

Post content that women seek. A 2011 Pew Research survey listed adult caregivers and women as the groups most likely to look online for health information. Among topics most searched were pregnancy and childbirth. Tailor your social media content to topics such as this. Offer weekly tweets about pregnancy progress or pediatric advice, or host an online chat session through Facebook with a reputable OBGYN.

Create a community geared toward women, but give it a local spin. Women want to share their point of view and empathize with those with similar experiences. A community creates a perfect environment for women to do so. The key to a successful community is differentiating it from the WebMD powerhouses that exist. Creating a community that connects neighbors with each other and provides local tips and resources could prove to be a unique, relevant and valuable way to connect with women.

Be accessible to women on-the-go. Two facts about women: we’re busy and we love our smart phones – especially moms. According to BabyCenter’s 2011 Mobile Mom Report, mothers are 18 percent more likely to have a smart phone than the average person. This translates into the ultimate sweet spot for healthcare marketers: women, social and mobile. Look for opportunities to connect these three. If starting a community, make it accessible via mobile. This could greatly increase the value to your users.

If healthcare organizations can adopt a social media strategy that connects them with the primary caregivers of most families, women in mind, they may be surprised just how far their messages spread.

The Facebook Logout Ads

aconnor@capstrat.com (Angela Connor) — Fri, 23 Mar 2012 12:35:02 -0400

Facebook said they were coming and now, we've seen one for ourselves.

Upon logging out of Facebook this morning one of our Social Media Account Executives saw an ad from Subway. But it wasn't just a text ad...it was a video ad.

You have to give it to Facebook on this one. While it might be a little annoying, there is quite the potential to rope people back in, which is ultimately the goal. And if there was no opportunity for success, they certainly would not have embarked on this endeavor.

And for those of you who didn't think anyone logged out of Facebook, consider this stat: 37 million people hit the logout button every single day.

When presented with the ad after logging out, Capstrat Social Media Account Executive Hannah Harrill said it caught her off-guard because it looked so much like a Brand Page in Timeline. But guess what, she did engage, so mission accomplished for Facebook, and Subway, of course. When I asked Hannah what prompted her to interact, here's what she had to say: "I engaged because of the 'play' graphic on the image. The video it led to was a blooper spot with LA Clippers' Blake Griffin. Most of the comments were related to Blake, not the sandwich. So if you've got the right celebrity this could work."

Harrill says the one big drawback she sees for logout ads across the board is that she rarely logs out of Facebook, and once you log back in, it's really tough to find the video again.

The logout ad opportunity is currently available to select brands, and I'm sure costs a pretty penny.(Update: Advertising Age reports the asking price as $700K per day!)

We'll see where it goes from here.

Accept The Consequences of Your Posts

aconnor@capstrat.com (Angela Connor) — Wed, 21 Mar 2012 10:44:55 -0400

If you post disparaging remarks about your boss on your Facebook page, he or she finds out and you are suddenly faced with repercussions, there is no one to blame but yourself.

I know, I know, it's your PERSONAL Facebook page, right? And they have no right to judge you on what you post and are way out of line for actually calling you on it or taking any kind of action, right?

WRONG!

You shouldn't have posted it in the first place. If you want to take part in this kind of activity, be prepared to deal with the consequences. As long as you have "friends" or people who CAN view your content, please understand that it can be copied and shared with others. Your privacy settings are no safeguard against the almighty "cut and paste."

I was listening to a talk radio show this morning where the topic centered on employers requesting Facebook passwords from employees. They were referencing this particular case, about Robert Collins, who was asked for his Facebook password so that his employer could check for any gang affiliations. The ACLU picked up his case and it has been a major story for some time now. I understand the outrage about that.

But the discussion on the radio show morphed into something else. Callers were sharing stories about content they posted about their employers and supervisors that got back to them and the unfairness of what happened to them as a result.

What was missing from the conversation, in my opinion, was personal responsibility. You are ultimately responsible for what you post, period. Look no further than some of these examples:

In no way am I saying that the outcome in each of the above cases was correct. My goal here is to help people understand, that just like your actions, you are also responsible for what you post online. We are living in a new era - the digital conversation era - where nothing is truly private. So be smart.

If you're an employer, make this part of your orientation process. Let employees know where you stand. Share your social governance policy. If you don't have one, work on getting one.

At the end of the day, the ball is in every person's court. If you don't want it out there, don't put it out there. One day, employees may not have to worry about this kind of thing, but today they do.

So act accordingly, or pay the price!.

Social Media in the Classroom

Capstrat — Tue, 20 Mar 2012 13:58:18 -0400

As communicators, we know that the key to reaching your audience is to find out where they are located and talk to them. Many educators are employing the same principle to teach students. With the popularity of social media sites like Facebook and Twitter amongst students, teachers are finding interesting ways to incorporate interactive classroom activities to drive learning.

Social media has the potential to cater to student learning styles and produce greater student engagement. After talking with teachers in the area and through researching influencers, I discovered a few ways educators are revamping the classroom with social media:

Blogs
Teachers are creating blogs to provide supplemental learning materials to students. They post class notes, videos and pictures of the board for class and additional resources. Furthermore, parents can follow teachers’ blogs to stay up-to-date with lesson plans and assignments.
Some teachers opt to use classroom blogs as a means for interactive learning. Students act as contributors and are graded on blog content and commentary.

Facebook
In lieu of educational software from companies like Blackboard, teachers use Facebook to post assignments, announcements and classroom reminders on a class designated Facebook page. Students are encouraged to continue discussion outside of class, and post questions related to homework assignments or class lectures. Students connect to Facebook apps like “Flashcards,” “Notely” note-taking and “weRead” book reviews as study aids.

Twitter
Possibly the most interesting use of social media in the classroom occurs with Twitter. Teachers designate a hashtag for discussions and allow students to tweet questions during and after class. Shy students have the confidence to speak up through Twitter and have their questions answered without taking center stage. Teachers can administer pop-quizzes through Twitter and track classroom progress from student tweets.
Students access experts, follow major events, and receive news in real time for the ultimate social learning experience through Twitter.

Video
Many teachers are reexamining teaching methods and switching to a “the flipped classroom” education model. Teachers record lectures in voice-over power point presentations uploaded to YouTube or SlideShare and assign the videos for homework. Class time is reserved for challenging problems, collaboration and added instruction as dictated by student needs.

Interactive learning educates students where they are most engaged. By showcasing how fun, collaborative and topical classroom activities can be, students can start to view entertainment resources as educational resources.

Best Hospitals for Cardiology and Heart Surgery Could Use Some Help on LinkedIn

aconnor@capstrat.com (Angela Connor) — Sun, 18 Mar 2012 13:53:08 -0400

There are too many companies with huge followings on LinkedIn missing out on the opportunity to communicate with them in a big way.

You may recall that LinkedIn rolled out a feature for companies with pages on the social network - allowing page administrators to post updates on behalf of the company itself, last year. (To refresh your memory, see the blog post: A big boost for companies using LinkedIn.) This was and still is a very big deal.

However, there are many companies, and organizations failing to capitalize on this opportunity. What makes it such a great opportunity is the ability to share news and information with users who have opted to follow you. Not only did they take the time to visit your LinkedIn Company Page, they ultimately made a conscious effort to click "follow company." This means they want to hear from you. It's a green light to keep them informed.

Because I have an interest in how hospitals use social media, and helping them do so effectively, I decided to take a look at the Company Pages of U.S. News and World Report's Top10 Hospitals for Cardiology and Heart Surgery. What I found was a sea of missed opportunity: Only one of the 10 listed had a status update connected to their page.

The Mayo Clinic, which holds the second spot on the list had a status update promoting an upcoming social media residency program. The others had no updates at all. In all fairness, I will point out that The Mayo Clinic is seen as a leader is social media, so there was no surprise there. But I did expect to see more from the others. These hospitals likely have robust PR departments and tons of news to share. But it apparently stops there, unless they are sharing it elsewhere.

But even if they are (and I will take a look at their other social networks) all have large followings on LinkedIn and could take advantage of that with one post of a URL and a share button. Here is the top 10 list along with the number of LinkedIn users following their company page:

Cleveland Clinic; 15,240
Mayo Clinic; 14, 243
Johns Hopkins; 4,870
Texas Heart Institute at St. Luke's Episcopal Hospital (St. Luke's Episcopal Health System); 727
Massachusetts General Hospital; 8,902
New York Presbyterian Hospital of Columbia and Cornell; 5,338
Duke University Medical Center; 3,889
Brigham and Women's; 5,988
Ronald Reagan UCLA Medical Center (UCLA Health System on LinkedIn); 4,211
Hospital of the University of Pennsylvania (University of Pennsylvania Health System on LinkedIn); 5,196

This exercise could be done for any industry, and the results would likely be similar. But in this case, there is a clear need to take action. I know that social media takes time. I am also a strong advocate of only participating in activities that meet your company goals. But I'm willing to go out on a limb here and bet that raising awareness, generating positive word of mouth and patient referrals are somewhere in the goals of all of the hospitals mentioned above.

