An overwhelming amount of news has been about Facebook’s new Timeline, a feature which all users will be required to implement in the near future. (If you are unfamiliar with the Timeline layout, please check out my colleague Andrea Corbo’s blog post for a detailed explanation of this new debatable feature.) Other headlines have focused on Facebook’s Rise From Start-Up to Establishment and its latest IPO.  

Personally, I’m much more interested in Facebook’s recent study on how the social giant has changed the way we gather and transfer information.

In a 2011 study conducted by Facebook’s Eytan Bakshy — which I found when I subscribed to Mark Zuckerberg’s statuses via Facebook this past month — the  author debates whether or not social media acts as a reinforcement of our own ideas we share with “strong ties” (such as friends, family, coworkers, classmates) or  a tool that broadens your view of the world by taking in new opinions from “weak ties” (strangers or acquaintances) and asks us to Rethink Information Diversity in Networks. Bakshy’s study was inspired by a 1973 American Journal of Sociology study conducted by economic sociologist Mark Granovetter called, The Strength of Weak Ties. In Granovetter’s study, documented well before the Internet, stronger ties flock together sharing similar information while weaker ties aren’t as prominent and withhold eye-opening news.

Fast-forward to the age of social media … Interaction is often compared to that of a party-like setting in which you must interact and share information with people in a similar manner. Bakshy conducted his current study to measure to and/or from whom at this “party” we are more likely to share information. With the help of Facebook’s newsfeeds feature, the study measured how often a Facebook member would re-share their weak ties links versus their strong ties links. While it was found that strong ties’ links would be reposted more often, it was the weaker ties that were the ones who provided the most information. How? While the strong ties may have more interests in common and a stronger influence,  Facebook friends are more likely to have a majority of acquaintances invited to their metaphorical social media bash than close friends.

The majority of a person’s newsfeed will contain new information from more dissimilar members via new updates posted throughout the day. Now more than ever, “weak ties” are able to share information spread throughout a social group. Whereas before this segment would not have the capability to reach a broader audience without the assistance of a larger media outlet, but now thanks to social networks such as Facebook, Twitter, Linkedin, Google+ and any other social network site that has a newsfeed element these “weak ties” are spreading their influence. I can say that Bakshy’s theory explains why I read his article in the first place from Mark Zuckerberg, a “weak tie.”

 Do you believe we are more likely to spread information due to the quality of the connection or the quality of content? Have you found that you are more aware of opinions that differ from your own, now that use of social media outlets has increased as opposed to face to face interactions? Most importantly, did you read or share my article because of this theory?

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Bio: Before joining the BurrellesLuce team in 2011, Kelly interned at CondeNast’s Glamour magazine as an editorial intern to the senior style writer and was an editor of her college newspaper. She received a B.A. in Behavioral Science and Business, Society and Culture from Drew University with honors. After graduation, she worked as a sales associate at Nordstrom and took a month off to travel abroad throughout Europe. In Kelly’s free time, she enjoys traveling, fashion, reading, bringing awareness to Breast Cancer, running 5Ks, baking and social media. Twitter:@miss_mulholland Facebook: BurrellesLuce; LinkedIn: Kelly Mulholland

Did your favorite Fresh Ideas posts make the list? Be sure to leave a comment and let us know.

20. The Art of Storytelling

19. PRSSA National Conference Speed Networking PR Student Questions

18. How to Speak C-Suite

17. Disappearing Act: 10 Brands That May Not Be Around in 2012

16. The New York Women in Communications 2011 Matrix Awards

15. When a Hashtag Leads to Help: PR Tips from #BlueKey

14. Zappos, 24/7 Customer Service in the Internet Age

13. Oscar’s Social Media Fever

12. Snooki’s Appearance at Rutgers – Good PR or Poor Reputation Management?

11. Poll Results: Should PR Interns Pitch the Media?

In business you commonly hear the phrase, “It’s nothing personal, it’s just business.” While this saying may signify that there is nothing wrong with playing competitive games professionally, it’s impossible to argue that business isn’t personal. Businesses have always had to be personal with their clients – though the tactics by which they reach their audiences and the modes by which they build and maintain relationships have certainly changed over the years.

Even so, fundamental techniques still need to be put in place to ensure high levels of client satisfaction. Here are the 5 most useful ways I have found that help to build client rapport overtime:

1. Use the client’s name when speaking to them: It not only ensures the client feels that you are listening but it also helps you remember with whom you are speaking.

2. Don’t delay communication: Haste doesn’t always make waste. Bad news never has good timing, but it definitely doesn’t get better with time. If you see issues, contact the client immediately acknowledging you are working with your team to resolve the issue. You want to keep your client informed regularly, so that all parties involved know when the job is complete.

3. Educate your client while educating yourself: A client may not know when to ask for help. Taking the time to coordinate your schedule for training sessions can help provide them with the information they need to do their job more effectively and keep you and your organization informed of service features and product improvements that your clients want to see based on their feedback.

4. Don’t rely on just email to communicate: In AdAge’s “How In-person Meetings and Phone Conversations Will Save Your Client-Agency Relationship,” Judy Neer discusses how we shouldn’t rely on one form of communication with clients. While email has many benefits, such as sending documents, a lot can get lost in translation. Make a habit of picking up the phone if you are playing email tag with the client. Take your client to lunch, coffee or even write a handwritten letter. (You can also see my colleague Denise Giacin’s blog post for further details on email etiquette.)

