Posts Tagged ‘Starbucks’


Celebrity Branding: Accountability and Influence

Tuesday, April 3rd, 2012

Ruth Mesfun*

Virtual%20SeatI won the lottery! Okay, so, not the Mega Millions (apparently my luck did not transcend to that one). However, I did win tickets to Oprah’s Lifeclass the Tour for last night, April 2, at Radio City Music Hall. I picked up the tickets over the weekend and even though they were reserved, there was still a line circling the block. While waiting, I noticed no one complained about having to stand in line, in the rain, as if it was expected since we were Oprah’s “students.” After picking up my tickets, I hurriedly skimmed through the seating chart to see where my father and I were to be seated.

Orchestra seats I thought and I walked out with the biggest smile on my face.

While clutching the tickets I thought about the possibilities. How Oprah and Tony Robbins would share their secrets to an enlighten self and make all my problems disappear. My mind started to wander as if having tickets to their show was the Willy Wonka golden ticket to true happiness.

Then, I abruptly stopped and thought, Oprah is just a person she cannot solve my problems— that is my job.  

I also realized, in that moment, the true power of branding.

When I first studied branding in college my initial assumption was that branding was only for products or companies like Pepsi or Starbucks. Then it permeated to celebrity brands, such as Oprah and Tony Robbins. Now, with the advent of social and digital media, personal branding can be added to the mix. Branding people, particularly celebrity spokes people and their brands, opens a Pandora box which often hinders our ability to think objectively.

Instead of stepping back and having an objective perspective, if someone has a recognizable brand, we immediately join their cause without any initial thought of the situation, or at least not until afterwards. We are continuously in “sleep-mode” allowing branding to shift our thoughts and, as a result, our actions.

Celebrity branding also extends to the media and its ability to influence our response to the day’s news. (The recent Spike Lee social media gaffe comes to mind.) Often we trust and believe what is posted and reshare without double checking the facts.

So, while branding certainly has its place, as individuals – whether personally or professionally – we need to take responsibility for how our actions are influenced by branding and how we influence the actions of others via our own branding.

It is great to have an “AHA” moment just getting the tickets. Whatever else I learned during the Lifeclass, I promise to share in the coming days and weeks. 

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 Bio: Before joining the BurrellesLuce team in 2011, as social media specialist, Ruth worked as a marketing assistant in a kitchen design firm and, later interned with Turner Public Relations. She holds a BA in Economics with a minor degree in International Relations from Rowan University. In addition to economics, education, and finance – Ruth is passionate about understanding the business implications of social media, including how it can be used to increase ROI, find and maintain a career, and create a business. Connect with her on Twitter: @RuthMesfun LinkedIn: Ruth Mesfun Facebook: BurrellesLuce

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Why It Pays to be the Influencer for Sales and Retention Efforts

Wednesday, June 23rd, 2010

by Emily Mouyeos*

Influence marketing is beginning to showcase itself as an effective tool in social media strategies. Companies such as Starbucks and Virgin America have partnered with Klout , a startup that measures influence on Twitter, to identify influencing social media users. The criteria used to identify key influencers include more than 25 variables used to measure “true reach,” “amplification probability,” and “network score.” Klout’s website explains that, “The size of the sphere is calculated by measuring True Reach (engaged followers and friends vs. spam bots, dead accounts, etc.). Amplification Probability is the likelihood that messages will generate retweets or spark a conversation. If the user’s engaged followers are highly influential, they’ll have a high Network Score.”

The examples of Starbucks and Virgin America shows how companies are reaching out to find influencers to (in the words of Frank Sinatra) “start spreading the news” or share their valued opinion on a product or service. However, it can be just as important for the company to be the influencer, especially in B-to-B marketing. Being an influencer means you need to create a following (True Reach), have smart and interesting things to say (Amplification Probability) and connect with other shakers and movers (Network Score.)

This article, appearing on The Drum, offers some tips for effective influencer marketing,  among them: 

  1. Focus on the Influencer.
  2. Focus on Transactions.
  3. Focus on the Story, not the pay-off.
  4. Measure what counts.

If want to become an influencer then scoring high in these areas will pay off for your sales and retention efforts. If people come to know and like you, they will want to buy from you. Co-founder of influencer marketing company Pursway, Ran Shaul states, “The fundamental marketing challenge today is more strategic than tactical. Numerous studies all draw the same conclusion – the majority of people buy based on the conversation and recommendations of trusted friends, family members, colleagues and, increasingly, online reviewers.”

klout happo 2

He then goes on to cite Nielsen’s latest Global Online Consumer Survey, which revealed that out of over 25,000 Internet consumers, from 50 countries, “90 percent of consumers surveyed said they trust recommendations from people they know, while 70 trust consumer opinions posted online.” Incidentally, 70 percent of consumers surveyed also indicated that they “trusted brand websites completely or somewhat.” With 64 percent listing that they trust “brand sponsorships.”