LinkedIn is offering you a way to do just that. It's up to you to take it.

Why Your LinkedIn Updates Matter More Than You Know

aconnor@capstrat.com (Angela Connor) — Fri, 16 Mar 2012 18:24:45 -0400

It's one thing to gripe on Twitter. People expect it. If it's a customer service issue and you're lucky - the right person from Company X will see it, work to resolve your issue, and you can move on. It's a common occurrence these days as some companies are offering better customer service on Twitter than they are over the phone and in person. But that's a post for a different day.

Back to the griping.

Because Twitter is so fast-paced chances are, the majority of your followers won't even see the gripes if they are few and far between. You are in no way classified as a common complainer and can easily go back to your normal way of tweeting. No harm, no foul.

But when you post the same kind of content as an update on LinkedIn, it attaches to your profile page and is visible to anyone who happens to view your profile. Now remember, this is a professional network. What you want to appear in that space is something that reflects positively on you or your business. (I recently posted link to a video highlighting some of the work Capstrat's social media team has done on Facebook.)

What you don't want is something that casts you in a bad light or leaves a bad impression on someone who may be interested in working with or for you, hiring you, or gleaning a bit of information from your profile to make some other decision about you.

I came across a LinkedIn profile today that had an update filled with Time-Warner bashing. And you know what? I wasn't phased by the bashing at all even though there's a great chance that all of his claims are true. I was more concerned about the person who was willing to sacrifice their own image on a professional social network, just to blast Time Warner. In my opinion, that is a major mistake. This person may be the best of the best in their field, but after reading that rant about Time Warner, which shows just below his name and current position, I wanted to get as far away from him as possible.

Now what if I wanted to hire him or contact him about an opportunity? I am now questioning his professionalism and quite honestly have lost interest.

You've heard it before, but with social media, you have to be smart. You can't post everything that crosses your mind. Be selective about what and where you post. And when it comes to LinkedIn, keep it professional.

Save your gripes for Twitter, where they belong.

How to not fail at Facebook live chats

hharrill@capstrat.com (Hannah Harrill) — Mon, 12 Mar 2012 14:03:42 -0400

Nothing is worse than a live chat on Facebook that is a complete flop, so committing resources to securing an expert panelist, designing a template, promoting the chat and running it can be nerve racking. But if you stick to these rules, the chances of dead air and unflattering results should go way down.

Be choosy about your panelist. Make sure you can secure your first choice. Choose someone who already has a following on social media, is viewed as an expert in the chat topic and has good writing skills and a likable personality. Let the panelist pick dates that work for them and schedule the chat for a time where they can be unburdened and relaxed. You don't want a panelist that is exhausted and stressed.
Be choosy about your topic. The topic of your live chat should be timely and interesting. Think about the rules of newsworthiness: impact, timeliness, prominence, proximity, oddity, conflict and currency. Add to that: does it fit with your target audience? Is it applicable to your industry or company? Do you even want to be a thought leader in this area? Basically, is anyone going to care?
Do a test run. A couple of days before the chat, walk your panelist through the software you are using. Try some test mentions, use all the different features the chat offers like polls, quizzes and media sharing. Make sure your panelist feels completely comfortable - it's often the technology that makes people more nervous than the content.
Promote through various channels. First, budget for Facebook ads. Create a compelling ad for the live chat that drives to a preview page that allows participants to set email reminders. You don't have to spend much, and they make a huge difference. Next, reach out to influencers in the chat topic area that have a following on social media. Let them know about the chat. Create and editorial calendar for all your social channels that promotes the chat for a week to two weeks leading up to it.
Measure: before, during and after. Analyze your Facebook Insights before you begin promotion, paying close attention to the People Talking About your Page and how many people Like your Page in your target demographic. Go back right before the chat to look for changes since promotion began. Especially if you ran Facebook ads, you should see an increase in People Talking About Your Page as well as overall Likes. After the chat, look for more increases as well as changes in your demographics. A major success story to tell is the change in your target demographic.

These guidelines should help you use Facebook live chats to increase your visibility, connect with your target audience and advance thought leadership. Plan ahead and on the day of, you won't be sitting there twiddling your thumbs. Instead you'll be racing to type answers to all the great questions from your followers.

Breaking News: What You Need to Know About Facebook Timelines for Pages

jdolan@capstrat.com (Jay Dolan) — Wed, 29 Feb 2012 10:45:34 -0400

This morning, Facebook surprised me with a message saying “On March 30, 2012, Facebook pages will get a new design.”

Oh boy. Here we go.

We all knew the timeline design was coming for pages as soon as it was announced for personal profiles back in the fall, but no one knew what features it would bring, and how it would affect brand pages. I’ve been playing around with the new design since the preview launched this morning, and here is an outline of the big changes to come:

It’s all about the cover - It’s time to redesign your landing page into a cover image. You can no longer designate a tab for new users to see. You’ve got to entice them to click “Like” with the content in your cover image and the engaging content you are posting.
Timeline – Your wall has been replaced by a timeline, which offers a new way to highlight important posts and emphasize images. You can use the feature to highlight your organization’s history by showcasing major events with beautiful, large photos. Start thinking strategically about which moments and milestones you want to use your timeline to highlight.
The dashboard – Facebook page administrators are going the love this., You are now presented with a collapsible dashboard of the latest posts, comments, and messages from your fans, as well as a snapshot of your latest analytics. No longer do you need to dig through your page to reply to the latest posts and comments.
Moderated wall posts – Facebook is finally allowing administrators to approve content posted by fans. This change has huge implications for regulated industries which have to moderate their wall content, as well as businesses that might be more timid in social media.
Message a page – Pages can now allow users to send them messages. This feature has a lot of customer service potential and can save people from having to publicly share their personal information. Pages can only message users in reply to a message though, so don’t expect to have private conversations with all your fans.

This is only the first day of the preview, so we expect to see even more changes as Pages are able to integrate apps with Facebook’s Open Graph sharing capabilities. Our social media team is monitoring the changes Facebook makes as they approach the March 30, 2012 launch date and will report on other changes as we encounter them.

What do you think of the new timeline design? Is your brand ready for a new Page?

Teaching kids to navigate the Web safely and wisely

chodges@capstrat.com (Charles Hodges) — Mon, 27 Feb 2012 10:28:58 -0400

According to a recent Forbes story, there’s a disturbing new online trend. Tween-teen girls are posting videos of themselves and asking YouTube users if they are “ugly, pretty or fat.” One middle school-aged girl has 3.5 million views and 93,000 comments which range from helpful to just plain vicious.

Rightly so, the question posed in this story is “where are the parents?” Luckily, my toddler can’t quite post videos to YouTube, yet. But we do spend a lot of time on our iPhone and Blackberry, playing games and watching PBS kids’ content. Seemingly from day one, as much as we’ve tried to limit over exposure, we keep finding fun and intelligent things online that she enjoys – and that keep her occupied.

Our lives are becoming ruled by our reliance on the web, mobile devices and apps. There’s convenience and access available that was unimaginable just a few years ago. But how do we instill in our kids skills for safe and responsible web use, that doesn’t compromise self-esteem or pushes a young girl – or boy – to seek approval online? How do you monitor their activity without pushing kids to be even more secretive? So far, I'm doing okay with an 18 month old. I'll be nervous wreck when she's 13.

As parents, teaching our children about using the internet safely and in ways that don’t compromise them personally is just the first step. We also have to show them it’s just as important to show respect and kindness towards others; treat people as you would if they were sitting in front of you, not anonymously floating through the internet.

And as a company providing more and more online and social media ideas to our clients, we have an opportunity to share resources on ethical and safe use of the web, and encourage our clients to do the same.

Engaging utility customers through social media

aconnor@capstrat.com (Angela Connor) — Sun, 26 Feb 2012 22:14:15 -0400

By the end of 2017, more than 624 million utility customers worldwide will use some form of social media to engage with their electricity providers, according to a report by PikeResearch.

The number seems staggering, but I believe it.

I've seen a lot of this communication firsthand, particularly on Twitter, and even communicated with my own utility company during a power outage after a tornado last April.

