Buckminster Fuller defined a concept known as synergy: the interaction or cooperation of two or more people. organizations or other elements to produce a combined effect greater than the sum of their individual parts.
DesignWise synergy relates to personal interaction and teamwork…. the interaction of multiple individuals in a campaign working together to create an effect much greater than the sum of their individual efforts working apart. The term synergy comes from the Greek word synergia συνέργια from synergos, συνεργός, meaning “working together.” As a collaborative consulting firm, our team must include you …in whatever role(s) you wish to take on.
The days of the Webmaster are as outdated as the typewriter and much like revealing the true identity of the Wizard of Oz, we work with you to pull back the curtain, sharing knowledge, advice and any top “secrets” that will make your business rise to the forefront.
“Mapping and Connecting the Nodes in a Social Blueprint” is the topic slated for the first monthly meeting of this season’s Social Media Breakfast Door County (SMBDC), a community learning concept spearheaded in the “off-season” by DesignWise Studios marketing consultant, Stephen Kastner.
“We’ll meet in the upstairs conference room at Glas, the Green Coffeehousein Sturgeon Bay from 9 – 10:30 am on Wednesday, October 16,” says Kastner “…and we shall begin the process of selecting, creating and then connecting the “dots” from Websites through all of the various channels we can use to communicate with a public fan base online. I call it a Social Blueprint.”
Glas features a variety of bakery and breakfast menu items as well as coffee beverages and tea that may be purchased downstairs and brought up to the 2nd floor conference room. Participants are encouraged to bring their laptops and wireless devices in order to join in the dialogue as DesignWise will project a live Twitterstream comment display as the meeting takes place. Slides and Website examples will also be projected on a large backdrop screen.
Door County’s monthly Social Media Breakfasts take place at different locations around the Peninsula on the 3rd Wednesday of each month from 9 – 10:30 am. The events are free and reservations are not necessary.
I found my self captivated by an ad for a beer that I don’t drink, featuring a rap artist I’d never heard of …and I don’t even like rap music.
There is a subtle revolution going on. I was intending to watch Kevin Spacey speaking at the Edinburgh Television Festival about the bigger revolution in the shift away from cable to Netflix – the only company that agreed to back him in the production of a “13-hour film” in House of Cards, without requiring a pilot.
Spacey says,”The audience has spoken. They want stories!”
And that’s why I stopped to watch the entire YouTube pre-roll commercial before watching Kevin Spacey, to learn the 1:51-minute story of a rapper named Ab-Soul.
That’s it! In YouTube’s skippable ad format, advertisers only have 5 seconds to win over my interest and I am impatiently counting… Using short-form documentary in black and white, Budweiser manages to do so, launching an engaging new concept with a collection of Pivotal Career Moments they call Turning Points. It’s just one of six parts of the Made for Music campaign that Bud launched with Vice and Facebook in July, 2013.
I am excited because Bud is confirming a personal artistic direction that I have been developing – one in which authentic story content is presented by a funding sponsor. As a marketing consultant and doc filmmaker, my earned media approach is demonstrated in the following video I just produced on the recent Baylake Tall Ship Festival, a project funded by Shipwrecked Brewery Pub & Restaurant in Egg Harbor.
Meeting up with David HB Drake at the beer tasting tent was sheer luck, not to mention the fact that he was dressed in nautical attire and just happened to somewhat resemble the company’s iconic ship captain.
Jesse Horne, working the tent for Shipwrecked, was quick to improvise and I was fortunate to capture the moment, using their exchange as a tail to David’s performance of an original song he calls “The Lakes of Amerikey.” Here’s an opportunity for Shipwrecked to follow my lead and emulate Budweiser in building a campaign around the music of a talented musician and nautical historian that just happens to personify their brand.
Check out the DesignWise Studios YouTube Video Channel to see how others are adding short-form video to their marketing campaigns. Then, contact me to plan your own video campaign – from channel design and distribution, to complete professional video editing and production – all at DesignWise Studios.
David HB Drake has written more than 200 songs, many of them sea shanties and songs of the Seven Seas and Great Lakes. He is the official chanteyman of Wisconsin’s flagship, the S/V Denis Sullivan and educator at Pier Wisconsin Maritime Center. Living his dream, David has also served as chanteyman on the movie tall ship “HMS Bounty.” You may find him at pirate festivals appearing as “Graybeard, The Ancient Mariner” and he authors “Graybeard’s Advice for Lubbers,” a column in Pirates Magazine.