5. Over-deliver, under-promise: Never promise a client something you have hesitations about delivering, otherwise you risk ruining your credibility and trust. In other words, manage the client’s expectations.

What customer relationship management tools do you find most useful? How are you putting the personal back in your client relationships? Please share your tips here on BurrellesLuce Fresh Ideas.

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Bio: Before joining the BurrellesLuce team in 2011, Kelly interned at CondeNast’s Glamour magazine as an editorial intern to the senior style writer and was an editor of her college newspaper. She received a B.A. in Behavioral Science and Business, Society and Culture from Drew University with honors. After graduation, she worked as a sales associate at Nordstrom and took a month off to travel abroad throughout Europe. In Kelly’s free time, she enjoys traveling, fashion, reading, bringing awareness to Breast Cancer, running 5Ks, baking and social media. Twitter:@miss_mulholland Facebook: BurrellesLuce; LinkedIn: Kelly Mulholland

Flickr Image: Jeffrey Beall

There are three ways consumers use the web: they search, browse and buy. Most organizations increase their site’s traffic by adding searching tools and enhancing SEO. While this helps people answer their initial question of “what,” it doesn’t necessarily go the extra step and encourage them to browse or buy.

However, if positioned correctly, encouragement to go beyond just the initial search can be helpful to the consumer… at least when it comes to expanding their knowledge and possibly influencing their buying decisions. Today’s consumers, want a site to tell them something they didn’t think to search for or think they might want/need. In the process, they may be persuaded to take some action and possibly lead to a conversion or sale based on the resources you provide beyond the original search.   

Search Mode- Provide the consumer with what they know they want
When a prospective customer is searching a site they almost always have an overall notion of what they want, but perhaps not all the details or at least a vague idea of the need they want to fulfill. This is where websites that utilize the search toolbox plug-in (usually located at the top of a webpage) come into action. The client wants to be able to search their product and be given substantial results.

For instance, when I simply type in the search box “scarves” at ShopBop—a luxury clothing retail website and BurrellesLuce client—I get an overwhelming list of over 200 results. The search function on the site even makes my quest easier by providing suggestions of related searches much the way Google or Bing might.

Browse Mode- Provide detailed information
With a list generated, a prospective buyer shifts into browse mode. What’s important here is how much information is provided—the customer wants to know more about their prospective purchase in the most organized fashion possible, no pun intended. Generated reviews from other customers should be at complete view coupled with suggestions. This will help the consumer differentiate one product’s value from another. It is also most helpful to provide organizational tools for the client to be able to sift through all the search results.

Shopbop does a great job at this. First, I can see “More from Scarves /Wraps” and also descriptions about the designer and the item itself. I have the capability to see how other customers rated each scarf. I also have the option of organizing my products in “Wish Lists” and “My Likes/Hearts” giving me time to consider my purchases without fully committing myself to placing the product in “My Cart.” I can sort the scarves with drop-down options by designer, size, color, and price. These categorizations are an aid to a consumer who might be inundated with an overwhelming amount of data.

Buyer Mode- Be your customer’s personal researcher
Now that the customer has browsed all the data, they have finally chosen the best product for them. While they may be done researching, that doesn’t mean the work of the service provider should end there. In fact, it is now your job to take on a new role: personal researcher. As Tara Gessinger, states in this Online PR Media blog post on Online Public Relations: Building Personal Relationships with Customers in the Digital Age, you need to keep the online conversation with your clients going through email as you would in real life. For instance, provide future recommendations based on previous purchases to the client. After I browse ShopBop or make a purchase, I receive an e-mail weeks later suggesting clothing that I might like based on my past shopping experiences.

Sites using this type of search and browse capability are designed to work for people who research and take a period of time before making a committed decision. In today’s market, researched buyers are becoming the norm and the buying cycle is changing. The impulsive spendthrift is a dying species. Marketers need to be a step ahead of the curve. Web marketing should not be about gimmicks to get attention from a prospective buyer – today’s savvy consumers will see through this. Instead it is about understanding the keywords that buyers are using and then positioning campaigns to engage buyers to webpages full with the content they want (or never knew they wanted). 

How are you using search capabilities on your website to influence visitor action? What are some of your favorite search features provided by your favorite sites?

***

Bio: Before joining the Burrellesluce team in 2011, Kelly interned at CondeNast’s Glamour magazine as an editorial intern to the senior style writer and was an editor of her college newspaper. She received a B.A. in Behavioral Science and Business, Society and Culture from Drew University with honors. After graduation, she worked as a sales associate at Nordstrom and took a month off to travel abroad throughout Europe. In Kelly’s free time, she enjoys traveling, fashion, reading, bringing awareness to Breast Cancer, running 5Ks, baking and social media. Twitter:@miss_mulholland Facebook: BurrellesLuce; LinkedIn: Kelly Mulholland

Transcript -
JOHNA BURKE: Hello, this is Johna Burke with BurrellesLuce and I’m here at the PRSA Connecticut event on social media. I’m joined by Lane.

Lane, will you please introduce yourself?

LANE SUTTON: Sure. I’m a 14-year-old social media coach and entrepreneur for diverse types of businesses.

BURKE: Lane, you just did a presentation about social media. Can you tell us a couple of the key takeaways in working with the youth today via the channels of social media?