This poses an opportunity and a threat for utility providers. On one hand, the ability to communicate with customers through social media opens new doors and can help bolster a company's image. I was definitely impressed with my providers availability and level of personalization during that tornado. So much so that I posted several complimentary tweets about my experience and have spoken about it many times since.

A rapid response can turn disgruntled customers into ambassadors, and because it happens on social media, it's there for everyone to see, which enhances the utilities' overall reputation in the social media space.

As with most industries, when it comes to social media, there are some who are leading the pack. According to PikeResearch, they include: Duke Energy, Avista, Southern California Edison, Pepco, Puget Sound Energy, Pacific Gas & Electric, Salt River Project and Ameren. Green Mountain Power, Sacramento Municipal Utility District, Public Service Company of New Hampshire, and Dominion are also included in the Case Studies section of its report. Below is a proactive tweet posted by Pepco on Saturday, urging customers to report power outages.

Customers are urged to report outages and downed wires by calling 1-877-737-2662 or by visiting pepco.com.
— Pepco (@PepcoConnect) February 24, 2012

But on the other hand, active communication and high levels of personalization aren't necessarily sustainable if you don't plan to grow a social media team or incorporate social media communications into PR, marketing or customer service, overall.

The projection of 624 million customers using social media to engage with their utility providers by 2017 is exponentially higher than the 57 million who did the same in 2011. So, it would behoove providers to start developing strategies to communicate with these customers if they haven't already. And those strategies must scale. Listening is a key strategy, and if there is one person charged with communicating through social media, it most certainly will not scale. Listening and understanding on behalf of a utility requires a dedicated team.

Another important element of the report is the best practices section, of which I agree wholeheartedly. The best practices include:

Embrace social media
Know your customers' social media preferences or profiles
Finalize your social media objectives
Establish a strategy for your social media efforts
Select and deploy the appropriate technologies
Integrate social media with existing channels
Commit to using social media for the long term
Measure social media customer engagements
Stay flexible and creative

This is a great list, but it's important to remember that for utility companies struggling to find their way in social media, best practices probably aren't top of mind. Not all utilities have embraced social media and there is great fear that comes with open dialogue, particularly in regulated industries.

But that doesn't change the fact that customers expect to see their utilities engaging on social sites. And quite honestly, I don't see a way around it. In 2012, energy utility companies have to determine their approach to social media, and get in the game fast. You have to communicate with your customers where they are congregating online because the conversation will happen with or without you.

Passing up an opportunity to steer that conversation is a big mistake.

Facebook: the promotion predictor?

mcbrawley@capstrat.com (Melissa Brawley) — Thu, 23 Feb 2012 14:51:39 -0400

Facebook, Facebook…
I’ve read your wall.
Who’s the most adept employee of them all?

Can Facebook predict your next promotion or whether you’ll earn an A+ in that Media Law class?

Not exactly, but according to a recent story by the Los Angeles Times, your Facebook profile is extremely accurate – even better than IQ tests – in predicting your job performance. Or academic success, if you’re a college student.

The LA Times reported on a new study that revealed just how much our Facebook profiles say about us. Researchers from two universities enlisted the help of a handful of Human Resource professionals to review photos, wall posts, comments, education and hobbies listed on 500 Facebook profiles. The HR professionals then rated the subjects on several perceived personality traits – like dependability or emotional stability. The 500 subjects also took IQ tests.

A few months later, researchers followed up with employers of the subjects asking about job performance. Incredibly, the study found that the Facebook ratings were more accurate at predicting job success than IQ tests!

I think this just serves as a reminder to job applicants – and even those of us that are employed– that our use of social media says a lot about us. And we should always put our best foot forward, particularly since so many hiring managers do use social media to screen applicants.

Now I’m just trying to figure out what I can delete from my profile that will magically increase my paycheck.

The Only Constant is Change in North Carolina Politics

ameehan@capstrat.com (Andrew Meehan) — Wed, 22 Feb 2012 14:11:37 -0400

When North Carolina Governor Bev Perdue announced she would not seek re-election, she further shook up the 2012 elections. But big changes were already in the works at the North Carolina General Assembly, where redistricting and a spate of retirement announcements continue to change the political landscape. This state has rarely seen such a large influx of new faces in Raleigh, and anyone with interests at the legislature should start preparing.

On the eve of the November 2010 election, Democrats held large majorities in both the North Carolina House and Senate, and the Governor’s office was in Democratic hands. In November of this year, there will likely be between 80 and 100 legislators who were not in office just two short years earlier. The General Assembly is already firmly controlled by Republicans, and the same could be true of the Governor’s mansion after November 2012.

Such seismic shifts are rare in North Carolina, which has only 170 legislators total. This is a General Assembly that was ruled by Democrats, almost without break, for more than 100 years. And regardless of party control, low turnover has been the norm.

The consistency once allowed companies, organizations and interest groups to partner with powerful legislators who protected their appropriations and pushed through favored laws. But over a two year period, many of those legislators in both parties are going to be out of office – either through already-announced retirements or by defeats on Election Day. It’s time to start thinking about how to make new friends.

As if that weren’t a big enough shift, redistricting will completely change how some sitting legislators view issues. Next year, some are going to represent entire counties that were not in their districts previously. Key support from a new area will affect a legislator’s votes, even in 2012. It’s a good time to identify those “new influencers” who are in your own organization.

The 2012 legislative session starts in May, and there might be very little time to pass legislation or fend off bad bills. Leaders in the North Carolina House have indicated they want to have an incredibly short session – possibly a few weeks. They are already working on their budget legislation with a goal of voting on the state budget almost immediately upon return in May. Now is the time to line up supporters around the state to protect budget items.

If you represent an organization with interests at the General Assembly, now’s a good time to ask a few questions:

Do I have high profile supporters in the districts of new legislative leaders?
Have the legislators I’ve relied on for support announced their retirement?
What am I doing to grow my list of supporters around the state to prepare for the new legislative reality in 2013?
What do I want to accomplish in 2012 and 2013, and where am I vulnerable?

An organization can’t just turn on public support for their legislative goals when their backs are against the wall. It’s vital to start preparing now to influence the General Assembly in 2012, 2013 and beyond.

Lack of Standards Gives Advertisers HD Headache

aburtch@capstrat.com (Anson Burtch) — Wed, 15 Feb 2012 17:36:25 -0400

Adweek has it wrong. Its recent post, entitled “Falling on Def Ears: Marketers Slow to Embrace HD Ads,” takes advertisers to task for not producing high-definition (HD) spots. The magazine cites a DG Systems estimate that only 16% of all TV ads are in HD, although HD ads have a higher retention rate. Therefore, Adweek concludes, advertisers are missing out.

However, the problem is not with advertisers; it’s with the distribution system. There is no standard for delivering HD spots to stations, because each network has different specs. Moreover, there is no way of knowing how people watching standard-definition (SD) will see an HD feed.

If you are an advertiser with an HD spot, you have only two options for presenting your spot to SD viewers:

1. Provide an HD spot that is center-cut safe. Center-cut means the sides of the HD 16:9 frame are cut off so it will fit into an SD 4:3 frame. This means you must keep all action and titles within a 4:3 safe area. Obviously this is less than ideal creatively, as you have a huge canvas to work with, yet are confined to its center.

2. Provide an SD letterbox version with the black bars on the top and bottom. This will allow the whole 16:9 frame to appear on a 4:3 SD TV. However, for those watching in HD, it will be much smaller, it will appear to have a box all the way around it, and will not actually be in HD.

As an agency producer, I run into this problem on every single job. Advertisers want their spots to be seen in the best possible format. Even the smallest client produces content in HD. There’s no reason not to -- it looks better on the web and any added HD production costs are negligible.

Unfortunately, the biggest problem for local and regional advertisers is that often local stations cannot even accept HD spots. As far as I know, there are only three TV stations in all of North Carolina that can accept HD spots for local or regional airing. So it's only national ads that stations can run in HD. Thus, an advertiser that is only running its spot in one market or one state, doesn't even have the option to supply HD.

Advertisers are justly concerned about how the SD viewer will see their spots. There are simply too many people still watching SD for advertisers to ignore them. Yet until there are entirely separate HD and SD feeds or until there is some consistency in standards, advertisers must still plan for the lowest common denominator. It would be ideal if advertisers could provide two versions to a TV station -- one in SD and one in HD -- but often this is too expensive. And frequently not even possible because their SD feed is actually the same as their HD feed, simply center-cut.