How does this translate to sales and retention efforts? Becoming the influencer (directly or indirectly) gives you direct connection to potential clients who will remember you when they are looking to buy. These types of relationships increase brand awareness and prove you are a trusted advisor through thought leadership. Potential clients plugged into the industry chatter will know who you are and what you are about. Social Media has made it incredibly easy to share information. You no longer have to write a book to be considered an expert or impact the community.

As an example, I loved watching the phenomenal initiative; “Help A PR Pro Out” (HAPPO) impact the PR community. The campaign partnered together “PR Pros” with recent graduates looking for jobs in this tough economy. It may not have been the intent of the co-founders, Arik Hanson, ACH Communications, and Valerie Simon, BurrellesLuce, but they instantly became industry influencers to the young generation of PR professionals. You better believe that the college graduates will look to them for future partnerships and will one day become influencers themselves, not to mention the group of current PR influencers HAPPO was able to group together. I think the HAPPO campaign hit all of the “high scoring” variables used by Klout on the head. They created a strong following of PR pros and college graduates, gave out incredibly valuable information and gathered together the PR industries current and future influencers.

Do you know of any influence marketing campaigns where the influencer is the actual company? What are potential pitfalls to a company striving to be an intentional influencer? 

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*Bio: Emily Mouyeos joined the BurrellesLuce account management team with a background in nonprofit communication and development. Her background and current experience with BurrellesLuce allows her to effectively address client needs and consolidate feedback for senior management. To Emily, nothing feels better than helping others achieve their goal, whether it’s professionally or personally.  By focusing on client management through the Fresh Ideas blog, she hopes to evaluate new client management trends, as well as provide insight to the pros and cons of current practices. She looks forward to connecting with the readers of Fresh Ideas for new perspectives and dialogue on issues that affect overall success. LinkedIn: Emily Mouyeos Twitter: @BurrellesLuce Facebook: BurrellesLuce

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Looks Can’t Kill But They Could Pay More

Wednesday, January 27th, 2010

by Lauren Shapiro*

No one said it’s fair but your appearance at work can give you a lot more than a complimentary coffee at Starbucks. What you wear and how you look can be beneficial or detrimental to your advancement, both in status and in salary. Physical appearance is one of the first non-verbal cues that we exude. How the recipient subconsciously or sometimes consciously interprets our outward appearance determines how we are perceived as workers, clients, bosses, etc.

Many researchers have begun to delve into the obscure world of physical attractiveness in correlation to societal benefits. Beauty may be in the eye of the Money_Eyesbeholder; however, certain characteristics stand out as key players in “Darwinizing” the workplace, some of which include weight, youthfulness, and overall perceived attractiveness.

Deemed the Physical Attractiveness Phenomenon, the allocation of perceived characteristics to an individual based on how they look is something that happens every day. Dr. Gordon L. Patzer, explains that appearance acts as an informational cue (via nonverbal communication). As the nonverbal cues are interpreted by our bosses, coworkers, etc, information is inferred and assumptions, expectations, and/or attitudes are triggered – resulting in effects that are more positive for individuals with a higher physical attractiveness.

According to a Work & Power Survey conducted by Elle/MSNBC.com, bosses who were perceived as attractive were found to be more competent, collaborative, and better delegators. “Perception is key,” explains Ken Siegel in this Forbes.com article. Favorable qualities are assigned to individuals we find attractive and unfavorable qualities to those who we find unattractive.

How you are perceived in the workplace is entirely up to you. According to Sandy Dumont of Image Architect, “You never have the advantage when dressed casually. You look like you’re careless or have careless attitude.” Another suggestion to improving your in-office image is taking care of your hair, skin, nails and teeth.

Here are some interesting stats as they relate to perceived attractiveness and professional advancement:

  • A study by Cornell University revealed that white women who gained up to 64 pounds experienced wage decreases up to 9 percent
  • U.S. Bureau of Labor Statistics noted that obese individuals can experience wage losses up to 12 percent. While individuals who were deemed “attractive” made up to 10 percent more annually
  • A study by the American Society of Plastic Surgeons found that 73 percent of females felt youth (or looking youthful) significantly affected them getting a job, being promoted, or keeping a client

Do you think perceived “attractiveness” can affect the dynamics of a relationship between a PR professional and their client? Are you more or less likely to sign a contract with an “attractive” sales rep? In your personal experience, have you observed the effects of the Physical Attractiveness Phenomenon?

*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 work as the supervisor of BurrellesLuce Express 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

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