SUTTON: Definitely. So no broadcasting, OK? So we’re in the era where PR releases do not work on social networks. And now we need to engage and listen and have bigger ears out there. And then also customer service is a huge differentiator for PR in that what–that’s what sets companies apart from each other. And lastly, PR has been used so much. You know, it’s all about analysis and things. So some great tools to do that would be Hootsuite, Social Mention and journalist tweets.

BURKE: And to show that Lane is very well rounded, he has a pretty exciting announcement. What’s your new position at school when you’re not out public speaking, Lane?

SUTTON: I’m treasurer for student government for my freshman class at Framingham High School.

BURKE: Excellent. Congratulations, Lane.

SUTTON: Thank you.

“So… what does your company do?”

How many times have you been asked this question? What is your response? Whatever it is that is your elevator pitch… the 15 second – schpeel (or the amount of time it would take you to ride an elevator) you give to someone who has no idea what you or your company does. It is a simplified, condensed version given in layman’s terms to explain the complexity of your inner working knowledge of the industry and your organization. The goal of the elevator pitch is to leave the listener with not only an understanding of your company/service but with some excitement and curiosity.

According to an article on MoneyWatch.com by Robert Pagliarini, “An elevator pitch isn’t about cramming as much information into a minute as possible. A well crafted elevator pitch is much more about finesse. It should evoke emotion more than thought.” 

 Elevator pitches are used more often than you may think! They are used at the initial stages of selling (whether you realize it or not), during networking events or just in passing. But what are the key components of an elevator pitch? According to Pagliarini, an elevator pitch must contain the following elements:

1. A “hook.” Grab the listener’s attention with either a question or statement that gets them interested and wanting to know more about your clients, products, or services.
2. About 150-225 words. Keep your pitch short. Remember, this is an elevator ride not a plane ride.
3. Passion. If you talk with gusto and excitement… they will also be excited!
4. A request. When finished with your pitch, be sure to exchange business cards and request a time to discuss in more detail.

The key to an elevator pitch is to be confident. This is your job, your company and your industry… you know what you are talking about! 

Do you have any tips to share about elevator pitches?

***

*Bio: Soon after graduating from the Richard Stockton College of New Jersey, in 2006 with a B.A. in communication and a B.S. in business/marketing, I joined the BurrellesLuce client services team. In 2008, I completed my master’s degree in corporate and organizational communications and now serve as Director of Client Services. I am passionate about researching and understanding the role of email in shaping relationships from a client relation/service standpoint as well as how miscommunication occurs within email, which was the topic of my thesis. Through my posts on Fresh Ideas, I hope to educate and stimulate thoughtful discussions about corporate communications and client relations, further my own knowledge on this subject area, as well as continue to hone my skills as a communicator. Twitter: @_LaurenShapiro_ LinkedIn: laurenrshapiro Facebook: BurrellesLuce

Among many of the lessons I learned at this year’s Annual Florida Public Relations Association (FPRA) Conference, the value of storytelling and balancing brand with business was emphasized by Danya Proud, director of U.S. media relations, McDonald’s.

Danya asked the conference attendees to consider two questions that would make their own storytelling valuable: Why should the people you are telling care? What about the story will make them want to share it?

I agree with Danya’s statement that “people believe people, not corporations.” In fact, the stories you trust from your friends may truly shape your perception of the brand, as these stories are often viewed as authentic. Danya continued that, “Stories provide experience; they are the emotional glue that hold things together.”

For professionals who help shape a brand’s image…

• Know your business and your audience.
• Talk to your customers. Danya suggests that we do less talking at (commercials, press releases, marketing) and do more talking with.
• Stay involved! People are creating their own dialogue and these stories are told no matter what and can even weigh more heavily on the brand than your own PR efforts. So, listen to what people are saying and participate in two-way dialogue through social media and active media engagements.
• Tell your story often and well. People need to hear a message three to five times before they believe it.
• Become a resource. People follow 75 percent of what they hear through stories and only 5 – 10 percent through facts. While you cannot change the perception of everyone, it’s your responsibility to help share information.

Brand trust doesn’t just result from a brand showing support. “Doing good” is not enough anymore. For example, McDonald’s is now expected to be involved in community and now makes huge efforts to be involved in communities on a local level while promoting healthy eating habits. This involvement will add to their story. These efforts can be viewed by their target audience of 18-34 year olds (a generation that is often stereotyped as not trusting corporate American, but who also reads and listens to everything in The Media) as genuine, positive, and ultimately result in storytelling based on experience, rather than ads.

Need help tailoring your storytelling for the digital age?  Attend Johna Burke’s, senior vice president marketing and sales, BurrellesLuce, workshop at this year’s PRSA 2011 International Conference in Orlando on October 15 – 18. Saver Rate Deadline is August 26, 2011.

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After receiving a B.A. in communications, and briefly working at a TV production studio, Andrea began volunteering abroad. This lead her to work in the non-profit world, where she was fortunate enough to learn about international education, women’s empowerment and social issues for the elderly, while traveling to over a dozen countries.  Since joining BurrellesLuce in 2011, Andrea is excited to share her thoughts and views on branding, social media, and communications with the growing Fresh Ideas audience, as well as her passion for cultural awareness, volunteerism, and sustainable efforts. Twitter: @AndreaCorbo; Facebook: BurrellesLuce

Lauren Shapiro*

The world may not have ended on May 21^st 2011, but Harold Camping surely secured a place for himself in our history books as the man who convinced [some of] the world that the beginning of the end was near. Though it wasn’t the first time he made such predications, it was, perhaps, the first time that such an elaborate advertising initiative was implemented for such an occasion.