Social networking means “More honey in Door County, when DCBs create a hive mind.”
“In most human affairs, the idea is to think globally and act locally,” wrote Pulitzer Prize winning French humanist René Dubos in 1972. For more than four decades Ihave been following that directive in northeastern Wisconsin starting with the peninsula’s first Nordic Ski center in 1971 when that sport was just emerging.
We started a newspaper guide to ski trails in Door County back then, for a sport that no one but Al Johnson and I even knew existed. But, we printed 5,000 copies and delivered them to ski shops all over Wisconsin, Minnesota and Illinois… and the rest is history.
It’s much faster and easier to get news and information distributed now, but the tools have changed. Blogs, Facebook, Twitter and YouTube are gaining an exponentially increasing number of users who spend more time online at home, in the office and on the road – using handheld devices for communication and navigation. These ever-changing Web tools are the focus of Kastner’s Social Media Breakfast Door County (SMBDC) events taking place at different venues on the 3rd Wednesday of each month.
On Wednesday, December 15 from 9 – 10:30 am, the Harbor Fish Market & Grille will host the latest SMBDC meeting at their Baileys Harbor location, with a free buffet breakfast for participants. The event will lead-off with an exploration of “Google’s View of the World,” beginning with why a Gmail business account is key to unlocking a wealth of free marketing resources. There will be a live online workshop demonstration of how to claim your free listing in “Google Places,” enhancing your map listing with photographs and videos. Further discussion will focus on the future of Web design when seen from a Smartphone’s perspective. The meetings are open-ended so a question and answer session is always included.
In November, more than 15 leaders from local not-for-profits met for an SMBDC gathering at Glas Coffeehouse to get an overview of how social media works in their organizations. It was agreed that a step-by-step approach would greatly benefit everyone starting to take up these new methods of marketing online. With that in mind, we will center the following meetings around each of the chapters of his free book on social media, “6 Steps to Becoming a Social Business.” The chapters include: Google, WordPress, Facebook, Twitter, YouTube and LinkedIn and the book is available as a downloadable PDF.
The SMBDC meetings are free and open to the public, but an RSVP is requested out of consideration for the host and staff at the Harbor Fish Market & Grille. You can email firstname.lastname@example.org or call 920.256.9449 with questions or to make a reservation.
“Originally, the whole idea, from a script point of view, was that the advertisements would recognize you – not only recognize you, but recognize your state of mind,” says Jeff Boortz, the creative director and creative lead on the “Minority Report” ads. Once upon a time there were only five media types: TV, radio, billboards, magazines and newspapers.
That’s the scene in “Minority Report“, the 2002 futuristic thriller in which Tom Cruise’s character, John Anderson is walking through a shopping mall. With the help of contemporary advertisers like Guinness, Bulgari, Lexus, Reebok, Nokia, Pepsi-Cola’s Aquafina and a “think tank” of MIT futurists, director Steven Spielberg and production designer Alex McDowell painted a fascinating picture of what advertising might look like in 2054. Iris-recognition targets the advertisements directly to John Anderson’s personal preferences… just like Facebook, Google and Yahoo. The future is here now.
“Targeted advertising today is based entirely on keywords, but in the future it will be based on a deeper understanding of the specific personality, desires, and needs of each consumer,” says Ray Kurzweil.
Yahoo calls them “Interest-based Ads” – and now they give you the option of opting out of the behavioral targeting and categories that they have already opted you into.
“If the 2000s was the Google decade, then the 2010s will be the Facebook decade,” says Steve Rubel, Director of Insights for Edelman Digital, a division of Edelman – the world’s largest independent PR firm. “As with the last 10 years, this era will unleash an avalanche of change for media companies and advertisers. You can see the writing on the wall, pun intended.”
Facebook already knows an incredible amount of each user’s highly specific demographic details, because users are continuously telling each other who they are. With more than 500 million users it has the audience and the knowledge to sell targeted advertising that can pinpoint viewers by age, gender, special interests and a number of other selectable measures.
And… over 100 million of those FB users are accessing via handheld devices, Facebook will soon follow Twitter by adding location-based technologies to the mix.