The problem rests with the lack of standards, and it’s giving today’s advertisers an HD headache. Fix distribution and you will see the number of HD spots suddenly skyrocket.

Closed for Good

Capstrat — Wed, 15 Feb 2012 10:51:02 -0400

Every fall, Capstrat brainstorms concepts for the holiday greeting the agency will send out to clients and friends. As part of our greeting, we usually try to raise awareness about a cause or make a donation to a charitable organization. But this year, we wanted to take it further.

So on Dec. 14, Capstrat “Closed for Good.” The office was empty and we were out at four volunteer sites — a community farm, a food bank, an assisted living home and a Habitat for Humanity site. Here’s a snapshot of the day:

65 employees
260 hours of service
1 roof built
83 senior citizens visited
500 emergency food kits bagged
1,500 pounds of vegetables harvested

The Search for Authenticity

Capstrat — Wed, 15 Feb 2012 10:47:09 -0400

Lana Del Ray may be the best marketing lesson out there for those trying to reach the Millennial generation. Over the past few months, the blogosphere has witnessed a raging debate about the trout-pouted songstress. She has faced an incredible backlash from underground blogs as well as the mainstream media who have called her “manufactured,” “insincere” and “talentless.”

The issue here doesn’t seem to be her music, nor the fact that she seems remarkably blasé about the whole experience. Critics and hipsters alike seem to think that Del Rey is perpretrating what is, essentially, fraud. Is that how she has always dressed? Does she really write her songs? Most people who dislike her seem to view her as a Barbie that has been dressed up and put on stage to perform and generate record sales. Take Lady Gaga – her sartorial insanity is acceptable because people believe that she herself is at the center of these choices.

What does this have to do with marketing?

This debate makes it easy to see a key trait that many Millennials are searching for in their brand of choice: authenticity.

As a Millennial, I feel that my generation is much more aware of marketing and advertising than previous generations. In some ways, this awareness has made us more accepting of the invasion of advertising into our lives — we understand why it’s there and we love to be entertained by it (see: Old Spice’s Isaiah Mustafa). In other ways, it has made us a cynical and skeptical lot. We are very wary of being pandered to and become suspicious of anything that seems a little too precious. With Millennials campaigns run the risk of either being ignored or, worse, being subverted – a danger both McDonald’s and RIM have recently discovered. While we understand that advertising will always portray a product in a particularly rosy light, Millennials don’t accept anything that seems too good to be true. Maybe this can be said of almost any cohort, but we’re a proactive bunch and the risk of angering the hivemind far outweighs the reward.

How does a brand create or maintain the appearance of authenticity?

As a Millennial, I have experienced a lifetime of growing up in a constantly changing world. I’ve lived through three wars, the rise of technologies like the cell phone and the internet and what at times feels like the end of the print industry. Brands that stay constant earn my respect. When Gap attempted to change their logo in October 2010, a familiar icon that I grew up with, I admit that I was one of the consumers angrily taking to Twitter to express my displeasure. Constancy doesn’t just mean image either – I know women who have bought 10+ tubes of lipstick knowing that in a few years, it will have been discontinued in favor of some newfangled trend. A brand can find success with Millennials by creating a few core products and relegating the innovation to trendier, evolving pieces.

Along with constancy, brands should strive to understand the premature nostalgia of my generation. Many older, more established companies seem to think that constantly reinventing or updating will give them an edge with us, but they’re wrong. It seems like everything has changed since I grew up – where are the floppy disks of yesteryear? – so it’s nice to be reminded of a simpler time. I still love purchasing the same scent of Tide detergent my parents used when I was growing up and every now and then I end up grabbing a train car of Barnum’s Animal Crackers on a road trip pit stop. Nostalgia is powerful for us, even nostalgia for a time we didn’t know. How else can you explain the popularity of shows like VH1’s “I Love the 70’s” with my set?

So, is your brand a Lana Del Rey?

In the end, marketing towards Millennials can’t serve as the be-all, end-all of a brand’s strategy – even if we will be out-earning the Baby Boomers by 2018. Even as I write this post, I have Lana Del Rey’s hit “Video Games” playing. It’s a great song and the more than 24 million views on YouTube say that I’m not the only one who thinks so. Brands that want to make an impact with me and my generation have to walk a fine line between the risk of becoming stale and the reward of being deemed a classic. We Millennials are a loyal bunch and we are more ready to commit to a brand than many marketers think – just lay off the lip injections.

Record Grammy Awards Ratings

milardi@capstrat.com (Melissa Ilardi) — Mon, 13 Feb 2012 11:26:45 -0400

I've been anticipating getting my Monday morning Marc Berman TV Media Insights email, since the news of Whitney Houston's death on Saturday evening. The news is tragic, and many knew this year's Grammy's would be affected by it. The numbers are such a fun part of this work, and I love to see when news and tv ratings mix. I knew the timing of her death and the Grammy's was sure to draw more viewers. But how many more?

Just received the overnights in my inbox. Drum roll please..... The 54th Grammy Awards were up 44% over last year's awards! A massive 25.8 rating/38 share vs the year-ago evening (17.9/27 on 2/13/11). Last nights telecast could hover in the 37-38 million viewer range. Big numbers for an already high-profile program. Lots of happy advertisers out there this morning!

Youth Media Habits are Shifting

gives@capstrat.com (Greg Ives) — Fri, 10 Feb 2012 17:28:16 -0400

As I watched the Super Bowl this past Sunday, the media planner in me couldn't help but notice something interesting. It wasn't the dynamic creativity on display or the well thought out placement of the ads. It was actually something happening in the next room, completely out of ear shot of the big game. My nine year old niece and five year old nephew were being completely captivated by their dad's new iPad. More specifically, they were navigating through old episodes of Scooby Doo via Netflix Online...and doing so with ease. So, when I saw Thursday's New York Times article on the recent Nielsen study that states younger audiences (12-34) are watching less TV on actual sets and more online, I just smiled. Not only are my niece and nephew ahead of the curve (no surprise to their proud uncle), but they represent how this next generation is consuming media....with more diversity than ever before.

We've been preaching to our clients for years that while TV is still king, it's the means in which the TV is being viewed that is changing. Today, the strength of most media plans lies in in the "complimentary" mediums. Whether it's pre-roll video, digital cinema or in-classroom TV, we are challenged to find new and effective ways of breaking through to today's youth. The bottom line is that younger audiences are being exposed to more screens than any other age group. But here's the catch... they're not paying attention to all of them. So it's more important than ever to find that perfect balance of media mix and frequency to make sure you're being seen.

Even then, the greatest challenge still lies ahead. Once you've implemented a well balanced plan, how do you successfully measure the results of the campaign? Providing metrics across multiple platforms isn't exactly comparing apples to apples. The answer to this is yet to be clearly defined. At a minimum, it will become more important than ever to clearly define what success looks like during the planning phase. And one of the best ways to define success is to clearly identify your audience. The New York Times article defines "young people" as 12-34 year-olds. Obviously, the consumption habits across this age range varies dramatically. For that matter, the differences in behavior of 12 and 16 year-olds are night and day. You have to dig deeper and completely understand who you're trying to reach. What motivates them? What are they exposed to on a daily basis? What sort of messaging do they respond to? And maybe most importantly, can my niece and nephew finally show me how to set up my online Netflix account?

Searching for social significance

kjones@capstrat.com (Kendall Jones) — Mon, 06 Feb 2012 14:57:45 -0400

I have two basic ways of finding answers to questions: asking friends or asking Google. That system has worked pretty well for about a decade, but it’s all about to change. Google recently announced it is going to make search results more personalized by including results from your social network. In 2009, Bing announced it would start including results from Twitter and later it added Facebook to the arsenal. More and more search engines are beginning to incorporate social properties into general search results, effectively making me ask friends and ask Google.
I am a pretty active person on social networks. Like most, I have been known to use my social network to answer questions that the larger internet could answer. And when my fiancé makes me watch ABC’s #TheBachelor, I can’t tell you how much I love seeing the Twitter streams. It’s like watching TV with 20,000 of my closest friends that I’ll never meet.
However, I find myself turning to search engines for answers my social networks don’t know or for questions I don’t want to ask everyone. In other words, the entire reason I am using a search engine in the first place is because I can’t find what I need within my own social network. When I search, the most annoying results are typically Facebook profiles. Often, the social results actually get in the way of me finding what I’m looking for. I’m all for being able to find out what my friends are doing, but I’m not sure I need a search engine to do that for me.
There is another challenge for social search. I really think the size of people’s social networks will decrease over the next five to ten years. There are new apps starting to pop up that limit the number of people you can have in your social network. For example, Path effectively limits your social network to 50 people and it is getting a lot of buzz right now. Personally, I know I’m starting to get tired of all the clutter from people I a.) don’t really care about and/or b.) may never actually physically interact with ever again. I’m sure you’ve all seen the studies of how the average American has only two close friends. Maybe 50 friends is too small for Path to actually take off, but Dunbar’s number is only 150. When you only have 150 friends on a social network, do you really need a search engine to make sure you are getting their feedback on every search?
Once social search is fully implemented, Google, Bing and other companies might get some unexpected reactions from users. After all, we are not just echoing our friends’ ideas about the world. We still look for ideas, articles and posts outside of the people we know best. Put simply, we need the World Wide Web, not just the social wide web.