Through billboards, advertisements on buses, and the infamous camping trailer that transported dedicated followers spreading the message, “Judgment Day – the Bible guarantees it,” how could you not take notice of the FamilyRadio.com campaign? Whether you emptied your life savings in preparation for the rapture, were a little nervous around 6pm or did not buy into it at all – the nation was talking about Harold Camping and his radio station.

Regardless of Campings’ [clearly] incorrect prediction about the end of the world – one must give him credit for the sheer genius of his marketing campaign. Social media was a-twitter about the predictions sparking end of the world parties and hash tags like #rapture. People even spent their life savings to purchase billboards! But, the true magnificence of the FamilyRadio.com marketing campaign wasn’t the message itself; it was the viral nature at which it spread. Everyone from the Huffington Post, as seen in this article, to this post from National Geographic continue to talk about Harold Camping and FamilyRadio.com.

Print, online, and broadcast media all covered the “end of the world predictions.” So, did Harold Camping truly believe that the end was near or was his radio show desperate for more listeners and more money? Probably both.

Regardless of the hoopla Camping caused, it is essential to give a nod to the art of marketing. Camping and FamilyRadio.com prove yet again that it’s not what you’re selling; it’s how you sell it.

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*Bio: Soon after graduating from the Richard Stockton College of New Jersey, in 2006 with a B.A. in communication and a B.S. in business/marketing, I joined the BurrellesLuce client services team. In 2008, I completed my master’s degree in corporate and organizational communications and now serve as Director of Client Services. I am passionate about researching and understanding the role of email in shaping relationships from a client relation/service standpoint as well as how miscommunication occurs within email, which was the topic of my thesis. Through my posts on Fresh Ideas, I hope to educate and stimulate thoughtful discussions about corporate communications and client relations, further my own knowledge on this subject area, as well as continue to hone my skills as a communicator. Twitter: @_LaurenShapiro_ LinkedIn: laurenrshapiro Facebook: BurrellesLuce 

Recently I had the pleasure of attending the PRSA Counselors Academy of which BurrellesLuce was a sponsor and Johna Burke, SVP-marketing, was one of the speakers. Over the course of several days, I got to listen and learn from some really great speakers. Periodically, I will be sharing insights from the event, here, on Fresh Ideas.

One breakout session, lead by Jim Joseph, president, Lippe Taylor Brand Communications, focused on Integrating the Brand Experience.  Jim started by asking attendees to name the one brand they could not live without.  It was interesting to hear the different brands mentioned as adding value to our lives.  Some of the brands were: Huggies, BMW, Weight Watchers, iPhone and Nordstrom. 

The discussion continued with the idea that most PR professionals don’t see themselves as marketers. However, both marketing and public relations have responsibilities that directly tie back to branding and the business. In order for branding to be successful both must work together as a team.

Flickr Image: captcreate

As marketing and communications professionals we need to create personal experiences that individuals can associate with our brands. We must identify and create needs while fulfilling on those brand promises. But with more consumers consciously choosing to include brands in their everyday life, this is sometimes easier said than done. Marketing and PR professionals need to understand the thought process that consumers put into their purchases, work as a team, and update their strategies and tactics accordingly. For many, this comes down to creating conversations and truly listening to what consumers want and need.

Some takeaways:

Need vs. Want

• Consumers want products that make them feel good.
• Most products fulfill a need – but only one brand satisfies a consumer’s want. So you want to get to that “want” status.
• There is an emotional connection to the products we buy.
• Consumers want brands that are “like them.”

Branding and Social Media

• Use social media tools to promote brands and to give them a voice. Without social media, brands become outdated and appear old school.
• Social media is part of the total user experience and should be baked in with everything else.
• Branding is about the users, not the branding itself. Don’t become a social media stalker or think it is all about you.
• PR should handle social media and learn to leverage and share with influencers.
• Customer service effects branding. Sites like Twitter help promote brands and engage users as a customer service vehicle.
• Incorporate share button to enhance engagement and encourage the expansion of dialogue/key messages.

Examples of Companies Integrating the Brand Experience

• Amex – social media currency
• Best Buy – Twelp Force for customer service
• Clearasil – joins the social media community
• Hard Rock Hotels – demo a guitar
• Lady Gaga – total social media and branding package
• Pepsi – Social Vending (buy a drink or gift a drink) combines physical location with virtual

In addition to some of the tips and examples provided above, the discussion also lent itself to building a consumer profile. Who is it that PR and marketing professionals truly want to reach? When we create these profiles we must move beyond assumptions, allow our people and consumers to be more than just the labels we create for them.

How are you integrating your company, client, or product’s brand experience? How do you see the evolution on technology and online/social media affecting branding in the future? What are some additional ways that marketing and PR professionals can come together as a team? Please share your thoughts by leaving a comment below.

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 *Bio: Colleen Flood has been a sales consultant with BurrellesLuce for over 12 years and is eager to become a more integrated part of the social-public relations community. She primarily handles agency relations in the New York and New Jersey metro-area. She is not only passionate about work, but also about family, friends, and the Jersey Shore. Twitter: @cgflood LinkedIn: Colleen Flood Facebook: BurrellesLuce

May 2011

While the last few years have witnessed new opportunities and tools to advance media and client engagement, the period also has been marked by tumultuous economic conditions. During that time, many PR agencies, especially small- and medium-sized firms, have struggled to maintain clients, and attract new ones.