“Location is Everything,” was once a maxim reserved exclusively for the real estate market; now it’s about the Internet.
I predict that within a year SEO experts will rephrase British real estate developer Harold Samuel‘s famous quote about property to say, “There are three things you need in regard to Search Engine Optimization, these are: location, location, and location.”
Advertising is undergoing a rapid and dramatic shift toward location-based targeting. Social networking services like BrightKite, Loopt, Foursquare and Gowalla provide users with GPS-aware devices, to check-in, rate and add tips that other users can reference when in unfamiliar territory.
“There’s a lot of attention being focused on location-based services and mobile social networks right now, and for good reason,” Sam Altman, Co-Founder and CEO of Loopt. “These applications represent the future of social media. They’re expanding our circle of friends online and offline. They’re changing how we meet people. They’re affecting where we go and why. They’re forging important connections between our online networks and real life.”
Altman tells the Wall Street Journal that he calls the set of all places that you go (and information about when you go, for how long, who with, etc.) your Life Graph. The rise in popularity of location-based social networking goes hand-in-hand with the ubiquity of hand-held devices like the Android, iPhone and Blackberry – smart phones that have the ability to determine a user’s current location by employing GPS or cellular tower triangulation.
Steve Rubel says, “Websites will become less important over time. They will be primarily transactional and/or utilitarian. Brands will shift more of their dollars and resources to creating a robust presence where people already are and figure out how to use them to build relationships.”
Here at DesignWise Studios we are continuing to shift with the times as evidenced by our own CMS-driven Web site… not to mention our focus on social media, video production and now, location-based technology. Here’s one last provocative question: Have you seen your own spectacular Web site as displayed on a hand held device? The experience might be chilling. Our design team is also tech-savy in that regard… Contact us if you are ready to enter the 21st century.
“Life is change. How it differs from the rocks.” – Jefferson Airplane
Using Press Releases for advertising purposes is considered earned media – but be careful to see that your PR is truly newsworthy.
“Puff pieces” that have no valid news content will most likely be sent to the trash bin by any self-respecting news agency. However, if you have a special event, a workshop, a new publication, an expansion or if you have earned an award or honor, completed some advanced level of training – anything that might make up an authentic news story – then it deserves to be circulated in the media. A well-written press release should get picked up as news by all types of media including: print, TV and radio broadcasters, Web publications, bloggers as well as throughout numerous channels of social media.
Having been a professional photojournalist for the New York Times papers in Florida and having written hundreds of news columns and press releases for the print media for over three decades, I know how to write newsworthy stories. Maintaining an extensive set of media contacts and having professional experience helps me provide my clients with an advantage over their competitors who try to create do-it-yourself, in-house PR. Since we only create and distribute valid, newsworthy PR, we are known and respected by media “gatekeepers.”
Earned media vs paid media (advertising) may also include live appearances on radio, television and streaming Internet broadcasts, as well write-ups in letters to the editor, editorials, and polls. The bonus in using PR over paid advertising is not only the price (even if you hire a person to write it professionally, it’s usually cheaper by the square inch than a display ad of the same size), but the credibility factor. A news story is assumed to be truthful and not seen in the same light as an advertising pitch.
With the rapid evolution of social media wherein authentic “conversation” between friends has become the new advertising norm, the following comparisons between earned media and paid media may be valuable:
Earned media fosters customer engagement.
Paid media is based on the old-school, top-down method of tell-and-sell.
Earned media engenders conversation.
Paid media merely pushes information out.
Earned media conversations that foll0w …are organic.
Paid media, is merely sending out a marketing pitch and is often the mark of failure when trying to use that approach in social media .
Earned media enables interaction between the customer and the provider of goods or services.
Paid media offers a pitch to sell goods and services.
Earned media is targeted.
Paid media casts a wide net.
Earned media is distributed and often shared throughout numerous channels and if truly successful, may go viral.
Paid media is distributed over select and limited pathways.
Earned media is highly ranked by search engines and greatly benefits SEO.
Paid media is of low priority in search engine indexing and has a low impact on SEO.
“Earned media is positive news coverage that you actively work to get.” – NHTSA
Please, contact me if you would like to learn more about how I can provide you with a means of generating effective earned media…