The new 52: What did it do?

cmataxis@capstrat.com (Carson Mataxis) — Thu, 02 Feb 2012 17:47:38 -0400

As a kid I loved comics. I still have about 4,000 of them to show for it.

Six months ago, when DC announced the relaunch of their entire universe (a first in ~80 years), I decided it was a good time to rediscover an old love of mine.

Unfortunately, six months into the relaunch and with about 300 DC comics waiting in my “aren’t you gonna read me?” queue... I’ve only read seven. It turns out I just don’t have the down time for comics that I used to.

I’m stoked to hear that it’s been a good business move for them (see here: http://adage.com/article/special-report-americas-hottest-brands/america-s-hottest-brands-dc-comics/231168/?utm_source=mediaworks&utm_medium=newsletter&utm_campaign=adage).

I hope it brings in flocks of new readers. Kids reading and using their imagination is always better for society than kids playing first person shooter games in shockingly realistic 3D detail.

Despite DC's efforts to reinvigorate the readership, comics publication numbers are still dwindling (http://ifanboy.com/articles/ron’s-list-of-the-worst-things-in-comics-in-2011/). It appears that multimedia entertainment (including iPods, iPads, computers and video game systems) combined with a rise in pirated comics (shared online) has really put a dampener on things.

Well, at least I'm back to shelling out my hard earned greenbacks for the art, even if I don't get to read them all.

Fighting for lighting

emassey@capstrat.com (Emily Massey) — Thu, 02 Feb 2012 14:08:20 -0400

In a recent article written by my colleague, Andrew discusses how public perception on energy infrastructure updates will affect policy and ultimately America’s energy future. Like many others interested in this industry, I’m anxious to see how governments, utilities, providers and consumers will work together to update our country’s energy grid to ensure we sustain our lifestyles and growing population. A recent example of how public perception has affected policy is the efficient lighting law that just came into effect in January 2012.

Background

The Energy Safety and Security Act of 2007 established that, starting in 2012, light bulb manufacturers must discontinue standard light bulbs. This means the Thomas Edison model we’ve been using since 1880 will phase out – starting with 100-watt incandescent bulbs in 2012, followed by 75-watt in 2013 and 60-watt and 40-watt in 2014. For those of you who are attached to your old-fashioned bulbs, consider that Thomas Edison’s great grandson even supports the transition away from the original incandescent in the name of developing more efficient lighting.

If this is news to you, you may feel urged to go out and buy all the 100-watt bulbs you can, or start selling them on the black market. However, these upgrades in lighting technology will ultimately help everyone save money on their energy bills and reduce the need for more power plants, and there are lots of online resources to answer your burning questions.

Four years later

While the bill was a bi-partisan effort in 2007, when it came closer to implementation the cries from dissenters (notably right-wing media) made an impact. A mere two weeks before 100-watt incandescent bulbs were to stop being made, the Senate and House passed a bill that cut spending for the Department of Energy to enforce these light bulb rules.

According to the National Electrical Manufacturers Association, millions of dollars were spent over four years to make this transition so many companies intend to continue with the phase-out. Without government oversight, however, the companies won’t be penalized if they continue to make the energy-wasting bulbs. This action shows how legislation can come at the ninth hour to prolong the status quo.

A survey showed that 34% of Americans opposed not being able to purchase the light bulbs they’ve always used. Yet only 31% of Americans actually knew specifics about the lighting law.

No matter which side of the issue you’re on, it’s important to know what decisions your legislators are making about energy – because it’s something we all use and pay for. And energy providers continue to face the challenge of educating consumers about steps we need to take to secure America’s energy future. Because without change, we’ll be standing still – in the dark.

It's Community Manager Appreciation Day

aconnor@capstrat.com (Angela Connor) — Mon, 23 Jan 2012 08:51:24 -0400

In case you haven't heard, today is Community Manager Appreciation Day, affectionately known as #CMAD on Twitter.

This holiday may not yet be recognized by Hallmark, but to those in the social media world, it's a big deal. Community Managers are the face of a company, brand or organization online. It is their job to deal with all the mayhem that comes with the internet and keep a smile on their face while doing it.

They serve two masters: The community and their employer, and believe me it isn't nearly as easy as it looks. As someone who bore the title for three years, growing a community from zero to 13,000 members, I can tell you first-hand that you can go from laughing to crying in a very short period of time. It is frustrating, but rewarding work, and you often feel like you are the only one who cares about the work you're doing.

So how did this amazing group of warriors get a day of recognition? It all started with Jeremiah Owyang who launched the idea with a simple tweet that read "I think I want to start Community Manager Appreciation Day on the last Monday in January. Does one exist?"

It does now, and the rest is history.

So take a few minutes today and say or do something nice for the community managers in your life. They deserve it more than you could possibly know.

The use of tablets in the clinical sales enivironment

cmartin@capstrat.com (Christina Martin) — Fri, 13 Jan 2012 13:45:35 -0400

A few months ago I wrote a blog article about iPads being used for business instead of play. We, at Capstrat, conducted some research with healthcare sales reps last year, who are on the front lines selling to clinicians, administrators and physicians. We wanted to gain insight on effective selling strategies and tactics.

What seemed to be a recurring theme was that reps wanted iPads. They fully believed tablets could help them sell more effectively in front of physicians. Just this week, I ran across an article by CMR Institute that discusses the “iPad revolution” taking place in pharma land. To better understand tablet use among today’s sales representatives, CMR Institute polled nearly 16,000 of its current and former students about their interactions with clinicians, focusing on the use of tablets. Here are some of the key takeaways:
•   Nearly 47% reported using an iPad, while 37% said they don’t use any type of tablet during sales calls
•   47% of those surveyed report that the use of tablets has made interactions with clinicians more meaningful
•   58% of respondents said that the use of tablets has not improved sales numbers
•   36% of respondents use tablets to present product information; furthermore 29% said that presenting promotional materials on tablets is more effective

In my opinion, iPads and other electronic tablets do have a solid future in healthcare sales. Tablets are a great way to start and backup conversations with physicians. Tablets shouldn’t replace traditional sales aids and other sales tactics and shouldn’t be relied on to tell the full story. In fact, I see iPads being most helpful in showing clinical data, when you want to isolate one point of the study, or use them to show product demonstrations and mechanism of action animations. While no single sales tool is going to be the sole driver of increased sales, it is important for pharmaceutical marketing teams to consider the value of tablets and use them as complementary sales tools in the field.

Social Media Trends to Watch in 2012

jdolan@capstrat.com (Jay Dolan) — Fri, 06 Jan 2012 12:21:10 -0400

It's inevitable. Social media will change in 2012. Rather than trying to figure out what exactly will happen with each network, it's better to pay attention to the broader trends happening across multiple networks.

So let’s get to it. Here is what I’ll be paying attention to over the next twelve months:

Who’s monetizing and how?

Investors won’t foot the bill for a social network forever. It takes a sustainable business model to keep a social network with hundreds of millions of users afloat. Facebook has already announced that sponsored stories will play a role in newsfeeds this year, and Twitters latest changes also benefit advertisers. Watch how users react to increased ads as well as how brands and companies integrate these changes into their social strategies.

How can third-party developers use social networks?

As long as social networks have allowed access, third-party developers have been building new and insightful ways to use those networks. Outside of Spotify and a handful of social reader apps, we haven’t even begun to see the full effect of Facebook’s latest platform updates from September. Many of Twitter’s power users are looking to third-party tools after its latest updates removed functionality for power users. Pay close attention to new apps and developments to existing social networks, and how social networks then respond in turn.

Who’s new?

Pinterest is exploding. After a rocky start, Path is making a big break into the mobile scene. Instagram has become so popular that even the President has an account. New networks challenge and expand existing ones. How will these new services integrate into existing social networks, and how will they evolve in separate ways?