With strong signs of a pick-up in business activity, the climate now is right for PR professionals to develop strategies and tactics that can help them bring in new clients as well as hold on to current accounts.

In this BurrellesLuce Newsletter, “Six Tips for Signing and Keeping Clients in a Reviving Economy,” you’ll learn half a dozen best practices that PR owner-practitioners can use to boost their chances of profitting from the economy upturn.

When It Comes to Brands and Content, Simplicity Matters 
The practice of using simple language to engage and connect with a target audience has always been an important part of solid communications. However, this is often easier said than done – especially for PR professionals working in specialty fields where communicating complex information is the norm. Few people have little patience for jargon and pretentious language. And this is equally true for journalists and bloggers who are often working under tight deadlines. This post reflects on several questions savvy PR professionals must ask themselves before pitching “Aunt Edna” and “Uncle Walt.”

Snooki’s Appearance at Rutgers 

The New York Daily News: Walker/WireImage; Polich/Getty

Whether good PR or poor reputation management, Rutgers University’s decision to have reality-TV star, Nicole “Snooki” Polizzi educate its students on the benefits of tanning, self-esteem, and partying hard had the web abuzz with speculation about the April Fool’s Day release. However, when validity of the story soon emerged, The University soon found itself in the center of a controversy, not just for inviting the reality TV star (best known for being punched in the face at a bar and being arrested for disorderly conduct) to the campus, but for paying her $2,000 more than Nobel Prize winning author Toni Morrison, who will speak at the university’s graduation ceremony in May.

The Evolution of Media Measurement 
Jim Grunig, professor emeritus of public relations for the Department of Communication at University of Maryland, shares some of the biggest changes that he’s seen in the growth of the industry and the evolution of media measurement. As PR and marketing professionals seek to move beyond mere program evaluation, there is growing interest in measuring the effects of media and client relations on marketing communications – demonstrating longer-term value of the communication function to the organization. Grunig shares how in this video interview with BurrellesLuce’s Johna Burke at the 2011 PR News Measurement Conference.

A Personal Success Story for Using Twitter to Connect with Clients 
Organizations and brands are working to not only push their messages out via channels such as Twitter and Foursquare, but also are using social media to truly connect with consumers in meaningful ways. Macy’s and Home Depot are two examples of organizations who monitor social media and encourage consumers to expand the conversation and take additional calls to actions – proving that companies and brands can do a better job of using social media tools to connect with clients, prospects, and even friends.

The New York Women in Communications (NYWIC) organization held their annual Matrix Awards at the Waldorf Astoria on Monday, April 11^th. I attended the event, which celebrates the achievements of extraordinary women in the communications industry, with my mentor from NYWIC, Sonia Hayes-McNaughton of Goldman Sachs.

The three tiered room decorated in spring colors and flowers held some of the communication industry’s most hard working and well known women of our time.

This year’s honorees included:
Cindi Berger, chairman and CEO of PMK*BNC Public Relations
Gwen Ifill, moderator and managing editor, Washington Week and senior correspondent The PBS NewsHour
Robin Koval, president, The Kaplan Thaler Group
Idina Menzel, Tony award-winning performer
Abbe Raven, president and CEO, A&E Television Networks
Sheryl Sandberg, COO of Facebook
Gina Sanders, president and CEO, Fairchild Fashion Group

Sandra Lee, editor-in-chief Semi Homemade Magazine, New York Times bestselling-author, and Food Network celebrity, emceed the event. Betty White was honored with a Special Lifetime Achievement Award.

Presenters included:

Rosie O’Donnell, talk show host and comedian
Paula Kerger, president and CEO PBS
Linda Kaplan Thaler, CEO and chief creative officer, The Kaplan Thaler Group
Donna Tyler, news anchor, CBS 2
Mark Burnett, producer
Arianna Huffington, co-founder and editor-in-chief The Huffington Post
Evelyn Lauder, senior corporate vice president, Estée Lauder Companies

The luncheon started with a word from the host and More Magazine editor, Lesley Jane Seymour. Following opening remarks and the presentation of scholarships to the NYWICI award winners, the presenters donned the podium with their hilarious quips, inspirational stories and sincere appreciation for their friend whom they were asked to present with the Matrix Award. Cindi Berger had additional support from friend John Legend who made a special guest appearance at the ceremony and performed two songs on the second floor balcony.

Betty White, Matrix Lifetime Achievement award winner, made her appearance via live satellite from Los Angeles with friend and actress Valerie Harper.  Betty joked, “It’s wonderful to be a role model at 89 — it’s wonderful to be anything at 89.”

The 2011 NYWICI Matrix Awards were both inspirational and memorable. Did you attend the event? Then be sure to share your experience with other BurrellesLuce Fresh Ideas readers. To see more photos from the event, visit our Facebook page or the BurrellesLuce Flickr page.

***

*Bio: Soon after graduating from the Richard Stockton College of New Jersey, in 2006 with a B.A. in communication and a B.S. in business/marketing, I joined the BurrellesLuce client services team. In 2008, I completed my master’s degree in corporate and organizational communications and now serve as Director of Client Services. I am passionate about researching and understanding the role of email in shaping relationships from a client relation/service standpoint as well as how miscommunication occurs within email, which was the topic of my thesis. Through my posts on Fresh Ideas, I hope to educate and stimulate thoughtful discussions about corporate communications and client relations, further my own knowledge on this subject area, as well as continue to hone my skills as a communicator. Twitter: @_LaurenShapiro_ LinkedIn: laurenrshapiro Facebook: BurrellesLuce

So you shared, now what? You might find a friend gave a tip or is also in the store. But, perhaps, you expect or want more. I recently found a couple organizations taking advantage of online sharing by working to engage their customers. 

If you are a home owner, you know the nightmare that involves going to a hardware store. Even if you know what you need, you can’t always be sure you’ll find it. Nor can you always find someone to help you. I recently went to my local Home Depot (Home Depot is a BurrellesLuce client) with my brother, who was willing to be my handyman for the day. We had not one, but four people ask if they could help us. We were both really impressed, so I checked-in on Foursquare, and posted to Twitter about the experience.  A Twitter friend commented on how Home Depot has recently been working to upgrade its service.  Ryan at Home Depot replied to both of us and commented on how they (Home Depot) were glad to hear we noticed the service. Wow! They noticed.

I had a similar experience when I was in downtown Minneapolis recently, and I stopped into the Macy’s store to see what was new. I learned the Macy’s Flower Show was going on in the auditorium, so I commented on Twitter I was hoping to come back and check-out the show. Macy’s replied and asked me to send them a picture if I made it to the show. I did, and they asked to confirm my location. When I did, they asked me to stop by their executive offices for something special, which turned-out to be a $10 gift card, which I promptly used.

A recent Mashable post outlines how all organizations can learn 9 Digital Marketing Lessons from Top Social Brands. My favorite is #3- Listen and Respond – which is exactly what Home Depot and Macy’s did. I was impressed that both organizations were monitoring social media and saw my tweets on a weekend and encouraged me to engage in more conversation and then asked me to take additional action. They were simple gestures, but they made me feel special, so I shared the stories with several friends. How easy was that for a lesson in customer service and word of mouth?

I believe we can all do a better job of using social media tools to connect with clients, prospects, or even friends. How is your organization using Twitter to engage clients? Do you have any tips or examples  for the BurrellesLuce Fresh Ideas readers?

The New York Daily News: Walker/WireImage; Polich/Getty

Rutgers University’s decision to distribute a press release, on April 1^st, regarding Nicole “Snooki” Polizzi’s speaking engagement was either ironic or genius. Speculation about the April Fool’s Day release had the Internet a chatter about the validity of the story. But as days passed no one from Rutgers came out to take responsibility for the prank.

Rutgers University reportedly paid the Jersey Shore star, Snooki, $32,000 to educate its students on the benefits of tanning, self esteem, and always having a work hard, play harder mentality or in Snooki’s terms, “study hard, but play harder.” The University comes under a fire storm of controversy, not just for inviting the reality TV star (best known for being punched in the face at a bar and being arrested for disorderly conduct) to the campus, but for paying her $2,000 more than Nobel Prize winning author Toni Morrison, who will speak at the university’s graduation ceremony in May.

Although a controversial decision, one wrought with repercussion from both parents and students, Hollywood Reporter announced that 2,000 people came to Rutgers to hear Snooki’s pearls of wisdom. Jersey Shore fan or not, there must be an underlying reason for choosing such a mainstream star to rock the boat. As we have all noticed, the economy has taken a toll on every institution, with no exception to the institution of higher education. Tuition has gone up, expenses are higher than ever and students are looking for a good education at a good price. Is it true that any publicity (positive or negative) is better than no publicity at all?

Rutgers paid $32,000 to Snooki and in return received nationwide coverage for the school, coverage that would have cost them a pretty penny and publicity Rutgers’ budget may not have been able to afford. Is Rutgers trying to ride the wave of Snooki’s fame? Was the Snooki gig a genius PR move or a detriment to the school’s reputation?

Please share your thoughts with me and the readers of BurrellesLuce Fresh Ideas.

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*Bio: Soon after graduating from the Richard Stockton College of New Jersey, in 2006 with a B.A. in communication and a B.S. in business/marketing, I joined the BurrellesLuce client services team. In 2008, I completed my master’s degree in corporate and organizational communications and now serve as Director of Client Services. I am passionate about researching and understanding the role of email in shaping relationships from a client relation/service standpoint as well as how miscommunication occurs within email, which was the topic of my thesis. Through my posts on Fresh Ideas, I hope to educate and stimulate thoughtful discussions about corporate communications and client relations, further my own knowledge on this subject area, as well as continue to hone my skills as a communicator. Twitter: @_LaurenShapiro_ LinkedIn: laurenrshapiro Facebook: BurrellesLuce

I was watching the movie Up in the Air the other day and a scene, or rather, the idea within the scene has stayed with me. For those of you who haven’t seen the movie, George Clooney plays an executive who travels the country dutifully firing people for corporations. Anna Kendrick plays an ambitious young executive eager to climb the corporate ladder ten rungs at a time. Clooney’s character takes Kendrick’s character along on his firing trips to mentor her. The reason for this? Anna Kendrick’s character helped create a program in which you fire someone via video conference. No face-to-face meeting, no real human interaction, just a video screen and a script to follow.

March 2011

People typically equate a company’s brand with the company’s logo. But a brand is much more than a stylized name: It is a primary symbol of an organization’s purpose, vision and values. Indeed, the act of branding represents a strategic endeavor that encompasses a range of corporate functions—marketing, public relations, and customer service, not the least, among them.