There’s certainly a lot more to watch for. We can’t begin to fully anticipate what the existing networks will do, and what new networks and apps will come from someone with their own great idea. But by watching the broader trends and business models, we can see which networks are going to last into 2013 and beyond.

What social media changes are you watching for in 2012?

Online shopping continues to grow, and so does holiday stress

milardi@capstrat.com (Melissa Ilardi) — Wed, 21 Dec 2011 13:42:56 -0400

This is the first year that my daughter is old enough to really understand and experience Christmas in it's entirety. She's crazed by the neighborhood Christmas light displays, she can sing the majority of lyrics to A Very Special Christmas Volume 1, 2 and 3, and she understands that in 4 days Santa is going to come to our house.

I've been thinking a lot over the last week about the excitement and anticipation of Christmas, and all the 'To-Do' lists in the bottom of my purse, in various Notes apps, and the constant reminders I've been throwing at Siri. How can we possibly fit in one more trip to Target or to the grocery store? But we do.

Talking to my Mom the other day, she told me a story of one Christmas when I was little. I had one thing on my list, a doll that could roller skate. I believe it was called Baby Skates. Everywhere was sold out, and she spent hours on the phone calling stores in surrounding towns. As it turned out, my dad who was a pilot and had a plane at the time, flew to a store in another city to pick it up. There was no Amazon Prime in those days.

That got me thinking about how different Christmas shopping is now. We don't call around town, or even take the time to physically search stores. We can simply go online and see who has what in stock, either go to the store or order it online. When a last minute gift idea pops in our heads, we can just go online and get it 2 days later. I can't help to think, is this way of shopping making it too easy, and sucking the fun out of finding that special gift?

Mobile friendly e-commerce stores are making it even easier for us to cram in shopping from anywhere. For the week ending Dec. 9, comScore says online sales increased almost 16% compared to the same period last year. That is a huge increase, and will only continue to grow year after year.

Was shopping more enjoyable when price comparing didn't exist like it does now? We have so many shopping options in front of us. Brick and mortar retail and specialty stores continue to pop up everywhere, and online sites like Amazon and Etsy, give you an endless possibility of gifts. Is this what is bringing on all the stress? Too many options?

I'm overjoyed in taking on this role of 'Santa', and all of the shopping, searching and stress that accompanies it. I'm sure my parents will always remember the Christmas where my dad got to make his little's girl's Christmas complete with the perfect toy. I don't know that i'll ever have the opportunity to create a memory like that, but I'm certain my little girl won't care how Santa got those presents under the tree on Christmas morning.

Finding your niche on Twitter

aconnor@capstrat.com (Angela Connor) — Sun, 18 Dec 2011 19:43:45 -0400

Twitter isn't rocket science, yet so many people are using it poorly. There is nothing to be gained by following random Twitter users with the hopes of amassing huge numbers of followers who really have no interest in your company, brand, product or service.

Twitter is all about defining your niche. Once you do that, it is much easier to focus and suddenly you stop feeling like you're wasting your time.

Consider this: If you're not a big consumer brand, particularly those that are constantly used as case studies by social media experts, that model of pushing product and blasting deep discounts and sales is not for you. It will not work if your product isn't in high demand and you don't have scores of loyal customers already.

But here's what will work: Taking the time to find the right people and tailoring your communications to provide value and build relationships. Here are six ways you can get started today:

Search by position and title. If you want to connect with Directors of Oncology at hospitals, make that a goal and seek them out. Putting in the time to find your target audience is worth the effort.
Identify relevant hashtags. Looking for journalists? Search the hashtag #journchat and see who's participating. Interested in nurses? Try #RNchat. Read the bios of active participants and follow those you deem relevant. Better yet, join the chat yourself and start communicating with your niche if you have something worth sharing.
Capitalize on existing Twitter lists. Before you start from scratch, look around to see if someone has already culled lists of your target audience. Chances are there is already a pretty good list of math teachers, CEO's, engineers or whomever else you may be trying to reach.
Use the right keywords. Conduct some preliminary research to determine how your audience communicates and shares information on Twitter so you can speak their language. There is nothing worse than wasting your 140 characters with made-up hashtags that don't resonate with your target audience or that no one ever uses.
Nix the narcissism and offer value. This may seem like a no-brainer and I really wish it was. But I can tell you with certainty that it isn't. Go back and review your last 50-100 tweets. Were they all about you or were they of value to others? If you are the number one topic, vow to make a change in 2012.
Refocus and clean out the clutter. It is never too late to unfollow. In fact, it's an action I encourage. Refine the list of accounts you follow so that it really makes sense and is aligned with your main goal. If you have not yet established a goal, that's the problem, and it's exactly where where you need to start.

Remember, you will get out of Twitter what you put in, Twitter is a powerful tool for business. But until you define your target audience, seek them out with gusto and forsake all others, you will never reap the full benefits or realize an acceptable return on your investment.

Author's note: Want to connect with me on Twitter? Follow @communitygirl.

Undermining the credibility of women?

mcbrawley@capstrat.com (Melissa Brawley) — Tue, 13 Dec 2011 12:48:56 -0400

Marian Wright Edelman, the founder and president of Children’s Defense Fund and first African-American woman admitted to the Mississippi state bar, once said, “You can’t be what you can’t see.” Does this hold true for women seeking leadership positions? And what does that have to do with the PR and advertising industry?

A lot, actually.

Recently, I attended the first North Carolina screening of a new documentary called Miss Representation, a film that explores how mainstream media contribute to the under-representation of women in positions of power and influence in America.

The film walks audiences through numerous examples of disparaging or overly sexual portrayals of women in politics, news and the entertainment industry. Given that American teenagers consume 10 hours and 45 minutes of media a day (TV, music, movies, magazines, internet), the overwhelming message young women and men receive is that a woman’s value and power lie in her youth, beauty and sexuality, and not in her capacity as a leader. While women have made great strides in leadership over the past few decades, some of the statistics highlighted in the documentary show we still have miles to go:

America’s women continue to earn just 77 cents for every dollar men earn.
Women make up 51 percent of the population and only 17 percent of Congress.
Between 1937 and 2005 (68 years), there were only 13 female protagonists in animated movies. All of them, except one, had the aspiration of finding romance.
Women hold only 3 percent of clout positions in mainstream media.
65 percent of women and girls have distorted eating behaviors.

Between the physically-impossible airbrushed cover models and badly behaved reality TV stars in the Real Housewives series, it’s hard to know what a real female role model would look like.

I left the screening wondering about the role PR and advertising professionals play in the representation of women in media. Agencies are not effective unless they can help a company drive sales, customer engagement or a business reputation. And if scantily-clad women sell products, do we have a responsibility to find an alternative approach? I would argue that our industry carries most of the responsibility for changing the portrayal of women in the media. And perhaps, clients who make a pledge to reject sexism in advertising could capture the 86 percent of purchasing power held by women in America.

Lowe Blow

keudy@capstrat.com (Ken Eudy) — Mon, 12 Dec 2011 11:09:14 -0400

Lowe's home improvement advertised on a reality TV show "All-American Muslim" until this past weekend. Then came the Florida Family Association.

The FFA, as it calls itself, took out after Lowe's because it advertised on "All-American Muslim," which features "propaganda that riskily hides the Islamic agenda's clear and present danger to American liberties and traditional values."

The organization has attacked Disney, Target, Macy's, GE, Pepsi and a long list of other companies because they don't measure up to FFA's pristine standards. Which seem to be: white, heterosexual, pious, Christian and politically conservative. FFA traffics in racism, bigotry and fear-mongering.

Okay. Some things can't be helped. But what about Lowe's, the No. 2 home improvement company in America?

Lowe's folded like a cheap suit in the face of FFA's criticism.

The company issued a statement saying that "All-American Muslim" "became a lightning rod for many of those views."

How sad. Companies have a responsibility to shareholders, customers and employees. But do they also have a responsibility to stand up to fear-mongering haters? Which way is Lowe's moral compass pointing?

Why you should root for the 49ers

kjones@capstrat.com (Kendall Jones) — Fri, 02 Dec 2011 12:17:56 -0400

I’m a person who analyzes trends. I’m also a person who loves football. And this year’s 49ers are blowing my mind. Looking at the numbers, the San Francisco 49ers should not have the second-best record in the NFL. Their opponents have more offensive yards, more sacks and more third and fourth down conversions than they do. Season totals can be misleading, but when you see those same trends show up in individual games, it gets even more confusing. When the 49ers beat the New York Giants in week 8, Giants players had more passing yards, rushing yards and receiving yards than any San Francisco player. And yet, the 49ers have nine wins and two losses and could clinch a playoff spot this Sunday. Before I get into why the 49ers are so amazing this year, and why you should root for them, let’s have a little history.