Branding also includes the way employees present their company to its various constituencies, whether intentionally through the communication of key messages or incidentally through everyday emails, social-media engagement and phone conversations.

Digital’s Impact on Branding

Before the advent of digital technology, buyers in both the business-to-consumer (B-to-C) and the business-to business (B-to-B) space would be open to receiving sales communications from a number of brand ambassadors. They may have been exposed to messages pushed to them from dozens of companies, clients, or products from which they could reduce the pool of realistic choices to those offerings that were closely aligned with their needs.

Marketing and other communications professionals relied on this traditional “funnel” approach, and reached out to their prospects and audiences at specific intervals in the selling cycle—most often at the point of “consideration.” The ball was essentially in the seller’s court.

Things are very different today. “Consumers in both the B-2-C and the B-2-B markets still want a clear brand promise and offerings they value. What has changed is when—at what touch points—they are most open to influence, and how you can interact with them at those points,” David C. Edelman states in this Harvard Business Review article. “In the past,” Edelman explains, “marketing strategies that put the lion’s share of resources into building brand awareness and then opening wallets at the point of purchase worked pretty well. But touch points have changed in both number and nature, requiring a major adjustment to realign marketers’ strategies and budgets with where consumers are actually spending their time.” He goes on to suggest that consumers are now most open to influence at the “evaluate” stage and not at the “consider” stage.

Read more about digital’s impact on branding and learn six tips to help optimize your branding efforts in this month’s BurrellesLuce newsletter.

With over 20 million subscribers, Netflix has been dominating the at-home-movie scene. As a subscription-based platform, Netflix allows users to watch unlimited TV episodes and movies via the Internet on either a Mac or PC or stream the content to a television using devices such as Xbox 360, Wii, or PS3. A subscription, according to their website, is $7.99 a month for unlimited streaming video or for DVDs by mail and unlimited streaming video, plans start at $9.99 a month.

However, Facebook’s 500 million friends will not be counted out, as soon to be seen (pun intended), the social networking site will be a potential competitor to Netflix.  Warner Brothers’ announcement of their availability on Facebook comes with little surprise as telecasts on Facebook have become more and more popular. Even the President and First Lady have taken to the Facebook airwaves to promote the White House Conference on Bullying Prevention on March 10^th. 

The Warner Brothers’ Facebook application will allow users to choose from a select number of full-length films priced at 30 Facebook credits. Facebook credits are an online currency that allow users to purchase applications and games on the site. Thirty credits equate to $3. Users can also acquire Facebook credits through applications and games also available on the site. Once the credits are redeemed, in this manner, the user has 48 hours to watch the movie. 

But don’t think that Facebook is alone in the quest to provide pay-per-view movies. Google’s YouTube has been offering online movie rentals since 2010, allowing users to access independent films and recently more popular films like Scary Movie 4 and Hannibal Rising. According to the YouTube Store, movie rentals range between $2.99 and $4.99. Other lesser known services have begun to crop-up as well. For instance, Zediva streams new releases through what amounts to a loophole in copyright law. The site offers “new release movies you can’t get on Amazon, Netflix, or iTunes that cost $2 for a digital rental that lasts two full weeks,” explains this Wired.com article. “The company literally rents you a DVD and a DVD player, with your computer, tablet or Google TV as the remote control.”

Will Facebook give Netflix a run for its money? It seems that Netflix users and Warner Brothers Facebook application users will be targeting different consumers. Netflix users are avid movie watchers and actually save money by paying a monthly fee rather than a paying per view. However, Facebook may gain viewership with users who are on the go and want to rent one movie at a time inexpensively. Also, Facebook users who accumulate credits have the ability to use their credits to rent movies. The Warner Brother’s Facebook app pales in breadth and depth to the movie selection offered by Netflix, however, only time will tell how much of a threat Facebook’s movie rentals will truly be to the reigning streaming-video service.

If you are a subscriber of Netflix and a user of Facebook, will you be trading in your subscription? What about for one of these other services increasingly becoming available? Please share your thoughts with me and the readers of BurrellesLuce Fresh Ideas.

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 *Bio: Soon after graduating from the Richard Stockton College of New Jersey, in 2006 with a B.A. in communication and a B.S. in business/marketing, I joined the BurrellesLuce client services team. In 2008, I completed my master’s degree in corporate and organizational communications and now serve as Director of Client Services. I am passionate about researching and understanding the role of email in shaping relationships from a client relation/service standpoint as well as how miscommunication occurs within email, which was the topic of my thesis. Through my posts on Fresh Ideas, I hope to educate and stimulate thoughtful discussions about corporate communications and client relations, further my own knowledge on this subject area, as well as continue to hone my skills as a communicator. Twitter: @_LaurenShapiro_ LinkedIn: laurenrshapiro Facebook: BurrellesLuce 

You finally confirmed a meeting with the client you have been trying to schedule with for weeks. Your boss is watching closely and you know this opportunity is too important to fly by the seat of your pants. Sometimes being face-to-face with a client is cause for momentary lapses in judgment. Sitting across the table from someone you lose the comfort of writing carefully worded emails or the ability to hide your hair twirling habit a client never sees on a conference call. Everyone has quirks; however, it’s important to know how to keep yourself in check during client meetings. 

These six tips will help you stay focused and reassure your clients they are in the best hands and can serve as an important reminder for both new and seasoned professionals alike.

Be Prepared.
Know who you are meeting with and have enough materials for everyone attending. (Bring extra just in case there is a last minute sit-in.) Make sure you understand the reason for the meeting as well as how you are going to contribute. If you are demonstrating a new product or service, make arrangements for everything you need (such as a laptop, Internet connection, conference room, etc). The more prepared you are, the more comfortable you will be and the more confident your clients will be in your abilities to provide them with the services they need. 

Communicate.
Fully understand the product or service you are presenting and provide accurate and intelligible information to your client. Speak clearly, intellectually and choose your words wisely. Remember: you will need to adjust your approach depending on who you are meeting with, their familiarity with your product or service, and their position in the company. 

Never Say Never.
While it is important to manage client expectations, try to avoid saying “no” or “impossible” during your meeting. If a situation arises, communicate how you will make an effort to look into any concerns or requests and that you will get back to them with a solution or appropriate alternatives. And give them a timeline of when you plan to follow up.

No Complaining.
Clients do not want to hear how bad your day is going or how much work you have at the office. Pointing out negativity is only going to lead the conversation in that direction. Focus on positive, energetic conversation points to keep your client interested in what you have to say.

Dress Professionally.
This should be a no-brainer; after all, you are a representation of your company. You do not want to show up at a meeting looking like you just rolled out of bed. Depending on your corporate culture, your dress may vary. Most companies make it quite clear how they would like you to dress and if there is any confusion you should inquire with your supervisor.

Mind Your Manners.
Always be polite and respectful. Never swear or use derogatory language, even if your client speaks freely. If you are having a meal, use proper etiquette. If alcohol is involved, know your limits and do not cross the line. Your maturity in these situations is reflective of how you will handle the account and, again, reflects on your company or brand.

If you are new to the area of client services, what do you find to be the most challenging aspect of client-facing meetings? If you are a seasoned PR, marketing, or client service pro – what tips can you give for weathering client meetings? What have been some of the challenges you have faced at client meetings and how have you handled them? Please share your thoughts with me and the readers of BurrellesLuce Fresh Ideas.

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*Bio: Prior to joining the BurrellesLuce Client Service team in 2008, Denise worked in the marketing industry for three years. She holds a bachelor’s degree in communications from the University of Connecticut, where she gained experience interning in PR and working for student organizations. By engaging readers on the Fresh Ideas blog Denise hopes to further her understanding of client needs. In her spare time, she is passionate about Team in Training (The Leukemia & Lymphoma Society’s charity sports training program) and baking cupcakes. Her claim to fame: red velvet cupcakes with cream cheese frosting. LinkedIn: dgiacin Twitter: @denise10283 Facebook: BurrellesLuce

I graduated from college when Facebook started its transition from being open to only users with college/university email addresses to the general public. With this transition, my college began the crusade to educate students on how to make their Facebook profiles “employer friendly.” They laid out the common sense do’s and do not’s of Facebook use and even started to make real-world examples, out of certain students, by utilizing the social network as a way to crack down on underage drinking on campus by finding photos posted to students’ profiles.

The key message that my college was sending has come to fruition – your Facebook profile is no longer just a fun place to tag photos and post your favorite movies and quotes. It is your personal résumé… a representation of who you are, even if you are not using the site professionally. Now, with the popularity of LinkedIn soaring, potential employers have two opportunities to do extra homework on employment candidates. On LinkedIn, employers can see your past experience and educational background; on Facebook, they can see your personality and who you are as an individual.

Since employers are already finding out everything they need about a candidate on the Internet, will social media sites eliminate the traditional résumé?

According to a study of Canadian human resources professionals by OfficeTeam, a staffing agency, it could go either way. As reported in the Montreal Gazette, the survey revealed that 43 percent of managers thought it was “somewhat or very likely that profiles on such websites as Facebook and LinkedIn will someday replace resumes for getting jobs.” However, 55 percent of managers thought it was “not very likely or not likely at all that social network profiles will completely replace resumes as job seeking tools.”

In short, the data found comes to an outstanding, “We don’t know if social networks will replace traditional résumés.” Nevertheless, OfficeTeam provides the following advice for handling your own social media accounts – job seeker or not.

1. Make sure you have a visible profile picture
2. Highlight your key skills and experience
3. Limit public access to pictures and other things that might not go over well with a prospective employer
4. Keep in mind the people you’re connected with might be contacted as references
5. Keep your online profile up to date

And with regards to privacy settings, Dianne Hunnam-Jones, OfficeTeam’s district president in Toronto, states: “I think the reality of the world is that [privacy settings] don’t matter; it’s still out there, somebody will find parts of it somewhere.” 

Do you think Facebook and LinkedIn will ever completely eliminate the need for a personal résumé? How do you use social networking in evaluating potential employees or employers?

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*Bio: Soon after graduating from the Richard Stockton College of New Jersey, in 2006 with a B.A. in communication and a B.S. in business/marketing, I joined the BurrellesLuce client services team. In 2008, I completed my master’s degree in corporate and organizational communications and now serve as Director of Client Services. I am passionate about researching and understanding the role of email in shaping relationships from a client relation/service standpoint as well as how miscommunication occurs within email, which was the topic of my thesis. Through my posts on Fresh Ideas, I hope to educate and stimulate thoughtful discussions about corporate communications and client relations, further my own knowledge on this subject area, as well as continue to hone my skills as a communicator. Twitter: @_LaurenShapiro_ LinkedIn: laurenrshapiro Facebook: BurrellesLuce