This time last year the 49ers had just three wins and seven losses. Last year, everyone (including me) was wondering why the talent on the team wasn’t generating wins. This year, that same group of players is being described as the best team in football. (Don’t take my word for it. Listen to Super Bowl champion and two-time Pro Bowl quarterback Joe Theismann around the 5:26 mark). So what changed?

One thing: Leadership. Jim Harbaugh took over as head coach. It’s not so much that Harbaugh is a football genius. But as the new head coach, Harbaugh stressed the importance of a team rather than the importance of a player. So many sports teams these days are built on the importance of one player or a small group of players. Remember when everyone was calling the Philadelphia Eagles a “dream team?” That dream team just lost their playoff hopes to the Seattle Seahawks last night. It’s easy to forget NFL teams are actually companies and there is so much “regular” companies can learn from Harbaugh’s leadership style.

San Francisco has good players, but the team as a whole is better than the sum of its parts. The 49ers rarely leave the game in the hands of their defense, or offense, or special teams. Each player takes responsibility—whether the team wins or loses—for their role on the team. (See the recent loss to the Baltimore Ravens). The coaches and leaders help the players develop instead of just telling them what to do. (See Alex Smith). That’s the kind of company I work for and that’s the kind of team you should root for. The 49ers win because they are more than just talented players. They are talented players that work together

A team like that should go to the Super Bowl, if only so you can profile them at your next staff meeting and talk about the importance of team work. Even if the 49ers lose in the first round of the playoffs, the things I’ve learned from watching them for hours this season will not go to waste. And whether you root for them, or just watch them beat your favorite team, I’m sure you’ll learn a little something about team work too.

Will cable and satellite TV follow the landline’s decline?

kalbritton@capstrat.com (Karen Albritton) — Tue, 29 Nov 2011 16:34:30 -0400

The Capstrat employee phone list has three columns of phone numbers – office, home and mobile. We’re a communications agency and we have to be reachable outside of the office. A decade ago most employees listed office and home numbers and a few senior people also had mobile numbers. Then, seemingly overnight, the columns flipped. Most employees listed office and mobile numbers and only a few senior (code word for older) people also had home numbers.

The Capstrat phone list reflected a fundamental shift in the telecom industry – the move away from landlines to mobile phones. The young, mobile millennial generation does not see the need for a landline.

Now there’s another fundamental shift on the horizon for pay TV. According to a recent AdAge article Credit Suisse analysts are projecting 200,000 fewer paying TV customers in 2012 than in 2011. Reports say this is in part attributable to the sluggish economy and slow growth in new households.

But, I had a hunch if you poll those young, mobile millennials in our office who opted for a mobile phone instead of a landline, you’d find trendsetters who today are abandoning traditional cable or satellite television services in favor of online service like Hulu, Netflix or GoogleTV. I asked around and sure enough, there are a small, but growing number who are cutting the cord. It’s even easier with the latest HDTV’s and streaming video set-top boxes like Roku.

You might ask, what about local channels? News? Not a problem. This generation gets plenty of local information and news from social media. Why watch a 30-minute broadcast when you can follow the local affiliates or even celebrity anchors on Twitter and get the important news when it happens? Or catch up on headlines and features via free news apps on a smartphone?

Will this shift happen as quickly as the adoption of mobile phones over landlines? Who knows? But the implications for marketers will be even more significant because this shift will further complicate how you reach this young mobile audience as well as tech-savvy consumers of all ages. Marketers will not only have to track what’s being watched. We’ll also have to track how it’s being watch.

And, we’ll have to track where it’s being watched. This newfound freedom from the cable cord or the satellite dish will enable more viewing in more places. It’s tricky, but we’ve been there before. Remember radio?

Confidence in institutions continues to plummet

sjohnston@capstrat.com (Shane Johnston) — Fri, 18 Nov 2011 13:46:21 -0400

Capstrat conducted a nationwide poll this year measuring the confidence of Americans in government, media, banks, small businesses, corporations, public schools, labor unions and churches. To no one’s surprise, confidence plummeted over the past two years across the board.

However, there were some interesting findings when looking at results across age groups and ethnicities.

Millennials have more confidence than any other age group in government, media, banks, corporations, small business, and churches – although overall confidence is tepid at best. This is surprising; given that this age group has experienced the dot com bust, 9/11, two wars, the housing bust, banking turmoil and the collapse of huge corporations during their formative years. Maybe not since the Great Generation has an age group seen this much uncertainty.

On the other hand, people 66+ have the lowest amount of confidence in government, media and banks and have very low confidence in corporations as compared to other age groups. Is this due to the instability of retirement plans and the budget politics that may impact social security as they start to become dependent on these sources of income?

Government is taking shots at social security in deficit reduction talks, corporate pensions are drying up, banks are foreclosing on houses that were once nest eggs and have lost their value. Or maybe the baby boomers are revisiting their “anti-establishment” bias circa 1960’s.

Millennials also have more confidence in politicians – Democrats and Republicans – than all other age groups, too. But politicians shouldn’t hang their hats on confidence ratings in the 20th percentile.

Trust in communications companies and social media is abysmal across the board – single digits for ages 30+ and even very low for millennials, who grew up in the converged digital communications age.

Obviously convergence (e.g., “triple play” packages by cable companies offering voice, TV, and internet) are not improving trust from customers. And part of this may have to do with the fight the providers are putting up against Federal Net Neutrality laws, as basic internet freedom is religiously revered. As markets open up to competition and households finally have real choice – TimeWarner vs Verizon Fios vs AT&T Uverse vs regional player – trust may be a viable marketing approach if it can be backed up via installation, customer service and up-time.

Only about half of all millennials have some trust in social media providers like Facebook or Twitter. But yet they are still the most prolific users – maybe because it’s free and all their peers are doing it?

There were also some interesting results along ethnic lines. Take a look at this infographic we created and let us know what you think about the findings.

Three Easy Facebook Engagement Tactics

jdolan@capstrat.com (Jay Dolan) — Fri, 18 Nov 2011 10:51:34 -0400

I hate to say it, but without a compelling reason, Facebook users don’t log onto Facebook to come to your brand page. comScore reports that Facebook users spend less than 25% of their time on Facebook on brand pages. With that in mind, it’s more important than ever to have fans comment, like and share your content in their newsfeeds so your brand shows up in their friend’s news feeds and news tickers.

Here are three quick ideas you can use to boost your fans’ engagement with your content. While it’s up to you to know what specific content will connect with your audience, these ideas will increase impressions and help drive new fans to like your page:

Like this post: This kind of post is easy. Possibly too easy. Write “Like this post if you love _____” and fill in the blank with something about your brand. Hit post, and watch the likes roll in. Don’t post this too often though. Fans will catch on quickly and start ignoring you.
Ask Questions: Get your feedback from the people who are most engaged with you and your products. Ask simple, targeted questions. “What’s your favorite service?” “What do you like best about Product A?” Questions invite comments, which increases engagement and gives you insights into your work.
Post a photo: A picture is worth a thousand likes on Facebook. Facebook’s latest updates prioritize photos. Photos are the colorful bursts that break up the black and white of the newsfeed. Give your fans exclusive pictures, and watch their comments and likes roll in.

It’s easy to over think how to engage your Facebook community as part of a larger strategy. These tactics make it easy for fans to connect to you quickly and easily from the newsfeed. The easier it is to participate there, the more likely they are to engage.

What’s your simple tactic to reach out and engage your Facebook fans on the newsfeed?

It's Internet Summit time!

sjohnston@capstrat.com (Shane Johnston) — Fri, 11 Nov 2011 15:51:45 -0400

It’s Internet Summit time!

Over 1500 Internet executives, senior marketers, digital professionals, entrepreneurs and investors will gather for the largest digital event in the southeast. The Summit will, once again, break a record for attendees. Dozens of industry leaders and innovators will speak at multiple sessions covering topics like Social Media, Mobile, Search, Analytics, Video, Usability, Cloud, Ecommerce, Online Advertising, Big Data and more.

Tons of speakers. Lots of booths and companies. Great breakouts. Two-plus days of activities going well into the night. Downtown Raleigh will be buzzing.

But why?

Seems appropriate, for this digitally-enlightened crowd, to ask why an event like this is even needed. We have virtual trade shows available, right? What about LinkedIn groups or Facebook pages or Quora? Maybe we could start an Internet Summit Circle on Google+. How about going old-school and sending emails to group lists?

Social media, of course, will remain a hot topic again at the summit. Can’t we just create online communities? Maybe push some tactics to drive engagement (engagement is good, right?) which will result in . . . likes? Or retweets? Or maybe the holiest of all grails: A huge Klout score!

The truth is all of these activities simply cannot replace the in-person experience. There is no substitute for shaking hands, seeing faces, getting reactions and generally interacting with each other. In fact, isn’t that the true Holy Grail of most of the online tactics above? Aren’t you using LinkedIn to get that face-to-face with potential employers or clients? Isn’t the best outcome of Twitter a Tweet-Up? Have you ever arranged to meet a Facebook friend or a Google+, um, Circle Person (?) in real life?

And that’s why Capstrat will be at Internet Summit 2011 in full force. If you’re going, be sure to stop by our booth. Also be sure to read the insights from the pre-conference survey of attendees included in your conference welcome package.

And check out at least one of our speakers at the event. Karen Albritton will be speaking on marketing to millennials, Angela Connor will be talking about how to build communities, and Phil Buckley is providing knowledge on integrating social media into your search and mobile marketing plans.

Finally, if you have a hard time finding us, just look for the funny hats. You’ll know what I mean.

Investing in the Future

lcoman@capstrat.com (Leslie Coman) — Fri, 11 Nov 2011 14:40:15 -0400

Amid the negative public discourse on lower taxes, less regulation and economic woes, I was encouraged by the voters in several communities across North Carolina who said “yes” on Tuesday to raising taxes for investments in education, economic development and transit.

Citizens in Durham, Orange, Buncombe and Montgomery counties are to be commended for approving tax measures that will make significant improvements in their communities. These votes followed on the heels of Cabarrus and Halifax approving similar measures earlier in the year and the City of Raleigh’s approval in October of bonds for affordable housing and transit.

What all of these voters have in common is their recognition that financial investments have to be made to keep communities strong and vibrant. I see these votes as a hopeful sign - a sign that people are not mired down in the doom and gloom rhetoric that seems to be so prevalent. Instead, they’re looking to a brighter future and willing to support initiatives that will make a positive difference. Let’s hope this is the beginning of a trend.

Actions Sometimes Speak Louder Than Words

jpeterson@capstrat.com (John Peterson) — Wed, 09 Nov 2011 14:55:59 -0400

Yesterday voters in Ohio sent a message at the polls. They didn’t elect a new Governor or member of Congress. They voted to keep labor unions in charge of economic development and job creation in Ohio.

Ohio sent a clear message to any company doing business in the Buckeye State, as well as companies considering Ohio for business relocation or expansion of regional operations. That message? Stay away!

Businesses, and even cities and states, spend significant amounts of money to differentiate themselves or their products from competitors.

In the fierce competitive fight for new jobs, cities and states across the country tout their location as the best place to do business – North Carolina included.

Unfortunately Ohio let another organization tell their story, which will significantly impact the state’s reputation for business. Ohio had Big Labor stepping up to the plate with a $25 million public awareness campaign to keep the labor union’s stranglehold in place. A $25 million pro-union campaign, which will no doubt keep businesses away, is absurd when nearly every state in the country is faced with double digit unemployment and record setting deficits.

I hope this all works out well for the labor unions and the people of Ohio. President Obama has already sent his congratulations. Maybe he should have sent his condolences.

When Communities Fail

aconnor@capstrat.com (Angela Connor) — Sun, 06 Nov 2011 22:46:32 -0400

I hate to see communities fail. I especially hate seeing it when I know it could have been avoided.

Communities are still, on many levels, something everyone wants but no one wants to work for. It takes time to cultivate and grow online communities, and you can only get out, what you put in. It's really that simple.

But the expectations are often rooted in fantasy and the major stakeholders have no idea what it takes to find success. I receive numerous emails every week from someone asking me to help them create a job description for a community manager role or to talk to them about how they can turn things around and make their fledgling communities a destination for their target audiences.

Some of these people, charged with turning things around, are allotted less than an hour each day to make it happen. Others don't fully grasp that they have to actually invest time and energy to move the needle. And still, there are some who believe that building it is enough. They think their brand is strong enough to get people there and keep them coming back.

Can some actually do that? Absolutely. But most times there are incentives involved such as coupons and discounts or actual cash for posting content. But once the payola dries up, so does the traffic. And since when did a true community pay its members for participating?

I think the definition of community has changed, and I don't necessarily like it. Does managing a Facebook page or Twitter account make you a community manager? I don't think so, and this is an argument I am happy to have with anyone.

But I digress. The point here is communities are failing because companies aren't committed. They expect them to grow themselves and they don't invest in quality content or proper management. They don't evolve, and fail to connect with the members.

When you put members first and strive to give them the content they want - something they can't readily find elsewhere, good things start to happen.

There are some really great niche communities across the web. But there could be so many more. If you're thinking about creating a new online community, here is my advice: Go big or go home.

Do it right, and yours won't fail.

Really Mikey Mouse?

tcoats@capstrat.com (Todd Coats) — Wed, 02 Nov 2011 21:39:07 -0400

Don't judge me. I was skipping around TV and came across a Disney Channel show. Not one of the channel’s gems like Phineas and Ferb mind you. It was a throwaway live-action-canned-laughter-schlockfest called A.N.T. Farm. Something kept me intrigued.

No one expects these shows to be high theatre but what struck me was the laziness of writing. And most blatantly, a cheesy copyright avoidance trick.

In one of the deposable scenes, a character is playing a video game. Another character joins him and starts rattling off his favorite video games, “…Froggy, Space Infestation…”

An obvious rip-off of classic games Frogger and Space Invaders.

Why would Disney stoop to the sorta-change-the-name game given how diligently they protect copyrights and how many properties they already have? They aren’t Wacky Packages after all (those under 30 might want to look that up). Disney’s legal pursuits are legendary. In the past few years they’ve had dust ups with Jack Kirby’s heirs over Marvel characters like the Avengers, the Fantastic Four, Thor and the Incredible Hulk as well as the heirs of Winnie the Pooh’s creator and even a UK children’s hospital.

My favorite Disney copyright battle is from 1989. The giant threatened legal action against three ne'er-do-well daycare centers in Florida for having Disney characters painted on their walls. The characters were removed but what’s funny is rival Universal Studios happily replaced them with their cartoon characters. PR win.

These folk clearly protect what they believe is theirs.

Even the Copyright Extension Act that extends protection of copyrighted works much longer, maybe indefinitely, is known as the Mickey Mouse Protection Act.

I’m a huge Disney fan and believe they have every right to protect their creativity and innovation. So why would they not show that same respect to others? I can’t imagine they’d be thrilled with the appearance of Ronald Duck.

Is Traditional PR Dead?

lhamner@capstrat.com (Liz Hamner) — Tue, 01 Nov 2011 12:29:23 -0400

I remember conversations a few years back when I sat around a table with a group of colleagues and asked “is traditional PR dying?” With the declining newspaper industry, and increasing digital world, it seemed that traditional PR may go by the wayside. I’m happy to report that it is not dead. But it definitely is evolving.

Reading an article in the UNC-Chapel Hill’s Journalism School newsletter, Carolina Communicator, did bring up a new question – and one I’ve heard around my office – is social media public relations? This was echoed when I attended last Thursday’s Council of PR Firms’ Critical Issues Forum, which focused on the “Social Revolution.”

In many respects, the answer is ‘yes.’ The goal of Public Relations is to share key messages with key audiences, as well as support perception and reputation management. The way that a company communicates through social media – how they do it and what they say – is just another way to communicate the messages they want stakeholders to hear.

Is it the only way to communicate? No, of course not. For reaching certain audiences, newspaper, trade publications and broadcast media - among other outlets - still play an important role.

But, as Robert Gibbs stated last Thursday at the Council of PR Firms’ Critical Issues Forum, social media is the connective tissue in communications. He said that so many people are living life through technology now, that how could we ignore the hyper communications medium? He also underlined how it’s critical to be where your audience is… not expect them to seek you out elsewhere, which is the heart of good communications.

Here are some simple keys to successful social media communications that Mr. Gibbs shared:
- Transparency
- Share unique information – offer real value
- Be responsive
- Listen

Mr. Gibbs warned that social media cannot be the “add on” that you turn to when everything else is covered. Instead, social media needs to be at the center of your communications strategy. Most importantly, he urged that if you fail to listen, you will cease to exist. This has always been true of good public relations, but in today’s hyper-responsive, social network world, more true than ever before. Is your company listening?